The white elephant became popular overnight and was consumed crazily by the people. After 3 15 party exposed "pickled sauerkraut", many instant noodle brands were negatively affected, but Baixiang instant noodles were sold out. Known by netizens as "the light of domestic products." The white elephant burst into red overnight and was swallowed up by the people.
The white elephant became popular overnight and was consumed crazily by the people. Recently, white elephant instant noodles have been searched by wild consumers.
I think that the white elephant and a master, a certain person and a certain lang were collectively called the four kings of instant noodles! Admittedly, shopping malls are like battlefields. In order to compete for greater market share, the giants have come up with their own housekeeping skills, brand research and development innovation, and low-price promotion. Fierce competition makes life difficult for each other. Seeing that there are serious problems in everyone's capital chain, at this time, Japanese capital, which had a good life, suddenly played a Sao operation in which the snipe and the clam competed and the fisherman benefited.
As long as all of you here accept our investment, you will be ready to make a fortune. Of course, if you don't want to cooperate, then you can weigh the fruit yourself. With the passage of time, all three enterprises have Japanese backgrounds, but Baixiang resolutely refused to be acquired by Japanese enterprises and stuck to the bottom line of our national enterprises in China.
The price after rejection is also very high. No matter how to improve the quality and taste, the white elephant can only survive under the attack of the three giants, and eventually it is black and blue, and its market share is declining year by year, so that it is difficult to see the white elephant on the shelves of supermarkets. Since then, it has become a cold plum on the cliff, which is arrogant and difficult.
Recently, our athletes have achieved excellent results in the Paralympic Games, which has made netizens deeply admire and made us pay attention to the disabled again.
There are 65,438+0/3 employees in White Elephant Company who are disabled. Even though sales were bleak, White Elephant didn't lay off employees. On the contrary, it has left many jobs for the disabled and provided them with a suitable working environment. Last year, during the rainstorm in Henan Province, White Elephant donated thousands of boxes of materials and 5 million yuan in a low-key manner at the first time, and even CCTV praised it.
Speaking of which, some keyboard men are not satisfied. It is said that Baixiang recruits the disabled to reduce taxes and enjoy the preferential tax policies of the state. I wonder, is it so easy to do good? It is true that it is tax-deductible to recruit disabled people, but why don't other companies recruit? Why not actively help disabled people find jobs?
This 3. 15 "pit pickled sauerkraut" incident made us understand that it is not how good we are, but the foil of our peers! Without strength, you can catch up with it through later efforts, but if you don't stick to your initial heart, you will never stand up.
The white elephant became famous overnight and was consumed crazily by people. It is reported that after the exposure of "Tukeng Pickled Sauerkraut" at the 3 15 party, many instant noodle brands were negatively affected, but Baixiang instant noodles were sold out. In addition, one-third of the employees of the white elephant are disabled and rushed to the hot search. The white elephant is also called "the light of domestic products" by netizens.
Tianyancha App shows that the affiliated enterprise of Baixiang is Baixiang Food Co., Ltd., which was established in 1997 1 1. Its legal representative and chairman are Yao Zhongliang, with a registered capital of 350 million yuan, and its business scope includes food production. Food processing food production; Condiment production; Food import and export, etc. According to the shareholder information, the company is jointly owned by Zhengzhou Zheng Long Enterprise Management Co., Ltd. and Zhengzhou Zerun Enterprise Management Co., Ltd. ..
At present, there are 30 foreign-invested enterprises in Baixiang Food, of which 25 are surviving or operating, including Shandong Baixiang Food Co., Ltd., Henan Youmai Food Co., Ltd. and Beijing Baixiang Culture Media Co., Ltd., most of which are located in Henan and Beijing. In addition to food, its territory also involves cultural media, advertising marketing, e-commerce, logistics, investment and so on. At the same time, Baixiang Food has set up 12 branches, and there are currently 3 branches.
In addition, food safety information shows that the company's products have been sampled more than 60 times, and all the results are qualified; Its investment companies and branches also involved nearly 300 random inspections, and all the results were qualified.
The white elephant became popular overnight and was consumed crazily by the people. 3 In the past 3 15, the sauerkraut in the pit completely removed Master Kong and Uni-President, and the white elephant that did not cooperate with the flag-cutting vegetable industry unexpectedly "won lying down", and the sales volume soared.
Because 30. 15% employees are disabled, the white elephant has aroused widespread concern in the society during the Paralympic Games, and its Tmall flagship store and live broadcast room have also achieved a sharp increase in sales.
"Eat as much as you can, don't waste it." The demand of "rational consumption" of the white elephant is very similar to that of the red star Hongxing Erke a few months ago, and the label of domestic instant noodles has gradually spread. With the popularity of the title "The only instant noodle company in Japan that refused to take a share was driven out of the supermarket", local fast-moving consumers in Henan directly poured a pot of cold water: "(White Elephant) was not acquired because it has state-owned assets, and the conditions are not easy to talk about!"
Although the hot search has made the white elephant popular for some time, Sina Finance found that there are no white elephant products in Guangdong, Shandong, Sichuan and other markets, and its market distribution rate is still worrying; Online supermarket, Jinmailang Laotan pickled noodles are still sold normally, but there is no distribution of white elephant pickled noodles.
"The diversification of white elephants is basically a failure," the insiders believe. Searching Taobao for the new product "Fresh Noodles Biography" promoted by White Elephant last year, the highest sales volume of its store is only "2 1 person pays". In addition to hot search, Baixiang is also an instant noodle company that has been squeezed out of the first-line echelon.
1, Paralympic Games, 3 15
On March 9, the official flagship store of Tmall White Elephant announced that due to the recent surge in orders, factories across the country launched emergency plans to fully produce and distribute products, and strive to deliver products to thousands of families in need as quickly as possible. White elephant said in the announcement, remind everyone to buy as much as you eat, and don't waste it.
"Is this the first time I've heard of this brand?" "I ate it when I was a child ..." The white elephant, which had been silent for many years, suddenly became hot, reminding people of the domestic red star Hongxing Erke, which exploded a few months ago.
Twenty years ago, Master Kong, Uni-President, Huafeng and Baixiang were called the four giants of instant noodles. Since then, Huafeng has faded out of the market, and now Lang Mai ranks third. According to the data of the convenience food conference in 2020, the sales of Master Kong, Uni-President and Jinmailang accounted for 46%, 15% and1%respectively, ranking in the top three, while the share of white elephants was insufficient 10%, only 7%, ranking fourth.
However, in recent years, the market of white elephants is mostly concentrated in third-and fourth-tier cities, and the layout in first-tier cities is becoming less and less. However, with the arrival of new consumption, the marketing strategy of Baixiang has also changed.
"I heard that I changed my marketing director, and my thinking is more flexible!" An industry insider who has been exposed to white elephants told Sina Finance. In Tmall flagship store, the number of followers of Baixiang flagship store has reached 566,000, and its fans are even much more than the 654.38+052,000 of Jinmailang. On-line channels, White Elephants have layouts in Tmall, JD.COM, Pinduoduo and Tik Tok. Among them, "Soup is delicious" and other products have also been 10W+ in Pinduoduo.
All kinds of signs show the determination of this old enterprise to recover.
In 20 18, Baixiang Food put forward the strategy of "second venture" and planned to achieve a business scale of 30 billion yuan by 2023. Since then, the strategic thinking of White Elephant has been biased towards the thinking of "network celebrities". From September, 2065438 to September, 2009, Baixiang Food launched new products such as fried belly in old Beijing and spicy "Liao noodles" in Sichuan with the concept of creating "network celebrity products". In September 2020, the online celebrity snack brand "Single Grains" also received tens of millions of B rounds of financing from Baixiang Food.
In September, 2020, Baixiang Food launched the brand of "Fresh Noodles Chuan", and opened a flagship store in Tmall, with the unit price exceeding 10 yuan, aiming directly at the "Spicy Noodles Chuan" that has become popular in recent years. Industry insiders told Sina Finance that Baixiang attached great importance to the brand of fresh noodles, and the team was separated from Baixiang's Henan base camp and worked alone in Shanghai.
From this perspective, the sudden fire of white elephants in cyberspace is also the result of the cultivation of online consumption ecology in recent years.
2. The sustainability of the Red Star Hongxing Erke effect needs to be tested.
"The only instant noodle company in Japan that refused to buy shares was driven out of the supermarket"; "Starving to death and not accepting Japanese stocks" ...
This title is very hot-blooded, and the dealers of white elephants have begun to pretend to be "domestic" instant noodles. However, local fast-moving insiders in Henan also poured cold water directly. "This is all self-promotion. Not because of the acquisition of state-owned assets, the conditions are not easy to talk about! " Song, the marketing research and training center and chief market expert of Zhengzhou Institute of Light Industry, who had consulted Baixiang, told Sina Finance. However, this person's statement has not been confirmed.
Among the four giants of instant noodles, the second largest shareholder of Master Kong is Japan Sanyo Food Co., Ltd.; There are also many Japanese companies in the unified shares; Jinmailang also accepted the shares of Nissin Corporation of Japan, with an investment ratio as high as 33%.
The practice of disabled employees has also been questioned by relevant people: "It's all business! Disabled employees who exceed 15%-35% can obtain the welfare enterprise certification of the civil affairs department and be exempted from value-added tax and income tax! "
An interview with Sina Finance found that white elephant products are rare in many markets such as Shandong and Guangdong, and their distribution is mainly concentrated in Henan. "Korean instant noodles from Nong Xin have outsold it in China," said an insider.
After all, enterprises are not welfare organizations, and market competition is not only about national feelings, but also about products and strength. Counting the family history of the white elephant can also be traced. It became the fourth child, which was related to its strategic choice for many years.
In 20 10, Baixiang Food moved its headquarters to Beijing for IPO as soon as possible, which directly lost a large number of old employees in Henan headquarters. In 20 14, Baixiang did not complete the gambling with the investment bank, and returned to Zhengzhou after the IPO failed, and the talents accumulated in Beijing in the past four years were further lost.
During this period, White Elephant was transformed into a high-end product, and the upgraded version of the product was sold from 1 yuan to 2.5 yuan, trying to directly participate in the market of Master Kong. Unexpectedly, this move not only did not shake Master Kong, but also directly let his opponent Jin bargain-hunting the rural low-priced market.
In addition, the white elephant also tried to enter the staple food industry. The original rhetoric is: it is planned to open 5,000 Fuxi pasta workshops in a chain within three years. However, public reports show that after three years, there are only a dozen such stores on Zhengzhou Street. Until the 200th store, White Elephant failed to make a profit and ended in a painful failure. During this period, the white elephant also made fruity water, iced black tea and functional drinks, but it was not well known in the market.
"The diversification of white elephants is basically a failure," Song said. Searching Taobao for the new product "Fresh Noodles Biography" promoted by White Elephant last year, the highest sales volume of its store is only "2 1 person pays". It can be seen that the online sales of this product are very poor.
At the same time, the instant noodle industry has been in a state of decline in recent years, and the income of Master Kong and Uni-President Instant Noodles is declining. Nielsen data shows that in the first half of 200212002, the overall sales volume of the instant noodle industry decreased by 7.7%, and the sales volume decreased by 7.3%. The development of take-away food industry in China is crowding out the market space of fast food, and the decline of market demand and profit of instant noodle enterprises is an inevitable trend. At the same time, online celebrity convenience foods such as snail powder, red oil noodles and self-heating pots have also replaced traditional instant noodles.
It can be said that both the internal development of the white elephant and the instant noodle market environment are facing great risks. Master Kong, Uni-President and Jinmailang all have other business growth points besides the instant noodle business, such as "Uni-President Fresh Orange Blossom", "Words of the Sea" and "Uni-President Assam Milk Tea" all showed double-digit growth in 20021. Today's "Liangbaikai" of Mailang also has a great market. However, the second growth line of white elephant has not been developed successfully.
The red star Hongxing Erke's style has turned red. I hope that the white elephant is not a flash in the pan, but a new life after a long period of storage.