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China Business Network, July 15 (Intern Li Yimeng, Yan Shuxin) "Channel changes not only provide consumers with more choices and convenience, but also bring new opportunities and challenges to the snack food industry. Companies must continue to innovate and adapt to market changes to meet consumer needs and maintain competitiveness." Recently, Shi Jubin, chairman of Haoshangni, said in an exclusive interview with China Business Network.

Shi Jubin, Chairman of Hao Xiang Ni, provided by the interviewee

Shi Jubin introduced that in recent years, China's snack food industry has undergone major changes, especially in terms of channel changes. These changes are not only reflected in the diversification of sales channels, but also in the changes in consumer purchasing behavior.

"First of all, there are changes in online and offline channels. When Haoshangni was first established, it focused more on specialty stores and large supermarkets, but now e-commerce channels are equal to offline channels. Online e-commerce itself has also been evolving. Traditional e-commerce platforms such as Taobao and JD.com are still important channels for the sales of snack foods, but with the rise of social media platforms such as Douyin and Kuaishou, emerging interest-based e-commerce has begun to occupy market share. These platforms use short videos, live broadcasts and other forms, combined with content creation and product recommendations, to stimulate consumers' desire to buy." said Shi Jubin.

However, in Shi Jubin's view, offline sales are still an important battlefield for snack food sales.

"The emergence of offline mass-market snack stores such as 'Snacks Are Busy' represents innovation and personalized services in offline channels. These stores usually offer a richer product selection and a better shopping experience, satisfying consumers' demand for high-quality snack foods."

Nowadays, the integration of online and offline has become a major trend in the snack food industry. "Consumers can browse products online or try them offline by visiting physical stores, which greatly reduces the cost of selection," said Shi Jubin.

In addition, community group purchasing is also an emerging sales channel that cannot be ignored in the snack food industry in the past two years.

"Community group buying with a geographical basis is often endorsed by neighborhood reputation. Moreover, centralized procurement and distribution within the community reduces logistics costs, and prices are often more favorable, making it a new choice for many people," said Shi Jubin.

In response to channel changes, Haoshangni has its own "changes and constants". Shi Jubin introduced that Haoshangni has always been based on specialty stores, focusing on the main business of red dates, and maintaining the brand effect and service experience of "high-end red dates brand". At the same time, online, Haoshangni vigorously develops interest e-commerce and formulates the strategy of "online leading, live broadcasting opening the way". By joining hands with top anchors and mid-level talents, it occupies a dominant position in the red dates category on live broadcast platforms such as Douyin and Kuaishou.

"We also invested in 'Busy Snacks' last year, targeting the snack track, actively planning and laying out, and making the 'first move'." Shi Jubin said that through the approach of "online leadership and offline layout", Haoshangni has currently developed more than 50,000 sales outlets across the country.

Shi Jubin mentioned that in the future, live streaming e-commerce and mass-market snacks will become the main growth channels for the leisure food industry. "Live streaming e-commerce still shows strong explosive power, and mass-market snacks stores have attracted a large number of young consumers with their rich categories, affordable prices, and reliable quality, becoming the new favorite of the market."

Channels are king, and good products are equally important. Shi Jubin said that Haoshangni has been continuously launching new products, such as peeled red pie, red date and black sesame pills, etc., to meet the diversified needs of the market and build a food and leisure ecosystem. Through product innovation and category expansion, it has occupied the minds of consumers through various channels. "Only in this way can the potential of incremental channels be truly and effectively utilized."

(For more reporting clues, please contact the author of this article, Yan Shuxin: [email protected]) (China News Service APP)

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Editors: Chang Tao and Luo Kun