The new experiment of Internet thinking of three whole Foods in the traditional industry eldest brother "reverse growth"

The traditional big business enterprise is often dubbed the dinosaur impression, meaning big slow heat type lack of flexibility ... But the frozen food leader in the Internet a series of performance is impressive, and set off a wave of upsurge, to become the industry benchmarking and typical cases.

All this originated in May three whole food issued by the Dragon Boat Festival to create a completely internet products-"stay meng dumplings."

Big guy "reverse growth", online play selling Meng

Nan, chairman of the three Presidents, said on different occasions: "Focus and Professional is the three-full purpose, we not only focus on product upgrading, more focused on meeting consumer needs and experience." With the internet becoming a trend, we need to combine the internet thinking to meet the needs of users. ”

Ringing, the beginning of this year, the three decided to carry out a thorough internet thinking experiment, to create a pure electrical business channel products for the future channel strategy and layout. The so-called thorough, because this product research and development is almost independent of the three complete existing marketing system, specialized project, specialized team operation. Later, after the product came out, many three people do not know where to do.

So, brought together the network illustrator, interactive experience designers, electric dealers, senior operators, new media, such as experts and other elite products team emerged, unified under the guidance of Internet thinking, retreat for three months, with great concentration to create the first Internet products in the history of the whole.

With the traditional retail channel sales of different products, this product positioning young fashion, big walk to sell Meng line, a change to the former Orthodox packaging style. "The goal is to get all the consumers screaming, start marketing from the moment they've got it, give the product personality and integrate into the user's life ..." said Shaokang, vice president of all food.

The three-full flagship Zongzi products for the prototype, the team created "Dragon Dumpling" cartoon image, but also designed Xu Xian, white Snake, Xu, such as a variety of stay Meng burst of character modelling, private custom all kinds of selling Meng jokes, greetings, plus retro eco-friendly art style bag packaging ... The full personification of the product is socially and caters to the tastes and needs of 8090 or even 00 of the mainstream network users.

In fact, for the three-whole food that locates the best supplier of table food for home users, the consumer groups that cut into this paragraph in the early stage undoubtedly show great foresight and innovation. Now the 8090 is becoming a family protagonist, and the innate Internet genes make it have a very strong "play sex" for their consumption culture, fun, creative, personality, feel is an indispensable part, which is to seek product innovation, pull high value-added space.

This type of Zongzi products are divided into "Stay Meng Extreme Edition" and "Stay Meng Cool version", priced at 129 yuan and 69 yuan, with high profit margins, but many consumers are not sensitive to this price, is entirely because like to buy.

Fan economy + self-media combination boxing, Test water new transmission mode

Not only use the Internet thinking to create a zongzi, but also to use pure Internet thinking to promote this product. All three this time almost abandoned the traditional media promotion channels, comprehensive test water new media dissemination. To Sina Weibo, micro-credit social media and media-oriented, into product evaluation, interactive experience, lap layer marketing, fan economy and many other play, the rice dumplings sold the wind.

Before the product is listed, three products sent to the north, on, wide, Jiang, Zhejiang and other target areas of a group of opinion leaders of micro-bo, micro-letter large, including the well-known network of new director called The Beast Ishan, gourmet best-selling writer Akon, from the media leader, such as dragon old Thieves. This is the Internet's usual "seal test" play, so as to arouse the external curiosity and anticipation of the product.

At the same time, "Dragon Dumpling" listed in "China on the tip of the tongue" hit, so the three full homeopathy in micro-blog launched on the "Tip of the Dragon Boat Festival" topic interaction, around the topic play games, tell stories, bask in the mood, once ranked the forefront of micro-blog topics. Coupled with the Dragon Boat Festival this year, but also a great coincidence of this product heartily characteristics, people feel like it is specifically for this special "Siamese" Custom general, Meng products packaging even become children's toys favorites ...

After a series of laying out and "hunger marketing", the three have taken the form of circle-level detonation to launch the product. Select the country nearly hundred restaurants, food from the media, using their influence in the circle and huge number of fans, focus on product listing, concept interpretation, trial eating experience, online shopping guide, such as 360 marketing promotion, big play fan economy. And the use of other fans to promote the same time, but also for their own good to achieve the fan drainage, the three whole food and dragon boat dumplings Weibo, micro-letter attention to increase the number of fans to 100,000.

The final bust proved the success of the new media marketing test water. It is said that to undertake the courier business Shun Fung, Shentong and other logistics providers have been busy to complain.

Even in the Internet has become mainstream today, the more large-scale traditional enterprises, the more with the love of the Internet is afraid of the feelings, this is reasonable, because the fast-known internet often makes traditional giants feel turned weak. The more so, the three-full Internet experiment is more commendable and courageous.

China Galaxy Securities Co., Ltd. analyst Dong Junfeng, Li Yu May 19 released three full food (002216) of the study said: "The three-full Internet customization style Zongzi embodies the company's ultra-high speed growth capability, but also reflects the company's ability to quickly respond to the market, conducive to the company's future revenue growth to maintain at 30%, So give a "recommendation" rating.

At the same time, three whole Foods the Internet overall product marketing experiment produced by the long tail effect has been highlighted, many people in the industry has been transferred to the case study, it is learned that the Alibaba Institute to take it as a good case of electricity dealers income ...

This brings the value of the industry to the three-whole food even higher than the product sales itself.

Author: Qin Dynasty, Mobile Internet observer, from Media ecology practitioner, "restaurant owner conforming" (Micro-letter id:cylbnc) producer. The author himself participated in the three-full Internet products from the Media channel integrated communication planning.