Domestic snack brands: keep the "childhood on the tip of the tongue"

Customers shop for snacks at a supermarket in Xixiu District, Anshun City, Guizhou Province recently

Panpan snacks from the Beijing Winter Olympics Volunteer Home

Consumers buy Wahaha products in a supermarket

Drawing: COMPO

White Rabbit Toffee, Arctic Ocean Soda, Wahaha AD Calcium Milk, Panpan Sweet Potato Chips.

part of childhood memories

Taste buds can always evoke memories of childhood, and the older generation has a soft spot for White Rabbit Toffee

In the early days of reform and opening up, children had more snacks, but domestic snack brands were still in their infancy and could not compete with foreign brands in terms of capital and technology.

"Post-90s" Mr.

The Wahaha AD calcium milk, which Mr.

When Wahaha launched AD calcium milk, Fujian Panpan Food Group Co.

After preliminary market research, Panpan developed the first batch of products "Panpan White Potato Chips"

Innovative and rich snack product line

The children's snack market is highly competitive and new products are emerging one after another

Innovating and enriching product lines and creating "star products" is a magic weapon for domestic snack brands to become bigger and stronger, but Panpan has encountered a lot of setbacks for this:

After Panpan's white potato chips became famous, Cai Jin'an wanted to take advantage of the victory and make potato chips both delicious and nutritious, so as to further occupy the potato chip market

Since the beginning of this century, as people's living standards continue to improve, baked goods have become the "new darling" of consumers

In order to respond to market changes in a timely manner, Wahaha has established a complete industrial chain including R&D, production, sales, transportation and other links, and has its own food research institute and mechanical and electrical research institute.

Today, low-sugar and low-calorie healthy food has become a new trend.

"In the future, we will combine the traditional theory of traditional Chinese medicine diet therapy with bioengineering, modern extraction and other technologies to develop large-scale health products with high technological content and high added value
.
" Zong Qinghou said
.

Continue to explore the infinite possibilities of old flavors

With the improvement of the consumption power of the younger generation and the enhancement of cultural self-confidence, "national trend" products that conform to Chinese aesthetics have become the choice of more and more people, and old-fashioned snack companies are also actively embracing the new needs of consumers
.

In addition to satisfying the taste buds of consumers, it is also necessary to use the appearance to attract the attention of young people
.
Quanzhou, where Panpan Group is located, is the starting point of the ancient Maritime Silk Road.
Taking this as inspiration, Panpan has launched a gift box of Guochao fresh coconut juice.
Embellished in the meantime, the picture is exquisite and the design is beautiful
.

　　Wahaha will launch a national trendy version of Very Cola on the Mid-Autumn Festival in 2021.
The packaging is based on the themes of "Hundred Deers Welcome Fortune" and "Thousands of Carps Share Chanjuan", and is designed with deer and koi, which have beautiful meanings in traditional Chinese culture.
subject
.
According to the voting results of netizens, the three sugar-free cola products, ginseng, oil orange and huamei, have a strong "Chinese style" in packaging and taste
.

　　Only improving the packaging is not enough to make young people pay the bill.
Domestic snack companies are also actively co-branding with well-known IPs to promote products to "break the circle" and win more consumers
.
Panpan launched the Dunhuang·Guochao commemorative gift box containing protein drinks.
The design contains Dunhuang cultural symbols such as Mogao Grottoes and Nine-colored Deer, which are exquisite in appearance and rich in cultural connotations
.
"We hope that through the launch of the Guochao gift box, the product will become the carrier of Chinese traditional culture, so that consumers can have a deeper understanding of Chinese traditional culture
.
" Cai Jinan said
.

　　Co-branding with the Chinese animation "Douluo Continent" to launch Nutritious Express flavored yogurt, entering the second-dimensional circle and harvesting more young consumers is a brilliant move for Wahaha
.
Nutrition Express has designed two flavors, Qingti Xuanbingcao and Rouwuxianmimei, according to the animation plot, which are loved by anime fans.
There are a lot of information on social platforms such as Weibo, Douyin, Xiaohongshu and Station B The unboxing videos, taste evaluations, and related texts and videos of the product have reached 26 million views and views
.

　　Wahaha AD calcium milk and very cola, which have grown up with a generation, also have the potential to become a big IP
.
Wahaha has launched a series of products around AD calcium milk, not only AD calcium milk moon cakes and rice dumplings, but also AD calcium milk anthropomorphic images, emoticons and peripheral products, as well as AD calcium milk theme song "Be a Child" and so on
.
"Since Wahaha adopted the IP-based marketing strategy of AD calcium milk in 2018, the sales of AD calcium milk have maintained double-digit growth for three consecutive years
.
" Zong Qinghou said, "We will continue to explore the infinite possibilities of AD calcium milk, and hope it It can become a classic product that accompanies generations of consumers
.
”

　　(Reporter Zhao Hao)