Market Research and Analysis: Golden Dragon Cooking Oil

     As we all know, cooking oil is one of our daily necessities, an indispensable part of our nutrition, rich in oily substances that sustain our lives. However, today, very few people understand it.

    Golden Dragon Fish was established in 1991 by the Kuok brothers' group from Singapore, who founded Nanhai Oils Co., Ltd. (Kerry Group) in Shenzhen to produce small-packaged Golden Dragon Fish brand cooking oil. This was no easy feat for people at the time. Now, it has captured the global market, entered people's homes, become an integral part of their lives, and created an inexhaustible source of wealth.

    Back then, people mainly bought oil in bulk, without much brand recognition, carrying oil jugs to oil shops to fill. But the arrival of Golden Dragon Fish changed people's lives. Gradually, cooking oil entered supermarkets, changing its image from cheap to high-quality. The transparent small packaging and golden color gave people a sense of trust in its quality, and the half-kilogram and one-kilogram packages were convenient to carry. Soon after, in 1993, China abolished its policy of subsidized oil, causing oil prices to skyrocket. Jinlongyu seized this opportunity and spared no expense to capture the market. By employing low prices, high quality, advertising, and advanced packaging, they quickly dominated the market, becoming the leading edible oil brand and earning a deeply ingrained impression in consumers' minds: Jinlongyu was synonymous with small packets of edible oil, and small packets of edible oil were synonymous

    with Jinlongyu. Later, Jinlongyu conducted market research, modified its edible oil formula, and established comprehensive market quality supervision during a crisis. The company set up internal quality control points and product inspections before shipment, assigning specific responsibilities for comprehensive product quality testing and control to individuals, ensuring that every step had a dedicated person in charge. Within a very short time, a comprehensive quality management office was established to be responsible for and implement comprehensive quality assessments. They were determined to rigorously address product quality issues, proposing the management philosophy of "no best, only better," and reaching a consensus: quality is the lifeblood of the enterprise. Finally, they hired experts to conduct quality control lectures for company employees, and the group company fully utilized its organizational functions, clearly proposing the slogan "Customers are in my heart, quality is in my hands" within the enterprise. This instilled product quality control awareness into the subconscious of every employee, and they implemented comprehensive management of all aspects, including rigorous operational skills training, product development and design, product quality monitoring, company monitoring, and after-sales service control.

    After ten years of dedicated effort, their products finally gained consumer recognition. Rigorous quality management and comprehensive market service are the keys to Jinlongyu's accumulated market competitiveness. Today, their products cover the global market, bringing economic benefits to people and themselves.

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