来伊份签约文俊辉押注年货经济 借势年轻化战略加速品牌升级

Core Viewpoint - The collaboration between Laiyifen and young artist Wen Junhui is a strategic move to enhance brand appeal among younger consumers and capture market share during the upcoming New Year festival, reflecting a new competitive landscape in the snack industry [1][13]. Group 1: Strategic Alignment - Laiyifen's choice of Wen Junhui as a spokesperson aligns with the brand's goal of matching flow and brand tone, leveraging his popularity among the youth to enhance brand recognition [3][5]. - The partnership embodies Laiyifen's dual strategy of "quality + flow," utilizing Wen's social media influence to drive brand awareness and reinforce consumer perception of product quality [6]. Group 2: Product Matrix - For the New Year festival, Laiyifen has developed a comprehensive product matrix targeting both everyday consumption and gift markets, emphasizing health and quality [9]. - The brand continues to adhere to its "five low" standards, introducing a range of healthy snacks, including premium products that attract repeat purchases due to their stringent ingredient selection and quality control [9][11]. - In the gift market, Laiyifen has launched high-end gift boxes in collaboration with international artists, enhancing product value and targeting mid-to-high-end consumers [11]. Group 3: Industry Observation - The snack industry faces challenges such as product homogenization and sluggish growth, making brand rejuvenation a critical strategy for leading companies [13][15]. - Laiyifen's partnership with Wen Junhui is a significant step in its youth-oriented strategy, aiming to bridge the gap with younger consumers and increase brand influence in the youth market [13]. - Industry experts suggest that successful youth transformation requires ongoing investment in marketing, product innovation, and channel expansion, positioning Laiyifen as a reference model for others in the industry [15].