CJ Food China, a global leader in Korean food culture
Chicken Dasida - 鷄精
CJ Food China finally rolled out “鷄精, the Chicken Dasida in November, 2006 after many years of research and development that took into consideration the long and broad history of the Chinese food culture. With the release of this product, Dasida, the representative brand of CJ, entered the Chinese market. Dasida 鷄精” attracted great interest among Chinese consumers from the moment it appeared on the market and has been expanding its hold very rapidly, as attested by its winning “The China International Taste Enhancer and Raw Food Materials Exhibition Gold Award” for two consecutive years in 2008 and 2009, a feat attributed to its superior quality. CJ approached the Chinese customers with the strategy of “a journey of a thousand miles begins with a single step” and concentrated on distributing samples and displaying the products in superstores and at interesting site events such as fixed food demonstrations. Salespeople put on their CJ uniforms and advertised the CJ motto from the early hours of the morning while opening up new restaurants in wholesale markets. After returning to the mindset of a true beginner and having made efforts over a long period of time, “Dasida 鷄精” has shown a 40% annual growth rate and is now ranked clearly in the second place in the Beijing retail market with 35% of the market share. CJ Retort Curry is also continuously growing and has 50% of the market share for the Beijing market which accounts for its No.1 product position. Our most recent product in the “ONLY ONE” line is a Seasoned Marinade that has boasted double growth every year. This is yet another achievement that CJ has made in the Chinese market where countless global businesses are competing intensely.