Internet celebrity snack food layout offline self-built channels

In recent years, with the increasing cost of e-commerce traffic and competitive pressure, Internet celebrity snack food brands have turned their attention to the offline market

Internet celebrity snacks enter the supermarket

Since 2021, the halo of Three Squirrels, Baicaowei and BESTORE Internet snack food brands has begun to disappear

After the capital market failed, Internet snack food brands began to turn their attention to offline

In the past two years, snack food manufacturers are still affected by sporadic epidemics.

Online channels are gradually crowded, the snack food market has entered a bottleneck period, and offline channels have begun to receive increasing attention

In Beijing Wumart Supermarket Fanyang Road store, Baicao and Three Squirrels have entered the store, of which there are about 10 Baicao products and 18 Three Squirrels

In fact, developing offline distribution channels has become a new strategic choice for Internet celebrity snack food brands

Marketing expert Lu Shengzhen said that the golden age of the online model was mainly from 2010 to 2015.

Zhu Danpeng, an analyst in China's food industry, believes that, unlike online channels "burning money", offline channels take time to settle

Open self-built channels

Although the development of online platforms has made shopping more convenient for consumers, and consumer brands based on the Internet have grown rapidly, but due to the low barriers to entry in the snack food industry, the dividends of online channels have gradually peaked, and leading brands have begun to seek to expand offline channels.

As far as offline channels are concerned, some snack food brands focus on self-built channels such as offline stores

In Lu Shengzhen's view, offline distribution has higher requirements for product matrix design, especially in the form of brand counters and monopoly, requiring rich product structure and balanced distribution of categories, which will greatly increase the production and supply of brand owners cost

In order to develop offline distribution, the three squirrels have established that the core is brand-driven, category expansion, and efficiency improvement.

　　Unlike the three squirrels, BESTORE has established a path for gift distribution

　　However, offline distribution does not happen overnight

　　From the perspective of industry insiders, when Internet snack food brands meet the ceiling online, there is more space offline.

　　(Comprehensive by Zhu Meiqiao)

　　"China Food News" (February 22, 2022 07 edition)

　　(Editor-in-charge: Zhu Meiqiao)