Shulou(Shulou.com)11/24 Report--

White elephant is on fire again!

After evaluating the crab yellow noodles of the white elephant, the net red white ice of 36 million fans was convinced by the taste. On the spot, he said that he would only eat white elephants when eating instant noodles in the future, and shouted white elephants from the air, wanting to give white elephants free endorsements. Netizens can be excited this time, white elephant crab yellow noodles products on the day of the whole network out of stock. The official reluctantly issued an apology announcement, saying that this time it was not ready, really sold out, want to eat ten days later, keep enough.

For fear that consumers can't see the announcement, White Elephant also updated the shelf time of crab yellow noodles to the account signature, indicating that from September 11, crab yellow noodles will return to the direct broadcast room to ensure enough tube.

The product is out of the circle, the whole network is out of stock, the official announcement thanks the consumer's love... all this is so similar. Last year,"315·pit pickled cabbage" incident exposure, white elephant with a sentence "no cooperation, rest assured to eat" hard gas response to the industry crisis, immediately on micro bo hot search.

Under the heat, netizens follow the vine and find that White Elephant has been quietly practicing corporate responsibility for so many years. Low-key, love, years of persistence are finally seen... Moved consumers rushed into the White Elephant broadcast room, swept away all products, and rewarded White Elephant with actions.

Under the heat, the white elephant standing in the spotlight has to answer a question_for an enterprise, a night explosion is definitely not the core competitiveness that can support long-term development. For white elephant, how can the tidal heat last for a long time in the future?

In recent years, many brands have been "seen" due to topic heat and national feelings, but the memory of the Internet is often short-lived. After enthusiasm dissipates, wild consumption will return to rationality.

However, in contrast to White Elephant, in recent years, more and more times out of the circle, new product launch is more and more efficient. For example, all sold out on the opening day, thousands of people in the brand broadcast room online waiting for the shelves of white elephant super fragrant cilantro noodles. In the product research and development, White Elephant grasps the potential product of high search and low supply, grasps the consumption pain point of "the real thing does not match the original picture" with the visible 5 coriander, brings the ultimate visual impact and satisfaction to consumers, and strengthens the consumer's experience.

At the same time, White Elephant launched offline activities in marketing, set up theme flash shops, successfully attracted a large number of small red books and chatter people to explore shops and carry out second creation, produced UGC content around the selling points of 5 big coriander, attracted a large number of users 'attention, topic #Who can send a large number of coriander ah #on the chatter hot list.

For example, this time selling explosive crab yellow noodles, white elephant realized from noodles to ingredients, consumers visible places all upgraded. In the production of noodles, non-fried Su-style fine noodles are used. The noodles are distinct and more juicy than ordinary noodles. On the crab yellow sauce bag, white elephant selects high-quality raw materials, 100g large crab yellow bag selects fresh live crab, aseptic environment removes crab, hand rolls to keep intact crab legs.

From super fragrant cilantro noodles to crab yellow noodles, the white elephant's two out-of-circle obviously different, consumers tears less, marvel more, not moved by the story, only surprised by the quality and taste. As time goes by, more and more people pay attention to white elephants, recognize white elephants, taste white elephants, and finally be powdered by products and tastes, falling in love with white elephants. White elephant uses hard power to turn "flow" into "retention."

Sincerity is the "killer" of communication. For food companies, honest communication with consumers and meeting consumer needs with good products is sincerity. In order to do a good job of Chinese flavor, White Elephant organizes marketing team and R & D team to carry out "taste tour" every year to find the most representative local flavor in century-old shops all over the country. In addition, White Elephant has independently researched and developed more than 60 improved production processes and has 170 effective patents. The production process and technical level have reached the international advanced level, which is to copy the taste of the kitchen to the factory assembly line, so that consumers can taste the original taste of the Chinese taste that White Elephant is looking for in the streets.

Chinese taste should not only be a lively concept, but also need to become a hot product. At this point, White Elephant shows a sense of youth far beyond the 26-year history of the enterprise. The left-hand cross-border, joint and offline activities emerge endlessly, and the right-hand new products and new flavors bloom everywhere to deeply understand and experience the local flavor. As far as a spicy food is concerned, White Elephant has four regional characteristic products such as classic sweet and spicy food, Guizhou sour and spicy food, Xinjiang barbecue food, Xiangla pepper and so on.

This kind of intention is more obvious in the product "Nanyang Sesame Sauce Rice Noodles." In order to restore the authentic Nanyang flavor, the rice noodles are determined not to add glue. The raw materials are only rice and water, and they are fine rice noodles that are easier to taste. The local sesame seeds and peanuts are carefully ground to restore the regional characteristics of Nanyang Sesame Sauce Rice Noodles with thick and mellow soup.

Traffic heat fleeting, long-term consumer favor has never been overnight. Behind White Elephant's becoming "the light of Chinese goods" is White Elephant's 26-year efforts and persistence in focusing on a bowl of Chinese noodles. The bottom logic of enterprise development, in the final analysis, is not forgetting the initial heart, is long-term doctrine and unswerving. In the words of founder Yao Zhongliang, White Elephant Food is committed to becoming a trusted Chinese noodle brand and loved by Chinese people all over the world.

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