On April 8, Wuhan marked the first anniversary of the post-epidemic restart. Over the past year, Liangpin Shop, based in Wuhan, has launched a number of new products focusing on nutrition and health, relying on its strong research and development capability and precise consumption insight, to recover together with this heroic city.
Recently, Liangpin shop launched "triple probiotics" new probiotics Daily nut, the industry's first probiotics add and comprehensive nut combination, boost the category upgrade, promote daily nut into the 4.0 era.
< p> The biggest difficulty in manufacturing is innovation, and high-end products need to be supported by research and development.
The financial report data of Liangpin Shop in 2020 shows that the R&D expenditure of Liangpin shop in 2020 is 33.717 million yuan, with a year-on-year growth of 23.22%, which has maintained a substantial growth for many consecutive years.
Liangpin Shop has set up a research and development system composed of nutrition research institute and product research and development center, introducing high-level talents in food science, food engineering, bioengineering, food nutrition and other fields. At the end of the report period, the company has a total of 160 R&D personnel, and the core R&D team consisting of 45 people is composed of highly knowledgeable talents accounting for 92%.It is with the support of capital, talent and research and development system that the company's products can be constantly innovated and produced one after another.
By the end of 2020, there are 1256 all-channel SKUs in Liangpin Shop, and the annual retention rate of new products reaches 73%. The annual retail sales of 275 all-channel SKUs exceed 10 million yuan, covering 13 physical categories, among which 38 new products are available.
Low fat chicken breast is the favorite of fitness group, in order to improve the product taste, reduce the loss of nutrients, the R&D team of good product shop using the middle temperature sterilization technology, with the original natural plant antibacterial technology instead of preservatives, for the company's low fat chicken breast market to provide technical support solutions, has obtained a number of inventions, utility models, design patents.
A few days ago, Good shop just released the spring top product - "triple prebiotic" new probiotic daily nuts. The company cooperates with the internationally renowned probiotic supplier Denmark Koh Hansen, using BB-12 and other 4 kinds of star imported strains, adding 6 billion CFU of active probiotics per 100g, the type and amount of single product strains are the largest in the industry.
In this new product, the company has completed a breakthrough in the combination of multi-probiotic preparations, application of multi-probiotics, sucrose juice curing, cutting and drying without adding cimetin and other technologies and processes. Through "triple prebiotics" patented technology to achieve low GI, can meet the nutritional needs of pregnant women, fat reduction, diabetes and other special groups.
< p> At the beginning of 2019, when the company released its high-end snack strategy, it announced to the outside world that it would launch sub-divided products for children, pregnant women, fitness group, silver generation and other groups according to different needs and different consumption scenarios. In the past year, the company's market segmentation strategy has gradually landed. In May 2020, the children's snack "Liangpin Xiaoshi Xian" was launched into the market, with more than 200 SKUs in biscuit, jelly, functional candy, children's fish intestines and other categories. By the end of 2020, Liangpin Snacks Fairy sales revenue of 223 million yuan, sales net profit of 25.4098 million yuan. The growth of revenue is inseparable from product innovation. Hawthorn snacks are very common, but most of the jump fruit peel, hawthorn slices of these two types. How do you make something new out of a very conventional product?
In July 2020, Liangpin Shop released the meal replacement snack "Liangpin Flying" for fitness group, and launched more than 20 products such as "triple anti-sugar" protein meal replacement shake, low GI biscuits, light fruit cereal bars, low-fat dried eggs, low-fat konjac, etc. After 3 months on the market, the monthly compound growth rate was as high as 256.73%, and the sales volume reached 1.08 by the end of 2020 Hundreds of millions of yuan.
Market segmentation is not a transfer of high-end strategy, but a derivative of strategy. Good shop is trying to promote high-quality products, create product matrix, "reduce the dimension" to open up more 10 billion yuan level market.
