When it comes to chocolate, what brand do you think of first?

Dove, Ferrero, or Gopa ... Without exception, all you can think of are overseas brands. In contrast, domestic chocolate brands are relatively bleak. Di Chin chocolate, which once ranked in the forefront of domestic chocolate, is now hard to find in the market, and another domestic brand chocolate has also been acquired. The domestic chocolate market was once silent until a dark horse appeared on 20 19.

2065438+July 2009, a new domestic chocolate brand, Daily Black Smart, was officially put into the market.

One year later, during the Double Eleven in 2020, Heiqiao sold 6.88 million pieces of chocolate every day, increasing by 1.000% at the same time, and the turnover exceeded 1 100 million. Just recently, it was reported that Heiqiao completed tens of millions of A rounds of financing every day. The investors of this financing are investment institutions such as iQiyi and Mu Yun Equity. It is understood that this is the first time that iQiyi has invested in a local lifestyle brand.

Two years after its establishment, it is threatening. Some people think that the long-term monopoly of international brands on the domestic market can be broken, and the track long occupied by Dove, Ferriero and Snickers will run out of domestic unicorns.

And will the daily black Joe be this unicorn?

It is difficult to find domestic brands on the 100 billion track.

Everyone has eaten chocolate. Although it is a leisure snack, we can't underestimate this market. According to statistics, in 2020, the global chocolate sales reached 654.38+02.4 billion US dollars, and the consumption reached 654.38+006 million tons. The overall market size of China chocolate market is about 30 billion yuan in 20 19, while maintaining a compound growth rate of 3.2%.

This is the blue ocean market with a level of 100 billion. However, at present, domestic brands are almost absolutely dominant. According to previous data from Prospective Industry Research Institute, the top ten chocolate enterprises in the world are mainly from Europe, America and Japan, and the pattern is relatively stable. Among them, Dove and M & amp； Brands such as M and Ferriero occupy more than 60% of the domestic market. At the same time, high-end brands such as Gopa and Swiss Lotus are also eyeing.

Difficult-to-explode domestic chocolate is gradually marginalized in the market. The reason is that industry insiders said that on the one hand, it is because of raw materials, on the other hand, there are barriers in the chocolate category supply chain.

For chocolate, cocoa beans, the most important raw material, still need to be imported from European countries such as Switzerland. On the other hand, the industrial chain of chocolate production in China is not as mature as that of foreign industries. Coupled with the relative gap between domestic brands in brand influence and product design, domestic chocolate is increasingly difficult to see in the market.

The dark horse killed in the daily black smart sub-category

With the rapid development of the chocolate market, China people's concept of life is also changing, and the consumption concept of focusing on a healthy new life has begun to rise.

For chocolate, a fast-moving food, people in China demand more from it. On the one hand, they want chocolate to keep its original flavor, on the other hand, they want chocolate to be low in calories and healthy. At this time, grasping the sub-category of chocolate, the daily black trick of "sugar-free, low calorie" was broken.

As the name implies, everyday dark chocolate is the main course. Since its establishment, it has positioned itself as a healthy snack brand, and the characteristics of dark chocolate, such as sugar-free and low calorie, make it a rare chocolate that can satisfy consumers' appetite and health needs.

For the "sugar-reducing wind" popular in the market in recent years, Daily Black Smart has also seized this wind, replacing sucrose with stevia sugar extracted from pure plants, thus reducing the amount of sugar added in chocolate, and playing the first brand of domestic Black Smart in time, standing out from the chocolate market monopolized by giants.

At the same time, considering both raw materials and supply chain, Black Bridge put the source of supply chain in Switzerland, a big chocolate producing country. Playing well the tonality of domestic brands and Swiss-made brands can not only improve the brand value, but also ensure the taste of products, so that Nijo can compete with Dove and Ferriero.

How far can the new era and new gameplay go?

In terms of product audience, Heiqiao aims at the post-95 s and post-00 s young groups every day, starting from the three dimensions of health, fashion and youth, hoping to impress these consumers and break the current domestic chocolate market pattern.

In terms of marketing, Blackbridge is well versed in the marketing logic of the Internet age. In order to let more young consumers know about themselves, Heiqiao put advertisements in many popular programs such as "Youth has You" and "Trend Partner" to enhance his exposure.

Moreover, in the e-commerce channel, Heiqiao has its own flagship stores in Taobao, JD.COM and Pinduoduo every day. At the same time, taking advantage of the effect of online celebrities, in 2020, Heiqiao frequently appeared in the live broadcast rooms of online celebrities. Last year, he could be seen in Li Jiaqi, Viya, Luo Yonghao and other live broadcast rooms. Online, city convenience stores and supermarkets are also actively stationed every day.

From online to offline, dark chocolate comes every day, and a series of data in 2020 also show that it is right to choose dark chocolate as a subdivision category. In 2020, Tmall's double eleven sales increased by the first place in chocolate category, and the sales of all chocolate categories jumped to the third place, with a turnover of over 100 million.

Daily black cleverness has successfully opened a breakthrough in the chocolate market occupied by foreign brands for a long time, and it is still too early to defeat many foreign brands such as Dove and Ferrero. At the same time, some insiders pointed out that the FMCG market is changing rapidly, and the supply chain is located in Switzerland every day, or there is a risk of untimely response.

In addition, there is a risk that other chocolate brands will flock to the dark chocolate track every day to compete. By then, every day Black Joe will face the double attack of new and old chocolate brands, and the blue ocean market will also become the Red Sea.

By then, how far can Black Joe walk every day? Whether you can become an industry unicorn or not depends on the quality of the brand.