In China's snack market, buns and biscuits, which tend to be staple foods, have become people's main choices. Bread and biscuits are available at all prices from high-end to low-end. However, in the last two years, a brand focusing on short-term bread has appeared in people's field of vision and is very popular. This is Taoli Bread, which was established in Shenyang.
People's impression of this bread brand seems to have only started in recent years, but according to the data, peach and plum bread was established and appeared in the market as early as the end of last century. That is to say, after nearly 30 years of hardships, Taoli bread was officially known to the public. So, what makes Taoli bread a new benchmark in China bread market?
In fact, the founder of Taoli Bread did not contact the commercial market at first. The identity of the founder, no one expected to be a 60-year-old teacher and an inspirational model. Although we don't know the reason why he founded Taoli Bread, perhaps because of his personal ideal or his sensitivity to market conditions, it is undeniable that he succeeded in starting a business. According to statistics, the annual sales volume last year was 5.9 billion yuan, and the current market value exceeded 26.3 billion.
Although the brand was established in 1997, in 2006, after a series of operations such as acquisition and restructuring, Taoli Bread Co., Ltd. officially appeared in front of everyone, relying on the main short-guaranteed bread.
The so-called short-term bread is a bread product with a relatively short shelf life, while the opposite is long-term bread. There are many brands in Changbao bread in China, including Dali Garden, which is well known to the public. Among its bread products, buns are the main ones.
If we observe this kind of bread with long shelf life, we can find that the additives added are more than those with short shelf life, and some foreign things that can change the taste, such as butter jam, will be added. Because the bread with long shelf life has more additives, the taste is not very good, so it is necessary to change its own taste through such foreign things.
Peach and plum bread, a bread product with short shelf life, has relatively few additives, so it has a good taste, and the content of additives is less, which can better influence consumers' consumption tendency. Therefore, peach and plum bread, with this point, gradually appeared in front of the public, and occupied a large share of the short-term bread market.
Now, the competitors needed by Taoli Bread are no longer short-term bread brands, and it has gradually moved towards all bread brands and become the competitors of many bread brands. The emergence of such a situation means that the upward trend of peach and plum bread has already made some enterprises feel flustered. What kind of advantages does Taoli bread itself have, which can make some brands that occupy the domestic bread market all the year round feel the crisis? Among them, the most important reason is also the peach and plum bread itself.
Like all domestic products with shelf life, commodities are more dependent on the production area and close to the sales area. Because the shelf life of this kind of products is not long, often only one week to two weeks. Therefore, during this period, they have to complete the process of selling transport racks. If the production site is far away from the sales place, the freshness and date of the products will not be guaranteed. Customers pay more attention to the goods with short shelf life, so they will pay more attention to how long the production date has passed from the shelf life.
However, if you want the production factory to be close to the sales place, you must set up your own processing factory in all places, and the investment is huge. After all, the rent of a processing factory, the purchase and maintenance of factory equipment and the labor costs of workers are all essential expenses, so many manufacturers of short-term goods have already lost a lot in this step.
However, Taoli Bread is not worried about this problem. At one time, it was only a local industry that needed to build a few factories, so it didn't cost much on the previous basis. With a certain amount of capital accumulation and a certain commercial foundation as a listed company, it was more than enough to pay for various expenses in building factories.
Then there is the difference in sales channels. Many brands in China will pass through dealers in their sales channels. However, Taoli did the opposite and did not adopt the way of dealers, but directly cooperated with some large supermarkets and platforms, changing from distribution to direct sales.
This change directly makes Taoli far surpass other brands in terms of shelf speed and cost transportation. Not only that, it is not only for large supermarkets, but also for some community stores, convenience stores and so on. Taoli doesn't care about the sales environment and fame, but only about whether there is a place to sell bread, so Taoli has done a very good job in brand sinking. And because of the lack of middlemen to earn the difference, the price of bread is not very high. Although the price did increase a little later, it is still relatively close to the people in the short-term bread industry.
Not only that, peach and plum bread has a very clear positioning of its own products, and concentrates on making bread with short shelf life or other goods with short shelf life. This is very different from some brands in the market, because most brands now pursue the freshness with customers, and have no orientation to their products, but choose a variety of development.
Therefore, combining these advantages, the success of peach and plum bread is not accidental, and it can be said that it has come step by step. And its development has also played a leading role in the development of short-shelf life food in China.
The founder of Taoli Bread, with a market value of 26.3 billion, started his business at the age of 60 and is an inspirational model.
The annual sales volume is 5.9 billion. What is the basis for the peach and plum bread founded by retired teachers?