Core Insights - The article emphasizes the rising consumer demand for "healthy, fresh, and transparent" food in the new consumption era, driven by recent government policies aimed at enhancing food safety throughout the supply chain [1][16] - The company, TaTaLe, is strategically aligning its brand renewal with these trends, focusing on fresh ingredients and quality to meet market demands for visible freshness and perceivable quality [1][16] Group 1: Brand Strategy and Market Positioning - TaTaLe has launched a brand renewal campaign themed "Fresh Ingredients, Naturally Leading Fresh," which aims to resonate emotionally with consumers while ensuring high-quality upgrades in the seasoning industry [1][3] - The company has identified "freshness" as its core competitive advantage and has implemented a "Leading Fresh" strategy to capitalize on the trend of consumers seeking value certainty in food products [3][4] Group 2: Supply Chain and Quality Control - TaTaLe's production process emphasizes freshness, utilizing approximately 35,000 chickens daily, each subjected to quality testing, and employing innovative techniques to preserve the original flavors of ingredients [3][10] - The company collaborates with quality suppliers and has established a dedicated quality control team to ensure stable raw material supply and maintain high standards from sourcing to end product delivery [3][10] Group 3: Consumer Engagement and Experience - The brand's renewal includes creating a comprehensive consumer experience, transitioning from one-way communication to two-way resonance through visual and tangible experiences of freshness [4][10] - TaTaLe has initiated various marketing campaigns, including partnerships with Meituan and Tencent, and interactive events in major cities to enhance consumer engagement and visibility of fresh products [4][6] Group 4: Social Responsibility and Sustainability - TaTaLe is committed to social responsibility, launching initiatives like the "Love Kitchen" project and the "Recycling New Life" campaign to promote sustainable practices and community engagement [11][12] - The company has also introduced the "Green Wallet" program to encourage recycling and sustainable consumer behavior, reinforcing its commitment to environmental responsibility [11][12] Group 5: Brand Recognition and Future Outlook - TaTaLe has been recognized in the 2025 Asia Brand 500 list, ranking 359th, reflecting its significant position and influence in the industry [14][16] - The company aims to extend its impact through educational initiatives targeting youth, promoting culinary skills and the social value of fresh ingredients [14][16]