The founder of Chanel once said: Trends change quickly, only style lasts. The same applies to the development of product strategy.
It is not difficult for observant people to find that "meat floss" has become a popular word in the current baking market. Its "delicious and versatile" product characteristics have attracted more and more food companies to enter the camp of meat floss. However, just when everyone cheered for the tactics of meat pine products, Youchen Food has already raised "meat floss +" to the level of corporate strategy and opened a new round of explosive product creation plan.
When it comes to Yochen food, you have to mention Yochen meat muffins. Meat muffins were originally a kind of flavored snack in Fujian and Taiwan, and the shelf life of the product was only 3~6 days, so the sales radius was limited, and it was generally not known to foreign consumers. Until 2011, through process improvement and technological innovation, Youchen Food realized the industrial production of meat muffins, and accurately captured the taste buds of the market with the characteristics of "crispy and salty sweet, thin skin and filling, healthy and delicious", and quickly became a star item in the baking industry. The success of Youchen meat muffins has also allowed this folk delicacy to go out of Fujian and set off a "meat muffin craze" across the country.
Today, Youchen meat muffins are still at the forefront of the trend, whether in supermarkets, convenience stores, distribution markets, or e-commerce platforms, their market share is among the best, and "Youchen = Meat Muffins" has long taken root in the minds of consumers.
You Xiaowen, President of Youchen Foods:
Create the next one or more "friendly meat muffins"
In the face of the achievements of Youchen meat muffins, You Xiaowen, president of Youchen Foods, remained calm and calm. In his view, with the upgrading of consumption, the meat pine category still has a lot of market energy waiting to be released, "We need to focus on category innovation and drive industry upgrading." ”
Therefore, while continuously strengthening the "super IP" of Youchen meat muffins, Youchen Foods officially proposed the concept of "Meat Floss +, Youchen Home": In the past, Youchen Food pushed the innovation of "Meat Floss + Pie" to the extreme; Nowadays, Youchen Food continues to enrich the connotation and extension of the meat floss category, and gradually forms a product matrix such as "meat floss + bread" and "meat floss + cake". From the "deep" intensive cultivation of a single explosive product to the "width" extension of multiple categories, Youchen Food has also completed the upgrading of its corporate development strategy.
According to President You Xiaowen, in the next three years, Youchen will continue to promote the "Meat Pine+" strategy, with the goal of creating the next one or more "Youchen Meat Muffins"!
With deliciousness and quality, build "meat floss +" super IP
As a kind of Internet celebrity food, meat floss has both color, aroma and taste, and has high nutritional value, which is in line with the current trend of "quality consumption".
While vigorously promoting the "meat floss +" strategy, Youchen Food adheres to the product proposition of "meat floss + baking, more flavorful materials", which is in line with its corporate value proposition of "deliciousness, quality, enjoy life": select high-quality raw materials, pay ingenious craftsmanship, create delicious and quality products, and meet the needs of more consumers, especially young people, for a better life.
For this reason, Youchen Food has always spared no cost and strive for excellence in product creation. Taking Youchen Rubik's Cube Toast as an example, the product uses butter and milk powder imported from New Zealand, specially selected high-gluten wheat flour, and carefully polished in the product process, which finally achieves a boutique toast with unique flavor and strong taste. After the product was launched, it quickly conquered the discerning taste buds of consumers, and both product sales and channel reputation were eye-catching.
Decode Generation Z and empower new consumption
As we all know, Generation Z has entered the historical stage and become the main force in the current consumer market.
iMedia consulting survey data shows that 72.3% of Generation Z are accustomed to buying baked goods, and their consumption characteristics are mainly reflected in three aspects: first, they prefer sociability, often improve stickiness due to the social attributes attached to products, like to grow grass, share the economy, and exchange consumption behavior for "social currency"; Second, physical consumption, often driven by spiritual consumption, accepts high premiums and is more willing to pay for interest; Third, appearance is justice, and their pursuit of appearance is not only in the shaping of their own appearance, but also in all aspects of consumption.
有鉴于此，友臣食品在推进“肉松+”战略的过程中，也积极向Z世代靠拢，在创新概念、提升颜值、丰富口味的同时，持续塑造更为鲜明、潮流的品牌形象，加大品牌互动、强化品牌黏性，让友臣肉松+系列产品深入到消费者的生活当中，成为不可分割的一份子。
New era, new consumption, new fashion. In the current era where everything can be "meat floss+", what new surprises will Youchen Food bring? And let's wait and see.
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