Our reporter Zheng Xinyue
21111+!
6111+！
61+！
21111+ is the total number of newly developed commodities last year, 6111+ is the number of self-owned brand commodities developed in the whole year, and 61+ is the number of new commodities launched every day.
This is the answer sheet delivered by the new retail enterprise Box Horse on new products at the end of 2121.
People who often visit Box Horse will surely find that its shelves often explode with new products, from flowing milk yellow eight-treasure rice, lemon chicken feet, to strawberry milk, Naixue's joint dumplings, and tea-loving joint youth league, and finally to the snail powder youth league that has been passed down from mouth to mouth recently ..... which has become the "central kitchen" for new food.
The outside world is very curious. How are these explosive foods developed? What kind of people are the secret R&D teams of Box Horse? What are the usual mechanisms?
on April 28th, a reporter from Securities Daily came to Box Horse Headquarters in Shanghai Lujiazui Riverside Center to interview the R&D team of Box Horse's new products. Ying Jin (flower name: Tian Xi), an R&D expert in Box Horse Workshop, told reporters about The Secret Behind's research and development of new products.
bottom line and collision
is it a simple arrangement and combination to make an explosive product?
Ying Jin's answer is: It seems to be arranged and combined, but it is supported by the big data of people's consumption tastes from all over the world.
Take jagermeister crayfish recently developed by Box Horse as an example. jagermeister matches Red Bull and jagermeister matches Wangzai ... Ye Weiguang (flower name: Kitchen Man), a member of the R&D team, found that all kinds of tastes have a habit of jingling.
However, the R&D team has to put forward a proposal and choose the taste direction. Ye Weiguang seeks inspiration in various ways, and understands the external demand from the data department to screen out the tastes that can be used as fashion trends, and what tastes account for the highest proportion of consumption and word of mouth? According to this, he chooses ingredients and makes a sample.
evaluation is an important link in R&D. The evaluation of Box Horse R&D team consists of three steps: self-evaluation-internal evaluation of the team-cross-departmental evaluation (even social evaluation).
Some time ago, the most challenging evaluation was the "Snail Powder Youth League". Ying Jin said with a smile: In that internal evaluation of the team, the whole floor was filled with "heavy taste", and many people avoided it.
However, I decided to launch this product. My confidence came from a colleague's words: This product will be polarized, and people who like it will especially like it. What should we do for them?
after the snail powder youth league went on the market, all the stocks in some stores were sold out within three hours.
During the interview, the R&D team of Box Horse told the reporter that in order to welcome the May 5th Shopping Festival, the team immediately signed an old brand and developed eight new products in a short time: "Butterfly Crisp with Scallion Oil Flavor", Yellow Rice Wine Honey Cake, "Crayfish Iced in Shikumen" and "Bean Curd with Vegetarian Crab Powder" ...
So many wonderful permutations and combinations happened here that the reporter couldn't help asking that consumers were curious. Where is the boundary or bottom line of R&D? "
"As an innovation, at the beginning, we don't set any bottom line, and any creative ideas can be generated and collided." Ying Jin said with a smile, once in the testing session, the bottom line was immediately set very high. The internal habit of Box Horse R&D team is: 1.21 points-any new product has been industrialized and copied on a large scale, and its taste is more or less damaged. Only when the test experts score 1.21 points in the laboratory can it be guaranteed that consumers can score 1.11 points.
Ying Jin said that the most tedious and time-consuming step is product testing, and each product should be tested and evaluated at least 31 41 times, and it is also common to adjust and evaluate more than 111 times.
in fact, compared with the new products successfully listed, there are several times, even dozens of times, of attempts that failed to pass the customs. For example, the combination of milk tea and crayfish failed in Ying Jin.
"We are not researching for the sake of research and development, but innovating for the sake of innovation. For our R&D team, there is a * * * standard-I am willing to recommend food to my relatives and friends, and I am willing to introduce it to consumers. " Ying Jin said.
who are the gourmets and "mice"
new product research and development teams?
Ying Jin introduced that the R&D team of Box Horse has more than 21 R&D experts, 71% of whom are from master chef, a five-star hotel in China. Some of them are the inheritors of a certain taste, and the chefs of eight Chinese cuisines are "a gathering place for gourmets".
judging from their professional resumes, these people are all gourmets; But when it comes to Box Horse, their main task has become innovation, and they have become "mice" who taste thousands of flavors for consumers before the new products go on the market.
In all regions of China, Box Horse also has R&D experts stationed, such as developing a spicy hot pot. We will send the ingredients to all regions in advance, let the experts there try the spicy degree, and divide the spicy degree into more detailed levels according to the eating habits of each region
.
Ying Jin concluded that besides daring to think and do, he pursued originality. She hopes that the R&D team can get into the kitchen and understand the market.
There are some experts in the team who have a better understanding of the market trend and industrialization process. In the past, the fragrance of wine was not afraid of the depth of the alley, but in the Internet era, it was "one network connected with the world", including the research and development of new products, which should also keep up with the Internet era.
The reporter of Securities Daily learned that almost all the merchants who cooperated with Box Horse had complained to their team that "they always call us at 12 pm, don't you sleep?" ！”
"After all, we are a traditional enterprise, and we are a little uncomfortable with this rhythm." An old-fashioned merchant told reporters.
The staff of Box Horse said that this is normal. "This is the rhythm of the Internet."
Perhaps this is the reason why the box horse can remain "always new".
Ying Jin said that although most R&D teams are from traditional industries, their willingness to enter Box Horse means that they are willing to accept challenges. Everyone is actively changing their thinking to understand the internet thinking and industrialization process.
According to reports, for each new product, the exploder carefully calculated the proportion of materials used, from creativity to evaluation, every step was exhausted, and they were worried whether the last step would be called back. And the moment when they are happiest is the moment when the products they developed go on the market.
Loyal to Classics, Transcending Classics
For Boxma's team, what they pursue is not only to meet the ever-changing consumer demands, but also to constantly guide and even lead a trend. Perhaps it is this "unique" self-demand that creates a "unique" taste meal.
It is reported that the team of Box Horse began to try to make explosive products in 2117, and in 2118, it started the road of "explosive products" with seasonal foods such as Youth League. Every season and every month, the R&D team gives itself new challenges. Regardless of age, they are curious about new things and always stay close to the current young consumer groups.
However, the R&D team of Box Horse also said that it is a good result for Box Horse to maintain its popularity with new products, which can bring traffic that is willing to be early adopters. However, they also respect the original flavor and are loyal to the classics, but they still have to try to surpass the classics in the end. As an Internet company, it is important to lead new concepts and popularity, but any food that can be pushed to the public has only two words: "delicious".
It is revealed that in the near future, snail powder zongzi and stinky tofu zongzi will all appear in front of box horse consumers.
(editor Zhang Mingfu Cai Shandan)