Lai Yi Fen first started in Shanghai. In fact, it was a husband and wife shop that made roasted seeds and nuts. Their chain of roasted seeds and nuts was actually very small at first, and there was just one shop. They slowly made dozens of shops in Shanghai everywhere. Lai Yi Fen is the pioneer of the business model of small package and bulk weighing, so this model has achieved its rapid development. Small packaging and bulk weighing, people feel that it is more sanitary, convenient. You can pick the variety.
l A "pocket-packed" snack enters people's sight
A small pocket that is “small in size” and easy to stuff into the pocket of the bag, carries a different taste and appears in front of people. This pocket bag looks small, but solves many of the problems in life. A pocket bag, small package, easy to put into the pocket, convenient to carry around, anytime, anywhere! A pocket bag, no more than a lot of weight, just eat it once, eat as much as you can, eat fresh and not waste; you can choose to eat all the flavors at once, you can also choose to control your own Food intake, only one at a time! A pocket bag, a separate small package, you can enjoy it yourself, or you can give it to your friends.
l Brand experience
Lai Yi Fen has been developing as an independent packaging brand for 18 years. Its predecessor was the “Leifen” company established by the Yu Leifen couple in 1999. In 2002, "Leifen" changed its name to "Lai Yi Fen". After the name change, Lai Yi Fen gradually entered people's sight and developed faster and faster. Up to now, the company has more than 2,500 chain-operated stores, covering 9 provinces and municipalities including Shanghai, Jiangsu and Zhejiang. In addition to cooperation with major shopping websites, it has also opened the official mall and mobile APP platform. The industry has launched online to offline services. So that people can buy snacks.
There are a wide variety of foods in the Lai Yi Fen, covering more than 700 kinds of snacks in nine series of roasted seeds and nuts, meat products, preserves, aquatic products, candy, puffing, fruits and vegetables, soy products, and cakes. Customers can choose their favorite foods. Perhaps in the near future,Lai Yi Fen, a self-packaging snacking brand, will pack more than 700 delicious snacks into pocket bags. At that time, people can make DIY matches of snacks according to their favorite tastes, and truly realize where to go. What to eat, how much to eat, great dreams!
l Challenge and transformation
As a snacking brand with a history of nearly 20 years, Lai Yi Fen has more than 2,700 stores nationwide. However, since 2018, it has been criticized for increasing income and not increasing profits. This is related to the high cost of offline store management, the low proportion of online operations, and the frequent rise of competitors. According to Lai Yi Fen's financial report, its revenue in 2018 was 3.891 billion yuan, a year-on-year increase of 7.01%. The net profit attributable to shareholders of listed companies was 10.2655 million yuan, a sharp drop of 89.87%. In the first half of 2019, the revenue was 2.038 billion yuan, a year-on-year increase of 2.25%. The net profit attributable to shareholders of listed companies was 44.474 million yuan, a year-on-year increase of 20.16%.
Transformation has become the only way for Lai Yi Fen. In terms of technology, Lai Yi Fen builds a omni-channel integration platform, and gradually improves the omni-channel ecosystem of offline stores + online e-commerce + mobile payment APP; builds a take-away self-operating system, and the APP has a new take-out 30-minute must-have function; In the first half of 2019, the APP has been iterated 10 times and added new features such as store payment.
In terms of marketing, from IP cross-border, to creating a “snack museum” that promotes Chinese snack culture. Lai Yi Fen tried to get rid of the labels of “traditional” and “offline brands” and made a “snack culture” and a new consumer experience.
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