Bird's nest is inconvenient to stew, and the matter of freshly stewed bird's nest has been verified.
Huang Jiaen, a partner of Bao Xiaoyan, found that it is not only the middle class that has a need for health and nourishment, but also cutting-edge white-collar workers, exquisite mothers, etc., who want to complete this in the breakfast scene. However, bird's nest can't be full, and if you want to be healthy and full, you want to be full, so Bubble Bird's Nest has created a new track of bird's nest products, matching bird's nest and white fungus soup together to meet people's needs for health and fullness.
Founded in 2017, Bao Xiaoyan has won the top 1 in the Tmall bird's nest preparation category for 4 consecutive years, and the top 1 in the Douyin bird's nest tonic category for 4 consecutive years. It is an opportunity and a trend for the future.
For Bao Xiaoyan, Huang Jiaen believes that they have done a few things right, one is the first-mover advantage, creating new products in the bird's nest category, and creating category dividends. 2. Insight into the platform trend and catching up with the channel dividends in recent years. 3. Put in enough effort to accomplish the goals you set.
01Create a new category of bird's nest drinks, and cut into a new scene of breakfast
The user portrait of instant bird's nest and freshly stewed bird's nest is a middle-class type of people, they have reached a certain age, have more disposable income, and enter a higher dimension of health in terms of diet, and the pursuit of health is far more than the middle-class people have, the busy life of cutting-edge white-collar workers, exquisite mothers in the town, all have the pursuit and need of nourishment, and this kind of people and "noble women" We are different, often do not have a slow leisure time to enjoy nourishing products, the upgrade of bird's nest stew and storage technology has been done, how to meet the new needs of new people?
Pao Xiaoyan just cuts into the pain points of such a crowd, and cuts into the scenes of breakfast, lunch, and even supper, so that it can not only replace breakfast to eat full, but also nourish.
Huang Jiaen admitted frankly that he never wanted to rob those users who eat freshly stewed bird's nest.
Every new subdivision and product will have traces in history, for example, Japan has entered the stage of nourishing snacking. Chinese consumers also have such needs. Whether it is affected by the general environment or the overall rejuvenation of sub-health, a healthy diet will become more and more important. "Laziness" is a prominent feature of contemporary young people's health preservation.
There are three popular products in Bubble Bird's Nest: Bird's Nest Drink, Vegetable Cup, and Fish Maw Porridge. Regarding the genes of explosive products, Huang Jiaen believes that, first, users already have a certain mental understanding of tonic products such as bird's nest, red dates, and wolfberries, and the ingredients and ingredient list do not need to be re-educated. Second, delicious, each product will be evaluated by everyone in the company at the beginning of research and development, "everyone unanimously applauds, we will produce." The product concept of food based on conscience is the bottom line that we unanimously adhere to. ”
Third, start from the current consumer demand dimension. "For example, 60% of Chinese consumers now have stomach problems, which means that probiotic-type products are more likely to become explosive products, in addition, the probability of Chinese suffering from stomach cancer and lung diseases is also relatively large, when the post-85 and post-90s become the main consumer force, healthier products must have a huge consumer market, because users want to become thinner, more beautiful, and healthier." ”
Therefore, in the future, the SKUs of Pao Xiaoyan will be extended around light nourishment, and maintain a "what you see is what you get" principle, the direction of Pao Xiaoyan is to digest the nourishment quickly, so that everyone can easily get a better nourishing experience.
Redefine the Chinese health preservation in the hearts of consumers and realize "light nourishment and fresh bubble". Soak the bird's nest drink of Xiaoyan, and develop a 60-second freshly soaked and ready-to-drink bird's nest eating method.
There are 8 to 10 SKUs of Bubble Bird's Nest, and a new brand Mantian was incubated this year, and there are currently 2 SKUs, mainly for brewable freeze-dried vegetables.
02 Hold high and hit the channel dividend
Huang Jiaen said that Pao Xiaoyan's style of play is to hold high and play high.
With the help of variety shows and celebrities, it is the main strategy of our brand promotion, and it is also a more effective means in the early stage of the short ** platform. ”
In 2018, Pao Xiaoyan sponsored Hunan Satellite TV's "Dear Inn", "When we were doing the inn, Yang Zi and other stars continued to use Amway's products in this show. ”
In 2019, Yang Zi's hit drama "Dear, Loved" became popular, and Pao Xiaoyan once again harvested a group of users. In the follow-up vegetable cup, Cecilia Cheung and other stars were invited to continue in a large area through the short **platform**, and output product planting and brand concepts.
Huang Jiaen believes that starting from the logic of advertising, a normal brand or product needs 6 times to be traded, and celebrities or celebrities can bring a higher frequency effect to the brand, and 3 times or even 1 time to make a deal, so that the link is shortened.
In recent years, Douyin, Kuaishou, and even the future ** account have been a new customer acquisition channel and a new distribution channel. Bao Xiaoyan also attaches great importance to the channels of Douyin and Kuaishou, and the current amount of Bao Xiaoyan on Douyin has reached 66 billion, "Whether it is for short** content, or ** that Douyin attaches more importance to now, there is actually a very big dividend." ”
In 2018, Bao Xiaoyan began to really do Tmall, and by 2019, it had occupied a certain market share, and entered Douyin during the bonus period of information flow, short **, and KOC.
At the end of 2020, with the promotion of information flow, Bao Xiaoyan began the first wave of rapid growth. Entering 2021, we seized the opportunity of store broadcasting in a timely manner, ushered in the second wave of growth rate, and continued to lead in the light tonic track.
Huang Jiaen shared that the development of the platform in each era has rules to follow, and Douyin's past can refer to **, Tmall, and even ***We clearly know what type of time node and what they want to develop. "For example, in 2020, we saw that platforms still need space for influencers to generate high-quality content.
By 2021, the platform wants to take the development of e-commerce, whether it is Tmall, Jingdong or Pinduoduo, shelf e-commerce wants to improve the efficiency of live broadcast to maximize traffic benefits, which is also an opportunity for brands.
Therefore, we must also have a certain prediction for the development of the platform. At different time nodes, the platform needs different products, which means different dividends, so you need to prepare in advance, and when the time node comes, everyone can start in this field together. ”
When it comes to a specific channel, Huang Jiaen believes that what he fights is refined operation, such as Douyin store broadcast, in order to reach users on a larger scale, Bao Xiaoyan adopts "non-closing" live broadcasts on holidays, and the daily live broadcast time will last for 20 hours every day.
In terms of talent selection, Bao Xiaoyan pays attention to the analysis of the user portrait of the talent, looking for the talent who better matches its own user group. Priority is given to mothers, couples, etc. will also strictly control the content of talents, such as the content must be life-like, not too fake, and must have the dimension of the scene.
03 Strengthen the construction of the first chain, and deepen the cultivation of light nourishment
Each cup of bird's nest drink can be brewed and drunk in 60 seconds, which is the result of 40 hours + of strict control of the ** chain of bubble bird's nest: 5 hours of slow simmering to bring out thick juice;Freeze for 10 hours to form crystals;25 hours drying, ice crystals sublimation. Finally, FD fresh extract freeze-drying technology is used to lock in the taste of bird's nest stew.
The end game of e-commerce development must involve the development of upstream and downstream, and it is actually difficult for an e-commerce brand that only has terminal sales and no own production sources to go on.
Bao Xiaoyan has always paid attention to the construction of the first chain, before unanimously insisting on the original innovation of the product, the formula of all products is developed by senior experts and product managers, and after dozens of research and development, sample and other research and development closed loop, through the factory customized production line and equity depth cooperation to complete the mass production of products, this year Bao Xiaoyan is preparing to build its own brand factory, will establish a stronger chain system and the control of the source of the industrial chain.
The core competitiveness of a brand is not determined by traffic, the product is one, the flow is the back of zero, we continue to consolidate the competitiveness of our brand, including the establishment of product research and development center, the establishment of raw materials research and development base and its own factory, truly do, from the pastoral to the table, from the raw materials controllable to the perfect user experience, are the basis for us to establish the core competitiveness of the brand in the future. ”
Huang Jiaen said that what Bao Xiaoyan wants to do is to control the quality and cost of the product on the premise of bringing more cost-effective products to consumers. For example, white fungus is different from bird's nest, if white fungus is not done well, such as making large pieces, it will cause a certain burden to people with weak gastrointestinal system. "We develop conscientious food from our own senses. ”
China's current main consumer force has transitioned from the past to the back. It is a period with the highest level of knowledge and culture. The new brand Mantian incubated by Pao Xiaoyan, the user portrait is still focused on the people on the pyramid, or delicate mothers and cutting-edge white-collar workers, compared to satisfying the kitchen novices and people who have no time to cook and cook, help them do a good job in this part of the action, so that they can eat vegetables with 100% freshness in one flush of hot water.
Looking at the future trend, Huang Jiaen believes that big health is a track that is rising and has unlimited potential, and the growth period of the bird's nest category is in a trade-off link, and Pao Xiaoyan maintains a relatively good development trend.
In the wave of low prices, people will not give up the pursuit of quality assurance, and the brand is a strong endorsement for consumers.
Turning tonic into a drink, Pao Xiaoyan turned what was traditionally considered an expensive tonic into a fast-moving consumer product. FMCG products should move towards mass development, crowd expansion, down-to-earth exploration, and creating scenes are all ways, but how to carry the cycle and truly move towards the road of mass development. The road traveled by tea, coffee, and sparkling water may provide some reference for the "people" of Xiaoyan. Oriental Leaves has become the leader of Nongfu Spring from a niche and unpopular drink, which is inseparable from young people's pursuit of health and anxiety. Tang Binsen, the founder of Yuanqi Forest, began to reflect on Internet thinking, emphasizing "returning to tradition" and paying full attention to sales and dealers. It also reflects the irreplaceability of offline sales to the food and beverage industry.
Food and beverages belong to the rigid demand track, and tonics are not, but with the pursuit of health by young people, does a new product like Pao Xiaoyan that can provide consumers with unique value have such potential?
Under the positioning of health, nourishment, and breakfast, in fact, there were many competitors like white fungus soup before, how to shape their own unique advantages, and Pao Xiaoyan still needs more thinking.