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野人日记邢正轩:轻卡主食赛道的价值重构与长期主义实践
Jing Ji Guan Cha Wang·2025-04-13 13:10

Core Insights - The company, 野人日记, is leveraging a dual strategy of "delicious + low-calorie" to carve out a new niche in the pre-packaged food market amidst trends of consumption upgrading and health consciousness [1] Group 1: Strategic Shift and Organizational Restructuring - The CEO, 邢正轩, identified the trend towards health-focused pre-packaged foods as an opportunity due to the market being less saturated and the demand for low-calorie options [2] - The organizational restructuring followed a "fill the gaps" principle, focusing on enhancing supply chain and brand building capabilities by recruiting new talent and upskilling existing employees [2] Group 2: Team Dynamics and Adaptability - The team consists of over 90% members from the post-90s and post-00s generations, which contributes to the company's ability to adapt quickly during transitions and expansions [3] - The team has a history of evolving alongside the company, allowing for seamless transitions between different business models and product lines [3] Group 3: Product Development and Innovation - The company conducts extensive market research, reviewing around 30,000 products monthly to identify potential innovations, balancing taste and health in product development [4] - The CEO plays a crucial role in exploring new models and guiding the team in product selection, fostering a culture of experimentation and iterative improvement [4] Group 4: Long-term Value vs. Short-term Profit - The company emphasizes long-term value creation over short-term profits, believing that product pricing is ultimately determined by the value delivered to consumers [5] - By focusing on high-quality ingredients and health attributes, the company aims to build a sustainable brand that prioritizes consumer well-being [5] Group 5: Future Goals and Consumer Engagement - In 2025, the company plans to increase R&D investments to enhance product offerings, aiming to meet evolving consumer demands for healthier options [6] - The company is collaborating with research institutions to innovate in product formulation, striving to create low-calorie, high-protein foods that are both healthy and enjoyable [6] Group 6: Vision for the Next Decade - The CEO envisions the company as a valuable platform that improves the quality of life for employees and contributes positively to society through healthier food options [7] - The company aims to elevate industry standards by using better raw materials and enhancing the overall quality of food products available to consumers [7]