Core Insights - The Chinese catering industry is transitioning from scale expansion to high-quality development, with brandization of the catering supply chain becoming a significant trend [1] - COFCO Catering has initiated a comprehensive packaging renewal for its product brand Fu Zhangui, symbolizing a new brand identity and product information through a "golden curve" [1][2] - The new packaging not only upgrades the visual system but also reflects COFCO Catering's commitment to high-quality supply chain development [1][6] Company Strategy - COFCO Catering has established a diverse product system covering edible oils, condiments, detergents, and alcoholic beverages, with Fu Zhangui as a key brand [1][6] - The brand culture of "Chinese Guardian of Taste" is built on the philosophy of integrating commercial value with humanistic care, emphasizing product quality and service capabilities [2][3] - The new packaging design draws inspiration from agricultural civilization and traditional Chinese culture, embodying the essence of harmony and the rhythm of time and space [2][6] Market Positioning - The new packaging serves as a vital carrier of the "Chinese Guardian of Taste" brand culture, enhancing brand trust and translating it into sales growth [6] - COFCO Catering has developed a three-tier product system (basic, specialty, and premium) to meet diverse market demands, focusing on quality stability, differentiation, and high-end taste [7] - The company aims to empower chefs and industry practitioners through innovative products and services, addressing specific market needs with targeted offerings [6][7] Future Outlook - COFCO Catering is committed to continuous innovation and cultural empowerment in the catering industry, aiming to create a complete ecosystem that enhances product value and cultural recognition [7] - The focus on customized research and development to meet segmented market demands is seen as a key capability for supply chain enterprises to achieve differentiated competition and drive industry upgrades [7]
从福掌柜包装焕新，看“中国守味人”的文化赋能与商业远见