As a leader in duck neck field, Zhou Heiya once caused a heated discussion in the industry when it launched a brand-new brand "Juyi Shrimp" in May. Now, in the past few months, the crayfish products in Zhou Heiya have been quietly removed from the shelves, which is in sharp contrast to the enthusiasm at that time. On September 2 1 day, the relevant person in charge of Zhou Heiya said in an interview with beijing business today that the shortage of raw materials was one of the important reasons for the removal of crayfish. Insiders pointed out that if Zhou Heiya wants to continue to enter the crayfish market, it will be the key point to improve its own supply chain system, and it is quite difficult to compete with the existing crayfish take-out and dining in the market only by relying on its own platform advantages.
Beijing business today reporter logged into the flagship store in JD.COM, Zhou Heiya, and found that although the crayfish category still appeared in the list, there were no products when he clicked to enter. The customer service staff of the flagship store told beijing business today that the crayfish products in Zhou Heiya have been removed from the shelves since September, and consumers who want to buy them have to wait for 20 18 years. As for the specific time of listing, whether an updated product type will be launched has not been notified at present. As a matter of fact, as early as August 23rd, at the performance meeting of the first half of 20 17 held in Zhou Heiya, the management of Zhou Heiya hinted that crayfish products would go offline. The reason why there are no crayfish products in Tmall and many offline stores is that there is still a lack of large-scale production capacity in Zhou Heiya, and the production line of crayfish products is still under construction. At the same time, Zhou Heiya also publicly stated that the layout of crayfish single products will be increased in 20 18, but the real nationwide launch time may be delayed.
It is understood that when Zhou Heiya launched the brand "Juyi Shrimp" to enter the crayfish market in early May, its sales scope was quite limited, and it was only sold on the e-commerce platform and some stores around Hubei. Nevertheless, in June, Zhou Heiya started the "Gather One Shrimp" Qianjiang Project, building a shrimp production base and a condiment production line. With the high popularity of Zhou Heiya brand and the upsurge of crayfish products, crayfish products in Zhou Heiya have achieved good sales, with nearly 9,000 consumer comments in Tmall flagship store alone. However, beijing business today reporter also found that there are many negative comments in these comments, such as that Zhou Heiya crayfish products are too dry in taste and lack of meat, and the scores of crayfish products are lower than the average scores of Zhou Heiya products. The management of Zhou Heiya also indicated at the interim results meeting that products that are more in line with consumers' tastes are being developed for crayfish products.
However, there is a view in the industry that production capacity and consumer reputation are not the main reasons for Zhou Heiya's removal of crayfish products this time, but the lack of advantages in the supply chain is the focus of Zhou Heiya's consideration. In response to a reporter from beijing business today's question about why crayfish products were taken off the shelves, Zhou Heiya also said that there were no crayfish raw materials this year. Insiders pointed out that the price surge of crayfish caused by climate and other factors this year made Zhou Heiya have to face the problem of raw material cost, and the crayfish enterprises that were not seriously affected by this price surge were more in control of the mature supply chain. Not only that, due to the low degree of integration in the upstream of the crayfish industry, many enterprises are trying to enter the crayfish field, and catering brands such as Xinliangji and Spicy Temptation have begun to extend to the upstream of the crayfish industry, and the reshuffle of the industrial chain has quietly begun. Therefore, after just a few months of "experiment", crayfish products in Zhou Heiya will inevitably return to the road of establishing industrial chain.
In addition, the industry also said that at present, in the crayfish consumption market, restaurant food still occupies the main position in the consumption structure with 80% share, and the rest will face direct competition from the take-away platform, so the importance of stabilizing the supply of raw materials is self-evident. Due to the fierce competition in the crayfish market, Zhou Heiya is also required to shift from participating in the market to strengthening the control of the supply chain. (Reporter Shu Zhijuan, Xue Chen)
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