---
title: "Le Yao Ju Classic Products Relaunched: 3 Strategies to Help Distributors Activate the Market!"
description: "The outbreak of COVID-19 has brought new opportunities and challenges to the frozen food industry. On one hand, while channels like foodservice were hit hard during the pandemic, circulation and e-commerce channels saw a surge in demand. On the other hand, as the pandemic stabilizes and consumption normalizes, foodservice is recovering, and consumer demand from households online and offline has not declined. According to Kantar Consumer data, post-pandemic consumers still purchase higher-priced frozen foods and buy more in bulk, with stockpiling needs persisting."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-08-01"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/le-yao-ju-classic-products-relaunched-3-strategies-to-help-distributors-19b2b761/"
markdown: "https://xinjignxiao.com/en/articles/le-yao-ju-classic-products-relaunched-3-strategies-to-help-distributors-19b2b761.md"
original_source: "https://mp.weixin.qq.com/s/pWn9hktDfsYUO6w1dN95HA"
translation: "https://xinjignxiao.com/zh/articles/%E4%B9%90%E8%82%B4%E5%B1%85%E7%BB%8F%E5%85%B8%E4%BA%A7%E5%93%81%E5%85%A8%E6%96%B0%E4%B8%8A%E5%B8%82-3%E5%A4%A7%E7%AD%96%E7%95%A5%E5%B8%AE%E5%8A%A9%E7%BB%8F%E9%94%80%E5%95%86%E6%BF%80%E6%B4%BB%E5%B8%82%E5%9C%BA-19b2b761.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/le-yao-ju-classic-products-relaunched-3-strategies-to-help-distributors-19b2b761/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Le Yao Ju Classic Products Relaunched: 3 Strategies to Help Distributors Activate the Market!

> The outbreak of COVID-19 has brought new opportunities and challenges to the frozen food industry. On one hand, while channels like foodservice were hit hard during the pandemic, circulation and e-commerce channels saw a surge in demand. On the other hand, as the pandemic stabilizes and consumption normalizes, foodservice is recovering, and consumer demand from households online and offline has not declined. According to Kantar Consumer data, post-pandemic consumers still purchase higher-priced frozen foods and buy more in bulk, with stockpiling needs persisting.

The outbreak of COVID-19 has brought new opportunities and challenges to the frozen food industry. On one hand, while channels like foodservice were hit hard during the pandemic, circulation and e-commerce channels saw a surge in demand. On the other hand, as the pandemic stabilizes and consumption normalizes, foodservice is recovering, and consumer demand from households online and offline has not declined. According to Kantar Consumer data, post-pandemic consumers still purchase higher-priced frozen foods and buy more in bulk, with stockpiling needs persisting.

Against this backdrop, Xiamen Chenji Le Yao Ju Food Co., Ltd. (hereinafter referred to as Le Yao Ju) has undertaken an unprecedented product upgrade, involving its most classic products: the Lava Custard Bun and Honey Char Siu Bun. These two products have been sold for 8 years and are deeply loved by consumers. This upgrade is a masterpiece crafted after years of deep industry experience, multiple considerations, and repeated trials.

**-01-
Highlights of the Product Upgrade**
Le Yao Ju's two classic products, the **Lava Custard Bun** and **Honey Char Siu Bun**, have been upgraded, and two new flavors have been added to the product line: **Loquat and Pear Lava Custard Bun** and **Fragrant Char Siu Bun**.

**1. Lava Custard Bun – More Ingredients, Same Price**
**"One bite, bursting with juice"** is the selling point that has made this product widely loved. The upgrade keeps the same flavor but **adds an egg aroma to the dough**, making the custard bun more fragrant and irresistible.

**2. Honey Char Siu Bun – More Quantity, Same Price**
**"Big bites of meat for more satisfaction"** – the upgrade of Le Yao Ju's Honey Char Siu Bun is reflected in portion size. The flavor remains the same, but **the meat filling has been increased by 50g per pack**, making it more delicious and satisfying.

**3. Loquat and Pear Lava Custard Bun – New Flavor**
**Loquat and Pear** is a new flavor developed based on the Lava Custard Bun. It retains the original one-bite-bursting characteristic **and introduces the new flavor of loquat and pear, giving it a refreshing, sweet taste that breaks the barrier between desserts and dim sum.**

**4. Fragrant Char Siu Bun – New Flavor**
The Fragrant Char Siu Bun is developed based on the Honey Char Siu Bun, incorporating the milky aroma of **"Five-Finger Peach"** (a type of fig) into the filling. It is worth noting that Le Yao Ju has put great effort into these two innovative flavors, resulting in a refreshing and fragrant taste.

**Additionally, it is also known as "Five-Finger Milk" due to its natural, subtle milky aroma.** Because of this special milky flavor, Cantonese people often use it to make soup, which is loved by the whole family. The char siu bun made with Five-Finger Peach is **fragrant and refreshing, not only nourishing but also with a sweet milky taste, offering a pleasant surprise.**

**-02-
Why the Product Upgrade?**
**Behind the product upgrade is Le Yao Ju's ultimate pursuit of product quality.**

Le Yao Ju has always held itself to the standard of star-rated dim sum. As the exclusive dim sum supplier for 3,000 five-star hotels nationwide, it has received honors such as "China Famous Dim Sum," "Fujian Famous Dim Sum," and "Special Product of the Chinese Culinary Masters Committee."

Currently, Le Yao Ju has established offices in multiple provinces, and its products are sold in star-rated hotels and well-known chain restaurants across the country. For example, Haidilao, 7-Eleven, and RT-Mart have all established long-term cooperation with Le Yao Ju.

Many consumers first taste the products at banquets, notice the Le Yao Ju brand on the paper liner under the buns, then search online and purchase the products, creating a good reputation among consumers. Even many food bloggers voluntarily recommend Le Yao Ju on Zhihu, Xiaohongshu, and WeChat official accounts.

Based on this, Le Yao Ju holds itself to the standards of star chefs, continuously pursuing product quality and meeting more consumer tastes. **This innovation is not only an improvement in product quality but also the launch of two new flavors to meet the needs of more people across northern and southern China.**

**Furthermore, the launch of new products is a way to reactivate old products and the market.**

The Lava Custard Bun and Honey Char Siu Bun are Le Yao Ju's founding products, with enduring product strength. However, after many years on the market, their activity inevitably declines. Coupled with the continuous upgrading and changes in the market and consumers, and the increasing number of similar products and intense competition, only by achieving "better than others" and constantly breaking through can the company maintain the market position of old products while using new products to activate more market opportunities.

For example, Le Yao Ju's products were previously sold mostly through B-end foodservice distribution channels. Now, there are more emerging channels to enter, such as new retail, community group buying, and live-stream e-commerce. The new products, with extended flavors, can match more consumer tastes and help reach more people.

**-03-
What Are the Benefits for Distributors?**
Product upgrades are not only crucial for the brand but also for distributors. To assist distributors in promoting new products, Le Yao Ju has a series of favorable policies.

**1. Rich Marketing and Promotional Activities**
100% winning rate from August 1, 2020 to October 31, 2020.
All products now come with a QR code promotion (one code per product). After purchasing, consumers will find a food-grade card with a QR code inside each pack. Scanning the code guarantees a cash red envelope, with additional physical prizes, making it easier for distributors to sell.

**2. Incentive Policies**
In terms of channel strategy and to motivate distributors at all levels, Le Yao Ju has set up rich incentive policies for different distribution systems, offering generous exclusive prizes and gifts to all distributors. During the promotional period, distributors who accumulate a certain amount of purchases will receive gifts such as microwaves, freezers, and mobile phones.

Additionally, secondary distributors who place orders of a certain quantity during the period from August 1 to October 31, 2020, will receive free gifts such as steamers and Honey Char Siu Buns with their orders!

**3. Channel Expansion**
This new product upgrade lays the foundation for distributors to explore more channels. Distributors can take this opportunity to reach more emerging channels.

Times have changed, and more and more distributors feel that business is difficult. In fact, the frozen food industry has been gradually cooling in recent years, with no significant growth. However, times will not abandon you forever. For example, this pandemic has brought opportunities to the market, but how many people can seize them? The core is that when times change, companies must change, and distributors must change too.

Most distributors may only operate in the foodservice channel. When the pandemic hit and foodservice shut down, what could they do? The same products might be selling like hotcakes for other distributors, even out of stock.

Therefore, not only brands need to be omnichannel, but distributors too. Distributors have been doing business locally for years; they lack neither resources nor money, but the determination to change and develop. Merely holding onto existing stock is not enough; when the big wave comes, they often have no ability to resist.

From the brand's perspective, Le Yao Ju hopes to grow and change together with distributors. The brand empowers the product, and the distributor empowers the channel. Only through manufacturer-distributor cooperation can we go faster and further.

**New products, new challenges, new opportunities – are you ready, distributors?**

**Channel Cooperation Hotline:**
>
>
>
>
>
>
>
>
>
>
>
Tips will be paid 400-2000 yuan once adopted.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671