Summary of the Core Content
Combi克 chips, which once became nationally famous thanks to their endorsement by Jay Chou, have recently re-emerged in the public eye by signing up with the new celebrity Zhang Linghe, attempting to evoke memories among those born in the 1990s and attract younger consumers. However, the market has changed significantly since then: consumers place more emphasis on health and innovative flavors, while competitors like LeShi hold a dominant position. Combi克's low-price strategy and traditional flavors are no longer appealing. The parent company, Dalih Group, used to thrive by imitating successful products, offering low prices, and leveraging celebrity endorsements along with extensive distribution channels, but this approach is becoming ineffective in the new consumer era, presenting numerous challenges for Combi克的 comeback.
1. Combi克’s Comeback: Using a New Celebrity to Revive Memories, but First, People Ask “Is It Even Still Around?”
Combi克’s subway ads have brought back memories for many, reminding them of classic scenes of Jay Chou playing the piano and playing basketball, as well as the slogan “Happy Every Moment.” However, the first reaction is not “I want to buy it,” but rather “Is this brand still around?”
The logic behind choosing Zhang Linghe as an endorsement is straightforward: Zhang Linghe’s fan base (the younger generation) is precisely the target consumer for chips. The goal is to replicate the success of Jay Chou’s endorsement strategy. However, the 90s cohort has grown up and is more concerned about health; they are less likely to be influenced by nostalgia. Moreover, the younger generation (born in the 2000s) has little connection with Combi克’s “childhood memories,” so a celebrity endorsement alone may not be enough to persuade them to buy the products.
2. Dalih Group’s Myth of Success through Imitation
Dalih Group, behind Combiк, is an “invisible powerhouse”—you might not have heard of it, but brands like Dalih Garden Egg Yolk Pie, Heqi Zheng Herbal Tea, and LeHu Energy Drinks are all its creations. Its secret to success lies in imitating successful products:
- When Good Friends Egg Yolk Pie became popular, Dalih launched Dalih Garden, using Xu Qing as an endorsement and offering a lower price, quickly overtaking Good Friends;
- When Wanglaoji became a hit, Dalih introduced Heqi Zheng and enlisted Chen Daoming as its spokesperson;
- When Red Bull became popular, Dalih created LeHu and collaborated with CBA athletes.
With 2.8 million sales points across the country (from luxury supermarkets to small shops in third-tier cities, even on green trains), and a low-price strategy that allows them to sell products for less than half of the retail price, Dalih earned substantial profits in its early years—its net profit in 2017 exceeded that of three major competitors (Kangshifu, Uni-President, and Wangwang) combined, with a market value approaching 100 billion.
3. The Changing Consumer Preferences
In the past, consumers focused on “low price” and celebrity endorsements when buying chips. Today, younger shoppers carefully read ingredient lists:
- Chips should not contain hydrogenated vegetable oils (trans fats);
- Drinks should have minimal sugar and no artificial flavors;
- Simpler ingredients are preferred (e.g., just potatoes, oil, and salt).
Combiк’s traditional flavors (tomato, barbecue) have been around for over a decade without innovation, and the chips were made using a composite formula, which is less healthy than freshly cut chips. Younger consumers are willing to pay more for innovative flavors like LeShi’s cucumber or lime varieties, rather than choosing Combiк’s products, which lack freshness and healthiness.
4. Combiк’s Loss of Advantages
Combiк used to be half the price of LeShi; however, now in chain snack stores like Zhao Yiming and Haote Mai, the prices are similar. LeShi offers a crisper texture and introduces new flavors annually (over 30 varieties), giving it a significant advantage over Combiк. According to Euromonitor International data, LeShi’s market share was twice that of Combiк in 2017 and is expected to reach 50.7% by 2024, nearly monopolizing the market. Combiк’s low-price strategy no longer works, and its flavors are outdated.
5. Combiк’s Efforts to Revive: Changing Formulas and Signing New Endorsements
Combiк is making efforts:
- Replacing composite chips with freshly cut ones and labeling them as “0 trans fats”;
- Launching “Simple Chips” and “Simple Fries” with only three ingredients, emphasizing health;
- Signing Zhang Linghe to attract younger fans.
But will these measures be enough? With so many snack options available—low-calorie konjac snacks, dried fruits, nuts, etc.—it’s uncertain whether these changes will be sufficient. Even if young consumers still want chips, LeShi’s innovation has already established a strong presence in their minds. For Combiк to regain its market share, it needs to truly understand the current consumer demands and move beyond relying on nostalgia and old tactics.
In Conclusion
Combiк’s comeback is like an old brand trying to fit into a new era, but times have changed. Consumers no longer value “low price” and celebrity endorsements; they seek “health, freshness, and quality.” Whether Combiк can succeed depends on its ability to let go of past successes and adapt to the current market. After all, nostalgia alone is not enough; what really matters is offering both delicious and healthy products.