Recently, “2024 Food & Beverage Consumption Forum” was successfully concluded in Shanghai. At the forum, the results of the “2024 Perceptual Food & Beverage Industry Innovation List” series of lists were formally unveiled. With its outstanding high-quality health products and continuous cultivation of the young consumer market, Laiyi Shifen was successfully selected as one of the “2024 Top 10 Favorite Brands of Generation Z in the Food and Beverage Industry”.

It is understood that “2024 Every Economy Food and Beverage Industry Innovation Power List” was established by Daily Economic News, jointly with academic experts, professional organizations and think tanks, and was selected based on the basic big data of the food and beverage industry as the main reference index. The list of participating enterprises covers eight domestic well-known enterprises and listed companies in the field of casual food, dairy products, seasonings, new tea drinks and other segments.

The “2024 Top 10 Favorite Brands of Generation Z in Food & Beverage Industry” focuses on young consumers and aims to select the brands that are “bought” by young consumers, so as to provide a better understanding of the “Generation Z” brands. It aims to select the brands that are “bought” by young consumers, so as to make a prediction on the consumption trend of young people of “Generation Z” and create a personalized sample for the rejuvenation of brands. Laiyifen's entry into the list is a reflection of young people's recognition of the brand, and a sign of the market's affirmation of Laiyifen's innovation strategy in recent years.

I. Continuous product innovation

Young people's awareness of the need for healthy food has gradually increased, and it just so happens that “health” is the core of Laiyi's 24-year development process. In order to allow users to complete the shift from “eating well” to “eating healthy”, the brand has been groping for innovation, trying to provide cutting-edge solutions for the industry. From the creation of the fresh snack brand in 2020 and the formulation of the fresh snack standard, to the brand positioning of the healthy snack leader last year, the brand has proposed the five low healthy snack standards of “low sugar, low fat, low calorie, low salt and low GI” on the basis of the “fresh snack” strategy to convey to consumers the message of “healthy snacks” and “healthy food”. By proposing the “low sugar, low fat, low calorie, low salt and low GI” five-low healthy snack standards based on the “fresh snacks” strategy, the company conveys its brand value and fresh, fashionable and healthy lifestyle to consumers. Simultaneously, “Gestation” launched new products that fit the taste preferences of young groups, such as reduced-sugar mango meat, kernel-free enzyme prunes, Yipin barley tea, high-protein preserved meat, zero-calorie jellies, and low-fat corn chicken sausages, which were well received by the market. This further strengthens the brand differentiation advantage.

Second, stable high quality

What is always new is the category, but what is unchanging is the stable high quality. Thanks to the mature supply chain management system, Laiyi Shifen's products always maintain high standards, from raw material selection to production and processing, each link is strictly controlled. 31 control lines is not just a number, which is behind the whole industry chain's concerted efforts and carefully polished. The most worthy of examination is the choice of raw materials, take nuts for example, Linan Tianmu Mountain pecans, pine nuts from Changbai Mountain, Zhuji's Cephalotaxus, Anhui's hanging melon seeds ... ... Specific geographic landmarks of the food raw material area, coupled with seasonal fresh to ensure that not only to give the product a unique regional flavor, but also for consumers to bring the double enjoyment of health and delicious. It is through this kind of ingenuity that Laiyifen has won the favor of Generation Z, and at the same time laid a solid foundation for the brand's long-term development.

Precise brand marketing

A generation has its own consumption preferences, and a generation has its own emotional needs. For the 00s, social interaction and emotional resonance are key. Laiyifen understands this, and has established emotional links with young people through cross-border cooperation, co-branding of trendy IPs, and short video marketing to accurately capture their consumption psychology. In particular, this year's popular “Star Store Manager for a Day” marketing model has not only attracted the participation of many fans, but also leveraged the star effect to deepen the brand image in the hearts of young consumers. In addition, Laiyifen closely follow the digital marketing, and Tencent strategic cooperation, through the joint creation of “CDP + MA + SCRM” full user operation system, to achieve personalized service. Such a strategy effectively improves user stickiness and establishes a closer connection between the brand and consumers.

Cost-effective under the improvement of efficiency

It is worth mentioning that in this event, Jiang Zhenduo, Chief Growth Officer of Laiyifen, was invited to participate in the round-table dialog session of “In the new choice of consumption to be cheap or good goods”. Jiang Zhenduo said that in the face of the rise of “cost-effective consumption”, Laiyifen is also exploring more diversified consumption scenarios and products, and in August this year, it also opened the first warehouse-type paid membership experience store. In Jiang Zhenduo's view, eat well, become beautiful, live a long time, no matter how the times change, these consumer demands are unchanged. As a result, Laiyi's strategy is to keep the right things in order, while driving the development and co-creation of the industry chain through the chain master effect. “With the improvement of the efficiency of the entire organization, the cost of each link will gradually decline.” Jiang Zhenduo said.