战略契合：流量赋能与品质坚守的双向驱动 2025年12月27日，国内休闲零食头部企业来伊份（603777）正式宣布青年演员、歌手文俊辉成为全新品 牌代言人。此次合作正值2026年年货节消费旺季来临之际，被业内视为来伊份深化年轻化战略、抢占年 货市场份额的关键一步，也折射出休闲零食行业在消费升级背景下的品牌竞争新态势。 从商业逻辑来看，来伊份选择文俊辉作为代言人，是一次精准的流量与品牌调性的匹配。文俊辉作为横 跨影视、音乐领域的新生代艺人，在年轻群体中拥有广泛影响力和高人气，其阳光、专业的公众形象， 与来伊份希望传递的"新鲜、品质"品牌理念高度契合。 产品矩阵：全场景布局夯实年货市场竞争力 年货节作为休闲零食行业的重要销售节点，向来是各大品牌的必争之地。来伊份此次围绕"健康好品质 就送来伊份"的核心主张，构建了覆盖日常消费与礼品市场的全场景产品矩阵，以多元化的产品策略应 对激烈的市场竞争。 来伊份方面在接受采访时表示："文俊辉在年轻消费者中的号召力，能够帮助品牌更有效地触达目标客 群，提升品牌在Z世代中的渗透率。同时，他对事业的专注与追求，也与来伊份二十余年坚守品质、持 续创新的企业精神相呼应。" 此次合作，本 ...

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]