According to data from the China Business Research Institute, the market size of China's meat products industry has exceeded 2 trillion yuan in 2020. In China's 2 trillion meat market, sausage food accounts for about one-third. Among them, grilled sausages are not only popular all over the country, but also the favorite of young people.
"China's time-honored brand" Qiulin Lidaosi, the "leader" of the red sausage industry, began to target young people? Is it just because young people are the main consumer force? When young people with strong consumption potential and purchasing power are becoming the main consumer of meat products, "lazy" is also an unavoidable word for many young people, and how to eat conveniently and healthily is a hot spot that many young people pay attention to. Therefore, Qiulin Lidaos researched and judged Internet big data and targeted young people, which is undoubtedly an efficient strategy, and the ready-to-eat red sausage attracts a potentially huge consumer group, so as to maintain the familiarity of each generation with the Lidaos brand, so that the brand can pass through the generational changes of consumers and continue to sell well.
The formula is optimized for a better taste
With the popularization of the concept of health, people's demand for diet is upgrading from eating full, eating well, to eating healthy, and more and more consumers are willing to pay for healthy food. Eating healthy is also becoming a new fashion, alleviating the "health anxiety" of young people, as well as the "growth anxiety" of the food industry. It is in this context that "pure sausage" has become a hot new trend in the meat industry, and the high quality, taste and meat content of meat have become the focus of consumers. The timely launch of Qiulin Lidaosi 0 starch sausage not only makes up for the regional limitations of its flagship product, Harbin red sausage, but also expands the brand's target consumer group.
It is understood that the starch content of Qiulin Lidaosi red sausage does not exceed 7%, which is the existence of more meat content in similar products. In order to reduce the starch content to 0, Qiulin Lidaos started a round of experiments, and finally not only succeeded in achieving 100% starch-free, but also maintained Q elasticity and chewiness in the taste. It can be seen from the nutritional content list of Qiulin Lidaosi 0 starch series spicy crayfish sausage that the reference value of carbohydrate nutrients is only 3%, which is similar to the carbohydrate content of the new consumer brand grilled sausage with 0 added to the main zero.
As a time-honored enterprise with a history of 124 years, Qiulin Lidaosi has strict requirements for the production qualifications of raw material suppliers, and chooses to cooperate with well-known enterprises with stable production capacity to ensure the quality and freshness of meat raw materials from the source. In addition, the meat content of the 0 starch series is not less than 80%, and the meat is full.
In terms of formula, Qiulin Lidaosi's 0 starch series adopts the golden ratio of fat and lean meat, and the pork and chicken thigh steak are mixed according to the proportion, so that the mellow aroma of pork and the deliciousness of chicken are fused together, which is not only nutritionally balanced, but also more delicate in taste.
According to relevant surveys, when consumers buy food, the focus is: taste/taste, brand reputation/high sales, nutritional content/health, and reasonable price. At the same time, Xiaohongshu's "2023 Snack Industry User Insight Report" also mentioned that young users pay more attention to taste, and taste is one of the main influencing factors affecting consumer decision-making. In terms of taste, Qiulin Lidaosi has successively launched black pepper crispy bone sausages, spicy crayfish sausages, and fragrant cheese sausages to meet the diversified needs of consumers and bring consumers a delicious and healthy consumption experience.
Eat right out of the bag to match the fast-paced life of young people
For young people in the fast-paced era, the preparation process of cooking meat products is cumbersome and time-consuming, and office workers who are "busy with work and have no time" and "too lazy to do" are more willing to eat out, and even many young people have completely abandoned the kitchen and opted for takeaway, fast food, etc. According to the market situation, meat product brands also pay more attention to the experience of use scenarios in new products, while improving the quality of raw materials, providing consumers with more convenient and richer personalized choices.
Compared with other grilled sausages on the market, Qiulin Lidaos 0 starch series has a significant feature - ready-to-eat out of the bag, each one has an independent package, which can be eaten anytime and anywhere, and the production process is innovated from the traditional red sausage process, continuing the consistent "diverse ways to eat" characteristics to meet the diverse consumption scenarios of consumers.
Family breakfast is one of the main consumption scenarios of Rydaos red sausage, and in the fast-paced life, breakfast pays attention to convenience, especially for mothers and dads who need to take care of their children, they should prepare a nutritious breakfast for their children and do not want to delay work. Qiulin Lidaos 0 starch series of fragrant cheese sausages, ready to eat out of the bag, or tear open a small mouth, microwave a little heat, there will be a different flavor. Breakfast can be made in tens of seconds, and if the time is too rushed, you can also take it to your child on the road.
With the development of the night-time economy, new scenes such as chasing dramas and adding meals have also become a new direction for the development of meat filling products, and the demand for late-night snack products has increased among the new generation of young people. The launch of Qiulin Lidaosi 0 starch crayfish sausage, black pepper crispy bone sausage, and fragrant cheese sausage provides a richer choice for supper products. You don't need to cook by hand, you can eat it right out of the bag, enjoy the delicious food immediately, comfort the hard work of the "workers" for a day, temporarily put down the busy work, take off the guard, and return to the most real state.
Some people say that this is the best era of the food track, but also the most challenging era. Consumer needs and the relationship between consumers and brands are changing dramatically. Based on its core competence, Qiulin Lidaos inherits ingenuity, and at the same time continues to innovate, keep pace with the times, go through cycles, and lead the industry to develop upward. Everything is indicating that the century-old brand Qiulin Lidaosi is stepping onto the table of more young people and will usher in the next wave of development.