Revenue increased by 12% year-on-year, Jiajia Food achieved profitability in the first quarter.
From Zero to Synergy, Harnessing the Future. Facing intensified industry competition, Jiajia Food upgraded its marketing strategy, vigorously promoting innovation and transformation, achieving a "good start" in revenue for the first quarter of 2024.
On the evening of April 29, Jiajia Food disclosed its Q1 2024 report, showing revenue of 487 million yuan, a year-on-year increase of 12.05%, and net profit attributable to shareholders of 6.5663 million yuan.
In recent years, Jiajia Food has consistently advocated the product concept of "safe and healthy," successively launching product series such as "low-sodium," "zero-additive," and "low-sodium zero-additive," which have gained widespread consumer recognition and positive market response.
At the 2024 distributor conference held at the end of 2023, Jiajia Food officially upgraded its marketing strategy to "From Zero to Synergy, Harnessing the Future."
"Zero represents zero-additive products and also symbolizes Jiajia Group's determination to start anew and reshape the market," explained Yang Zijiang, General Manager of Jiajia Food Sales Company.
Following the launch of the "low-sodium soy sauce" and "zero-additive" series in 2019 and 2022, the company introduced the "low-sodium zero-additive" series online in July 2023, including soy sauce, dark soy sauce, aged vinegar, cooking wine, oyster sauce, and other categories.
During investor research activities in early January this year, Jiajia Food stated that for the zero-additive product series, the company would continue leveraging the attributes of new retail channels and media, synchronizing online and offline efforts to enhance promotion. Additionally, in 2024, the company will continue advancing the operation of its low-sodium series flagship products.
Beyond product innovation, Jiajia Food is also upgrading and transforming its channels, revitalizing the brand.
In recent years, while refining traditional channels, the company established five sales channels: KA, catering, e-commerce, new retail, and welfare supplies, creating a multi-dimensional marketing framework of "channel 下沉， multi-channel development, and online-offline integration."
In 2023, Jiajia Food actively expanded its online presence, leveraging internet platforms to open new marketing avenues. In 2024, the company is fully committing to internet marketing.
During the "2024 New Year Shopping Festival" in January, Jiajia Food made Douyin its main platform, launching interactive topics like "Say Goodbye to High-Salt Kitchens with Jiajia" and the major campaign "Year of the Dragon: I Need a Boost," effectively boosting brand influence.
Additionally, Jiajia Food promoted the New Year Shopping Festival on Tmall and JD flagship stores, while simultaneously launching the "Year of the Dragon: New Car Launch" campaign on Xiaohongshu and Weibo, collaborating with 24 brands for the "Year of the Dragon: I Need Jiajia Luck" joint giveaway.
These initiatives align with the brand strategy under Jiajia Food's "From Zero to Synergy" marketing approach.
According to the strategic plan revealed at the distributor conference, Jiajia Food will rely on internet platforms in 2024 to comprehensively deploy traditional e-commerce + interest-based e-commerce + community/social e-commerce, establishing full-platform online self-operated stores + a 10,000-person livestream matrix to amplify online visibility and brand voice. Simultaneously, the company will shift from traffic marketing to content marketing, advancing brand rejuvenation.
Moving forward, Jiajia Food will focus on products and channels, relying on innovation and transformation to seek new development opportunities in business, management, technology, talent, and more, driving stable and positive corporate growth.
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