Company Website

http://www.rddesign.cc/index.aspx

Company Introduction

Founded in 1999,RE&DER Design specializes in product,spatial,and brand design.It is a national-level industrial design center,one of China’s top ten design agencies,and a vice-presidential member of the China Industrial Design Association.It serves Fortune 500 companies and leading industry brands.

Product concept, highlights and added value

Yunnan's top snack brand, Dongdong Food, established in 1997, specializes in leisure and instant foods. In 2023, Dongdong Food began targeting the Douyin platform as a key sales channel.
Leveraging its 30-year experience in strategic product-centered, full-element design capabilities, RE&DER Design combined the characteristics of the Douyin channel with the unique strengths of Dongdong Food to propose a logic for shaping major products: "New Flavor Perception + Value Extraction + Differentiated Selling Points." Within the broad track of "sour, spicy, numbing, and stinky" flavors, it identified the niche of "stinky" flavors. The company re-engineered the product formula and ingredients (increasing the number of ingredients, adding crispy elements, and upgrading to an air-filled packaging), and established a new differentiated perception of the product through high-value definition, product naming, and innovative packaging. This approach successfully defined a new type of rice noodle product from scratch. Upon its launch, the product quickly entered the live-streaming rooms of multiple influencers and celebrities with millions or even tens of millions of followers, successfully helping Dongdong Food penetrate new channels and product categories.

Product Images

Please briefly describe how your product communicates with consumers

In our industry product scan, we found that consumers pay high attention to the flavor, content, and ingredients of quick-cook products. The trend of quick-cook products becoming "meal-replacement" is becoming mainstream. Therefore, we recommended that Dongdong increase the number of ingredients, add crispy elements, and upgrade to an air-filled packaging. Combined with Dongdong's proprietary quick-cook freshness-locking technology, this approach shapes the perception of freshly-cooked value, balancing health, taste, and convenience, and perfectly meets the needs of office workers and homebodies.
In terms of naming, we applied the formula of "New Flavor Perception + Value Extraction + Differentiated Selling Points", and named the new product "Jiàngxiāng Ròuròu Biāozhī Mǐxiàn". For the outer packaging, we created a theme of "Blooming Taste Buds", featuring a unique blooming box design, paired with fun on-screen subtitles inside the box. When unfolded, the outer box doubles as a tablecloth, combining functionality with a sense of ritual. In terms of color scheme, we abandoned traditional illustrations and opted for a high-end appetizing red combined with quality black. Real photos of the product directly stimulate the taste buds, and the prominent label of "1 Juicy Burst per Bite, 3 Types of Meat, 5 Sauce Aromas" delivers an instant sense of satisfaction.

Product Images

Ingredients List Photograph

Launch Date

2024-2

Target Consumer

Refined Moms aged 25-35；Seasoned Middle-Class Individuals aged 36-50；Emerging White-Collar Professionals aged 25-35

Weight/Volume per Pack

367g

Price per Item

24.8/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

All over China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 线下专卖店

Market Performance

Upon launch, it successfully entered the live-streaming rooms of multiple influencers and celebrities with millions or tens of millions of followers, achieving a GMV of over one million.