YUZU VALLEY set a good example from the beginning by creating the new category of double yuzu juice. However, the subsequent influx of low-priced imitations intensified competition. In response, YUZU VALLEY upgraded to the new "YUZU Juice" brand last July, moving from a category-driven approach to a dual strategy of category + brand. This innovation helped break the cycle of low-price competition, and within two years, sales exceeded 1.1 billion yuan.