current position：Home>After the management enters the site, is the children's snack track a good track?
After the management enters the site, is the children's snack track a good track?
2022-05-08 00:55:22【Xiangshan Finance】
writing | Xiangshan Finance
“ The capital market has been quite deserted in the past two years , There are big environmental factors , But the fundamental reason is that there are fewer and fewer good tracks .” One investor sighed . I asked him what kind of track is a good track , His answer summed up in three words ：“ Growth ”.
By this standard , In the current stock market environment, it is really difficult to find a track with strong growth , But if you focus on the segments , Although the overall scale may not be particularly large , But there are always new opportunities in subdivided areas .
such as , Children's snack track .
From the financing situation of the capital market , Even when the capital market is deserted 2021 year , There are still many financing events at the children's snack track , such as ,Little Spoon、 Akita Manman 、 Little yellow elephant 、 Duomaomao and other brands have financing recorded . On the whole , Although the financing amount is not particularly large , But it's also on the tens of millions of dollars level , But there are many brands that have just been established in the past two years . what's more , Among its investors are Sequoia China Seed Fund 、 Shun is the capital and other big name management .
Behind the entrance of big name management , The segment of children's snacks is rising , But if players want to find gold on this track , It's not easy .
Category thinking landing , From influencing decisions to supply iterations
A major trend of consumption upgrading is the continuous improvement of market segments . Reflected in the snack track , The segment of children's snacks has ushered in new growth opportunities .
Growth in consumer segments , There are no more than the following reasons ：1、 The industry is growing in scale 、2、 Changes in consumer habits promote market expansion 、3、 The industry is not yet mature and standardized , Nonstandard means that people have more chances to break the game .
According to the data of the third party organization ,2023 year , The children's snack market will reach 1500 One hundred million yuan . Although the market scale of 100 billion yuan is not too large , But the key is that the growth potential has not been tapped . Besides, compared with liangpin shop 95 Billion 、 The three little squirrels 88 Billion market value , Under the 100 billion scale track , There is also the possibility of the birth of a 10 billion child snack giant .
According to the data of the seventh national census , In our country 0-14 The proportion of the population aged from 2010 Year of 16.6% Growth to 17.95%, The proportion of two children is from 30% to 50%. In other words , Since the liberalization of the two-child policy , The new baby boom may bring new baby consumption opportunities .
In addition to the demographic dividend , The change of consumption habits is also an important factor to promote the growth of market segments .
Living with snacks since childhood ,90 The latter group has always been the main consumer in the snack market . The present ,90 Later, he became a parent , More willing to spend money for children , There is also a strong willingness to consume children's snack products .
Besides , At present, the family structure of young people is “4+2+1”, The proportion of children's consumption expenditure has increased , data display , Chinese family children 1.7 ten thousand -2.6 ten thousand , As a percentage of household expenditure 30% To 50%, From the perspective of household expenditure structure , The market space for children's snacks needs to be further explored .
“ Children usually like to eat snacks , Maybe I grew up eating spicy strips , Now I always feel that snacks are not healthy , Every time I buy snacks for my children, I always spend a lot of time choosing , After all, children can't eat food carelessly .”90 Later, her mother Fangfang said to Xiangshan finance and Economics , Even children cry because they don't have enough snacks , But for the sake of children's healthy and safe diet , I usually buy less snacks .
From the current situation of the snack industry , Fangfang's consideration is not unreasonable . One side , Although the demand side of children's snacks has been expanding in recent years , On the other hand , The changes of the industry relative to the market always lag behind , The supply side of children's snacks needs further iteration .
Consumption track , Category thinking is the basic thinking , But on the landing of category thinking , Always prefer category differentiation at the marketing level , And ignore the differentiation at the end of the supply chain .
Snack track , Food safety risks still exist ,2021 year 3 month , Liangpin shop once because “ Chicken gut maggots ” Hot search on microblog , Arousing widespread concern . After the event , The company issued a letter of apology .
Yang yinfen, President of liangpin store, said in an interview with the media , The quality problems of leisure snack products can be divided into systematic problems and accidental problems . The company has also made a lot of investment ,“ Occasional problems are hard to avoid ”,“ If the investment is too large, the cost is too high , Finally, consumers have to pay ”.
For children's snacks , Because consumers are children , So even accidental problems , It is also difficult to be accepted by the public , For this question , How to deal with liangpin snack fairy in the future , It deserves the attention of the industry .
in fact , Compared with ordinary snack products , Children's snacks are a separate category . For players in the industry, this means two things ：
One , Children's food Focus on marketing 、 A decision-making consumption track .
The general consumption track focuses on Marketing 、 Light decision track , Because when consumers make purchase decisions, they mostly make decisions instantaneously , At the end of the decision chain , Therefore, brand marketing is the focus .
Children's snacks are different , Although brand marketing is also valued , But what is more needed is to break the consumer's inherent impression of snack products and remove “ Junk food ” The hat of . such as , Beyond brand marketing , Guide consumption decisions more through children's nutrition knowledge , In terms of consumption cognition , play “ Nutritional snacks ” The concept of .
in fact , Most parents don't know enough about all kinds of nutritional intake that children need , Rely more on your own experience than scientific knowledge , secondly , Young parents prefer to learn this knowledge , To help children grow up healthily .
Two , On supply , Not the expansion of the existing snack product production line , It requires iteration on the production side .
Cognitive shaping influences C Beyond the end decision , The core of nuggets children's snack track is to solve the problem of supply chain .
such as , Snacks are passing through “ Irradiation ” After the sterilization process , Although the product has a longer shelf life , But the nutrients will be destroyed , Unable to meet the intake needs of children . therefore , How to innovate a new production process , Or for the healthy nutritional needs of children's snacks , Establish new production facilities 、 Quality control system , It is an urgent problem to be solved at the supply side .
“ Compared with the adjustment of production management system , Brand changes in marketing are easier , Because the former pays a higher cost and consumers' perception is not obvious , Snack brands are mostly OEM manufacturers, and enterprises are not willing to invest too much in this aspect .” The person in charge of a domestic snack consumer brand told Xiangshan finance and economics ：“ At present, children's snack products on the market are mostly at the marketing level , The production and supply side has not yet established a perfect system , At this point, it may take some time to invest and plough deeply .”
The value of children's snacks is deep ： A substitute for dinner or Complementary products
In addition to the improvement of the supply side , Children's snack track may need to go some way before it is mature .
before , The first group standard for children's snacks in China 《 General requirements for children's snacks 》 stay 2020 year 6 Month of formal implementation , But it only defines the concept of children's snacks , And in safety 、 Industry norms have been preliminarily established in terms of health .
It is worth noting that , Because it is not a national standard , The binding force of the group standard itself may be limited .
This year, 4 month 27 Japan , The Beijing Consumer Association has issued consumption tips , Remind consumers to buy carefully “ Children's food ”. in fact , At present, there is no clear domestic “ Children's food ” classification , There's no special “ Children's food ” National standard .
For a long time , Snacks produced by domestic manufacturers , Mostly adult standards , The national food additive standard is based on 60 Kilogram adults set the standard , Behind the industry's spontaneous implementation of children's snack group standards , The competition of children's snack track is becoming more and more fierce .
2020 year 5 month , Liangpin store releases its sub brand liangpin snack fairy , Located at 3 Nutritional supplement snack products for children over the age of . At the same time , Baicaowei online “ Tong An'an children ” Series of products , Three squirrels announced their entry into the field of children's snacks .
Three major snack brands have entered the children's snack track , On the one hand, it is the opportunity to see the existence of this subdivision circuit , At present, the children's snack market is not yet mature , This means that there are new opportunities for the track , Coupled with the lack of benchmarking brands in the industry , At this time, the purpose of entering the game is to seize the user's mind . On the other hand, from the perspective of operation , Gross profit margin continues to decline , It means that the operating efficiency of enterprises is declining , The brand urgently needs new growth points .
Take liangpin shop as an example , Ryohin keikaku shop 2021 Operating cost in the third quarter 46.3 Billion , Year-on-year growth 22.2%, Higher than operating income 18.8% The growth of , Leading to a decline in gross profit margin 2%. It is worth noting that , As the sales expenses increase year by year , The gross profit margin decreases year by year , Once upon a time it fell through 30%, As marketing costs continue to rise , The gross profit margin may be further compressed .
Although the snack fairy, a children's snack brand under liangpin store, seems to have a good growth rate , But as the children's snack track gets hotter , A number of brands focusing on children's snacks have rapidly emerged in the industry , Like the little yellow elephant 、 Qixuduo cat 、 Full marks 、 Akita Manman and many other players . According to Tianyan APP Search shows , There are children's snack related enterprises established within one year 160 Bar result .
Low threshold 、 Weak barriers , Make the success of the brand easy to copy , This gives emerging brands more opportunities , Plus the capital side's support for the new brand , Players such as liangpin xiaoshixian may not have much competitive advantage .
Beyond the new brand , Wangwang group 、 wahaha 、 Even brands such as Baobao Jinshui compete cross-border in the children's food and beverage track . These consumer brands have strong advantages in supply chain and channels , It also adds many variables to the next competition .
One thing that cannot be ignored is , Competition in the snack consumption track , There is not only competition between brands , And competition between categories . So is the children's snack track .
The snack industry is very big , The children's snack track is also big , But no matter how big the consumer industry is , The entry point is very small .
Ryohin keikaku shop 、 The route chosen by the three squirrels was focused on nuts , Make a long tail category . The advantage of the long tail is , Brand effect is more obvious , But there is a threshold for category selection management , Need to be more sensitive to market changes .
The problem lies in , Because it involves many categories , And most of them are OEM production , The risk of food safety is high , If a vertical class is exposed to food safety problems , It will have a joint and several impact on the whole brand . in addition , There is a low probability of explosion in the category , It's hard for new brands to have explosive growth .
By contrast , The advantage of a single item is , Consumption memory point is stronger , Strong repurchase rate , The disadvantage is that brand differentiation has a limited impact on consumption decisions . such as , Melon seeds are among the big items , Cha Cha's brand memory point is obviously stronger than that of other brands , It is also more likely to cause repurchase , But the substitutability of melon seed products is too strong , Higher brand loyalty is needed as the basis for repurchase growth .
For children's snacks , Self positioning is as important as category selection .
The premium space for children's snacks is relatively high , It can give manufacturers more redundancy in cost , This means that the lack of nutrition in children's snacks is expected to be solved by technical means , Health is standard, not a selling point , The key is product positioning .
The long-term value of children's snack track is deeply rooted , There are no more than two kinds of positioning ： Substitutes and complements
The logic of alternatives ： Take white rabbit milk candy as an example , Early years “ Seven big white rabbits are equal to a glass of milk ” Under the advertisement of , Milk sugar has become a substitute for milk sugar , Big white rabbit is a household name , Become the childhood memory of a generation .
Now , Under the concept of healthy diet , Light food products such as oats are becoming more and more popular , There is a tendency to replace some meals . The closer to substitute children's snacks , The more room for growth . For example, nutritious children's yogurt products replace protein food intake .
Actually , For children , Snacks are far more tempting than meals , In this logic , So some alternative targeted children's snacks on the premise of ensuring the nutritional content , There is also good room for growth .
Complementary logic ： Wahaha is a complementary product , The earliest Wahaha was a nutrient solution rather than the well-known AD Calcium milk , Even later , In essence, it is also the attribute of snack complementary products .
From the point of view of most consumers , Snacks are snacks after all , But children's snacks are indispensable .
in fact , The reason why snacks can stimulate appetite , It's about satisfaction in a short time , It's like being addicted to short videos , It's an instant satisfaction .
But children's snacks as a substitute , Consider more nutrition , It means giving up more taste , The logic of the so-called complementary products , On the premise of ensuring health , In the trade-off between higher nutritional content and better taste, we prefer the latter . such as , The popular sugar reducing candy on the market at present 、 Sugar reducing pudding and other products , It's all this logic .
From the perspective of the market audience , Products under the logic of substitutes need “ Get it done ” Parent . Take care of the parents , The core is healthy nutrition , Is to solve “ Help the children eat ”（ Get enough nutrition ） The problem of .
Complementary logic , need “ Get it done ” children , The core lies in the taste and content of the product IP marketing . Like piggy patch cookies 、 Bears haunt children's snacks, etc , All through cartoon images well known to children , To get traffic .
For children's snacks , Fully explore children's content IP, In fact, it is to explore this part of traffic .
The rise of new brand consumption has one characteristic , Growth comes from traffic + The dual growth of the brand . Energetic Forest 、 The secret of the rise of new consumer brands such as daily black Qiao lies in traffic + The dual growth of the brand . The growth of children's snack brands , It is also inseparable from such growth logic .
At the end ：
Children's snack track is hot , Whether for the capital market or the consumer market , It's all a good thing , But for the brands and enterprises in it , Still need awe 、 Prudence .
Children's snacks in the past , For many years, he has been bearing a bad reputation in the hearts of his parents , After all, for every parent , Every little thing about children's food, clothing, housing and transportation is a big thing . Now the market demand is growing , Industry opportunities emerge , How to hold the bottom line and grasp growth , It is still a question that needs to be considered .
author[Xiangshan Finance],Please bring the original link to reprint, thank you.
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