Every year's "Double Eleven" is the highlight of the consumer market, not only the arena of the e-commerce platform, but also the brand show of major enterprises, but also the carnival of the major consumers. Pidu District, as the "hometown of Douban", is the main source of compound condiments and snack foods with "Pixian Douban" as the core. In the e-commerce war, after years of accumulated experience, food enterprises in Pidu District have become familiar with it and started preparation work early.
Plan in advance, and the company is well stocked
On October 26, the reporter walked into a number of enterprises in China's Sichuan Cuisine Industry City and saw that workers were busy on the production line, and after the goods were off the line, they were packaged, and the warehouse was already full of goods, and some goods were being loaded into the delivery express warehouse.
"This year's 'Double Eleven', Dandan Group has made full preparations. Hot pot base and Pixian douban are the main products of this year's enterprises, after the National Day, we dispatched workshop workers to produce and package goods. At present, 100,000 bags of hot pot base have been produced, and 200,000 bottles of Pixian Douban have been produced. Ma Zeliang, head of e-commerce of Dandan Group, said with full confidence that during the entire "Double Eleven" period, Dandan Group's online sales are expected to exceed 5 million yuan.
Coincidentally, in the workshop of Juancheng Douban Enterprise, the reporter saw that Pixian Douban and compound condiments were full of warehouses, and one product after another on the production line was off the line. Wu Jialin, head of Douban E-commerce in Juancheng, told reporters that this year's "Double Eleven", enterprises began to prepare 2 months in advance, starting from the operation planning of online activities, the promotion and drainage of platform channels, the refinement of product selling points, the decoration of store pages, the preparation of hot-selling products, etc., as far as possible to make every link perfect and prepare for the sales of "Double Eleven".
"Although it has experienced many years of 'Double Eleven', this year it has been affected by the epidemic and some areas cannot be delivered. In addition, online traffic diversion is serious, and this year there are community group buying, Douyin and other platforms to join, so the overall traffic is relatively scattered. Wu Jialin said frankly that this year's situation is a relatively big challenge for many enterprises. Therefore, Juancheng Douban Enterprise has established its own live broadcast team and strengthened cooperation with other anchors to push products to more consumers through the new way of live broadcasting.
Innovate and meet the upgrading of consumption
At present, under the general trend of consumption upgrading, people's tastes are becoming more and more "tricky", and they are paying more and more attention to food health, taste, and convenience. This year's "Double Eleven", a number of food companies in Pidu also conformed to this trend at the same time, taking a variety of ways to meet the battle.
Pinpin Foods has been established for 20 years, mainly producing meat products. It has two private brands of "Pinpin" and "Teasing". At the same time, the company cooperates with well-known brands to process products for three squirrels, herbs, Haidilao and so on. Every year's "Double Eleven", Pinpin people are very busy, and this year is no exception.
"This year, we are mainly based on our own products, and the company's Internet companies are also vigorously promoting and launching many new products." Guo Rongjie, general manager of Pinpin Food, said with a beautifully packaged claw product in his hand that this product is an Internet celebrity hit, and many live broadcast platforms are pushing, and currently get a high score of 4.9 points on the e-commerce platform. "The product is a mixture of boneless, AB package, multiple flavors, and it is also a product that is not irradiated at room temperature, so it has been recognized by consumers." Guo Rongjie analyzed.
A variety of under-the-meal products under Rice Sweeping Food enjoy a high reputation in the industry. This year's "Double Eleven", rice sweeping food also prepared 10 million yuan of goods early. "Our e-commerce platform pre-sale has started since October 20, and this year, in addition to the previous next meal products, we have also launched a bamboo shoot series of under-the-meal meals and one-person beef bibimbap." Wu Qingpeng, manager of the warehousing department of the rice sweeping e-commerce, said that the bibimbap products are convenient and ready to eat, not only have high appearance, but also are kept fresh through cans, with whole cans of good dishes, which is very suitable for modern young people to consume.
In addition, in addition to the main products of Douban in Pixian County, Juancheng Douban also launched the bean paste with pickled pepper flavor and spicy flavor, Xipu soy sauce and PET bottled watercress this year. Dandan Group also launched the universal small hot pot base to facilitate family cooking.
Reporter Liu Xiaoli