The pandemic that began in early 2020 has continued to this day, transitioning from phased prevention to normalized prevention. The pandemic has not only severely affected numerous small and medium-sized operators worldwide but has also profoundly impacted the daily habits of ordinary people.
First, look at three reports:
1. According to the "China Catering Report 2019," among Chinese catering consumers, the post-90s generation accounts for 51.4%, becoming the "main force" of market consumption.
In the catering industry, in addition to core factors such as "good taste," "low price," "exquisite packaging," and "idol endorsement," "simple operation" and "fast and convenient" have also become important demands of the new generation.
2. According to data from Hema Fresh, 54% of post-95s, when choosing to cook at home, prefer to buy semi-finished dishes, soup base packets, and other products for simple cooking.
It can be seen that semi-finished dishes will become a new choice for young families. Some industry insiders believe that the catering industry is now entering the "new retail era," and a large part of this includes the selection of convenient dishes and semi-finished products.
3. Tmall released the "2019-2020 National Taste" data report, which shows that one-person meals, fitness meals, nourishing products, origin products, cross-category products, and lazy fast food will become the six major food trends of 2020.
Conclusion: During the pandemic, the whole population was confined to their homes. Existing instant foods are slowly iterating, and takeout food cannot guarantee quality and hygiene due to uneven profit distribution between platforms and merchants. "Lazy fast food," that is, semi-finished foods that are delicious, affordable, and simple to cook, has performed extremely well.
As target consumers change, dealers' operations should change accordingly. Today, I recommend the hottest "lazy fast food" that is closest to current consumers—Hengxingheng Sauerkraut Fish.
-01- The Background of Hengxingheng Sauerkraut Fish
The "Hengxingheng" brand trademark is the main brand of Hengxing Group's aquatic food products, positioned as a high-quality, world-class food brand, providing safer, healthier, and more delicious aquatic food.
It has years of sales foundation in the national market and high brand awareness. The brand's main products include golden pomfret, snakehead fish, sea bass, whiteleg shrimp, black tiger shrimp, and other processed products, such as Hengxingheng fish fillets, golden soup sauerkraut fish, lightly dried golden pomfret, butterflied sea bass, and head-on cooked shrimp, as well as scallops, prawns, shrimp balls, and other snack foods.
The Hengxingheng trademark has been rated as a famous trademark in Guangdong Province, and Hengxingheng head-on cooked shrimp and tilapia fillets have won the title of Guangdong Province Famous Brand Products.
-02- Hengxing, Hengxian, C-position Debut
Hengxing Group's whole industry chain strategy is breaking through from the 3R food categories (ready to eat, ready to heat, ready to cook).
Relying on more than 20 years of deep cultivation of the whole industry chain, Hengxing Group's new categories and new species of aquatic food, which are processed, convenient, standardized, and scenario-based, are rapidly rising in a matrix and clustered manner. The "Hengxingheng" brand has added a "xian" (fresh) character. The addition of one character clearly and precisely interprets the lightness of the elephant dancing.
Based on the efficient transformation and efficient connection of the whole industry chain, it will become the key momentum for industrial iteration. Hengxing Group's whole industry chain advantages in golden pomfret, snakehead fish, sea bass, bullfrog, and prawns are highlighting strong core competitiveness.
Hengxing Group's industrial strength, brand strength, product strength, and team strength have gradually demonstrated the advantages of second productivity and core competitiveness after this sudden pandemic.
Transforming the whole industry chain, evolving the whole processing chain, incubating new business chains, and forging the whole channel chain are the core strategies of Hengxing Group's aquatic food business for the next ten years.
Hengxing, Hengxian, the elephant dances, C-position debut. Hengxing Group is opening the tide of traditional Chinese aquatic products deeply integrating into new retail, new business forms, and new species for industrial restructuring, upgrading, and iteration.
-03- Why Should Dealers Distribute Hengxingheng Sauerkraut Fish?
The pandemic has taught us: to improve the ability to resist operational risks under extreme circumstances. Facing the pandemic, dealers can only survive if they adapt; to survive, they must transform:
Transform from large investment to small investment, from operating traditional products to operating trending products, from no traffic to having traffic, from no sales and no profit to sales and profit, and from operating tail brands to operating head brands. Therefore, choosing a good product is equivalent to half the success of the business.
"Hengxingheng Golden Soup Sauerkraut Fish" is honorably produced by Guangdong Hengxing Group Co., Ltd.
Simple, fast, healthy, delicious, and nutritious, allowing even cooking novices to show off their chef skills.
For dealers, the most concerning issues are six questions:
1) What type of dealer is this product suitable for? 2) Who is the product sold to? 3) Where is the product sold? 4) How well does the product sell? 5) How much investment do dealers need? What is the profit? 6) What help does it bring to dealers' business?
Next, we will answer these questions one by one for dealers.
1. What type of dealer is this product suitable for?
The "Hengxingheng" brand series products require cold storage, so the target dealers are frozen food dealers (with low-temperature storage warehouses). Its unique product attributes are not only suitable for traditional channels in various offline convenient scenarios but also favored by B2B or B2C operators such as home delivery business operators, community group buying platforms, or suppliers.
2. Who is the product sold to—Hengxingheng has given a clear definition
Target consumer groups: Students, white-collar workers, office workers, etc., who advocate convenient cooking, easy operation, and like to eat sauerkraut fish.
Target consumer age: Mainly young and middle-aged, aged 18-25 and 25-35, with a higher proportion of female consumers.
3. Where is the product sold?
After sufficient consumer questionnaires, restaurant demand surveys, and new retail small-package demand surveys, Hengxing Group has locked in the target channels for Hengxingheng Sauerkraut Fish.
1) Community convenience stores: Meet the needs of C-end families for convenience, simple cooking, complete ingredients, delicious enjoyment, and satisfaction when eating sauerkraut fish;
2) Small and medium-sized restaurants: Make it easier, faster, and more time-saving and labor-saving for restaurants to make sauerkraut fish, reducing costs;
3) Modern channels: Hypermarkets, chain convenience stores;
4) University campus channels and office building convenience systems: Convenient for personalized needs;
5) Online channels: The small package of sauerkraut fish (two-in-one) is more suitable for sales in new retail, community group buying, etc.
4. How well does the product sell—High nutrition + high quality + pandemic creation + brand endorsement
High nutrition: Nutritional value of snakehead fish: Snakehead fish has few bones and high meat content, high protein and low fat. Each 100g of snakehead fish meat contains 18.5g protein, 1.2g fat, 18 amino acids, and essential calcium, phosphorus, iron, and various vitamins. Snakehead fish has high medicinal value, with effects such as removing blood stasis and promoting new tissue, nourishing and regulating, promoting muscle growth and blood enrichment, and promoting wound healing.
Guangdong Hengxing Group builds a whole industry chain for snakehead fish products from pond to table.
Snakehead fish products are safe and traceable.
High quality: Data is the most convincing.
The main product launched by Hengxing Group this time is the Hengxingheng Golden Soup Sauerkraut Fish, a super hit product that sells 100,000 portions daily and is extremely popular nationwide. This hit product is carefully crafted by Hengxing's whole industry chain enterprise, and this year's production and sales will exceed 15,000 tons.
The pandemic created "lazy fast food": semi-finished foods that are delicious, affordable, and simple to cook. Let's not mention the delicious taste and affordable price for now; let's talk about how simple the cooking method of sauerkraut fish is: It's like cooking a pack of instant noodles.
- In advance, soak the fish fillets and golden soup sauerkraut seasoning packet (without opening the bag) in water to fully thaw, about 5 minutes.
- Add 500ml of clean water to the pot, bring to a boil, add the golden soup sauerkraut seasoning, cook for about 3 minutes, add the fish fillets, cook for 1 minute, then pour into a bowl and sprinkle with chopped green onions and cooked white sesame seeds.
Brand endorsement: China's top 500 private enterprise + world's top 100 aquatic enterprise.
When dealers select products, behind the product is the brand, and behind the brand is the enterprise. Leaning against a big tree makes it easy to enjoy the shade. Hengxing Group is undoubtedly the most ideal towering tree for dealers.
Secondly, the company's aquatic food products are very rich. After the hit product, there is a complete product matrix, with four brands under it: Hengxingheng, Hengxing Fishing Port, Hengyue, and Hengxiaowa, covering 10 major series including marine leisure food, seafood self-heating hot pot, infant complementary food, and marine biotechnology products.
These products are sold to large and medium-sized cities in China and countries such as the United States, the European Union, Canada, Africa, Russia, Australia, Japan, South Korea, and Southeast Asia.
5. How much investment do dealers need? What is the profit?
Considering the impact of the pandemic and the current operating situation of dealers this year, the manufacturer of Hengxingheng Sauerkraut Fish offers dealers an extremely low initial shipment volume, excellent sales policies, and extremely high profit margins, working together with dealers for common development and win-win cooperation (since specific franchise policies involve commercial secrets, dealers are invited to contact the manufacturer directly for consultation).
6. What help does it bring to dealers' business—Channel expansion, connecting offline + online channels
During the pandemic, roads were blocked, and offline channels were almost paralyzed. The home delivery business and online business of fresh vegetables, rice, flour, oil, and convenient fast food were sought after by national brand owners and dealers, and also made traditional dealers see the necessity of developing online channels.
Hengxingheng Sauerkraut Fish is not only a profitable product but also a product that connects offline and online channels.
It can not only meet offline channels such as convenience stores near schools, company canteens, large communities, and supermarkets around office buildings, but is also suitable for community group buying platforms, food delivery platforms like Ele.me and Meituan, and other versatile sales scenarios, as well as the meal consumption needs of families and individuals involved in home delivery business. At the same time, it has both offline and online attributes, making dealers' channels fuller and their business more powerful.
Hengxingheng Sauerkraut Fish
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