The Double 11 shopping festival is in full swing, and its feedback is like a weather vane, guiding manufacturers to anticipate and prepare for various sales activities before the upcoming traditional Chinese New Year. This is especially true for the snack category. In the just-released Double 11 opening day (November 1) Tmall flagship store report, Liuliumei, a major brand that has focused on plum foods for 20 years, surged to No. 1 on Tmall's plum food sales list, No. 1 on Tmall's popular snack list, and No. 8 on the leisure snack sales list. Moreover, with just one hit product, the Liuliumei Guofeng Six-Flavor Plum Family Bucket, it sold 500,000 units, becoming a hot new favorite in the healthy snack category. A small plum, cultivated by Liuliumei for 20 years, has occupied an increasingly important position in the snack category, even becoming a benchmark for the industry, attracting envy and imitation from many brands. Why can Liuliumei, with its frequent hit products, consistently be a leading player in the New Year snack market? Deep Understanding of Consumption Scenarios Liuliumei's In-Depth Thinking on Product Innovation The annual Chinese New Year is approaching, and innovation in New Year goods is key for snack brands to make a mark throughout the year. How can they stand out among the dazzling array of snack products and gain more consumer attention? Liuliumei has given its answer through concrete actions: Focus on value creation and drive category innovation. 1. Start with consumer groups and launch differentiated products Liuliumei has launched products such as 0-sucrose sour preserved plums and Sour Cracked Plum Slices for white-collar workers and mothers. The 0-sucrose sour preserved plums emphasize the concept of no sucrose and healthier, while the Sour Cracked Plum Slices, which boast a 7-degree sourness, innovate the way Liuliumei plum snacks are eaten, becoming a must-have sour snack for those who love sour flavors. As for the new generation of plum jelly, it is a differentiated plum snack further developed and launched by Liuliumei. This product contains 0 preservatives, 0 sweeteners, and 0 artificial colors. It is made using Japanese equipment and processes, incorporating plum pulp/fruit pulp into high-fiber konjac. While developing various flavors such as original plum, passion fruit, mango, and strawberry, it achieves effects like aseptically locking in natural flavors. 2. Start with scenarios and dominate the hot-selling list with New Year hits At the same time, Liuliumei has developed a distinctive bucket product series to meet the sharing needs of family, social, and New Year scenarios: including the Plum Family Bucket and Meiwei Da Kai Bucket for the plum season, the Wei Ya custom Guofeng Plum Family Bucket, and the New Year Red Plum Spring Bucket. On November 1, Chief Brand Officer Yang Mi made a surprise appearance in Liuliumei's live stream, recommending Liuliumei's hot-selling products one by one. It is particularly worth mentioning that Yang Mi also brought Liuliumei's newly launched New Year product, the Guofeng Six-Flavor Plum Family Bucket. One plum, one flavor, one flavor, one trick, a full bucket for the whole family to enjoy. The live stream received rave reviews, and that night Liuliumei topped Tmall's popular snack list and ranked first in the plum food category on the store transaction list. In addition, the hot sales of Liuliumei's Family Bucket have also been verified by extremely high sales and word-of-mouth in Wei Ya's live stream. During this Double 11 period, Wei Ya sold 520,000 bags of Liuliumei Crispy Plums in about 10 minutes, and the first broadcast of the Guofeng Six-Flavor Plum Family Bucket sold 120,000 buckets. Consumers' enthusiasm for new products is no less than last year's Double 11. With the large bucket packaging, national-style design, and a collection of Liuliumei's hit products, the bucket series has strong internet-famous snack attributes, and it's no wonder they have received rave reviews since their launch. Through continuous in-depth thinking and innovation in packaging and product design, as well as constant review of successful experiences from each New Year goods festival, Liuliumei is very hopeful of replacing candy as a must-stock healthy snack during the New Year period. Online Explosion, Offline Support Creating an Experience-Transaction Closed Loop Why can Liuliumei frequently create New Year hits? This is not just at the marketing communication level, but also benefits from Liuliumei's omni-channel sales strategy. Under new trends, new developments, and new opportunities, Liuliumei has chosen an omni-channel development strategy to bring consumers a more convenient shopping experience. How does Liuliumei achieve omni-channel coverage? I think we can look at it from both online and offline aspects. First, online for brand building and traffic. For example, actions like new product seeding and live streaming sales, Liuliumei has always been doing. It first tests new products online, then explodes across the entire network, and then invests in offline support. Judging from the annual e-commerce platform marketing nodes and online sales, Liuliumei is always famous on leisure snack lists, and its online achievements have repeatedly reached new highs. Second, offline for experience and sales promotion. For a product, the experience is crucial in the process from consumer awareness, to purchase, to repurchase. Liuliumei places great emphasis on offline experience. Its good sales performance also depends on Liuliumei's national channel advantages offline, combined with vivid terminal displays. Innovative products represented by the Liuliumei Family Bucket have become bestsellers in stores. According to distributors, the Liuliumei Family Bucket has become a must-have product at many distributors' terminals. Offline experience can also feed back into online purchases, completing the entire closed loop of online and offline experience and transactions. For example, the Guofeng Six-Flavor Plum Family Bucket, which sold out online during this Double 11, can directly serve as a major product for the Spring Festival New Year goods layout. Through Liuliumei's vivid image displays at over a million core KA stores, large shopping malls, convenience stores, and other terminals nationwide, on the one hand, it converts the existing online trial sales foundation and consumer confidence, and on the other hand, it empowers offline channels with new products, driving terminal sales growth during the Spring Festival with hit products. Final Thoughts: Since focusing on plum snacks in 2006, Liuliumei has adhered to the vision and goal of "taking a single plum to the extreme" and "making plums mainstream." In recent years, under the guidance of strategic upgrades, Liuliumei has not only established the development direction of "industrialization," making efforts across the entire industry chain from planting, research, manufacturing, to marketing, while expanding the category market, but also contributing to rural revitalization. According to Liuliumei's plan: in the next five years, Liuliumei will promote the planting of 1 million mu of Chinese plums in 1,000 townships across the country, benefiting 1 million farming households. This is drawing a blueprint for the future of the plum market with strength. During the live stream on November 1, Liuliumei brand spokesperson Yang Mi also connected live with local plum farmers in Fujian, the origin of plums, during the sales session. She chatted with the farmers about the plum industry, cared about their lives, and expressed pride in being able to help improve the lives of millions of plum growers and contribute to the country's rural revitalization. Yang Mi said she will continue to contribute her strength in the future. Through continuous online and offline omni-channel marketing, constant innovation in product categories, and dissemination of brand value, Liuliumei is leading the industry's high-quality development. Are you "watching" me?