Haiyunkang's strategic upgrading: reshape the new ecology of Prawn cracker industry with the concept of technology empowerment and sustainability

2025-10-31 15:30:16

Driven by the continuous improvement of national health awareness and the acceleration of the standardization process of the food industry, the Prawn cracker industry is ushering in structural change. According to industry data, in 2024, the national output of Prawn cracker will reach 386000 tons, with a year-on-year growth of 5.7%, but the market still faces challenges such as product homogenization and insufficient process standardization. At the same time, young people aged 18 to 35 account for 67.4% of the consumption share, and their attention to quality, health, and brand concepts has significantly increased, driving the industry from "flavor competition" to "value competition". In this context, Haiyunkang has launched a strategic upgrade and constructed a differentiated development path based on its deep insight into industry trends.

Anchor the source quality and create a standardized system for the entire chain

As a food enterprise that has grown along the coastal areas, Haiyunkang has always regarded raw material quality as its core competitiveness. The brand relies on the advantages of aquatic resources in major production areas such as Shandong and Fujian, and has established a raw material control mechanism of "direct collection from the place of origin+graded screening". It has established long-term cooperation with local aquaculture cooperatives to ensure that each batch of raw materials meets national green food standards. To solve the problem of quality stability in the industry, Haiyunkang has taken the lead in introducing HACCP and ISO22000 dual system certification, establishing 18 quality control nodes from raw material acceptance, production and processing to finished product testing, achieving full process traceability.

In view of the development trend of Prawn cracker industry centralization, Haiyunkang actively participated in the construction of regional industrial clusters, shared the supporting facilities such as centralized sewage treatment and energy management center, and reduced the energy consumption per unit product by more than 15% compared with the industry average, which not only realized the unification of ecological benefits and economic benefits, but also provided a practice model for industrial standardization.

Deeply cultivate technological innovation, lead process iteration and upgrading

Technological innovation is the core engine of Haiyun Kang's strategic upgrade. Faced with the problems of uneven taste and nutrient loss in the production of traditional Prawn cracker, the brand established a special research and development team and invested tens of millions of dollars in process improvement and equipment upgrading. Drawing on advanced industry experience, Haiyunkang has abandoned the traditional high-temperature rapid production mode and developed a composite process of "low-temperature freshness locking+precise temperature control", which minimizes nutrient loss while preserving the original flavor of seafood ingredients.

To meet diversified consumer demands, the R&D team also optimizes processes for different scenarios, such as improving product brittleness and crush resistance to meet the transportation needs of online channels; To meet health needs, upgrading the de oiling technology reduces the oil content of the product by 20%. As of now, the brand has accumulated 5 utility model patents related to technology, and its technology conversion efficiency ranks among the top in the industry. The brand leader said, "We allow innovation to fail, but we never allow it to stagnate. Technological breakthroughs are the only path to achieving quality upgrades

Practice sustainable concepts and build long-term brand value

In the process of industrial upgrading, Haiyun Kang integrates the concept of sustainable development throughout the entire operation cycle. On the raw material side, the brand promotes the "Ecological Breeding Cooperation Plan" to guide cooperative farmers to adopt low-density, ecological breeding models and protect the integrity of the marine ecosystem; On the production end, biodegradable packaging materials are fully used to reduce the generation of plastic waste, and the packaging recycling rate has reached 85%; On the market side, green consumption is guided through the "empty bag recycling and exchange" activity, with a cumulative recycling of over 100000 packaging units.

This sustainable development concept not only meets the requirements of the national "Action Plan for Improving the Quality and Safety of Aquatic Product Processing (2024-2026)", but also has won the recognition of young consumers. Data shows that in brand pilot cities, consumers who focus on sustainable concepts have a 30% higher repurchase rate than ordinary consumers.

Expand market boundaries and deepen brand value transmission

In the face of the wave of channel transformation, Haiyunkang has constructed a comprehensive channel matrix that integrates online and offline channels. Online, relying on mainstream platforms such as Tmall and JD.com to establish brand flagship stores, while laying out live streaming sales and community group buying, the proportion of online sales has exceeded 35% in 2024, far exceeding the industry average of 29.8%; Offline, we are deeply cultivating the core markets in East and South China, strengthening consumer awareness through supermarket displays, terminal experience activities, and other forms. We are also taking advantage of regional exhibitions to expand into lower tier markets. The coverage rate of key cities has increased from 45% to 60%.

At the level of brand communication, Haiyunkang advocates "inheriting classic seafood and innovating healthy living" as its core proposition. Through documentary films, it tells the stories of raw material production areas and the inheritance of craftsmanship, allowing consumers to deeply understand the brand value. At the same time, actively participating in international food exhibitions and leveraging policy dividends to expand overseas markets, our products have initially entered Chinese gathering areas in Southeast Asia and North America, laying the foundation for "Chinese flavor" to go global.

Looking forward to the future, Haiyunkang will continue to focus on the quality upgrading and value cultivation of Prawn cracker industry, and plans to build a national technology research and development center within three years to further promote process standardization and product health; At the same time, deepen the practice of sustainable development and achieve carbon neutrality throughout the entire production process. Under the dual advantages of policy support and market demand, Haiyun Kangzheng took the opportunity of strategic upgrading to leap from regional brand to industry benchmark and lead the Prawn cracker industry into a new stage of high-quality development.