China's leisure snack enterprises have accelerated the layout transformation

At present, the reform campaign of the leisure snack industry has taken the lead in the industry's leading enterprises, including three squirrels, Yanjin shops, good shops and many other leisure snack companies, which are gradually transforming

Omnichannel dominance

With the gradual disappearance of traditional e-commerce dividends, the rise of e-commerce live broadcasting and community e-commerce, many leisure snack brands have begun to break the shackles of online and offline and seek omni-channel layout

Three squirrels said that the company is continuing to promote the construction of omni-channel, with the help of national brand potential, has formed a three-dimensional sales channel

Jiang Han, a senior researcher at Pangu Think Tank, believes that this change of the three squirrels is also an inevitable choice

In fact, online e-commerce is still an important part of

Yanjin Shop, which has been deeply cultivating offline channels, chooses to exert efforts to the line and lays out omni-channels

Zhu Zhengwang said that the company began its strategic transformation from the second half of 2021, from the original focus on bulk snacks and the focus on the operation of large supermarkets, to focus on core categories of products, omni-channel development

Relatively speaking, the online and offline revenue of the good shop is more balanced

"Whether it is multi-brand, multi-category or multi-channel, the ultimate goal of enterprises is to let more people consume

Diversified product strategies

Overall, the snack industry is still growing

In this transformation, there has been a differentiation

Industry insiders said that Yanjin Shop is a production-oriented enterprise and weighs assets

Good shops are subdivided and differentiated

It is not difficult to see that many snack head enterprises are implementing differentiation strategies on the product side and are becoming increasingly refined

It should be noted that behind this transformation, the enterprise supply chain is needed as the basic support

In this round of transformation of the three squirrels, the increase in the nut supply chain is the main content

Zhu Danpeng said that self-built factories will be a big expense for enterprise costs
.
However, this will greatly improve the quality control of enterprises, which is of great significance
to its long-term development.

Zhu Zhengwang said that the core categories currently focused on by Yanjin Shop are deeply operated and controlled from raw material planting and production, storage and transportation to finished product processing, which has a scale effect while ensuring quality, so as to achieve the strategic advantage
of total cost leadership.

Sun Wei, a brand marketing consultant at Tsinghua University, said that the three squirrels have changed from light to heavy to increase the quality control and cost control of the supply chain and further strengthen the competitiveness
of products.
Yanjin Shop strengthens the integration efficiency of supply chain and store management, reduces inventory and just-in-time production
.
"In today's environment, the pursuit of profit is more important
than the pursuit of scale.
The high growth period of the leisure snack track has passed, and the head enterprises should appropriately expand the category, strengthen the leadership of product innovation, and then enhance the brand value
.
Sun Wei said
.

(Jiang Zheng)

China Food News (2022-09-13 07 edition)

(Editor-in-charge: Wang Ning)