At the beginning of 2025, commissioned by the 1:1:1 team of BY Beneficial Sea Kerry Golden Dragon Fish, we had the opportunity to explore the world's largest edible oil brand and participate in it, providing a series of services for brand implementation.

In 1991, Jinlongyu launched China's first bottle of small packaged oil, ending the era of non-standard loose oil in China. With the advantages of strong products, omnichannel, excellent prices, and big advertising, 1:1:1 blended oil has become the world's largest single edible oil product in nearly 30 years, and its position has remained unshaken to this day.

2025

In March, after multiple communications with Mr. Zhang Bo, both teams set off for Fujian, the region with the largest sales of blended oil in China.

Under the leadership of the local Jinlongyu branch, we visited local AB supermarkets, agricultural markets, fresh supermarkets, and comprehensive township markets.

During several days of visits, we actually interviewed dozens of colleagues from branch offices, local small shop owners, and supermarket guides, collecting their own perspectives and personally experiencing the living conditions of various supermarkets, environments, and small towns

We found that due to changes in the audience of channel media, although the Jinlongyu brand is still strong, the 1:1:1 mentality has become blurred, and people have forgotten what 1:1:1 is. Although the shelf display is very strong, the final sales still rely on low prices, multiple channels, familiar old customers, and large brand sales.

In fact, products with a 1:1:1 ratio are really good. The previous 1:1:1 ratio was a prestigious and respected product, and a frequent gift giver for wealthy families. However, now it is only because of its high price and brand that it is purchased. Today, Jinlongyu's action is to polish its golden signboard and once again make China famous.

01

The super symbol of Jinlongyu 1:1:1

What is a super symbol?

Super symbols are symbols that everyone can understand, meaningful symbols, and symbols with the highest dissemination efficiency and lowest investment cost. People don't even think about why this symbol exists, as soon as they see it, they will automatically listen to it!

China has twice challenged the super symbol of traffic lights. The first time occurred during the Cultural Revolution, when the phrase 'stop at red lights, go at green lights' was changed to' go at red lights, stop at green lights'. Since then, traffic accidents have occurred frequently, and a painful price has been paid for this.

The second occurrence occurred in 2013. This time it's not about changing the rule of 'stop at red light, go at green light', but I want to change the rule of the yellow light that falls between the two. Include the act of grabbing yellow lights as a violation of road traffic signals and impose the same punishment as grabbing red lights. This new rule came into effect on January 1, 2013, when rear end collisions were frequent, causing a nationwide uproar and controversy. Amidst opposition, relevant departments have announced the suspension of the implementation of the "yellow light punishment" rule

When a symbol becomes a common symbol, known to everyone and followed by everyone, it becomes a super symbol. For example, M is not just M, it becomes the representative of fried chicken burgers. It doesn't say anything, but when you want to eat fried chicken burgers, seeing this symbol is like being enchanted and automatically walking towards it

Traffic lights, hair cutting lights, red flags

Curve bottle

A bitten apple, all of this is a super symbol.

How to find a brand's super symbol?

If you just find a familiar symbol, would it be effective to put it on the brand? We believe that a super symbol for a brand must meet the following requirements:

1) Consumers prefer familiar and recognized symbols

2) Symbols that competitors fear

3) : Unique brand differentiation symbols

4）：

The symbol of a brand's accumulated huge investment

one

Symbols that are familiar to everyone and loved by everyone

Red flag symbols are widely known in China. They have been worn since primary school. Everyone likes red flags and red symbols. Chinese people like red most and use red as the most popular color.

two

）Meaningful symbols that are recognized and liked

A separate red flag is not exclusive to the brand, and the 1:1:1 red flag symbol represents nutritional balance. This concept is unique, representing that the intake ratio of saturated fatty acids, monounsaturated fatty acids, and polyunsaturated fatty acids should be as close to 1:1:1 as possible to achieve comprehensive and balanced nutrition. It is also recommended by many nutrition experts around the world.

three

）Accumulated investment of 2 trillion times and accumulated huge assets

This number is obtained from bottle packaging, labeling, hundreds of thousands of terminal materials, as well as channels such as the Beijing Olympics and Winter Olympics, and a cumulative sales of 4.5 billion bottles over 30 years, with an average of more than 100 exposures per bottle.

This super symbol is the red flag symbol that consumers like and are familiar with, the brand's unique registration symbol, the symbol that competitors fear and envy, and the symbol with specific meaning. We have accumulated a 1:1:1 super symbol with huge investment

02

The Super Words of Jinlongyu 1:1:1

What is Super Words?

Super brands ultimately hope to occupy a single word, Singles' Day, which was eliminated on Singles' Day. Many years ago, people would joke about Singles' Day to remember, but today they have almost forgotten that 11.11 was originally Singles' Day. Alibaba successfully occupied the word "Singles' Day", which used to be Red Bull's, but now it has also been occupied by Dongpeng Special Drink. Yuanqi Forest occupied Qi, Qianhe occupied 0, Pinduoduo occupied PinTuan, and Daozi Xiansheng occupied Xian. The brand focuses on core action investment, which may be a hot word in positioning, characteristics, scene, function, difference, and value. Once it is successfully locked in, it is difficult to forget.

Born for balanced nutrition

1:1:1

Since its inception, the name 1:1:1 has had a special real value in terms of nutritional balance. 1:1:1 is recommended by the World Health Organization as the optimal ratio for fatty acid balance, and the 1:1:1 product of Jinlongyu was born to address this social pain point. You can eat eight types of vegetable oils in one bottle,

Won two major Chinese invention patents and became a globally recommended nutritionally balanced good oil by numerous nutrition experts.

Started investing 20 years ago, balanced nutrition

As the first brand advocating for balanced nutrition, Jinlongyu 1:1:1 has led the "balanced nutrition" revolution in the edible oil industry. Since more than 20 years ago, Jinlongyu has always emphasized the importance of balanced nutrition 1:1:1 and registered a trademark, successfully protecting it.

When I was a child, my mother always said 'don't be picky about food' because balanced nutrition is really important!

When I was a child, I didn't eat vegetables and only ate meat, but was severely "educated" by my mother. As I grew up, I realized that my mother's advice was about balanced nutrition for the sake of our physical health.

）A super phrase envied by all walks of life

Nutritional balance has become a hot topic in the category. Brands that make soy milk say that switching between soy milk and milk makes two cups of good milk more nutritionally balanced. When making noodles, they also say that the ratio of multidimensional balanced nutrition is 3:1, and there are other nutritious foods and other industries that have the super discourse of strategic nutritional balance.

Super Words of Fear for Colleagues

Traditional edible oil is composed of a single type of oil, and its nutrition is relatively simple. Many experts and marketing accounts may say that it can be eaten in different ways and achieve nutritional balance. However, no one tells consumers that the fatty acids omega369 in each type of oil are different. For example, if corn oil is replaced with sunflower seed oil,

Change to eat

Equivalent to exchanging for nothing, while the 1:1:1 ratio of Jinlongyu solves a social pain point, without the need for exchange, one bottle can achieve balanced nutrition. All competitors hate this concept.

Although nutritional balance has always been a brand asset of 1:1:1, in the past many years, due to the brand's many brand assets, national invention patents, and celebrity endorsements, the super discourse has gradually weakened in communication.

Being both fond of balanced nutrition and fearful of it among peers, it is a unique term that is envied by various industries and unanimously recommended by many experts around the world. The super slogan of Golden Dragon Fish 1:1:1 is: balanced nutrition, eat 1:1:1. Balanced nutrition is a pain point, eat is an action command. The brand is trying every means to seize a word, and the 1:1:1 word is balanced nutrition.

The group behind the 1:1:1 Golden Dragon Fish is actually the largest in China, consisting of workers and farmers. Today

There are about 100 million white-collar workers and 300 million middle-class people in China. They provide various nutritional supplements and give their children 1000 yuan worth of blended oil, which makes them eat healthier and healthier.

The largest industrial and agricultural populations in China are 200 million and 870 million respectively. These 1 billion people are the most hardworking ordinary people in China. Although they have money in their pockets today, they still cannot bear to buy various diversified foods and do not know about the awareness of balanced nutrition. Some of them have also begun to pay attention to health. They listen to experts, TV, and shopping, saying that oil needs to be changed in order to be balanced (# Oil Change Eating Topic, Xiaohongshu 70000+books 30+), but they don't know how to change it at all! No one told them that switching from sunflower seed oil to corn oil, from rice oil to peanut oil, and eating in different ways is equivalent to not changing!

Drucker said that enterprises are the organs of society, and the greater the social problems that an enterprise can solve, the greater the commercial space it has. 1: In the past few decades, 1:1 has been committed to serving one hundred million workers and farmers, who are the most pragmatic, diligent, largest, and reluctant group in China to treat themselves well. At the same time, they are the people who need balanced nutrition the most. As the best-selling edible oil in the country, 1:1:1 has the responsibility to cheer for the balanced nutrition of the people!

When building a brand, one must not want to magnify everything. There must be trade-offs and sacrifices to gain. Jinlongyu has made a lot of communication investments in a 1:1:1 ratio, but has not focused on penetrating a single sentence. Too much interference has weakened the brand impression.

For this purpose, we have sorted out the 1:1:1 brand assets of Jinlongyu, which are divided into permanent strategic assets that will not change for 100 years: super symbols and discourse, core assets: super products, brand recognition assets: red, traffic assets: celebrity Huang Bo, etc. Traffic assets are short-term borrowing opportunities that may change, and these assets have weights and investment priorities.

Many great brands in the world are not immediately powerful. Apple has invested for 50 years with a market value of around 20 trillion yuan, Coca Cola has invested for 110 years with a market value of 2.23 trillion yuan, McDonald's has invested for 65 years with a market value of 1.6 trillion yuan, and the 1:1:1 super symbol has been invested for nearly 30 years. With the huge achievements accumulated in the past, we will invest another 30 years to create a future super symbol that thinks of balanced nutrition and eats 1:1:1!