China Food

The young man returned to the stir fry shop



“ 
The
stir fry has entered a fine era.
 ”
In recent years, the offline layout of traditional snack brands such as three squirrels has been cold. However, in the market segment of speculation, a number of new offline celebrities have emerged——
Xueji fried milk dates and citrus yogurt slices were once sold out, and the expensive unit price could not stop the enthusiasm of consumers. There was also a wave of homemade Xueji fried snacks on the Internet;
Qiwang peanuts, Huanxi peanuts and other vertical sub brands of fried products have gradually taken the lead in the shops of major supermarkets and commercial complexes in Jiangsu, Zhejiang and Shanghai, and there are an endless stream of customers who try and weigh.
Although the online retail performance of these brands is far less than that of offline brands, and their voice in the capital market is not large, they have opened hundreds of stores nationwide, and have successfully made young consumers leave a lot of good comments on xiaohongshu and popular reviews
All signs show that consumers are returning to the embrace of offline fried goods stores, and offline fried goods stores are also welcoming consumers with a new look.
Taste in memory
Many consumers in the first and second tier cities may still remember the fried goods shops, such as sunflower seeds fried in open machines, open chestnuts mixed with black quartz sand in large iron pots, various melon seeds in bamboo baskets and gunny bags, orange sweet potato crisps in large transparent plastic bags
At that time, most of the fried food shops were open. Some of the decoration was so simple that only a sunshade was set up. All kinds of fried food products were neatly placed in the center. The air nearby was filled with a sweet and greasy smell of nuts and sugar.
The last line of defense to break through is to try. As long as you want to taste it when you pass by, you can grab a handful. The boss seems sure that he will buy it after eating. After tasting the taste, he shouted: “boss, give me a Jin!”! A few minutes later, a red vest bag filled with melon seeds or peanuts was carried in my hand.
Although this kind of fried food is not compatible with cleanliness and hygiene, and there is no brand at all, it is delicious to eat.
However, they eventually disappeared in the process of urban development. For a long time, prepackaged fried goods, nuts and various snacks have become the first choice when people buy, while the fried goods have retreated to small shops in some supermarkets or mobile roadside stalls.
Fortunately, they have not completely disappeared, and the “survivors” have started the road of branding.
First of all, a series of brand rejuvenation operations have been carried out – a unified brand visual design is essential.
Qiwang peanut store on the left and Huanxi peanut store on the right
Interestingly, almost all of these offline fried goods stores are mainly in red. The main reason is that in the past, most people would eat fried goods during the new year, which is a festive day. Therefore, red can trigger people’s association with fried goods.
In addition to the unity of visual presentation, the brands are also the same
At the same time, these new fried brands will fry products on the spot in the shop, and quality control naturally becomes a key point that cannot be ignored.
A consumer told the new retail business review that she once bought two packages of peanuts through takeout. One package of peanuts was clearly full, while the other package of peanuts took up half of the weight: “it should be the clerk who filled the last few peanuts. That’s why there is such an obvious difference. They should fry another one for me.” Naturally, she gave the store a medium or poor rating on the delivery platform.
Another big problem is how to combine product innovation with young people’s preferences.
The more delicious fried food is eaten, the more fragrant it becomes, and people can’t stop eating it. However, no matter how to publicize the low oil and low sugar production technology of these high fat and high calorie products, it will be difficult to get involved with low calorie and health. This is not friendly to young people who advocate health.
In Xiaohong book, among the notes about these fried goods stores, the most frequent comment is “don’t get close, you will get fat”.
Various research data also prove that many young people who have learned to read the ingredient list will choose food and drink that sounds and looks healthier.
In addition to the core product problem, the development of online and offline Omni channels is also a barrier that all new consumer brands can not pass through, and the fried goods stores are no exception, and they still have a long way to go.
Xueji fried goods and Qiwang peanuts have official stores online. According to the data, the monthly sales volume of these two popular products is still far from that of three squirrels and other snack brands that have been deeply engaged in online for many years. The smaller Huanxi peanuts have not opened Taobao and jd.com stores, but are only sold on wechat apps.
Although such comparison is not fair to Qiwang peanut and Xueji fried products, after all, the three squirrels are already famous online. However, at the time when the epidemic situation is still emerging from time to time, how to lay out online and do omni-channel operation is an important issue that needs careful consideration of emerging fried products brands.
Fortunately, offline is still the main battlefield for leisure snacks.
Tuyuan Hongxing capital Bureau
The biggest advantage of offline is to be closer to consumers. In most cases, buying fried products belongs to impulse shopping. Offline stores are undoubtedly the best place to satisfy impulse shopping. In addition, the fragrance wafted from the store during on-site frying and the temptation of tasting are the advantages that online channels can not compare.
Although the vacuum packaging and fresh locking technology have been very developed, it is still the consensus of most consumers that “the store is fresher”. In particular, the customer service of Qiwang peanut, a fried goods store, told the new retail business review that “the peanuts sold online are also freshly fried in their own factory within one or two days”, but it is definitely not comparable to the fried peanuts that are just out of the pot and still hot in the store. In addition, the sealing bags and paper bags used by offline stores are also relatively low in packaging cost.
Of course, there are many problems to be solved offline, the most important of which is the problem of scale.
a
And where consumers can’t see, the brand of large single product strategy also has certain advantages in supply chain management, and only needs to grasp the source quality of its core products; While the whole category means to cover more and more comprehensive food origin, to manage the quality of different food ingredients by grade, and to have high requirements on the supply chain.
Through the development trend of the speculation retail industry, looking at the whole retail industry in China, the process of differentiation and refinement is still continuing.
A senior investor told the new retail business review that the strategy of segmenting categories and creating large items may be one of the most feasible business models at present. The era of large platforms and full categories is coming to an end.
This also means that it is not easy to make money – the market competition is increasingly fierce. Brands must show their unique skills, do what they are best at, satisfy consumers with devil details and unique products, and occupy consumers’ minds.
Otherwise, consumers who like the new and hate the old will soon forget you.
Author: Qian Luoying; Source: new retail business review (ID: xinlingshou1001), reprinted with authorization. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
food people are “watching”
Read the original text
The young man returned to the stir fry shop
好在,线下仍然是休闲零食的主战场。

图源红星资本局
线下的最大优势是更贴近消费者。绝大部分情况下,购买炒货产品都属于冲动购物,线下门店无疑是满足冲动购买的最佳场所,再加上现场炒制时从店内飘出的香味,以及试吃诱惑,这些都是线上渠道无法比拟的优势所在。
尽管真空包装和锁鲜技术已经十分发达,但“店里的更新鲜”仍然是大部分消费者的共识,特别是炒货店——琦王花生的客服告诉新零售商业评论,“线上售卖的花生也是在自家工厂一两天内新鲜炒制的”,但和店里刚出锅还热乎的炒花生肯定没法比。此外,线下店铺使用的密封袋和纸袋在包装成本上也相对更低。
当然,线下也有很多问题需要解决——其中最重要的,便是规模问题。
新零售商业评论发现,新兴炒货店有一个共同点,都没有开放加盟,而是选择直营或是引入门店、城市合伙人制度。这或许就是为了应对“规模负效应”魔咒。
近年来,餐饮行业中经常会出现“规模负效应”魔咒。番茄资本创始人卿永将“规模负效应”定义为:“小众且复杂的地方菜正餐品类,在过度规模化、跨区域经营时,出现管理成本提高、门店亏损率提高、供应链质量下降、用户体验下降、用户评价下降、产品不稳定、回本周期变长等情况。”
门店合伙制在一定程度上能够减缓“规模负效应”的出现,但无法从根本上消除,同时也无法解决规范性的挑战;相对而言,直营是最好的解决方案,但又会让品牌面临模式过重,从而拖慢规模扩张的进程。
总之各有利弊,品牌能做的无非是选一条适合的道路。
 潜力依然巨大 
从整个休闲零食市场来看,颇有一副“今天下三分……此诚危急存亡之秋也”的气氛:
三只松鼠在线上拥有较大优势,但如今线上流量越来越难获得,付出的成本越来越高,三只松鼠正在努力突围线下,但多少缺乏一点线下运营的基因;
良品铺子、来伊份发展更加均衡一些,但产品力没那么突出,而且来伊份的主要市场在上海,区域局限性十分明显,也深受疫情影响;
盐津铺子走的是全品类且自建工厂的道路,问题也随之而来——模式太重,限制了自身的发展……
与此同时,国内的休闲零食市场仍然在不断发展,其中,炒货的增长态势十分明显。
国元证券研究所数据显示,炒货超越糖果蜜饯,成为了2021年休闲食品市场的“主力军”,市场份额达30.55%。
如果把目光放到更垂直细分的品类,坚果炒货品类的销售额在逐年攀升。
图源Mob研究院
因此,像琦王花生、欢喜花生这类突出垂直细分品类的品牌,自然就有了更大的发展机会。
而在消费者看不见的地方,大单品策略的品牌在供应链管理上也具有一定优势,只需要抓住自己核心产品的货源品质即可;而全品类则意味着要涉猎更多、更全面的食物原产地,要对不同食材的品质做分级管理,对供应链的要求也很高。
通过炒货零售业的发展趋势,纵观整个中国零售行业,细分化、精细化的进程仍在继续。
一位资深投资人告诉新零售商业评论,切细分品类、打大单品策略或许是目前最可行的商业模式之一,大平台、全品类的时代正在成为过去。
这也意味着,赚钱越来越不容易了——市场竞争愈加激烈,品牌一定要拿出自己的绝活,做自己最擅长的事情,以魔鬼细节和独特产品,满足消费者,占领消费心智。
不然,喜新厌旧的消费者很快就会把你抛诸脑后。
者:钱洛滢;来源:新零售商业评论(ID:xinlingshou1001),转载已获得授权。
转载授权及媒体商务合作:Amy(微信号:13701559246);
加入社群:Cherry(微信号:15262433826)。

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