original small addiction hot product addiction
Duck shit smells good?
People who don’t know it may not know what product this is.
is just like there is no wife in wife cake , the fragrance of duck shit is not real duck shit. Duck Shixiang is a famous variety of Phoenix Dancong . It is an oolong tea with good aroma and strong flavor.
But peanuts, as a particularly common and people-friendly nut food, can be easily controlled whether it is soup or snacks.
In recent years, as the Z era has become the main consumer, consumption habits have gradually changed. Some trendy brands or companies have captured the curiosity of young people to create some novel products. Laojiekou , as a long-established enterprise, is also constantly upgrading and iterating to create snack items that meet the tastes of contemporary young people.
Duck shit-flavored tea-fried peanuts are one of Laojiekou’s innovations in the taste of peanut products. Let’s use the addictive thinking of explosive products to briefly analyze how the old taste can be reborn.
Emotional marketing
Empowering brands to build emotional memories
The "Laojiekou" brand was founded in 2012, focusing on various types of roasted nuts, candied fruits, pastries and snacks and other regional delicacies that have been loved by generations. It has a history of 10 years and is committed to It provides affordable snacks to every family and has accumulated a huge fan audience.
Laojiekou aims to bring fresher, healthier and more affordable nut snacks to consumers. It has obvious regional characteristics, large quantities, affordable prices and good quality as its distinctive features, which directly meets the pain points of consumers.
Feelings are something that no one can forget. Regional characteristics and traditions are old flavors in the hearts of consumers. Laojiekou's main nostalgic route arouses the public's longing for their hometown and comforts every heart with hometown feelings. This is how emotionally triggers . Through familiar taste and high-quality products, it arouses the emotional resonance of the user group and allows users to invest more emotional value.
Looking for the blue ocean
Linked marketing to create core highlights
Market segmentation is the first step to understand the market. Only by segmenting the market continuously can we find breakthrough points. One of the methods is AB classification , by continuously dividing ab within b, it is possible to find the possibility of vertical subdivision. In the field of snacks, finding the target market through continuous segmentation is the blue ocean.
The advertising slogan "The fragrance of flowers and wine is not as fragrant as duck excrement" has allowed duck excrement fragrance to successfully enter the new tea industry. After the first cup of duck excrement lemon tea detonated the market, it attracted many consumers. Duck excrement fragrance has become a niche tea. The drinking circle became popular. linkage marketing mainly uses the popularity of two IP brands to attract traffic to increase brand popularity, thereby further expanding brand awareness and increasing sales.
"Duck Shit Fragrance + Peanut" is the product tipping point . In the market, the peanut flavor is not particularly novel, but Laojiekou does not take the usual path and creates differentiated products, combining tea and peanuts. In the vertical field of snacks, breaks through the circles, jumps out of the red ocean and finds the blue ocean.
Strategic analysis
Create a diversified product strategy
From the perspective of market products, SPAN analysis generally starts from two aspects. One is attractiveness . The peanut product market is a big demand, and consumers are interested in peanuts. Consumption requirements are gradually upgrading, with diversified tastes, food innovation, large quantities and affordable prices, etc. However, the existing peanut market has limited taste, and the demand for peanuts is huge. The entire peanut market needs new changes, which attracts Xinjiekou to invest in peanuts. In the category, we continue to break through new flavors and occupy the peanut category market.
The second is competitive position . Although there are many competitors in the peanut market category, the peanut market is lacking in product innovation. Laojiekou Laojiekou has always been adhering to the "ingenuity and inheritance" of food production. Concept, adhere to the food production principle of "quality craftsmanship", and strive to provide more consumers with healthy, safe and reliable food, with a high market competitive position.
has precise positioning in the peanut quality category, creating differentiated product , which is obviously different from other peanut snack products. It uses "duck shit aroma" to create its own unique product, a combination of tea aroma and peanut, rich taste and diverse combination. What is unique about attracting consumers is its market competition strategy , which enhances the competitiveness of peanut products and makes consumers addicted to the product.
Laojiekou is constantly innovating products. In addition to melon seeds and peanuts, there are also cashew nuts and other nut snacks. It is also making continuous breakthroughs in the taste of many products, keeping up with contemporary trends and constantly meeting consumer requirements. Diversified products meet needs. The combination of tea and peanuts is not only an out-of-the-box experience for the product, but also a leading product strategy that drives a new model of snacks.
Multi-platform sub-channel strategy
Full-scale entry into the market
Traffic era, has gradually begun to develop from KOL to KOC, by creating a closed-loop marketing model, establishing its own new media matrix, product portfolio analysis business positioning, All online and offline platforms are settled in to create full product coverage. e-commerce platform has settled in to create full coverage of online products. Taobao, Tmall , Jingdong , Pinduoduo, Yunji, Aiku, Vipshop, Retail Link, Kaola Overseas Shopping, Douyin store, Kuaishou store, Meituan grocery shopping, Large e-commerce platforms such as Orange Heart Selection and Duoduomaicai have an online product coverage rate of over 90%.
offline supermarket expansion strategy to enhance product dissemination. As of 2021, there are 100,000+ large and medium-sized supermarkets and small stores selling Laojiekou series products offline. Make it easy for customers to use it in their daily lives. overseas market strategy, covering all domestic and foreign markets. has an international perspective and is committed to building a world-class food brand. At present, the company's products have been exported to many countries and regions such as the United States, Canada, Vietnam , Australia, and South Korea, and are constantly expanding.
Conclusion
"Old Flavor New Life" shows you different peanut snacks. Break traditional tastes, keep up with new consumer trends, constantly innovate product quality, "complement each other" in taste and spirit with young people, and create a new snack life taste for young people.
In the era of economic differentiation, various industries are showing a trend of verticalization and segmentation. products have a product life cycle. For a good product to be "constantly explosive", it needs to formulate a reasonable innovation path for long-term development.
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