As a new consumer brand, the annual sales volume of Yellow Swan has increased by more than 10 times, ranking first in the sales volume of high-end eggs in China. The brand repurchase rate ranks first in the eggs category of Tmall. It has only been established for three years, and the penetration rate of category users is as high as 75%. How did the Yellow Swan achieve such impressive results?

01

New standards create new products

Raw eggs

The father of positioning, Ai Lisi, once said, "Category is a species in the business world and a key force hidden behind the brand. The sole purpose of an enterprise is to create and dominate new categories."

Feng Bin, the founder of Yellow Swan, clearly understood the meaning of this sentence and applied it to his entrepreneurial projects. In 2001, Feng Bin first stepped into the egg industry, saw the 300 billion yuan market of China's egg industry, and saw the opportunity of branding and processing from the discrete industry. In 2019, Feng Bin, who has been immersed in the egg industry for more than ten years, established his own egg brand and "created" a new category - raw edible eggs.

Market segment, category "innovation" - raw edible eggs

Before raw eggs can be eaten, in the eyes of consumers, eggs are mainly divided into native eggs and foreign eggs. Foreign eggs are produced by hens who are centrally managed and fed with concentrated ingredients in large chicken farms; Native eggs are produced by free range chickens in the natural environment, with less yield. Compared with the two, native eggs are more popular with consumers and have a premium. However, the production conditions of native eggs are strict and not suitable for mass production.

*Native egg

At that time, Feng Bin, who wanted to establish his own egg brand, began to think about how to create a category that could replace native eggs. The reason why consumers prefer native eggs is that native eggs are original ecological eggs, which are nutritious and reassuring. Derived from the demand, Feng Bin finally thought of "raw eggs".

As an egg product practitioner, Feng Bin once experienced raw eggs in Japan in August 2015. After in-depth understanding, he found that raw eggs have three values:
First, "raw food" means very high safety requirements;

Second, eggs can be eaten without processing, requiring better flavor;

Third, the pursuit of a better presentation, open the eggs to make people have an appetite.

Contemporary young people not only pursue health and peace of mind, but also unlock many new eating methods of eggs, such as hot spring eggs, Benedict eggs, North African eggs, Shuibo eggs and other half cooked egg dishes. This eating method first requires that eggs can be eaten raw without salmonella.

After market segmentation, Feng Bin and his team made an online and offline consumer observation, and finally determined that the demand market for raw eggs was relatively large, so there was a great opportunity to turn this category into a big brand. As a result, the raw egg brand Yellow Swan was born in 2019.

Introduce the standard of raw eggs to build brand strength

After the brand is created, it is to build brand power. The cornerstone of the brand is the product. Only with strong product force and high product quality can consumers be attracted.

In order to produce eggs that can meet consumers' high standard of consumption, Feng Bin went to Japan three times to visit the "father of raw eggs" Kato Hongguang, and reached cooperation with him to introduce the 38 year standard of raw eggs in Japan.

With the joint efforts of the Chinese and Japanese teams, Yellow Swan took the lead in implementing the first enterprise standard of "raw edible" fresh eggs. Compared with the current Food Safety Standard for Eggs and Egg Products (GB2749), Yellow Swan has also added six indicators including Salmonella, Escherichia coli and Staphylococcus aureus that are not required in the standard, and formulated enterprise standards that are higher than the national standards.

Feng Bin once said that the landing of raw food standards in China is more challenging than in Japan.

The standard for raw food requires that salmonella should be controlled from chicken seedlings, but China lacks qualified suppliers to provide chicken seedlings that meet the standard. The yellow swan chooses to participate in the breeding chicken business by itself, and selects the high-quality and low odor fine varieties of the world's largest laying hen breeding company, Germany Romain, to control salmonella from the chicken seedlings.

In addition, as chickens are egg laying animals with unique bioaccumulation, the diet of hens directly determines the egg quality. In order to meet the higher requirements of Chinese consumers for egg flavor, the Yellow Swan team, based on 18 years of experience, has made dozens of optimization adjustments in the Japanese chicken food formula.

In addition, Yellow Swan has also selected high-quality, medium and large scale contract farms to build five breeding centers in Beihai, Guangxi, Guyuan, Ningxia, Yufu, Sichuan, Yanting, and Huzhou, Zhejiang. It has established three hierarchical distribution centers in Dongguan, Guangdong, Jiaxing, Zhejiang and Gu'an, Hebei.

*Yellow Swan Breeding Base

Under the layout of the whole industrial chain, Yellow Swan has completed the quality control system of the whole production chain. It strictly controls 8 major links and 24 key control points, including seed source safety, biological safety, pest control, environmental health, intestinal health, quality monitoring, GP center management, to ensure product quality.

At the beginning of its establishment, Huang Swan determined the omni channel development strategy of online and offline integration.

On line, Yellow Swan settled in Tmall and JD. In 618 this year, Yellow Swan won the first place in the sales of eggs and raw eggs in four stores on the two e-commerce platforms of JD and Tmall.

According to the data of JD Business Intelligence, from May 23 to June 19, the year-on-year growth rate of Yellow Swan in JD's self operated stores was as high as 117%, and the synchronous growth rate won the championship. The year-on-year growth rate of JD's POP stores was 41.94%; According to Tianji data, in the last 30 days, the growth rate of yellow swan in Tmall Supermarket reached 1200% year on year; The business staff of Tmall showed that the growth rate of the flagship store of Yellow Swan Tmall reached 57% year on year.

Off line, from Ole, Aeon and other boutiques, to Wal Mart, Yonghui and other hypermarkets, to Hema, Dingdong and other new retail channels, Yellow Swan has penetrated more than 20 large and medium-sized cities, including Beijing, Shanghai, Guangzhou and Shenzhen, and is a leading egg brand in sales in Hema, JD, Tmall, Dingdong and other channels.

The brand goal of Yellow Swan is to become a synonym for raw eggs and the first choice for consumers to consume high-quality eggs. Under this goal, the brand marketing of Yellow Swan is carried out by stages, and is more subdivided and targeted.

For example, on Xiaohongshu, Tiaoyin and other social platforms, Yellow Swan will cooperate with KOL in some vertical fields to continuously produce high-quality food and popular science content in the early stage, and conduct pure grass breeding through fancy egg food to establish brand awareness and strengthen brand effect. Then, gradually build a complete closed loop, and then start selling with goods.

For offline terminals, Yellow Swan pays more attention to the interaction and experience of consumers. Create brand display in supermarket stores, often carry out consumer tasting, consumer interactive experience activities, conduct education on raw eggs, and establish brand awareness. In addition, Yellow Swan will also invite star anchors to conduct special live broadcast in Hema, Dingdong and other channels, and help the platform activate existing users and experience new categories with the help of platform resources.