Super-sized snack packages are popular, and young people are controlled again

This article mainly discusses the phenomenon of super-large packaged snacks that have become popular in the market in recent years. These large snacks have obvious advantages in sales, but they also face problems of market competition and product homogeneity.

At present, super-large packaging, with its strong visual impact, can still produce significant promotion effects in many cities where this marketing method has not yet been popularized. But in the long run, it is inevitable to fall into the dilemma of fierce market competition and homogeneity.

In the current consumer market, "whoever wins the young people wins the world". The preferences of young consumer groups can often lead market trends and become the main force of consumption.

Recently, a "super-sized" trend has spread rapidly among young people and has become a highlight in their social life. It has entered the business districts of major cities and appeared on the popularity lists of various social media.

1. The trend of super-sized snacks spread from Changsha to the whole country

PLUS version of snacks first originated in Changsha. Currently, super-large snack stores have begun to appear in major cities, and Pinduoduo has also quickly put large versions of various popular snacks on the shelves.

The performance of large-sized snack offline stores is impressive. The opening of Changsha’s “Super Snacks Are Busy” and “Snacks Are Big” stores both achieved astonishing sales. "The Snacks Are Very Big" is located on Jiefang West Road, and "Super Snacks Are Very Busy" is located on Furong Middle Road, both of which are located in places with the heaviest traffic in Changsha.

In the past three months, the store’s average daily sales reached 200,000 yuan, and during the Qingming Festival it exceeded 600,000 yuan. The single-day sales of "Super Snacks is Very Busy" on May 1st exceeded 790,000, and the total sales of the two stores during the May Day period exceeded 7.15 million. The flow of people is comparable to that of a "5A" scenic spot. Due to too many people queuing, the store had to extend its business hours to midnight. Since its opening, there has been a huge crowd of people almost every day.

Consumers outside Changsha are also trying to find ways to purchase on behalf of others, giving rise to the spread of channels for purchasing super-large snacks on various social platforms. During the May Day holiday, there will be an average of 20 groups of purchasing agents in the store. The demand for purchasing agents is particularly large, ranging from several thousand to tens of thousands. The highest daily profit for purchasing agents can be over ten thousand yuan. The store’s popularity even led to the development of the “scalper” industry chain. In front of the "Big Snacks" store, scalpers set up stalls to sell giant snacks, and even provide tasting services.

Following Cha Yan Yue Se, Changsha once again found the city’s memory point on the Internet and became a popular check-in spot in Changsha. Even Cha Yan Yue Se has followed the trend of big snacks and launched PLUS versions of several of its own snacks. The original small packages of bread crisps have been made into the shape of a "golden hoop stick", and the super-long vegetable crisps are so long that one person cannot hold them all. The super snacks busy staff also went to Cha Yan Yue Se to realize the giant snack interaction.

In early April, after cooperating with "Busy Snacks", the Zhao Yiming brand launched a series of eye-catching oversized packaged snacks in the theme concept store "Zhao Yiming Snacks Research Institute" in Guangzhou, including products from well-known brands such as Qia Qia melon seeds, Youlemei milk tea, and Wangzai milk.

Soon after, the opening of “Snacks Youming MAX” on Chengdu Shudu Avenue pushed the trend of super-large snacks to new heights. The store has a special area for oversized packaged snacks, which brings together oversized versions of well-known brands such as Lays, Pocky, and Oreo.

2. Will entering the large-scale packaging market become the “traffic code”?

The success of Changsha's "Busy Snacks" is unquestionable. It has taken a different approach outside the snack discount store market, successfully created a popular store, and led a new trend.

At a time when conventional snack discount stores with smaller areas and mainly selling in bulk have almost lost their differentiation, the "Busy Snacks" superstores have gone the other way, increasing their store areas and sign areas, using their unconventional "size" to promote their brand.

The oversized snack packaging further differentiates the store from the small-packaged snack discount stores. Young people account for a high proportion of Changsha's consumer groups, and Changsha has its own Internet traffic, and its main audience is mostly young people. Therefore, it is normal for brands to want to capture this group. Then the way to attract young consumers and stimulate the spread of the word is to use visual impact to trigger the enthusiasm for checking in and taking photos.

The oversized snack packaging not only has a visual impact, but the difference between large packaging and regular packaging can easily trigger the spread of funny jokes. Therefore, almost every young person who comes to consume becomes the next communication channel. Through their spontaneous dissemination on social media, "Busy Snacks" establishes stronger brand awareness in the minds of consumers.

Relevant person in charge revealed that the super-large packaged snacks in the store will be part of the long-term supply, and the brand will continue to launch new super-large packaged products to meet market demand and consumer expectations. In addition, Super Snacks is Busy has officially registered its own official Douyin account, marking the brand's further expansion in the field of online marketing.

In the future, this Douyin account will focus on the promotion of super stores, distinguishing super stores from ordinary stores through creative content and interactive experience, and shaping a unique super snack brand image.

The move aims to build a strong brand IP, attract more young consumers' attention through the wide influence of social media platforms, and deepen their awareness and loyalty to the brand. Through the linkage between online and offline, Super Snacks is committed to creating a comprehensive new snack shopping experience.

The question, however, is how long can this enthusiasm last?

The rise of “super-sized snack packages” in multiple cities and industries has clearly shown that the increase in packaging size is gradually evolving into an innovative marketing strategy.

This could have a twofold effect as more industry players start adopting “super-packaging.” On the one hand, the growing demand for such oversized packaging has encouraged suppliers and brands to increase their production capacity, and oversized packaging has become a norm just like clothing is divided into large, medium and small sizes. What influences this trend is the practicality of large-packaged snacks. Perhaps for a family of three or more, such large-packaged snacks are more affordable, but for those who want to try something new, they are not the best choice.

On the other hand, the super-large packaged products launched in stores by brands such as Busy Snacks, Ming Snacks, and Zhao Yiming Snacks are still highly similar. As the number of brands adopting super-sized packaging continues to increase, the risk of market homogeneity also increases. And once the craze is over, the excess large-packaged snacks will inevitably end up back at snack discount stores for secondary consumption.

At present, super-large packaging, with its strong visual impact, can still produce significant promotion effects in many cities where this marketing method has not yet been popularized.

But in the long run, as more and more brands join the ranks of super-large packaging, in order to avoid falling into the dilemma of fierce market competition and homogeneity, brands need to innovate in design, product functions and consumer experience, and create unique selling points and differentiated advantages for super-large packaging products. In this way, brands can stand out from the competition and achieve sustainable development.

Author/Ramen Shrimp This article is written by the author of Operation Party [Xinzhai], WeChat public account: [Xinzhai Business Review], original/authorized to be published in Operation Party, and any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.