The market environment of the domestic snack industry is gradually weakening, and the "square" and "formula" of the brand's "large single product" case.
Looking at the brands in the domestic snack industry, most of the brands facing new retail have a fixed growth "marketing move". From the time when the brand has not yet become famous, we will strive to create "Internet celebrity explosive products", and then strengthen the output of "brand power" from a single "explosive product", and then turn from the "single explosive product" strategy to the "full category, seize the market" strategy when the brand's influence occupies a certain position in the subdivided field. For example, the development of Yuanqi Forest's "sparkling water" to multi-drinks, and Weilong's "classic spicy strips" seasoned noodle products to vegetable snack products, soy products and other multi-track layouts.
However, since 2019, the market environment of the domestic snack industry has gradually weakened, and by April last year, the total retail sales of consumer goods had a year-on-year growth rate of -111%, down to a record low since 2021. In the past, under the promotion of "sea, land and air" products of snack brands, consumers are gradually tired. In the above environment, it is clear that diversified full-promotion marketing can no longer stimulate consumer perception and obtain long-term and lasting benefits. As a result, snack brands have shifted from "diversification" to "focus", and the era of "big items" has come again.
In the field of snacks, the popularity of "big items" is less than that of other industries, but it is also an important part that cannot be ignored. From the perspective of snack brands in the past, Weilong has achieved sales of more than 1 billion yuan with its "spicy strips" single explosive products, and Qiaqia Food has been marketed nationwide and overseas with its "melon seeds" large single product, with a current market value of about 18 billion yuan. However, compared with the past when these brands relied on "original" single products to complete the initial empowerment cases, this article is more about discussing the secondary "big single products" that the brand has changed from "diversified" to "focused" in the industry-oriented environment.
The era of "big items" in 2023 is obviously still exciting.
Douyin makes stalks, and Weilong's new big single product is spicy and spicy
Weilong, which continues to make efforts with traditional spicy strips and large spicy strips in the "noodle condiment" track, is a typical large-item snack multi-category brand. From selling "spicy strips" to "spicy strips = Weilong" to seize the mind, and then to building "konjac shuang" into the second growth pole of the brand to form an enterprise with all-round blooming of flour condiments, vegetable products, and soy products snacks, Weilongshun smoothly took the route of turning a single product into multiple products. But returning to the market itself, Weilong "smelled" the industry trend before 2022 and took the lead in closing the marketing layout and turning to the "new big item" route. In this context, Weilong's new big product - spicy and spicy has been launched.
The first "style" of spicy and spicy large items is the new image and CP sense of the product itself. Weilong put aside the "new bottle of old wine" that had become bigger and smaller with the previous "spicy strips", but on the basis of the strength of the noodle condiments, he pushed a big single product with a "real knife". Whether it is the main color design of the two "spicy and spicy" red and blue cp, or the unique "alien that doesn't look too normal" image on the product packaging bag, Weilong has added the "image out of the circle" to the "explosive factor" of the single product itself.
The second "style" of spicy and spicy is the second stalk. According to the survey data, Weilong 950% of consumers are aged 35 and under, 550% of consumers are 25 years old and under. This coincides with the core user attributes of Douyin on the short ** platform. In fact, the "fire" of spicy and spicy comes from product design, and the "explosion" of spicy and spicy is with the help of the platform's meme.
A "not very normal-looking alien" spicy strip attracted "not very normal" netizens to go to the whole shooting**. Offline boring shopping malls and supermarkets encountered strange spicy spicy spicy strips, so in the ** issued a shocking authentic "alien spicy spicy spell", plus a group of netizens who like to coax began to imitate the spicy spicy strips, this alien exclusive spell quickly became a popular spell on the Internet.
In these days, young people always have to "go crazy" for entertainment. Weilong and Douyin grasped this "insight".
Snacks also have a temper, and the herb flavor of "thing" is heavy
Anyone who walks on the Internet will have their own "personality" and "IP", and bloggers with brilliant personalities tend to get more attention and traffic. Baicaowei, which has more "snacks" than "people", simply applied this routine to the marketing of new large items.
Due to the impact of the epidemic and other factors, consumers in the snack industry have gradually realized the importance of health management. From the original blind pursuit of "taste" to "the pursuit of quality and health". Under this user change, Baicaowei, which originally focused on multi-category leisure snack products, has gradually transformed into a healthy snack brand of nuts and dried fruits from 2022. Just last month, Baicaowei launched a large single product of "Big Dried Fruit and Special Gengzhi". From the name of this dried fruit alone, you can already understand the marketing focus of Baicaowei.
In fact, fundamentally speaking, the way Baicaowei pushes a large single product is to "transfer flowers and trees", that is, to turn the "upright" character characteristics into "object design", so that the product itself can grow out of the brand character freely.
People with a bit of personality are always more distinct, and snacks with a "bit of temper" must be more easily remembered by users. In this way, Baicaowei is different from the previous vicious cycle of "pushing products - bringing fire categories - traffic to other brands in the same category", and it no longer makes marketing communication a wedding dress for the category, and breaks the dilemma of consumers "knowing the category but not knowing the flavor of Baicao". This "style" is indeed a bit powerful.
Workers are specialized, and Yuanqi Forest Milk Tea occupies the mind of the scene
Genki Forest, which started with diet sparkling water, is quite familiar with the model of deriving brand benefits from a large type of item. Since 2019, Yuanqi Forest has launched a series of milk tea products.
However, as far as the smooth sailing sugar-free sparkling water is concerned, the road of milk tea is not as easy as imagined.
First, because of the "plagiarism" controversy caused by the image of the "doll" on the outer packaging similar to Fujiya in Japan, and then in April 21, the confusion between the concepts of "0 sugar" and "0 sucrose" in the promotional slogan caused a brand crisis.
However, Yuanqi Forest has not given up the promotion of milk tea.
Starting in 2023, Yuanqi Forest will gradually use it as a "special tea" for "hard-working" workers, and bind it to the marketing of milk tea together with scenarios on major community platforms, and a number of notes released by its official account on Xiaohongshu will also associate the scene of milk tea with the labels of "company" and "part-time job", further emphasizing the product characteristics and seizing the mind of the scene. Then, Yuanqi Forest invited "Tian Xiwei" to become its milk tea brand ambassador to bless the product image of milk tea "full of vitality" and increase user favorability. Although the beginning was not smooth, under the tireless marketing layout of Yuanqi Forest, the single product of milk tea has finally improved.
For food and beverage brands, large single items are not only a marketing strategy, but also a strategic trade-off.
To summarize the core factors of the victory of large single products out of the circle, Weilong is the "single product element" of the product plus "communication with short ** stalks", Baicaowei is "personality bonus", and Yuanqi Forest is "tireless and focused on the scene".
But not every big item can be out of the circle and accepted by consumers. The selection of large single products, product scenes, etc., should combine marketing with the product itself, rather than pushing single products for the sake of creating topics. Like the case brand Weilong in this film, it has also been accused of "vulgar marketing" in order to promote its "big gluten" and other single products, good selection is the basic qualification for a single product to go out of the circle, and a good product scene can bring help to large single products, and Yuanqi Forest Milk Tea is also a proof of this.
If the brand wants to use new product marketing, you can refer to the above case and focus on the "explosive factor" design of the product itself, or the characteristics of the product itself or the external packaging.
The multi-category era of "a hundred flowers competing for beauty" is wonderful, but the marketing of "large single products" is more meaningful.
Under more limited conditions and costs, how to obtain better marketing results than before?
I hope this article has inspired you in some way.
Author. Yes.