Core Insights - The company, Laiyifen, showcased its new identity as a "global brand management ecosystem platform" at the 8th China International Import Expo, presenting five core brands collectively instead of a single brand [1] - Laiyifen aims to accelerate its "going out + import" dual circulation system, focusing on both international expansion and local market penetration [1][2] Brand Highlights - The five core brands presented include: - Laiyifen: Focused on high-quality healthy snacks - Yami: Specializing in imported foods - Zui'ai: Concentrating on sauce-flavored liquor - Huwei: Engaged in whiskey - Yangchuanji: Targeting community retail business [1] - The Zui'ai brand made its debut at the expo and is expected to become a significant growth driver within 3-5 years [1] - Yangchuanji has already established over 300 stores and plans to achieve a "thousand-store" target by 2027 [1] International Expansion Strategy - Laiyifen's international strategy follows a three-step approach, starting with targeting Chinese communities, then expanding to Southeast Asian markets, and finally to mainstream markets in North America and Australia [2] - The company has entered over 18 countries, including the USA, Canada, Australia, and Germany, since beginning its overseas market layout in 2019 [2] Product Offerings and Collaborations - At the expo, Laiyifen displayed over 60 export products, including dried fruits, nuts, and sauce-flavored liquor, highlighting its unique Chinese offerings [1] - The company has introduced nearly 40 imported products, including items like Malaysian chocolate and Belgian caramel cookies, marking a shift from simple trade to deep collaborative development [2] - Laiyifen has signed procurement agreements totaling nearly 1.22 billion yuan over the past seven years, with expectations to exceed 250 million yuan in the current expo [3]

Core Insights - The China International Import Expo (CIIE) serves as a platform for Laiyifen to showcase its transformation from a snack expert to a comprehensive food ecosystem provider, emphasizing its new identity as a "global brand management ecological platform" [1][9] - Laiyifen's participation highlights its strategic shift towards health-oriented snacks, introducing the "Five Low Standards" (low sugar, low fat, low calories, low salt, low GI) and the "Five Fresh Standards" to meet evolving consumer demands for healthier options [3][6] Brand Strategy - Laiyifen has established a collaborative brand matrix featuring five core brands, each targeting different consumer needs: Laiyifen for healthy snacks, Yami for imported foods, Zui Ai for aromatic liquor, Hu Wei for whiskey, and Yang Chan Ji for community retail [1][3] - The brand architecture upgrade aims to achieve precise coverage of various consumer scenarios and foster internal collaboration among brands, creating a symbiotic ecosystem [1][3] Product Innovation - Laiyifen emphasizes clean ingredient sourcing, with products like the enzyme-free dried plums and organic chestnuts featuring minimal ingredients, ensuring consumer trust [5] - The company integrates scientific nutrition into its offerings, such as the "Yitian Yidai" probiotic nut mix, which addresses modern health concerns while enhancing flavor [5] - Laiyifen explores traditional Chinese health concepts through innovative products like red bean and coix seed water, merging cultural heritage with modern convenience [5] Global Expansion - Laiyifen is actively pursuing a dual circulation model of "going out and bringing in," showcasing over 60 export products and nearly 40 imported items at the CIIE, including collaborations with international partners [6][8] - The company aims to create a "global resource hub" by leveraging its supply chain network across more than 20 countries, enhancing its global brand operation capabilities [8][9] Strategic Goals - The CIIE is positioned as a strategic platform for Laiyifen to implement the "dual circulation" strategy, facilitating a two-way channel for global buying and selling [9] - Laiyifen's participation reflects its commitment to high-quality development and cultural exchange, promoting Chinese brands and products on the global stage [9]