Core Insights - The traditional betel nut industry faces challenges from health concerns and a younger consumer base distancing itself, leading to the emergence of a new player, Jiliyuan, which aims to provide high-quality betel nut products at competitive prices [1] - Jiliyuan's brand philosophy centers on "betel nut freedom, technology for good," targeting young consumers and focusing on enhancing product quality while reducing negative health impacts [1][4] Group 1: Market Challenges and Opportunities - The founder, He Zhenglong, has a personal history with betel nut consumption, which has informed his understanding of market needs and pain points, particularly the stark divide between high-end and low-end products [1] - The market currently shows a significant disparity, with high-end products priced over five times more than low-end options, leading to a lack of offerings that balance quality, price, and health [1] Group 2: Product Development and Innovation - A pivotal moment for Jiliyuan came in 2024 when He Zhenglong and a friend analyzed the costs of existing betel nut products, leading to a focus on the "high quality-price ratio" segment [2] - The company employs a rigorous selection process for raw materials, utilizing both manual and AI methods to ensure quality, and has developed 18 core processes to enhance flavor while reducing health risks [2][4] Group 3: Consumer Experience and Feedback - Initial product samples faced internal criticism for lacking "strength," but consumer feedback highlighted a demand for a comfortable chewing experience rather than intense stimulation [5] - Jiliyuan's approach emphasizes a balance between taste and health, aiming to meet modern consumer preferences for a more enjoyable and less harmful product [5] Group 4: Brand Identity and Values - The brand name "Jiliyuan" encapsulates three core principles: "giant" representing a 30% elimination rate of inferior fruits, "strength" denoting the use of 18 health-conscious processes, and "ape" symbolizing a return to authentic flavors and consumer empowerment [6] - Jiliyuan seeks to redefine consumer perceptions of betel nut through a framework of quality, technology, and value, promoting its philosophy of "betel nut freedom, technology for good" [6]