This year's "618", White Elephant , which has been "out of the circle" many times due to social responsibility, adhering to quality and other topics, handed over a dazzling report card. The latest data from Magic Mirror Market Intelligence shows that during the entire 618 event, in the Tmall [convenient instant/quick-frozen food] category list, Baixiang ranked fourth in the overall list with sales of 38.55 million, ranking first. The first among instant noodles subcategories.
618 won the championship strongly. What did White Elephant do right?
According to Mojing Market Intelligence data, as of June 20 (including pre-sales), 618 Tmall [convenient instant/quick-frozen food] sales exceeded 1.1 billion yuan. Focusing on the field of instant noodles, the top three are Baixiang , Master Kong and unified .
In China's pasta products industry, Baixiang, together with Master Kong, Uni-President, and Jinmailang, are known as the "Four Kings" of instant noodles. Among them, Master Kong has ranked first in terms of sales for many years.
“It’s not surprising that Baixiang 618 overtook Master Kong and became the number one instant noodle sales category, or it could be said that it was already there.” Industry insiders said that in the food industry, consumers have always been most concerned about product quality. . "Baixiang has always done well in the quality of its product , and its reputation continues to improve."
Shiqu Insights conducted a survey on the changes in the emotional bias of the Baixiang brand audience. Comparing the data from last year to this year, Baixiang's emotions The value increased from 5 to 13. "I hope everyone can always support Baixiang instead of just trying to gain popularity. Only a steady flow of water can promote their development and growth." Some netizens left a message on Baixiang's official WeChat account.
Public information shows that in order to be able to make a bowl of high-quality noodles, Baixiang focuses on raw materials and technology, adheres to continuous research and development with the requirements of healthy noodle making and ultimate taste. In 2003, with insight into the eating habits of "Chinese people love to eat noodles and drink soup even more", Baixiang launched a milestone product - Baixiang Big Bone Noodles , which has since created a new category of "bone soup instant noodles" in China. Since then, we have continued to upgrade. In 2018, Baixiang launched the soup series. As a continuation of the bone broth instant noodles, Tanghaoyao focuses on the development of bone broth. "Say goodbye to traditional powdered sauce packets and only boil bone soup packets." It selects real ingredients. Inheriting the ancient method of slow cooking and six ingenious processes. Up to now, the delicious Baixiang Soup series has sold more than 1.5 billion copies.
"Baixiang soup is delicious instant noodles. It is very delicious. The soup is very thick and fragrant. When I opened the soup bag to make noodles, I found a lot of soup ingredients. As soon as I boiled the water, the fragrance wafted out." A consumer said in Baixiang Like Tmall flagship store leave a message after purchase.
In addition to continuing to develop the "soup" series, Baixiang has also developed and launched a series of products based on its sub-brand "Da La Jiao" in the past few years around the huge base of spicy food people, forming a hot pot market headed by turkey noodles. The diversified product matrix composed of noodles, hot and sour noodles, Nanchang mixed noodles, Xinjiang fried rice noodles , Chongqing small noodles and many other products has been loved and supported by many consumers. During
618, Bai Xiang also appeared in the Oriental Selection live broadcast room. In the two days of June 18th and 19th, the cumulative sales of the two series of products, Baixiang Tang Haoyu and Da Lajiao, exceeded one million. Among the more than 200 products in the live broadcast room, Da La Jiao turkey noodle combination ranked top 7 in sales on 618.
Good reputation comes from good products, and good products rely on good quality. Baixiang Food has always regarded strict inspection standards as a commitment to consumers. It not only deeply promotes the independently developed "product quality control system", but also takes the lead in passing ISO9000 international quality management system certification in China, with sound quality supervision. The system implements full process control from source to product, and strives for excellence in every link to ensure stable "high quality" of products. In the end, product quality allowed Baixiang to gain a sustained and good reputation, and the good reputation helped Baixiang retain users to the greatest extent, thus achieving sales overtake.
continues to widen and deepen the company's "moat"
Judging from this year's 618, with the absence of Li Jiaqi , Luo Yonghao and other top anchors, there is less dependence on super heads, with user reputation, strong product capabilities and Mature consumer brands with multi-channel operation capabilities are expected to achieve further development due to the traffic released after the vacancy. In the fast-food circuit, it may be the same.
According to China Business Industry Research Institute Jingdong Mall consumption data, my country's fast food market size will be 481.3 billion yuan in 2020, 495 billion yuan in 2021, and is expected to reach 516 billion yuan in 2022. In the face of the huge market of
, there are naturally many new players entering the market. According to incomplete statistics, since 2021, the convenience fast food track has generated 10 financings, with a total financing amount of 1.05 billion yuan; in terms of round distribution, round A and above convenience fast food financing events accounted for 70%.
According to industry insiders, unlike the early fast food industry, which was dominated by instant noodles, with the help of capital, the development of instant fast food products is moving toward segmentation and diversification, and market competition will become increasingly fierce. If fast food brands want to outperform other brands, they must focus on products, supply chains, marketing and other aspects in order to form differentiated advantages and core competitiveness and win market recognition.
takes Baixiang as an example. With its good product reputation, continuous research and development, efficient supply chain, and continuous improvement of offline and online channel layout, it has further broadened and deepened its corporate moat.
public information shows that in recent years, in addition to continuing to consolidate its main business, Baixiang has continued to diversify its business and promote the iteration of classic products and the research and development of new products. From 2019 to 2020, Baixiang Food has completed more than 80 new product research and development. Wannian Buckwheat, Tanghaohui, soy milk noodles , etc. won the Innovation Award issued by the China Instant Noodles Association. The products span instant noodles, dried noodles, instant noodles, snack food , quick-frozen food, pastries, flour and beverages and more than ten categories.
Baixiang also continues to upgrade product quality and innovate flavors to meet the needs of different consumers and different consumption scenarios. Take Baixiang Da Lajiao as an example. Baixiang Da Lajiao's product system includes classic products such as spicy beef , spicy oil sour soup, to "mixed lot" and regionally flavored trendy spicy products. cups, and then to the trendy spicy products Chongqing noodles, red oil noodles, hot and sour noodles, etc., achieving comprehensive expansion from categories to consumption scenarios.
In terms of marketing, Baixiang itself has a very large sales network of dealers and terminal stores offline. Since this year, Baixiang Food has also accelerated its penetration into Central China, North China, East China and other regions, and continues to consolidate its advantages in offline channels. Online, under the wave of digital economy , Baixiang Food focuses on the official self-operated business of Tmall, JD.com , Pinduoduo and other channels, the content e-commerce business of Douyin , Kuaishou channels, It has four major business segments: online distribution and community e-commerce, and uses live streaming to sell goods to reach consumers in multiple ways. During the 618 holiday this year, Baixiang Soup continued to sell well on JD.com and Tmall, and topped the JD.com instant food best-selling list and Tmall instant noodles best-selling list many times.
There is no shortage of competitors on a good track. For Baixiang, the most important thing is to insist on constantly upgrading product and service capabilities, and using genuine quality and reputation to repay the favor of all consumers. Only in this way can we achieve a foundation in the field of convenient fast food. Evergreen.
