The net profit and stability of revenue is growing.

Wen | Xiao Tian

"Although the crossing cycle is painful, it is not all bad things."

Facing the economic downward environment, especially for the real estate industry, various housing companies have chopped and net profit losses occupy the mainstream.

At the performance briefing of the day ago, "Queen of Real Estate" Wu Yajun conveyed the toughness and background of "demonstration students" to the outside world with real performance, and contributed a sample to the industry to deal with the new normal.

"Cold Winter Theory" is passed on to various industries, but there are always valuable enterprises to accumulate energy, face crisis, stabilize the crossing cycle, and develop in a healthier direction. It is also the current leisure snack industry.

On the evening of August 25, Liangpin Shop (603719.SH) released the financial report in the first half of 2022. In the first half of 2022, the company realized revenue of 4.895 billion yuan, an increase of 10.72%year -on -year. %, The net profit of revenue is steady.

Among them, in the second quarter of this year, revenue achieved 1.953 billion yuan, an increase of 5.73%year -on -year, and net profit attributable to the mother was 100 million yuan, an increase of 11.50%year -on -year.

Stimulated by this good news, on August 26, Liangpinpu opened the daily limit. As of the closed stock price of 26.29 yuan/share on the same day. Industry insiders commented that Liangpinpu "achieved multiple increases in the trend in the context of the epidemic and exudation, and the ability to resist risks in omni -channel."

In contrast, three squirrels, Yanjin Shop, Youyou Food, etc. have disclosed the transcripts in the first half of the year. In the context of the entire snack industry, Liangpinpu conveyed the steady growth trend of the rising cycle of the industry. In the industry's winter, confidence is passed on everyone.

If you compare the cycle of confrontation to a chess game, the key to breaking the company is "walking a good hand, walking less vulgar, and more wonderful hands."

Through this financial report, it is clearly visible that the leader of this leisure snack industry focuses on high -end digging deep and deepened and lenients; establishing a super large single product+explosive output mechanism; channels and marketing innovation breakthroughs, gradually winning the cold winter of the cold winter Occupy the wind during the war.

Just as described in "Go theory" -the real Go master will be surrounded by his own territory, even if there is no killing, but he has seen it.

Everything around the high -end, take every step of high quality

"Ben" is the formal law of chess theory in Go. It is the foundation. It is surprising that this hand can be positive.

For a long time, China's leisure food track has become more and more broad, but homogeneous and price wars have always been like a shadow, which has become the biggest obstacle to the healthy development of the industry.

How can we solve the lack of food quality in the snack industry and crack the industry's dilemma?

As early as 2019, Liangpinpu took the lead in putting forward the strategy of focusing on "high -end snacks" in the industry and conducting differentiated competition. In the past few years, in order to do the word "high -end", Liangpinpu insisted on taking high quality as the starting point and main starting point for the development of the enterprise.

After the underlying logic confirmation, the shop shop entered the "hand" in progress -around the product force, lock the best raw materials and processes, through the collaborative management of the supply chain, and increase the independent research and development, innovation -driven, and improve product power. Make products higher than the industry average.

The gold cup and silver cup are not as good as consumers. In recent years, the "high -end snack" positioning of Liangpin Shop is rooted in the hearts of users.

Good raw materials are the cornerstone of good products. To this end, Liangpinpu has established a complete global supply chain. In foreign countries, the joint supplier has established a deep cooperative relationship with many well -known regions around the world; in China, it is preferred to have the "national geographical indication protection product" certification and "agricultural geographical indication" certification.

Pakistan's pine nuts, Iran's happy fruit, Hawaii fruit in South Africa, winter jujube in Huanghua, red pine on the northeast, northeast island's kelp ... Behind each category, there are teams of good products all over the world, north and south of the river " "s story.

On the other hand, good raw materials are also inseparable from innovation and new processing and strict production quality management.

As a lighthouse -type enterprise in the snack industry, Liangpin Shop continues to optimize standards and processes from suppliers' introduction, daily management, production process management and quality management of product acceptance, increase supervision, and achieve better management results.

While strict management, Liangpinpu also empowers the core supplier to improve the efficiency of multiple dimensions. Relying on the "Supply Chain High -quality Development Committee" of Liangpin Shop, in 2021, it optimized more than 1,300 million yuan in supply companies.

This strict management system and empowerment mechanism also finally realized the two -way empowerment with suppliers, stimulating the vitality of the industry's common growth, thereby driving breakthroughs in quality and leading industrial changes.

Another evidence of Liangpinpu to take a good "hand" is that he always cares about the real needs of consumers and dares to bet on innovation.

According to the financial report, in 2022, Liangpinpu continued to increase product R & D investment, and its independent research and development investment compounded by 18.46%for four consecutive years. In the first half of this year, R & D investment was 25.21 million, a year-on-year increase of 32.83%. Product strength continues to improve.

Take new technologies as an example. Focusing on the special needs of the segmented population and scenes, Liangpinpu has developed 86 listed products and 47 reserve products. Through innovative research and development of nut preservation technology and ultra -high pressure sterilization technology, it can effectively improve product quality and extended extension The taste period and shelf period.

Thanks to this, Liangpinpu finally took the lead on the quality track and established a unique moat: what it does, others can't do it; what it does can repeat itself. Two days ago, Liangpinpu also preferred to become the China Food Industry Association to promote in -depth cooperation with leisure snack companies. The two parties jointly built the "China High -end Leisure Food R & D Center" to jointly promote the higher standards of China's snack industry.

At the 16th anniversary of Liangpin Shop on August 27th, the founder of Liangpinpu and Yang Hongchun revealed that the value positioning of high -end snacks is unswerving to provide products with higher quality than competitors. promise.

Now it seems that it is based on such beliefs that the well -known shops that have continuously cultivated internal skills seem to have no aggression in the new round of adjustments in the industry, but they have the ability and confidence of eating more market share.

Follow the ability of "Daqi items+Multi -Explosion Matrix", and the shop is gradually getting better

"Vulgarity" refers to the seemingly reasonable and usually damaged method, which is mediocre.

Since the epidemic in 2020, the two polarization of the leisure snack industry is obvious. For enterprises, when the "hand" is not hard enough, it will be unfamiliar with the chess type and unstoppable tricks, leading to "vulgar hands".

In contrast, the consolidation of the "hand" of Liangpin Shop has become the key to stabilizing and far away in the core competitiveness.

As we all know, super large items+multi -explosive matrix are one of the core competitiveness of the FMB brand. Whether it is the world drink giant Coca -Cola or the "snack empire" Carf is inseparable from the construction of this ability. With many years of accumulation and precipitation, today's good products are also polishing.

Taking the "high protein meat preserved" as an example, in order to meet the new needs of consumers for the taste and nutrition of pork, Liangpin Shop upgrades pork milk series products to launch delicious and more nutritious "high protein meat preserved", which is achieved. The first 500 million major items.

In fact, this is not an isolated case. The financial report shows that nearly 400 SKUs are new on the omni -channel of Liangpin Shop, creating a number of new products represented by Chia seeds, preserved meat, crispy pork, and 0 adding sucrose of the dried sucrose.

The financial report revealed that a model of large single -product industrial chain coordinated models was formed inside the Liangpinpu. From the source of the original auxiliary materials, to the production efficiency and production capacity flexible, it will lay a system foundation for the next 1 billion items.

The other side of Liangpinpu is less "vulgar", always maintaining a keen insight into the market segment, catering to young people's healthy, more delicious and more segmented snack demands, and expanding a series of product categories in advance, such as Children's snacks, fitness snacks and other subdivided scenarios.

Taking the children's snack track as an example, behind the food safety chaos of Chinese campus, which has been attracting much attention, is the unsatisfactory needs and the market space full of imagination. In 2020, Liangpinpu released the first domestic snack group standard in China, and launched the children's snack brand "snack fairy".

Around the concept of "to make delicious snacks healthier, make healthy snacks better, and make children think that delicious food, mother thinks unhealthy, and unable to eat food is healthy", in the past few years, good product shop creates creation A variety of explosive products such as rabbit hawthorn rods, DHA algae cheese sticks, high calcium fresh shrimp tablets.

This year, Liangpin Shop also opened the first domestic snack specialty store in Wuhan in Wuhan. From interactive games to social analysis, to learning nutritional knowledge, parent -child companionship ... Explosion accumulation.

According to the financial report, from January to June 2022, the sales of the omni-channel of the "Snack Fairy" were 219 million, a year-on-year increase of 21.33%. Liangpinpu has found a new growth point for the trillion snack track.

Nowadays, from the output of large items to cultivating segmented categories, the rich product matrix meets the differentiated needs, which constitutes the brand's "moat" and barriers with thresholds. The distance between the shop and the opponent is also opened step by step.

The balanced development of omni -channel and marketing, with the strength of the crossing cycle in adversity

"Miao Hand" refers to the unexpected exquisite law, which is a reverse wind. Those who are good at playing are often frequent hands when they are in crisis, and they are defeated.

Opening Huawei internal letter, Ren Zhengfei also mentioned that when the market chess game changed, the company's strain strategy: survived quality.

Coincidentally, at the internal strategic conference in early 2022, Yang Yinfen, president of Liangpinpu, set the total tone of the year: "cautious and optimistic", "consolidating the foundation", and "moderate growth". The implication is "to pursue quality growth, not blindly growing."

And with quality growth, first of all, it is inseparable from its ability to resist external risks.

As the only company in the industry with balanced development of online and online balanced development, since this year, Liangpinpu has also continuously consolidated the omnicular layout capabilities and has made a full reserve for the "cold winter".

In the first half of the year, Liangpin Shop deployed social e -commerce online to accelerate the pace of online store opening. It opened 302 new stores in key markets in South China, Southwest and Central China. As of the end of June, the number of Liangpu shop offline stores has reached 3078.

Among them, on the basis of fine cultivation of the original channels, Liangpinpu also occasionally issued "wonderful hands" -actively expanding community group purchase and circulation channels to form a benign complementarity between multiple channels.

As of June this year, the provincial gift distribution agent of the company's group purchase business has covered 4 municipalities and 15 provinces in the country; in terms of circulation channels, relying on a high -quality dealer system, more than 23,000 social retail terminals have been covered in half a year, and they have officially entered Wal -Mart. , China Resources, Wumi, Yonghui, Meiyijia, etc. According to financial reports, group purchase and circulation channels achieved operating income of 204 million, an increase of 63.14%year -on -year. It has become an important part of stable performance.

Snacks have the characteristics of pleasure, rigid, and high -frequency addiction, determining that it is a social hard currency. This means that behind the high -end brand image of Liangpinpu, it is necessary to meet the possibility of becoming a high -value social currency.

Since 2022, Liangpin Shop has been centered on users, and has been divided into crowds with scenes, preferences, interests, etc., and communicates with young consumers with snacks.

Taking the phenomenon -level variety show "Cutting Thorns" as an example, Liangpin Shop has been twisted with his brothers as early as the first season. In the second season, he once again interacted with his brothers. "Zengbi is a brand ambassador.

The former is the elder brother who has been tempered after time, and it coincides with the concept of high -quality snacks with good raw materials, good crafts, and good tastes; the latter is a hot new generation of Hong Kong music idols, lively and cute, and comes with the audience. Fate has improved the brand awareness of Liangpinpu in the young group, and won the love of consumer groups in generations.

From the super IP combined with Universal Studios, the New Year's Day revolves around the "good product to the table", and then to the season -based culture, the brain -open#从 24 solar terms#creative poster, etc. Liangpinpu also firmly anchored a high -end and younger brand mentality in the minds of consumers.

At present, as the Chinese economy has entered a period of high -quality development, according to Guoxin Securities and other institutions, it is a typical typical Chinese consumer industry -the snack industry has also ushered in a higher level of supply and demand relationship. It is expected to repairs and grow after the epidemic.

And the "long -term" good product shop, practicing internal skills to take a good "hand", step by step to get rid of the "vulgar hands", and the "wonderful hands" of the deep grooves are frequent. In the end, it will also be dual recognition of consumers and investors.

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