“ Taking over “wild consumption” is more than just turning red. ” After Hongxing Erke gained “wild consumption” from netizens for public welfare, the “national snack” brand Wangwang recently took over the same story. In the afternoon of August 5, “Wangwang” related topics continued to ferment on social platforms and quickly reached the top of hot search. Up to now, the topic has been read by more than 1 billion people and triggered more than 367000 discussions.At the same time, a large number of users also poured into the live broadcast room of Wangwang’s multiple accounts, which was broadcast on the 5th, leaving messages and placing orders in the interactive area. According to the data of cicada mother, the total number of viewers in the live broadcast room of “Wangwang food” reached 1.3 million, and the sales exceeded 1.2 million. The total number of viewers in the live broadcast room of “Wangwang food factory store” reached 1.2 million, and the sales exceeded 1.715 million.Unlike the “wild consumption” encountered by hongxingerke and Baixiang before, Wangwang, as a “national snack” brand, has never been far from the sight of consumers. And when Wangwang’s popularity aroused the “archaeological” onlookers of netizens, it also involved the ups and downs of the domestic snack industry in the past 30 years.1.0 era: brand AwakeningIn the 1960s, when there was a shortage of materials, there was no concept of snacks. Candy and biscuits were “luxuries” that only appeared in the new year. In the 1970s, the material life was gradually enriched. Hand operated popcorn machines like “bombs” appeared on the roadside. The non-staple food shops began to sell white rabbit milk candy for export and domestic sales, and canned fruit and malt cream that were often used as supplements and only consumed when visiting patients and giving gifts.In the 1980s, the rapid economic growth brought about by reform and opening up promoted the prosperity of national consumption. Small shops in schools and residential areas began to supply all kinds of bread, cakes, sweets and cold drinks. In the next ten years, the domestic snack market officially ushered in a new historical stage of blooming flowers.There are preserved fruits and candied fruits, such as fruit dandy peel and nine system orange peel derived from traditional snacks, fig and huahuadan (commonly known as “mouse excrement”). The candy track has not only produced new products such as bubble gum and jumping candy, but also new and unique products such as brown sugar and diamond ring sugar, which are unique in product appearance design and can be eaten and played.It is worth mentioning that during this period, the snack market was mainly dominated by category competition, and the snack manufacturers’ brand awareness was not strong, which also led to many products that were once popular disappearing in the category iteration and becoming “tears of the times” in the memory of the post-80s and post-90s.As TV, as an important medium, enters ordinary families, and a number of Taiwan funded enterprises such as Wangwang, uni president and Master Kang enter the mainland market, domestic snacks have ushered in brand awakening. The advanced marketing of Taiwan funded enterprises is the fuse to awaken the brand awareness of domestic manufacturers.Wangzai milk, which came into the market in 1996, has deeply engraved the brand into the memory of two generations of consumers by virtue of the magic TV advertisements of “I’ll drink you if you watch it again” and “classmate Li Ziming of class 2, grade 3”; Before and after the 1998 World Cup, Master KangAt this time, in view of the traditional consumption habit of purchasing large quantities of peanuts, melon seeds and sweets in bulk during the Chinese Spring Festival, snack manufacturers also cooperated with large supermarkets to launch the sales method of bulk weighing. On the one hand, like brand counters, more products can be displayed and displayed at the sales terminals. On the other hand, it can also meet the category and taste preferences of different consumer groups through bulk sales, so as to maximize the purchase demand of consumers. Because it meets the purchase needs of consumers in terms of category and price, the sales method of bulk weighing also continues to this day.In fact, the “counter mode” and bulk Weighing sales are only micro innovations within the channel. Brands still play the role of producers. They never expected that after 2000, the snack market would enter a new era due to the comprehensive reform of the channel.In 2001, laiyifen, which is mainly engaged in speculation, was born in Shanghai. Unlike snacks such as biscuits and candies, fried food is often operated by its own stores because it emphasizes the characteristics of instant cooking. While Laifen continues to expand the categories of fried food, it begins to add bean products, dried fruits and vegetables, meat products, candy, jelly and other snacks. Laifen’s offline stores have “accidentally” developed into an offline retail channel covering all zero food categories.Compared with the retail channel mode dominated by supermarkets, laiyifen’s snack franchise mode covering all categories caters to the needs of snack consumers and focuses more on the consumption experience, thus gradually gaining the favor of consumers. Laiyifen itself has also gradually changed from the original self-produced and self sold model based on speculation to the business model of product OEM and franchise chain channels.Snacks can be sold without self production, and only need business channels and brands. This asset light business mode undoubtedly poses a great challenge to “Wangwang” traditional snack enterprises. The capital market is also quite optimistic about new players like laiyifen.In 2010, Laifen took the lead in completing the shareholding reform, which attracted the high attention of many PE and VC. At that time, it was rumored that many well-known investment companies in the industry had broken their heads in order to grab the investment shares in Yifen, and choosing PE in Yifen was like a super girl audition. In December of the same year, liangpin shop developed in the same mode also obtained 51 million yuan investment of today’s capital with nearly 30% shares in the fourth year of the company’s establishment.It is a little regrettable that Baicao flavor, which also followed Laifen’s steps to expand its chain scale, encountered an expansion bottleneck after opening its 100th store in 2009. However, later, Baicao flavor opened a new page for the domestic snack market.