On April 3rd, the quail egg brand under Jinzai Food (stock code: 003000. SZ) achieved excellent results in the Hong Kong market. With outstanding product strength and market performance, it won the "Favorite Convenience Brand Election" of 7-ELEVEN Convenience Store in Hong Kong for 2024, as well as the "Sales Outstanding Performance Award" for potato chips and biscuits. It also became the only mainland brand to win in this category. This honor marks a breakthrough in the channel expansion of the Jinzai brand in Hong Kong, China.

Mainland snack brand voted by Hong Kong residents as the most convenient channel for breaking through the port area

7-ELEVEN Hong Kong was founded in 1981 and has nearly a thousand stores in Hong Kong so far. After 44 years of development, 7-ELEVEN Hong Kong is not only a benchmark in the convenience store industry, but also a symbol of retail culture in Hong Kong, China. It is also the largest and most widely covered convenience store system in Hong Kong, China. Since its first entry into 7-ELEVEN in Hong Kong in October 2023, Jinzai Quail Egg has become an innovative representative of the quail egg category. With its independent small packaging, multi flavored fresh and fragrant taste, and high protein nutritional characteristics, it has quickly become a new favorite of daily snacks for students and urban white-collar workers in Hong Kong, China. Its sales have remained among the same category for several consecutive quarters.

The Hong Kong 7-ELEVEN "Favorite Convenience Brand Election" focuses on consumer preferences and sales data as the core indicators, covering nearly a thousand stores in Hong Kong. The selection results are regarded as a barometer of the local retail market. Other strong international brands that won awards during the same period, such as Kalebi, Le Shi, and KitKat, are among them, which also confirms that although Jinzai Quail Egg products are new to Hong Kong, they accurately meet the demand of Hong Kong consumers for healthy snacks.

Localized marketing deepens brand identity, and the port area will fully introduce the "Seven Doctoral" brand

The outstanding performance of channel sales can also be seen from the brand's past local activities. At the end of 2024, Jinzai Food launched a special roadshow event in the urban area of Hong Kong, China, which sparked a check-in craze in core business districts such as Causeway Bay and Mong Kok through eye-catching pop-up caravans, fun games, and free tasting. Successfully combining the charm of the product with Hong Kong urban culture, attracting numerous citizens and tourists to stop and further consolidating the brand's youthful and international image. It also provides an excellent model for scene penetration marketing for mainland snack brands to enter the Hong Kong market in China.

Recently, Jinzai Food plans to synchronize its product matrix in both regions, to support the recognition and popularity of its existing products in the Hong Kong market. It will fully introduce its high-end quail egg professional brand "Seven PhDs" into the Hong Kong market. The brand focuses on "deliciousness" and "health", and has launched the industry's first product, Seven Doctoral Quail Eggs. It uses antibiotic free, fresh quail eggs that can be eaten raw as raw materials, and adopts special processes to maximize the retention of nutrients and the taste of the soft core. Its lutein content is three times that of eggs. Jinzai Food's quail egg products have successively obtained authoritative certifications such as "Industry First Soft shelled Quail Egg" and "China's Antibiotic free Quail Egg Product Pioneer", and have won the international "Superior Taste Award".

Continuously laying out in the Greater Bay Area, creating a Chinese snack business card with a global perspective

As an important fulcrum and connection point on the "the Belt and Road", the Great Bay Area is the forefront of China's reform and opening up, and also one of the regions with the strongest economic development vitality in China. Among them, Hong Kong is an important window for mainland China to connect with the world, and it is also a "key station" for mainland brands to internationalize. This breakthrough achievement of Jinzai in the Hong Kong market will also become an important milestone in the brand's globalization strategy.

It is reported that Jinzai Food has the vision of becoming a world-class snack food enterprise that is delicious and healthy. Many of the company's products have been exported to about 40 countries and regions around the world, such as the United States and Japan. In the future, Jinzai Food will also accelerate its overseas expansion and actively layout in the US, Europe, and Southeast Asian markets. Chinese snack brands with the label of "healthiness" may be entering a golden window period of global development.