Release Time:2024-03-25
On January 12, 2024, all employees of Ruililai Company gathered at the Lily Hotel in Longgang, Shenzhen. The company's general manager, Yang Zhifeng, delivered the annual meeting message with the theme of Ruililai strengthening product brand power and crossing the cycle. The full text is as follows: Three years have passed, we have traveled to the depths of the water, experienced countless disasters, and finally have the opportunity to gather together again. These three years have been quite difficult. The epidemic lockdown and the economic downturn after the epidemic have made people feel unprecedented bitterness.
Today, emotions are mixed. Ruililai has experienced many things in the past 30 years, such as the SARS outbreak in 2003, the financial crisis in 2008, and so on.
However, the pandemic in the past three years has posed significant challenges to Ruililai's development. In 2020, the year we experienced the pandemic, we also held an annual meeting. Last year at this time, we were grateful for how we overcame difficulties to transport goods and protected every employee from the virus during the lockdown period. At that time, we were complacent.
After 2022, we thought it was already difficult. But facing 2023, Ruililai's journey through this year is even more difficult than the challenges of the past 30 years combined.
Firstly, how should Ruililai respond to the reverse squeeze caused by the downgrade of the consumer market?
This year, Ruililai repeatedly calculated costs, such as the cost of desiccants in hard cracked food packaging. He once challenged relevant departments and colleagues for a mere 7 cents increase, repeatedly whipping and cutting costs. Doing business has been done to the point of tightly grasping every inch, in order to provide the market with products with sufficient cost-effectiveness.
Do you still remember in 2020, thinking that some of the products we excel in may be surrounded and blocked by our peers. In order to avoid such a dilemma, it was decided at that time that single products like quinoa needed to be certified abroad. Even though I couldn't go to the office, we overcame the difficulties and did remote video certification. Ruililai has become the first partner of organic quinoa in China, leading its peers by at least a year. On the road to market marathon, Ruililai's product strength is half a step ahead, giving it time and space to continuously adjust its products.
Because the certification process only lasts for one season, by the time our competitors wake up, we will have been operating for a year. Even so, Ruililai has almost exclusive sources of single products in China. Today, in Sam's Club stores in China, the price of organic quinoa is much cheaper than in the United States. Such partners can only continue to exert their strength in the internal competition by working hard in the market.
Ruililai, never forgetting its original intention, based in Futian, Shenzhen, with an international perspective and courage, relying on the strict requirements of "Zhenpin", continues to lead the influence enhancement of agricultural product brands in the Greater Bay Area. In the future, Ruililai will continue to make unremitting efforts to provide consumers with more high-quality and healthy agricultural products, and share the high-quality and beautiful life of the Greater Bay Area together.
No matter how difficult it is, Ruililai still needs to do his best to resist the severe cold
We have made some deployments to build a wolf team, a team with tension, and a team that can withstand the winter. We have hired Huawei teachers to train Ruililai's management team, improve management experience, enhance combat effectiveness, and be able to survive the winter of consumer downgrading.
Ruililai has made greater adjustments to its product strategy, deciding to deepen the processing of regional agricultural products to give them a story and make them unique. Continue to deepen the research, development and promotion of Han Congee. In terms of products, from super ingredients to blended grains, Ruililai has always led the development of the domestic grain industry. Although Ruililai's market share is not the largest, leading market trends has always been Ruililai's strength.
In such a crowded market, we need to make greater efforts and focus on digging deeper into the functionality of food products. The Chinese Congee series is not only delicious, but also nutritious. Our products constantly trigger consumers to eat Congee, eat, eat cereal, and eat nuts, which contains many food functions.
For example, by the end of 2022, Ruililai will develop very good cereal. From the perspective of deliciousness, Raleigh's cereal can instantly surpass all domestic competitors. Is this enough? Of course, it's not enough, it's just unique in the dimension of deliciousness, and there hasn't been a generational difference established yet. Ruililai needs to continue researching food functionality.
At the end of 2023, new domestic regulations will open up a gap for us, and there will be new opportunities for herbs. Some medicinal and edible herbs will be released. This is a new opportunity. Ruililai and its upstream partners have worked together to develop new Hanfang soup products. These product lines need to be further broken through this year.
Ruililai's integration of online and offline channels has become an important breakthrough battle.
Ruililai has been involved in e-commerce since 2009, occupying the high ground online. We have had a great collaboration with top streaming hosts, from Li Jiaqi to Lin Yilun and the original team of Viya, to do special live broadcasts, constantly breaking through online.
For online promotion, Ruililai started late, but the team has enough confidence and the partners are awesome. In the future, we need to catch up online. Actually, the competition both online and offline is equally fierce. What do we need? To move towards a new blue ocean, Tiktok, Kwai, and the private sector, which has not achieved much, are all our efforts. Finding the right direction is more important than striving. Ruililai will definitely be able to cross the cycle!
Ruililai has been continuously revising its business strategy for the past 20 years. Although hard work may not always yield results, without effort, we will never make it to tomorrow. Ruililai never gives up!
Brand promotion continues to ignite multi-channel markets
The majority of consumers saw the seeds shared by people and birds from Ruililai in the subway, and saw the Chinese Congee from Ruili on the platform. I saw the promotion of Ruililai products in the elevator and heard warm advertisements on Shenzhen Radio.
Faced with the daunting challenges of 2023, the pressure is really high, and the people of Ruililai must work twice as hard to overcome the cycle.
In the new year of 2024, the Ruililai team needs a wolf spirit to unleash some good ideas in the market. Reviewing the old and embracing the new, going out and inviting in is the inevitable path. Opportunities will not wait for you, and there is not so much time to waste. It is not that we are ruthless, but that the market is ruthless.
Ruililai's product strength is fundamental, and delving deeper into product strength is fundamental
Ruililai has attempted a single dish of soy sauce chicken in 2023, although it failed, it cannot erase our courage to try and make mistakes. Ruililai, don't be satisfied with being a grain transporter! Because there is no brand, the business is too simple. So we need to reflect that the product has better processing and functionality, and Ruililai can make the ingredients that he and his family like.
The future is even more difficult, and we can only persist.
Despite the fact that the entire society has sunk to a bottom line in consumption, and even conventional grains cannot be sold, how can Ruililai make rice in this situation?
If we only have price advantages in the market, it is not the pursuit of Ruililai. Ruililai pursues products that can bring health, good quality products, good heart, conscientious management, and earn money to consumers. Such challenges are very great for Ruililai people.
2024 is an era of comprehensive efforts both online and offline, and we must make every effort to meet the needs of our core customers offline. Not all categories are as convoluted as grains, and breaking each grain can break your code. It is very difficult for a brand to maintain its strength in the grain market. Because grain food packaging can be seen on Taobao and in rural areas, it is sometimes difficult to highlight product differences. If we only pursue low prices, there is no minimum, only lower prices, this is meaningless. For this, we need to go out, make our products better, and turn my meal from grains into a meal. This is the opportunity. Only with a larger market can new growth points be created.
Our pace of catching up will be faster, which poses great challenges and pressures for us. However, we need everyone to burst out with more passion and motivation.
In 2024, Ruililai will continue to invest in its brand. Although it is currently an era of price and white label, we believe that valuable consumers must have the endorsement of the brand and consume its products. We hope that Ruililai can become the spokesperson for high-quality grains in China.
Finally, let me end with a poem from a poet: Winter has arrived, can spring still be far away?
