What's wrong with Shuanghui? Pork mainly comes in three product forms: hot fresh meat, chilled fresh meat, and frozen meat. Among these, chilled fresh meat, due to its nutrition, taste, safety, and hygiene, has captured over 90% of the market share in developed Western countries, making it the absolute mainstream. In China, however, hot fresh meat, as the traditional pork product form, still holds 60% of the market share, while chilled fresh meat accounts for only 25%. The reason chilled fresh meat has not yet become the mainstream pork consumption product in China, besides inadequate cold-chain infrastructure and long-standing hot fresh meat consumption habits, is a critical factor: the entire industry lacks consumer education about the chilled fresh meat category, leading to unclear consumer awareness. Chilled fresh meat brands, whether Shuanghui, Yurun, Baodi, Longda, or Zhongpin, have failed to effectively educate consumers, leaving most consumers unaware of the advantages of chilled fresh meat over hot fresh meat, or even the differences between chilled and frozen meat. The author once saw in a Walmart store that the chilled fresh meat freezer was labeled "frozen meat," and such operational details further confuse consumers. Without clear category awareness, consumers lack a clear reason to purchase. Drucker said, "The only purpose of a business is to create customers." The same applies to categories: a category must create customers to thrive. As a category, chilled fresh meat, due to unclear consumer perception of its value, cannot effectively create customers, greatly constraining its development. This is Shuanghui's problem, and it's a shared industry problem. What should Shuanghui do? The issue with the chilled fresh meat category is that brands within it have not effectively educated consumers about its value, leaving consumers without a clear purchase reason. This is both a problem and an opportunity. If Shuanghui can take the lead in educating consumers about the category's value, it can drive category growth while establishing a brand-category association in consumer minds, securing its position as the representative brand. Just as Wanglaoji (now JDB) promoted the category value of "preventing heatiness" to grow the herbal tea category and become its representative brand, and Liuhe Taoren promoted "brain health" to grow the walnut milk category and become its representative, Shuanghui's first step should be effective consumer education on chilled fresh meat. Second, China slaughters about 700 million pigs annually, while Shuanghui's current annual slaughter volume is about 14 million, giving it only a 2% market share in pig slaughter. Considering Shuanghui's huge demand for pork in its processed meat products, its chilled fresh meat market share in the national pork market is even lower than 2%. For a brand to establish a solid position in consumer minds, it must achieve both "happy to buy" and "easy to buy"; both are indispensable. Promoting the category value makes consumers "happy to buy" chilled fresh meat; associating the Shuanghui brand with the category makes them "happy to buy" Shuanghui's chilled fresh meat; and "easy to buy" requires Shuanghui to achieve widespread distribution. The basic role of a brand is to provide assurance, reducing purchase decision risk and solving consumer choice difficulty. For FMCG brands, consumer "brand loyalty" mainly arises because, after the brand solves their choice difficulty, consumers repeatedly purchase the brand's products, forming a consumption habit. To form such habits, widespread distribution is essential to make it convenient for consumers to "buy it." For example, if Shuanghui cannot make its chilled fresh meat "easy to buy" in a region, other brands will capture the consumption habits of consumers there and become their first choice. Given Shuanghui's current market share, it cannot achieve nationwide "easy to buy" in the short term, so market layout and rollout pace are crucial. Regarding the above two points, the specific operational essentials are as follows:

  1. Effectively educate consumers about the chilled fresh meat category. Three key points:
  1. Directly attack hot fresh meat. Hot fresh meat currently holds the majority share in pork consumption, and chilled fresh meat's market comes directly from hot fresh meat. To shift consumers from hot to chilled fresh meat, the most effective method is to directly attack hot fresh meat, highlighting chilled fresh meat's advantages and giving consumers a clear purchase reason. For example, 7 Up claimed to be "the non-cola, no caffeine" drink, once forcing Coca-Cola and Pepsi to launch caffeine-free colas in response.
  2. Leverage Shuanghui's chilled fresh meat sales outlets. Shuanghui has tens of thousands of chilled fresh meat sales outlets nationwide, which serve not only as sales channels but also as important promotional platforms. A 15-second TV ad cannot fully explain chilled fresh meat knowledge. Shuanghui can use posters and leaflets at these outlets to educate consumers in detail, with the same focus: targeting hot fresh meat and highlighting chilled fresh meat's relative advantages.
  3. Invest resources. Consumer education costs money, and Shuanghui must be willing to invest. No matter how good an idea, without sufficient startup funds, it won't become reality. As "The 22 Immutable Laws of Marketing" says, "A great idea can't beat a mediocre idea backed by a million dollars."
  1. Market layout and rollout pace. Four key points:
  1. Regional development. Regional development is better than scattering nationwide, as it creates economies of scale. Only in regional markets can distribution, management, and advertising investments achieve optimal results.
  2. Prioritize central city markets. Priority should be given to Beijing, Shanghai, Guangzhou, Shenzhen, provincial capitals, and developed coastal cities. On one hand, central city residents have stronger purchasing power and higher food requirements, making them more receptive to high-quality, high-priced chilled fresh meat. On the other hand, central city consumption guides and demonstrates to lower-tier cities and rural markets. Central cities are high-potential markets that can drive consumption in lower-potential markets. By planning market rollout rationally and following the trend, the market can pull brand growth.
  3. Marketing investment principles. In marketing investment, first concentrate resources on regional markets where sales outlets are already established, rather than investing in national media. This approach, on one hand, synchronizes "happy to buy" and "easy to buy" to maximize market leverage; on the other hand, it avoids attracting competitors' attention, giving Shuanghui more time to develop and expand into more regional markets. At the same time, Shuanghui should closely monitor competitors' moves. If competitors launch large-scale national media campaigns, Shuanghui should promptly counter to seize consumer awareness and maintain its position as the leading chilled fresh meat brand.
  4. Move fast to rapidly increase market share. Shuanghui's chilled fresh meat currently holds less than 2% of the pork market, leaving significant room for competitors to catch up. Shuanghui must quickly expand slaughter capacity and sales outlet layout to increase its market share until it holds a clear advantage, only then can its position as the category's representative brand be truly solidified. ●●● Official Account: shangyangchina -END- Content Selection Click the title below to read directly: [Line Sales Representative Practical Operation Guide (with full PPT download attached)]