Speaking of snacks, it is everyone's favorite when they are young.
The old popsicles, pineapple-flavored soda, Qingliangdan, and little raccoon noodles are all classics when I was young.
When I was studying at university in the big city of Shanghai, I saw "Lai Yifen" for the first time. I didn't expect that there would be such a model for selling snacks.
Now, there are more and more types of snacks, rich in taste, exquisite packaging, and top-notch endorsements. Of course, the price is also rising.
1. Domestic snack industry
Players in the snack track must know that snack products have less after-sales, and the repurchase rate is high. There is no low season and peak season.
Therefore, the field of snacks is a very good entrepreneurial track. According to data, by 2020, the overall market size of casual snacks will reach 2 trillion yuan, and the number of listed companies is increasing.
Therefore, many entrepreneurs and capital have entered the market one after another, trying to seize the time period of consumption upgrade, establish a brand, invest in research and development, and quickly promote, and complete the dream of listing.
Before talking about new brands, we can understand the channel sales methods of old brands. Generally, there are four types of 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.
Second, the characteristics of the new brand snacks
Among the new brands of snacks, the best ones 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 there are a considerable number of fans.
The packaging design of the new brand of snacks is novel, which is in line with the love of young people. In addition to being able to eat, they can also play. There can be unconventional and innovative points, which is also the basis for making efforts in marketing channels.
A memory point is a major feature of the new brand of snacks.
The "dirty buns", which get dirty with hands and mouths after eating, have been around for a while. Many bakeries have long queued once they are launched, and it takes a long time to buy one in limited quantities.
The Baba melon seeds brought by "Wonderful Flower" have a slogan: calm down after eating, once you read it once, it is estimated that you will not be able to forget it.
3. Marketing of new brand snacks
Next, the little brother will talk about the marketing channels of the new brand of snacks? If you are on this track now, maybe the methods are worth learning from.
1. Xiaohongshu & Station B
As the two most popular grass growing platforms, they have undertaken a large budget for new brand snacks, and all KOLs and UP owners have made a lot of money.
Xiaohongshu KOL masters use pictures and texts or original texts and videos to publish grass products. On the basis of pulling more clicks and readings, it has the advantage of increasing users' likes, comments and collections. . With the sharing effect of experts, it has a certain influence on the new brand of snacks.
If you can’t afford KOLs in the early stage, you can use amateurs to grow grass to present a quantitative model, that is, add up to more, increase the number of clicks and readings of the brand on the platform, and accumulate the initial user group.
The UP of station B is relatively straightforward. There is only a video mode. With the help of UP’s personal tasting, the snacks are planted, and the advantages and innovations are highlighted. Now, in addition to being delicious, it is often linked to health.
The main points of selecting talents and copywriting:
The field of experts is preferably food or entertainment, which is in line with the product
View Daren's past case data, especially similar products
The content of the copywriting is smooth, the main body is clear, and the language is natural
The implantation should not be too rigid, it should be close to the subject of the video
2. Short video & live broadcast
In the past two years, with the rise of the e-commerce system of Douyin and Kuaishou, many new brands of snacks have started short videos and live broadcasts, whether it is to select talents or self-operated accounts.
"Entertainment-driven" is the characteristic of the new brand of snacks, that is, it is fun and improves mood while eating snacks.
Douyin and Kuaishou are a place for emotions to stop. Using the short video shooting mode of hot spots + current emotions + suitable snacks is the best promotion point.
When you are angry, wrap walnuts and smash them one by one; when you are happy, bring a box of chocolates to sweeten your heart; when you are depressed, bring an ice cream to soothe your mood.
The live broadcast is a large-scale sales plaza that stimulates consumption. The main job of the anchor is to stimulate the emotions of consumers.
When pushing a product, in addition to talking about selling points, it is necessary to cut the scene and use the scene to render emotions, so as to stimulate users to place orders.
3. Bring your own IP
For some brands, the founders really know telemarketing list how to name them, but when others are trying to do marketing, they have already won the name.
Everyone learns English when they are young. Li Lei and Han Meimei are both our good friends. As everyone knows, the dried fruit snack brand named after them has become very popular.
The founder of this emotional and interesting dried fruit snack brand is a young lady born in the 1980s who boldly pursues her dreams.
She was born in one of the top 500 foreign telemarketing list companies and has excellent business sense and brand control ability. She opened Li Lei and Han Meimei snack shops in 229 cities across the country in a short period of time.
Just imagine, seeing a store with this name on the street, with its resounding brand name and cute cartoon image, users' curiosity immediately led them into the store.
As a snack franchise brand, Li Lei and Han Meimei have three core competitive advantages of "uniquely endowed" brand + product + franchise, helping the brand to make great progress in the dried fruit snack market.
Variety shows and snacks are really perfect companions, watching variety shows while eating snacks, and laughing after a while, thinking it's perfect.
Talent show variety shows eat "three zero snacks" with 0 pigments, 0 flavors, and 0 preservatives, representing youth and pollution-free; music variety shows eat snacks that clear the throat and moisten the lungs; outdoor adventures eat energy drinks, spicy snacks, and have vitality.
Earlier, I mentioned the "Baba Melon Seeds" with fire, and then let's talk about another "Vital Energy Forest".