Core Viewpoint - Liuliu Mei is strategically repositioning itself in the fast-moving consumer goods (FMCG) sector by implementing a "category big single product" strategy, aiming for significant revenue growth and market leadership in the snack industry [1][3][23] Financial Performance - The company projects revenue to exceed 1.6 billion yuan in 2024, with a 25% year-on-year growth in the first half of 2025 and a 75.4% increase in net profit [1] - From 2022 to the first half of 2025, revenue is expected to grow from 1.174 billion yuan to 1.616 billion yuan, a nearly 40% cumulative increase, while net profit is anticipated to rise from 68.43 million yuan to 148 million yuan, with a compound annual growth rate exceeding 40% [6] Industry Context - The snack industry has undergone significant structural changes, including channel fragmentation, restructured shelf logic, and accelerated consumer segmentation [4] - The competition has shifted from "speed of distribution" to "structural efficiency," making sustained growth increasingly challenging for companies [6] Strategic Adjustments - Liuliu Mei's strategic adjustments focus on three key areas: product structure, channel efficiency, and upstream investment [8][20] - The company is redefining its product categories, moving from a focus on plum products to a broader "fruit health snack platform," capturing opportunities in consumer demand for health and experience [9][10] Product Innovation - The company is innovating in flavors and experiences, introducing new products like "Chenpi Mei Tiao" and "Heizhang Aijiao Qingmei," which combine taste with health benefits [12][13] - New product lines such as the "Mei Dong NFC series" emphasize natural ingredients and cater to diverse consumer scenarios, contributing to significant growth in sales [13][15] Channel Efficiency - Liuliu Mei is enhancing channel efficiency by adapting strategies to different retail environments, moving from a focus on inventory pressure to operational support for distributors [16][18] - The company is implementing a three-pronged approach of product combination, promotional rhythm, and terminal sales activation to improve distributor performance [19] Upstream Investment - Contrary to industry trends of light asset operations, Liuliu Mei is increasing investments in upstream supply chains, establishing extensive organic plum cultivation bases and production facilities [20][22] - This strategy aims to control costs, ensure product innovation, and build brand barriers, allowing for a more sustainable competitive advantage [22] Conclusion - Liuliu Mei's approach serves as a model for FMCG brands seeking growth in a challenging market, emphasizing structural efficiency, collaborative relationships with distributors, and bold investments in core capabilities [23][25]