Both snack giants achieved double growth in revenue and net profit in the first half of this year.
On August 17, three squirrels submitted their transcripts for the first half of the year. Data show that in the first half of this year, the three squirrels achieved revenue of 5.26 billion yuan, a slight increase of 0. 17% year-on-year, and a net profit of 352 million yuan, an increase of 87.32% year-on-year.
On August 18, Liangpin Store released the semi-annual report. According to the data, in the first half of this year, good shops achieved revenue of 442 1 100 million yuan, a year-on-year increase of 22.45%, and net profit of192 million yuan, a year-on-year increase of 1.9%.
Compared with last year, the performance of the two snack giants has improved significantly. The data shows that the growth rates of revenue and net profit of the three squirrels were -3.72% and 26.2 1% respectively last year. The growth rate of revenue and net profit of good shops was 2.32% and 0.95% respectively. In contrast, the growth rate of the performance of the two giants has rebounded in the first half of this year.
Aim at the baby food track
Both the two snack giants emphasized the layout of the baby food field in the semi-annual report. The two giants launched the deer light light blue and the snack fairy almost at the same time, and both achieved certain "achievements". However, Lu Xiao Lanlan, the baby brand of three squirrels, was in a loss state in the first half of this year.
According to the semi-annual report of Three Squirrels, in the first half of this year, Lu Xiao Light Light Blue achieved omni-channel income of 2,065.438 million yuan. Since the launch of 19 in June last year, the quarterly compound growth rate of Lu Xiaolan has reached 77%, the input-output ratio has increased quarter by quarter, and 1 1 month ranks first in the category of zero food for infants in the whole network. However, in the first half of this year, the deer lost 48.4889 million yuan.
According to the semi-annual report of Liangpin Shop, in the first half of this year, Liangpin Snack Brand achieved omni-channel terminal sales of 65.438+0.8 billion yuan, and newly developed and listed new products of 265.438+0, with a variety of star products, among which "Hello Great" series achieved omni-channel terminal sales of 57.48 million yuan in the first half of this year, accounting for 36.5438+0% of the sales. Since the listing of Liangpin Snack Fresh Brand in May last year, the omni-channel terminal sales of Liangpin Snack Fresh Products have reached 408 million yuan, ranking the leading position in the industry.
The two snack giants aimed at the baby food track almost at the same time, which also took a fancy to its huge development potential. According to QYResearch's Report on Global Children's Snack Market in 20 18, it is predicted that the children's snack market will continue to grow at a compound annual growth rate of 10%- 15% from 20 19 to 2023.
Why does the deer lose money? Zhang Fei believes that Lu Xiao Light Blue's advertising investment is large, including the promotion of various platforms, animation production and the entry of major children's terminal channels, which all increase its marketing costs; Good food fairy has its own offline channels, which can effectively meet the offline terminal sales, and the overall cost control ability of good shops is also strong. Zhu also believes that the cost of consumers buying new products online is very high, and buying new products is inseparable from offline tasting, experience and feelings. However, the offline channels of the three squirrels are not perfect, or the promotion of the new light light blue products in Lu Xiao has been affected.
Attach importance to omni-channel layout
In fact, the omni-channel layout of online and offline has long been listed as a top priority by snack giants.
The semi-annual report of three squirrels shows that in the first half of this year, three squirrels empowered the development of new e-commerce, and the revenue of Pinduoduo channel increased by over 360% year-on-year. The revenue of live e-commerce such as Tik Tok and Aauto Quicker increased by over 1 1,000% year-on-year. In terms of community group buying, the company has settled in many platforms such as Meituan Optimization, Shopping, and Orange Heart Optimization. In terms of offline channels, the company's food stores, alliance stores, new distribution and other channels have achieved good growth.
The semi-annual report of Liangpin Shop shows that in terms of offline channel layout, in the first half of this year, the company opened 207 direct stores and franchise stores, including 59 direct stores and 148 franchise stores; In terms of social e-commerce channels, the company continued to deepen the operation of social e-commerce channels, focusing on Tik Tok Aauto Quicker platform. In the first half of this year, the company cooperated with more than 1000 high-quality anchors on Tik Tok's Aauto faster platform, and completed more than 6,400 live broadcasts; In terms of community e-commerce channels, the company has achieved penetrating coverage of community users through community group buying platforms such as Meituan Youxuan and Sheng Xing Youxuan.
However, judging from the proportion of online and offline channels, the channel layout of good shops is relatively balanced. The data shows that in the first half of this year, the offline channel revenue of the three squirrels accounted for 30%, and the online channel revenue accounted for 70%; In the same period, the online income of good shops accounted for 5 1.58%, and the offline income accounted for 48.42%.
Who is better than the two business models? Zhang Fei believes that, on the whole, there are three reasons why the future development prospects of good shops are better: First, the online and offline channels of good shops are reasonably laid out and consumers have higher recognition; Second, the good shop has a reasonable product matrix, rich product lines and strong market competitiveness; Third, a good store has strong comprehensive cost management ability and good profitability.
The data shows that in recent years, good shops have implemented the development strategy of all categories. As of June this year, the good shop has 15 categories of 1 195 SKUs. It is worth noting that the categories of good shops are evenly distributed, and each category accounts for no more than 30%. In contrast, the proportion of three squirrel nuts still reaches 50%.