China Food

Xie Xianpeng: development, cooperation, win-win and sharing: the growth path of Chengdu Tianmin / Fanguo

Xie Xianpeng, general manager of Chengdu Tianmin Trading Co., Ltd. / Chengdu Fanguo Trading Co., Ltd

张艺谋说:成都,是一座来了就不想走的城市。

“Snack express” had the honor to interview Xie Xianpeng, general manager of Chengdu Tianmin Trading Co., Ltd. / Chengdu Fanguo Trading Co., Ltd. (hereinafter referred to as “Tianmin Fengguo”), and walked into his life as a dealer in Chengdu.

Snack express: what is the sales volume of your agent?

Xie Xianpeng: in 2019, the sales volume of Xiaobai xinruan, Ganyuan and Haohao are above 10 million.



《零食快报》:您通过什么方式选择产品呢?

Xie Xianpeng: we do food. Safety, health, nutrition and delicious food are the needs of customers and our pursuit. Therefore, in terms of selection, we will grasp the basis from these points.

Of course, from the perspective of market operation, the above attributes of products are the basis. To win in the changing market competition, product selection should be a kind of competitive thinking, and SWOT analysis should be carried out, that is, which stage of the current market is in, what are the advantages and disadvantages of our products, what is our import strategy, and what is the matching degree of our channels Whether the product is a pioneer or follower of the market, whether the market is blank or growing, whether it is mature or declining, these are all factors to be considered.

从个人而言,我比较看重以工匠精神做产品的厂家,专注做产品,产品才会有核心竞争力,比如我司目前代理的郭大良心豆干,卡奇锅巴等,品质好,积淀久,尽管价格比同类产品高,通过持续培育,市场的表现都很良好,销量也一直在良性的增长。





《零食快报》:现在新旧更迭飞速,您主要是通过什么方式把握流行产品的趋势呢?
谢贤鹏:除了同行业的交流以外,更要贴近市场,贴近消费者,倾听他们的心声。包括线上平台,社交评价及反馈体系,也包括线下卖场及各种类型的终端,在售中及售后,顾客直接或者间接的反馈,真正重视上帝的声音,我们才能得到上帝的心,上帝的钱才会掏给你。





《零食快报》:您的销售渠道有哪些?
谢贤鹏:目前的渠道包括线上及线下板块。线上直控的核心渠道为社区团购,也包括二级分销渠道拼多多、淘宝天猫等等;线下核心合作渠道包括:四川永辉系统、宜宾绿源、成都红旗连锁、舞东风连锁、全家便利、见福、谊品生鲜、零食系统、特通渠道分销、全省二级市场分销体系等。




Snack express: what are your ways to drive sales?

因地制宜,是做事成功的关键。成都跟别的市场可能不一样,从商品流通角度而言,成都是四川市场的统合中心,集散中心。所以,有些渠道下沉条件还不具备的产品可以采用省代模式来运作。从成都市区的渠道结构来看,成都商业发达,便利系统发达,比如红旗、东风、全家、7-11、哦哦等等,所以,成都的可售网店大多以定量型产品为主。


根据不同的产品类型应该有不同的推广定位和相匹配的策略。比如渠道选择方面,六花庭糕点系列和南星骆驼奶蛋糕,两个产品的特性不一样,六花庭产品口味系列多,更新快,所以在KA卖场就有较好的表现,顾客自然购买率高,推广相对简单;而南星骆驼奶蛋糕品质非常好,但是产品外形比较普通,口味比较单一,更适合在比如社区团购等封闭渠道做定向推广。目前这两个产品销售都比较良好,六花庭去年进入永辉后,我司单月数据能达到30-60万/月的销量。南星骆驼奶蛋糕在刚刚过去的6月、7月,单月的销量都在50-60万期间。





《零食快报》:您的经营之道是什么呢?
谢贤鹏:一个人成事的关键在于竞争力,竞争力即专业度,专业度从何而来呢?在于专注和坚持。有一句话叫做:换行不换岗,换岗不换行。从公司来讲,做一个行业,把这个行业做好,就是我们最基本的经营理念。做企业讲究的是天时、地利、人和。我们公司秉持的理念就是:为合作伙伴创造价值,为员工创造平台。发展、合作、共赢、共享。对于上下游合作链来讲,不是零和而是共赢,不应该是此消彼长的关系,分工协作,让合作创造整体价值最大化,双赢才会长久,所以,我们在合作中很少去讨价还价来争取短期的利益。


从员工层面而言,员工才是企业最终的主人,企业不是老板的,企业应该努力创造一个平台,通过这个平台,整合资源,让最优秀的人,获得最好的回报,谁的贡献大,谁的回报就多,这个才是企业长盛不衰,永葆青春的基因。




《零食快报》:针对行业未来的发展趋势,在发展战略上,您的公司又会作出哪些调整?
谢贤鹏:大环境变化的节奏越来越快,导致顾客的需求变化也越来越快,产品的生命周期越来越短。唯一不变的就是变化,包括新生代消费,新产品模式,新兴渠道,我们要跟进变化,否则就会落后。
2020.9.5-7日全食展将重磅推出
2020中国糖果零食金销商®100强榜单
上届回顾

The following is the list of top 100 Chinese candy and snack gold sellers in 2019

Serial number region Company name
One Zhejiang Hangzhou Boheng Food Co., Ltd
Two Jiangsu Wuxi Huishang jupin marketing planning Co., Ltd
Three Xinjiang Urumqi jinyibo Trading Co., Ltd
Four Inner Mongolia Baotou Jinbaili Trading Co., Ltd
Five Zhejiang Wenzhou Maidian Food Trade Co., Ltd
Six Zhejiang Taizhou Kaili Food Co., Ltd
Seven Guangxi Guangxi Nanning maichao Trading Co., Ltd
Eight Zhejiang Ningbo Lianfa Trading Co., Ltd
Nine Hunan Changsha Baixin snacks
Ten Henan Suixian Hengsheng Food Sales Co., Ltd
Eleven Jiangsu Wuxi daomeitian Food Co., Ltd
Twelve Zhejiang Ningbo Xianglu Trading Co., Ltd
Thirteen Shanghai Shanghai Chunlian Trading Co., Ltd
Fourteen Jiangsu Nanjing shiboyuan Food Technology Co., Ltd
Fifteen Guangdong Guangzhou xinjian’er Food Co., Ltd
Sixteen Tianjin Tianjin Lecheng Xinfeng Trading Co., Ltd
Seventeen Hebei Cangzhou Hongyun Huaao Food Co., Ltd
Eighteen Jiangxi Nanchang Hanbang Longxiang Food Co., Ltd
Nineteen Shandong Dongying Bosheng Trading Co., Ltd
Twenty Fujian Fujian Sanming Blue Moon Trading Co., Ltd
Twenty-one Beijing Beijing jingzhenghang Trading Co., Ltd
Twenty-two Zhejiang Wenzhou Lexiang Food Co., Ltd
Twenty-three Shanghai Shanghai Fuchen Food Co., Ltd
Twenty-four Yunnan Kunming leduo Food Co., Ltd
Twenty-five Beijing Beijing guanglixin Trading Co., Ltd
Twenty-six Shaanxi Xi’an Dianlong food company
Twenty-seven Hubei Wuhan Zongheng Xuanyuan Food Co., Ltd
Twenty-eight Hebei Baomi Ding Trading Co., Ltd
Twenty-nine Hebei Xingtai qinghang Trading Co., Ltd
Thirty Hebei Hengshui Juxian Food Trade Co., Ltd
Thirty-one Jiangsu Nanjing Opel Food Co., Ltd
Thirty-two Shanghai Shanghai Shuo Yan Trading Co., Ltd
Thirty-three Shaanxi Ha Ya Food Co., Ltd
Thirty-four Jiangsu Nanjing daomeitian Trade Co., Ltd
Thirty-five Henan Henan Tianfeng Trading Co., Ltd
Thirty-six Jiangsu Nanjing rongmeida Food Co., Ltd
Thirty-seven Hebei Shijiazhuang Laofu sugar trade Co., Ltd
Thirty-eight Guangdong Foshan Mi Shi Le Trade Co., Ltd
Thirty-nine Jilin Changchun Mingkang candy food company
Forty Zhejiang Hangzhou ally Brand Management Co., Ltd
Forty-one Jiangsu Yixing Baichun non staple food company
Forty-two Shanxi Shanxi Rizhao Jinyuan Trade Co., Ltd
Forty-three Jiangxi Yingtan Guijia Brothers Trading Co., Ltd
Forty-four Sichuan Chengdu rongyipin Commercial Service Co., Ltd
Forty-five Guangdong Zhongshan runqi Food Trade Co., Ltd
Forty-six Hebei Langfang Bingchen Trading Co., Ltd
Forty-seven Tianjin Tianjin yidingsheng Food Trade Co., Ltd
Forty-eight Jiangxi Nanchang Qiangde Trade Co., Ltd
Forty-nine Beijing Beijing Anye Senmiao Trading Co., Ltd
Fifty Zhejiang Ningbo Lulin market Fangfang food company
Fifty-one Heilongjiang Harbin Jiamao Yuanxiang Trading Co., Ltd
Fifty-two Jiangxi Nanchang Yinzhen leisure Food Co., Ltd
Fifty-three Jiangsu Wuxi Yicheng Yiwei Fruit Co., Ltd
Fifty-four Jiangsu Wuxi Weijia Trade Co., Ltd
Fifty-five Jiangsu Nanjing Huzi Food Co., Ltd
Fifty-six Guangdong Guangzhou Longlu Trading Co., Ltd
Fifty-seven Guangdong Dongguan Yiwang Trading Co., Ltd
Fifty-eight Henan Zhengzhou nianniannianhong Food Co., Ltd
Fifty-nine Shanghai Shanghai Chuxi Trade Co., Ltd
Sixty Jiangsu Yangzhou Xiaoshi Food Co., Ltd
Sixty-one Anhui Hefei Aiwei Trade Co., Ltd
Sixty-two Zhejiang Zhejiang Yiwu guangfuhai candy Co., Ltd
Sixty-three Henan Zhengzhou Wancheng Food Co., Ltd
Sixty-four Zhejiang Hangzhou Golden Apple Food Co., Ltd
Sixty-five Hunan Hunan Changsha Yingfeng Trading Co., Ltd
Sixty-six Jiangsu Changzhou kaihong leisure food
Sixty-seven Fujian Jinjiang Luoshan Guangyang Food Trade Co., Ltd
Sixty-eight Jiangsu Suzhou Jinmen suxiangguo Trading Co., Ltd
Sixty-nine Guangdong Shenzhen shenhongguo Trading Co., Ltd
Seventy Shanghai Shanghai YanHan Industrial Co., Ltd
Seventy-one Hubei Wuhan Fulilai Food Co., Ltd
Seventy-two Guangxi Nanning Shuangfu Food Co., Ltd
Seventy-three Hunan Changsha Huasheng supply chain Co., Ltd
Seventy-four Hubei Wuhan Lushi Guoxiong Food Co., Ltd
Seventy-five Fujian Quanzhou Yida Trading Co., Ltd
Seventy-six Jiangsu Nanjing huixiangyuan Food Co., Ltd
Seventy-seven Jiangsu Nanjing Shifang Food Co., Ltd
Seventy-eight Shandong Hongyixing (Shandong) Brand Operation Management Co., Ltd
Seventy-nine Guizhou Guizhou Bangjie industry and Trade Co., Ltd
Eighty Fujian Zhangzhou Fuduo industry and Trade Co., Ltd
Eighty-one Hebei Shijiazhuang Ronghe Trade Co., Ltd
Eighty-two Guangdong Foshan Nanhai Yiyi Trade Co., Ltd
Eighty-three Shaanxi Shaanxi Zhangfeng Trading Co., Ltd
Eighty-four Shanxi Taiyuan Tanghai Trade Co., Ltd
Eighty-five Anhui Anhui Shuangfu Food Co., Ltd
Eighty-six Jiangsu Wuxi xixusheng Trading Co., Ltd
Eighty-seven Shandong Tengzhou Hongrun Trading Co., Ltd
Eighty-eight Guangdong Zhongshan Shengzhou Trade Co., Ltd
Eighty-nine Anhui Hefei Kangxi Food Trade Co., Ltd
Ninety Yunnan Kunming Baijiali Food Co., Ltd
Ninety-one Liaoning Shenyang Shuangsheng Trading Co., Ltd
Ninety-two Hubei Wuhan Qiqi Commercial Marketing Co., Ltd
Ninety-three Henan Henan Hesheng Trade Co., Ltd
Ninety-four Guangdong Guangzhou Liangji Trade Food Co., Ltd
Ninety-five Tianjin Tianjin baishihui Trading Co., Ltd
Ninety-six Liaoning Dalian huameiya Trade Development Co., Ltd
Ninety-seven Yunnan Kunming chenfan (jupinyou) Trading Co., Ltd
Ninety-eight Hunan Changsha Yuewang food
Ninety-nine Jiangxi Pingxiang Anyuan Wangda Trading Co., Ltd
One hundred Henan Anyang xingduo Food Co., Ltd

Source: original copy of snack express needs authorization

Editor in chief: Li Jun

Author: Guo Jia; Editor: Liu Yuting




Past review



Preview of whole food 2020

Time: September 5-7, 2020

Venue: Ningbo International Convention and Exhibition Center (181 Exhibition Road, Yinzhou District, Ningbo City, Zhejiang Province)

Exhibition hall: hall 1, 2, 3, 4, 5, 6, 7 and 8

Estimated exhibition scale: 79000 square meters, about 890 exhibitors

Estimated audience: 89000

Exhibit type: candy, snack, cake, imported food

Contact: 15810224093 Li Jun

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