Company Website

https://www.doujiang.com/

Company Introduction

Joyoung Soymilk is driven by the mission to "Revitalize Nutrition with Soybeans and Build a Healthier Chinese Nation." For over three decades, we have dedicated ourselves to perfecting a single cup of high-quality soymilk.
As China's exclusive supplier of soymilk for manned spaceflight and recognized by Euromonitor International as the "Leading Soymilk Powder Brand in China," we consistently lead industry innovation. Leveraging our self-developed core technologies and patented processes, we have created multiple bestselling products, including our Self-discipline, Pure, and Original Soymilk Powder series, beloved by millions of consumers.
We are committed to deeply integrating traditional nourishment with modern technology, allowing global consumers to savor the wisdom of Eastern health beverages. Our goal is to make the world fall in love with Chinese soymilk.

Product concept, highlights and added value

1- Core concept: Innovatively introducing the "Fruity Smooth" formula to create a drinkable "gut-lightening" dessert, making the self-discipline process full of deliciousness and surprise.
2- Raw material innovation:
(1) - Sixfold Smoothness Specialized Formula: Scientifically proportioned, synergistic effect.
(2) - Red Guava Powder: Made from carefully selected red guava from Hainan, approximately 10 pounds of fresh fruit are concentrated to produce 1 pound of powder. Rich in vitamin C, it supports skin health.
(3) - Sunshine Prunus Persica: Imported from the golden production area of Uzbekistan (enjoying an average of 16 hours of sunlight per day and 150 days of natural growth), about 10 jin of fresh fruit yields one jin of Prunus Persica, naturally rich in dietary fiber and sorbitol.
(4) - Red Dragon Fruit Powder: Made from carefully selected red dragon fruit of the season, approximately 10 pounds of fresh fruit are processed to produce 1 pound of powder, adding natural color and nutrition.
(5) - Chia seeds, chickpeas, and soybeans: Together, they form the foundation of satiety, providing sustained energy and protein.
3- Flavor Innovation: A specially crafted blend that captures the refreshing taste of freshly squeezed guava juice, seamlessly combined with a rich soybean aroma. The sweet and sour flavor is delightful, revitalizing and energizing.
4- Process and Packaging: The same advanced spray drying process is used to ensure a delicate taste, and it comes with original copyright packaging.
5-Marketing: Joyoung Soybean Milk has innovatively launched a new category of "self-discipline soybean milk" to precisely tap into the weight management market. Leveraging the "partner culture", it has created the concept of "self-discipline partner" and officially announced world champion Wang Manyu as its spokesperson, collaborating with CCTV to convey the concept of relaxed self-discipline. Through scenario-based seeding on social media, it has successfully been positioned as a hit product in new consumption scenarios such as meal replacement and light meals. Its sales volume upon launch exceeded 5 million bags, consistently ranking first on relevant lists on Tmall and Tiktok.

Product Images

Please briefly describe how your product communicates with consumers

1. R&D side:
We deeply listen to the "silent pain points" of our target audience: it's not that they don't want to be healthy, but rather that they "don't have the time, find it hard to stick to, and are afraid of the taste". Therefore, we not only provide nutrition, but also offer "solutions".
Regarding "pursuing painless self-discipline": We leverage core selling points such as "the fiber power of about 10 prunes in one cup" and "6 major fiber-rich ingredients" to transform painful dieting into a pleasant and light experience, responding to the frustration of "difficulty in persistence" with deliciousness. Let self-discipline soybean milk become a "caring self-discipline companion" that understands them.
2. Design side:
We adopt a modern, minimalist, and highly recognizable design, clearly communicating our core selling points (such as "a glass of supermodel dopamine fruit smoothie with the fiber power of about 10 prunes and 6 high-fiber ingredients"), allowing consumers to feel the professionalism, fashionability, and efficiency of the product at first glance, which matches their self-image of pursuing quality and efficiency.
3. Marketing side:
Content communication: On social media, we don't preach, but integrate into consumers' daily lives through scene-based content such as "Breakfast Check-in", "Self-discipline Buddies", and "Light and Fresh Summer", becoming their "social currency" for sharing healthy lifestyles. Endorsed by world champion Wang Manyu, it sparked a trend of self-discipline, and self-discipline soybean milk has become the breakfast choice of health-conscious individuals.
Channel Reach: We precisely map out online and offline channels where our target customers are located, and through KOLs and genuine user sharing, we establish a "peer recommendation" type of trust communication, allowing the brand proposition to resonate through the mouths of consumers.
Core communication philosophy: To convey a healthy lifestyle attitude of "relaxation, friendliness, and sustainability". The product itself represents our "understanding, support, and companionship" with consumers.

Product Images

Ingredients List Photograph

Launch Date

2025-7

Target Consumer

Targeting busy urban professional women aged 24 to 40, it seizes upon fragmented time and breakfast scenarios to achieve "painless self-discipline" in body management.

Weight/Volume per Pack

140g/袋 (20g * 7条独立小包)

Price per Item

29.9元/袋

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

the whole country

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Market Performance

From its launch on July 12, 2025, to September 29, 2025, in just 2.5 months, the cumulative sales have surpassed 1,210,862 packs, demonstrating rapid growth and strong market appeal as well as product potential.