---
title: "Major Food Industry Event | Dongjin Group and Focus Media Reach Annual 100-Million-Yuan Strategic Cooperation"
description: "With the advancement of the \"Internet+\" strategy, many industries have taken major actions. Recently, Dongjin Group, which has always focused on product upgrades and brand strategy, reached a 100-million-yuan strategic cooperation with Focus Media. In this regard, senior industry insiders said that this strong alliance will herald that the series of products under Dongjin Group, represented by Ricaman functional drinks, have entered the brand detonation stage and a new high-speed development zone."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-05-11"
language: "en"
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# Major Food Industry Event | Dongjin Group and Focus Media Reach Annual 100-Million-Yuan Strategic Cooperation

> With the advancement of the "Internet+" strategy, many industries have taken major actions. Recently, Dongjin Group, which has always focused on product upgrades and brand strategy, reached a 100-million-yuan strategic cooperation with Focus Media. In this regard, senior industry insiders said that this strong alliance will herald that the series of products under Dongjin Group, represented by Ricaman functional drinks, have entered the brand detonation stage and a new high-speed development zone.

With the advancement of the "Internet+" strategy, many industries have taken major actions. Recently, Dongjin Group, which has always focused on product upgrades and brand strategy, reached a 100-million-yuan strategic cooperation with Focus Media.
In this regard, senior industry insiders said that this strong alliance will herald that the series of products under Dongjin Group, represented by Ricaman functional drinks, have entered the brand detonation stage and a new high-speed development zone.
**-01-****Product Upgrades and Occupying Consumers' "Mind Share" Must Go Hand in Hand**
Dongjin Group was founded by Mr. Rong Yaozhong, the founder of the Totole brand. He said that with the rapid rise in the number of China's "three highs" population (high education, high position, high income), consumption upgrading remains a major trend.
Dongjin Group places great emphasis on upgrading its products. Through insight and analysis of target consumer profiles, it continuously develops products that meet new consumer demands, builds a green, healthy, large-scale, and sustainable food industry cluster, focuses on market segmentation, precisely plans product development, and constantly innovates in industry competition.
Mr. Rong Yaozhong believes that Focus Media is a core media that reaches 300 million urban mainstream middle-class people every day. The strategic cooperation between Dongjin Group and Focus Media will leverage Focus Media's powerful brand detonation capability to achieve high-frequency exposure of Ricaman functional drink's small green bottle in apartment buildings, office buildings, and retail terminals that the 300 million mainstream people pass by daily, completing comprehensive online and offline brand sales assistance.
This will expand the cognitive advantage of the 300 million mainstream middle-class people towards Dongjin Group's core brands, greatly enhance brand influence, and enable consumers to move from awareness to recognition to purchase of Ricaman, achieving both product upgrades and occupying consumers' "mind share" simultaneously.
**-02-****Two Basic Functions of an Enterprise: One is Innovation, the Other Equally Important is Marketing**
In recent years, the food industry has been developing towards a more functional and healthier direction. Catalyzed by the pandemic, people's views on food have changed rapidly. Consumers with strong health awareness are looking for foods that can adapt to their busy lifestyles and provide nutrition and energy in a more convenient way.
As an advocate and leader of future food, Dongjin Group continuously innovates to launch food and beverages beneficial to national health through functional food R&D, large-scale and modern production, gaining high recognition from the industry.
Focusing on the sub-health issues of China's elite groups, Dongjin Group independently innovated Ricaman healthy energy drink—the small green bottle—and the sugar-free bedtime drink—Sweet Sleep. The Ricaman brand helps Chinese people establish a green, healthy, and fashionable lifestyle by relieving fatigue, enhancing immunity, and improving sleep quality.
To solve the pain point of conflict between work and meal times for white-collar workers, Dongjin Group's Charm Kitchen brand brings convenient bagged meals centered on "new rice porridge," perfectly combining China's thousand-year-old porridge culture with high technology. It overcomes the huge challenge of keeping products fresh at room temperature for one year without adding food additives, thickeners, or preservatives through production processes. Ready to eat and convenient, it greatly reduces kitchen labor time.
In addition, Dongjin Group also owns the Jingle brand, which includes organic flaxseed oil, organic flaxseed powder, and other healthy organic foods; the Ouli project, which develops the entire industry chain from fruit tree planting, raw material production and processing to finished products; the Chaotianxiang brand, which refines a new generation of Sichuan-style compound seasonings; the Saxon brand, which brings high-quality imported wines to Chinese consumers; and the "Dingpeng Shijia" brand, an epoch-making product that carries forward the science of umami and opens the 4.0 era of freshness.
Despite having numerous brands and products, Dongjin Group continues to innovate, improve, and surpass itself. The 100-million-yuan strategic cooperation with Focus Media is precisely to accomplish the other equally important function of the enterprise besides product innovation—marketing.
The biggest achievement of business management is actually brand awareness. With awareness comes choice. Therefore, for Dongjin Group, joining forces with Focus Media has clear strategic significance for market development, working together for a win-win future and jointly creating new forces in the food market. Such a large-scale market advertising investment fully demonstrates Dongjin Group's determination to deeply build a distinctive brand to occupy consumers' "mind share."
Jiang Nanchun, founder of Focus Media, believes that the products under Dongjin Group are all created for the consumption upgrade of China's middle class, fully combining nutrition and deliciousness, energy and health, freshness and convenience. They have excellent user reputation, lead the future consumption trend of functional, healthy, and convenient food, and have obvious industry advantages.
In the future, it is believed that Dongjin Group, which focuses on food technology R&D and innovative development, will launch more high-quality, high-tech hit products. Combined with the creation and dissemination of differentiated value, it will create a new generation of benchmark brands in China's food industry.


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