Background and Status
In recent years, with the progress of technology and the increase of market demand, the production and sales channels of mullet roe have also changed. In addition to traditional marketplaces and specialty stores, online sales have become an important sales channel, especially for young consumers and overseas markets. Modern consumers pay more attention to product quality, packaging and convenience, so many manufacturers have begun to improve the production process, raise standards, and introduce innovative packaging methods to attract consumers.
At the same time, the mullet roe industry is also facing some challenges, including the sustainability of fishery resources, ecological protection, and market competition. In response to these challenges, some regions, such as Taiwan, have begun to implement fisheries management measures aimed at protecting mullet stocks while maintaining a sustainable industry.
Pain points with Sweet points
The sales of mullet roe in the e-commerce sector have grown rapidly in recent years, a trend that not only reflects the changing shopping habits of consumers, but also highlights the new opportunities and challenges facing this traditional food industry. The following analysis of the pain points and sweet points of mullet roe on e-commerce:
Sweet points
Market expansion:
E-commerce platforms provide an opportunity to expand the market for mullet roe from regional limitations to national and even global. This is very good for increasing sales and brand awareness.
E-commerce platforms provide an opportunity to expand the market for mullet roe from regional limitations to national and even global. This is very good for increasing sales and brand awareness.
Convenient and fast:
Consumers can easily buy a variety of mullet roe products online, without personally going to the physical store, which greatly improves the convenience and efficiency of shopping.
Consumers can easily buy a variety of mullet roe products online, without personally going to the physical store, which greatly improves the convenience and efficiency of shopping.
Diversified market:
The mullet roe products on the e-commerce platform are more diversified, including the choice of different prices, quality and taste, to meet the needs of different consumers.
The mullet roe products on the e-commerce platform are more diversified, including the choice of different prices, quality and taste, to meet the needs of different consumers.
Brand promotion:
Through online marketing and social media promotion, the mullet brand can reach a wider audience and enhance consumer awareness and loyalty to the brand.
Through online marketing and social media promotion, the mullet brand can reach a wider audience and enhance consumer awareness and loyalty to the brand.
Pain points
Quality assurance issues:
Since mullet roe is a seafood product that requires strict storage conditions, it is a challenge to ensure that the quality of the product during transportation is not affected when selling through e-commerce channels.
Since mullet roe is a seafood product that requires strict storage conditions, it is a challenge to ensure that the quality of the product during transportation is not affected when selling through e-commerce channels.
Counterfeit products:
There are many low-quality or fake mullet roe products on the market, which is a risk to consumers and also affects the sales and brand image of the genuine products.
There are many low-quality or fake mullet roe products on the market, which is a risk to consumers and also affects the sales and brand image of the genuine products.
Logistics challenges:
Fresh transport is particularly important for mullet roe, but efficient cold chain logistics systems require high costs, which can be a burden for smes.
Fresh transport is particularly important for mullet roe, but efficient cold chain logistics systems require high costs, which can be a burden for smes.
Consumer experience Limitations:
Online purchases do not provide the opportunity to try and feel the product in a physical store, which may limit the willingness of some consumers to purchase.
Online purchases do not provide the opportunity to try and feel the product in a physical store, which may limit the willingness of some consumers to purchase.
PERSONAL
Sophie Anderson / Female / 28
Young career women
Education: College graduate
Job: Marketing Specialist
Income: Middle income
Place of residence: Urban area
Family background: Single
Job: Marketing Specialist
Income: Middle income
Place of residence: Urban area
Family background: Single
User characteristics and habits:
Focus on healthy eating, like to explore new food, for high quality, freshness and taste requirements, pay attention to food convenience and fashion packaging.
Focus on healthy eating, like to explore new food, for high quality, freshness and taste requirements, pay attention to food convenience and fashion packaging.
Demand purpose and pain points:
She wants to buy mullet roe as part of a healthy diet to increase protein intake and enjoy the taste. Her pain points may be reliability and quality assurance when buying online.
She wants to buy mullet roe as part of a healthy diet to increase protein intake and enjoy the taste. Her pain points may be reliability and quality assurance when buying online.
Alexander Mitchell / Male / 42
Middle and senior executive male
Education: Master's degree
Job: Executive Director
Income: High income
Place of residence: Suburb
Family background: Married with children
Job: Executive Director
Income: High income
Place of residence: Suburb
Family background: Married with children
User characteristics and habits:
Pursues high quality food, loves to enjoy good food with family, is very particular about the source and quality of ingredients, loves cooking and cooking shows.
Pursues high quality food, loves to enjoy good food with family, is very particular about the source and quality of ingredients, loves cooking and cooking shows.
Demand purpose and pain points:
He wants to buy mullet roe for special occasions at home or for dinner with his family as part of a lavish meal. His pain points may be finding reliable sellers online and ensuring the quality of mullet roe.
He wants to buy mullet roe for special occasions at home or for dinner with his family as part of a lavish meal. His pain points may be finding reliable sellers online and ensuring the quality of mullet roe.
Eleanor Thompson / Female / 58
Traditional diet pursuers for women
Education: High school graduate
Job: Retired
Income: Fixed pension
Residence: Rural area
Family Background: Married with adult children
Job: Retired
Income: Fixed pension
Residence: Rural area
Family Background: Married with adult children
User characteristics and habits:
Familiar with traditional food culture, like to taste a variety of traditional food, the pursuit of natural and pure ingredients, pay attention to healthy eating and family gatherings.
Familiar with traditional food culture, like to taste a variety of traditional food, the pursuit of natural and pure ingredients, pay attention to healthy eating and family gatherings.
Demand purpose and pain points:
She wants to buy mullet roe as part of a family meal or festival celebration to maintain traditional eating habits. Her pain point may be finding online sellers who match her requirements for traditional ingredients and quality.
She wants to buy mullet roe as part of a family meal or festival celebration to maintain traditional eating habits. Her pain point may be finding online sellers who match her requirements for traditional ingredients and quality.
Oliver Harrison / Male / 32
Health conscious scientist male
Education: PhD
Job: Research scientist
Income: Middle income
Place of residence: Urban area
Family background: Single
Job: Research scientist
Income: Middle income
Place of residence: Urban area
Family background: Single
User characteristics and habits:
Strong health consciousness, the pursuit of high-protein diet, focus on scientific and nutritional value, like to try a variety of new ingredients and recipes, the pursuit of online shopping convenience.
Strong health consciousness, the pursuit of high-protein diet, focus on scientific and nutritional value, like to try a variety of new ingredients and recipes, the pursuit of online shopping convenience.
Demand purpose and pain points:
He wants to buy mullet roe as part of a high-protein diet to meet his nutritional needs. He may be interested in finding high-quality, scientifically proven mullet roe products online and want a convenient shopping experience.
He wants to buy mullet roe as part of a high-protein diet to meet his nutritional needs. He may be interested in finding high-quality, scientifically proven mullet roe products online and want a convenient shopping experience.
Victoria Reynolds / Female / 65
Retired women looking for luxury
Education: College graduate
Job: Retired
Income: Pension
Residence: Urban area
Family background: Married but no children
Job: Retired
Income: Pension
Residence: Urban area
Family background: Married but no children
User characteristics and habits:
Strong health consciousness, the pursuit of high quality food, like to enjoy life, pay attention to health and nutrition balanced diet.
Strong health consciousness, the pursuit of high quality food, like to enjoy life, pay attention to health and nutrition balanced diet.
Demand purpose and pain points:
She wants to buy mullet roe as part of her luxury and health. She may focus on ease of purchase and quality assurance, and may have certain budget constraints.
She wants to buy mullet roe as part of her luxury and health. She may focus on ease of purchase and quality assurance, and may have certain budget constraints.
USER JOURNEY
GOALS
The theme of the journey is the consumption journey of the user to buy mullet roe.
The following journey stages are taken to establish the motivation to buy, go to spend, go through the shopping process and checkout, and finish the shopping.
Price and user preferences, transparency of product information, and packaging beauty are MOTs in the context.
The goal is to recommend mullet roe to consumers at the right price and weight, and make information transparent from the platform to ensure the quality of shipped mullet roe and packaging, and constantly adjust and optimize from consumer feedback (product/design goals).
Graphical User Interface
