In 2023, more and more brands will fall into the fog of quality-price ratio. Consumers value high-quality cost performance and hope to spend less without downgrading, and this consumption concept has affected many consumer brands such as clothing, food, housing and transportation.
In the view of Yang Lisha, deputy general manager of Chengdu Liuhui Xinbang Agricultural Technology Co., Ltd. (hereinafter referred to as "Liupo"), the brand can reduce the procurement cost in front of the supply chain, and at the same time carry out technical iteration of production equipment, coupled with the shrinking profits of the enterprise itself, and take a multi-pronged approach to provide the market with the ultimate cost-effective products.
A key node in the development of the enterprise
Seize the opportunity of the times
There is such a text in the documentary "Chinese Spiciness": "Today, from south to north, spicy connects people. The infinitely amplified and concentrated spicy ignites people's appetite. Between the lips and tongues, there are streets and alleys, and it is also an indulgence in life. ”
In the past, the spicy food was mainly concentrated in Sichuan, Chongqing, Guizhou, Yunnan, Hunan, Jiangxi and other regions in the mainland, but with the spicy element sweeping the entire catering and food circle, even Guangdong, Jiangsu and Zhejiang, which used to advertise fresh, light and sweet food, have also blown a spicy whirlwind, and "no spicy and unhappy" has become a collective attribute of young people all over the country.
As a leader in the spicy industry, Liupo Company started as a string of incense, and the number of stores exceeded 1,000 at the peak of the franchise. When the franchisee reached its peak, Liupo Company began to move towards the road of self-built factories.
Yang Lisha was interviewed by the reporter of First Food Information
Yang Lisha told First Food Information: "There are more franchisees, and the requirements for standard products are also higher. We have started from scratch, to establish a small-scale factory, and then to the current modern enterprise, step by step, constantly refining our own positioning, and self-growth and transformation with the development of the times. ”
Around 2015, with the rise of e-commerce, Liupo Company responded quickly and organized a special team to operate the e-commerce business, which belonged to a group of enterprises that had an earlier layout of e-commerce in Sichuan at that time.
At that time, the chairman gave the person in charge of e-commerce a sales task of 1 million, and at first everyone thought that 1 million was too high. But now, Liupo's online channels cover Taobao, Tmall, JD.com, Pinduoduo, Douyin and other major platforms. Looking back, the task of 1 million is actually not high. ”
In Yang Lisha's view, the scale and brand influence of Liupo can be inseparable from the company's ability to grasp the trend of the times at key nodes: "It's the same now, talent live broadcast and corporate self-broadcast have almost become brand standards, and we are also doing these actions with goods." To make products and brands, the requirements for entrepreneurs are very high, and they need to seize the trend and then adjust their strategies in a timely manner. ”
Also in 2013, the return to the offline market was mentioned by many brands, and many manufacturers who originally took online channels have made great efforts to recruit dealers and develop outlets this year, and some companies even said: "Even if the anchor brings 10 million goods, it is not worth the 1 million sold in the offline market."
In this regard, Liupo has also increased the layout of offline distribution channels, Yang Lisha said: "We have made a lot of investment this year, including product display, terminal promotion, etc., which is very different from the previous extensive management model. ”
The number of entrants on the track has increased
The six women create an emotional exclusive selling point
According to the data of the "2018 National Condiment Industry Blue Book", there are 2.524 billion people eating spicy food in the world, and the snack giant Lay's "2020 Snack Taste Forecast" also recognizes the potential of spicy and sour taste in snack tastes.
In the spicy track, more and more companies have entered the game. When the pressure of competition on the track increases, how will the six women respond?
"You create a category from scratch, and when this category opens up the market on the consumer side, it is inevitable that other brands will come in, and it is also a good thing. After all, only when there are more companies entering the game, it is possible to make the track bigger. During this period, there are also peers who are doing well, and the pressure will definitely follow. ”
However, in Yang Lisha's eyes, the sixth woman has her own unique advantages.
"Everyone was Xi to eating individual chili noodles before, but we pioneered seasoned chili noodles. It has evolved from a spicy product to a flavored product flavored with a variety of recipes. Until now, the spicy chili noodles have been our bestsellers. ”
For many consumers in Sichuan and even across the country, Liupo seasoned chili noodle products have been with them for many years, which contains emotional value.
In the past two years, Liupo has developed small packages and 12-flavored chili noodles, constantly observed consumer behavior, and then launched corresponding products. "I think Liupo gives everyone an emotional or a sense of belonging to memory, which is something that many brands can't achieve. ”
"For example, a friend of mine told me that when they travel to Southeast Asia, they will bring six women's chili noodles in their luggage. Southeast Asia eats vegetable salad, people put salad dressing, they say don't put salad on me, I bring my own chili noodles. Such a combination of vegetables and chili noodles, although it jumps out of the common sense of ordinary people, also proves that consumers love our products. ”
In the face of the consumption environment with post-90s and post-00s consumers as the mainstream, Liupo is also constantly innovating and improving products to meet the needs of young consumers and improve market competitiveness from packaging design, online sales, health promotion, brand stories, marketing activities, etc.
In terms of R&D, Liupo has developed more types of seasoned chili noodles to meet the needs of young consumers for taste and nutrition. In particular, the 12 flavor series products have triggered a consumption boom of the whole people on social platforms such as Xiaohongshu and Douyin. The innovative combination of matsutake and chili noodles not only meets everyone's health needs, but also effectively increases the premium space of the brand.
In terms of social media marketing, as one of the important channels for young consumers to obtain information and communication, Liupo has attracted everyone's attention and purchase by posting short videos and live streaming on these platforms.
This year, the hot spots of consumption downgrading or extreme cost performance talked about by all walks of life have also been noticed by the six women.
In this regard, Yang Lisha revealed: "Next year, we will continue to observe, is the consumer of Liupo so sensitive to price? Therefore, we have to judge whether the ultimate cost performance is a real demand. Of course, we have also been extending raw materials to upstream bases, improving equipment refinement, and reducing corporate profits to maximize profits to consumers and customers. We will continue to do this in the future. ”