The sales data of multiple e-commerce platforms such as JD.com, Tmall, and Douyin showed that Yellow Swan eggs once again topped the list of "Double Eleven". According to the data of Tmall Business Staff, during the "Double Eleven" period (October 13-November 11), Yellow Swan ranked first in egg trading and live broadcast pre-sale;According to Jingdong business intelligence data, during the "Double Eleven" period (November 1-November 11), Yellow Swan ranked first in the category of fresh eggs in Jingdong;Douyin's e-commerce compass strategy shows that during the "Double Eleven" period (October 20-November 11), Yellow Swan ranked first in the three lists of egg category brands, stores and products.
Since 2020, Yellow Swan Raw Eggs have topped many egg categories in major promotions such as "618" and "Double Eleven" for many years. The latest consumer stratification study released by Wude Research, an authoritative consumer research institution, in September 2023 shows that more than 50 million Chinese mothers choose yellow swans to eat raw eggs for their children. In addition, according to the data of Shangpu Consulting, the sales of high-quality eggs for yellow swans can be eaten raw for two consecutive years in the country. Yellow Swan's leading market position is no accident. According to the "2022 Maternal and Child Insight Report" released by Nielsen IQ, the economic strength and cultural level of the new generation of mothers and fathers have been significantly improved, and the concept of parenting is gradually "refined". Starting from the standard system, Yellow Swan, on the basis of the introduction of Japan's 38-year raw egg standard, combined with China's national conditions to improve and recreate the localization landing. A set of 8 major links and 24 key control points covering the production of laying hens, from chicks, feed, research and development, production and sales of the whole link of the quality assurance system, to build a solid "firewall" for egg safety. On the other hand, studies have found that the baby's taste system is more sensitive than **, and is more picky about fishy smell and texture. Yellow Swan is constantly exploring ways to improve its taste. Through repeated research and screening to optimize the hen diet, Yellow Swan adopts a more scientific natural food formula, from natural grains to marigold essence and other more than 10 kinds of nutritious food to feed hens, compared with ordinary eggs rich in natural carotenoids, egg yolk is naturally more yellow, no egg smell. Yellow swans, which have a better flavor and taste, have therefore become the first choice for eggs for more mothers.
The "combination punch" for the comprehensive upgrade of egg quality solves not only the "anxiety" of the new generation of families about the safety, taste and nutrition of their children's eggs. The concept of consumption upgrading and the new white-collar workers and fitness groups with stronger health awareness are rising rapidly. They are keen on deliciousness and health, and are willing to unlock rich egg cooking scenarios such as boiled soft-boiled eggs, sun-eggs with salad, and eggs benedict with toast, which also makes them have higher quality requirements for eggs. With the development and growth of raw eggs, Yellow Swan has stepped on the general trend of egg consumption upgrading in the new era. From creating new categories to opening up the whole industry chain of laying hens, and truly ensuring that every egg does not contain salmonella, Yellow Swan has invested 1 billion yuan to establish a whole industrial chain of raw eggs. In July this year, the Fengji Food Group behind the Yellow Swan won the "2023 Commercial Quality Award" issued by the China Chamber of Commerce, which is not only a high recognition of the quality of Yellow Swan's products, but also a full affirmation of the development model of the whole industry chain of laying hens.
Realizing standardization and quality transformation is the proposition of the times that egg enterprises must face. Driven by the brand effect of Yellow Swan, the category of raw eggs has received the attention and favor of a wider range of consumer groups, promoting the continuous accumulation of scientific research and capital resources to high-quality eggs, which will lead more high-quality enterprises to enter this field and provide new power sources and growth points for the transformation of China's layer industry.