Brand eggs ushered in a golden period of development

For a long time, "cooked eggs are safer" has been a consensus, however, with the continuous improvement of consumers' pursuit of food taste, egg consumption methods are increasingly diversified, eating eggs without eggy smell, eating half-cooked eggs and even raw eggs are being formed, and these needs are beginning to feed back to the supply side
.
Industry insiders believe that this means that the development of brand eggs has ushered in a golden period
of development.

Standardization construction enhances brand appeal

China's first egg brand "Cluck" was born in 1999 by Dalian Hanwei Group
.
Hanwei Group established a laying hen breeding base
in the whole industry chain in 1990.
In 2013, Thailand CP Group established an egg "one-stop" production enterprise - Beijing CP Egg Industry Co.
, Ltd.
in Pinggu, Beijing, and CP Eggs began to be marketed
.
Wenshi Tianlu, Guangming, New Hope Liuhe and other agriculture, animal husbandry, and food giants have also made efforts to lay out the brand egg market
.

For a long time, the presence of brands in the process of buying eggs by consumers was not strong
.
The selling model of loose eggs has been widely used in mom-and-pop shops, farmers' markets and even some small supermarkets
.
The popularity of large supermarkets and boutique supermarkets provides a larger display space for brand eggs with regular packaging, but the brand is still only a name that exists on the label, and the brand itself does not yet have a strong appeal, compared to the brand, local eggs, free-range and other words are more convincing
.
However, since the past two years, egg brands have begun to increase publicity, widely using live streaming goods, brand co-branding, social media planting and other marketing methods, online shopping eggs, egg cards and other sales methods have also begun to become popular
in the egg industry.

Just as the beginning of Cluck and Chia Tai Egg begins with large-scale breeding and one-stop production system, brand building begins with standardized production, which is an unbreakable criterion
for the egg industry and even the entire consumer goods industry.
Industry insiders said that compared with other agricultural products, eggs are easier to achieve standardization, and the consistency
of egg quality can be achieved through the selection of hens, the nutritional ratio of feed, and the control of the production environment.

With the upgrading of consumer demand, egg production standards are also constantly upgraded, and brands play an important leading role
in them.
In October last year, the group standard "Raw Eggs" initiated and co-formulated by Huang Swan was officially launched; In September this year, the "Group Standards for Fresh Egg Quality and Grading", which was co-compiled by Saint-Dile Village, was released
.

In addition to creating group standards, more brands are working egg quality by increasing investment in research and development
.
In August this year, CP Foods and JD Fresh released functional eggs, developing and launching a product series
of fresh eggs rich in lutein and selenium.

The industrial foundation of brand building needs to be strengthened

After producing a product that meets the needs of consumers, how to tell consumers that "my product meets your needs" is another important matter
.
In this process, the introduction of new consumption concepts will be crucial
.

Industry insiders said that the core reason why many agricultural products cannot become bigger and stronger is that they do not operate with the concept of consumer goods
.
Consumer goods need to establish brand recognition, product standards, and then product differentiation, and if you only produce agricultural products, it is inevitable that they will be cost-oriented rather than focused on quality and user experience
.

Setting standards and establishing brands are the "two sides of the same body"
of the egg industry.
At present, the branding development of the domestic egg industry and even the entire agricultural product industry is still in its infancy, because on the one hand, the main force of brand building is weak, and on the other hand, the industrial foundation of brand building needs to be strengthened
.

A survey conducted by China Agricultural University and the Chinese Academy of Agricultural Sciences a few years ago showed that 95% of layer farms in the country do not have their own brands
.
Some market observers have said that at present, only large and medium-sized egg production enterprises in China have the strength to create brands, and small enterprises or small farms simply do not have the financial strength to achieve product branding
.

Industry insiders frankly said that to make agricultural product brands, we must intervene in the production side
.
However, traditional agricultural product enterprises often have production experience and capabilities, but lack the ability
of the consumer goods industry to establish brands, expand channels, and operate the entire consumer end.
This is the barrier to starting a business in agricultural products – the production side does not fully understand sales, and the sales side does not fully understand production
.

Grow the industrial chain and explore more value

The extension of eggs in the field of deep processing has an important balancing role
for the entire egg industry.
Due to the weak storage of fresh eggs, once the consumption of fresh eggs suddenly declines, the supply side will face risks
.
When eggs become processed foods, the first storage time will be extended, and it will have greater flexibility in the balance between production and sales, which is conducive to resisting operational and market risks; Secondly, the development of deep processing can also develop more consumption scenarios for eggs, thereby expanding the demand for the egg market
.

Using new consumption ideas to make agricultural brands can effectively improve the efficiency
of agricultural production.
Chu Shijian, the founder of Chu Orange, once mentioned: "Sunkist 25 yuan a catty, Gannan navel orange 2.
5 yuan a catty, the taste difference is not large, the price difference is 10 times
.
" The difference is in the value of
the brand.
”

It is important to note that branding is not the only way
out for agricultural development.
On the one hand, agriculture is a cause related to people's livelihood, and its development model cannot be constructed with a single profit-seeking logic; On the other hand, agricultural branding will be limited
by the characteristics of agricultural products.
Industry insiders said that meat and milk are currently in the agricultural products industry with a high degree of industrial integration and industry concentration level of categories, and eggs can also achieve such a goal, because meat, eggs and milk is just needed in life, with good product quality, it is easy to form a brand and form user loyalty
.

Grasping the consumption trend and promoting production and marketing, more influential egg and egg deep processing brands
will emerge in China.

(Zhou Yan comprehensive finishing)

China Food News(December 14, 2022, Version 02)

(Responsible editor: Zhou Yan).