China Business Daily (Reporter Ma Jiawen/Picture) 's statement that "zero-added condiment revenue accounts for more than 50% of condiment revenue" has made Qianhe Flavor's share price and sales popular. On October 10th, Qianhe Flavor Industry not only had the stock price limit, but also showed that the stock was out of stock in the live broadcast rooms of multiple e-commerce platforms. Qianhe Flavor Industry told a reporter from China Business Daily that the current online platform has a large order volume and slow delivery, and will increase the supply according to market demand in the future.
A staff member of a supermarket in Beijing said that Qianhe Flavor has recently increased its offline promotion efforts.
live broadcast room sold out
"Family, now oyster sauce, dark soy sauce , cooking wine, vinegar are all out of stock, and now they will be shipped within 15 days, if you are in a hurry, please choose carefully." October 10 On the day, the anchor of Qianhe Flavor Industry’s live broadcast room kept apologizing to consumers because the products were out of stock, and said that the factory was working overtime to produce.
Compared with the dilemma of Haitian Flavor Industry, Qianhe Flavor Industry can be regarded as "both fame and fortune". On October 10, Qianhe Weiye not only had a strong daily limit in the stock price of the capital market, but also sold out in the live broadcast rooms of Jingdong , Tmall and other platforms. Consumers in the live broadcast room continued to say that they would wait 15 days for delivery and then start with two more bottles.
A reporter from China Business Daily called Qianhe Taste as a consumer. The other party said that the current online order volume is large and the delivery is slow, and the supply will be increased according to market needs. Offline, a reporter from China Business Daily found that Qianhe Flavor's products were quietly promoted. A staff member of Wumart Supermarket in East Third Ring Road in Beijing said: "The daily price of 1000ml of soy sauce is 23.8 yuan/bottle, the online price is 14.8 yuan/bottle, and today's supermarket price is 9.9 yuan/bottle. Qianhe Taste is in There have always been promotions during the National Day, and the promotion has been intensified since October 9th, and it will continue for these two days. "
" After the incident of additives, online Douyin channels, offline key chain systems, and terminal shopping guides The overall sales volume of each channel has increased by about 25%." A staff related to the regional sales business of Qianhe Flavor Industry told reporters that the growth items are mainly concentrated in the zero-addition series, soy sauce, cooking wine, and vinegar have not increased, and have slightly increased. downward trend. "There are shortages online and offline. The company's shortages are more serious mainly in direct sales and online channels. Some dealers have a shortage rate of about 40%, and dealers are not out of stock in a large area." When Haitian Flavor was just caught up in the additive turmoil, Qianhe Flavor once stated in its reply to investors that zero-additive condiment revenue accounted for more than 50% of condiment revenue. Since then, Qianhe Flavor has been "snapped" in both the capital market and the terminal consumer market.
"It is certain to enhance the promotion of zero-addition." The above-mentioned staff related to the sales business of Qianhe Flavor Industry said that at least 50% of the company's display section is a zero-addition series, and promotion activities have always required zero-addition promotion. Previously, the company did not invest in online promotion on a large scale. After this turmoil, the company may pay more attention to online promotion.
After this turmoil, will Qianhe Flavor increase the proportion of zero-added products and launch a corresponding expansion plan? A reporter from China Business Daily sent an interview outline to Qianhe Flavor Industry, but no reply has been received as of press time. An institutional investor close to Qianhe Flavor Industry told reporters that Qianhe Flavor Industry had previously invested 1.260 billion yuan to build an "annual output of 600,000 tons of condiment intelligent manufacturing project". The project was constructed in two phases, of which the first phase completed 20 10,000 tons of soy sauce and 100,000 tons of cooking wine production lines were constructed, and the second phase completed the construction of an annual output of 300,000 tons of soy sauce production lines. Among them, zero-added products account for a large proportion. What
needs to pay attention to is that industry insiders believe that zero-addition products may not always be popular in the market. A soy sauce distributor in Northeast China said frankly to a reporter from China Business Daily: "Zero-additive products may not become the main force in the soy sauce market. Zero-addition also means higher prices. Soy sauce is a necessities of life, and high-priced products will not occupy too much market share.. Young consumers will buy zero-addition products online, and this part accounts for a relatively small proportion. In more offline supermarkets and catering channels, ordinary and cheap soy sauce products are the main force. The negative impact of this turmoil is more aimed at a certain brand than a certain type of product. "Can
always "lie to win"?
"Qianhe Flavor previously chose "zero addition" to gain the advantage of 's dislocation to compete with . Some institutional investors said that in the national condiment competition pattern, Beijing has Wangzhi and , Jiangsu has Hengshun, and Guangdong has Lee Kum Kee and Chubang . The Sichuan market where Qianhe Flavor is located is a major province of condiments. The competition is very fierce, and it is difficult for them to win by regional advantages like other condiment brands, so they choose to start with zero additives, hoping to stand out in the national condiment market.
It should be noted that Qianhe Flavor has been caught in the past due to zero-added products. Public opinion crisis. Previously, Professor Xiao Jianbo of University of Vigo in Spain, Professor Wang Mingfu of of Hong Kong University, and Professor Wu Jianlin of of Macau University of Science and Technology jointly published the paper "Identification of True and False Zero-Added MSG Soy Sauce by Carbon Isotope Ratio Mass Spectrometry" in the eFood journal, questioning thousands of people. The four "zero-addition" soy sauces under Heweiye are not zero-addition products. In fact, at present, there is no unified industry concept for zero-addition soy sauce, and the interpretation and application of the zero-addition concept by major soy sauce brands are not uniform. Qianhe Weiye said that zero addition means no addition of monosodium glutamate, pigments, preservatives, and respects the original flavor. In the production process, 0% of monosodium glutamate ( sodium glutamate ), caramel color, sodium benzoate , potassium sorbate , flavor nucleotide disodium , sucralose , acesulfame ; Haitian Flavor's zero-added label is 0% added preservatives (sodium benzoate, potassium sorbate), sweeteners (trichloromethane) sucrose, acesulfame potassium), monosodium glutamate, defatted soybeans; Jiajia Foods said that zero addition refers to 0% added white sugar, 0% added GMO defatted soybeans, 0% added preservatives, and 0% added food flavors.
"seasoning" There are three sales channels for food companies, namely households, catering and food processing companies, 50% of which are sold to catering channels. "The above-mentioned institutional investors said that most of the products of Haitian Flavor, Zhongju High-tech and Lee Kum Kee are sold to catering channels, while Qianhe Flavor's products are mainly sold to households, which has led to its sales volume. The gap between the first-tier enterprises. At present, the market share of Zhongju High-tech and Lee Kum Kee is still below 10%.
