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Behind the Haitian soy sauce incident, we see the transformation and upgrading of an industry

Issuing time:2020-10-16 10:37Author:Copy Editor 01

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recently,HaitianThe topic of soy sauce causing worms has been pushed to the forefront of public opinion, and the discussion surrounding Haitian soy sauce has expanded from food safety issues to capital, corporate strategy and even the development of the soy sauce industry.

As a leading company in the condiment industry,Haitian flavor industryIt has attracted attention in recent years because of its amazing performance in the capital market. Since its listing, Haitian Flavor Industry's stock price has shown an overall upward trend. On September 3, the stock price reached a peak of 203 yuan, and its market value exceeded 650 billion yuan, ranking 11th in the A-share market, close to the 10th place.China Petroleum.

In addition, Haitian's current soy sauce annual output has exceeded 2 million tons, surpassing Japan's Kikkoman, the world's largest soy sauce manufacturer, and becoming the real leading company in the global soy sauce industry, unparalleled in the limelight.

However, as soon as the soy sauce bug incident came out, the outside world was in an uproar. When public opinion is targeting Haitian Flavor Industry, we should calm down and explore the real reasons behind it.

The problem cannot occur on the production side

Recently, media reported that a consumer in Hunan revealed that his Haitian soy sauce was infested with insects, which attracted attention. Haitian Flavor Industry later explained that it may have been caused by improper storage by consumers, and the company is conducting further investigation and verification of the incident. However, Haitian Flavor Industry also firmly stated that there is no problem with the company's quality control.

However, public opinion does not seem to be satisfied with this answer, and the incident continues to ferment. The focus of attention is whether the insect infestation incident is really caused by lax product control in Haitian soy sauce production.

According to Wei Xiangyun, executive president of the China Condiment Association, “Leading companies have first-class production technology, intelligent equipment, first-class management talents, and complete quality control methods, and each batch of products leaves a sample. "Looking at every node in the production process of Haitian soy sauce, it is absolutely impossible for food safety problems to arise.

In fact, judging from the production and quality control of Haitian soy sauce, it is almost impossible for maggots to occur at the production end.

Wen Zhizhou, general manager of Foshan Haitian (Gaoming) Seasoning Food Co., Ltd., is the person in charge of Haitian’s soy sauce segment. He said that Haitian’s soy sauce production process integrates the application of membrane ultra-fine filtration technology, ultra-high temperature instant sterilization technology, and full-process aseptic filling. Packaging technology and other domestic and international advanced high-tech technologies ensure the high quality of Haitian soy sauce products. Therefore, there is absolutely no possibility of maggots in Haitian soy sauce before the bottle is opened.

According to reports, Haitian Flavor Industry’s soy sauce products have passed ISO, HACCP and other international standards certification, and are maintained above the highest international standards in terms of raw materials and processing techniques. Moreover, the production process is strictly guarded, the product production process is fully automated, and the factory is equipped with sealed dust-proof and insect-proof nets to prevent intrusion from the external environment. Moreover, every batch of Haitian soy sauce products must undergo product quality testing before leaving the factory. All products must meet higher than national standards, and samples must be retained for each batch.

So, how exactly do maggots get into consumers’ soy sauce bottles? This is a question that must be clarified.

Zhu Yi, associate professor at the School of Food, China Agricultural University, believes that there is a high probability that there are stains on the mouth of the bottle. Soybean flax flies, which are extremely sensitive to amino acids and protein elements, smell the smell and directly produce maggots, leading to the contamination of soy sauce. It is true that even if the occurrence of maggots is not a problem on the production side, in order to try to prevent similar food safety problems from occurring again in the circulation link, Haitian Soy Sauce has even extended its protective tentacles to the circulation link and the consumer side.

"Actually, we have been thinking of many ways to deal with this problem a few years ago." Wen Zhizhou said that in order to make it easier for consumers to close the lid, Haitian Soy Sauce has spent more than 10 million yuan on research and development, and has specially designed an easy-to-open lid. And the soy sauce bottle cap has excellent sealing. Even if the cap is opened 150 degrees, the consumer only needs to move it slightly to rebound. At present, the bottle cap has been applied to all products.

"We have a responsibility to help consumers better preserve soy sauce." Wen Zhizhou said. When the soy sauce industry was troubled by consumer-side preservation issues, Haitian, as a leading company in the industry, took the lead in proposing a more effective solution.

Has the development of the soy sauce industry encountered a "ceiling"?

The Haitian soy sauce maggot incident has attracted much attention, reflecting the concern for Haitian flavor industry both inside and outside the industry. As a leading company in the soy sauce industry, Haitian’s every move may even change the industry structure.

In recent years, a major topic surrounding Haitian soy sauce has been: how to break the soy sauce "ceiling"? On the surface, the ceiling pressure in the soy sauce industry is indeed a challenge for all soy sauce companies, including Haitian Soy Sauce.

In fact, the development of the condiment industry has three most beneficial driving forces:

The first is the development of the catering industry, which accounts for nearly 50% of condiments. Although the growth rate of soy sauce production and market size has gradually slowed down since 2015. The market size of the soy sauce industry increased by 11.06% in 2015, but this number still increased by 9.68% in 2019, which is inseparable from the development thrust of the catering industry.

Second is consumption upgrade. Increasing consumption power is the second driving force of the condiment industry. Coupled with demographic dividends such as the comprehensive two-child policy, consumption upgrades are obvious.

Condiments are also widely used as semi-finished products in food processing companies, which has also formed the third driving force of the industry.

Data shows that from 2017 to 2019, the revenue growth rates of soy sauce products were 16.59%, 15.85%, and 13.60% respectively. Therefore, the industry is gradually entering a stage of stable growth in production capacity, upgrading of product structure, and gradual concentration of the industry structure.

Wei Xiangyun believes that while the total volume will not change significantly, the biggest change in the soy sauce industry may occur in the industry structure. The concentration of the industry will continue to increase. Through the survival of the fittest in the industry, brand companies will gain new development space. Although soy sauce is the category with the highest market size in the field of condiments, the concentration of my country's soy sauce industry is actually still very low.

Data shows that my country's soy sauce industry is still relatively fragmented. Haitian soy sauce production accounts for 18% to 20% of the country's total soy sauce production, ranking first, and the output of other listed companies accounts for less than 5%. Comparing Japan's top three soy sauce brands with a combined market share of 48%, the concentration of the domestic soy sauce industry still needs to be improved.

“I personally think it’s too early to talk about the ceiling of the soy sauce industry. With the improvement of living standards and the improvement of brand and enterprise technology, soy sauce is fresher and more delicious, so the use scenarios in cooking are also expanding and improving. People are interested in high-quality soy sauce. The pursuit of quality life is just conducive to the development of brands with good quality and high brand reputation." Wen Zhizhou believes that future competition in the soy sauce industry will be reflected in the continuous improvement of innovative technology and scientific research levels. Large enterprises with strong capital and technical barriers will take the lead in competition, while small enterprises without technological advantages will be eliminated, thereby promoting industry concentration.

Wei Xiangyun judged that in the next 5 to 10 years, the soy sauce industry, and even the entire condiment industry, will be dominated by 5 to 8 nationally renowned brand companies, with regional brands with advantages and local characteristics retained in each place. An industrial structure in which distinctive brands coexist, while small businesses without technological advantages will be eliminated.

Premiumization is not about high prices

The traditional condiment industry is developing in the direction of high-end and branding. High-end has also become an important aspect for enterprises in recent years.performanceNew momentum for improvement. However, high-endization is not simply a price increase. The high-endization of enterprises still needs to find a specific path for overall improvement.

Wen Zhizhou said that high-end products should not be reflected in price, but should be comprehensive in terms of taste, nutrition and health.

Since 2010, Haitian Flavor Industry has formulated a strategy to adjust its products, increased research and development and investment in high-end products such as Haitian soy sauce, and adjusted the proportion of high-end products in the market. After successively launching Weijixian soy sauce, Haitian oyster sauce, Haitian soybean paste and other products, Haitian Soy Sauce has also developed high-end Haitian soy sauce such as the special series. The advent of these high-end products has allowed Haitian Flavor Industry to win a good reputation in the condiment market, and its sales volume is also very impressive.

In recent years, Haitian has successively launched a high-end brewed soy sauce series that has been reserved for many years - "Haitian Time-honored" soy sauce, four high-quality first-order soy sauces, "First Course", "Zero Addition", "365 High Freshness" and "Light Salt", with unique Quality and taste present consumers with the highest quality high-end condiments.

According to Wen Zhizhou, Haitian soy sauce’s high-end products have become an important driving force for performance growth, with high-end products maintaining an annual growth rate of more than 15%.

"Haitian Flavor Industry has excellent profit performance and strong funds, which will help it maintain a greater advantage in future expansion and upgrading." Wei Xiangyun believes that Haitian Flavor Industry, which is in a virtuous cycle, still has huge room for development in the future. .


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