With the massive invasion of brands such as Master Kong and Kraft, the rise of domestic enterprises such as Jacques, and the enhancement of marketing awareness of many domestic time-honored brands, the snack food market has attracted more and more attention from the market. As a marketing expert in the field of fast-moving consumer goods, on the one hand, Fulai feels lucky for these prescient enterprises with marketing awareness; On the other hand, in the face of diversified categories and uneven production standards, the strengthening of the national food legal system has made enterprises that are still in the original production and rely on large circulation and wholesale under the nine categories worry! How to become a brand, how to sell on a large scale, and how to sell well-known, China snack enterprises should wake up!
Jiu pai ba mai snacks
Old biscuit cake market
Cookies and cakes are very practical and high-consumption snacks in China. From the Chinese people's own calcium milk biscuits to the penetration of brands such as Master Kong and Danone, the biscuit cake market has always been a hot market. However, in its broad market prospect, the low-end products, low quality, single taste and outdated image have become undeniable drawbacks of the biscuit cake industry. Fortunately, the launch of Fan Fan and Geek on the Internet has changed the low-end outdated image of domestic biscuit and pastry enterprises and brought a new wind to the industry market. Although its follow-up work is not satisfactory, it is also a successful breakthrough.
The jelly business I dare not eat
Jelly used to be a popular snack for consumers, especially children and girls, and created many brands such as Xizhilang, Kissing, Crystal Love and Crayon Shinchan. However, in recent years, the incidents of jelly ingredients and jelly choking children have been exposed constantly, and all kinds of negative news have been overwhelming, and the jelly industry has shrunk dramatically for a time.
In essence, in addition to the disadvantages of 90% workshop management, the inherent characteristics of products and inferior raw materials also determine the root cause of their failure. For consumers who pay more and more attention to health, we all know the harm of aspartame, pigment and carrageenan to children, otherwise there would be no success of Jin Wa's "nutritional jelly". It can be seen that for the mature jelly market, the old brands need to enhance their image and re-establish their reputation, such as the latest coffee jelly mainly for adults launched by Xizhilang! Not only the combination without sweetener is clearly put forward, but also the coffee creamer is effectively grafted, which is worth learning!
Guests of Southerners-Candied Fruit
Preserved fruits are mostly fruit products, so they are mostly produced in the south where fruits gather. At the same time, due to their storage difficulties and requirements for temperature and humidity, many products have become regional brands, and it is difficult to go north. As far as the product itself is concerned, there are not many new products in recent years, only apricots and plums, while representative products such as jackfruit and loquat are rare. Everyone is fighting for food in the same small rice bowl, but they never want to have their own. Serious short-term thinking
Yiguan roasted seeds and nuts
Compared with other markets, roasted seeds and nuts market is an advantageous industry. Whether it is the sincerity and sincerity of melon seed market or Zhang Erga and ridicule of Douban market, they have won the top spot in the market with their prophetic marketing consciousness. It is precisely because of their market example that many enterprises follow suit and rise together, which makes their existing market system warm up. However, as far as its existing market is concerned, it is far from saturated and far from meeting the needs of consumers.
At the same time, we can see that because the entry threshold of roasted seeds and nuts market is low (you can open a workshop for 10 thousand yuan) and the profit is high, many miscellaneous brands and follow-up products are piled up. The future industry market must be a personalized market. No matter the product concept, product type or product taste, it needs to be combined with the existing market consumption and the actual life of the target group, such as the sincere "TV companion" that once attracted great attention from the industry and consumers. At the same time, channel sinking and lack of communication are also common problems in the roasted seeds and nuts industry!
A few people's dried fruits
In the past two years, there have been more and more media comments and indirect propaganda on dried fruits. On the one hand, people's health awareness has improved, and they have higher requirements for the quality of life. On the other hand, although dried fruit is a small food, it has considerable nutrition and positive significance for human body, especially for white-collar workers who sit in offices for a long time. Unfortunately, for many years, this market has been stuck in mountain products, such as almonds, walnuts and chestnuts. It just eats and eats, and can't eat brands and interest. The development of dried seafood has stimulated a new wave in the industry market, which is just an evolution passed down from other industries. It can be seen that the dried fruit market is scarce and exhausted.
In fact, the dried fruit market is promising, not only because the marketing space of the dried fruit market is far from open, but also because the dried fruit market has not had a successful brand for many years. At this time, the competition is speed. Whoever can get the first move is strong, and there are product advantages online, such as opening up dried seafood, dried domestic fruits, dried vegetables, etc., who can win the market!
Dried preserved fruit
Dried meat and preserved fruit is one of the small foods with certain particularity, not only because it has been circulating in the market for a long time, but also because its marketing promotion is predictable. Just as many people who came to Beijing many years ago know that there are roast ducks and preserved fruits in Beijing, the word-of-mouth effect is very high. This is especially true for dried meat. Sichuan Deng Ying beef and great baby are almost a must-have gift for everyone to go to Sichuan.
However, behind this, in recent years, the two major markets have been bombarded by insider exposure like the frozen market, and various problems such as chemical composition, carcinogens, pigments and skin irritation have followed, and all the industry markets have turned their backs.
In fact, dried meat and preserved fruit have certain nutrition and efficacy while satisfying appetite, whether it is promoting digestion or supplementing iron. And enterprises often only sell a single product, but forget marketing, only see the product, but can't see the value behind the product. Even the Tianjin gold shop series, which is well done, is only superficial, and it is useless without more connotative marketing.
Dried fish with big eyes and small belly
The prosperity of tourism in coastal cities has stimulated China people's nerves about seafood consumption. For a time, all food industries seemed to be eyeing the fish products industry. In fact, products with a long history include dried fish, fish fillets, shredded squid and fish bones. However, these products are not performing well in the market now, and almost become pure natural sales.
As far as dried fish and shredded fish market is concerned, with the improvement of people's health awareness in China, more attention will be paid to fish products. However, market expansion needs a stage. Such enterprises may wish to start from the regional market, strengthen the healthy spread of nutrition, grasp the terminal, and truly develop fish products into an industry!
Polarized puffed food
From TV commercials to celebrity endorsements, and then to terminal image promotion, the price has been rising all the way, and puffed food can be called the marketing elite in small foods. Of course, this is limited to potato chips with outstanding performance. For products like crispy rice, consumers' impression of it only stays in the era of sun crispy rice and millet crispy rice, and there is no market action, and the price has been falling all the way. It can be seen how obvious the polarization in the field of puffed food is.
For puffed food, in fact, besides advertising, climbing stars and grabbing terminals, there are many ways to break through, such as breaking through the taste of products and combining different consumer layers; From product sales breakthrough, establish different combination routes; Breakthrough from the product packaging form, not only bottled and rectangular bags. Marketing methods abound.
High-end showdown candy chocolate
The era of white rabbit, golden monkey and Xu Fuji has a deep memory for everyone who came from that era. That soft and long feeling can't be replaced by any candy now, but why are there Shengshi Di Chin, Yikoulian, Cadbury, Hershey, Dove and Jacques v9? Because the candy market is the only one among all small foods that can store new and old brands, and because of its high profit and the large-scale joining of foreign brands, the whole industry market tends to high-end competition. The old brand marketing relies on the accumulation of the original market, the indiscriminate bombing of new brands, the capture of advertisements and the market scuffle.
On the contrary, some domestic candy brands, especially regional brands, have begun to establish marketing awareness. For example, Sister Ma in Beijing has done a good job in the regional market, mainly positioning her products in prawn candy to arouse the nostalgia of old Beijingers for that era. For example, loquat sugar in a market in the south combines local characteristics and causes consumers to sing bad. The sales of old brands naturally can't keep up with the pace of marketing, and the failure to launch new products is precisely the fundamental reason for the decreasing market share. In fact, regardless of any other latecomers, the qualifications, accumulation and stable consumers of old brands are understandable. As long as the product line keeps pace with the development of the market and endows the brand with a long and modern spirit, the candy market in China is still owned by China enterprises!
Open the door to snack marketing
No matter which of the above nine is more important, it is not difficult to see that low product quality, backward marketing thinking, outdated product line and single marketing method have become common problems in the industry market. At the same time, as far as the food industry itself is concerned, the profit is still considerable. If we can give billions of consumers in China more marketing spirit and more marketing methods, how can they not become famous brands and get higher profits? Thirdly, Fulai's suggestions for small food enterprises are as follows:
Only when the industry is standardized can the products be expanded.
Which of the nine sects is closely related to the lives of ordinary people, especially the strengthening of law enforcement in the past two years, food clearance will become an insurmountable threshold. In the past, a small workshop with a machine, a dozen workers and dozens of square meters will be phased out. Only when the requirements of enterprises on products, machines, technology, hygiene and other aspects are improved can they sell more products and create brands. Don't eat plastic bags and glass slag easily. It is most important for products to pass the customs.
Continue to develop new categories and build successful brands.
Consumers' preference for new products and categories indirectly determines the development speed of enterprises. At the same time, from the law of market development, it is not difficult to see that Jacques, who has been silent for many years, launched Jacques v9, a vitamin candy, which instantly became a strong candy enterprise in China; Hualong, with the instant noodles of Jinmailang, immediately realized his desire to enter the city, defeated Uni-President all the way up and became the second child in the instant noodle market, showing the importance of new products and new categories to enterprises; Fulai's top ten innovative marketing cases in 2005, Life Sunshine's immunization of bovine colostrum 1 1, became a new benchmark in the bovine colostrum industry market because of the creation of new categories!
As far as the food industry is concerned, the product line is empty, the image is outdated, and the marketing performance is single, which can not meet the consumer's demand for innovation. In fact, there are many innovations that can be accomplished. For example, in the biscuit cake market, we might as well develop some seafood biscuits, vegetable biscuits and sausage biscuits. On the basis of existing simple biscuits. For example, besides dried shredded fish, can we consider wet eating? Make into soft cans. Think about how kimchi is so popular in China! I'm afraid I can't do it, I'm afraid I can't think of it!
Carry out mixed marketing to the end
The common fault of many industries is to look at products and talk about the market. A successful brand and a successful enterprise should not only have a deep grasp of the industry market, but also have the ability to cross the market concept and operation mode of other industries. For example, Fulai will turn Guoweikang into functional food, give the concept of vc candy and promote it to mass consumption; Linking edible oil with health and launching high-end healthy Huayuan olive oil; Combine jiaozi with more special concepts, combine with consumers' vanity psychology on the basis of delicious food, and introduce jiaozi, No.1 scholar, etc. The elasticity of food and health, food and fashion, food and cutting-edge ideas, food and popular elements, food and packaging, and snacks itself determines that even a tiny detail can be diversified and hybridized.
Attention should be paid to both communication and terminal.
Communication and terminal are two indispensable factors in food marketing. On the one hand, by spreading high-altitude unified voice, we can reduce the single input cost in all regions of the national market, quickly realize the brand communication effect, establish the brand of products and enterprises, and occupy the mental space of consumers. However, it should be noted that its communication must be effective and targeted, rather than the ineffective communication in which the slim lady of Harbin medicine emphasizes Harbin medicine, the image endorsement image does not match, and the communication has no sales force. On the other hand, we can't rely on pure high-altitude communication. For offline, it is necessary to deeply grasp the performance characteristics of terminals, especially terminal tools, and implement a series of sales-oriented and targeted activities, rather than simply buying and giving promotional activities that are easy to make consumers tired, so as to truly achieve the purpose of promotion. In this regard, Mengniu's performance is worth learning. It is not only driven by the high-end media of CCTV and Satellite TV, but also a series of activities that interact with consumers, such as terminal performance, pattern, promotion interaction, super girl voice and family mobilization. High school and low school complement each other, and its performance once again proves that courage and execution are equally important. Both terminal and communication should be grasped!
Enterprise upgrading: from regional to national.
There are more than 100 regional snack brands all over the country, and among them, many snack enterprises often enter the base camp and occupy the king's land, but few people know about them outside their radiation areas, such as pancakes in Shandong, coconut milk in Hainan and tofu banquet in Guizhou.
In fact, the success of a brand is not successful if it is only satisfied with the success of the region. It is indeed a very practical and feasible route for brands newly joining the industry market to start from the regional market and start from scratch. For enterprises with a certain market foundation and brand influence in regional markets, which are about to upgrade to a new sales level, it is increasingly important to replicate in key areas and expand nationwide, that is, to establish a model that can be replicated nationwide by combining product characteristics and enterprise characteristics.
There is no eternal regional brand, and there is no enterprise that will never succeed, only stagnant marketing thinking and development goals based on land! Only more careerists can achieve more Mengniu, and only better marketing system engineering can create more Jacques and Sanquan! Any product has room for marketing growth, and small food can also create big marketing! As professional marketing experts in the field of FMCG, let's * * * wish the food enterprises in China to embark on the right marketing road as soon as possible, go well all the way and fly higher.