In mid-2024, Oriental FMCG Center and the industry's leading all-media - "FMCG (Net)" will conduct big data retail monitoring of more than 4,000 stores, supermarkets, convenience stores and specialty stores in the Yangtze River Delta region, as well as major e-commerce platforms such as Tmall, JD.com, Douyin, Pinduoduo and Kuaishou, which account for more than 80% of China's B2C retail market, and exclusively and authoritatively release the "FMCG TOP Gold List" for the 25th consecutive year, covering nearly 230 major FMCG categories, known as " Industry vane"! Welcome to continue to pay attention to FMCG (Net) All Media (FMCGCHINA).
This time, according to the mid-2024 offline monitoring data, the Oriental FMCG Center released the "2024 Offline TOP Gold List - Egg Products and Cooking Wine", among which Huang Swan and Lao Henghe won the first place in the categories of egg products and cooking wine.
Egg products
01
The yellow swan ranked first, followed by Shengdile Village and Shendan
As a star brand of Fengji Food Group Co., Ltd., Yellow Swan has recently achieved good results and topped the offline "TOP Gold List" in the egg product category, demonstrating its excellent quality and market leading position in the eyes of consumers. Fengji Food Group is committed to the production of high-quality eggs and the in-depth processing of egg products, forming a complete industrial chain. The sales of Fengji Food Group, to which Huang Swan belongs, will exceed 1.8 billion yuan in 2023, a six-fold increase in two years, and its sub-brand Huang Swan has also achieved rapid growth in recent years. According to Kantar Worldpanel, the popularity of raw eggs in yellow swans has reached 70% among consumers. In terms of channels, Yellow Swan has made efforts online and offline at the same time, in addition to the layout of Tmall and JD.com, it has also settled in boutique supermarkets such as Hema and Ole, and continuously improved the coverage of mass channels. The chairman of Fengji Food is Feng Bin.
Shengdile Village, a brand of Tieqi Lux, was ranked second in the egg products category of the offline "TOP Gold List". Sundile is committed to providing consumers with safer and more nutritious eggs, and has invested 14 years to establish the only Germany Roman breeder grandparent breeding base in China. At present, Shengdile has established 17 laying hen breeding bases in the country, with a breeding scale of 15 million laying hens, and basically formed an egg sales network covering the whole country. In terms of channels, on the basis of traditional supermarkets, Sundile has fully entered e-commerce and new retail channels such as Tmall, JD.com, and Douyin, and has also become an egg supplier for national retailers such as Sam's, Wal-Mart, Metro, Yonghui, and international catering giants, five-star hotels and other enterprises. The chairman and general manager of Sichuan Shengdile Village Ecological Food Co., Ltd. is Guo Wenguang.
Won the offline "TOP Gold List" The third place in the egg product category is Shendan. Shendan has been focusing on the egg industry for a long time, and has successfully built a complete industrial chain ecosystem including breeding, breeding, deep processing and brand marketing. Focusing on the professional market segment of quail preserved eggs, Shendan Company has taken this as an entry point, and through continuous product innovation and cooperation with well-known talents, it has quickly seized the leading position in market share, and successfully launched a number of hot-selling products that are popular on e-commerce platforms. At the same time, Shendan has also launched distinctive products such as green shell eggs, and further strengthened its market position in the egg industry by using its brand influence and new marketing methods such as live sales. The chairman of Hubei Shendan Health Food Co., Ltd. is Liu Huaqiao.
Lanhuang, the founder of edible fresh eggs of Japan's AVIAN Co., Ltd., won the fourth place in the egg products category of the offline "TOP Gold Product List" in 2024. Lanhuang Eggs uses high-quality feed formula to provide customers with a safe and nutritious raw egg brand. The company now owns 4 laying hen farms with a capacity of 200,000 laying hens. The GP Center is about 3,000 square meters, with a processing capacity of about 30,000 eggs per hour, and an annual output of about 30 million raw eggs. In terms of channels, Lanhuang can eat raw fresh eggs has entered the high-end market of more than a dozen provinces and cities such as Shanghai, Hangzhou, Suzhou, Wuxi, etc., and has reached cooperation with various high-end supermarkets, e-commerce platforms, restaurants and hotels. The chairman of Jiangsu Dahe Egg Industry Co., Ltd. is Chen Hong.
In 2024, Tiansheng Muyuan won the fifth place in the egg products category of the offline "TOP Gold List". Tiansheng Ranch has been focusing on egg products for 40 years, deeply cultivating the whole industry chain of laying hens, and a good egg has experienced a complete set of high-standard management systems for 16 key control points and 238 project testing of laying hens. In terms of supply chain, Tiansheng Muyuan Eggs has become the only designated egg supplier in United States Costco supermarket, and Tiancheng has also reached strategic partnerships with many international first-line brands such as Oleqi, Nestle, Totole, and Hsu Fu Chi. In terms of product innovation, Tiansheng Pastoral Garden has innovated to meet diversified consumer needs, and launched a new product in line with EU animal welfare breeding standards in August this year - mobile Fu eggs to meet the needs of different consumers. The executive director of Jiangsu Tiancheng Egg Industry Co., Ltd. is Chen Min.
In addition, the brands on the list this time also include Baihua Golden Rooster, Deqingyuan, Jiafeng, Huimin and Bi's.
Wine
02
Lao Henghe, Haitian and Hengshun ranked in the top three respectively
Lao Henghe topped the cooking wine category in the 2024 offline "TOP Gold List" and belongs to Huzhou Lao Henghe Brewing Co., Ltd. According to the interim results for the six months ended June 30, 2024 released by Lao Henghe Brewing, the company's revenue was approximately RMB144 million, an increase of 12.9% over the same period in 2023. According to the report, the group will continue to comprehensively promote the innovation and upgrading of the cooking wine industry from multiple dimensions such as strain research, intelligent brewing, online quality control and spice process improvement. In August this year, Lao Henghe Brewing was invited to participate in the Hong Kong Food Trade Expo trade fair, and planned the display of mid-to-high-end products, including Huadiao Cooking Wine King, Green Onion and Ginger Cooking Wine and other products, which successfully attracted attention and favor from all over the world. The executive director of Huzhou Lao Henghe Brewing Co., Ltd. is Liu Jianbin.
In 2024, Haitian won the second place in the cooking wine category of the offline "TOP Gold List". Haitian cooking wine has four series: Huadiao series, Haitian Ancient Road series, public series and brewing series, which can meet the needs of different consumers. According to the 2024 semi-annual report, other categories in the cooking wine category of Haitian Flavor have achieved the fastest performance growth. The chairman and executive president of Foshan Haitian Condiment Food Co., Ltd. is Cheng Xue.
Hengshun won the third place in the cooking wine category of the offline "TOP Gold List" in 2024. According to the report for the first half of this year, Hengshun Vinegar Industry's liquor series achieved revenue of 150 million yuan, a year-on-year increase of 3.49%, and was the only growth enterprise among its three major product camps (vinegar, wine and sauce). Hengshun caters to the market in 2023 and launches a new product: Jinyou Zero Add Green Onion and Ginger Cooking Wine, which uses ginger fragrance, green onion fragrance, and wine aroma to remove the fish, and the additional green onion and ginger ingredients eliminate the step of adding green onion and ginger when cooking, which is more convenient and fast. The chairman of Jiangsu Hengshun Group Co., Ltd. is Hang Zhuhong.
The fourth place in the cooking wine category of the offline "TOP Gold List" in 2024 is Qianhe, a subsidiary of Qianhe Flavor Industry. Qianhe cooking wine has a complete range of categories, including glutinous rice cooking wine, green onion and ginger cooking wine, five-spice wine, 3-year cooking wine and other products. According to the financial report, Qianhe Flavor Industry has invested a total of 1.26 billion yuan in the "Intelligent Manufacturing Project with an Annual Output of 600,000 Tons of Condiments", of which the construction of the first phase of the 100,000-ton cooking wine production line has been completed and put into use at the end of February 2023. The chairman and president of Qianhe Flavor Food Co., Ltd. is Wu Chaoqun.
The fifth place in the cooking wine category of the 2024 offline "TOP Gold List" is Baoding. Baoding cooking wine is brewed with glutinous rice and other traditional fermentation processes, with moderate alcohol degree and mellow taste, and it has products such as cooking wine king, Huadiao cooking wine, and Qibao old wine. In addition, Baoding appeared at the Shanghai International MCN Conference and the 18th China Time-honored Brand Expo this year to actively improve brand exposure. The chairman of Shanghai Baoding Brewing Co., Ltd. is Weng Yinuo.
In addition, the brands on the list this time also include Luhua, Wang Zhihe, Totole Banquet, Dingfeng and Badao Brewing.