White elephant instant noodles usher in "barbaric consumption", will you buy it? -

This year's love of netizens, from the clothing circle of Red Star Hongxing Erke and the daily chemical circle of bee flowers, came to the instant noodle circle today.

Recently, the instant noodle brand Baixiang, which has been unknown for 25 years, has gone out of the circle.

Not only did netizens buy out the goods in the live broadcast room, but the number of viewers also exceeded 60 thousand, a six-fold increase over usual. The brand official even called on consumers to shop rationally and "buy as much as they eat". However, this cannot stop the enthusiasm of netizens. Many netizens said, "Eat all kinds of instant noodles" and said, "Don't persuade me to consume rationally, I can't be rational!"

Why did this previously tepid brand become popular overnight?

The red of the white elephant also caught up with the right time and place. The first reason why "White Elephant" is popular is to help disabled people find jobs. According to statistics, Baixiang Food Company in Jining City, Shandong Province has 237 disabled employees in 2020, accounting for nearly one third of the total number of employees. The number of disabled workers ranks first in Jining City. This group also has a name called "self-improvement employees".

During the Winter Paralympics season, the sales of white elephant products on an e-commerce platform soared by nearly 200%. In a live e-commerce, the highest daily growth rate of orders reached 650%.

Previously, in 20021year, when Henan was hit by torrential rain and floods, the white elephant also made a low-key donation. Baixiang Food donated 5 million yuan for disaster relief. At the same time, all the instant noodles in the warehouse were donated directly, and assistance work such as "going to the office of Baixiang to shelter from the rain" and "going to the streets to soak noodles and distribute water to trapped citizens" was carried out.

The second reason is that the white elephant rejected the Japanese takeover. After all, many well-known instant noodle brands in the market have Japanese shareholders. Coupled with Bai Xiang's silent donation before, Bai Xiang was praised by netizens as "having national feelings" and once again pulled a wave of goodwill.

And the white elephant has become the person who "everyone is drunk and I wake up alone". Facing the query of Laotan sauerkraut, Baixiang Food responded domineering in the Weibo comment area. "In short, if you don't cooperate, you can rest assured that you are not afraid of shadows." The white elephant was once known as "the light of domestic instant noodles", and there were countless circles of powder.

Netizens collectively rushed to the white elephant live broadcast room and shouted crazy consumption. The White Elephant Commodity Homepage also issued a delivery announcement, saying that "the recent surge in orders and sales has brought great responsibility and pressure to our factory. In order to let everyone receive the product as soon as possible. White elephant factories across the country have launched emergency plans to deliver goods. "

Also encountered this scene of out of stock due to the surge in sales, the last one was Red Star Hongxing Erke.

In the instant noodle circle, although the white elephant is not as famous as Master Kong, it is also a national brand, and the reason why the white elephant can reach such a scale is inseparable from its helmsman Yao Zhongliang.

1962, Yao Zhongliang was born in a small town in Pingyu, Zhumadian City, Henan Province. He joined the army as an adult and served as a soldier for several years. After changing jobs, Yao Zhongliang returned to his hometown and worked in the local grain bureau.

At that time, White Elephant was just a small processing factory under the grain department, with only 4 mu of land and a production line, and the supply was not large. Due to the high labor costs of employees and other personnel, the factory is still in a loss-making dilemma, and four factory directors have been replaced in five years, which is like a mess.

Until the leader sent Yao Zhongliang, the small factory finally ushered in a turnaround.

When Yao Zhongliang first arrived at the flour mill, he found that most white elephant workers had low enthusiasm and work efficiency. Yao Zhongliang personally rode a tricycle with young college students in the factory to sell products in the street, which improved the morale of employees and the popularity of the white elephant.

Many things happen. Under the leadership of Yao Zhongliang, the scale of the white elephant has been expanding. In 200 1 year, the sales of white elephant exceeded 600 million yuan, making it the largest food system manufacturer in China at that time. At its peak, the white elephant once ranked second in the country, second only to Master Kong.

Thanks to Yao Zhongliang's efforts, Baixiang finally got rid of the predicament of loss. In 2003, while the iron was hot, Yao Zhongliang took the lead in launching the first bone soup instant noodle "1 Yuan Da Gu Mian" in China, becoming the pioneer of the "bone soup instant noodle" category in China. It is understood that this product sold 60 million packs in just 8 months, and in 2007, the income of White Elephant reached 4 billion yuan, second only to the industry big brother Master Kong.

However, 20 10 became the turning point of the white elephant.

For a time, instant noodles ushered in a wave of Japanese forces. Master Kong cooperates with Japan Sanyo Food Co., Ltd. 1999. In 2004, Hualong Noodle Industry, the predecessor of Jinmailang, and Nissin Food jointly established Sino-Japanese Hualong Nissin Food Co., Ltd.

White elephants become an exception, refusing Japanese investment, and capital is naturally not as good as competitors. At the same time, its competitors are constantly expanding to seize the business of Baixiang, which has become one of the reasons for its poor performance in the future.

At present, the white elephant has fallen out of the top three convenient tables. According to the data of the convenience food conference, in the instant noodle market in Chinese mainland in 2020, the top three brands, Master Kong, Uni-President and Jinmailang, accounted for 46%, 15% and1%respectively, and Baixiang ranked fourth with 7% share.

In its own advantage field "bone soup noodles", the advantages of white elephants are not as good as before. Competitors have launched cakes similar to Lamian Noodles to snatch the white elephant. For example, the overwhelming advertisements attract the attention of young people. For many users, when it comes to instant noodles with bone soup, the first reaction is Tang Daren, not the initiator of this concept.

White elephants have also suffered setbacks again and again in the capital market. 20 12, 1 1, Baixiang shares announced that it intends to IPO in the A-share market, indicating that it has been filed with Henan Securities Regulatory Bureau. However, two years later, Henan Securities Regulatory Bureau issued the Report of Everbright Securities on Termination of Baixiang Food, and Baixiang's listing plan came to an end temporarily.

At the same time, there is even a rumor that "White Elephant is on the verge of bankruptcy", which also reflects that the management of White Elephant is facing great challenges. On the shelves of first-and second-tier supermarkets today, there are more and more brands such as Master Kong and Uni-President, and there are fewer and fewer white elephants.

It was soon forgotten by everyone. For various reasons, the old brand briefly ushered in the spring, which is what netizens now call crazy consumption.

This concept doesn't sound good, because most consumers spend because of external factors such as national feelings and brand donations, not because of the product itself, which also leads to many wild consumption can only stay in hot days. People are enthusiastic and buy as soon as they go up. If they don't have enthusiasm, they will turn their heads and forget about it and won't buy it again.

Therefore, this is also the reason why the number of people in the live broadcast room dropped sharply and the audience lost a lot after the red star Hongxing Erke became popular for several months. Within a week, the total number of "fans" dropped by 6.5438+0.07 million.

For brands, relying on feelings and dependence can solve temporary problems, but not for a long time, because consumers' enthusiasm is only temporary. The only way to catch a consumer is that when his attention and enthusiasm are focused on the brand, the brand will continue to produce high-quality products and provide a quality experience that truly convinces consumers.

In fact, the best outcome of wild consumption is that consumers initially buy old brands because of their feelings, but after the experience, they will spontaneously plant and continue to Amway to more people because of the quality of the products.

On the contrary, netizens swarmed into the live broadcast room and bought it for a wave of gimmicks, buy buy. Finally, they found that the product didn't like it, and they would buy other brands next time.

From temporary popularity to lasting popularity, there are great challenges among enterprises. On the media platform, you will also see some netizens vomit, "White elephant instant noodles are really unpalatable", "I strongly reject Amway white elephant turkey noodles, which are too unpalatable" and "I think white elephant noodles are unpalatable anyway". This has brought unnecessary public opinion turmoil to the brand.

In any case, keeping the bottom line of product quality and continuously providing consumers with high-quality products will always be the only rule for brand development. Only in this way can the spring of the old brand not be a flash in the pan.

References:

Would rather starve to death than accept Japanese capital, the most backbone enterprise in China has closed down? ",the national pavilion;

"An altar of sauerkraut makes the white elephant sell out of stock, and the red star Hongxing Erke in the instant noodle circle wants to counterattack?" , leopard changes;

See also domestic "wild consumption"! Sales of white elephant instant noodles surged, and many products were out of stock! China securities journal said that the company has repeatedly called for how much to eat and buy.