A few days ago, the "30th Anniversary Conference and 2023 Annual Meeting of China Beverage Industry Association" hosted by China Beverage Industry Association was held in Beijing. At the meeting, the China Beverage Industry Association commended the people who have made special contributions to the development of China's beverage industryWahaha Group won two honors of "High-quality Development Leading Enterprise" and "30-year Ivy Enterprise", Zong Qinghou, Chairman of the Group, won the "Outstanding Contribution Award for Entrepreneurs", Zong Fuli, Vice Chairman and General Manager of the Group, won the "Outstanding Achievement Award for Entrepreneurs", and Li Yanjun, Director of the Group's Research Center, won the honorary title of "Excellent R&D Quality Control Worker". In addition, at the 2023 annual meeting of "Zhejiang Entrepreneurs" magazine held on December 5, Zong Fuli also won the "2023 Zhejiang Entrepreneurs Youth Model" blockbuster award.
A number of awards are the echo of the precipitation beverage industry
As a new generation of entrepreneurs focusing on industry, we have always been on the road of inheritance and innovation. Immersed in the industry for 20 years, he is well versed in the market and production line, leading the brand building and upgrading, and creating a new power brandRenovate production and operation and enterprise management with consumption trends, create a digital and intelligent ecology of the whole industry chain, and continue to write a high-quality development and innovation path with long-termism.
In 2007, Zong Fuli began to take charge of Hongsheng Group, in 2018, Zong Fuli served as the director of the Wahaha brand public relations department, and in 2021, he was officially appointed as the vice chairman and general manager of Wahaha Group.
In the past year, she has shown rich practical experience and independent ability in business model, industry digital reform, excellent management, etc., and is good at opening up the market, R&D, production, brand and other links from the perspective of consumers.
On the business side,Zong Fuli has exerted her keen insight into the market and brand, and is committed to renewing Wahaha's brand vitality, focusing on the vertical circle, and entering the vision of a new generation of consumers in a new way. Continuing to gain insight into market demand and launch new products, Wahaha launched a new coffee drink "coffee position" this year, which won the ISEE Global Food Innovation AwardRejuvenated the Nutrition Express product and launched the new probiotic fermentation Nutrition Express. Continue to expand in creative marketing,Wahaha and Kuaikan Comics in-depth cooperation,Habao Amusement Park appeared in KKworld 2023Guangzhou offline comic park,61 Wahaha co-branded Guoman "Under One Man", the "childlike heart" represented by AD calcium milk and Guoman's IP are organically combined, and successfully establish an emotional connection with young people.
In terms of industry,Zong Fuli is also constantly devoting herself to the digital transformation strategy of the food and beverage industry, and in 2022, she will bring Hongsheng Beverage Group's advanced intelligent manufacturing base "Hongsheng Super Chain Intelligent Manufacturing" to the show. "Hongsheng Super Chain Intelligent Manufacturing" is a "test field" in the high-quality development exploration of "digital + manufacturing", with a total investment of about 35.7 billion yuan, through intelligent and flexible production, to achieve accurate docking of supply and demand, efficient matching, rapid response, and accelerate the integration of new manufacturing and new consumption. At present, the "Hongsheng Super Chain Intelligent Manufacturing" base has been rated as a smart factory (digital workshop) in Zhejiang Province, a smart factory in Hangzhou, and a "five batches" key technological transformation demonstration project in Zhejiang Province.
Embrace the challenge and work on several eye-catching projects yourself
This year, Zong Fuli's most eye-catching performance is the marketing of Wahaha Hangzhou Asian Games, especially the bagged water has been loved by many consumers. As the official non-alcoholic beverage sponsor of the Hangzhou Asian Games, Wahaha has taken on the responsibility of ensuring the drinking water demand of the Asian Games. In the entire Asian Games marketing, Wahaha took "Healthy Asian Games, Drinking Good Water" as the core, focused on the concept of hosting the games and sportsmanship, carried out a series of theme activities around its key nodes, and planned the launch of a series of new Asian Games products. Wahaha won the "Best Integrated Marketing Award" at the 19th Asian Games in Hangzhou with the theme marketing of "Healthy Asian Games, Drinking Good Water", and Zong Fuli was also rated as "Outstanding Contribution Individual" by the Asian Organizing Committee and was commended.
In addition to renewing the brand, one of the things Zong Fuli is also doing is to create a new brand from scratch: in 2016, Kellyone, a cutting-edge beverage brand, was born. Initially, with fruit and vegetable juice as the starting point, we explored a personalized and customized beverage model, allowing consumers to define their own needs, which is still a new consumption concept ahead of its time. Since the end of 2019, Kellyone has entered a period of steady development, and has successively released sugar-free tea, sugar-free sparkling water, three-and-a-half sparkling wine, fruit juice tea, etc., aiming at the development trend of new beverages.
"People-oriented", leading the brand to achieve long-term development
"Whether it is the new Wahaha brand or the new brand Kellyone, if the brand wants to go through the cycle and achieve long-term development, it is necessary to understand the resilience of the brand. ”Zong Fuli said.
In her view, user value is the core topic, and there are two characteristics of the changing era, one is that the uncertainty of the environment continues to grow, so that the traditional linear thinking mode cannot cope with it;Second, the industry has no boundaries, and past experience and accumulation may be cleared.
Zong Fuli said:If an enterprise wants to develop, it must find an unchanging foundation in change, and this foundation lies in 'people'。The specific form of communication between enterprises and each generation may be different, but the core is not very differentThat is to return to creating value for 'people'. ”
Based on the consideration of "people", Zong Fuli has previously set off a revolution - "user co-creation".。Let users participate in it and become a part of the brand, so as to achieve the goal of win-win between the brand and consumers. In the initial stage, Kellyone truly realized "user co-creation", tasted the new and released personalized customized drinks, and then responded to the "voice" of consumers and cooperated with Wang Yibo to endorse. Involve consumers in product designFrom "being defined" to "customizing", Kellyone's success never happens overnight.
In the final analysis, the changes in the market have become extremely demanding for the innate conditions of the brand and the requirements of the external environment, and it is inevitable for the brand and users to co-create to achieve a "detonation" trend. For consumers, the brand invites consumers to participate in product design, giving up part of the identity of "designer" to consumers, which increases their sense of identity with the product. For brands,From the voice of the consumer to the voluntary payment of the consumer, the logic behind this is not only to rely on "you respect me, I respect you", but also that the brand really listens to the needs of consumers so that the product can better reach consumers.
Positive changes to accelerate the digitalization of the beverage industry
In the face of the wave of digitalization, Zong Fuli has always had her layout. "Hongsheng Super Chain Intelligent Manufacturing" came into being in the tide of manufacturing reform, the project introduces international cutting-edge beverage manufacturing equipment and technology, and builds the latest generation of log6 aseptic production line. Through intelligent and flexible production, we will break the previous mass production mode of a single variety, and build a flexible and advanced manufacturing system with both batch manufacturing and personalized customization with modular distributed functional manufacturing units, so as to achieve accurate docking, efficient matching and rapid response between supply and demandWith higher quality services for increasingly rich and diversified consumer needs, we will create a "new industrial complex for food and beverage in the intelligent era".With a new ecological smart drink for the future.
It is reported that in 2021, the construction of "Hongsheng Super Chain Intelligent Manufacturing Hangzhou Base" will start and it will be officially put into operation in 2022. Food extraction, production, filling, packaging, and storage of beverages can all be done "in one go" in a traditional factory space. Hongsheng not only leveraged profound changes in the production side, but also aroused great vitality in the sales side. Through its own logistics, it is directly delivered to the sales terminal from the "three-dimensional warehouse" to solve the pain points of the "last mile" of the marketThere is a hyper-chain live broadcast room inside the production scene to realize the efficient closed-loop of consumers placing orders in the live broadcast room and linking the order system to the production end.
In addition, Hongsheng's self-developed flexible batching channel can flexibly combine and produce 7-8 categories of products, and the two sets of fermentation equipment are used as backup for each other, which not only reduces the cost of stopping the line, but also greatly improves the utilization rate of the equipment. With the help of the establishment of intelligent factories, "Hongsheng Super Chain Intelligent Manufacturing" uses data chain production to improve flexible and efficient collaborative manufacturing capabilities and achieve quality and efficiency.
With "Hongsheng Superchain Intelligent Manufacturing" as the incision, Hongsheng aims to create a new digital business ecology in the food and beverage industry - "Superchain Ecology". This ecology is different from the previous traditional manufacturing enterprises to work hard and fight alone, through its own whole industry chain layout and digital information chain, it has opened up five R&D ends, first-class ends, production ends, transportation ends, and sales end ports on the first chain, weaving a super link network of man-machine-object-field in the food and beverage industry, and creating a value chain including enterprise value, user value, industry value, and social value. "Superchain" by creating a four-chain synergy of industrial chain, first chain, information chain and value chainStimulate the multiplier effect of new kinetic energy, which can empower and export externally, and drive ecological enterprises to move forward together.
Zong Fuli has her dedication to the beverage industryFrom managing a production workshop to managing a company with thousands of people, from brand marketing to digital transformation,From "entry" to "expert" who understands products, technology and sales, Zong Fuli has been "real swords" and has been tempered for 20 years, all of which stems from her love for the industry. It can be seen that under her promotion and leadership, Wahaha and Hongsheng are constantly and steadily advancing.