This article is from the public number:Financial Weekly (ID: ENNWEEKLY) author: in the rain Xi, the original title” the Internet snack: war “on the tongue, from the title figure: Orient IC
The smoke is not scattered, the war in the Internet snack industry is also a change in consumption and technology.The true reflection of the revolution.
“Everything is ready, waiting for the battle!” On November 8, 2019, on the eve of the “Double Eleven”, the founder of three squirrels, Zhang Yiyuan, blew the horn in the circle of friends.
“Probably the most anxious year of ‘Double Eleven’, or it may be the most busy year of ‘double eleven’, and perhaps the most cognizable year of ‘double eleven’.” Corresponding to the battle horn of Zhang Yuanyuan, a red flag is displayed in the park of the three squirrel headquarters in Wuhu, Anhui Province. The banner is full of blood and passion.
But unlike the passion of the past year, this year’s Internet Zero Food brand like the three squirrels seems to have a little helplessness and rationality. After the “Double Eleven” in 2017, Zhang Yiyuan realized that the development of the three squirrels entered a bottleneck.
Another Internet zero-food brand good shop also felt the chill, tired of the low-cost competition that has been defeated for many years and even lost. In this year’s “Double Eleven” shouted the slogan of “abandoning the price war”, the main high-end Snacks.
The competition of “Double Eleven” is the epitome of the Internet Zero Food Brand War in the past few years. The participants of this war are the “Internet + Snacks” enterprise represented by three squirrels, good shops and herbaceous taste. In the younger trend of Chinese snack consumers, it is rapidly fermented under the infiltration of Internet information technology, and rapidly expands with the rise of several major e-commerce platforms.
This year’s “Double Eleven” war situation is a turning point. Although the smoke has not dissipated, the competitive landscape has become clear. When the Internet demographic dividend gradually faded, the magical and barbaric growth came to an abrupt end, and the participants were heading towards a new battlefield and had to think about the next step in the midfield.
鏖战”Double Eleven”
On the evening of November 10th, the good building of the Wuhan headquarters of Liangpin Store was brightly lit. The founders Yang Hongchun and all the employees of the e-commerce, technology, brand and other departments waited in front of the screen, waiting for the final battle to start.
“70 minutes, the whole network sales broke 100 million!” At 2:24 on the 11th, Yang Hongchun released a good news in the circle of friends.
At this point, the sales of the three major Internet zero food brands have exceeded 100 million yuan. In the other two companies, Baicaowei announced that it was “breaking 100 million” at 1:00 am. The three squirrels were even more exaggerated, only taking 19 minutes and 23 seconds.
For many people, this night is destined to be a sleepless night. And in these companiesThe rear preparation team seems that the war is not only this night, but it has already begun earlier.
Three squirrels An insider told us that in September this year, three squirrels received a visit from the Tmall Food team at the Wuhu headquarters in Anhui Province to study the marketing strategy of this year and set the squirrel early. Imagine the theme.
In October, the three squirrels held the fourth thousand-person conference this year – the 2019 “Double Eleven” kick-off meeting and the big league conference, and proposed the concept of “major alliance”, hoping to integrate the supply chain “group army” Way to participate in the war.
It’s not too small to keep the low-key grasses. On November 1st, Baicaowei held a “Chinese Snacks Show”, which is the only pre-heating event of this year’s “Double Eleven” snack enterprises.
Unlike previous years, webcasting has become a major town for competition among companies this year. At the end of October, well-known net red Li Jiaqi set a record of selling 30,000 boxes of three squirrel paper walnuts in 4 minutes. This makes the Internet Zero Food Card aware of the value of the new position.
The good shop won the only zero-food Taobao “Brand Live Day” resource through competition and became a big winner in this marketing channel. After that, the good shop put the main battlefield of marketing in the live broadcast room, 30 days of continuous live broadcast during the “Double Eleven” period, an average of nearly 18 hours a day live online, November 8th invited the star Di Lieba to complete a one More than a few hours of live sales, more than 1.3 million viewers.
The marketing department took the lead, and the latter positions were handed over to the logistics team and customer service team. According to a source close to a good shop, in the face of huge logistics and after-sales pressure, the good shop temporarily added two warehouses in Hebei and Guangzhou, and built 15 storage systems in the country, which can achieve “seven days in the explosion of sales volume”. Complete all goods within.”
“Nets” snacks
If there is no impulse decision 7 years ago, the “double eleven” and even the passion of the Internet zero food brand in the past few years may be completely different.
“I am very sorry, I can’t continue fighting with everyone.” On January 11, 2012, Zhang Yiyuan published an article on his blog titled “To Jenny’s Colleagues and Shell Fruits.” The resignation letter, 36 years old, resigned as a professional manager for ten years, and several other fellows formed a start-up team to establish three squirrels in Wuhu, Anhui.
21 days later, Zhang YuyuanThe first microblogging appraisal was issued to recruit three squirrels. Zhang Yiyuan, who was born in the city, said, “This is the last chance to create an e-commerce brand, and it is also a marketing revolution based on the Internet era.”
In 2012, Yang Hongchun, who already has more than 700 stores online and has 5,000 stores in the country, also let his good shop “on the net”, landing Tmall, Jingdong, No. 1 Shops and dozens of online e-commerce channels.
Until today, Yang Hongchun did not realize the desire to open 5,000 stores offline, but the booming online business has brought billions of yuan in revenue to good stores every year.
Compared with Zhang Shuyuan and Yang Hongchun, Cai Hongliang, the founder of Baicaowei, is much more fortunate. He is also a Hangzhou enterprise with the e-commerce giant Alibaba. The advantage of the herbaceous touch net is unique.
At the end of 2010, under the invitation of Alibaba, Baicao began to get involved in the online. Later, Cai Hongliang completely abandoned the offline layout and concentrated on the line. In 2012, when the three squirrels and good shops started on the line, the sales of Baicaowei Line had already reached 140 million yuan.
If horizontal comparison, in addition to a slight difference in time and product categories, an important common trait of these three companies is “net students” – born or emerging on the Internet, especially e-commerce, relying on the Internet, accompanied by growth.
The social trend behind it is that after 80s and 90s, it will go to the center of the stage and become the main consumer of snacks in China. The Internet’s “net student” demographic dividend has spawned a group of Internet-based industry enterprises. The innate relationship between the snack industry and the “net student” has also made the snack industry a must in the Internet field.
The problem of overcapacity in the casual snack industry has become the dry fire of the Internet. Cao Longwei, a COOS-flavored COO, said that the supply capacity of many suppliers in the snack industry could not be digested. The emergence of the zero-food brand on the Internet actually helped the industry to digest the remaining capacity.
Ding Li and Lin Li
There is almost the same as other traditional industries infiltrated by the Internet. Barbarism has become a true portrayal of the Internet snack industry in the past few years. The competition pattern of three squirrels, a good shop and a hundred grasses has also taken shape. The outside world described it as “BAT” in the online snack industry.
From the scale of the three companies, the whole year of 2018, threeSquirrel, Herbs (I miss you) Revenues are 7 billion yuan and 4.949 billion yuan respectively. The good store prospectus announced that its 2017 revenue was 5.3 billion yuan.
Market share is more telling. According to comprehensive public data, the market share of three squirrels in 2018 increased from 10.9% in 2017 to 11.2%. The herbaceous taste increased from 6.1% in 2017 to 6.2%, while the good shop fell by 0.1 percentage point to 5.0%, but it also far exceeded the fourth place in the Iraqi share of 0.8%.
With the Internet dividend, the development speed of the “Internet Snacks Big Three” is beyond imagination.
In 2012, the three squirrels who participated in the “Double Eleven” for the first time sold more than 7.66 million yuan in a single day. It has already created miracles in Zhang Yiyuan and other team members. However, it is not conceivable that in the following years, the “double eleven” record of the three squirrels continued to grow. By 2019, the “double eleven” omni-channel sales had reached 1.049 billion yuan.
However, although the pattern of the Big Three is vaguely formed, the overall penetration rate of Internet snacks is not high, and there is still ample room.
Yang Hongchun said that the market for snacks is large, the concentration of brands is very low, and the market share of large enterprises is also low.
Zhang Yuyuan told reporters that at present, there is no enterprise that can grasp the absolute dominance in the whole snack industry, and several major Internet snack enterprises tend to be healthy competition. Small achievements rely on hard work, and great achievements depend on rivals. It is precisely because of the pursuit of each other that it forces enterprises to progress and even promotes the development of the industry.
In fact, although the parties have now become jealous in some local battlefields such as “Double Eleven”, but under closer consideration, the competition of snack enterprises still presents some different characteristics and paths.
For example, in terms of channels, the layout of different brands is clearly differentiated. The good shop is online, franchise, and direct-operated stores; the share-based sales model of franchise stores is mainly based on the franchise; the parent company of Herbs tastes that you are online, specialty store and Shangchao; Yanjin shop is offline The direct sales business is mainly based, supplemented by the franchise mode; Qiaqia Foods mainly focuses on distribution channels such as distribution and key stores.
“Three legs are standing, the hills are standing.” Cao Longwei believes that apart from the competition pattern of the three head enterprises, if the secondary category is subdivided, each category has its own merits. For example, in the jujube category, I really want you to dominate, and Weilong is the first in the spicy category.