This article comes from Weixin Public Account Yilan Business, author: Muyu, and published with permission from Pencil Dao.

The plan for the year begins with spring.

The Spring Festival, as the first marketing campaign of the new year, has become a battleground for many brands, and the New Year Festival of major platforms is the main battlefield. This is a marketing campaign no less than Double 11. From the perspective of the snack industry, the New Year Festival is the peak consumption of snack gift boxes, and roasted nuts account for the highest proportion of snack gift box consumption.

For example, in the just-concluded 2022 Tmall Super Brand Day event in the snack industry, Bestore ranked first in the industry in terms of transaction volume in the Tmall fresh food category, and the total daily sales of super products exceeded 8,000 million, a year-on-year increase of 94.1%.

It is worth noting that this is the only snack brand to participate in the Tmall Super Brand Day event in the 2022 Tmall New Year Shopping Festival. It is also the second time that Bestore has logged into Tmall after six years. Super brand day.

1. Why is BESTORE

To understand this problem, we have to start with Tmall Super Product Day.

The Tmall Super Product Day project was launched on August 12, 2015. Since then, Tmall will select 10 to 20 brands every month and promote one every day, allowing consumers to enjoy the super experience of the brand. and price, making this day a Double 11 exclusive for the brand.

In the past five years, Tmall has cooperated with global brands in more than 500 Super Product Day activities. During these more than 500 Super Product Days, many classic marketing cases emerged. In 2015, vivo's Minions customization kicked off IP customized marketing; in 2016, Maserati launched the SUV Levante for the first time, becoming a pioneer in the online transformation of luxury car brands; in 2017, Oreo was launched in a limited edition on Tmall Super Brand Day The first black-tech music box filled with classic biscuits allowed old brands to see a new direction of transformation

It was found that on Weibo, the number of topics on Tmall Super Brand Day has exceeded 20 billion. According to Tmall data, the average number of fans of brands participating in Tmall Super Brand Day increased by 220,000 per game, buyers born after 1995 increased by 210%, and the average transaction volume of brands participating in Tmall Super Brand Day increased by more than 54%.

In the eyes of industry insiders, Super Brand Day has become the No. 1 marketing IP on the entire network. A Tmall merchant told me that it is not easy for a brand to be selected for Tmall Super Product Day. Every time it is listed, it is a battle. In addition to requiring the brand to be large enough, it also requires the review of resources such as products and brand creativity.

It is reported that the brands participating in the Super Product Day during this New Year’s Festival are also the results of the PK of more than 200 domestic and foreign brands. It was unexpected but also reasonable that BESTORE could be selected alongside many well-known fast-moving consumer goods brands such as Rémy Martin, Lego, and Anta.

Unexpectedly, in the past two years, the casual snack track has been turbulent. In addition to the well-known leading brands, new brands are also constantly emerging. It is not easy for BESTORE to join hands with Tmall Chaopin; it makes sense. What is remarkable is that after years of development, BESTORE has become a leading brand in the domestic snack industry, and its brand image has become increasingly popular among young people.

On the one hand, BESTORE has become the undisputed leading brand. After experiencing the 2020 crisis, BESTORE's revenue not only did not decline, but also completed multiple layouts of listing and channel reconstruction, and maintained sustained growth. Data shows that as of December 2021, the number of omni-channel users has exceeded 134 million, and under the epidemic, BESTORE has achieved a double increase in revenue and net profit in the first three quarters of 2021.

On the one hand, since the high-end snack strategy was determined in 2019, Bestore has been more in line with current consumer trends in terms of brand image and marketing creativity: youth, high quality, good looks and emotional endowment.

Take this Super Product Day as an example. In order to heighten the atmosphere of Super Product Day, it was first officially announced on December 27 that young actor Peng Yuchang would serve as the brand ambassador and the New Year's Gold official would be selected as a foreshadowing. Then, " Two TVCs, "The New Year Comes to the Table" and "The Golden Year Opens the Golden Mouth", exaggerate the atmosphere of the Spring Festival and fill the Spring Festival atmosphere; and through cross-border IP cooperation with Beijing Universal Studios, they can be found in the Tmall flagship store of Bestore and win over Universal Studios Tickets are used to attract traffic, and finally the Golden Year Opening Golden Mouth Collector’s Edition customized gift box is launched to complete the transaction, completing the creative marketing closed loop. The whole process has a strong New Year flavor. While interpreting the emotional story of the new year when BESTORE is on the table, it also penetrates the circle of influence and creates the out-of-circle effect of BESTORE’s new year flavor.

Of course, while achieving good results on Super Product Day, the more worthy question is how BESTORE can gain a firm foothold and successfully break through in an environment where old brands are still strong and new brands are emerging one after another. .

2. Consumption grading and embracing changes

Looking back at the 30 years of snack food, we have roughly gone through four eras: dealers, chains, B2C e-commerce, and omni-channel. In these four eras, channels, models, technologies and communication methods are constantly changing. Each change will bring a new market structure to the snack food industry. In the past 30 years, many once-familiar brands have gradually disappeared in the long river of time. The players who are still at the poker table today are all products of keeping their finger on the pulse of the times.

In the past two years, the snack industry is facing new changes.

First of all, the industry is shifting from an incremental market to a stock market. Secondly, the price war and homogeneity of snacks are serious, but new brands are still joining.

Finally, consumers are also changing, not only upgrading consumption, but also grading. These all indicate that a new era is coming for the snack industry.

This era requires brand owners to operate refinedly in the existing market and be flexible to meet different levels of consumer needs, especially the young people of Generation Z. It is worth noting that the sprout of a new era has begun to have a new impact on existing players.

The 2021 third quarter financial report compiled shows that among the four major snack giants in the third quarter, Three Squirrels, Laiyifen, and Yanjin Shop all experienced varying degrees of decline in revenue or net profit. Among them, the revenue of Three Squirrels fell by 8.59% year-on-year, Yanjin Shop fell by 51.03% year-on-year, and Lai Yifen fell by 91.34% year-on-year. Only BESTORE achieved double growth in revenue and net profit.

I believe that this result occurs mainly because BESTORE is good at embracing changes.

In the face of market changes, in order to avoid being involved in homogeneous competition and price wars, Bestore took the lead in launching differentiated positioning in 2019, focusing on high-end snacks to make products more attractive in terms of quality, nutrition, function, and appearance. We must meet all-round high-quality requirements.

In the face of changes in consumers, Bestore, guided by its high-end snack strategy, has on the one hand met different levels of consumer demand and launched the snack brand BESTORE for children, and the meal replacement snack brand for the general fitness crowd. Good products fly, Tbreak is a high-quality tea break for office workers; on the one hand, it strives to please young people and launches products such as high-protein dried meat, adzuki beans gift packs, meat gift packs, fruit nut gift boxes and other products developed for the social channels where Generation Z gathers of high-value, socially interactive, differentiated products.

In order to be closer to young people, Peng Yuchang, who is popular among young people, has been signed as a brand ambassador in brand promotion. He is also on Douyin, Weibo, Zhihu, Xiaohongshu and other social platforms where young people gather. Do IP cross-border, creative interaction. For example, Bestore recently joined forces with Zhihu officials. From buying high-quality New Year goods to Bestore and performing high-quality Chinese New Year, the topic triggered many official health and lifestyle PUs to support it, with views reaching 7800W+; open # on Douyin The golden year opens the golden mouth #, interacts with the Z era, and takes #Peng Yuchang golden year opens the golden mouth# as the entry point, ranking third in the hot search on the platform.

Bestore, which is good at embracing changes, has already tasted the benefits of this round of changes.

Today, high-end snacks have become one of the fastest-growing market segments in the snack industry. According to data from the China National Commercial Information Center, throughout 2020, the high-end snack market’s omni-channel growth rate was 10% year-on-year. %, which is much higher than the 6% growth rate of the overall snack market. Because it was the first to propose this positioning in the industry, BESTORE has almost become synonymous with high-end snacks.

Young people are also increasingly fond of BESTORE. Take the high-protein dried meat that was launched in December 2020 as an example. In the first half of 2021, Bestore’s sales of dried meat exceeded 190 million yuan, of which high-protein dried meat accounted for 81% of new product sales. Through the live broadcast platform, sales of high-protein dried meat increased by 200% year-on-year.

The performance in the first three quarters of 2021 also shows that even under the influence of various uncertain factors, the development of BESTORE, which has the courage to embrace changes, is becoming more and more stable.

Of course, under the wave of the fifth era, in addition to BESTORE, opportunities still exist for other players still present. But it depends on who can operate more refinedly in the stock market and quickly meet different levels of consumer needs, especially the young people of Generation Z. Because every change will bring new changes in the market structure of the snack food industry, and there will always be room for better newcomers.