As spring begins, it's time for distributors to adjust their product portfolios. In today's market of overcapacity and stock competition, there is no shortage of FMCG products. But for distributors, they are always on the path of product selection. Terminal store owners have no obligation to help you sell products, so choosing products with strong sell-through capability is equivalent to half the success of your distribution business.

In terms of product selection, distributors care most about these four issues: brand strength (whether the manufacturer has strength and whether the brand has consumer awareness) + product strength (whether the product has selling points) + precise market entry timing (whether the category is in a windfall period or decline period) + consumer reach assurance (understanding the brand's communication methods).

Today, with these four questions in mind, we will work with the new product logic of industry leader Labixiaoxin Foods to solve these four major pain points for distributors.

Distributor Product Selection Logic 1: Brand Strength is the Guarantee of Building Consumer Awareness

Distributors understand that on a dazzling shelf, one of the important factors for a product to attract consumers is the brand. A simple example: the best-selling bottled water is Nongfu Spring, which has many water sources. If the water from these sources were bottled under other brands, would it still achieve the current performance? Obviously not. This is brand value, and it also reflects the comprehensive strength of the enterprise behind the brand.

Labixiaoxin Group was established in 2000, mainly producing jelly pudding, candy, bakery, beverages, leisure cooked food, instant food, and other leisure foods, with products covering 6 major series and more than 300 varieties.

In December 2011, it was officially listed on the Hong Kong Stock Exchange. The jelly products pioneered the jelly strip, and the jelly technology has reached a leading position in China, making it one of the largest jelly producers in China. "Labixiaoxin" jelly was rated as "China Famous Brand Product" and was invited to participate in the formulation of the "National Standard for Jelly";

The candy products have achieved breakthrough growth in the category, winning the "China Famous Brand" title for consecutive years and the "Well-known Trademark" title recognized by the State Administration for Industry and Commerce. The enterprise was invited to participate in the formulation of national or industry standards for "Hard Candy" and "Safety Requirements for Candy and Chocolate Production." Creating the brand connotation of "Quality Snack Guardian, Every Bite is Selected," adhering to the business philosophy of "Close to customers, listening to their needs is the starting point of management," from the brand image of the jelly industry, gradually committed to becoming a leading brand in China's leisure snack industry. This is the best interpretation of "brand strength" by Labixiaoxin for consumers and distributors.

Distributor Product Selection Logic 2: Three Major Strategies to Reshape Product Strength

For distributors, product strength is never a flashy concept, but real materials, high quality, real differentiation, and close to consumers' real needs. Only in this way can we truly occupy consumers' minds and thoroughly solve the problems of product sell-through and consumer repurchase. Regarding product strength, Labixiaoxin does this:

1. Addition - Nutritional Addition: Cheese

For over 20 years, Labixiaoxin has been tirelessly innovating products, continuously bringing happiness and deliciousness to every family.

Based on the increasing desire of consumers for snacks that are both delicious and healthy, after layers of screening, high-protein, high-calcium cheese came into our sight. After more than 10,000 repeated trials and refinements, the "Xiaoxin Lulu" cheese drink finally came out, adding 5% imported cheese, containing calcium and protein, rich in cheese aroma, double enjoyment of nutrition and deliciousness!

2. Multiplication - Cross-border Addition: Ice Cream

For young people, ice cream and pudding are irresistible snacks, deeply sought after by the market and enduring. For distributors, they can be said to be market "hard currency." So what kind of explosive product will the cross-border combination of ice cream + pudding produce?

Labixiaoxin dares to innovate, launching an ice cream-flavored pudding with 86°C fresh-keeping sterilization process and protein content ≥1%, giving consumers a fragrant, smooth, soft, and cool experience; at the same time, this product is a tender pudding at room temperature and ice cream after freezing, satisfying consumers' dual desire for ice cream and pudding.

3. Subtraction - Reducing Additives: Healthification

After every public health safety incident, consumers' concept of healthy consumption will usher in an upgrade. The pandemic has deepened people's health awareness worldwide. For consumers, food is not only delicious but also bringing more health impacts. In addition to paying attention to the basic demands of food, more attention is paid to whether this product has its own health attributes.

Labixiaoxin's lactic acid bacteria konjac jelly is a combination of lactic acid bacteria and konjac, with double health concepts, adding high-concentration lactic acid bacteria fermentation liquid ≥2%, magical food konjac powder ≥0.2%, 0 fat, enjoy deliciousness, new squeeze eating method, safer to eat.

Distributor Product Selection Logic 3: The Wind Has Arrived, Distributors Can Win by Following the Trend

A distributor who has been in brand agency business for many years said: "When representing any product, you must follow the trend. The ideal situation is when the consumption trend has just formed, and you happen to have a matching product in hand. Then it's hard not to make money. Conversely, it will be very miserable." Indeed, seizing the wind is one of the core elements for distributors in product selection.

1. Why does Labixiaoxin make suckable cheese?

These ten reasons give distributors the answer.

Reason 1: The penetration rate of cheese among Chinese consumers has reached 79%, the cheese market has been educated and matured, and entry is barrier-free. Reason 2: In the dairy market, cheese has the highest perceived value. Reason 3: Loved by parents and children, meeting the pursuit of nutritional quality. Reason 4: Cheese already has the concept of differentiated competition, with rich opportunities for diversified innovation. Reason 5: Solves the problem of children who love snacks but don't like drinking milk. Reason 6: There is a blank opportunity in the market; no one has done it yet. Reason 7: Cheese flavor is very popular and comes with its own hot spot. Reason 8: Rich cheese aroma and full milk flavor, in line with consumer taste preferences, with rich associations. Reason 9: Low carbohydrates, high-quality fat, high-quality protein, no psychological burden to eat. Reason 10: The way cheese is paired with drinks is deeply loved by young people.

Business competition is systematic competition. Based on these ten reasons, let's deeply analyze Labixiaoxin's new product strategy.

First, the spread of product story: A new generation of nutritional snacks, jelly meets cheese, deliciousness and nutrition are not let down;

Second, the spread of product concept: Delicious, drinkable, and nutritious; then benefit support: real cheese: adding ≥5% imported cheese, containing calcium: about 50mg calcium per pack, adding protein: 2.4g protein per pack;

Finally, brand positioning: Pioneer of nutritional snacks. Such a clear product strategy gives distributors a clear operational idea whether in product promotion, consumer awareness, or consumption scenario building.

2. Cross-border + Innovation Combination Helps Distributors Succeed

As we all know, cheese is also known as "gold in milk," about 10 kilograms of fresh milk can extract 1 kilogram of cheese. Secondly, the ice cream market size is nearly 100 billion, and it is one of the fastest-growing categories in the cold drink segment.

Labixiaoxin firmly grasps the two "windfall" categories, continuously cross-border and innovating, developing super single products that consumers are more willing to accept: cheese pudding uses imported milk source, real cheese content ≥1%, protein content ≥1.5%; ice cream pudding protein content ≥3.0%, achieving industry technological innovation for the first time.

Distributor Product Selection Logic 4: Multi-dimensional Consumer Reach Online and Offline to Ensure Product New Customer Acquisition and Repurchase

Regarding the brand promotion and consumer reach of new products, relying solely on the strength of distributors is far from enough. The production enterprise must have a complete promotion plan and resource investment matching the plan.

1. In terms of omni-channel layout, offline channels have already established good cooperation with top domestic and foreign supermarkets such as Walmart and RT-Mart; well-known domestic chain stores such as Meiyijia and Laopoda, occupying high-energy sales points and opening brand windows.

Secondly, Labixiaoxin will focus on cultivating the quantitative packaging market, placing terminal materials such as quantitative packaging display cabinets (Labixiaoxin Dessert House), conducting centralized display of key items, paying attention to creating a market display atmosphere, and carrying out themed terminal activities, with on-site tasting and consumer game interactions during promotional activities.

In terms of online channels, it has already established good cooperation with platforms such as Tmall and JD.com. Secondly, online brand joint promotions are also ongoing, involving enterprises such as Wufangzhai, Liuquan Luosifen, Frog Prince, Happy Cake, Xiaokuai Ke, and more than 100 brands in joint Weibo activities.

2. In terms of brand communication, online operations have already been carried out on Douyin e-commerce, laying out three major sections: brand self-broadcast, celebrity live streaming, and short video带货. Celebrity live streaming of various levels assists, grasping the fan economy; full-platform content planting to stimulate potential consumption; Amway planting! Xiaohongshu, Douyin, Weibo continue to lay the foundation for fans.

Written at the end:

Healthification and multi-scenario are the future development directions of leisure food. With the increasing consumer demand for healthy leisure food and the continuous upgrading of the domestic consumer market, Labixiaoxin will continuously improve the distribution channel network structure, continuously strengthen deep communication with consumers, be guided by diversified consumer needs, channel orientation, and high-quality orientation, continuously provide consumers with better experiences, and thus become a new healthy lifestyle for more consumers.

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