Yurun'S "Low Temperature" Strategy

In November 8, 2010,

"Sofa" has become the most amazing feat of China's food industry after its news broadcast.

As the traditional meat products industry, Yurun can be so "giving strength" to CCTV, which has brought great enthusiasm to China's food industry in 2011.

In this period of economic pformation, it is not a whim, but rather full of confidence in China's economic development and confidence in the development of Yurun.

According to the external financial data of Yurun Group, the sales revenue of Yurun Group reached 64 billion 700 million yuan in 2010.

"248 million of advertising in 2011 is less than 0.5% of Yurun Group's sales revenue, not only has no impact on the stability and future development of the capital chain, but also will give strong impetus to Yurun's future development.

From low-key advertising to high-profile strategic effort, the low-temperature meat products began to run a "low temperature" speed up action.

Shuanghui pioneered the brand of ham sausage in the meat industry, which is a leader in the industry.

However, since Yurun successfully cut into the field of low-temperature meat products and quickly occupied the first place with the strategy of "low temperature", the market structure of China's meat products has undergone subtle changes.

Michael Porter, a famous American strategist, said that "strategy is differentiation".

In the era of fierce competition, no differentiation is basically a dead end.

The spring Du ham before 1997 was eliminated by the market, and it was the result of its homogenization competition with Shuanghui.

This strategic competition has been acutely discernment by rain run, and it has become the general thinking of rain run strategy.

In the 90s of last century, when Shuanghui, Chun Du and Jin Luo stayed in the battle of killing high temperature meat products, Yurun chose a new product with low growth potential.

Although at that time, the prospect of low-temperature meat products was not very clear, and Yurun's "low temperature" strategy has begun to stride forward, opening up a new path in the competitive meat market.

Since 1996, Yurun has successfully acquired more than ten large and medium-sized state-owned enterprises such as canning factory in Nanjing by speeding up the pace of expansion and development, extending from single low-temperature meat products to high temperature meat products, chilled meat, poultry and other fields, and low-temperature meat products are leading the way, ranking the first 12 consecutive years.

"Meat is a livelihood industry. You can not drink, but you can't eat meat."

Especially the low-temperature meat products, with their freshness, flavor and nutrition, make it represent the future development trend.

In fact, hot meat products such as ham sausage in the meat market abroad are rare, and are dominated by low-temperature products.

According to the information of China Meat Products Industry Association, the demand for high-temperature meat products has been decreasing in recent years, while the low-temperature meat products are growing at a rate of 10%.

Due to the early market trend, Yurun's development has been accelerating in recent years. Under the trend of 10% growth in the whole industry, Yurun has been developing continuously for many years.

The demand for low-temperature meat products and chilled meat is still very large from the developed countries, and the concentration is still very low.

And the rapid development of the whole industry has injected power for enterprises again.

According to Yurun's listing speed over the past few years, the Yurun will continue to strengthen its strengths in R & D, production, marketing channel construction and market share of low-temperature meat products, and become a benchmark for low temperature meat products industry.

In the strategic encirclement of Yurun, we built our own processing plant around the sales radius of 300 km.

After fully laying out the layout of production capacity and expanding the channel, we should reduce the cost of consumption through scale advantages and enhance the competitiveness of enterprises.

While building capacity and channel construction, we must let people see your advertisements and products, and also buy your products and love your brand.

Yurun's high-profile advertisement in CCTV accords with the law of the market layout and is part of the strategic planning of Yurun.

If 248 million of CCTV wins the bid is strategic investment, then Yurun absolutely hopes to harvest the famous brand effect on CCTV in 2011.

Guiding the trend of branding consumption

Since Yu run in the low-temperature meat market "taste cold" "after taste", Shuanghui, delis and other high temperature meat products LED manufacturers, before and after 2000 have accelerated the "attack" on the low-temperature market.

In recent years, there are more Shuanghui and Yurun "hegemony" situation, the outside world has been confused, do not know who is the boss.

In fact, who is the boss is not very important, the key is who can become the future market leader.

In terms of downstream consumption, in the past, due to the level of economic development, the Chinese people still remain in the strange circle of no brand consumption for the deep-processing consumption. Every day they go to the vegetable market to buy jars of pork or tenderloin at will, so over 80% of meat products are sold through the market and in the form of hot meat.

This phenomenon stems from the common people's misconceptions about hot fresh meat, that is, hot meat is just the freshest, but it is not the most fresh, but actually it has not been discharged, and there is a hidden danger.

In contrast, chilled meat is processed and pported throughout the whole process, always under the cold chain, effectively inhibiting the growth and reproduction of microorganisms.

As a result, chilled meat not only guarantees freshness, but also tastes better at low temperature.

The outline of the national development plan for pig slaughtering industry (2010 - 2015), which is newly promulgated by the state, puts forward the development goal of pig slaughtering industry in the next five years: modernization of enterprise management, promotion of cold chain circulation, slaughtering mechanization and standardization.

Undoubtedly, this is a kind of spur for meat products enterprises, and it is also a strategic opportunity.

It is not only the development direction of low-temperature meat products, but also the approaching of the brand consumption era of meat products.

The trend of future consumer purchase will shift from product oriented to brand oriented.

But until now, domestic consumers' awareness of the brand consumption of meat products needs to be further strengthened and guided. First, in the high-end media, we should strengthen the brand and guide consumption so that we can have the opportunity to become the leader of the industry.

"Yurun is trying to guide consumers to achieve branded consumption on meat products based on brand marketing," he said.

Advertising effect is not only to expand brand awareness, directly promote sales growth, more importantly, to bring brand value to ascension.

For a national brand, it is necessary to establish a deep-rooted brand image in the hearts of the whole nation.

This is also a strategic consideration of Yu run.

In addition, the future trend of Chinese meat products and chilled meat will change from simple consumption to fine consumption.

From different kinds of needs, intake and various flavors, the degree of sophistication of people eating meat has been reflected.

This will bring new opportunities to the development of the industry. We will wait and see what Yu Run will do in this process.