今天分享的是：品牌运营：赵一鸣品牌多维度深度解析-数说故事 报告共计：15页 《赵一鸣品牌多维度深度解析-数说故事》由Social Research发布，基于2025年3月25日-9月25日社媒数据，从品牌发展、调性、营销、内容、舆情等维度剖 析量贩零食领军品牌赵一鸣。品牌起源于2019年江西宜春，由赵定创立，2023年与零食很忙战略合并，2024年集团更名为鸣鸣很忙并实现万店规模，2025年 9月门店超2万家，主打量贩模式，SKU超2000种，每月上新100余种，价格低至市面三分之一，聚焦三四五线城市下沉市场，还推出"赵一鸣省钱超市"拓展 至百货日化等品类，2023年曾获黑蚁资本领投、良品铺子跟投的1.5亿元A轮融资。品牌调性年轻潮流，以"不玩套路真便宜"为Slogan，愿景是"让中国老百 姓实现零食自由"，通过直供供应链降本让利消费者与加盟商，但存在加盟商盈利质疑（如用户反馈毛利低、成本高）及员工待遇问题（工作强度大、无故 开除）。近半年营销上，5月"6.1愿望成真节"邀林一代言、设高价值奖品，抖音互动量破1124万，微博/抖音NSR达97%/94%；6月"怀集水灾哄抢事件"致舆 情骤降（B站NSR -6 ...

Core Insights - The industry is shifting from a focus on store quantity to long-term sustainability and product differentiation [2] - Companies face three main constraints in expansion: talent management, supply chain stability, and financial risk due to high initial investments [1][2] - The competitive landscape is evolving, with brands seeking to establish barriers through quality and differentiation rather than just low prices [1] Group 1: Industry Challenges - The reliance on "store quantity" for scaling is fragile, as excessive store density increases demands on cash flow and supply chain responsiveness [1] - Talent acquisition and management cannot keep pace with rapid store openings, posing a significant challenge for companies [1] - Supply chain issues arise from cross-regional operations, leading to increased logistics costs and supply stability concerns [1] Group 2: Competitive Landscape - The competition has shifted from price wars to a focus on supply chain depth and product differentiation [1] - Companies are increasingly investing in brand development to create competitive advantages and enhance pricing power [1] - The introduction of private labels and diversified product offerings is becoming a key strategy for companies to meet diverse consumer demands [1] Group 3: Company Strategies - Mingming Group launched its first proprietary brand series and introduced a dual-brand store model to enhance product offerings [1] - Wancheng Group is diversifying its business model by opening new stores that feature private label products and fresh produce [1] - The emphasis on "high quality-price ratio" is becoming a core competitive advantage in the snack industry [1]

Core Insights - The retail industry is experiencing intense competition, particularly in the snack sector, where brands are struggling with stagnant or declining same-store sales. Zhao Yiming Snacks has launched "Zhao Yiming Discount Supermarket" to enter the discount supermarket space, indicating a bold strategic shift [1][5]. Group 1: Market Dynamics - The discount retail sector has seen a resurgence, becoming a significant growth driver in the retail industry. Zhao Yiming's hard discount model shows potential for development but also presents new challenges [1][3]. - Competitors like Wancheng Group's "Lai You Pin Discount Supermarket" have already established a presence, increasing the competitive landscape. This intensifies the pressure on Zhao Yiming to differentiate itself [1][3]. Group 2: Operational Challenges - Expanding from a single snack category to multiple categories such as daily chemicals and fresh food imposes unprecedented demands on Zhao Yiming's procurement, warehousing, and quality control capabilities [2]. - The existing supply chain established in the snack sector may not be easily replicated for new categories, particularly for temperature-sensitive products like frozen goods, which require specialized cold chain logistics [2]. Group 3: Competitive Landscape - The discount retail market is crowded, with established players requiring Zhao Yiming to maintain price advantages while also focusing on product differentiation and service quality [3]. - Traditional supermarkets are responding to the rise of discount supermarkets by lowering prices, which could lead to a price war that further compresses profit margins across the industry [3]. Group 4: Internal Challenges - Zhao Yiming Snacks faces significant issues such as product homogenization, reliance on franchisees for store expansion, and frequent product quality problems, which could hinder its long-term growth [5][6]. - The franchise model, while enabling rapid expansion, can lead to inconsistent service quality and operational standards across stores, impacting brand reputation [6]. Group 5: Strategic Recommendations - To succeed in the competitive snack market, Zhao Yiming must focus on precise positioning in the value-for-money segment of the sinking market, enhance supply chain efficiency, and develop unique product offerings [9]. - Short-term strategies should include creating blockbuster products and increasing regional density, while mid-term efforts should focus on digital operations to reduce costs and improve efficiency [9].

Core Viewpoint - The two major players in the snack retail industry are expected to fully enter the capital market, with Mingming Hen Mang officially submitting its prospectus for a Hong Kong listing, potentially positioning itself alongside Wancheng Group as a leading snack giant in both the Hong Kong and A-share markets [2][8]. Group 1: Company Performance and Market Position - Mingming Hen Mang's revenue projections for 2022 to 2024 are 4.28 billion, 10.29 billion, and 39.34 billion RMB, respectively, with a compound annual growth rate of 203.0% [2]. - By the end of 2024, Mingming Hen Mang is expected to have 14,400 stores and 120 million members, with a total GMV exceeding 55.5 billion RMB [2]. - The market share of Mingming Hen Mang in the leisure food and beverage sector has surpassed Walmart, reaching 1.5% [3]. - The company has achieved a significant increase in store efficiency, with average daily sales per store rising from 38,800 RMB to 45,200 RMB, and daily sales exceeding 15,000 RMB [12]. Group 2: Industry Dynamics and Competition - The snack retail sector has rapidly expanded, with the number of snack retail stores in China increasing from approximately 2,500 at the end of 2021 to 37,500 in just three years [5]. - The merger between "Zero Snacks Very Busy" and "Zhao Yiming Snacks" is seen as a strategic move to counter competition, especially as Wancheng Group has been acquiring multiple snack brands [8][10]. - The competitive landscape is intensifying, with both Mingming Hen Mang and Wancheng Group achieving a combined market share of over 70% by the end of 2024 [28]. Group 3: Financial Metrics and Operational Efficiency - In 2024, Mingming Hen Mang's adjusted net profit is projected to reach 910 million RMB, with an adjusted net profit margin of 2.3% [31]. - The company maintains a stable gross margin of 7.5% to 7.6%, while its net profit margin has improved from 1.7% to 2.1% [23]. - The average inventory turnover days for Mingming Hen Mang is 11.6 days, consistent with two years prior [27]. Group 4: Strategic Initiatives and Future Outlook - Mingming Hen Mang is diversifying its product offerings by introducing a new store model that includes daily necessities, aiming to increase customer frequency and average transaction value [39]. - The company has launched several self-branded products, maintaining a focus on cost-effectiveness [40]. - Marketing efforts have intensified, with partnerships with celebrities and the introduction of innovative store concepts to enhance brand recognition [45][46].