With its good taste and easy to eat, stewed snacks have attracted a large number of “food goods” and become a necessary product for many daily scenes such as friends’ gatherings, daily drama, home travel and so on, which has swept the country. As a result, a huge market of stewed snacks has emerged, and many brands have seized the opportunity to develop and grow. Jinzai Food Group Co.Ltd(003000) ( Jinzai Food Group Co.Ltd(003000) . SZ) listed in 2020 is one of the best.
On March 17, Jinzai Food Group Co.Ltd(003000) released the annual report for 2021. The company achieved a revenue of 1.111 billion yuan, a year-on-year increase of 22.21%, a net profit attributable to shareholders of listed companies of 849389 million yuan and a deduction of non net profit of 753174 million yuan, a year-on-year increase of 0.97%. At the same time, the company attaches great importance to the return of investors and distributes a cash dividend of RMB 1.5 (including tax) to all shareholders for every 10 shares, with a cash dividend of RMB 60.48 million, with a dividend ratio of more than 70%.
It is worth mentioning that in 2021, which is full of challenges, Jinzai Food Group Co.Ltd(003000) made great efforts to upgrade the channel strategy and continuously improve the product structure. Through the strategic measures of “multi pronged approach”, the company quickly ushered in brilliant achievements in the second half of 2021. Among them, the operating revenue increased by 39.56% year-on-year, the net profit increased by 11.26% year-on-year, and the net profit deducted by non net profit increased by 45.66% year-on-year. It can be seen that a series of measures of the company have achieved remarkable results.
three categories of products launched simultaneously
poultry products revenue increased by 64.49%
Under the background of consumption upgrading, the growth rate of leisure brine products is obvious. According to the data of China Commercial Industry Research Institute, the market scale of leisure brine food is expected to reach 148.8 billion yuan in 2022 Jinzai Food Group Co.Ltd(003000) has been deeply engaged in the field of leisure food for more than 30 years. Based on Huxiang brine process, it has always striven to create a leisure brine snack product line with multiple flavors, categories and eating scenes. During the reporting period, the company’s three major categories of fish products, bean products and poultry products made simultaneous efforts. Among them, fish products, as the company’s core source of income, maintained steady expansion of revenue. In 2021, the revenue accounted for 74.01%, and the gross profit margin further increased by 1.62%, with strong product competitiveness. Overall, from 2017 to 2020, the sales scale of the company’s leisure fish products ranked first in the industry, and the core single product “JINZI Xiaoyu” occupied a leading position in the leisure fish products industry. As the company’s 100 million yuan product, the revenue of bean products also maintained a steady increase, accounting for 12.91%. In 2021, the company continued to upgrade the products of bean products, successively developed and reserved products such as “short preservation brine dried beans” and “dried beans +” and launched “longevity” brand bean products. As a new force of the company, poultry products have a strong momentum. In 2021, the revenue of poultry products of the company increased by 64.49% year-on-year, entering the ranks of 100 million yuan single products of the company.
It is worth mentioning that it is understood that Jinzai Food Group Co.Ltd(003000) adopts the production mode of “determining production by sales” and purchases raw materials on demand. On the sales side, the company mainly adopts the distribution mode, implements the buyout sales mode, and adopts the settlement method of payment before goods, which greatly ensures the company’s sufficient cash flow and the voice of the industrial chain.
Omni channel strategic layout has achieved remarkable results
matrix marketing promotes effective transformation
For leisure FMCG, channel control is extremely important. However, in the multi-dimensional layout of the company’s channels, the top priority is how to better communicate with consumers continuously and effectively, so as to strengthen brand awareness, seize consumers’ mind and finally form effective transformation. While Jinzai Food Group Co.Ltd(003000) “knows this way” and has carried out in-depth strategic layout, organically integrated Wuxi Online Offline Communication Information Technology Co.Ltd(300959) resources, and finally enabled its own brand and product marketing.
For offline channels, Jinzai Food Group Co.Ltd(003000) continues to strengthen dealer development and management optimization, and continuously develops and expands the dealer team, so as to cover more terminals. Moreover, the company pays attention to the layout of dealers, vigorously and continuously develops and expands the national chain Ka and CVs chain convenience system, and enters new modern channels such as snack chain stores. On the basis of multi-dimensional and in-depth layout offline, the company also carried out “WanDian display” for advantageous markets. By selecting high-quality stores, the effect of terminal display was strengthened, and finally the terminal brand and marketing advantages were effectively improved.
For online channels, Jinzai Food Group Co.Ltd(003000) increased the proportion of direct sales, strengthened the in-depth distribution management of online channels, and increased the coverage of community marketing. At present, it has successfully settled in many popular community e-commerce platforms such as Xingsheng optimization, meituan and orange heart optimization. In addition, the company is well versed in traffic realization marketing, focuses on young consumer groups, carries out new media channel layout, and continues to increase self operated live broadcasting investment to improve online sales.
In terms of marketing, the company concentrates advantageous resources to carry out Wuxi Online Offline Communication Information Technology Co.Ltd(300959) matrix marketing. Kwai TSE is strengthening its social media tiktok, and is also binding with popular KOL on the platform of jitter, fast hand, little red book and other platforms, increasing the exposure rate of young brands in young consumer groups, and promoting the promotion of life and new business. On the other hand, the company has also arranged traditional media outlets, continued to expand brand voice, strengthen brand awareness, and carried out landing activities in combination with product characteristics.
Through the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) coordination strategy, in 2021, the number of distributors of the company increased from 1734 to 1869, an increase of 7.79%, the offline operating revenue increased by 21.96%, and the online operating revenue increased by 23.32% in the same period, of which the online direct sales increased by 116.48%. In addition, according to the data of tmall, Taobao, jd.com and other platforms, the sales volume of JINZI Xiaoyu has ranked first in the instant fish snack industry for many consecutive years.
Facing the fast-growing market of stewed snacks, Jinzai Food Group Co.Ltd(003000) told red weekly that the company will continue to focus on stewed snacks, expand advantageous categories, continuously enrich product matrix, continuously deepen brand construction, refine channels and strive to continuously create long-term value for investors and consumers.
