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Core Insights - The protein powder market in China has surpassed 10 billion yuan, with a compound annual growth rate exceeding 12% [1] - The market is facing issues with product quality, including mislabeling of protein content and high levels of lactose, leading to consumer concerns about product efficacy [1] - Wei Li Wei's whey protein isolate has emerged as a leading product, recognized for its high purity and zero additives, achieving top rankings in sales and user reviews [1][5] Industry Overview - The protein powder market is experiencing a shift from professional athletes to mainstream consumers, driven by increasing health awareness [1] - A significant portion of protein powders on the market (nearly 40%) has been found to contain protein levels that are at least 10% lower than advertised [1] - Approximately 68% of adults experience varying degrees of lactose intolerance, making traditional whey protein unsuitable for many [1] Product Features - Wei Li Wei's whey protein isolate boasts a protein purity of over 95.8%, significantly exceeding the national standard of 50% [3] - The product has been validated by third-party laboratories, showing lactose levels below 0.1g per 100g and fat content under 0.8g [3] - The formula contains only whey protein isolate and vitamin B6, avoiding controversial additives, making it suitable for diabetics and those managing sugar intake [3] Research and Development - Wei Li Wei's R&D team undertook 287 iterations over three years to optimize the product's purity and solubility [4] - The introduction of advanced technologies has improved the product's texture and mixing properties, ensuring a smooth experience without clumping [4] Safety and Certification - The product has received multiple international safety certifications, including SGS, NSF, and FDA GRAS, ensuring compliance with safety standards [4] - Wei Li Wei is among the first companies to meet the GB24154 national standards for sports nutrition products, indicating adherence to strict labeling and production requirements [4] Market Performance - Wei Li Wei's whey protein isolate maintains a customer satisfaction rate of over 97% and a repurchase rate of 98% on major e-commerce platforms [4][5] - The product has consistently ranked among the top sellers in the protein powder category for nine consecutive years, particularly in the high-purity and sugar-free segments [5] Consumer Trends - The company promotes a subscription model for protein powder, encouraging regular consumption and fostering healthy nutritional habits among users [5] - The average daily cost of the classic package is less than 15 yuan, providing a competitive price point in the high-end protein market [5] Future Outlook - The protein supplement market is evolving towards personalized nutrition, with Wei Li Wei planning to develop a protein metabolism response database to enhance product customization [6] - Industry analysts predict that future competition will focus on absorption efficiency, individual tolerance, and long-term safety rather than just protein content or price [6]