What channels can the new brand snacks be marketed through?

Speaking of snacks, it was everyone's favorite when they were young. When I was a child, the old popsicle, pineapple-flavored soda, cold Dan and raccoon crisp noodles were all classics. I saw Come to Iraq for the first time when I was a university student in Shanghai, a big city. I didn't expect to sell snacks with this model. Nowadays, there are more and more kinds of snacks, rich in taste, beautifully packaged and first-class in endorsement. Of course, prices are also rising. First, players in the snack track of the domestic snack industry must know that snack products are rarely sold after sale and the repurchase rate is high. There is no difference between off-season and peak season, and the audience is wide. From 3-year-old children to 60-year-old aunts, they basically love to eat. Therefore, the snack field is a very good entrepreneurial track. According to statistics, by 2020, the overall market size of leisure snacks will reach 2 trillion yuan, and the number of listed companies is also increasing. Therefore, many entrepreneurs and capitals have entered the market in succession, hoping to seize the opportunity of consumption upgrading, establish a brand, invest in research and development, and promote it quickly to realize the dream of listing. Before talking about new brands, we can learn about the channel sales methods of old brands. There are generally four types: direct selling, joining, distribution and e-commerce. Many time-honored brands do 1-3, among which the product homogeneity is also serious, and the investment in R&D is also relatively low. CR 10 is about 30%, while the European and American markets are 60%. Like the domestic catering industry, there are no giant enterprises and the market share is scattered. Second, the characteristics of new brand snacks New brand snacks, the best of which can also be called online celebrity snacks, compared with traditional snacks, online celebrity snacks rise by relying on social networks or grass planting platforms, with a considerable number of fans. The packaging design of the new brand snacks is novel, which is in line with the love of young people. Besides eating, they can also play. There can be unconventional innovation, which is also the basis for being able to exert its strength in marketing channels. Memory is a major feature of new brand snacks. The "dirty bag" with dirty hands and mouth once lived for a while. Many bakeries lined up directly as soon as they went online, and it took a long time to buy a limited number. "Seven tyrants say" is melon seeds with goods. Its slogan is: a bite is to calm down. Once you read it, you probably won't forget it. Third, the marketing of new brand snacks Next, let's talk about the marketing channels of new brand snacks. If you are on this track now, maybe the method is worth learning. 1. Little Red Book &; As the two most popular grass planting platforms at present, Bi Li bears a huge budget for new brand snacks, and all KOL and UP owners earn a lot of money. KOL Daren, Xiaohongshu, publishes grass products with pictures or original texts and videos. On the basis of attracting more clicks and readings, it has the advantage of enhancing users' likes, comments and collections. With the sharing effect of talents, it has certain influence on new brand snacks. If you can't afford KOL in the early stage, you can use amateurs to plant grass to present a quantitative model, that is, every little makes a mickle, increase the number of clicks and readings of the brand on the platform, and accumulate the initial user base. The UP is more direct and there is only one mode of video. With the help of UP's personal tasting, snacks grow grass, highlighting advantages and innovation. Nowadays, besides being delicious, they are often associated with health. The key points of choosing talent and copywriting: the talent field is best for food or entertainment, and it has a point of convergence with the product. Check the past case data of talents, especially the copywriting content of similar products is smooth and the subject is clear. The natural implantation of words should not be too blunt, but should adhere to the video theme of talent. 2. Short video &; Live broadcast In the past two years, with the rise of e-commerce systems such as Tik Tok and Aauto faster, many new snack brands have started short video live broadcast, whether it is selecting talents or self-operated accounts. "Entertainment-driven" is the characteristic of new brand snacks, that is, fun, which can improve the mood while eating snacks. Tik Tok and Aauto Quicker are places where emotions stop, and the short video shooting mode of hot spots+current emotions+suitable snacks is the best publicity point. When you are angry, wrap walnuts and break them one by one; When you are happy, have a box of chocolates to make them sweet. When you are depressed, eat an ice cream to ease your mood. Live broadcast is a large-scale sales plaza to stimulate consumption. The main job of the anchor is to drive consumers' emotions. When pushing products, in addition to selling points, we must also cut scenes and render emotions with scenes, thus stimulating users to place orders. 3. There are some brands with their own IP, and the founders will really name them. When others are trying their best to do marketing, they are already justified. Everyone studied English when he was a child. Li Lei and Han Meimei are our good friends. Little did they know that the brand of dried fruit snacks under their name was already very popular. The founder of this sentimental and interesting dried fruit snack brand is a young lady born after 80 with bold dreams. Born in a top 500 foreign company, she has excellent business sense and brand control ability, and has opened Li Lei and Han Meimei snack shops in 229 cities across the country in a short time. Imagine seeing a shop with this name on the street. With its loud brand name and cute cartoon image, users' curiosity immediately leads them into the store. As franchise brands of snacks, Li Lei and Han Meimei have three core competitive advantages of "unique" brand+product+franchise, which helps brands make great strides in the dried fruit snack market. Variety shows and snacks are really perfect companions. While watching variety shows, I ate snacks, and soon I laughed and thought it would be perfect. Eating "300 food" with 0 pigment, 0 essence and 0 preservative in the draft shows that youth is pollution-free; Music variety eats snacks that clear the throat and moisten the lungs; Outdoor adventure to eat energy drinks and spicy snacks, full of energy. Speaking of "Baba melon seeds" with fire in July and August, let's talk about another "Yuan Qi Forest". Yuan Qisenlin is very keen on planting in variety shows. In 2020, Yuan Qi Forest successively named four variety shows, Our Band, Energetic Brothers, Youth on Earth and Sports Teenagers, and frequently brushed their faces. In variety shows, "0 sugar, 0 fat and 0 calories" created by Yuan Qi Forest is well known to the public. I have to say that Yuan Qi Forest has embarked on the right track of taking the road of variety show. Of course, this road is suitable for enterprises with relatively strong financial strength. If the current funds are insufficient, it is recommended to choose carefully. 5. Private channel snacks are high-frequency products, and users are more likely to buy them again, while private channel is a direct contact channel with users. Create a good WeChat official account, community, circle of friends, etc. , you can reach accurate users directly and repeatedly. Through the operation of these resources, combined with different activities, we can expand the private domain traffic pool, improve the conversion rate and realize greater value for users. In addition, the construction and operation of private domain traffic can establish a brand, improve users' cognition of the brand, and finally form a brand effect. At present, among the top 10 listed snack enterprises, 7 enterprises have laid out private channels, especially during the epidemic period, the sales of private channels increased rapidly, which saved many enterprises. Fourth, summary: At present, after 90 s and 00 s, they began to enter the society, and their consumption concept has indeed changed a lot. According to statistics, the monthly snack consumption of post-90s consumers is 200-400 yuan, which is obviously different from the previous consumption concept.