In February this year, FBIF released the article "Snacks are very busy" XXXL "store, "not to make money" but sold 780,000 in 2 days, we chatted with the brand", reporting that snacks are very busy in Changsha opened in a large area, the shelves of super large packaging snacks "super snacks are busy", sales reached 780,000 yuan in the first 2 days of opening.
For now, it seems that this performance is continuing. According to the official data revealed by Snacks is very busy, in the past 3 months since its opening, the average daily sales of "Super Snacks are Busy" have reached 200,000 yuan, and the single-day sales during the Qingming Festival have exceeded 600,000 yuan. [1]
The oversized packaging of "super snacks are busy" has even gone overseas, and the store visit video posted by netizens on Instagram has received 192,000 likes, and many overseas netizens have expressed "I hope that my country can open such a store".
At the same time, according to FBIF's observations, it is not only snacks that are busy when "oversized packaging" is introduced. Snack collection stores such as Youming and Zhao Yiming have recently launched super-large packaged snacks.
1. "Super snacks are very busy", from the opening to the present
"Don't come yet, don't come, this line can't get in for a few hours, and you have to queue up for an hour when you go in!" On April 5, the second day of the Qingming Festival holiday, the official Douyin account of "Super Snacks is Busy" released a video, in the video, the store was crowded, and the long queue outside the store had also lined up at the entrance of the residential community next door.
Image source: Douyin @ Super Snacks is busy
The oversized package with its own traffic meets the holidays, making "super snacks busy" more "busy" than usual. During the Qingming holiday, the store's single-day sales exceeded 600,000 yuan, and since its opening, the store's average daily sales can also reach 200,000 yuan. [1]
The reason for the continued popularity of "super snacks are busy" is not only the attractiveness of the oversized packaging itself, but also related to the continuous marketing momentum of snacks that are very busy. On the one hand, super-large packaging products continue to be new. From the sharing of officials and netizens, we can see that compared with the first opening of the store, there are many super-large packaged snacks, such as super-large packaging cucumber flavor Ore's, original Oreo, Qiaqia melon seeds, yoyo plum, etc., which are all later updated products.
Image source: Xiaohongshu @牛牛不牛牛
On the other hand, through the operation of social media accounts, we will create the IP of "Super Snacks are busy" to strengthen the stickiness with consumers. At present, "Super Snacks is Busy" has accumulated 29,000 and 25,000 followers on Xiaohongshu and Douyin platforms, respectively. For example, on Douyin, "Super Snacks are Busy" also launched a series of video content called "The Adventures of Big Snack Butlers", filming stories related to oversized packaged snacks, which has been updated to episode 11.
Image source: Douyin @ Super Snacks is busy
In addition to domestic social media, "Super Snacks are busy" has also become popular on overseas social media. In early April, Instagram blogger jindee_China posted 10 "Super Snacks Are Busy" store visit videos, one of which has reached 192,000 likes, and there are messages from netizens in the United States, Britain, France, Malaysia, Indonesia and other countries. Many foreign netizens said that they "hope that there are such stores in their own country", and some netizens asked, "How can I buy them?"[2]
Image source: Instagram@jindee China
Perhaps because of the high popularity of "Super Snacks are Busy", at the end of March, Snacks was busy and opened a "Snack Big" on Jiefang West Road in Changsha, 3 kilometers away from "Super Snacks are Busy". Different from "Super Snacks are Busy", the "Snacks are Big" store only sells super-large packaged snacks, and judging from the video posted by the official Douyin account of "Super Snacks is Busy", the "Snacks are Big" store also has a very large number of customers.
Image source: Douyin @ Super Snacks is busy
Second, the wind of "super large packaging" blows from Changsha to the whole country
After "super snacks are busy" became popular, "super large snack packaging" began to appear in many cities across the country.
At the beginning of April, Zhao Yiming, who was very busy with snacks and completed the merger last year, opened a theme concept store "Zhao Yiming Snack Research Institute" in Guangzhou, and launched a variety of super-large packaged snacks including Qiaqia melon seeds, Youlemi milk tea, and Wangzi milk.
Image source: Xiaohongshu @ Jimen Jimen Ru Order
Also at the beginning of April, the "Snack Youming MAX" store also opened on Shudu Avenue in Chengdu. Similar to "Super Snacks are busy", "Snacks Youming MAX" has also set up a special oversized snack area in the store, including oversized versions of snacks such as Lay's, Pocky, and Oreo.
Snack Youming MAX (Image source: Xiaohongshu @gutu
At the entrance of the store, Snack Youming also designed a "sculpture" of well-known products such as oversized Coca-Cola and Wahaha mineral water.
Image Credit: Cassette Three
The snack store track is hot, and it has also attracted some public figures to enter the game. For example, the UP master of station B, "Xiangxiang Battle", also opened a snack collection store "Xiangxiang" in Shanghai in February this year. Judging from the store visit posts of Xiaohongshu fans, Xiu Xiangxiang has also introduced super-large packaged snacks.
Image source: Xiaohongshu @Lily
In addition to snack collection stores, new tea drinks, catering, and even game hall scenes have appeared in oversized packaged snacks.
Tea and Joy Online Super Snacks ;Image source: Xiaohongshu @ Sleep ten hours a day!
It can be seen from the emergence of "super-large packaged snacks" in many cities and industries, and the "bigger" packaging is becoming a trendy marketing method.
The increase in the number of industry players introducing "oversized packaging" may have two impacts at the same time. On the one hand, the increasing demand for "oversized snack packaging" may push suppliers or brands to increase the production capacity of oversized snack packaging, so that oversized packaging becomes the "standard" in the industry, but on the other hand, we have noticed that the oversized packaging products sold in snack stores such as Snack Youming and Zhao Yiming Snacks have a high degree of overlap. When more and more players introduce "oversized snack packaging", it may also cause homogenization.
Therefore, at this stage, the visual impact of "super-large packaging" can still bring good marketing results in many cities where this gameplay has not appeared, but in the long run, there will be more and more players who introduce super-large packaging, and brands should create differentiation for super-large packaging products from the design and other aspects in order to avoid falling into a new round of "involution".
Reference Sources:
[1] "Super Snacks are Busy" Store Average Daily Sales Over 200,000", April 2024, Lianshang.com
[2] "'Super Snack' Snacks Are Busy, This Time the Fire Goes Overseas," FoodTalks, April 2024
This article is the original of FBIF Food and Beverage Innovation, author: Pride, editor: Bobo, please contact for authorization for reprinting.