htmlOn October 10, affected by the "double standard" storm of food additives, on the first trading day after the holiday, Haitian Flavor Industry's stock price opened fell 7.99%. As of today's closing, Haitian Flavor Industry's closing price was 75.08 yuan per share, down 9.35%, with a total market value of approximately 347.9 billion yuan. Compared with the previous trading day, the total market value of evaporated by approximately 35.9 billion yuan.
htmlOn the evening of the 19th, Haitian Flavor Industry issued another clarification announcement, has high, medium and low grade products, both in the domestic and international markets, and sells products containing food additives and products without food additives. also expressed his gratitude to all parties for their attention and trust, and will continue to serve consumers and investors, and be honest in accepting market and consumer supervision.
Although Haitian Flavor Industry issued three statements in a row within ten days, the public opinion storm has not subsided, and the Haitian leader Pang Kang has also been pushed to the forefront.
The time-honored brand meets the new scholar
Pang Kang rarely appears in the media field, and there are only a few photos of his personal public.
search found that Pang Kang's resume was so clean that there was almost no story: he was born in Foshan, Guangdong in 1956. In 1982, at the age of 26, he served as the deputy director of Foshan Zhujiang Soy Sauce Factory (the predecessor of Haitian Flavor Industry), and never left again.
For the past 40 years, Pang Kang has been the main manager of the company's operations. He is currently the chairman and president of Haitian Flavor Industry.
low-key is the camouflage on the giant crocodile. Although they are in Foshan , compared with Hi Xiangjian, founder of Mide Group and Country Garden Co-Chairman Yang Huiyan , Pang Kang's reputation is not obvious. On the contrary, Haitian Flavor Industry has a history of more than 300 years, which can be traced back to the Foshan sauce garden that began to flourish during the Qianlong period.
50s Haitian Dry Field
But in the 1980s, Haitian Soy Sauce Factory was still a state-owned enterprise with a very small scale and little influence. The biggest breakthrough is still in Pang Kang's hands.
80s Haitian Dry Field
First grow bigger, then strengthen
Pang Kang rarely appears, and naturally there are few stories and quotations circulating. I only know that when he entered Haitian, he had the dual identities of a college student and a senior economist, and was initially assigned to work as a technician in the soy sauce factory.
In that era, Haitian Soy Sauce Factory was just a factory that produced seasonings as planned, and the daily work content was not very good. Pang Kang, who was unwilling to be content with the status quo, went deep into the front line to understand all aspects of production and operation. It was also at this time that he found that the production capacity of the soy sauce factory was insufficient, and the quota production and targeted supply could not meet the needs of the general public.
coincides with the progress of reform and opening up. Pang Kang realized that large-scale production of is a must for soy sauce factories. For this reason, Pang Kang persuaded the factory manager to apply for production expansion to the State Planning Commission in 1984. Finally, after approval, Haitian obtained a national interest subsidy loan of 7 million yuan for the soy sauce expansion project.
In order to achieve scale, when Haitian had just gained some wealth in the 1990s, Pang Kang spent more than 30 million to introduce foreign production lines. After entered the new century, his investments became larger and larger. It is precisely because of these investments that Haitian’s products can be produced on a large scale, laying the foundation for going to the whole country.
Today's Haitian Dry Field
Accompanied by the policy dividends of the development of the times, Pang Kang led the Haitian Soy Sauce Factory to start two more ownership reforms, laying a solid foundation for the future rise of a seasoning empire. By 2007, Haitian Soy Sauce Factory completely became a private enterprise.
bombarded and kept pace with the times
Haitian is a "time-old Chinese brand", but Haitianren did not lie on this family fortune and enjoyed the fruits of it, but kept keeping up with the times and launching some new actions to keep the brand new.
In recent years, Pang Kang has led Haitian to make another effort in brand strategy and launched a series of brand actions with the atmosphere of the times. Over the years, Haitian has shaped a strong brand and has become a standard brand for home life, which has also become Haitian's invisible moat.
"2022 China Brand Value Evaluation Information" shows that the brand value of Haitian Flavor Industry is as high as 53.228 billion yuan. In the condiment industry, especially the soy sauce field, Haitian has become the undisputed boss. In the Asian brand footprint report released by the Kantar Consumer Index, Haitian Flavor ranked fourth among China's fast-moving consumer goods brands with 620 million consumers reaching and 79.4% penetration rate , becoming the only condiment company in the top 10, occupying the dining table of hundreds of millions of consumers.
Where there are people, there must be Haitian
In addition to production capacity and brand, Haitian's other moat is its powerful marketing network. There is a saying on Haitian official website: Where there are smoke, there must be Haitian.
condiments have a certain geographical nature and it is difficult to sell them nationwide. And Haitian has long been nationalized. Haitian Flavor Industry's sales network has 100% covered cities at the prefecture level and above in China. Among the inland provinces in China, 90% of the provinces sold over 100 million.
In 2021, Haitian Flavor Industry sold 2.66 million tons of soy sauce, and its soy sauce production and sales volume has ranked first in the country for 20 consecutive years, and is the absolute leader in the industry. However, soy sauce consumption in family channels accounts for about 30%, while catering channels and food processing account for about 70%. Whether you choose or not, Haitian Soy Sauce is there, and its industry status is hard to shake.
so that some people sighed: Chinese people can’t escape Haitian soy sauce.
After 40 years of continuous accumulation, Pang Kang has established extremely high competitive barriers for Haitian in terms of production capacity, channels and scientific research. It is precisely with such barriers that Haitian Flavor Industry can become the big winner of Matthew Effect .
In response to the recent public opinion storm, Haitian Flavor Industry issued a statement three times within ten days to clarify the response. Compared with the first solemn statement and the second initiative, the third announcement stated that has products of high, medium and low levels, both in the domestic and international markets, and sells products containing food additives and products without food additives.
Many years ago, Pang Kang once said: If one day I fail in Haitian, it is not because of the market or because of the competitors. My team must have problems, and my system also has problems.
If the "double standard" storm is only temporary, then the difficulty of performance growth, stock price decline, and reshaping consumer confidence is the biggest crisis facing Haitian Flavor Industry.
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