“Product quality is the best guarantee for user loyalty”
The impact of the black swan of the epidemic, the volatile international situation, and the volatility of financial markets all make the business environment in 2020 full of uncertainty. However, looking at business history, many of today’s global giant brands were born and incubated in the midst of major changes. Most people saw the “danger”, but many people saw the “opportunity.”
Peter Drucker once said, “No one can control change, only to walk before change”, and Churchill also said “Don’t waste a crisis.” Objectively speaking, the epidemic has promoted the development of the entire health industry. The public has a strong demand for nourishment and maintenance, and the female health industry is even more sought after. Just a few years ago, the bird’s nest industry, which was still a niche market, was pushed to the forefront of new consumption and has become a health tonic popular among urban white-collar women.
Different from the high-end gift form of dry bird’s nest in the early days, the bird’s nest industry not only introduces the old and new in product form, but also lowers the threshold of mass consumption. The main consumer of bird’s nest has gradually transformed into the Z generation and is mainly used for personal use. According to the “Insights into the Development Trend of Instant Bird’s Nest Industry” released by Tmall and CBNData, the scale of online bird’s nest transactions from 2015 to 2018 increased by more than 50% year-on-year, and instant bird’s nest increased by more than 100% for three consecutive years, of which users born after 85 and 90 accounted for Than nearly 60%. With the expansion and growth of the bird’s nest market, the bird’s nest industry has also shown a trend of brand integration in recent years, breaking the long-standing “category, no brand” cycle.
Among them, Mushuo has steadily risen in the development of the bird’s nest industry, and is pushing the bird’s nest industry into the 4.0 era through product innovation and research and development.
Break through the “Impossible Triangle”
In the past ten years, the development of the bird’s nest industryRoughly experienced three stages:
Before 2011, traditional dried bird’s nest was mainly used for bird’s nest, and the overall market also mostly followed the gift packaging logic. Even if it is used by users, users not only have the threshold to choose bird’s nest, but also need to experience soaking, picking and simmering. Complicated production processes such as stewing and boiling, so the user group is always limited to rich people with servants at home. This is the era of bird’s nest 1.0 dry bird’s nest. High threshold, difficult selection, and complicated production are the main pain points of bird’s nest products during this period. Enter the bird’s nest market at this stage and start its own precipitation and exploration.
Hand-picking process for front-line workers in muscle production
The so-called “unbreakable and unreliable” broke the era of bird’s nest 1.0. It was the emergence of instant bird’s nest products after the “Blood Bird Incident” in 2011. The outbreak of the “blood bird’s nest incident” that year brought the price of bird’s nest raw materials to a freezing point, and the invention of canned instant bird’s nest allowed users to conveniently eat standardized bird’s nest products at low prices in convenience stores and other places. The lowering of price thresholds and channel thresholds has gradually made bird’s nest out of the niche, and the bird’s nest industry has entered the 2.0 instant era. Although it is cheap and convenient, the taste of instant bird’s nest is relatively rough, and there is a huge gap in taste and nutrition with traditional stewed bird’s nest. It is also the various problems of instant bird’s nest that make Jihuo decide to serve it in a better product form. user.
In fact, what really attracts public attention to the bird’s nest industry is the launch of fresh stewed bird’s nest products. With the maturity of e-commerce and cold chain logistics, fresh stewed bird’s nests can be delivered in cans by express delivery. This is also the entry of the bird’s nest industry. 3.0 symbol of the era of fresh stew. Different from instant bird’s nest, fresh stewed bird’s nest uses the fresh stew process to retain the fresh taste while locking the nutrients inside the bird’s nest. The shelf life is usually about 15 days. Fresh stewed bird’s nest greatly expands the convenience of high-quality bird’s nest products and has become the mainstream form of bird’s nest products. At present, the 6-series fresh stewed bird’s nest products of muscle life have become a high-quality popular item on the whole network.
Compared with the fresh stewed bird’s nest in the industry, the ingredients used in Mushuo 6 Series are more solid. The solid content of bird’s nest is more than 95%, and the sialic acid content of each bottle is more than 165mg, which is suitable for long-term consumption of deeply nourishing people. It is precisely because of the “pure material” of the Muscle Huo 6 Series that it can “pour the bottle without spilling”.Brands with “bottle not spilling” quality standards, and “bottle not spilling” marketing activities continue to become popular in major social media.
Carefully sorted out, we can see that from the bird’s nest 1.0 to 3.0 era, the bird’s nest industry has not achieved a real product replacement, but has expanded different market groups through different forms, such as dried bird’s nest, instant bird’s nest, and freshly stewed bird’s nest. It still exists in the entire bird’s nest industry at the same time, serving user groups with different needs. The reason behind this is that bird’s nest products have always formed an “impossible triangle” in terms of “reassurance, convenience, and freshness”. This is also the bottleneck in the development of the bird’s nest industry.
As for the long-standing crux of the shackles in the industry, Kahuo gave its own solution, launching a brand-new instant stewed bird’s nest, integrating peace of mind, convenience, and freshness, breaking the “impossibility” Triangle”. “The forces are impermanent, and the water is impermanent.” The bird’s nest industry has therefore ushered in a period of industrial upgrading, ushering in the era of bird’s nest 4.0 that is stewed.
Mahuo “Ten Years of Grinding a Sword”
Despite the rapid development of the bird’s nest industry and the continuous exposure of brand marketing, the overall atmosphere of the industry chain is still relatively conservative due to the vertical and traditional category. After the introduction of fresh stewed bird’s nest around 2014, the product form of bird’s nest has not been essential for many years The change.
Jiahuo’s entry into the bird’s nest industry can be traced back to 2009, but since 2010, Jiahuo has been trying to make instant-stewed bird’s nests by adding water to stew the bird’s nest matching stew pot, improving the entire set of users of bird’s nest products. Experience. But because the stewed taste of the stewed bird’s nest at that time was always incomparable to the traditional simmering taste, and because of the lack of experience touch points for entry-level products, the stewed bird’s nest project was finally shelved.
In the business environment at that time, it was a more reasonable business strategy choice to force the fresh stewed bird’s nest product line. Through the fresh stewed bird’s nest, users can understand the bird’s nest products more easily and with a lower threshold. With high-quality products and services, Therefore, Huo quickly became the TOP3 brand in the bird’s nest industry. But in the view of the founder of Jihuo Jiang Long, fresh stewed bird’s nest is not the ultimate form of bird’s nest products. The industry needs a more complete product form to undertake industry upgrades to more comprehensively meet user needs.
First of all, muscle activity that is stewed bird’s nest is more important than raw material selection. “What you see is what you get” dried bird’s nest raw materials dispel users’ quality concerns. Each dried bird’s nest is 3.2 grams dry, and the full silky bird’s nest texture allows users to see the good raw materials intuitively, eliminating users’ dissatisfaction with bird’s nest raw materials. sense of trust. In addition, the instant stew mode can also ensure that the finished bird’s nest is fresh enough, and the 18-minute stewing method is convenient and quick. After the stew, users can not only see the crystal clear bird’s nest, but also smell the unique egg white smell of the high-quality bird’s nest. .
Later, muscle activity broke through the barriers of stewing technology. The main problem of the old-fashioned instant stewed bird’s nest is the temperature control of the stewing pot. The water temperature is unstable and uneven during the heating process, which ultimately affects the taste and nutritional value of the bird’s nest. As a breakthrough, Mushuo independently developed an instant bird’s nest stewing machine and built a complete set of bird’s nest product solutions, which not only perfectly balances the three key factors of peace of mind, convenience and freshness, but also realizes the fast-paced era of urban people Enjoy slow lifeWish. In addition, in the process of making instant stewed bird’s nest, users do not need to control the water addition capacity by themselves, there is no obvious noise in the whole process, and the bird’s nest machine does not need to be cleaned. Muscle helps users easily build the full experience process of instant stewed bird’s nest, and behind this is through The optimal solution calculated by a large amount of user data and experimental data.
On the one hand, it is a transparent display of real materials, on the other hand, it is a breakthrough in the technical barrier of stew. Together, the two promote the consumption upgrade of the bird’s nest industry, and therefore promote the bird’s nest 4.0 i.e. In the industry process of the stew age, Muso has built a complete set of new product consumption experience in ten years, and has explored a new development direction for the industry. It can be said that he has become the “first person who eats crabs” in the bird’s nest industry. Under the general trend of her economy and consumption upgrading, the product form upgrade of the bird’s nest industry is also an inevitable direction. The launch of muscle-active bird’s nest may become an important event node that cannot be ignored in the overall development of the bird’s nest industry.
The hardships of “building roads for cars”
Jian Huo founder Jiang Long said frankly that the stewed bird’s nest model is not new, but the biggest difficulty in the development process is how to replicate the professional bird’s nest production process in the family Life scene.
Mahuo founder Jiang Long (second from left) attends China Green Company Annual MeetingVisit Haikou Free Trade Port with Chinese Ambassador Luxembourg
Simmer a complete set of bird’s nest in muscle activity Behind the experience is the process of how to build bird’s nest product solutions from 0 to 1. According to Muscle Life, the research and development cost of the bird’s nest stewing machine alone is as high as millions of yuan, and the research and development process takes nearly two years. The entire product experience of Muscle Life Bird’s Nest is also exclusive to the market. The product specifications of Muscle Living Bird’s Nest Machine comply with the national CCC certification standards, and the food contact materials used simultaneously comply with the US FDA certification and the European LFGB certification.
But the more critical point is the heat control system in the bird’s nest stewing machine. The 3mm thick cylindrical high borosilicate glass tube containing the dried bird’s nest can withstand the temperature difference between plus and minus 150 ℃. When the high temperature steam is heated, the core temperature can be The target value is reached quickly and steadily, which solves the problem of uneven heating and different taste of old-fashioned stewed bird’s nest.
“This is like the process of making a car. The difficulty lies not in technological breakthroughs, but in the combination and construction of the entire system“, according to the founder of Muscle Life Jiang Long, Muscle Life is the front and back of the stewed bird’s nest machine. A total of more than 40 sets of molds have been opened, and the algorithm program of high-temperature steam has been optimized hundreds of times. But more importantly, Mushuo believes that the product experience of stewed bird’s nest can lead the healthy lifestyle of future women, that is, the scene experience and the ultimate fresh quality created by stewed bird’s nest cannot be created by the form of canned products.
The breakthrough of stewed bird’s nest to the industry is not only limited to the product level, but also returns the bird’s nest to the user’s life scene. From the product point of view, Muscle-Stewed Bird’s Nest modularized and experienced the traditional bird’s nest industry, creating a precedent for a complete set of bird’s nest product experience. From the user’s point of view, Stewed Bird’s Nest also broke through the current user scenarios in the bird’s nest industry. Let users enjoy more participation and enjoy the nourishing experience of slow life in the fast-paced moment.
Always “good material and good service”
Along the way, Mushuo has always adhered to product doctrine and continuously carried out product innovation, research and development and upgrades, but has always maintained a desire and restraint in marketing.
“Hyahuo did not focus on advertising, because we believe that products and services are always the first, and the others are by-products.” In the view of the founder of muscle life, Jiang Long, he is a Product manager-type founders also focus on improving the experience of products and services. At the beginning of 2020, Jiang Long, the founder of Mushuo, carefully summarized the development process of Mushuo in the first ten years, and officially determined the brand proposition as “good material and good service”, which is sufficient to express his brand insistence on productism. This is also the reason why, although the volume of the muscle activity brand is not large compared with that of friends, the unit price and repurchase rate can be more than 50% higher than the average.
After years of development in the bird’s nest industry, the market nowadays is getting bigger and bigger, and the vision of muscle activity does not stop there. According to Jiang Long, muscle activity will revolve around women in the future.The sexual health industry is engaged in product matrix research and development to maintain the frequency of 1-2 new products per year. The bird’s nest product represented by stewed bird’s nest is only the starting point for the ecological construction of the future muscle life brand. In the end, muscle life hopes to realize the entire female health industry as a product user Experience transformation.
The famous entrepreneur Jack Welch once pointed out that “product quality is the best guarantee for user loyalty“. If the first ten years are the stage for the accumulation of muscle activity and foundation, the next ten years will be the key stage of the accumulation of muscle activity and ecological layout. In the future female health industry, muscle activity may become a stage that cannot be ignored. Of players.