"Actually, it's because our whole team likes to eat potato chips." Talking about the reasons for cutting into the potato chip track, Sun Sida explained that potato chips are rare snacks that can stimulate multiple senses at the same time, just like drinking cola, which is addictive. High-frequency consumption caused by addiction is an indispensable condition for building fast-moving consumer goods.
In fact, the market for potato chips is not small. The domestic puffed food market has reached 200 billion, of which Xerox has proved the prospect of potato chip market with its monopoly position of 654.38+0.45 billion. At the same time, low-carbon water, low-fat, additive-free, plant-based and other healthy snacks are popular in the market, capturing many fans. Therefore, Sun Sida believes that there is a way out to create a crisp product with low calorie, high protein and zero additive.
Sun Sida is full of action. After coming up with this idea, from 2065438 to September 2009, he set up a "food inspection room" and started research and development with his team, trying to create a snack with crisp taste and no fat and starch. At the beginning of the project, they chose to cut the fish and named the product "a piece of fish-fried fish slices".
In less than five months, Sun Sida has worked out the product and product-based gameplay, but behind this, it is a team of Qi Xin.
Sun Sida was born in 1996. Although I graduated from college last year, I am already an experienced serial entrepreneur. He Yusheng, who is in charge of the supply chain, is also a partner of crab yellow fish, a well-known noodle restaurant in Shanghai. He is responsible for the supply chain of products; As the person in charge of marketing, Liu Kecan has rich channel resources for FMCG.
"The delicious potato chips are fundamentally derived from the crispy taste of fried starch and the addiction caused by strong seasoning. How can we make healthy products? "
"Without flour, the product is difficult to form. How to automate production?"
……
In fact, at the beginning, when senior experts in the food industry heard Sun Sida's ideas, they questioned them one after another. Even Sun Sida laughed at herself. "It's like baking a plate of sand, which is extremely difficult."
In order to achieve the goal, Sun Sida tried again and again. The product works in the laboratory, but it fails as soon as it goes on the production line. A production needs at least 300 Jin of raw materials, and Sun Sida has experimented at least 10 times, and then made some flavor iterations. Until the product was formed, the team used nearly 4000 Jin of fish.
He introduced that at present, the raw material of "a piece of fish" is Nordic yellowfin tuna, and 1 kg of fish crisp needs about 3 kg of fish, and the fish crisp content of the whole fish is as high as 60%. Every 100g fish chip is rich in 57g protein, which is equivalent to 8 eggs. In addition, the 0-oil expansion process can make the product not greasy, while slow drying at low temperature can retain the flavor of fish to the greatest extent.
"The information explosion era will make the information gap between merchants and consumers smaller and smaller. We just want to tell consumers all the raw materials and processes, so that consumers can see a brand that is sincere and transparent enough. " Sun Sida said.
At the end of June this year, 5438+ 10, the public beta product of One Fish Lord was officially released, but the sudden epidemic broke the original rhythm of the project.
Wuhan warehouse has a backlog of nearly half of the goods. Now, the product is close to the shelf life and can't be sold any more. Finally, the delivery was delayed in Shanghai warehouse, but the return rate of product orders was only1100.
Many users who received the goods have exposed photos and Amway products on social media. "Are fairy snacks delicious or not?" "There are no shortcomings except expensive." ……
There was no promotion at that time, just wanted to see the real feedback from users. At this point, Sun Sida's hanging heart fell to the ground. Looking back on that time in the future, he described it as moving, "because users are willing to wait for new products and share them actively."
When the epidemic gradually recovered and the supply chain began to work normally, "a piece of fish" made two iterations. "I also encountered an explosion of packaging equipment, heavy rain in the warehouse, wet express box and insufficient hardness. Fortunately, they have all been solved one by one. "
In order to give back to customers, on April 28th, Sun Sida started another round of crowdfunding in Modian.
Crowdfunding price 20 yuan/box, lower than usual 10 yuan. If users approve the product and buy it again within one week, they can enjoy a 15% discount. Sun Sida revealed that after 20 days of crowdfunding, 2000% of the target amount was completed, and the weekly repurchase rate of products reached 30%.
"Learn to use the style and expressive force of beauty products to make food." Sun Sida introduced that as a new brand, it is difficult to promote it through channels, so "One Fish Master" borrowed from the promotion methods and gameplay of some domestic beauty brands.
On the one hand, Sun Sida cooperated with the anchor to carry out live broadcast with goods.
In order to explain the zero-oil puffing technology of the product, that is, it is not greasy, Sun Sida chose to explain it directly with an experiment: the anchor will put two pieces of oil-absorbing paper in front of the table, one is ordinary potato chips and the other is "a piece of fish". When the hand after eating ordinary potato chips comes into close contact with the oil-absorbing paper, there will be obvious "wet" marks on it. This is because the oil-absorbing paper feels the natural reaction when it is oily, but the one with fish crisp has not changed.
He revealed that nearly 30% of users who have seen this live video will place an order.
On the other hand, Sun Sida hopes to let "a piece of fish" penetrate all channels.
He said that online, in addition to the brand Tmall store of the food inspection room, products will also enter JD.COM. COM's fragrant social e-commerce, through private domain traffic to reach accurate people, spread word of mouth;
Offline, "One Fish" will launch offline products, settle in various boutique supermarkets and beauty SC stores, and open up a large number of catering retail channels. At present, one fish, deep-sea tuna crisp, has settled in more than 50 online celebrity catering brands in Shanghai, and will launch pop-up stores all over the country with the development of night economy.
Talking about the current snack market, Sun Sida feels that consumers' demand for snacks is no longer simply to satisfy their appetite, and the demand for additional attributes of snacks will also increase. Many entrepreneurs jump into the market to develop functional snacks, healthy snacks, instant coffee, black snacks and so on. "However, everyone is doing front-end product operations, and their product supply comes from almost the same factory. Therefore, everyone finally works for the factory. "
In his view, the biggest dividend in the domestic food industry is the category dividend, and the brand has to force the factory to innovate. "As long as we can tap the segmentation needs of a certain type of users and innovate constantly, we will become a brand in about three years."
In June 2020, "One Fish Master" announced the completion of seed round financing for the project, and the investors were Boli Venture Capital and Zansi Catering. Up to now, the gross profit margin of products exceeds 70%, and the company's monthly revenue is 654.38+0.2 million, with an average monthly growth rate of 50%. Sun Sida said that the project is looking for a new round of financing.