China Food

Go to the warehouse to rob the cattle? What’s the magic of this new popular online product

 


它“一不小心”成了最火零食,还激活了一个新市场。

 

提到2020年最火零食,奶枣必有一席之地。

它的火几乎是现象级的:几次在李佳琦直播间上架,即使预售15天也被消费者秒空下架;线下门店黄牛蹲守代购奶枣,一周能赚好几万;有用户为了当天买到货,直接找到品牌仓库加价求购。
作为最早一批布局奶枣市场的商家,薛记炒货和枣粮先生迎来了线上销量大爆发。销量最好的时候,光这一单品就占据薛记炒货线上80%的销售额,枣粮先生也在刚过去的1月份,在天猫卖出了3000多万。

“它的出现颠覆了行业。”天猫枣蜜饯类目行业小二矜诚表示,在奶枣出现之前,枣蜜饯行业产品同质化严重,不少商家打的是价格战。而奶枣将常见食材进行组合微创新,一下子就打爆了,“这让品牌看到了希望,枣蜜饯原来还可以做成休闲零食,整个行业都在升级。”
酸奶山楂球,巧克力巴旦木,芝士柿卷……各种新品陆续上市,下一个网红或许就在其中。

意外爆红
a short 11 second video has become the source of milk jujube explosion.
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.
behind the explosion
was bought off the shelves by users, which also happened to Mr. zaoliang.
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.”
next “net red” a6301
最近,这个“新晋网红”遇到了点麻烦。
山东涉疫奶枣流入多省市核酸检测阳性,这给正在年货销售高峰的奶枣降了降温。
面对用户的顾虑,薛记炒货和枣粮先生立马对原材料进行了排查检测,并把结果公布在旗舰店首页,表明了对高品质产品的坚持和食品安全的重视。
随后,山东省政府新闻办在2月1日针对涉疫奶枣有关情况召开新闻发布会,表示“经专家组综合研判认为,这批所携带的新冠病毒较大可能性是核酸片段或死病毒,几乎不存在活病毒,感染人的可能性极低。”
“尽管我们的产品是安全的,但事件短期内还是给消费者带来了一些顾虑。” 根据数据走向,大宝判断,观望期过后,消费热情会逐步回升,因为奶枣消费者评价好,复购率非常高。
不过,奶枣涉疫事件也给枣粮先生带来了反思。单一爆品之下,品牌抵御风险的能力相对较差。产品有着自己的生命周期,难以永远处于峰值,更何况,市面上会有越来越多同质化的产品出现。唯有创新才能让一个品牌永远焕发生命力。
透过奶枣,品牌们多少可以捕捉到一些爆品的特质。
矜诚分析,做一个零食,保证品质、口感好吃肯定是基础;其次,如今年轻人越发追求健康,比如近些年,0糖、0脂、0卡的饮料快速占据年轻人市场,红枣、山楂等传统蜜饯类食品原本就是健康食品,但更像是“妈妈的食物”,因此当它们跨品类和网红元素去做加法时,瞬间就潮了。
“奶枣只是个开始。”矜诚认为,“现在是奶粉、枣和巴旦木的巧妙嫁接,未来,红枣可以变成山楂、柿饼等,再与其他单品叠加,而网红口味也很多,酸奶、芝士、海盐、抹茶、咸蛋黄……品类的微创新,有无限想象空间。”
酸奶山楂球、巧克力巴旦木、芝士柿卷、网红冰糖葫芦……新品已陆续面市,奶枣就像一条鲶鱼,激活了一个新市场。

Author: Jiang Chanjuan; source: Tianxia e-commerce (ID: txws)_ txws),

Joining the community: Cherry (wechat: 15240428449);

Business cooperation: Amy (wechat: 13701559246).


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