China Food

How do food and beverage enterprises capture users’ minds by selling taste?

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“food reflects the common world outlook and aesthetic outlook of an ethnic group”. ——Food: a history of taste by Paul Freedman
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The essence of research is to study change and invariance, change into constancy, and invariance deserves to be traced back.
Technology has changed a lot of things, including consumption.  
The changes of demand, supply and technology all breed the birth of new categories. For example, agricultural technology has increased crop production, efficient supply chain and logistics make food more accessible, making food access easier in modern times, all of which together promote the emergence of chain restaurants.
Trend is an expression of emotional choice, and consumption trend is the choice of consumers’ heart. Therefore, mental reading has become an important topic of consumer goods research. What consumers like and tend to choose in their deep mind is the future trend.
From the perspective of research, common sense judgment is usually a module of qualitative part, and humanistic (human, social and historical) research representing long-term research is also very interesting. After studying food and drink, I began to like to study the taste of herbs and food, like to study the food itself. Suddenly, I found that those food and beverage enterprises that have grown up are selling nothing but three things: sweet, spicy and addictive (stimulating), which are irresistible to human taste and mind.
This is where the flavor analysis framework comes from.
Taste is the most basic definition of food. The core of flavor analysis framework is the understanding of product essence. It can be understood as the analysis of brand power from the perspective of products, from the definition of food to the definition of people.
I’m glad to hear from you.
The following is the text:
“Food reflects the common world outlook and aesthetic outlook of an ethnic group.”. ——Food: a history of taste by Paul Freedman
The choice of food is related to people’s dietary needs, spiritual needs, social environment and natural environment. Human beings are animals that need to be happy, and nerves need to please and fool. So we like sweet, spicy and alcohol, and even create some substitutes to fool nerves, such as meal substitutes and sugar substitutes. People also need a sense of being, so the choice of food is also a choice of identity, class and attitude.
In the early days, many large-scale food and beverage companies could sum up the category of selling sweet, spicy, and addicted alcohol or coffee, which were also the favorite things in the deep mind of human beings, and they were easy to buy again and form a large scale. For example, coke is a sweet potion, fried chicken is very fragrant (usually spicy, so it is more popular), and biscuits are usually high in sugar. When eating out, the seasoning in the restaurant is unprecedented, especially the barbecue, which is almost a handful of spices.
With the progress of science and technology, the iteration of society and the diversity of culture, many new food companies begin to sell their attitude: either healthy attitude, or class and identity positioning, referred to as “Renshi”.

Food meets the three levels of human beings

The first level: pleasure and multidimensional stimulation

People need to please themselves.
The foods that humans naturally like are sweet, spicy, numb, and addictive, such as alcohol. Sweet and spicy can also fall into the category of addiction, because they either make people happy or experience different relaxation.
1. Dopamine: sweet and pleasant
As for sugar, please recall our childhood love for candy.
Depression and anxiety, the brain needs serotonin, dopamine, epinephrine, high sugar and high starch food to rapidly increase insulin, promote the production of serotonin, so that people have a sense of pleasure. Sugar and carbohydrates can help people gain weight. Human beings liked sweets in prehistory, but at that time, carbohydrates and sugary food were precious, so prehistoric people liked to be fat. But modern people, even if afraid of fat, can not resist the charm of sugar.
Many food companies are actually sweet food companies. They use a variety of experiments to make the sweetness of food as pleasant as possible, thus making people addicted. This is why when we first go abroad, we often feel that sweets are really too sweet, but the more we eat, the more we love to eat, and we can’t stop because our nerves can’t resist the temptation of sweetness.
Coca Cola, Pepsi, see’s candy, Godiva, and many food companies, such as general mills, are companies that sell sweet. What popular milk tea enterprises sell is not tea, but sweet water with tea flavor. Oriental leaves and Yuanqi forest also sell healthy attitude. Why do the first comers of Oriental leaves become nameless while the later ones become popular? The essential reason is that Oriental leaves are not sweet and many people don’t like to drink them. And the energy forest with erythritol instead of sugar, healthy at the same time, but also happy, or fooled nerves.
2. Endorphins: spicy, painful and happy
Capsaicin is produced by the action of capsaicin on receptors on the pain fibers of the tongue. From the neuroscience point of view, spicy is a kind of pain. In order to balance the pain, the body secretes endorphins, which create feelings similar to happiness in the body. That’s why spicy makes people happy.
Most people in the world have no resistance to spicy food.
Laoganma and Haidilao are typical companies that sell “spicy” food. Taier pickled fish, sipping and sipping, Yihai international and other compound seasoning companies, especially hotpot seasonings, can also be classified into this category.
3. Alcohol: inhibiting cortical relaxation
In essence, alcohol is a kind of non-polar small molecule organic compound, which can quickly enter the central nervous system through the blood-brain barrier, inhibit the cortical effect and make people feel relaxed. Relax and break social barriers, and communication will be relatively easy. Alcohol plays an important role in human society. Ancient sacrifice and social intercourse were inseparable from alcohol.
Liquor companies are no stranger: high end liquor represented by Maotai, Wuliangye and Luzhou Laojiao, secondary high-end liquor such as Yanghe, gujinggong, Fenjiu and Jiugui Liquor, and beer represented by Qingdao beer and China Resources beer. Foreign spirits companies such as Paulo Liga and Diageo are also alcohol companies.

The second level: Health

In prehistoric society, it is not easy for human beings to obtain food. The attribute of food is to meet the basic needs of survival. For example, food that can provide fat is precious in prehistoric times, while modern people have enough food. Many people no longer like fatty food. Food from “belly”, “maintain life”, “provide heat” to “nutrition diversity”, “become more beautiful”, this is the upgrade of health attributes.
Health products companies can be understood as companies that sell health. There are a lot of food companies that are trying to label themselves as healthy, so as to attract more attention, such as healthy drinks, healthy food and so on.
The third level: social differentiation
This is a very important but easily overlooked function of food.
Social distinction is embodied in the distinction of identity and class, the distinction of belief, aesthetic and value (label), in short, the distinction of life attitude.
The earliest social distinction is reflected in the division of class and hierarchy: for example, caviar is the symbol food of nobility, while pickle belongs to the peddler. After the industrialized society, it is relatively easy to obtain food outside the region. Food reflects more and more personal style and attitude, rather than just the distinction of social classes, which is a new spiritual core given by the society. For example, NFC juice is a symbol of healthy women, while Coca Cola is the source of happiness in fat houses, which reflects different group positioning.
The choice of food can also reflect beliefs: for example, Islamists don’t eat pork, Hindus don’t eat beef, animal protectionists and Buddhists tend to be vegetarian.
There are also a lot of food intentionally or unintentionally, actively or passively, to label themselves. All of these are a kind of psychological suggestion to some extent, which has the function of gathering the same kind.
The traditional Cola is “fat house happy water”, which means “young and healthy”, while diet coke means “like cola but don’t forget keep fit”.
Usually, people think that the consumers of Xiaoxian stewed bird’s nest are Bai Fumei, and those beauties who want to be more beautiful and always beautiful. Wang Satin’s cereal is a substitute for food, and consumers are those who value health and are a bit of a maverick.
For those who value quality but are too busy to make coffee, Starbucks is an option. Coffee lovers who don’t like to drink Starbucks very much may choose three and a half meals. Although they are small in number, they are very stylish.
For those who like tea and Chinese culture, they will punch in when they come to Changsha. Consumers of small pot tea may not have time to study tea, but if they buy it to send friends off, although I don’t know much about tea, I attach great importance to you.
source: zisu Weidao

Taste analysis framework: food
is divided by satisfaction level

Analysis of taste

In the basic taste, salt is the basic human need, but sweet and spicy are more addictive, so they are easier to promote and popular. The companies that sell salt (salty flavor), including Haitian flavor industry, guijiawan and other basic condiments, belong to the most basic needs of mankind.
Similarly, taste has something to do with people’s habits. Many other people think that the incredible taste can be a delicious food for some friends. Because of the limited storage conditions, prehistoric humans once ate rotten food. Therefore, the existence of stinky tofu and sufu, Stinky Cheese and stinky salmon is not difficult to understand. From the formula, the familiar Cola is actually a kind of liquid medicine, but it will be good to drink if you get used to it.
Source: zisu Weidao
This is the magic of taste.

Taste analysis framework: from the definition of food to the definition of human

Taste is the most basic definition of food. The core of flavor analysis framework is to understand the essence of products. From the perspective of derivative, it can be understood as the analysis of brand power from the perspective of products, from the definition of food to the definition of people: what the food company is essentially selling, whether it can reach the emotional appeal of the target group, and even help them define themselves: what kind of class do I want to be in, what kind of life I like to live, what kind of people I am, and so on Thoughts and wishes.
Based on the above analysis of the three levels of food satisfying human beings, we divide food and beverage companies (including listed and unlisted) into three categories. Companies that can meet the needs of one level are not difficult. Companies that can respond to both health (emotional) needs and identity differentiation needs have a better understanding of consumer groups and can capture consumers well. Companies that can meet the three needs at the same time have a better understanding of consumption culture and consumption mentality. From the perspective of framework, these companies have stronger brand power and are also the companies that we are more willing to pay attention to.
Of course, the interpretation of the same company presents different understandings under different frameworks. The framework is only a kind of perspective, and can not draw an absolute conclusion.
source: zisu Weidao
Taking Maotai and Wuliangye as examples, alcoholic drinks are addictive, and they meet the needs of identity differentiation well: many people think that Maotai and Wuliangye are high-end liquor, the first choice for banquets, and express a kind of respect. In the past 20 years, there have been more and more business and family banquets in Chinese society. We can also see that, although the market value has been ups and downs since the listing, the general trend of Maotai and Wuliangye has basically been upward. The market value of Maotai has exceeded two trillion yuan, and Wuliangye is not far away from one trillion yuan.
We selected 2012, 2015 and 2019, the peak of the last cycle of Baijiu, and compared the data with that of Wuliangye. The data also well explained the brand power of Maotai and Wuliangye: Maotai recovered earlier than the industry, and the share was seized in the adjustment period. The revenue in 2015 has exceeded the peak of the previous cycle, and the revenue growth in 2015-2019 has more than doubled. During the industry adjustment period, Wuliangye’s income did not drop much, and the income in 2019 also nearly doubled compared with that in 2012.
Comparison of business income of liquor enterprises in three years
Source: wind Perilla Weidao
Judging from the price index, Maotai has always been on top of the rest, and Wuliangye and Laojiao have kept up with each other steadily.
Comparison of maowu Luyi wholesale price
Source: zisu Weidao
In 2012-2019, from the perspective of the most intuitive net interest rate, the volatility of Maotai is not large, while the volatility of other liquor is greater than that of Maotai. Of course, there are many reasons for the fluctuation of net interest rate, including the factor of product structure. More bottom-up analysis is needed for detailed reasons.
Comparison of net interest rate of liquor enterprises in three years
Source: wind Perilla Weidao
The recently popular beverage Yuanqi forest is essentially a kind of sweet sodas, but it uses high-end sugar substitutes, Zero sugar, zero fat and zero calories, which can well meet the health needs of consumers: who doesn’t want to drink something sweet, but doesn’t need to worry about getting fat? And, full of vitality, full of collagen, is what many people desire to be. In the taste framework, vitality meets the needs of three levels: pleasure (sweet), health (Zero sugar, zero fat, zero calorie), and identity distinction (energetic youth).
Before Xiaoxian stew, many people bought bird’s nest cooking from Tongrentang and Southeast Asia. Xiaoxian stew not only has a breakthrough in technology for ready to eat bird’s nest, but also invited Chen Shu, Zhang Ziyi as a shareholder and spokesperson. Many consumers of Xiaoxian stew should want to be the same frozen beauty as Chen Shu and Zhang Ziyi. This is a kind of identity differentiation and emotional echo.
To please the taste buds of consumers or cultivate addiction is only the first step. Only by responding to the deep emotional needs of human heart, can we step out of the key step of building brand power.
Market value, income, gross profit margin and roe of food and beverage enterprises
Source: wind Perilla Weidao finishing

Making food with attitude

Only when we make food with attitude can we strike people’s hearts directly;
It’s important to provide a good taste, but it’s better to be addictive;
Beyond that, fill a hole in your heart.

1 Monster Energy: release the beast

Source: Internet
Monster is a very special drink. Its main product is actually a multi flavor energy drink. One year, I went to the airport to look for this kind of drink. I really bought a can of monster orange juice for more than 30 yuan, which was comparable to the price of fresh squeezed orange juice.
The market value of monster has increased 4900 times in 27 years from 59 million yuan at the beginning of listing in 1992 to 290 billion yuan at present. From 1998 to 2019, the income increased 65 times and the profit increased 257 times in 21 years. The increase of gross profit rate and net profit rate is very obvious. If it is said that “a successful investor must have a stock of 20-30 times in his life” (Qu Hongyan, a successful investor must have a stock of 20-30 times in his life), then in the food and beverage industry, monster in the US stock market and Maotai in the a share market are both worth studying.
Market value and profit data of monster beverage
Source: Berger Perilla Weidao finishing
There are a lot of articles and reports about monster products, sales and management. We mainly focus on mental intelligence.
In terms of taste, monster takes a “sweet” track, and energy drinks occupy the label of “health”. Its great success is largely due to the accurate grasp of the mind of target group, because it has set up a “cool and drag” person that young people can hardly resist
  • From Harry Potter to the Twilight series, just the name monster is very attractive to young people, mysterious and literary.
  • As an energy drink, the slogan of “unleah the toast” can also resonate with young people. Every one of us has a little girl (little boy) in our hearts, and from time to time there will also be a little beast running; energy drinks with this slogan, hit the hearts of the people.
  • Monster Energy’s positioning is to be energetic and cool young people, which is what every young person wants to be. Maybe drinking drinks is not the purpose. It’s more important for every young person to have a can of monster in hand.

2. Single grain: making food with attitude

Source: Internet
Be nice to yourself when you are single: a series of convenience foods for single dogs
Health and freshness are the pursuit of the new generation, so most companies in the convenience food industry are in decline. But there are also some new companies that have made a difference in this twilight industry. Single grain is such a company.
In 2018, the first single food product, single dog food chips, was launched. At that time, the production capacity was 6000 boxes per day, and the current demand is 20000 boxes per day. In 2018, the advertising cost of single grain was 250000, the sales volume in 2018 exceeded 100 million, and the overall marketing cost in 2019 was only 2% (network data).
Source: Taobao
As an upgraded version of convenience food, the taste of single food is upgraded compared with the previous convenience food. But the key to its success is to respond to the emotional needs: imagine an overtime dog, occasionally look at the various shows of love in the circle of friends, and only have a few bites of single food to comfort the soul and keep warm.

The ideal of food: food is an attitude

Ideal food map: perilla is the only way
Life is not easy. It can provide multi-dimensional stimulation on the taste, and food that is more addictive can lead to repeated consumption. Modern people pursue health, also like to give food, a variety of personal settings, some people set food more likely to trigger a deep sense of identity, but also more likely to trigger the desire to buy.
It is the dream of every food company and our ideal food that can not only have wonderful taste and are easy to be addicted, but also healthy, and can meet the social needs of identity, class and people.
Author: Wang Jing; source: 36 krypton, reprinted with authorization. Join the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). high quality original selection column one week hot news | innovation interview – lingting | new Xu brand | trend insight | packaging outpost food people are “watching”

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