Guo Brothers Group was founded by Mr. Guo Henian in Malaysia in 1949, and has developed into one of the most diversified and enterprising multinational enterprise groups in Asia, and its members include Pacific Shipping Co., Ltd., Shangri-La Hotel, Kerry Construction, Kerry Beverage, South China Morning Post and so on.
In p>1974, Guo Brothers established Kerry Holdings Limited in Hong Kong. Since then, "Kerry" has become the symbol of Guo Brothers' extensive business in Hong Kong and Chinese mainland. Kerry Cereals and Oils (China) Co., Ltd. is a professional investment company invested by Kerry Cereals and Oils Group, a subsidiary of Guo Brothers Group, in China.
In p>199, Nanhai Grease Industry (Chiwan) Co., Ltd., the first grease production plant invested by Kerry Cereals and Oils Group in China, was officially put into operation, which was an earlier enterprise in China to produce refined grease and small packaged grease on a large scale. In less than ten years, Kerry Grain and Oil has successively established four major grain and oil production bases in Shenzhen, Shanghai, Tianjin and Qingdao, as well as more than a dozen production and processing points in Fangcheng, Chengdu, Xi 'an and Yingkou, covering the national market and forming a very huge grain, oil and food production and processing system. They include Nanhai Oil Industry (Chiwan) Co., Ltd., Fangchenggang Xinhai Oil Industry Co., Ltd., Tianjin Kerry Oil Industry Co., Ltd., Shanghai Kerry Oil Industry Co., Ltd., Sichuan Kerry Oil Industry Co., Ltd., Xi 'an Kerry Oil Industry Co., Ltd., Qingdao Kerry Vegetable Oil Co., Ltd., Qingdao Kerry Peanut Oil Co., Ltd., Yingkou Bohai Oil Industry Co., Ltd., Shanghai Kerry Food Industry Co., Ltd. and Kerry Oil Chemical Industry (Shanghai). Ltd., Nanhai Special Oil Industry (Shanghai) Co., Ltd., Shenzhen Nantian Oil Meal Industry Co., Ltd. and Shenzhen Nanhai Grain Industry Co., Ltd., a trading company specializing in raw material procurement, Shenzhen Kerry Grain and Oil Trading Co., Ltd. and a Kerry Grain and Oil (Shenzhen) Co., Ltd. specializing in marketing planning and management, Kerry Grain and Oil Group has more than 5, employees in China.
Kerry Cereals and Oils produces 16 brands of edible oils in small packages in China, including Arowana, Xiangmanyuan, Yuanbao, Hu Jihua, Carp, Qiaochu, Citigroup and Handlabel. Among them, "Arowana" is a household name and a well-known brand of edible oil in China!
Kerry Cereals & Oils (Shenzhen) Co., Ltd. is a management company specializing in the market development, channel construction and management, marketing planning and corporate image design of the above-mentioned small-package edible oil brands in China, providing enterprise management services and consulting services, and engaging in the research and development of technologies related to cereals, oils and foods. The company has established a nationwide marketing network and successfully managed 13 brands.
China has joined the WTO, and the grain and oil industry is facing great opportunities and challenges. We will seize this opportunity, rely on our confidence and strength in the China market, comply with international standards, constantly improve product quality, service level and enterprise management efficiency, and show our talents in China and even the global grain and oil market!
Brand history: 1991:
The first bottle of small package edible oil: Arowana blended oil went offline;
1992:
Kerry's family of small-package edible oils for grain and oil grew and began to introduce other brands of small-package edible oils;
in p>1996,
Kerry Grain and Oil was the first to put an advertisement "Arowana-Golden Light Shining in China" on CCTV. With the strong penetration of CCTV, small packages of edible oil and Arowana attracted widespread attention from consumers, and it became the first edible oil enterprise in China to establish a brand concept and spread its brand image.
1997:
Arowana sesame oil went on the market.
1998:
Arowana peanut oil went on the market.
1999:
Arowana millet oil went on the market.
2:
Arowana has gone through ten years, and ten years of efforts have made the healthy concept of small packaged edible oil deeply rooted in people's hearts.
in p>2
the company invested special manpower and material resources to carry out the research and development of the second generation blending oil;
22:
Arowana's second-generation blended oil, which was developed on the basis of fatty acid principle, was grandly listed;
October, 22:
"Arowana-Lights for All Families" won the first place in the advertisement "The Most Popular Audience of AD Festival".
January p>23:
Arowana camellia oil, another high-end oil in Kerry series, went on the market.
On December 12th, 23
The sales volume of small package edible oil in Kerry Grain and Oil Series represented by Arowana exceeded one million tons;
In p>24,
Kerry Cereals and Oils held a celebration of "Small Package Edible Oil Over 1 Million Tons" in the Great Hall of the People in Beijing;
September p>25:
Arowana soybean oil, Arowana rapeseed oil and Hu Jihua peanut oil won the title of famous brand products in China.
December, 25:
"A kind of plant blending oil with reasonable fatty acid ratio", which was first created in the domestic grain and oil industry, won the national invention patent certificate issued by China National Intellectual Property Administration;
January p>26:
Arowana won the second prize of science and technology awarded by China Cereals and Oils Association.
strategic investment layout of Kerry Grain and Oil
In p>199, Nanhai Grease Industry (Chiwan) Co., Ltd., the first domestic production base invested by Kerry Grain and Oil, was officially put into operation. In the following ten years, more than ten comprehensive grain and oil, food, grease chemical and other business fields were established in Qingdao, Fangchenggang, Tianjin, Shanghai and other major ports and inland central cities.
from raw material procurement-manufacturing production-sales management, Kerry Grain and Oil has built the most perfect grain and oil production, processing and management system in China, and has become a truly group company integrating R&D, procurement, production, sales and service.
the marketing network is all over the country.
Kerry Grain and Oil has set up four marketing regions in the east, south, west and north of China, forming a high coverage and efficient sales network. There are 175 small package edible oil business offices, direct sales departments and liaison offices all over the country, and the number of dealers reaches 636. Up to now, the number of first-class distributors of Arowana alone has exceeded 5, and the number of second-class wholesalers and distributors has reached more than 8,5. The primary network covers more than 5 large, medium and small cities in China except Taiwan Province Province, China, and the secondary network has covered all cities above the county level, among which the market channels in developed coastal areas have been deepened to towns and villages. At the same time, Kerry Grain and Oil has established long-term friendly and close strategic partnerships with large domestic and foreign retail enterprises such as Wal-Mart, Carrefour, Metro, China Resources, Hualian and Jingkelong.
With its huge and meticulous marketing channels, Kerry Cereals and Oils has the largest and most complete distribution network of small packaged edible oil in China.
brand concept: let you share the happiness and warmth of your family with people around you
Arowana provides high-quality, multi-variety, different price levels and convenient small package edible oil products with continuous innovation and leading technology. Bring healthy, nutritious and delicious eating experience to consumers who pursue healthy quality of life, and make people share the happiness, warmth and care of their families. Then build an excellent edible oil brand with international quality.
Brand Honor:
Early p>27:
Statistics from China Industry Enterprise Information Publishing Center of National Bureau of Statistics show that "Arowana" brand edible oil once again won the national sales champion of edible oil, with a market share of over 4%. Since 1996, "Arowana" has been ranked as the sales champion for the 11th year.
April p>26:
The "Information on Major Economic Indicators and Sales of Major Commodities of Large Retail Enterprises in China in 25" jointly issued by China Business Federation and China National Business Information Center shows that "Arowana" series of small packaged oil products ranks first in the comprehensive market share of similar products.
March, 26:
The Information Publishing Center of China's Industry Enterprises under the National Bureau of Statistics issued an authoritative statement that "Arowana" brand edible oil won the first place in the sales volume of edible oil products in China for ten consecutive years from 1996 to 25.
January p>26:
Arowana won the second prize of science and technology awarded by China Cereals and Oils Association.
December 25:
"Arowana" was awarded as one of the "Top 1 Famous Brands Trusted and Respected by Netizens" in the first China in 25 sponsored by People's Daily, an authoritative national media.
December 26th, 25:
Arowana won the certificate of "the first comprehensive market share of similar products" issued by China Business Federation for five consecutive years;
September p>25:
Arowana soybean oil, Arowana rapeseed oil and Hu Jihua peanut oil were awarded the title of "China Famous Brand Product" by AQSIQ.
2-24:
Arowana won the certificate of "the first comprehensive market share of similar products" issued by China Business Federation for five consecutive years;
in p>23:
Arowana brand won the first batch of "QS" certification in the national grain and oil industry.
In p>22:
The "Arowana" series of small package edible oils won the "Product Quality Exemption Certificate" from AQSIQ;
November, 22:
Arowana fortified edible oil with vitamin A passed the authoritative certification of Chinese Preventive Medicine Association and was included in the key promotion project of "Healthy Golden Bridge";
21:
"Arowana" was rated as "Top 2 Famous Brands in China Food Industry from 1981 to 21";
in p>1998:
Arowana was recommended as "consumer trusted product" by China Consumer Protection Foundation;
In addition, the enterprises affiliated to Kerry Cereals and Oils have won the title of "Double Excellent Enterprises with Foreign Investment in China" at home and abroad for many years, and have been recognized by many parties, such as "Enterprises with Good Customs Reputation", "Advanced Taxpayer" and "Enterprises with 3A Bank Qualification Assessment". Group profile
Shandong Lu Hua Group Co., Ltd. is a national key leading enterprise in agricultural industrialization, with an annual production capacity of 6, tons of peanut oil and 1, tons of sunflower oil. Now it has nearly 8, employees and has 17 subsidiaries including Laiyang Lu Hua, Laiyang Jiangtuan Lu Hua, Shandong Lu Hua, Zhoukou Lu Hua, Xiangyang Lu Hua, Shenzhou Lu Hua, Changshu Lu Hua and Inner Mongolia Lu Hua. The company's main products are Luhua brand pressed first-class peanut oil, peeled pressed sunflower seed oil, nut blended oil, sesame oil, brewed soy sauce, brewed glutinous rice vinegar, mineral water, FD food and other products. Lu Hua was awarded the honorary title of "National Safe Oil" in 22, "Oil for State Banquet in the Great Hall of the People" in 23, "Nutrition and Health Advocacy Product" by the National Center for Public Nutrition and Development in 24, and "Lu Hua" trademark was awarded as "China Famous Trademark" by the state in the same year. In 25, Lu Hua peanut oil was rated as "China Famous Brand" by the state. Products sell well in more than 3 provinces, municipalities and autonomous regions, and are exported to many countries and regions. In 28, the sales revenue reached 6.55 billion yuan.
in the process of development, Lu Hua has always adhered to scientific and technological innovation and implemented the famous brand strategy as an important part of Lu Hua's overall development strategy.
scientific and technological innovation strategy. After 6 years of scientific and technological research, the company has successfully created a 5S pure physical squeezing process. The relevant departments of the state have organized expert groups to demonstrate the scientific and technological achievements of 5S pressing technology for many times. The conclusion is that this technology has five obvious innovations: one-time pressing in production avoids high-temperature refining and chemical solvent pollution to oil products; The technology of "aroma-generating, aroma-retaining" and "anhydrous dephosphorization" for oil production from peanuts and sunflower was originally created; VE preservation and constant temperature storage technology preserve the natural nutrients in the finished edible oil; The aflatoxin in that oil product is completely remove. According to the evaluation of the expert group, the 5S pure physical squeezing process originally created by Lu Hua is a world-leading edible oil manufacturing process with high technology content, which fills the gap at home and abroad and will surely lead the historical development direction of edible oil technology in China. On May 28th, 22, experts from the National Standard Examination and Approval Meeting of Edible Vegetable Oil revised the national standard of crushed peanut oil with reference to the current standard in Lu Hua. In June, 23, Lu Hua 5S pure physical pressing technology passed the appraisal of national scientific and technological achievements. In 24, it was awarded the second prize of scientific and technological achievements in Shandong Province by the Science and Technology Department of Shandong Province. In 25, it was awarded the second prize of China Cereals and Oils Science and Technology Progress Award by China Cereals and Oils Society, and was recognized and praised by cereals and oils experts. The new generation of "Lu Hua" brand peanut oil produced by 5S squeezing technology has exceeded all inspection indexes of world famous brand products in terms of color, smell, taste and internal quality. Luhua brand sunflower seed oil is peeled and squeezed by this new technology, which breaks through the backward practice of sunflower seed leaching with shell and fills the gap in sunflower oil production at home and abroad. In 27, Lu Hua's "New Technology of Peeling and Squeezing 1, Tons of Luzhou-flavor sunflower seed oil and Dephosphorization without Water" won the first prize of Shandong Science and Technology Progress, making new contributions to improving the quality of human life.
implement the famous brand strategy. Lu Hua Group takes the creation of the first brand of edible oil in China as its goal, casts the brand by quality, leads the enterprise by brand, and gradually makes Lu Hua a well-known brand. In the process of brand building, Lu Hua always puts product quality in the first place, and strictly controls all aspects such as raw material selection, quality control and finished product storage. In the production process, only the first peanut juice is squeezed, and the world's most advanced aflatoxin detector is invested heavily, and the world's leading separation device for removing aflatoxin is independently developed, making the oil safer and healthier; A 1,-ton constant temperature warehouse was built, which ensured that the raw materials of peanuts remained fresh all year round, maintained the nutritional components and internal quality of peanuts, and achieved the quality objectives of 1% product qualification rate and 1% customer satisfaction rate, laying the foundation for building the brand of Lu Hua. Secondly, Lu Hua pays close attention to market construction, and has established more than 6 sales branches, established a marketing team of more than 3, people, developed more than 2, dealers and formed a nationwide marketing network. At the same time, Lu Hua has also stepped up its brand promotion, and established the brand image of Lu Hua through high-end media such as CCTV, forming a virtuous circle in which brands drive the market, markets drive sales, and sales promote production. Now, Lu Hua brand has become a household name and enjoys a good reputation in the north and south of the country, becoming the first brand of peanut oil in China and the first choice product for middle and high-end consumers.
The rapid development of Lu Hua has effectively promoted farmers' income. With the expansion of the company's product sales, the number of raw materials purchased is also increasing, driving Shandong, Hebei, Henan, Jiangsu, Anhui, Hubei, Liaoning and other places to develop 6 million mu of peanut supporting bases and 1.5 million mu of oil sunflower supporting planting bases in Inner Mongolia. The annual purchase of more than 1.3 million tons of raw materials for peanuts and 3, tons of raw materials for oil sunflower has directly created more than 3 billion yuan for farmers, which can drive more than 6 million farmers to increase their income and become rich. The development of the company has also solved the employment problem of local rural surplus personnel and absorbed more than 2, farmers.