Core Insights - The brand image video "Taste" by COFCO's brand Fu Zhanggui won the "Annual Video Marketing Bronze Award" at the iDigital Annual Digital Marketing Awards, highlighting its innovative brand practices in the food service supply chain [1][4] - The recognition signifies a shift in brand storytelling from traditional product narratives to deeper human insights, aligning with the trend of upgrading to high-quality and high-value offerings in the food service supply chain [1][4] Group 1: Brand Recognition and Marketing Strategy - The iDigital Annual Digital Marketing Awards, organized by iDigital CHINA, aims to discover and recognize outstanding cases and strategies that drive innovation and sustainable growth for businesses [3] - Fu Zhanggui's award-winning video focuses on the real-life experiences of industry professionals, emphasizing the dedication and challenges faced by chefs, service staff, and entrepreneurs [4][6] Group 2: Brand Philosophy and Cultural Identity - The concept of "Chinese Guardians of Flavor" is introduced, representing various stakeholders in the food service industry who contribute to the culinary experience, from suppliers to chefs and service providers [6][7] - This brand philosophy reflects a commitment to honoring and supporting the individuals who create value in the food service sector, positioning Fu Zhanggui as a partner and protector of these "guardians" [6][9] Group 3: Emotional Connection and Future Direction - Fu Zhanggui's approach emphasizes emotional resonance over mere efficiency, focusing on the human elements that sustain the restaurant industry [9] - The brand aims to lead future high-quality development in the food service supply chain through humanistic care and product innovation, reinforcing its identity as a value guardian and emotional ally for industry professionals [9]

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]