鹽津鋪子“首虧”背後:中層大洗牌,電商部門走光了
本文來自:新浪財經
僅僅3個月時間,自稱“零食界華為”的鹽津鋪子招聘了2位副總經理。其背後是中層洗牌、單季度業績首虧,電商部門集體出走。
“招得勤快,走得也勤快!”鹽津鋪子內部人士向新浪財經透露,今年鹽津鋪子內部中層流失嚴重,其前副總經理剛跳槽去了對家良品鋪子。“中層管理離職最大的原因就是領導,整個鹽津鋪子電商已經散架了”該人士稱。
另一方面,零食企業競爭暗湧,去年業績首虧的來伊份,今年奮起直追,召開了首屆招商大會,以線下加盟搶佔市場。

內憂:股價腰斬,洗牌加劇
8月10日,休閒食品品牌鹽津鋪子發佈公吿稱,曾在娃哈哈、衞龍等任職的張小三擔任副總經理,負責公司大營銷全渠道運營管理。此前3月份,鹽津鋪子也發公吿稱聘任一名副總經理,這已經是半年內兩次聘任該職位高管。
值得注意的是,近期鹽津鋪子中報業績預期淨利潤下滑,單季度更是出現上市以來的第一次虧損。這是繼去年來伊份業績首虧之後,幾大零食股的第二次虧損訊號。而今年以來,社區團購盛行,直接倒逼以傳統商超為主的鹽津鋪子,加快渠道改革。
鹽津鋪子稱,2021年上半年,由於低估了社區團購等新零售渠道對傳統商超渠道影響,鹽津鋪子把重心放在了商超渠道推廣,投入了大量的人力和物力,導致市場費用投入過多,但商超渠道銷售收入增長及渠道業績未達預期。
外患:行業疲軟、渠道廝殺
今年消費行業出現疲軟,食品板塊整體走弱。而上半年,零食企業表面上風平浪靜,實則暗潮洶湧。
一直以直營線下店為主的來伊份,近期召開了首屆招商大會,正式宣吿“萬家燈火”計劃升級為公司戰略,擴大加盟步伐,官方甚至宣稱計劃2023年門店數量過萬;目前,來伊份網點已達到3100家。
在線下店中,來伊份佔據華東,良品鋪子深耕華中,兩家在線下還沒有明顯的交鋒。
但是線上,各家早就擦槍走火。基於流量對線上消費的帶動力,良品鋪子2019年以2500萬元簽約當時的流量明星吳亦凡;2020年,來伊份緊隨其後,牽手王一博,全網範圍共獲得超30億曝光量。
業內人士吿訴新浪財經:“零食是一個進入門檻低、可複製強的行業,一個新產品出來之後,其他公司會很快模仿。所以每家企業的品牌力都很重要,也要摸索一個適合的長期戰略。”
比如,良品鋪子2019年提出高端戰略,隨後深耕兒童、健康等細分零食市場,通過對大數據的嫻熟應用多次打造爆品;三隻松鼠則是建立中央產品控制雲平台、發佈每日堅果消費大數據報吿,在堅果領域進一步夯實龍頭地位。
在上游供應端,各家也早完成了一次洗牌。
“行業內好的堅果供應源頭,幾乎被三隻松鼠壟斷了。而鹽津鋪子在芒果乾等果脯領域比較有優勢。”一位食品行業業內人士吿訴新浪財經。
除此之外,零食企業紛紛行外試水,增加新的利潤點。線上、線下渠道相對平衡的良品鋪子,今年已經悄悄試水新茶飲,成立起其他業務。來伊份也塑造其自創品牌“來咖啡”、同時佈局了白酒生態。
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