In recent years, as a market with unlimited potential, the Chinese market has attracted many foreign brands, but these foreign brands will carefully choose distributors when entering the Chinese market, because what they need is not only a dealer who can represent their own produ

2025/06/2907:48:36 hotcomm 1068

(Fast Consumer Products Exclusive News) In recent years, as a market with unlimited potential, the Chinese market has attracted many foreign brands, but these foreign brands will carefully choose distributors when entering the Chinese market, because what they need is not only a dealer who can represent their own products, but also a dealer who knows how to operate the brand. Hanjin Food is such an excellent imported food distributor. In addition to this identity, Hanjin Food also has a wholly-owned food processing enterprise in China, and its products are sold to Japan, South Korea, Europe and the United States and other countries and regions. In addition, Hanjin Food has also developed several own food brands such as "Korao" in the Chinese market. For this purpose, "Fast Consumer Products" interviewed Mr. Wang Sheng, marketing director of Han Jin (Shanghai) Food Co., Ltd.

Leading enterprise in the imported food industry

Hanjin Food is a diversified business group integrating snack food research and development, production, marketing, sales, export and import agents. On September 28, 2002, Hanjin Food was established in Weihai, Shandong, a beautiful coastal city. In May 2014, Hanjin Food Company's headquarters moved to Shanghai and established Hanjin (Shanghai) Food Co., Ltd. Hanjin Food is sold in shopping centers, department stores, supermarket chains, convenience stores, snack stores, and various Internet channels across the country. Hanjin Food mainly imports products from South Korea, Malaysia , Thailand, Italy and Turkey. It currently has more than 200 SKUs such as fish intestines, seaweed, cookies, soda biscuits , jelly, potato chips, grapefruit tea, ice cream, etc., and maintains long-term strategic cooperation with international food groups such as Thailand SINGHA Group and South Korea SPC Group. In 2009, Han Jin founded the "ZEK" brand and officially launched the sales of imported foods such as ZEK fish intestines and seaweed. In November 2017, Hanjin Food officially became the general agent of chocolate products of Türkiye Solen Company in China. In January 2018, Hanjin Food obtained the general agency rights of Italian SAMMONTANA ice cream products (the number one local brand in Italy) in China. After 20 years of development, Hanjin Food has gradually become a leading enterprise in the imported food industry.

Faced with the challenge, how should Hanjin Food deal with

With the rise of domestic brands and Chinese manufacturing has taken advantage of the momentum, consumers no longer treat imported products like before, and the profit of imported products in first-tier cities is gradually being smoothed out, which can be reflected in the fact that major supermarkets no longer set up import areas. Faced with such a situation, Hanjin Food has determined the strategy of "import + domestic" two carriages parallel, that is, the imported brand "ZEK" and the domestic brand "Korao" will work side by side to develop together. The ZEK brand uses original imported seaweed and fish intestines as brand symbols, takes "nutrition, delicious, healthy and fashionable" as its brand positioning, and takes "interesting snack kingdom" as its brand concept to create a leading brand of global casual food. The Kolao brand is to create a "Chinese new small round cake and cake cookies leading brand" in the hearts of consumers, and to create a brand positioning of "salt, sweet or lao", striving to occupy the market dominant share of small round cake sales.

Mr. Wang of Hanjin Food introduced that the dealer circles where Hanjin Food was previously all imported products circles, and now it is difficult to use them to layout domestic products. Faced with challenges, Hanjin Food has been continuously developing new products this year, updating old products, increasing cost investment, and actively promoting the rapid channel layout of the Kelao brand. At Chengdu Sugar and Wine Fair , Kerao Japanese vegetable round cake won the honorary title of star new product in the 2021 Sugar and Wine Fair, winning praise and on-site cooperation from more than 100 exhibitors. The newly launched Kolao cake cookies in June this year are deeply loved by consumers for their soft and soft texture, crispy and smooth texture. They have now become one of Hanjin's main products. This year, there have been many cases of cookies. Aoli and Quduoduo have launched mochi or cake and cookies, so this small category is highly competitive; and the market feedback of Kolao cake cookies is good, which gives Han Jin food confidence.In addition, Hanjin Food will launch new summer single products in response to the shortcomings of the six, seven or eight months. It is currently increasing the development and upgrading of beverage and jelly product lines to expand summer seasonal products.

The market changes in the casual snacks market. Han Jin accurately realized the changing trend and made timely adjustments to maintain the leading position and advantages of imported food before, while strengthening his own domestic brand, not to be a rotten tree that does not know how to adapt, but to be an evergreen tree that grows with the trend.

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