在中国人的餐桌上，鸡蛋多以全熟形式出现——煮、炒、蒸，高温是安全的保障。但这种习以为常的饮食习惯，正在悄然发生改变。 随着国人生活水平的提高，饮食向多元化发展，半熟蛋、生食蛋等"非全熟"吃法逐渐走入大众视野，可生食鸡蛋这一品类也因此受到大众、市 场、媒体的广泛关注。天猫生鲜行业高级运营专家管慧丽在中国可生食鸡蛋品质标准共识论坛上透露，"当前天猫平台上超过一半的商家已布 局可生食鸡蛋，其成交额贡献接近整个蛋品行业的70%。" 而这场行业瞩目的共识论坛在9月24日于青岛举办，来自企业、高校、科研机构等代表共同呼吁，建立统一的可生食鸡蛋质量行业标准，回应 消费热度背后的安全关切。以可生食鸡蛋为起点，不仅有望带动蛋品行业整体迈向更高标准，也将推动行业由"量"的扩张转向"质"的提升，以 更健康、更安全的方式满足消费者的期待。 谁来定义"可生食"？ "可生食鸡蛋相关品类词的搜索量已经超过土鸡蛋，正以持续高速的增长率扩大市场规模。"管慧丽指出。随着西餐、日料逐渐走进国人的日常 饮食中，非全熟鸡蛋的食用习惯逐渐被培养起来。而这背后是营养科学的观念的支持，《鸡蛋食用营养指南(2022)》指出，溏心蛋烹饪方式蛋 白质吸收利用率更 ...

Core Viewpoint - The company, Jinlongyu, is expanding into the egg-laying hen business due to the low market concentration in the industry, leveraging its existing resources and sales channels to provide high-quality egg products [2] Company Summary - Jinlongyu has launched various egg products, including antibiotic-free eggs, selenium-enriched eggs, and eggs suitable for raw consumption [2] - The company has established a chicken farm in Chongqing, which began production this year, with a current stock of 750,000 hens [2] - The primary sales channels for the company's egg products include traditional supermarkets and local chain stores [2] Industry Summary - The egg-laying hen industry is characterized by low market concentration, presenting opportunities for companies like Jinlongyu to gain a competitive advantage [2] - The company aims to utilize its existing feed raw materials and downstream sales channels to enhance its market position in the egg industry [2]

Group 1: Company Overview - The Chongqing enterprise group was established in 2009, officially commenced production in 2011, and began the second phase of construction in 2018, with the second phase starting production in 2020. The area covers approximately 800 acres, including a chicken farm of about 670 acres [1] - The Hangzhou enterprise group is located in Linping District, Hangzhou, covering around 200 acres, involving oil refining, packaging oil production, rice processing, and central kitchen operations [1] - The company has built a total of 83 production bases nationwide [1] Group 2: Health Products and Innovations - The company’s health products are primarily upgrades of existing products, including low GI rice and plant sterol products from the Taizhou factory, and low GI rice varieties from the Langfang central kitchen [2] - Future plans include launching more health-functional products [2] Group 3: Business Growth and Trends - The Chongqing enterprise group's flour business has shown good growth despite a slight decline in overall flour consumption in the industry, attributed to a refined product classification strategy [2] - The central kitchen food park in Chongqing is performing well, with ongoing negotiations for new clients and partnerships with local advantageous companies to enhance competitiveness [2] Group 4: Central Kitchen Operations - The central kitchen's design is standardized, with a height of approximately 8 meters, allowing flexibility to meet diverse production needs of food enterprises [2] - Clients in the central kitchen are responsible for procuring their own equipment, while the company provides raw materials, logistics, and supply chain services [2] Group 5: Egg Production and Sales - The egg production business is advantageous due to low market concentration, utilizing existing feed resources and sales channels, with a focus on high food safety standards [2] - The Chongqing chicken farm has a current stock of 750,000 hens, with sales channels including traditional supermarkets and local chains [2]

Core Viewpoint - The rise of "sterile eggs" in e-commerce platforms has led to consumer confusion regarding their safety and authenticity, prompting a need for clarity on the actual quality and production processes of these products [1][4]. Group 1: Industry Insights - "Sterile eggs" are misleadingly marketed; they are actually a new category of high-quality eggs known as "raw-eating eggs," which are designed to be free of Salmonella [1][2]. - The production of "raw-eating eggs" involves a rigorous process, including multiple rounds of Salmonella testing and a controlled environment for the hens, ensuring higher safety standards [2][3]. - The cost of producing a single "raw-eating egg" ranges from 1.4 to 1.8 yuan, while retail prices in supermarkets average around 2.65 yuan, contrasting sharply with online prices as low as 1 yuan [3]. Group 2: Consumer Guidance - Consumers are advised to pay attention to product labels and the standards being followed when purchasing "raw-eating eggs," favoring reputable brands with strong market presence [4]. - As of 2024, China is projected to produce 35.88 million tons of poultry eggs, solidifying its position as the largest egg producer and consumer globally, with an increasing focus on quality to meet diverse consumer demands [4].

Core Viewpoint - The emergence of "raw-eating eggs" is transforming consumer perceptions of eggs in China, with Huang Tian E leading the high-end egg market, selling 1.8 billion eggs annually [1][4]. Industry Overview - "Raw-eating eggs" are not just a marketing gimmick but represent a significant industry standard shift, focusing on controlling microbial contamination from the source, particularly Salmonella, which is a major cause of foodborne illnesses [4]. - The production of raw-eating eggs requires a comprehensive source system, high-density testing, and a full-process quality traceability system, which is more advanced than traditional egg safety measures [4]. Company Strategy - Huang Tian E is the first domestic brand to establish a full industry chain for raw-eating eggs, including hatchery, feed processing, breeding farms, grading factories, and cold chain logistics, creating a closed-loop system [5]. - The company adheres to a "zero detection of Salmonella" standard, with rigorous testing and processing protocols for each egg, ensuring safety and traceability [5]. Product Differentiation - Huang Tian E uses high-quality natural feed ingredients, avoiding cheap alternatives, which enhances the flavor and nutritional content of their eggs, resulting in a richer yolk color and better taste [8]. - The protein digestibility of their raw-eating eggs is reported to be as high as 99% when cooked to a soft-boiled state, significantly higher than fully cooked eggs [10]. Market Performance - Huang Tian E achieved a market penetration rate of 78.8% in the raw-eating egg category in 2024, indicating strong consumer preference [11]. - The brand has established a presence in major online and offline retail channels, ensuring rapid delivery and accessibility to consumers [11]. Industry Recognition - Huang Tian E has received multiple accolades, including recognition as a key leading enterprise in agricultural industrialization and awards for contributions to food safety and innovation, validating its business model and the trend towards standardized food products [11]. Conclusion - The concept of "raw-eating" eggs poses new challenges for the industry, and Huang Tian E exemplifies how a focus on systems, standards, and execution can redefine the future of egg products in China [12].

Group 1: Economic Development and Agricultural Innovation - The average household savings in Hai'an is 200,000 yuan, ranking among the top three in the province, highlighting the region's economic strength [1] - Hai'an is recognized for its modern agricultural practices, focusing on "industrial thinking" to promote common prosperity through a dual-driven approach of "industry + employment" [1][2] - The local government aims to increase the value of agricultural products, with a specific goal of raising the price of eggs by 0.2 yuan per kilogram, which could generate an additional 1 billion yuan for farmers [2][3] Group 2: Agricultural Value Chain and Employment - Hai'an has developed a comprehensive agricultural value chain, producing over 240,000 tons of eggs annually, with a total output value exceeding 10 billion yuan from the egg industry alone [3] - The region's agricultural industry cluster generated nearly 50 billion yuan in total output last year, significantly contributing to local employment [3] - Hai'an has established 19 standardized employment service stations, helping 2,640 unemployed individuals find jobs, emphasizing the importance of employment in rural revitalization [6] Group 3: Technological Integration and Cultural Development - The introduction of digital agriculture has led to an average increase of 30 kg per mu in crop yield and a cost saving of 100 yuan per mu, enhancing farmers' income [5] - Hai'an is promoting cultural enrichment through a public cultural service network, with numerous performances and cultural events reaching rural areas [7] - The local government is committed to building a national rural revitalization demonstration county, focusing on increasing agricultural efficiency and farmers' income [7]

Group 1 - The core viewpoint emphasizes the increasing importance of emotional value in marketing, particularly in the fast-moving consumer goods (FMCG) sector, where brands are shifting towards creating deeper emotional connections with consumers [4][6][28] - In 2024, Bawang Tea Ji invested 1.1 billion in marketing, resulting in a significant increase in brand awareness and public recognition [1] - The consumer industry is experiencing a polarization trend, with one side focusing on practical value and cost-effectiveness, while the other side seeks emotional value and experiential consumption [4][5] Group 2 - Brands are encouraged to create a sense of aspiration and companionship with consumers, moving away from being perceived as distant entities to becoming "life partners" [8][6] - User-generated content (UGC) plays a crucial role in fostering emotional connections, as seen in the example of McDonald's engaging with its fans through social media [10][12] - The case of Huang Tian E and Heinz's "Tomato Scrambled Eggs" campaign illustrates how brands can leverage cultural and emotional ties to enhance consumer engagement and sales [13][15] Group 3 - The significance of life scenarios in marketing is highlighted, with brands needing to adapt to consumer lifestyles and preferences [18][20] - The rise of innovative media forms is essential for brands to create discussions and social interactions, which can lead to increased brand value [24][26] - The challenges of implementing innovative marketing strategies include regulatory hurdles and the need for brands to invest significant effort and resources [27][28]

以下文章来源于刀法研究所 ，作者刀法行研 刀法研究所 . 洞察新消费，赋能新品牌，剖析新营销，成就中国好品牌。 "黄天鹅是智商税吗？" 在小红书里，搜索"黄天鹅"后就会跳出类似的帖子。一颗小小的鸡蛋，掀起了一股新的风暴。 一边是黄天鹅疯狂进账，年销数亿的成绩令我们震惊，另一边则是面临质疑 。 "黄天鹅引入的可生食鸡 蛋到底靠不靠谱""卖这么贵是谁给它的胆子""国人没有可生食鸡蛋的习惯，吃黄天鹅岂不是浪费 钱"……诸如这种争议，但都挡不住黄天鹅的飞涨的GMV。 从品牌角度看，把农产品做成品牌已经成了一大趋势，但像黄天鹅这种，满身争议却销量始终在攀升的 品牌却不多见。 当大家只关心"土鸡蛋还是洋鸡蛋"，没人记得鸡蛋的品牌名称，黄天鹅却撕开裂缝， 硬生生造出一个新品类，让许多人冲着黄天鹅的名字下单购买。 回顾黄天鹅的创业历史，刀法发现，黄天鹅的成功是因为它找到了最需要黄天鹅的那群人。 占领宝妈厨房，让娃爱吃黄天鹅 黄天鹅到底是谁在买？ 2019年，黄天鹅横空出世，以"可生食鸡蛋"概念改变了千万个中产宝妈的鸡蛋选择。 一枚2.7元左右 （根据品牌官方旗舰店销量TOP1的商品计算单价）。单价远超奶奶养的土鸡蛋，也因此， ...