Original title: Sales channel expansion, product continuous promotion of new 355-year-old brand Wang Zhihe vitality online
From April 24th to 26th, the 2024 World Food (Shenzhen) Expo with the theme of "Gathering Global Cuisine and Talking about Vibrant Markets" was grandly held at the Shenzhen World Convention and Exhibition Center (Futian Pavilion). On the bright stage of the expo, Wang Zhihe, a time-honored Chinese brand, once again attracted the attention of the global food industry with its profound cultural heritage and outstanding innovative spirit, as a leader in traditional Chinese condiments, Wang Zhihe not only brought a variety of classic products, but also demonstrated its perfect fusion between tradition and modernity.
Recently, the reporter learned from Beijing Wang Zhihe Food Co., Ltd. that from 2021 to 2023, Wang Zhihe's sales will be stable at more than 1 billion yuan, and profits will grow steadily. At the same time, Wang Zhihe became a partner of well-known catering companies such as Haidilao and Donglaishun, and the sales of catering channels increased by 25.56% year-on-year.
Reducing salt does not reduce taste, "Oriental cheese" amplifies the nutritional value
Light series fermented bean curd, soy bean curd, spicy dried fermented bean curd, spicy stinky tofu...... In recent years, the 355-year-old Wang Zhihe brand has not "slept" on the glory of the past, but has been constantly "self-renewing" on the basis of inheriting the intangible cultural heritage and ancient techniques. "Inheritance is not conservative, innovation does not forget the original" is Wang Zhihe's original intention, and meeting the needs of a variety of scenarios and different consumer groups is the key for Wang Zhihe to travel through time and space and let brands and products go through the cycle.
Wang Zhihe said that in 2010, the listing of light and fresh bean curd marked the successful development and application of Wang Zhihe's independent innovation of "low salt technology of bean curd". On the basis of a number of core technologies, the company has recently innovated and developed the key production technology of whole bean curd through years of scientific and technological research, and successfully launched the whole bean curd and rose bean curd products with reduced salt reduction. "This is the first time in the fermented bean curd industry to realize the utilization of all components of soybeans, retaining the nutritional content of soybean dietary fiber, ensuring that consumers enjoy the delicious taste while taking in more nutrients. Wang Zhihe said that the application of this technology has filled the domestic gap, reduced the production of water, green environmental protection, and the company is at the forefront of the development of nutrition and health, green environmental protection, and has played the responsibility and responsibility of state-owned enterprises, which is a milestone in the development of the industry.
The reporter noticed that Wang Zhihe's new product is based on the lower salt content of light fermented bean curd in the early stage, and further reduces the salt content, which is more than 40% lower than the salt content of traditional fermented bean curd. Although the salt content is reduced, "salt reduction does not reduce taste", the fresh flavor of fermented bean curd is more prominent, and the nutritional value of fermented bean curd is richer.
In the stereotype, eating bean curd is a "last resort" in the case of material scarcity. But in fact, from the perspective of scientific nutrition, this miracle food, known as "Oriental cheese", is rich in nutrients. Wang Zhihe said that there are many relevant research data showing that bean curd produces a variety of amino acids containing a variety of active peptides after the action of microbial enzymes, which is not only conducive to the digestion and absorption of the human body, but also produces special fresh flavor substances to promote human appetite. In recent years, studies have further found that fermented soy products have many unique physiological functions, and as such a traditional soybean fermented food, fermented bean curd is being clarified by more and more researchers and recognized by more and more people because of its rich nutritional active ingredients and a variety of health effects. In addition to fermenting to produce a variety of amino acids and soybean polypeptide nutrients, fermented bean curd also contains highly active soybean isoflavones, rich in vitamin B group and other components, especially vitamin B12 in stinky tofu.
The condiment series continues to expand, and it has entered the well-known restaurant company to "capture" the family kitchen
In addition to Wang Zhihe's signature bean curd series, the seasoning series represented by cooking wine is also deeply rooted in the hearts of the people. With the development of the times, Wang Zhihe cooking wine has been subdivided into a variety of categories with different uses and different tastes, such as the peptide fresh cooking wine recently developed by using soybean peptides, a small molecule biotechnology product, and Huadiao cooking wine and steamed fish cooking wine suitable for different consumption regions and different consumption scenarios. At the same time, a new product of nutritious and healthy cooking wine has been developed and marketed. The clearly visible clarification of cooking wine, the rich natural spice taste, the synergy of a variety of ingredients, and the unique characteristics of Wang Zhihe cooking wine reflect the good effect of removing the smell and relieving the smell and increasing the flavor and freshness, making the dishes more delicious, and it has become a special cooking wine brand for many celebrity chefs.
In addition, many consumers who love cooking have also found that in many large supermarkets, the "team" of Wang Zhihe brand is expanding year by year: in addition to the bean curd series and cooking wine series, the bean curd braised sauce, bean curd juice, southern milk juice, and bean curd sauce with bean curd as the main raw material, hot and sour golden soup base and mushroom, butter, tomato, curry-flavored hot pot base, red bean paste and red bean paste for bean buns, and colored honey beans for dessert shaved ice...... Many consumers left messages on Wang Zhihe's social media platform: "Ask for exclusive recipes" and "Ask the chef to start a live broadcast and teach Wang Zhihe how to use a full range of seasonings." ”
In addition to these Wang Zhihe seasoning series that "occupied" consumers' home kitchens, many "invisible" Wang Zhihe products are also more inseparable from people's daily gluttony. Wang Zhihe said that in recent years, with the vigorous development of the catering industry, Wang Zhihe has followed the market trend, carried out the development of special channels such as catering and processing plants, and paid attention to cooperation with major catering brands such as Haidilao and Donglaishun to seize the market share of catering, improve sales and brand image, and the sales of catering channels increased by 25.56% year-on-year. In other words, try the popular "there is no problem that can't be solved by a hot pot", which is known as the seasoning of the "soul of hot pot", and the credit of Wang Zhihe is indispensable to this time-honored brand. For restaurant companies, the importance of compound condiments is becoming increasingly prominent, only a bag of finished ingredients can save time and effort to make delicious dishes, and its characteristics are that it can quickly increase the volume through a single product, and increase the scale and profitability in the short term. With the increasing degree of restaurant chaining, the compound condiment market has been in an accelerated period.
The 355-year-old brand has achieved remarkable results on the line, and the immersive interactive circle fans are young customers
Another noteworthy figure is the digital transformation report card of Wang Zhihe, a 355-year-old brand: in recent years, Wang Zhihe has added a self-operated flagship store on the Douyin platform, which has successfully promoted the sales of new products through the drive of old products. From 2020 to 2023, Wang Zhihe's online turnover increased by more than 15% year-on-year.
In addition to constantly introducing new products that meet the taste and health needs of modern people, Wang Zhihe, a time-honored brand, has also injected more and more youthful concepts. Embrace e-commerce, create cartoon images, and live streaming...... All show Wang Zhi and "young heart". Especially when the online shopping festivals such as "618" and "Double Eleven" have become more and more common, Wang Zhihe's e-commerce sales record has become more and more "good-looking": In 2023, Wang Zhihe's product sales during the Spring Festival, "618" and other activities will account for 48.5% of the online sales in the first half of the year, and the product sales during the Double 11 event will account for 11% of the online sales in the second half of the year.
turned a few colors of soy tofu into cartoon villains, and even played cultural IP and created operas...... Wang Zhihe's new image "Wang Xiaohe" is dressed in cyan, red and yellow costumes, representing the three categories of bean curd green, red and white. This kind of "play" aims to influence young consumers with brand culture, so that they can understand and love Wang Zhihe.
The reporter noticed that in recent years, the bean curd science museum located in the compound of Wang Zhihe's factory has been welcoming visitors who come to check in. How does fermented bean curd come about, what is the nutritional value of fermented soy products, and what are the classifications of fermented bean curd? Traditional processing tools such as wooden barrels, scoops, press boards, tofu drawers, and grinding wheels are not only used for display, but the audience can even try grinding soy milk and ordering tofu by themselves. Many public accounts and big Vs have listed Wang Zhihe Sufu Science Museum as a "must-check-in" among niche museums in Beijing. The industry believes that visiting museums and immersive interaction will allow ancient culture to frequently "break the circle" and enter the lives of young people, so that consumers can have a new and deeper understanding of Wang Zhihe, and let more people appreciate the great charm of "Oriental Cheese". (Xiao Zhiqing)
Source: China.com