Written by Xiao Yue
Source|Hydrogen consumption products (ID: HQingXiaoFei)
At this year's Douyin 618 Good Things Festival, Xiaolu Lanlan ranked in the TOP10 of the two lists of baby food brands and baby snack brands (ranked by sales). Specifically, in the ranking of baby food brands, Xiaolu Lanlan ranks second, beating overseas veteran complementary food Garbo, and ranks fifth in the list of baby snacks, and there are also industry predecessors such as Ying's.
*Fawn Blue has been on some of the lists
However, the performance at the Douyin Good Things Festival is only a microcosm of the outstanding results achieved by Xiaolu Lanlan, a company that has been established for more than three years, in the mother and baby track, looking back at the past Double 11 period, on the Tmall TOP list, Fawn Lanlan is also a frequent visitor.
While frequently achieving good results during the promotion, explosive products are frequently released, which is also another obvious feature of Xiaolu Blue Blue. From freeze-dried cheese chunks, probiotic beans, to the top 1 hawthorn sticks on Douyin e-commerce, which record the top 1 sales of hawthorn categories with millions of items, Xiaolu Lanlan seems to have found an unbreakable truth.
* Frequent explosive products are also another obvious feature of fawn blue blue
Hydrogen consumption understands that the achievements of Fawn Blue from explosive products to sales are inseparable from its clear brand strategic positioning.
According to Li Ziming, the person in charge of the Fawn Blue brand, at the beginning of its establishment, Fawn Lanlan clarified the direction of baby snacks, and according to this positioning, it continued to make efforts in the promotion and research and development of baby snack products from 2020 to 2022.
At that time, when the market was relatively weak in brand building, Xiaolulanlan began to improve brand building, and now, more and more brands began to pay attention to brand value, began to upgrade packaging, and repositioning, Xiaolulanlan has already found new traffic depressions outside the traditional e-commerce channels to empower the brand.
For example, through cooperation with Bee Enjoyer, with the help of group leaders who are closer to C-end consumers, the products can penetrate into the community and reach more target groups; At the same time, with the help of Douyin e-commerce, further consolidate and expand the competitive barriers and advantages of Lulanlan in terms of brand power, popularity and affinity.
Li Ziming revealed that Xiaolu Lanlan won 8 million GMV in an event on the bee family.
* Fawn Blue brand image
In terms of research and development, the brand has clarified the strategy of "high-end cost performance", and found a balance between "better quality" and "cost control" through continuous polishing and optimization of supply chain resources.
In Li Ziming's words, when Xiaolu Lanlan first entered the track, the gross profit of the brand in the track was generally more than 60%-70%, which was relatively high gross profit industry, and after Xiaolu Lanlan entered the track, the gross profit of the entire industry was knocked down, and consumers were able to buy higher quality products at cheaper prices.
*Fawn blue puree products
Hydrogen consumption noted that compared with the unit price range of 100-150 yuan for overseas zero complementary food, the unit price of Xiaolulanlan is concentrated in the 50 yuan range. Taking the puree product of Xiaolulanlan as an example, on Jingdong supermarket, the price of 108g/bag*6 bag size product is 29.9 yuan, while the price of a bag of 90g fruit puree of an imported brand is 31 yuan.
For the fawn blue that entered the track as a "spoiler", consumers also responded in the form of purchasing power.
According to Li Ziming, Xiaolu Lanlan's sales on Douyin increased by nearly 300% during this year's 618, and at the same time, the single products that participated in JD.com's tens of billions of subsidies during the 618 period achieved an increase of more than 200%.
According to the relevant data of the children's snacks market report released by QYResearch, from 2019 to 2023, the children's snacks market will continue to grow at a compound annual growth rate of 10% to 15%, in addition, another agency predicts that the children's snacks market is expected to exceed 600 billion yuan, which also means that for brands that are among the children's snacks track, the market potential is still huge.
However, in such a large-scale children's snack market, fierce market competition is inevitable, and the entry of snack giants such as Baicao Wei and Liangpin Shop and cutting-edge children's brands is one of the manifestations. In Li Ziming's view, full competition between brands is a good thing for brands, consumers and the industry.
"Different from the water drink market with high brand concentration, the children's snack track is relatively small compared to the plate, and the emergence of more brands will drive the sales of the entire plate, benefit the brand, and let everyone do bigger business in a limited space."
Li Ziming explained using cheese sticks as an example, "The emergence of this category from scratch to different cheese additions and different forms of products (such as room temperature cheese sticks and smoking cheese sticks) is precisely the result of full competition among brands, and at the same time, the entry of different merchants has also led the industry all the way forward." ”
*Li Ziming, head of Xiaolu Blue brand, The following is the conversation between DoNews & Hydrogen Consumption and Li Ziming (abridged)
Q: DoNews & hydrogen consumption
A: Li Ziming, head of the Fawn Blue brand
The crowd goes from low to high,
Then turn to lower-tier city penetration
Q: What are the changes in children's snacks and baby food from 2020 to now?
A: Divided into two, the external may be the decline in the birth population, the downgrading of consumption power, etc., but more from the internal changes of the industry.
In 2020, there were not many domestic brand children's snacks on the market at that time, and what could be said may be the baby hungry and Ying's. We entered the track relatively early, and also led the trend of the entire baby snack industry.
When we first wanted to make a baby snack, there were very few suppliers with production capacity in China, but with the past two years, especially between 2020 and 2021, a lot of capital entered the industry, and many emerging brands began to appear, driving the development of the entire industry, whether it was complementary foods or snacks.
Including this exhibition like this CBME found that the booth in the middle of the exhibition hall may be a brand owner, the surrounding booth is some OEM foundries, you can obviously find that more and more foundries, and even these foundries have begun to do their own brands, which also reflects from the side that the industry is developing rapidly. Q: Are the explosive changes in Xiaolulanlan's previous participation in 618 and Double 11 also a microcosm of the trend of industry categories?
A: From 2020 to 2021, we have achieved the first sales of yogurt cubes, soluble beans, shrimp slices, etc., and in the past two years, they have successively changed into cod intestines, puff sticks, hawthorn lollipops, etc., which have changed every year.
Behind the category change, it is not only related to the merchant drive, but also related to the fact that consumers choose a certain category for a long time, have a fatigue period, and look for new alternatives.
The former, exemplified by the much-sought after cheese sticks some time ago, is essentially the result of a combination of brand and supply chain driven. Consumers have demand, but generally do not take the initiative to choose a certain brand of a product, more or according to market changes as a reference, such as seeing some merchants selling cheese sticks, and then finding that more merchants make cheese sticks, and then have the idea of buying cheese stick products.
The latter takes soluble beans as an example, although the buyer of the product is the baby, but the audience is the baby, as the baby's age grows, when he passes the age of 6-12 months, he may feel that the taste of the bean is relatively light, and new products are needed to expand his sense of taste, which also forces the brand to upgrade products and develop new products.
*Fawn blue bean product
Q: Has the consumer population of children's snacks changed?
A: The user portrait of Xiaolu Lanlan is still relatively stable, if divided by age, it has been dominated by 25-35 years old Baoma, which can basically account for more than 75% of the user's proportion.
If divided by geographical location, we find that when we first started doing Xiaolu Blue in 2020, there were many purchase users in second- and third-tier cities, and gradually there was an increase in first- and second-tier purchase users, but with the sinking of Douyin, including community e-commerce, we found that more and more small town mom groups began to appear in the past two years.
It may be generally believed that first- and second-tier cities have stronger spending power, but in fact, the size of these consumers accounts for less of the overall user base, especially when the fertility rate of large cities is lower than that of other third- and fourth-tier cities.
Therefore, the overall user change is from a sinking market to a high-end market, and then slowly begin to continuously expand and penetrate into lower-tier cities.
Q: Is there a natural conflict between children's snacks in the pursuit of taste and health?
A: There will be conflicts, and it is also a relatively large difficulty for the industry to overcome.
Adults eat snacks to pursue taste, delicious will repurchase, the baby in the choice of snacks, although also as much as possible to pick his delicious food, but because the baby is still in the process of growth and development, taste is in the process of continuous development, so like the initial complementary food products, often are not too much taste, as he grows, in order to choose to add sugar, salt or other condiments to the ingredients, to obtain better flavor or texture of food, but for the new generation of parents The simplest possible ingredient list is what is preferred, and therefore, there is a conflict.
But this conflict between the taste and the cleanliness of the ingredient list is not unbridgeable. For example, Fawn Blue strictly adheres to the red line of additives such as sweeteners and preservatives in the product, and makes it possible to make a clean ingredient list and maintain a better flavor through technological upgrades.
For example, most of the yogurt cubes and bean products used to be baked on the market, but Fawn Blue adopted a freeze-dried process to keep the flavor longer.
But on the other hand, children's snacks can also be based on your baby's need for nutrient supplementation, thus contributing to health. Take probiotics as an example, itself helps to promote the baby's gastrointestinal peristalsis, some young babies have constipation or flatulence, parents may go to the mother and baby store to buy probiotics as health products, but when feeding the baby, there will still be some concerns in the dosage, fawn blue blue by adding probiotics to the snack, in the case of controllable addition. Meeting your baby's intake needs in a natural and step-by-step way also relieves the anxiety of moms and dads.
The product is new,
Grip on taste and user experience
Q: How to create this popular product of melting beans?
A: Soluble beans are our earliest research and development products, for the baby and child plate, at that time soluble beans already had a certain consumer awareness, but at that time the common products on the market were baking processes, and even some mothers themselves at home would use cake piping bags to squeeze out the shape of soluble beans, put them in the oven and bake them for babies.
The biggest problem with the baking process is that if the baking temperature is not well mastered, there may be a loss of nutrients, so we adopted the freeze-drying process at that time, using FD freeze-dried aerospace technology, -35 °C vacuum locking, reducing nutrient loss at the same time, so that the inside of the soluble beans leaves a lot of holes, so that after treatment, the soluble beans enter the baby's mouth, melt quickly in contact with water, and will not be stuck in the throat.
The first soluble bean product was well received by consumers during the cold start, seeing this, and then we further optimized the entire supply chain, brand operation and other resources, and pushed it as an explosive product. Later, we did some placement through Douyin and live streaming with overhead anchors, so that the product quickly increased in terms of volume and sales.
In the past two years, as live streaming has become more and more popular, we have turned to cooperation with experts and amateurs on the portal of Douyin, and also laid out private domains, so that more consumers can buy our products through the way of group leaders bringing goods.
Q: What is the logic of the product upgrade of Fawn Blue Blue?
A: Health is the general direction that we have always adhered to in our product upgrading, while adhering to this direction, we will also regularly do consumer research when upgrading products, and use consumer feedback according to consumer demand feedback as a reference for new products.
For example, our earliest strawberry-flavored soluble bean products, because the strawberry raw fruit is used for pulping, directly freeze-dried, strawberry content is relatively high, many consumers feedback that the taste is too sour, after collecting consumer feedback, we readjusted the formula, adhere to the principle of clean formula, without introducing flavorings, by adding other fruit ingredients, the taste of the product is neutralized, making it soft.
Another example is the upgrade of cheese block products, because the same freeze-drying process, cheese blocks become crispy at the same time, during transportation, if impacted, easy to appear powder loss, consumer experience will be affected, we will adjust the mold structure, formula and other aspects of the product, so that the upgraded product is not easy to break.
That is, taste and user experience are important factors for us to upgrade and adjust.
* Fawn blue cheese block products
Q: What are the new plans for children's snacks this year?
A: This year, it is expected that there will be about 100 new products, and now halfway through the time, about 66 products have been completed.
In fact, in the launch of new products, we are relatively restrained, more to consider the formula of the product, the market performance of the product and other aspects, especially in the past two years, the number of new products is very small, because at that time we were also doing some internal optimization and adjustment, but also hope to make more complementary food products in addition to baby snacks.
Each "new channel",
It's worth doing all over again
Q: Are there differences in the business strategy of Fawn Lanlan in different channels?
A: It's basically the same, but there are some minor differences. For example, a functional gummy recently added lutein, probiotics, vitamin C, etc., has been quickly sold on Douyin as a new product, and its daily sales have even reached more than 8,000 pieces.
Another recent main fruit puree, the main cost performance, 29.9 yuan can buy 6 bags, the average conversion of a bag of less than 5 yuan, the benchmark industry is one-third of the peer price or even lower, the quality is not worse than the other party, but also on Douyin to achieve rapid volume, the initial day can sell thousands of bags, the current highest can be tens of thousands of bags a day.
In contrast, Jingdong service is better, especially self-operated, relying on Jingdong Express and the country's warehouse network, basically can achieve next-day delivery and same-day delivery, at the same time, Jingdong's user quality is also relatively high, such as purchasing power, customer unit price, user group stability is also relatively high, our fruit puree single product 618 participated in Jingdong's self-operated tens of billions of subsidies, achieved more than 200% growth.
Q: What attempts have Xiaolu Lanlan made in the private domain so far?
A: An important reason for Xiaolulanlan to do private domain is to do a good service. Based on this original intention, the private domain is not sales-oriented, but more through the private domain, online registered dietitian customer service, the consumer raised the mother and baby problems, the baby's feeding problems, product after-sales service problems, etc. to solve, in fact, like the sales port, now it seems that it can be handed over to the type of enterprises represented by the bee enjoyer.
Because the latter has rich group leader resources, these group leaders have their own huge fan base, compared to the brand to do their own private domain, the group leader and fans have higher stickiness and closer distance, as long as the high-quality products and reasonable prices to the group leader.
We did 8 million in the first activity on Bee Enjoyment, of course, in addition to GMV, we value private domain channels, and because some users, in the past, may not be able to buy Fawn Blue Blue products through other channels, now through the private domain plate to reach them, this is the data we care about, only if the reach problem is solved, there will be repurchases later.
* Fawn Blue X Bee Home Event
Q: How do you see the value of offline channels for children's snacks?
A: For children's snacks, offline is definitely an indispensable channel, but as a company with Internet genes, whether it is three squirrels or fawn blue will be more online, in the past two years we have also been expanding the offline sector.
For example, this year, three squirrels have successively landed in community snack stores in Anhui provinces and cities, which is also a process of expanding offline channels, infiltrating into streets and residential areas, so that more and more consumers can buy products at their doorstep, which is one of our directions.
Q: Will the decline in fertility and the addition of new brands make the track more competitive?
A: Newborns can generally add complementary foods from 6 months, so the complementary food sector will be affected by the decline in the birth rate of newborns, but we also see that more and more brands, by extending the life cycle of products, began to do business for older children and layout products for higher age groups.
As for competition, the entry of more brands can drive the growth and progress of the industry. At the same time, full competition promotes practitioners in the industry to upgrade and iterate products, so that limited track space can make bigger business.
//
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