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Company Introduction

Hailan Kitchen was founded in 2015 and is a brand enterprise dedicated to providing original and fresh ingredients for the new generation of families. Hailan Kitchen is rooted in fresh ingredients in Hainan and inherits Hainan's unique food culture. It has a breeding base of more than 300 mu, a modern food processing plant of more than 3500 ㎡, and five front warehouses in China. At present, it has developed into a whole industry chain company that "takes Wenchang chicken as the core and integrates fresh ingredients to produce delicious food". It has launched prepackaged foods such as Hainan coconut chicken, salt baked chicken, pig belly chicken, Qingjiang grilled catfish. Among them, coconut chicken products have won the certification of double first market position in category sales and sales in 2023.

Product concept, highlights and added value

The innovation of Hainan Coconut Chicken products in Hailan Kitchen:
1. Preferred natural ingredients: Select natural ingredients with authentic Hainan characteristics
Wenchang chicken, one of the four famous dishes in Hainan, is selected as the product of national geographical indication. It is raised in a free range for 120 days and 40 days in a cage through the coconut forest. It is cooked with natural ingredients such as coconut water, coconut meat, pearl horseshoe, etc. The meat is fresh and smooth, and the smell of coconut is fresh and sweet, suitable for all ages.
2. Innovation in Fresh Locking Technology: Triple Preservation Process, Restoring Restaurant Grade Flavors
Wenchang chicken adopts liquid nitrogen fresh locking technology. After the production of all ingredients is completed, it enters the -38 ℃ quick-frozen warehouse for rapid cooling and fresh locking. It is delivered through the front-end warehouse with ice bag fresh-keeping cold chain, which ensures the freshness and flavor reduction of the ingredients.
3. Packaging development innovation: With complete ingredients and independent packaging development, even novice chefs can easily cook in the kitchen
After dozens of iterations, Hainan Coconut Chicken in Hailan Kitchen has formed the product form of Hainan Wenchang chicken, Pearl Horseshoe, pure coconut water, coconut meat, and condiments and ingredients of millet, ginger, kumquat, and seasoning. The method is simple. After unfreezing and cleaning the ingredients, you can make coconut chicken dinner in 7-10 minutes, and Xiaobai in the kitchen can also make delicious dinner to meet the needs of multiple scenes of dinner gathering and camping.
4. Taste innovation: Specially made coconut chicken seasoning sauce stimulates taste buds
This coconut chicken dish is perfect for drinking soup and hot pot. The deliciousness of the soup and the smoothness of the chicken bring a fresh experience. Hailan Kitchen has also specially developed coconut chicken seasoning sauce, which, when paired with kumquat and ginger, can stimulate the deliciousness of the chicken and bring a richer taste experience.
5. Integration and innovation of industrial chain: making coconut chicken at home with higher quality to price ratio
The average price per person in restaurants is as high as 80-90 yuan for coconut chicken. Through the integration of the entire industry chain from breeding, strategic cooperation with ingredient bases, production in self owned food processing plants, and pre warehouse, Hailan Kitchen Coconut Chicken achieves a per capita price of only 30-40 yuan for coconut chicken, which is less than half of the price in restaurants and has a higher quality to price ratio.

Product Images

Please briefly describe how your product communicates with consumers

Hailan Kitchen has formed the concept of "sunshine ingredients, warm life" in the original ecological soil and food culture of Hainan. The target users of Hailan Kitchen are delicate mothers who pay attention to their family's healthy diet and understand life, emerging white-collar workers in first and second tier cities who enjoy life, and Generation Z who like to try new things and pay attention to quality price ratio. Hailan Kitchen meets users' needs for a delicious lifestyle through the following ways:
1. Product development: Rooted in Hainan's fresh ingredients and unique food culture, we develop products centered on user experience, selecting fresh and good ingredients from Hainan. We innovate and lightly process in taste, formula, experience, packaging, and other aspects to achieve restaurant level taste restoration, easy storage for users, and a delicious and cost-effective product experience for beginners. Hailan Kitchen Coconut Chicken is one of the representative products, with complete ingredients, authentic flavors, and convenient cooking.
2. Product Design: In terms of product design, Hailan Kitchen takes inspiration from Hainan's unique coconut trees, the sea, blue sky, and various natural ingredients to create design elements that are applied to the packaging of each product. We hope to bring users a sense of pleasure, happiness, and warmth.
3. User interaction: Hailan Kitchen interacts with users mainly by sharing Hainan's regional food culture characteristics and cooking methods in social media and private domains, and encouraging users to customize coconut chicken eating methods. It launched the columns of "Exploring Hainan Flavor" and "Making Good Flavor" in social media. Hailan Kitchen has accumulated nearly 50000 private domain users, 12000 fans of Xiao Hong Shu, and 205000 fans of Dou Yin.
Hailan Kitchen looks forward to sharing Hainan's regional characteristics and food culture with more users, developing more popular products, and making delicious life within reach.

Product Images

Ingredients List Photograph

Launch Date

2023-7

Target Consumer

Exquisite mothers who pay attention to healthy eating and enjoy life for their families, emerging white-collar workers in first and second tier cities who enjoy life, and Generation Z who enjoy trying new things and value quality over price.

Weight/Volume per Pack

海南椰子鸡（经典款3-4人份规格）：切块文昌鸡（900g）、速冻椰子水（1kg）、椰子肉100g、珍珠马蹄100g、青金桔30g、佐料盒55g、椰子鸡调味汁（112g）

Price per Item

128元/套

Storage requirements

冷冻（-18℃）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel

Market Performance

The data performance, regional reputation, and packaging design of Hailan Kitchen's Hainan Coconut Chicken products in the market are as follows:
1. Market data performance of Hailan Kitchen Hainan Coconut Chicken: Since the product was launched, sales of Hailan Kitchen Hainan Coconut Chicken have shown an increasing trend year by year, from millions, tens of millions, to a single product annual sales exceeding 120 million in 2022. In 2023, the cumulative sales volume exceeded 1.37 million copies, and it was certified as the top selling and best-selling brand in the Chinese coconut chicken market.
Data source of China Coconut Chicken's overall sales volume first, sales volume first brand market status certification: based on CIC Insight Consulting's research on Chinese Mainland Coconut Chicken, the survey was completed in April 2024, based on the online sales volume and sales volume of the whole network in 2023.
2. Hailan Kitchen Hainan Coconut Chicken Regional Cuisine Honor: Hailan Kitchen won the "Eat All Hainan" award for its Hainan Coconut Chicken single product, presented by Hainan Food Safety Association and Hainan Food Safety Network.
3. Hailan Kitchen Hainan Coconut Chicken Packaging Design Honor: Won the Excellent Award in the Haikou Tourism Product Design Competition in 2024 (out of over 200 entries, only 10 won), presented by the Haikou Tourism Product and Equipment Association.