Reflecting on 2024 from the current point, the economic situation remains complex and variable, with overall weak consumer demand, especially testing the survival wisdom and adaptability of consumer enterprises. Against this backdrop, consumer enterprises that move steadily forward demonstrate significant operational resilience and intrinsic value. Looking ahead to 2025, expanding domestic demand takes a higher priority, and the certainty of policy stimuli in the consumer industry improves, which also helps these enterprises accumulate strength and unlock their potential for performance growth and value creation.

SHIYUE DAOTIAN, a leading kitchen food company in China, is a noteworthy example worth discussing. The situation for SHIYUE DAOTIAN in 2024 can be summarized with the phrase 'stability amidst innovation', maintaining relatively rapid performance growth while successfully promoting category innovation, forming stronger driving forces for development, and enhancing long-term operational quality and potential.

1. Showcasing strong performance resilience against the trend, initiating dual-category leading.

In 2024, amidst a pressured market environment, SHIYUE DAOTIAN still delivered impressive performance results, embodying stability while pursuing innovation.

Firstly, the impressive semi-annual report, which is the first semi-annual report after the listing of SHIYUE DAOTIAN. The Earnings Reports show that in the first half of the year, SHIYUE DAOTIAN achieved revenue of 2.621 billion yuan, a year-on-year growth of 17.7%, with a gross profit of 0.444 billion yuan, a year-on-year growth of 36.2%; the adjusted Net income was 0.149 billion yuan, a year-on-year growth of 30.6%. In the same period, the retail sales growth of grain and oil food category was 9.6%, and the performance of listed grain and oil companies was generally sluggish, with very few experiencing growth in both revenue and profit, making SHIYUE DAOTIAN's performance clearly superior to the overall industry.

Specifically regarding categories, SHIYUE DAOTIAN's grain and legume product categories, centered around Corn, demonstrate high growth potential, forming a second growth curve, thus enhancing its performance resilience and elasticity. In the first half of the year, revenue from this category reached 0.726 billion yuan, a year-on-year increase of 151.9%, with its revenue share rising to 27.7%.

At the same time, a series of market sales data also reflect that its Corn category continues to be favored by consumers, and this trend is ongoing.

For example, data from the Douyin platform shows that as of December 2024, the cumulative sales of a single link for SHIYUE DAOTIAN's yellow glutinous corn product have exceeded 11.84 million units.

From the feedback of Institutions, in October this year, SHIYUE DAOTIAN has won multiple awards and honors, achieving more comprehensive performance validation, including being awarded by Frost & Sullivan for '0.13 billion cumulative service to Chinese household users through all channels', 'Leading national sales of Northeast rice for five consecutive years', and 'Leading national sales of Corn category' with several certifications (research completed in May 2024).

At the 9th 'Foodaily FBIC 2024 Global Food & Beverage Innovation Conference', SHIYUE DAOTIAN and Chaihuo Dayuan, two major brands, also made the list for the 'iSEE Global Delicious Award' due to their good quality and taste.

This information indicates that SHIYUE DAOTIAN's market coverage and competitiveness have further expanded, attracting more new customers or enhancing the consumption stickiness of existing customers; the market position of the original core category of rice remains solid, with prominent competitive advantages in quality, while the innovative category of Corn rapidly occupies the market, achieving leadership in both rice and corn, fully demonstrating its leadership and new power in the kitchen food sector.

2. Multi-pronged empowerment for Operation, continuously injecting vitality for growth.

In-depth analysis shows that behind the impressive performance, SHIYUE DAOTIAN is making multi-faceted efforts in core competitive elements such as products, brands, and channels, continuously injecting vitality for growth.

1) Innovative Corn category.

In terms of products, in 2024, SHIYUE DAOTIAN will adhere to quality and innovation, building core product competitiveness to provide consumers with high-quality products.

The biggest highlight that has recently emerged is the innovation in Corn categories, which has reshaped the growth logic. Focusing on the Corn category, SHIYUE DAOTIAN has grasped its new trends and new opportunities.

This is reflected in the public's demand for staple foods, which has gradually evolved from simply being full to preferences for health, nutrition, and being guilt-free. Coupled with the public's demand for convenient and diversified Dining, Corn has become a new type of staple food. This year, the China Food Industry Association and Xinhuanet Co., Ltd. officially released the "White Paper on the Trend of Corn Staple Foodization," which showed that the proportion of consumers purchasing fresh Corn reached as high as 40%. Fresh Corn consumption will continue to grow, and the market scale is expected to reach 70 billion yuan.

In response to changes on the demand side, the upgrading of the supply side also needs to be advanced, accelerating the branding and marketization of Corn.

SHIYUE DAOTIAN has developed a diverse matrix of Corn products, specifically including over 30 subcategories such as Corn sticks, Corn segments, Corn kernels, popcorn kernels, and fresh fruit Corn. They offer both bulk packages suitable for 1-2 family meals and independent small packages for singles, meeting the needs of a broad range of consumers. Moreover, SHIYUE DAOTIAN has established a competitive advantage in the Corn sector, opening up the market, as previously mentioned, with its yellow glutinous Corn single product achieving great sales on the Douyin platform, supporting its rapid rise as a leading brand in the Corn industry.

Such changes have also significantly optimized the overall income structure of SHIYUE DAOTIAN, greatly enhancing performance certainty. Briefly, it has shifted to "walking on two legs," with internal advantages complementing each other. For example, the rice category has a stronger necessity, a large user base, and ongoing growth in quality rice demand from consumers and chain Dining development, acting as a "ballast"; the Corn category is part of an emerging track with higher growth potential. SHIYUE DAOTIAN has formed a first-mover advantage, releasing greater performance elasticity, with the "ballast" rice and "racing" Corn both supporting overall performance growth. This logic will continue to evolve in the future.

2) Strengthening Omni-channel Marketing

In terms of branding, in 2024, SHIYUE DAOTIAN will reinforce its Omni-channel marketing, including vigorously launching its first brand song, airport advertisements, and tiered media advertisements, and starting to build the founder's personal IP, ensuring all-around, high-frequency engagement with consumers to further enhance brand power.

In view of representative marketing events, for example, during the preheating phase of the transplanting festival, SHIYUE DAOTIAN launched its first brand song across the platform, reinforcing brand recognition of "fragrant" in a 'brainwashing' style; the founder visited the place of origin to share the fun of transplanting with consumers online, as well as showing the systematic construction, professionalism, and standardized processes of SHIYUE DAOTIAN.

During the 2024 launch of the new corn and new rice, SHIYUE DAOTIAN initiated a large offline brand promotion, with nearly one thousand advertising points across nine major cities nationwide, totaling 0.27 billion exposures; online community ladder media ads were launched, covering over 1.6 billion exposures; the founder personally endorsed their products, effectively enhancing brand awareness and sparking more consumer curiosity and affection for SHIYUE DAOTIAN products, while continuing online collaboration with well-known KOLs and KOCs, driving growth on platforms like JD.com, Tmall, Douyin, and Xiaohongshu, forming a comprehensive marketing pattern.

It is also worth mentioning that recently, on December 17, SHIYUE DAOTIAN launched the "New Year's Reunion Edition" of the Little SHIYUE brand song across the platform, ensuring high brand exposure and empowering the continuous expansion of brand recognition and influence; on December 27, at the 17th Annual Era Marketing Festival in 2024, the founder of SHIYUE DAOTIAN, Wang Bing, won the title of "Annual Era Entrepreneur." It is reported that this event utilized Big Data analysis to select the most notable and effective marketing events and individuals of the year, with the award only granted to two entities, fully reflecting the industry's high recognition of SHIYUE DAOTIAN's marketing capabilities, particularly in creating the founder's personal IP, and conveying greater confidence in future development.

3) Optimize the omnichannel layout.

SHIYUE DAOTIAN has formed a highly diversified sales network, and in 2024 will focus more on laying out high-potential channels, continuing to optimize its multi-channel ecological system to achieve widespread customer coverage and effective market penetration.

On one hand, SHIYUE DAOTIAN deepens a dual driving force of offline and online, quickly establishing a presence on over 40 large e-commerce platforms such as JD.com and PDD Holdings; offline cooperation has been reached with nearly one hundred modern supermarket channels (including well-known supermarket brands like Pandonglai, Yonghui, and RT-Mart), while this year also fully launching national recruitment for offline dealers. On the other hand, SHIYUE DAOTIAN is more meticulously promoting online channel structural adjustments, strengthening the exploration of cooperation opportunities with emerging channels such as social e-commerce platforms and Community Group Buying platforms.

Based on observations, the channel expansion and redemptions of SHIYUE DAOTIAN have been released, transforming into more growth momentum.

3. Continuously create social value and gain social recognition.

Beyond commercial value, SHIYUE DAOTIAN continues to create social value, solidifying the foundation for sustainable development, and is recognized by society. In 2024, it will also win relevant awards and honors, further enhancing this reputation.

This is mainly reflected in SHIYUE DAOTIAN's continuous assurance of stable and safe food supply, successfully exploring a path for agricultural branding, engaging in public welfare activities, and contributing to the modernization of agriculture and comprehensive rural revitalization.

In terms of comprehensive rural revitalization, SHIYUE DAOTIAN supports integrated construction across the entire chain of production. The five major production bases boost local employment, with raw material procurement from 2020 to 2022 amounting to approximately 7 billion yuan, creating more job opportunities. By promoting the integrated development of agriculture with processing and manufacturing, e-commerce logistics, etc., it aids the primary sector in connecting seamlessly and promotes the construction of agricultural industrialization union. SHIYUE DAOTIAN also promotes sustainable farming methods to local farmers, shares quality seedlings and provides guidance and management, helping farmers achieve increased output and income, growing into professional talents.

Additionally, SHIYUE DAOTIAN actively participates in rural public welfare by donating money and goods for the water disaster in Henan and Wuchang, establishing urban reading rooms in Xinhai City, and providing employment opportunities for rural women, thus practicing social responsibility through action.

With these efforts, this year, SHIYUE DAOTIAN has continuously been awarded the title of "Model for Rural Revitalization ESG" by Xinhuanet Co., Ltd. and the "Annual Responsible Practice Public Welfare Activity" by The Paper, consistently receiving social recognition.

4. Conclusion

In general, a series of data and layouts have proven that SHIYUE DAOTIAN is steadily progressing towards new goals, having taken a significant step forward in 2024. Looking ahead to 2025, there are still ample reasons to believe that SHIYUE DAOTIAN can continue to lead development through innovation and explore more possibilities.

For example, through innovation in the corn category, the market has seen its strong capabilities in the kitchen food sector and its transferability.

This reveals that its future development is not limited to just the kitchen food sector. To some extent, the layout of the corn category has also enabled SHIYUE DAOTIAN to enter the fast-moving consumer goods market, with greater potential for future development.

At the same time, as mentioned at the beginning, SHIYUE DAOTIAN is also expected to benefit from the recovery of the consumer market, with multiple positive driving factors.

A new chapter of development will naturally correspond to new values, likely bringing SHIYUE DAOTIAN opportunities for value reassessment or enhancement.