/ Daily News/Guangzhou, August 18, 2022 -- Under the consumption upgrade, many brands are starting to go straight down, relying on a hit single product to precisely target demand, trying to quickly capture the mind and then stand out.
But behind this perfect logic lies a potential problem: Is one hit really enough?
Just imagine, under the combined effect of distraction, market iteration and other factors, once a single product lacks momentum and fails to create new hits, the brand will eventually be nothing more than a flash in the pan, rather than a big tree.
However, in the past half a year, Yo-yo Plum has continued to create a sub-category of green plum track, dug deep the value of green plum, rejuvenated green plum products, not only become a real "hot model manufacturing machine", but also occupy the leading position in the green plum market.
How doesdo it?
< p style=" max-width: 100%; clear: both; "> On August 8, the Spider Web million Terminal National Mobilization and Yo Mei New Product Release Conference was held, Yo Mei's classic single product "Xue Mei" which has been tested by the market was renewed and upgraded.
This classic product with more than 20 years of historical precipitation, strong sales for decades, favored by Generation Y and Generation Z, still maintains a strong product vitality. In 2021 and 2022, its performance grew by double digits compared with the same period last year, but behind its revitalization there are actually two connotations of "change" and "unchanged".
What does not change is to stick to it: although the cost of the new flavor of plum has risen, the end price and product quality have not changed. "Unchanged" and feelings: they always take "green plum" as the center, extend the green plum product line, so that "everything can be green plum", so that Chinese green plum products and culture are more discovered, seen and recognized.
Just like Yang Fan, the founder of Yo-yo plum, said at the conference site: "Need a persistence, a persistence, in every link to be careful."
and "change" is its product strategy, that is, constantly colliding with young people:
① Young taste:
Still anchors the market for young people. The entry point in taste is to give young people a strong cool impact. By adding German cool mint particles, it can bring cool and refreshing comfort, so that young people under pressure can be released from their taste buds to their minds, just like Yang Fan's interpretation at the press conference of "you can eat where you feel sleepy".
In addition, on the basis of the strong cool impact, leaving a high recognition of taste and at the same time, making the sweet and sour plum itself have a richer experience, so as to open a new subdivision of the green plum track with the classic revitalizing style -- refreshing and cool feeling, which not only gives more possibilities to the strategy of "green plum +", but also further satisfies the diversified taste needs of the crowd.
Looking back 20 years ago, it can be found that Yo-yo plum had an insight into the trend of healthy snacks in the process of launching snow plum, insisting on 0 preservatives and 0 artificial colors. This time, while improving the taste of snow plum products, it also upgraded the health of snow plum, so that snow plum and other products are more suitable for the health needs of young people, and provide impetus for the realization of population penetration.
More importantly, Yo-Mei through the inheritance of health needs to solve the insight idea, so that the classic style continues to renew, opened up a methodology to extend the life cycle of hot style, also Yang Fan in the press conference to emphasize the "to do the Internet red, but also to do long red" really landing.
At the press conference site, Yang Fan also announced a group of rejuvenating data about Xuemei vision: it took 100 days, after 60 rounds of repeated grinding, the design of 23 programs. They finally chose to highlight the word "Xuemei" on the front of the package, making the "Xuemei" visible to the naked eye.
A thought hidden behind this is to transform the idea of simply doing "single product popular" into the idea of "single product brand", that is, under the endorsement of Yo Mei, Xuemei advanced into the brand, and became a big single product enough to fight alone, embedded more rich and profound brand value, giving it the power to occupy an absolute position in the subdivision circuit.
It is such insistence on revitalizing and constantly innovating marketing ideas, Yo Mei has opened up a broader sales path, and its products continue to be popular. According to the data, compared with 2021, the sales performance of Yo-yo plum this year increased by 55%, including 39.2% for casual clothes and 50% for bulk goods. In addition, 20 marketing units and 558 dealers all achieved growth, showing a strong potential for development.
< p style=" max-width: 100%; clear: both; "> Plum cakes, launched in May, go the other way to satisfy those who prefer a soft, waxy flavor.
With green plum as the starting point and green plum snack food as the basis, the company constantly actively seeks changes and actively explores category innovation, so as to accurately cut into the high-level health track under the trend of domestic snacks. The popular Yo-yo plum not only solves the problem of simple taste of green plum snack, but also innovates more ways to eat Yo-yo plum by centering on the health concept of zero sucrose, zero addition and natural. The product form is changed from the original green plum cross-category to launch innovative brand Japanese plum cake, and continues to carry out product innovation on the original track.At the same time, aiming at different consumption scenes and groups, office white-collar workers, festival social gathering and other scenes, we have launched different series of products in buckets and gift boxes. In the packaging and product design, we have dug deeply to bring convenient consumption experience to consumers, and attract young consumers with various novel contents and ways. Lead the market to shape an unprecedented "plum" trend.
In the final analysis, a clear product line is like a big net of products. Each hole in the net is highly innovative and targeted in the niche field, and then to catch the attention and sales through this, which is far more efficient and accurate than fishing through a single product.In addition, as a hot-selling 2 billion plums a year, Yo-yo plums also have unique insights into the vertical layout behind green plums and their culture. From the early familiar "Eat Yo-yo plum" to the current "Chinese green plum Yo-yo plum" strategy upgrade, is a step forward in the awareness of green plum products to green plum culture, but also in order to further integrate with the young thinking. Well aware of the communication needs of young people's track, Yo-Mei not only signed Xiao Zhan as its global spokesperson, which instantly set off the Generation Z crowd, but also launched the Green plum Solar term movie with China National Geographic, and created 66 China Green Plum Festival for many years in a row, playing the upgrade mode of building "consumption customs".
Yo Mei always regards green plum as a kind of malleable IP, integrates it with customs and entertainment, and bursts out innovation. Besides, she also breaks away from the short-term thinking of breaking the market by relying on a single product, and turns to the long-term philosophy of gradually forging product and brand impression into market cognition.
< p style=" max-width: 100%; clear: both; "> This year has continued the previous in-depth exploration of the potential value of green plum culture, but also the green plum with the season and other traditional Chinese culture harmonized, around the scene changes of the four solar terms in China, leading people to deeply feel the history and cultural sense behind the green plum, showing the Yo-yo plum brand on the millennium of green plum culture concern and understanding. At the same time, the gift box Tales of Green Plum Season is launched for the market. The innovative form of the gift box is combined with the combination of traditional culture, aiming to lead the green plum culture to the mainstream market and capture the hearts of young users.
At the same time, over the years, Yo-yo plum has been persisting in cultivating consumer cognition, segmentation of market demand, forming a slice of the crowd demand portrait, and then through innovative taste to meet the demand, every single product is built into a subdivided track hit, constantly expand the category of market quadrant, Yo-yo plum with green plum as the core, gradually lengthwise expand the market quadrant of snow plum, crisp green plum, etc. Upgrading the fine snacks category into a leisure lifestyle gives the brand strong cognitive relevance and the ability to continuously export popular products across categories, which is a long-term and continuous radiation process.
Now, as Yo-yo plum grows into the leading enterprise of green plum category, it gradually covers the upper and middle reaches of the green plum food industry with the strategy of "Green plum +". It not only establishes its own planting and processing industrial bases in Fujian, Guangxi and Anhui, but also establishes the cooperation between Yo-yo plum research and universities and scientific research institutions to realize the layout of the whole industrial chain and build a solid channel moat. With green plum as the starting point, it continuously carries out cross-category innovation, and gradually builds up the green plum health product matrix with multi-product, multi-scene, multi-channel and multi-consumer group as the strategy.
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< P >< P > Yang Fan once said: "We sell value, not just selling products, because consumers are buying good goods, products also come from accumulation." After all, do net red is not long, from do net red products to do long red products, the root of it, is the Yo Mei adhere to do a good job of products, Yo people on the plum cause of an obsession, a adhere! At the same time, we also want to let the market see Yo-Mei brand's deep exploration and exploration attitude towards Chinese green plum culture in the past 20 years, reflecting the efforts Yo-Mei has made to promote, spread and enrich the green plum culture in these years, which is also the mission and social responsibility of a Chinese enterprise. It is also because of this that the yo-yo plum grows into a cultural symbol that will increase in value over time, so that it can truly "grow red".
