以下文章来源于TopDigital ，作者TD TopDigital . TopDigital 关注数字时代如何做好品牌营销。专访大品牌和500强，深挖营销案例背后的品牌生意方法 论。通过内容、活动及赛事，为100万+品牌营销人士提供专业服务。 不知道大家有没有发现，这几年去逛超市、便利店，突然发现货架上多了一种叫作「梅冻」的产品。吃 起来带着一股梅子的酸甜，热量也不高，当我发现自己复购了一遍又一遍的时候，对这个产品产生了好 奇，查了查资料。 原来这个不知道最近哪一年冒出来的黑马产品，背后有这么多故事。 先说大背景，「梅冻」定位为"天然果冻"，它所属的休闲零食市场，市场规模高达1.16万亿，不过竞 争格局分散，同质化严重是最大的挑战之一。 关于同质化这一点，来伊份首席增长官姜振多、三全食品总裁陈希、喜茶等知名企业（及高层）均公开 表达过担忧——"趋同的产品将消耗用户热情"、"同质化竞争已导致价格战泛滥"…… 再说说小背景，「梅冻」所属公司溜溜梅的主要产品为果脯蜜饯。 图片来源：微博@溜溜梅 果脯蜜饯属于休闲零食市场里的一大子类别，当今消费者越来越偏好健康、低糖低盐、纯净配料的零 食，除了上述同质化问题之外，这 ...

Core Viewpoint - The company aims to focus on high-quality protein health products, including leisure fish products, poultry products, and bean products, to drive high-quality growth and continue to return value to investors [1] Financial Performance - In 2024, the company achieved a total revenue of 2.412 billion yuan, representing a year-on-year growth of 16.79% - The net profit attributable to shareholders reached 291 million yuan, up 39.01% year-on-year, while the net profit excluding non-recurring items was 261 million yuan, increasing by 39.91% [2] - In Q4 2024, the net profit reached 76.62 million yuan, marking a historical quarterly high [2] Product Sales Breakdown - Sales revenue from leisure fish products, poultry products, bean products, and vegetable products (konjac) were 1.533 billion yuan, 509 million yuan, 247 million yuan, and 79 million yuan respectively, with year-on-year growth rates of 18.76%, 12.67%, 13.89%, and 9.58% [2] Innovation and R&D - The company launched several industry-first innovative products in 2024, including DHA-rich deep-sea fish, antibiotic-free quail eggs, and probiotic soy products without preservatives [2] - The company plans to leverage various research platforms to create a high ground for healthy snack research, focusing on health-oriented development [2] Market Expansion and Strategy - The company is enhancing cooperation with high-end membership stores like Hema to provide customized products and services [3] - Currently, overseas market business is relatively small, but operations have been established in over 30 countries and regions, including Southeast Asia, Japan, South Korea, and Europe and America [3] - The overseas market is expected to grow significantly, outpacing domestic market growth [3] Dividend Policy - The company approved a dividend plan of 3 yuan per 10 shares, with a total dividend amount of 179 million yuan for 2024, accounting for 61% of the net profit attributable to shareholders [3] - The company has maintained a high dividend payout ratio of over 60% of net profit in recent years and introduced mid-year dividends for the first time in 2024 [3] - Since its IPO in 2020, the company has distributed over 590 million yuan in dividends, more than three times the raised funds of 160 million yuan [3]

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