Recently, a news story about a box of jelly priced at 98 yuan selling out on its first day went viral, sparking widespread discussion. This seemingly expensive jelly turned out to be Liuliumei's groundbreaking new category – 'Mei Dong'. The jelly saw explosive sales upon launch, with distributors scrambling to order it by name. (Liuliumei·Mei Dong firmly holds the top spot in the jelly category on Tmall) In a market where countless new consumer brands struggle to capture consumer mindshare, what makes Liuliumei's 'Mei Dong' so appealing that consumers willingly pay for it? Swipe left/right to view comment gallery (Consumers leave comments expressing their approval and love for 'Mei Dong') Deep market insight, seizing new opportunities of the era! The explosive popularity of Liuliumei's 'Mei Dong' series among young consumers is no accident. Behind this lies a precise grasp of new consumer demands in the market. Multiple Z-generation consumption reports released in 2021 point out that today's young people favor 'punk wellness' and have a preference for 'appearance-first' values, with consumption upgrading being a primary demand of the Z consumer group. This means that while young people pursue health and wellness, they also want to enjoy the fun of food, embodying a 'no compromise' spirit. Some brands have long recognized the consumption needs of the younger generation. For example, Genki Forest, the hottest sparkling water brand in the beverage sector, has led healthy drinks into a new era with its '0 sugar, 0 fat, 0 calories' positioning, now valued at $15 billion and growing at a rate of tripling annually. The new chocolate brand Daily Dark Chocolate, focusing on '0 sugar' and 'low carb', achieved over 100 million yuan in revenue in its first year and has held the top spot on Tmall's dark chocolate category for three consecutive years. The success of these emerging healthy snack and beverage brands proves a key point: to stand out in the current food track, the 'health' factor is indispensable. Do you need to create a completely new product to capture consumers' attention? The answer is no. It's not hard to see that these brands that successfully entered the healthy snack track have essentially 'redone' existing categories, solving consumers' concerns about eating snacks while leveraging existing market consumption. Multiple surveys also indicate that Z-generation young people are 'lazy and homebound', which is a major factor behind the explosive growth of the food delivery industry in recent years. AC Nielsen's 《2021 Z-Generation Food and Beverage Consumption Insight Report》 points out that nearly one-third of young people eat snacks mainly for 'satisfying cravings', 'killing time', and 'nostalgia', which means jelly as a snack has great potential. Liuliumei quickly recognized and seized this market opportunity, vowing to break into the new market with products that are astonishing and explosive! 30 million yuan in technology investment, just for 'natural'! Liuliumei knows well that to create the brick that knocks on consumers' hearts, one must put in hard work and have the determination to 'hang one's head from a beam and prick one's thigh with an awl'! What truly penetrates consumer minds is not false advertising but superior product quality, a view validated by countless leading brands across categories throughout history. So how do you create a high-quality jelly product that consumers approve of? To cater to consumers' pursuit of less additives and natural green products, Liuliumei created a new jelly category – 'Mei Dong', integrating the core concept of 'natural' into the product, leading the industry's healthy iteration. Making food healthy is simple: reduce additives and sacrifice taste, but consumers won't buy it. However, making it 'natural' while maintaining high quality requires 'real skill'. So, how did a jelly product that achieved sales of 220 million yuan within two years of launch embed the concept of 'natural jelly, eat Mei Dong' into consumers' minds? Why use 'fruit pulp' instead of 'fruit juice'? The fruit juice used in food production is highly concentrated. As a result, not only are the original color and flavor of the fruit lost, but nutrients are also depleted, leaving only high levels of fructose and glucose. Fruit pulp is different from juice. Freshly picked fruits are squeezed into pulp on the same day, without a filtration step, and through positive pressure filtration preservation technology, the original color and taste are locked in, and nutrients are not lost. Additionally, Liuliumei has added a new member to the 'Mei Dong' series – grape-flavored Mei Dong, perfectly blending the crisp, sweet Summer Black grapes with the soft, juicy, and nutritious Kyoho grapes, offering consumers a brand-new Mei Dong that is complete in 'color, aroma, and taste'! Three '0' additions The three '0' additions of Mei Dong refer to '0 preservatives', '0 artificial colors', and '0 fat'. To meet current consumer demands for '0' foods, Liuliumei introduced ORIHIRO processes and manufacturing equipment worth 30 million yuan per set and planned 10 production lines, ensuring that every Mei Dong leaving the factory has '0' preservatives added. (Complete ORIHIRO manufacturing equipment worth 30 million yuan) To achieve '0' artificial colors, Liuliumei uses different fruits for multiple color and flavor adjustments, sparing no expense to strive for 'appetizing colors'. Mei Dong uses plant-based konjac powder to achieve the '0' fat feature, and uses 'locust bean gum', which is 20 times more expensive than traditional jelly raw materials, to further enhance the product's texture. Three major natural certifications Whether a product is good or not, only authority counts. Research shows that the natural organic acid content in green plums is 3.0% to 6.5%, far higher than that of ordinary fruits, and the citric acid and malic acid it contains are beneficial to the human body. Mei Dong, made from natural organic ingredients, has obtained the Food Authenticity (FA) certification and has also passed certifications from the world's top natural laboratories BETA and ETA Analytic, Inc., with results showing that the tested materials are pure natural and contain no synthetic components. New packaging design considerations Mei Dong's packaging color scheme leans towards fresh and fashionable, with a new patented appearance design. Through improvements in the material and design of the tear opening, it truly achieves no dripping and no dirty hands when torn open. The easy-to-tear packaging material makes it convenient for consumers to squeeze and eat. In terms of appearance design, Liuliumei found a well-known international company, with over 50 designers working simultaneously, taking 3 months and over 60 rounds of modifications, plus testing with more than 500 core consumers, finally resulting in the unique Mei Dong packaging we see today. For this hard-earned achievement, Liuliumei has also applied for a patent to protect it, 'escorting' Mei Dong's market competitiveness. ('Mei Dong' does not leak when inverted) It is precisely because of such an excellent R&D team, willingness to invest heavily in advanced production equipment, pursuit of perfection in packaging design, relentless commitment to '0' additive demands, and spending time and effort on product certification to reassure consumers, that the Mei Dong series has such strong product endorsement, far surpassing peers in market competitiveness, and 'riding ahead' in the healthy jelly track! The end of the explosion is 'real skill'! The success of leading brands in every market category is not just about having a good product; production capacity, marketing strategy, and channel layout capabilities all determine whether a product can maintain a leading position in the market long-term. High-quality products have laid a solid foundation for Liuliumei, but to continue building this market skyscraper, smart marketing tactics and deep channel cultivation are essential. Online, Liuliumei connects social platforms and e-commerce platforms, continuously strengthening content-based seeding marketing. At the same time, it seizes the live-streaming marketing trend, partnering with top streamers to repeatedly create hot sales. Offline, Liuliumei actively builds 'Green Plum Experience Stations' that integrate 'green plum culture dissemination' and 'green plum value delivery', offering consumers a 'six-sense immersive experience' involving sight, hearing, smell, taste, touch, and mind, winning unanimous praise from young consumer groups. Additionally, in convenience stores, Hema stores, and campus channels favored by young consumers, Liuliumei continues to vigorously lay out the Mei Dong series with partners, seizing the blue ocean market first. (Xiao Zhan endorsing the 'Mei Dong Dong Dong Bao' series products) In addition to precise marketing 'combination punches', Mei Dong's explosive popularity is also supported by more 'hard skills'. Liuliumei has self-built planting and processing bases in the three major green plum production areas in East China, South China, and Southwest China, ensuring a stable supply of high-quality raw materials. At the same time, Liuliumei established the China Plum Research Institute, Zhongnong An Inspection and Testing Company, and cooperated with universities to lay out the industrial chain, strengthening the ability to continuously produce hit products, truly achieving sustainable brand development. When Mei Dong became a hit across the internet, Liuliumei did not rest on its laurels. Currently, the brand is planning the second and third growth curves for Mei Dong, committed to bringing consumers more unexpected high-quality innovative hits in the future! In conclusion: Facing today's picky consumers and fierce market competition, Liuliumei, as a new force in the snack industry, has not bowed down or compromised! The brand has always been running on the path of pursuing excellence! As an enterprise with the philosophy of 'making good products' and 'win-win with partners', Liuliumei never forgets its original intention, striving to spread the slogan 'natural jelly, eat Mei Dong' across the length and breadth of the country! Are you 'watching' me?