Core Insights - The article discusses the successful launch of Joyoung's new product "Haqimi North and South Mung Bean Milk," which gained unexpected market traction during the Double 11 shopping festival, driven by a viral marketing campaign featuring an AI orange cat as its mascot [1][3][7]. Product Performance - The new product achieved sales of 7.5 to 10 million yuan with a sales volume of 250,000 to 500,000 units shortly after its launch on Douyin [3]. - Due to overwhelming demand, Joyoung had to issue a sold-out notice, indicating that order volumes reached supply limits [3]. Stock Market Impact - The popularity of "Haqimi Mung Bean Milk" led to a significant rise in Joyoung's stock price, prompting the company to clarify that it no longer holds any equity in the product's operating entity, Joyoung Foods, since December 2023 [3][7]. Marketing Strategy - Joyoung's marketing strategy for "Haqimi" involved extensive preparations, including creative packaging and engaging promotional activities, such as live-streaming events and interactive music sessions [5][7]. - The product was priced at 29.9 yuan for 15 bags, appealing to consumers looking for novelty and fun [7]. Cultural Context - The term "Haqimi" originates from a Japanese anime and has evolved into a meme associated with cats, which resonated with younger audiences [4][10]. - The marketing campaign leveraged the popularity of cat memes and abstract cultural references, indicating a shift in Joyoung's approach towards more contemporary and youth-oriented marketing strategies [11][12]. Controversies and Risks - The campaign faced criticism for potentially exploiting sensitive cultural symbols, particularly the use of the orange cat image, which some users associated with animal cruelty memes [8][10]. - Joyoung's engagement with controversial memes highlights the risks brands face when navigating the fine line between humor and offense in marketing [18][19].

Core Insights - The "Hachimi" meme has become a significant cultural phenomenon in the Chinese internet, leading to various commercial opportunities for brands like Joyoung [2][17][30] - Joyoung's "Hachimi North-South Green Bean Milk" has seen explosive sales, with over 200,000 orders on Douyin, indicating a successful capitalizing on internet culture [2][17] - The commercialization of the "Hachimi" meme has sparked a trend among other brands to create related products, showcasing the power of meme-driven marketing [4][6][17] Group 1: Meme and Cultural Impact - The "Hachimi" meme originated from a Japanese term meaning "honey water" and evolved through user-generated content, becoming a staple in cat videos [12][14] - A viral video featuring a stray orange cat contributed to the meme's resurgence, leading to the creation of various related content and merchandise [14][17] - The meme's commercialization reflects a broader trend in attention economy, where brands leverage viral content to engage younger consumers [19][20] Group 2: Brand Strategies and Market Response - Joyoung's success is attributed to its strategic use of the "Hachimi" meme, which resonated with consumers and created a sense of community and emotional value [21][30] - Other brands, including snack and personal care companies, have also jumped on the "Hachimi" bandwagon, indicating a competitive market response to viral trends [6][10][34] - The rapid commercialization of memes can lead to a decline in their cultural relevance, as seen in the lifecycle of internet trends [27][29] Group 3: Risks and Future Considerations - The commercialization of memes poses risks, as overexposure can lead to a loss of interest among core audiences, pushing them to seek new cultural symbols [27][30] - Brands must balance meme marketing with maintaining a strong product identity to avoid diluting their brand image [34] - The success of Joyoung may encourage other companies to explore meme-driven marketing, but the sustainability of such strategies remains uncertain [34][35]

Group 1 - The stock price of Jiuyang Co., Ltd. experienced significant fluctuations, with a cumulative increase of 20.95% over two consecutive trading days, triggering an abnormal trading situation as per Shenzhen Stock Exchange regulations [1][2] - Jiuyang Co., Ltd. clarified that it is not involved in the production or sale of food and beverage products, focusing instead on the small home appliance industry [1][2] - The recent market buzz around the "Hachimi" concept originated from a popular meme linked to the anime "Uma Musume," which led to the rapid popularity of the "Hachimi North and South Mung Bean Milk" product created by Jiuyang Bean Products [1] Group 2 - Due to the similarity in names, some investors mistakenly confused Jiuyang Bean Products with Jiuyang Co., Ltd., resulting in a stock price surge on November 12, with a limit-up on November 13 and a further limit-up at the opening on November 14 [2] - Jiuyang Co., Ltd. clarified on an interactive platform that it has not launched any products related to "Hachimi," and it no longer holds any equity in Jiuyang Bean Products since December 2023 [2]

Core Viewpoint - Jiuyang Co., Ltd. (002242.SZ) experienced a significant stock price fluctuation, with a cumulative increase of 20.95% over two trading days, prompting an announcement regarding abnormal trading conditions [2]. Group 1: Stock Performance - From November 13 to 14, Jiuyang's stock price saw a cumulative increase of 20.95%, which is classified as an abnormal trading situation according to Shenzhen Stock Exchange regulations [2]. - On November 12, the stock price rose significantly, reaching a limit up on November 13, and opening at limit up on November 14 [2]. Group 2: Company Clarification - Jiuyang clarified that it does not produce or sell food and beverage products, focusing solely on the small home appliance industry [2]. - The recent surge in stock price was linked to the "Hachimi" concept, which was popularized by a product called "Hachimi North and South Mung Bean Soy Milk," created by Jiuyang's subsidiary, Jiuyang Bean Products [2]. Group 3: Market Reaction - The product "Hachimi North and South Mung Bean Soy Milk" gained popularity due to its unique packaging and interactive marketing strategies, leading to confusion among investors who mistook Jiuyang Bean Products for Jiuyang Co., Ltd. [2]. - Jiuyang Bean Products, which operates the "Jiuyang Soy Milk" brand, was identified as the driving force behind the product's market success, while Jiuyang Co., Ltd. has not held any equity in it since December 2023 [2].

Group 1 - The article discusses the phenomenon of "Haqimi" and its impact on stock prices, particularly focusing on the product launch by Jiuyang Douye and the subsequent stock surge of Jiuyang Co., which is unrelated to the product [3][6][7] - Jiuyang Douye's new product "Haqimi North-South Mung Bean Milk" sold out quickly, leading to a backlog of orders and a significant increase in demand [6][8] - Jiuyang Co. experienced a stock price surge after the product launch, despite clarifying that it had no operational ties to Jiuyang Douye, which had sold its stake in the bean milk business [7][8] Group 2 - The article highlights the emergence of "Haqimi" as a meme culture, with various companies and stocks being associated with it, leading to a speculative investment environment [8][9][28] - The phenomenon has sparked a broader internet culture war, with opposing views on animal rights and meme usage, resulting in increased engagement and controversy [28][40][61] - The article suggests that the "Haqimi" trend represents a shift in how companies engage with controversial topics, potentially leading to more businesses taking sides in cultural debates [61][63]

Core Viewpoint - The launch of "Hachimi North-South Mung Bean Milk" by Joyoung has become a viral marketing success, driven by its unique packaging and naming, leading to significant sales and a surge in stock prices for Joyoung despite the product being unrelated to its core business of kitchen appliances [1][13][21]. Product Launch and Sales Performance - Joyoung's new product features a creative packaging design and is priced affordably at 29.9 yuan for 15 bags, resulting in over 10,000 orders within two hours and more than 100,000 units sold on Douyin, leading to a 45-day pre-sale period [1][13]. - The stock price of Joyoung surged to 11.06 yuan, hitting the daily limit, prompting the company to clarify that it does not produce food or beverage products [1][13]. Marketing Strategy and Consumer Engagement - The product's success is attributed to its emotional and symbolic value rather than its functional benefits, reflecting a trend where younger consumers are motivated by emotional resonance and cultural identity [13][21]. - The marketing strategy effectively tapped into the "Hachimi" meme culture, which has become a symbol of absurdity and rebellion, resonating with the target demographic [12][21]. Cultural Context and Meme Evolution - The term "Hachimi" originated from a Japanese anime and evolved into a meme associated with cats, leading to a wave of user-generated content and music that became popular on social media platforms [3][4][10]. - The combination of the "Hachimi" meme and the viral orange cat character created a new cultural phenomenon, further enhancing the product's appeal [10][12]. Consumer Behavior Insights - The phenomenon illustrates a shift in consumer behavior where individuals purchase products not solely for their utility but to express identity and engage with cultural trends [13][21]. - Joyoung's approach demonstrates the importance of aligning marketing strategies with the values and interests of younger consumers, fostering a sense of community and shared experience [15][21]. Conclusion - The success of "Hachimi North-South Mung Bean Milk" highlights the effectiveness of playful and culturally relevant marketing in capturing the attention of younger consumers, suggesting that brands can achieve unexpected success by embracing contemporary cultural narratives [21][22].

Core Viewpoint - Jiuyang Co., Ltd. has clarified its non-involvement in the food and beverage sector amidst stock price fluctuations attributed to the "Hakimi" concept, emphasizing its focus on the small home appliance industry [1] Group 1: Stock Performance - Jiuyang's stock price experienced a cumulative increase of 20.95% over two trading days (November 13 and 14, 2025), leading to a market capitalization growth of over 1.6 billion yuan, reaching 9.286 billion yuan [1] - The stock hit its first trading limit on November 13 due to the popularity of "Hakimi soy milk," followed by another limit-up on November 14 [1] Group 2: Company Clarification - Jiuyang stated that it does not engage in the research, production, or sales of food and beverage products, focusing solely on kitchen small appliances [1] - The company clarified on November 13 that there is no equity relationship with "Jiuyang Soy Milk," which is associated with the recently popular "Hakimi" product [1] - Jiuyang exited its shareholder position in Hangzhou Jiuyang Soybean Products Co., Ltd. in December 2023, confirming no direct equity ties between the two companies [1]

Core Viewpoint - Jiuyang Co., Ltd. clarifies its non-involvement in the "Haqimi" concept and emphasizes its focus on the small home appliance industry [1] Group 1: Company Overview - Jiuyang Co., Ltd. operates in the small home appliance sector and does not engage in the research, production, or sales of food and beverage products [1] - The company previously held a 25.5001% stake in Hangzhou Jiuyang Bean Products Co., Ltd., which was fully transferred on October 31, 2023, to a new company controlled by founder Wang Xuning [1] Group 2: Market Reaction - The launch of "Haqimi North and South Mung Bean Milk" by Hangzhou Jiuyang Bean Products has gained significant attention due to its association with a popular internet song, leading to increased consumer interest [1] - Following the surge in popularity of the new product, Jiuyang Co., Ltd. experienced a stock price increase, reaching the daily limit on November 13, 2023, and trending on Weibo [1]

Core Viewpoint - The recent popularity of "Hachimi North-South Mung Bean Milk" launched by Hangzhou Joyoung Bean Products Co., Ltd. has significantly impacted the stock performance of Joyoung Co., Ltd. (002242.SZ), leading to consecutive stock price increases on November 13 and 14. However, Joyoung Co., Ltd. clarified that it does not engage in food and beverage business, and the success of the product will not directly affect its financial performance [2][8]. Group 1 - "Hachimi North-South Mung Bean Milk" has sold over 100,000 units as of November 14, with a promotional price of 19.9 yuan for 10 bags, although it is currently in a pre-sale status with shipments expected by January 12 [4][6]. - The term "Hachimi" is derived from the Japanese word for "honey" and has gained popularity through a viral segment from the anime "Uma Musume," which has been widely used in cat videos on social media, contributing to the product's popularity [8]. - Joyoung Co., Ltd. has stated that it does not have any products related to "Hachimi" and focuses on kitchen small appliances, confirming that it and its subsidiaries do not engage in food or beverage products [8][9]. Group 2 - Joyoung Co., Ltd. announced in October 2023 that it would transfer its entire stake of 25.5001% in Joyoung Bean Products to Solar Blue (HK) Limited for a transaction price of approximately 177.23 million yuan, indicating a strategic focus on its core small appliance business [9]. - The recent stock price surge has raised investor concerns regarding the company's future business integration and development plans, to which the company has responded that there are currently no related plans beyond publicly available information [10].

Core Viewpoint - The recent popularity of "Hachimi North-South Mung Bean Milk" from Hangzhou Jiuyang Bean Industry Co., Ltd. has significantly impacted the stock performance of Jiuyang Co., Ltd. (002242.SZ), leading to consecutive stock price increases on November 13 and 14, despite Jiuyang Bean Industry not being included in Jiuyang Co.'s consolidated financial statements [1][5]. Group 1: Product Popularity - "Hachimi North-South Mung Bean Milk" has achieved over 100,000 sales on its Taobao flagship store as of November 14, with a promotional price of 19.9 yuan for 10 bags, although it is currently in a pre-sale status with shipments expected by January 12 [2][4]. - The term "Hachimi" is derived from the Japanese word for "honey" and has gained traction in Chinese internet culture, particularly associated with cat videos, which has contributed to the product's viral success [5]. Group 2: Company Clarifications - Jiuyang Co. has clarified that it does not have any products related to "Hachimi" and focuses solely on kitchen small appliances, with no involvement in food or beverage products [6][7]. - Jiuyang Co. announced in October 2023 that it would transfer its entire stake in Jiuyang Bean Industry, amounting to 25.5001%, to Solar Blue (HK) Limited for a transaction price of approximately 177.23 million yuan, indicating a strategic focus on its core business [7]. Group 3: Market Reactions - The stock price surge of Jiuyang Co. has raised investor interest regarding the company's future business integration and development plans, although the company has stated that there are currently no related plans beyond publicly available information [8].