从“川渝特产”到“国民零食” 重庆老品牌牛浪汉在拼多多蜕变

Core Insights - The article discusses the transformation of the traditional beef jerky brand "Niu Lang Han" in Chongqing, which has been a staple for 33 years, as it seeks to expand its reach to younger consumers and break regional limitations [1][4]. Group 1: Market Strategy - In 2023, Niu Lang Han transitioned its Pinduoduo channel from a third-party operation to self-operated, resulting in online sales increasing by over 200% within a year [3][12]. - The brand is leveraging Pinduoduo to shift from a regional specialty to a national snack, with orders coming from cities like Beijing, Guangzhou, and Jiangsu-Zhejiang [4][13]. Group 2: Product Development - The company introduced a new product, "Niu Cui Cui," which is a thin and crispy beef snack, inspired by a successful case of a competitor who repurposed unsold beef [5][8]. - Initial attempts to create the product using Brazilian and Argentine beef were unsuccessful, leading to a switch to higher-quality Australian Angus beef to enhance flavor and aroma [6][8]. Group 3: Production and Quality Control - The development of "Niu Cui Cui" involved extensive testing to achieve the ideal thickness and crispiness while maintaining the beef's texture and aroma [6][8]. - Niu Lang Han upgraded its production facilities to handle the increased demand from online sales, expanding its roasting capacity significantly [12][13]. Group 4: Marketing and Consumer Engagement - The brand utilized Pinduoduo's "flash sale" strategy to introduce "Niu Cui Cui," setting an attractive trial price and highlighting its unique selling points, which helped in gaining consumer attention [9][10]. - The success of the flash sale strategy was evident as it provided real-time market feedback, allowing the company to adjust its product offerings based on consumer preferences [9][10]. Group 5: Sales Performance - Niu Lang Han's self-operated team on Pinduoduo reported a sales increase of over 200%, indicating a significant expansion in its consumer base beyond traditional markets [12][13]. - The brand's new products, including "Niu Cui Cui" and "Hei Jin Chuan Xiang Beef," have successfully tapped into non-core markets, demonstrating the effectiveness of its new marketing strategies [12][13].