Mr. Li Wenda, Chairman of Lee Kum Kee Group, pointed out many times: "Lee Kum Kee has completed his first mission to spread the traditional food culture of China to the whole world through sauces. Now, we have started our second mission to spread Chinese herbal health products from China to the whole world. " . In recent years, Lee Kum Kee Group has actively expanded the health industry. As the core company of the health industry and the undertaker of the second mission of the group, South Lee Kum Kee has been cared for, cared for, valued and supported by Lee Kum Kee Group, which has provided a strong background for the business development of South Lee Kum Kee.
Second, the development history of Lee Kum Kee In the early days of Lee Kum Kee's development, Hong Kong's consumption power was still low, and there was little demand for high-priced oyster sauce. Therefore, Lee Kum Kee adopted a unique market development strategy: starting from overseas markets and then trying to expand the Hong Kong market.
This is very different from the corporate philosophy at that time, and it is this flexibility that makes Lee Kum Kee enjoy a good reputation internationally. Since 1970s, Lee Kum Kee has been vigorously developing the Hong Kong market. At first, it was sold in a retail store and several grocery stores in Queen's Road. Later, due to the rapid development of supermarkets, it was widely distributed and sold in large quantities.
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 Becomes 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 guarantee 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 sauces, the company provided more than 2,000 packages of sauces 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 this honor.
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. This is Chinese food.
3. What is the history of Lee Kum Kee Company? Lee Kum Kee Group has a history of 65,438+0.20 years. After four generations, three centuries and two world wars, it has successfully completed its first mission, that is, spreading China's food culture to the whole world through condiments, so that wherever there are China people, there will be Lee Kum Kee.
Enterprises must have new economic growth points if they want to develop. As a wholly-owned subsidiary of Lee Kum Kee, South Lee Kum Kee still adheres to the profit-oriented and people-oriented business philosophy, and shoulders the second mission of the group-to spread China's excellent health culture for 5,000 years to the world through Chinese herbal health products, so as long as there are people, there will be infinity! As a Chinese herbal medicine health consultant, I am very willing to share my health with my friends. Interested friends can leave me a message.
Is Lee Kum Kee a Fortune 500 company? What is its market value? Lee Kum Kee Hong Kong Lee Kum Kee Group was founded in 1888 and has a history of 120 years. With strict quality management and strong market expansion ability, it has rapidly established a famous sauce kingdom at home and abroad since the 1970s, with more than 60 best-selling products and a distribution network covering more than 80 countries and regions on five continents. Lee Kum Kee won the Hong Kong Export Marketing Award, Overseas Development Achievement Award, the fourth largest brand in Asia and the first brand of food in Asia, and was elected as one of the 20 outstanding commercial organizations in Hong Kong. President Li Wenda was also named as one of the 65,438,000 most influential people in Hong Kong. 2 1 century, Lee Kum Kee was rated as one of the top 10 enterprises in Hong Kong in the Millennium, and even known as "the enterprise with the most enduring brand and goodwill", which further confirmed Lee Kum Kee's position in the international market. Mr. Li Wenda, Chairman of Lee Kum Kee Group, pointed out many times: "Lee Kum Kee has completed his first mission to spread the traditional food culture of China to the whole world through sauces. Now, we have started our second mission to spread Chinese herbal health products from China to the whole world.
"。 In recent years, Lee Kum Kee Group has actively expanded the health industry. As the core company of the health industry and the undertaker of the second mission of the group, South Lee Kum Kee has been cared for, cared for, valued and supported by Lee Kum Kee Group, which has provided a strong background for the business development of South Lee Kum Kee. The oyster sauce of Lee Kum Kee Group, a century-old brand with "the first food brand in Asia", has occupied 88% of the market share in the United States and ranked second in Japan. In Europe, Southeast Asia, and even some island countries that are hard to find on maps, Lee Kum Kee's oyster sauce, soy sauce and other products are on sale, and more than 200 products are distributed in more than 80 countries around the world. Its wholly-owned subsidiary, Guangdong South Lee Kum Kee Nutrition and Health Products Co., Ltd., is continuing to write the new history of this century-old shop in the new era. ...
5. Lee Kum Kee Does anyone know that Hong Kong Lee Kum Kee Group was founded in 1888 and has a history of 120 years. With strict quality management and strong market expansion ability, the sauce kingdom, which enjoys a good reputation at home and abroad, has been rapidly established since 1970s. More than 60 best-selling products and distribution networks are distributed in more than 80 countries and regions on five continents, truly realizing "where there are China people, there is Lee Kum Kee".
Lee Kum Kee won the Hong Kong Export Marketing Award, Overseas Development Achievement Award, the fourth largest brand in Asia and the first brand of food in Asia, and was elected as one of the 20 outstanding commercial organizations in Hong Kong. President Li Wenda was also named as one of the 65,438,000 most influential people in Hong Kong. 2 1 century, Lee Kum Kee was rated as one of the top 10 enterprises in Hong Kong in the Millennium, and even known as "the enterprise with the most enduring brand and goodwill", which further confirmed Lee Kum Kee's position in the international market.
Mr. Li Wenda, Chairman of Lee Kum Kee Group, pointed out many times: "Lee Kum Kee has completed his first mission to spread the traditional food culture of China to the whole world through sauces. Now, we have started our second mission to spread Chinese herbal health products from China to the whole world. " . In recent years, Lee Kum Kee Group has actively expanded the health industry. As the core company of the health industry and the undertaker of the second mission of the group, South Lee Kum Kee has been cared for, cared for, valued and supported by Lee Kum Kee Group, which has provided a strong background for the business development of South Lee Kum Kee.
The oyster sauce of Lee Kum Kee Group, a century-old brand with "the first food brand in Asia", has occupied 88% of the market share in the United States and ranked second in Japan. In Europe, Southeast Asia, and even some island countries that are hard to find on maps, Lee Kum Kee's oyster sauce, soy sauce and other products are on sale, and more than 200 products are distributed in more than 80 countries around the world. Its wholly-owned subsidiary, Guangdong South Lee Kum Kee Nutrition and Health Products Co., Ltd., is continuing to write the new history of this century-old shop in the new era. ...