Author: Wang Jing
Edited by Hua Siyu
Official image
The difference between the diet of the north and the south often sets off a debate on social media, sweet and salty zongzi, tangyuan or lantern festival, almost every festival will be turned out and discussed again.
During this year's Lantern Festival, the north and the south rarely reached a "consensus" temporarily, and even the circle of friends of overseas parties are swiping a persimmon-shaped rice ball. The brand behind this new product is a well-known brand - Synear Food (hereinafter referred to as "Synear").
Differentiation in styling
Although the glutinous rice balls category has been exploring and innovating, due to the serious homogenization of quick-frozen products and the fact that consumers' minds have been festive diets for a long time, it is actually difficult for tangyuan to create breakthrough and differentiated selling points.
Miss persimmon Ruyi glutinous rice balls can break the circle this time to spread and boost sales, mainly because the shape is creative enough, "persimmon Ruyi" homonym "everything is good", the traditional festival of good luck blessings implanted into the product, while the design style is younger, driving the emotional resonance of different groups, igniting the enthusiasm of life on the occasion of the Lunar New Year.
Persimmon Ruyi Tangyuan is officially launched to the market in October 2023, and every summer, the department responsible for the research and development of Tangyuan products of Synear Food will review the sales of last year's Spring Festival market, and plan the sales selling points and R&D direction of the Spring Festival Tangyuan products of that year through market analysis.
Synear has noticed that since 2008, most of the successful innovation cases in the glutinous rice ball category have focused on skin innovation. The company's annual plan to list persimmon dumplings, the internal team unanimously approved this new plan, everyone believes that persimmon dumplings not only give new vitality to traditional food, but also conform to the current interesting, fun, high-value consumer psychology.
The relevant person in charge of Synear Food told Tiger Sniff: "With the change of consumer demand, people are more receptive to healthy, interesting and high-value products. As a Chinese cuisine with a long history, it is necessary to seek new innovations and give the market and consumers some freshness. ”
The most attractive thing about persimmon ruyi dumplings is the shape, and the relevant person in charge of Synear Food said frankly that the main challenge in the whole project is also the breakthrough of modeling. As a 3D glutinous rice ball, this new product has practical challenges in R&D, process and cost, and they decided to focus on product development and process improvement.
In order to restore the three-dimensional "persimmon shape" to the greatest extent, for example, in order to solve the problem that the persimmon leaves are not firmly attached or misplaced, they spent three months developing equipment to ensure that the "persimmon leaves" cannot be cooked for a long time. In addition, Synear added carrot juice and barley seedling powder to the skin to restore the color of the persimmon.
The key process of persimmon ruyi glutinous rice balls is more complex than that of traditional glutinous rice balls, and the quality control is more difficult. According to a very rough estimate, an industry consulting firm has calculated that it is at least 15 points more expensive than the cost of traditional rice balls. In Synear's view, without significantly increasing the selling price, gross profit can only be achieved through industrial mass production brought about by technological innovation, and form innovation relies on technological innovation.
Therefore, in order to efficiently produce this glutinous rice ball, Synear independently developed the persimmon Ruyi glutinous rice ball peeling machine, its main function is to automatically cut and form the "persimmon leaf" glutinous rice skin, paste it on the "persimmon" glutinous rice ball, and do not need manual work. At the same time, it can ensure the fastest punching speed, feeding speed and surface feeding speed in the production process, and hedge the cost pressure with the upgrading of industrial technology.
The final guide price of persimmon Ruyi glutinous rice balls in the country is 12.9 yuan, which is about 1.3 yuan or less, which is relatively popular and not much different from ordinary rice balls.
Use social media to plant grass
Persimmon Ruyi Tangyuan will swipe the screen It seems that it is the active sharing of consumers on the day of the Lantern Festival, and there is actually a careful new product promotion plan behind it.
The relevant person in charge of Synear Food revealed that at the dealer tasting meeting in September 2023, persimmon Ruyi glutinous rice balls appeared with innovative shapes and good meanings, and everyone has initially expected them to explode. Before the official launch, social media planting began to be carried out simultaneously, and Synear took out more than 1,600 copies of the product and invited bloggers to conduct real evaluations. These have paved the way for the explosion of persimmon ruyi glutinous rice balls.
The first wave of high-frequency communication of new products of the brand is aimed at the winter solstice (December 22) node. Through the tradition of eating glutinous rice balls on the winter solstice, on the evening of December 15th, Jia Nailiang entered the Douyin live broadcast room of Synear Food, and in just 8 minutes, persimmon Ruyi glutinous rice balls ranked first on the list of goods, and set a record of more than 1 million + sales in a single game.
The second wave is naturally the Lantern Festival. A set of marketing results shared by Synear and Tiger Sniff mentioned that persimmon ruyi glutinous rice balls quickly became the top 1 in the Xiaohongshu glutinous rice ball category after three months on the market.
Nowadays, it is not new for major brands to grow grass through Xiaohongshu, and what brands urgently need to think about now is how to successfully plant grass and drive conversion.
According to the Xiaohongshu grass planting strategy shared by Miss, the key points are mainly "circle people, build momentum, fan the wind, and ignite the explosion".
In addition to the core group of instant frozen products, they also aim at the popular and intersecting workplace and fashion groups in the industry track, so as to achieve "trendy creativity". "Building momentum" to create hot topics, Synion captures the trend of metaphysical marketing, and creates a good luck marketing of "transshipment persimmon Ruyi glutinous rice balls", which can be seen as selling emotional value to a certain extent. One of the points worth paying attention to in "Fanning the Wind" is that Sinian is deliberately expanding the scene of eating tangyuan, which is not limited to being used as a festival food for the Lantern Festival. With "praying for good luck" as the reason, weddings, workplaces, daily life, etc. can choose persimmon ruyi glutinous rice balls.
Persimmon Ruyi glutinous rice balls can also be applied to desserts and baking
How do Internet celebrity products last forever?
Persimmon Ruyi glutinous rice balls have become a "breaking 100 million" single product in a few months on the market, and it is also a popular product recognized by the market, and the relevant person in charge of Synear Food told Tiger Sniff: "We are very surprised to break 100 million so quickly, it is indeed better than our expected growth and performance." ”
The growth of longing refers to the fact that they noticed the scene of persimmon ruyi dumplings after the Lantern Festival, which frequently appeared in the field of wedding banquets and dessert baking. As a popular period and growth period for persimmon ruyi glutinous rice balls, the Lantern Festival is mainly aimed at mass consumers, and it is normal for the popularity of new Internet celebrity products to have a certain timeliness. This gives the brand some confidence that it has the potential to continue to exert force, and the product life cycle will be long.
However, after the explosion, opinions from all sides followed. For example, many netizens said on social media that it is difficult to successfully cook persimmon rice balls into persimmon shapes, and Sinian will also pay attention to how to share the tutorial and storage method of cooking rice balls with consumers in the future.
The bigger challenge is that with the popularity of persimmons, a large number of homogeneous products have appeared on the market. Synear said: "Comprehensive capabilities and full-chain integration capabilities are the basis for ensuring continuous R&D and new product launches, and Synear Food is still confident in this regard." ”
Next, the R&D direction of the Synear glutinous rice ball category is mainly to dig deep into the 3D series vertically, deeply cultivate the cereal series horizontally, etc., and continue to explore product sweetening. After the excitement, the essence of the brand to retain consumers is always to "make products and serve customers and the market in a down-to-earth manner".
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