Company Website

https://www.xuanma.com/

Company Introduction

Xuan Ma Food is a digital new paradigm of baked goods enterprises, main Xuan hateful yellow cake series products. The products are made of raw materials imported from New Zealand and refined by traditional Chinese technology. Xuan Hateful Yellow Cake series products pursue real-time supply, no stock, short shelf life, fresh baked taste. In order to better meet these product characteristics, Xuanma Food takes advantage of digital technology to continuously innovate in product development, production and sales methods.

Product concept, highlights and added value

Raw material taste: Selected high-quality mung beans finely ground, bean smell, soft and delicate taste; Fragrant green tea filling with jasmine petals, a taste of spring, enjoy the taste of spring on the tip of the tongue; Innovative addition of snow Mei Niang elements, soft waxy smooth, fun. Packaging design: Mian Jasmine single Mung bean cake is shaped as delicate jasmine flower, aiming to create an exquisite atmosphere and meet the social needs of the target group to take photos and share. The overall design of the outer box is based on a simple and fresh style. At the same time, the main selling point of the exquisite pattern is amplified. The fresh and soft green color block is mixed with the simple and atmospheric paper tone, supplemented by the dark pattern of the jasmine flower.

Product Images

Please briefly describe how your product communicates with consumers

Xuanma Mian Mian Jasmine Mung bean cake was launched in spring March. Due to the appearance level of Mian Mian Jasmine, it was designed as a delicate flower shape and added jasmine green tea elements, which is in line with the new mind of green tea season. Therefore, the marketing theme of communicating with consumers is "Spring snacks", which is intended to call on fans to dig the beauty of spring and stop the moment. In the early stage of Shangxin street, all marketing materials are related to the spring scene with a strong atmosphere, and the scenery is mostly selected in the river and the side of the grass. And Xuan mother to participate in the big roof line market activities, deliberately chose continuous jasmine as the main product, with a high level of appearance, easy out of the characteristics of a lot of visiting fans. The TVC launched in the publicity stage is also based on the theme of the female protagonist "Spring travel to visit spring fun", passing the life attitude of "happy in spring", and integrating the product planting grass into the film lightly and naturally; At the same time, we launched a collection of "Where is spring" activities on the self-media platform, calling on fans to find spring together and record the present beauty.

Product Images

Ingredients List Photograph

Launch Date

2023-3

Target Consumer

A new white-collar worker who likes to taste Chinese pastries and pursues appearance level first

Weight/Volume per Pack

120g/盒（20g*6）

Price per Item

25.9元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

all over China

Distribution Channels

电商 E-commerce

Market Performance

Xuan Ma Mian Jasmine Mung bean cake since the market in March 2023, big explosive product potential highlights. The first appearance of Jiaqi broadcast room was sold more than 20,000 boxes, and the turnover exceeded 200W yuan +; In only 5 months, the cumulative sales of all channels exceeded 300w yuan, and with brilliant sales performance and good market feedback, it won the favor of Hema and Hema member stores and other channels and was invited to settle in.