“把芝麻点大的事做到极致”——一家93年老字号企业的强信心样本观察

Core Viewpoint - The article highlights the success of Ruifu Oil Co., a 93-year-old traditional brand, emphasizing its commitment to quality and innovation in sesame oil production, showcasing how a small-scale operation can evolve into a leading industry player through dedication and modernization [1][4]. Group 1: Company Overview - Ruifu Oil Co. was established in 1932 and has transformed from a small sesame oil workshop into a leading enterprise with annual sales exceeding 600 million yuan, processing over 60,000 tons of sesame and producing 10,000 tons each of sesame oil and sesame paste annually [1]. - The company is recognized as one of the first "Chinese Time-honored Brands" and a national high-tech enterprise, reflecting its historical significance and technological advancement in the industry [1]. Group 2: Production and Quality Control - The company prioritizes high-quality sesame, sourcing over 3,000 tons from major domestic production areas and Africa, ensuring that the supply lasts only a month due to high demand [2]. - Traditional production methods are maintained, such as stone grinding and water extraction, which preserve the nutritional and aromatic qualities of sesame oil, demonstrating a commitment to craftsmanship [3]. - Ruifu has invested over 10 million yuan in a testing center to ensure product quality at every production stage, allowing for traceability of each bottle [3]. Group 3: Innovation and Market Adaptation - The company has adapted to modern consumer preferences by launching new products like black sesame balls, sesame yogurt, and dipping sauces, appealing to younger demographics [4]. - Ruifu has participated in the formulation of 17 national and industry standards related to sesame and sesame oil, holding 15 patents and various certifications, which enhances its credibility and market position [4]. - The company is expanding its global footprint by exporting high-end sesame products to over 30 countries, including the USA, Japan, and Germany, thus promoting Chinese sesame oil internationally [4].