The concept of natural green leads innovation and development to realize greater value of "Qingmei+"

Our reporter Bao Xiaotie

Under the background of consumption upgrading and the accelerated promotion of the Healthy China Strategy, the awareness of health preservation among the whole people has awakened, and consumers are more and more inclined to look for delicious and healthy high-quality snacks, which also allows the “natural” Yoyomei to take advantage of the development.

As a domestic processing enterprise focusing on deep cultivation of green plum food, the innovation speed of Yoyo Orchard has amazed the industry

Advocate cross-category innovation of health concept

In his speech, Zhang Jiukui welcomed Yoyo Orchard, a leading enterprise in the candied fruit industry, to join the jelly industry, and fully affirmed the healthy concept advocated by the group

Zhang Jiukui introduced the development history of the domestic jelly industry and the formulation and revision of jelly standards

Yang Fan, founder of Yoyomei, said that all walks of life are talking about "involution", and companies also insist on category innovation as the core strategy for development

Create new flavors to differentiate

For a long time, Yoyomei has always taken "creating a preservative-free and healthy jelly product" as its original intention, with the goal of "making an extreme, high-end new generation of jelly products"

Another major innovation of Yoyomei Mei jelly is that although the product is in the form of "jelly", it is different from the traditional jelly using juice, but uses natural fruit pulp, and uses natural fruit pulp such as konjac and locust bean gum.

Studies have shown that the content of natural organic acids in green plums is 3.

Grasp the digital economy and seize the new blue ocean

In the era of digital economy, retail channels tend to be fragmented, and the marketing environment has undergone great changes.

In terms of product design, the diverse flavors of Yoyo Mei Mei Jelly are the result of in-depth research and multiple blind tests, and are popular with young people; the natural and healthy attributes are also in line with the young people's "punk health" diet trend; packaging Fresh and fashionable, it is fun and decompressed to eat together, and the small details everywhere reflect the original intention of "high-end, extreme"

In terms of marketing methods, we deeply communicate with young people through online resonance

In the offline scene, the "Ome Offline Experience Station", which integrates the communication of Ome culture and the transmission of Ome's value, brings an immersive consumption experience, from products, to brands, to cultural "vision, hearing, smell, taste, The six-sense experience of touch and mind is well received by consumers, especially young consumers; Yoyomei Meijing will also enter the emerging channels of high-frequency consumption scenarios of young groups such as convenience stores, Hema, and campus for sales.

　　It can be seen that, whether it is product design, marketing methods or channel upgrades, Yoyomei Meijing is not only a cross-category innovation, but also an important step in the brand rejuvenation strategy

　　"Pass on the great value of a small green plum and win the favor of more customers"

　　Yang Fan said that in the future, Yoyomei will continue to adhere to the strategic goal of "making green plum food mainstream", continue to explore the value of green plum, enrich green plum food categories, build green plum snack food, green plum beverages and green plum health product systems, and continue to deploy "Qingmei + plum".

　　"China Food News" (05 edition on March 28, 2022)