YILI(SH:600887) Huan Qiu Wang·2025-05-14 11:57Group 1 - The core viewpoint of the articles highlights the explosive growth of the stress-relief snack market driven by the contemporary trend of "instant gratification" among young consumers [1][11] - Data from Xiaohongshu indicates a 300% increase in views related to healing sounds in 2024, while sales of stress-relief toys like stress balls and slime have surged by 200% annually [1] - The popularity of crispy snacks, such as crispy rice cakes and amber candy on Douyin, reflects a strong consumer demand for "sensory healing" [1] Group 2 - Yili's brand "Miao Zhi" has launched an innovative product called crispy cheese, which breaks the traditional soft cheese image with its three core selling points: "real cheese, real crispiness, real nutrition" [3][5] - The crispy cheese is made from 100% cheese and contains seven times the protein and eleven times the calcium of milk per 100 grams, equating to the calcium content of five cups of milk or 51 shrimp [5] - The marketing campaign for the new product features a viral short film with actor Jia Bing, which attracted nearly 40 million views and 49,000 user-generated challenges on Douyin [5][7] Group 3 - A launch event for the crispy cheese was held on May 11, 2025, featuring interactive experiences that allowed participants to immerse themselves in the product's appeal [7] - The development of crispy cheese represents a significant technological breakthrough, showcasing a shift from "following" to "original" innovation in Chinese food enterprises [11] - The product is set to be available in supermarkets and e-commerce platforms nationwide, marking a transformation in the snack food sector led by domestic brands [8][9]