On August 19, 2020, the 11th Hai’ao new product release conference in 2020, with the theme of “following the trend of the world – rolling wheels and good food”, was successfully held in Hangzhou West Lake Shangri La Hotel. On the scene of the new product conference, the big names gathered. The development trend of the pastry industry was analyzed. The viewpoint was novel and thought-provoking. Li Jun, editor in chief of snack express, was invited to participate in the whole process.
Mr. Wang Jifeng, chief designer of Haiao, wrote a poem for this conference
Professor Wang Depei, chief economist of FocA think tank
In 2020, affected by the epidemic situation, the sales of FMCG will slow down. Professor Wang Depei, chief economist of FocA think tank, gave you an analysis of the economic situation at home and abroad in the second half of 2020. After Professor Wang’s explanation, the participants had a better understanding of China’s economy and grasped the general trend of economic development.
In May, Haiao launched a new product: haoshicong. As soon as haoshicong was listed, it became popular all over the country, and its sales volume went up against the trend, which greatly boosted the confidence of the industry and customers. The introduction of good food soup is also known as a model for manufacturers to work together to tide over difficulties in a special period.
Ms. Liao Hongfang, general manager of Shanghai Haiao bulk marketing center
Ms. Liao Hongfang, general manager of Shanghai Haiao bulk marketing center, introduced the sales volume of haoshicong in detail. Starting from bulk products, she analyzed: “from January to July, the total social retail sales grew by 9.9%, from 20.5% in the same period from January to February, and only 1.1% in July compared with the same period. Although affected by the epidemic situation, experts are still optimistic about the leisure snack market in 2020 and believe that the scale will reach 600 billion yuan. ” Ms. Liao Hongfang thinks that in 2020, the concentration of traditional brands will be higher and higher; the growth rate of stewed flavor will be larger, among which baking potential is the largest. “From January to July, Ali platform sold 7.6 billion baked goods, accounting for 19% of the total amount of leisure snacks, growing by more than 40% in two consecutive months, and the sales volume accounted for more than 20% in consecutive April (second only to nuts and preserved meat),” she said
With the rise of live delivery, Ms. Liao Hongfang believes that the leisure snack industry has entered the era of Omni channel marketing. From product research to consumer research, online + offline consumption scenarios will become the focus in the future. Health demands further boost the “high-end” snacks to seize the market. Characteristics and differentiation have become the core focus of the development of leisure food enterprises. There will be more and more high-end snack enterprises in the future.
The hot sale of good food soup has set off a hot wind of market imitation. Once the wind of plagiarism prevails, it will only hit the enthusiasm and creativity of original products and brands in the industry, which is not conducive to the healthy development of the industry. Ms. Liao Hongfang said: “the lack of super explosive products in baking short-term insurance is due to the low-level competition. In recent years, baking micro innovation, low threshold, copying and price war have become the normal situation of bad money chasing good money.”
Lawyer Li Wenhua, partner of Shanghai Zhongxia law firm
In the face of illegal competition of bad manufacturers, Hai’ao will continue to enhance its own competitive barriers for sniping, and use laws and regulations to protect its rights. Haiao advocates: adhere to innovation oriented and respect intellectual property rights. In this regard, lawyer Li Wenhua, partner of Shanghai Zhongxia law firm, read the statement of Haiao rights protection, which was unanimously recognized by all.
Ms. Zheng Haiyan, general manager of Shanghai Haiao quantitative packaging marketing center
Ms. Zheng Haiyan, general manager of Shanghai Haiao quantitative packaging marketing center, said that Haiao has been adhering to the enterprise vision of “carrying the world’s best food materials to the places most needed in China”. She made an analysis from the perspective of quantitative packaging products: “the strategy of quantitative packaging products is the trend of Haiao embracing changes and opening up a new situation in the changing situation.” Hai’ao is committed to opening up new channels and developing new products. Ms. Zheng Haiyan said: “every product developed and manufactured by Hai’ao comes from the original, from the vision and corporate values of always using the best food materials in the world.” Haiao’s quantitative packaging products are more fresh than ordinary quantitative packaging products, and are deeply loved by customers.
Li Wenhua, partner of Shanghai Zhongxia law firm, general manager of Wuxi guangweiyuan leisure food company Mr. He Guang, general manager of Changzhou Houyu leisure food company, Mr. Zhang Haiguo, general manager of Houde food company in Hailing District, Xinghua City, Mr. Xu Xiaokun, general manager of Xiamen kunwangda Trading Co., Ltd. / Tangchao Enterprise Management Co., Ltd., Mr. Zhao Dapeng, general manager of Beijing xiongkulu Trade Co., Ltd., Mr. Zhang Guoming, general manager of Shanghai Jiahe Food Co., Ltd., and Shanghai Haiao bulk Ms. Liao Hongfang, general manager of the marketing center, and Ms. Zheng Haiyan, general manager of Shanghai Haiao quantitative packaging marketing center, jointly came to the stage to unveil the new wheel rolling product, wheel rolling Danish bread.
The wheel rolling Danish bread is made of wheat imported from Canada and blended with milk crisp red beans. The red beans are soft and creamy. Using the technology of soup seed, hot water, cold storage, lock the moisture of dough, wake up the soft touch of bread growth. After 3 hours of high humidity and normal temperature fermentation, the taste is soft, and the 16 layer crisp is laminated, permeating egg and milk essence. The shape is like a wheel, rolling forward, making breakfast full of interesting inspiration.
At the press conference, we tasted the rolling Danish bread on the spot. The aroma permeated the whole hotel, and everyone praised the rolling Danish bread.
Ms. Liao Hongfang, general manager of Shanghai Haiao marketing center, talks about the importance of safeguarding the interests of upstream and downstream partners.
Along with the UAV around the rostrum, and in the ribbon cutting of Wang Dong, a new product – rock roast cheese soup was solemnly invited. The products are Australian wheat and New Zealand butter. Through the new subversion technology – high moisture and tender roasting, exclusive new control equipment, let egg milk and cream essence permeate. Roasted out burnt skin and tender smooth, full-bodied and instant spread of sesame flavor. The caramel color on the surface is a baking medal with the experience of roasting. The inner soft, fragrant and moist taste buds directly.
At the press conference, after tasting the rock cheese soup, the sweet cheese and the wonderful combination of cake, double delicious, people can’t stop.
The new product press conference ended in the lottery. For the next development, Ms. Liao Hongfang said: “we should implement the 2020 marketing strategy more firmly and consolidate the achievements of the first half of the year, mainly from four aspects:
Further expand the market explosion in the second half of the year. More close to the fine layout of the market, to respond to the diversified needs and changes of the market, to achieve orderly cross coverage. Mainly from four aspects:
- From three aspects to maintain the advantages of R & D and innovation, create the advantages of large single product matrix;
- Consolidate the existing offline channels and develop NRC / ODM / OEM;
- Focus on building perfect stores, live broadcast of all staff, amplify brand sound;
- Continue to deepen the fine management, implement the “three five” project and four fixed management.
Ms. Zheng Haiyan said: “we should set up a hard village, fight a tough battle, and achieve win-win cooperation among manufacturers. Haiao will continue to strengthen production research and development to build a strong supply chain
- The three major brands of jimambede, pure coconut and Wutang master are clearly positioned and reinvigorated;
- Formulate reasonable market planning to help dealers grow rapidly;
- Consolidate the existing channel resources and open up a new battlefield of performance increment;
- Support regional key customers and focus on regional market breakthroughs. “
Group photo of the 11th Haiao new product Conference
Haiao will continue to grasp the market trend and lead the industry reform through the construction of the “co discussion, CO creation and sharing” cooperation relationship between Hai’ao characteristic manufacturers!
Bulk business marketing center investment call
Liao Hongfang: 18018020712
Call for investment promotion of marketing center of fixed quantity installation enterprise
Source: original copy of snack express needs authorization
Author: Guo Jia editor: Guo Jia + Liu Yuting
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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