Lyfen (来伊份) is one of China’s most prominent snack food companies, specializing in premium packaged snacks like dried fruits, nuts, and meat jerky. For brands aiming to penetrate China’s snack food market, collaborating with Lyfen offers an excellent opportunity to leverage their extensive distribution network and strong consumer trust.
Here’s how to position your brand and build a fruitful partnership.
About Lyfen
- Founded: 1999
- Focus: Premium snacks with a strong emphasis on freshness and health.
- Distribution Channels: Over 2,700 offline stores across China, complemented by robust e-commerce operations on platforms like Tmall, JD.com, and their official app.
- Target Audience: Health-conscious urban professionals and families seeking high-quality snacks.
Lyfen is known for its high standards, so collaborating with them requires thorough preparation, especially in the areas of branding, reputation, and market alignment.
Step 1: Build a Strong E-Reputation in China
In China, a solid digital presence is critical to gaining the trust of distributors like Lyfen.
- Professional Chinese Website:
- Create a fully localized Chinese-language website to showcase your snack products.
- Highlight certifications (e.g., organic, ISO, HACCP), production processes, and unique selling points.
- Incorporate videos or animations to tell your brand story and demonstrate your quality standards.
- Presence on Social Platforms:
- Establish your brand on Little Red Book (Xiaohongshu), Douyin (TikTok), and WeChat.
- Post engaging content like product reviews, snack preparation videos, and lifestyle integrations featuring your snacks.
- Customer Reviews and Testimonials:
- If your products are already in the market, amplify positive consumer reviews on social media and e-commerce platforms.
- Testimonials from well-known figures or influencers who have tried your products will boost credibility.
Step 2: Develop Tailored Marketing Materials
Lyfen focuses on premium snacks, so your materials need to reflect this premium positioning.
- Chinese Brochure:
- Design a visually appealing, high-quality brochure that includes:
- A brand introduction emphasizing health, freshness, or unique flavors.
- Details on product varieties and packaging sizes.
- Certifications, awards, and partnerships that showcase credibility.
- Use appealing visuals of your snacks, preferably styled in ways that resonate with Chinese aesthetics.
- Design a visually appealing, high-quality brochure that includes:
- Localized Messaging:
- Highlight attributes that appeal to Lyfen’s consumers, such as:
- Health benefits (low sugar, high protein, etc.).
- Cultural relevance (snacks for festivals or tea pairings).
- Highlight attributes that appeal to Lyfen’s consumers, such as:
Step 3: Leverage KOLs (Key Opinion Leaders)
Collaborating with influencers is key to building consumer demand, which will make your brand more attractive to Lyfen.
- Choose the Right KOLs:
- Work with snack reviewers, health bloggers, and lifestyle influencers on Douyin, Weibo, and Little Red Book.
- Focus on influencers who align with Lyfen’s target demographic—urban, health-conscious consumers.
- Create Engaging Campaigns:
- Have KOLs host snack unboxing douyin videos or compare your products to local favorites.
- Collaborate on live streams where influencers showcase your snacks as part of their daily routines.
Step 4: Demonstrate Synergy with Lyfen’s Business Model
Lyfen prioritizes innovation and health-conscious products. To align with their brand:
- Product Compatibility:
- Ensure your snacks align with Lyfen’s consumer base. For example:
- Healthy snacks (low sugar, low fat).
- Convenient, individually packaged options for on-the-go consumers.
- Highlight unique flavors or ingredients that differentiate your snacks in the market.
- Ensure your snacks align with Lyfen’s consumer base. For example:
- Supply Chain Transparency:
- Share details of your production and sourcing processes to demonstrate quality control and reliability.
- Highlight your ability to meet large-scale orders consistently.
Step 5: Use Testimonials and Case Studies
Lyfen values brands with a proven track record. Provide:
- Testimonials from other distributors or retail partners.
- Case studies from other markets where your products have performed well, especially in high-demand periods like festivals or holidays.
Case Example: How to Pitch to Lyfen
- Introduction:
“Our brand specializes in premium, health-focused snacks that align perfectly with Lyfen’s mission of offering fresh, high-quality products. We have a strong reputation globally and a growing presence in the Chinese market through platforms like Little Red Book and Douyin.” - Value Proposition:
- Unique selling points: “Our snacks are made with organic ingredients, low sugar content, and innovative packaging designed for convenience.”
- Consumer alignment: “Our products appeal to health-conscious urban professionals, a core demographic of Lyfen.”
- Proven Results:
- “In [another market], our product line generated a 25% year-on-year sales increase after partnering with a leading distributor.”
- “Our Little Red Book campaign generated 2 million impressions in its first month.”
- Operational Synergy:
- “Our supply chain integrates seamlessly with Lyfen’s distribution network, ensuring consistent quality and timely deliveries.”
Step 6: Build Relationships with Lyfen
In China, relationships matter as much as the product. To build trust:
- Attend trade fairs: Meet Lyfen representatives at food expos and pitch your brand directly.
- Organize tastings: Send product samples along with your brochure and a detailed presentation.
- Demonstrate commitment: Highlight plans for long-term collaboration, not just short-term sales.
Conclusion
Collaborating with Lyfen requires more than a great product—it demands a strategic approach to e-reputation, marketing, and relationship-building.
By creating strong consumer demand, tailoring your materials to the Chinese market, and aligning with Lyfen’s focus on quality and innovation, you can position your brand as an ideal partner.
Ready to bring your snacks to China’s shelves? Start crafting your strategy today!