On April 29th, Laiyifen LABmini's first store in the world was unveiled in Shanghai. In the Nanjing West Road business district, which is known as the "window of the world", the opening of LABmini has attracted a lot of attention, which is not only a major innovation attempt in the snack industry, but also an in-depth expansion of Laiyifen's brand strategy centered on user needs.
Since the launch of the "Fresh Snacks" brand strategy upgrade in 2020, Laiyifen has continued to expand its boundaries. Laiyifen LABmini is positioned as a mid-to-high-end innovative concept store, in which "LAB" means exploration and experimentation. In particular, the opening of the world's first store is full of exploratory and pioneering creativity in the location of the business district, space design, product categories, and scene experience, setting a new benchmark in the snack industry.
Shi Yonglei, founder and chairman of Laiyifen, said, "LABmini wants to create a "new landmark in the snack industry" in the national snack industry, which is behind our deep insight into user needs and in-depth exploration of freshness and health. Those who win the hearts of the people win the world, our Tianti is consumer-oriented, day and night to study what the real needs of consumers are, to meet consumers, and even bring them unexpected surprises, to do the work to the extreme, in order to win market recognition. ”
In this attempt to "bring nature back to urban life", Laiyifen has high quality on the left hand and cost-effective on the right hand, consolidating the supply chain system downward, expanding multiple channels in the whole region upward, exploring new scenarios, new categories and new products inwardly, and upgrading to a higher standard of freshness and health outwardly. Some industry observers commented that under the wave of new retail model, Laiyifen once again led the industry innovation with the opening of the world's first store of LABmini.
The experience is upgraded, and LABmini wants to bring nature back to the city
Labmini's opening activities are fast-paced, full of atmosphere, good looks, and popular, which can be said to be both a feast for the eyes and an addiction. A hot song and dance, a curtain opened, a row of handsome male models, a delicious taste. The scene was full of voices and was hot.
"In terms of overall concept and space design, LABmini is positioned as a mid-to-high-end innovative concept store, which is not simply to create a beautiful sales space, but to integrate the concept of "nature returns to the city" to create a harmonious and pleasant snack world", Jiang Zhenduo, CGO of Laiyifen, introduced the design concept of LABmini. In the store, customers roam in time and space, surrounded by social areas, scene areas, IP areas, experience areas, and handicraft areas, through the smell, sound and visual touch of space, experience fresh and healthy diversified consumer culture, and immerse themselves in the natural ecological snack world that urban people yearn for.
With the opening of the world's first store, Laiyifen launched the first freshly made and sold bakery category, and launched a super combination of "snack + baking + coffee". The most popular baking item is the pistachio chocolate snail roll that is "bigger than the face", and Laika has launched the popular product "Durian Coconut Latte", and also released the marketing trick of "1 yuan to drink American", and the long queue at the door is not the end. In addition, the store also grandly launched the "Yifen Meihao" series of new products, the new sugar-free tea drink Yipin barley tea, and the Dragon Boat Festival limited "Gao Zong".
In the first-store economy, LABmini promotes the optimal coupling of brand value and regional resources
Behind the explosion of LABmini's first store opening in the world is Laiyifen's keen insight into consumer trends and precise channel strategic layout.
In the face of the price war swept in 2024, Laiyifen chose to open the world's first store of mid-to-high-end LABmini in the Nanjing West Road business district, which is known as the "window of the world", which is by no means a hot idea, but a bold decision made after carefully studying the logic of the "first store economy". As a new economic form, the "first-store economy" is an effective model to promote the launch of new products and technologies, meet consumers' demand for high-quality and diversified goods and services, enhance brand image, and stimulate new consumption capacity in cities.
Shanghai is speeding up the construction of an international consumption center city, focusing on cultivating a unique launch economy, and with its unique charm and strong market attraction, it has gradually become the first choice for domestic and foreign brands to launch new products, debuts, exhibitions and open first stores. As the beginning of the exploration of Laiyifen's first-store economy, LABmini has released the confidence of Chinese brands and entered the first-time economic business district, forming a coupling with Shanghai's regional plan to accelerate the construction of five centers.
With a new model, LABmini creates a new landmark in the snack industry
Since the launch of the "Fresh Snacks" brand strategy upgrade in 2020, Laiyifen has launched a set of innovative store models to accurately match people, goods and yard resources. In this model, there are LYF Mall, which is positioned as a fashion trend, LYF Go, which is simple and practical, LYF Life, which is close to the people and convenient, and the mid-to-high-end LABmini innovative concept store.
From the just-concluded 17th Laiyifen Partner Summit Forum, it was learned that since its establishment 24 years ago, Laiyifen has always adhered to the omni-channel layout and deeply cultivated offline channels, and has nearly 3,700 stores across the country and more than 700 franchisees across the country. "In 2023, Laiyifen will focus on opening benchmark stores in shopping malls in provincial capitals to promote the landing of the brand locally, and this strategy has brought about a year-on-year increase in the number of stores in key markets. At the same time, in response to the changes in consumption habits, Laiyifen has made important adjustments to its stores, and has made strategic layouts in transportation hubs such as high-speed railways, airports and highways across the country, and the performance of these channels has been good, and the sales of single stores have continued to increase. In 2024, Laiyifen will focus on the core strategy of "Ten Thousand Lights" and empower franchisees through various mechanisms and supporting policies to create a healthy development ecosystem relationship for franchisees. Li Jiangang, COO of Laiyifen, is full of confidence in Laiyifen's channel construction.
High-quality and cost-effective, Laiyifen seeks a blueprint for development with new quality productivity
High quality and cost performance, as the name suggests, good goods and good price. Quality plays a vital role in shaping Laiyifen's brand, improving user satisfaction and promoting the development of the industry. Therefore, Laiyifen always adheres to the principle of customer first, quality first, implements the brand development idea of "building new quality and creating excellent products", and provides users with healthy and safe "three high" products - high quality, high appearance, and high cost performance, through building a global perfect supply chain system to select good quality origin ingredients, research and development innovation to improve formula and process, improve product quality, and continuously reduce comprehensive procurement costs by improving supply chain capabilities, so that consumers can enjoy better products and services at lower prices. Laiyifen adheres to the brand concept of "fresh snacks Laiyifen, the leader of healthy snacks", and takes this as its core competitiveness to promote the sustainable development of the brand.
Laiyifen has always put consumer experience in an important position, and has taken the lead in introducing the MPD model as the core R&D concept in the industry. "The MPD model enables us to start from consumer needs and reverse drive the R&D and production processes to ensure controllability, standardization and systematization of critical control points," said Zhang Lihua, President of Laiyifen Supply Chain. This system not only helps us improve the efficiency of product development, but also strengthens the transparency and supervision of the whole chain, ensuring that every step of the product from concept to market meets high standards. ”
As a snack sales company that started from traditional retail, Laiyifen needs more innovation, driven by innovation and efficiency, actively embraces new quality productivity, and builds core competitiveness with quality.