东莞食品：从“制造”到“智造+文化”的华丽蝶变

Core Insights - The article discusses the transformation of the food industry in Dongguan, China, highlighting Xu Fu Ji's launch of its 2026 New Year candy products, which aims to cover nearly 500 million Chinese households' festive candy consumption scenarios [1] Group 1: Manufacturing and Quality Upgrade - Dongguan's food enterprises are transitioning from "manufacturing" to "smart manufacturing," leveraging the region's mature industrial chain and precision manufacturing capabilities for technological upgrades [2] - Xu Fu Ji's classic crispy candy has seen a significant improvement in its production process, with the number of sugar layers increasing from 64 to 128, supported by 30 years of craftsmanship and automation across 39 workshops [4][2] - Other companies, like Huamei Foods, have also focused on automation and innovation, extending the shelf life of mooncakes from 7-14 days to 90 days, while introducing healthier options [4][5] Group 2: Cultural Integration - Dongguan food companies are shifting their focus from functional competition to deep cultural value exploration, with Xu Fu Ji's New Year candy series inspired by the Tang Dynasty, incorporating cultural elements into product design [8] - Huamei Foods has invested over 100 million to create the world's first mooncake-themed cultural museum, aiming to educate consumers about the cultural significance of mooncakes and the Mid-Autumn Festival [9][8] - Other brands, like Jiajia Mei, are integrating culture into their products, such as a zongzi gift box that transforms into a family game board, enhancing the festive experience [12] Group 3: Marketing and Consumer Engagement - Dongguan food companies are adopting digital strategies to engage younger consumers, with Xu Fu Ji promoting its brand through activities like the "Send Fortune with a Billion Candies" campaign [13] - Huamei Foods is expanding its presence across various channels, including e-commerce platforms, while Jiajia Mei is leveraging employee-generated content on social media to connect with consumers [15][13] Group 4: Collective Transformation - The transformation of Dongguan's food industry is characterized by a collective effort, with companies like Xu Fu Ji, Huamei Foods, and Jiajia Mei exploring a path of "manufacturing as the foundation, culture as the soul, and digital as the wings" [16] - In 2024, Dongguan's food industry is projected to exceed 100 billion yuan in total output value, with over 2,000 companies collaborating to build a comprehensive quality assurance system from farm to table [18][16]