I like to mention a number of hot searches in one day, respectively, signing the popular star Wang Yibo as the spokesperson, falling into the controversy over trans fatty acid food safety issues, and the evaporation of 36.5 billion yuan in market value in three years.
In the profit dilemma,
Signed Wang Yibo with a lot of money
Microcolando, which was listed in 2016, not only became the "first cheese stock" in China, but also ushered in a rapid increase in performance. From 2018 to 2021, the year-on-year growth rate of Microcoland's revenue was 24.82%, 42.32%, 63.2%, and 57.31%, respectively, and the year-on-year increase in net profit basically exceeded 100%. At the same time, its share price also hit its highest point at the end of May 2021, at 84.5 yuan per share. But after that, the stock price of Microcolando began to fall. At the close of trading on April 19 this year, it had fallen to 11.95 yuan per share. Compared with the highest point, the market value of Microcolando has evaporated by 36.5 billion yuan.
"The market value of Miaokeland has evaporated 36.5 billion in three years" has also appeared on the hot search. At the same time, Microcolando officially announced the popular star Wang Yibo as the brand spokesperson in Shanghai and released a variety of new products, including flower cheese sticks, cod cheese sticks, mousse cheese cups and shredded cheese 4 new products, some of which were brought by Wang Yibo and sold out in the Tmall flagship store.
Different from the previous cheese products, the price of the new product co-branded with Wang Yibo is on the high side. In the Tmall flagship store, the price of the cheese stick package is 185 yuan, which is equivalent to 16.9 yuan per piece. Compared with the ordinary 50 pieces, the price is 109 yuan, which is equivalent to 2.18 yuan per piece, and each piece is equivalent to a premium of 670%. If you choose the limited package of 11 bags, the merchant will also come with 3 postcards and 1 mobile phone back clip. In addition to the cheese stick package, Microcolando also launched the "YIBO same" package for sale, including 8 cheese sticks, 2 bite cheese, 1 pulled cheese and 3 cod cheese sticks, the package price is 258 yuan.
Wang Yibo is the second brand spokesperson of the official announcement of Microcoland. On September 20, 2020, Microcolando officially signed a contract with film and television star Sun Li to fully endorse Microcolando's cheese sticks, mozzarella, cheese slices and other products.
Under the frequent "alarm" of performance, Microcolando launched the second brand spokesperson, intending to use the star effect to drive product performance, and on the issue of poor performance, Chai Xiu, the founder of Microcoland, also said at the 2024 Annual Meeting of Chinese Entrepreneurs Business Mulan, "Last year's financial statements were not good, and I am also sad." In this process, I am also reflecting, especially last year's performance, because of supply chain problems, the cost has risen by more than 100 million."
However, in terms of marketing, the financial report shows that from 2019 to 2023, the sales expenses of Microcolando will be 359 million yuan, 710 million yuan, 1.159 billion yuan, 1.219 billion yuan, and 939 million yuan respectively, although it will decline in 2023, the proportion of sales expenses in total revenue has been high, exceeding 20% in recent years. On the other hand, its R&D expenses, from 2019 to 2023, will be as low as 22.3041 million and as high as 51.227 million. Judging from the financial report, Microcolando has invested a lot in marketing, which is also consistent with its actions in recent years.
food safety problems,
When did Microcolando wake up?
From the above, we can see that marketing expenses have always accounted for a large part of Microcolan, and the light research and development of products has also caused it to fall into food safety problems. At the same time as the official announcement of the new spokesperson Wang Yibo on May 9, the Weibo topic #Miaokelan multi-trans fatty acids# rushed to the hot search list, which instantly sparked heated discussions on the whole network, and poured cold water on those families who love its products.
The controversy is that the ingredient list of Microcolando cheese products contains an ingredient called "edible oil and fat products", which is actually another name for trans fatty acids.
Trans fatty acids are a kind of unsaturated fatty acids generated in the industrial process, usually appear in hydrogenated vegetable oils, trans fatty acids will have adverse effects on health, according to the national food safety standard GB28050-2011 prepackaged food nutrition labeling general principles D.4.2 clause, the daily intake of trans fatty acids should not exceed 2.2g, excessive intake of trans fatty acids can increase blood cholesterol, thereby increasing the risk of cardiovascular disease.
As consumers become more health-conscious, many people shy away from trans fatty acids, especially parents with children. After "Miaokelan Multi Trans Fatty Acids" appeared on the hot search, some netizens commented, "It's terrible" and "I don't dare to give it to my children anymore". Some netizens sent a reply to Microcolando's customer service on social platforms, saying that Microcolando's cheese products do not have trans fatty acids.
With the fermentation of the trans fatty acid incident, it will naturally bring more and greater negative effects to Microcolando, which is naturally worse for today's Microcolando.
Cheese market dominance,
The brilliance of Microcolando is long gone
At that time, Microcolando smashed wave after wave of advertising slogans, opening up new categories for today's cheese market in the Chinese market, but in recent years, it has not been able to better lead and convey its unique customer value as a leading brand. With the gradual maturity of children's cheese categories and rich choices, Microcolando has fallen from the only option to the only one, with traditional dairy companies Yili, Sanyuan, and Guangming, and cutting-edge brands Miaofei and Dr. Cheese all intending to get a piece of the pie.
At a time when many companies are following the trend to make children's cheese sticks, this time Microcolan has launched new and launched new spokespersons, the target group is no longer limited to children, and began to capture the young cheese market and start the young transformation of business strategy, which is a glimpse of the consumption power of young people, and intends to build new products as the second growth curve, but Generation Z advocates high appearance and pursues personalization, they pay attention to quality consumption, and pursue safety and health. These characteristics are vividly reflected in consumer choices, and can Microcolan's multiple marketing light research and development win recognition in product quality? In addition, whether the excessively high price of new products can be welcomed by the market and recognized by consumers remains to be tested by the market. We will continue to pay attention to the food.