In August, in addition to Wu Zhou’s own happy events.
The company also has some surprises beyond the plan.
With the mooncake production line running at full capacity, Wu Zhou also began to maximize investment in precise flow.
In the first week of August, the targets are many big V food bloggers.
After that, sharing videos and product replica videos sprung up like mushrooms after rain and were posted on major platforms.
Wu Zhou asked people to find some of the ones with the best statistics and put them on some stars.
There are not many people who can be called serious stars and have traffic, so this wave of traffic assists actually doesn't cost much for Wu Zhou.
But in this process, the popularity of Qiao Fei's bird's nest mooncakes is increasing day by day, and the growth rate far exceeds the growth rate of the main keyword of the mooncake category, and also far exceeds the search growth rate of other competing products in the same category.
In the second week of August, a large number of videos on the company’s Douishou account began to be distributed to celebrities and promoted daily.
As long as these celebrities are on the Douishou account, they will immediately see the video of Qiao Fei's bird's nest.
They only saw Qiaofeijia’s mooncake reviews some time ago, and now the videos from Qiaofeijia’s official account are showing up every day, giving them the illusion that this thing is particularly popular.
In this process, many celebrities will make direct purchases.
But not much is shared.
So in the third week, Wu Zhouhui selected some of the stars who shared this product and called out the ones with the best data, and then they were still at the second- and third-tier levels, not the first-tier ones.
Use these people's video data to push a wave of accurate traffic, and directly increase the number of converted comments.
Then push these videos that have exploded the data to those celebrities who have not posted many videos.
By the third week of August, many first- and second-tier celebrities apparently looked down on some little stars they didn't even care about and casually posted a sharing video. The popularity was actually much higher than their videos.
The team also started to get excited.
In the same week, many mainstream first- and second-tier stars and traffic stars released many videos about Qiao Feijia’s bird’s nest mooncakes.
In just one day, the traffic of Qiao Fei's mooncakes skyrocketed, and the sales of mooncakes surged from 10,000+ boxes to 30,000+ boxes... That's a performance close to 2kw.
If it weren't for limited production capacity, this volume would continue to expand.
In the past, this kind of heat would pass after a few days.
But this period happens to be the Mid-Autumn Festival, and the popularity of the Mid-Autumn Festival is soaring.
These videos are particularly consistent with the Mid-Autumn Festival theme.
So the popularity of the video has not dissipated.
Starting from the fourth week of August, the production line's production capacity has begun to operate at full capacity, and we have to work overtime and deploy other production lines to debug production.
As the production capacity increased, the popularity continued to rise, and the sales volume climbed step by step, reaching 40,000+, 50,000+, and by the end of August, it directly climbed to 60,000+ daily sales.
The single-day sales of a single product reached 3kw. This performance directly broke the ceiling of the entire top snack product. The vast majority of businesses cannot achieve this amount in annual turnover.
Many of the old mooncake manufacturers who are also competitors are suffering from pink eye.
They made the same bird's nest mooncakes as quickly as possible, with prices ranging from 199 to 499.
Not to mention, some people still bought these mooncakes due to production capacity issues.
The direct result of this is that at the end of August, many items that look like Qiao Feijia mooncakes appeared in the mooncake rankings.
But these are inevitable. Wu Zhou was even happy to see the success.
Because these merchants are actually trying to expand the market and enhance the edible attributes of mooncakes. If they develop better, they may even turn the strong seasonal attributes of mooncakes into daily consumption of pastries.
One merchant cannot support the new development trend of a category, and everyone will add fuel to the fire.
At the same time, there are still many Taobao customers during this period. In order to take advantage of the popularity of this single product, they actively promote it. Even if there is only the platform's benchmark 2% Taobao commission, they are still focusing on promoting it.
As for some anchors, they even subsidize the products themselves and use the products as welfare funds and traffic funds.
It is somewhat similar to the positioning of standard products such as Apple mobile phones.
As for some leading anchors, they took the initiative to find Liu Bin.
"Mr. Liu, please give me a discounted price for your bird's nest mooncakes. You won't have to pay for the placement fee, nor will you need any commission."
"I'm sorry, I actually want to sell it at a discount, but this price is set by our boss, and he won't allow the price to be lowered."
"You and the boss should discuss it again. One of our live broadcasts has tens of millions of traffic. At least 30,000 to 50,000 boxes can be sold."
"Sold so much...it's even more impossible to sell it."
“….It’s not good to sell too much.”
"The factories we cooperate with are now operating at full capacity. If we suddenly increase the production capacity by 30,000 to 50,000 yuan, we will definitely not be able to produce..."
"It can be pre-sold."
"Our company stipulates that when we officially sell products, the goods must be shipped within 48 hours at the latest. Now we can sell 60,000 to 70,000 boxes of mooncakes every day, and most of them are shipped on the same day."
After the communication ended, Liu Bin had a helpless and funny smile on his lips.
In the past, these big anchors would not necessarily respond to me if they took the initiative to contact them.
Now, he is doing the same job, and even said that the job seems to be much easier. As a result, these people come over one by one.
Not many people will provide help in times of need, most people will only add icing on the cake.
Of course, as a senior practitioner, he also knows that his 'success' at this moment is only because of the success of the platform.
“…”
During this period, there are leading anchors from all major platforms who have taken the initiative to attract reverse investment.
But most of them refuse with the same excuse, and the actual situation is also the same.
The company's mooncakes are so popular that even snack sales in stores have soared.
In the past, the daily sales volume was more than one million yuan, and the performance was slowly climbing, and the large items were in an orderly manner. However, after the mooncakes became popular, the performance increased instantly, and the daily traffic of the store was a bit ridiculous. I paid attention to some The sales of many competing products have fallen recently.
It even gave him the illusion that all the traffic from the entire industry was going to his store.
Although most of the traffic went to the mooncakes, the volume couldn't help but be large. Even the small proportion of people who overflowed caused the performance to increase instantly, rising to more than 3 million.
Product sales generally double, or even multiple times.
And as the Mid-Autumn Festival approaches, not only the traffic of mooncakes continues to rise, but the output of snacks is also increasing.
So now even though there is an automatic packaging machine in the warehouse, it is packaging almost 24 hours a day. In addition, we have also found a local temporary employment agency and hired hundreds of temporary workers (mostly college students) to work overtime. .
As for the nearby SF Express site, the order volume was too high and the site could no longer bear it. The site owner didn’t know what he was doing, so he temporarily found a lot of people to come and move the goods, so the SF Express vehicles came and left again and again. , I don’t know how many times a day I come and work overtime.
During this period, Xixi, the pastry waiter at Tmall Supermarket, can be regarded as the most painful.
Looking at Qiao Fei's mooncakes in the industry, the daily turnover is almost as much as the combined performance of all the products she manages.
But just like this product, it is not on the shelves of Tmall Supermarket. How can she be willing to accept it?
First, he asked Wan Cong to contact Wu Zhou, but he couldn't be contacted, so he settled for the next best thing and contacted Liu Bin.
"If your mooncakes go to Mao Supermarket, I will go through the special approval process for you to speed up the process."
"Sister Xixi, our mooncakes have a short-term warranty. They only have a shelf life of fifteen days, so they won't be sold."
"You can improve the craftsmanship and extend the shelf life."
"The quality of products is decided by our boss Wu. I am a part-time worker, so it doesn't matter what I say."
"Then send me Mr. Wu's phone number, and I'll talk to him."
Liu Bin first communicated with Wu Zhou and gave Wu Zhou a screenshot of the chat.
Wu Zhou refused directly.
The main thing is the taste, no additives, fresh and delicious.
How is it possible to directly destroy the established route for the pastry category of Tmall Supermarket?
"I'm sorry, Sister Xixi. Mr. Wu has not been in the company recently, and I have not been able to contact him. When I contact him, I will report what you said as soon as possible."
Xixi didn't reply or say anything, which actually meant he said it.
