Jinhua Hezuo Food Co., Ltd Joint venture Jinhua Hezuo Foods Co., Ltd has changed its development strategy since its establishment. The company has begun to focus on healthy leisure foods based on the advantages of Hezuo Foods and Jinhua Foods. The joint venture produces a series of foods, including jelly, gummies, mini muffins, fruit salad and sachima. Among the products, the mini muffins and sachima were newly launched products in 2010. Since they are more health oriented, the two products have gained much popularity since their debut in the market. Another new mini fruit jelly, the ‘Flexible Love’, is also very popular with customers. Branding Brands are the biggest advantage in market competition. Jinhua Hezuo firmly believes that their brand is the most powerful competitive edge for the company in the future. To better establish the company’s image, Jinhua Hezuo Foods has invited professional a management company to assist in its product positioning. In addition, to improve the brand awareness among Chinese consumers, the company advertises their new products on CCTV. At the same time, bus ads, outdoor ads, campus media and interactive games are have also been adopted to promote their products and enhance their brand image. Through a series of advertisements, the company’s cartoon character ‘Zuozuo Boy’ has been favored by customers. After establishing the joint venture with Jinhua Foods, the JV still uses Jinhua’s original sugar brand “Good Luck” or Haocaitou. The company will increase investment to further promote its brand image. Marketing With many years’ effort, the company has built a wide marketing network in China and has set up branch offices in Shanghai and Hangzhou. It has become one of the suppliers to Wal-Mart, Carrefour, Metro, Lotus and Price Smart chain stores. The company also exports its products to Southeast Asia, Japan, Europe, Australia, US, Africa and many other regions. Expectations After a new round of re-structuring, Jinhua Hezuo Foods has developed itself into a large-scale food company specializing in jelly, sugar and cake products, with standard management, advanced technology and high-quality products. It now has 3 factories with 800 workers, covering over 20,000 square meters. It has been named as “China’s 10 Best Quality Jelly Brands” and “Fujian Famous Trademark” for its high-quality products and good services. In the future, the company will continue to produce safe, healthy, nutritious and yummy foods for customers.?

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