After replacing the category, sales increased by 5 times in one year. What did Wang Xiaolu, who won the No. 1 in the same category in JD.com and Tmall, do the right thing?

      When it comes to creating hot products, e-commerce people know that the most difficult thing is that the first step is to select product categories. If you don’t choose a good category, you will get half the result with twice the effort. Selecting product categories is a process of foreseeing the trend, finding the right trend, and seizing the trend. It is best to choose a category that is long-term and in an upward period, and choose a category with a large market, high growth, high frequency and standardization.

      Wang Xiaolu, who is now popular, did not have the current size at the beginning. Wang Xiaolu was originally a pig's trotter category. Although the user reputation has always been good, it has not achieved explosive growth. Braised pork trotters cooked foods failed to become popular products in the end. But later, after changing the braised chicken feet and focusing on the snacks, we gained new opportunities.

      From pig's trotters to chicken feet, this is the turning point of Wang Xiaoluo's fate. After all, among consumer brands, the category chosen by the brand is extremely important. In the era of "category determines the world", it largely determines the future space of the brand. Although they are both braised food, there is the most essential difference between pig's trotters and chicken feet: that is, chicken feet can be used as snacks, while pig's trotters can only be used as main meals. The adjustment of the category has enabled Wang Xiaolu to enter the braised snacks track.

      Since 2019, the company has gradually started to get on track, with sales of 2020 Double Eleven reaching 20 million yuan, a year-on-year increase of 500%, ranking first in the chicken feet category in Tmall and JD.com. The snack track far exceeds the cooked food category in terms of consumption frequency and consumption scenarios, and the importance of the track is self-evident.

      So what did Wang Xiaolu do right from changing categories to ranking among the top snack categories now?

1.Double test, decide to change the category

      "Our core user review team has the final say whether a new product is delicious or not and whether it is put on the shelves. If more than 80% of a new product scores, it will definitely be a product that most users love. This product is worth putting it on the shelves. This is also the reason why we cut off many products in the early stage and have been developing them, but rarely launching new ones. Good products are our core."

      During the test, the tiger skin chicken feet were well received by all employees. Everyone said that it was very delicious and had never eaten such delicious chicken feet.

      After the user's "first test", Wang Xiaolu decided to try tiger skin chicken feet and prepare for live tests. In early 2019, live streaming sales had just emerged. Wang Xiaolu delivered his products to Chen Jieki, one of Taobao’s top anchors. As a result, in the live broadcast room, the tiger skin chicken feet were sold out.

      After passing two rounds of tests from community and live broadcast, Wang Xiaolu officially settled in Tmall, opened his own Tmall flagship store, and chose All in Chickenz. In 2020, Wang Xiaoluo tiger skin chicken feet sales reached 10 million yuan, a year-on-year increase of 3,000%, becoming the top 1 chicken snack category. On Double Eleven, the amount doubled directly, and Wang Xiaolu began to break the circle and ranked among the top on the entire Tmall snack list.

2-Strong Focus

      Although Wang Xiaolu switched from pig's trotter to chicken feet, during the period, he often focused on a type of single product, a selling point, a group of people, a platform, and a period, focusing on a single product to explore the selling point. After the product became popular, he then extended the category. Since the previous preliminary research and preparations were made, in January 2019, Wang Xiaolu made a very bold decision, that is, "All in Chicken Claws".

      Strong focus is not only reflected in the product, but also strong focus on core users. Data shows that in the sub-track of braised snacks, the repurchase rate of Wang Xiaolu's star single product "tiger skin chicken feet" actually exceeded 40%. Wang Xiaolu has communicated with users and operated users over the years. "Our core users are truly involved in tasting, scoring, product selection and other aspects. Old customers will think that they are our own people."

      Everyone is discussing private domain traffic. Users are private domain traffic to merchants. Isn’t that just data? So what is the merchant to the user? Thinking about the relationship between merchants and users may better provide value to users. If a company focuses on serving users, communicates with users sincerely, treats users as their own people, and will naturally be regarded as their own people by users.