COFCO Group

COFCO adopted MooJing's Analytics+ platform as its centralized market intelligence engine, ingesting monthly sales data from Taobao, JD.com, and Douyin across all priority categories. The Business Intelligence Department used the platform for continuous trend monitoring, competitor benchmarking, and consumer sentiment analysis, feeding insights directly to product development, marketing, and e-commerce operations teams.

To solve the cross-platform data consistency problem, MooJing's product team worked with COFCO to realign category definitions. The "meat products" scope on Douyin was restructured to match snack-oriented classifications on other platforms, and "frozen meat" was broken out as a separate statistical item. MooJing also introduced a category change checklist into its delivery process to ensure consistent data caliber month over month.

When Arawana's low-salt soy sauce appeared on Douyin, COFCO leveraged MooJing's E-commerce Listening module to rapidly pull first-month sales data, price distribution, and consumer reviews. Positive sentiment around keywords like "less salt without sacrificing freshness" and "suitable for the elderly and children" gave the product team a clear brief. Within one week, the Product Department had a competing proposal ready, the Marketing Department had prepared health-focused campaign materials, and the e-commerce team had mapped out a launch timeline and pricing strategy.

For strategic category exploration, COFCO's Nutrition and Health Research Institute used MooJing to scan the pet nutrition market across all three platforms, identifying high-growth functional segments and favorable price bands where domestic brands were outpacing imports.

COFCO's condiment sales on Douyin grew 42% quarter-over-quarter in Q1 2024, with new customers accounting for 35% of purchases, driven by data-informed investments in brand livestreaming and influencer partnerships.

After category definitions were standardized, the new product development team launched two targeted product lines -- ready-to-eat meat products and frozen processed meat. The ready-to-eat line exceeded 1.2 million yuan in first-month sales on Taobao. COFCO's competing low-salt soy sauce completed the full journey from R&D to launch within 60 days of Arawana's market entry, achieving first-month sales equal to 80% of the competitor's volume.

In pet nutrition, MooJing's market scan identified a 45% annual growth rate in pet health supplements, with probiotics, joint care, and coat enhancement as the top functional segments. These insights led COFCO's pet food subsidiary to restructure its 2025 product roadmap around pet probiotics and functional staple pet food, while the supply chain department began sourcing probiotic raw material suppliers ahead of schedule.