一颗黑糖话梅为何“瘦身”？老牌国民零食靠拼多多翻盘，单品ROI高达1:10！

Core Viewpoint - The article discusses the transformation of traditional snack brands in Jinjiang, China, as they adapt to the rise of new e-commerce platforms like Pinduoduo, which has revitalized their brand presence and sales performance. Group 1: Historical Context - Jinjiang, a key city in the ancient Maritime Silk Road, has a rich cultural heritage that fostered a spirit of innovation and entrepreneurship among its people [1] - The snack industry in Fujian has a history of 30 to 40 years, with over 700 food companies in Jinjiang alone, producing well-known brands like Jincuan, Youchen, and Yake [3][4] - Many Jinjiang snack brands were slow to embrace e-commerce due to the success of traditional offline sales, leading to a delayed entry into the online market [3][4] Group 2: E-commerce Transformation - Traditional brands like Yake and Crayon Shin-chan faced challenges in transitioning to e-commerce, initially relying on third-party operators before deciding to build their own teams [5][6] - Pinduoduo has become a significant platform for these brands, offering better ROI compared to traditional e-commerce channels, with Yake achieving a store ROI of 1:10 on Pinduoduo [5][7] - Jinjiang brands are now focusing on younger consumer demographics, with Jincuan targeting the 18 to 25 age group on Pinduoduo, leading to significant sales growth [8][9] Group 3: Product Innovation and Consumer Engagement - Brands are rapidly iterating on products based on direct consumer feedback obtained through e-commerce platforms, significantly reducing the time to market for new products [9][11] - Jincuan has adapted its popular black sugar plums to meet consumer preferences, changing the product size and quantity while maintaining price points [9][10] - The collaboration with Pinduoduo's "small assistants" has enabled brands to better understand market trends and consumer preferences, leading to successful product launches [11][15] Group 4: Future Outlook - The article highlights the potential for domestic brands to rise in the snack industry, with Pinduoduo's support through initiatives like "100 Billion Subsidies" and "100 Billion Support" aimed at fostering brand growth [15][16] - There is a strong belief among industry leaders that the future of domestic snack brands is promising, with aspirations to elevate their status and compete on a global scale [15][16]