From the perspective of brand building, the author analyzed and interpreted the Internet celebrity cake brand Panda No Go, explored the brand operation strategy and team building behind the success of Panda No Go, and shared it with everyone. Good reputation, good looks, my circl

From the perspective of brand building, the author analyzed and interpreted the Internet celebrity cake brand Panda No Go , explored the brand operation strategy and team building behind the success of Panda No Go , and shared it with everyone.

has a good reputation, good looks, the circle of friends is flooded, Panda people send cakes to dance...

As an Internet cake brand, Panda seems to have all the characteristics of an Internet celebrity brand if it does not leave.

was established for one and a half years. Through the factory store model of online sales and offline delivery, Panda has developed from Huizhou to 6 cities including Guangzhou, Foshan , and Dongguan. Currently, the number of users has reached more than 2.7 million, with monthly revenue exceeding 14 million yuan, and maintaining a growth rate of 15-40% per month, making this emerging cake brand a new internet celebrity in the Internet cake industry.

Why can the panda succeed if it doesn’t leave the cake? What is the secret behind its success?

Today, Sister Mulan will analyze it as a case from the perspective of brand building. Let’s take a look at how such a brand starting from “sending happiness to users” can reshape the cake market that conveys the concept of happiness in the “coverage”.

jumped out and redefine the cake consumption scenario

Amazon founder Bezos once said: "In the old world, you invested 30% of your time to build a great service and 70% of your time to shout. In the new world, this is the other way around." In the specific application of

, Sister Mulan called it: in the past 70% relies on shouting, 30% relies on products and services, and now 70% relies on products and services, and 30% relies on shouting, products and services are our core competitiveness.

Mulan Sister believes that the reason why pandas are popular is that everything comes from a deep understanding of user insight.

As a consumer, you will find that the order process of Internet cakes is generally terminated in the delivery process. Most brands usually focus on products and rarely study user consumption scenarios.

Especially in the birthday party scene, there is almost no brand thinking about how to make users feel happy.

. Panda did not leave because it seized this blank market opportunity and pioneered the service innovation based on the birthday scene. By creating a peak moment that will make users unforgettable, it will occupy the minds of the new generation of consumers in "more details".

So since its inception, Panda has never looked away from "the touch point that brings happiness to users" .

For this reason, the Panda team has created more than 100 ways to play in the delivery service process, and there are endless changes when paired.

For example, when the cake is delivered, the delivery staff wearing panda costumes will perform 2 minutes of love letters, violin, magic and other performances on site. Judging from the order address is the consumption scenario where the customer is located, and then different extensions are made to the performance in a targeted manner.

For example, when a user receives cakes at home, the panda delivery staff will give the children a free lollipop after the show; at a party, the delivery staff will carry a Polaroid camera and wash the photo immediately to the user.

makes the cake give face and makes the cake collector happier.

Panda does not leave and makes this happy equation a continuous experience. Every delivery is regarded as a "happy life formula" for customers. Every time it is not simply centered on selling cakes, but centered on people's connections. What it sells is service, what it sells is innovation, and what it sells is a sense of life ritual. Wu Sheng, founder of

Scenario Laboratory and initiator of the New Species Experiment Plan, said, "Details are the design criteria from the product perspective, and more details are the product philosophy from the user perspective."

More details are user needs themselves and are the way of connecting products and users, and these have become the key to stimulating consumption.

It can be said that Panda does not go quickly grasps the user's need for a sense of ritual from the perspective of insight into user experience, and meets the characteristics of human nature that they hope to be valued and respected. In addition, Chinese people are restrained and not good at expressing themselves. These creative ways of playing have allowed Panda to take a differentiation path. Once it was released, it was popular in the market, captured countless fans and allowed the brand to quickly enter the leading camp of the Internet cake.The interactive mode of

strengthens the social attributes of cake to a certain extent. Although the entry point of pandas not leaving is a cake, it has been filled with the additional panda people dancing and caring service... a series of warm, fun and interesting visual elements are filled into the video photos of user friends, Weibo and Douyin , minting social currency for users and forming a secondary communication for the brand.

, plus Pandas do not go deep into the second, third and fourth tier social circles, which are relatively concentrated, the "secondary communication" has a higher reach rate and more obvious effect.

In this era of excessive distraction of consumers, brands that can capture users' limited attention are actually half successful.

Therefore, the user loyalty of Pandas is very high, with a repurchase rate of 71%, and each person repurchases at least 3.6 times per year. In addition to ordering on birthdays, many people will also set holidays such as Mother's Day and Christmas, and the orders for some holidays are even 20 times higher than usual.

1. Details are the product design criteria

For the rising cake brands in the Chinese market, products are brands, and brands are voice. Looking at Panda's development history, the brand has been trying to differentiate its layout in terms of products and services, so that the brand can be avoided from being "homogeneous" in a homogeneous market.

Every cake that Panda never leaves, from raw materials to production, to product research and development, is a top leader and team that is fighting hard little by little.

From the day Panda was founded, the brand founder Yang Zhenhua positioned himself as the brand's product manager, and at least two to three days a week, he would try it in the factory with the R&D team to innovate and upgrade products. Panda will also arrange tasting activities regularly without going through internal research, and optimize the taste and taste of each cake through research, and then launch it on the market after everyone's unanimous recognition.

, like focusing on user service experience, upgrade and innovation are the main axis of Panda's products that will never change.

First of all, the first step is reflected in product design. To achieve sales conversion, there are seven weapons: reciprocity, likes, contrasts, disgust (pain points), consistency in words and deeds, social recognition, and scarcity. And liking must start with appearance.

For this reason, Panda does not take away the cake and uses imported raw materials and a large amount of fresh seasonal fruits. In addition, unique design elements are added to break the single design of traditional cakes. It will not only make people look more appetizing, but also give people a hint of "healthy".

In addition to its high-value appearance design, Panda has also put a lot of effort into the cake taste even if it doesn’t leave. How to optimize the taste? Good materials, good formulas, and good craftsmanship.

In order to ensure the quality of the cake, the bakers of Panda Cake have worked in five-star hotels such as Hilton and Kempinski , and have fully adopted a professional sterile production environment in the factory, and have formulated a full set of professional standards for a series of links such as production, packaging, and distribution.

At the same time, Panda has built its own supply chain factories and logistics distribution systems without leaving any other. Each city is equipped with a production factory and about 10 sub-warehouses. On average, each delivery worker can deliver more than 18 orders a day, and orders are placed at most 3 hours.

In addition, Panda does not walk on product innovation and often surprises consumers. is like a personality-packed hotpot cake and a four-layer hot mousse cake with the name of the "Four Heavenly Kings". Consumers will taste fresh and have multiple choices, satisfying the various buds on the tip of their tongue at once.

How to make your products leave users with an ultimate unforgettable experience? The experience of pandas not leaving is that if you experience it from a different angle, you might open a door. What is your "taste" in your business? What are your "taste" and "memory points"?

2. Create differentiation and let good products speak by themselves

It can be said that "I am not a cake without stories" is probably the most appropriate thing to put on the panda without leaving the cake.

In the Internet era, creating content that can be spread and triggering social hot spots is a major way to become a hot product.

On Mother's Day just passed, pandas didn't leave and made a heartwarming video to blast social networks: On the festival, after a mother received the pandas didn't leave cake ordered by her child, the panda deliveryman danced a special training dance. The mother held the cake in her hand and slowly turned into tears.

Pandas don't leave obviously have no shortage of stories. The value symbols given by its products and services can easily make social media and the general public a free promoter.

The new generation of consumers is running too fast, and brands must keep up with their souls

The tongues of young people have not changed much, but their concepts have changed a lot.

What kind of people do the current mass users look like? You should know that the way young users speak has completely changed, and it has become more interesting and more 2D. We are facing a new market and a new user pattern. Should we convey new value?

Mulan Sister believes that a large part of the success of Panda’s failure to leave the cake is still the simultaneous creation of “form” and “spirit” in the process of brand building.

Panda's brand image

Every consumer is a "goldfish system", and his memory is only seven seconds, and their memory is short-lived. Among more than 1,000 brand names, Panda Don’t Leave Cake finally chose “Panda Don’t Leave”, which accurately grasped the memory points of consumers.

First of all, this name makes people curious, the cost of communication is low, it is a "walking advertisement"; secondly, the image of pandas in the audience is relatively unified. Unlike other animals, there may be many breeds, which are not easy for the audience to distinguish.

Visual communication occupies a major position in information communication, and labeled visual communication elements can quickly establish brand recognition. Panda means happiness and love. As a carrier of brand communication, panda labels the form of communication without leaving, giving "Panda" IP attributes. It is romantic, caring, and even more desirable.

Another thing that makes people feel heartwarming is that even the customer service phone number is 5201314 when the panda doesn’t leave, so that users can feel in love if they order a cake. What is the result of like this? Leave some memories.

Panda people who don’t leave

Simply put, the brand name and product packaging and logo of the pandas are actually "shape"; in addition, some invisible things during the service process are "gods".

"Shape" creates an atmosphere and comfort, while "God" is more like a soul, a cultural connotation, and a lifestyle transmission.

You will find that users who buy pandas without leaving the cake, singing and dancing party scenes, everyone enjoys the present from the bottom of their hearts.

has gradually evolved into a "happy culture" that pandas do not leave, and this is the charm of the brand.

Follow users, build a good reputation on social media

It is particularly worth mentioning that Panda does not go very much to pay attention to the online and at any time between the brand and the user. This is not just a takeaway brand, but any online needs for you, you have link points and channel communication to satisfy it.

At present, Panda has accumulated more than 2.7 million users without going through social media. The cost of first customer acquisition is about 10 yuan per unit, and the cost of acquiring customers is about 4 yuan per unit under the comprehensive repurchase rate. In conjunction with online small activities, Panda can usually attract 100,000 fans per month after entering a new city for 4 months.

For brand tone, Panda does not follow the topic of creating social interactions, but all revolves around two principles, namely, it must have "entertainment" and "social currency value".

Carefully study the TikTok that Panda does not leave will find that the content it publishes will not be strongly related to the product. Most of them are dogs and panda people dancing with panda images, which complement the happiness concept conveyed by the brand and easily narrow the distance with users.

The TikTok

In user operations, Panda does not leave and does not restrict the form. It has developed a variety of fun and interesting activities, such as "Birthday Gift Recruitment" projects. By collecting users' ideas, communicating with users, and establishing user insights, we can explore more new media social marketing methods and satisfy users' social experience.

The future competition is a competition for social experience. Only by operating fans, playing with participation, and creating experience surprises can we seize market share and go long-term.

Panda does not follow the connection of social scenes, transforms users into brand "promoters", stimulates users to conduct circle communication, recommends brands to more users, and achieves more interesting user interaction and fission communication.

Internet thinking refined management

Since the establishment of Panda, the product and service model have been imitated or copied by followers from head to toe. But what we are trying to do in the end is the original intention, pattern and strategic height. Without focusing on short-term interests, Panda will not go further: is an innovator, promoter and leader of Internet cake brands.

From product research and development, business model, to market promotion, Panda refused to play according to common sense without leaving, but instead subverted the traditional Internet thinking to "dimension reduction pk" competitors, becoming an Internet celebrity and popular IP in the industry.

To a certain extent, Pandas not leaving is a somewhat "parafied" brand.

When a large number of Internet entrepreneurs flock to first-tier cities in Beijing, Shanghai and Guangzhou to look for opportunities, Panda did not leave but "hidden" in second- and third-tier cities, insisting on choosing to focus on the sinking market.

undoubtedly, in second- and third-tier cities, advertising, labor, logistics and distribution costs are relatively low, while the market is scattered and there is a lack of leading brands, providing a fertile ground for pandas to continue to move away.

In 2019, there will be 20 cities where pandas will not go. In addition to Guangdong, it will also implement distribution services in Chongqing and Sichuan in the southwest, and Jiangsu, Zhejiang and Fujian in the east, and continue to deepen the market in second- and third-tier cities.

On the other hand, pandas always strictly invest in investment and manage them with full authority. Why ?

At the same time, because Panda does not go quickly to expand its scale, many people imitate and plagiarize wildly. However, imitators can only achieve "similarity" and can never achieve "similarity".

Panda does not go not only maintains a rigorous attitude in direct sales, but also has the founder's thinking in choosing investors.

• Investors do not need to spend free time managing the company, investors only invest financially, or assist. Connect with local network resources.
• replicates the mature operation experience of the headquarters and develops rapidly with proven and effective advanced methods.
• does not need to find a team to implement it by itself. Panda does not follow the team and has strong execution and training experience.
• operation management is all responsible by the headquarters, and you can read financial reports at any time. Invest in a city's market share of 5% to 40%, depending on the city's scale and investment ratio, the investment amount is 750,000 to 9 million.

city partners predict returns without additional investment. Dividends are distributed monthly after profit, with an estimated 6% to 10% of the local market and an annual investment return of 60% to 120%.

high return on investment has made Panda a popular commodity. It is currently in contact with several major domestic investment institutions. It is expected that the A round of financing plan can be determined in June.

product pricing, Panda will not leave and will not follow the trend, insisting on not leaving the low price to attract Stream route. Panda does not go to a mid-range cake with an average customer unit price of over 170 yuan, a gross profit margin of about 70%, and promotional products only account for 15% to 20% of the total product. I hope to attract more price-insensitive people.

can be sure that Panda does not go to a strategy of not going to a mid-range cake. Because today's consumers are empowered and empowered by Internet tools in the entire information age. Therefore, today's consumers do not rely too much on past experience and instead pursue the absolute value of the product or the real feeling of a certain service.

The team gene that is difficult to replicate

In "The World Without Thieves", Uncle Li said a very famous saying: "What is the most expensive in the 21st century? Talent!"

But what Sister Mulan wants to say is: There is no need for too many so-called 'talents' in the early stage of entrepreneurship." The team needs to maintain a high degree of values ​​with the company and a group of people who are willing to do things really.

So you will find that many of the Pandas do not go in the team are old colleagues who have been through the way, and young figures such as the post-90s and post-95s are very common in the offices where Pandas do not go. Most of them are just new to society. Students, without the smoothness of old fried dough sticks, have more plasticity, and at the same time, the vitality of young people is also consistent with the happiness concept that Panda does not leave - is not just giving cakes, but giving happiness, surprises and touches.

This corporate culture has been running through the development process of Panda not leaving. The team has always adhered to the spirit of learning, reflection, hard work and progress, and sharing with each other.

In order to make the entire service experience well, in the early days of Panda Cake, every team member and even executives had to personally deliver cakes to users, dance for users, play games with users, and be familiar with every process and details of the service. .

then split the entire service process, disassemble as many service links as possible, and then gather colleagues to brainstorm each link, thinking about which links can be improved and innovative.

Panda’s talent strategy is quite simple: does not deliberately pursue recruiting excellent people, but more practically, recruit relatively ordinary but suitable people, stimulate their potential, and find a group of ordinary people to do an extraordinary thing.

So, when the topic of 996 is rampant, Panda’s team has maintained growth on the battlefield full of gunpowder and done everything.

is written at the end

Mulan Sister believes that does not understand products + does not understand innovation + does not understand users = low praise + low popularity + low sales = loss of users. is so expensive, just like losing a life-saving rain in a barren desert - companies that have not won the minds of consumers are destined to be unable to maintain for a long time.

insists on making high-quality products, continuing to innovate, and bringing happy development vision to customers. I believe that pandas can not walk far and longer.

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