The annual sales of 3 billion yuan, the Li Ziqi brand snail noodles became popular behind the scenes, the new brand is rising in Chinese style

Introduction: The popularity of Li Ziqi brand snail noodles is the result of 6 years of joint development of the government's tangible hands (licensing + local standards) and the market's invisible hands (industrialization + e-commerce). This is a representative path for the rise of new Chinese brands.

The so-called popular red is too much.

Around the National Day, the Li Ziqi team was very busy.

On September 23, a netizen posted in the community saying that the Li Ziqi brand snail noodles purchased by a friend in the Weiya live broadcast room had eaten the blades, and the negatives quickly spread thousands of miles.

Li Ziqi's team quickly issued a statement saying that the investigation results showed that there was no blade in the production of snail powder. The incident was a planned and organized malicious smear.

This incident once again proved Li Ziqi's position in the Liuzhou snail noodle industry.

"How much does Li Ziqi produce per day (commissioned)?" Standing at the door of a Li Ziqi brand snail noodles foundry in Liuzhou, Blue Shark asked if it was available.

"1 million bags, at least 600,000 bags." Mo Leichun, the head of the Liuzhou Migrant Workers Pioneer Park, told Blue Shark that there is stock. The single-family foundry in front of him signed a 500,000 bag daily contract with Li Ziqi. Contract, but because it is an emergency new plant after the outbreak, the current output can only reach 200,000 to 300,000 bags/day. Li Ziqi has more than one snail powder foundry in Liuzhou.

Blue Shark in stock checked Li Ziqi’s Taobao store, and the most popular three-pack of Liuzhou snail noodles was priced at 34.7 yuan (said to have 3 million+ users to buy), an average of 11.57 yuan per bag. If calculated on the basis of 1 million bags, the daily sales volume of Liziqi brand snail powder is about 11.57 million yuan. This is already the sales volume of a live broadcast by the head-carrying anchor. According to the median (800,000 bags per day), the revenue of Li Ziqi brand snail noodles in 2020 will exceed 3 billion yuan.

In 2019, the daily output of Liuzhou snail noodles was up to 1.5 million bags. More than one practitioner told Blue Shark that it was in stock. In May of this year, the daily output of Liuzhou snail noodles reached 3 million bags. Liziqi brand snail noodles is the absolute top brand, accounting for about 1/4-1/3 of Liuzhou snail noodles.

Li Ziqi officially entered the snail powder in July 2019. For more than a year, a top-ranked internet celebrity in short gourmet videos has made a regional delicacy top-ranked.

According to the "2019 Taobao Food Big Data Report", in Taobao, in 2019, 28.4 million pieces of bagged snail noodles were sold a year (each piece has 3 bags, 10 bags, etc.), beating cold-baked noodles, hot dried noodles, and rolling. Famous snacks such as noodles have become the most popular food.

According to data from the Liuzhou Bureau of Commerce, the output value of bagged snail flour in Liuzhou in 2019 exceeded 6 billion yuan. In the first half of 2020, due to the epidemic, the output value of bagged snail powder has reached 4.9 billion yuan, and it is expected to reach 9 billion yuan for the whole year, corresponding to sales exceeding 20 billion yuan.

The popularity of snail noodles not only made those bosses who invested hundreds of thousands to hundreds of yuan to build a snail noodles factory to make a profit in one fell swoop, they made a lot of money and continued to expand their production capacity; it also attracted a large number of new players to enter, allowing Liuzhou to start three years ago Many idle industrial parks planned for construction have been filled up; a large number of workers from other industries (such as automobiles) affected by the epidemic have also been recruited to stimulate upstream industries such as bamboo shoots, beans, yuba, and snails.

Qiu Hongyi, the co-founder of Heweifang snail noodles, told Blue Shark that they are the three largest rice noodles in Guangxi. The popularity of Liuzhou snail noodles made Nanning old friend noodles and Guilin rice noodles a bit "envious and jealous": Liuzhou is not a provincial government. It's not a tourist city, why? From the central ministries and commissions to the commercial departments/bureaus of various provinces/cities, there is an endless stream of meridian-learning groups coming to Liuzhou.

Snail noodles are not only popular in China. Statistics from Guangxi Liuzhou Customs show that from January to June 2020, the export value of Liuzhou snail powder after customs inspection is 8 times the total export value of 2019. In July, the export of Liuzhou snail powder reached a new high, and the export value in a single month exceeded the total export value in the first half of the year. Mo Leichun told Blue Shark that the snail noodles are mainly exported to Europe and America, thanks to Li Ziqi's popularity on YouTube.

There is no doubt that Li Ziqi played a leading role in Liuzhou snail powder industry. On August 18, Li Ziqi's team went to Liuzhou to inspect the self-built factory. Liuzhou Municipal Party Committee Deputy Secretary Liang Xuhui, Liuzhou Municipal Party Committee Deputy Secretary He Ying, Liuzhou Municipal Bureau of Commerce Director Liu Bochen and other officials personally met.

So, did Li Ziqi make Liuzhou snail powder or Liuzhou snail powder make Li Ziqi's glory in short video e-commerce?

Blue Shark went deep into Liuzhou, visited the screw powder brand, the factory owner, and the snail powder supporting factory owners such as rice noodles, yuba, packaging, seasonings, etc., trying to discover the law behind the rise of Li Ziqi brand snail powder, and looking for the new brand Chinese style rise The underlying logic.

01

small workshop

Liuzhou is the largest industrial city in Guangxi. It is famous for Wuling Magic Vehicle, LMZ toothpaste and Golden Throat Throat. Snail noodle is a street snack in Liuzhou, which originated in the night market in the 1970s and 1980s. Rent a door face, set up a few tables, and you can open a small shop. It has distinctive characteristics of food stalls: rice noodles, beans, sour bamboo shoots, peanuts, yuba, etc., placed in a separate container covered by a semi-open transparent glass cover, hot rice noodles plus seasoning, as well as barbecued pork, pork feet , Duck feet and other braised pork, a bowl of 8-10 yuan.

Like local snacks such as Guilin rice noodles and Yunnan Guoqiao rice noodles, Liuzhou people opened snail noodle shops to nearby provinces and cities, such as Shenzhen, 20 years ago.

Huang Heming was the first non-commissioned officer of the former army stationed in Hong Kong, and his relatives have been making snail fans. After leaving the army in 2000, he chose to choose his own career. Huang Heming and his wife both like to eat snail noodles. At that time, there was no snail noodles shop in Shenzhen, so the couple opened the first snail noodles shop called Heweifang in Huaqiangbei where there are more people in Liuzhou. In the first three years, when he lost more than 10,000 yuan a month, Huang Heming was forced to go to a group company to drive money for the leader to make up for the deficit.

It wasn't until the end of SARS in 2003 that Huang Heming's snail noodles shop improved. When business was at its peak, Huang Heming ran 9 snail noodle shops in Shenzhen. "(Each store) has a daily turnover of no less than 17,000 yuan." From 2005 to 2011, Huang Heming had a good life for nearly 7 years, with an annual profit of 1 to 2 million yuan. During this period, with the exception of fresh food, more than 90% of the raw materials required by Huang Heming's store were transported from Liuzhou to Shenzhen.

In 2010, Liuzhou hopes to refer to the "city + gourmet" model of other cities to make Liuzhou's city name card, and snail noodles have high hopes. In 2011, a group of entrepreneurs were guided by the relevant departments of Liuzhou to open more than ten snail noodle shops in Beijing Haidian and Chaoyang. However, the ingredients have to be transported by air and the store rents are expensive, making these stores unsustainable. Relevant departments also promoted the promotion of snail noodles in "China on the Bite of the Tongue" and "Ten Thousands of People Eat Snail Noodles" and other event marketing to increase the popularity of snail noodles.

The real creativity lies in the folk.

At that time, many Liuzhou people who went out to work wanted to pack snail noodles away. Some young students from local vocational colleges saw the rise of Taobao and wanted to sell bagged noodles through e-commerce. A bagged snail noodle workshop came into being: a few young children or couples lived in their own homes or rented houses and lived upstairs. The first and second floors of pickled sour bamboo shoots, capers, soup, fried yuba and peanuts, bought for 500 yuan The sealer packs it up and sends out an ice cube. At that time, those that could produce 300 packs of snail noodles a day were considered large workshops. The shelf life of the bagged snail powder from the small workshop is only 10-15 days. Such workshops smell unpleasant and are frequently complained by neighbors and blocked by relevant departments. However, at that time, a bag of snail noodles could be sold for 35 yuan on Taobao, and a local bowl of snail noodles only sold for 8-10 yuan. The huge profits made small workshops close their doors to cover up the smell and secretly produce them "violating regulations." By 2014, the small workshop has produced more than 40 bags of snail powder brands. According to the Ali index, a large number of snail noodle shops appeared on Taobao in 2014.

For the relevant departments that wanted to rely on snail powder to start the business card of Liuzhou city, the road to open a store was not feasible, and they began to shift their thinking to "industrialization". Since the snail powder workshop does not manage to die, and does not want to manage it, it is better to direct it.

Jia Jiangong, deputy director of the Liuzhou Municipal Bureau of Commerce, once disclosed to Xinhua News Agency that since the end of 2014, the area of ​​the factory reached 300 square meters, and the local Food and Drug Administration issued a certificate.

02

Certification and local standards

However, although Liuzhou is the largest industrial city in Guangxi, there are not many local food processing plants in Liuzhou, only a few such as Yili. They have not set foot in the snail powder industry.

Zhang Chaohui, the owner of "Brother Saliva", started to do duck neck processing in 2001. In October 2014, Liu Quan and his factory obtained the permits, number 01 and 02 respectively. Zhang Zhaohui recalled to Blue Shark that he declared on September 26, 2014, and obtained the certificate one month later. This is a thousand-square-meter factory, which can be regarded as the largest snail flour factory at that time.

According to Caijing, the founder of Luo Bawang, Yao Hanlin, came to Liuzhou in 2000, mainly engaged in tea and wine business. After the "Eight Regulations", the tea and wine business plummeted. Yao Hanlin made Fujian Braised Chicken Feet at the next food factory, but he couldn't beat Juewei and other rivals and lost hundreds of thousands of yuan a year. Luo Jinbo, a native of Liuzhou, took a fancy to Yao's chicken feet factory and wanted to switch to pre-packaged snail noodles. Yao also thinks this is a good direction. Luo is a chef and understands recipes and techniques. Yao set the conditions for Luo to invest 50,000 yuan and occupy 30% of the shares. The two hit it off.

"Most young people in Liuzhou borrowed 20,000 yuan from their relatives to start a business." Qiu Hongyi told Blue Shark that there is a stock. "Fujian people are thin and long. Even if the original business fails, there are at least several hundred thousand yuan worth of cars. The car, a mortgage, the first fund to build a snail flour factory is enough."

Luo Bawang is a combination of Fujian and Liuzhou people. In January 2015, Lobawang's 700 square meter factory was established. This is the sixth snail noodle factory to obtain a permit. At present, the ratio of Fujianese and Liuzhou natives in the pre-packaged snail powder market is 1:1.

For reasons such as subway repairs and urban village reconstruction, Huang Heming successively closed eight snail noodle shops in Shenzhen, and opened a snail noodle factory in Liuzhou in 2015. His strength lies in having opened a physical store and mastering the formula of snail powder. As Huang's behind-the-scenes shareholder, Qiu Hongyi has always supported him. "The physical store is done. The factory has to consider the shelf life of the raw materials, the types of products and the stability of production. The requirements of the factory are much higher than those of the physical store. Once there is a problem with the raw materials, processes, any point, it will affect the whole body. "Huang Heming said.

At that time, it was not difficult to obtain a certificate, and some did not even need to reach the 300 square meter factory area standard. As the number of applicants increased, the standard quickly increased to over 1,000 square meters. From 2015 to 2016, Liuzhou Food and Drug Administration issued licenses to more than 80 companies.

After standardizing production, relevant departments have started writing articles on industry standards.

The Health and Family Planning Commission of Guangxi Zhuang Autonomous Region issued the "Liuzhou Snail Noodles Local Standards" in 2016. The terms and definitions of snail noodles, product classification, food additives, hygienic requirements for production and processing, inspection methods, inspection rules, labels, signs, Relevant contents such as packaging, transportation, storage and shelf life shall be stipulated.

From the perspective of Blue Shark, the issuance of certificates and the introduction of local standards seem to impose a curse on the Liuzhou snail powder industry, but it is also a kind of protection and encouragement in disguise. It is the policy and industrial basis for the rise of the snail powder brand.

With standards, platforms (such as JD.com and Ali) cannot refuse to sell in the name of not meeting the XX national standard. Consumers can also purchase and eat with confidence, clearing the way for large-scale sales. After the issuance of the certificate, the rice noodles, yuba and other material packages are all factory vacuum-filled packaging, and the shelf life has been increased to 6 months, allowing Liuzhou snail noodles to be sold to further regions.

The large-scale development of Liuzhou snail noodle industry has kicked off.

03

Cross the river by feeling the stones

Heweifang's modern factory

The issuance of certificates and the introduction of local standards have solved the problems on the supply side. The snail flour industry will develop in a spiral manner, and the demand side will also rise.

On the demand side, snail fans caught up with two bonuses: Wechat and mobile e-commerce.

In the Spring Festival of 2014, Tencent popularized mobile payment through WeChat red envelopes overnight. From 2011 to 2014, after Xiaomi, OPPO and other smart phone manufacturers madly pushed 1,000 yuan smart phones, the penetration rate of smart phones in China has been very high. A large number of users who have not been "washed" by PC e-commerce connect to the Internet via mobile phones. WeChat Moments became a paradise for WeChat business from 2014 to 2015 because of the integration of products, payment, and users. Pretty ten-year-old, Sibu..., micro-commerce layered distribution, stocking, brainwashing, and violent screens reached its peak in 2014.

The early well-known snail powder brand Huailuoxiang, the two founders were teachers and went to Beijing and Shenzhen to study. In 2015, the micro-business model was introduced into the snail powder industry.

"Pay 70,000 yuan, give you the goods, and also give you a 50,000 yuan car." Zhang Chaohui told Blue Shark that there is goods, and Weishang drove the car to sell the goods, 7 yuan in, and 12 yuan to sell. Similar China Merchants Association Huailuoxiang has been engaged twice, and sales have soared. Huailuoxiang was once sold to Hunan and other places and was used as a model. It is a pity that many Wechat merchants cannot sell the car after picking up the car. They will be cleared. The goods purchased at 7 yuan will be sold at 5 yuan. Huaixiang snails could not sell quickly after the price was disorderly.

Another snail noodle brand Hao Huan Luo is much smarter. It develops 8 core distributors, and each distributor controls 50 Wechat Heads to sell products. Haohuan snails have good quality and good taste, while firmly maintaining the price system. "It would rather not sell it or reduce the price. The dealer can make tens of dollars by selling one piece, and then maintain it." Zhang Chaohui said.

Qiu Hongyi told Blue Shark that there is a stock, from 2014 to 2016, as long as there is a product, it can make a fortune. "This wave of Wechat business is really easy to do. Even if you take 10 items, you have to give me 3,000 yuan first." Zhang Chaohui said. At that time, the factory of "Kou Shui Ge" had a production capacity of 8,000 bags a day, and it had OEM for more than 20 snail flour brands at the same time. The OEM price per bag is 6.5-7 yuan, and each bag earns 2-3 yuan. The boom in the foundry business led Zhang to prepare for a new factory in November 2015 and trial production in July 2016. Tragically, the building rented by the new factory was convicted of illegal construction and was demolished on August 31, 2017. Zhang lost 8 million yuan.

Other snail powder brands have captured the dividends of mobile e-commerce.

In 2014, Jiang Fan, the current president of Tmall and Taobao, was tasked to promote Taobao's mobility and completed the task in just one year. Therefore, when the Luo Bawang and Luo Zhuangyuan factories were built and put into production, Taobao has completed mobilization and a large number of new e-commerce users have been online.

For Zhang Zhaohui and other snail powder factory owners, they think they can't do e-commerce. In 2016, the 1,000-square-meter factory of the No. 1 screw had wanted to transfer 500,000 yuan, but no one wanted it. "A few young people, together with him (the founder), are doing an e-commerce business, and soon they can sell 30,000 to 50,000 bags a day." Qiu Hongyi told Blue Shark that there is stock, thinking is too important, and you will survive the change. . Of those old-brand snail noodle factories, few really do e-commerce. They train young people and cross the river by feeling the stones.

In addition to recruiting young people to become an e-commerce company, Luo Bawang also pioneered the creation of two extra quail eggs in each bag of snail noodles, which instantly stood out from dozens of snail noodles brands. In 2016, Luo Bawang built the largest screw powder factory in Liuzhou at that time, with an area of ​​7,000 square meters. With large sales and sufficient production capacity, Luo Bawang has secured its position in the first echelon. Xiluohui became a hit on Double Eleven in 2016, and became the No. 1 snail powder brand on Taobao for three consecutive years, with monthly sales reaching hundreds of thousands of bags.

According to official statistics, the sales scale of Liuzhou snail noodles in 2018 has reached 2.5 billion yuan. Head snail powder factories such as Luo Bawang and Xiluohui rely on e-commerce sales (accounting for 90% of the total output) and their production capacity has reached 200,000 to 300,000 bags per day.

Blue Shark in stock visited the Heweifang production workshop with a daily capacity of 200,000 bags. The plant has a high degree of automation. For example, a filling machine purchased for 380,000 yuan requires only one person to manage it. Soup and chili oil can fill 60 or 80 bags per minute. The mixing, drying and other processes have all realized machine operations. According to reports, the purchase price of a single unit of Heweifang’s factory and its optically automated production line amounts to 400,000 yuan, and the entire plant’s equipment investment amounts to several million yuan.

"Now the factories are all new equipment, the numerical control and accuracy will be well grasped, and the consumption of raw materials is relatively low. At night, ozone will be turned on regularly to sterilize the entire workshop." Qiu Hongyi introduced.

In the Liuzhou Migrant Workers Pioneer Park, Blue Shark not only saw Luo Zhuangyuan, Wang Weiluo and other snail powder factories, but also visited supporting enterprises, such as investing 30 million yuan in the most advanced printing machines (over 10 million yuan), Heng Deshun, the packaging material factory of the die-cutting machine (over 3 million yuan), supplies 200,000 to 300,000 bags of yuba factory to Li Ziqi's factory every day, and Gaoyuan rice noodle factory with a daily output of 20 tons. Any soup stock The six shell particles biotechnology company that came out... you can make what kind of snail noodle brand you want without leaving the park.

Liuzhou also issued the "Measures for the Identification of Liuzhou Snail Powder Raw Material Demonstration Base", proposing to cultivate a group of leading upstream industry enterprises (cooperatives) and establish a group of Liuzhou Snail powder high-quality, safe and green raw material demonstration bases. As of the end of July 2020, a total of 10 snail powder raw material production bases have been rated as demonstration bases.

04

Li Ziqi's explosive power

Huang Qingquan, the founder of Luozhongluo, told Blue Shark that it was in stock and that Liziqi brand snail noodles were first made by Zhongliu.

The founder of Zhongliu, Luo Jinbo, was the co-founder of Luo Bawang and founded Zhongliu in 2016. In July 2019, after comparison, evaluation and negotiation by the Li Ziqi team, Zhongliu was finally selected as the foundry. Zhongliu did not expect that the sales of Li Ziqi brand snail noodles in the first trial will soon exceed 1 million bags/month, and the monthly sales of hundreds of thousands of bags of snail noodles such as Xiluohui, Luo Bawang and other veteran snail noodles will be an order of magnitude. It's skyrocketing.

This is the first time that Liuzhou snail fans have seen the explosive power of Dingliu Internet celebrities. Qiu Hongyi, who had eaten with Li Ziqi's team, told Blue Shark that it was in stock, that it was a young team and it was unremarkable.

Li Ziqi started to shoot short videos in 2016, and gained a large number of fans on Meipai and Weibo, and became one of the “Top Ten Food Reds” on Weibo in 2017. In 2018, Li Ziqi's short video was moved to YouTube and gained millions of fans in 3 months. In August 2018, Li Ziqi's flagship store on Tmall opened, launching five types of delicacies, and sales exceeded 150,000 in 6 days. It can be said that before Li Ziqi became a fan of snails, his team had accumulated operational experience of "short video influence-accumulation of fans-e-commerce monetization".

The soaring sales of Li Ziqi brand snail noodles are also due to Li Ziqi's frequent outings in the second half of 2019. Every piece of her video sparked discussion in the YouTube channel, rapidly rising fans, "exporting to domestic sales", becoming a representative and pride of Chinese culture going global, and was reported by national media such as "People's Daily", "Xinhua News Agency", "CCTV", etc. He was named the 2019 Cultural Figure by China News Weekly.

At the same time, in 2019, short video platforms such as Douyin and Kuaishou will focus on short video/live + e-commerce. Li Ziqi, who has settled in Douyin and Kuaishou as early as 2017 and 2018, and has accumulated tens of millions of fans (Douyin 40.14 million and Kuaishou 25.2 million), can jump directly through the product windows of Douyin and Kuaishou. Go to Taobao/Tmall store. This is a bonus that has never been seen before.

Of course, the new crown epidemic has unexpectedly accelerated the outbreak of Li Ziqi brand snail powder.

The epidemic caused people to stay at home and the sales of convenience foods soared. Li Ziqi's snail noodles were the first to bear the brunt. Due to insufficient production capacity, snail noodles are frequently searched on Weibo such as "can't buy" and "why haven't they shipped yet".

In response to the soaring sales of Li Ziqi brand snail noodles, Zhongliu built a 10,000 square meter factory during the three months of the epidemic. With the increase in demand, the raw material prices of snail powder have gone up.

"Usually 0.7-0.8 yuan/bag of rice noodles, once sold for 1.2-1.3 yuan/bag, almost doubled." Mo Leichun said, "Sour bamboo shoots are in short supply. Usually 2.2-2.6 yuan/kg of sour The bamboo shoots have risen to 4-5 yuan/jin." Even then, there is no stock. In order to grab the goods, the bosses of the snail noodle factory tried their best to get the order directly with cash.

However, in the eyes of the local Liuzhou snail noodle factory owners, the challenge for the popular Liziqi brand snail noodles is how to ensure consistent quality with so many factories helping them? Someone once bought Li Ziqi's snail noodles. There are two kinds of rice noodles in the same box. The thickness and color are obviously different.

Therefore, when Li Ziqi’s team announced on August 18 that they had started to build their own snail flour factory, the local snail flour factory owners were not surprised at all.

Obviously, it was too late for Li Ziqi to build his own factory. The incident that Li Ziqi brand snail noodles were eaten out of blades once again reminded the Li Ziqi team: With such a large sales volume, supply chain management is indeed the "fate". One's own "life" cannot be given to the foundry.

05

New brand new play

With a good industrial foundation, driven by Li Ziqi and boosted by the epidemic, many people regard the brand of snail noodles as their business.

Zhongliu, who helped Li Ziqi's foundry, registered a brand of his own, called "Liujiang Renjia". The main product is the same factory as Li Ziqi, but the price is 2-3 yuan lower than Li Ziqi. Currently, the sales volume of "Liujiang Renjia" ranks among the top ten brands of Liuzhou snail noodles.

Qiu Hongyi had been in real estate sales in Liuzhou for 10 years and was also one of Heweifang’s shareholders. After becoming the actual controller of Heweifang in 2019, he played fiercely:

On the factory side-the original foundry price was lower than 5.5 yuan/bag and did not pick up; after he took over, as long as 20% of the gross profit was taken During the epidemic, due to the scarcity of supply, all the snail flour mills sat on the ground to increase prices. He insisted not to increase prices, and customers flocked in. The production capacity was increased by three times, and it became a first-line manufacturer with a daily output of 200,000 bags with nearly 300 employees.

He also imitated the Lobawang, Xiluohui and other brands and formed a team of more than 20 college students with a low base salary + high dividend incentive method, specializing in e-commerce.

Qiu Hongyi asked the team to register multiple brands and promote them together, firmly occupying the top few product search links. The same was true when the barreled snail powder was launched in 2019. "When customers searched for barreled snail noodles, I was the top ten on Tmall and Taobao."

Qiu Hongyi's style of play is not complicated, it requires multiple stores, multiple links, and each link is live. This routine is quite effective. Now, Qiu Hongyi sells 40,000 bags every day through Pinduoduo. The annual income of his college students who do well is several hundred thousand yuan.

By chance, Qiu Hongyi was "joked" by his little niece and could not use Douyin and Kuaishou, so he started to understand short video/live streaming. "Whether it is resources or technology, we are relatively weak." Qiu Hongyi began to look for partners. "Once, I saw a product that was good, and after I bought it, I chatted with Xiaoer and talked about magic chopsticks. I was impulsive. The next day I took a flight to Hangzhou." Magic chopsticks is deeply involved in the live broadcast e-commerce industry. It not only has professional technical capabilities and mature live broadcast supply chain operation experience, but also has massive resources of millions of Internet celebrities. It is the largest supply chain SaaS service in Kuaishou. One of the companies, and received strategic investment from Kuaishou and Tencent.

In early 2020, Qiu Hongyi cooperated with Magic Chopsticks. Qiu Hongyi called it "bringing the wolf into the house", "The wolf is coming and the chick is hatching. You have been watching there, for fear that it will be taken away by the wolf. That is wrong. Lead the wolf out and go find meat together." It is believed that in the era of short video and live broadcasting, one anchor is equivalent to an offline channel, and one anchor can deliver 30,000 pieces of goods a day, which is impossible for any offline channel. "Through Magic Chopsticks, we provide good service to every anchor, which is equivalent to our good service for every offline channel." Qiu Hongyi also values ​​the payment cycle. In Magic Chopsticks, cash can be withdrawn at any time after the customer signs for it.

After cooperating with Magic Chopsticks, Qiu Hongyi released a double yuba material package based on user feedback. The anchor was also very willing to recommend it, and it became a popular item among more than 50 snail noodles cooperating with Magic Chopsticks. During the peak period, more than 3,000 anchors were selling Heweifang at the same time, and the sales reached 4 million yuan in one night. Magic Chopsticks has signed a brand incubation contract with Heweifang, using millions of internet celebrity anchors on the Magic Chopsticks platform to jointly promote Heweifang brand snail noodles.

Heweifang's sales have also increased from 2 million yuan/month in early 2019 to tens of millions of yuan/month in the first half of 2020.

The Luozhongluo, which was put into production in August, opened a multi-channel sales model. Huang Qingquan told Blue Shark that it is in stock. Luo Zhongluo focuses on the taste of "physical stores", and specializes in supplying many offline rice noodles and catering stores. At the same time, it enters traditional supermarkets. "Now the supermarket has begun to sell." More than snails in snails. In August 2020, Lozhuangyuan's offline pre-packaged franchise store was listed in Guangzhou.

end

The popularity of Liuzhou snail noodles has allowed food factories in Zhengzhou and Jiaozuo, Henan Province to enter. Qiu Hongyi once went to investigate, and when he returned, he worried that Liuzhou snail noodles would follow the old road of Chongqing hot and sour noodles.

Hot and sour noodles are a specialty snack in Chongqing. After they are sold, most of them are made in Henan. In 2018, the sales of hot and sour noodles in barrels reached 16 million barrels. "The group purchase price is nine yuan and ninety-six barrels (one piece), can you eat it?" He calculated a sum, which was equivalent to 1.65 yuan per barrel. The cost of the barrel is only 0.3 yuan, plus the packaged box, "I made a dollar at the beginning of selling one piece, and then I did it with two cents later."

Liuzhou snail noodles applied to the state for regional trademark protection in 2018 and was also approved. In 2018, the relevant departments also issued the "Notice on the Implementation Plan for the Protection of the "Liuzhou Snail Powder" Geographical Indication Certification Trademark", and established the "Liuzhou Snail Powder" trademark brand protection leading group to take full charge of trademark protection.

Can this protection withstand the low-price impact of the Henan Corps? Can only wait and see.