On November 21, the famous betel nut brand "Taste King" held its annual new product conference in Changsha, Hunan. Chen Yi, president of Taste King, revealed that the cumulative sales of Hechengtianxia's betel nut series products had exceeded 200 million packs in three years since their launch.
two hundred million This is a number with many zeros, representing the No. 1 of the single brand sales of Hunan betel nut industry. So, in today's competitive food industry, what's the story behind the growth of Taste King?
200 million bags in three years, covering 390000 stores nationwide
In November 2014, Flavor King Group made full efforts in Hunan market. It took only three years to achieve the leading sales volume in Hunan, becoming the double champion of single brand sales and sales volume in Hunan Province, and greatly overturning the pattern of Hunan betel nut industry.
The shelf life of areca is generally not more than 60 days, and Flavor King Group controls the product circulation time within 28 days. Therefore, from the perspective of commodity circulation cycle and consumption scenarios, supermarkets are not a good choice. Snack shops all over the streets are the main channel for consumers to buy betel nuts.
In view of this, Flavor King Group specializes in street stores. Since November 2014, it has settled in 175000 street stores in Hunan and about 215000 stores outside Hunan, covering a total of 390000 stores nationwide.
Capacity expansion, completion of the eighth base in 2018
At present, it has built seven betel nut manufacturing and production bases in Hunan and Hainan provinces. With the rapid development of the enterprise, the production capacity of Taste King is also required.
In September this year, Flavor King Group expanded its production capacity again to build the eighth largest production base in Cangshuipu, Hunan, covering more than 100000 square meters. It is expected to be completed and put into production in July 2018, becoming the production innovation base of Flavor King Group in Yiyang, so as to better meet the growing demand of domestic and other emerging markets.
Product upgrade, promote high-end products of 30 yuan
In recent years, the competition in the betel nut industry has become more and more fierce. The price of 10 yuan has been entrenched for many years. It is difficult for manufacturers to make profits and guarantee the quality. Against this background, Flavor King Group boldly carried out product upgrading and technical adjustment, guided consumers to accept betel nut products worth 15 yuan and 20 yuan, and promoted the adjustment of the whole betel nut industrial structure.
At the just concluded new product press conference, Flavor King Group also launched a new product image of "becoming the world with harmony" of 30 yuan. The original fruit of the new product is from Hainan super quality fruit. All areca nuts adopt unified standards for length, width and thickness. Only the early tender fruit of 6-20 years old is selected.
More importantly, Flavor King Group has innovated and upgraded the production process again, using the blasting softening technology developed exclusively to further crush the fiber of dried areca nuts, make the taste softer and improve the taste.
In recent years, the future development trend of China's traditional small food industry has been a hot topic among industry insiders in recent years. I hope the success of Flavor King Group can give you some ideas.
Part of the content in the article comes from: Happy Taste King; arrangement: Foodstuffer (tyjzksp), please obtain authorization in advance for reprinting
