Channel marketing rules for new brand snacks!

Snacks have been popular since ancient times. Nowadays, there are more and more varieties of snacks, with rich tastes, exquisite packaging, and top-tier endorsements, and the prices are getting more and more expensive. Marketing communication is indispensable among these. The author of this article analyzes the channel marketing of new brand snacks and hopes it will be helpful to you.

Speaking of snacks, they were everyone’s favorite when they were young.

The old popsicles, pineapple-flavored soda, cool pills, and Little Raccoon instant noodles that my brother had as a child are all classics among classics.

When I was studying at university in the big city of Shanghai, I saw "Laiyifen" for the first time. I didn't expect that there could be such a model for selling snacks.

Nowadays, there are more and more types of snacks, with rich tastes, exquisite packaging, and top-tier endorsements. Of course, the prices are also rising.

1. Domestic snack food industry

Players in the snack market must know that snack products have little after-sales service and a high repurchase rate. There is no distinction between peak and off-seasons, and the target audience is wide, from 3-year-old children to 60-year-old aunts, basically everyone loves to eat them.

Therefore, the snack field is a very good entrepreneurial track. Data shows that by 2020, the overall market size of snacks will reach 2 trillion yuan, and the number of listed companies will increase day by day.

Therefore, many entrepreneurs and capital have joined in, hoping to seize the period of consumption upgrading, establish brands, invest in research and development, and promote quickly to realize their dream of going public.

Before talking about new brands, we can understand the channel sales methods of old brands. Generally, there are four types: direct sales, franchising, distribution and e-commerce. Many old brands do 1-3 of them. The product homogeneity is also relatively serious, and the R&D investment is relatively low.

CR10 is about 30%, compared with 60% in the European and American markets. Like the domestic catering industry, there are no giant companies and the market share is relatively dispersed.

2. Characteristics of new brand snacks

New brand snacks, the best of which can also be called Internet celebrity snacks. Compared with traditional snacks, Internet celebrity snacks have risen by relying on social networks or grass-planting platforms, and have a considerable number of fans.

The new brand of snacks has a novel packaging design that caters to young people. In addition to being edible, it can also be played with. There can be innovative and unique ideas, which is also the basis for being able to exert efforts in marketing channels.

Being memorable is a major feature of new brand snacks.

The "dirty bun" that makes your hands and mouth dirty after eating it was popular for a while. Once it was launched, many bakeries would form long queues, and people would wait for a long time to buy one of the limited edition ones.

The Baba melon seeds promoted by the show “The Debaters” have a slogan: “Take a bite to calm down.” Once you say it once, you probably won’t be able to forget it.

3. Marketing of new brand snacks

Next, I will talk about the marketing channels for new brands of snacks. If you are currently on this track, perhaps some of these methods are worth learning from.

1. Xiaohongshu & Bilibili

As the two most popular grass-planting platforms at present, they have undertaken a huge budget for new brand snacks, and all KOLs and UP hosts have made a lot of money.

Xiaohongshu KOL influencers publish pictures with text or original text and video to promote products. This not only attracts more clicks and readings, but also has the advantage of increasing users' likes, comments and collections. Combined with the sharing effect of experts, it has a certain influence on new brands of snacks.

If you cannot afford KOLs in the early stages, you can use a quantitative model by using amateurs to promote your brand, that is, accumulating small amounts to increase the number of clicks and readings on the platform, and accumulate an initial user base.

The UPs on Bilibili are more direct, with only one mode, video. They use the UPs’ personal tastings to promote snacks and highlight their advantages and innovations. Now, in addition to being delicious, the snacks are often linked to health.

Key points for selecting talents and copywriters:

• The field of the expert should preferably be food or entertainment, which is compatible with the product
• Check the previous case data of the expert, especially similar products
• The copywriting is fluent, the main body is clear, and the language is natural.
• The placement should not be too blunt and should be closely related to the influencer’s video theme.

2. Short videos & live broadcasts

In the past two years, with the rise of the e-commerce systems of Douyin and Kuaishou, many new snack brands have begun to sell goods through short videos and live broadcasts, whether they are selecting influencers or operating their own accounts.

"Entertainment-driven" is the characteristic of the new brand of snacks, which means they are fun and can improve mood while eating.

Douyin and Kuaishou are places where emotions are stored. The short video shooting mode that uses hot spots + current emotions + suitable snacks is the best promotional point.

When you are angry, have a bag of walnuts and crack them one by one; when you are happy, have a box of chocolates to sweeten your heart; when you are depressed, have an ice cream to soothe your mood.

Live streaming is a large-scale sales platform that stimulates consumption, and the host’s main job is to stimulate consumers’ emotions.

When promoting a product, in addition to talking about the selling points, it is also necessary to cut into scenes and use scenes to convey emotions, thereby stimulating users to place orders.

3. Bring your own IP

For some brands, the founders are really good at naming. While other companies are racking their brains to do marketing, these companies have already won with the naming.

When everyone was learning English as a child, Li Lei and Han Meimei were our good friends. Little did we know that the dried fruit snack brand named after them has become very popular.

The founder of this sentimental and interesting dried fruit snack brand is a bold young lady born in the 1980s who pursued her dreams.

Coming from a Fortune 500 foreign company, she possesses an excellent business sense and the ability to control brands. In a short period of time, she opened Li Lei and Han Meimei snack shops in 229 cities across the country.

Just imagine seeing a store with this name on the street. With its loud brand name and cute cartoon images, users’ curiosity immediately leads them into the store.

As a snack franchise brand, Li Lei and Han Meimei have the three core competitive advantages of brand + product + franchise, which help the brand to make rapid progress in the dried fruit snack market.

4. Variety Shows

Variety shows and snacks are really perfect partners. You can watch a variety show while eating snacks and soon burst into laughter. It’s perfect just to think about it.

Eat "three zero snacks" with 0 pigments, 0 flavors, and 0 preservatives in talent shows, which represents a pollution-free youth; eat snacks that clear the throat and moisten the lungs in music variety shows; eat energy drinks and spicy snacks in outdoor adventures to stay energetic.

We have previously mentioned the "Baba Melon Seeds" that was made popular by "U Can U Bibi", and now let's talk about another brand called "Yuanqi Forest".

Yuanqi Forest is very keen on product placement in variety shows. In 2020, Yuanqi Forest successively sponsored four variety shows, including "Our Band", "Full of Energy Brothers", "Youth on the Land" and "Let's Go, Youngsters", and frequently appeared on the show.

In variety shows, the 0 sugar, 0 fat, 0 calories created by Yuanqi Forest is well known to the public. It has to be said that Yuanqi Forest is right to go the variety show route

Of course, this path is suitable for companies with relatively strong financial strength. If you are short of funds at the current stage, it is recommended to choose carefully.

5. Private Channels

Snacks themselves are high-frequency products, and users are more likely to repurchase, and private domains are channels for directly reaching users.

Building good WeChat public accounts, communities, friend circles, etc. can directly and repeatedly reach precise users.

By operating through these resources and combining different activities for conversion and fission, we can expand the private domain traffic pool, improve the conversion rate, and maximize the value of users.

In addition, building and operating private domain traffic well can build a brand, increase users' awareness of the brand, and ultimately create a brand effect.

Among the current TOP10 listed snack companies, 7 companies have already established private channels. Especially during the epidemic, sales in private channels have grown rapidly, saving many companies.

IV. Conclusion

Currently, those born after 1995 and 2000 are beginning to enter society, and their consumption concepts have really changed a lot. According to statistics, the monthly snack consumption of consumers born after 1990 is between 200 and 400 yuan, which is a significant change compared with their previous consumption concepts.

As my country's national economy continues to grow steadily and rapidly, residents' disposable income continues to increase, laying an economic foundation for the consumption of casual snacks.

Without benchmarking ourselves against European and American countries, we still have a lot of room to grow compared to our neighboring countries, Japan and South Korea. Especially for Japan, we can say that we have double the lead. Such a large market gap is bound to attract more venture capitalists to participate.

The guy said so much, just wanting to tell entrepreneurs in the field through these cases that as long as they have good products, good planning, and good marketing, they have a very good chance of becoming a leading company.

Author: Traffic Brother

Public account: Things about Internet traffic (ID: xzhbdgs)