Internet celebrity brands seize offline channels and become "new favorites" of frozen product channel merchants

In recent years, with the development of e-commerce and the post-90s and post-00s becoming the main consumer, a large number of new brands such as Yuanqi Forest, Xicha, Li Ziqi, etc.

What problems will the online brand encounter? What is the future development trend?

Our reporter Yao Bingbing / text

Online brands begin to actively deploy offline

In 2018, Zhong Xuegao, who had just been established for one year, launched the "Ecuador Pink Diamond" ice cream that only sold for one day on the "Double 11" that year.

For a new brand, in such a short period of time, its brand awareness and terminal coverage are comparable to those of the first-line traditional cold drink brands.

Similar to Zhong Xuegao, with the disappearance of online dividends, many excellent "Internet celebrity brands" are actively deploying in the offline market

Wang Jintao, CEO of Zhengzhou Product Power Marketing Planning Company, also experienced this: "Most of the pre-made vegetable brands that started from online or micro-businesses are deployed offline, such as Maizima, Zhenwei Xiaomeiyuan, and Daxidi

Founded in 2014, Dashidi started out with quick-frozen steaks, leading sales in well-known e-commerce channels such as Tmall and Yunji.

The pre-made vegetable brand "Maizima", which first started as a micro-business and later landed on many e-commerce platforms, is also actively exploring the offline market

With its own traffic, online brands are more favored by young frozen goods merchants

An important reason for online brands to be successful online is that they have huge traffic.

Marketing expert Bao Yuezhong analyzed, "Now the basic model of brand promotion is to start online, then cut in offline, and move from online to offline.

　　"Online focus on brand potential and amplify brand influence; offline carries more sales, but operating the offline market will test the brand's operational ability

　　Wang Gang (pseudonym), who has worked in the quick-freezing industry for more than ten years and has been engaged in traditional brand sales, is currently in charge of offline sales of an online brand, said, "Online brands bring their own traffic, and now dealers are looking for new products.

　　Lan Wei, a frozen product distributor, believes that acting as an agent for these new online celebrity brands can enhance the company's image of the distributor, and the profits are usually considerable

　　"Take Zhong Xuegao as an example, the best online sales are actually on 'Double 11', but winter is also a low season for offline ice cream sales.

　　Ying Zhifan said that he would be worried about the situation of dealers' offline promotion and customers placing orders online, but online and offline channels are different, and consumer groups are different

O2O development, omni-channel is a big trend

　　Internet celebrity brands open up offline sales and open up online and offline channels, which can better and more comprehensively serve the brand and meet the consumption needs of different consumers

　　"From the perspective of the current channel structure, the proportion of offline channels is still relatively large, so the combination of online and offline channel mode is a more correct choice

　　For enterprises, omni-channel reach is a marketing layout that must be completed, whether it is online or offline, whether it is through communication or other means, after establishing user awareness of the brand, it must be more convenient and efficient.
to meet the channel layout of user purchase
.

　　Wang Gang analyzed that online brands are actively deploying offline markets, and offline brands are making efforts to online channels.
Now the economic situation is not good, and the channels that have not been done are new additions to enterprises
.

　　"Online and offline models are no longer competing for and replacing each other, but a relationship of symbiosis, coexistence, complementarity and mutual integration
.
In the future, all offline companies must go online, and online companies must also go offline.
Only by combining online and offline modern logistics can real new retail be generated
.
" said the person in charge of a meat products company in Hebei
.

"China Food News" (November 04, 2021 Edition 05)

　　(Editor-in-charge: Lu Fanling)