About Kassenzone
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from retailers, brands and manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone with Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.”
intro
In episode K#528, Alex Graf and Karo Junker de Neui talk live in the Red Bull podcast booth at OMR with Philip Hitschler-Becker, CEO of Hitschies.
Philip has been running the confectionery family business since 2017 and got it out of the red in a short time with an innovative online-first approach. Hitschies and Philip Hitschler-Becker can no longer be ignored on TikTok and Instagram, and the company is using this reach smartly to increase sales and develop new products. Karo and Alex are not only allowed to taste the latest hits during a conversation, but also learn that...
... Hitschies barely spends money on paid marketing, but instead pushes sales online and offline through authentic organic content.
... the confectionery market in Germany is worth billions, but manufacturers are currently under pressure due to rising sugar prices.
... Although sweets can be produced without sugar, they will not end up on our supermarket shelves for the time being.
... the company's sustainable growth is also driven by expansion into new markets and Hitschies is already the No. 3 candy brand in South Korea.
Summary
0:08 Introduction
03:41 Family businesses in the confectionery market
6:30 Childhood and company takeover
9:42 Competitive marketing strategies
12:09 Importance of TikTok for companies
14:00 Change in push and pull strategy
15:07 Exclusivity and deals with retailers
23:08 Sugar industry and the challenges
27:53 Authentic content and virality
31:54 Growth Strategies and Internationalization
34:27 Effects of sugar prices on production
35:42 Observations on price developments in the catering industry
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E-commerce or suggest interview partners for further podcast episodes
