Explosives break the game
Wang Xiaohalogen's focused development!
Wang Xiaohalo was founded in 2016, the same year as Yuanqi Forest, a unicorn in the beverage industry.
Compared with the rapid growth of Yuanqi Forest, Wang Xiaohalo went through three years of bumpy roads, and it was not until 2019 that he embarked on a high-growth track, achieving growth of one billion in four years.
"All consumer products are worth doing again" is a famous saying in the new consumer field. Whether it is before Diao Ye's voice or after 2019, countless new consumer entrepreneurs have been involved in the rivers and lakes one after another.
It's just that we can see that there are very few brands that have come out, and brands with a clear strategy are even rarer. While the new consumer brands are making great strides, many brands have succumbed halfway, and the capital has gradually calmed down after a high fever.
This has to make us sigh, is new consumption a false proposition? Perhaps the development of the "Wang Xiaohalogen" brand can confirm the future of new consumption.
Three years of feeling the stones
Find the right path and run fast
When talking about Wang Xiaohalogen, one has to talk about its founder——Wang Xiong.
As a master student who graduated from Beijing International Studies University, Wang Xiong has been engaged in the operation and investment of tourist attractions, and has worked for two major domestic tourism state-owned enterprises. Benefiting from the experience of investment work, he has a stronger learning ability and a keen sense of the market.
2016-2017 is an extraordinary two years for China's lo-mei industry. On November 11, 2016, Zhou Hei Ya was listed on the market, and on March 17, 2017, Juewei was listed. The high growth and development of the cooked food track made the outside world really see the cooked food industry trend of the times.
Maybe it's the restlessness in his bones, maybe it's the longing for the business arena, which gave Wang Xiong the idea of starting a business. At first, my family was very opposed to it. Facing the superior job in a state-owned enterprise that everyone envied, choosing a "impulse" was something that many people could not understand.
If you don't break out in silence, you will perish in silence. Life always gives restless entrepreneurs continuous blessings. The stability at a glance or the challenge of choppy waves?
Wang Xiong chose the latter.
2016
In April, the brand of Wang Xiaohalogen was established, mainly engaged in the business of fresh braised pig's trotters
··· ···
2019
In January, moved to the pre-packaged tiger skin and chicken claw category track;
In April, Wang Xiaohalun Tmall flagship store opened;
In April, ranked among the TOP 1 in the chicken snack category of Tmall;
In May, vigorously promote the private domain traffic project (paid and free two communities);
In December, it successfully entered the public eye through Li Jiaqi's live broadcast;
In the same year, Wang Xiaohalogen's sales were 20 million yuan;
2020
In March, started to plant grass on Weibo, and cooperated with Mi Zijun, a celebrity in the food industry, and Uni Yinger, a fashionista;
In June, the popular single product won the World Delicious Award;
In 2020, during Tmall Double 11, it became the top chicken snacks category;
In the same year, sales exceeded 200 million yuan;
In the same year, Wang Xiaohalo broadcasted more than 200 live broadcasts on Taobao, and live broadcasted outside the flagship store. The number of live broadcasts in a single day was as high as 107, and the sales volume in a single day was as high as 1.93 million.
2021
In January, the sales volume of tiger skin and chicken feet exceeded 100 million bags* (the bag refers to a small bag inside), and 5 commercials of #生活向我手了# were released;
In March, after Douyin e-commerce started brand self-broadcasting, the monthly sales reached 8 million;
In June, TOP 1 in the sales volume of Tmall chicken snacks category for one consecutive year;
The official announces Qiao Shan as the Chief Recommendation Officer of the brand Tiger Skin and Chicken Claw;
At the end of 21, the sales of a single product of tiger skin and chicken feet exceeded 700 million;
In the same year, he started to do implant marketing, and successively won a series of popular IPs such as "Hello, Li Huanying" and "Xiao Min's Home";
2022
In January, Wang Xiaohalo announced a joint name with Peace Elite, and launched the Wang Xiaohalu×Peace Elite Chinese New Year limited joint gift box;
In October, joined hands with Shanghai Animation Film Studio's highly popular classic IP "Calabash Brothers" to launch a joint product between Wang Xiaohalu and "Calabash Brothers";
It is expected that the year-on-year growth rate for the whole year will still exceed 50%, breaking through the one billion mark.
In the three years from 2016 to 2018, Wang Xiaohalo's development has entered a difficult period, and there is no trend of going out of the circle at the brand and product levels.
Until 2019, the new product tiger skin and chicken feet was launched and became a hit on Tmall, ranking among the TOP 1 in the chicken snack category of Tmall that year. Since then, it has embarked on a rapid growth track and has become an interesting and selling national Salt brand.
Homeopathic new consumption
environmental gene
Environmental factors can stimulate consumers in any industry. The information of the external environment is always bringing new thinking to consumers, and it also drives consumers to consume in order to realize their needs.
Fresh, healthy, high-quality general trend
In recent years, China has strengthened its all-round support policies for food consumption, and has given clear guidance on promoting consumption, leading the development of new consumption, improving the quality of animal husbandry development, promoting food technology innovation, developing cold chain logistics, and promoting the healthy development of the food industry. guidance.
Under the guidance of national policies, more types of stewed products will continue to be on the market. At the same time, under the great requirements of improving the quality of life of residents, the freshness, health and quality of stewed products will also be greatly improved.
Growth in per capita consumption, significant demand for higher subdivision value
Data show that in 2019, the per capita consumption expenditure of Chinese residents was 21,559 yuan, exceeding 20,000 yuan for the first time, an increase of 8.6%, an increase of 0.2 percentage points over the previous year. After deducting the influence of price factors, the per capita consumption expenditure of residents actually increased by 5.5%. The Engel coefficient of national residents was 28.2%, down 0.2 percentage points from the previous year.
With the improvement of the consumption capacity of Chinese residents, the per capita consumption expenditure has increased, and at the same time, the proportion of food in consumption expenditure has decreased, which means that the family income has increased and people's lives have become better day by day.
Engel's coefficient is one of the criteria to measure a country's wealth. The lower the income of a family or individual, the greater the proportion of household or individual income that is spent on subsistence food.
For a country, the poorer a country is, the greater the proportion of average expenditure per citizen that is used to buy food.
The Engel coefficient is finally determined by the proportion of food expenditure in the total expenditure. The higher-level needs of consumers have reached the time when they will inevitably be gradually released, and the previously invisible, more subdivided, and more refined value needs urgently need to be met.
Generation Z dominates, women’s power rises, and all things are leisurely turned into lo-mei
With the general increase in national income levels and the arrival of consumption upgrades, the "Generation Z" group has increasingly become an important force in the consumer market.
According to survey data, in 2020, 37.3% of China's "Generation Z" often buy fast-selling food, and 34.0% consume braised products in the purchase of fast-selling food.
Chicken by-product, is a traditional delicacy with a long history in China
China has a long history of eating chicken, and most regions love to eat chicken. There are already countless regional delicacies related to chicken, such as Xinjiang Dapan Chicken, Iron Pot Fried Chicken, Ground Pot Chicken, Daokou Roast Chicken, Hainan Coconut Chicken, Pork belly chicken, old hen soup, soy sauce chicken, salt-baked chicken, etc., each dish is classic, and there is no shortage of diehard fans.
As a part of chicken, chicken feet are also a classic memory of Chinese people.
The history of eating chicken feet in our country can be traced back to the Warring States Period. It is recorded in "Lu Shi Chunqiu": "A good scholar, if the king of Qi eats chicken, he must eat thousands of feet and then his feet." It can be seen that even a high-ranking king can't put it down for chicken feet.
It is under the influence of thousands of years of food culture that every Chinese has more or less tasted the delicacy of chicken feet, which is the taste left in the bones of Chinese people.
Technological Development Supports Leisureization of Cooked Food Industry
The mature application of fresh-keeping technology has promoted the standardization and scale-up of the production end of the stewed products industry, extended the fresh-keeping period of products, and expanded the reach of the retail end; the upgrading of packaging has accelerated the multi-channel development of stewed products and the integration of online and offline processes. Forms such as pre-packaging provide the basis for realization
High-quality and new categories are the country's requirements for the development of the stewed products industry. With the improvement of residents' consumption ability, higher-quality and more delicious stewed meats are enough to gain the support of the market; similarly, the iteration of new technologies, the emergence of the Z era and other economies , has a natural push for new lo-mei products.
Good track
high growth
Braised-flavored snacks are the message that Wang Xiaohalogen consistently conveys to the outside world, and it is also Wang Xiaohalogen’s category positioning. Going back to 2019, let’s see if the situation of the casual snacks and marinated products industry at that time had an effect on Wang Xiaohalu’s change of chicken feet.
It has become a trend that everything can be leisurely. In 2019, the industry has initially formed the awareness of ten categories such as nut roasted seeds and nuts, instant delicacies, pastries, beverages, puffed foods, meat snacks, and dried fruits. It is classified into the category of meat snacks.
According to the data of Mob Research Institute, in 2019, the scale of my country's casual snacks market will exceed 500 billion yuan, and with the improvement of living standards, the compound annual growth rate will remain above 6%.
From the perspective of the development characteristics of the industry alone, the large market capacity and low industry concentration are good opportunities for new brands to enter the track.
Compared with economically developed countries such as Europe and the United States, there is still a large market space for the per capita consumption of leisure snacks in China in 2019.
In terms of per capita consumption, my country's fasting per capita is 2.2kg, not to mention catching up with the United States and Britain, even Japan, which is also an Asian country, exceeds my country by more than two times.
The second is the amount of consumption. my country's per capita consumption is 75.3 yuan, which is nearly 7 times less than Japan's per capita expenditure of 501.4 yuan.
Judging from the data, food fasting is undoubtedly a high-growth track, so what is the market for stewed products, which is a category directly under Wang Xiaohalogen?
According to the "2021 Consumption Trend Report of the Stewed Products Industry" by the First Commercial and Economic Data Center, the consumption of stewed products has maintained a rapid growth trend every year. In 2019, the market size of stewed products has reached 281 billion. According to the rule of /4 points, the market size of casual lo-mei in 2019 is about 112.4 billion.
As the trend of stewed products moving from the dining table to leisure continues to increase, the First Commercial Finance Data Center predicts that in the next five years, leisure stewed meat will continue to increase at an annual growth rate of 13%+, and the market size will exceed 220 billion yuan by 2025.
The market of stewed products in 2019 still presents a small, scattered and chaotic pattern, with low market concentration and fragmented market.
The traditional stewed products industry is dominated by small workshops, and non-brand retail accounts for more than half of the sales of the stewed products industry. In addition to the few braised-flavored brands such as Juewei, Zhou Hei Ya, and Ziyan at that time, more regional brands also entered the marinated products market across borders.
Obviously, stewed products with low industry concentration and fragmented market are the best cradle for the incubation of new brands.
Among the distribution channels of stewed products in 2019, offline is the main channel for the consumption of stewed products. The top brass brands focus on investing resources in offline stores, while e-commerce channels break the boundaries between cities and channels. Strong growth in sales.
Among them, among the Taobao platforms, the Tmall platform is dominant and its share is increasing year by year, which shows its importance.
Judging from the data, after the start of the epidemic in 2020, the growth rate of stewed products in the same period was much higher than that of the same period in 2019. Consumers who "stayed" at home were opened to their "taste buds" by stewed products. The main driving force for the growth of snack food in 2020.
According to the development of the industry, leisure food is still in the early stage of development. Driven by industry dividends, demographic dividends, and channel dividends, leisure snacks became a golden track with high growth and large capacity at that time.
As a pillar category of fast food, casual lo-mei is also in the blowout period. With strong market demand and scattered layout, the industry has left enough opportunities for new products and new brands to come out of the circle.
The Essential Success of Wang Xiaohalogen
Win in the crowd, win in demand
Wang Xiaohalogen has defined a big category since the beginning of his business: braised cooked food, maybe he entered it based on his feeling at that time, his wife and friends around him ate pig's trotters, which made Wang Xiong feel "collagen-filled pig's trotters" There will be a big market, and then the road to entrepreneurship will begin.
Although the real story and the major media on the Internet have stated the tragedy of Wang Xiaohalogen's first battle from 2016 to 2018, we believe that Wang Xiaohalogen still has a lot of correct thinking when he enters for the first time.
First of all, Wang Xiaohalo pointed to the "she" economy, and the trend of women's consumption power should be a direction that all new consumer entrepreneurs are familiar with;
Then there is braised cooked food. 2016-2017 should be two years of fruitful years for the braised cooked food industry. Two consecutive cooked food companies have been listed, making the lo-mei cooked food track, which has an obvious growth trend, even more prosperous.
At that time, there were already two distinct camps of lo-mei cooked food, casual lo-mei and table lo-mei, and more brands rushed to the big camp of leisure lo-mei.
Wang Xiaohalogen should also be thinking about this direction, but the initial product deviates from the expected direction.
From the perspective of subdivided categories of stewed products, meat-based stewed meat is still the mainstream of online stewed snacks, accounting for more than 80%, of which duck, chicken, and beef are the most popular; in terms of parts, the neck and claws that need to be eaten , tongue, etc. are the most popular, especially chicken feet, which have increased significantly by more than 1.8 times and become consumers' favorites.
Benefiting from the category characteristics of stewed products, consumers have a strong repurchase ability for stewed products.
In 2020, the growth rate of old customers of stewed products has increased significantly, and the number of new customer groups has also been further increased under the influence of the epidemic.
Since then, the consumer mentality of lo-mei snacks has also been continuously improved, and the frequency of purchases has continued to increase, and the number of people who have purchased more than 6 times at the same time has grown the fastest.
Among consumers' preferences for braised snacks, "spicy braised" is more popular among consumers, accounting for nearly 60%. Various spicy flavors have attracted the attention of a large number of consumers, especially hot and sour, which has become the flavor with the highest growth rate among all braised snacks.
The post-95 generation is a loyal fan of high-quality fresh food packaging, and has shown a "potential" far exceeding its predecessors in terms of consumption scale and growth rate.
Among the elements that consumers pay attention to in stewed products, taste, quality and brand have become the three core elements.
Opportunity needs: the combination of real needs of consumers
Entrepreneurs of new consumption often have a misunderstanding, which lies in "new".
People often focus their thinking on how to control changes, rather than the constant habits of consumers.
It seems that only creative new species are a symbol of brand innovation ability, but in fact, entrepreneurial brands that can grasp the essence of the same can win consumption better. What changes is the micro-innovation based on the same.
Braised products have a history of thousands of years in our country, and consumers have strong awareness and are no strangers.
Different livestock by-products and poultry by-products in lo-mei have different schemas (thinking patterns) in consumers' cognition.
The reason why Wang Xiaohalo did not explode rapidly in making braised trotters in 2016 was mainly due to the contradiction between consumers' inherent cognition of "pig's trotters" and high-frequency consumption, the enhancement of people's awareness of weight loss and the recognition of pig's trotters. It cannot be said that braised trotters have no consumer audience, but that braised trotters cannot independently support the intensity of consumer demand and consumption base required by a phenomenal brand.
Tower View point of view:
The emergence of phenomenal brands is a micro-innovation that enhances new value based on strong cognition and strong needs of consumers.
For example, the "Yuanqi Forest Sparkling Water" we analyzed before is based on the strong need for "smoothness". "Fruit taste" needs, thus forming a phenomenon-level brand explosion.
The original intention of Wang Xiaohalo is to build a brand based on the two major elements of lo-mei and female consumers. The most important thing is to choose between leisure and dining scenes. The growth of the catering scene is relatively slow. Looking at Wang Xiaohalo’s strategic vision in 2019 is Fast brand establishment, leisure direction is the original intention and inevitable choice of the brand.
Based on the general framework of "leisure lo-mei", for Wang Xiaohalo, who is not very rich in resources, the strategy of explosive products may be the best starting point.
From a consumption strategy perspective:
Take a look: demand
Second look: core consumer groups
Three Looks: Edible Scenes
Four Looks: Steady State of Consumption
These can respectively represent the intensity of consumer demand , demand base , demand description , and demand satisfaction .
see demand
As we all know, my country has a long history of eating chicken feet, and various chicken feet delicacies have also been produced based on different conditions in various places.
For example, there are countless chicken feet with pickled peppers in Sichuan and Chongqing, Luxi chicken feet in Yunnan, spicy ginger chicken feet in Hunan, etc., and tiger skin chicken feet is just one of them, which can be regarded as a characteristic of Cantonese cuisine.
Although tiger skin chicken feet are delicious, they are not often eaten. The main reason is that the production process of tiger skin chicken feet is relatively complicated, so they mostly appear in Hong Kong-style restaurants and lo-mei restaurants.
The appearance of Wang Xiaohalo breaks this status quo. Through industrial technology, it standardizes tiger skin and chicken feet in terms of product production, weight, and taste, and finally becomes the favorite of thousands of foodies who pursue delicious food.
Wang Xiaohalan's transformation of tiger skin and chicken feet into snacks is not a chance but an inevitable choice of history.
With the emergence of new customer groups, more dishes, gourmet snacks with local characteristics will change to the direction of pre-packaged food, and continue to meet the growing and diversified taste needs of consumers.
Take chicken feet with pickled peppers as an example. Chicken feet with pickled peppers is a Sichuan snack. The annual output of pickled pepper and chicken feet in Chongqing accounts for more than 50% of the national output.
Judging from the scale of enterprises with pickled peppers and chicken feet, the market for pickled peppers and chicken feet in China is relatively fragmented, dominated by small and medium-sized enterprises, except Youyou, Qishuang, Lebangbang, Zengqiao, Spicy Wife, Yongjian, Pinpin, etc. Except for the brand, the rest are small-scale factories and family workshops.
Youyou, as the leader of chicken feet in marinade, has a scale of more than 1 billion, and its revenue of chicken feet is more than 800 million. The scale of the second echelon Qishuang, Zengqiao, and spicy daughter-in-law is about 100-200 million. Qishuang's main products are soaked dried tofu, pickled peppers and chicken feet with a scale of about 200 million.
China's stewed chicken feet industry has a long history, and the industrial chain is relatively complete. Along with the large industry of leisure stewed products, the stewed chicken feet grows at a compound growth rate of more than 10% per year.
In the 100-billion-level lo-mei leisure field, chicken feet are the category that consumers pay the most attention to. At present, there are only one or two companies with a scale of 1 billion on the single chicken feet track.
Connecting with consumers' awareness of wealth has led Wang Xiaohalogen to essential success. If Wang Xiaohalogen does not choose tiger skin and chicken feet, it may take more time to wait until his four-year revenue breaks through billions of dollars.
Of course, choosing tiger skin chicken feet is also the right choice to distinguish pickled pepper chicken feet.
If chicken feet with pickled peppers are the most recognized category of chicken feet by consumers, then tiger skin chicken feet should always be the second sub-category recognized by consumers.
If "bubbles" are the strong demand of Yuanqi forest sparkling water to meet the "smoothness" of consumption, then the tiger skin and chicken feet meet the strong demand of consumers for "the appetite for leisurely eating lo-mei".
The "convenience" provided by Wang Xiaohalogen is to stimulate the need, and "big size, no nails, more meat, and more flavors" are the additional needs of Wang Xiaohalogen to establish brand barriers.
Opportunity needs satisfied by Wang Xiaohal's brand (requires combination)
Strong demand: the appetite for casual food lo-mei
Stimulate the Need: Prepackaged Convenience
Additional requirements: "big body, no armor, more meat, more flavors"
Look at the core consumer groups
Female consumers have become the main consumers in the lo-mei snack market, accounting for more than 60% of their consumption, which is higher than that of men in terms of consumption scale and growth rate of the number of consumers; especially in 2019, the growth rate of female customers is far ahead of that of male customers. group.
Female consumers also significantly surpass male consumers in terms of per capita consumption and growth rate, and they are the real "big coffee" of lo-mei.
"Young women" have become the core customer group of stewed products, and taste has become the first among the options of product focus elements.
Among the existing stewed products, they have a higher acceptance of poultry stewed meat, especially driven by the awareness of early adopters, new categories and new tastes are more attractive to them.
Wang Xiaohalogen's core target consumers
Generation Z dynamic female consumers
see edible scene
In recent years, the income level of Chinese residents has continued to increase, and the proportion of leisure and entertainment expenditures has gradually increased. Consumers are no longer satisfied with simple snacks for entertainment, but are constantly pursuing snacks that can fully meet their needs in multiple scenarios.
Judging from the reasons why consumers consume leisure food, alleviating hunger, improving mood, and supplementing nutrition have become the three main reasons.
From the side, it can be concluded that watching dramas to relax, eating late at night, decompressing at work, and daily snacks are the most common scenes of snack foods. The meaty and stress-free scene of chicken feet is more open, corresponding to the target consumers "watching dramas, variety shows" " is the scene that can most arouse the desire for snacks, and Wang Xiaohalogen has also carried out concentrated delivery in the scene communication.
Look at the steady state of consumption
The earliest domestic leisure food was preserved fruit and pasta. With the development of society and the increase of consumer income, related products such as beef jerky and dried meat have become popular in the market.
Especially under the leadership of Juewei, Zhou Hei Ya and other lo-mei brands, my country’s lo-mei industry has subdivided into a large category of leisure lo-mei, which has also promoted the generalization of the category and taste of leisure food.
According to Tmall's "2021 Stewed Products Industry Consumption Trend Report", meat-based lo-mei is still the mainstream of online braised-meat snacks, accounting for more than 80%, of which duck, chicken, and beef are the most popular; from the perspective of parts, it is necessary to eat The neck, claws, and tongue of the food are the most popular, especially chicken feet, which have increased significantly by more than 1.8 times and become consumers' favorites.
In a situation where the consumption steady state is broken, those who build balance first will gain the advantage of the frontrunners. Obviously, Wang Xiaohalo seized the opportunity to rebalance demand and supply, and successfully created a large single product with annual sales of over one billion.
Wang Xiaohalogen's process was successful
Close Marketing to Target Consumers
The essential success is only the beginning of the brand, which means that the choice of the brand is relatively correct, but even at the beginning, the product barriers in the food industry are relatively low, and even if the first step is done right, it does not mean that the follow-up can continue to lead.
Just like the "daily nuts" category we know, Wallon created the track of this category, but has he reached the first place in this category?
There are many new consumer brands that have seized the demand dividend, some have missed the opportunity to establish brand barriers, and some have lost themselves in the vicious circle of rapid growth.
After mastering the success factors, in order to get out of the circle quickly, and also to form cognitive barriers and squeeze the living space of competing products, Wang Xiaohalo adhered to the "emphasis on marketing, omni-channel, circle of users, large single product, strong brand" in brand operation. The idea of "spreading" came to fruition. Quickly transform value from products to brands.
Brand Marketing: Platform Grabbing Traffic, Social Crazy Planting Grass
In terms of brand marketing, Wang Xiaohalo advertises on the two major e-commerce platforms of JD.com and Tmall.
By purchasing keywords such as "claws, chicken feet, chicken feet, tiger skin chicken feet, and Wang Xiaolu" to guide traffic to the store, this will help to cut the flow of competing products, and at the same time achieve a strong exposure of its own brand. Based on the operating system of private domain traffic, it realizes the lock flow of customers who eat chicken feet, and realizes the continuous growth of e-commerce traffic.
The advantage of simple in-site diversion is accuracy, but the disadvantage is that the cost is relatively high. In order to further expand the flow and reduce marketing costs, Wang Xiaohalun based on the platforms where his target customer groups gather——Weibo, Xiaohongshu, Douyin, etc. The social platform began to plant grass crazily, realizing the closed marketing loop of medium grass outside the station and locked flow inside the station.
According to data, from April 2019 to April 20, the number of related microblogs reached more than 700. Weibo Daren's super stickiness and strong fan base have brought huge traffic contributions to Wang Xiaohalo.
From the perspective of investment options, gourmet food, fashion, and Baoma experts are the focus of Wang Xiaohalo's investment.
In addition to Weibo, live broadcasting is also the focus of Wang Xiaohalogen's marketing. It is understood that Chen Jie kiki was the first anchor that Wang Xiaohalo came into contact with. Later, after the model was successful, he gradually began to cooperate with the head anchor.
In December 2019, Wang Xiaohalo went to Li Jiaqi's live broadcast room for the first time. At that time, Wang Xiaohalogen’s New Year’s Day goods sold out in one day. At the same time, after Li Jiaqi’s recommendation, Wang Xiaohalogen’s brand awareness also increased rapidly. After that, Wang Xiaohalogen made key launches on Douyin.
In 2020, Taobao Live released its annual strategy, announcing that it will invest 50 billion in resource packages to provide tens of billions of resources for ecological partners. Wang Xiaohalo also took advantage of the trend and invested a lot of resources to start Taobao live broadcast.
According to statistics, in 2020, Wang Xiaohalo live broadcasted more than 200 times on Taobao, and live broadcasted outside Wang Xiaohalo's flagship store.
After Douyin e-commerce launched brand self-broadcasting, Wang Xiaohalo began to build a Douyin live broadcast team. According to relevant statistics, Wang Xiaohalu’s self-broadcasting single-month sales reached 8 million, and he has entered the Douyin e-commerce food and beverage category. top 10 broadcast charts.
Channel distribution: make stock online and find incremental growth offline
For the e-commerce platform, Wang Xiaohalo clearly defined it in his channel strategy, which is to be the stock market of private domain traffic. The reason is that although the e-commerce platform has digital advantages, the market size is not as good as offline after all. market.
So Wang Xiaohalo began to expand offline channels in June 2020, advancing towards a new and new incremental market.
In the development of offline channels in the early stage, Wang Xiaohalo chose convenience stores and supermarket chains that matched his target customer group. Up to now, Wang Xiaohalogen has cooperated with Wal-Mart, Wumart, Carrefour, AEON, Yonghui, RT-Mart .
According to Wang Xiong, the founder of Wang Xiaohalogen, the brand currently has more than 90,000 terminals across the country, and offline accounts account for more than 65%. It can be seen that the offline market is still the main battlefield for snack food.
Propagation and promotion: hard and strong cognition, joint name to create momentum
Wang Xiong once said to the outside world, "When the monthly net profit is only 50,000 yuan, I will spend 400,000 yuan on advertising."
So when the sales volume of tiger skin and chicken feet exceeded 50 million bags, Wang Xiaohalo started the strategy of large-scale brand communication and promotion. And launched the lo mei film #生活答案我攻略#5 commercials.
This series of advertisements has a nonsensical style and has attracted consumers' attention once it is released.
Then on June 15, 2021, Wang Xiaohalogen officially announced that Qiao Shan, who is highly compatible with Wang Xiaohalogen in terms of style and fan base, would be the chief recommendation officer of the brand Tiger Skin and Chicken Claw.
In the commercial film shot by both parties, the exaggerated scene of Qiao Shan eating chicken feet and crying made consumers remember Wang Xiaohalo's efficient and exaggerated brand personality, which is closer to the life preferences of young people.
After feeling the value brought by "fun" + "know how to work", Wang Xiaohalo continued to make heavy bets, adopting a game that includes hot search, Douyin opening screen, Weibo topic interaction, and offline interactive devices. Integrate marketing, put Wang's interesting advertisements such as "If you are a brother, come and buy me", "Whoever buys is the master", "Wang Jiawei", "Rush to pay the bill" to the whole network, further enhancing brand recognition and value.
In brand communication, Wang Xiaohalu strengthens the scenes of chasing dramas, explores the natural scene adaptability between chasing dramas and snacks, and perfectly integrates the delicious, interesting, and decompressing characteristics of tiger skin and chicken feet with the scenes of chasing dramas, so as to choose the right ones. The opportunity to successfully deliver the product to potential users.
In line with this idea, Wang Xiaohalogen's method of content implantation and pasting has been successively compared with "Menghualu", "Agarwood Like Chips", "Happiness to Thousands of Homes", "Meeting You for the First Time Just Like an Old Man Returning" and so on. Many major dramas have cooperated, and both inside and outside the drama are repeatedly promoting the concept of eating Wang Xiaohalogen when you follow the drama, and make a strong connection between the drama and Wang Xiaohalo to achieve the domination of the scene.
Driven by scene marketing, Wang Xiaohalogen keeps exploring movies and dramas of various themes and becomes the most popular advertiser with the strongest presence among young people in 2022.
So much so that the outside world alone gave Wang Xiaohal the title of "explosive drama marketing".
Joint name, superimposed brand potential.
In terms of communication, Wang Xiaohal will choose those IPs that can share the same frequency with the target customer group, such as cooperating with the game that young people love to play-Peace Elite, and launching the Peace Elite joint product "Wang Xiaohalo & Peace Elite Jointly Named Ji Dali Chinese New Year limited gift box", let mobile game players remember "Good luck, eat chicken feet tonight!"
Made a series of joint products with the gourd brothers, such as the canvas bag for the workers, as the mouth of the young people shouted "go to work, don't look for me, I'm invisible", and the gourd means "blessing" and the meaning of the chicken claw "catch "Wealth" are ingeniously connected together to create a limited gift box for the Spring Festival, Wang Xiaohalu Fulu, and a co-branded packaging product of Huluwa, which is full of retro and modern atmosphere.
In addition, Wang Xiaohalogen and "Autohome" jointly launched a joint "National Day Travel Car Gift Package"; jointly created with Huiyuan to form a "9+3" joint CP gift box; The high-speed rail housekeeper launched a joint gift box.
All these not only increase the exposure of the brand, but also add a lot of content and fun, and really play with young people.
For fast-selling food brands, the technical difficulty of the products is not high, and the product barriers are relatively weak, so it is easy to be followed by peers and friends.
After the product (demand) verification is successful, it is necessary to quickly establish brand equity, meet the high-level needs of consumers with brand value, and form brand barriers. The moat in the middle of consumer cognitive schema can effectively lay a mental imprint.
And a simple product cannot be grafted with consumers' minds.
Wang Xiaohal's future
Back to the essence, long-termism
Homogenization of Explosive Products, Low Price Waves Are Rising
With the entry of BESTORE, Three Squirrels, Jiyang, Zhengxin, Zhou Xiaoban, Youyou and other brands, the category of tiger skin and chicken feet has ushered in a high degree of homogeneous competition. Three Squirrels, BESTORE, Youyou Top brands such as casual snacks compete for the tiger skin and chicken feet market from multiple dimensions of brand/price/marketing.
It is understood that there is already a professional evaluation team that evaluates the tiger skin and chicken feet of brands such as Wang Xiaolu, Liangpin Shop, Three Squirrels, Jiyang, and Zhengxin through four dimensions: taste, texture, repurchase intention, and appearance. The highest score turned out to be BESTORE.
The brand value is consolidated, and the product depth and width are parallel
Judging from the top 10 products of Wang Xiaohalogen’s Tmall flagship store, tiger skin and chicken feet are still Wang Xiaohalogen’s core explosive products, while others such as beef bean belly and small stewed pig’s trotters have relatively low sales volume and have not yet reached millions. level items.
In the early stage of brand development, explosive products can go all out and make breakthroughs at a single point to break through the market.
In the long run, on the one hand, it is necessary to continue to explore the value of the chicken feet category to meet the more diversified needs of consumers. Zero added sauce, more high-quality tastes, safer production, and chicken feet are all manifestations of deep value. .
On the other hand, it is Wang Xiaohalo's urgently needed action to keep a deep insight into the correspondence of the "lo-mei" category to the needs of consumers, to discover new subdivided products that can achieve phenomenalness, and to explore the opportunities and needs of consumers.
Of course, at the same time, brand barriers are the basis for the success of the process and the value that is currently being accumulated. The creation of more scenes and content is a continuous work at the moment. Wang Xiaohalan must not only satisfy the stomachs of consumers, but also satisfy the hearts of consumers. .
Facing the homogenization of products and the lack of new products, Wang Xiaohalogen also chose a gradual and steady growth route.
Returning to the basics of consumption, continuously exploring consumer opportunities and needs, focusing on influencing target consumers, and not blindly pursuing the long-termism of fast returns and high growth are the foundations of Wang Xiaohalo's long-term success in the future.