As the saying goes: "The people take food as the heaven, and the taste is the first. "To make a delicious dish, condiments such as oil, salt, sauce, and vinegar are essential. Data shows that the condiment industry maintains a steady growth rate of about 10% every year, and it is expected that the market size is expected to exceed 400 billion next year. This billion-dollar market has spawned many outstanding companies. From the previously announced market share of the domestic condiment industry, Haitian flavour industry occupies the largest market share, about 6.46%; Lee Kum Kee followed closely, accounting for about The rate was 4.27%; the third to fifth were Lao Ganma, Totole, and Delicious.
I would like to give you a brief introduction to this condiment sales champion: Haitian Flavour Industry is the leading company in the condiment industry in China, and its revenue last year was a historical record. The new value reached 17 billion yuan, five times that of Lao Ganma, a well-known chili sauce brand. Haitian’s products cover more than 100 varieties of soy sauce, oyster sauce, sauce, vinegar and other series. Among them, soy sauce products account for 60% of the revenue. The production and sales volume has ranked first in the country for more than 20 consecutive years.
The predecessor of Haitian can actually be traced back to the ancient sauce garden in Foshan. It has a history of 300 years. In the mid-1950s, the local home sauce garden It was decided to merge. Among them, the most famous Haitian Sauce Garden was the one with the largest scale and influence at the time. So everyone agreed to call the name Haitian Soy Sauce Factory. However, as a traditional craft, allThere are thousands of soy sauce workshops in the country. Even if Haitian has a small scale, the sales scope is limited to the Pearl River Basin.
Until the early 1980s, a 26-year-old young man joined in, laying the groundwork for earth-shaking changes in the future. This person is called Pang Kang, who has been promoted step by step from deputy director to general manager. He clearly realized that scale is the key to the development of traditional industries. When they first had a wealth of money, they invested tens of millions to import production lines from abroad. After entering the new century, he has introduced advanced production equipment many times and established several production bases. With the overall improvement of people's living standards, the pursuit of diet has changed from "eat full" to "eat well", and seasonings have played an important role in the diet. As the industry leader, Haitian Flavour Industry's revenue is rising steadily, even breaking through tens of billions.
Today, their production base in Foshan has entered the era of intelligent production. From the beginning of raw materials to the final sealing and packaging of 494 processes, They are all completed by robots. The base no longer has skilled workers who traditionally produce soy sauce, instead there are technicians who operate or maintain robots. It is worth noting that the company also has a scientific research team of more than 700 people and has obtained more than 200 valid patents .
Production guarantees the supply of products, and channels are the key to sales. Data shows that Haitian adopts a multi-level channel structure of dealers, distributors and terminal outlets. There are more than 330,000 sales outlets nationwide. , Covering all parts of the country, whether it is supermarkets or farmers’ markets, and even overseasLaunched online sales with the help of e-commerce platforms, and successively sponsored multiple variety shows. In the first quarter of 2019, it achieved a good start, achieving revenue of 5.49 billion yuan, a year-on-year increase of 16.95%, and the company's market value reached 270 billion. From soy sauce to oyster sauce, and then to seasoning sauce, each time the product is the first in the industry, and then expand other products, involving vinegar, cooking wine, chicken essence, fermented bean curd, etc., they are ambitious, determined to become the world's largest Condiment companies.