Persimmon Ruyi glutinous rice balls on the Little Red Book grow grass.
Text |Lifu eats words.The day before yesterday, the Lantern Festival was brushed by persimmon dumplings.
Good looking is really good-looking.
Following the traditional white rice balls, colorful small rice balls, and yellow rice rice balls, the special-shaped rice balls finally shined and successfully became the top social media on the 15th day of the first lunar month.
It's delicious and it's delicious.
The public's black sesame stuffing is decent, and the trendy flowing persimmon stuffing is enough gimmick, the older generation can be palatable, and the new generation can try it, and both ends are pleased.
This is a new product launched by Synear at the end of November last year, as of January this year, **Tmall has sold a total of 21.25 million, Douyin has sold 55 million, ** has also squeezed into the top50 quick-frozen rice balls.
Synear is definitely the biggest winner of the Lantern Festival in the past two years, and from yellow rice dumplings to persimmon dumplings, it can be seen that this company has run out of the explosive model of dumplings.
What exactly is this explosive model? I've broken down three points that can be replicated in other food categories and festivals.
First, the Boxing food is either roll the form innovation, or the roll taste innovation, the rest is to insist on waiting for the wind to come; Second, the quality-price ratio is an important reason why the current products can explode, the C-end is cheap to buy, and the B-end also saves costs; 3. Good looks are more important than good taste, and social attributes cannot be less.
How to replicate the success of persimmon dumplings? Let's take a look!
The online sales of persimmon ruyi glutinous rice balls that I miss are missing.
China's three major festivals – the Lantern Festival, the Dragon Boat Festival, and the Mid-Autumn Festival – are an uphill battle for all food brands.
For the main business brands, such as Synear, Wufangzhai, and Meixin, the main volume is product innovation ability and new product explosion speed, whose goods are the strongest in the channel, who can come out on top.
For non-main brands, it is mainly a competition for gift box creativity and the traffic level of co-branded brands.
Looking at the explosive Boxing products in the past few years, whether it is last year's black truffle mooncakes or this year's persimmon dumplings, they basically follow these two logics: form innovation and taste innovation, and then wait for the wind to come.
Let's talk about form innovation first, which is not only a test of consumer insight ability, such as what style consumers buy the most, and what ** can rub the most traffic.
A common routine is an extension of attributes related to Fu Lu Shou. The most exaggerated thing I saw this year is the Fu Rabbit Rice Balls, and the rabbit rice balls sold in the Year of the Dragon obviously can't be popular, which is clearing last year's inventory.
Of course, another aspect of form innovation is that it is driven by technology. Persimmon dumplings are at least 10 points more expensive than traditional dumplings, and in the absence of a significant increase in selling price, gross profit can only be achieved through industrial mass production brought about by technological innovation.
The same form innovation also has pineapple crisp. The earliest Taiwanese pineapple crisps were all in the form of square bricks, but now there are pineapple-shaped, although the mold is a lot more expensive, but the cost of the filling part has decreased, not only has a good appearance flow but also has a stronger category awareness.
Traditional pineapple crisp vs pineapple form **Rongjin Benwei Tmall store.
Speaking of taste innovation, this is also easy to understand, that is, to continuously incorporate traffic word flavors or ** value ingredients to find public sentiment points.
For example, black truffle-flavored zongzi and taro puree-flavored glutinous rice balls, on the one hand, hot words can help the spread and promotion of products, and on the other hand, due to the use of first-class value ingredients, they can also increase the product premium, killing two birds with one stone.
Of course, not all innovations work, and you'll find that most companies basically go back and forth to innovate tastes and forms. One or two innovations a year, get ready, and the rest is to wait for the wind to come.
The quality and price are worse than I have said, but this is definitely the core commonality of all explosive products in 2024.
The so-called quality-price ratio is that the same quality is lower than whom, that is, it must not only meet the basic material needs of consumers, but also meet part of the emotional value, and at the same time be cheap.
The C-end looks expensive, and it is cheap to buy; The B-end saves costs and squeezes out the cost of streaming, which is the underlying logic of persimmon glutinous rice balls.
In the ** stage before the Lantern Festival, persimmon rice balls can be played at a minimum of nearly 10 yuan a pack (312 grams, 10 pieces) in Tao Department and Douyin, * even cheaper than last year's popular yellow rice rice balls.
About 10 pieces to buy 10 lovely persimmon-shaped rice balls, which not only provides consumers with social attributes, is differentiated, but also very cost-effective, who is not popular?
Of course, the pre-logic of cheap is that there is a strong ** chain that can squeeze the cost, and back to the persimmon glutinous rice balls themselves, it is the cost advantage brought by the industrial production.
The front-end production cost has been squeezed and saved, the back-end sense of value and brand power is the best, and the rest of the middle is the investment fee.
A very typical example is the truffle Iberian ham moon cake that was popular last year, the reason why this product can be popular, in addition to the traffic word truffle, the most important point is that the front-end ham ** is upside down, and the product cost has dropped significantly, giving merchants a lot of room for investment, so sales can soar.
Every year after the Lantern Festival, there are white rice balls every year, which is really nothing new.
If at this time, a rice ball with auspicious meaning, unique shape, and cute color is born, is it bound to blow up all social networks?
The answer is yes.
Another important reason why persimmon dumplings can become popular is that it attaches importance to social value, and behind this is the brand's deep understanding of human nature and the New Year's Festival.
Celebrities posted persimmon ruyi dumplings on Weibo.
People naturally love to share good things, and in the era of social **, good looks are more selling points than good food. Therefore, whether the image formation rate is high or not, and whether the product has social attributes, is particularly important for whether the product can be self-propagated and help merchants save the cost of attracting new customers.
The New Year is like a lever, which looks like a round time on the surface, but in fact it magnifies people's emotional emptiness and social needs at that time. During the New Year, people are more willing to post orders and receive likes from relatives and friends.
In particular, persimmon rice balls also rubbed the auspicious words of "everything is good", and Chinese send blessings on New Year's holidays is a tradition engraved in their bones, which increases the chance of people posting this rice ball.
Just like no one cares whether "persimmon Ruyi" is delicious or not, the moment it pops in the circle of friends, it has already completed its mission.
Missing, but it understands traffic. Before the Lantern Festival, it found countless celebrity KOLs to dry and bring this product, first planted grass and then pulled weeds, and then broke out on the fifteenth day of the first lunar month, forming a brand mentality in one fell swoop.
How to say it, three months after it was launched, it has sold more than 100 million yuan cumulatively, and this wave of persimmon dumplings is okay.
The Zongzi Festival is coming, let's look forward to it, who will be the popular zongzi this year?