Core Viewpoint - The founder of "Longshang Liu Uncle" brand, Liu Guoning, emphasizes the importance of brand building and the need for differentiation in the competitive sheep meat market, advocating for a full industry chain approach and product traceability to enhance consumer trust and product quality [3][8][14]. Industry and Company Summary - The sheep meat market is facing intense competition and price wars, prompting companies to innovate and improve product quality [3][8]. - "Longshang Liu Uncle" is investing in a sheep meat processing factory to focus on fine segmentation and processing, allowing for over 70 different cuts of meat to cater to diverse customer needs [9][12]. - The company is applying for green and organic food certifications and innovating in breeding to increase meat yield and reduce costs for local farmers [8][14]. - The company collaborates with large-scale breeding cooperatives and local farmers to implement order-based breeding, thereby promoting community prosperity [8][14]. - The shift in consumer behavior towards convenience is driving the company to develop ready-to-eat and pre-packaged meat products, which have better profit margins due to lower logistics costs [9][12]. - "Longshang Liu Uncle" has already launched six products and plans to introduce four more popular items this year, including lamb soup and instant meat snacks [9][12]. - The company employs over 20 staff members and increases temporary staff during peak seasons, particularly from mid-autumn to the Spring Festival [12]. - E-commerce platform Pinduoduo serves as a major sales channel, providing favorable policies and support for agricultural products [12][14]. - Liu Guoning stresses the necessity of brand development, stating that having a brand significantly impacts sales performance, especially in a saturated market [12][14]. - The company aims to enhance traceability in the breeding process and improve product quality to stand out in a highly homogeneous market [14][15].