White elephant overnight popularity, by the public wild consumption

White Elephant overnight burst of red, by the people wild consumption

White Elephant overnight burst of red, by the people wild consumption, 315 evening party exposure of the "soil pit sauerkraut" after a number of instant noodle brands suffered a negative impact on the instant noodles, but the White Elephant sold off the goods. Netizens called "light of national products". White elephant overnight popularity, by the public wild consumption.

The white elephant overnight burst of red, by the public wild consumption1

Recently, the white elephant instant noodles were wild consumption on the hot search.

When the white elephant and a master, a certain one, a certain Lang, collectively known as the instant noodles industry inside the four heavenly kings! They say that the mall is like a battlefield. The giants in order to compete for a larger market share, have taken out their skills, brand R & D innovation, low-priced promotions. Fierce competition makes each other's life difficult. See everyone's capital chain have serious problems, this time, the small life is good Japanese capital suddenly played a snipe, fishers benefit from the riotous operation.

Probably means: as long as everyone here accepts our investment, then wait to get rich. Of course, if you do not want to cooperate, then this fruit on their own weigh it. With the passage of time, the three companies have Japanese background, only the white elephant firmly rejected the acquisition of Japanese companies, adhere to the bottom line of our Chinese national enterprises.

And after the refusal of the cost is also very big, white elephant no matter how to improve the quality and taste, can only be in the three giants under the attack of the difficult to survive, and ultimately is bruised and battered, the market share declined year by year in the supermarket shelves are very difficult to see the body of the white elephant. Since then, it has become a cold plum on the cliff, both lonely and difficult.

As our athletes have recently achieved a very good performance in the Paralympics, let the netizens are y admired, but also let us re-attention to the disabled group.

And the white elephant company has 1/3 of the employees are disabled, even if the sales of the white elephant is poor white elephant also did not layoffs, but also left a lot of jobs for the disabled, to provide them with a suitable working environment. In last year's Henan rainstorm, the first time the white elephant low-profile donated thousands of boxes of supplies and 5 million yuan, even CCTV have praised.

Speaking of which, some keyboard warriors are not convinced. Said white elephant recruitment of disabled people is to reduce taxes, subject to the country's tax incentives. I wondered, is it so easy to do good? It is true that recruiting disabled people can reduce tax, but why don't other companies recruit them? Why don't they go out and actively help people with disabilities get jobs?

This 3.15 "Tukeng pickles" incident is to let us understand, in fact, not their own how good, are peer support! No strength can catch up through the late efforts, but if you do not adhere to the original heart, it will never stand up.

White Elephant overnight popularity, by the public wild consumption 2

It is reported that the 315 evening party exposure "soil pit pickles", many instant noodle brands suffered a negative impact, but the white elephant instant noodles sold out of goods. In addition, one-third of the staff of the white elephant is disabled also rushed to the hot search, the white elephant is also known as the netizens "light of the national products".

Eye of the sky App shows that the white elephant associated enterprises for the white elephant food company limited, founded in November 1997, the legal representative and chairman of the board of Yao Zhongliang, the registered capital of 350 million yuan, the business scope of food production; food production; food processing food production; seasoning production; food import and export, and so on. Shareholder information shows that the company by Zhengzhou City, Zhengzhou City, Zhengzhou City, Zerun enterprise management company Limited and other **** with the shares.

Currently, White Elephant Foods has invested in 30 foreign enterprises, of which 25 survive or are in business, including Shandong White Elephant Foods Company Limited, Henan Youmai Foods Company Limited, Beijing White Elephant Culture Media Company Limited, etc., most of which are located in Henan and Beijing. In addition to food-related, the company also involves in culture and media, advertising and marketing, e-commerce, logistics, investment, etc. Meanwhile, White Elephant Food has set up 12 companies, including White Elephant Food Co. At the same time, the white elephant food had set up 12 branches, the current state of survival of three.

In addition, food safety information shows that the company's products were sampled more than 60 times, the results are qualified; its investment companies and branches, etc. are also involved in nearly 300 sampling, the results are qualified.

White Elephant overnight popularity, by the people wild consumption 3

Just past 315, soil pit pickles let Master Kong, unified comprehensive shelves, not with the flag vegetable industry cooperation white elephant accidentally "lying win", a time sales surge.

As 30.15% of employees are disabled, white elephant in the Paralympics, has attracted widespread social attention, its flagship store on Tmall and the live broadcast also get a sudden increase in sales.

"Eat as much as you can and sell as much as you can, don't waste", the white elephant "rational consumption" appeal like a few months ago, Hongxing Erke, the label of the national product of the instant noodles also gradually spread. And with the "only refusal of Japanese shares . Instant noodles business, was driven out of shopping malls and supermarkets," and other headlines, Henan local FMCG informed sources directly pour cold water: "(White Elephant) was not acquired because there is a state-owned component, the conditions are not good to talk about!

Although the hot search so that the white elephant momentarily red, Sina Finance found that in Guangdong, Shandong, Sichuan and other markets are not white elephant products, its market pavement rate is still worrisome; online supermarkets, Jinmailang old altar pickled vegetable noodles are still on sale, but did not see the white elephant pickled vegetable noodles pavement.

"White Elephant's diversification is basically a failure," the industry believes. In Taobao search white elephant last year's new product "fresh noodle pass", the highest sales volume of its store is only "21 people pay". The hot search outside, white elephant is still being squeezed out of the first echelon of the instant noodles business.

1, the Paralympics, 315 red

March 9 news, Tmall white elephant official flagship store issued a notice, said recently due to the surge in the number of orders, the white elephant factories across the country to start the emergency plan full production and delivery, and strive to use the fastest speed to the need of the white elephant products in the hands of thousands of households. White Elephant said in the announcement to remind everyone, eat as much as you can buy, do not waste.

"This is the first time I've heard of this brand?" , "or eaten when I was a child ..." White Elephant, silent for many years, the sudden heat makes people can not help but think of a few months ago bursting into flames of the national product Hongxing Erke.

Twenty years ago, Master Kong, Uni, Huafeng, White Elephant was known as the four giants of instant noodles. Since then, Huafeng faded out of the market, and Jinmailang topped the third. According to data from the 2020 Convenience Food Conference, Master Kong, Uni, and Immarang accounted for 46%, 15%, and 11% of sales, respectively, stabilizing the top three, while White Elephant's share was less than 10%, only 7%, in fourth place.

But in recent years, White Elephant's market is mostly concentrated in 3 and 4 tier cities, with less and less layout in first-tier cities. However, with the arrival of new consumption, the white elephant's market strategy has changed.

"I heard a change in the marketing director, the idea is more flexible!" An industry insider who has contacted White Elephant told Sina Finance. In the Tmall flagship store, White Elephant flagship store has 566,000 followers, and its fan staff is even much larger than the 152,000 of Jinmailang. Online channels, white elephant in tmall, jingdong, pinduoduo, jittery voice, etc have layout, which "soup is good to drink" and other products in the pinduoduo also get 10W + single.

All these signs show the determination of this old enterprise to recover.

White Elephant Foods put forward a "second start-up" strategy in 2018, planning to realize the goal of 30 billion yuan business scale by 2023. Since then, White Elephant's strategic thinking has begun to favor the "net red" idea. 2019 September, White Elephant Foods has launched new products with the idea of making "net red products", such as the old Beijing popped tripe, the Sichuan-style spicy flavor of the " In September 2020, the net red snack brand "single food" also received ten million rounds of financing from White Elephant Food.

In September 2020, White Elephant Foods launched the "Fresh Noodles" brand, and opened a flagship store on Tmall, with a unit price of more than 10 yuan, a direct counterpart to the "ramen" that has become so popular in recent years. Industry sources told Sina Finance, the white elephant on the fresh noodles pass this brand is very important, the team are separated from the white elephant Henan base camp alone in Shanghai office.

In this way of thinking, now the white elephant in cyberspace of the sudden fire, but also in recent years on the online consumer ecological cultivation results.

2, Hongxing Erke effect sustainability to be tested

"The only refusal of Japanese shares of the instant noodles business, was driven out of shopping malls and supermarkets"; "starve to death not to accept the Japanese capital shares." ......

Such headlines seem very hot-blooded, and White Elephant's distributors have begun to call themselves "national" instant noodles. But the local FMCG sources in Henan also directly poured cold water. "This is all self-adhesion. Was not acquired because there is a state-owned component, the conditions are not good to negotiate!" Zhengzhou Light Academy marketing research and training center, the chief market expert Song Futao told Sina Finance, who has done consulting for White Elephant. However, the person's statement has not been confirmed.

At present, the 4 giants of instant noodles, Master Kong's second-largest shareholder is Japan's Sanyo Foods Corporation; unification of shares, there are a number of Japanese companies; Immerang also accepted Japan's Nissin Corporation participation in the investment ratio of up to 33%.

The practice of disabled employees is also questioned by those involved: "It's all business! Disabled employees more than 15-35%, you can get the civil affairs department of the welfare enterprise certification, VAT and income tax can be completely free!"

Sina Finance interviews found that, including Shandong, Guangdong and other markets are rare white elephant products, its store is still mainly concentrated in Henan local. "South Korea's Nongshim instant noodles in China's store than it," said a source in the industry.

After all, the enterprise is not a welfare organization, market competition is not only national sentiment, but also rely on products and strength. Counting the white elephant's history, its fall to the old four is also traceable, with its many years of strategic choices.

In 2010, the white elephant food in order to be able to early IPO, the headquarters moved to Beijing, this move directly lost a large number of Henan headquarters of the old staff. 2014, the white elephant did not complete the bet with the investment bank, the IPO failed to go back to Zhengzhou, the four years of accumulation of talent in Beijing, and then a step loss.

During this period of time, the white elephant transition to do high-end, will represent the product of the upgraded version of the big bone noodles from 1 yuan to 2.5 yuan, trying to directly participate in the capture of Master Kong's market. Unexpectedly, this move not only did not shake Master Kong, but also directly to the rival Jinmailang copied the rural low-priced market.

In addition, the white elephant also tried to enter the staple food industry, when the grandiose words were: plans to open 5,000 Fuxi pasta workshop in three years through the chain. However, public reports show that three years later, such a store on the streets of Zhengzhou is no more than a dozen; has been opened to the 200th store, the white elephant also failed to make a profit, ending in a miserable failure. During this period, the white elephant also made fruit-flavored water, iced tea, functional drinks, but not known to the market.

"White Elephant's diversification is basically a failure," said Song Futao. In Taobao search white elephant last year's new product "fresh face pass", the highest sales volume of its store is only "21 people pay". It is evident that the online sales of this product are very poor.

At the same time, in recent years, the instant noodle industry has been in a state of decline, Master Kong, unified instant noodle earnings are declining. Nielsen data show that in the first half of 2021, the overall sales of the instant noodle industry fell by 7.7%, and sales fell by 7.3%. The development of China's takeaway industry is crowding out the market space for instant food, and the decline in market demand and profits for instant noodle companies is an inevitable trend. At the same time, net-red instant foods such as snail noodles, red oil crust, and self-heating pots are replacing traditional instant noodles.

It can be said that the white elephant, whether in the internal development, or the general environment of the instant noodle market, are facing greater risks. Master Kong, unification, Imelang have other business growth points outside the instant noodle business, such as "unification of fresh orange more", "sea words", "unification of Assam milk tea" and other products These products, such as "Uni Fresh Orange Multi", "Sea Words", and "Uni Assam Milk Tea", are all expected to show double-digit growth in 2021. Immarang's "cold white tea" also has a significant market. But White Elephant's second growth line has not been developed successfully.

Hongxingerke-style red, hopefully leaving the white elephant is not a flash in the pan, but a new life after a long time.