Liu Liu Mei: Transforming China's Traditional Green Plum Snacks into a Global Sensation

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What is Liu Liu Mei?

Liu Liu Mei, a brand that has captured the essence of Chinese culinary culture and distilled it into a delightful snack, is a testament to the enduring legacy of traditional flavors in the modern world. This brand, which translates to "Slippery Plum" in English, is a beacon of the rich heritage of Chinese agriculture and the innovative spirit of contemporary snack manufacturing.

At the heart of Liu Liu Mei's identity is the humble plum, a fruit that has been cherished in China for over 7000 years. The brand's flagship product, the green plum candy, is not just a treat but a vessel of history, carrying the weight of ancient wisdom and the nuances of a flavor profile that is uniquely Chinese. Liu Liu Mei's offerings are a celebration of the fruit's versatility, from its use in ancient times as a condiment and medicinal ingredient to its present-day status as a beloved snack.

The brand's journey began in the rural outskirts of Anhui province, where its founder, Yang Fan, embarked on a quest to revive the traditional consumption of green plums. With a vision to transform a local delicacy into a national phenomenon, Liu Liu Mei was born out of a blend of nostalgia and entrepreneurial drive. Yang Fan's commitment to quality and the preservation of cultural heritage has been the cornerstone of the brand's success.

Liu Liu Mei's products are a harmonious blend of nature's bounty and sophisticated processing techniques. The brand's ethos revolves around the principle of minimal intervention, ensuring that the natural goodness of the plums is preserved without the use of artificial preservatives or colors. This dedication to purity has resonated with health-conscious consumers, who seek snacks that are as enjoyable as they are wholesome.

The brand's flagship product, the green plum, is a marvel of taste and texture. Each piece is carefully selected, marinated in a blend of natural ingredients, and then meticulously crafted to achieve the perfect balance of sweetness and tartness. The result is a snack that is both refreshing and satisfying, a testament to the time-honored methods of Chinese food craftsmanship.

Liu Liu Mei's commitment to innovation is evident in its product line, which extends beyond the traditional green plum to include a variety of flavors and formats. From the tangy zest of the plum with a hint of coffee to the subtle sweetness of honey-infused plums, the brand caters to a diverse palate, ensuring that there is a Liu Liu Mei snack for every taste preference.

The brand's marketing strategy is as bold as its flavors. With a series of catchy slogans and memorable advertisements, Liu Liu Mei has managed to create a distinct identity in the crowded snack market. The brand's campaigns often feature a playful and youthful spirit, reflecting the energy and dynamism of contemporary China while staying rooted in the country's rich cultural tapestry.

Liu Liu Mei's success is not just a story of a brand's rise to prominence; it is a narrative of cultural revival. By putting the spotlight on the green plum, a fruit that has been an integral part of Chinese life for millennia, the brand has helped to reintroduce a traditional flavor to the masses. In doing so, Liu Liu Mei has not only created a market for itself but also contributed to the preservation and promotion of a cherished aspect of Chinese culinary heritage.

As the world becomes increasingly globalized, brands like Liu Liu Mei offer a window into the unique flavors and traditions of their homeland. For overseas consumers, Liu Liu Mei is more than just a snack; it is an opportunity to experience a piece of China's rich cultural history and to savor the nuances of its time-honored cuisine. With each bite, consumers are invited to embark on a culinary journey that spans continents and connects them to the heart of Chinese culture.

The History of Liuliumei

Liu Liu Mei's entrepreneurial history is a narrative of perseverance and strategic innovation, marked by significant milestones that have shaped the brand's ascent in the competitive landscape of the snack industry. The journey began in the rural heartlands of Anhui, where the seeds of what would become a household name were sown by its founder, Yang Fan.

In 2001, at the age of 32, Yang Fan embarked on his second entrepreneurial venture, returning to his hometown after a successful stint in Beijing's business scene. It was during this period that he first encountered the potential of green plums, leading to the development of the inaugural Liu Liu Mei product. This was the genesis of a brand that would go on to redefine the snacking culture in China and beyond.

Five years later, in 2006, Liu Liu Mei made a decisive pivot, choosing to focus exclusively on the green plum industry. This strategic move was a bold one, as it meant discarding other product lines in favor of a singular dedication to the green plum. The decision paid off, as the brand began to carve out a niche for itself in the market, becoming synonymous with high-quality, healthy plum snacks.

A pivotal moment in the brand's history came in 2011 when, despite having a modest annual sales figure of 50 million yuan, Liu Liu Mei invested over 10 million yuan in advertising. This daring move, which involved a significant financial risk, proved to be a turning point. The investment in brand promotion, including the now-iconic catchphrase "When you're free, eat Liu Liu Mei," catapulted the brand into the mainstream consciousness.

The years that followed saw Liu Liu Mei's rapid growth and expansion. By 2015, the company achieved a remarkable sales figure of 1.2 billion yuan, a testament to the effectiveness of its product-focused strategy and the growing consumer appetite for health-conscious snacks.

In 2016, Liu Liu Mei took another significant step forward by launching a new product, the plum jelly known as "Mei Dong," which quickly became a hit among consumers. This innovation not only diversified the brand's product portfolio but also reinforced its position as a leader in the green plum snack segment.

The brand's commitment to quality and innovation has been recognized with various accolades, including being designated as a "National Key Agricultural Industrialization Leading Enterprise." Liu Liu Mei has also played a crucial role in promoting the cultural significance of green plums, hosting events such as the "66 Chinese Plum Festival" to educate and engage consumers.

As of 2024, Liu Liu Mei has established itself as a dominant player in the snack industry, with a presence that extends beyond China's borders. The brand's journey from a regional specialty to a national phenomenon is a story of strategic vision, relentless pursuit of excellence, and a deep understanding of consumer trends. With a strong foundation in the green plum industry and a clear vision for the future, Liu Liu Mei is poised to continue its legacy of creating snacks that are as delicious as they are culturally significant.

The classic product of Liuliumei

Liu Liu Mei's product lineup is a vibrant tapestry of flavors, each one a testament to the brand's commitment to innovation and quality. The company's focus on the green plum as a culinary canvas has resulted in a diverse array of snacks that cater to a wide range of tastes and preferences. Here, we delve into some of the signature products that have solidified Liu Liu Mei's reputation as a purveyor of fine,sour-flavored treats.

Original Green Plum (原味青梅): The cornerstone of Liu Liu Mei's product range, these plums are the epitome of simplicity and authenticity. Carefully selected for their tartness and freshness, they are marinated in a blend of natural ingredients to enhance their natural flavors, creating a perfect balance of sweet and sour.

Honey-Flavored Plum (蜂蜜味青梅): A delightful fusion of the green plum's natural acidity with the gentle sweetness of honey, these snacks offer a unique taste profile that is both soothing and invigorating. The honey adds a touch of natural sweetness, making it a favorite among those who appreciate a more complex flavor experience.

Black Sugar Plum (黑糖味青梅): This product marries the tangy green plum with the rich, caramel-like flavor of black sugar. The result is a confection that is both exotic and comforting, with the dark, muscovado-like notes of the sugar providing a sophisticated counterpoint to the plum's acidity.

Pineapple-Flavored Plum (凤梨味青梅): A tropical twist on the classic green plum, these snacks infuse the fruit with the essence of pineapple, creating a fruity blend that is reminiscent of a summer day. The pineapple adds a layer of complexity and a hint of exotica that is sure to delight the senses.

Coffee-Flavored Plum (咖啡味青梅): For the adventurous snacker, these coffee-infused plums offer a unique sensory journey. The bold, roasted notes of coffee complement the plum's tartness, resulting in a snack that is as invigorating as it is satisfying.

Plum Jelly (梅冻): A revolutionary product in the brand's arsenal, the Plum Jelly, or "Mei Dong," is a translucent, jelly-like treat made from a blend of green plum pulp and fruit puree. It is crafted using Japanese technology to ensure a texture that is both firm and tender, with a burst of natural fruit flavor in every bite.

Crunchy Dried Plum (脆青梅): For those who enjoy a bit of crunch in their snacks, the Crunchy Dried Plum is a delightful option. These plums are dried to a perfect crispness, retaining their natural flavor while offering a satisfying textural contrast.

Each of these products is crafted with meticulous attention to detail, ensuring that the natural goodness of the green plum is preserved and enhanced. Liu Liu Mei's commitment to using only the finest ingredients, without artificial preservatives or colors, shines through in every bite. The brand's ability to innovate while staying true to the essence of the green plum has made it a beloved choice for consumers seeking snacks that are both delicious and wholesome. With such a diverse and delectable range of products, Liu Liu Mei continues to lead the way in the world of sour-flavored snacks.

The Achievement of Liuliumei

Liu Liu Mei's journey has been marked by a series of significant achievements that reflect the brand's unwavering commitment to quality, innovation, and cultural preservation. Here, we outline the key milestones that have shaped the company's success and solidified its position as a leader in the snack industry.

2001: The year marks the beginning of Liu Liu Mei's foray into the world of green plum products. The initial product, a simple yet flavorful green plum snack, laid the groundwork for what would become a thriving brand.

2006: A pivotal year for the company, Liu Liu Mei made a strategic decision to focus exclusively on green plum products, setting the stage for a decade of growth and innovation in the green plum industry.

2011: In a bold move, Liu Liu Mei invested over 10 million yuan in advertising, a decision that would prove instrumental in propelling the brand into the mainstream. The memorable "When you're free, eat Liu Liu Mei" campaign became a cultural phenomenon, significantly boosting brand recognition and sales.

2015: A milestone year for the company, Liu Liu Mei achieved a remarkable sales figure of 1.2 billion yuan. This achievement was a testament to the brand's growing popularity and the effectiveness of its product-focused strategy.

2016: The launch of the innovative Plum Jelly (Mei Dong) marked a new chapter in the brand's product development. This product, which quickly became a consumer favorite, showcased Liu Liu Mei's ability to combine traditional flavors with modern snacking trends.

2019: Liu Liu Mei's advertising campaign featuring the slogan "Acidic, eat Liu Liu Mei" further solidified the brand's identity as a purveyor of酸-flavored snacks. The campaign resonated with health-conscious consumers and contributed to the brand's continued growth.

2020: Despite the challenges posed by the global pandemic, Liu Liu Mei demonstrated resilience and adaptability. The company's strategic response to market changes and its commitment to meeting consumer needs resulted in sustained growth during a difficult year for many businesses.

2021: The brand continued to expand its reach and influence, with its products becoming increasingly popular among both domestic and international consumers. Liu Liu Mei's commitment to quality and innovation was recognized by industry experts and consumers alike.

2022: Liu Liu Mei's "66 Chinese Plum Festival" became a significant event, not only for the company but also for promoting the cultural significance of green plums in China. The festival's success highlighted the brand's role in cultural preservation and its ability to engage consumers through meaningful experiences.

Throughout its history, Liu Liu Mei has received numerous accolades and awards, including being designated as a "National Key Agricultural Industrialization Leading Enterprise." The company's dedication to using natural ingredients and traditional processing methods has earned it a loyal customer base and a reputation for producing high-quality, healthy snacks.

Liu Liu Mei's achievements are not just a reflection of its business success but also of its impact on the green plum industry and Chinese culinary culture. The brand's commitment to innovation, quality, and cultural heritage has positioned it as a leader in the snack industry and a proud ambassador of China's rich gastronomic traditions. As the company continues to grow and evolve, it is clear that Liu Liu Mei's legacy of excellence will endure, inspiring future generations of snack enthusiasts and culinary entrepreneurs.