Article | Zhumo
Whether this national carnival is collective curiosity or the real rise of new dietary needs depends on whether the passers-by and loyal fans of snail noodles will pay for the efforts of the merchants.
"Internet celebrity" snail noodles have become popular again recently, and foodies across the country are waiting for the day it ships.
was searched 3.2 million times a week, and it became a hot search four times in half a month. It ordered takeout 500,000 late-night meals every day... This "stinky" smell that makes people dream of has its own fatal temptation. Even the big e-commerce player Taobao thinks about it day and night.
online shopping requires indefinite waiting, and the pre-sale schedule is even scheduled until April. Offline supermarkets have been sold out. Now, whoever eats snail noodles wearing a mask is tantamount to showing off his wealth with high-end display. The strong gap of
has caused major snail noodle brands to survive, and they have bowed their heads to admit their mistakes. Even the president of Guangxi Liuzhou Snail Noodle Association could not stand it and explained: "During the COVID-19 epidemic, the market demand was very high, but many workers in enterprises were not in place; secondly, some ingredients have not kept up and the packaging materials cannot be replenished in time, so the production capacity is now low."
waiting is crazy, and on Weibo, 60 million people are calling for "snail" Snail Noodle Free”:
“Today is the 38th day of not being able to eat snail noodles. Think of it, think of it…”
“The epidemic made me understand that my favorite is not the sweet and crispy milk tea fried chicken, but the sour and smelly snail noodles.”
“The fish cried and knew that there was no taste of snail noodles. Who knew if I cried?”
From non-mainstream to immortal noodles, from the southwestern border to conquering the whole country, the charm of snail noodles cannot be stopped.
The way to dominate snail noodles
"Once you try to catch people's stomach, then you try to hurt people's hearts, and three tastes try to catch people's souls!" This is the comment on snail noodles. The base camp of
snail noodles is in Liuzhou, Guangxi. Locals call eating noodles "sauce noodles". The smooth rice noodles are supplemented with bean curd, peanuts, fungus, daylily, coriander, etc., as well as the soul side dish sour bamboo shoots. Finally, the delicious soup raised by snails and pork bones is poured on. The smell of snail noodles that is comparable to the lethality of biological weapons began to spread in the air. The fermentation smell of
makes it a bit of mixed reputation and even triggers many wars of words. Snail Noodles Black Full of Anti This Food:
"The company's toilet is blocked, and the repairman is clearing and repairing, an uninformed colleague next to him asked: Who is eating snail Noodles?"
"To be precise, it tastes like tartar."
"Shit, I don't want to say a word more."
But as long as I take a bite, the door to the new world will be opened immediately. The sour, spicy, fresh, refreshing and hot taste buds are stimulating and are willing to surrender.
snail noodles first entered the public eye in 2012. With the broadcast of the first season of "China on the Bite of the Tongue", the popularity of snail noodles has risen sharply, but snail noodles at that time were only known as local specialties, and are far from reaching its current popularity. The real turning point of
occurred in 2014. In October of this year, Liuzhou 's first pre-packaged snail noodles company registered, which means that snail noodles that had been sold on the streets of Liuzhou for decades finally had formal packaging and embarked on the road of large-scale development.
With the improvement of food production technologies such as rice noodles production technology, physical sterilization, vacuum packaging, etc., the research and development of fast food bag snail noodles has made rapid breakthroughs, and refined packaging has been achieved from rough processing. By the end of 2019, there were 81 registered companies in Liuzhou with more than 200 brands, with an average daily sales of more than 1.7 million bags. The launch of
fast-food snail noodles has transformed snail noodles from freshly cooked snacks to convenience foods, from a substitute for regular meals to snacks that can be enjoyed anytime and anywhere. The perfect combination of
and the Internet is the key to the popularity of snail noodles in the future. The controversial "stinky" flavor makes snail noodles have a topic. You can see countless jokes about snail noodles on social media, such as throwing away the pot after cooking snail noodles and eating snail noodles with a gas mask. After
, through the food broadcast videos of various B station owners and the Weibo of celebrities, it continuously stimulates people's sensory curiosity and experience demands. After the live broadcast mode emerged, the sales-driven effect became stronger, and snail noodles became a national "Internet celebrity".
Nowadays, the total number of online stores selling bagged snail noodles on major e-commerce platforms has exceeded 10,000. In 2019, the sales of bagged snail noodles in Liuzhou exceeded 6 billion.
According to "China City on Taobao", in the past 10 years, the orders related to Liuzhou snail noodle have soared by 9235 times. In the four years from 2014 to 2018, snail noodle became the first rice noodle specialty product in Alibaba .
According to the "2019 Taobao Foodie Big Data Report", bagged snail noodles sold 28.4 million pieces a year, beating famous snacks such as baked cold noodles, hot dry noodles, and rolled noodles, becoming the most popular delicacy. In 2019, the sales of bagged snail noodles in Liuzhou exceeded 6 billion.
Another interesting phenomenon is that the rise of snail noodles is the stage when instant noodles sales decline. Unlike ordinary convenience foods, snail noodles are the real noodles, with a very large portion. Even the lowest-end snail noodles contain at least four or five ingredients packages. While it is convenient, it can maximize the rich taste of eating noodles in the store.
Secondly, snail noodles need to be boiled in water before they can be eaten, but they can be basically controlled to enjoy them within 15 minutes. It has both deliciousness and health visible to the naked eye, and a sense of accomplishment during cooking. This is the metaphysics of snail noodles being able to come from behind.
It is no exaggeration to say that a bowl of noodles supports a city. Liuzhou was originally an ancient town, and later it was a key industrial area in the southwest. Now its new signature is "Liuzhou Snail Noodle". The entire industrial chain is running vigorously. According to Liuzhou City's plan, by 2022, the revenue of snail noodles will reach 10 billion.
After arousing the enthusiasm of foodies across the country, snail noodles successfully entered the overseas foodie circle, and each pack can be sold for US$14. After being recommended by Chinese fans by Chinese fans, Yuka Kinoshita, a famous Japanese beauty, cooked ten packs of snail noodles in one breath and ate them, yelling that it was sour and sour.
American food expert Samuel once publicly commented on snail noodles: "It's very delicious, a little spicy, and has a strong fragrance." Even two British mayors praised it as the best noodles they have ever eaten after tasting snail noodles.
shows the feeling above, regardless of national boundaries.
Who is crazy about snail noodles
How magical is the charm of snail noodles?
htmlOn December 10, "Taobao No. 1" Li Jiaqi made a live broadcast on the first day of resumption of work, and 26,000 boxes of snail noodles were quickly put on the shelves within 2 minutes. html On December 25, under the "public grievances", the scene of Liuzhou working overtime to produce snail noodles was on CCTV News. In order to alleviate the problems of employment in enterprises, Liuzhou has not only actively introduced measures to promote the resumption of production and work of raw material production enterprises, but also organized the recruitment of volunteers to ensure market supply, which is enough to show how deeply the Chinese love and eagerly they look forward to it.A survey shows that behind the surge in snail noodle orders, the post-80s and post-90s generations contributed the most, and together they took over almost all online purchase orders of snail noodle, and other age groups can be "ignored".
, these young people who have grown up with the Internet, have natural sensitivity to capturing Internet hot spots. The unique personality labels on snail noodles, and the natural release brought by heavy taste, hit the bull's eye. "Nothing can't be solved by one bag of snail noodles. If there is, two bags."
In the marketing web drama of the snail noodles brand "Haohuan Nail", there is a passage: "post-90s" are trapped between shared houses, buses, and clock machines, and are tortured by colleagues and bosses. In the end, snail noodles appear. After eating, the protagonist begins to resist...
corresponds to the changes in the age structure of snail noodles consumers. The proportion of orders increased significantly by the student party. But as trendsetters in the new era, they are more likely to experience strange ideas. After a moment of passing, they will be anxious to catch up with the next wave of fresh goods.
At the same time, the company's employees are also another main force in snail noodles, most of which are women. This type of group often has a better life and work. They have a high degree of preference for a certain food and are rarely disturbed by other factors.
According to DT Finance data analysis, if consumers who have purchased snail noodles once in nearly a year are considered curiosity hunters, and consumers who purchased snail noodles twice or more at the same time are real love noodles, the conclusion is that true love noodles and curiosity hunters are distributed in 37.
According to the data on consumer repurchase of snail noodles in various provinces, most of the most popular northern provinces are far from Guangxi's geographical location. For example, although the natives in the Northeast are odor-loving, stinky tofu and stinky sauce are not a problem, they really cannot deal with snail noodles.
In addition to Guangxi Province, the provinces with the highest proportion of true love fans are Guangdong, Shaanxi, Beijing, Yunnan, Hunan and other provinces, which are either close neighbors in Guangxi or areas with similar interests. Shaanxi people who like to eat oil-splashed noodles can naturally accept heavy-mouthed snail noodles, and Yunnan and Hunan people love to eat spicy and whipped noodles. The exceptions of
are Beijing and Shanghai, but here are gathered with foreign tourists from all over the country, and most of them are young people who are well versed in the Internet and social media, so it is natural that many people get involved.
Studies have found that about 30% of the olfactory feelings will be different between people, which leads to a very different degree of response and acceptance of odor.
is a food with a serious reputation and polarization. Some netizens pointed out incisively: "Eating snail noodles is only zero times and infinite times. If you eat it for the first time, you will continue to eat it. If you don't recognize it for the first time, you will not be able to do it."
Those who hate it will avoid it, and those who love it will be crazy, which is also very magical. Another subtext of the internet celebrity is: life cycle.
If it weren't for this epidemic, the craving for snail noodles for snail noodles reached an unprecedented level. Looking through the updates of previous popular bloggers, you will find that snail noodles have not appeared in their content for a long time. Although the snail noodle industry is booming, it has only been around 5 years of actual development. The entire industry is still full of variables. Not everyone has the luck and strength to be at the forefront of the industry.
A cruel fact is that the first local brand in Liuzhou that made snail noodles has died. Either they produce and sell independently, are dragged down by the pressure of goods, and the capital flow is broken, the factory is closed; or they rely on OEM, lack unique selling points, and the price war is difficult to disappear.
Internal troubles are often accompanied by external troubles, and some brands that do not make snail noodles are also rushing to join the "fresh" business. Snack giant Three Squirrels launched the "Lu Noodle Store" to sell snail noodles; hot pot brand Haidilao also began to sell bagged snail noodles, and the dishes were strictly selected and controlled; video blogger Li Ziqi also sold snail noodles on Taobao, and soon became a hot product.
"The current audience of snail noodles is only a few, and everyone is scrambling." The e-commerce manager of the leading brand rubawang sighed, "Ruobawang's search volume still maintains a growth of 200%-300%, but the growth rate of online sales has slowed down, which means that there are fewer and fewer new customers in e-commerce channels."
From a trend perspective, the convenient fast food industry that meets the tastes of the Chinese people still has a lot of room for development. snail noodles are just one of the categories. Only by constantly iterating new products and combining with diversified marketing methods can we continue our vitality.
merchants have gradually realized that this carnival under the impact of traffic cannot continue. The idea of Luobawang breaking through is to break the boundaries and launch snail noodles with spicy flavor, tomato flavor and mustard flavor, so that the products can be circulated in more spaces to win the middle group who are not sensitive to snail noodles but are not so repulsive.
In addition, Luobawang is also conducting systematic marketing promotion, first through quarterly and festival marketing, let more audiences know the brand and further educate consumption scenarios. The practice of
Haohuan snail is completely opposite. It launches stinky and spicy snail noodles, focusing on deepening the existing crowd, and adhering to the brand route of e-commerce + content, and cooperating with a large number of Internet celebrities and self-media big Vs to produce high-quality original content to expand their influence.
After the epidemic, whether this national carnival is a collective curiosity or the real rise of new dietary needs depends on whether the passers-by and loyal fans of snail noodles will pay for the efforts of the merchants.
is written here. I am going to use my own experiment and cook a pack of snail noodles at the cost of pots and bowls (don’t ask where it comes from, I waited for 33 days). As for whether I will be addicted, you are welcome to ask me.
Reference: DT Finance "The Truth of Snail Noodle "Internet Celebrity": Seven-point Curiosity Hunt, Three-point True Love"
