Lenovo Jiawo bought the hidden champion of leisure food, what ghost?

Hunan Huawen Food Co., Ltd. is an invisible giant in the field of Chinese snack foods. The company mainly produces casual fish products and casual bean products. Both are in the leading position in the industry and have a strong upward trend. Its “Jin Zai” and “Bo Wei Park” brands have become industries. Well-known brands, "Jin Zaixiao Yu" and "Jinzao Dougan" are well-known products and their marketing network covers the whole country. Its products are also exported to the United States, Canada and other overseas markets. Huawen Foods is committed to the heritage of delicious Hunan, the spread of Chinese food culture Xiang Xiang, for consumers to produce truly assured food. The company is at the leading domestic level in terms of food processing technology, automation and food safety protection.

Lenovo Jiawo start casual food, what does it mean?

I. Jiawo Insights and Grasping the Opportunities for the Development of China's Specialty Products

China, with its vast territory, never lacks high-quality specialty products and is the world's largest specialty of specialty products. However, China lacks the special product brands that can sell all over the country and go to the world. It is not a strong country with special products or a big brand. There is a huge opportunity for development here.

Zhu Yonghua, executive director of the investment project team Zhu Youhua believes that: 1. Affected by factors such as economic growth, rising disposable income of residents, urban population growth, continued urbanization, leisure time and leisure spending, China's snack food market Sustained growth; 2. The consumption of snack foods is in the stage of rapid consumption upgrade. The raw materials of Jin Zai Xiao Yu come from the deep-sea small fish, which is healthy and delicious, and is deeply loved by young consumers. 3. Jin Zai Xiao Yu pays attention to word of mouth and strives to create Jin Cai. Brand reputation has now become the first brand of recreational fish products; 4. Jin Aizai expands and expands on healthy protein and leisure products such as leisure fish and dried bean curd, which realizes the rapid growth of the company and huge room for growth in the future.

Looking at the country, the special product ushered in a period of great opportunities for development.

1. The development of special industries is an important part of the reform of the agricultural supply side.

China's grain production has increased production for 12 consecutive years, and its inventory has reached the highest level in history. Therefore, safe, healthy and diverse specialty products have become consumers' choices. The reform of the agricultural supply side requires the reduction of corn planting area. The reduction of land used to develop special industries is an important part.

2. The development of special industries is an important aspect of the construction of the Belt and Road.

The One Belt One Road Strategy put forward by President Xi, the special industry should be a big development industry along the Belt and Road.

3. The development of special industries is a realistic choice for farmers to increase their income.

Special industry due to the uniqueness of its products, deep processing, organic, green products, will greatly increase farmers' income.

4. The development of special industries will help improve the competitiveness of China's agricultural products and create a world-class brand.

After 5,000 years of civilization, it has accumulated a rich history of humanities and has many advantages that are difficult for the world to compare. Special products will be the most competitive products in China, and will be the birthplace of China's big brands in the future. Nestlé, Dong'e Ejiao, Wong Lo Kat, Laoganma, and many other big brands, its predecessor is a specialty. Every small local specialty contains unique genes that make great brands. Small specialty, big opportunity, big future!

Second, after "four modernization" products can be bigger

Specialty products must be large, and they must abandon the traditional concepts and practices of specialty products, and implement the “four modernizations” on the products: universal taste, rapid digestion, image quality, and healthy value.

Universal taste

The generalization of tastes refers to some authentic local specialty products. Because the taste is too special, the consumer population is greatly limited. If these products want to go to the whole country, they must make adjustments to the generalization of tastes, and they must not stick to authenticity.

Canned Wong Lo Kat and Jadobi are obviously unreliable compared to the cold drinks of Wang Lao Ji and Huang Zhen Long sold in local street stores; the spicy beef and spicy dried tofu of Sichuan snacks are obviously not enough for the Sichuanese. awesome. These "not authentic enough" are all for the sake of adapting to the wider national consumer groups.

For consumers, there is nothing that cannot be changed. After KFC has established a foothold in China, in order to further please Chinese consumers, does it not launch Chinese-style chicken rolls and fritters?

Rapid digestion

Rapid digestion of morphology means that the product form must change the product form that is not fast enough and convenient for the original ecology, and the products should be able to be consumed conveniently, with multiple scenes, more time, and more frequently.

British Lipton does not plant a tea tree, but its black tea is sold worldwide. The total sales income of as many as 70,000 tea companies in China does not amount to a Lipton company. The annual sales of the largest tea company are less than 1% of Lipton. Why? The first reason is that Lipton Tea is convenient and quick! Relative to Lipton, Chinese tea is slow to disappear from product form to consumer style.

Many local specialty snacks are well-known, but they have a narrow market and do not far away. They often go from the product form to the packaging style to the consumption mode. They are not digested quickly. The core concepts of these products are very valuable, healthy and scarce, but the troubles of enjoying them become the main reason to hinder its marketing nationwide. On the contrary, specialty products with long legs and long distances are used for quick digestion and modification in product form and packaging. I really miss you jujube film is this, Guangyou hot and sour fans are like this, small snacks Aberdeen fresh beans dry is like this, wrapped in sugar paper Imperial food garden "donkey roll" is also the case.

Now the old Beijing Sour Plum Soup is bottled, and the canned gourd juice is bottled for sale. Sachimar has its own small package. “The donkey is rolled” is wrapped in sugar paper. The Zhoucun Wu Dalang bun has a brand bag... The next one may be Xiaoshan radish, Gaoyou fragrant chicken, Yili horse meat.

Image quality

Image quality means that the external image of the local specialty cannot be old-fashioned, nor can it be luxurious. The so-called image quality, first refers to the external image to demonstrate the intrinsic value, and the second is to try to externalize the internal differences and instinctive.

The methods for quality and differentiation of external images include: creation of brand identity symbols; selection of brand advocates, advertisements with differentiated images, and use of packaging, terminal packaging, marketing models and public relations activities to highlight values ​​and differences, etc. .

Consumers look at the brand from the outside, so the image is very important, and the image must reflect the inner and inner.

Healthy value

Healthy value refers to the fact that local specialties must pay great attention to the trend of health, product upgrading, and industrial upgrading, and their direction must be healthy. This is the law that has been proved by domestic and foreign industry development practice.

Consumer income has increased, food expenses have decreased, and food safety incidents have continued. Helpless consumers are increasingly paying attention to the health of food. Even if they spend more money, they are willing to pay for health. This is a local specialty!

From the perspective of the development law of agriculture and food industry, it is also true that agricultural enterprises generally start from the upstream base of the industrial chain, and initially engage in base construction, and gradually move toward raw material trade - rough-processed table foods - deep-processing fast-moving consumer goods - health products. Zhongjingda kitchen food relying on Xixia specialty shiitake mushroom, the first delicious and healthy shiitake mushroom sauce, caused many companies to follow, then the company took the initiative to upgrade products, introduced a more healthy olive oil mushroom shiitake, also developed yam food, around the health food article. The chief of Jiangwei Xiaoshi brand - Jiangzhong Pharmaceutical Co., Ltd. has entered the center of the food industry and launched the "Hydrocephalus biscuits", which will turn healthy foods into daily foods and quickly digest them.

The more consumption is upgraded, the more developed the industry, the higher the value of health. This is the law of upgrading of the agricultural products and food industry. Lenovo Jiawo enters the leisure food industry, and no doubt follows this rule.