Semi -annual report signal!The steady growth and long -term potential energy of Liangpinpu

"In the past, people regarded innovation as risks, and now it is the biggest risk to not innovate." With innovation, Huawei has become a leader in the communication industry industry. It flourish from China and go to the world with this.

It is still applicable to the Chinese snack industry.

For a long time, leisure snacks have the imprint of "big industries and small enterprises". Although the industry scale is as high as trillion and maintains steady growth, the market has shifted from incremental to stock. In fierce stock competition, how to break through and how to win?

The answer to Liangpinpu is also: find an incremental opportunity from innovation!

"Narrow competition is the competition, the general competition is cooperation, the real opponent is itself, and the effective law is innovation." As one of the three giants of leisure snacks, the competitive concept of good product shop is self -evident.

Judging from the latest semi -annual report, Liangpinpu achieved revenue of 4.895 billion yuan, an increase of 10.72%year -on -year, and net profit was 193 million yuan, a year -on -year increase of 0.67%. For such good results, many securities institutions said "optimistic about the continuous layout of Liangpin Shop in the snack field."

The epidemic superimposed industry adjustment period, some snack brands have declined to varying degrees of performance. How does it cross the "Red Sea competition"? How do you consolidate the status of leisure snack leaders?

Little blue ocean in the big red sea

Countless brands break through from fierce competition, relying on the business law of category innovation. Coca -Cola is the same, and so is Nestlé, they created and dominated Coke and coffee products, respectively.

In the red sea of ​​the trillion -dimensional food market, the brand needs to make a small blue ocean, and it also needs to work hard on category innovation.

In the industry, there have always been "0 ~ 1" and "1 ~ N" category innovation disputes, that is, the pioneering large items and the full -category disputes. In the era of the stock competition of leisure snacks, the correct practice of mature brands is not to choose, but all.

In the excavation of large items, Liangpin Shop is constantly moving deep into the depths. Following the first 500 million -level single product in 2021, the preserved pork preserved in 2021, in the first half of this year, there were nearly 400 SKUs on Liangpinpu, which created the Qia seeds full wheat toast, hand -to -meat, and crispy pork preserved. Multiple explosive new products have good market feedback.

In large single -product strategies, the "pressure principle" is undoubtedly an excellent choice to do the right, that is, the use of super -configured resources to concentrate their strengths to achieve key breakthroughs in the subdivided field.

The large single product strategy of Liangpinpu is to aim at the needs of sub -scenes such as children and fitness people, and to achieve product breakthroughs through seven business processes. Right now, it has formed a model of coordination of the large single -product industry chain, laying a system foundation for more than 1 billion items in the future.

While excavating large items vertically, the horizontal all -category strategy is also essential. This is the key to stabilizing the basic disk in the existing era.

In the first half of this year, Liangpin Shop has been working hard on the horizontal direction of the entire category. Focusing on the special needs of women, children and other people, 56 products have been developed and listed in the direction of drugs and foods, cheese and other directions. Among them, 0 adding dried sugarcane and medicine and food rods in the addition of sugarcanes performed well, with monthly sales exceeding one million.

On the one hand, it promotes the industry to broaden the boundaries in the existing era, and on the other hand, it will extend its tentacles and lock more development engines. In the long run, the full category innovation of Liangpinpu is a "infinite game".

Behind the innovation of various categories, research and development innovation needs to be used as strong support. In the first half of this year, Liangpu Shop invested RMB 25.2161 million, an increase of 32.83%year -on -year.

Based on this, through the vertical and horizontal category innovation, Liangpinpu continues to find a new blue ocean in the Red Sea; through research and development support, it can also break the category boundary through differentiated technologies to continue to create better experience and value for customers.

"Longgoski Snow" under the trillion track

"Life is like snowballs. The most important thing is to discover wet snow and long hillside."

For enterprises, Changpo is a great room for development in the field where the enterprise is located. The snow refers to the strong operating ability of the enterprise.

The trillion -storey market where Liangpinpu is located is undoubtedly a long slope. The business capabilities such as channels and R & D innovation are the thick snow that can roll out snowballs.

Looking back, the leisure snack industry has entered the 4.0 era of online and offline integration and omni -channel. As far as enterprises are concerned, layout omni -channels will undoubtedly make their own ability to resist risk.

Obviously, Liangpin Shop has been embracing the era of omni -channel 4.0. As of the first half of this year, the number of offline stores in Liangpinpu was 3078, and 302 new stores opened. Offline is the foundation of Liangpin Shop, which shows that it is still steadily grasping this channel. In addition, the layout of online channels such as platform e -commerce and social e -commerce many years ago, the layout of the circulation channels has achieved significant results in the layout of circulation channels.

However, Liangpin Shop is not like many brands, but simply open up sales, but innovatively adopts various new gameplay and models.

In the first half of this year, Liangpinpu passed the brand's creativity and event planning, as well as high -quality content and accurate release, so that the brand deeply reached online and offline, and helped the sales growth of omnios. In addition, it is still using the group purchase model of online and online deep integration. This is also reflected in the latest semi -annual reports. In the first half of the year, Liangpoo's group purchase and circulation channels achieved operating income of 204 million yuan, an increase of 63.14%year -on -year. In order to advance online and offline, you can really not put eggs in the same basket to reduce risk. The omni -channel layout of Liangpinpu is actually the transformation of the product and channel "two -wheel drive".

Of course, to seize the sales opportunities of omni -channels and segmented people, companies will also face new problems: how can brands maintain their relationship with consumers in the face of the dispersion of channels brought by omni -channel? And how to manage huge data?

At this time, digitalization is an important adhesive and catalyst, especially the data -based data -based system. The data -based system can open up the data of omni -channel and collect, organize, clean, analyze, and model the data, so as to truly understand consumer needs and improve service levels.

Facing the wave of digitalization, Liangpu Puzi innovatively established the Data system of China and Taiwan. This system optimizes the integration of data from channels, stores, and markets, which can achieve in -depth analysis of consumer demand.

Taking 2021 as an example, the "customer's voice" digital system in China and Taiwan Data systems handles 659,900 annual data. With the rehearsal, cleaning and analysis of this data, Liangpin Shop has formed a total of 124 business improvements that improve product experience, customer service, and optimize consumer perception. The customer's service experience has greatly improved.

Channel and digital investment are small farming and slow work. In the early short period of time, obvious results may not be visible, but strong kinetic energy will be produced in the later period.

This is the dividend brought by the "slow variable". The appearance of the shallow level in front of the eyes is "fast variable", and the deep internal causes behind those and deep levels are "slow variables". For leisure snack tracks, "slow variables" are also in channels and digitalization. Deep cultivation.

The investment in "slow variables" allows Liangpin Shop to find "thick snow", accumulate deep operating skills, and roll snowballs on the long slope of leisure snacks and get bonus.

The underlying ability of the crossing cycle

Snowball on the long slope is a marathon for companies. To keep the snowball rolling, we must grasp the most essential underlying logic in order to cross the cycle.

Liangpinpu obviously knows this. Last year, Yang Yinfen, CEO of Liangpin Shop, said in a speech that in the internal speech, we must return to the underlying logic of business in the next ten years to do business, and must return to the underlying logic of the company's operation. From the aspects of innovative products, product operation, organizational capabilities, and management capabilities.

In fact, there is a underlying logic of products, operations, organization and management and other commercial actions, which is to serve consumers' needs.

"Consumers are willing to add healthy, nutritious and ingredients to the shopping cart", and follow JD.com's insight into the consumption trend of the food industry. To decide the future of the snack brand, you need to anchored delicious and healthy needs. One rule: make delicious snacks healthier, and make healthy snacks more delicious.

How to make snacks healthier?

The quality of the product is the "fundamental" of the company's trust in the public's trust, depending on the survival and development, and ensuring the quality of the raw materials from the source is the "fundamental" in "fundamental". Focusing on the source raw materials, Liangpu Shop innovatively launched a "two -step" strategy.

First, lock high -quality raw material production in across regions.

In the place of origin overseas, nuts, happy fruit, cashews, pine nuts, Badanmu and other nuts have more stable and high -quality supply capacity. Growing 22.71%. In China, Liangpinpu strives to find high -quality raw materials with a long history of breeding, including Zhen'an Qingmei, Huanghua winter jujube, Yunnan walnuts, South -Japan island kelp and so on.

Searching for the first step is the first step. In order to ensure the stable supply of the origin and meet the high -quality raw materials required by the good product shop, it has also collaborated on the supplier to establish 12 species of breeding bases and establish strict selection standards. Form to control quality.

Under the strategy of "two steps", Liangpinpu has set up multiple thresholds to build the quality upgrade of the entire industry chain from the source.

There is no reason to be born in the world, and all the breakthroughs come from the thick accumulation. The continuous breakthroughs and leadership of critical links such as channels and products confirm the correctness of the strategic selection of Liangpin Shop.

"The underlying logic that must be returned to business in the future", good product shops from 0 to 1, from 1 to 10, from 10 to 100 ... constantly widening the development space. In the meantime, it relies on products, channels, and marketing to reshape, and it is also driven by management and organization.

Through the continuous improvement of transcripts and trends of industry leaders, this also reveals that more companies must achieve their own time and space for the current and future consumer demand and technology.

In 2022, the snack industry still focused on shocks and competition.To be sure, in this competition about future fate, victory is destined not to belong to the mediocre.This long -lasting war may be brave and luck at the beginning, but the next thing to fight must be quality, innovation, toughness and pattern.The balance of destiny has already shifted.

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