Introduction: 2016 can be considered the year when the FMCG industry was most heavily criticized. First, Wahaha was attacked with claims of a sales decline of over 50%, which Zong Qinghou immediately refuted. Then, JDB Group faced negative news about factory closures, production halts, and executive departures, forcing JDB to awkwardly respond with the slogan "JDB, Not Afraid of Being Blackened!" As the saying goes, "There are no waves without wind." In 2016, with the overall downturn in China's economic environment, the FMCG industry inevitably felt the impact. The sell-through rate of the same products was worse than before, affecting both small and large brands alike. Consumption upgrades are bound to eliminate a batch of FMCG brands that refuse to innovate; even the FMCG leader JDB, which merely changed its red packaging to gold, found it hard to escape this fate. How should the future of the FMCG industry be charted? Let's first analyze the donkey-hide gelatin snack phenomenon in Shandong: A 6-yuan donkey-hide gelatin snack, Sold in only 3 cities in Shandong, yet achieving daily sales of 100,000 For most people, donkey-hide gelatin is known as a medicine. Since ancient times, donkey-hide gelatin has originated from Dong'e. In Dong'e Town and Dong'e County in Shandong, there are abundant sources of donkey-hide gelatin. Over the past decade, driven by the leading company Dong'e Ejiao Group, the market for donkey-hide gelatin has grown nearly 5 times. The traditional way to consume donkey-hide gelatin involves boiling it into a paste, which is quite complex. So what connection can there be between such a medicinal product and snacks? Shandong Agricultural University provided its own answer. Through independent research and development, they combined nut ingredients beneficial for women's lactation, beauty, and weight loss with Xiaomei donkey-hide gelatin from Dong'e Town in a scientific ratio, creating a donkey-hide gelatin nut bar snack that is tasty, cost-effective, nourishing, and has snack characteristics. So why has this unique donkey-hide gelatin snack been able to quickly capture the market? Young female consumers are the main force, and the donkey-hide gelatin snack meets their dual needs We know that the main consumer group for snacks is women. Most snacks are tasty but unhealthy. Donkey-hide gelatin, on the other hand, is a tonic most needed by women. The combination of the two made the donkey-hide gelatin snack a hit in Shandong, first selling well in Jinan, then in two nearby cities, with a trend of rapid expansion and spread. Another point is price. Every product has a corresponding price benchmark. For example, the benchmark for potato chips might be Lay's, while the price benchmark for donkey-hide gelatin snacks is the ready-to-eat donkey-hide gelatin product, donkey-hide gelatin cake. So what is the retail price of donkey-hide gelatin cake? If it's 30 grams, it's about 30 yuan, while a 30-gram donkey-hide gelatin snack sells for 6 yuan. In terms of price, it offers better value compared to the benchmark product. The birth of the donkey-hide gelatin snack is actually a market phenomenon of "consumption upgrade" in the leisure food sector Why is it difficult for snack products to innovate and upgrade? Mainly due to a lack of functionality. A snack market obsessed with taste needs to further elevate its consumption level by enhancing the value and functionality of the products themselves. What is the value of the product itself? Just like a regular steamed bun costs 6 yuan per serving, but a crab roe steamed bun can sell for 30 yuan. That's enhancing the product's inherent value. What is an enhancement in functionality? The most typical example is health products. Many health products have inexpensive raw materials and low costs, but by packaging a function, such as Brain Gold's ability to improve sleep and relieve constipation, they can sell at a premium price. In the leisure food market, whether it's candy, jelly, meat, or puffed food, they all lack the ability to further upgrade. But Dong'e donkey-hide gelatin, as a high-value tonic at 4,000 yuan per kilogram, combined with snacks, achieves a dual upgrade of "product and function," naturally setting it apart from ordinary leisure foods. Donkey-hide gelatin snacks will be rolled out nationwide in 2016, and 50% of cities are expected to taste them during the Spring Festival Currently, Xiaomei donkey-hide gelatin snacks have launched a nationwide recruitment of city partners. To quickly spread this good product across the country, Xiaomei's chairman, Chen Yanqiang, offers a nearly risk-free agency policy. In terms of investment guarantees, investors receive 20% support for guaranteed sales, full refund of the first batch of goods, 100% free exchange of goods within 3 months, and compensation for slow-moving or near-expiry products. Chen Yanqiang said that the confidence to offer such generous guarantees stems from faith in the product. In Jinan, a second-tier city, the first month's orders were nearly 500,000 yuan. As long as partners can distribute the goods effectively, the headquarters will send people to help sell if they don't move. Chen Yanqiang said that on November 26, Xiaomei donkey-hide gelatin snacks will hold a large-scale wealth-sharing meeting for agents from over 100 cities across the country in Dong'e Town, Pingyin County, the hometown of donkey-hide gelatin in Shandong. If all goes well, by the Spring Festival, half of China's population will be able to enjoy this healthy and delicious donkey-hide gelatin snack, and the Dong'e Xiaomei New Year gift box will also make a grand debut before the Spring Festival. What franchise support and entrepreneurial guarantees will President Chen provide to national agents? Why do Xiaomei's nearly a thousand WeChat business partners remain loyal? Please see the next issue: "What Homework Did Xiaomei Chairman Chen Yanqiang Do for National Recruitment?" As a phenomenal product in the functional snack category, Xiaomei donkey-hide gelatin snacks sincerely invite agents with FMCG industry experience to gather in Dong'e Town, Shandong, to personally inspect this donkey-hide gelatin snack product that originated in Shandong and may flourish nationwide. Click the bottom left corner "Read the original text" to immediately sign up for the inspection. During the inspection, accommodation and meals will be covered by the headquarters. -END- The best learning platform for FMCG distributors in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation | [Long press QR code to follow]