Spanning 10 billion, the strength leads the "fresh".
Today (December 18), the 2023 Totole Xian Science Symposium and 10 Billion Celebration was successfully held at Sofitel Shanghai Xinhualian Hotel. With the theme of "Xian Science, Fresh Selection", the conference united many experts and scholars from industry associations, societies, and academia to discuss the breakthrough of the Xian industry and promote the vigorous development of Xian science.
Mr. Cao Hui, Head of Nestlé's Culinary Food Business in Greater China and CEO of Totole Foods, said in his speech at the conference that today is an important milestone for Totole to carry forward the past and forge ahead into the future. In 2019, after Mr. Zhang (CEO of Nestle Greater China, Zhang Xiqiang) put forward the challenge of the goal of 10 billion yuan, all employees and all partners of Totole worked together to deliver a satisfactory answer today.
Head of Culinary Food, Greater China, Nestlé
Mr. Cao Hui, CEO of Totole Food, delivered a speech at the scene for 35 years, the long-termism of "umami research".
This year marks the sixth edition of Totole's Umami Science Symposium, and it is also Totole's 35th year of focusing on "umami research". From the core essence to the second pillar industry, Totole has always practiced long-termism and is committed to the research and innovation of umami science.
It is reported thatThe theme of this year's Xian Science Symposium is "Xian Science, Fresh Extraction".。From the literal point of view, "Zhenxian" represents Totole's ultimate pursuit and perseverance of umami;"Zhen Yuan" reflects Totole's rigorous and attentive selection of raw materials, and these four words embody Totole's unremitting pursuit of "umami" over the past 35 years.
It is under this original intention that Totole has been deeply engaged in the field of "umami" condiments, digging deep into the mystery of umami, studying the ** and perceptual level of umami, and exploring the differences of umami in different regions and different cultural backgrounds. In order to closely combine academic research with practical application, Totole established an academician expert workstation in 2019, and then took the lead in establishing the "Xian Industry Technology Innovation Strategic Alliance" to jointly carry out research projects in Xian science. In addition, Totole has held Xian Science Seminars for many years, inviting experts, scholars, and partners in the industry to jointly develop the trend of the industry, and display and share the achievements of production, education and research with industry alliances, so as to promote the vigorous development of Xian science.
At this umami science seminar, Totole released the latest umami scientific research results - ".Umami (five-dimensional) rapid tester".。Through the combined application of sensory, data statistics, and modern detection technologies, the tester transforms the umami evaluation from subjective judgment to objective data, and realizes fast and intuitive result prediction. This is a concentrated embodiment of Totole's transformation of umami research results over the years, and it is also a strong boost to the umami condiment industry.
Open up a number of new fronts to promote the iterative upgrading of categories.
It is based on 35 years of in-depth research on "umami" that Totole has been empowered to continuously expand its product matrix from the chicken essence track to the second pillar, and continue to promote the iterative upgrading of the "umami" seasoning track.
As we all know, as the core business of Totole, the market share of Totole Essence of Chicken has long been in the first echelon. In addition to conventional products, Totole has launched a variety of products with different specifications and forms for different channels and consumption scenarios in recent years to further explore the incremental market. Today, Totole has accumulated a wide range of influence and a high reputation in the solid seasoning market. But there's more to it than thatWhile making the solid condiments represented by chicken essence bigger and stronger, Totole has also opened up a number of new fronts to accelerate the growth of liquid condiments represented by soy sauce, oyster sauce, chicken juice, recipe-style seasonings, etc.
In 2023, with the increasing demand of consumers for healthy, natural and additive-free condiments, Totole will specially launch original fresh small bottles of soy sauce and original fresh matsutake mushrooms to provide consumers with delicious and safe choices. At the same time, in order to cater to the changing needs of young people for convenience and speed, Totole has launched more than 10 new products such as recipe-style seasonings, soup fresh cold brew sauce, air fryer seasoning, etc., to meet the needs of young groups such as "office workers" and "kitchen novices" who want to enjoy delicious food quickly and conveniently. In addition,In order to vigorously develop the rapid expansion of the "second pillar" non-refined products, Totole has also launched 18 new products, including matsutake fresh for retail channels, Tianshang chicken powder for catering channels, noodles for subdivision channels, and young people like cold bubble juice and hot pot base.
Food board learned,At this year's Xian Seminar, Totole's three new products were also unveiled, whether it is the "Soup Fresh" series, or the "Original Matsutake Fresh", or "Recipe Seasoning", all of which are another masterpiece of Totole's second pillar product matrix, vividly interpreting the brand's vitality and innovation.
Multi-dimensional linkage empowerment, the brand has advanced into the camp of 10 billion.
In addition to product innovation, Totole is also working together in marketing innovation, scene and channel development, etc., to build a higher moat through multi-dimensional advancement, and empower the brand to advance into the 10 billion camp.
In terms of marketingTotole vigorously promotes digital transformation, is strategically oriented by consumer needs and market changes, and seeks development opportunities in private domain traffic. At present, Totole has completed the construction of nine private domain matrices, including Shuangwei, Doukuai, **hao, Xiaohongshu, B station, Douguo, and Xia Kitchen, to create a brand private domain matrix through rich content scenes. In addition to the creation of private domains, in order to further tap the market potential of new businesses and accelerate the business growth of new businesses such as new retail platforms, Totole has also formulated a strategy of expanding new business units such as distribution, marketing and high dynamic sales.
In terms of e-commerce channelsTotole Jushi 618 and Double 11 E-commerce Festival continued to make efforts, opening stores on popular e-commerce platforms including Tmall, Jingdong, Pinduoduo and other popular e-commerce platforms to broaden the reach of mainstream customers and sinking users. At the same time, Totole also relies on merchant live broadcasts, talent matrices, and marketing activities on platforms such as Douyin and Kuaishou to stimulate users' consumption needs through accurate interest recommendations, planting grass in use scenarios, and interesting interactive methods. It is through a series of effective measures that Totole has achieved contrarian growth in consumption in the field of e-commerce.
The performance of the e-commerce field has increased significantlyInternational businessThere are also big breakthroughsAccording to the company, in 2023, Totole's international business will perform well, with stable growth in the United States and Indonesian markets, rapid development in emerging markets such as South Korea, and good overall performance in category breakthroughs and increased network coverage, especially in the development of new channels for Nestle's BGS business in Europe, laying a good foundation for the next step in the development of catering clothing and Asian BGS breakthroughs.
In addition, the Hundred Families Help ProgramAt the dealer levelTotole has launched a number of initiatives to empower more than 3,000 partners to maintain growth momentum. On the one hand, a number of efficient and targeted projects have been launched in the catering channel and sinking channel to empower dealers to deepen their cultivation in professional channels and expand distribution coverageOn the other hand, Totole has given strong support and care to dealers in terms of product services and financing services. It is through the linkage and empowerment of the above series of measures to help brands win the market, and ultimately promote enterprises to successfully cross the 10 billion mark.
Business is "upward and good", and actively practices social responsibility.
It should be emphasized that while sprinting to 10 billion yuan this year, Totole also adheres to the corporate purpose of "giving back to the society", relying on its own resources and channels, and actively practicing social responsibility through a professional and diversified corporate public welfare system, so as to achieve a virtuous circle with the concept of sustainable green development.
Since the beginning of this year, Totole has not only launched the "Love Kitchen" public welfare project for many times, but also participated in a variety of public welfare actions to repay the society with practical actions. More importantly, as the big brother of the umami industry, Mrs. Le does not forget to lead by example, explore new ideas and new spaces for sustainable development, and find new opportunities from green development.
Take innovative eco-friendly packaging as an example:In April this year, Totole upgraded and innovated the packaging of the original fresh and salt-reduced soy sauce, and launched a new product of "salt and ink reduction, environmental protection and freshness".In October of the same year, Totole's vegetarian products (fresh vegetables, mushroom essence) also took a big step towards sustainable development
It is understood that in the past four years, Totole's R&D team has successfully developed a new barrier packaging material through unremitting efforts, which has injected strong impetus into the sustainable packaging industry. The new material upgrades the originally difficult aluminum foil composite packaging bag to a renewable design, so that it can be recycled after the first time, making a positive contribution to the sustainable packaging industry. At present, the upgraded product packaging has been used in two Totole vegetarian products, Vegetable Fresh and Mushroom Essence. In the design of the new packaging, the curling design of the corner mark is added to protect the earth as the creative origin, which intuitively tells consumers the information of packaging upgrading in a creative way. This innovative move demonstrates Totole's strong commitment to sustainable development and practical actions, as well as the company's sense of social responsibility and mission in environmental protection.
It is worth noting thatAt the scene of this umami science seminar, Totole also displayed a set of environmentally friendly tables and chairs recycled with Totole chicken essence bags, allowing participants to see the possibility of recycling waste packaging。At the same time, with the theme of "Updating [Bags], Delicious Science", Totole has set up an interactive booster wall, where each participant will receive a sustainable activity commemorative card after passing the "tapping" booster button, and can receive sustainable gifts by answering questions on the spot. In the view of the food board, the simple and fun interactive games to get more participants involved not only fully mobilized everyone's enthusiasm for participation, but also vigorously promoted the brand concept of sustainable development.
The above public welfare activities again and again, one after another environmentally friendly packaging, show the corporate pattern and brand responsibility of Totole. It can be said that in terms of practicing social responsibility, Totole has also delivered a very excellent report card.
Brief summary. From excellent to excellent, from the once single product to the current diversified "Xian King", Totole takes "Xian" as the core, the kinetic energy has grown, and it will write a brilliant chapter in 2023. Looking forward to the future, the food board believes that with the blessing of scientific research, products, channels, marketing and other aspects, Totole will write the next 10 billion brilliance!