In the face of the fierce track and the snail powder, which is firmly in the first place, Jiangxi rice flour still has a long way to go to defend its glory.
For many southerners, the morning starts with a bowl of rice noodles.
Jiangxi people’s love for rice flour also makes the rice flour industry the first in the country.
According to local official media in Jiangxi, in 2020, the annual output of Jiangxi rice flour was more than 1.4 million tons, and the daily consumption of fresh rice flour exceeded 1000 tons. There were more than 30000 rice flour catering stores in the province. Jiangxi rice flour accounted for more than 60% of China’s rice flour food exports, exported to more than 30 countries and regions, and has an absolute market advantage. According to other records, Jiangxi rice noodles began in the late Eastern Han Dynasty, more than 1800 years ago. No matter the data or history, Jiangxi is a big province full of wordy powder.
However, for a long time, when it comes to rice noodles, the outside world is more familiar with Guilin rice noodles, snail noodles, or Hunan rice noodles. Jiangxi rice noodles have no place or a national brand. According to the data of ecdataway dataway, during the “double 11” period in 2020, among the convenient fans / rice noodles / snail powder categories, the brands mainly engaged in snail powder accounted for 7 of the top 10 in sales, and the Nanchang mixed powder brand accounted for only 1.
In fact, when Li Ziqi took snail powder all over the country, the cities in Jiangxi have not reached an agreement on who can represent Jiangxi rice noodles. Shidai finance and economics learned that there are 11 prefecture level cities in Jiangxi Province, but there are more than 11 categories of rice noodles, including Jiujiang fried noodles, Jingdezhen cold noodles, Shuibei pickled noodles, Anyuan Sanxian noodles, Qianshan hot noodles, longxia rice noodles, Fuzhou bubble noodles… Each place has its own flavor. It can be said that “there are rice noodles in counties and different flavors in villages”.
As you know, under the topic of “where is the best rice flour in the country”, Jiangxi mixed flour has been nominated for many times, but there has been no small dispute within the “selection committee”. Who is the representative of Jiangxi mixed flour? Some say it’s Nanchang mixed powder, some say it’s Jiujiang fried powder, and others nominate Yingtan beef powder. It is difficult to reach an internal consensus, which is also the reason why Jiangxi rice noodles are difficult to run out of a category hegemony like Liuzhou snail noodles, Guilin rice noodles and Yunnan bridge rice noodles.
It is noteworthy that in the past two years, whether it is Nanchang mixed flour of various brands that sell well online or offline stores that have opened all over the country, Nanchang mixed flour seems to be expected to become a major category among Jiangxi rice noodles.
“Nanchang mixed powder, which can only be eaten at the gate of the school, was recently found to have a shop downstairs.” Li Ping (a pseudonym), a Nanchang native who works in Guangzhou, told times finance that a Nanchang flour mixing shop was recently opened near the office.
The strength of Jiangxi rice flour can not be underestimated, but can Nanchang mixed flour become the next snail powder?
Boarded the live broadcast room of Li Jiaqi and obtained financing from the game company
How does traditional food catch young people’s stomach? Webcast and second dimension are tried and true traffic passwords.
In 2020, China’s online live broadcasting industry will usher in a “tuyere”. Nanchang mixed powder, which is fast-food, convenient, high-quality and cheap, will also quickly spread all over the network through the live broadcasting channel, including Yangji mountain, slag ash, green food, man Xiaofu and other brands.
Among them, the Yangji mountain from Yingtan is the most out of the circle. Yangji Shanye, founded in 2017, is from Yingtan City, Jiangxi Province, a city famous for Yingtan beef flour. Zoubiao, the founder, once said the embarrassing situation of Jiangxi rice flour, “I searched ‘Nanchang mixed flour’ on Taobao, and all the rice flour came out in bulk, without a mature brand.”
In the first half of 2019, Yangji Shanye began to launch products, focusing on Nanchang mixed flour, and launched rice flour from different producing areas, such as Yingtan Feichang powder, Anyuan Sanxian powder, Xinyu Shuibei pickled powder and Hengyang brine powder, with a sales volume of 3 million that year.
In 2020, Yangji Shanye began to log into the live broadcasting room of anchors such as Liu Tao and Li Jiaqi. It is understood that Li Jiaqi’s five minute live broadcast has brought 5 million yuan of sales to Yangji Shanye, accounting for about 50% of the company’s monthly sales. According to the data, in 2020, Yangji Shanye sold more than 10 million boxes of rice noodles, ranking first in the category of “Nanchang mixed flour” of Taoxi e-commerce. The average customer unit price of the brand is about 35 yuan, and the three-month repurchase rate is 20%. The annual sales increased from 3 million yuan in 2019 to more than 70 million yuan. Another Nanchang powder mixing brand slag ash attracts the attention of young people through online popular language and brand IP.
At present, the monthly sales volume of Yangji Shanye and slag ash on Taobao has reached 40000 +, and the average price is 6-8 yuan / box. The innovation of Nanchang mixed flour in product and marketing makes Jiangxi rice flour, which was originally relatively traditional, become the choice of more and more young people. In the little red book, there are 20000 + notes related to “Nanchang mixing powder”. The comments of most consumers are “low price”, “authentic taste” and “necessary for lazy people”.
However, some insiders pointed out, “at present, most of the products mixed with flour in Nanchang are seriously homogenized, and more are dominated by low dimensional price competition. The brand concentration is not high, and all brands are still accelerating their development. In a year or two, there may be some head brands with high concentration.”
The rise of rice noodle track has also attracted the attention of capital. In December 2020, Yangji Shanye obtained equity financing from Guangzhou securities. In February, 2021, Yangji Shanye again obtained tens of millions of yuan of pre-A round financing invested by Wuhu 37 Interactive Entertainment Network Technology Group Co.Ltd(002555) fund. Subsequently, Yangji Shanye also cooperated with Wuhu 37 Interactive Entertainment Network Technology Group Co.Ltd(002555) to launch a joint gift box, launched limited time activities and customized food in the game, and launched a joint Nanchang mixed powder outside the game.
When the shops enter the CBD of the first tier cities, do you want to learn from Shaxian snacks when mixing flour in Nanchang?
In the face of the fierce track and the snail powder, which is firmly in the first place, Jiangxi rice flour still has a long way to go to defend its glory.
In the list of popular products for online convenient fast food sales, Nanchang mixed powder has gradually opened the market. In order to truly form brand influence, the expansion of offline stores is indispensable.
Nowadays, many consumers outside Jiangxi Province can find traces of Nanchang noodle shops in their cities. Some shops even enter the CBD of first tier cities such as Beijing, Shanghai and Guangzhou. The per capita consumption of 20-30 yuan is shared with Guilin rice noodles, Shaxian snacks and other food markets.
Among them, Zhou Zhenzhen Nanchang noodles opened 180 stores in just a few years; Uncle Li has more than 20 chain stores in Guangzhou; With the slogan of 3 yuan to eat and 9 yuan to eat well, Xiaoguai Jiangxi mixed powder captured a large number of young food goods through the takeout mode; Zigu Road, which focuses on nostalgic and retro style, used to be the representative of Nanchang powder mixing, and entered “every day up”, which is known as “the light of powder mixing”.
However, from the perspective of offline stores, at present, the market share of Jiangxi rice noodles is less than that of Shaxian snacks, and it is not as famous as Guilin rice noodles on the rice noodles track. However, in recent years, the development of Jiangxi rice noodles has increased rapidly, and the number of stores has doubled.
Taking Wanfangyuan catering group Co., Ltd. (hereinafter referred to as “Wanfangyuan”) from Nanchang as an example, in the five years since it began to develop mixed powder pot soup, Wanfangyuan mixed powder pot soup has opened more than 400 stores, sold 10 million mixed powder a year, and its annual revenue exceeded 200 million yuan.
According to Wan Fangyuan, the company recently opened a new store in Zhujiang New Town, Guangzhou, with a daily turnover of about 10000 yuan. “The current momentum makes us feel that Guangzhou is still very welcome to Jiangxi taste. Next, we will continue to find a suitable position for our brand and open more stores.
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In terms of price, the online sales of Nanchang mixed flour are less than 10 yuan, and the offline per capita consumption is basically more than 20 yuan. For example, the average price of Wanfangyuan mixed rice pot soup (Xingchen building store, Huasui Road, Guangzhou) is 30 yuan / person, the average price of Uncle Li Nanchang mixed flour (Chenjiaci store, Guangzhou) is 23 yuan / person, and the average price of Zigu Road Old Nanchang mixed flour (Zhengjia Plaza store, Guangzhou) is 23 yuan / person. “A set meal of powder and soup is more than 30, and the price is not cheap.” “It may be a famous local snack bar, which is a snack bar.” In terms of public comments, consumers have different comments on Nanchang powder mixing shops.
However, as an important single category of Chinese fast food, the number of rice noodle shops is still expanding. According to the enterprise survey data, since 2017, as of the first half of 2021, there have been nearly 80000 newly registered rice flour enterprises in China in less than five years, including nearly 56000 belonging to the category of catering industry. According to the public comment data, the number of rice noodle related restaurants in Shenzhen, Guangzhou and Nanning is the largest in China, followed by Chongqing, Shanghai, Beijing, Changsha and other cities.
It is undeniable that in the past two years, Jiangxi rice flour category is ushering in a small climax of development, but the crowded rice flour track has already been crowded with rice flour brands in various provinces and cities. In the same type of fast food field, there are mature catering chain brands such as Shaxian and Guilin rice flour. Although the output of Jiangxi rice flour is large, how to move from b-end to broader C-end is still the direction that Jiangxi rice flour needs to explore.
It is worth mentioning that in recent years, the official level of Jiangxi has never stopped building the brand of Jiangxi rice noodles. In 2020, Jiangxi issued the three-year action plan for Jiangxi Province to build Jiangxi cuisine brand (20212023), and vigorously cultivated the brand of Jiangxi rice noodles. At the end of 2021, Jiangxi issued the implementation opinions of the general office of Jiangxi Provincial People’s Government on further improving the competitiveness and added value of Jiangxi rice noodles, proposing to cultivate 3-5 well-known rice noodle catering chain enterprises and prepackaged rice noodle brands at home and abroad by 2025, and strive to realize the whole industry sales revenue of Jiangxi characteristic rice noodles of more than 100 billion yuan.
“I’ve been studying in the north. In fact, there are some big differences between the north and the south. When I’m homesick, I’ll eat a bowl of rice noodles.” As a native of Jiangxi, Xiaoyu is now a graduate student in Beijing. She told times finance that Jiangxi’s sense of existence has always been very low. “I’m really glad that you can learn about Nanchang and Jiangxi by mixing powder.”
