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From brand to variety, the management of "chicken" is amazing! Learn from Japan and France Not only sell chicken but also manage IP Guiding chicken is not only the 2016 presidential inauguration state banquet, but also the designated ingredient for star restaurants such as RAW, MUME and Tairroir. This is a new Taiwan native chicken breed created by Kaixin Industry after seven years and seven generations of breeding. It also marks an important milestone for Kaixin to enter the global chicken "breed" from a "brand". As long as you discuss chickens with Deng Xuekai, the general manager of Kaiyi Industrial, it is hard to imagine that he is running agriculture and animal husbandry that was limited by the local scale in the past. Instead, he is more like a high-level manager based in Taiwan and with a global presence. From channels, brands, supply chains, internationalization to breeding output, and even geopolitical influences, everything has been carefully considered and carefully planned. Therefore, it would be wrong to position Kaixin only by successfully building the "Taiwan Non-ferrous Chicken King" brand. Indeed, taking Quanlian Welfare Center, the leading supermarket chain, as an example, in 2019, the sales champion of Quanlian native chicken was Guiding native chicken cuts, which sold 190 million yuan; the second place was Yunlin native chicken cuts, with a sales score of 1.7 100 million yuan, and the suppliers behind it are Kaixin. Nearly 6 million chickens are slaughtered annually, and its market share in mass merchandisers and supermarkets is as high as 70%, ranking first in Taiwan. Kaixin is not only the only professional non-ferrous chicken manufacturer in Taiwan from breeder hatchery, contract breeder, feed farm, electric slaughter/cutting plant to processing plant, but also the only frozen chicken company that has been exported to Japan for a long time since 1994. Chicken supplier. These achievements are quite impressive. "The brand can determine the market price," Deng Xuekai said. From breed to processing, the chicken has spread overseas and become "Wagyu" in the chicken industry. At present, bases have been established in Myanmar and Uzbekistan. "My goal is to spread to more than ten countries and more than fifteen lines." This method can overcome the problem that the Taiwan market is too small. "If this can be replicated in major cities in Asia model, turn Guiding Chicken into a unique IP in Asia, and a complete system can be established.” After 40 years of business, he has successfully transformed from agriculture to an "agricultural enterprise". In Taiwan before the economic take-off, raising chickens was definitely not an industry, but every household would raise a few chickens. After some people gradually began to raise chickens as a business, the scale was not large. Small chicken farms with 10,000 to 20,000 chickens are quite common in the central and southern regions. Whether it is selling chicken or eggs, they are handed over to cooperative traders who come to buy regularly. They are all only for the food and clothing of the family. As for the development of brands and the improvement of breeding techniques, the distance is quite far away.
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