This is undoubtedly a success for the Meiji brand and its Meiji Bear Biscuits. Screenshots of some distributors' WeChat inquiries From a product perspective, in today's fiercely competitive snack food industry, finding a channel product with strong vitality is the goal of many distributors. The emergence of short videos has increased product exposure to consumers, who are eager to showcase and amplify certain product attributes. As many distributors have noted, in the era of short videos, it is consumers who first discover great products, while distributors often lag behind. This is the charm of viral products. The Mysterious Team Behind the Viral Biscuits From packaging, taste, texture, and social attributes, Meiji biscuits are the most popular viral biscuits today. With over 230 million participations on Douyin, accounting for 50% of the platform's monthly active users, Meiji biscuits have a massive consumer base. Turning a product that has been in the Chinese market for 10 years into a viral sensation is thanks to the operator behind Meiji biscuits, Oriental Express. Oriental Express used the hook of "shaking Meiji Bear Biscuits for 15 minutes turns them into a ball" to capture the young generation's desire for "fun and novelty," quickly igniting the Douyin platform. This sparked a frenzy among fans, and seizing the opportunity, they brought this craze offline through a series of promotional activities (street dance flash mobs, free tastings, eye-catching displays, etc.), creating an interactive effect. To date, terminal sales have grown 413% year-on-year, fully demonstrating the power of viral products. Viral products have unique competitive advantages; they align with trends, are novel and fashionable, and embody the fresh ideas and aspirations of young people. In this fiercely competitive era, for brands and products to carve out a place in the market, the first consideration must be capturing the needs of the youth. Only by meeting their needs can business thrive. What Meiji Biscuits Can Bring to Distributors Inquiries from dozens of distributors are enough to prove the strong brand and product power of Meiji biscuits, but what distributors care more about is, beyond the viral halo, what else can Meiji biscuits offer? During the consultation process with dozens of distributors, we have compiled some questions that we believe are also on the minds of distributors considering this product. 1. Can Meiji's quality withstand long-term market testing? The reason it became a viral hit is that Meiji biscuits can be shaken into a ball, which is the point that made them explode on Douyin and is the core appeal to young consumers. Getting back to basics, Meiji biscuits have been in the Chinese market for ten years now. During this decade, hundreds of distributors across the country and tens of millions of consumers have thoroughly validated the product. Meiji Bear Biscuits come from a globally renowned leisure biscuit brand, with the Meiji brand originating from Japan's Meiji Group, which itself has strong brand appeal. Additionally, Meiji Bear Biscuits are produced at Meiji Group's Singapore factory, ensuring quality through advanced production lines and a strong R&D team. This is a manifestation of product strength. 2. Is Meiji's price system control in place, and can distributors make money? The key for distributors in selecting products is to make money; making money is both their task and their mission. And price system control is what distributors care most about. As is well known, the explosion of a viral product can lead to widespread dissemination in a short time. For the market, this is a double-edged sword: on one hand, it can quickly attract a large number of distributors; on the other, sudden market saturation is bound to cause chaos in the price system. Currently, we have sampled the market prices of Meiji Bear Biscuits across various online and offline platforms and found that online and offline prices are completely consistent. Convenience store prices also conform to industry norms, slightly higher than hypermarket and e-commerce platform prices. Having operated for 10 years and managed to control the price system so well, we can fully trust Oriental Express's determination and capability in price control. They ensure distributors' gross profit margins between 25% and 30%, safeguarding their fundamental interests. Oriental Express will grant distributors maximum authority. 3. Is Meiji's market layout reasonable, and do distributors have market and development space? Oriental Express has been the exclusive agent for Meiji biscuits for 10 years. Over these 10 years, they have steadily cultivated consumer groups and the market according to China's development, never blindly rushing ahead. As an imported food, Meiji biscuits were primarily targeted at first- and second-tier cities a few years ago. In recent years, with the rapid rise of internet information in China, consumers in third- and fourth-tier cities have gained a fuller awareness and understanding of imported foods, and their spending power is now close to that of first- and second-tier cities. Now, Meiji biscuits, having gone viral on Douyin, have attracted the attention of consumers in third- and fourth-tier cities. As the popularity of Meiji biscuits continues, the development potential in these cities is enormous. Oriental Express has precisely seen this and has started recruiting distributors in prefecture-level cities this year. 4. Do distributors have supporting services and support, and how should they operate the market? As a brand that has been operating in the Chinese market for 10 years, Oriental Express has always provided good after-sales service to hundreds of Meiji biscuit distributors.
Leverage Oriental Express's influence in the imported food industry to assist customers in product entry negotiations and support;
Provide training and guidance for customers' local market promotions;
Support display materials such as shelf talkers, wobblers, and other visual merchandising aids to help customers create model stores;
Support temporary promotional staff to execute tasting events, boosting terminal sales;
Assist distribution customers with product distribution work. In addition to the above support, during peak seasons such as holidays, they will provide corresponding promotional support based on the characteristics of the customer's sales channels, assisting and guiding customers to strengthen and expand the market together. Adhering to the principle of "single brand, exclusive distribution; single channel, exclusive distribution," Oriental Express promises to work with distributor customers to quickly fill the blank market for viral products. This is their commitment to distributors. Turning a viral product into a best-selling, long-term product requires the joint efforts of many distributors to bring the best biscuits to more consumers. With the launch of the national recruitment for blank markets for Meiji biscuits, the momentum continues. If you want to become the next distributor of this viral biscuit, scan the QR code below. Tips will be paid 400-2000 yuan once adopted. China FMCG + Internet Professional New Media Dedicated to FMCG manufacturers' transformation, upgrading, and channel digital solutions