Brand Strategy of Yimei Spice

With the globalization of market economy, the international flavors and fragrances giants, such as IFF in the United States, GIV in Switzerland and Dexing in Germany, which have a history of more than 100 years, compete to hold high the brand banner and flood into the third world countries with low manufacturing cost and broad market. Foreign perfume brands seize the domestic high-end flavor and fragrance market at a price ten times higher than that of domestic brand products. China's flavor and fragrance manufacturing industry urgently needs to cultivate its own brand and build its own famous brand, so as to resist the challenges and impacts of internationally renowned flavor and fragrance brands.

Facing the increasingly fierce industry competition and market competition, Guangzhou Yimei Spice Co., Ltd. proposed in 1998 that it should bravely shoulder the banner of flavors and fragrances, "base itself on China and go global" and build a national flavor and fragrance industrial brand. Yimei Company has a registered capital of 6,543,800,000 yuan, invested 80,000 yuan, built a production base covering an area of 6,543,800 square meters, independently researched and produced more than 5,000 kinds of products suitable for food and daily chemical products, set up more than 80 offices and established a national marketing network. Products are gradually exported to Mengniu, Yili, Weiwei, Sanyuan, Meichen, Robust, Wahaha and Jin Wa.

The annual sales of Guangzhou Yimei Spice Co., Ltd. grows at a high speed of 30% every year, driving the downstream industrial chain to increase by 5 billion yuan every year. Many things happen. After 10 years' efforts, Yimei spices have been successful and widely recognized by the society. Yimei Company was recognized as "Guangdong High-tech Enterprise", "China Top 100 Enterprises in Food Additives and Food Ingredients Industry", and was selected as "Guangzhou Private Enterprise 100 Top", as well as "Guangzhou Private Economy Yearbook", "Brilliant Guangdong 55 Years" and "Harmonious Guangdong". It has been rated as "an enterprise that respects contracts and keeps promises" and "an excellent enterprise in the food industry in Guangdong Province", and the trademark of Yimei Company has been recognized as a famous trademark in Guangdong Province. Jane Anne, Vice President of the United Nations League of Nations. Ms Winchester led a delegation to inspect the company. And happily wrote an inscription: "I wish Yimei Perfume Co., Ltd. will bring the fragrance of nature to all parts of the world like daily chemical essence products, and develop as rapidly as you spread the world peace culture and build a harmonious society!"