---
title: "From Doubendou's Growth Trajectory: How Distributors Should Choose Products"
description: "In the food and beverage industry, distributors often worry about the fleeting nature of many internet-famous brands, which may disappear after a short period of popularity due to inconsistent quality and unreliable supply. Therefore, distributors must learn to be selective, and the key is to establish a screening mechanism for information sources. Taking Doubendou as an example, this article explores the standards distributors should use when selecting products and whether the soy milk market is worth entering."
author: "田静"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-05-26"
language: "en"
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# From Doubendou's Growth Trajectory: How Distributors Should Choose Products

> In the food and beverage industry, distributors often worry about the fleeting nature of many internet-famous brands, which may disappear after a short period of popularity due to inconsistent quality and unreliable supply. Therefore, distributors must learn to be selective, and the key is to establish a screening mechanism for information sources. Taking Doubendou as an example, this article explores the standards distributors should use when selecting products and whether the soy milk market is worth entering.

In the food and beverage industry, I once heard a distributor express a concern:
Many internet-famous brands are currently popular, but they dare not easily bring them to market because they often fade quickly. After a period of explosive popularity, they disappear, mainly due to uneven product quality and even no guarantee of continuous production.
Therefore, distributors are cautious in product selection, and consumers have always been picky.
Faced with dazzling information, distributors must first learn to be "picky" people, and the premise of being "picky" is to establish an information screening mechanism and check the [information source].
The scope of this information source is broad, including product selling points, consumer demand, consumer groups, etc. The most critical information is product quality, stability of continuous supply, and brand value.
For example, Doubendou, after five years, has contributed an excellent practice case of "long-termism" to the soy milk market. Taking Doubendou as an example, let's see what standards distributors should use to select products and whether soy milk is worth entering the market.
**From the perspective of channel distribution,**
**Can it provide the market with real and reliable product selling points?**
In fact, last December, Doubendou launched organic whole soy milk.
Recently, we noticed that Doubendou held an online new product launch event, introducing three new products: original organic soy milk, organic pure soy milk, and organic black soy milk, laying out a full line of plant-based organic products. As of now, Doubendou has launched four organic series products, opening a new track for plant-based organic.
Continuously innovating for two consecutive years, from a brand perspective, Doubendou is undoubtedly a leader in the soy milk category. But from a distribution perspective, in an era of severe product homogenization, whether a new product can become a bestseller depends first on "whether the product has selling points," which are the benefits consumers care about when purchasing.
How to evaluate product selling points? First, look at "what do I have?" Taking Doubendou as an example, let's see what Doubendou has.
**【I have good raw materials】**
Doubendou's production raw materials come from Northeast China, one of the world's three major black soil belts, promoting the "Northeast soybean" brand. Compared to ordinary soybeans, soybeans from the black soil of the Songnen Plain in Northeast China are not only non-GMO but also have higher nutritional value.
**【I have a good origin】**
As is well known, the Songnen Plain in Northeast China, at 102°E and 45°N, is one of the world's only three remaining cold-region black soils. It is a natural oxygen bar adjacent to pristine wetlands. The melted snow from the Lesser Khingan Mountains deeply nourishes this scarce black soil. The soybeans grown on Doubendou's exclusive soybean farm are cultivated without any chemical pesticides or fertilizers, with one crop every two years, yielding nutrient-rich soybeans.
Doubendou's plant-based organic soy milk is born from this exclusive organic farm, with organic certification from source to processing. Each box of soy milk has an exclusive "ID card" issued by an organic certification body, with one box one code, ensuring full traceability.
**【I have good craftsmanship】**
In 2017, Dali Foods Group, after more than two years of research and development, created four core processes: "stone mill wall breaking, pulp purification, molecular emulsification, and aseptic locking." With these four core processes, Doubendou achieved three goals: "no additives, high nutrition, and more convenience."
At the end of 2021, Doubendou launched organic whole soy milk, which innovatively applied whole-bean technology including whole-bean enzyme inactivation and dietary fiber micronization. Without removing the soybean skin and germ, the whole bean is enzyme-inactivated and ground, fully locking in dietary fiber and other original nutrients while retaining the original soybean aroma.
The newly released organic series products use emulsification and homogenization technology to make the milk richer and smoother, achieving a dual guarantee of taste and nutrition.
Next, look at "**what can I bring to consumers?**"
**【National-level product, the best choice for balanced nutrition intake】**
Drinking two cups of milk a day, soy milk and cow's milk together, is gradually becoming a consumption consensus. Among plant proteins, soybeans, known as the "nutrition champion" in plant-based foods, are a major source of high-quality plant protein.
Soy milk products with good raw materials, no additives, high nutrition, and portability are undoubtedly "national-level" nutritional products comparable to cow's milk. Under the national "dual protein" policy, "two cups of milk a day, soy milk plus cow's milk" has become an authoritative scientific dietary "new formula."
**【High-quality organic, a green and environmentally friendly new lifestyle】**
According to the "2020 New Middle Class White Paper," busy work has not stopped the new middle class from perceiving life. Over 70% of the new middle class pursue health and refinement, advocating an organic life full of vitality, which has become a new label for their ideal life.
Green, low-carbon, and environmentally friendly are not just a way of consuming products for the new middle class, but also a life attitude and lifestyle. Especially in family health, the new middle class has reached a new height in their pursuit of healthy and organic living.
Clearly, Doubendou's distinct product selling points are expected to create a high-quality organic era.
However, for distributors, having selling points is certainly an advantage, but what distributors care most about is having both selling points and the ability to sell goods. How can they achieve "the best of both worlds"?
******Under the general trend, can it hit consumers' "three points" of demand?**
The so-called "selling point" is to condense a product's purchase reason into a label, allowing consumers to "see the autumn from one leaf" and "see the world from a grain of sand," so that the sales logic is established and distributors are happy to sell.
But distributors' biggest concern remains, in their words: Can the product be sold long-term? If it only sells for a year or two and then stops, consumers won't buy it, distributors won't make money, and products will be unsold and overstocked, ultimately not worth it.
At this point, it is necessary to reflect consumer demand through product selling points and then see whether this demand is a long-term one.
Consumer demand can be divided into three types: pain point demand, itch point demand, and sweet point demand.
Does Doubendou meet these? Let's analyze.
**【Pain point demand is urgent functional demand】** : The "Dietary Guidelines for Chinese Residents 2022" recommends that adults consume 105-175 grams of soybeans per week, at least 15 grams per day. Converted by protein content (soybeans contain about 40% protein), one box of soy milk (about 250ml) per day meets the daily requirement. So soybeans as a daily essential intake is a pain point.
**【Itch point demand is important but not urgent demand】** : Scenarios such as eating out, business trips, and office afternoon tea require convenient carrying and easy storage, expanding the consumption scenarios of soy milk. This is an itch point.
**【Sweet point demand is interesting and surprising demand】** : On the basis of meeting nutrition and portability, it also brings good soy milk with no additives, a finer taste, and no beany smell, bringing surprise and expectation to soy milk lovers. This is a sweet point.
Therefore, when a product can simultaneously hit consumers' pain points, itch points, and sweet points, the probability of becoming a bestseller increases.
Looking back, among the three organic new products launched by Doubendou this time, "Doubendou Organic Pure Soy Milk" is the first unsweetened high-protein organic soy milk under the Doubendou brand—its ingredient list is "clean" to only organic soybeans and water; "Doubendou Original Organic Soy Milk" adds organic sucrose to meet the needs of those who love health but also have taste requirements for plant nutrition; "Doubendou Organic Black Soy Milk" follows the traditional concept in the "Compendium of Materia Medica" that "long-term consumption of black beans improves complexion and prevents aging," bringing unique "black nourishment" to more segmented consumer needs.
From the dimensions of ingredients, nutrition, portability, and consumer segmentation, Doubendou has a very high fit with consumer needs.
Most importantly, behind this high fit, we see a trend-following mindset becoming a "general trend": consumers' pursuit of health, green, and nutrition has become a long-term trend.
At Doubendou's cloud launch event, Zhao Yinyin, senior analyst of the soy milk industry at international consulting firm Euromonitor, said that in Euromonitor's 2021 consumer survey, 32% of consumers pay attention to product ingredients and claims when purchasing, 44% prefer natural ingredients, and 58% believe organic is more beneficial to health.
During the 2022 Two Sessions, proposals by representatives made "including soy milk in the national milk drinking plan" a hot topic on social media. At the same time, multiple authoritative documents such as the "National Nutrition Plan (2017-2030)" and the "Dietary Guidelines for Chinese Residents" clearly point out the importance of "dual protein" for national dietary nutrition and recommend balanced intake of soy milk and cow's milk, with coordinated industrial development.
With the support of consumption trends and national trends, according to Euromonitor's research data, Doubendou, as a leading brand in national soy milk sales, had a retail market share of about 23% in 2021, ranking first nationwide.
It can be seen that Doubendou not only has a very high fit with consumer needs but also leads a long-term trend demand, providing consumers with a strong purchase motivation. This dual guarantee presents a good product selection example for distributors.
******Whether there is brand assurance is the cornerstone of product sales**
With product quality in place, let's look at brand value. After all, for distributors, with the current repeated epidemics and too many uncertain factors, when representing a product, they need to see whether the brand behind it is strong enough. To "grow old together" with a brand, they must choose a major brand with experience and strength in hedging economic cycles, even if "the east is not bright, the west will be bright."
As is well known, Doubendou began to focus on the plant protein track in 2017. Five years of steady development can be said to have hit the "windfall" of consumption and policy. Driven by good origin, good raw materials, and good craftsmanship, it has become the "three-good student" in the soy milk industry. It is precisely Doubendou's continuous deep cultivation and innovation in the soy milk industry, constantly improving the product matrix and upgrading product nutrition, that has earned it a group of loyal users in the market.
Looking back at the development of China's soy milk industry, before 2000, "soy milk = bulk soybean milk," and small workshop production models could not guarantee safety and quality; from 2000 to 2017, soy milk entered the 2.0 era, with packaged soybean milk becoming mainstream and safety gradually improving, but due to process limitations, there were problems such as many additives and low protein.
In contrast, we summarize Doubendou's product rules: from bulk soybean milk to organic soy milk, it is a horizontal product upgrade from nothing to something; from the first additive-free, high-protein soy milk that can be stored at room temperature, the first room-temperature plant-based soy yogurt, to the first whole soy milk that can fully retain soybean dietary fiber, this is a vertical product innovation from more to better.
In five years, Doubendou has pushed China's soy milk market to new heights, making organic, nutritious, and high-end its synonymous labels.
Indeed, Doubendou has created multiple firsts in the industry. At the cloud launch event, Tian Yuanxin, vice president of Dali Foods Group, said: "From no additives to organic, from craftsmanship to raw materials, the continuous upgrade and innovation is not only the need for Doubendou's industrial development but also Dali Foods' 'original intention' to meet the diversified nutritional needs of the people in more diverse ways.
In the future, Doubendou will continue to uphold the new consumption attitude of returning to nature, pursuing health, low-carbon, and environmental protection, bringing plant nutrition to more life scenarios and contributing to meeting the balanced nutritional needs of the people."
From Tian Yuanxin's speech, we can see some clues: Doubendou positions itself at a higher national level, and its "ambition" is to become one of the classic national nutritional beverages.
As brand value becomes increasingly important in distributors' eyes, Doubendou, as a continuously cultivated excellent brand, will also bring the greatest brand assurance to distributors.
Undoubtedly, when distributors search for brand "information sources," brand assurance is also very important. After all, consumers are also willing to buy products with brand value as a guarantee.
**Final words:**
Looking at the national trend, consumption trend, and industry trend, these three major trends have contributed to Doubendou's momentum. This momentum is a long-termism that can cross small cycles and see through large cycles.
In the current food and beverage industry, Doubendou can be said to be a model of long-termism.
The "long-termism" here is to identify the "direction" of trends on the timeline.
If a company wants to become a long-termist, it must first learn to "seize the momentum." You must be able to see the development context of things over time to choose which direction to go long-term.
According to JD Super's "2022 Organic Category Consumption Trend White Paper," by 2023, China's organic market size is estimated to reach 107 billion yuan, steadily entering the hundred-billion era.
Clearly, Doubendou is accelerating toward the hundred-billion-level track.
**Are you "watching" me?**


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