广西南宁市蓝添化工有限公司

Headquarter: Chemical Industry Park, Economic Development Zone,  JiNan City,  ShanDong Province, China.

Phone +86-152 8958 7728

Angela@BlueSkytcca.com

China's Jinmailang highlights five key factors guiding practical … – FoodNavigator-Asia.com

Or wait…
Headlines
Processing & Packaging
Formulation
Food safety
Business
Markets
Policy
Promotional Features
Site Archive
Multimedia
Regions
All Asia-Pacific
East Asia
South Asia
South East Asia
Oceania
Middle East
Site Archive
Multimedia
Trends
Meat
COVID-19
Alternative proteins
Asian tastes
Clean label
Fortification
Healthy living
Industry growth
Plant-based development
Prepared foods
Sugar reduction
Supply chain
Sustainability
Site Archive
Multimedia
Resources
Type of resources
China 中国
Japan 日本
Middle East
Events
All Events
Shows & Conferences
Online Events
Editorial Webinars
Events

– Last updated on GMT
Related tags China Innovation
Jinmailang was established in 1994 and made a name for itself in the competitive domestic Chinese market with various instant noodle innovations – but in recent years, it has made further waves in the industry by creating what it claims to be an entirely new category of bottled drinking water.
The firm’s bottled water stands apart from the more commonly found products that tend to be either natural mineral water or processed via filtration or reverse osmosis, as it opts to boil its water - a technique believed by traditional Chinese practices to convey health and longevity.
Such category innovation has put Jinmailang in a strong position to compete with current industry heavyweights like market leader Nongfu Spring, testament to the firm’s solid product development strategy.
“For innovation to be significant and even go so far as to create a brand new category, there are five major factors that all food and beverage firms need to prioritise,”​ Jinmailang Chairman of the Board Fan Xianguo told the floor at the recent Food and Beverage Innovation Forum (FBIF) in Shenzhen, China.
“The first revolves around the appearance and presentation of the product, a factor that is particularly important for younger consumers today – we found this to be true even for a product as basic as mineral water and designed our products to be sleek and attractive.
“This is particularly important to female consumers as there is a vanity factor that comes into play, and even a product as simple as a water bottle can be related to beauty and attractiveness.

“Then of course there is product quality and functionality to provide value to consumers – for instance in our new products we have included the component metasilicic acid which is known to have beneficial effects on the blood vessels, skin and bones.”
In addition to external and internal qualities, Fan added that brands today need to craft marketing material that is able to dominate the minds of consumers, by being both to-the-point as well as balanced in its messaging.
“Marketing with a lasting impression also adds to the brand image and value – in Mandarin, ‘image’ is made out of two words which individually mean shape(形) and appearance(象), and together these bring together the physical and intangible characteristics that make up the core of the brand,”​ he said.
“The last point which is crucial for any new innovation to win over consumers is to provide them with a premium experience – this is because consumers today have many options to choose from when it comes to food and beverage brands, and they will be comparing between all of these, so the product needs to be outstanding in order to make an impact.”
Speaking from his own challenge in taking on market leaders in the Chinese market, Fan stressed that the implementation of these five factors in innovation needs to also be accompanied by practicality.
“Good innovation comes from solid and practical reasoning, as opposed to fanciful or grandiose plans – the latter is the reason that 95% of all new innovations and start-ups tend to fail,”​ he said.
“But even so, even the most powerful market leader has its weak spot, which successful innovators will be able to identify and target – for example in non-alcoholic beverage giants like Coca-Cola and Pepsi, their long traditional practices mean that they are much slower to change, and new players can leverage this.
“Similarly, there is no start-up or new company that is too small or too weak to be a challenger to existing large firms, all that is needed is the right idea, mindset and attitude.”
Copyright - Unless otherwise stated all contents of this web site are © 2023 - William Reed Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions
Related topics Business Asian tastes Supply chain Industry growth Beverages China East Asia Healthy living Sustainability
Show more
Mastering taste challenges in good-for-you products
Content provided by Symrise | 12-Sep-2023 | White Paper
When food and beverage manufacturers reduce sugar, salt, or fat and add fibers, minerals or vitamins, good-for-you products can suffer from undesirable...
Functional Beverage Market Insights in ASPAC
Content provided by Glanbia Nutritionals | 06-Jul-2023 | Product Brochure
High growth ahead for protein beverages makes Asia Pacific (ASPAC) the market to watch. Consumer research shows new usage occasions, key consumption barriers,...
The latest plant-based beverage trends in SEA
Content provided by Tetra Pak | 27-Mar-2023 | White Paper
Data shows that consumers’ liking and thirst for plant-based beverages is growing rapidly, especially in Malaysia, Singapore, Philippines and Indonesia....
On-demand webinars
More promotional features

source

Leave a Reply

Your email address will not be published.

*