At the Chinese breakfast table, changes are quietly happening.
As the most important of the three meals, breakfast provides 25% to 30% of the energy and nutrients throughout the day, especially for children's development.
In the past, people were familiar with the breakfast "three-piece set" - white porridge, steamed buns, and side dishes, which no longer occupied the C position of the breakfast table. Nowadays, as long as you open Xiaohongshu, you will find that the breakfast patterns of Chinese people have long been not limited to traditional tastes and practices, and have been updated exponentially. Thanks to the category innovation of eggs, eggs that can only be simply fried and fried in the past have been presented more variedly, such as cloud eggs, Benedict eggs, and soft-boiled eggs...... Creative imagination about breakfast and eggs is being stimulated. As the way of eating eggs becomes more and more diversified, the consumer groups represented by the new generation of Bao Ma and the young people of the MZ generation have also put forward higher requirements for eggs.
It can be eaten raw, no antibiotics, and "the whole industry chain can be traced"...... It has become an important criterion for more and more consumers to buy eggs. At present, on the track of raw eggs, many new and old brands have made efforts to start from market cultivation, consumer education, scene extension, full-touch marketing, etc., so that the traditional category of eggs bursts out with infinite possibilities.
Yellow Swan, the pioneer of the category of raw eggs, has become the "guiding light" of the national high-quality egg market for three consecutive years, and the category penetration rate will reach 78.2% in 2023.
How to firmly grasp the market and consumer trust in the competition of many new and old brands, and become the first choice of more and more mothers and young consumer groups in the table egg category, the first new voice follows the new brand spokesperson of Yellow Swan Ma Yili, together with the traceability of Yellow Swan's egg production process and brand development process, revealing the secret of Yellow Swan eggs becoming the market leader and winning the trust of 50 million mothers in China.
01
Ma Yili's high-quality choice, a journey to the origin of the reason to uncover
In March this year, the yellow swan held a grand "Yellow Swan Traceability Activity" in Changxing, Zhejiang (Huzhou), one of the five major breeding bases in the country. In this significant traceability activity, Huang Swan not only officially announced that the famous actor Ma Yili became the new spokesperson of the brand, but also joined hands with representatives of the traceability group of major e-commerce platforms such as Tmall, Jingdong and Tmall Supermarket at the event site to personally visit the breeding base of Yellow Swan and started an in-depth brand traceability journey.
As one of Chinese mainland's most recognizable actresses, Ma Yili has won widespread acclaim for her diverse roles and profound performances. From Reiko in "Flowers" to Miss Li in "The Myth of Love", Ma Yili has her own insistence on the choice of roles. Ma Yili in life is famous for her elegant and high-quality life style, and she has her own strict requirements for the details of her family's diet.
At the press conference, Ma Yili shared her love for yellow swan eggs that can be eaten raw, and recalled her first experience of trying yellow swan eggs: "I remember the first time I tried yellow swan eggs, I beat them on fried scallion pancakes. At that moment, I noticed the difference between the yellow swan – while other brands of eggs tend to separate the yolk and egg whites when fried, the yellow swan's eggs remain intact and do not fall apart and do not smell of eggs. Based on the quality trust of the yellow swan and the habit of consuming the yellow swan for many years, Ma Yili chose to hold hands with the yellow swan.
During the day's activities, Ma Yili and representatives of e-commerce, distribution channels, media and other industries jointly formed a "traceability group" to visit the Yellow Swan base, and everyone witnessed the production status of modern high-standard chicken coops and egg workshops. The staff of Yellow Swan introduced the complete production process of eggs in detail, from the cultivation of salmonella-free chicks, the optimization of the natural food formula of hens, from the strict control of 8 major links and 24 key control points in the breeding process, to egg cleaning, ultraviolet disinfection, and then to triple screening - including appearance inspection, crack detection and weight grading. Each egg is sprayed with product information in edible ink, then automatically boxed, packed, and delivered to consumers via cold chain transportation. This traceability and factory exploration activity not only fully demonstrated the advantages of Yellow Swan in the construction of high-quality egg industry chain to the outside world, but also extended the concept of "transparent factory" to "transparent industrial chain".
02
Behind the collective planting of thousands of mothers, what did the yellow swan do right?
Understand the demand and understand the market better: let 50 million Chinese mothers no longer "hurt for love"
Traditional "native eggs" were once favored by consumer concerns about the use of antibiotics and hormones in industrial farms. However, in fact, "native eggs" do not have significant advantages in terms of safety and nutritional value. As consumers pay more attention to food quality, the market is in urgent need of egg brands that are both safe and tasteful.
The core customer group of the egg category is inseparable from mothers and children, and it is important to firmly grasp the core concerns and needs of this consumer group. According to the latest consumer stratification study released in September 2023 by Wude Research, an authoritative consumer research institution, more than 50 million Chinese mothers have chosen yellow swans to eat raw eggs. In addition to Ma Yili, many celebrity mothers such as well-known short video experts Papi sauce, Zhang Tailing, and actor Hu Ke are loyal consumers of Yellow Swan, and have spoken out for their high-quality quality.
Only when children eat safely and happily can they drive their mother's recognition and consumption. Since the establishment of the brand, Yellow Swan has paid special attention to the consumption needs of parent-child families, and concentrated resources to improve the quality of eggs in multiple dimensions.
Redefining high-quality eggs: food with a "taste and taste".
As a food, the value of eggs in the three dimensions of "color, aroma and taste" has rarely been explored in the past. Huang Swan has a keen insight into this, under the background of the new consumption era, the value of basic ingredients is no longer limited to the stomach, and safety, deliciousness and nutrition have opened up a new imagination space for the value of egg categories.
The whole link is traceable, so that the eggs are safe and visible
As the first enterprise in China to establish the enterprise standard for raw eggs, Yellow Swan's management system covers 8 major links and 24 key control points of layer breeding and production, forming a full-link quality assurance system covering R&D, production, sales and other links.
The brand's control standards for Salmonella far exceed the national standards, and regular testing is carried out every month, from 24 points such as feed and water sources. In order to ensure the safety of the product, Yellow Swan tests about 600,000 to 800,000 eggs a year, rather than just confirming the safety of the eggs through the test report. Through the above measures, we will ensure that the eggs are free of salmonella, which is safer for pregnant women and children.
Eggs taste better and children prefer them
As a food, in addition to safety, delicious and nutritious are equally important. In the past, the egg yolk was choking, the smell of eggs was difficult to swallow, and children were picky eaters who often did not like to eat eggs. In order to eliminate the children's sensitive concerns about the fishy smell of eggs, Yellow Swan set up a technical team to optimize the formula of hen food, and fed the hens through the formula made of natural foods such as soybeans and corn to improve the taste and nutrition of eggs.
Scientific feeding makes eggs the "top stream" of nutrition
In the case of a variety of nutrients, is there still room for improvement in egg nutrition? Yellow swan feeds hens with natural nutrients such as marigold extract, so that the egg yolk produced is naturally yellow, and contains natural carotenoids, strengthening the content of vitamin D, vitamin E, zinc and so on. Every Yellow Swan egg is a deep commitment to the health of consumers, ensuring that they do not sacrifice any important nutrients in the pursuit of superior quality.
03
Deeply cultivate the category of raw edible eggs and create a quality benchmark
Looking back at the development trajectory of Yellow Swan, it is not difficult to see that when self-exerting brand building, it only aims at one goal - brand is category. Just like when it comes to "carbonated drinks", most people's first reaction is Coca-Cola. Today, Coca-Cola is not only a brand, but also a spiritual culture. Feng Bin, the founder of Yellow Swan, also bluntly said that category is everything to Yellow Swan.
Feng Bin believes that consumers first have demand before they make decisions, and they first determine the category and then choose the brand. The effect that Yellow Swan hopes to achieve in the early stage of entrepreneurship is that consumers will equate it with "raw eggs" when they mention Yellow Swan, rather than having other divergent associations, and must "play straight" to directly meet the real needs of consumers. What's more difficult is that in the face of the rapidly rising demand for quality consumption, how to ensure the quality of the "guiding light" to develop the category as always?
(1) PMF stage: small-scale testing to quickly confirm the main channels
In the early days, the team did not design too many elaborate sales paths and channels, but conducted comprehensive tests on several major channel models, and finally focused the initial sales on e-commerce and new retail.
(2) Large-scale stage: use the repurchase rate to verify the category value conjecture
"Raw food" does not mean that yellow swan eggs can only be eaten raw, but is a visual proof of high quality and high standards. Only when consumers have this cognition in their hearts does it mean that Yellow Swan has the possibility of becoming a representative category and brand of eggs. Only repurchase is the affirmation of the company's business model, the user's trust in the product and the recognition of the value.
(3) Industrialization stage: the whole industry chain is guaranteed, and the quality is high
In recent years, with the influence of high-quality egg traceability activities and the spread of consumers' repurchase, more and more consumers' demands for the quality of eggs have gradually become clear: pollution-free, closed production and processing conditions, better egg taste and nutritional integration.
Yellow Swan is once again at the forefront of the industry, not only establishing its own breeding base to control the risk of vertical transmission, but also ensuring the "beautiful presentation" of color, aroma, taste, shape and safety of eggs through the whole industrial chain of chicken hatching, layer breeding, egg circulation and egg processing.
epilogue
Robert Woodruff, the third president of Coca-Cola and the legendary president of the company's longest-serving history, once claimed, "Even if all Coca-Cola factories were destroyed by fire, give me three months and I would be able to rebuild the whole Coca-Cola." ”
Yellow Swan, which pioneered the category of raw eggs in China, is also building itself into the "Coca-Cola" of the egg industry, continuing to ride the dust on the road of egg category value and the whole industry chain to ensure a good egg, and becoming the best choice for consumers and the market!