For many consumers, Chunxue Food may be a relatively unfamiliar name.
However, this company, located in Laiyang City, Yantai, is well-known in the prefabricated vegetable track and is the first white-feathered broiler industry chain enterprise to land on the main board of the Shanghai Stock Exchange.
Recently, due to the cooperation with the "Qingdao Shibei District Famous Food Selection Activity", Chunxue Food has entered the field of vision of more Qingdao people.
Chen Fei, vice president of Chunxue Food Group Co., Ltd., said that participating in the selection of famous food is just the "appetizer" for Chunxue Food to enter Qingdao, and now the company has laid out two strategic fulcrums of "North Qingdao and South Shanghai", respectively, to develop the northern and southern markets, and help Chunxue Food quickly move towards the leading enterprise in China's chicken conditioning subdivision industry.
Chen Fei, vice president of Chunxue Food Group Co., Ltd.
Settle in Qingdao to get the latest consumer demand
On February 25th, the award ceremony of the "Qingdao Shibei District Famous Food Selection Activity" was held. As a supporter of the event, Chen Fei, vice president of Chunxue Food Group, made a special trip to the scene to present awards to the award-winning famous foods.
Chen Fei said that the cooperation with the "Qingdao Shibei District Famous Food Selection Activity" is a new attempt for Chunxue Food to deepen the Qingdao market. "Participating in this event is an 'interaction' between us and Qingdao consumers, who get to know us and are able to have a deeper understanding of the needs and preferences of Qingdao consumers. ”
In the market map of Chunxue Food, Qingdao is both a fulcrum and a springboard.
At the beginning of 2023, Chunxue Food established a Qingdao R&D and Marketing Center in addition to its headquarters in Laiyang, and began to use Qingdao as a base to radiate the northern market.
Why choose Qingdao, Chen Fei said bluntly: "Based on Qingdao's geographical location, transportation, human resources and other advantages, we can more quickly and conveniently obtain the needs of the first-tier market and consumers, and develop more marketable products." ”
He revealed that Chunxue Food will also enter Shanghai in 2024 to set up a research and marketing center to lay out the southern market across the country.
Only good products can be sought after by consumers
Rushing to the national market, the most important thing is that prefabricated dishes have been on the rise. According to a report released by iiMedia Consulting, the market size of prefabricated vegetables is expected to reach 1,072 billion yuan in 2026, becoming the next trillion market in the foreseeable future.
The big cake of the trillion-dollar market, the competition is naturally cruel. According to Tianyancha data, as of now, there are 6 related enterprises of prefabricated dishesmore than 40,000; Among them, from January to December 2023, more than 5,000 newly registered related enterprises were registered, a year-on-year increase of 152 compared with 20229%。
In the face of a congested track, how can Chunxue Food break the game?
Chen Fei believes that first of all, we must do a good job in products, "we must have good products in order to be recognized and sought after by consumers."
As a veteran food enterprise that has been exported to the international market for nearly 30 years, Chunxue Food has accumulated rich experience in production and processing, and continues to introduce food processing equipment with international advanced level to realize the intelligent and digital reengineering of the whole chain and link of food processing, and through the innovation of formula and process, it can restore the taste of products higher, differentiate itself from similar products in the market, and meet the quality needs of consumers. Chen Fei said: "We want to provide consumers with healthier, better tasting and more convenient food. ”
Domestic sales and exports with the same production line, the same standard, the same quality" business philosophy is another major advantage of Chunxue Food.
Chen Fei said: "From the source to the table of every link, Chunxue always insists on controlling product quality with higher international food safety standards, and currently has 3 cooked food factories and 2 slaughterhouses, which have passed more than 20 quality standard system certifications such as CNAS, BRC, and ISO9001. The "three same" product quality standards throughout have also allowed Chunxue Food to win more trust in the "health first" consumption era.
The number of fans of a single brand exceeds 20 million
In order to reach more consumers, Chunxue Food has increased its efforts on e-commerce platforms, cooperating with platforms such as JD.com, Tmall, Pinduoduo, Douyin, Kuaishou, etc., as well as top talents, and its products have entered more than 70% of the top 100 domestic retail systems and well-known domestic online retail channels, covering more than 80% of large and medium-sized cities in China.
As of February 27, the "Shangxian" brand of Chunxue Food has nearly 80 products on Jingdong, with 22.28 million fans, including 99 praise for many hot-selling products such as chicken rice and spring snow chicken nuggets. In addition, Chunxue Food also strengthened its interaction with consumers, innovated marketing strategies, and enhanced its brand market influence by participating in local social activities such as the "Qingdao Shibei District Famous Food Selection Activity".
According to the third quarter report of Chunxue Food in 2023, the sales volume and sales of conditioning products (prefabricated dishes) maintained stable growth, achieving sales of 5900 million yuan, a year-on-year increase of 10%, accounting for 57% of all food operating income.
Founded in 1991, Chunxue Food has undergone many transformations, starting from an agricultural and animal husbandry enterprise of feed production, commercial broiler breeding, slaughtering and segmentation, and gradually transforming into a chicken intensive processing food enterprise. With every transformation and breakthrough, this company has stepped on the pace of the times. This time, what kind of surprises will Chunxue Food bring to the industry and consumers, time will give the answer ......(Qingdao ** Society Guanhai News reporter Yu Junyi).