At present, the trend of consumption upgrading is becoming increasingly significant, and healthy consumption and quality consumption are becoming new driving forces for market growth. As a leading brand in the meat industry, Jinluo Ham Sausage has created a growth engine with strong barriers and high innovation by strengthening the upgrading and iteration of scientific research, product and marketing system.
Science and technology is the primary productive force, and scientific and technological research and development is one of the important magic weapons for enterprises to break through the siege. In order to promote scientific research and innovation, Jinluo has built a "Science and Technology Research Institute", cooperated with 37 domestic scientific research institutions in 157 industry-university-research projects and 17 scientific research institutions around the world, and also set up a health research institute, a postdoctoral base and an academician workstation. In recent years, Jinluo has further strengthened scientific research and innovation, participated in the formulation of 16 national and industry standards, undertaken the main topics of the national 863 program, obtained 22 invention patents and 53 international PCT patents, and implemented technology-driven and scientific and technological enterprises.
Jingong strengthens technology-driven and technology-driven enterprises
The continuous investment in scientific research is also reflected in the changes in the product matrix. At present, Jinluo cooked products cover high temperature, medium temperature, low temperature, leisure meat products, etc., with more than 500 varieties. Among them, star product brands such as medium-temperature breakthrough product "meat grains", high-temperature replacement product "no starch" and other star product brands, German-style low-temperature product "Desco", leisure first brand "Dele Food", children's exclusive product "Hello Partner" and health innovation product "Healthy Food" series of sausages are becoming the main force driving the growth of brand performance.
Golden Gong Meat Product Matrix
In addition, the Golden Gong Ham Sausage also shows an unprecedented trend of upgrading and iteration in marketing channels. According to the data, in view of the consumption demand of various emerging scenes in the current market, jinluo ham sausage on the one hand intensively cultivates traditional channels, and on the basis of doing a good job of offline KA, supermarkets and traditional terminal outlets, strengthens terminal outlets such as community stores and convenience stores, and refines the market stock; On the other hand, we continue to develop emerging channels such as live streaming with goods, community group buying, and O2O home, and continue to increase the market increment.
Golden Gong power online channels
At the same time, Jinluo Ham Sausage also adapts to the changes in the new media environment, builds an e-commerce platform content ecological chain, lays out a content+scenario+social marketing system, communicates and dialogues with consumers with temperature and attitude, and enhances consumer interaction experience.
On the one hand, Jinluo Ham Sausage takes the short video social platform as the position, and collects a large number of original UGC content through the Douyin Short Video Challenge/National Task, KOL Cooperative Grass Planting, etc., to achieve communication and interaction between the brand and the young population. On the other hand, Golden Gong Ham Sausage also carries out precise content marketing through vertical media, and related content is released simultaneously on Weibo, Xiaohongshu, etc., attracting many fans to participate, and achieving precipitation from traffic to users by planting grass.
Golden Gong explores short video marketing
Golden Gong Precise content planting grass
Under the blessing of scientific research and innovation, product research and development and young marketing, Jinluo Ham Sausage not only continues to grow bigger and stronger its own market increment, enhance brand influence, but also become an important benchmark and engine for the sustainable development of the entire meat industry.