Group 1 - The core theme of the event is "rising against the trend, breaking through growth," highlighting a shift in consumer market logic towards deep emotional resonance with consumers, emphasizing "healthier, more cultural, and smarter" trends [1] - The health demand is reshaping consumer decision-making, making it crucial for brands to focus on health lifestyle segments to break through market challenges [1] - Lin Xiaosheng, a health food brand, won the "2025 China New Consumption Excellence Brand Award" due to its product innovation and high growth performance [1] Group 2 - Lin Xiaosheng adheres to the core philosophy of "fresh and original taste," aiming to meet contemporary consumer demands for both health and flavor, aligning with industry health trends [3] - In 2025, Lin Xiaosheng demonstrated strong growth, ranking first in the oyster sauce category on Douyin and achieving top positions during major sales events like JD's 618 and Double 11, competing alongside industry leaders [5] - The company has successfully established three product lines: condiments, convenient meals, and snacks, with rapid online growth and a nationwide offline sales network covering 34 provinces, serving over 10 million users [5]

Core Insights - The article highlights the rising popularity of Lin Xiaosheng's 100% oyster sauce, endorsed by actor Li Jianyi, emphasizing its purity and health benefits [1][3]. Company Overview - Lin Xiaosheng is recognized as a new emerging brand in the seasoning industry, achieving significant accolades such as "2022 Most Growth-Oriented New Consumer Brand" and "2023 New National Goods CoolTop20 Product Award" [3]. - The brand's products, including 100% oyster sauce, 90% gluten-free oyster sauce, and 70% oyster sauce, are noted for their simple ingredient lists and health-conscious production processes, featuring no additives or gluten [3]. Product Highlights - The 100% oyster sauce is made solely from oysters, water, and salt, which enhances the flavor and healthiness of dishes [3]. - The 100% oyster sauce was recognized in the iSEE Global Awards, standing out among over 4000 entries, and the 70% oyster sauce won the "Global Delicious Award" [3]. Market Performance - Lin Xiaosheng's oyster sauce products have consistently topped various e-commerce platforms, including Douyin's "Oyster Sauce Popularity List" and "Oyster Sauce Bestsellers List" [3]. - The brand ranked among the top three in the cumulative sales of self-operated brands during the 2025 JD 618 promotion [3]. Product Innovation - In 2025, Lin Xiaosheng upgraded its 100% oyster sauce to a 2.0 version, reducing sodium content by 33% while enhancing freshness and taste, catering to health-conscious consumers [4].

Group 1 - The core point of the article highlights that the emerging health seasoning brand Lin Xiaosheng has achieved a remarkable third place in the JD 2025 Y618 basic seasoning speed ranking, alongside industry giants like Haitian and Lee Kum Kee, showcasing its latest progress in the health seasoning sector [1][4] - Lin Xiaosheng focuses on product innovation to meet users' dual demands for health and taste, utilizing high-quality raw materials and clean ingredient lists, which helps the brand establish a differentiated competitive advantage [4] - The brand's flagship product, the "100% Oyster Sauce," has become a significant driver of growth, emphasizing health with a simple ingredient list where oyster extract constitutes 100%, and has seen continuous sales growth over the past two years [4][5] Group 2 - The "100% Oyster Sauce" has gained rapid popularity across major e-commerce platforms like Douyin, JD, and Taobao, quickly reaching the top of the Douyin e-commerce oyster sauce sales rankings and maintaining a strong presence in various product lists [5] - Lin Xiaosheng's "100% Oyster Sauce" was recognized in the seventh iSEE Innovation Brand Top 100 list, reflecting its status as an industry-leading product and contributing to the rise of a new trend in "pure oyster sauce" consumption [5]