From "longevity products" to find the secret of eternal vitality of food brands: original intention + ingenuity

Focus, extreme, word-of-mouth, and fast, can the Internet Seven-Character Jue keep food brands youthful?

Focus, extreme, word-of-mouth, and fast, can the Internet Seven-Character Jue keep food brands youthful?

In the early spring of the ox, everything is revived and it is full of vitality.

Various new products have also begun preparations for intensive listing.

In recent years, the speed of domestic new product iteration has been dizzying.

On the one hand, there are vigorous and changeable consumer demand, and on the other hand, the constant influx of new brands brings competitive pressure to the entire industry, which makes "innovate the old and bring forth the new" as the yardstick to measure the strength of the brand, and the lifespan of new products in the market has repeatedly shortened.

E-commerce platforms are also crucial to promoting new product changes.

Relying on the consumption big data accumulated for many years, coupled with the integrated control ability of the supply chain, it has also become the source of power for the metabolism of the business system.

Faced with the endless new products that emerge every year, every month, and even every week, we naturally think: a year ago, a few months ago, the most popular Internet celebrities, are they still at this moment? When brand owners provide consumers with an unusually rich selection of products, have they considered how to extend the life of their products? In a business world where short-term benefits are paramount, does it make sense to create "longevity" products? If so, how to cultivate it?

How to break the short-lived curse without making summer flowers?

How to break the short-lived curse without making summer flowers?

In fact, in the domestic market, old products that have been "Youth Online" abound.

It's just that, under more "back waves" waves, the halo is often submerged.

Oreo cookies and white rabbit toffee are the two most typical representatives of longevity products.

Let me talk about Oreo first.

It has been 109 years since the world's first Oreo cookie was sold in New York in 1912.
Oreo, who refuses to accept the old, firmly grasps the trend of youthfulness centered on fun, beauty, and interaction, and creates a sense of youth and fashion through bold creativity, interactive experience, fan economy, and cross-border co-branding.

According to FBC data, 59% of the audience think Oreos are interesting, and 65% think Oreos are very imaginative.

"Everything can be Oreo" has become a classic brand slogan.

From collecting netizens’ mind-boggling tastes on Instagram and Twitter, to Oreo music boxes, from co-branding with the Forbidden City to set off a national wave of marketing, to stationing in station B, incarnation of social currency, Oreo continues to try various and young The way people approach and interact ultimately wins the favor of every generation of young people, and only then can they achieve longevity products that are more than a hundred years old and still full of vitality.

Image source: Oreo official Weibo

Another time-honored food, the White Rabbit, wins the market by relying on feelings and national trends.

The White Rabbit Toffee, which was born in 1959, is imprinted with the memories of the Chinese from different ages.
After entering the new century, like many time-honored brands, they face the dilemma of user conversion and decline in brand recognition.

On the eve of Children's Day in 2019, the White Rabbit started its "seeking youth" road with a milk tea pop-up shop.

Since then, the white rabbit lip balm, the white rabbit perfume, the white rabbit fashion clothing.
.
.
People have discovered that under the pressure of the market environment, the national old brand that is more than sixtieth birthday can burst with such courage and vitality!

Picture source: Oriental IC

Childhood memories and fashion national trends, the white rabbit firmly grasps the two soul pillars of contemporary youth, quickly gets rid of the brand curse of "old products, old images, and old marketing", and has come out with a counterattack in the declining candy market.

new road.

In addition to these two exemplary brands, there are 42-year-old Wangzai Milk, 100-year-old Wufangzhai, and 193-year-old Wanglaoji Herbal Tea, all declaring their youthful vitality in different ways.

Time-honored brands can play a sentimental card.
How can those who have not been established for a long time remain attractive in the trendy new products?

The 9-year-old Xicha and the 7-year-old Lechun can be regarded as the Mesozoic and the best in the domestic cutting-edge brands, and their practices may be worth learning.

Not long ago, the "Tea Momentum and Inspiration Perpetually Staying in 2020 Annual Report" released by Xicha not long ago showed that Xicha stores have opened nearly 700 stores in 61 cities around the world.
The vitality of HeyTea comes from its strong innovation ability, allowing it to always be one step ahead of the competition.

In 2020, Hi Tea will launch an average of 1 new product every 1.
2 weeks.
In addition to sourcing high-quality raw materials from around the world, Hey Tea has built its own organic tea plantation and strawberry base, and also tried to develop innovative raw materials such as frozen extracted milk and raw coconut milk.
The focus and investment in products has allowed HiTea to accumulate a strong product reputation.
In 2020, the best-selling "Succulent Grapes" of Hey Tea continued to dominate the list for 72 weeks.
From the tea drink circle to the fashion circle, Succulent Grapes' imitation makeup, manicures, pendants, hair colors, clothing, etc.
are endless, and it has become summer.
A trend of the year.

Image source: Shiqu Research Institute

In addition, the use of digitization to enhance the consumer experience is also the reason why HeyTea continues to gain consumer favor.
Statistics show that as of the end of 2020, the "Hi Tea Go" WeChat Mini Program has more than 35 million members, and the average waiting time per person has been reduced by nearly one-third compared with 2018.

Le Chun, who is 2 years younger than Xicha, has been singing all the way for several years, and has developed a completely different new model in the yogurt industry that emphasizes asset-heavy and full-industry chain operations.
Lechun’s successful experience can be attributed to “social e-commerce, content marketing, user-driven, and keeping up with fashion”.
This 16-character formula seems simple, but it has infiltrated a deep understanding of business theories such as new retail and new consumer waves.

Image source: Luxe.
Co

Original Intention + Ingenuity: The Longevity Gene of Japanese Products

Original Intention + Ingenuity: The Longevity Gene of Japanese Products

In the new product and new technology award list announced by the Japan Food News Agency at the end of 2020, there is a unique "long-term sales award" that attracts attention.
The official website describes it like this-those products listed after World War II can meet the needs of the times, ensure the leading sales position in this field for more than 10 years, and continue to remain competitive today.

Not only products, but Japan's unique national culture has also bred longevity companies (brands) that are bright as stars.
They are not only witnesses of social changes in various periods, but also because of their accurate grasp and perfect presentation of consumer trends, they have long become an indispensable component of contemporary business culture.

From these "longevity" products, what business secrets can we discover?

From these "longevity" products, what business secrets can we discover?

1.
The 53-year-old GIBIS asparagus biscuits "ギンビスアスパラガスビスケット"

1.
The 53-year-old GIBIS asparagus biscuits "ギンビスアスパラガスビスケット"

GINBIS asparagus biscuits were first sold in 1968.
In 1975, it won the gold medal of Monde Selection.
By 2017, the annual sales volume has exceeded 10 million bags.
Due to its extremely long life cycle, the Japan Memorial Day Association designated January 11 as the "Asparagus Biscuit Day.
"

Image source: prtimes.
jp

Why can a biscuit stick that has seen mediocre first sell well? The reason probably comes from the founder's business philosophy of "want to be different from other products".

GINBIS was founded in 1945 in Ginza Bakery, a bakery in Ginza, Tokyo.
In 1968, company founder Yoshiro Miyamoto launched this product.
At that time, most of the shapes of Japanese biscuits were square or round, and the stick shape was still original.
It is not only easy to take; and the stick body is divided into 7 sections, which is also easy to eat.
Yoshiro Miyamoto ingeniously named the product "Asparagus", which impressed consumers even more.

Image source: Yahoo Japan

In the early days of its launch, people were not familiar with stick biscuits, and the sales of the products were not ideal.
GINBIS first made a fuss about the recipe-changing the most common sweet recipe at the time to salty, and then adding black sesame seeds.
Since different temperature and humidity will affect the taste, the ratio of flour, salt and water during production will be adjusted according to the weather conditions of the day to ensure uniform quality.
Black sesame plays a key role in creating a unique taste, and its dosage is precisely controlled by the machine, so that it is really salty and crispy.
Asparagus biscuits are not only suitable as a snack for children, but also as a snack for adults, shared by all ages, and fun for the whole family.

The packaging uses Western-style plastic wrapping paper and oriental-style drawstring bags, which embodies the concept of harmony with foreign countries.
The packaging of asparagus biscuits has a signature pattern that has been inherited to this day: three generations of happy grandparents have become the common memory of several generations of Japanese.

Image source: ginbis official website

Over the past 50 years, the basic formula and packaging of asparagus biscuits have remained unchanged, with only slight improvements in texture.
Of course, staying traditional does not mean standing still.
In order to meet the needs of consumers of all ages, asparagus biscuits are constantly innovating.
Today, the entire family has 16 products in different packaging and flavors, including the chocolate-coated ones that children like; the small packaging is easy to access Wulian Bag type; high-protein type designed for the elderly to facilitate protein replenishment; probiotic type that helps intestinal health.
.
.

We summarize the legend of asparagus biscuits in two sentences: the innovation of oriental taste and the ultimate pursuit of details.

2.
The 49-year-old Morinaga Confectionery Chocolate Crispy Ice Cream "チョコモナカジャンボ"

2.
The 49-year-old Morinaga Confectionery Chocolate Crispy Ice Cream "チョコモナカジャンボ"

Japan’s economic recession has continued for many years, but the ice cream market has performed well.
The market scale has expanded 1.
3 times to 500 billion yen in 10 years.
Among them, Morinaga Confectionery's chocolate crispy pie has achieved sales growth for 19 consecutive years, ranking first in the single product sales list.

This product went on the market in 1972 and can be called the representative of longevity ice products in Japan.
Crispy snow pie wraps vanilla ice cream with a traditional Japanese chocolate crust.
It is eye-catching as a highly anticipated main product, but its initial sales were not outstanding.

In order to reverse the decline, Morinaga Confectionery first made almost harsh improvements to the details while retaining the distinctive features of the original products.
In the 1980s, Japanese ice cream merchants mostly used incremental as the direction of product innovation.
Morinaga followed the market closely and increased the product size from 4 pieces to 12 pieces, and then to 18 pieces, which became an uncompromising family share.
Installed.
What is commendable is that while the weight increases, the product still maintains its original price.
The price was 100 yen in 1980, and it only rose to 120 yen in 2007.
Small profits but quicker sales have won reputation for crisp snow pie.

Image source: Morinaga Confectionery's official website

In order to improve the crispy taste of the product, the R&D staff also took great pains.
The filling changes from a simple vanilla ice cream to a filling with chocolate sauce, and then the filling is changed to a crisp chocolate; the outermost crispy skin and the chocolate coating inside have also undergone several process improvements, which not only enhances the taste, but also isolates the ice cream The moisture content prevents the crispy skin from softening, and it has become the most critical core technology and secret weapon of the crispy snow pie.
In order to ensure the crispy taste, Morinaga even made detailed requirements on the humidity, temperature, transit time in the production workshop and the amount of goods taken by the distributors.
It only takes 2-3 days from shipping to placing on the shelf.
For frozen desserts with a long shelf life, this shipping speed is unique.

The traditional freezing point is greatly affected by the season, and there are countless examples of the best-selling in the summer and the slow-selling in the winter.
Morinaga went the other way.
In the winter of 2019, he launched two limited products, "Daniramonaka Vanilla Flavored Crispy Snow Pie" and "Winter Limited Iwagami Chocolate Incremental Chocolate Crispy Pie", and invited popular idol group ジャニ∞ to shoot.
Commercials, to enhance the awareness of young people.

Image source: Morinaga Confectionery's official website

Simply improving a small detail of the product may bring limited changes, but keeping improving every detail will bring about a big blessing in product quality.
In 1985, Morinaga Confectionery Crispy Pie won the gold medal in the freezing point category of the World Quality Appraisal Conference, and since 2001, it has occupied the No.
1 sales volume in the freezing point category in Japan for many years.
Today, Morinaga Confectionery Crispy Snow Pie ​​is sold in Japan every 0.
17 seconds on average, which has truly become an ageless myth in the freezing point world.

3.
57-year-old Jingcunya Meat Buns & Bean Paste Buns "まんあんまん"

3.
57-year-old Jingcunya Meat Buns & Bean Paste Buns "まんあんまん"

According to legend, the meat bun originated in the Three Kingdoms period, and then passed to Japan in the Song Dynasty.
During the Meiji Restoration, it was carried forward from the Overseas Chinese Restaurant in Yokohama Chinatown and became a high-end gourmet favorite by the Japanese people.

In 1964, Iemura launched Japan’s first-generation industrially produced meat buns and bean paste buns.
It is said that the president of Imuraya went to Japan's first bakery school to learn baking techniques and improve the taste of steamed buns.
However, since the products need to be stored frozen, and in the 1960s, ordinary Japanese households rarely had refrigeration kitchen equipment, so the sales volume can be imagined.

In view of this, Jingcunya drew inspiration from the steamer steamed buns in Chinatown and jointly developed an industrial steamer in 1965 with a food machinery manufacturer.
The steaming cabinet uses steam to heat the frozen buns, which can maintain the temperature of the food for a long time, making the buns a convenient food that can be sold all day long; the glass panel has a good display effect, attracting customers to eat with confidence; steam heating makes the equipment itself easy Clean up, more hygienic.
The steaming cabinet has only been introduced for one year, and it has been popularized in retail stores and convenience stores throughout Japan, and it is still in use today.

Image source: Yahoo Japan

An excellent product can often promote the innovation of surrounding/related industries, thereby driving the development of the entire industrial chain.
In addition to bringing steaming cabinets into common people’s lives, Jingcunya’s steamed buns have also promoted the emergence of industry-leading pastry processing machines such as automatic encrusting machines and molding machines, and the ease of operation, stability and productivity have been greatly improved.
In the 1970s, the production scale of 1 million steamed buns per day was realized.
Today, the annual output of buns in Jingcun House has reached 200 million.

Production capacity is just a basic condition to gain a foothold in the market.
If you want to achieve long-term performance, you need to be delicious and continue to introduce new products.
In 1979, Iimuraya launched the first pizza meat buns.
It was the period when Japan's economy was growing rapidly and Western-style meals were accepted and loved by the people.
How could such a home-cooked pastry that fits the fashion trend be unpopular? Since then, Jingcunya has been out of control on the road of innovation: hamburger buns, dandan vermicelli buns, curry buns.
.
.
"There is nothing impossible, only unexpected.
" The product development team of Jingcunya is composed of 15 young people.
After a lot of brainstorming every year, 20-30 items are selected from more than 300 alternative proposals and put into practice to ensure the high quality of the models.

A two-step fermentation method, a chewy meat bun.
Image source: Well Village House official website

What is missing for Chinese brands after a protracted war?

What is missing for Chinese brands after a protracted war?

China and Japan have different cultures, folk customs, living habits, and principles of handling things, creating different brand management concepts, and ultimately making longevity products and brand performance very different.
There have been many institutions specializing in the study of the mystery of Japanese longevity companies ranking the world, which can basically be summarized in two points:

1.
Japan has not experienced colonization and long-term civil war, and its business environment has been well maintained.

2.
Influenced by the three religions of [God], [Confucianism], and [Buddha], the Japanese view of the secular view of the enterprise as a family business, passing on from generation to generation, dedicating oneself, and serving others is the highest state of business management; Individuals, companies, and workplaces are also the best places to realize themselves and enrich their bodies and minds.
Therefore, managers try every means to keep the company alive, while employees live and die with the company.

Image source: www.
nippon.
com

In China, efficiency is paramount and resultism is the universal norm in the business world.
Chinese brands do not lack the ability to push explosive products, but what they lack is the ability to forge explosive products into longevity products.
Song Xiangqian, chairman of Canadia Capital, once said: In a huge market with 1.
4 billion consumers and 1 billion online traffic, it is not difficult for brands to make small achievements.
The difficulty is that they can continue to be competitive after becoming famous.
.
As the saying goes, Internet celebrities are easy to "grow red" and difficult.

From the above three cases of Japanese longevity brands and products, we once again see the common characteristics of Japanese companies: excellence and people-oriented.
The meticulous insights into consumer demand, the gradual product innovation, keep advancing with the times, and pass on word of mouth from generation to generation.
In the Japanese market, there are few new forces and new tracks cultivated by capital, and the evolution of consumer demand is melted in the continuous iteration of a longevity product.

As the saying goes: the country is easy to change and the temperament is hard to change.
It is really difficult for us to learn the "craftsmanship" of Japanese companies.
The practical significance of the above cases for domestic brands lies more in that they also follow the common laws of the business world: focus on management and rapid response to market changes.

Looking back at those short-lived Internet celebrity products and brands, how many really achieved these two points?

Looking back at those short-lived Internet celebrity products and brands, how many really achieved these two points?

Lei Jun, the founder of Xiaomi, once used the seven-character formula to sum up the management of the Internet industry-focus, extreme, word of mouth, and fast.
These seven words are equally applicable in the Chinese food industry where a large number of Internet forces have infiltrated and the Internet thinking has been transformed.

The so-called focus, we might as well understand it as sticking to the original intention of the brand.
Only by making a product a leader in the same category can it bring the brand's reputation worthy of being broadcast.
Whether it is the cheese tea of ​​Heycha, or the original handmade yogurt of Lechun, after continuous improvement and wide recognition, it has the capital for expansion.

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