Author丨New Distribution
New distribution has been observing for many years, and the FMCG industry launches hundreds of thousands of products every year, but there are very few products that can stand the test of the market.
In the past, the channel was single, and the traffic was in charge, relying on high traffic, big brands and channel dividends, a product on the shelf completed the mission. At present, manufacturers are more concerned about whether it can be sold after it is put on the shelf, and whether it can continue to be sold!
Today's market puts forward higher requirements for products, and dealers choose a good product is no longer just to look at the big brand, but more importantly, to see the dynamic sales of the product.
Customers are happy to buy, dealers are happy to sell, and the most important thing is to drive the coordinated growth of peripheral products.
In the process of research, the new distribution observed that the first strategic product of the domestic brand Panpan Food in 2024 was officially launched for 2 months, and the sales volume has exceeded 10 million, and the sales volume of medium insurance bread has increased by 45%, which can be described as rapid growth and full of stamina.
Listed in February exceeded 10 million
Reinvent the myth of "loaf".
As we all know, Panpan Food created a sales myth in one fell swoop with "French bread, or Panpan good", and became a well-deserved representative brand of national baking.
At the end of last year, Panpan Food launched a brand renewal strategy, upgraded the brand strategic positioning to a "national baking brand", focused on the packaging baking track, built a food group with baking as the core, and launched a strategic baking single product for the first time - roll toast bread, which saw a sharp increase in sales within 2 months of its official launch, quickly exceeding 10 million, and won the love and respect of many consumers, including several Olympic champions.
Olympic champions Zhang Yufei, Wang Siyu, Zhang Linyan and others said in the VCR blessing: "Toast is still good!" "For breakfast, I'll eat Panpan roll toast. ”
Some time ago, at the Panpan Food Production Ceremony and Panpan Food Brand Strategy Upgrade and New Product Launch Conference held in Guizhou with the theme of "National Baking Brand Ingenuity and Quality Battle Olympics", Curly Toast won the Asian Games champion Ge Manqi praised on the spot: "Panpan Food is a national brand and trustworthy. ”
She said that when she competes abroad, she often feels homesick, and Panpan is "the taste of China". "In the future, I will bring toast with rolls to Paris, a must-have for breakfast, you can eat it when you are hungry during training, and I will also share it with international friends, so that they can taste the delicious baking of China. ”
Immediately a breakfast choice for Olympic champions, this roll-filled toast started a new trend in toast with its unique roll-up process and fluffy taste, and it was eye-catching in terms of texture and recipe.
It is understood that the roll toast bread has been completely renovated in terms of taste, and four flavors of salty and sweet have been designed: hawthorn, matcha, salted egg yolk, and raw coconut latte to meet the taste preferences of different consumers.
With the world's high-quality wheat and fresh jam, the unique turbo rolls are creatively designed, and each layer of the bun is tightly rolled up like a turbine;
Fully upgraded in terms of formulation. Panpan Food observed that consumers' attention to healthy food has increased significantly, so trehalose is specially added to the toast recipe to reduce sweetness, reduce health burden, and ensure 0 trans fatty acids to meet the current consumers' pursuit of healthy food.
This ingenuity also won Panpan's first victory after the brand renewal, and the roll toast won the 2024 International Taste Award, which is known as the "Oscar of the food industry" in the world.
Facts have proved that Panpan's new product has grasped the core logic of the explosive product, exploded in a short period of time, the traffic reached quickly, and the topic skyrocketed. But the purpose of making explosive products is not to make explosive products, but to find a super large single product and find a sustainable and leading super single product and long-term single product.
So, what's the logic behind a super single product, and does rolly toast have such potential?
"Breakfast for Champions" is precisely positioned
Drive the purchasing power of the terminal
The birth of a super single product is often also a process of cultivating consumers.
Many companies cultivate consumer links, often on the one hand, they increase the distribution of goods, through various channels to deliver products to consumers, while desperately telling consumers how good the products are. But many consumers are indifferent, and it often becomes a corporate "one-man show". And this model is becoming less and less effective in the current market.
Let's take a look at the whole link of consumers buying a product: seeing the product - stimulating demand - influencing decision-making.
The difficulty of this link lies in the latter two, that is, to inform consumers of the functional selling points of the product, and to create opportunities for consumers to use the product. That is, the scenario defines the requirements, and the requirements define the products.
Roll toast bread is positioned as "Champion's Breakfast" and contains two messages, one is "Champion Quality" and the other is "Breakfast Scene".
Stimulate demand: Grab the breakfast scene
People's lives are composed of specific scenes, and people's needs are always generated in the scenes.
The scene can also be divided into the main line scene and the branch scene, and the super single product often occupies the main line scene, which is extended and expanded.
Let's look at the roll toast, its positioning is the breakfast scene, this scene has two characteristics: one is high frequency, and the other is rigid demand. It has invisibly created a main line scenario for Panpan, and its sales have huge room for growth, and it has also laid a solid foundation for Panpan's development in the baking track.
Coupled with the characteristics of toast bread that is easy to carry, it has broken through the breakfast scene, and after establishing consumer awareness, its scene will be infinitely extended, expanding more side scenes, such as travel, afternoon tea, business trips, camping, etc., and its growth will snowball.
Influencing Decisions: Champion Quality
Consumers' requirements for the quality of breakfast are self-evident, one must be healthy, the other must be nutritious, as mentioned earlier, toast bread in terms of taste and recipe in a comprehensive upgrade, refreshed, all of which come from Panpan's excellent production line.
In terms of production process, the whole process of production and R&D of Champion Roll Toast is based on the standard of "Champion Quality", fully automated production lines, inspection and testing centers recognized by the National CNAS, and all products can be traced.
At present, the country has 17 modern production bases, 100,000-level purification workshops, a total of 126 national authorized patents, and the establishment of a global R & D laboratory, the formation of an international R & D team, has carried out extensive close cooperation with more than 30 universities and scientific research units such as the German DMF Research Institute, the Chinese Society of Food Science and Technology, Jiangnan University, etc., and set up a global laboratory to promote the comprehensive optimization and upgrading of products.
Accurate scene + visualization and high quality have driven the purchasing power of consumers, and also allowed Panpan to complete a gorgeous turn from French bread to roll toast, from "old brand" to "national baking brand". At the same time, the mature baking genes accumulated by "French bread" allow Panpan to have a greater say in the pursuit of nutrition, freshness and health.
On this basis, Panpan took advantage of the momentum to pursue, and continued to iterate on new packaging and new processes, and will launch a new roll series, that is, roll bread and roll cakes will also be upgraded and launched, which has also injected a shot in the arm for dealers.
It is worth mentioning that Panpan has been selected as a food sponsor of national sports events for many times, sponsoring many international sports events, and is the designated food for national/international meetings. At the BRICS Xiamen Summit, the Boao Forum for Asia, the Shanghai Cooperation Organization Qingdao Summit and other meetings, he has represented Chinese food to entertain VIPs from various countries.
After being selected as a sponsor of the Beijing Winter Olympics, Hangzhou Asian Games and other events, it has successively signed a number of Olympic champions such as Zhang Yufei, Ge Manqi, Wang Siyu, etc., and Panpan is also a sponsor of the Chinese women's football team.
Empower dealers with the whole link
Boost terminal sales
The logic of dealers' product selection is to not only have product selling points, but also sell goods for a long time, and become a profit-oriented growth product in his pallet. And the best selling point is to condense the purchase reason of a product into a label, so that consumers can "know the autumn in a leaf" and "see the world in a grain of sand".
"Breakfast for Champions", as the name suggests. To this end, Panpan Food has adopted a diversified channel strategy, made efforts online and offline at the same time, and has received a lot of praise after being put into the market and channels.
Online, through new media platforms such as Douyin and Xiaohongshu, the products were planted, and they were recommended by many Douyin millions, and the videos received rave reviews, expressing that the taste of the bread was delicious, which once again refreshed consumers' perception of Panpan's national baking brand and firmly locked the consumer mind.
Offline, the channel side of the distribution of goods flow quickly, dealers frequently send positive feedback: the roll toast is chewy, the taste is good, the "champion's breakfast" selling point is prominent, with the promotion of tasting, consumers are quickly willing to pay; different flavors are packaged into a system, placed in the bulk area is very eye-catching, so that consumers can quickly notice, quickly establish the image of Panpan brand.
Even some regional dealers have entered 3 turnovers, which has greatly enhanced the dealers' confidence and attention to the strategic single product, and also ushered in a bright start for the brand strategic upgrade.
In addition, the joint activities between Panpan Food and Yijie have covered 200 million+ people, 100,000 free rolls of toast homecoming gift packs will be released during the Spring Festival in 2024, ladder media has covered 29 cities, and public transportation has been published in 20 cities, and it is increasing.
Obviously, the roll toast has won a good reputation and a bumper harvest for Panpan Food, and has also become the fastest Zhongbao product of Panpan to break 10 million sales, and has driven the overall sales of the group's Zhongbao products to increase by 45%
This undoubtedly conveys a sonorous and powerful letter of trust to dealers, terminal stores, and consumers.
Obviously, with 28 years of ingenuity and quality, Panpan Food has laid a solid foundation for national cognition, and Cai Jinyan, chairman of Panpan, has been adhering to the concept of "Panpan Food is made for relatives to eat" since its establishment, and finally led Panpan from a small food factory in Jinjiang, Fujian Province to grow into a representative of domestic products, which are exported to more than 50 countries and regions around the world.
The successful breakthrough of the roll toast bread has added another "golden signboard" to this domestic brand, which is expected to become another super single product of Panpan Food after French bread, accelerate the process of the "national baking brand" in the battle of China, and help Panpan Food Group to achieve the future of "one super, many strong, one hegemon, and multiple super" in the baking industry.