On April 11th, the Ministry of Industry and Information Technology officially announced the first batch of China's consumer goods list. Jinzai, with its comprehensive strength in product innovation, market competitiveness, brand influence, and other aspects, was successfully selected as a high-quality brand in the food industry, becoming the only snack brand in Hunan Province to make the list.

This selection is not only a recognition of the influence of the brand, but also marks the beginning of the transformation strategy of Jinzai Food from product management to brand management. Against the backdrop of the constantly changing landscape of China's snack food market, Jinzai has gradually grown into a typical representative of the rise of national snack brands since its brand was established in 2000.

Grasp industry trends and focus on the healthy snack track

Since the 21st century, China's snack food has entered a stage of steady development, with a current market size exceeding one trillion yuan. In the process of continuous market development, consumers' demand for leisure food is also changing, gradually shifting from simply pursuing taste to focusing on health, quality and other aspects. According to Consumer Behavior, consumers consider factors such as product quality and health attributes comprehensively when making purchasing decisions, which also prompts companies to continuously adjust their product strategies.

Jinzai Food has keenly captured this market trend. Founder Zhou Jinsong has been starting a leisure food business since 1990. With a deep understanding of the industry, the company firmly focuses on the development strategy of "single product, omnichannel, branding, and internationalization", and focuses on the healthy snack track. It deeply cultivates high-quality protein health categories such as leisure fish products, poultry products, and soy products.

At present, a super large single product, Jingzai deep-sea anchovy, with an annual sales revenue of over 1.5 billion yuan, has been cultivated. This product has consistently ranked first in the category in sales for 8 consecutive years. At the same time, the second largest batch of quail eggs was incubated, with sales revenue exceeding 300 million yuan in 2023, and was awarded the "Number One Quail Egg Product Sales" certification by Sullivan. In addition, dried tofu, dried meat, konjac and other powerful products are also constantly enriching Jinzai's product line to meet consumers' diversified needs for healthy snacks.

For the consumer goods listed this time, the industry and information technology clearly emphasize that local governments are encouraged to strengthen the promotion and publicity of famous product enterprises, increase policy support, and Chinese consumer famous product enterprises should actively fulfill their social responsibilities and provide consumers with high-quality products and services.

In order to better align with the development direction of delicious and healthy snacks, Jinzai Food continues to increase research and development investment, establishing multiple research platforms such as a postdoctoral innovation and entrepreneurship practice base, the first health and leisure food engineering technology research center in Hunan Province, a doctoral innovation station in Hunan Province, and a provincial enterprise technology center. Through continuous scientific research and innovation, Jinzai Food has launched a series of industry-leading products that are delicious and healthy, such as Jinzai deep-sea anchovy rich in natural DHA, seven Dr.'s soft boiled quail eggs that can be eaten raw without antibiotics, and Zhou Xianping Jiang dried sauce with zero preservatives and probiotics. Starting from multiple aspects such as raw material selection and production technology, Jinzai Food ensures the high quality and health attributes of the products, leading the high-quality and healthy development of the category.

Deepen the branding strategy and lead the rise of national brands

In the increasingly fierce competition in China's snack food market, where numerous international brands compete with local brands, brand building is crucial for ethnic snack brands to stand out. After completing its first "three-year doubling" plan after going public, Jinzai has renewed its mission to "make delicious and healthy leisure food, improve people's quality of life", and made branding strategy a key development direction, accelerating the transformation from product management to brand management.

Branding can reduce communication costs for consumers. When consumers gradually recognize the brand positioning of "delicious and healthy snacks" through products and services, they no longer need to spend a lot of time and energy evaluating the health level of each snack when choosing products, thus reducing decision-making costs.

In recent years, Jinzai has enhanced its brand influence through diversified marketing methods. Not only actively participating in various industry exhibitions and events to showcase brand image and product strength, but also conducting precise marketing through variety shows, social media, online platforms and other channels, establishing close interaction with young consumer groups, and conveying the concept of a healthy and happy life. With its unique flavor and reliable quality, Jinzai has established a highly recognizable brand image in the field of leisure food, winning multiple brand honors, such as being a benchmark enterprise for consumer goods industry "three products" in Hunan Province and a demonstration enterprise for manufacturing industry brand cultivation in Hunan Province, further enhancing the brand's visibility and reputation.

Jinzai adheres to the omnichannel development strategy, and through omnichannel penetration, the Jinzai brand has reached a wider consumer group, further strengthening its recognition in the minds of consumers and reducing communication costs between the brand and consumers. At the same time, we actively explore overseas markets and showcase Chinese style healthy snacks to the world. Our products have been exported to about 40 countries and regions around the world.

Zhou Jinsong stated that it is not only an honor but also a responsibility for Jinzai to be selected as one of the first batch of Chinese consumer famous products. In the future, Jinzai will continue to leverage its brand advantages, focus on the healthy snack track, innovate continuously, and provide consumers with delicious and healthy snacks, helping China's snack industry develop towards higher quality and showcasing the strength of national snack brands in the global market.