三全食品(B2):收购龙凤

Translated title of the contribution: Sanquan(B2)

Gao Wang (First Author), Rui Zhang (Participant Author)

Research output: Other contributionCase Studies

Abstract

In 2014, the annual sales of Sanquan Food (A leading frozen processed foods company in China) exceeded 4 billion yuan. Chairman Chen Nan and General Manager Chen Xi wanted to summarize the development experience of the company over the past 25 years. After 2009, high-end frozen foods grew quickly. Sanquan moved vigorously in launching its own high-end product line, and in early 2013 acquired Long Fong Group, a high-end frozen food company. The Chen brothers also faced important questions, such as how to do business in the high-end market effectively and how to integrate Long Fong into Sanquan. With the rapid development of the Internet, the number of O2O meal delivery companies had begun to increase. Facing the challenges and opportunities brought by the Internet and especially mobile Internet, the Chen brothers now wondered: how should their frozen foods company adapt?
Translated title of the contributionSanquan(B2)
Original languageChinese (Simplified)
Number of pages2
Publication statusPublished - 16 Dec 2015

Case number

GM-15-030

Case normative number

GM-15-030-CC

Case type

现场案例

Update date

2017-02-19

Published by

中欧国际工商学院

Keywords

  • 品牌升级
  • 定位
  • 并购
  • 速冻食品

Case studies discipline

  • Marketing
  • General Management
  • Strategy

Case studies industry

  • Accommodation & Food Services

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