in Tiktok e-commerce, the prefabricated dishes are growing rapidly.
In the past two years, the dividends of the “lazy economy” have driven the rapid growth of convenient ready to eat food categories represented by prefabricated dishes. Data show that in 2021, the scale of China’s Prefabricated vegetable industry increased by 18% synchronously. Similarly, in Tiktok e-commerce, the prefabricated dishes have also experienced rapid growth: the cumulative sales from January to April 2022 have exceeded the total sales of 2021.
However, compared with the traditional food that is more just needed and consumed frequently, the prefabricated food is still an emerging food category, and many consumers still have doubts about its low nutrition and poor taste. Businesses in this field urgently need to strengthen links with consumers, improve their sense of existence, dispel customers’ doubts and cultivate public consumption habits.
Based on this insight, Tiktok e-commerce fresh food industry’s key marketing IP “Dou comes to taste fresh” recently planned and launched the theme marketing activity of “Dragon Boat Festival fresh food tasting – enjoying a big meal at home”, precisely taking advantage of the Dragon Boat Festival marketing node, and with the support of multiple playing methods and resources, boosting the volume of prefabricated dishes, helping many businesses broaden the boundaries of potential consumers.
The event started on May 23 and ended on May 30. It attracted cutting-edge food brands such as Dingding lazy food and maizima, well-known catering brands such as Xibei youmian village and Daoxiang Chengzhi, as well as time-honored brand merchants represented by Goubuli and a number of Tiktok experts. In addition, the industry media “foodaily daily food” as the industry media participated in the event. During this period, many merchants and talents broke the historical sales records and ushered in a new round of transaction growth during the Dragon Boat Festival.
Enlarge the real scene of “Chef” professional value and capture users’ consumption mind
Although more and more consumers begin to seek the convenience of life, “food is the most important thing for the people”. In the face of food, health and taste are always the core demands of the public. In order to boost the volume of prefabricated dishes, strengthen the balance between “lazy” and “greedy”, “efficiency” and “taste”, “health” and “convenience” and other diversified demands that can be effectively realized by consumers, and stimulate the public’s consumption interest, several major brands of activities, such as Dingding lazy food, maizima, Xibei youmian village and Goubuli, have launched the brand self broadcast play method of “chefs enter the live broadcast room”, strengthened the atmosphere of “tasting fresh in the Dragon Boat Festival” and promoted sales transformation.
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By the end of the activity, the prefabricated dishes of the above-mentioned major brands had achieved brilliant sales results. Among them, the daily turnover of Dingding lazy menu reached 74w+. Daoxiang Chengzhi, through the chef’s activities in the live broadcasting room, has a special turnover of nearly 300w+, attracting many users’ warm onlookers and orders.
Through the play of the brand’s own chefs entering the live broadcast room, the merchants not only promote the multi-dimensional penetration of the characteristics of prefabricated dishes such as easy to eat, good taste and good nutrition, but also let more viewers see the brand’s own expertise and strength in the field of prefabricated dishes, effectively boosting users’ consumer confidence. Take Dingding lazy food as an example. On May 27, Dingding lazy food, a famous teacher of Sichuan cuisine, @ liming, settled in the brand live broadcasting room, explained to the audience the R & D process and strict production process requirements of several popular items under the brand, and conducted an online cooking demonstration, which gave the audience the feeling and experience that they could easily eat “out of the restaurant” through the prefabricated dishes at home, effectively enhancing the audience’s consumption interest in the products.
During the event, Dou came to taste the fresh food and cooperated with Chen Jiajia, a well-known expert of Tiktok, to sincerely carry out a special live broadcast cooperation with Daoxiang, a catering brand. In the daoxiangcheng brand live broadcast room, Chen Jiajia and brand chef zhongzhiyi actively discussed and interacted on the production process, taste and experience of Hong Kong Style dim sum food. During the live broadcast, by virtue of Chen Jiajia’s highly infectious planting grass with goods and the professional explanation of chef zhongzhiyi, Daoxiang Cheng made a number of single products including barbecued bun, Shaomai, durian bun, etc. and achieved considerable sales results.
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Multi play linkage helps to drive the new explosion of prefabricated dish brands
As a traditional Chinese festival, the Dragon Boat Festival has a strong cultural connotation and great influence. At the same time, with the holidays, the consumer demand scene is more abundant than usual, and it is easier for businesses to convey their product characteristics and brand values to consumers. In this regard, the “Dragon Boat Festival tasting fresh food – enjoying a big meal at home” activity launched a number of games, such as key live broadcasting rooms, short video games with goods and multi topic linkage, for businesses to take what they need and show their strengths; At the same time, there are multiple platform operation support such as cross store full sales reduction, category new coupons, gift card coupons, etc., to help merchants achieve sales goals efficiently.
Taking topic linkage as an example, the activities linked dou to taste fresh food, five minute lazy food challenge, annual zongzi contest, the happiness reward of dry people and many other topics, encouraged prefabricated food brand merchants and food experts to shoot high-quality content short films, promoted hot topics to hit the list, led the core selling points of prefabricated food to achieve deep penetration in multiple circles, and activated public consumption interest. Among them, gan’fan’s happiness reward topic was broadcasted to 620million, landing on the top 8 of the hot list of the whole station. annual zongzi contest topic was further promoted by the participation of stars Nicholas Tse and Qi Wei.
Industry data show that 94% of users think that good content will affect their views on things, and 68% of users think that planting grass content will affect the choice and purchase of goods. By actively participating in the topic of the activity, making and promoting high-quality short films, many prefabricated food brand businesses have gained both volume and sales. Take Goubuli, a time-honored food brand, as an example. During the event, its official account @ Goubuli flagship store focused on the atmosphere of the Dragon Boat Festival and the core selling points of its prefabricated dishes, such as sour soup and fat beef, dried bamboo shoots and pork, four happiness balls, and released a number of short videos to strengthen the convenience, delicious and healthy characteristics of the products, and effectively enhance the goodwill of new and old customers. By the end of the activity, the sales of a number of prefabricated dishes of Goubuli had increased significantly.
In terms of operational support, based on the insight into the needs of consumers to give gifts to relatives and friends during the Dragon Boat Festival, the event launched a sales card coupon model support for prefabricated dishes to meet the diverse needs of consumers and further boost the explosive growth of prefabricated dishes.
With abundant resources and abundant American products, consumers are never short of commodity choices. What they lack is commodities that can arouse interest. At present, with the help of the “Dragon Boat Festival early season” and other special activities in the fresh food industry of Tiktok e-commerce, many businesses have achieved category breakthroughs and new sales increments. In the future, Tiktok e-commerce fresh food industry will continue to open up a new imagination for businesses to break the business situation and grow!
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food people are “watching”