Since the "fresh snacks" strategy three years ago, the "first stock of snacks" has been practicing "fresh snacks for fresh snacks, technology preservation, packaging and freshness, production and sales, and distribution of fresh snacksStandards "and simultaneously explore new development paths of brand youthfulness, product quality, and comprehensive channels.
Since the "fresh snacks" strategy three years ago, the "first stock of snacks" has been practicing "fresh snacks for fresh snacks, technology preservation, packaging and freshness, production and sales, and distribution of fresh snacksStandards "and simultaneously explore new development paths of brand youthfulness, product quality, and comprehensive channels.
On September 7th, I have taken root in the casual food industry for 23 years to come to Iraq, and officially announced the "fresh" idol group, the Times Junior Group for its brand spokesperson.In addition to hoping to join hands with fresh idols, realize brand traffic empowerment, and further strengthen consumers cognition of "fresh snacks = Lai Yifen", and also hope to use the power of popular idols to drive young consumer groups to "decoding decoding together"The fresh strategic achievements and mystery of Lai Izi over the years.
Fantastic official announcement, interpret "fresh" connotation
Before the official announcement, the Youth Team was the spokesperson, and the "decryption" path was officially released in advance.
On September 4th, the official Weibo of Yiji released a group of suspense posters. Through the close -up of the spokesperson to taste fresh snacks, it attracted many netizens to explore who the new spokesperson was.
Later, a group of photos of the spokesperson holding snacks. While slowly unveiling the mysterious veil of the spokesperson, it implied the ingenuity of "the spokespersons love for coming to Yifen", which further showed the new "fresh snacks, one -hand master" new new.Brand Concept.
After some operations, it not only attracted the high attention of many young consumer groups, but also "ended" to participate in the quiz, waiting for the official official announcement.
With the official official announcement of the new spokesperson, fans of the Times Youth League also came to the "#而 而 而" to the hot search of social media. As of press time, the topic of the topic has exceeded 270 million.Its limited quantities of "Tmall Limited Poster+Spokesmanship Set Group" was snapped up in less than an hour after sale.
Regarding the work of both parties, some insiders analyzed that on the one hand, the Times Youth League, as a "fresh" popular idol combination, and their growth process and step by step became the industrys leading brands development path. On the other hand, through, through, through, throughThe characteristics of different members of the new spokesperson, matching the product structure of multi -category development of Yifen, further strengthening consumers awareness of "fresh snacks = 伊 新", laying a solid foundation for the brand.
At the same time, Lai Yifen accompanied the new spokesperson, and launched the same IP gift box of the spokesperson- "Izuxin Selected Gift Box".And this gift box is also unusual. All the contents include the latter queen queen, the fastest pork preserved pork, and the necessary bone chicken claws for chasing the drama., Spraying incense pot crispy grandpa Kaka crispy, etc., are all loved by consumers, "Doon Flower Dan" and popular explosive top products.
With the hot sale of the "Yizhixin Selection Gift Box", it not only allows consumers to witness the precise control of Yifan at the marketing level, but also allows consumers to taste the fruitful results of Yifen under the fresh snack strategy, and further improve it.The penetration and dissemination of more fresh snack foods at the consumer level, as the sales have risen all the way, help the brands development of younger development.
Quality should be "fresh", explore growth momentum
As the head brand of the leisure snack industry, in addition to the lap at the marketing level, Lai Yifen also continuously increases global direct collection at the level of category development., Good -looking, good quality, good experience snack products.
At present, the products of Laifen come from more than 20 countries around the world and 25 provinces and cities in China and China. The products mainly cover nuts, meat snacks, pastry biscuits, dried fruits and vegetable snacks, dried bean snacks, seafood instant foods, sailogyThere are more than 1,400 products such as jelly fruits, puffed foods, imported foods, rushing fast food, and etiquette culture.
In order to realize the strategy of family life ecological platform, I have continued to develop and expand innovative categories in the past two years, setting up a second growth engine, including wine and drinks, dairy products, current coffee, fresh savory, refrigerated cakes, prefabricated dishes, fruits, fruitsFresh, grain and oil seasoning and other categories, the performance of innovation category achieves non -linear growth.
For example, in the first half of this year, Iraqi Based on the health concept of childrens food food, a target of children aged 4-12 years old and their parents, incubated more than 30 childrens series snacks, and set up childrens series snack zones to create childrens snacks to create childrens snacks.Industry benchmark; face -to -face urban white -collar workers who focus on personal health have also developed more than 40 healthy light burden series snacks to better meet the differentiated consumption needs of different people.
In terms of the strategic business layout of the full temperature belt of the store, Lai Yifen also has some force to freeze the temperature belt, which is based on consumers three meals and leisure and entertainment scenarios, layout of ice cream, frozen food and other products.Hundreds of stores have further enriched the consumer scene of the store.
For follow -up new product R & D levels, Laifen has always advocated the "four generations of products" strategy, namely "listed generations, selling generations, research and development generations, and preparations for the first generation."Through the systems R & D system, it provides a steady stream of growth momentum for the "Fresh" of the Category Category.
At the quality level of the product, Lai Yifen has always been based on "fresh".Take the category of nuts familiar to consumers as an example. The first is created by focusing on the advantages of nuts SKU.More than a dozen star products, which have continued to iterate the product to meet the changes in consumer trends for many years; the second is to adhere to the ingredients of the materials, and at the level of packaging innovation, I will focus on the development of "multi -layer co -building technology" and "unidirectional breathability".Film technology such as film technology "and" natural bacteriostatic technology "and other fresh technologies, and apply it to the packaging, so that the product can reach a high gas sealing, 100%of the light resistance, which guarantees the" fresh freshness of nuts"Taste.
It is worth mentioning that among the many product matrices in Iraqi, the proportion of products that meet the "fresh standards" accounts for nearly 60%.And this time with the new spokesperson, it is also hoped that through the temperament image and youthful vitality of the spokesperson, pass on the brand attitude of the "fresh" brand of Yifen.
Omni -channel coverage, highlighting platform benefits
After years of development, Laifen has built omni -channel systems such as direct camp stores, franchise stores, smart terminals, e -commerce, and Laidi APP.At the same time, with the prominent benefits of the platform of the Laidian, more and more partners and consumers feel the changes in this national snack brand.
First of all, at the downward channel level. In the first half of 2023, with the Lanjia lights that mainly developed in Yifans development, the total number of stores in the country reached 3,663, of which: 2084 direct -operated stores, 1579 franchise stores, an increase of 80 year -on -year, an increase of 80 year -on -yearHome, the number of joining stores accounted for over 40%.At the same time, under the promotion of the Qianfan plan of the Aiden Azero, 322 active dealers who came to Yifen increased by 32.5%year -on -year; 103 newly opened single dealers in the first half of 2023, an increase of 22.6%last year;At present, the total size of the dealers is 809, covering 30 provinces and regions across the country.
At the same time, Lai Yi continued to cooperate with NKA systems such as Hema, Metro, China Resources, Wal-Mart, and Grand Runfa. The family, Rosen, Xido, 7-11, Meiyijia and other 5 major CVS systems were in-depth cooperation;The key layout of overseas channels, the North American market has continued to cultivate the market rate, and the Southeast Asia and the Middle East market will accelerate the development of dealers and custom products.
In terms of online, Laifen enhances user value and user brand recognition through the form of related sales and refined user operations. At the same time, the online channels have been strategically adjusted.Users in different scenes of snack shopping needs.In the first half of this year, the sales performance of online ritual culture, meat, fruits and vegetables, and dried bean categories in Laifeng have improved.
At the same time, Lai Yifen has continuously strengthened its own supply chain system.At present, Lai Izhi not only built automated and digital storage logistics bases at the Shanghai headquarters, but also achieved a comprehensive and integrated digital intelligent storage management through its own inventory management system and logistics management system (WMS & TMS), andTong, SF and other carriers have worked closely to provide logistics services for each terminal.In addition, the company has set up multiple RDC split warehouses in Nanjing, Jinan, Beijing, Hangzhou, Dongguan, Hubei and other places, and also cooperates with other third -party service providers.In the process of procurement, warehousing, logistics distribution, based on the big data analysis of the procurement and sales side, the company has established a digital and visual smart supply chain management system to achieve omni -channel prediction and replenishment, order integration, and inventory sharing, and use more to use more to use more.Intelligent logistics WMS systems and real -time monitoring TMS systems, the intelligent vehicle system realizes the entire process of commodity distribution and cold chain temperature monitoring, further ensuring the quality of the product and improving the supply of goods.
Therefore, with the Laidians strategy around the "fresh snacks" strategy, it has continuously deepened the modernization of corporate modernization. It is believed that this snack brand will bring us more surprises in the future with the vitality of the new spokesperson.

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