Behind the scenes of the snack factory

The same snacks, the same craftsmanship, taste, taste, but the price is much cheaper than the big brands

The foundry was pulled to the front by young people

At present, buying more cost-effective foundry self-operated products has become a new consumption method for young people

Wanting to eat a certain brand of pork jerky, Zhang Jing just needs to search the Internet for snacks from the foundry, and then he can find the corresponding processing factory

It is understood that there will be inevitable process and formula sharing in the snack OEM production process, and the foundry will fine-tune the formula when producing its own brand products

Going to the front end of the market is inevitable

In recent years, snack factories have landed in the capital market and are favored by well-known investment institutions

Many big snack brands have their own production plants that are generally small in scale, or even have no production plants

After a long period of price increases, consumers found that snacks have become more expensive, and it is natural to find a replacement

Zhang Yi, chief analyst of iiMedia Research, said that when the capital and strength have accumulated to a certain extent, it is inevitable for the foundry to move to the front end of the market one after another

The survey found that the number of fans of many common foundry stores is already in the order of 100,000, which is not only popular with consumers, but also from supermarket channels

According to industry insiders, the foundries at this stage are no longer limited to pure agency production, and their R&D capabilities are gradually improving

The foundry model is facing an impact

The rise of the "replacement" wave is undoubtedly full of crisis for enterprises that have long relied on the "OEM + OEM" model for development, but lack the ability of independent research and development and independent innovation

It is understood that many companies have been mainly engaged in the operation, promotion and distribution of authorized products of Internet snack brands before, and outsourced the most critical part of production, that is, entrusted processing

Zhang Yi pointed out that if any enterprise wants to expand in scale and develop sustainably, it must have its own core competitiveness, especially in product R&D investment

At present, some big-name snack companies are also actively making moves to try to remove the expensive label

In addition, some companies are also considering adjusting the product mix, or launching a sub-brand to sell products at relatively lower prices

Industry insiders remind that brands need to consider whether the traffic conversion rate and repurchase rate brought by this low-price strategy are sustainable

(Comprehensive by Zhu Meiqiao)

"China Food News" (version 07, June 21, 2022)

(Editor-in-charge: Gu Yufei)