Group 1 - The article discusses the transformation of traditional snack brands in Fujian, China, as they adapt to the challenges posed by e-commerce and changing consumer preferences [3][5][6] - It highlights the shift from traditional distribution channels to online platforms, particularly the role of Pinduoduo in enabling these brands to reach new consumer segments [10][14][19] - The article emphasizes the importance of data-driven decision-making in product development, allowing brands to quickly respond to consumer preferences and market trends [10][11][18] Group 2 - The case studies of brands like La Pi Xiu and You Chen illustrate how these companies have successfully leveraged Pinduoduo's support policies, such as "hundred billion subsidies" and "thousand billion support," to enhance their market presence [11][14][18] - The article notes that the collaboration with Pinduoduo has allowed these brands to reduce operational costs and improve their product offerings, leading to significant sales growth [11][19] - It concludes that the combination of established brand heritage and new e-commerce strategies is crucial for the revival and growth of these traditional snack brands in a competitive market [19]

Core Viewpoint - The article discusses the revival of traditional snack brands in China through new e-commerce platforms like Pinduoduo, highlighting the transformation of old brands in the digital economy and the mutual benefits of this collaboration [4][19]. Group 1: Challenges Faced by Traditional Brands - The golden era for Fujian snack brands was from the 1990s to the early 2000s, characterized by strong offline distribution networks and high demand [5]. - The rise of e-commerce has disrupted traditional business models, leading to a decline in market share for older brands as they struggle against emerging competitors like Three Squirrels and Good Products [5][6]. - Older brands are perceived as outdated by younger consumers, who favor new brands that leverage internet marketing to create a trendy image [5][7]. - Traditional brands have been slow to adapt to channel changes, leading to a disconnect with modern consumer preferences, particularly among Gen Z [7][8]. Group 2: Revival Strategies via Pinduoduo - Pinduoduo offers a differentiated path for traditional brands, focusing on data, efficiency, and cost reduction to facilitate their digital revival [9]. - The platform provides real-time consumer data, enabling brands to make data-driven decisions rather than relying on past experiences [9][10]. - Pinduoduo's model allows for rapid product development, significantly reducing the testing cycle for new products from months to days [10]. - Cost efficiency is achieved through lower service fees compared to traditional platforms, allowing brands to reinvest savings into production and marketing [11]. Group 3: Strategic Support and Ecosystem Development - Pinduoduo's "100 Billion Support" policy aims to invest in resources for traditional brands over three years, enhancing their growth ecosystem [12]. - The platform helps brands reach younger consumers through targeted marketing strategies, improving customer acquisition efficiency [14]. - The initiative encourages brands to shift from a focus on cost-effectiveness to enhancing perceived value, thereby upgrading their market positioning [15][16]. - Overall, Pinduoduo's support fosters a systemic transformation for traditional brands, enabling them to thrive in the digital economy [17][19].

Core Viewpoint - The article highlights the revival of traditional snack brands from Fujian, leveraging e-commerce platforms like Pinduoduo to innovate and reach consumers directly, thus adapting to new consumption trends and preferences [2][3][18]. Group 1: Industry Overview - Fujian is a significant hub for the snack industry, with major food industrial clusters in Xiamen, Fuzhou, Zhangzhou, and Quanzhou, collectively holding a substantial market share [1][18]. - Quanzhou Jinjiang alone has over 700 food enterprises, capturing 20% of the national snack market [1]. Group 2: Brand Revival and Innovation - Traditional snack brands from Fujian, such as Jinguang, Crayon Shin-chan, Yake, and Youchen, are experiencing a renaissance by adapting to e-commerce, particularly through Pinduoduo, achieving significant sales growth [4][6][18]. - Jinguang has transitioned from traditional candy to healthier options, responding to consumer feedback and preferences, resulting in annual sales reaching millions [6][18]. - Yake has innovated its product line by developing V9 vitamin soft candies, aligning with the growing consumer focus on health and wellness [7][18]. Group 3: Consumer Engagement and Feedback - Direct consumer engagement through Pinduoduo has allowed brands to quickly adapt products based on real-time feedback, significantly reducing the time from product launch to market response [6][12][20]. - The ability to gather consumer data has enabled brands to tailor their offerings, such as Jinguang's smaller candy sizes for sharing and Yake's functional soft candies [6][20]. Group 4: Differentiation and Market Strategy - Brands are focusing on differentiated supply strategies, such as Jinguang's unique coconut candy and Crayon Shin-chan's whole fruit jelly, to meet specific consumer needs [12][14][18]. - The article emphasizes the importance of emotional design in product development, with Jinguang introducing mood-testing candies that resonate with consumers' emotional needs [19][20]. Group 5: Future Outlook - The future of Fujian's snack brands looks promising, with plans for new product lines that cater to health trends and consumer preferences, supported by Pinduoduo's ongoing policies and market reach [20][21].

Core Insights - A group of traditional snack brands from Fujian is experiencing a revival through the e-commerce platform Pinduoduo, leveraging direct consumer engagement and innovative product development to adapt to new consumption trends [1][2][17]. Company Overview - Jin Guan, established in 1982, has achieved annual sales of 1.5 billion yuan through its signature black sugar plums [2]. - Crayon Shin-chan, founded in 2000, has built a strong national recognition over 25 years, primarily through its jelly products [2]. - Yake, starting in 1993, has expanded from vitamin candies to multiple categories, maintaining a leading position in the industry for 33 years [2]. - Youchen, known for its meat floss cakes since 2011, has over 30 years of history [2]. Transformation Strategies - Direct consumer engagement is central to the revival of these brands, allowing them to respond quickly to consumer preferences and innovate products [4][5]. - Jin Guan has shifted from traditional candy to healthier options, reducing the size of its black sugar plums from 6.5 grams to 4 grams to cater to younger consumers [4][5]. - The feedback cycle for product development has been significantly shortened from months to weeks on Pinduoduo, enabling rapid response to market demands [5][13]. Product Innovation - Yake has developed V9 vitamin soft candies, combining vitamins with a pleasant taste to appeal to health-conscious consumers [15][16]. - Crayon Shin-chan has focused on creating jelly products with high fruit juice content and no additives, targeting both children and office workers with tailored offerings [8][15]. - Youchen has introduced new flavors and products, such as meat floss twists, to cater to various consumption scenarios [8][15]. Market Dynamics - The brands are leveraging Pinduoduo's policies, such as subsidies and promotional resources, to enhance their market presence and drive sales [9][12]. - The competitive landscape is evolving, with brands investing in unique product features and packaging to differentiate themselves in the online market [11][12]. Future Outlook - The Fujian snack industry is poised for continued growth, with plans for new product lines including probiotic candies and herbal candies, supported by Pinduoduo's ongoing initiatives [17][18].