First, the core is not "new" of the cutting-edge condiment brand
The people take food as heaven. For food, condiments are its core and soul.
According to the data, the size of the mainland condiment market has reached 400 billion, and according to the estimated compound annual growth rate, it will exceed 500 billion in 2023. On the other hand, with the upgrading of consumption, the market demand for condiments is transitioning in the direction of health, quality and diversification.
This demand jump provides an unprecedented opportunity for new brand entrepreneurs. Taste is all a keen catcher and fast executor of this wave of era dividends.
Founded in August 2020, Flavor Is a new generation of domestic seasoning brands, positioned as "nutrition condiment advocates", and successfully completed two rounds of financing within three months in 2021. In April of the same year, the strategic product of "Enzyme Live Soy Sauce" launched by Taste Quanquan caused a good market response, and the oil and vinegar juice product launched later soared to the first place in Tmall category sales in just two months.
Although it is called a cutting-edge condiment brand, the taste is full of cytokines of traditional FMCG brands, which is not unrelated to the founders and teams who are traditional FMCG cannons.
Taste quan founder Wu Hao has been a sales executive in the unification, Nongfu Spring, Jiaduobao and special forces traditional FMCG brand, in 2020, Wu Hao in the operation of the national special forces coconut juice sales, in the in-depth understanding of the condiment market, found that there are nearly 30%-40% of the dealers in the condiment business condiments, and the domestic condiment product ingredient list has a lot of outdated, non-compliant ingredients, which makes Wu Hao keenly aware of the condiment business opportunities, and then decided to cross-border entrepreneurship, do a nutritional condiment.
Although it is known as a cutting-edge condiment brand, it has a helmsman with rich experience in traditional FMCG brands, and the team is also very skilled and smooth in offline operation and playing style, which means that the taste is different from other cutting-edge brands that have made their fortunes online, and they are destined to start a long journey from offline channels first.
Second, the taste of the unique offline channel street warfare play
For social and people's livelihood products such as condiments, it is necessary to enter the first-line hypermarkets, but also to pave the small shops at the end of the village, and the offline channels that occupy 70% of the market stock can be said to be their life.
Hundreds of billions of market value of condiments "one brother" Haitian, the most valuable is more than 500,000 direct control of the market terminal outlets, these terminal outlets, like the capillaries of the human body, can timely, efficient, and fast reach thousands of users.
The taste is also from the "small road" offline first. After getting the financing money, he immediately began the layout of the entire East China region. Covering the four provinces of Jiangsu, Zhejiang, Shanghai and Anhui, covering the districts and counties, it has trained nearly 100 distributors to use the method of intensive cultivation of beverages and the way of terminal interception consumer education to counter the traditional extensive play of condiments.
In the past, the offline channel model of condiments, mainly in KA and agricultural trade, achieved product distribution coverage through deep bundling of distributors, simple and rough, and pressed rebates.
But the taste-all approach is completely different. The taste plenary will select some dealers, provide dealers with personnel support and cost support, empower dealers to choose points to enter the store, find matching stores, and make a single store breakthrough. In the core stores of a regional market, such as fresh supermarkets and boutique supermarkets, Taste Quan will even control some stores by itself and implement direct control of terminal stores to empower terminal stores to improve efficiency and operate more efficiently. This direct control also makes it easier for tastes to pay attention to the brand image of the store, supervise the arrival of promotional materials, compete for shelf displays, and intercept consumers.
Through the cultivation of the front-line dealer industry generation organizational structure, the taste of the past extensive channel management into refinement, guided by the logic of offline channel operation, around the F2B2b2C channel structure, with the help of the B-end, activate the b-end, reconstruct the channel relationship, and play the "investment layout - select the point into the store - activate the terminal - customer sentiment ripening - sales conversion" link of the chain value. Behind this is actually a reflection of the shadow of the digitalization of the channel of the silent construction of the taste.
Channel digitalization for traditional FMCG brands has long been no stranger, the head brand has basically carried out channel digital transformation, seize the soul of channel digitalization - BC integration, cut from the b-end, and use bC-linked ways to promote the growth of product sales. The founder of taste quan who comes from a traditional FMCG brand naturally knows the importance of channel digitalization, so he makes full use of the role of channels.
For example, in the development of offline channels, the taste is all with the help of the thrust of the B-end, but the taste has not really tapped the value of the B-end, and the next step needs to use some marketing digital tools such as one thing and one code.
Through the "multi-code-in-one" function of one thing and one code, (the details of the "multi-code-in-one" function can be viewed), the full link role is first connected online, and then the interest is mobilized to promote bC association and connect to more C-ends. Let the taste not only seize the physical space of the shelf, but also occupy the mental space of consumers, transform the offline million terminal thrust sales into natural sales, so that the products can quickly enter the terminal and realize the high-speed circulation of products in the terminal.
At the same time, through the scanning operation of each chain, it solves the transmission of information, product flow, rigid maintenance of price, the establishment of customer sentiment, and the conversion of sales, conveys the cognition and value of the brand, integrates online and offline, and realizes the full blossoming of omni-channel from single point to single store to regional breakthrough to omni-channel, and then expand market share and occupy the market.
At present, one thing and one code has been applied by many FMCG brands, including food, beverage, mother and baby, etc., and has given back to the brand owners with remarkable results. Because one thing and one code is the product of the times, under the irreversible trend of marketing digitalization, as the vanguard of marketing digital transformation, one thing and one code through product coding, coupled with precision marketing, the traditional channel chain online connection, the construction of a three-party account system, to promote channel digitalization, consumer digitalization, from the brand, channel providers, consumers three-way win-win vision, activate omni-channel, constitute a benign marketing closed loop, help brand owners to achieve cost halving, sales doubled, thereby breaking through the ceiling of growth.
Third, write at the end
In today's extremely fragmented market environment, where changes in traffic and demand side are becoming more and more complex, product innovation and positioning are no longer once and for all things that were done when brands were founded. The magic of traffic marketing may be able to achieve detonation with short-term market changes, but the long-term sustainable growth of brands still depends on the basic skills.
For FMCG brands, the basic skills still have to return to the control and expansion of channels. It is necessary to be able to mobilize the activity of omni-channels, give play to the value of the B/b end, activate the B end, stimulate the B side, promote the bC association, connect to more C ends, and realize the millions of terminals and hundreds of millions of fans in the era of marketing digitalization.
At present, there are nearly 10,000 offline outlets with full taste. In fact, the brand was established for only more than a year, but the attack of the whole team of flavors on offline channels far exceeded that of many cutting-edge brands with the same starting point.
It is foreseeable that the taste is all related to the "street battle" of condiment giants such as Haitian and Lee Kum Kee, and the large-scale bayonet battle will inevitably be staged with the further expansion of the brand market outlets.
About Mido
Founded in 2014, Miduo is mainly engaged in big data engine system, with three core products "one thing, one code, social cloud store, CDP", is committed to EBC as the core, industrial router as the carrier, BC integration as the entry point, to build an online industrial service platform based on "three-dimensional connection, data commonality, traffic sharing, panoramic resonance, global empowerment, full chain win-win". Provide one-stop comprehensive service solutions including commodities, technology, marketing, data, logistics, etc. for enterprises related to the industrial chain, and promote the digital transformation of marketing for operators in all links of the industrial chain, especially brand owners in the field of large consumers.
At present, Mido has reached cooperation with more than 30,000 well-known brand owners such as "Coca-Cola, Jinjiu, Maotai, Vinda, Jierou, Snowflake, Carlsberg, Libai, Kazilan, Baijiling" to help the preferred marketing digital overall solution provider for "sustained growth".
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