In order to keep intangible cultural heritage technology, a Chinese "luxury", alive, Hu Jihua also made a bold decision: to cut down on the profitable blending oil production line and use the ancient method of peanut oil instead.
When others are doing the whole category, Hu Jihua's choice has no back door, but it proves her determination to be a "luxury" in China with her strength.
Give up ten million business, Hu Jihua to keep what?
To know how cruel Hu Jihua's decision was, first of all, what did she give up?
As early as 2019, annual sales of blended oil exceeded 13 billion yuan, making it the most profitable market share for most brands.The same is true for Hu Jihua. Giving up the blending oil market means giving up tens of millions of business. Why does Hu Jihua want to do this?
First of all, keep the traditional ancient technology, do China's "luxury".
Want to do luxury, there is a key word: death.
For decades or even hundreds of years, only doing one thing, one technology, one product, is the key to turn fine goods into luxury goods.
It takes Hermes five years to train a new person, and it takes 1,500 to 2,000 hours to draw a product design, and then it can cost hundreds of thousands of Birkin bags.
All Hu Jihua has to do now is kill to drink peanut oil. According to records of Qingdao City, in the early 20th century, a drop of peanut oil flowed slowly from a wood press in an old oil mill in Fengtian Road (now No. 90, Liaoning Road), which was the earliest ancient method of peanut oil.
For this fragrant ancient method of peanut oil, Hu Ji flower inherited the essence of the ancient method of oil extraction, and in 2015, Hu Ji flower ancient method of oil extraction was listed in the intangible cultural heritage of Qingdao.
The completion of the first stage of inheritance and innovation, Hu Ji flower is to return to the original heart, dead on the ancient method of peanut oil.
From this point of view, to keep the centuries-old intangible cultural heritage technology, absolutely can be called a "luxury".
Secondly, the pursuit of extreme flavor, exceeding expectations to meet the Chinese stomach.
One netizen said: "When I eat peanut oil and change to other oils, I always feel that one flavor is missing. Before I thought I was a picky eater, but later I found myself picking oil."
There are many different kinds of cooking oil, but the smell of peanut oil is one that many Chinese remember. Some Cantonese chefs think that peanut oil has good taste and strong fragrance, which can give full play to the five six flavors of Cantonese cuisine. For example, Shangri-La Hotel in Qingdao directly uses Hu Ji Hua ancient peanut oil as a special oil.
Now, as mass production is king, the flavor of peanut oil is undeniably fading. In order to preserve the taste of traditional mills, Hu Jihua wanted to make a peanut oil that would surprise Chinese stomachs.
To do more than expected explosive products, under the premise of reducing the short board, but also have "one centimeter wide to do one kilometer deep" consciousness.
Hu Jihua's strategy of letting go is to make the most professional peanut oil.
Behind the "only this spirit" of a bucket of peanut oil is the ultimate brand belief
Hu Jihua's determination to "only do peanut oil", provided there is a strong brand moat.
Peanut oil is not a fresh species in the consciousness of Chinese consumers, and the brands that make peanut oil are even quite a few well-known domestic brands.
In the crowded peanut oil market, to stand out, it needs the comprehensive effect of technological innovation, category segmentation and brand power.
1. Deep cultivation of traditional technology, product pursuit of the extreme;
Other brands have expanded new categories, to seize the market under the climate of cake. Hu Jihua's single strategy can put all her energy into peanut oil, in order to make the product perfect.
In terms of techniques, Hu Jihua not only inherits the ancient method of oil pressing technology, but also upgrades it to today's ancient method of six arts, and strives for perfection in every step.
Raw materials adhere to the selection of red big peanuts, only 20% of the fine products as raw materials; The use of temperature fully roasting technology, retain fragrance, refuse excessive processing; For one hundred years, it has insisted on inheriting the essence of the ancient oil pressing technique and upgraded it to the present six ancient techniques. Do not yield, only quality, adhere to the small press press, although the same yield is about 10 times slower than the large press, but the oil and taste, just more ancient charm.
The subtext of doing only one thing in products is the pursuit of extreme professionalism.
2. Identify the pain points of consumers and subdivide the categories.
Behind the pursuit of the ultimate product, there should be user thinking beyond expectations.
In the past, the use of peanut oil is mostly frying, Hu Jihua found that many families need oil for steaming fish.
Adhering to the principle of making peanut oil as a category bigger and more refined, Hu Jihua developed special peanut oil for steamed fish to meet the needs of consumers for removing fishiness and enhancing flavor of seafood.In addition, Hu Jihua also developed a patent lock perfume bottle, which can accurately control the amount of oil, so that consumers can use more than expected.
Only this small bottle, the research and development team has done tens of thousands of experiments, the bottle is designed to look like peanuts, which can not only comfortably grip, but also conform to the theme;
Patent cap, can prevent air countercurrent, even the last 1 drop of oil, is fresh; Soft bottle material, squeeze how much to use, is the hand stump party's Gospel.
From these details can also be seen, Hu Jihua "only do peanut oil" strength and determination.
Hu Jihua's strategy of "only doing peanut oil" can not only reflect strong product power, but also show brand values.
In May this year, Hu Jihua and "only this green" cooperation, the development of national color Tian Xiang ancient method of peanut oil, the two IP strong joint, produced a huge chemical reaction, "only this spirit" completely out of the circle.
Why did Hu Jihua choose "Only This Green" co-title?
The hot Spring Festival Gala "Only This Green", took one year and eight months to complete, the creative team looked through the Song Dynasty poetry, painting, after more than 500 days and nights of careful polishing, presented the amazing dance "Only this green".
This spirit of only doing one thing is highly consistent with Hu Jihua's spirit of only doing peanut oil.
Hu Ji flowers with this spirit, to create traditional, high-quality gifts boom. It not only conforms to the national trend, but also meets the pursuit of beautiful connotations of traditional culture. In addition, the differentiated packaging can be called "Maotai of peanut oil industry", which makes the scene of giving peanut oil more screaming.
It can be said that from product to category to brand value, Hu Jihua almost redefines the category of peanut oil with extreme, and also shows the essence of Chinese cultural inheritance.
The opportunity in the Red Sea market: the focus of the explosive category, the category is the brand
The strategic change of Hu Jihua, many people think it is incredible.
In fact, behind this move, hidden Hu Jihua brand strategy: do explosive grade focus.
In the past two years, there have been many brands on the market. It has been proved by actual sales that after subtraction of explosive products, nuclear bomb brands have exploded.
Take the popular thumb small white T for example, only by T-shirt, a year to sell 6.87 million pieces, the total sales of nearly 1.1 billion, is to rely on small T big, small category deep cultivation.
The same logic of popular products and Chinese towel brother Zhu Zhijun, cut 1000 products down to 1, only make towels. It took two years to make only towels. As soon as it was launched, it detonated the market and sold 150,000 pieces in 7 days. It also became the brand designated by the G20 Summit with an estimated value of 300 million yuan."Only This Green" had been in development for more than two years before it had its stunning moment on stage; Hu Ji inherited the techniques of one hundred years and studied for more than ten years before daring to make the most professional peanut oil.
Any brand, if can calm down, a product to do expert level, that brand is category.
As a whole, the Chinese market needs expert brands.
According to Fortune magazine, the average life span of small and medium-sized enterprises in China is only 2.5 years, and the average life span of group enterprises is only 7-8 years. About 1 million enterprises close down every year. Not only the life cycle of enterprises is short, the enterprises that can become stronger and bigger are more fragmented. The average life span of European and American enterprises is 40 years, and that of Japanese enterprises is 58 years.
China tends to fast pace of mass production, 100 years of enterprise, ingenuity and other labels less and less.
Hu Jihua, as the inheritor of intangible cultural heritage, focuses on only one thing, reproducing Chinese traditional craftsmanship, which is the concept that the brand must adhere to.Burst grade focus, is to do from 1000 to 1, the brand goal of Hu Ji flower, is to do category is brand: Hu Ji flower only do peanut oil, professional peanut oil only recognize Hu Ji flower.
Conclusion:
For brands or enterprises, the value of explosive products itself is far less than "explosive thinking".
Valuable blockbuster thinking is to plan the "complete life cycle" of a product from a global perspective.
Hu Jihua promotes the inheritance of Chinese traditional craft through "breaking and leaving", and then realizes the upgrade of Chinese brand. For the category of peanut oil, it is a dose of heart medicine.
< /p>Only become the "only category" in the fast-moving consumer goods industry, in order to achieve brand long-distance running.
