On December 15, Haiyuyuan Food Group, a well-known leading food company, announced that it would join hands with the brand strategic positioning consulting company "Big Zebra" to rely on the original category champion strategy of "Big Zebra" to open the road of brand butterfly change and category champion.
Drink fresh fruit tea, come to sweet lala, there are more than 6,000 stores nationwide", the dark horse sweet lala in the tea industry, ranked 6th in the country in the number of tea stores in China in 2023, and was selected as one of the top 100 new brands of national tide brands in 2023, and one of the top 10 tea brands in China. The marketing consulting company that established the brand strategy for it was the "Big Zebra".
Since its establishment more than 10 years ago, "Big Zebra" has continued to create many successful cases of brand marketing, such as: Sweet Lala, Heping Dairy, Ao Jinqi, Little Ape Run, Huangmai Family, Jin Duoduo, Zuozuo Desserts, Qiao Mama, Golden Crown, Mimi, Aishang Fei Cake, Beinmei, Ningxia Red, Sea Scale Yuan, etc., Big Zebra is good at in-depth consulting, and the relationship with the enterprise is not the traditional relationship between the two parties, but a common business partner, this Haiyuyuan Food and "Big Zebra" Reaching a brand strategic cooperation will assist Haiyuyuan Food in category innovation and create a category champion.
For more than 20 years, Haiyuyuan Food has been deeply engaged in the snack food market and is committed to providing consumers with healthy, nutritious and high-quality food. Its star product "Haiyu Stone Cake", as a local specialty food, has been popular in China's leisure snack market for many years.
Founded in 1995, Haiyuyuan Food is a food R&D and production enterprise with a history of 25 years, and a leading enterprise in agricultural product processing in Shanxi Province. The company is located in Yuci Industrial Park, Jinzhong City, in the hinterland of Jinshang. It is mainly engaged in more than 10 kinds of products such as stone cakes, biscuits, pastries, breads, buns, etc., which fully promote the deep processing and upgrading of local agricultural products and the employment and income generation of regional population, and bring more possibilities for local economic prosperity. The company now has a group of multidisciplinary professional and technical personnel in the food industry, forming a comprehensive talent system from product design, raw material testing, process operation, quality control, and product sales.
The company adopts modern management methods, introduces advanced ISO9001 quality management system and ISO22000 food safety management system, has a perfect after-sales service management system, and implements 6S management, food safety protection good operating procedures, and HACCP key hazard control methods, which provides a strong backing for the assurance of product quality. It was rated as a "contract-honoring and trustworthy" enterprise;"Shanxi Famous Trademark", "Provincial Enterprise Technology Center" and "2018 China Trademark Brand Expo Gold Award" (only 11 in the country).
In 2023, the third factory of Haiyuyuan Food will be officially put into operation, and 10 fully automated production lines will be built, taking the road of "special" and "excellent" development, with an annual output of 1 functional biscuits of miscellaneous grains80,000 tons, 2 functional buns of miscellaneous grains70,000 tons, 6,000 tons of puffed food. Haiyuyuan (Nonggao Zone) Food Industrial Park, the total investment of the project is 2300 million yuan, covering an area of 308 acres, with a total construction area of 150,000 square meters. After the project reaches production and efficiency, it can achieve an annual output value of 800 million yuan and a tax payment of more than 30 million yuan.
Haiyuyuan Food has a multi-category specialized production line and strong R&D capabilities, category innovation capabilities, and now Haiyuyuan Food is in a critical period of transformation and development, and the strategic cooperation with "Big Zebra" is a very important milestone. Zhang Wenhai, chairman of Haiyuyuan Group, said: In 2024, Haiyuyuan Food will carry out in-depth cooperation with Big Zebra, dig deep into the growth potential of Haiyuyuan Food, and help Haiyuyuan Food build a category tree by introducing the brand strategy of Big Zebra, further enhance the industry influence of Haiyuyuan Food's "Haiyu" brand, as well as the brand power of customer recognition, and become a leading brand of national leisure snacks loved by consumers.
In recent years, Haiyu stone cake has become famous, selling well in 30 provinces, autonomous regions and cities across the country, and exported to Europe and the United States, Haiyu as the pioneer of the stone cake category, has obtained a number of production technology invention patents, and even the production equipment is its own research and development, with the hot sale of Haiyu stone cake, many follow-up enterprises imitate, so far, there is no company can make the same taste as Haiyu stone cake, which shows the high technical threshold.
In addition, it also has more than 10 specialized production lines of different categories, focusing on "healthy snacks", and will build different categories of snack trees according to the advantages of different production lines, and build a strategic layout of 2 billion yuan for Haiyuyuan Group.
Every breakthrough and development milestone of Haiyuyuan food is derived from the ultimate productism spirit of Zhang Wenhai, chairman of Haiyuyuan, leading the development of the industry through every category innovation, and the category innovation comes from the craftsman spirit of entrepreneurs, and at the same time, creating category champions through category innovation is one of the "core methods of big zebra".