If you win hemp, who would have thought that a trivial family dispute would bring goods in the opposite direction and win the popularity of the new catering brand Ma Liu Ji? Wang Xiaofei and Big S's marriage series came to an end, and then updated the "anecdote". An unexpected reverse operation caused by "a bloody case caused by a mattress" made Ma Liuji, who started a new business in Wang Xiaofei, get a flow bonus. Within two days when Wang Xiaofei and Big S pulled each other, according to the official flagship store of Ma Liuji Taobao, more than 1.4 million copies of hot and sour powder were sold, and the sales could reach 56 million yuan according to the unit price of 39.9 yuan. The "popularity" of online sales of Ma Liuji is not an accident, but a long-term push of the boat.
Let's take a look at what the OEM business behind Ma Liuji is all about.
Author: Lin Xiaobai
Marketing by taking advantage of the situation failed to make Ma Liuji's pre-cooked dishes win hemp
Winning hemp won hemp, who would have thought that a trivial family dispute actually brought goods in the opposite direction to win the popularity of the new catering brand Ma Liuji?
The marriage series between Wang Xiaofei and Big S was updated after the drama ended. An unexpected reverse operation caused by "a bloody case caused by a mattress" made Ma Liuji, who started a new business in Wang Xiaofei, get a traffic bonus. Within two days when Wang Xiaofei and Big S were pulling each other, according to the official flagship store of Ma Liuji Taobao, about 1.4 million copies of hot and sour powder were sold, and the sales could reach 56.9 yuan according to the unit price.
However, we should know that the sales of Ma Liuji, which is as high as tens of millions of yuan, are almost dominated by the same peripheral retail product, hot and sour powder. On the contrary, the sales of prepared dishes of catering products in stores under the Ma Liuji replica line-spicy beef, pickled fish, etc.-have been far away. Many netizens have ridiculed that Ma Liuji won by taking advantage of the "opportunity marketing" at the high point of public opinion traffic exposure, but they can't move the sale of prepared dishes alone. Is the prepared dish a good one?
Ma Liuji, you know how to play "marketing by taking advantage of the situation"
The popularity of online sales of Ma Liuji is not an accident, but a long-term push with the tide.
when opening online marketing channels, most new catering brands generally choose the catering community operation to enhance users' stickiness by operating the user system, expand the link between brands and consumers by using the public domain traffic live broadcast of the head e-commerce platform, and cooperate with KOC to plant grass to seize consumers' minds, as well as enter the fresh retail, supermarket, community group purchase system, etc. Among them, the live broadcast with goods mode is one of the hottest sales channels to shorten the realization cycle in recent years.
For example, Li Jiaqi, the head anchor, reaped the "girls' offer" with a live broadcast strategy with great price advantage and compact delivery rhythm in junior high school, and Brother Xiao Yang's gag-style live broadcast with comedy and story atmosphere, and the content live broadcast with the knowledge of popular science selected by the East are all common types of live broadcast in today's live broadcast mode.
The secret of the popularity of the live broadcast of Ma Liuji lies in "marketing by taking advantage of the situation". By cooperating with Wang Xiaofei and Da S's series of "cutting constantly, making sense out of chaos", we can get out of the reverse output online live broadcast operation. Just as the "Mattress Incident" was fermenting, Wang Xiaofei kept shouting on the Weibo platform that Big S was "unwilling to pay the electricity bill and change the mattress", which attracted hundreds of millions of traffic. At the same time, Zhang Lan, Wang Xiaofei's mother and founder of South Beauty, held several live broadcasts while the iron was hot, and while responding to the inside story of Wang Xiaofei's marriage with Big S, he picked up a close-up of Ma Liuji's peripheral products such as pepper chicken and hot and sour powder.
According to the data of Feigua, on October 21th, Zhang Lan broadcasted five live broadcasts in Tik Tok, of which the sales of a live broadcast lasting more than five hours in the morning was 712,511 yuan. After the public opinion of Wang Xiaofei and Big S detonated Weibo and the Internet, the sales of the following four live broadcasts in Zhang Lan continued to rise, with the five live broadcasts being broadcasted more than 4 million times and the sales amount of * * * being 1,563,311 yuan.
It's not the first time that Wang Xiaofei has independently created a hot spot of public opinion flow, and it's no accident that Ma Liuji's "take advantage of the situation marketing" to strengthen the celebrity effect in Zhang Lan's daily frequent short video of Ma Liuji. In addition, Wang Xiaofei once said in an interview that Ma Liuji has achieved rapid scale expansion due to the use of South Beauty supply chain and team production, and at the same time, it is positively related to the retail of peripheral products through Ma Liuji.
It's up to the consumer to make money.
Under the blessing of traffic, according to the speculation of relevant catering analysts, it is estimated that the average annual income of a single store in Ma Liuji will reach 6-8 million yuan, while when there are 14 stores in Ma Liuji, the annual income will be at least 84 million yuan, and the store income will reach the level of 111 million yuan, which is an online sales channel.
However, it is worth noting that while the sales of Ma Liuji's e-commerce platform exceeded 11 million, it formed an oligopoly retail product matrix with its fast-food hot and sour powder fault, and the sales volume of prefabricated vegetables was less than a fraction. According to the data of Tik Tok e-commerce platform, the hot and sour powder has been sold for more than 1.765 million, while the total number of prefabricated vegetables, frogs and pickled fish is only 111,111, forming a huge sales gap.
comparing with the business model innovation of "online celebrity restaurant+prepared dishes" originally conceived by Wang Xiaofei in the book of Ma Liu, it seems that the whole prepared food industry is facing difficulties because the prepared dishes are cold. First, the freshness of pre-cooked vegetables depends on the strong supply chain network. At present, the number of stores in Ma Liuji is not enough to cover the "last mile" demand of pre-cooked vegetables distribution. Up to now, according to the public comment search, Ma Liuji now has 13 stores in Beijing * * *, so it is obviously not feasible to cover the "last mile" network of a single city. In addition, Wang Xiaofei once said that Ma Liuji will not take the route of expanding to open stores, so he only relies on the third party.
Second, the offline stores of Maliuji have not gained a firm foothold in the catering industry with unique taste, which also makes its prefabricated dishes not out of the circle in taste. It is reported that Maliuji prefabricated dishes are mainly operated in the light asset mode of OEM at present, and only provide recipes and condiments to third-party factories for processing and production, which is not the core moat with product strength. According to the comments of the public, the word-of-mouth score of its dishes has also decreased compared with the previous period.
Third, over-reliance on traffic marketing. When the dividend fades, it will be difficult to support the overall expenditure of a huge brand, so that resources and R&D support cannot be tilted to the R&D and polishing of prefabricated dishes. Survival is the first thing to do. Under the normalization of epidemic prevention and control policies, many catering brands have stagnated or regressed due to epidemic prevention measures, including Ma Liuji, which has laid 16 offline stores in its early days, of which 15 are located in Beijing and Shanghai, where the epidemic prevention and control situation is relatively severe. Due to the restriction of eating in the hall, there are only 13 existing ones.
Looking at the whole catering environment, it seems that the dilemma Ma Liuji is facing now is just a microcosm of the industry, and this is also a problem that similar catering brands with offline catering and prefabricated dishes should consider after the industry explodes.
The cusp of pre-cooked dishes
Looking back at the commercial map of Wang Xiaofei, in recent years, the hot spots of the market have been continuously invested in hotels, real estate and even new tea drinks, such as the brand-new complex (mixed) tea beverage Herunlin selected and endorsed by the beauty king Da S, and the S HOTEL full of photos of Da S and his family, all of which belonged to the hot track favored by the market at that time, and it is hard to hide the shadow of "wife marketing" associated with Da S.
And the prefabricated vegetables that have been stepped on recently are also at the forefront. According to the consulting data of Ai Media, the scale of China's prefabricated vegetable industry will be 345.9 billion yuan in 2121, up by 1.9% year-on-year. It is estimated that the China prefabricated vegetable market will maintain a growth rate of about 21% in the future, and the scale of prefabricated vegetable market will reach 1.172 billion yuan in 2126.
At this time, successful pioneers in the market have enjoyed the industry bonus that the focus of consumption scenes has gradually focused on family scenes due to the prevalence of "house economy". A live broadcast of semi-finished spaghetti of Fengwei School has achieved 611,111 boxes of explosion, and the sales of spicy crayfish in Tianhai's flagship store have also approached the 511,111 mark, allowing consumers to take the lead in realizing "crayfish freedom", and the sales of pickled fish with lazy dishes have reached millions, which will increase the market of prefabricated dishes with consumers.
However, compared with the market scale and high penetration rate of foreign prepared dishes, the space of prepared dishes in China is still worth looking forward to. According to relevant data, in 2121, the scale of prefabricated vegetable market in the United States and Japan alone will be close to 2 trillion. At present, the market size of prefabricated vegetable industry in China is about one-sixth of that in the United States and one-third of that in Japan. In terms of market penetration, the penetration rate of 5%-11% of China's prefabricated vegetables is less than one-sixth of that of Japan's 61%.
in addition to tapping the potential blue ocean market inward, the brands of pre-cooked vegetables are gradually trying to open up the incremental space overseas. The "big geese" are sold to Southeast Asia, Thailand, and Guolian Aquatic Products set up a cold chain warehouse of about 3,111 tons in the United States to seize the instant delivery, and the quick-frozen leader Anjing Food acquired British food companies to expand overseas performance highlights.
up to now, the domestic market structure has basically formed, which consists of traditional prefabricated vegetable enterprises, food enterprises that mainly supply B-end, fresh retail platforms, catering central kitchens and catering supply chain platforms, etc. However, due to the low entry threshold and the initial development stage of China's prefabricated vegetable industry, it shows the market characteristics of separation and dispersion. However, according to the analysis of CAAIE Agricultural Food Innovation, in the medium and long term, China's prefabricated vegetables are cleared and large-scale enterprises are formed.
Conclusion
It was Wang Xiaofei who created the traffic code, but he made a mad profit, which made Ma Liuji's "popularity". Although watching Ma Liuji's prepared dishes can't be called making money in the short term, it is indeed a profitable business in the long run.
there is still a long way to go to speed up market penetration and penetration, break through the shackles of difficulties, and learn from overseas and international markets to release performance space.