In China, there is a kind of food that can dance on the tip of the tongue, as long as it "snorts", it has a unique flavor of freshness, aroma, sourness, spicy, and refreshment, which instantly makes people have endless memories and can't stop.
On June 14th, the well-known brand of Haohuan Luo appeared at Shenzhen FBIF Food Innovation Exhibition, as the most influential food industry event in the Asia-Pacific region, gathering leading enterprises, cutting-edge brands, capital, platform and suppliers in the industry. The exhibition is composed of 900+ exhibitors and seven organizers exclusively curated event area, with more than 30,000+ professional visitors attending the exhibition to explore new technologies, new products and new trends in the food industry. In the exhibition area, the "1" column shape of Haohuan Luo, "the world's first in global snail powder sales for 5 consecutive years", has become a beautiful landscape at the exhibition.
From "millet powder" to "big industry", as a local snack physical store that started in Liuzhou, how did Haohuan Luo quickly become an industry benchmark brand in just a few years, step by step to the industry leadership position, and lead the sustainable and healthy development of the snail powder industry?
Follow the perspective of Food Jun and take you to reveal the secret winning moment.
Product ingenuity and innovation
Delicious upgrade sales lead
The fireworks of the world are the most soothing to mortals.
In the seventies and eighties of the 20th century, there was a delicious snack called snail powder in the street night market in Liuzhou, which is still popular in the streets and alleys of Liuzhou. With the rapid development of social economy and the advent of the Internet era, this delicacy has gradually gone out of Guangxi to the whole country and flew to the world, ranking first in the world's sales of snail powder for five consecutive years, becoming the top Internet celebrity food on the hot network.
It is understood that under the leadership of Zhang Xiaoxian, the founder of the brand and the inheritor of Liuzhou snail powder intangible heritage, Haohuan Luo skillfully integrates "intangible cultural heritage production technology" with the spirit of innovative research and development, perfectly restoring the authentic taste of Liuzhou, so that Haohuan Luo products go out of Liuzhou, spread all over China, and are exported to more than 40 countries such as Europe, America, Australia, New Zealand, and the Middle East, becoming one of the most favored snail powder brands for overseas consumers, and is a well-deserved top brand of snail powder.
Haohuan snail powder adopts the secret recipe of 23 years of offline physical old store, made of black skin soil pork bones and Guangxi stone snail as the soup base, adding 12 kinds of spices and carefully boiled for 8 hours, the authentic Liuzhou flavor, captured the hearts of consumers at home and abroad.
Not only that, Haohuan Luo also integrates different regional food styles to develop different products such as crayfish-flavored snail powder, tomato brisket snail powder, duck foot pot and other different products to meet the "tricky" taste needs of more consumers.
In 2023, the four star products of Haohuanluo classic original flavor, spicy and smelly, tomato brisket and dry mixed snail powder will be affirmed by the international professional food judges, and won the international delicacy award of the "Oscar of the food industry", which proves the international market and consumers' affirmation of Haohuanluo.
Entering the soul is the best judgment of the market and consumers on Haohuanluo.
In the view of Food Jun, the biggest selling point of Haohuan Luo is first of all deliciousness, because only when it is delicious, more people will want to taste and repurchase. Haohuan Luo continues to manufacture with ingenuity, while accelerating the expansion of commercial territory, it has continuously pushed Chinese food culture out of the country to the world, becoming a Chinese cuisine that is popular all over the world.
Brand cross-border marketing is strong out of the circle
Circle fans Generation Z leads the trend
In March, iMedia Consulting released the "2023 China Snail Powder Industry Development Status and Consumer Behavior Analysis Report" showed that Haohuan Luo won the first place in the list of China's top 10 snail powder brands in 2022 with a gold list index of 96.16.
A set of data from iMedia Consulting shows that "Generation Z", as the main consumer force of the snail powder industry, is fresh, fun, delicious, and carries more joyful factors, which will always become a medium that attracts their attention.
As the leading boss of the snail powder industry, Haohuanluo grasps the consumption habits of Generation Z, and through continuous brand innovation marketing activities, the stickiness between the brand and customers has reached a new height, creating a diversified consumption ecosystem exclusive to Haohuanluo.
In May this year, Haohuan Luo officially announced the cross-border cooperation with Aerospace Wanyuan, becoming "the first snail powder brand to cooperate with Aerospace Wanyuan", and used rockets to send the joy of snail powder to "heaven", and paid tribute to the spirit of aerospace with 23 years of ingenuity.
At the same time, Haohuan Luo, as the designated product of Liang Jingru's concert in Shanghai, carnivaled with nearly 20,000 spectators at the scene, allowing the mind and body to enjoy the dual enjoyment brought by "love songs and food".
In June, Haohuanluo became the designated product partner of Jiangsu Satellite TV's "Warm Inn", using food to heal the body and mind of the guests in the program, and bringing warm joyful moments to the guests.
Food Jun believes that in the new era of marketing where content is king, Haohuanluo has always insisted on deeply cultivating brand cross-border marketing, bringing many fresh, interesting and fun value experiences to Generation Z, fully attracting the attention and participation of young consumers, and strongly helping brands out of the circle. At the same time, Haohuan Luo also relies on its brand strength to deeply implant the joy gene into the hearts of consumers, and provides a traffic support point for sales growth, becoming a leader in the snail powder industry.
Carefully selected quality, focusing on ensuring deliciousness and health
Real cuisine often requires only plain ingredients. However, for the selection of ingredients, Haohuan Luo has always insisted on strict selection, achieved excellence, checked from the source, and was responsible for creating each bowl of authentic and delicious snail flour to the end.
Food Jun learned that in order to strictly control the quality of ingredients, Haohuan Luo has established a 20-acre free original ecological pig breeding base and a rice noodle factory with an annual output of more than 20,000 tons. In order to ensure the green, fresh and healthy ingredients, all the sour shoots produced by Haohuan Luo are large sweet shoots that adhere to direct harvesting from the place of origin, and are naturally fermented through traditional pickling methods, perfectly restoring the authentic traditional taste of Liuzhou snail powder, truly allowing consumers to choose and eat with peace of mind.
It is worth mentioning that at the beginning of 2023, Haohuan Luo launched a new duck foot cooker, which attracted strong attention from the market. It is understood that in order to restore the authentic taste of Liuzhou duck foot pot, Haohuan Luo has repeatedly polished and perfected the ingredients and taste, and finally achieved this duck foot pot containing Q bomb juicy tiger duck feet, large soft and sticky tiger skin pig feet and tiger skin phoenix claws with tender skin. Once listed, it has become a favorite of consumers.
In addition to strictly controlling the raw materials of ingredients, Haohuan Luo strives for perfection and continuously optimizes the production process. This process can make the snail powder more delicious, smooth and richer in taste; The new recipe, which carefully blends a variety of spices, is also improved, which makes the snail powder more layered in the mouth and mellow in taste.
In addition, Haohuanluo is also attentive to the integration of the industrial chain. The company invested about 300 million yuan in the construction project of the new factory, and built new standard workshops, modern production lines, comprehensive office areas, food technology scientific research areas, product marketing display areas, storage areas, etc., representing the industry's leading level.
After the completion of the new plant, it will further bring consumers a more convenient service system and fully meet the huge market demand generated by the "stay-at-home economy". As the industrial chain and supply chain become more and more perfect, the road of high-quality development of Haohuanluo will become more and more stable.
epilogue
Since 2000, Haohuan Luo has been adhering to the brand concept of "focusing on making every bowl of powder with conscience", and is committed to creating the most warm snail powder brand, and "making the world fall in love with the taste of Liuzhou" with strength in the constantly updated and iterative market. From 2018 to 2022, Haohuan Luo has consolidated its leading position in the snail powder industry with the excellent performance of "the world's first sales of snail powder for 5 consecutive years".
In the view of Food Jun, Haohuan Luo has always adhered to ingenuity and innovative research and development, kept up with the trend of the times, led the snail powder industry to continuously upgrade categories, and became the only choice for people's "hi" powder. At the same time, the innovative solutions of the whole industry chain it practices will also inject new development vitality into the snail powder industry and even the entire food industry, living up to the global consumers' hot expectations for the Haohuan Luo brand, and living up to the leading position of Haohuanluo in the snail powder industry.