Introduction: As a major event in the sugar and wine food industry, the Sugar and Wine Fair attracts distributors from all over the country every year to select products and exchange ideas. Last year, due to the impact of the epidemic, the Spring Sugar and Wine Fair was canceled, making this year's fair exceptionally noteworthy for distributors. During a visit to Chengdu, reporters found that various hotel exhibitions were extremely lively, with many innovative consumer brand exhibition areas. As the hottest brand of 2020, Zihaiguo made its debut at the Spring Sugar Fair, attracting offline distributors to stop, linger, and discuss cooperation. In 2020, when counting which brands were hot in the consumer goods sector, I think "Zihaiguo" must be among them. Zihaiguo appeared at the Chengdu Spring Sugar Fair, and its booth attracted a large number of distributors to stop and pay attention, once again becoming a hotly discussed brand at the fair. In 2020, Zihaiguo grew rapidly. In 2021, Zihaiguo continued this fiery momentum, completing a C+ round of financing in February. Rising online, expanding offline. Born in the internet ecosystem, Zihaiguo is now entering the vision of distributors across the country, astonishing all directions. -01- Zihaiguo Appears in Chengdu, Multiple Products Catch Everyone's Eye Zihaiguo has been the number one in the convenience food category for three consecutive years with its self-heating products, but from Zihaiguo's continuous product launches, it is clear that Zihaiguo is no longer satisfied with just the self-heating food category. From its appearance at this Spring Sugar Fair, it can be seen that Zihaiguo is gradually enriching its product line to meet consumer needs in different scenarios. The products showcased at this Spring Sugar Fair included not only its flagship self-heating hot pot and clay pot rice, but also its self-heating porridge, midnight snack pot, and noodle cooking series, which aroused strong interest among many distributors, who stopped to talk. Let's briefly look at the noodle cooking series—the "Huamian" brand—that Zihaiguo highlighted at the Spring Sugar Fair: Huamian brand Chinese-style noodles use freshly stir-fried toppings to bring consumers an authentic taste; it is a comprehensive upgrade of traditional dried noodles and instant noodles, catering to consumers' pursuit of a healthy lifestyle. It is understood that the Huamian brand will expand more product lines in the future. Huamian brand by Zihaiguo—Chinese-style noodle series (swipe left or right to see more) At the same time, there are also midnight snack pots and self-heating porridge targeting late-night snack and breakfast scenarios. These two types of products differentiate to meet the different states of different groups in different scenarios. Midnight snack pot: in the late night, one person can enjoy a pot of midnight snack deliciousness, satisfying cravings and eating happily; self-heating porridge series: self-heats in 15 minutes like freshly cooked, saving time while still having a cup of warm porridge. You might think this is nothing special, but if you combine quality, taste, and appearance, I think this is a "surprise attack" by Zihaiguo on the current convenience food field. From the appearance of the Huamian brand products, whether it is the packaging design or the overall IP image, they are clearly differentiated from other brand products. The taste is also unique, and the self-heating porridge and midnight snack pot are precisely products born from insight into new consumption scenarios and demands. As the saying goes, "Outsiders watch the excitement, insiders watch the craft." Why did Zihaiguo choose to showcase these products at the Chengdu Spring Sugar Fair? -02- Behind Zihaiguo's Multi-Product Layout Is a New Insight into Consumers By observing Zihaiguo's latest product layout and tracing back to the logic behind it, it is actually a detailed insight into consumer groups. Nowadays, the post-90s and post-00s generations are becoming the mainstream consumers of convenience food. These new consumer groups grew up during the rapid economic growth of the country. Their family conditions are better than those of the post-70s and post-80s, and they are mostly only children, enjoying more care and "feeding" from childhood; they are more willing to invest in self-pleasure and enjoy life than the post-80s. Therefore, the new consumer groups have higher and higher requirements for products, typically manifested in two aspects: 1. New scenarios; 2. New demands. In the past, we rarely mentioned "scenarios"; it was good enough to have products. Now, with a variety of flavored products, there are more choices. But now, what product to choose in what time, place, and state is becoming the mainstream judgment of new consumer groups. Products that match specific scenarios are becoming an increasingly concerned direction for consumers. We can clearly feel that scenarios are becoming more and more segmented, and one-size-fits-all products that suit all scenarios are gradually fading. Designing differentiated products to meet the different needs of each person in a specific scenario is the future development trend of the new consumer goods market. The midnight snack pot launched by Zihaiguo is an insight into the late-night snack scenario and the group of people who stay up late. For the late-night snack crowd who crave indulgence, Zihaiguo provides a "midnight snack small pot" bucket combination. The small bucket size satisfies the taste buds while reducing "guilt"; for the late-night snack crowd who need satiety, Zihaiguo provides clay pot rice combinations with meat and rice, fully satisfying, each with its own flavor. For working women aged 20-35, who often encounter situations where they have no time to make breakfast or buy breakfast, Zihaiguo launched the self-heating porridge series, so that even without time, they can have a warm breakfast. Second, new demands. When consumers consume a product, they are not just consuming a product, but also the emotions expressed behind the product. According to Maslow's hierarchy of needs theory, when modern people have satisfied their physiological and safety needs, they will pursue higher-level spiritual satisfaction, entering the hearts of consumers and forming an emotional connection with them. For example, the Huamian brand products are consumers' pursuit of a refined life; the midnight snack pot is consumers wanting to indulge in the hard-earned "stolen" time after a busy day; the self-heating porridge is the first step for working people to start a day full of energy. We find that Zihaiguo's product layout logic is to start from the new generation group, meet the new needs of the group, especially the needs of different scenarios based on different groups. Of course, satisfaction and innovation also require confidence. Starting in 2020, Zihaiguo began to accelerate the construction of automated technology factories. It is understood that Zihaiguo currently has more than ten factories, and also has its own taste center, capable of independently developing product flavors. At the same time, all raw material procurement, processing, and product assembly are completed by its own factories. With a taste center and a strong supply chain system, combined with an understanding and insight into consumer groups in the new era, Zihaiguo can achieve high-frequency product launches and multi-dimensional layout at the fastest speed and shortest chain, while ensuring product quality, continuously meeting new demands, and even leading new demands. Compared with giants, in terms of craftsmanship, quality, and R&D, I stand on the same starting line as you; but behind design, packaging, and taste, my understanding of consumer needs far exceeds yours. Compared with other new sharp brands, my understanding of consumer needs may be the same, but in the grasp of quality and craftsmanship, I far exceed you. This is also the hard-core strength that makes Zihaiguo far surpass other new sharp convenience food brands. -03- Distributors' Product Selection Strategy: Choosing Not the Present, but the Future What I just mentioned is Zihaiguo's innovation on the product side and its practice of insight and understanding of new consumer group needs. Now returning to the channel side, it is understood that Zihaiguo has currently covered more than 300 cities across the country. It is gradually moving from the single online channel in the past to offline, moving towards an omni-channel layout. Frankly speaking, as a food industry, offline is the real market. How to go offline and ignite the offline market was once a headache for innovative consumer brands. Because online and offline are completely different business formats, market expansion has been repeatedly hindered. This time, Zihaiguo's ignition of the Spring Sugar Fair seems to be a best case. It proves that innovative consumer brands based on product innovation can gain recognition from distributors. For distributors, this is not just an additional brand choice, but also an opportunity for business growth. In the past, distributors' business was about resources and capital, but in the future, distributors' business must be based on judgment of future trends, finding high-growth brands, laying out in advance, seizing the dividends of growth, and following the brand to become bigger and stronger. Once the tip is adopted, a payment of 400-2000 yuan will be made.