/PRCWT/Beijing, September 8, 2023Since the "fresh snack" strategy was formally proposed three years ago, "Snack First Share" Lai Yifen has been practicing the "fresh snack standard" of optimal raw material freshness, technical preservation, packaging lock fresh, production and marketing competition fresh, and distribution fresh, and simultaneously exploring a new development path of brand youth, product quality, and channel comprehensive.
On September 7, Lai Yifen, which has been rooted in the snack food industry for 23 years, officially announced the "fresh" idol group - The Times Youth Group as its brand spokesperson. In addition to hoping to join hands with fresh idols to achieve brand traffic empowerment and further strengthen the cognition of "fresh snacks = to Yifen" in the hearts of consumers, we also hope to drive young consumer groups through the power of popular idols to jointly "decode" the fresh strategic achievements and mysteries of Yifen over the years.
Figure official declaration, interpretation of "fresh" connotation
Before the official announcement of the youth group as a spokesperson, Lai Yi released the "decryption" path through the official in advance.
On September 4, Laiyifang's official Weibo released a set of suspense posters, through the mouth close-up of the spokesperson tasting fresh snacks, attracting many netizens to explore who the new spokesperson is.
Subsequently, a group of photos of the spokesperson holding snacks were released, which slowly unveiled the mystery of the spokesperson at the same time, implying the clever thinking of "the spokesperson loves to Yi," further highlighting the new brand concept of "fresh snacks, a" hand "grasp.
After some operation, it not only attracted the high attention of many young consumer groups, but also participated in the "next" contest and waited for the official announcement in anticipation.
With the official announcement of the new spokesperson, fans of the members of The Times Youth Group have also poured in, making "# Times Youth Group endorsement to Yi" a hot search on social media, as of press time, the topic has been read more than 270 million. Its limited edition of 10,000 copies of the "Tmall limited model poster + spokesperson postcard set" was snapped up in less than an hour after opening.
For the two sides to work together, some industry analysts said that on the one hand, the era of the youth group as a "fresh" popular idol group, its growth process and Lai Yshare step by step to become the industry's leading brand development path coincides; On the other hand, through the characteristics of different members of the new spokesperson, match the product structure of the development of multiple categories, further strengthen the cognition of "fresh snacks = Laiyefen" in the minds of consumers, and lay a solid foundation for differentiated competition for the brand.
At the same time, with the new spokesperson, Lai Yi Part launched the same IP gift box for the spokesperson - "Yi Heart Selection Gift box". And this gift box is also unusual, all the contents include thick cut mango dried queen Mother, meat tight Juling pork breast, the drama essential boneless chicken feet Hi to eat no bones, delicious gravy to eat duck, fragrant Guoba crisp Lord KAKA crisp, etc., are deeply loved by consumers to Yi "master flower" and popular TOP goods.
With the hot sale of "Yifan heart selection gift box", consumers not only witness the accurate control of Yifan at the marketing level, but also let consumers taste the fruitful results of coming Yifan under the fresh snack strategy, further enhance the penetration and dissemination of more fresh snack categories at the consumer level, and with the rise in sales, help the brand to develop younger.
Quality should be "fresh" to explore growth momentum
As the head brand of the leisure snack industry, Lai Yifen in addition to the marketing level, in the category development level is also constantly increasing the global direct acquisition, to find global food for consumers, committed to providing consumers with more delicious, good-looking, good quality, good experience snack products.
At present, Laiyefen's products come from more than 20 countries on five continents and 25 provinces and cities in China. The products mainly cover 12 core categories such as nuts stir-fry, meat snacks, pastries and biscuits, dried fruit preserves, fruit and vegetable snacks, dried beans, instant seafood, sugar and jelly, puffed food, imported food, instant food, gift culture, and about 1,400 products.
In order to realize the strategy of a large platform for family living ecology, Lai Yifen has continued to develop and expand innovative categories in the past two years, and set up a second growth engine, including drinks and beverages, dairy products, fresh coffee, locked fresh sauce, refrigerated pastries, prepared dishes, fresh fruits, grain and oil flavorings and other categories, and the performance of innovative categories has achieved non-linear growth.
For example, in the first half of this year, based on the concept of children's food health, Lai Yifen has incubated more than 30 children's snack series to children aged 4-12 and their parents as the target group, and set up a special area for children's snack series in offline stores to create a benchmark for children's snack industry; For urban white-collar workers who pay attention to personal health, Laiypart has also developed more than 40 healthy light burden series snacks to better meet the differentiated consumer needs of different groups.
In the store full temperature belt strategic business layout, Laiyshare also point frozen temperature belt, around the consumer's three meals a day and leisure and entertainment scenes, the layout of ice cream, frozen food and other products, freezer and related products have covered hundreds of stores, further enriching the store consumption scene.
For the follow-up new product research and development level, Lai Yifen has always advocated the strategy of "four generations of products", that is, "listing generation, selling generation, research and development generation, preparation generation". Through the systematic research and development system, it provides a steady flow of growth momentum for the "fresh" of the Laiyshare category.
At the level of product quality, Lai Yi has always been based on "fresh". Taking the nut categories familiar to consumers as an example, AI First focuses on the SKU building of nut segmentation advantages, has launched more than 30 star products such as "100 years of good kernel small walnut meat" and "Itianyi Bag 10 billion probiotic Daily nuts", and has continued to iterate products to meet the changes and upgrades of consumer trends over the years; The second is to stick to the material lock fresh, in the packaging innovation level, Lai Yifen focus on the development of "multi-layer building technology", "one-way breathable film technology", "natural antibacterial technology" and other industry leading fresh technology, and apply it to the packaging, so that the product to achieve a very high gas sealing, light resistance 100%, to a greater extent to ensure the "fresh" taste of nuts.
It is worth mentioning that in the many product matrices of Lai Yifen, the proportion of products that meet the "fresh standard" is close to 60%. And this time to join hands with the new spokesperson, but also hope to pass to consumers through the temperament image and youthful vitality of the spokesperson, "fresh" brand attitude.
Omni-channel coverage highlights the benefits of the platform
After years of development, Laiyifen has built an omni-channel network system such as direct stores, franchised stores, intelligent terminals, e-commerce and Laiyifen APP. At the same time, with the highlight of the benefits of Lai Yifen platform, more and more partners and consumers feel the changes of this national snack brand.
First of all, at the lower channel level, in the first half of 2023, with the continuous promotion of Wanjia Lights, which is mainly to join the development of Laiyi, the total number of stores in the country reached 3663, of which: 2084 direct stores, 1579 franchise stores, an increase of 80, and the number of franchise stores accounted for more than 40%. At the same time, under the promotion of the plan, the number of active dealers in Yifan reached 322, an increase of 32.5% over the same period last year; In the first half of 2023, the number of new dealers was 103, an increase of 22.6% year-on-year; At present, the total number of dealers is 809, covering 30 provinces and regions in China.
At the same time, Laiyshare continued to carry out in-depth cooperation with Hema, Metro, China Resources, Walmart, RT-Mart and other NKA systems, as well as five CVS systems, including FamilyMart, Rosen, Starstar, 7-11 and Meiyijia. In addition, Laiyi focus on the layout of overseas channels, the North American market continues to expand the market rate, Southeast Asia and the Middle East market to accelerate the development of distributors and products.
In terms of online, Lai Yifen improves user value and user brand recognition through related sales and refined user operations, and at the same time makes strategic optimization of online channels, optimizing the price pallet and adjusting the category structure to cover users' snack shopping needs in different scenarios. In the first half of this year, the sales performance of Laiyi online gift culture, meat products, fruits and vegetables, and bean dry products has improved.
At the same time, Lai Yifen has continued to strengthen its supply chain system. At present, Laiyfen not only built its own automated and digital warehousing and logistics base in Shanghai headquarters, but also realized comprehensive and integrated digital intelligent warehousing management through its own inventory management system and logistics management system (WMS&TMS), and cooperated closely with Postal, ZTO, SF Express and other carriers to provide logistics services for each terminal. In addition, the company has set up a number of RDC sub-warehouses in Nanjing, Jinan, Beijing, Hangzhou, Dongguan, Hubei and other places, and also cooperates with other third-party service providers. In procurement, warehousing, logistics distribution and other links, based on the big data analysis at the procurement and sales end, the company has built a digital and visual intelligent supply chain management system, realized the all-channel forecast replenishment, order integration, inventory sharing, and with the help of a more intelligent logistics WMS system and real-time monitoring TMS system. The intelligent vehicle sending system realizes the control of goods in the whole process of distribution and cold chain temperature monitoring, further ensuring the quality of goods and improving the supply efficiency of goods.
Therefore, with the top-down deepening of enterprise modernization around the "fresh snacks" strategy, I believe that under the vitality of the new spokesperson, this snack brand will bring us more surprises in the future.
