Just like the invisible hand in the market, the Internet has already broken away from the shackles of the technological revolution, and it has brought various impacts to various industries.
The baking industry is typical. Due to the miraculous effect of the network, the long-term slash-and-burn industry has become a fertile ground for entrepreneurship. From 21cake to Nobel, from the original Maishan Hill, Ole to the wheat warehouse, these rising stars are shining, enough to cover up the shadow of the short-lived net red products in the new wave.
In contrast, peach and plum bread is somewhat “cold.”
Unlike those who are glamorous and foreign, Tao Li bread seems to have deliberately avoided the Internet, and has no regard for the brand’s self-operated and chain stores. Since its birth in the Northeast, it has developed in a low-key manner. Traditional self-employment and channel distribution, so that the products can be delivered to the general public in a convenient way.
Today, Tao Li Bread has become one of the few listed companies in the baking industry, with revenues exceeding RMB 4 billion in 2017.
Brand chain stores are dazzling, high-end net red products are always stimulating the nerves of consumers. Under this high pressure, how does the ground-teared peach bread stand out and stand out?
Founded for more than 20 years, there are only 5 series of products?
In the era of high-end baking brand chain stores and online red physical stores rising like mushrooms, the long-term sales of bread must be said to be “difficult to blame. In the chain of brands, it is not only too expensive, but also easy to go into a dead end.
Tao Li bread is subtly evasive because of its distinctive business model.
Since its establishment more than 20 years ago, Taoli Bread has been insisting on a small and refined development route. The bread series has never been more than 5 kinds, and the total number of products has not exceeded 30. This stubbornness has made many consumers wonder.
In fact, this is related to the central factory route that Tao Li bread started at the beginning.
Under the production mode of the central factory, the production process is uniformly controlled by the headquarters. On the one hand, standardized production guarantees the quality of products from raw materials to semi-finished products to finished products, and can appropriately reduce costs. On the other hand, it also improves production efficiency and enhances scale effect. In this way, it is especially necessary to control the type of product.
In addition, the market is also very cautious, adopting the “pilot + promotion model” to reduce trial and error costs, while retaining the much-loved old products to optimize the product structure.
So what is the effect?
In mature star products such as bean paste, mellow, natural yeast, and shredded bread, the sales revenue of both cooked and natural yeast has reached In the billion-scale scale, especially natural yeast, the sales revenue in 2016 exceeded 300 million yuan. According to estimates on zacker, mature large items such as milk sticks, cooked alcohol, natural yeast, and shredded bread account for about 50% of the revenue.
It can be said that even the ancient products that are not beaten, the new era has a new charm. The young customers who bought the peach and plum bread wave after wave, Tao Li bread also unconsciously conquered the taste buds of consumers with fixed products and never-falling quality taste.
Retail Terminal: A glimpse of life
& ldquo; When some consumers talk about peach and plum, they say that peach and plum bread is the taste of hometown, is a memory of childhood … …
The predecessor of Taoli Bread is Dandong Taoli Food Co., Ltd., but at the beginning of its establishment, it was a small glimpse of Shenyang Dandong. It is difficult to trace the appearance of the company 20 years ago. Today, 20 years later, it has established more than 40,000 retail terminals in 12 central cities and surrounding areas. Its products are located in Northeast, North China, East China, Southwest China and Northwest China.
In other words, at the corner of more than 100 cities across the country, bread lovers can discover the products of Tao Li bread.
This is another reason why Tao Li bread has become a clear stream in the baking industry.
Once upon a time, take a trolley-style shopping bag and walk a few hundred meters to a nearby large supermarket for a week. The rations and necessities of life are bought together and become a new fashion among modern office workers who are nine to five. In the location of these large supermarkets close to the checkout counter, consumers can easily find the shelf counters for baked goods, lined with tightly packed caterpillar bread, natural yeast bags, small hot dogs, strawberries and peanut-flavored pocket sandwiches. In the upper left corner of the simple package with a gentle color, “Peach and Li” seems to be careless. On the one hand, modern people’s eating habits of making bread as a meal have created a potential for peach and plum bread, and on the other hand, they have an excellent geographical advantage, so that bread lovers who shop in supermarkets shine on their eyes.
Whether it’s a curiosity to try it or a lazy idea to go to a chain bakery, the supermarket is a retail location, and many consumers have a sense of closeness,“ Childhood memories have also become interesting talks.
With the establishment of a stable cooperative relationship with Carrefour, Wal-Mart, Tesco, RT-Mart and other large supermarkets, it directly provides the source of goods for the retail terminal, thus gradually controlling the sales terminals in various regions. Strengthening, this laid the foundation for the company to accelerate the expansion of the market in other regions of the country.
In addition to large supermarketsIn addition, Tao Li bread is also stationed in convenience stores and small shops, and “moistures are silently integrated into people’s lives. Unlike the direct supply to the supermarket, the other route that Tao Li bread takes is a dealer model for individual small shops, relying on dealers to supplement smaller stores for terminals.
As a result, the direct sales and dealer models go hand in hand to open up the north and south.
“Let more people fall in love with bread
From the northeast corner to the five lakes and lakes, from 1995 to 2015, Tao Li bread has quietly followed the wave of national brands. After that, he walked alone and made a low-key listing in the extreme year of the ups and downs of the stock market. This year, Tao Li bread has gone through 20 years of wind and rain, and it is an evergreen tree in the baking industry.
However, this evergreen brand does not take the usual path.
Three years before the creation of Tao Li bread, Luo Hong opened a cake shop in Lanzhou, which was later popular in China. The good news came from the fashion of the baking industry, which has always been positioned at high-end customers. The coordinates are in the first-tier cities, just like the chain of bakery, such as Maichel, Christine, and 85 degrees C. Most of these chain stores are glamorous and bright, and brand support is easy to be sought after by young people. However, with the increase of chain stores of similar models, competition is increasing.
The direct consequence of this competition is the overnight rise and the decline of the Internet Red Shop. The hungry marketing that grasps the consumer psychology has made the net red stores taste the sweetness brought by the Internet in the early stage. The bread lovers who come from the net red effect guarantee the fierce momentum of sales, but once expanded, like the brand chain stores Operation, the drawbacks are exposed.
Because the product is single, there is no brand support, and the operational ideas are easily imitated. The loyalty of the online red store consumers is very low. Once another net red starts to attract passengers, the previously accumulated sales It will not be surprising that the tragedy of the net red shop will fall overnight.
In contrast, Tao Li bread does not do online baking, nor brand chain stores, but insists on individuals Operating, let the “Central Factory + Wholesale Model carry forward.” The simple packaging and the price of the people also increase the competitiveness of the products, and the way of using the supermarket as the retail terminal makes the positioning of Tao Li bread avoid the pursuit of fashionable high-end customers, and harvests the middle and low-end customers for greater popularity. To ensure the sales volume, it has formed a “red” product like the alcohol cooked series.
& ldquo;The central factory + wholesale model has also been developed in large enterprises such as Dali Park and Haoliyou, but compared with foods with longer shelf life and Swiss rolls, the products of Tao Li bread are guaranteed. 3 to 7 days of fresh bread, so even if the business model is the same, because of the different positioning of the products, Tao Li bread still avoids direct competition with Dali Park and Hao Liyou, and can maintain its independence in the baking industry.
China’s current baking industry is in a period of steady growth in volume and price, and the consumption habits of young people are more westernized. The growth trajectory of Taoli Bread is also in response to the words of Director Wu Xuequn. Cost-effective products, let more people fall in love with bread.
The baking industry is changing blood quickly, and the brands are changing. The net red bakery in recent years is endless, but most of them are difficult to stand on, under the brutal competition. It is easy to keep the heart and steady, and it is easy to talk about it. Tao Li bread has been on the market for three years and still receives the attention of all parties. However, if you want to take the position of leading enterprises and achieve long-lasting results, you still need to work hard on the ground.
The spring of 2018 has passed, the stock market has reopened, and the peach and plum bread stocks are still rising. In the new retail hot, “new food + new species rise and IP is popular, the market prospects are still in the fog, but as long as the concept of the people’s food is still the mainstream, food safety issues occupy the focus, baking Great cause has always been one of the focuses of the market. In the following years, Tao Li bread will continue to move forward, facing new challenges.
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