以下文章来源于东针商略 ，作者东针商略 东针商略 . 聚焦科技趋势，分享商业新知，关注世界变化，一起思考有价值的内容，在沸腾的时代里，并肩成长。 本文来自微信公众号： 东针商略 ，作者：东叔，头图来自：视觉中国 万宁进入内地市场时，恰逢一个充满可能性的时代节点。 那是中国零售业黄金十年的开端，居民消费能力伴随着经济高速增长而快速提升，现代零售业态从一 线城市向全国蔓延，整个市场像一块刚刚开始膨胀的海绵，渴望着各种新形态的商业填充。 然而历史机遇的窗口并不总是长久敞开，万宁虽然踏入了一个好时代，却似乎始终没有找到打开这扇 大门的正确钥匙。 与其同源香港的竞争对手屈臣氏相比，万宁的路径选择显得格外谨慎甚至保守而迟缓，使其在关键的 扩张期未能建立起足够的市场纵深。 彼时屈臣氏凭借先发优势和 aggressive 的扩张策略，将门店网络如毛细血管般渗透至全国超300个城 市、巅峰时期门店数突破3000家，而万宁在内地门店总数却长期徘徊在200余家，这种量级的差距， 是两者对同一市场截然不同的理解与胆识。 中国市场的地域复杂性常常被外来品牌低估。 据了解，万宁中国日前通过官网宣布，将全面退出中国市场，陆续停止所有线下门 ...

Core Viewpoint - The article discusses the revival of traditional snack brands in China through new e-commerce platforms like Pinduoduo, highlighting the transformation of old brands in the digital economy and the mutual benefits of this collaboration [4][19]. Group 1: Challenges Faced by Traditional Brands - The golden era for Fujian snack brands was from the 1990s to the early 2000s, characterized by strong offline distribution networks and high demand [5]. - The rise of e-commerce has disrupted traditional business models, leading to a decline in market share for older brands as they struggle against emerging competitors like Three Squirrels and Good Products [5][6]. - Older brands are perceived as outdated by younger consumers, who favor new brands that leverage internet marketing to create a trendy image [5][7]. - Traditional brands have been slow to adapt to channel changes, leading to a disconnect with modern consumer preferences, particularly among Gen Z [7][8]. Group 2: Revival Strategies via Pinduoduo - Pinduoduo offers a differentiated path for traditional brands, focusing on data, efficiency, and cost reduction to facilitate their digital revival [9]. - The platform provides real-time consumer data, enabling brands to make data-driven decisions rather than relying on past experiences [9][10]. - Pinduoduo's model allows for rapid product development, significantly reducing the testing cycle for new products from months to days [10]. - Cost efficiency is achieved through lower service fees compared to traditional platforms, allowing brands to reinvest savings into production and marketing [11]. Group 3: Strategic Support and Ecosystem Development - Pinduoduo's "100 Billion Support" policy aims to invest in resources for traditional brands over three years, enhancing their growth ecosystem [12]. - The platform helps brands reach younger consumers through targeted marketing strategies, improving customer acquisition efficiency [14]. - The initiative encourages brands to shift from a focus on cost-effectiveness to enhancing perceived value, thereby upgrading their market positioning [15][16]. - Overall, Pinduoduo's support fosters a systemic transformation for traditional brands, enabling them to thrive in the digital economy [17][19].

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].

Core Insights - A group of traditional snack brands from Fujian is experiencing a revival through the e-commerce platform Pinduoduo, leveraging direct consumer engagement and innovative product development to adapt to new consumption trends [1][2][17]. Company Overview - Jin Guan, established in 1982, has achieved annual sales of 1.5 billion yuan through its signature black sugar plums [2]. - Crayon Shin-chan, founded in 2000, has built a strong national recognition over 25 years, primarily through its jelly products [2]. - Yake, starting in 1993, has expanded from vitamin candies to multiple categories, maintaining a leading position in the industry for 33 years [2]. - Youchen, known for its meat floss cakes since 2011, has over 30 years of history [2]. Transformation Strategies - Direct consumer engagement is central to the revival of these brands, allowing them to respond quickly to consumer preferences and innovate products [4][5]. - Jin Guan has shifted from traditional candy to healthier options, reducing the size of its black sugar plums from 6.5 grams to 4 grams to cater to younger consumers [4][5]. - The feedback cycle for product development has been significantly shortened from months to weeks on Pinduoduo, enabling rapid response to market demands [5][13]. Product Innovation - Yake has developed V9 vitamin soft candies, combining vitamins with a pleasant taste to appeal to health-conscious consumers [15][16]. - Crayon Shin-chan has focused on creating jelly products with high fruit juice content and no additives, targeting both children and office workers with tailored offerings [8][15]. - Youchen has introduced new flavors and products, such as meat floss twists, to cater to various consumption scenarios [8][15]. Market Dynamics - The brands are leveraging Pinduoduo's policies, such as subsidies and promotional resources, to enhance their market presence and drive sales [9][12]. - The competitive landscape is evolving, with brands investing in unique product features and packaging to differentiate themselves in the online market [11][12]. Future Outlook - The Fujian snack industry is poised for continued growth, with plans for new product lines including probiotic candies and herbal candies, supported by Pinduoduo's ongoing initiatives [17][18].