According to Shell Financial News, the Qichacha APP shows that on June 22, Guangdong Guangweiyuan Food Co., Ltd. underwent industrial and commercial changes, and the new shareholder, Arowana (300999), held 75% of the shares. At the same time, the registered capital of the company increased from 149 million yuan to 596 million yuan.
In 2015, Arowana introduced Taiwan's time-honored soy sauce brand "Maruzhuang" and invested 125 million US dollars to establish Maruzhuang Yihai Kerry (Taizhou) Food Industry Co., Ltd. in Jiangsu, integrating the advantages of both parties in raw materials, technology and sales channels, which can produce 160,000 tons of high-quality soy sauce per year, including black bean soy sauce, soybean soy sauce, bean wheat soy sauce and other high-end natural brewed soy sauce. In October 2019, Maruzhuang soy sauce products were officially launched.
In September 2019, Arowana acquired Shanxi Liangfen Vinegar Industry Co., Ltd. Through the acquisition, the company is ready to use the five years to form an annual production capacity of 300,000 tons of solid brewing high-value-added vinegar production capacity and an annual revenue of 18 billion yuan, net profit of 5.4 billion yuan profitability.
After this acquisition, Arowana's condiment business territory is the next city, and the company's condiment product line has covered the main subdivisions of seasoning oil (pepper oil, rattan pepper oil), soy sauce, vinegar, sauce and so on.
According to the enterprise investigation, Guangdong Guangweiyuan Food Co., Ltd., which was established in 2018 with the legal representative of Peng Houchong, has the following business scope: condiment wholesale; edible vegetable oil processing; vinegar and similar products manufacturing; other condiments, fermented products manufacturing; fruit and vegetable juice beverage manufacturing; tea beverage and other beverage manufacturing. Guangweiyuan's products cover soy sauce, oyster sauce, sauce, sauce, sauce, powder, vinegar and sauce.
Arowana's expansion of the condiment market has obvious characteristics:
First of all, we should fight steadily in time and gradually advance. Whether it is the acquisition of "Maruzhuang" in 2015, the acquisition of Liangfen Vinegar Industry in 2019, or the latest acquisition of Guangdong Guangweiyuan. It was in the past few years of the previous acquisition, the enterprise integration was basically completed, and the product market was basically stable, and the next acquisition was carried out.
Secondly, the current investment is based on the holding model. Arowana firmly grasps the management right of the acquired enterprise. The acquired companies are mainly engaged in the production of condiments, while Arowana controls the market and channels. This division of labor can make full use of the advantages of both sides and quickly cut into the market.
Third, the product category is dominated by large categories. The main products of the acquired enterprises are soy sauce, vinegar and compound seasonings, which are the subdivisions with a large market space in the condiment industry and one of the most competitive condiment fields. It reveals a clear strategic intention to expand the scale.
As stated in Arowana's 2020 annual report, the company is gradually expanding its product line to condiments, yeast and daily necessities. Relying on the competitive advantage of the entire industry chain, the company is more competitive in the process of expanding other new food categories, so as to continue to maintain its leading position in the market.
However, although Arowana's annual report did not disclose the detailed data of the company's condiment products, from the perspective of channel feedback, the current revenue of the condiment sector is still relatively low, and it is still in the market cultivation period. However, there are also a number of condiment dealers feedback, since 2021, Arowana has made full use of its dominant position in the field of edible oil, and sold condiments such as soy sauce in the supermarket and catering markets, achieving certain results, and the market share and brand recognition have been significantly improved. Perhaps after the layout of Arowana's condiments is basically completed, it is the time for the market promotion of the condiment sector.
The CFE was launched in 2005 and is in its seventeenth year. The exhibition has personally experienced the development process of the condiment industry from small to large, and witnessed the whole process of branding in the condiment industry. At present, it has become one of the most influential professional exhibitions in the field of domestic condiments.
On December 9-11, 2021, the 17th China (International) Condiments and Food Ingredients Expo (CFE2021) will be held in Guangzhou. At the same time, the first Guangzhou Seasoning Ingredients and Catering Supply Chain Expo and the 2021 South China (Guangzhou) Hot Pot Ingredients and Catering Supply Chain Exhibition were held in the same place. Welcome everyone to visit the exhibition and learn more about the condiment company.