---
title: "Sanquan Foods Teams Up with Stephen Chow's Classic Film 'God of Cookery' to Fully Develop the Shabu-Shabu and BBQ Business"
description: "On August 1, Sanquan Foods held a unique product launch and national strategic customer conference at its Zhengzhou headquarters, where nearly 300 core distributors gathered to taste and evaluate new products. Chairman Chen Nan personally attended, inviting distributors to 'review the homework' of the company's quality improvements and innovative new products. This marks Sanquan's full-scale push into the shabu-shabu and BBQ category, aiming to create a strong brand in this sector."
author: "陈夕"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-08-04"
language: "en"
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# Sanquan Foods Teams Up with Stephen Chow's Classic Film 'God of Cookery' to Fully Develop the Shabu-Shabu and BBQ Business

> On August 1, Sanquan Foods held a unique product launch and national strategic customer conference at its Zhengzhou headquarters, where nearly 300 core distributors gathered to taste and evaluate new products. Chairman Chen Nan personally attended, inviting distributors to 'review the homework' of the company's quality improvements and innovative new products. This marks Sanquan's full-scale push into the shabu-shabu and BBQ category, aiming to create a strong brand in this sector.

On August 1, at Sanquan Foods' Zhengzhou headquarters, a unique product launch and national strategic customer conference was successfully held. Nearly 300 core distributors from across the country gathered to taste and evaluate the products.

Sanquan Foods' Chairman Chen Nan personally attended and delivered an enthusiastic speech, stating that Sanquan Foods had not only improved the quality of existing products but also launched innovative differentiated new products, inviting distributors to 'review the homework.'

**Major Move! The Leader in Frozen Foods**
**Fully Develops the Shabu-Shabu and BBQ Business**

At the event, in addition to product displays and tastings, there was a detailed interpretation of Sanquan's strategic direction, further highlighting the significance of the event.

This also marks Sanquan's further in-depth exploration of the shabu-shabu and BBQ track, which will be an important strategic upgrade for the company.

The new products launched at the event mainly fall into several categories: **Bursting series, Shabu-shabu and BBQ series, Classic traffic single products (minced meat products), Classic traffic single products (surimi products), Classic traffic single products (fish and meat sandwich products), Classic traffic single products (sausage products), and Classic traffic single products (beef/mutton bricks/rolls).**

Among them, four new products in the bursting series—Bursting Beef Balls with Soup, Bursting Mushroom and Chicken Balls, Bursting Suancai Fish Balls, and Bursting Original Soup Fish Balls—caught the eyes of many tasters.

Unlike similar products on the market, the Bursting Beef Balls with Soup have been innovatively made in a tomato flavor suitable for all ages; the Bursting Mushroom and Chicken Balls are filled with large mushroom particles, giving a rich texture.

The Bursting Suancai Fish Balls creatively incorporate the concept of suancai fish, using selected Sichuan small-leaf crispy pickled cabbage, resulting in a tender and juicy taste; the Bursting Original Soup Fish Balls draw on the traditional Chinese concept of 'original soup transforms original food,' infusing slowly simmered fish soup into the balls, offering a springy skin and fresh, juicy filling.

One distributor commented: 'Every product is a hit, very novel, and the taste is amazing.'

Among the shabu-shabu and BBQ products, six new items were also well-received: Classic Fish Tofu, Mini BBQ Meatballs, Grilled Scallion Large Fish Steak, Bone Soup Small Meatballs, Crispy Cartilage Meatballs, and Springy Crispy Fish Balls.

In particular, the fish tofu was designed with terminal application scenarios in mind. To facilitate batch skewering at the terminal, the conventional square shape was adjusted to a flat shape, greatly improving efficiency.

Many distributors praised the quality after tasting, expressing strong optimism about Sanquan's shabu-shabu and BBQ products.

As the absolute leader in the frozen rice and noodle industry, Sanquan, established over 30 years ago, has steadily held a market share of over 30% in frozen rice and noodles, earning titles such as 'King of Chinese Tangyuan,' 'Expert in Chinese Frozen Foods,' and 'Leader in Table Food Supply.'

Despite its dominant position in frozen rice and noodles, shabu-shabu and BBQ products are not Sanquan's strength, and the nature of these products differs greatly from frozen rice and noodles. To outsiders, this full-scale push into the shabu-shabu and BBQ business may seem puzzling. What is the reason behind Sanquan's move?

**Creating a Strong Brand in the Shabu-Shabu and BBQ Track**
**Single Product Breakthrough to Drive Sales of Other Products**

In response, Sanquan Chairman Chen Nan provided further explanation at the meeting. He said that after more than 30 years of effort in the frozen food industry, Sanquan has accumulated rich experience in product development, channel expansion, brand building, and supply chain deepening, which is a unique advantage.

As the hot pot ingredients market enters the fast lane, Sanquan can quickly follow up with its existing experience. While consolidating its frozen rice and noodle business, it will vigorously develop a second growth curve and deeply cultivate shabu-shabu and BBQ products.

A distributor at the event said: **'With Sanquan's strength, it will undoubtedly become a strong competitor in the shabu-shabu and BBQ track. I think with a brand like Sanquan entering, hot pot ingredients will further expand this field, which is also an opportunity for us distributors.'**

**From the perspective of the entire shabu-shabu and BBQ industry, a change in the landscape is only a matter of time, and the more competitive the market, the more choices distributors will have.** Sanquan has made many distributors successful in the frozen rice and noodle track, and it can do the same in the shabu-shabu and BBQ track. Therefore, in this sense, **the shabu-shabu and BBQ track is Sanquan's second growth curve and also a growth opportunity for many distributors, greatly helping in channel expansion, terminal customer loyalty, and profit growth.**

**On the product side, Sanquan's strategy is 'single product breakthrough to drive sales of other products.'**

A Sanquan official revealed the specific plan for creating a big single product: during the hot pot consumption peak season from October to March, the Bursting Beef Balls with Soup will be the core product, driving the development of bursting new products and other series; during the BBQ consumption peak season from April to September, classic fish tofu and BBQ scenario products will be positioned.

In simple terms, Sanquan aims to build a matrix of stuffed products centered on beef balls, deepening the 'bursting' value. For the strategic big single product 'Bursting Beef Balls with Soup,' Sanquan has put in exceptional effort.

Sanquan has proposed the product proposition 'Good meat dares to be boiled in plain water,' bringing a better product standard to the industry. Based on this concept, it has developed a matrix of bursting series products, meeting current consumer needs in terms of taste and quality.

The product strength of 'Bursting Beef Balls with Soup' is fully loaded: the ingredients use beef hind leg meat, which is beaten 18,000 times. Good ingredients plus good craftsmanship create the classic Hong Kong-style flavor of 'Bursting Beef Balls with Soup.' This product seems to have a magic power, opening up the market while also setting a model for Sanquan, making it possible to create a strong brand in the shabu-shabu and BBQ track.

**How Will Sanquan Break Through?**

In fact, Sanquan's strength goes beyond this. Sanquan's attempts at shabu-shabu and BBQ products began many years ago.

To break through and create a strong brand in the shabu-shabu and BBQ track, Sanquan relies on: first, product experience innovation plus the release of hot pot peripheral rice and noodle snacks; second, value chain restructuring to highlight cost-effectiveness; third, restructuring the new sphere of influence for channel distributors; fourth, strengthening B2B and B2C marketing capabilities.

**Product Experience Innovation + Release of Hot Pot Peripheral Rice and Noodle Snacks**

Taking the innovation of hot pot meatball products as an example, Sanquan noticed that hot pot ingredients are cooked with heavy oil and spice, masking the natural flavor of the ingredients, and many companies have overlooked the quality of the ingredients themselves. As consumers' demand for high-quality protein increases, the quality of ingredients has received more attention. Sanquan believes that food companies should create better ingredient quality to eliminate consumers' concerns about consuming heavy-oil and spicy hot pot ingredients. Therefore, Sanquan took the lead in upgrading ingredients, using good meat to make good products, and proposed the concept of 'good meat dares to be boiled in plain water' within the industry as a standard for testing products. It is based on this standard that Sanquan upgraded and launched multiple series of new products, thereby relying on hot pot product innovation to drive sales of hot pot peripheral rice and noodle snacks.

**Value Chain Restructuring to Highlight Cost-Effectiveness**

Sanquan relies on stable cost control, comprehensive upgrades in equipment, technology, and R&D, as well as solid progress in main raw material price control and quality management, to pursue cost-effectiveness, release dividends, and pass on benefits to distributors.

**Restructuring the New Sphere of Influence for Channel Distributors**

To better grow together with distributors, Sanquan will provide regional brand hot pot ingredient operating rights, with rights confirmed by region in T1/T2 markets, one customer per regional market, and one household per city in T3 and below markets. In addition, it will provide distributors with a flexible and open product supply system, with core products in circulation channels at the same quality but better prices, customized products according to customer needs, and increased investment in promotion and publicity.

**Strengthening B2B and B2C Marketing Capabilities**

As a well-known B2C brand, Sanquan's channel layout has mainly focused on the B2C side in the past. However, in recent years, the channel structure of China's frozen food industry has changed. Relevant data shows that in 2023, retail channels accounted for about 54%, and catering channels accounted for about 46%, with the B2B market still growing. Sanquan's strengthening of B2B and B2C marketing capabilities indicates that Sanquan attaches sufficient importance to the integration of B2B and B2C at the strategic level, which will also play a guiding role in reshaping the B2B market.

**With full preparations in product, supply chain, channel, and marketing, it is believed that it is only a matter of time before Sanquan breaks through and creates a strong brand in the shabu-shabu and BBQ track.**

**Hundred-Million-Yuan Investment to Boost Sales**
**Launching B2B and B2C Combined Marketing**

To expand influence and drive product sales, Sanquan has chosen to cooperate with the classic movie IP 'God of Cookery' for joint marketing. As is well known, 'God of Cookery' is the deepest memory of 'Bursting Beef Balls with Soup' for many people, and in many people's impressions, 'Bursting Beef Balls with Soup' originated from this movie. By partnering with 'God of Cookery,' Sanquan pays tribute to the classic while achieving a strong alliance.

One is a well-known national frozen food brand, and the other is a classic food-themed movie IP; the fit between the two is perfect. Leveraging the movie's fame and influence can increase brand exposure and product appeal, empowering brand development and product promotion. At the same time, a combination of marketing efforts, including key visuals (KV), TV commercials (TVC), point-of-sale materials (POSM), and co-branded merchandise, will make consumer touchpoints more comprehensive and enhance brand recall.

More importantly, a Sanquan official revealed at the meeting that the total marketing budget is planned to be 100 million yuan, which will be used for elevator advertisements, agricultural market outdoor advertisements, and supermarket terminal materials nationwide.

Elevator advertisements: Plans to invest in over 600,000 community LBS (location-based service) smart screen ads in more than 150 cities nationwide, ensuring high frequency and high exposure.

Agricultural market outdoor advertisements: Plans to place outdoor ads in large agricultural markets in more than 100 county-level and above cities nationwide.

Supermarket terminal materials: Provide advertising material support in more than 10,000 large supermarkets and terminal stores at county level and above nationwide, ensuring the implementation and effectiveness of terminal marketing.

With this series of combined actions, **leveraging innovative advertising formats and large-scale advertising investment, it is foreseeable that Sanquan's brand awareness and consumer favorability will greatly improve, and it will also provide strong market support for distributors.**

**Improved Reward Mechanism**
**Deeply Empowering Distributors with Real Money**

In addition to market support, advertising, and promotional activities, Sanquan also offers real monetary rewards to empower distributors.

Sanquan has set a landed price and a suggested retail price for each product to ensure distributors have sufficient profit margins. Through detailed gross profit analysis, Sanquan helps distributors understand the profitability of each product, allowing them to make informed decisions and use this as a reference for sales activities.

Increased annual customer rebates: In the latest policy, as long as customers meet their 2024 order targets, they will receive a high base rebate, with additional rebates for the increased portion compared to the previous year. The more the increase, the higher the rebate rate.

The reason Sanquan dares to do this is precisely through its stable cost control system, which changes the value chain accounting, lowers the company's profit expectations, and releases supply chain and channel dividends to benefit distributors.

Moreover, Sanquan will provide support to distributors in terms of products, personnel, and other aspects, ensuring quick responses to any feedback, assisting distributors in developing markets, and achieving all-round growth.

These sincere policies not only help distributors increase sales and market share but also enhance brand competitiveness, demonstrating Sanquan's determination and strength to create a strong brand in the shabu-shabu and BBQ track.

**Conclusion**

With years of experience in market cultivation and a deep understanding of consumer needs, Sanquan not only leads the standardization of frozen foods but also continues to make efforts in product innovation, channel expansion, and brand marketing, demonstrating outstanding industry leadership.

With strong R&D capabilities and precise market strategies, Sanquan continuously launches high-quality products that align with consumption trends, shaping a trusted brand image. Coupled with the co-branding cooperation with the classic IP, it is expected to further stimulate brand vitality.


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