On April 1st, a1 Snack Research Institute held its 2021 S-level hit product launch event at the Chengdu Marriott Hotel, where over 500 distributor clients from across the country gathered in Chengdu to witness the official launch of the annual S-level product, Gao Zhong Song.

Seizing the New Dividend of the Snack Era

At the beginning of the launch, a1 founder and CEO Zhou Weiping provided an in-depth analysis of the three waves and industry trends in the leisure food sector. He stated that we have now entered the 3.0 premium consumption era, and a1 will continue to adhere to a research-driven approach, seeking efficiency from technology, building the hard power for continuous hit products, and striving to make a1 a comprehensive, affordable food company.

The Product Strength Behind the Hit-Making Machine

At the meeting, a1 co-founder and CPO Zhong Shanliang introduced the industry and consumer insights behind the annual S-level hit product, Gao Zhong Song. He shared that data shows the bakery market has become the largest category in the leisure snack sector. In recent years, with the rise of Chinese-style pastries such as meat floss cakes and egg yolk pastries, the "savory" wave has arrived. To address the pain points of "meat floss cakes," a1 refuses to be cookie-cutter and has re-explored the ultimate deliciousness of this Chinese-Western fusion cake.

Zhong Shanliang stated, "The development of a1 Gao Zhong Song took 384 days, underwent 6 formula upgrades, and involved testing with over 200,000 users. This cake may seem ordinary, but it is not that simple."

What makes this meticulously crafted pull-apart savory chiffon cake unique? He explained that to solve the problems of traditional meat floss cakes, such as greasiness, clumping of meat floss, and a pasty texture, a1 first uses fresh eggs within 48 hours and increases the egg content to 51%, making it more nutritious. At the same time, it selects child-grade pure meat floss and, after repeated testing, achieves a scientific ratio of 7.5% meat floss content for better flavor.

In addition, a1 uses a 0-degree whipping black technology to keep the egg liquid at a low temperature during whipping, locking in freshness while separating egg whites and yolks for whipping, achieving the fluffy texture of chiffon cake. Using static mixing technology, the meat floss and egg liquid are evenly blended, creating the unique taste of a1 Gao Zhong Song, where "meat floss is hidden inside the egg cake."

Creating Hit Products Online, Expanding Offline

A Combined Marketing Approach

At the launch, a1 co-founder and CMO Lin Zeshen shared the online marketing strategy.

In 2021, a1 will focus on the Gao Zhong Song hit product, implementing a comprehensive online marketing layout, with precise traffic guidance across all platforms, including seeding on Douyin, Xiaohongshu, Bilibili, and Weibo. At the same time, it will fully integrate celebrity live-streaming resources, as well as top influencers like Wei Ya and Xue Li. He also revealed that this year a1 will sign an idol group to strongly boost appeal among young audiences, achieving rapid dissemination of Gao Zhong Song and user traffic accumulation.

"Internet-famous products need continuous online ignition, but also offline market conversion of traffic," said a1 co-founder and COO He Zhengren at the meeting. He mentioned that with years of deep cultivation in the offline market, to achieve traffic conversion for internet-famous hits, one must dig deep into channel terminal resources. In recent months, a1 has partnered with Hongqi Chain to conduct trial sales of Gao Zhong Song, which have received positive feedback and achieved steady stepwise sales growth. In the coming months of April and May, Gao Zhong Song will enter 100,000 terminals, reaching one million people for tasting.

On the other hand, to capture offline traffic entry points, a1 specially invited Jiang Nanchun, Chairman of Focus Media, to the event, where the two parties signed a strategic cooperation agreement worth 100 million yuan. This move will help promote Gao Zhong Song across more than 200 cities and 2.6 million terminals nationwide, covering key business buildings, communities, and supermarkets, reaching 310 million mainstream urban consumers, jointly creating a super hit product.

In addition, a1 also reached comprehensive strategic cooperation with 10 national distributor partners at the meeting, providing a full range of strategic support including market support, media resources, and after-sales service. This move boosted the confidence of the distributor representatives present and pushed the launch to a climax, with representatives enthusiastically signing agency agreements on the spot.

This a1 annual S-level hit product launch not only showcased a1's innovation and R&D strength as a new food consumer brand in this track but also brought new ideas and directions for the future development of the food industry!

a1 Snack Research Institute is a food technology company driven by product. In just four to five years, a1 has rapidly opened up the market with strong product strength and user reputation, maintaining a 300% annual growth rate in sales since its establishment, and has created multiple internet-famous hits such as egg yolk pastry, cloud cake, and watermelon toast.

a1 Snack Research Institute | Sugar and Wine Fair Booth: T7-T8, 2nd Floor, Xinhua Hotel, Qingyang District, Chengdu Tips will be paid 400-2000 yuan once adopted.