What can you do with 600 yuan during the Spring Festival? Go to Chow Tai Fook to buy a small golden bean as the first investment of the new year; If you go to the supermarket, you can buy a bunch of New Year's goods, and it is more than enough to come all the chicken, duck and fish; If you were told that you could only buy some melon seeds and peanuts for 600 yuan in a fried food shop, you must have felt that you had met a fried food assassin. 
Miraculously, even if it is recognized as an "assassin", there are still a large number of young people who are willing to pay gold for melon seeds, and praise it as "the hottest luxury item of the Spring Festival". This brand, which broke the iron law of "cost performance" in the Chinese New Year, is Xue Ji fried goods. 
536 yuan kg of hand-peeled pine nuts, 278 yuan kg of freeze-dried strawberries, and 196 yuan kg of cashew nuts were jokingly called "Xue Ji Jewelry" and "Xue Ji Gold Shop" by netizens. However, the expensive unit price cannot stop the enthusiasm of consumers. On social platforms, Xue Ji is the "top stream" of fried food shops, and many "nut fried heads" have posted check-in notes, with a search volume of more than 700 million on the whole network. 
In offline stores, it is common for Xue Ji to queue up and sell out of stock in various cities. Sought after by young people, Xue Ji Roasted Goods seems to have opened a hanging, not only won 600 million yuan in financing, but also opened more than 1,000 stores across the country. 
There are speculations everywhere on the street, why can Xue Ji sell them for gold? 
Hermes in the roasted goods industry, the dried fruit roasted goods in the "touch porcelain" jewelry store have nothing to do with jewelry, and it is Xue Ji fried goods that make them intersect. Unlike what many people imagine, Xue Ji Roasted Goods is not an Internet celebrity shop, but a time-honored brand in Shandong that has been in business for more than 30 years. Xue Xingzhu, the founder of Xue Ji Roasted Food, followed his father to set up a stall at the age of 14, and later changed his career to sell melon seeds. In 2001, Xue Xingzhu opened the first fried food shop at the foot of Hero Mountain in Jinan, and at that time, in order to distinguish it from many fried food shops and make it easier for old customers to identify, he found a photo studio and took a profile photo, and became a brand spokesperson like Lao Gan Ma. 
In the past, Xue Ji hardly saw any Internet celebrity and extravagance. How did a fried food shop with an earthy flavor become today's "Xue-style gold shop"? The answer is the "Touch Porcelain" jewelry store. The first step in touching porcelain is to open next to the jewelry store. Ordinary fried food shops are opened on the street, and more advanced ones are opened in supermarkets. Xue Kee's store is located in a shopping mall, and it is a neighbor of a jewelry brand. 
Almost all of Xue Ji's stores are on the B1 floor or the first or second floor of the shopping mall, and many people may smell the fragrance of Xue Ji's fried goods as soon as they come out of the gold store when they go shopping. The second step is to change the store in the style of a jewelry store. After entering the mall, the store logo gave up the image of Uncle Xue in the past and changed to a concise white character on a red background. Just from the façade, if the signboard is covered, who can tell whether it is selling gold or melon seeds. 
The same is true for the furnishings in the store, the exquisite wooden tray + glass cabinet display is like a jewelry display table, and the lighting in Xue Kee's store is even better than that of a jewelry store. 
Coupled with completely transparent plastic bags and cans, packed in delicate paper bags, they are forced to fill up. In addition to touching porcelain jewelry stores in decoration and rows, Xue Ji's pricing is not inferior to jewelry**. The store buys the usual nuts of the roasted food store, but ** is several times more expensive than the roadside ones. Freeze-dried strawberries are nearly 200 yuan a catty, milk dates are nearly 90 yuan a catty, and even chestnuts are 48 yuan a catty, which is a cut higher than that of their peers. 
This also makes it possible to go to Xue Ji to buy things, and if you are not careful, it will start with a few hundred, and many people say that they hope that the hands of Xue Ji salespeople will shake like an aunt in the canteen and decorate less. Even if it is ridiculously expensive, this bold spirit of daring to be the first still makes Xue Ji a big hit. Since being named Xue Ji **, Xue Ji has begun to soar. From 2018 to 2022, the number of Xue Kee fried goods stores has increased nearly 10 times, and at the end of November last year, Xue Ji opened its 1,000th store.
The makeover Xue Ji has impacted the ** business districts of major cities, and even caught many local snake brands off guard. For example, in Tianjin, Xue Ji opened 74 stores in Tianjin, dozens more than the old nut chain stores Xiaobao Chestnut and Erdou Chestnut in Tianjin.
From roadside stalls to the top of shopping malls, the founder of Xue Kee often tells a story when it snowed heavily during the Spring Festival in 2002, just in time for everyone to concentrate on buying roasted nuts for the New Year. There was a long queue in front of Xue Ji's door, and the line made several turns, and it took 40 minutes to buy it. At that time, Xue Kee's store was in poor condition, and there were no sheds and umbrellas, and by the time the customers lined up, a thick layer of snow had accumulated on their heads.
This incident had a great impact on Xue Xingzhu, and he decided to add a sense of experience to his business creed at that time. Opening a fried food shop into the mall is a key step taken by Xue Ji for a sense of experience. So how did Xue Ji Roast Seeds turn the fried goods into the dust and drive them to the shopping mall? Xue Ji's turnaround move is to go against the opponent. 1.A 30-year-old brand, disguised as an Internet celebrity is different from other time-honored brands, since the decision to upgrade in 2018, Xue Ji has disguised himself as an Internet celebrity brand. The three-board axe of explosive products + queuing + social currency, Xue Ji is getting more and more slippery.
First of all, Xue Ji is a popular maniac, which has led to the popularity of many Internet celebrity categories. In 2020, the milk dates launched by Xue Ji Roasted Goods became a big hit as soon as they were listed, with 1 billion on the whole network, and Tmall sales exceeded 1 million. After the milk dates became famous, Xue Ji kept pushing new products: chilled mung bean cake in 2021, yogurt citrus slices in 2022, and fresh chestnuts have all become Xue Ji's traffic passwords, and many categories are sold out directly after they are launched.
Until now, yogurt citrus slices are still out of stock in stores, and they have to wait for two months to eat, and they were once suspected by netizens of "hunger marketing". On the double buff of explosive style and scarcity, on social **, buying Xue Ji fried goods has become a topic, whether it is expensive, too much, or bought, it is worth taking pictures to show off.
Just like this year's Chinese New Year, Xue Ji has become the face of many young people going home for the New Year. Once there is traffic brought by Internet celebrity products, many shopping malls are begging you to come. Xue Ji, who was praised as a social currency by young people, has also become a proper top performer in shopping malls. 2.It is similar to the traditional roasted food products that are stolen from milk tea pastry chefs and squeezed into the middle-class circle, and can be innovated and differentiated with only one taste. One of Xue Ji's more daring points is that he tried to steal the teacher's milk tea and drink the climax pastry, taking freshness and health as the selling point. It sounds unbelievable to speculate on the fresh, but Xue Ji persuaded the young people with the two concepts of freshly fried fireworks + minus 38 ° to lock the fresh. In the past two years, the safety problems of pre-packaged roasted food have been increasing, and today the beef grains and chestnuts are moldy, and tomorrow Badamu will be exposed to eat insect eggs.
Workers who are too lazy to toss anymore simply save the energy of complaining and buy something fresh. Each store of Xue Ji Roasted Goods is equipped with a universal steam oven of tens of thousands of yuan, which can accurately fry and bake the time to the second.
Just as milk has a shelf life of 27 days and bread has a shelf life of 10 days, most of the roasted foods in Xue Kee's store have a shelf life of about 30 days. Once there is a concept of time, this "fresh card" will directly hit the hearts of young people, and the sense of security will be full. The healthy and delicious Xue Ji roasted food, which can be tasted on the spot, has also successfully captured many middle-class shopping malls by relying on the fragrance of the house.
was complained that the "assassin" did not overturn, Xue Ji has a life-saving card as a time-honored brand that has successfully exploded and become an Internet celebrity, and Xue Ji's "weakness" is also obvious, that is, it is expensive. There are many people who have been mentally prepared before entering Xue Ji, but they will still be stabbed. The unit price of Xue Ji roasted goods is 53 yuan, compared with the 20 yuan of the grain emperor, and the 37 yuan of Panda Momo, which is still a lot higher. And even if the price is clearly marked, the clerk's hands are shaking, and it is 1g** if you are not careful. In Xue Ji, many categories have commissions, and the salespeople who are also workers are naturally able to decorate more if they can.
The magic is that although Xue Ji ** is high and the clerk's hands are shaking, he can't resist his love for Xue Ji. "I still insisted on eating it because of my toothache", "I spent 270 yuan to buy a bag of pine nuts, but I still gritted my teeth and took it", "I was as careful as buying mm beans", "I usually say I want five slices of mango when I buy mangoes". They spontaneously entered Xue Ji, from questioning Xue Ji, understanding Xue Ji to stealing Xue Ji. The scolded assassin didn't start, and there are still a large number of fans, does Xue Ji rely on the aura of Internet celebrity? Of course not, in addition to Internet celebrities and popular models, Xue Ji also has a life-saving card - *Selection. Over the years, Xue Xingzhu has traveled a lot of places by himself, running all over the country to find the best raw materials.
The yogurt citrus slices that have been sold out have been sold out, and 5 kinds of oranges were selected, and Changde citrus was finally determined. If you really can't find good raw materials, Xue Ji will grow it himself. Up to now, Xue Ji has chestnut fields at the foot of the Yanshan Mountains and the Great Wall; There are 40,000 acres of melon seed fields in Keketuohai, Xinjiang; There is a sour jujube forest in the south of Pingxiang, Jiangxi.
In addition to the selection of products, Xue Ji is also masochistic in product standardization. This card is not a killer move after Xue Ji became an Internet celebrity, as early as when he started to set up a stall to fry melon seeds, Xue Ji had extremely high requirements for product quality. In 1992, Xue Ji was still a small melon seed stall at the foot of Hero Mountain, and the surface was no different from all the roadside stalls in the market.
But in fact, Xue Ji is much more "stupid" than other melon seed stalls: at that time, the upstream melon seed suppliers sold goods ** for one piece of seven, but Xue Xingzhu took the initiative to raise the price and said to the raw material supplier: "I will give you one piece of nine, and you go back and spend two cents more to give us the best goods." "The cost is 2 cents higher than others, and Xue Ji's melon seeds are still sold for two yuan and five, and consumers are not allowed to bear them. Xue Xingzhu said frankly in an interview: "I didn't know what conscience, ingenuity, and original intention were at that time. I only know how to spend more money to buy good goods, ensure quality and cost performance, and customers will come back to buy after they are satisfied. Xue Xingzhu's simple idea also made him gradually become the local "king of melon seeds".
Relying on the selection of first-class products, even if Xue Ji's ** is indeed very expensive, consumers who pursue quality are also willing to give more tolerance. Whether it is a time-honored brand or an Internet celebrity store, if you want to be recognized for your high-end sense, you must understand the product and understand human nature. Especially during the Spring Festival, brand tests and opportunities have doubled.