Speaking of snacks, they are everyone’s favorite when they were young. The old popsicles, pineapple-flavored soda, Qingliang Dan, and Little Raccoon Crispy Noodles from my childhood are all classics among classics. When I was studying in college in the big city of Shanghai, I saw "Lai Yifen" for the first time. I didn't expect that there could be such a model for selling snacks. Nowadays, there are more and more types of snacks, with rich tastes, exquisite packaging, and top-notch endorsements. Of course, the prices are also rising. 1. Players in the snack track in the domestic snack industry must know that snack products have little after-sales service and high repurchase rates. There is no distinction between low and peak seasons. The audience is wide, ranging from 3-year-old children to 60-year-old aunts. Love to eat. Therefore, the snack field is a very good entrepreneurial track. Data shows that by 2020, the overall market size of snacks will reach 2 trillion yuan, and there are an increasing number of listed companies. Therefore, many entrepreneurs and capital have entered the market one after another, hoping to seize the time period of consumption upgrading, establish brands, invest in research and development, quickly promote, and realize the dream of going public. Before talking about new brands, we can understand the channel sales methods of old brands. Generally, there are four types: direct sales, franchise, distribution and e-commerce. Many old brands do 1-3 of them, and the homogeneity of products is also serious. R&D investment is relatively low. CR10 is about 30%, compared with 60% in the European and American markets. Like the domestic catering industry, there are no giant companies and the market share is relatively scattered. 2. Characteristics of new brand snacks New brand snacks, the best of which can also be called Internet celebrity snacks. Compared with traditional snacks, Internet celebrity snacks rely on social networks or grass-growing platforms to rise and have a considerable number of fans. The packaging design of the new brand of snacks is novel and in line with the preferences of young people. In addition to being edible, they can also be played with. You can have unique and innovative points, which is also the basis for being able to work hard in marketing channels. Having memory points is a major feature of new brand snacks. The "dirty buns" that leave your hands and mouth dirty after eating have been around for a while. As soon as they were launched in many bakeries, there were long queues, and you had to wait for a long time to buy one in limited quantities. The dada melon seeds sold in "Qi Pa Shuo" have a slogan: Eat it to calm down. Once you recite it once, you will probably never forget it. 3. Marketing of new brand snacks Next, let’s talk about the marketing channels of new brand snacks? If you are on this track now, perhaps the methods are worth learning from. 1. Xiaohongshu & B.com, as the two most popular grass-growing platforms at present, bear a huge budget for new brand snacks, and KOLs and UP owners are making a lot of money. Xiaohongshu KOL experts publish pictures with text or produce original text and videos for grass-growing products. On the basis of attracting more clicks and readings, they also have the advantage of increasing user likes, comments and collections. . Cooperating with the sharing effect of experts, it has a certain influence on new brand snacks. If you can’t afford to hire KOLs in the early stage, you can use amateur grassroots to present a quantitative model, that is, accumulate a small amount to increase the number of clicks and readings of the brand on the platform, and accumulate an initial user base. UP at station B is more direct. It only has a video mode. With the help of UP's personal tasting, the snacks are cultivated to highlight the advantages and innovations. Now, in addition to being delicious, they are often linked to health. Key points for choosing a talent and copywriter: The field of talent is best in food or entertainment, and it is consistent with the product. Check the talent's past case data, especially if the content of the copywriting for similar products is smooth, the subject is clear, and the natural language should not be too embedded. Be blunt and stick to the master’s video theme 2. Short video & live broadcast In the past two years, with the rise of Douyin and Kuaishou’s e-commerce systems, many new brands of snacks have begun to use short videos and live broadcasts to bring goods, whether you choose Da People still have self-operated accounts. "Entertainment-driven" is the characteristic of the new brand of snacks, that is, it is fun, and it can improve your mood while eating snacks. Douyin and Kuaishou are a place for emotions to stop. The short video shooting mode using hot spots + current emotions + suitable snacks is the best promotion point. When you are angry, pack walnuts and smash them one by one; when you are happy, grab a box of chocolates to sweeten your heart; when you are depressed, grab an ice cream to soothe your mood. Live streaming is a large-scale sales plaza that stimulates consumption. The main job of the anchor is to stimulate consumers' emotions. When promoting products, in addition to talking about selling points, it is also necessary to cut into scenes and use scenes to exaggerate emotions, thereby stimulating users to place orders. 3. For some brands with their own IP, the founders really know how to name them. When other brands put all their effort into marketing, they have already won in naming. Everyone learns English when they are young. Li Lei and Han Meimei are our good friends. As everyone knows, the dried fruit snack brand named after them has become very popular.
The founder of this sentimental and interesting brand of dried fruit snacks is a young lady born in the 1980s who boldly pursues her dreams. Coming from a Fortune 500 foreign company, she has excellent business sense and the ability to control brands. In a short period of time, she opened Li Lei and Han Meimei snack stores in 229 cities across the country. Imagine seeing a store with this name on the street. With its loud brand name and cute cartoon image, users’ curiosity will immediately lead them into the store. As snack franchise brands, Li Lei and Han Meimei have the three core competitive advantages of "unique" brand + product + franchise, which have helped the brand to make rapid progress in the dried fruit snack market. 4. Variety shows and snacks are really perfect partners. Watching variety shows and eating snacks at the same time will make you laugh out loud soon. It’s perfect just thinking about it. During the talent show and variety show, we eat "San0 snacks" with zero pigments, flavors, and zero preservatives, which represent youth and pollution-free; during the music variety show, we eat snacks that clear the throat and moisturize the lungs; during outdoor adventures, we eat energy drinks and spicy snacks to stay energetic. I talked about the strange and fire-flavored "Papa Melon Seeds" before, and then let's talk about another "Vitality Forest". Yuanqi Forest is very keen on implanting in variety shows. In 2020, Yuanqi Forest successively sponsored four variety shows: "Our Band", "Brother Full of Vitality", "Youth in the Earth" and "Sports Boy", which frequently attracted public praise. . In variety shows, Yuanqi Forest creates 0 sugar, 0 fat and 0 calories, which is well known to the public. It has to be said that Yuanqi Forest has taken the right path in taking variety shows. Of course, this path is suitable for companies with relatively strong financial strength. If at the current stage Insufficient funds, it is recommended to choose carefully. 5. Private domain channel snacks themselves are high-frequency products, and users are more likely to repurchase, while private domain channels are channels that directly contact users. Build WeChat public accounts, communities, Moments, etc. to reach precise users directly and repeatedly. Operating through these resources, combining different activities and gameplay for transformation and fission, can expand the private domain traffic pool, improve the conversion rate, and maximize the value of users. In addition, building and operating private domain traffic well can build a brand, improve users' awareness of the brand, and ultimately form a brand effect. Among the current top 10 listed snack companies, 7 companies have deployed private channels. Especially during the epidemic, the sales of private channels grew rapidly, saving many companies. 4. Summary At present, the post-95s and post-00s have begun to enter the society, and their consumption concepts have really changed a lot. According to statistics, the monthly snack consumption of post-90s consumers is 200-400 yuan. Compared with the previous consumption concepts, There have been significant changes.