The enterprise announced that it will actively coordinate other markets outside the above-mentioned areas according to specific consumer demand, and dispatch products from surrounding areas to ensure maximum supply.
At present, although the suspension of production in Jiangsu factory is an expedient measure, if it cannot be solved in a short time, it will inevitably affect the performance of the whole Central China region, and further enlarge the problem of uneven development between North and South.
As a leading enterprise in the short-term bread industry, Li Tao Bread, which started in Shenyang, has been deeply cultivated in the Northeast and North China markets for many years. It was not until 20 15 that it began to go south in a big way and lay out the national sales network.
However, compared with the north, peaches and plums are "attacked between Scylla and Charybdis" in the southern market. In addition to Manhattan, Binbao, Garton and other competitive brands rooted for many years, they are also attacked by many fresh bakeries and chain convenience stores such as 7 1 1 and Rosen. The situation is unimaginable.
Moreover, for many years, Li Tao has always adhered to the strategy of "emphasizing products over marketing" and rarely put advertisements on shelves. Basically, products go directly to the shelves for advertising, which is not only low in cost, but also accurate in target audience. However, this move does not apply to the southern market where the number of terminal shelves is limited, resulting in a low awareness of the peach and plum market for a period of time.
In order to break the dilemma, Li Tao Bread adopts the mode of "central factory+channel", and uniformly produces products according to the actual market demand, and then supplies them to distributors, which greatly reduces the cost and is easier to copy and expand.
Since the listing of 20 19, Li Tao has built a large number of production bases in South China, Central China, East China and other regions, and developed and sold channels to surrounding areas with this as the center. Practice has proved that a reasonable transportation radius can really ensure short logistics time-consuming. Under the efficient distribution system, the company's turnover rate, inventory structure and daily distribution ratio all show advantages.
At present, on the basis of cooperation with large supermarkets such as Yonghui, CR Vanguard, Carrefour, Wal-Mart and RT Mart, Li Tao Bread has also expanded the chain supermarkets such as BBK, Renrenle, Xinhuadu, Jiashike and Jiarong in the southern market, with more than 240,000 retail terminals.
Judging from the company's revenue data, although the two regions of Central China and South China have not yet achieved profitability in the short term and have been affected by policies to reduce production, in the long run, the prospects should remain optimistic.
Looking at the current baking market in China, with the influx of foreign brands, a number of domestic manufacturers have risen rapidly in recent years, and brands such as Manhattan, Haoliyou, Yamazaki Bread and Binbao have made considerable revenues in China, creating a 100 billion-class track.
At the same time, the performance of our local brands is also remarkable. Companies such as Li Tao and Dali Food have far more market shares than foreign brands. Especially in the field of short-term bread, in addition to peaches and plums, Dali Garden has also subdivided its sub-brand "Meibeichen", established an advanced production line relying on the strong financial resources of the parent company, and spent a lot of money on marketing and publicity, successfully grabbing market share.
However, on the track in the retail field, the threat of cross-border opponents should not be underestimated. With the rise of Internet e-commerce, three emerging snack brands, such as squirrels, good shops and gold shops, have also launched short-term bread categories and started to carve up the few cakes left.
However, compared with traditional long bread and medium bread, short bread tests the market operation ability and brand power of enterprises.
Taking Li Tao as an example, it can maintain its leading position in the industry for many years, largely thanks to its scientific production mode and efficient distribution system, and its low loss rate has brought more profits to enterprises. In addition, the formation of brand power also strengthens the purchase decision. The brand value of peach and plum bread has always been among the best in the food industry rankings, so the consumer confidence index is also directly proportional to the brand value of the enterprise.
Of course, the upgrading of consumption in recent years has also changed users' consumption habits. Many people prefer to buy freshly made bread such as Bread Talk, Paris Bette and Holiland, which has also set more "roadblocks" for the expansion of "Taoli".
Next, "freshness" and "multi-category" may become the focus of consumers' consideration, and traditional short bread enterprises such as Li Tao and Daliyuan, which are limited by production equipment and cannot update their categories quickly, will inevitably be affected.
As for how the "Taoli" should break through in the future and whether they can be popular all over the world, we will wait and see.
Editor: Ju Jun