Napoleon, Hadou, Mochi...
What's your favorite thing to eat?
"Old Fass Napoleon", "Tami Dao HaDou", "Glutinous Potato"
……
Classic dim sum innovation and improvement,
Have you "planted" grass?
▷▷Allah with dim sum◁◁
"Yi Baking Baking" has been fully upgraded
Xiaobu learned from Bailian Yike that its brand "Yi baking baking" has been comprehensively renewed and upgraded, and the new series of "Ala snacks" national tide series has been launched, embracing the younger generation with fun and interesting new ways of playing, while focusing on the "brand economy" to promote the construction of Shanghai international consumption center city.
According to the person in charge of relevant product research and development, the new series is based on the classic old Shanghai dim sum, innovative and improved the launch of Napoleon, HaDou, Mochi Ball, Mini Butterfly Crisp, Mochi Tiger Roll, Mochi Pine Shell and other 12 products, the series name "Ala with Dim Sum" has both the meaning of "eating dim sum" in Shanghainese and the meaning of "making dim sum with heart".
Based on the insight into the taste preferences of young consumers, the R&D team optimized and upgraded the taste of the formula. For example, the team combined with past sales and research, and found that young people did not like too hard and dry snacks, but preferred soft and refreshing texture, so they changed the walnut protein cake of the traditional Shanghai Napoleon middle layer into a cake, which was crispy on the outside and soft on the inside, and the taste level was richer. Another example is the chocolate bucket of "Ta Mi Dao", the hard puff pastry body is stuffed with cream, the outer layer is sweet, the middle layer is tough, and the inner layer is smooth.
In order to enhance the younger generation's love and recognition of Shanghai's urban culture, the series of products also play a big trick in naming and packaging design, naming products in Shanghainese as a cultural symbol - "Old Fasi Napoleon" is homophonous with "Teacher Fu" in Shanghainese, and "Tami Dao Hadou" means "delicious". At the same time, according to the CBD of the business circle and different store types in the community, a variety of specifications such as single-grain, multi-grain, and gift box are tailored to meet the multi-scene needs of single-pocket snacks, multi-person family sharing, and festive travel souvenirs.
Accelerating the layout of private brands is an important step taken by many commercial enterprises in recent years. In addition to baking products, Yike has developed a series of self-owned brands such as "Yi Roasting and Roasting", "Yi Roast coffee", "Yi Craftsman" and "Yi Mu Tian", covering baked pastries, coffee tea, bento cooked food, fresh vegetables and fruits and other daily just-needed categories, building a strong brand "moat". It is reported that in the existing commodity structure, as the core focus of fresh food, roasting, the number of self-developed goods are more than 70%, fresh coffee and tea are self-developed, and the overall proportion of private brand sales continues to rise, exceeding 40% in the second half of 2021.
This year, Shanghai formulated the "Go all out to launch the "Shanghai Shopping" brand to accelerate the construction of the international consumption center city three-year action plan (2021-2023)" clearly 8 special actions, "brand economy upgrading special action" is listed among them, pointing out that in "food and other key areas, promote the expansion of sales of local manufactured consumer goods brands, enhance the influence and reputation of local brands, and develop retail own brands." The new products of the "Alla With Dim Sum" national tide series are the positive actions of local brands to quickly iterate around the needs of young consumers and focus on the "brand economy" to enhance brand value.
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Text: Zhang Shihuan
Editor: Wang Yumeng
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