The OEM business behind Ma Liuji

Winning hemp, winning hemp, who can think of a trivial family dispute but dumping goods to win the new catering brand Ma Liu Ji? The marriage series between Wang Xiaofei and Big S came to the end of the play, and then the "anecdote" was updated. An unexpected reverse operation caused by "a bloody case caused by a mattress" made Ma Liuji, who started his business in Wang Xiaofei, get a traffic bonus. During the two days of mutual visits between Wang Xiaofei and Big S, according to the statistics of the official flagship store of Ma Liuji Taobao, about 1.4 million copies of hot and sour powder were sold. According to the unit price of 39.9 yuan, the sales can be achieved. The "popularity" of online sales of Ma Liuji is not accidental, but a long-term promotion.

What is the OEM business behind Ma Liuji? Come and have a look with me.

Author: Lin

Marketing by taking advantage of the situation also failed to make Ma Liuji's prefabricated dishes win.

Winning hemp, winning hemp, who can think of a trivial family dispute but dumping goods to win the new catering brand Ma Liu Ji?

The marriage series between Wang Xiaofei and Big S came to the end of the play, and then the "anecdote" was updated. An unexpected reverse operation caused by "a bloody case caused by a mattress" made Ma Liuji, who started his business in Wang Xiaofei, get a traffic bonus. During the two days of mutual visits between Wang Xiaofei and Big S, according to the statistics of the official flagship store of Ma Liuji Taobao, about 1.4 million copies of hot and sour powder were sold. According to the unit price of 39.9 yuan, the sales can be achieved.

However, we must know that the sales of Ma Liuji, which is as high as tens of millions of yuan, are almost all dominated by the same peripheral retail product-hot and sour powder. On the contrary, the catering products in the stores under the Ma Liuji replica line sell prefabricated dishes-spicy beef, pickled fish and so on. -Far away. Many netizens have ridiculed that Ma Liuji used "homeopathic marketing" to win hemp at the high point of public opinion traffic exposure, but he could not incite the big sale of prefabricated vegetables alone. Is prepared food a profitable business?

Ma Liuqi, do you know how to play "take advantage of the situation marketing"

The "popularity" of online sales of Ma Liuji is not accidental, but a long-term promotion.

When opening online marketing channels, new catering brands will generally choose catering community operation. By operating the user system, they will expand the link between brands and consumers with the help of live broadcast of public domain traffic with goods on the head e-commerce platform, cooperate with KOC to plant grass to seize consumers' minds, and enter the fresh retail, supermarket and community group buying system. Live broadcast with goods is one of the hottest sales channels in recent years, which can quickly shorten the realization cycle.

For example, Li Jiaqi, the head anchor, won "Girl's Offer" in junior high school with a very competitive price and tight delivery rhythm. Yang Ge's gag, comedy and story-telling atmosphere live broadcast, and the selected knowledge and popular science content of the East live broadcast are all common live broadcast types in today's live broadcast mode.

The secret of "popularity" of the live broadcast of Ma Liuji lies in "marketing by taking advantage of the situation". With the "Constant Cut-and-Chaos" series of Wang Xiaofei and Big S, we can get out of the online live broadcast operation with reverse output. Just as the "mattress incident" was fermenting, Wang Xiaofei kept shouting on the platform of Weibo that Big S was "unwilling to pay the electricity bill and change the mattress", which attracted hundreds of millions of traffic. At the same time, Zhang Lan, the mother and founder of South Beauty, held several live broadcasts while the iron was hot. While responding to the inside story of Wang Xiaofei's marriage to Big S, she picked up close-ups of Ma Liuji's peripheral products such as Ma Liu chicken and hot and sour powder.

According to the data of flying melon, Zhang Lan conducted five live broadcasts in Tik Tok on June 5438+065438+1October 2 1 day, of which the sales of one live broadcast lasting more than five hours in the morning was 702,500 yuan. After the public opinion of Wang Xiaofei and Big S detonated Weibo and the Internet, the sales volume of the next four live broadcasts in Zhang Lan continued to climb, with the broadcast volume of all five live broadcasts exceeding 4 million.

It is not the first time that Wang Xiaofei has independently created a hot spot of public opinion flow, and it is no accident that Ma Liuji's "marketing by taking advantage of the situation". In addition, Wang Xiaofei once said in an interview that Ma Liuji has achieved rapid scale expansion due to the use of South Beauty's supply chain and team products, and at the same time, through Ma Liuji's retail peripheral products, it is positively driving Ma Liuji offline.

Whether to make money or not, consumers have the final say.

With the flow blessing, according to the speculation of relevant catering analysts, according to the data of single store investment, customer unit price and turnover rate, it is estimated that the average annual income of a single store in Ma Liuji will reach 6-8 million yuan, and when the number of stores in Ma Liuji is 14, the annual income will be at least 84 million yuan, and the store income will reach 1 100 million yuan. Online sales channels will also benefit from the traffic marketing method.

However, it is worth noting that while the sales of Ma Liuji's e-commerce platform exceeded10 million, it formed an oligopoly retail product matrix with its fast food hot and sour powder fault, and the sales of prefabricated vegetables were less than a fraction. According to the data of Tik Tok e-commerce platform, the hot and sour powder has sold more than 1.76 million, while the number of prefabricated vegetables, frogs and pickled fish is only tens of thousands, which has formed a huge sales gap.

Compared with the business model innovation of "network celebrity restaurant+deli" originally conceived by Wang Xiaofei in Liu Ma, it seems that the whole cooked food industry is facing difficulties because the cooked food is cold. First of all, the freshness of pre-cooked vegetables depends on a strong supply chain network. At present, the number of stores in Ma Liuji is not enough to cover the "last mile" demand of pre-cooked vegetables distribution. Up to now, according to the public comment search, Ma Liuji now has 13 stores in Beijing, and it is obviously not feasible to cover the "last mile" network of a single city. In addition, Wang Xiaofei once said that Ma Liuji would not take the route of expanding stores.

Secondly, the offline store of Maliuji has not gained a foothold in the catering industry with its unique taste, which also makes its prefabricated dishes not out of the circle in taste. It is reported that Ma Liuji's prefabricated dishes are mainly operated in the light asset mode of OEM, and only provide recipes and condiments to third-party factories for processing, and finally deliver them to terminal channels. It is not a core moat with product strength. According to the public's comments, the word-of-mouth score of its dishes has also decreased compared with the previous period.

Third, over-reliance on traffic marketing. When the dividend fades, it will be difficult to support the overall expenditure of a huge brand, so that it is impossible to tilt resources and R&D support to the polishing of R&D and prepared dishes. Survival comes first. Under the normalization of epidemic prevention and control policies, many catering brands have stagnated or regressed due to epidemic prevention measures, including Ma Liuji, which has laid offline stores 16 in the early stage, of which 15 is located in Beijing and Shanghai, where the epidemic prevention and control situation is relatively severe. Because restaurants restrict eating, only 13 is left at present.

Looking at the whole catering environment, the dilemma Ma Liuji is facing is only a microcosm of the industry, and this is also a problem that catering brands like offline catering and prefabricated dishes should consider after the outbreak of the industry.

The tip of prefabricated dishes

Looking back at the commercial map of Wang Xiaofei, in recent years, the pursuit of market hotspots has been continuously invested in hotels, real estate and even new tea. For example, the brand-new complex (mixed) tea drinks and Runlin selected and endorsed by the beauty king Big S, as well as the S hotel covered with photos of Big S and his family, all belonged to the popular track favored by the market at that time, and the shadow of * * could not hide the "wife marketing" related to Big S.

Recently, prepared dishes are also at the forefront. According to the consulting data of Ai Media, the scale of prefabricated vegetable industry in China in 20021year was 345.9 billion yuan, up 19.8% year-on-year. It is estimated that China's assembled vegetable market will maintain a growth rate of about 20% in the future, and the size of assembled vegetable market will reach 1072 billion yuan in 2026.

At this time, the successful pioneers in the market have already enjoyed the industry dividend that the focus of consumption scenes gradually focuses on family scenes due to the prevalence of "house economy". A live broadcast of the semi-finished spaghetti of Fengwei School achieved an explosion of 600,000 boxes, and the sales of spicy crayfish hidden in Tianhai, the flagship store, also approached the 500,000 mark, allowing consumers to take the lead in realizing "crayfish freedom" and the sales of pickled fish with lazy vegetables reached one million, which slightly incited the market increment and consumption education of prepared dishes.

However, compared with the market scale and high penetration rate of prepared vegetables abroad, the space of prepared vegetables in China is still worth looking forward to. According to relevant data, in 2020, the market size of assembled vegetables in the United States and Japan alone will be close to 2 trillion. At present, the market size of China's prefabricated vegetable industry is about one-sixth that of the United States and one-third that of Japan. Judging from the market penetration rate, the penetration rate of 5%- 10% of prefabricated vegetables in China is less than one sixth of that of 60% in Japan.

In addition to tapping the potential blue ocean market inward, prefabricated vegetable brands are gradually trying to open up overseas incremental space. "Goose" is sold to Southeast Asia and Thailand. Guolian Aquatic Products has set up a cold chain warehouse of about 3,000 tons in the United States to seize immediate delivery, and the quick-frozen leader Anjing Food has acquired British food companies to expand overseas performance highlights.

At this point, the domestic market structure has basically taken shape, consisting of traditional prefabricated vegetable enterprises, food enterprises mainly supplying B-end, fresh retail platforms, catering central kitchens and catering supply chain platforms. However, due to the low entry threshold, China's prefabricated vegetable industry is still in the early stage of development, showing the market characteristics of separation and dispersion. However, according to the analysis of CAAIE's agricultural food innovation, in the medium and long term, it is inevitable that China's prefabricated vegetables will be cleared, large-scale enterprises will be formed, and its share will be concentrated.

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It was Wang Xiaofei who created the traffic code, but he frantically created the "popularity" of Ma Liu Ji. Although it can't be called making money in the short term, it is a profitable business in the long term.

There is still a long way to go to speed up market penetration, break through the shackles of difficulties and learn from overseas and international markets to release performance space.