As a qualified worker, I want to come to the bucket of instant noodles every once in a while, which is convenient and satisfying.
Recently, a friend Amway gave a new generation of white elephant soup delicious [Zhenwei Soup House] series, the soup is fragrant, and I feel that the whole person is comfortable.
As we all know, the momentum of the white elephant has been getting stronger and stronger in recent years.
The 27-year-old white elephant has recently made a new move: it shined at the 110th Chengdu Spring Sugar and Wine Fair, showing its strong brand power, product power, and "investment power" in three aspects: empowering dealers.
Last year's sugar and wine fair white elephant exhibition area crowded, scrambling to sign the hot picture seems to be still in front of us, this year staged again, from the 20th to today, not only many dealers came to negotiate cooperation, but also attracted a lot of visitors to come to taste and interact. A consumer at the scene saw the white elephant exhibition area and happily said to his companion: "Look at the white elephant, take a walk, go in and have a look." ”
From the perspective of the industry track where White Elephant Food is located, the past two years have not been calm, and it can even be said that it is not easy to do.
The industry is becoming more and more saturated, and there are countless pairs of eyes staring, and volume products, volume marketing, and volume flavors have become the norm for major brands.
In the six years from 2013 to 2018, the instant noodle market size has been stable at 800-90 billion yuan, until 2020, it crossed the 100 billion yuan mark, and in 2022, it directly jumped to 145.9 billion yuan, with an average annual compound growth rate of 8% in the past five years. Behind the explosive growth, it has brought about the intensification of competition in the industry.
When everyone began to be anxious in order not to be left behind by the industry, the old national brand White Elephant was particularly calm.
Social platforms are full of content about spontaneous evaluations and tap water per consumer. As long as the white elephant comes out with a new product, it will definitely swipe the screen. On station B alone, there are a large number of videos of tasting white elephant Chinese noodles, with more than one million views, and once became the favorite topic of traffic passwords and bloggers.
Screenshot of station B
How did the white elephant achieve this prosperous situation?
From 2023 onwards, White Elephant will officially open a comprehensive brand upgrade path and put forward the strategic positioning of "White Elephant Chinese Noodles", which will uphold the brand concept of "integrity" and advocate doing a good job in the White Elephant brand from the four dimensions of making a good Chinese brand, restoring the Chinese taste, adhering to Chinese quality, and promoting the Chinese spirit. It is not difficult to find that the three words "Chinese noodles" are one of the magic weapons for White Elephant to win the market and achieve brand success!
One mind is to make products and deeply cultivate the "Chinese noodles" track. As a 27-year-old enterprise, it has always adhered to innovation and research and development, actively adapted to the ever-changing new consumption environment, and pursued sustained, healthy and rapid development. In 2023, 18 series of 112 new products will be developed and marketed, 7 technical invention patents will be authorized, and from 2021 to 2023, it will win the Outstanding Innovative Product Award issued by the China Convenience Food Industry Conference for three consecutive years.
The single product White Elephant authentic old hen noodle soup has won the first place in sales on the whole network for five consecutive years.
In the early days, when the taste of instant noodles was relatively simple, and there were only a few rare categories, White Elephant had already begun to innovate.
In 2003, White Elephant took the lead in launching the first bone broth instant noodles in China, "1 Yuan Big Bone Noodles", and has been continuously upgraded on this basis. In 2010, it launched the "Finely Stewed Big Bone Noodles", in 2013 it officially released the strategic new product Big Bone Noodles, and in 2018, it created the first soup noodle product "Soup is delicious", changing the stereotype that instant noodles are all powder packets, and pushing the "instant noodle brand" to the "modern noodle brand".
White Elephant Chinese Noodles Illustrated Source: Little Red Book @ White Elephant Foodie Club
Products and patents are on the surface, and behind them is a mature supply chain.
The so-called supply chain is generally two aspects: product production and freight logistics. According to public information, Baixiang currently has more than 90 world-class instant noodle production lines, more than 70 independent research and development and joint research and improvement of production processes, and 170 valid patents, including 13 valid invention patents, 11 effective utility model patents and 146 valid design patents. The production technology and technical level have reached the international advanced level.
It can be seen that although White Elephant is an old domestic brand, it is not old-fashioned and conservative, and its marketing is close to young people. As early as the end of 2021, White Elephant settled in Station B and directly opened the live broadcast of the factory's "assembly line" to respond to its own food safety problems, and every link was open and transparent, which not only cured a large number of instant noodle lovers who were anxious about food safety, but also sighed by everyone that the slow-paced and neat picture was "extremely comfortable" and "good cow's ASMR", and the popularity once topped the first place in the food live broadcast of Station B.
Image source B station @ White Elephant Food
The gameplay is constantly innovating.
It even conformed to the topic of "how to eat white elephant instant noodles with different MBTIs" in response to young people. Depending on your personality, you will have different habits when eating instant noodles. For example, the adventurous ISTP and ENFJ like to try new products, while the ISTJ and ENTJ, who have to plan everything, have to strictly control the time it takes to cook instant noodles.
The product is cattle, the supply chain is stable, and the gameplay is new. That's why the white elephant was able to crowd the booth at the highly competitive sugar and wine party.
The excellent conditions alone are not enough to reassure many dealers. White Elephant is well aware of this truth, so it has also made a lot of planning and implementation strategies for cooperation with dealers.
For example, in the early stage of cooperation, the difficulties that dealers are most concerned about have already been considered clearly, and White Elephant directly puts the solution in front of him, relying on a sense of responsibility.
Dealers said that it is difficult to recruit people and not enough employees, so White Elephant actively assists dealers in personnel recruitment, and takes the initiative to share their recruitment experience and resources; dealers are worried about the instability of the sales rate of store products, so White Elephant convenes the group level and the regional level to formulate flexible product promotion policies on a regular basis; dealers are troubled by internal management and promotion, White Elephant pondered for a while, and simply directly provided by the group White Elephant and other systems to facilitate dealers to manage their business, and the group and major regions regularly organize dealer forums to solve problems at any time.
After dispelling the concerns of dealers in the early stage, the white elephant was not idle. After all, it's all about the beginning of the partnership, and the product and productivity are everything.
Fortunately, people still have a bit of hard power. Relying on the concept of "one manufacturer, win-win cooperation", White Elephant Chinese noodles have been exported to 76 countries and regions, and the coverage rate of Chinese chain supermarkets in Europe, North America and Oceania has reached more than 80%.
White Elephant Douyin sales occupy the top ten on the food list all year round, with nearly 5 million fans. During this year's Spring Festival, #过中国年吃白象中国面#相关话题在抖音收获了超过 1.7 billion views, and it was also recommended by Jay Chou's friends in the popular variety show "Travelogue 2".
Source: Weibo video @ Entertainment Matcha Circle
To put it simply, we have the strength. It's almost like taking a big loudspeaker and playing it in a loop every day - dealers can fly with confidence, and white elephants will always be with you.
Throughout the cooperation process, proper management is also known as an important factor for white elephants to attract dealers.
Strong production capacity, to ensure sufficient supply of goods and efficient logistics and freight capacity, to ensure the timeliness of arrival and perfect customer service system, to escort customers.
In addition to the perfect cooperation system, the most reassuring thing for dealers throughout the whole process is the "integrity" of the white elephant.
It's easy to say that it's right, but it takes a lot of effort to actually do it. The white elephant is upright, and the first thing to keep is the inheritance of taste. With one mind on making "Chinese noodles", it not only specializes in the study of regional flavors, but also actively promotes Chinese food culture, such as hot dry noodles with Wuhan flavor in Hubei, crab roe noodles popular in Jiangsu and Zhejiang, as well as Gansu beef noodles, Sichuan-Chongqing hot and sour noodles, etc., but also promotes them to foreign countries, so that Chinese tastes can go abroad.
Not only that, but the new products will also be fine-tuned according to different regional characteristics. For example, the positioning of China's authentic spicy noodles White Elephant Da Lajiao, in addition to the classic sweet and spicy flavor, its turkey noodles also have three other flavors: Guizhou sour and spicy, Xinjiang barbecue, and Hunan spicy pepper.
It is still human touch and warmth. White Elephant not only won the Weibo Night Public Welfare Award, but also often triggered consumers' "wild consumption" because of public welfare actions, but White Elephant did not take advantage of this to harvest consumers, but persuaded everyone to consume rationally and do what they could. In the second half of last year, White Elephant also signed contracts with the Chinese women's basketball team, women's football team, and women's volleyball team, becoming the first Chinese brand to sign the three major women's national teams at the same time, deepening the brand brand of Chinese quality and Chinese brand through sportsmanship.
It is precisely because of the coexistence of soft and hard power, and the overall tonality of the brand is "upright" and warm enough that White Elephant has become one of the most reliable partners in the eyes of dealers.
On March 20, the 110th National Sugar and Liquor Commodity Fair kicked off in Chengdu. This high-profile event in the industry is not only a symbol of the industry's strength, but also an important window for many enterprises and investors to discover business opportunities and seek cooperation.
The number of exhibitors at this sugar and wine fair has set a new record, exceeding 6,600, and the "light of domestic products" white elephant is among them and shines in the exhibition. In line with the concept of "one manufacturer, hand in hand for a win-win situation", White Elephant has always had a positive attitude towards dealers who are eager to become a family, and escorts everyone with national leading enterprises.
At the same time, it is also telling the whole industry and the market that the story of the white elephant still has a long way to go.