I was delighted to see so many beautifully packaged specialty snacks in the shopping mall in Shanghai for the first time.

Editor’s note: This article is from WeChat public account “Ruisheng Retail Watch” (ID: RQmarketing)< /a>, the author is sharp.

The first time I saw so many beautifully packaged specialty snacks in the shopping mall in Shanghai, I was delighted.

New retail sales, although this year’s heat is gradually fading, but the signs of the platform’s downward development are still there. For example, Hubu Sports and Jingyao Qiantan cooperated with the first HUPU offline experience store. For example, last month in the north seat of Jing’an Joy City, “One Life Pavilion” opened its fourth store in Shanghai.

*For an in-depth analysis of the space design of an offline store, you can extend the previous reading: A Livinghouse: How to create a new retail store for a platform with 35 million fans?

The atrium on the third floor of the North Block is a permanent point of shopping mall activity. The “one” store is next to the atrium, and a flash-type bunk is added to the storefront for drainage.

The design of the “One” Joy City store is like the style of the previous three stores: a bright red signboard, a shocking video pack, and a coffee area for drainage.

Compared with the space creation, the selection of the products and the category of the store have aroused my interest.

The chances of domestic products being exposed in the store are extremely high. The main entrance shelf was reserved for imported daily necessities and the Forbidden City Cultural and Creative. Walking along the coffee area is a Chinese-style tableware. From the selection, you can still feel the “one” position on the quality of life of the middle-income class.

The Forbidden City Wenchuang District can be seen as the area that the store owner pushes

Hu Qing Yu Tang’s skin care products are also placed in a prominent position

Chinese Food Zone

Going further, near the location of the settlement area, there was a category that made me curious: snacks.

No matter whether it is a boutique supermarket or a lifestyle collection store, casual food is a common category, but the selection of “One” Joy City store is somewhat unique. Most of the snack foods are chosen to pack younger domestic products, and many sku’s packaging has local characteristics. To report what is being sold here:

Lin’an walnut, Chaidamu black scorpion, West Lake glutinous rice, Yunnan Pu’er, Hong Kong-style fish skin, Qingdao small yellow croaker, Taiwan Aiwen dried mango, and even milk slices on the grassland, spicy sauce…

The nuts and nuts are added to the local name to enhance the packaging vision, just like the upgraded version of the three squirrels

Leisure’s imported potato chips are a small number of well-known zero food brands, but from the display point of view, Hong Kong-style fish skin and small yellow croaker are the main products, it is said that online is already “net red” Product

Shu Qi’s own brand Fine Goods hand-mixed noodles, but the in-store display weakens the star effect, and more prominent is the convenient noodle category

At the same time, on the exhibition, the “One” Joy City store deliberately weakens the brand and highlights the categories, hoping to attract users with product categories and packaging. What makes me curious is why local specialty products account for the highest in the entire food area. This is not the mass market in the traditional sense. Before, I barely saw any offline store re-pushing this category.

Why do you want to eat this “small cake”?

In fact, “One” pays attention to the local cuisine for a long time. It has been online since the media “Food Court” to do content e-commerce; open the “one” app snack food section, local specialty products have been the main products , sku is very much, and received rave reviews. What we see online is still just the tip of the iceberg.

“1” APP Product Details Page

From the big snack market, local specialty products account for a small proportion. But from the long tail effect, local specialties are alreadyThe line has been active for a long time. Now that these new brands are brought offline, I believe that “one” is well thought out.

At the same time, the owner of Joy City is a commercial brand that is extremely concerned about young people and one of the most youthful commercial spaces in the city. Although the other three stores opened last year also added new domestic food, it is clear that this category has been fully enlarged in the Joy City store.

In the same period, the third floor atrium next to a store is exhibiting the annual exhibition of the domestic cultural brand Jiukoushan. The crowd and the crowd of the exhibition are coincident

These new brands with high value and suitable for office scenes are the most important people who like new things. So it seems to be an adventure, it is better to say that it is an experiment to support the “new cake.”

About Chinese brand up

Of course, as a marketer, I am more interested in the development potential behind the new domestic brand. If you look at the new consumer retail perspective, quickly find a few key pieces of information from these products:

  • Localization and health of snacks under consumption upgrade

  • Local suppliers and ODM product customization are fully accelerated

  • The new local brand is full of flowers and product quality is improved

The topic of consumption upgrade sounds like a cliché, but China’s overall consumption development is generally upward in the long run. This topic was born on the 2015 line and broke out in 2016.

On the one hand, there have been many online red-package products on the Internet since the media and bloggers. The concept of content e-commerce was born during this period, including the opening of the store today. “One.” On the other hand, users have higher demands for “eat better” and “eat healthy”, and snacks are becoming more and more healthy.

Local specialties are counted in casual foodIt is a value depression.

Local specialties are more in line with Chinese tastes and will be better than puffed foods. But people who travel frequently know a problem: the best places in the local area are often taken away.

If the factory’s production power, ODM capabilities, and supply chain can’t keep up, local products cannot achieve quality and channel expansion. Judging from the prosperity of the store’s sku, this problem can be solved in China.

The last driver is product innovation. A large part of Internet products is embodied in packaging design, which is young, interesting and experienced, and subverts the packaging design of traditional retail brands.

A few years ago, I was paying attention to a brand that specializes in local specialty snacks. The positioning is very consistent with the above three points. I also saw the brand in the store under the “one line”.

Product Map of Taste BACK

Not just snacks, fast-moving products, and the entire industry, almost every category has the rise of new brands. It is like a summary of the self-media “Carved Lord”: every consumer product is worth doing it again. In other words, traditional retail is being overturned by a wave of new brands.

So, maybe the piece of cake that “one” cut today is still small, and the focus behind it is the transformation of the entire industry chain. From the brand planning, suppliers, production, channels, the entire industry chain behind a product has changed.

Of course, the reason for the new consumption is that, in addition to technology and opportunities, I think more important is the originality and innovation of the younger generation in China. Whether it is the new domestic product introduced in the article or the national tide we have been introducing before, there are a group of outstanding young people who have the idea to dare to subvert the tradition.

Which commercial retail in China will usher in the blooming of original brands and the new look of good products? As a commercial retail watcher, I am looking forward to it.

Write, edit: sharp, images are taken by the team