The new favorite in the leisure snack market revealed: How did 辣可曦曦 become a hot-selling manufacturing machine through innovation?

According to the "2023-2027 China Leisure Snack Food Industry Status and Consumer Behavior Data Research Report" released by iiMedia Research, the market scale of China's leisure snack food industry continued to grow from RMB 410 billion to RMB 1,165.4 billion from 2010 to 2022. At the same time, leisure snack food began to shift from a fast-growing market to a slow-growing market, returning to rationality after wild growth and entering the era of consumer stratification. The leisure snack industry is undergoing a huge change.

Facing the era of consumer stratification

The future of the leisure snack market is promising

For the casual snack food industry, the increasingly "demanding" demands model has brought new challenges to the industry, but it is not difficult to find the underlying logic behind it, which is to continuously respond to consumer expectations based on in-depth consumer insights. This is also forcing enterprises to continuously improve their product quality, continuously optimize the quality of the supply chain, and continuously enrich the category matrix to consolidate their competitiveness in the long term. Accurately grasping consumer demands and creating consumer value have become the decisive factors.

So before creating the decisive factors, firstly let us to analyze the current consumption market trend of casual snacks: under the dual impact of the post-epidemic and macroeconomic cycles, people are more cautious in consumption, and consumers' decision-making concepts tend to be rational. High cost performance and equal emphasis on quality and price have become the driving force for a new round of consumption growth. Therefore, the consumption stratification trend of casual snacks is obvious. It mainly presents the following aspects:

①The consumer group is getting younger: In the casual snacks market, the main consumer group has shifted from 1980s and 1990s to 1995s and 2000s, and Generation Z has become the main consumer group;

②Segmentation of consumer demands: Young consumers love diversified mixed flavors and exotic tastes, and convenient purchases, affordability, and a variety of choices are the common needs of most consumers;

③The new consumer group pays more attention to quality and personalization: They are more inclined to self-identification and taste in the choice of goods and services, pay more attention to personal experience, are accustomed to the "sincerely recommend" behavior of acquaintances, generate awareness of brands, express attitudes through consumption, and are willing to pay extra "premium" for brands!

Faced with the diversification of consumption demands and consumer groups, the snack consumption market has entered an era of segmentation. While expanding product categories, casual snack brands must not only focus on the basics of product strength, but also cater to the additional expectations of consumer trends. At the same time, faced with increasing diversified demands, casual snack food companies must accurately develop products based on diversified demands and form a diversified product matrix.

National lerisure snack category in China——Latiao

In the hundreds of billions snack track acceleration start

According to Frost & Sullivan shows that the CAGR of retail sales of China's leisure snack food industry is expected to be 9.6% from 2021 to 2026, reaching 273.7 billion yuan in 2026.iiMedia Research released a latest news "2023 China Spicy Snack Food Industry Innovation and Consumer Demand Insight Report" shows that the scale of China's spicy snack food market is expected to reach 92.7 billion yuan in 2026, and Latiao accounted for 3.94% of the leisure snack market in 2023. Data proves that Latiao as a casual snack category in China, have a leading market share and their position is difficult to shake.

So under such circumstances, where is the new growth point for spicy food? The answer of 辣可曦曦 is from flavor, taste, eating scenarios,etc, to make more differentiated upgrading on the brand to achieve innovation and change. to achieve innovation and change. At the same time, launch corresponding innovative single item in a targeted manner to run through them; and behind the innovation and change is the use of more unique formulas and selling points to build differentiated mental cognition, so as to exert precise efforts to leverage rapid and stable growth of the business.

Fiery Series, spicy with personality, spicy with excellence.

As we all known that the "spicy" of Latiao is one of the factors that is difficult to control. 辣可曦曦 innovatively launched Fiery Series, which creates a super spicy taste by adding ghost pepper,gives a strong taste memory for consumers and brings the pleasure of relieving pressure for consumers. It is spicy with personality and spicy with excellence, and is loved by wide consumers. Many young people spontaneously share their eating experience on Micro-Blog, Red, Tiktok(Chinese Version) and other platforms, attracting more young people to buy and become the "representative of Internet celebrity Latiao."

The strategic single product "Fiery Series" has also launched a complete product matrix based on the personalized demands of different consumers: Fiery-Spicy Stick、Fiery-Spicy Gluten、Fiery-Spicy Strip、Fiery-Spicy Slice,brings a diverse taste experience to consumers.

Fiery Aura Series is a product with attitude,super spicy flavor, refreshing and addictive.

"Fiery Aura Latiao,a high-wattage aura",is a unique description of the product characteristics of Fiery Aura series, and it is also the attitude of consumers to express their own voice. The Fiery Aura series is a product launched by 辣可曦曦 based on the needs of some people who like to eat spicy food but cannot accept super spicy food.It includes Fiery Aura-Spicy Gluten、Fiery Aura-Spicy Strip、Fiery Aura-Spicy Slice、Fiery Aura-Spicy Stick,super spicy flavor, refreshing and addictive,flavor more in line with the public.

At the same time, in terms of appearance, the Fiery Aura is based on the fiery red color of peppers, which has more visual tension, a strong ability to attract attention, and a more cost-effective advantage, so it has a strong sales momentum.

Classic Series: Popular taste,enduring market reputation.

辣可曦曦 Classic Series is a product that has insight into the market and conforms to the needs of the general public. It uses specially selected first-grade wheat with sufficient sunshine, which is fluffy, spicy and refreshing; Selected non-GMO soybean oil, which is natural, safe and nutritious; Selected more than 20 kinds of herbal spices, scientifically proportioned and secret formula, which is not only safe and healthy, but also has the authentic Pingjiang flavor, which is long-lasting and has always been a large single product with a high repurchase rate.

Classic Series launched 9 products: Spicy Stick、Spicy Slice、Money Grubber Slice、Spicy Gluten、Spicy Slice、Spicy Chunk、Super Spicy Strip、Vegan Chunk、Little Bomb Egg, so every consumer who like eat Latiao achieve Latiao freedom to a certain extent.

In terms of appearance, the exquisite "upper and lower color division" of 辣可曦曦 Classic Series is very visually appealing and in line with the trend positioning; The packaging pattern amplifies the temptation of the food itself, driving consumers to have a strong desire to buy.

Various of specification,enjoy anytime.

Consumers' purchasing demands are growing, and consumption scenarios are also continuously enriched and deepened. In order to meet consumers' purchasing demands and the ever-changing consumption scenarios. 辣可曦曦 started from the packaging specifications, in addition to the quantitative packaging series, it also designed and launched a variety of specifications such as Bag-in-Bag, Box Packaging, and independent small bags, so that consumers can enjoy it as they like and have more interactions with them.

Among them, the Bag-in-Bag series has 6 small bags in each pack. The smallest packaging unit is small in size and easy to carry. It meets once eating,which is fresh and clean;It is not only suitable for one person to eat, but also suitable for sharing with multiple people. It is very convenient to eat when friends gather, work in the office, or go camping.

The Pack Box Series has two specifications: There are 20 bags/box and 30 bags/box. The independent small bags can greatly reduce the difficulty of purchasing decisions, which is very good for curious consumers who want to try new things. The box can be cut open for easy taking, and it will not be a burden to eat one pack at a time.

The Bulk Weighing Series are all independent small bags, consumers can freely match the flavors, and can also weigh flexibly, which is suitable for Latiaolovers who pursue cost-effectiveness. At the same time, small bags are more convenient and hygienic to carry and eat, whether watching TV, going to work, traveling, or camping.

While meeting the needs of consumers, different specifications of 辣可曦曦 also bring a one-stop product selection experience to distributors, covering mainstream consumer channels such as supermarkets, community stores, snack shops, and campus stores. Stable sales channels bring stable old customers, and multiple categories perfectly cover various consumption scenarios of consumers, helping to increase repurchase rates, continuously promote sales, and lead the 100 billion track!

Behind the hot-selling product

There are traces of strategic deployment

Behind 辣可曦曦 repeated launch of popular products, there are traces of strategic deployment. It is not limited to the comfort zone of a single category, nor is it confined to the glory of a single product. On the premise of being responsible for the consumer experience, it constantly innovates, not only creating more wonderful spicy snack experiences for consumers, but also creating an incremental space for well-organized, healthy and sustainable development for the industry.

First of all, 辣可曦曦 integrated resources, laid out the upstream and downstream industrial chains, invested in the construction of multiple wholly-owned factories, and in 2023, settled in the Food Industrial Park of Pingjiang High-tech Zone to further expand the company's production capacity and independent production; Established a 100,000-level clean production workshop, equipped with multiple roll film, fully automatic and semi-automatic production lines, and strictly implemented 6S standard management, established a sound quality traceability system, and strictly controlled the entire product production process.

Secondly,辣可曦曦 has also established a cross-inspection system of third-party quality inspection and internal factory quality inspection. Through the triple inspection procedures of internal factory quality inspection, inspection by third-party authoritative inspection agencies, and inspection by quality inspectors in the general warehouse, to make sure the product safety label more solid and the product quality is guaranteed.

Finally, 辣可曦曦 has also established its own logistics system to support shipments in batches, ensuring that each batch of products is up to date, eliminating the hassle of returns and exchanges, and fundamentally reducing distributors' worries.

As a new and innovative brand of Latiao, impressive sales and good reputation of 辣可曦曦 are all due to the support of its mature supply chain. Whether it is production, testing or logistics, it is one step ahead of the industry. There is a long way to go in the future, and 辣可曦曦 will continue to innovate and develop as an industry leader!

Conclusion

As the casual snacks market has entered intensive age, 辣可曦曦 has taken the lead in competition with its continuously expanding product lineup and gradually mature market strategy. From point to line, from line to surface in business map, it has successfully focused brand resources on a narrow group of people and achieved high potential growth of products.

Under the influence of complex factors, the market "Labor pains" of casual snack is inevitable, the enterprises are rare and commendable that can remain humble and adhere to down-to-earth cosider and development of consumers, distributors and industries. It is such companies that give the market the confidence to cross the cycle and usher in a new wave of growth.

Then there is no doubt that the advanced concept of 辣可曦曦 is worth to learn for indutry.The running through of single item model will continue to create new explosive benchmarks. Let us wait and see!