Yesterday (November 27), the topic of "Good Snails, Eggs" became the hot search on Weibo .
Hot search content is an account on the Xiaohongshu platform that claims to have eaten insect eggs in Haohuan snail's products, and it is accompanied by corresponding Haohuan snail's product pictures and other confirmations.
At 4 a.m. on November 28, Haohuanluo's official Weibo issued a statement saying that dry ingredients, vegetable buns, etc. have been pasteurized and , and meet food safety standards. It also stated that the incident fermented rapidly and was beyond normal, and it will be checked whether there is a behind-the-scenes push. However, Haohuan Nail did not directly reply to why the netizen found insect eggs during consumption.
In addition, Haohuanluo calls on consumers to choose official authorized channels and stores in the description to avoid purchasing counterfeit and shoddy products.
Netizens' comments are generally negative. Some netizens said: "It will not eliminate consumers' doubts", "Is it a statement at around 4 a.m., do you think that no one can pass it if you see it?", "There is a problem with the product, and the strange incidents ferment quickly?", etc.
snail noodle top brand
market share first
According to Tianyancha , "Haohuan snail" belongs to a brand under Liuzhou Dehua Food Co., Ltd., established in May 2015 with a registered capital of RMB 3 million. The legal representative is Zhang Xiaoxian.
Whether in terms of brand awareness, sales volume or market share, Haohuanluo is the leading brand of domestic snail noodles. According to a public interview with the marketing manager of Haohuanluo, Haohuanluo has long and steadily occupied the top sales position in the snail noodle industry during 2017-2018. In addition, according to the public data of Taobao Tmall, as of November 27, 2021, Haohuanluo has been at the top of sales in the past 30 days, and its flagship store sales reached 36.93 million.
(Source: Big Data Taobao) In terms of market share of
, Haohuan snail also firmly ranks first with 41.67 million and 35.61%, which is more than the second snail Bawang (23.37 million, 19.97%) and the third snail full-ground (16.47 million, 14.07%).
(Source: Big Data Taobao)
In addition, this year's "Double Eleven" Haohuanluo's data is also very excellent. According to data released by Haohuanluo, the sales reached 21.85 million yuan in just 4 hours after the pre-sale was launched, exceeding the 10-day pre-sale of Double 11 last year. From November 1 to November 11, more than 1.14 million users placed orders to buy Haohuan snail noodles, sold more than 7.71 million bags of snail noodles, winning the sales champion of Tmall snail noodles industry, and also the sales champion of Tmall fast food industry. In addition, Haohuanluo said that the staffing during this year's "Double Eleven" period has increased by 5 times compared with last year, and the stocking location has also been expanded to two cities: , Nanning and , Liuzhou .
(Haohuan snail product picture)
Among them, Haohuan snail plus stinky plus spicy snail noodles sold a total of more than 1.13 million bags during Double 11. According to the information released by the above netizens, the problem product is Haohuan snail plus stinky plus spicy snail noodles.
20 billion market size, with many players
online sales become the focus
According to data from the Liuzhou Municipal Bureau of Commerce, in 2015, Liuzhou's bagged snail noodles sales revenue was only 500 million yuan; in 2020, Liuzhou snail noodles 's sales revenue reached 11 billion yuan, supporting and derivative products sales revenue was 13 billion yuan, and bagged online sales volume reached 1.1 billion bags.
In addition, the snail noodles market has huge potential, and various companies have invested in snail noodles. According to Tianyan Check data, as of January this year, 17,000 existing snail noodle-related enterprises in my country whose names or business scope include "snail noodle" and whose status is in business, existence, migration, and migration.
According to CBNData consumption station data, in 2020, there were 6,736 registered snail noodles companies, an increase of 68.85% year-on-year, and full bloom. In the first quarter of 2021, the number of new snail noodles registered 2,422, exceeding one-third of the total last year.
(Source: CBNData Consumer Station)
In addition, with the rapid development of Internet e-commerce and the rise of short videos and live broadcasts, snail noodles have emerged with its unique taste, and major snail noodles brands have quickly become popular with the help of e-commerce platforms.In addition to the first-mover advantage of rutabawang, Haohuanluo, etc., Liziqi brand snail noodles, which have been popular with the "Internet celebrity economy", have begun to "come behind", and brands such as Zihaiguo , Liangpinpuzi , Three Squirrels have all entered the market. In February this year, Sinopec also announced its entry and officially launched "Sister Yi Snail Noodles". Competition in the industry is becoming increasingly fierce. Public data from
shows that in the 2020 "Double 11" snail noodles sales list, Liziqi brand snail noodles ranked first with sales of 34.344 million yuan, up from the second place Haohuan snail. In addition, according to the "China Catering Big Data 2020" released by Meituan Dianping and Catering Boss Neiguan, there were 12,000 snail noodle shops on the entire network in 2020, with a total of 780 million packs sold throughout the year, of which 138 million packs were sold on Tmall alone.
In the past two years of the epidemic, "snail noodles" has become popular in the circle
The sudden outbreak of snail noodles and the surge in sales on e-commerce platforms are inseparable from the strong promotion of Liuzhou City . As early as 2010, Liuzhou proposed to build the special food snail noodles into a city business card.
According to public data, Liuzhou is an industrial center in Guangxi and one of the five largest automobile cities in the country. It has a number of well-known enterprises such as SAIC-GM-Wuling , Liugong , Liugang , Dongfeng Liuqi , and other high annual production and sales of more than 2.5 million vehicles. However, the high car sales have not increased the popularity of "Liuzhou" in the city.
Therefore, Liuzhou City hopes to make snail noodles a city business card and set a "double 10 billion" goal for the snail noodles industry: that is, the output value of bagged snail noodles exceeds 10 billion yuan, and the output value of raw materials and other affiliated industries exceeds 10 billion yuan.
In 2011, under the guidance of relevant departments, some entrepreneurs went north to Beijing and opened more than ten Liuzhou snail noodle shops in places with densely populated crowds such as Haidian and Chaoyang . In 2014, the first snail noodle company in Liuzhou was born, and snail noodle began to embark on the road of enterprise development. In July 2018, "Liuzhou Snail Noodles" was approved and registered as a geographical indication certification trademark by National Intellectual Property Office, and 47 companies have been authorized to use it so far. In addition, the Liuzhou Municipal Government has successively issued standards such as "Liuzhou Snail Noodle Soup (Preparation) Ingredient Package Production Standards", "Liuzhou Snail Noodle Production Disinfection and Sterilization Standards", and "Technical Specifications for Ecological Breeding of Snail Rice Fields", to standardize the entire industrial chain of snail noodle production and production.
In 2020, according to data from the Liuzhou Municipal Bureau of Commerce, in 2020, the sales revenue of Liuzhou bagged snail noodles was 10.994 billion yuan, a year-on-year increase of 75.74%, and the annual export value was 30.38 million yuan, which is 35 times the total export value in 2019. The number of bagged Liuzhou snail noodle manufacturers has grown from one in 2014 to 113 in 2020, with more than 20,000 online stores; the number of physical snail noodle stores has increased from nearly 5,000 nationwide 10 years ago to more than 18,000 now.
But it is worth noting that amid the thriving calls, the crisis in Liuzhou City has faintly appeared.
According to data released by Liuzhou Municipal Government, Liuzhou City's GDP growth rate in 2020 was 1.5%, ranking downstream of the Guangxi Autonomous Region and prefecture-level cities across the country. According to the annual interest-bearing debt estimates of all existing urban investment platforms in Liuzhou City, the balance of interest-bearing debt of Liuzhou City Government in 2020 reached 199.3 billion yuan, and according to the data of wind, the balance of government debt in Liuzhou City's government debt reached 64.6 billion yuan, the total government debt reached 263.9 billion yuan, and the government debt ratio (total debt/ general public budget revenue) was as high as 1524%.
China Fund News reporter learned from a Urban Investment Researcher that most companies are on the wait-and-see state of the existing stock and newly discovered bonds in the Liuzhou Urban Investment market, which also reflects the market's concerns about the economic development of Liuzhou .
Can the "snail noodles" economy really help Liuzhou solve its difficulties? Let's wait and see.
This article is from China Fund News
