Group 1: Market Position and Strategy - The company holds a leading position in the high-end jujube market and aims to expand its product coverage through innovation and channel development [2] - The company targets a long-term strategic goal of achieving a market capitalization and revenue of 10 billion yuan, focusing on enhancing market share and optimizing supply chain efficiency [5][6] Group 2: Technological Innovation - The company prioritizes technological innovation as a core driver for high-quality development, focusing on three main areas: collaboration with academic institutions, building a digital platform for supply chain management, and upgrading production lines [3] - Recent innovations include the development of new products such as "Red Small Pie" and "Black Gold Jujube," which have gained consumer popularity [9][15] Group 3: Cost Reduction and Efficiency - In 2024, the company implemented cost reduction and efficiency measures, including digital collaboration for supply chain management and data-driven marketing strategies [3][4] - The company has established a standardized process that enhances resource utilization efficiency, contributing to sustainable business growth [4] Group 4: Financial Performance and Future Outlook - As of the first quarter of 2025, the company reported a significant increase in net profit, attributed to new product launches and expanded distribution channels [9] - The company is committed to providing stable returns to shareholders based on annual performance and strategic planning [4] Group 5: Industry Challenges and Opportunities - The health food industry is experiencing rapid growth, with opportunities arising from increased consumer demand for functional foods and new retail channels [8] - Challenges include competition from cross-industry entrants, fluctuations in raw material prices, and the need for continuous product innovation [8]

Core Insights - The lifecycle of categories and channels significantly impacts the rise and fall of new consumer brands in China, with traditional companies often replicating successful products due to supply chain advantages and rising platform costs [1] - New consumer brands are increasingly focusing on profitability rather than just scale, recognizing that maintaining profit margins is essential for sustainability [1][12] - The brand Lao Jin Mo Fang has adapted its strategy to enhance offline distribution and develop differentiated products to regain control over sales [1][7] Group 1: Brand Strategy and Market Positioning - Lao Jin Mo Fang has successfully positioned its sesame ball product, which has seen a significant increase in female consumers, accounting for approximately 75% of its customer base during a growth period from 2019 to 2022 [2] - The brand is developing new products tailored to male consumers while maintaining its strong appeal among female users, focusing on innovation based on different consumer needs [2] - The company is expanding into pharmacy channels to enhance its product credibility and reach older consumers, aligning its product offerings with the needs of this demographic [3] Group 2: Channel Strategy and Distribution - Lao Jin Mo Fang is diversifying its distribution channels, having increased its offline channel share from 10% in 2023 to 35% in Q1 2024, reflecting a strategic shift to stabilize profits amid online challenges [7] - The brand is open to collaborating with channel partners through OEM/ODM arrangements to enhance sales and profit structures, recognizing the importance of channel ecosystems [4] - The company is adjusting its product specifications across different channels to optimize sales and profitability, moving away from a one-size-fits-all approach [6] Group 3: Financial Performance and Profitability - The sales composition of Lao Jin Mo Fang is currently 50% from health balls, 30% from instant powders, and 20% from gift boxes and teas, with a focus on maintaining market share in health balls while investing in the growth of instant powders [8] - The brand is prioritizing supply chain cost optimization and targeted adjustments in promotional expenses to enhance overall profitability [11] - Investors are supportive of the company's strategy to prioritize profit over aggressive growth in GMV, indicating a shared understanding of the importance of sustainable financial health [12]

当前，零食与烘焙行业正经历从"浅水区"到"深水区"的深度变革。 过去依靠微创新即可获利的时代已经结束，随着居民健康意识提升、Z世代成为消费主力，以及下沉市 场潜力释放，零食行业正从单纯的"好吃"向"吃好"转变。与此同时，量贩渠道崛起、国潮文化盛行等外 部因素，正在重塑零食品类的价值边界。 在此背景下，行业竞争逻辑正在重构：过去以口味创新和渠道铺货为主的增长模式面临挑战，取而代之 的是"产品创新+场景挖掘+价值传递"的全新竞争维度。 面对这场深度变革，零食企业该如何把握创新方向？行业未来的增长机会在哪里？ 沙利文大中华区合伙人及董事总经理张葛建，在FBIF2025食品饮料创新论坛零食与烘焙分论坛，以 《多元化消费需求背后：零食品类创新趋势洞察》为主题，通过品牌案例剖析，带来了深度行业观察与 趋势解读。 【下文根据演讲整理，内容有删节】 零食烘焙这一品类正在进入深水区。 曾经，零食烘焙市场处于浅水区时，大鱼小鱼共存，竞争也没有像现在这么激烈，即便是微创新都能够 为企业或者品牌带来不错的收益。 跨界融合——不少零食烘焙品牌会进行IP联名营销。此前霸王茶姬和哪吒的联名，当消费者进入门店购 买奶茶之时，会在门面看到敖丙 ...