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with the help of Tiktok e-commerce, the food industry is jumping out of its original thinking mode.
Jiaxing is affectionately known as the “hometown of zongzi”. Not only because the city is close to Taihu Lake and produces high-quality rice; Moreover, the history of zongzi spreading in Jiaxing can be traced back to the Ming Dynasty at the latest. Nature and history have built a unique cultural heritage and industrial skeleton here.
Today, hundreds of brands related to zongzi take root in Jiaxing. Around the Dragon Boat Festival every year, hundreds of tons of products flow from Jiaxing to more than a dozen countries and regions. The word “Jiaxing zongzi” breeds a market of 10 billion yuan.
When people expect Jiaxing zongzi to be bigger and stronger, they do not know that the “booming” zongzi industry in Jiaxing has also encountered a bottleneck in the development of the times.
With the Dragon Boat Festival approaching, how can enterprises, industries and platforms seize the opportunity to cooperate with each other to “unbind” zongzi and “heat up” boiling water?
Perhaps one of the answers is in the Dragon Boat Festival of the e-commerce major food industry in Tiktok in May.
Time problems, regional problems, cognitive problems
How do time-honored zongzi get out of their rut?
Is it sweet? Is it salty? Only when you peel off a zongzi with your own hands will you know the real taste inside.
Similarly, if you go deep into the zongzi industry in Jiaxing, you will feel the desire of enterprises to break the situation with new stories. At present, Jiaxing zongzi industry mainly faces three problems: time, geography and product cognition.
The most important problem is the difficulty of the whole year – Jiaxing zongzi is “trapped” in the Dragon Boat Festival. The low and peak seasons of zongzi sales are particularly obvious. 70% of the annual sales are often concentrated in the three months before the Dragon Boat Festival. In the rest of the time, some enterprises are facing “suspension”.
It is difficult for Jiaxing zongzi enterprises to break through on a large scale because of the recognition of “celebration food”.
The second point is the dilemma of globalization. There is a popular saying in Jiaxing: “it is difficult for Jiaxing zongzi to go out of Jiaxing.”.
Of course, not all brands can not go out of Jiaxing. Some large chain enterprises, including wufangzhai, have been familiar to consumers all over the country. The difficulty lies in the brands with deep deposits but no obvious first mover advantage: their products are mainly sold in the surrounding Jiangsu, Zhejiang and Shanghai regions, which have entered the “Red Sea”; In addition, zongzi enterprises are increasing every year, making it even more difficult to break through.
Third, the difficulty of “product cognition”.
Click the e-commerce app to search for “zongzi”, and we will find that despite the variety of innovative products, more than 90% of consumers still buy meat, ham, bean paste, jujube paste and other traditional flavors.
Behind this, for hundreds of years, consumers have formed a solid understanding of the taste of zongzi. For enterprises, how to create new products is important, but how to impress customers with new products and break through the old product cognition may be more critical.
Enrich the content system and implement interactive marketing:
Ways to make traditional food more “fragrant”
How to break through these problems with the strength of enterprises? In May, through the actions of enterprises in the “annual zongzi competition” launched by Tiktok e-commerce big food industry, we may have some thoughts on how to break the situation in the zongzi industry.
Zhenzhen Laolao, founded in 1939, is one of the representative brands of zongzi in Jiaxing, China. Although Tiktok e-commerce has been working for only 2 months, it has interpreted the e-commerce methodology of “old but new” under the linkage with the platform.
Looking at the real and old brand live broadcasting rooms and short videos, the biggest feeling is that “the content is true”.
“Welcome to join us. Today, we will show you our assembly line. In addition, we will ask our teacher to teach you how to make zongzi.” Unlike many live broadcasting rooms, zhenzhenlao doesn’t start live broadcasting in the form of “selling goods”, but simply takes the production status of the enterprise and the craftsman’s skills as the shooting objects.
“This is a double egg yolk dumpling. It is full and has its own classic.” In a short video of zhenzhenlao, the craftsmen of the first line of the brand showed it in person. Zhenzhen Laolao has an advanced zongzi production line in China, with a daily production capacity of 3million and an average daily production capacity of 1.5 million. “This sense of modernization is itself ‘spectacular’.”.
In addition, the enterprise disclosed, “in 2009, we independently invented the first automatic filling machine in the industry. After the process improvement, our hands do not directly touch the filling.”—— The real display not only shows the confidence of the enterprise, but also reassures consumers.
Pay attention to the real and popular products during the Dragon Boat Festival. Another feeling is its “product sharpness”.
This kind of “sharp” is first of all technical self-confidence. Taking the real and old popular product: “small gold bag” lock fresh zongzi as an example, enterprises use technology to break through the experience of zongzi, a traditional product.
“We are the first brand to apply PVE fresh-keeping in fresh rice dumplings and create a special assembly line for them. Through the fresh locking process, ‘xiaojinbao’ allows the aroma of Ruo leaves and fillings to be better preserved.” “Our product portfolio is small, and the shelf life is only 15 days or 45 days.”
Through this product, Zhenzhen always tries to bring consumers an experience of “drinking fresh milk”. From eating “stock” to eating “fresh goods”, this mental transformation also makes it easier for zongzi to go from Festival ritual to daily life.
The second meaning of “sharp” is self-confidence in skills. According to the person in charge of Zhenzhen old e-commerce, “in terms of taste, one of our most unique ones is’ heirenzong ‘,” the meat Zong and egg yolk Zong we usually eat are sauce colored, which is because soy sauce is added to the raw materials. However, the heirenzong follows the ancient method, using only high soup to soak glutinous rice, consumers will eat the original flavor. “
A more surprising detail is the innovative “Rui”. Every year, zhenzhenlao carries out cross-border cooperation. Last year, the enterprise cooperated with Costa to create coffee dumplings; This year, the enterprise and Pepsi Cola jointly created Cola dumplings – bite open the glutinous rice, and the rich Cola will overflow your mouth. This unique experience is sought after by young people.
If the first two are the foundation, then the “diversity of playing methods” has directly contributed to the efficient start-up of zhenzhenlaozai Tiktok e-commerce.
From the online perspective, Zhenzhen Laolao has made full use of the abundant talent resources, star resources, and even cross-border business resources of Tiktok e-commerce: in addition to dozens of people with goods, recently, Zhenzhen Laolao has also been deeply linked with Shuchang, Tu Lei, Luo Yonghao, etc. Even with the dairy brand “adopt a cow”, they launched the binding preferential purchase together to enhance the brand influence through product interaction.
It is worth mentioning that, as one of the benchmark enterprises of Jiaxing zongzi, zhenzhenlao is committed to taking zongzi culture as a link to open online and offline interaction.
A new “mass creation” product model is being born in Jiaxing: under the leadership of enterprises including Zhenzhen and Laolao, Jiaxing will set up a “hundred zongzi banquet” every May to absorb more folk ideas: “last year, we tasted salted meat pea zongzi, Yumi zongzi, and even pearl milk tea filled zongzi”, “everyone’s mind is open, and there will be some interesting works every year.” Some winning works will be made into new products by enterprises, and folk ideas will enter the market, and enterprises will also be able to “break the circle”.
Who will help the food industry write a new story?
True content, sharp products and diverse playing methods… All are based on the understanding and utilization of Tiktok e-commerce by Zhenzhen and Laolao. Through the many actions of Tiktok e-commerce big food industry and merchants, we can also re understand why Tiktok e-commerce big food industry can help the zongzi industry solve the problems in front of us.
The concept of interaction was injected into the industry, and Tiktok e-commerce mobilized the power of interest, breaking through the cognitive dilemma.
With “interest in e-commerce” as the logic, in Tiktok, consumers not only complete the purchase in the form of searching for specific goods; More importantly, they are attracted and planted grass by the content built around commodities. This not only means deeper brand awareness and higher repurchase rate, but also means that new products have the opportunity to be recognized.
Taking the category as the “cultural matrix”, Tiktok planted a naturally growing cultural tree, breaking the restrictions of the circle.
The Dragon Boat Festival is the first festival in China to be listed as an intangible cultural heritage by the United Nations, which determines that zongzi itself is a high cultural value-added product.
In the Dragon Boat Festival activities of Tiktok e-commerce big food industry, we noticed that the content related to zongzi not only included the time-honored stories and wonderful handicrafts, but also continued to expand relying on a large number of creators: there are fancy zongzi wrapped here and fancy zongzi eaten here; Netizens found the most flowery zongzi for the most flowery evaluation, and even fashion experts started cross dressing with the theme of “zongzi”. Taking the cultural core as a breakthrough, traditional food has solved the problem of “eating sweet and salty”, which is difficult for everyone to adjust.
Help build a development path for the brand, Tiktok breaks through the industry in a cross industry way, and integrates special food into the daily beauty.
We can see that with the help of Tiktok e-commerce, the food industry is jumping out of its original thinking mode. The food industry and cultural industry have had an in-depth dialogue through live broadcast, video, and vibrant graphics.
When consumers understand zongzi better, and when zongzi convey their daily use habits in the dissemination, zongzi will take off the coat of “festival gifts” and become a “spiritual snack” that can be enjoyed every day.
Of course, we believe that Jiaxing zongzi is just the beginning to go out of Jiaxing: in the food industry, there are bound to be more traditional and special products like Jiaxing zongzi, and find their own way to break through the bottleneck and keep up with the times in Tiktok e-commerce.
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