With a gross profit margin of more than 30%, high-quality members over 100 million, and 1,256 skus, what has this snack company done?

      On March 30, Liangpinpuzi, a listed company in the domestic snack industry, released its 2020 annual financial report: annual revenue was 7.894 billion yuan, a year-on-year increase of 2.32%; net profit attributable to shareholders was 344 million yuan, a growth of 0.95% over 2019. In addition to core financial indicators, Liangpinpuzi's gross sales profit margin in 2020 remained very stable above 30%, and the 14.4% return on equity is still at the forefront of comparable peers.

In 2020, Liangpinpu used digital precision marketing. On Tmall flagship stores and JD self-operated platforms, the member purchase rate has increased significantly, and the proportion of high-quality users such as urban middle-class families has gradually expanded. At present, Liangpinpu can reach over 100 million members through all channels.

Multi-category sku

      As a full-category snack company, Liangpinpu covers 13 physical categories. According to the 2020 annual report data, the top five categories sold are meat, nut roasted goods, candy pastries, dried fruits and dried fruits, and vegetarian delicacies. The categories are developing well, and the proportion of nut categories is only 17%.

Multi-category sku

      As of the end of 2020, Liangpinpu had 1,256 SKUs (single product categories) in all channels, with 38 new ones added that year. Although the number of SKUs leading the industry does not represent the competitiveness of Liangpinpu, among these more than 1,200 single products, up to 275 SKUs have terminal retail sales of more than 10 million yuan.

Member Marketing System

      In the member marketing track, Liangpinpuzi is activated through Double 11 omni-channel membership . In addition to using big data insights to make "new white-collar workers" and "exquisite mothers" the key brands, another move is to leverage Tmall's 88VIP to establish the first 88VIP member interconnection position by directly upgrading to the good product black card members with one click.

At the same time, Liangpin Shop also connects 88VIP rights and interests to design member theme activities, and continuously stimulate member activity such as membership lucky bags, new products half price, snack experience hall, membership day super welfare, etc. On Double 11 in 2020, Liangpinpu added nearly 320,000 new members, an increase of 181% year-on-year member activity rate and a 2.10% increase in member repurchase rate.

( Under normal circumstances, membership system )

Tiered and fine operation

      Analyze the characteristics of the population and analyze the characteristics and interests of the population; then tailor different communication content and items to the differentiated demands of different subdivided groups, interact and connect with the population , and finally achieve the goal of dual improvement of member activity and conversion and repurchase, and achieve effective member operation and sales explosion.

      Analyze based on population characteristics to understand the needs of capturing the growing fitness population. In July 2020, Liangpinpu launched the fitness snack "Liangpin Feiyang". As a result, more than 20 products such as "Three Anti-sugar" protein meal replacement milkshake have maintained a speedy monthly compound growth since its launch, which shows the market potential. Customized healthy, nutritious and functional snacks for pregnant women, children, silver hair, fitness groups and other subdivided groups.

Pay attention to short video track

      In addition to the traditional Taobao and Tmall , Liangpinpu also continues to try live broadcasts and short videos . Taking Liangpinpu’s Tmall flagship store as an example, the number of live broadcasts increased by 458% year-on-year in 2020, and the average customer price increased by nearly 10% year-on-year while acquiring one million customers. While sales revenue increased significantly year-on-year, gross profit margin and average customer price have increased significantly.

      In addition , Liangpinpu has opened an e-commerce live broadcast base in Hangzhou . The live broadcast base that can be launched 20 times throughout the day provides one-stop services for anchors, including training on brand knowledge, product buying points and other content, helping anchors better display products during live broadcasts to improve the sales rate .

      The momentum of live streaming sales is still very strong , and all e-commerce people must join in . Not only rely on channels such as Taobao, JD.com and Pinduoduo , live streaming e-commerce can expand more in the original channels .

More e-commerce news:

Master the trilogy of Pinduoduo's core event skills and create a hot event in 14 days!

A big attack! Taobao and Tmall are constantly moving, and these news will affect tens of millions of merchants!