自然鲜-好酱油 酱香味

鲁花集团在2012年投资数亿,进军调味品市场。

作为花生油第一品牌,鲁花拥有资本,团队,资源的先天优势;调味品行业竞争激烈,仍有20%/年的增长率,市场前景看好。此次投资引进日式酱油酿造技术,以行业领先的高盐稀态酿造工厂参与竞争,势必引起行业巨大变革。中国调味品行业,已经明显区分为以海天代表的广式酱油与以高盐稀态、密闭发酵6个月日式酱油两类品牌。鲁花在消费者认知中,并无调味品产品,如何突破认知,建立鲁花品牌“现代”酱油品类认知,成为巨大挑战。在对上海、济南等代表性KA市场调研后,确立以单一品牌聚焦自然鲜产品,跟进市场鲜味酱油趋势为立足点,开发鲁花自然鲜品牌系列产品,并开发独有女性特征瓶型,色彩策略延续鲁花认知,借鲁花花生油产品渠道优势,全国同步上市。同时对鲁花旗下黑糯米醋,麻辣花生等细分品类进行全程策略与设计服务。


Luhua Group invested hundreds of millions in 2012 to enter the condiment market.

As the first brand of peanut oil, Luhua has capital, team, resource advantage; condiment industry competition is intense, there are still 20%/ annual growth rate, market prospects. The investment introduced Japanese soy sauce technology, with the industry leading high salt and thin brewed factory to participate in the competition, it is bound to cause great changes in the industry. The Chinese condiment industry has been clearly distinguished from the two types of soy sauce, which are represented by the sea, and 6 months of soy sauce with high salt and closed fermentation. Luhua consumer awareness, there is no seasoning products, how to break through the cognition, the establishment of the "modern" soy sauce Luhua brand cognition, become a great challenge. In Shanghai, Ji'nan and other representative KA market research, to establish a single brand focus on natural and fresh products, follow the market trend of fresh soy sauce as the starting point, the development of natural fresh Luhua brand series of products, and the development of unique features of female bottle type, color strategy continues Luhua cognition, borrow Luhua peanut oil products channel advantages, the simultaneous listing. At the same time, Luhua's black glutinous rice vinegar, spicy peanut and other sub category for the entire strategy and design services.