From fishery to food, Guolian builds a "central kitchen for aquatic prefabricated dishes"

When it comes to Guolian Aquatic Products, many people will think of the large single-product prawns it has created, and it has also won the reputation of "China's King of Shrimp"

Lv Cuiping/Text

From fishing to food processing, Guolian Aquatic Transformation

On July 20 this year, Guolian Aquatic Products issued an announcement that according to the 2020 annual report, Guolian Aquatic Products’ annual sales were 4.

It is understood that in 2010, when Guolian Aquatic Products was listed, its industry was "fishing"

According to the company's annual report in 2020, the company's main products are deep-processing, primary-processing, and global seafood selection, mainly prefabricated dishes.

Guolian Aquatic Products believes that the new crown epidemic in 2020 has given consumers a further understanding of prefabricated vegetables, and the prefabricated vegetable market is expected to continue to grow rapidly after the epidemic

In the eyes of industry insiders, the successful change of the industry classification marks that Guolian Aquatic Products has achieved significant results in the past few years in transforming its food direction and making efforts in the field of pre-prepared dishes.

Create a central kitchen for aquatic prefabricated dishes

Li Zhong, chairman of Guolian Aquatic Products, said that the company has been transforming from aquatic product processing to food manufacturing since 2016.

It is understood that Guolian Aquatic Products has established two food R&D centers in Shanghai and Zhanjiang, with senior R&D directors, R&D chefs and many professional R&D personnel

As an important project invested by the fixed increase, the central kitchen of Guangdong Gome Aquatic Food Co.

Cooperate with well-known companies such as Ricold and Qianxihe to jointly develop pre-made dishes

Guolian Aquatic Products is also actively cooperating with other enterprises to jointly develop semi-finished prefabricated vegetables, especially since this year, the way of this powerful alliance has become more obvious

On September 8, Guolian Aquatic Products announced the signing of a strategic cooperation agreement with Shandong Ricold Foods.

It is understood that Nippon Foods was established in 1942.

According to the strategic cooperation agreement, Nichiren will introduce various prefabricated vegetable products of Guolian Aquatic into its own convenience store channels such as 7-Eleven, so that the prefabricated vegetables of Guolian Aquatic can directly reach the C-end, helping it to further consolidate the prefabrication.

Before that, on July 30, Guolian Foods also signed a strategic cooperation agreement with Qianxihe, the leader of domestic group meals.

The cooperation with Qianxihe, on the one hand, shows that Guolian Aquatic Food & Beverage is making great efforts to promote its strategy of focusing on customers, and the central kitchen positioning of catering enterprises has been further consolidated

Equal emphasis on B and C, all-channel development

Catering is the traditional advantageous channel of Guolian, and it is also an important track for pre-made dishes.

While maintaining the B-end business, Guolian Aquatic Products is also actively developing the C-end
.

　　In terms of supermarkets, it has successively reached cooperation with national supermarkets such as Yonghui, Wal-Mart, Carrefour and Wumart
.
In 2020, it will start cooperation with Dazhang, Fat Donglai, and Backgammon, especially the Baoting Conference and Supermarket Alliance represented by Dazhang, to further explore the channels of regional star supermarkets
.

　　In e-commerce and new retail channels, we continued to optimize the platform structure and product structure, and gradually realized the transformation from a product supplier to a brand operator.
The sales of our own products accounted for 98%, and the gross profit margin increased significantly to 25%
.
The company also held activities such as the "525 League of Nations Crayfish Festival", and jointly launched live broadcast activities with leading Internet celebrities such as Weiya.
Senior leaders Li Zhong and Li Chunyan even brought the goods live, attracting more than one million viewers
.
The company also pays close attention to changes in business formats, focuses on the development of emerging C-end channels, and becomes a supplier for emerging customers such as "Xingsheng Choice" and "Guoquan Shihui"
.

　　According to an industry insider, under the impetus of the epidemic, it has become a trend for pre-made dishes to enter the family.
Among them, aquatic pre-made dishes such as sauerkraut fish are more popular among consumers and have the potential to become a big item
.
Aquatic enterprises represented by Guolian and Hengxing have raw material advantages and bargaining power in aquatic pre-prepared dishes, and are expected to grow into pioneers and leading enterprises in this field
.

"China Food News" (05 edition on October 7, 2021)

(Editor-in-charge: Lu Fanling)