Jiannong Group sprints to upgrade its brand and aims to sell 12 billion yuan of fruits in 2025

The leading fresh supply chain, Jianong Group, began to transform and "play brand".

"Fruits are fast-moving consumer goods, with industry characteristics such as short shelf life and perishability. There are generally only general goods in the market, and the brand concept is very weak. Today's homogeneous development of the industry has also made the transformation of the industry very difficult. Therefore, we must occupy the minds of consumers, based on the premise of ensuring product quality based on our own cold chain system, and carry out brand upgrading and building. On January 16, Liu Zijie, founder and chairman of Jianong Food Holdings (Group) Co., Ltd. (hereinafter referred to as "Jianong Group"), said in an interview with a small range of media, including the surging news.

Jianong Group started its business in 2002 and is a leading enterprise in China's fresh food supply chain service industry. The import and export business of fruits and vegetables with bananas as the main product, the emerging business of meat, seafood and snack food, and the distribution of well-known brands such as New Zealand Jiapei kiwifruit. Domestic customers include large supermarkets, e-commerce, fruit chain stores, new retail stores and large wholesalers.

On the same day, Jianong Group and Focus Media held a brand strategic cooperation conference at Jianong headquarters and signed a strategic cooperation agreement. Liu Zijie said that as the industry's leading comprehensive fruit fresh company, the product itself has a very wide distribution network, and great work has been done in the in-depth distribution offline. But in the construction of the brand, the investment is not enough. This strategic cooperation with Focus Media also marks the beginning of a new venture for Jianong Group.

Based on the industry characteristics of short shelf life and weak standardization, it is difficult for comprehensive fresh fruit enterprises to become bigger and stronger, and why did Jiannong choose to upgrade its brand during this period?

Liu Zijie said that after the headquarters of Jianong Group was changed to Shanghai 10 years ago, the processing capacity of Jianong can fully carry the standardized demand of consumers in first-tier cities for small fruits, sell by one, by root, and by box, turning simple fruit products into leisure foods to market. In terms of gift attributes, Jiannong also has the cognition of upgrading. Coupled with the original in-depth distribution foundation, it has reached the stage of detonating the brand.

"In 2022, the cooperation between Jiannong Group and Focus Media is expected to have significant growth in performance." Liu Zijie said that Focus advertising will first choose office buildings and residential buildings in Beijing, Shanghai and Shenzhen, three first-tier developed cities. Internally, distribution channels are monitored based on product quality controls. Based on the launch of Focus Media, Jiannong will strengthen in two scenarios. First of all, the main offline channels include shopping malls, supermarkets, fruit stores, etc., and online cooperation platforms such as Hema and so on, which standardize the control of online and offline products such as slogans and brands. Secondly, adapt to various festivals, including the Spring Festival, and upgrade the gift attributes of fruits.

"By 2025, Jianong Group plans to achieve sales of 12 billion yuan in the fruit sector." Liu Zijie said that with the development of business, some full-load market cold storage, there will be expansion and transformation, the future will also strengthen the investment in GLP cold storage.

It is reported that last year, the sales of the fruit plate of Jianong Group were 5.3 billion yuan. In four years, Jiannon will double its sales.

"At present, Jianong Group has a good cash flow, and has done sufficient work in the direction of IPO, and strives to achieve success." It is reported that Jianong submitted a prospectus in 2019, planning to sprint to the A-share listing, and terminating the review in 2020. Liu Zijie introduced that the entrepreneurial partnership system has been implemented within the Jianong Group, which has institutional guarantees for the expansion of the group's business in the future.