Gençler gelecekte ne yiyecek? Vaktiniz varsa Michelin, vaktiniz yoksa ffit8.
Sağlıklı yiyeceklerin bir kısmı tam olarak nedir? Düşük şekerli ve az yağlı bir diyet sağlıklı bir yaşam tarzının ihtiyaçlarını karşılayabilir mi? Sağlıklı beslenme bilgisi nasıl ayırt edilir ve elde edilir? “Boğa kalbini” değiştiren bir biyo inek, protein çubuklarını kullanmayı seçti ve bu konuları Gen Z'ye aşina olan dilde açıkça tartışmaya çalıştı.
Son zamanlarda,Bai Zhu Yuanxin (Cindy) Ve Zhang Guangming, sağlık gıda markasının kurucusu FFIT8, bu konuda sohbet ettim. Sağlıklı gıda anlayışımız ve sağlıklı bir yaşam tarzı hakkında konuşmak için bu sohbeti bir el yazması haline getirdik.
FFIT8 Protein Ürünleri
01
Michelin Restaurant Yemek için zamanınız olduğunda. Yemek için zamanınız yoksa, sadece FFIT8 proteini.
Cindy: Önce kendinizi ve FFIT8'i bir cümleyle tanıtabilir misiniz?
Zhang Guangming: Ben Zhang Guangming'im. Ben bir biyo inek ve “Boğa Kalbimi” değiştiren “teknolojik yaşlı Çinli doktor”. Bu kendim için benim konumum. Gençlerin daha sağlıklı yemesini sağlamak için teknolojik yeniliği kullanmayı umuyoruz. Bu vizyona dayanarak, FFIT8 Protein markasını oluşturduk. Ana ürün, elbette, gençlere uygun, lezzetli ve etkili sağlıklı seçimler sağlayan yüksek kaliteli proteine dayanmaktadır.
Cindy: Eskiden Flight Butler'ın kurucu ortağı ve aynı zamanda kahve ve e-sürücüde bile bir melek yatırımcısınız. Size “parlak müdür” diyen birçok insan var. Merak ettiğimiz şey, protein çubukları yapmayı düşünmeye başlamanızın ne tür bir fırsat olmasıdır?
Zhang Guangming: Bu fırsat, “kalbimi” değiştirmiş olmam. 2016'daki fizik muayenem sırasında, aslında konjenital olan kalp hastalığımı öğrendim, ama sadece daha yaşlı olduğumda öğrendim. O zaman, bir ameliyat geçirdim ve kalpte bir parça sığır kalp valfı değiştirdim. “Boğa kalbini” değiştirdikten sonra, tüm kişinin “eğiliminin büyük ölçüde değiştiğini” hissettim, bu yüzden sağlık bilgisiyle ilgilenmeye başladım. Bu nedenle, göklerin Sri Lanka halkına düşeceği söylenir ve önce kalplerini değiştirmeleri gerekir.
Bundan sonra sağlık bilgisine güçlü bir ilgi duymaya başladım ve görevimin değiştiğini hissettim. Operasyondan sonra sağlıklı beslenme ile ilgili çok fazla bilgi ve içerik öğrendim. O zaman, Uçuş Steward'da “Mutlu Kilo Verme Eğitimi” adlı bir halk sağlığı kuruluşu vardı. Organizasyonda Teorik Araştırmacı ve Kilo Yönetimi ve Beslenme Rehberliğinin Kurucusu oldum. O zaman bir sistem oluştu. Çevrimiçi yağ azaltma kampına 30.000'den fazla kişiyi getirdim.
“Parlaklık Müdürü” unvanı o sırada elde edildi ve bu organizasyon aynı zamanda FFIT8'in embriyonik formuydu. Bu süreçte, Çinli gençlerin diyet sağlığı ve vücut yönetimindeki bazı ağrı noktalarını öğrendim ve yavaş yavaş FIT8 yaratma vizyonunu ve fikrini oluşturdum.
Cindy: Son yemeğiniz için ne yaşadığınızı merak ediyoruz? Sağlığı takip etmek için genellikle ne tür yeme alışkanlıklarını koruyorsunuz?
Zhang Guangming: Sadece bir protein çubuğu yedim. Öğlen çok geç ve iki toplantı arasında sıkı bir kuyruk var, bu yüzden ofise gittiğimde yolda bir protein çubuğu ve ikinci bir protein çubuğu yiyeceğim. Kahvaltıda genellikle iki yumurta ve bir karton süt yerim. Yemek söz konusu olduğunda, bir prensibim var, yani her gün bir öğün yemelisin ve günde en fazla bir öğün yemek.
Cindy: “İyi” ni nasıl tanımlıyorsunuz?
Zhang Guangming: Sık sık iyi bir yemek yemek istediğimi söylüyorum. Bu aslında FIT8 kavramı ile ilgilidir. Fit8: Michelin, yemek için zamanımız varsa ve yemek için zamanımız yoksa FIT8 kavramımız var.
Bu, günlük diyetimizin aslında iki türe ayrıldığı anlamına gelir, biri kendimiz gibi yiyeceklerin tadını çıkarmak veya aileniz ve arkadaşlarla yemek yemek, yemek yeme ve bize getirilen yiyeceklerin tadını çıkarmak için uzun bir zamana ihtiyacımız var. Gıda kaynaklarının çeşitliliğinin ve gıdaların beslenme dengesinin tadını çıkarmanın zevki. Her gün iyi bir yemek yemek istiyorum. Ne kadar meşgul olursak olalım, her gün aile ve arkadaşlarla yemek tadını çıkarmak için biraz zaman almaya çalışmalıyız.
Diğeri ise midenizi hızlı ve sağlıklı bir şekilde doldurmaktır. Enerjiyi verimli bir şekilde nasıl destekleyebiliriz, beslenmeyi nasıl destekleyebiliriz ve bir yemeği hızlı bir şekilde nasıl çözebiliriz? ffit8'imiz bu mantığa dayanmaktadır; kullanışlı ve hızlı bir protein barı kullanarak bir yemeği 8 saniyede hızlı bir şekilde çözer. Protein barları sadece yeterli besin maddesine değil, aynı zamanda eksikliğimiz olan proteine de sahiptir.
Şimdi sözde iyi yemeğe geri dönelim. Şu anda çoğu insan iyi beslenme sürecindedir. Çok fazla zamanımız olduğu durumlar dışında, yine de kalorileri mümkün olduğunca kontrol etmemiz gerekiyor. Beslenmenin yapısını ve kalori alımını kontrol etmemiz gerekiyor, aksi halde kalori tüketeceğiz. Fazlalığa girerse insanlar kolaylıkla kilo alırlar.
ffit8'den zhang Guangming
02
Düşük şeker ve düşük yağ, sağlıklı bir diyete eşit değildir
Cindy: İnsan vücudunun ihtiyaç duyduğu üç temel besinin şeker, yağ ve protein olduğunu biliyoruz. Gelişmekte olan bazı içecek markalarının şekersiz ürünlere odaklandığını görüyoruz ancak FIT8 bir atılım olarak proteini kullanıyor. Bu nasıl bir sektör gözlemine dayanıyor?
Zhang Guangming: Hastalandıktan sonra beslenme ve sağlık konusunda yeni bir anlayış kazandım. Gençlerin karşılaştığı temel sağlık sorunlarının aslında mantıksız beslenmeden kaynaklandığını buldum. Artık herkes çok meşgul ve iyi beslenmenin şartı da yok. Acele etmeyin, seçebileceğiniz yiyecek türleri oldukça tektir. Marketlerde görebileceğimiz hazır yiyecek ve atıştırmalıkların çoğunun ortak bir özelliği var. Genellikle yağ ve şeker bakımından zengindirler. Yani yüksek kalorili ve düşük proteinlidir.
Yüksek kalorili, düşük proteinli bu besinler gerçekten de yaşam tarzımıza pek çok kolaylık getirdi ve giderek herkesin yaşam tarzının bir parçası haline geldi. Ama onların da kendi sorunları var. Bu besinler çok fazla kalori tüketmemize neden olacak ve fazla kaloriler yağ olarak depolanacak, yedikçe şişmanlamamıza neden olacak ve bu da vücuda büyük bir yük getirecektir.
Gençlerin beslenme konusunda karşılaştığı sorun budur. Aslında herkes bunu uzun zamandır biliyor ama mevcut ortamda seçebileceğimiz düşük kalorili, yüksek proteinli sağlıklı besinler çok az. Çoğu zaman gerçekten başka seçeneğimiz yoktur. Acele ettiğimizde çok az seçenek oluyor. Yeterince sağlıklı olmayan birçok hazır gıdayı yemek zorunda kalıyoruz.
ffit8 protein kapsülleri
(Bu kapsüller AFPAK'S tarafından özelleştirilmiş ve üretilmiştir.RN1S Kapsül dolum kapatma makinesi）
Burada bir dizi veri var. Şu anda Çinlilerin ortalama günlük protein alımı 58,5 gram civarında ancak Devlet Konseyi Genel Ofisi tarafından yayınlanan “Çin Gıda ve Beslenmeyi Geliştirme Taslağında” Çinlilerin 2020 yılına kadar günlük protein alımının 78 grama ulaşması tavsiye ediliyor, yaklaşık 20 gramlık bir boşluk var.
Gelişmiş ülkelere bakalım. Japonya'nın kişi başına düşen günlük protein alımı 94 gram, ABD'nin ise 105 gramdır. Buna karşılık, Çinlilerin kişi başına düşen ortalama günlük protein alımı bir bütün olarak yeterli değil. Beslenme açısından bakıldığında protein, yağ ve şeker arasındaki en büyük fark nedir? Protein vücudumuzun temel hammaddesidir. Proteinimizin %3'ü her gün yenilenir. Cildimizi ve kaslarımızı oluştururlar.
Let’s take an example. For example, we have to metabolize every day, but our body has no way to store protein, which means that we need to consume protein in food from the outside world every day to maintain metabolism and basic functions. If the protein is not enough, it will damage the metabolism of the muscles, and then affect the collagen and even the secretion of hormones.
So we see that many girls tend to be grumpy or sleep poorly when dieting to lose weight. This is because although they control their calories, they don’t eat enough protein and there are problems with hormone secretion. For example, some girls control their diet too much when they lose weight, that the hormones are cut off, and even the “great aunt” also goes away. This kind of diet, even if the weight loss is reduced, there will be loss of collagen, resulting in loose skin and broken meat. This is the damage to the body caused by simply controlling calories without taking in enough protein.
03
Protein hikayesini Z Nesil Z dilinde anlatın
Cindy: Very important science. In fact, everyone has a certain misunderstanding or stereotype about protein products. Some people, including me, may think that protein products mean a large can of protein powder, which is exclusive to muscular men.
Zhang Guangming: Indeed, in the consumer sector, people will have such misunderstandings and prejudices. For example, everyone has the awareness of protein supplementation, but when it comes to protein supplementation, many people may respond by eating eggs and drinking milk, but in fact, this is only one thing and not the other.
For example, an egg is about 50 grams, and the protein content is about 5 to 6 grams. If you only rely on eating eggs to supplement protein, then to meet the standards recommended by the State Council, we will have to eat 15 to 20 eggs every day. It is definitely difficult for us to eat. . I also refute a rumor here that some people say that raw eggs are better for absorption, but this is actually wrong. The absorption rate of boiled eggs can reach 99%, but the absorption rate of raw eggs is only 60%. This is because raw eggs are prone to problems in colony control. In addition to hygiene considerations, there is an enzyme in raw eggs that will also block the absorption of protein in the eggs, but after the eggs are heated, the colony and enzyme problems can be solved. In addition, raw eggs are fluid, and will quickly slip from the stomach to the intestines after eating, and the time available for digestion is much shorter than that of cooked eggs.
Another example is milk. The protein content of milk is about 3 to 3.5 grams per 100 grams. If we drink milk to supplement protein, we will drink a lot of milk every day. But for Chinese people, many people are actually lactose intolerant. Drinking more milk will cause diarrhea, or cause some adverse physical reactions.
ffit8 protein bar
In comparison, the efficiency of protein powder is much higher. However, in the past, protein powders were often only used as sports supplements in sports and fitness circles, such as the common protein powder buckets. This gave everyone a stereotype that only “muscle men” would use protein powder. The fact is that even if people who need muscle gain are the main force in the protein powder market in the past, other people, such as girls with body management needs, actually have the need to supplement protein, which is a very important nutritional basis.
Cindy: This is why the protein powder launched by FIT8 is packaged in a portable red bottle?
Zhang Guangming: Yes, we have made some optimizations for the lifestyle. We have added some probiotics to the protein powder to make them taste better and more soluble. We hope that young people will have one more convenient and good-looking lifestyle in their daily lifestyle. For good protein supplements, we believe that consumers’ consumption concepts will gradually change.
Cindy: When FIT8 communicates with young consumers, in addition to making a fuss about the senses and making our products more beautiful in appearance, what other ways are there to convey this healthy knowledge and ideas?
Zhang Guangming: This is actually one of our headaches. Nowadays, the pace of life of young people is fast, and the proportion of people who take the initiative to learn is decreasing. As a “technological old Chinese medicine doctor”, I go to tell people how to better absorb protein. In fact, many people are not interested. Everyone pays more attention to whether this product has the high appearance, good taste, cool or not, whether eating this thing is a lifestyle that conforms to the trend.So our approach is to stop talking about the complexity, first use the most simple and direct product features to guide consumers to complete the first consumption, and then slowly let consumers feel the value of the product to them. The value of health takes time to settle, and the popularization of health knowledge also takes time.
In fact, apart from us, the whole society is currently promoting the popularization of health knowledge, whether it is in the fitness circle, in the nutrition circle, or at the national level. We have also seen that everyone’s lifestyle has gradually changed. Fitness people need to supplement protein to repair muscle damage, pregnant mothers need to supplement protein for rich nutrition, children and adolescents need to supplement protein to promote skeletal muscle development, and the elderly are in the recovery period from illness. Need to supplement protein to supply metabolism…
The epidemic has also contributed to the popularization of protein knowledge. Many people realize that they need to eat more protein to improve their immunity and optimize their nutritional structure. We believe that more and more people will recognize what is IQ tax, what is pseudo-science, and what is true value. In the past, product problems and commercial problems caused by information asymmetry are believed to be resolved soon.
Cindy: Indeed, a healthy diet is an irreversible trend. Everyone has the consciousness to reduce sugar intake, then reduce calorie intake, and then pay attention to protein supplements. This seems to be a gradual process. ffit8 is a product with a very high appearance in terms of appearance. The design is very beautiful. We have also seen a lot of joint activities. They are all ingenious. What little stories can you share with you?
Zhang Guangming: Yes, it depends on our philosophy. Before us, the concept of the protein powder market was to give priority to function, or the previous sales logic was “if you have a disease, I have medicine, it doesn’t matter if the packaging is good”, as long as it can solve the functional needs of health.
But we hope to turn eating healthy food into a new way of life. We also hope to transform protein powders and protein bars from professional nutritional supplements into healthy foods for daily consumption. We feel that we must let users like the product when they see it, so that users are willing to treat the product as part of their lifestyle, and are willing to put it on the desk, in the bag, in the car, and in the pocket.
ffit8 protein bar package
Cindy: Make an emotional connection.
Zhang Guangming: Yes, so we have done a lot of homework on the brand name, visual design and packaging creativity. For example, we designed a four-stripe packaging box. After opening it, it is packaged separately. There will be some inspirational and fun copywriting on the packaging. The overall color will also cater to the aesthetic needs of generation Z young people.
We are a new brand after all, how can we let everyone know us? We choose to stand with some trendy and cool brands. For example, we have customized a Beef-flavored product with “China New Rap”. Anyone who knows rap knows what Beef means. When young people who have watched “China New Rap” see this product, they will smile happily because they see our point. And our product is indeed the first protein bar in the world that uses real beef. Our salty protein bar made of natural beef powder from roast beef is a very innovative taste.
Another example is our cooperation with Trend Partners, which is a key theme this year. Young people are creating a new national trend and new fashion. For example, in Chengdu, there is a trend of Sichuan local culture with spicy hot pot and mahjong. We then launched a hot pot-flavored protein bar, combined with the trendy packaging of the country, and received a very big response in Chengdu. Everyone thinks it really tastes authentic Chengdu hot pot flavor, so can protein bars do this? This product broke everyone’s imagination.
04
Kendi disiplinli yeni kadınlar, internet otaku ve 90'lı yıl sonrası kamyon şoförü
Cindy: We saw that the growth of FIT8 last year was indeed very fast. Many new users became our consumer group. We are also very curious. We would like to ask the principal of Guangming to share with us. What is the profile of FIT8’s users? Are the consumers of our products basically in line with our expectations? Are there any interesting user observations?
Zhang Guangming: Our users are basically concentrated in first- and second-tier cities, and the main consumer groups are also concentrated in the 25-35 age group. It is very interesting that our consumer groups can be roughly divided into two groups.
ffit8 protein bar new package
One category is women who love sports and fitness. These people are not traditional sports coaches or professional sports fitness professionals, but people who prefer sports lifestyles. Many of them are girls. Many people think that those who eat protein bars and meal replacements are obese people who need to lose weight. In our observations of users, this is not the case. Many of our users are girls who have good exercise and health habits and have high nutritional requirements. They are also people who like yoga, running, go to the gym, and often go outdoors to exercise. They have a high degree of education, a high consumption power, and a high level of cognition.
Most of these women also often lose weight, but most of them only focus on low calories or some traditional ways of losing weight. In fact, in addition to controlling calories, there is a second way to lose weight, which is to promote excretion. However, traditional weight loss drugs are often laxatives, which can cause serious problems to the body. We have specially developed a new product for these girls, called probiotic protein powder, to help them relieve intestinal discomfort and mental stress during weight loss.
The other type is male, and we internally call it “Internet otaku”. These office men have strong learning ability, but they are sedentary people, most of them do not exercise and are surrounded by a pile of “junk food” every day. They all know that what they eat is “junk food”, but they really have no choice. They desperately need something that can quickly fill their stomachs during meetings or online. We are Luo Yonghao’s official meal replacement because Luo Yonghao’s core fan base is such a group of men. This year, among our users, the proportion of “Internet otaku” is increasing.
Cindy: I remember that you mentioned a group of people that was particularly interesting, and it was also about the post-90s.
Zhang Guangming: Yes, we didn’t expect it at all. When we did a user return visit, we found that many of the selected users were all post-90s truck drivers. We were very curious at the time, saying why this group of people accounted for such a high proportion? The user said it because the product is too good. In fact, these post-90s truck drivers are very cool, especially trendy, in a trendy state. They are small bosses and drive their trucks to help deliver goods.
The biggest problem of this profession is to be in a hurry, to drive non-stop, and in the process from A to B, I have to add some energy in the middle. In the past, they would go to the gas station to rest, eat some instant noodles or a light meal, and drink a can of Red Bull afterward. These convenience foods are mainly sugar. Once the blood sugar fluctuates after eating, people will get sleepy, but the most fearful thing about driving is the problem of fatigued driving.
So these people are particularly painful, or they should rest first, but this will waste time, or they will be hungry, but this is also very uncomfortable, anyway, they can’t find a particularly good solution. They saw FIT8 and thought it was tailor-made for them because FIT8 protein bars are sugar-free, but they have a strong feeling of fullness. After eating, the blood sugar is very stable and there will be no drowsiness. So these post-90s The driver can hold the steering wheel with one hand, eat the “meal” with the other, and drink some water when finished, without any delay. After one or two drivers discovered this, they passed on from one to another. Later, our FIT8 became a cool piece of equipment for truck drivers born in the 90s.
05
2021'de çemberi kırmak, genişleyen kanalları ve pazarlama stratejisi
Cindy: Ffit8 is doing a live broadcast with Lao Luo on Douyin, and co-branding with “China New Rap” and “Fashion Partner”, so that many young people have seen this new brand. We are also very curious. You are marketing this year. Are there any new ideas on this?
Zhang Guangming: We will follow the three marketing strategies of last year, namely IP, content and media. This year, we will make more efforts on IP, and now we can also spoil it a little bit. This year we will cooperate with institutions like the Forbidden City, and also cooperate with animation images that young people like to do more IP. Jointly, continue to break the circle.
We will also strengthen the content output, and pass on the knowledge about nutrition and healthy lifestyle and the way of healthy eating that we just talked about through various channels and methods that everyone likes.
ffit8 protein bar marketing strategy
Mediatization means that we go wherever young people are. We will continue to break the circle with their favorite content methods, continue to educate the market, pass on more nutrition and health knowledge, and finally drive everyone to become healthier.
We also plan to make more efforts on channels this year. In fact, everyone’s understanding of health has become more and more profound. The main problem facing them is not that they don’t know what healthy foods are, but that they don’t have enough choices when making decisions. We plan to do more layouts in the channel this year and strive to let consumers see FIT8 every time they make a decision, and see such a safe and healthy choice. What to choose is still up to consumers to decide, but we must at least provide consumers with a choice. It’s not easy for consumers to always be forced to eat instant noodles.
06
Sağlığı ve ters kuşak mirasını yeniden tanımlamak
Cindy: Following the general trend of the development of the healthy diet market, after experiencing rapid growth last year, looking back now, have your definition and perception of health experienced some changes?
Zhang Guangming: I think there has been a very obvious trend in the past two years. This is what we perceive from the growth of fit8: the health consciousness of young people is awakening. This is a trend of social change. Prior to this, the transmission of human health knowledge was passed on from generation to generation. The older generation passed it on to us through experience, and our parents told us that we would pass it on from generation to generation.
But with our generation of young people, the situation has undergone a qualitative change. First, changes in lifestyle are currently being led by young people. Second, the knowledge structure and learning ability of young people has far surpassed that of their parents. We can quickly find an unfamiliar concept or product within 10 seconds, and we can quickly understand it. Although the asymmetry of information has not been completely resolved, we have many means to obtain information. Faced with things that they don’t understand, as long as young people want to know, they can easily find out without the help of others.
Based on this situation, the older generation’s unscientific lifestyle and traditional IQ tax foods have made young people more discerning. Young people have become more aware of their pros and cons, and they will no longer follow blindly. Parents, young people have become opinion leaders of healthy lifestyles in the family.
This change has brought about a lot of new market demands, and we have also launched our own products to cater to young people’s concerns about their lifestyles. Young people like good looks and good figures, which is indeed a manifestation of health.
At present, according to the data of the global WHO, since 2011, the number of people who died of lifestyles in the world has exceeded the sum of all other causes of death such as accidents and diseases. In other words, a person’s dietary structure and living habits can determine one’s own life and death. How people die is actually determined by the current way of life. Young people are increasingly pursuing a healthy lifestyle because they want to avoid diabetes, cardiovascular disease, and other diseases due to unhealthy lifestyles like the older generation. We have seen this generational change and believe that in the era of change, there are opportunities in the health food market.
Now in the field of health food, there is no such thing as an absolute healthy food, because most foods are after the repurchase rate, and they should be so delicious that you can’t stop. To achieve this, many food brands make their foods high in sugar and oil to cater to your physical desires and then stimulate your sense of taste through various colors, flavors, additives, and preservatives. Consumers have been eating, but the protein content has been pulled down. After all, as soon as there is more protein, the feeling of fullness will come up, and consumers will no longer be hungry, so they will no longer repurchase.
ffit8 lab
This is not to say that many food brands do not comply with national laws and regulations. We have to see that the underlying logic of national laws and regulations is the logic of food safety, not the logic of health. The national dietary standard is the minimum guarantee standard that applies to all citizens. This problem Exist in many countries. From this perspective, there is still a big gap between the health defined by the country and the health pursued by many consumers.
We define health as food that comes from natural ingredients without artificial colors, flavors, additives, and preservatives. It should be low-sugar, with high-quality fats, good protein, and foods rich in dietary fiber.
This is what I think is healthy food.