Since 1970s, Lee Kum Kee has only won the world with two products: old super oyster sauce and shrimp sauce. In the 1970s, with the increasing diversification of market demand, Lee Kum Kee immediately turned to the market-oriented marketing concept, implemented modern marketing management, separated the original quality assurance department, and established a D with more than 20 employees. D department strengthens product research and development. In order to get an excellent product concept, R&D personnel often have to do a lot of work, such as conducting target consumer surveys and learning from cooking professionals and retailers. In the past 20 years, Lee Kum Kee has been bringing forth the old and bringing forth the new, and has introduced sauces such as Zhejiang Panda brand oyster sauce, XXO sauce, Chili sauce, chicken powder, scallop oyster sauce, and a series of ready-to-eat sauces such as chicken sauce, brine sauce and steamed fish sauce. The number of products has increased from the original two to more than 150. Among them, Lee Kum Kee won the HKMA/TVB Bronze Award 1997 Hong Kong Outstanding Marketing Award for the development and promotion of steamed fish and soy sauce.
As the saying goes, three points looks and seven points dresses. In order to keep the old products from being eliminated, Lee Kum Kee lost no time in designing a new brand logo. Different from the early rustic appearance, the new packaging adopts the internationally popular straight-line design, which is more advanced and beautiful and more easily accepted by consumers.
1992 also hired a professional design consulting company to redesign a set of packaging marking system for Lee Kum Kee, which unified the tender and labels, giving consumers a refreshing feeling and facilitating identification. In order to increase the selling point, besides the basic information such as ingredients and weight, the poster also provides recipes and usage methods. In addition, the company also printed foreign languages on the invitation letter to show that internationalization is conducive to export. Lee Kum Kee pays attention to modern marketing communication and has carried out a series of advertising and sponsorship activities: inviting Hong Kong singer Ye Liyi to shoot TV advertisements, singing a big dinner with you on TV every night ... to enhance brand awareness; Exclusive sponsorship of circus performances in Ocean Park, Hong Kong; Providing sauces for famous people in the culinary field, such as Fang Fang and Zhen Wenda's TV cooking ... This is a bold attempt for a time-honored brand with a history of one hundred years.
Lee Kum Kee is a veritable family business, but its decision-making level has been modernized and internationalized through four generations. After studying abroad, the fourth generation of family members returned to Hong Kong in the 1980s, giving full play to their strengths in different positions of the group, making the management of Lee Kum Kee standardized and scientific. At present, Lee Kum Kee has 500 employees in Hong Kong, while there are more than 65,438+0,000 employees at home and abroad.
In the early 1990s, not satisfied with the success of condiment business, Lee Kum Kee used brand awareness to expand his own brand and devoted himself to expanding real estate, catering, health food and transportation, so as to increase his own market cake.
Lee Kum Kee became a space food;
According to Chen Bin, director of the Space Food and Nutrition Research Office of the China Astronaut Research and Training Center, the Shenzhou-9 manned mission provided astronauts with more than 70 kinds of Chinese food in space, "which can ensure that astronauts will not eat heavy food within 4 days."
"Judging from the published Shenjiu recipes, there are characteristics of astronauts performing tasks. For example, food does not need indigestible dregs to reduce the burden of the waste collection system in the spacecraft; Less nutrient loss after heating and long shelf life. " Li He, a researcher at the Institute of Nutrition and Food Safety of China CDC, said in an interview with Xinhua News Agency.
In the published menu, home-cooked dishes such as dried Pleurotus eryngii, shredded pork with fish flavor, pine kernel corn, moo Shu pork and beef tenderloin with black pepper are impressive. The seasonings selected include seafood sauce, barbecued pork sauce, Sichuan Chili sauce, tomato sauce and Thai sweet and spicy sauce, all of which are "sweet, sour, spicy and salty".
According to Lee Kum Kee Group, which was selected to supply sauce, the company provided more than 2,000 packages of sauce for astronauts. There is no essential difference between these sauces and the sauces on the public table. Its characteristics are: firstly, it should adapt to the special packaging in the space environment; Secondly, in the space environment, people's tastes will change to a certain extent, and the taste of the sauce will be adjusted appropriately according to the requirements.
How does Shenjiu food suit the personal taste of astronauts? Chen Bin said that when every kind of food is developed, astronauts should taste it first and fill in a "sensory evaluation form". Only foods with a score of 60 or more can be selected.
Two of the three astronauts are from Shanxi and one is from Henan. Because astronauts are in a weightless environment, there may be a temporary deterioration of taste, and the taste of hometown can arouse appetite more. Li He said: "For example, tomato sauce can not only meet the general demand of Shanxi people for' acid', but also help to supplement vitamin C and lycopene."
One of the highlights of Shenjiu is the first visit to space by a female astronaut from China. Li He said that in the space environment, women's bone density drops much faster than men's, so they need to pay more attention to the intake of minerals, vitamins, calcium and iron. Appropriate dessert supplement can also meet the psychological needs of women.
"Facts have proved that five flavors of Chinese food can soothe the stomachs of Chinese astronauts better than western food, enabling them to complete their tasks better. I think the successful experience in this area can also inspire and draw lessons from Asian countries with similar tastes. " She said.
Lee Kum Kee: Zero-defect benchmarking enterprise for food safety
The condiment association awarded Lee Kum Kee the benchmark enterprise award in condiment industry yesterday, and only Lee Kum Kee won the award. This shows that the condiment industry is positive about Lee Kum Kee's food safety work, which is space food and eaten by astronauts. Astronauts have high requirements for food safety. At the same time, looking back at our history in recent years, we are a sauce supplier for the Olympic Games, the Asian Games and the World Expo. On all major projects, our food has passed the most stringent inspection. The FDA of the United States came to our Lee Kum Kee factory for audit. We are the only company that has passed the FDA audit with zero defects and the only food company in China, and passed without any problems.
Why can we be so good? I want to tell you about our food safety system. First of all, our company has very good values: "being pragmatic and honest, benefiting others and benefiting themselves", which is a very important one of our core values. "Thinking of others" has three meanings. The first meaning is empathy. When you do something, you should think from the perspective of others. It is very important for us food manufacturers to consider how we cook food from the perspective of consumers. Second, we have a good quality control management system. We have a system called one hundred minus one equals zero. Why is one hundred minus one not equal to ninety-nine? That is to say, in quality control, as long as you do something wrong and do it badly, your result will be zero instead of ninety-nine. We have a very strict evaluation management system. In our raw material procurement and the whole supply chain management, we have a system called vertical supply chain, that is, from the field to the table, from raw materials to seed selection, we cultivate our own planting base. For example, pepper, we start training from seed selection, and then field management, how to cultivate, how to harvest, and how to carry out deep processing. The whole process has strict monitoring and quality control system. At the same time, our supply chain system is perfect. In many cases, food safety is very important. We guarantee quality from raw materials.
The first is our values, the second is our quality control system and the third is the supply chain system. I think this is a very complete and perfect thing. The combination of the three systems ensures that our food safety becomes a model of the industry.
Tsinghua, the fourth generation descendant of Li Huimin's "Lee Kum Kee", delivered a speech: How can China enterprises be "rich but not three generations"
"Many people say that' three generations are not rich', and our family development must break this spell." Li Huimin, the fourth generation descendant of Lee Kum Kee, a century-old Hong Kong enterprise, said in a speech in Tsinghua University on the 30th that "sustainable development is meaningful to both individuals and society".
On the same day's "Tsinghua Chinese Business Leaders Lecture Hall", Li Huimin shared the secret of Lee Kum Kee as a century-old family business with the theme of "the cornerstone of culture": "People-oriented" is the core value of our family. While considering one's own interests, we should also consider the problem from a broader perspective from the perspective of others.
Li Huimin patiently introduced the origin of Lee Kum Kee and the 26 members of the family business. He said that before 2000, Li Huimin and his brothers and sisters both worked in their own enterprises. "Everyone is the boss, and the employees don't know who to listen to, so the family Committee came into being."
In order to make this huge enterprise develop better, the family Committee has formulated a "family charter": the next generation must work in other companies for three years, and the Committee members must not exceed nine, and the "family charter" can be changed after more than 75% of the members reach an agreement. Li Huimin said that the "Family Constitution" has made detailed provisions, from equity distribution to children's education.
Compared with the "family constitution" and other hardware regulations, Li Huimin called values and ways of thinking "software" for family development. In addition to "thinking for the benefit, thinking for the people", "empathy, starting a business forever" is regarded as a creed by this family and enterprise. "We advocate' prevention first' and take various measures to ensure that family members do not get sick." Li Huimin said.
In the course of his speech, Li Huimin repeatedly emphasized that "it is not the career that needs to be maintained, but the home", and advocated that family members should always take the family as the core and understand that "we" is greater than "I" and "home" is greater than "home". He introduced that there are even "three noes" in Lee Kum Kee: no late marriage, no divorce and no extramarital affairs.
In order to maintain the continuity of the family business, "Lee Kum Kee" has been subtly cultivating the fifth generation who received western education since childhood, so as to enhance their sense of responsibility for the family. Li Huimin said that the family had arranged for members of the fifth generation to attend the Lee Kum Kee Tsinghua University Summer School, so that they could feel and accept the traditional culture of China by studying the history and culture of China and a lot of outdoor visits.
After the lecture and interactive session, Professor Long, director and doctoral supervisor of China Enterprise Research Center in Tsinghua University, pointed out that family enterprises combine family ties and interests, which will not only generate energy, but also produce contradictions. This problem once plagued the Lee Kum Kee family. However, after four generations and 120 years of development, this family business has nurtured its own unique management wisdom.
This lecture is the sixth lecture of "Tsinghua China Business Leaders Lecture Hall". Before the lecture, Tan Tianxing, deputy director of the State Council Overseas Chinese Affairs Office, and Chen Jining, president of Tsinghua University, met with Li Huimin and his party respectively. After the speech, Zhuang, director of the Economic and Technical Department of the Overseas Chinese Affairs Office of the State Council, presented the commemorative certificate of the speech on behalf of the host, and Han Jingyang, deputy secretary of the Party Committee of Tsinghua University, presented souvenirs to him.
The "Tsinghua Lecture Hall for Chinese Business Leaders" is jointly organized by the Overseas Chinese Affairs Office of the State Council and Tsinghua University, with the theme of "sharing wisdom, innovation and win-win", aiming at sharing the development experience of Chinese businessmen, building a stage for successful Chinese businessmen to show their elegance, opening a high-level lecture hall for Tsinghua students to enlighten their thinking, expanding the influence of overseas Chinese-funded enterprises and promoting greater development of Chinese business.