New Distribution has long observed that while hundreds of thousands of FMCG products launch annually, few withstand market tests. In the past, with single channels and traffic dominance, a product's mission ended once it hit the shelves, relying on high traffic, big brands, and channel dividends. Today, manufacturers focus on whether products sell after shelving and sustain sales over time. Today's market demands more from products; distributors no longer choose solely based on brand recognition but on the product's sell-through power. Consumers are happy to buy, distributors are happy to sell, and crucially, it drives synergistic growth of surrounding products. During research, New Distribution observed that Panpan Food, a domestic brand, launched its first strategic product of 2024, Swirl Toast, which sold over 10 million units within 2 months and boosted mid-shelf bread sales by 45%, showing rapid growth and strong potential. ****Over 10 Million in 2 Months Recreating the "Small Bread" Myth As is well known, Panpan Food once created a sales myth with "French-style small bread, Panpan is still the best," becoming a representative national bakery brand. At the end of last year, Panpan Food initiated a brand renewal strategy, upgrading its brand positioning to "National Bakery Big Brand," focusing on packaged bakery products, building a food group centered on bakery, and launching its first strategic bakery product—Swirl Toast Bread. Within 2 months of official launch, sales soared and quickly surpassed 10 million, winning the love and praise of many consumers, including several Olympic champions. Olympic champions Zhang Yufei, Wang Siyu, Zhang Linyan, among others, expressed in video blessings: "Toast is still Panpan's best!" and "For breakfast, I eat Panpan Swirl Toast." At a recent event in Guizhou themed "National Bakery Big Brand, Craftsmanship Quality for the Olympics," Panpan Food's production launch and brand strategy upgrade and new product launch, Asian Games champion Ge Manqi praised the Swirl Toast on-site: "Panpan Food is a national big brand, trustworthy." She said that when competing abroad, she often misses home, and Panpan is "the taste of China." "In the future, I will bring Swirl Toast to Paris; it's a must for breakfast, and I can eat it when training hungry. I'll also share it with international friends to let them taste China's bakery delicacies." Upon launch, this Swirl Toast immediately became the breakfast choice for Olympic champions. With its unique swirl craftsmanship and soft texture, it started a new toast trend, impressing in both taste and formula. It is understood that Swirl Toast Bread has been fully renewed in taste, offering 4 flavors: sweet and savory, including hawthorn, matcha, salted egg yolk, and coconut latte, to meet different consumer preferences. Using premium global wheat paired with fresh fruit jam, it creatively features a unique turbine-like swirl design, with each layer tightly rolled like a turbine; multiple pressing techniques knead the dough, repeatedly stretching it, resulting in clearer texture, crispy outside and soft inside, with a soft yet chewy feel, and each layer is filled with rich, aromatic filling. The formula has been fully upgraded. Panpan Food observed that consumers are increasingly concerned about healthy foods, so they added trehalose to the Swirl Toast formula to reduce sweetness, lessening health burden, while ensuring 0 trans fatty acids, meeting consumers' pursuit of healthy foods. This masterpiece also earned Panpan its first victory after brand renewal: Swirl Toast won the 2024 International Taste Award, known as the "Oscar of the food industry." It is proven that Panpan's new product captured the core logic of a hit product, with rapid short-term explosion, fast traffic, and surging buzz. But the goal of making a hit product is not just to make a hit; it's to explore a super single product, find a sustainable and leading long-term product. So, what is the logic of a super single product? Does Swirl Toast Bread have such potential? ******"Champion's Breakfast" Precise Positioning** Driving Terminal Purchasing Power The birth of a super single product often involves cultivating consumers. Many companies cultivate consumer journeys by increasing distribution, sending products to consumers through various channels, while simultaneously telling consumers how good the product is. But many consumers remain indifferent, often turning it into a corporate "one-man show." This model is becoming less effective in today's market. Let's look at the full consumer purchase journey: See the product—Stimulate demand—Influence decision. The difficulty lies in the latter two: while informing consumers of product features and benefits, also create scenarios for product use. That is: Scenarios define demand, and demand defines products. Swirl Toast Bread is positioned as "Champion's Breakfast," conveying two messages: "champion quality" and "breakfast scenario." Stimulating Demand: Seizing the Breakfast Scenario People's lives are composed of specific scenarios; needs arise in scenarios. Seize the scenario, and you seize demand and growth. Scenarios can be divided into mainline and branch scenarios. Super single products often occupy mainline scenarios and extend from there. Swirl Toast is positioned in the breakfast scenario, which has two characteristics: high frequency and rigid demand. This invisibly creates a mainline scenario for Panpan, with huge sales growth potential, solidifying its foundation in the bakery track. Combined with the portability of toast bread, it breaks through the breakfast scenario. Once consumer awareness is established, the scenario will extend infinitely, expanding to more branch scenarios like travel, afternoon tea, business trips, camping, etc., with growth snowballing larger and larger. Influencing Decisions: Champion Quality Consumers' quality requirements for breakfast are self-evident: first, healthy; second, nutritious. As mentioned, the toast bread has been fully upgraded in taste and formula, all stemming from Panpan's excellent production lines. In production processes, the champion Swirl Toast's entire production and R&D process adheres to "champion quality" standards, with fully automated production lines, a testing center certified by CNAS, and all products traceable. Currently, Panpan has 17 modern production bases nationwide, with 100,000-level purification workshops, a total of 126 nationally authorized patents, and has established global R&D laboratories, forming an international R&D team. It has collaborated extensively with over 30 higher education institutions and research units, including the German DMF Research Institute, the Chinese Institute of Food Science and Technology, and Jiangnan University, establishing global laboratories to promote comprehensive product optimization and upgrades. Precise scenarios plus visible high quality drive consumer purchasing power, allowing Panpan to transform from French-style small bread to Swirl Toast, from an "old brand" to a "National Bakery Big Brand," completing a magnificent turnaround. At the same time, the mature bakery genes accumulated from "French-style small bread" give Panpan greater say in developing mid-to-short shelf-life products, pursuing nutrition, freshness, and health. On this basis, Panpan is seizing the momentum, continuously iterating new packaging and processes for Swirl Toast, and will launch the Swirl series, including Swirl Small Bread and Swirl Small Cake, which will also be upgraded, injecting a strong boost for distributors. It is worth mentioning that Panpan has been selected multiple times as a food sponsor for national sports events, sponsoring numerous international sports events, and is designated food for national/international meetings. At events like the BRICS Xiamen Summit, Boao Forum for Asia, and the SCO Qingdao Summit, it represented Chinese food in hosting distinguished guests from various countries. After being selected as a sponsor for events like the Beijing Winter Olympics and Hangzhou Asian Games, it successively signed Olympic champions such as Zhang Yufei, Ge Manqi, and Wang Siyu. Panpan is also a sponsor of the Chinese Women's Football Team, leveraging champion quality to stand alongside the Olympics, establishing a healthy, nutritious champion brand image in consumers' minds. ****Full-Chain Empowerment for Distributors Boosting Terminal Sales The logic for distributors in product selection is to have both product selling points and long-term sales potential, making it a profit-growth product in their portfolio. The best selling point condenses 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." "Champion's Breakfast," as the name implies. To this end, Panpan Food adopts a diversified channel strategy, simultaneously pushing online and offline, and after launching to the market and channels, it has received widespread praise. Online, it uses new media platforms like Douyin and Xiaohongshu for product seeding, recommended by multiple Douyin influencers with millions of followers, with overwhelmingly positive video reviews, praising the bread's taste, refreshing consumers' perception of Panpan as a national bakery big brand, and firmly locking in consumer mindshare. Offline, channel distribution flows quickly, with distributors frequently reporting positive feedback: Swirl Toast is chewy and tasty, the "Champion's Breakfast" selling point stands out, and with trial promotions, consumers are quickly willing to buy; different flavors are packaged systematically, displayed prominently in bulk areas, quickly catching consumers' attention and establishing Panpan's big brand image. Some regional distributors have already achieved 3 inventory turnovers, greatly boosting distributor confidence and attention to this strategic product, while also bringing a bright opening result for the brand strategy upgrade. Additionally, Panpan Food's co-branding with Sinopec Easy Joy covered over 200 million impressions, distributed 100,000 Swirl Toast gift packs for free during the 2024 Spring Festival, elevator media covered 29 cities, and bus advertising has been published in 20 cities, with numbers continuously increasing. Clearly, Swirl Toast has brought Panpan Food both reputation and turnover, and it has become the fastest mid-shelf product to surpass 10 million in sales, driving the group's overall mid-shelf product sales up by 45%. This undoubtedly sends a powerful trust signal to distributors, terminal stores, and consumers. It is evident that Panpan Food, with 28 years of craftsmanship quality, has laid a solid foundation of national recognition. Panpan's chairman, Cai Jin'an, has upheld the philosophy since entrepreneurship that "Panpan Food is made for loved ones," ultimately leading Panpan from a small food factory in Jinjiang, Fujian, to a representative of domestic brands, exported to over 50 countries and regions worldwide. The successful breakout of Swirl Toast Bread adds another "golden signboard" to this domestic brand, expected to become another super single product after French-style small bread, accelerating the mid-shelf battle in the "National Bakery Big Brand" strategy, and helping Panpan Food Group achieve a future of "one super, multiple strong; one dominant, multiple super" in the bakery industry.