in late October 2020, a tiktok of thousands of fans took a short video after buying milk jujube in Xue Ji’s roasted seeds. A simple copy of the “funny stuff” was added to the display of the jujube and the voice was heard. No one thought that this seemingly ordinary video had won 68000 likes in just a few days, with more than millions of exposures. Users of
who planted grass in this video swarmed into Xueji’s offline stores. Milk jujube quickly became the number one item in store sales.
tiktok invited some fans to taste the products, and released the experience content on the platform of Xiaohong book and jitter, so as to add a fire to the jujube. Active, passive, more and more users to the store clock, milk jujube finally red. Many stores are hard to find a date. Not long after they opened, the milk dates that arrived on the same day sold out.
Xue Ji speculator, who mainly focuses on Jinan market, has opened stores in Beijing, Tianjin, Qingdao, Xuzhou and other places one after another, but it has not spread all over the country, and more users put their purchase demands on tmall.
“every day, thousands of customers come into the store to inquire about milk dates, and the customer service doesn’t have time to receive them.” Xue Ji, the person in charge of the e-commerce of speculation, Jia Yu, added that the milk date must speed up its online progress.
but offline, milk jujube is a ready to eat product in bulk, online involves pre packaging, food qualification audit and other issues, the preparation work takes about a week. This time difference, let the cattle see business opportunities.
Jiayu recalled that when the store was not open, cattle were waiting at the door. As soon as they came up, they bought all the milk dates in the store, and then sold them to all parts of the country at a higher price. In just one week, many cattle made tens of thousands of profits. There was even a young man who quarreled with his girlfriend. In order to coax his girlfriend, he found a brand warehouse after many setbacks and wanted to jump in the queue to buy at a higher price. He put on a show of “riding a red dust concubine laughing, no one knows it’s milk jujube.”.
“some people say that we are hungry marketing, but it’s really not. The fire is too sudden, and we are unprepared.” Jiayucheng.
originally, in Xue Ji’s plan for speculation, milk dates were just ordinary new products, and the daily output was about 1 ton, but the demand far exceeded the imagination. After
milk jujube was put online, even if it was sold in advance for 7 days, the supply still exceeded the demand, and the daily output at least doubled to barely meet the customer demand. “Dreams are all milk dates.” Mentioning that experience, Jiayu still has a lingering fear. At that time, the company had almost three types of jobs: customer service, product and logistics. Product line employees across the country to run the factory to increase production capacity, 80% of the employees are diverted to the warehouse to work. “Sleep is a luxury, but it still can’t keep up with the selling speed. Looking at 100000 orders today and 100000 orders tomorrow, I feel that we can’t pass the barrier of production capacity. ”
in order to protect the user experience, Xue Ji can only take the milk date link off the shelf for a period of time.
Mr. zaoliang, whose main business is deep processing of jujube, is also one of the brands that invested in the research and development of milk jujube early. As a supplier behind some offline stores, Mr. zaoliang’s supply chain is solid. After the milk jujube became popular, it responded quickly. Outside the
station, Mr. zaoliang invited KOL to add another fire to the milk jujube. In the station, with the advice of the small two of tmall, it found Li Jiaqi, who is very close to the fans and the milk jujube audience.
this new product really quickly conquered Li Jiaqi’s selection team with taste. At the beginning of December 2020, milk jujube landed in Li Jiaqi’s live studio for the first time, and the stock of 5 million was empty in one second. Under the repeated demands of users, the company opened a 7-day pre-sale, and later extended the pre-sale period to 15 days.
“15 days pre-sale or short sale.” Dabao, the online director of Mr. zaoliang, said that the brand was quickly adjusted and produced. He prepared for a month. On January 9, Mr. zaoliang took 10 million cash to fight in Li Jiaqi’s live studio again. In one minute, milk dates sold 1.5 million bags and won 21 million sales. “We are all selling, and we sold more than 30 million in January.” The outbreak of
milk jujube seems to be accidental, but it is also inevitable. Xue Ji and Mr. zaoliang have been engaged in this business for a long time.
pour rice, sell coarse cereals and set up stalls. At the age of 14, Xue Xingzhu, who has been doing business with his father, has developed his keen vision and excellent business skills in the morning market of hero mountain in Jinan.
in 2002, Xue Xingzhu saw the rapid development of the speculation market, gave up the stall in the morning market and opened his first exclusive store. In 2014, he branded the store and established Xueji Chaohuo. His products also expanded from Chaohuo to dry fruit, preserved fruit and other leisure snacks.
in 2018, Xueji’s speculations ushered in a new revolution and carried out a comprehensive brand upgrade. In terms of products, we should pay attention to “freshness” and focus on selling as you go; in terms of store vision, we should take red and white as the main colors of the store, change the numerous and messy furnishings of the speculation shop, put unified goods cabinets, and create a clean and simple shopping space.
has been in business for many years, and Xue Ji’s speculation has spread all over the streets of Jinan. The younger products and stores have also laid a foundation for young audiences to be willing to buy.
“three dates a day don’t look old”. For red dates, people’s cognitive labels are “health” and “beauty”, but the biggest problem of red dates is that consumers’ impression is “aging”, which is also the difficulty Mr. zaoliang is tackling.
“integrating jujube into people’s daily life” is the direction that Mr. zaoliang’s founder Liu Zhibin wants to go. The jujube factory has been groping for nearly 10 years to turn jujube into staple food and snack food. “Jujube +” this product line has always been its main driving point.
“at present, the audience of jujube in China is relatively old.” Dabao said, however, when jujube is superimposed with another product, the old product will have a new concept. The success of jujube with walnut in the past two years has proved the correctness of this direction. “The main audience of milk jujube is under 25 years old, which is 5 to 10 years younger than our original main audience.”
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