销量增长10倍，天津薯片老品牌如何借拼多多走向全国？

Core Insights - The article highlights the success of "Le Ba" potato chips produced by Tianjin Kaitaoqi Food Co., Ltd., which has become a top seller on the Pinduoduo platform, showcasing a unique product that resonates with consumers' nostalgia and health preferences [1][8]. Production Process - The production of "Le Ba" potato chips involves a fully automated process where potato dough is rolled and cut into thin slices of 0.5 mm before being baked with a light oil coating to enhance flavor [4][6]. - Quality control is emphasized, with strict inspections during packaging to ensure that only perfect products reach consumers, reflecting the company's commitment to both internal quality and external presentation [6][9]. Company Background - Founded in 2002, Kaitaoqi has diversified its product offerings beyond "Le Ba" potato chips to include breakfast cakes and mini sandwich biscuits, gaining popularity among consumers [7]. - The company has established itself as a notable brand in Tianjin, with "Le Ba" potato chips being recognized as a municipal brand and having sponsorship ties with popular variety shows [7]. Market Strategy - Historically, Kaitaoqi relied on offline sales through distributors, but with the rise of e-commerce, the company has shifted focus to online sales, particularly on platforms like Pinduoduo, which aligns with its cultural values and offers lower costs [12][14]. - The launch of a star product on Pinduoduo, featuring a mix of 12 flavors, has led to a tenfold increase in orders and revenue over six months, indicating a successful adaptation to online retail [14][16]. Future Outlook - The company plans to continue expanding its online presence while maintaining a stable offline foundation, aiming for a dual strategy to capture a broader market [16]. - The growth in online sales has allowed Kaitaoqi to reach new consumer demographics across China, moving from a primarily northern market to southern regions like Guangdong and Jiangsu [14][16].