In China's snack food circle, the phenomenon of industrial clusters is very obvious, especially Fujian enterprises play a pivotal role.

Looking back over the past 40 years, from egg yolk pie to French bread to meat muffins, almost all of the breakthroughs and upgrades in the baking track have been initiated by Fujian enterprises and created generations of industry items. Among them, the popularity of Youchen meat muffins not only made this popular meal snack in southern Fujian popular throughout the country, but also established the status of Youchen Food in the FMCG market.

It has been popular for ten years and sells well in the national terminal channel

Ten years ago, the Youchen meat muffin was officially launched, and it quickly captured the taste buds of consumers with its selling point of "crispy and salty sweet, thin skin and filling". Today, Youchen meat muffins are favored in international and domestic large-scale supermarket chains, leisure snack systems, convenience systems and other channels, and have become synonymous with "quality" and "deliciousness".

Not long ago, Quanzhou Radio and Television's "Brand Quanzhou" column walked into the Youchen production workshop and revealed the secret of the success of this large item on the spot. It is reported that the birth of each Youchen meat muffin goes through 15 processes and 95 processes, including five fillings, eight steps of molding, and seven stages of baking. From material selection to processing, every link is perfected, and each product has accumulated the feelings and ingenuity of Youchen Food.

Not only that, focusing on the aesthetic needs of a new generation of consumers, Youchen Meat Muffins continues to promote brand renewal and product upgrades. Especially entering 2022, Youchen Meat Muffin launched a large-scale brand renewal program.

The brand has been renewed, interpreting the unique charm of classic pieces

It is not difficult for the observant to find that today's Yochen meat muffins are becoming more and more fashionable.

In fact, since the official announcement of Tong Liya as the brand spokesperson last year, Youchen Meat Muffin has gradually started the brand renewal "new" plan: on the one hand, on the basis of the original logo, create a new VI to expand the imagination of consumers;

On the other hand, the new product packaging jumps out of the previous simple "transparent packaging", and gives the product more trend attributes through the design of national tide elements, and the brand statement of "meat floss + baking, more flavorful ingredients" is directly exposed in a conspicuous position, and more consumers can achieve brand communication.

At the same time, Youchen Meat Muffin carefully launched a new seaweed meat muffin to further strengthen its own quality and delicious advantages. On the occasion of the 10th anniversary, the series of friendly meat muffins has been renovated and upgraded, allowing a new generation of consumers to fully appreciate the unique charm of classic items.

Dig deep into family consumption and target fashionable women

For consumers, as a "delicious companion" at home, travel, work, and leisure, Youchen meat muffins have become an indispensable part of life. With this new upgrade, the strategic goal of Youchen meat muffins is clearer: to win the favor of more female consumers with popular flavors and fashionable packaging; In the development of consumption scenarios, further tap the potential of household consumption.

According to the Mob Research Institute's "In-depth Interpretation Report on the Leisure Snack Industry", women support most of the leisure snack market with a proportion of 69.5%. Moreover, more than 60% of Chinese household consumption is dominated by women. In view of this, Youchen Food has made great efforts to focus on family consumption and female groups, seamlessly linking Youchen meat muffins with quality consumption, healthy consumption and happy consumption, and further enhancing the brand appeal through this renovation.

Stimulate channel energy, open the box and scan the code to receive red envelopes

It is worth mentioning that the brand renewal of Youchen meat muffins does not simply stop at concept transmission and product upgrades, but achieves terminal reach at a deeper level, thereby stimulating channel sales.

It is reported that with the brand renewal, Youchen meat muffins have launched a large-scale "unpacking and scanning code to receive red envelopes" activity nationwide following last year's "100 cities and thousands of piles" action. For the key product specifications of Youchen meat muffins, you can receive red envelopes when you buy the whole box, and the box has a prize, up to 588 yuan. According to the relevant person in charge of Youchen Food, during the "unpacking and scanning code to receive red envelopes" activity, the company also launched a series of supporting combination marketing activities online and offline, and the overall cost investment will reach tens of millions.

In the context of the repeated epidemic industry in the country, such a big deal of Youchen meat muffins has undoubtedly sent a surprise to dealers, terminal stores, and consumers, and also made its brand influence in terminal channels soar again, injecting a shot of stimulant into terminal sales.

brief summary

Through time, classic and eternal; Brand renewal, unlimited business opportunities. As the main drafting unit of the meat muffin industry standard, Youchen Food continues to promote the optimization and upgrading of the meat muffin industry structure to fill the gap of the industry standard; And the first to obtain meat muffin export certification, including the US FDA certification, has passed more than 100 strict export quarantine inspection items. After ten years of accumulation, Youchen Foods has also completed the strategic upgrade from meat muffins to "meat floss+" baking. Looking ahead, the fully renovated and upgraded Youchen meat muffins are bound to shine more in the next glorious decade.