内外兼修，价值为王：从中粮餐饮福掌柜的“双轮驱动”看餐饮供应链的品牌升维

Core Insights - The article discusses how COFCO's "Fu Zhang Gui" brand is innovating in the competitive food supply chain market by enhancing product quality and packaging to build trust with both B-end customers and end consumers [1][8] Product Innovation - Product innovation is aimed at creating a strong value moat for the brand, moving from generic to specialized solutions that address specific cooking scenarios [3] - Fu Zhang Gui has launched targeted products such as a plant-based oil for elderly nutrition meals, reflecting a deep understanding of China's aging population and the needs of nursing homes [3] - The brand's specialized cooking oils address core demands in the restaurant industry, helping clients reduce oil costs and improve dish quality, thus establishing strong customer loyalty and pricing power [3] Collaborative Efforts - Fu Zhang Gui collaborates with "Long Ren Ju," a brand specializing in Sichuan cuisine, to produce non-GMO corn germ oil, showcasing a deep dialogue with culinary professionals [4] - This partnership emphasizes the importance of quality oil in enhancing dish flavors, aligning with modern health trends through its low-sodium seasoning products [4] Packaging Revamp - The packaging upgrade is a systematic rebranding effort that conveys the brand's professional image and trustworthiness, drawing inspiration from Chinese culinary culture [5] - The new packaging features a "cultural curve" that symbolizes the brand's commitment to understanding various cooking scenarios, enhancing brand recognition among chefs [6][7] Cultural Integration - The packaging design merges cultural elements with modern professional aesthetics, creating a visual representation of the brand's expertise and fostering trust among chefs [7] - The design aims to establish an emotional connection with chefs by incorporating cultural symbols that resonate with their culinary practices, thus enhancing the brand's professional image [7] Strategic Model - COFCO's systematic upgrade exemplifies a "dual-wheel drive" model for brand breakthrough in mature markets, combining product innovation with cultural packaging to deepen brand value [8] - The brand seeks to provide solutions based on precise insights, professional commitments, and cultural recognition, reinforcing its role as a guardian of Chinese culinary heritage [8]