Recently, white elephant, an instant noodle brand that has been unknown for 25 years, has stepped 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 color of the white elephant is also catching 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. This group also has a name called "self-improvement employees".
During the Paralympic Winter Games season, the sales of white elephant products on an e-commerce platform soared by nearly 200%. A live e-commerce, the highest daily growth rate of orders reached 650%.
Previously, when 202 1 Henan suffered from severe rainstorm and flood, 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", "going to the streets to soak noodles and sending water to the 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 the silent donation of the white elephant before, the white elephant was praised by netizens as "having national feelings" and once again pulled a wave of goodwill.
And the white elephant has become the one 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 delivery notice was also posted on the homepage of Baixiang Commodity, 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 is 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 achieve such a scale is inseparable from the helmsman Yao Zhongliang behind it.
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, the white elephant was just a small processing factory under the grain department, with only 4 acres of land and a production line, and the supply was not large. Due to the high labor costs such as employees, the factory is still in a loss-making dilemma. It has changed four factory directors 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 the enthusiasm and work efficiency of most white elephant workers were very low. Yao Zhongliang personally rode tricycles with young college students in the factory to sell products, on the one hand, to improve staff morale, on the other hand, to improve the visibility 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 elephants exceeded 600 million yuan, becoming the largest grain 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, White Elephant finally got out of the predicament of losing money. In 2003, while the iron was hot, Yao Zhongliang took the lead in launching the first instant noodle of bone soup in China, 1 Yuan Da Gu Mian, and became the pioneer of the category of instant noodle of bone soup in China. It is understood that this product sold 60 million packages only eight months after it went on the market. In 2007, the revenue of White Elephant reached 4 billion yuan, second only to Master Kong, the big brother in the industry.
However, the year of 20 10 became the turning point of the white elephant.
At that 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 have become an exception. If Japanese capital is rejected, capital is naturally inferior to competitors. At the same time, its competitors are constantly expanding and seizing 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 convenience tables. According to the data of convenience food conference, in Chinese mainland instant noodle market in 2020, the sales of Master Kong, Uni-President and Jinmailang accounted for 46%, 15% and 1 1% respectively, and Baixiang ranked fourth with a share of 7%.
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 creator of this concept.
White elephants are also frustrated again and again in the capital market. 20 12, 1 1, the announcement of White Elephant is intended to be an 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 the listing plan of Baixiang 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, time-honored brands briefly ushered in spring, which is what netizens now call wild consumption.
This concept doesn't sound very good, because most of consumers' consumption is due to external factors such as national feelings and brand donations, rather than the product itself, which also leads to many wild consumption can only stay in hot weather. People are enthusiastic and buy as soon as they rise. If they don't have enthusiasm, they will turn around and forget, and they won't buy any more.
Therefore, this is why the number of people in the live broadcast room plummeted and the audience lost a lot after the red star Hongxing Erke became popular for several months. In a week, the total number of "fans" decreased by 6.5438+0.07 million.
For the brand, it can be solved for a while by feeling and relying on it, but not for a long time, because the enthusiasm of consumers is only for a while. 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 give people a quality experience that truly convinces consumers.
In fact, the best outcome of wild consumption is that consumers buy old brands at first because of their feelings, but after the experience, they will plant them spontaneously because of the quality of the products and continue to give Amway to more people.
Instead, netizens swarmed into the live broadcast room, buying a wave of gimmicks and buy buy buying them. Finally, they found that they didn't like the product and would buy other brands next time.
From temporary popularity to long-term popularity, there is a huge challenge among enterprises. On the media platform, you will also see some netizens vomit, "White elephant instant noodles are really bad", "I strongly reject Amway white elephant turkey noodles, which are too bad" and "I think white elephant noodles are bad 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, the spring of the old brand is not 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 "wild consumption" of domestic products! Sales of white elephant instant noodles surged, and many products were out of stock! The company has repeatedly called for buying as much as you want, china securities journal.