告别旧战役! 看休闲零食如何打响升维之战

Core Insights - The leisure food market continues to face significant pressure in Q3, with many companies experiencing declines in both revenue and net profit, often exceeding 20% year-on-year in net profit [1][3] - Companies that previously thrived on e-commerce benefits are now struggling with transformation pains, compounded by external market pressures and internal structural issues [1][4] Group 1: Financial Performance - Three Squirrels reported a revenue of 7.759 billion yuan in the first three quarters, an increase of 8.22% year-on-year, but its net profit plummeted by 52.91% to 161 million yuan [3] - Laiyifen's revenue grew by 13.12% year-on-year, yet its net loss surged by 194.06% to 125 million yuan [3] - Liangpinpuzi faced a severe decline, with a revenue of 4.14 billion yuan, down 24.45% year-on-year, and a net profit loss of 1.22 billion yuan, a staggering drop of 730.83% [3] Group 2: Market Dynamics - The decline in traffic benefits has led to increased customer acquisition costs, making marketing expenses a heavy burden for companies [4] - The shift in consumer decision-making from chasing viral products to valuing product quality, health attributes, and brand values has disrupted the growth foundation of these brands [4][8] - The leisure food market is transitioning from incremental competition to stock competition, necessitating brands to reconstruct their growth logic for sustainable development [4] Group 3: Channel Challenges - Traditional snack brands have struggled to find new growth avenues through channel transformations, with many initiatives yielding disappointing results [5] - Brands have attempted to expand offline channels but faced challenges such as store closures and unsuccessful partnerships [5][6] - The lack of a cohesive operational system that aligns online and offline channels has hindered performance, with online revenue growth slowing significantly [6] Group 4: Product and Supply Chain Issues - Product homogenization remains a core issue, with many brands offering similar products, leading to diminished brand differentiation and pricing power [7][8] - The reliance on a light-asset model and external manufacturing has weakened brands' control over quality and supply chain resilience [7][9] - Rising raw material costs have significantly impacted profit margins, with brands struggling to pass on these costs to consumers [9][10] Group 5: Organizational Challenges - Many brands face organizational inertia, with outdated team structures hindering their ability to adapt to new market demands [14][15] - The integration of new talent and ideas into traditional structures has proven difficult, leading to internal conflicts and slow responses to market changes [16] - The need for a comprehensive transformation in thinking, organization, and business models is critical for brands to navigate the current challenges [18]