Focusing on 'zero additives', Jiajia Food achieved a revenue of 1.5 billion yuan in 2023.

Facing intensified competition in the condiment industry, Jiajia Food focuses on the "Zero Additives" series and continues to transform itself.

On the evening of April 28, Jiajia Food released its 2023 annual report. During the reporting period, the company achieved revenue of 1.454 billion yuan, with a net loss attributable to the parent company of 191 million yuan.

Since 2023, under the guidance of the new marketing strategy "Starting from Zero, Winning the Future Together," Jiajia Food has continuously explored new channels, new markets, new retail, and new models, maintaining a diversified online and offline layout and further increasing online advertising expenses.

Continuing to Promote Low-Salt and Zero Additives Concepts

In terms of products, Jiajia Food adheres to the "1+1" brand strategy and the "12345" product strategy.

"Jiajia" soy sauce and "Panzhongcan" edible vegetable oil are the company's core products, with widespread brand recognition and reputation. During the reporting period, their sales accounted for about 68% of the company's total revenue, making them the primary source of income and profit.

In recent years, the company has focused on the "Zero Additives" strategic products while promoting the operation of major products such as "Low-Salt Soy Sauce," "Original Brew," and "Noodle Fresh."

Following the "Low-Salt Soy Sauce" series and the "Zero Additives" series, Jiajia Food launched the "Low-Salt Zero Additives" series online in July 2023, including light soy sauce, dark soy sauce, aged vinegar, cooking wine, oyster sauce, and other categories.

Currently, the "Zero Additives" series, led by the 200-day brewed premium light soy sauce, and the "Low-Salt Zero Additives" series, led by the low-salt zero-additive light soy sauce, have become Jiajia Food's flagship online products.

Moving forward, Jiajia Food will continue to leverage the channel and media attributes of new retail, promoting the "Zero Additives" series both online and offline, while also advancing the operation of the "Low-Salt" series.

Significant Increase in Online Sales Gross Margin

Complementing the 不断提升的产品力 is Jiajia Food's channel momentum.

While refining traditional channels, Jiajia Food has established five sales channels: KA，餐饮， e-commerce, new retail, and 福利物资， creating a 立体式营销格局 of "下沉流通渠道，多渠道发展，线上线下融合."

Online, in 2023, Jiajia Food simultaneously 发力传统电商与兴趣电商， covering various e-commerce platforms, including mainstream 货架电商 like Taobao, Tmall, JD.com, and Pinduoduo，内容电商 like Douyin, Kuaishou, and Xiaohongshu, and 私域电商 like WeChat Official Accounts, Video Accounts, and Weidian.

During the reporting period, the company's online sales revenue reached 43.0956 million yuan, with a gross margin increase of 35.11% year-on-year.

Comprehensive E-commerce Layout and 转型内容营销

During the "2024 New Year Shopping Festival," Jiajia Food made Douyin its main platform, launching interactive topics like "Say Goodbye to High-Salt Kitchens with Jiajia" and the 重磅话题活动 "Dragon Year, I Need to Jiajia Oil," enhancing brand influence while engaging 趣味互动 with netizens.

The "Dragon Year, I Need to Jiajia Oil" topic 累计播放量近 1.3 billion times, attracting hundreds of thousands of netizens to participate.

This was not accidental but the result of Jiajia Food's further 升级营销策略。

At the 2024 经销商大会， Jiajia Food outlined the 营销战略 "由零聚力，驭势未来，"未来将依托互联网平台，全面布局传统电商 + 兴趣电商 + 社区/社群电商;同时从流量营销逐步转变为内容营销，推进品牌年轻化进程。

For its 2024 plans, Jiajia Food stated that, product-wise, it will continue to promote high-margin products, strengthening sales of mid-to-high-end series like "Zero Additives" and "Low-Salt Zero Additives." Channel-wise, it will actively explore new markets and models，深耕餐饮渠道，发力新零售业务， maintaining a diversified online and offline layout. Operation-wise, it will continue to 推动精细化管理，坚持降本增效，不断提升公司整体运营能力，提高市场占有率及综合盈利能力。