When it comes to ready-to-eat chicken breast, what comes to mind first? Fitness enthusiasts in the gym, or refined white-collar workers in the office? Whether you are a fitness or weight-loss person or not, you should have a basic understanding of chicken breast: a high-protein meat food that is nutritious, low-fat, and replenishes energy. Ready-to-eat chicken breast is a star track in the light meal market, becoming a fashionable and simple food that aligns with modern health concepts due to its high protein, low calorie, and low fat. The Youxing brand under Fovo Group has become the leader in the ready-to-eat chicken breast track by selling 90 million portions. **-01-**The Light Meal Market Under Consumption Upgrade As early as 2014, light meal products represented by sandwiches and salads, which came from foreign convenience stores, began to stir up a whirlwind in the light meal market. Many startup companies rushed in, fighting fiercely on this track, but few representative brands emerged, and the heat declined year by year. It wasn't until recent years that the concept of light meal meal replacement regained vitality and experienced a big explosion. Some innovative consumer brands such as WonderLab and Mint Health rose rapidly, making people see the infinite potential of this track again. Behind the explosion of the light meal market, on one hand, it comes from the accelerated upgrade of the consumption environment, which provides a more nourishing soil for brand development. On the other hand, it comes from the increasingly prominent health needs of consumers. More and more young people are troubled by obesity and sub-health conditions. People's increasing attention to health concepts prompts them to actively seek foods that represent health. However, when it comes to the star products currently popular in the light meal market, we have to start with ready-to-eat chicken breast. When mentioning chicken breast, many people think it is "dry and tough" with poor taste, but the Youxing brand under Fovo Group has broken this curse. Youxing chicken breast appears in front of the public with a fresh, tender, juicy, rich in flavor, low-fat, and low-calorie image. It turns out that Fovo Group had long sensed the potential of light meals in the Chinese market. Relying on its strong R&D advantages, it independently developed and created the Youxing brand. This product was first launched in the Chinese market, pioneering the domestic ready-to-eat chicken breast category, and its cumulative historical sales volume reached a breakthrough 90 million portions in the industry. As a result, the Youxing brand has become the largest market share holder in the domestic low-temperature ready-to-eat chicken breast market. Readers who are not familiar with the Youxing brand may ask: Why can the Youxing brand lead the industry in R&D and achieve first-mover advantage? This has to start with the parent company of the Youxing brand, Fovo Group. **-02-The Past and Present of the Parent Brand "Fovo Group" Fovo Group is located in Shandong, China, and was founded in 1991. It is a modern large-scale food industry group integrating feed processing, breeding, broiler raising, slaughtering and cutting, and production and sales of cooked poultry products. It is a national key leading enterprise in agricultural industrialization and one of the top ten food safety enterprises in the country. At the same time, it is the first fully integrated chicken food company listed on the Hong Kong Stock Exchange in mainland China. As China's largest fully integrated white-feathered chicken exporter, Fovo Group has been going global since 1994. Not only did it become the first domestic enterprise with both fresh and cooked product export qualifications in 2002, but its export scale has also continuously ranked first in the national industry for many years, with products exported to Japan, the EU, South Korea, Malaysia, Mongolia, and other countries and regions. 1. The Strong R&D Strength Behind Youxing Shandong Fovo Group has built a "Tokyo-Shanghai-Shandong" three-level food R&D system, forming an R&D pattern that obtains cutting-edge market intelligence and research resources from the Asian R&D center in Tokyo, quickly responds to the personalized needs of business partners and domestic consumers through the Shanghai R&D center, and effectively links the integrated R&D and production chain of Fovo Group's Shandong base. Against this background, Fovo Group has accumulated market insight and corporate strength far exceeding other Chinese brands, and the Youxing brand has been able to take the lead in developing finished products and quickly occupy the market. 2. Strong Chicken Industry Advantages After nearly 30 years of deep cultivation in the industry, Fovo Group has achieved a leading position in the white-feathered chicken breeding and production end and the B2B end. It has laid a solid foundation in the entire chicken industry chain, including breeding, production and processing, quality management, warehousing and logistics, and sales, which also provides a guarantee for Fovo Group to further implement other strategies. In its 2020 interim report, Fovo Group also released its three-year transformation and upgrading plan: Adhere to the 123 Strategy, achieve B2B and B2C business layout, and create a leading brand. The 123 Strategy refers to: Based on 1 full value industry chain, simultaneously develop 2 major markets (domestic and international), with new retail, new centralized procurement, and new exports as the 3 carriages of the strategic layout. Based on its optimism about the chicken industry and changes in the consumer market, Fovo Group, which previously focused on the B-end, began to develop the C-end market in 2016, and the Youxing brand is its proud work in the C-end health light meal track. In the first half of 2020, despite the impact of the epidemic, Fovo Group bucked the trend to achieve revenue of 1.903 billion yuan, a year-on-year increase of 13.2%. At the same time, due to its C-end layout, the new retail business, which has been continuously developing in recent years, experienced explosive growth, achieving revenue of 373 million yuan, a year-on-year increase of 431.5%; revenue accounted for 19.6%, nearly 3 times higher than the same period last year. From Fovo Group's strategic layout and financial report revenue performance, it is not difficult to see that the linkage of B2B and B2C businesses over the past three years has given Fovo Group more confidence in facing future growth. It is precisely by connecting the advantageous resources of the enterprise that the company can stand from a more comprehensive perspective to observe and layout when facing the ever-changing consumer market environment. **-03-**The Growth Logic Behind "A Piece of Chicken Breast" In addition to having a strong parent company to support it, how did the Youxing brand win the top spot in the light meal market with "a piece of chicken breast"? In recent years, we have seen that traditional marketing methods are changing with the market. The dividend of the Internet has brought a group of "Taobao brands," which often first explode through online content marketing, social marketing, and other forms, and then layout the offline market. However, the genes of the Youxing brand are different. From the beginning, it insisted on continuously making efforts in the field of new retail. 1. Brand Positioning Under the New Retail Model In the past, online was e-commerce, and offline was physical retail. New retail is about connecting online and offline to complete the closed loop of sales and unify data. Under the strategy of combining online and offline, Youxing products have achieved full coverage of leading e-commerce platforms such as Tmall, JD.com, Miss Fresh, Hema, Dingdong Maicai, Meituan Maicai, Yunji, and Dalangjia. It has also achieved terminal coverage of more than 70 key cities and over 30,000 high-quality convenience stores such as 7-Eleven, Bianlifeng, FamilyMart, and Lawson. This also benefits from Fovo Group's long-term role as a strategic supplier to large chain groups such as KFC and McDonald's, giving it deep insight and cooperation advantages in offline channels. Youxing themed convenience store in cooperation with Lawson From a brand perspective, currently, ready-to-eat chicken breast is in the stage of user category education. Through timely online reach and operation, users will gradually have a deep understanding of the category and the brands under it. Once the category education stage is passed and it becomes a mature category, offline is the real key to determining victory or defeat. Because whether it is for side dishes, meal replacement, or health scenarios, instant consumption and convenient consumption are the keys to becoming the TOP brand in the category. The layout in convenience stores is one of the most important offline layouts for Youxing. The consumer group of ready-to-eat chicken breast is mainly concentrated in fitness enthusiasts and white-collar workers, and convenience stores are mostly located around shopping malls or office buildings, allowing the core consumers of Youxing products to see and buy them very directly. In the FMCG field, what you see is what you get. This is undoubtedly the main battlefield for the Youxing brand to influence and build consumer brand awareness. This is where the Youxing brand differs from some internet-famous brands. The simultaneous layout of online and offline is the strategic policy of the Youxing brand. From the very beginning, Youxing started from the brand, with the goal of striving to become the industry's No.1 brand. 2. High Quality and Strong Operation Unlike other brands, Youxing's products have the best resources from the most upstream product supply end. In terms of product quality, with rich international service experience and excellent performance of 100% inspection pass rate, the parent brand Fovo Group has been selected for the "Nutrition National Team" for three consecutive years and has become the "Sports·National Team Athlete Preparation Guarantee Product." Youxing products have also officially entered the General Administration of Sport Training Bureau, making them truly "Olympic champion same products." 0 hormone addition ensures safe consumption. At the same time, because Fovo Group has a one-stop supply chain system in the entire industry chain such as breeding and production, it can minimize costs while ensuring high product quality, which has become a major core competitiveness of the Youxing brand. In terms of brand and user operation, Youxing has also put in a lot of effort. Based on the core user group of the product, Youxing chose Wan Qian and Xu Weizhou as brand spokespersons, playing entertainment marketing to quickly narrow the distance between Youxing and the target consumer group. At the same time, it chooses the ways that young people currently like, carrying out a series of marketing activities on platforms such as social e-commerce, live streaming e-commerce, and content e-commerce. Through marketing methods such as live streaming with goods and Xiaohongshu planting, it interacts and connects with consumers, triggering fan spread and brand resonance. During the 2020 Double 11 period, Youxing chicken breast products once again monopolized the No.1 position in the entire network's low-temperature ready-to-eat chicken breast industry, which is the best example of its operational strength. In the era of consumption upgrade, to achieve category positioning, it is no longer about a single ability or advantage, but the shaping of comprehensive operation. In one sentence, comprehensive operation ability is: "Product is the foundation, channel is the key, and victory is determined by brand." The superposition of these three levels is the reason why Youxing can stand out among a host of brands, not only becoming the pioneer of the industry but also the leader of the industry. Summary: With the improvement of national living standards, light mealism is increasingly accepted by Chinese people and has become the pursuit of those who love fitness, weight loss, and advocate health. In fact, the trend of light meals more represents a lifestyle pursued by contemporary young people; they want a healthier, more nutritious, and burden-free diet. Nowadays, ready-to-eat chicken breast, which is easy to carry, high in protein, and low in calories, has become a "star product" in the light meal market. Major brands are flocking in, and the market recognition is very high. Behind the success of Youxing, we see the pioneering and innovative spirit of a steady and solid old brand enterprise that actively embraces, actively explores, and actively lays out when facing a new environment. Such corporate genes are also the reason why Fovo Group can continue to develop and go further and further. Once the tip is adopted, a reward of 400-2000 yuan will be paid.