Geographical range of the four famous brand marketing: "gold card" to sell price of Jinhua ham Cheats

December 3, 2010 morning, the official gold ham Co., Ltd. listed on the Shenzhen Stock Exchange, raising funds totaling 583 million yuan, will be mainly used for "an annual output of 1 million low-salt ham and 5000 tons cold meat" production line construction, upgrading traditional ham products, create high-end meat products. Co., Ltd. Jinhua ham ham gold to rejuvenate the old category, embarked on a capital stage. Numerous famous region in China, the real business is not much bigger and stronger, we find from gold to build the flagship of the ham body Cheats ? Innovative products, famous still have to upgrade

Jinhua Ham has been 1200 years of history, is one of the few world-famous reputation of the traditional one, the highest in China's "name three legs" of the first. However, since in Spain and Italy, represented by fermentation of ham ready to enter the Chinese mainland, although the price in China, more than 10 times the traditional ham, but the rapid increase in sales volume, mainly dominated by luxury hotels, with the huge price difference for a director of gold ham Shih Yan Jun is quite uneven.

Shi Yanjun discovered ham and make their own for decades, like a big ham, ham stiff, soft and ham, mineral water sold in Europe as long as there is a place to sell ham, does not require processing direct consumption. The ham is in the kitchen, you need processing before consumption, and salty ham is much higher than the ham, not health.

Shi Yanjun aware of the Chinese people's living standards improve, the demands of ham is also bound to be more nutritious and healthy, delicious easy conversion, but must go through the traditional processing of Jinhua ham, side dishes do use, can not meet consumer demand changes. So, he immediately Expand the development of low-salt and fermented ham.

To be nutritious and delicious, ham is first necessary to do "light" .2005, developed a low-salt fermented gold ham ham, ham than the traditional low salt content of about 40% of the domestic industry's first process to obtain a patent, a good in response to consumer demand for healthy eating, a good solution to the traditional ham, salt content is too high because only as a bottleneck in the development of junior food, expanding the hotel and the family of consumer groups, the rapid market acceptance.

In order to develop high-end market, improve margins, improve brand image, gold is not the traditional ham are tired, invested heavily in the development of Western-style Bama fermented ham. First passed the GMP certification, according to Italy's most authentic traditional crafts, to do original Original Italian ham juice fermentation. Bama born ham a price of 2,000 yuan to buy, now is as import substitution to some extent, successful entry into this high-margin market segments.

Salt ham ham and Bama's R & D success, so that the accumulation of a large number of gold ham industry-leading technology to catch up by the same time, strengthen the gold ham in the ham industry's position, significantly increasing brand value, market driven by the traditional ham In addition, because Bama ham only needs to ferment for three years, when peers follow-up of the ham is already heavy volume of gold on the product itself is a natural barrier.

2010 operating income annuity word ham 163 million an increase of 10.11%, net profit of 47.055 million yuan, an increase of 19.15%, 40.58% gross profit margin rose to the traditional ham, low-salt ham, ham, three kinds of product differentiation and positioning Bama , high low-end full coverage, the company's traditional Jinhua ham from a single manufacturer to a multi-category manufacturer of modern transformation of ham. three product gross margins were 39%, 50%, 80% .2007 19% market share gold ham, in 2009, this advantage will be expanded to 22%, further consolidating the industry champion status as the fermentation period of up to three years Bama ham production release, the product began to bang, gold sales will be rapid growth in ham .