新电商与老品牌的"双向奔赴"。 作者 | 贝壳XY 编辑 | 小白 车驶过泉州晋江国际机场旁的"鞋都路"，往南10公里，空气中依然弥漫着熟悉的甜香，金冠、雅客、 蜡笔小新、友臣等国民零食品牌的工厂就坐落于此。 这座建于世纪之交的国民零食基地，曾见证经销商揣着现金、货车排起两三公里长龙等待拿货的盛 况；而如今，工厂门口取而代之的，是贴着"电商专线"的快递车，将黑糖话梅、维生素软糖、草莓果 冻等零食发往全国。 这些曾伴随80后、90后成长的国民零食品牌，正借助拼多多等新电商平台，经历一场跨越周期的复 兴。这背后蕴藏的既是一部中国商业渠道迭代史，更是传统品牌与数字时代碰撞出的新篇章。 当传统分销模式难以适应数字时代的消费需求，一批曾"慢了一拍"的老品牌为何能在拼多多集体爆 发？新电商平台又如何破解老品牌的生存困局？这场复兴不仅关乎单个品牌的命运，更揭示了传统企 业在数字经济时代的转型密码。 困局：老品牌的时代断层 上世纪90年代至21世纪初，是福建零食品牌的黄金时代。 金冠、雅客、蜡笔小新、友臣等品牌依托强大的线下经销商网络，产品遍布全国商超，彼时"产品为 王"，企业专注生产即可，经销商主动上门，甚至出现货车排队数 ...

Core Viewpoint - The article highlights the revival of traditional snack brands from Fujian, leveraging e-commerce platforms like Pinduoduo to innovate and reach consumers directly, thus adapting to new consumption trends and preferences [2][3][18]. Group 1: Industry Overview - Fujian is a significant hub for the snack industry, with major food industrial clusters in Xiamen, Fuzhou, Zhangzhou, and Quanzhou, collectively holding a substantial market share [1][18]. - Quanzhou Jinjiang alone has over 700 food enterprises, capturing 20% of the national snack market [1]. Group 2: Brand Revival and Innovation - Traditional snack brands from Fujian, such as Jinguang, Crayon Shin-chan, Yake, and Youchen, are experiencing a renaissance by adapting to e-commerce, particularly through Pinduoduo, achieving significant sales growth [4][6][18]. - Jinguang has transitioned from traditional candy to healthier options, responding to consumer feedback and preferences, resulting in annual sales reaching millions [6][18]. - Yake has innovated its product line by developing V9 vitamin soft candies, aligning with the growing consumer focus on health and wellness [7][18]. Group 3: Consumer Engagement and Feedback - Direct consumer engagement through Pinduoduo has allowed brands to quickly adapt products based on real-time feedback, significantly reducing the time from product launch to market response [6][12][20]. - The ability to gather consumer data has enabled brands to tailor their offerings, such as Jinguang's smaller candy sizes for sharing and Yake's functional soft candies [6][20]. Group 4: Differentiation and Market Strategy - Brands are focusing on differentiated supply strategies, such as Jinguang's unique coconut candy and Crayon Shin-chan's whole fruit jelly, to meet specific consumer needs [12][14][18]. - The article emphasizes the importance of emotional design in product development, with Jinguang introducing mood-testing candies that resonate with consumers' emotional needs [19][20]. Group 5: Future Outlook - The future of Fujian's snack brands looks promising, with plans for new product lines that cater to health trends and consumer preferences, supported by Pinduoduo's ongoing policies and market reach [20][21].