Interpretation of "the most beautiful symbol": Pay more attention to the intangible heritage. WeChat official account: Thirty years of reform and opening up and the unremitting efforts of three generations have not only created the rapid economic development of China. People's change from "eating oil" to "eating good oil" is China people's pursuit of health, naturalness, nutrition and scarcity, and the continuous narrowing of the distance with the world. China has the largest population in the world, which also determines its inevitable position as the largest country in the circulation and consumption of edible oil. With the rising prices of sesame, soybean, peanut and other raw materials, traditional low-end edible oils such as soybean oil and peanut oil have raised prices one after another, losing their price advantage. Many consumers began to try high-end edible oil. With the increase of sales, the domestic high-end edible oil industry showed a thriving trend, and the existing problems were gradually exposed.

I. Current situation of high-end edible oil market

At present, there are olive oil, sesame oil, corn oil, sunflower seed oil, grape seed oil, mustard oil, safflower oil, wild camellia oil, palm oil, linseed oil, walnut oil, rice bran oil, coconut oil, almond oil, perilla oil and hemp oil in the high-end edible oil market in China, with different raw materials, different producing areas and different effects. These various edible oils can be simply divided into three categories.

(1). Olive oil abroad

At present, olive oil in China is mainly produced in seven countries: Spain, Italy, Greece, Tunisia, Turkey, Syria and Morocco. According to the packaging method, it can be divided into original imports, such as Pinli, Oliveira, Betis, Andalucy, Lvzi, etc. Bulk oil purchased abroad is repackaged at home, such as Fulinmen, Lu Hua, Jinshibanxiang and Duoli, which also imitate imports in packaging. For most edible oil enterprises in China, the entry of olive oil is of little significance, because the olive oil market has been cultivated for many years, although it has a certain market capacity, but the influence of foreign brands on basic consumption is self-evident, and olive oil consumers are more concerned about whether it is an imported brand. The difficulty coefficient of domestic brand entry and the corresponding strategic breakthrough need to match.

(2). Local high-end edible oil

China is rich in high-end edible oil production raw materials, such as saffron seed in Xinjiang, hemp seed in Guangxi, camellia seed in Jiangxi, walnut in Shanxi and coconut in Hainan, all of which are excellent local resources. For example, safflower seed oil has the highest fatty acid content in known edible oil; Camellia seed oil is called "oriental olive oil"; Walnut oil is the highest-grade edible oil in the world; Sesame contains minerals such as vitamin E, vitamin b1, linoleic acid, protein, sesame sugar, pentosan, calcium, phosphorus, iron and various rich nutrients. Among them, < P > vitamin E, which has the largest content and becomes the main component, is often called the vitamin for preventing aging. It has a good effect on improving blood circulation and promoting metabolism. There is also linoleic acid, an unsaturated fatty acid, which has the function of regulating cholesterol, so it is also called "the nutritional source of staying young forever". The local high-end edible oil is not inferior to olive oil in development potential. Judging from the current brand distribution, terminals such as Arowana, Fulinmen, Xiwang and Duoli generally choose Shangchao.