消费数据"精准导航"，平台赋能做出爆品。 作者 | 钱锋 编辑丨高远山 来源 | 野马财经 车出晋江国际机场，往南10公里，一片糖果和零食工厂林立。它们大多起步于上世纪八九十年代，从闽 南的小作坊、菜市场档口起步，精准的口味拿捏加上成熟的线下分销网络，一度曾在江湖上闯下一片天 地。 二十多年风云变换，传统销售渠道受到前所未有的冲击，消费者需求也产生了深刻变化，曾经等待提货 的经销商队伍排成长龙的壮观景象再也难以重现。早期，他们也想过转型线上，布局互联网电商，但在 尝试的过程中，却由于缺乏经验、流量成本高、用户匹配度低等问题，而未能实现预期中的增长。 直到2020年左右，拼多多以低门槛、强扶持的姿态向传统品牌伸出橄榄枝时，这些老牌的国民品牌终于 抓住了机会。一方面，拼多多所覆盖到的县域市场和下沉用户群体与它们的原生客群高度重合；另一方 面，拼多多推出的"百亿减免""千亿扶持"等政策显著降低了经营成本。在此基础上，这些品牌通过推出 差异化货盘、建立高效打新机制，逐步重焕生机。 图源：罐头图库 01 当"老品牌"遇上"新挑战" 福建的零食产业极为发达，发展时间也足够长。早在上世纪八九十年代，晋江零食就已经开始了品牌 ...

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 - Older brands are perceived as outdated by younger consumers, who favor new brands that leverage internet marketing to create a trendy image [5][7].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].