In the era of consumption upgrade, consumers' demands for leisure food are increasingly diverse, with healthy, good-looking, novel, and high-quality products becoming the top choice for young consumers. Similarly, for distributors selecting products, a product that meets young consumer needs not only brings sales and profits but also new momentum for channel growth. It turns out that good products that satisfy both young consumer groups and ensure distributor profits are rare. Especially in the mobile internet era, hundreds of new products are exposed to consumers daily, overwhelming them and also causing confusion for distributors in product selection. Recently, a biscuit has not only rapidly become popular on Douyin but also gained high exposure offline. This is the viral Meiji Panda Biscuit. As of June 2019, the Meiji biscuit Douyin topic had attracted 23 million views, with top 20 Douyin influencers actively participating, all doing the same thing: shaking the panda biscuit into a ball within 15 minutes. Meanwhile, in 5,000 Suning Xiaodian stores nationwide, a large-scale display competition is underway. In the best positions, through different display layouts, the product is showcased perfectly to end consumers. It is the Meiji Panda Biscuit, the biggest dark horse in the biscuit category this year. The Making of a Viral Biscuit In the leisure food industry, Meiji Panda Biscuit appeared in front of consumers several years ago. In an era of fierce competition in the leisure food industry, Meiji Panda Biscuit has consistently appeared in terminal markets nationwide with stable sales, proving that this product has strong brand power and has established a good reputation, while also providing sufficient profits for distributors who represent it. After several years of development, Meiji Panda Biscuit has won unanimous praise from consumers for its quality and taste. More importantly, the continuously launched flavors have greatly satisfied young consumers' demand for taste. At the end of 2018, a netizen accidentally shook the Meiji Panda Biscuit into a ball. At that moment, excited and thrilled, he immediately shared this interesting event on Douyin. The heat continued into 2019, and "shaking Meiji Panda Biscuit into a ball" became one of the hot topics on Douyin. Some netizens didn't believe it and bought the product to try, while others created their own fancy shaking methods. More and more netizens joined this interesting and fun topic, which also attracted the active participation of top 20 Douyin influencers. A mass shaking event ignited the enthusiasm of young people, also making Meiji Panda Biscuit a viral traffic hit. Why They All Represent Meiji Biscuits As of 2019, hundreds of distributors have represented the Meiji Panda Biscuit series, witnessing a brand transform from a bestseller to a traffic hit. The reason Meiji biscuits have been able to sell well for many years and become viral is closely related to the product's essence. Meiji biscuits are divided into three series: Meiji Panda Biscuit series, Meiji Paradise Biscuit series, and Meiji Oat Crisp Biscuit series. Targeting different consumer groups, Meiji Panda Biscuit targets young consumers born after 1995, Meiji Paradise series targets children, and Meiji Oat Crisp targets young white-collar women who pay attention to healthy food. From the packaging style, we can see that Meiji Panda Biscuit focuses on a cute style that can attract consumers' attention. In addition, the Meiji Paradise series packaging style is mainly cartoon-shaped, and the biscuits, through cartoon shapes and corresponding English words, can stimulate children's interest in learning. The Meiji Oat Crisp series packaging is mainly fresh and light, with individual small packages that can be easily placed in women's bags. In terms of flavors, Meiji biscuits have been continuously innovating in recent years. Meiji Panda Biscuit currently has 7 flavors: strawberry, cream, chocolate, double chocolate, coconut, cream chocolate, and matcha, meeting the taste needs of different consumers. In terms of taste, Meiji Panda Biscuit is mainly fragrant, sweet, soft, and crispy, satisfying young people's preference for sweets. The Meiji Paradise series, targeted at children, is specially developed for the children's consumer group, with a salty and fragrant taste. The Oat Crisp series, targeted at white-collar women, focuses on light fashion and new deliciousness. It can not only be carried in bags as a daily snack but also paired with salad and jam to add flavor to breakfast. Mr. Ye from Shanghai, who mainly operates convenience store channels in East China, including Lawson, Bingobox, and C-Store, has been representing the Meiji biscuit series for many years. The Meiji biscuit series has maintained stable sales in convenience store channels. Mr. Ye said that the main customer group in convenience stores is young consumers, and in convenience stores, young women are the main consumers of Meiji Panda Biscuit. In East China, competition among products in convenience stores is fierce. If a product can maintain stable sales for many years, it is enough to prove that it is a bestseller. In addition to convenience store channels, the Meiji Panda Biscuit series also has very good sales in special channels. Jingjian Food Distribution provides children's food to more than 60 kindergartens in Shanghai, and they have been representing the Meiji biscuit series for more than five years. In kindergartens, the Meiji Paradise series and Meiji Panda Biscuit are the most popular among children. The cartoon shapes of the Meiji Paradise series attract children's attention, while Meiji Panda Biscuit wins children's hearts with its taste. Distributors' Product Selection: Look at These Four Points 1. Align with Young Consumption Trends For distributors, choosing a good product not only brings profits but also new growth points for their channels, and a product that aligns with consumption trends is particularly important. Currently, there is not much innovation in the biscuit category in leisure food. Most brands mainly use product taste as a selling point, but in the era of consumption upgrade, young consumers not only pursue product quality but also value the added value of the product. Therefore, distributors are more willing to represent products with high added value. As a viral product, Meiji biscuits are a product that aligns with young consumer groups. With high appearance, high quality, and built-in traffic, it can be said that distributors representing Meiji biscuits now don't have to worry about product sell-through. 2. Quality Assurance Viral products come with built-in traffic, but if the product quality is not good, consumers will still not buy it. In the era of consumption upgrade, consumers' demand for healthy food is increasing. After years of development, Meiji biscuits are a healthy food from both brand and quality perspectives. The younger generation is not as sensitive to brands as those born in the 80s and 90s, but first-line brands can still bring psychological satisfaction. Meiji Panda Biscuit comes from a globally renowned leisure biscuit brand. The Meiji brand originates from Japan's Meiji Group and has strong brand appeal. In addition, Meiji Panda Biscuit is produced in Meiji Group's Singapore factory, and with advanced production lines and a strong R&D team, the quality of Meiji Panda Biscuit is guaranteed. 3. Bestseller with Built-in Traffic In 2019, shaking Meiji Panda Biscuit into a ball quickly became popular on Douyin. According to statistics, the topic has attracted over 23 million views and the active participation of top 20 Douyin influencers. Offline sales data is also impressive. Compared with January-June 2018, sales of Meiji Panda Biscuit increased by 413% year-on-year in January-June 2019. Undoubtedly, Meiji Panda Biscuit has become the best-selling product today. For distributors, representing a bestseller not only ensures sales and profits but also helps maintain their channels. 4. Products with Guaranteed Returns For distributors, the purpose of product selection is sales and profit. Good products can bring returns, and market maintenance adds a layer of security for distributors. Sell-through rate, sales volume, and profit are the most concerned topics for distributors. High-appearance packaging, viral characteristics, and novel flavors are the magic weapons for products to attract consumers. For B-end distributors, products that can please consumers are good products. Meiji biscuits are marketed comprehensively by Oriental Express, creating the most relaxed sales policies for distributors. In terms of channel model, Oriental Express adopts "single brand, exclusive distribution; single channel, exclusive supply," ensuring the fundamental interests of distributors. Oriental Express will give distributors the maximum authority, letting them operate freely, while providing maximum support in products, promotion, and resources. Under Oriental Express's operation, it helps distributors with market maintenance, landing traffic from online to offline. Meiji biscuits are highly exposed in 5,000 Suning Xiaodian stores nationwide, as well as in many convenience store systems such as Lawson, 7-11, and C-Store, hypermarkets, high-speed rail, and cinemas. Oriental Express also holds display competitions at Suning Xiaodian and street dance flash mobs in hypermarkets to help distributors with market promotion, providing a foundation for traffic monetization. Let consumers see the product and buy the product, helping distributors achieve traffic monetization. Yoshida Satoshi, Product Director of Lawson China, said: Product selection is about choosing what is currently selling well, not what has potential in the future! After years of market accumulation, under the operation of Oriental Express, Meiji Panda Biscuit has achieved good results in brand building and channel construction, becoming a hit product that brings profits to distributors. Now, Meiji Panda Biscuit is recruiting distributors for blank markets nationwide. If you want to represent it, please scan the QR code below. Tips will be paid 400-2000 yuan once adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer and distributor transformation and upgrading and channel digital solutions