"There is no off-season all year round", online celebrity tourist city, a must-see place for punching in food… The popularity of Changsha and the whole Hunan Province, driving the public's enthusiasm for Hunan cuisine. On “May Day” in 2023, Hunan received nearly 15 million tourists, and realized operating revenue of 1.928 billion yuan, with an increase of 256.01% year-on-year. The cumulative passenger flow in Changsha Wuyi business district is 5.3 million, an increase of 117.47% compared to the same period of last year, among which the attendance rate and sales of Hunan cuisine have increased by more than 30% compared to previous period.
Hunan cuisine is becoming more and more popular, driving the popularity of Hunan condiment market. After all, the condiments are the soul characteristics when cooking Hunan cuisine. With the attention of condiment industry and consumers to Hunan flavor, a local food production and processing enterprise in Hunan with a development history of 25 years, Lameizi, has attracted the attention of the public by virtue of its continuous deep cultivation and innovation in the field of Hunan flavor compound condiments.
From September 9 to September 10, 2023, the 18th Hunan Cuisine Culture and Food Festival was grandly held in Beijing. Lameizi entered the stage on behalf of Hunan condiments brand, participated in Hunan Cuisine Summit Forum, and won the title of Hunan Cuisine Cooking Competition. In this event, Lameizi won awards such as "Leading Brand of Condiments", which brought Hunan flavor condiments to a new height and triggered a new upsurge of Hunan flavor condiments in the market.
Entering the national stage and being named Hunan Cuisine Cooking Competition, how can "Lameizi""take a beautiful, smooth and flat road"?
Entering the national stage, participating in Hunan Cuisine Summit Forum, being named Hunan Cuisine Cooking Competition, and winning the honor of "Leading Brand of Condiment", which not only means that the brand has enough value contribution, but also represents the high recognition of the brand by the industry and the public. A food production and processing enterprise, Why can the Company "take a beautiful, smooth and flat road"?
First of all, food industry is an important mainstay of national economy, involving multiple fields such as agriculture, animal husbandry, fishery and other fields, which is of great significance to national economic development and people's living standards. At the same time, as the key fulcrum connecting upstream planting and breeding industries and downstream catering industries, food industry enterprises have a huge driving effect, which is an important driving force for promoting agricultural modernization, as well as an important link for stimulating domestic demand and promoting consumption. In the field of food industry, the sauce track occupies a large share. According to market analysis, the effective scale of China's sauce industry market will exceed 600 billion yuan in 2023, accounting for 4% of the total market of the whole food and beverage industry. Food industry is of great significance and develops rapidly, but the development speed of enterprises is different with varying quality. According to the policy requirements of National Industry 4.0, the food industry also needs representative enterprises to iterate continuously.
Founded in 1998, Lameizi was recognized as "the Leading Enterprise of Agricultural Industrialization in the Whole Province" by Hunan Provincial People's Government at the beginning of its establishment. In 2002, Lameizi established Hu'nan Lameizi Foodstuff Sales Co., Ltd., which realized the separation of production and marketing, and laid the foundation for the professional, refined and market-oriented management models.
Be deeply aware of the importance of standardization and technological progress to the development of industries and enterprises, in 2007, Lameizi cooperated with experts from scientific research institutions of Hunan Agricultural University, to formulate the national spicy degree standard, which was officially implemented in March 2008; At the same time, 16 local standards and enterprise standards of Hunan Province have been formulated.
Since then, Lameizi has the spirit of optimism and high fighting spirit all the way: Establish an independently developed automated chilli production line in China in 2010; In 2019, the Company won the second prize of National Science and Technology Progress Award; In 2021, the Company was awarded the seventh batch of National Key Leading Enterprises in Agricultural Industrialization; Create a food research and development center and cooperate with Hunan Agricultural University to build a national large-scale chilli product research and development and application laboratory.. .
After years of leap-forward development, Lameizi now wholly controls three factories, one sales company and one food research institute, and has become a national key leading enterprise in agricultural industrialization, which takes the development of chilli industry as the main focus, integrates deep processing of comprehensively agricultural and sideline products, and integrates planting base construction, product research and development and production, and omni-channel marketing. Under the brand of Lameizi, three sub-brands have also been developed. Lameizi, which takes basic sauce and compound Hunan flavor sauce as its core products. Guozimei, which is positioned as a healthy and fashionable fruit drink, focusing on "drinking fruit every day" and "eating and drinking healthily", as well as Hunan flavor prefabricated dishes and shrimps represented by online celebrity shrimp tail, Xialiaoliao.
For Lameizi, the continuous contributions and moving towards modernization and healthy development over 25 years of efforts may be the reason behind their prosperity all the way.
Spicy and vigorous, the modern compound Hunan flavor sauce under the definition of "Lameizi"
Food is the most important thing for people. With the improvement of residents' consumption level, China's catering and food fields have experienced explosive growth. According to the data from China National Food Industry Association, from January to September 2022, the operating revenue of the national food industry reached 1,635.96 billion yuan, with a cumulative increase of 6.1%; The industry achieved a total profit of 125.51 billion yuan, with a cumulative increase of 9.5%. According to the data released by the National Bureau of Statistics, the revenue of China's catering sector in April reached 1,588.8 billion yuan, with an increase of 19.8% year-on-year.
The scale development of food and catering industry has driven the transformation and evolution of the upstream and downstream of the whole industrial chain. Take the upstream of the industrial chain as an example, with the improvement of consumers' requirements for food safety and food quality, as well as the change of brand enterprises' awareness of quality control and cost management, the catering industry is becoming more and more standardized, large-scale and chain-oriented. Correspondingly, under this trend, the demand for compound condiments by relevant enterprises and brands has also increased rapidly.
Compound condiments can meet the complex tastes changes of Chinese catering, while making cooking dishes more time-saving and labor-saving, adapting to the tastes of contemporary young people and the needs of use scenarios of condiments. At the same time, for catering enterprises, the use of compound condiments can simplify the dish preparing process and fully assure the standardized taste, which is the best choice to balance both quality and control.
Lameizi brand has already discovered the market opportunity of compound condiments. On the basis of basic sauce, it has successively launched a series of compound dish sauces such as red braised pork belly seasoning and crayfish seasoning, as well as a series of compound dipping sauces such as garlic spicy sauce and beef mushroom sauce.
Due to the characteristics of compound condiments, there are numerous subdivisions and complicated categories involved. Lameizi has realized this problem early, positioning the Company as "Hunan flavor" from it sown characteristics and advantages, and deeply cultivated the sub-market of Hunan flavor compound sauce, which has brought consumers various possibilities of Hunan flavor compound sauce on the basis of ensuring Hunan flavor characteristics.
Of course, although the compound condiment market is good, brand development depends on market acumen and concentration. In order to increase the competitiveness under the fierce competition in the compound condiment market, Lameizi has established a national large-scale chilli product research and development and application laboratory through self-research and investment, and created "Diverse Hunan flavor" with technical strength; And by studying the basic needs of consumers using compound condiments and high-frequency scenarios, derive diversified application of compound Hunan flavor sauce products.
In 2012,"Spicy Wine Flower Snail", with Lameizi chili sauce as the main seasoning, won the gold medal in Beijing Olympic Park International Food Competition and the 6th Oriental Food Cooking Artists International Competition.
In 2023, at the Hunan Cuisine Summit Forum, various Hunan cuisine brands and famous chefs outlined a better future for Hunan cuisine with their own experience and practical demonstration. The spokesman of Lameizi also analyzed the development of Hunan cuisine and basic potential of compound Hunan flavor sauce, which provided a new idea for the breakthrough in the development of sauce industry, the spokesman also discussed and analyzed the development of Hunan flavor prefabricated dishes together with the magnates in the industry, and derived new forms and applications for compound Hunan flavor sauce.
Fiery red and pure, the future gauntlet of "Lameizi"
Fiery red and pure, spicy and vigorous, this is the brand concept of Lameizi all the time, and it is also the fearless attitude and strategic positioning of Lameizi in the face of future market changes.
In terms of "quality", Lameizi has never stopped the pace of research and development and innovation. At the 18th China Hunan Cuisine Culture Festival this year, Lameizi brought two new products-3KG chopped chilli spicy sauce and 3.2KG spicy bean sauce. The new products were well praised by chefs for delicate sauce, outstanding sauce flavor, bright color and rich taste layers. Through continuous technological and innovative layout, specialized division of labor and control of production and marketing, Lameizi has delivered a satisfactory answer in terms of product quality.
In terms of "market", Lameizi has studied the typical pain points of enterprise distribution in the industry, planned future strategic marketing actions for franchisees and dealers, and continuously empowered the brand market by providing professional market front-line team support, hot festival marketing actions, 24-hour after-sales service and products, sales and team management training, thus achieving a win-win situation.
At the same time, Lameizi has also created a unified brand visual image, and covered marketing channels through online head KOL and offline advertising, bringing continuous market growth and support to the brand.
Of course, the future is unpredictable. In order to better promote "Hunan flavor" to the market, in the future, Lameizi will continue to operate its own digital and market-oriented channels, and focus on making products wholeheartedly, and the Company will be prosperous and booming and always move upstream.
