As a leading enzyme brand, Duoyan Slender enters a market where opportunities and challenges coexist.
The opportunity lies in the fact that with the continuous improvement of residents' living standards, the importance of residents' health care has increased, and consumers have a growing demand for enzyme products that have health care effects and can improve human immunity. According to data from the Head Leopard Research Institute, from 2014 to 2018, the market size of China's enzyme industry increased from 950 million yuan to 4.68 billion yuan. In the future, the sales volume of China's enzyme market will continue to grow, and it is expected to climb to 11.60 billion yuan by 2023.
The challenge is that the broad prospects of the enzyme industry have attracted a large number of enterprises to enter the enzyme market, the market competition is becoming increasingly fierce, and the phenomenon of enterprise homogenization is serious, making it difficult for enzyme companies to form a brand effect.
The reason why Duoyanshuang has been able to become a hot Internet celebrity brand in less than five years is inseparable from its development of unique market segment positioning products and the creation of cognitive labels, and the occupation of differentiated segmentation tracks. In the recent cooperation with the variety show "Sister Club", Duo Yanshuang has successfully driven 1.2 billion brand exposures by virtue of the construction of brand differentiation labels.
Previous enzyme products were mostly based on the addition of a variety of enzyme types as the selling point, while Duoyan Slender broke the original enzyme type classification with "enzyme activity" and re-cut the enzyme food.
The reason for this is that the innovative fermentation technology used by Duoyan Lean makes enzymes not only enzymes, but also a large number of active functional nutrients compared to the sterilization-type yeast fermentation technology used in traditional enzyme products. Taking "600 billion live enzymes" as the selling point, it can not only clearly convey the advantages of multi-yan slim products, but also drive label upgrades through enzyme activity.
In terms of taste, Duoyan Slim has launched two products: succulent grape live enzyme stock jelly & domineering orange live enzyme stock liquid jelly, and gives a clear value point distinction from product differentiation. The taurine contained in the domineering orange live enzyme stock solution jelly can be refreshing and stress-relieving. The 7 vitamins + 2 minerals in the succulent grape live enzyme stock jelly can comprehensively replenish nutrition, balance electrolytes, and maintain intestinal water balance.
In addition, Duoyan Lean changed the boxed form of enzyme food in the packaging, subversively adopted the "milk tea cup" packaging, which is not only more convenient for consumers to access at the behavior level, but also brings a new conjecture of "whether milk tea can be combined with enzyme health food in the future to carry out product innovation".
Duoyan Slim has been upgraded from the "Zheng Duoyan exclusive icon model" to the "founder Zheng Duoyan + brand recommendation officer Zhang Tianai double icon model". From fitness IP Zheng Duoyan to perfect body manager Zhang Tianai, Duoyan Thin uses celebrity stars with strong cognition and strong labels to make the brand image more deeply rooted in the hearts of the people and trigger consumers' positive associations with the brand. From the upgrade of this character symbol strategy, we can clearly see the willingness of Duoyan Slim brand to "promote youthfulness".
Duo Yanshuang also cooperated with Zhang Tianai to create a star limited cooperation gift box. The gift box incorporates Zhang Tianai's "crystal crystal" concept, and adds crystal elements to the inner and outer packaging to express the connotation of shining and moving and blooming vitality. While promoting drainage for Tmall Double Eleven, it also uses products as carriers to convey brand information.