How to introduce Luhua sunflower oil

Arowana Group "Arowana" is a famous edible oil brand owned by Kuok Brothers Cereals and Oils Pte. Ltd. in Singapore. Kuok Brothers Cereals and Oils Sdn Bhd is the flagship company of the Kuok Brothers Cereals and Oils Group. Kerry Cereals and Oils (Shenzhen) Co., Ltd. is a fully-invested marketing planning and management company in China of Kerry Cereals and Oils (China) Co., Ltd., a subsidiary of Guo Brothers Group.

The Kuok Brothers Group was founded by Mr. Robert Kuok in Malaysia in 1949. It has developed into one of the most diversified and enterprising multinational enterprise groups in Asia. Its members include Pacific Shipping Company Limited, Shangri-La Hotels, Kerry Properties, Kerry Beverages, South China Morning Post and many more.

In 1974, Kwok Brothers Group established Kerry Holdings Co., Ltd. in Hong Kong. Since then, "Kerry" has become the symbol of Kwok Brothers Group's extensive business in Hong Kong and mainland China. Kerry Cereals and Oils (China) Co., Ltd. is a professional investment company of Kerry Cereals and Oils Group, a subsidiary of Guo Brothers Group, which invests in grain and oil production enterprises in China.

In 1990, Kerry Cereals and Oils Group invested in China for the first time. An oil and fat production plant, Nanhai Oil and Fat Industry (Chiwan) Co., Ltd., was officially put into operation. It is one of the earliest enterprises in China to produce refined oil and small packaged oil 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 sites in Fangcheng, Chengdu, Xi'an and Yingkou, covering the national market and forming a A very large grain, oil and food production and processing system, including: Nanhai Oils and Fats Industry (Chiwan) Co., Ltd., Fangchenggang Xinhai Oils and Fats Industry Co., Ltd., Tianjin Kerry Grain and Oils Industry Co., Ltd., Shanghai Kerry Grain and Oils Industry Co., Ltd., Sichuan Kerry Grain and Oils Industry Co., Ltd. Co., Ltd., Xi'an Kerry Oils and Fats Industry Co., Ltd., Qingdao Kerry Vegetable Oil Co., Ltd., Qingdao Kerry Peanut Oil Co., Ltd., Yingkou Bohai Oils and Fats Industry Co., Ltd., Shanghai Kerry Food Industry Co., Ltd., Kerry Oleochemical Industry (Shanghai) Co., Ltd. , Nanhai Special Oils and Fats Industry (Shanghai) Co., Ltd., Shenzhen Nantian Oil Meal Industry Co., Ltd. and Shenzhen Nanhai Grain Industry Co., Ltd., more than ten production companies, a trading company specializing in raw material procurement, Shenzhen Kerry Grain and Oil Trading Co., Ltd., and a specialized Kerry Cereals and Oils (Shenzhen) Co., Ltd. is engaged in marketing planning and management. Kerry Cereals and Oils Group currently has more than 5,000 employees in China.

Kerry Cereals and Oils produces "Golden Arowana", "Xiangmanyuan", "Yuanbao", "Orchid Flower", "Carp", "Qiaochu", "Citi" and "Handmark" in China 16 brands of cooking oil in small packages. Among them, "Arowana" is a household name and a well-known brand of edible oil in China!

Kerry Cereals and Oils (Shenzhen) Co., Ltd. is responsible for the market development, channel construction and management, marketing planning and corporate image design of the small-package edible oil series brands of the above enterprises in China, and provides corporate management services and Consulting services, management company engaged in research and development of grain, oil, and food-related technologies. The company has established a nationwide marketing network and successfully achieved unified management of 13 brands.

China has joined the WTO, and the grain and oil industry is facing huge opportunities and challenges. We will seize this opportunity, rely on our confidence and strength in the Chinese market, comply with international standards, continuously improve product quality, service levels and corporate operation and management efficiency, and show our talents in the Chinese and even global grain and oil markets!

Brand history: 1991:

The first bottle of small-packaged edible oil: Arowana blended oil was rolled off the production line;

1992:

< p>Kerry Cereals and Oils’ small-packaged edible oil family has grown, and it has begun to launch other brands of small-packaged edible oils;

1996:

Kerry Cereals and Oils was the first to launch an advertising film "Arowana" on CCTV - Jinguang Shenzhou Flash" chapter, with the strong penetration of CCTV, small-package edible oil and golden arowana have attracted widespread attention from consumers, becoming the first edible oil company in China to establish a brand concept and spread the brand image.

1997:

Arowana sesame oil was launched.

1998:

Arowana peanut oil was launched.

1999:

Arowana corn oil was launched.

2000:

Arowana has gone through ten years and made ten years of hard work to make the health concept of small-packaged edible oil deeply rooted in the hearts of the people.

In 2000

The company invested specialized manpower and material resources in the research and development of second-generation blended oil;

2002:

Based on The second-generation Arowana blend oil, developed based on the principle of fatty acids, was grandly launched;

October 2002:

"Arowana - Wanjia Lights Chapter" won the "AD Ceremony" The most popular advertisement among viewers ranked first.

January 2003:

Golden Arowana Camellia Oil, another high-end oil in the Kerry series, was launched.

December 12, 2003

The sales volume of Kerry grain and oil series small-package edible oil represented by Arowana exceeded one million tons;

2004

Kerry Cereals and Oils held a celebration of "Small packaged edible oil surpasses 1 million tons" at the Great Hall of the People in Beijing;

September 2005:

" Arowana "Soybean oil, "Arowana" rapeseed oil and "Orchid Flower" peanut oil won the title of China's Famous Brand Products.

December 2005:

The first and original "plant blended oil with a reasonable proportion of fatty acids" in the domestic grain and oil industry was awarded the national invention patent certificate issued by the State Intellectual Property Office;

January 2006:

"Golden Arowana" won the second prize of Science and Technology Award issued by the China Cereals and Oils Society.

Strategic Investment Layout of Kerry Cereals and Oils

In 1990, Kerry Cereals and Oils invested in the first small-package edible oil production base in China - Nanhai Oils and Fats Industry (Chiwan) Co., Ltd. The company was officially put into production. In the following more than ten years, it successively established more than ten integrated grain and oil, food, oleochemical and other businesses in major ports and inland central cities across the country, such as Qingdao, Fangchenggang, Tianjin, and Shanghai. The production and operation base in the field has achieved coverage of the national market.

From raw material procurement to manufacturing and production to sales management, Kerry Grain and Oil has built the most complete grain and oil production, processing and management system in China, becoming a true integration of R&D, procurement, production, sales and service. Group company.

The marketing network covers the north and south of the country

Kerry Cereals and Oils has established four major marketing regions in the east, south, west and north of the country, forming a high-coverage and efficient sales network. There are 175 small package edible oil business offices, direct sales departments and liaison offices across the country, and the number of dealers has reached 636. Up to now, the number of first-level dealers of "Arowana" alone has exceeded 500, and the number of second-level wholesalers and distributors has reached more than 8,500. The first-level network covers more than 500 large, medium and small cities across the country except Taiwan Province of China, and the second-level network covers all cities above the county level. Among them, the market channels in developed coastal areas have deepened to towns and villages. At the same time, Kerry Cereals and Oils has established long-term friendly and close strategic partnerships with large domestic and foreign retail companies such as Wal-Mart, Carrefour, Metro, China Resources, Hualian, and Jingkelong.

The vast and meticulous marketing channels enable Kerry Cereals and Oils to have the largest and most complete small-package edible oil distribution network in China.

Brand concept: Let you and the people around you share the joy and warmth of your family

Arowana provides high-quality, multiple varieties and different products with continuous innovation and leading technology. Price tiers and convenience of cooking oil products in small packages. It brings healthy, nutritious and delicious eating experiences to consumers who pursue a healthy quality of life, allowing people to share the joy, warmth and care of their families. And then create an excellent edible oil brand of international quality.

Brand honor:

Early 2007:

Statistical data from the China Industry and Enterprise Information Release Center of the National Bureau of Statistics showed that the "Arowana" brand series of edible oils once again won the It is the national sales champion of edible oil, with a market share of over 40%. Since 1996, "Arowana" has been the sales champion for the 11th year.

April 2006:

The "2005 Main Economic Indicators and Main Product Sales Information of Large-scale Retail Enterprises in China" jointly released by the China Federation of Commerce and the China National Commercial Information Center shows : "Arowana" series of small-package oil products rank first in the market share of similar products.

March 2006:

The China Industry and Enterprise Information Release Center affiliated to the National Bureau of Statistics authoritatively announced that the "Arowana" brand edible oil has won the National Edible Oil Award for ten consecutive years from 1996 to 2005. Ranked first in product sales.

January 2006:

"Golden Arowana" won the second prize of Science and Technology Award issued by the China Cereals and Oils Society.

December 2005:

"Arowana" was honored as one of the 2005 first China "Top 10 Famous Brands Trusted and Respected by Netizens" sponsored by the national authoritative media People's Daily Online.

December 26, 2005:

“Golden Arowana” has won the certificate of “No.1 in Comprehensive Market Share of Similar Products” issued by the China Chamber of Commerce for five consecutive years;< /p>

September 2005:

"Arowana" soybean oil, "Arowana" rapeseed oil and "Orchid Flower" peanut oil were awarded the title of "China Famous Brand Products" by the General Administration of Quality Supervision, Inspection and Quarantine.

2000-2004:

“Golden Arowana” has won the certificate of “No. 1 in comprehensive market share of similar products” issued by the China Chamber of Commerce for five consecutive years;

2003:

The "Arowana" brand obtained the first batch of "QS" certification in the country's grain and oil industry.

2002:

"Arowana" series of small-package edible oil won the "Product Quality Inspection Exemption Certificate" from the General Administration of Quality Supervision, Inspection and Quarantine;

November 2002:

"Arowana" vitamin A-fortified edible oil has passed the authoritative certification of the Chinese Society of Preventive Medicine and was included in the "Healthy Golden Bridge" key promotion projects;

2001:

"Arowana" was rated as "Top 20 Famous Brands in China's Food Industry from 1981 to 2001";

1998:

"Arowana" was protected for consumption by China Recommended by the Investor Foundation as a "Consumer Trustworthy Product";

In addition, Kerry Cereals and Oils' subsidiaries have been awarded the title of "China's Excellent Enterprise for Foreign Investment" by the country and various regions over the years, and "Enterprise with Good Customs Reputation". It has been affirmed by many parties such as "Advanced Taxpayer Enterprise" and "3A Bank Qualification Review Enterprise". Group Overview

Shandong Luhua Group Co., Ltd. is a national key leading enterprise in agricultural industrialization, with an annual production capacity of 600,000 tons of peanut oil and 100,000 tons of sunflower oil. It now has nearly 8,000 employees and has 17 subsidiaries including Laiyang Luhua, Laiyang Jiangtuan Luhua, Shandong Luhua, Zhoukou Luhua, Xiangyang Luhua, Shenzhou Luhua, Changshu Luhua, and Inner Mongolia Luhua. The company's main products include Luhua brand pressed first-grade peanut oil, shelled and pressed sunflower oil, nut blend oil, sesame sesame oil, brewed soy sauce, brewed glutinous rice balsamic vinegar, mineral water, FD food and other products. Luhua won the honorary title of "National Reliable Oil" in 2002, and became the "Oil for the State Banquet of the Great Hall of the People" in 2003. In 2004, it was awarded the "Nutrition and Health Advocacy Product" by the National Center for Public Nutrition and Development. In the same year, the "Luhua" trademark It was rated as "China's Well-known Trademark" by the country; in 2005, Luhua Peanut Oil was rated as "China's Famous Brand" product by the country. The products sell well in more than 30 provinces, cities and autonomous regions across the country and are exported to many countries and regions. In 2008, sales revenue reached 6.55 billion yuan.

In the process of development, Luhua has always adhered to technological innovation and implemented the famous brand strategy, taking it as an important part of Luhua's overall development strategy.

Technological innovation strategy. After 6 years of scientific and technological research, the company successfully created the 5S pure physical pressing process. Relevant national departments have organized expert groups to demonstrate the scientific and technological achievements of the 5S pressing process for many times, and concluded that the process has five obvious innovations: one-time pressing during production avoids high-temperature refining and contamination of oil products by chemical solvents; original creation of peanuts and sunflowers The oil-making "flavor generation and fragrance retention" and "anhydrous dephosphorization" technologies; VE preservation and constant temperature storage technology preserve the natural nutrients in the finished edible oil; and completely remove aflatoxin in the oil. The expert panel concluded that Luhua's original 5S pure physical pressing process has high technological content and is the world's leading edible oil manufacturing process. It has filled the gaps at home and abroad and will surely lead the historical development direction of my country's edible oil technology. On May 28, 2002, experts from the National Standard Approval Meeting for Edible Vegetable Oils revised the national standard for pressed peanut oil with reference to Luhua's current standards. In June 2003, Luhua 5S pure physical pressing process passed the national scientific and technological achievements appraisal.

In 2004, it was awarded the second prize of Shandong Provincial Science and Technology Achievement Award by the Shandong Provincial Department of Science and Technology. In 2005, it was awarded the second prize for China Cereals and Oils Science and Technology Progress Award by the China Cereals and Oils Society, and was recognized and praised by Cereals and Oils experts. The new generation of "Luhua" brand peanut oil produced through the 5S pressing process has exceeded all inspection indicators of world-famous brand products in terms of color, smell, taste and intrinsic quality. Luhua brand sunflower kernel oil uses this new process to peel and squeeze sunflower seeds, breaking through the original backward method of leaching sunflower seeds in shells and filling the gap in sunflower oil production at home and abroad. In 2007, Luhua " "The new process of shelling, pressing and anhydrous dephosphorization of 100,000 tons of fragrant sunflower oil" won the first prize of Shandong Province Science and Technology Progress Award, making new contributions to improving the quality of human life.

Implement the famous brand strategy. Luhua Group regards creating the first brand of edible oil in China as its goal, builds the brand with quality, leads the enterprise with brand, and gradually builds Luhua into a well-known brand. In the journey of building a brand, Luhua always puts product quality first, strictly controls every aspect from raw material selection, quality control, finished product storage, etc., only extracts the first raw peanut juice during the production process, and invests heavily in introducing The world's most advanced aflatoxin detector, and the world's leading separation device for removing aflatoxin have been independently developed to make oil products safer and healthier; a 10,000-ton constant temperature warehouse has been built to ensure that peanut raw materials remain fresh all year round and maintain The nutritional content and intrinsic quality of peanuts have achieved the quality goals of 100% product qualification rate and 100% user satisfaction rate, laying the foundation for the Luhua brand. Secondly, Luhua has paid close attention to market construction, established more than 60 sales branches across the country, established a marketing team of more than 3,000 people, developed more than 2,000 dealers, and formed a nationwide marketing network. At the same time, Luhua has also increased its brand promotion efforts and established Luhua's brand image through high-end media such as CCTV, forming a virtuous cycle of using the brand to drive the market, using the market to drive sales, and using sales to promote production. Now, the Luhua brand has become a household name and is well-known in the north and south. It has become the first brand of peanut oil in China and the first choice product for middle and high-end consumers.

The rapid development of Luhua has effectively promoted farmers’ income increase. As the company's product sales expand, the amount of raw materials purchased also continues to increase, driving the development of 6 million acres of supporting peanut bases in Shandong, Hebei, Henan, Jiangsu, Anhui, Hubei, Liaoning and other places, and 1.5 million acres of supporting planting bases for oil sunflower in Inner Mongolia. The annual purchase of more than 1.3 million tons of peanut raw materials and 300,000 tons of sunflower raw materials directly creates more than 3 billion yuan in income for farmers and can help more than 6 million farmers increase their income and become rich. The company's development has also solved the employment problem of local rural surplus people, attracting more than 2,000 farmers to work in the company, with a per capita income of more than 8,000 yuan, and driving more than 10,000 employees in the tertiary industry such as transportation and catering in the local and surrounding areas. people. On December 14, 2003, Hu Jintao, General Secretary of the Central Committee of the Communist Party of China and President of the People’s Republic of China, inspected Luhua Company and spoke highly of Luhua’s efforts: “Thanks to your efforts, both consumers and farmers have benefited. We have benefited from it, good, well done, I hope you can do better and make more farmers rich." On September 13, 2006, Hui Liangyu, member of the Political Bureau of the Central Committee of the Communist Party of China and Vice Premier of the State Council, also inspected. After receiving Luhua, he said happily: "Thank you Luhua for its contribution to China's oils and fats! Do a good job and the state supports the development of national enterprises like Luhua."

Luhua people will keep the party and the people in mind The national leaders have entrusted us to always focus on the scientific concept of development, establish a people-oriented idea, and on the basis of maintaining existing performance, stand at the strategic height of big market and big agriculture, and transform technological advantages, brand advantages and resource advantages into industrial advantages. and market advantages, and make our contribution to solving China's edible oil shortage and national food strategic security. By the end of the 11th Five-Year Plan, we plan to have an annual peanut oil production capacity of 1 million tons, sales revenue of 10 billion yuan, develop a peanut planting base of 10 million acres, and allow tens of millions of farmers to become Luhua's off-site employees. In the process of agricultural industrialization, we will make greater contributions to the comprehensive construction of a new socialist countryside and realize the grand desire of Luhua people to "serve the country through industry and benefit the people's livelihood."

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