# Define new rice noodles from 0-1 to seize new people and help Yunnan snack TOP1 brand to break the circle
With a large single product positioning strategy, drive the brand breakdown category!

Project background:
The first brand of Yunnan snacks "Dong Dong Food" was established in 1997. Its main products involve snack foods and instant foods. It has created a number of explosive snacks such as chicken wing tips and quail eggs, and has strong research and development capabilities and supply chain advantages. Eight years ago, with the original intention of "making the world fall in love with Yunnan flavor", "Dong Dong Food" entered the convenient fast food and prepackaged food track, invested tens of millions of yuan to develop the patented technology of locking fresh rice noodles, and launched 9 fast cooking rice noodles such as mushroom soup king rice noodles, stinky tofu rice noodles, hot rice noodles, fresh mixed rice noodles and cross-bridge rice noodles.
In 2023, "dong dong food" began to aim at the sound channel, as a new entrant, in the face of the food industry increasingly inward trend, as well as snail powder, hot and sour powder and other strong categories of competition, how to break the game?

Service content:
Brand strategy, product definition, packaging design

Business objectives:
The definition of "Dumping Food" high-value rice noodles helps it cut into new fast-cooking rice noodles from 0 to 1 in the shaking channel, creates fast-cooking rice noodles with high sound volume, and drives brand breakdown categories through channel breaking.

Project results:
With 30 years of full-factor design capabilities centered on strategic products, combined with the characteristics of the Douyin channel and the endowment of "Dang Dong Food", and relying on the strategy of "high-value product positioning", Rhett Design proposes a large-scale product shaping logic of "new taste, perceived value, refined differentiated selling points", defines new opportunities for products, and uses the matching of super-selling points to enhance the user value perception of products.
The delicious common sense to the packaging design, create a "blooming taste buds" theme packaging, "new and strange high-value appetite" as the guide, shaping the visual advantage of "grass at a glance", improve the delivery efficiency, listed on the successful landing of a number of hundreds/tens of millions of fans, star studio, successfully help "dong food" cut into new channels, new categories, to create a single product "explosive gene 」, at the same time to shape the brand image.

"Dong Dong" has devoted itself to the research and development of rice noodles for 8 years and deep cultivation of Yunnan specialty cuisine for 27 years. Behind it is the feelings of the older generation of entrepreneurs who founder Chairman Zhou Shuiqing "make the products well and let the world fall in love with Yunnan flavor. How to find a balance between feelings and business, and finally let users recognize Dong Dong rice noodles and Yunnan flavor with higher brand recognition?

After in-depth investigation of the fast-cooking rice line category, we found that: ● The fast-cooking category itself is a mature traditional category, with a market size of 300 billion, a scale of nearly 5 billion in chattering, and the overall category market tends to be stable, indicating that this is a large enough but relatively saturated market. If the newly settled brands want to stand out from the tight encirclement, they must rely on matching strategies and find the right entrance.

● In the form of bringing goods, short video content has stronger ability to transform fast-cooking products. It is worth trying to make products and landing with the idea of visual marketing of product selling points.

● In the tracks above 10 yuan, the price range of 10-20 yuan is more capable of transforming. On the whole, 15 yuan is the pricing watershed between medium and low-end brands and medium and high-end brands, and the pricing below 15 yuan is increasingly crowded. As a Yunnan head food brand, we first cut into the sound channel, we give priority to the price segment close to 20 yuan, matching the high-end positioning at the same time, can avoid the price congestion area.

In a market with large capacity and saturation like Douyin, brand players in the field are playing a game that squeezes and eliminates each other. As a new entrant, "Dong Dong", if you want to win a place, you must have a clear strategy and path support. Combined with the sound channel insight, comprehensive "Dong Dong" brand recognition and positioning, supply chain advantages and other factors analysis, Rhett design based on the orogenic sea.®The working method, with the strategy of "product high value positioning", finds the entry point of the fast cooking rice line category and creates a large single product for it.

In recent years, we have found that the needs of consumers are becoming more and more refined, and all walks of life tend to be refined. More and more innovative categories are defined: raw eggs, ready-to-drink tea, plant-based oat milk, HPP (cold pressed and freshly squeezed) juice... From these cases, we can find that business opportunities are hidden in unmet needs.

We scanned the selling points of products and core categories in the industry and found that users paid a lot of attention to flavor, content and ingredients.

Since the user's demand is "dinner", "Dumping" will solve the task of "rice noodles instead of dinner". "Dumping" requires Dumping rice noodles to highlight the weight, enhance the value of ingredients, and bring customers a sense of gain, such as choosing large-scale meat loaf, meat sauce, tofu and other ingredients.

Yunnan rice noodles as a local characteristic snack, subject to regional limitations, itself is not significant characteristics, taste is the core of the fast-cooking track category positioning. On the market, there have been such net red products as Nanchang mixed powder, but its geographical limitations determine that it can only be small and beautiful. However, Liuzhou snail powder and Chongqing hot and sour powder, which are popular all over the country and even all over the world, have their own "sour, spicy and smelly" taste memory and association in addition to their regional characteristics. After in-depth investigation of the fast-cooking rice line track, we found that the current hot-selling products on the market will continue to amplify the "characteristic taste" as a product highlight, such as amplifying the "abnormal spicy", "smelly" and other taste characteristics on the composite taste, and ultimately single product to drive brand growth.

It is based on this insight, "Dong Dong" will "Yunnan rice noodles" expression of the focus to "sour spicy smelly taste rice noodles.

The "small incision" found by "Dong Dong" is the "stinky" track. The more subdivided "stinky" positioning under "sour, spicy and stinky" is compared with sour, spicy and hot--

But "smelly" also has certain crowd limitations, users will be "spicy smelly crisp" and other compound taste addiction, but it is difficult to a single "smelly" addiction. "Dong Dong" by virtue of its own research and development advantages, from the explosion of stinky tofu, preserved egg ingredients through molecular extraction to form a new "aroma", but also increased the crisp taste of ingredients, such as soybean sprouts, sauerkraut beans, chili crisp, etc., thus forming a unique new product.

In the "smelly" track, snail powder is the most recognized and coverage of the category, from the AI media consulting 2023 Chinese snail powder consumer consumption frequency, every week to eat snail powder users accounted for up to 52%. The users of the snail powder category are extremely sticky and loyal, and it is difficult for other categories to form substitutes for them. However, the new products that are about to be made have certain commonality with them: the compound heavy taste based on stink. Our logic for snail powder users is to plant grass: we don't step on it, but we can use our marketing. Use the differentiation of new products to refresh users' cognition, stimulate new taste interests, and provide users with better choices. "Have you eaten rice noodles that stink more than snail powder?"

Quick cooking rice line wants to stand firm "instead of takeaway and dinner" carrier status, it is necessary to create "instant satisfaction" "cooking ceremony" dual experience for users.

Specifically, in terms of product definition, we require that its fast cooking time should not exceed 5 minutes, but it can be comparable to take-out food or even hall food in terms of eating experience, which puts forward high requirements on the form and ingredient richness of dong dong rice noodles.

Product packaging is not a single point of visual presentation, but a set of "product and brand" logical expression. From the visual design of product packaging, box structure to the text system, together constitute a consumer-oriented product and brand communication interface.

According to the positioning and pricing of the rice noodle, we recommend the formula adjustment based on the "sense of acquisition" and "taste addiction. First of all, the ingredients will be increased to 11 packs, while increasing the amount of soybean sprouts, sauerkraut beans, chili crisp and other "crisp" ingredients, so that the taste is more compound addiction. Secondly, the vacuum compression packaging is changed into inflatable packaging to visually enhance the sense of gain.

As a new entrant of the tremolo, Dong Dong Mi Nine starts from 0 to cut into the new track and new category, and needs a "grip" name to debut in position C.

Based on market analysis, user insight and product differentiation characteristics, Rhett design locks the out-of-circle logic of the rice noodle: "new taste perception", "value sense extraction" and "differentiated selling point 」.

For example, "Dong Dong" self-research low-fat semi-dry rice noodles, not only fast cooking time is only 3 minutes, but also can quickly suck juice hanging juice, highly restore fresh rice noodles full and rich taste, for this highlight, we have selected the "Dong Dong rice noodles" dynamic words to express, as a named a foothold.

The use of intuitive language makes semi-dry rice noodles associate with the picture of "hanging juice and soaring juice" and makes consumers "get in a second".

For example, the highlight of "meat pie meat sauce meat bone soup" can also be transformed into a straightforward and efficient expression of "meat meat. Finally, we will Dong Dong's new rice noodles named "sauce flavor meat meat sauce rice noodles 」.

Based on the characteristics of tremolo channels and consumption scenes, we found that the edible scenes of quick-cooked rice noodles, hot and sour powder and other categories often bring their own emotional needs, such as: brushing drama powder, late-night craving, reward after overtime, weekend home does not want to go out and do not want to order takeout... The taste buds feel at the entrance of the common sense rice noodles, and the sour, spicy and smelly compound flavor blooms in the mouth along the juice, taste perception above is like a fireworks event in the brain. Inspired by this and guided by "new and strange high-value appetite", Rhett designed the packaging design of emotional needs and delicious synpathy, and designed the themed packaging of "blooming taste buds" for "dong dong.

The above thematic design details together constitute a strong eye-catching appetite appearance and the creative visual effect of the pop-up after opening, shaping the visual advantage of "planting grass at a glance" and satisfying the emotional value of consumers. With the unique taste of dong dong rice noodle, this product is loved by chattering people as soon as it goes online, effectively reducing the cost of delivery.