"Almost every day, manufacturers come to push new products, but many of them struggle to sell through after distribution, leading to inventory buildup and slow turnover..." This was the common sentiment expressed by several snack food distributors during a recent frontline survey by the New Distribution team. In today's FMCG market, competition is increasingly fierce. While many products seem capable of becoming hot, those that can truly achieve wide distribution, fast movement, and long-lasting vitality are indeed becoming scarce. New Distribution has noticed a product that broke through the market's limitations: Yanjin Shop Damowang Sesame Sauce Konjac Tripe. Through category innovation and authentic flavor, it has become a phenomenon in the konjac snack category. In 2024, Yanjin Shop Damowang and Liubiju launched a co-branded Sesame Sauce Konjac Tripe, which quickly gained market recognition. In March of this year, the single product, single flavor, achieved monthly sales exceeding 100 million yuan. On October 16, the two parties announced a strategic upgrade, elevating the collaboration from a co-branding to a ten-year strategic partnership, with a launch ceremony held in Beijing. In just over a year, Damowang Authentic Sesame Sauce Konjac Tripe has not only surpassed 5 million yuan in monthly sales at channels like Walmart, M Membership Store, and Hema, a year-on-year increase of 649%, but also sold over 1 million packs monthly on Douyin. It has successfully entered Southeast Asian and American markets, becoming a key component of Yanjin Shop's overseas expansion strategy. Hot products are easy to come by, but long-term success is hard to achieve. Why has Damowang Authentic Sesame Sauce Konjac Tripe been able to transition from a hit product to a mainstream, long-term product? Breaking Through Homogenization: Building a Mental Barrier with "Authenticity" Today, when "sugar-free tea" becomes popular, all brands immediately launch sugar-free tea; tomorrow, when "daily nuts" heat up, a dozen similar products appear on shelves. Konjac snacks are no exception. Despite a high growth rate with a compound annual growth rate exceeding 20%, the category has not seen diversified innovation, with product offerings relatively concentrated. When a new concept becomes popular, brands rush in, and soon the blue ocean turns red. In a market flooded with low-quality, homogeneous imitation supply, how consumers make decisions is key to a brand's breakthrough. During a recent visit to a major snack food distributor, he shared an insight: "Even if some products become hot in the short term, many are fleeting. What truly endures are brands that can establish a mental barrier in the market." Damowang Authentic Sesame Sauce Konjac Tripe has precisely achieved this—countering homogeneity with authenticity. Through deep cooperation with Liubiju, it has strengthened the mental association of "Sesame Sauce Konjac Tripe = Damowang," turning a classic flavor into a verifiable standard, converting deliciousness into sales, and transforming short-term popularity into long-term value. Why has Damowang Sesame Sauce Konjac Tripe been able to penetrate the "authentic" mental barrier?

  1. Authentic Sourcing Liubiju's sesame sauce flavor and production techniques have been refined and validated over centuries. The ten-year strategic cooperation is not merely a co-branding but transforms Liubiju's intangible cultural heritage sesame sauce standards into core product advantages, ensuring authentic and stable flavor from the source. Every bite is a traceable, replicable, culturally endorsed authentic taste.
  2. Authentic Craftsmanship Using premium Yunnan flower konjac and high-quality Indonesian yellow konjac, the product employs -18°C freezing and crisping technology and high-precision cutting techniques to maximize the crispness of konjac, replicating the texture of real tripe. In the seasoning process, innovation is built upon Liubiju's traditional sesame sauce secret recipe, in collaboration with flavor masters from Jiangnan University. After thousands of formula adjustments, a balanced flavor that is fragrant but not greasy has been achieved.
  3. Authoritative Certification At the brand's inception, it entered the market with an innovative category and received Frost & Sullivan's "Pioneer of Konjac Vegetarian Tripe" certification [1], creating a new track in the leisure vegetarian snack sector. At the October 16 press conference, Damowang Sesame Sauce Konjac Tripe received four certifications from Shangpu Consulting: "National Pioneer," "No.1 in Repurchase Rate," "No.1 in Positive Reviews," and "China's Konjac Snack Growth King" [2], substantiating the product's competitiveness with real data. "Authenticity" is not just a flavor or label; it is a strategic choice. In a highly homogeneous supply environment, brands need a "certainty anchor" that can penetrate price and packaging competition. Damowang has solidly established core product competitiveness through sourcing, craftsmanship, and certification. By using "authenticity" as a strategic mental anchor, it has achieved a leap from product competition to brand competition. For consumers, it reduces decision-making costs and taps into their emotional identification with quality and traditional flavors. For channel partners, it provides growth certainty, encouraging them to increase investment. For the brand itself, during the accelerated competition phase in the konjac category, it has taken the lead in defining the category with "authentic + pioneer," setting industry standards. New challenges also arise: once the consumer mental barrier of "authentic" is established, how does the brand maintain channel vitality and brand influence in a rapidly changing market? From Hit to Long-Term Success: Omnichannel Operations Unlock Sales In the FMCG industry, creating a short-term hit product may not be difficult, but achieving sustained volume is. Stable sales conversion is key to determining whether a product can transition from temporary popularity to a long-term business. Damowang Authentic Sesame Sauce Konjac Tripe has delivered an outstanding performance: online monthly sales exceed 20 million packs, offline presence in over 10,000 terminal outlets, and within 16 months of launch, single-product monthly sales surpassed 100 million yuan. From convenience store chains to small shops on street corners, its active displays can be seen, maintaining strong momentum across different channels. What has the brand done right?
  4. Refined Product Portfolio: Maintaining Category Momentum and Profit Margins Single-specification or single-price-band products can no longer meet the diverse needs of today's consumers. Damowang has built a refined product matrix: from 1-yuan trial packs, 3-5 yuan mainstream packs, to 9.9-yuan bulk packs and 19.8-yuan value packs, covering various forms such as bags and boxes, to match the differentiated sales needs of convenience stores, supermarkets, and online platforms. At the same time, the brand closely follows the psychology of Generation Z, who seek novelty and are willing to try new things. With classic sesame sauce as the core, it continuously builds a composite flavor system, such as cilantro sesame sauce and garlic sesame sauce, to stimulate young consumers' purchase interest.
  5. Omnichannel Resonance: From Traffic to Trust, Deeply Engaging Young Scenarios Sustained sales momentum relies on brand penetration and mental occupation in consumers' minds. Damowang has carried out brand building from multiple angles and levels: from traffic ignition, to scenario penetration, to trust accumulation. First, it used entertainment marketing as a breakthrough, collaborating with celebrity spokesperson Lin Yi, integrating into his hit drama "Shh, the King is Hibernating," and holding a "100 Million Celebration and Fan Meeting" event to turn sales achievements into brand topics. It also partnered with the game IP "Peace Elite," conducting product co-creation around the "PSI International Anchor Tournament," precisely targeting young people's entertainment scenarios and playing with them. After being "seen," the brand needs to be further "experienced." Damowang Sesame Sauce Konjac Tripe participated as a core brand in the first "Snack Music Festival," using free tastings, interactive installations, and NPC parades to establish high-frequency brand interaction among 70,000 live audience members, reinforcing its "fun and playful" image. It also launched a national "Campus Challenge," using immersive experiences and social media dissemination to penetrate university scenarios, building deep connections with Generation Z and accumulating long-term brand assets. From precise anchoring of the single-product mental image, to rational layout of the product portfolio, to omnichannel online and offline ignition... The brand's series of deep user operations have turned "authenticity" into actual sales results, truly transforming a hit product into a long-term product that distributors dare to sell, are willing to promote, and can sustain. Winning Channel Confidence: Making Distributors Willing to Promote "Sales movement is the real deal," said Mr. Yang, a full-category distributor in East China. "Only when we see actual shipments and repurchases do we dare to continue investing." New Distribution has visited a large number of distributors in the past. We have found that with the acceleration of new product iterations and generally shortened lifecycles, distributors have formed a more cautious evaluation system for product selection, with the core being "sells well, earns long." Specifically, from the brand side, whether it is long-term oriented; from the product competition side, whether it has a definite advantage in channel and price combination; from the resource side, whether it has the ability for continuous empowerment and steady growth. Mr. Zhang, a snack food operator in Hefei, told us that Damowang Authentic Sesame Sauce Konjac Tripe became her main promoted product under this screening logic. She shared: "This product has a terminal repurchase rate as high as 40%, with an average sales cycle of only 15 days, far outperforming similar products." Channel confidence mainly comes from three pillars:
  6. Brand Level: Long-termism Provides Stable Expectations As the first independent sub-brand strategically incubated under Yanjin Shop, Damowang leverages the listed company's capital, resources, and market experience, allowing distributors to see stable growth prospects. At the same time, through over 100,000 influencer endorsements, popular variety show placements, and top celebrity endorsements, it creates a virtuous cycle of brand heat and terminal demand for distributors.
  7. Product Level: Omnichannel Precise Layout The SKU matrix with multiple specifications and price bands covers diverse scenarios from instant trial to family sharing, meeting the needs of different channels. Mr. Zhang said: "Damowang's SKU layout not only meets young people's demand for small packages but also covers family consumption through bulk packs, with clear sales logic in different terminals."
  8. Resource Level: Ten-Year Strategy Ensures Quality and Momentum The ten-year strategic cooperation with Liubiju provides Damowang with long-term, stable raw material supply, ensuring authentic flavor and immunity to external competition and supply fluctuations. "The ten-year pact means stable supply and consistent policies, allowing us to confidently promote the product and invest deeply." For distributors, this is definitely not a one-time hit but a long-term product with certain growth, clear returns, and continuous empowerment. Final Thoughts As the snack food market falls into homogeneous competition and price wars, the success of Yanjin Shop Damowang Authentic Sesame Sauce Konjac Tripe lies not only in achieving a single product exceeding 100 million yuan but in adhering to a growth logic based on product quality and channel confidence. By building a system of "authentic flavor + omnichannel operations + channel win-win," it has turned authentic sesame sauce konjac tripe from a hit product into a category benchmark, providing the industry with a verifiable, replicable, and sustainable growth path. In 2025, as the brand further expands into markets such as the United States and Malaysia, Damowang is moving from regional penetration to global cultivation, with the mission of "globalizing Chinese flavors." In today's era where Generation Z is the main consumer force, it is not just a product but a strategic sample of brand rejuvenation and category innovation—using authenticity to hold the foundation, innovation to open markets, and omnichannel operations to achieve sustained growth. Notes: [1] Frost & Sullivan completed its research in September 2023 based on statistics on the sales time of vegetarian tripe slice products across all channels in mainland China. [2] Shangpu Consulting Group completed its research in October 2025 based on consumer surveys, industry expert interviews, and enterprise interviews across the national (excluding Hong Kong, Macao, and Taiwan) omnichannel market. Among them: "National Pioneer" is based on omnichannel comparisons from product launch to September 2025; "No.1 in Positive Reviews" covers January 2023 to September 2025; "No.1 in Repurchase Rate" and "China's Konjac Snack Growth King" cover January 2023 to December 2024.