On December 3, at the 2023 China New Consumption Development Conference held in Hainan Province, Xinhuanet officially launched the "One Family, One Table" plan. The program is a public welfare activity jointly initiated by Xinhuanet, the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention and other relevant units, as well as Aunt Qian, aiming to use the dining table, the core scene of family life, to promote the harmony and satisfaction of interpersonal and family relationships, convey the warmth of love, alleviate various challenges in life, and at the same time popularize table culture and promote the high-quality development of Chinese catering culture.
Aunt Qian has always been committed to providing fresh and healthy ingredients, and knows that the impact of ingredients on health is crucial, not only to promote the food culture of the table, but also to promote children's food enlightenment and labor education. This year, Aunt Qian held the "Little Apron Project" of the "Mom Q I Come to Cook" activity and the "Little Apron Project" Douyin Challenge, which brought many families across the country to participate from multiple online and offline channels, calling on more people to pay attention to labor education and transmit the temperature of food and labor education to the whole country.
Aunt Qian and Xinhuanet jointly launched the "Little Apron Plan" activity, which is a positive response to the call of the national "double reduction" policy, and is to fulfill the social responsibility of people's livelihood enterprises with practical actions, hoping to assume the responsibility of "food education" and escort the healthy diet of the next generation. Life is in the fireworks of every meal, and the children discover the beauty in life from the process of cooking by themselves, and shape the correct labor values and good labor quality, which is also the original intention of Aunt Qian to participate in the "Little Apron Project" as a co-initiator.
While actively devoting herself to food education, Aunt Qian also continuously strengthens the company's own brand marketing strategy. The continuous innovation of brand marketing strategy has made Aunt Qian's brand concept deeply rooted in the hearts of the people, and more people have understood the importance of food education. At the 2023 China New Consumption Development Conference, Aunt Qian was selected as a "National Brand Marketing Case" for her outstanding performance in brand marketing.
Feng Weihua, CEO of Qian Dama Group, introduced that as a community fresh chain brand, Qian Dama takes the two significant characteristics of high frequency and rigid demand in the fresh food industry as the entry point, and takes the business philosophy of "not selling overnight meat" and the "Nissin" model to achieve the ultimate in "freshness" and create the brand closest to consumer life and the most fireworks.
As a community fresh food chain enterprise that started in Guangdong, Qian Dama has been helping rural revitalization since its establishment, and through cooperation with rural areas, it can not only ensure the freshness of ingredients, but also improve the income level of farmers, forming a mutually beneficial and symbiotic relationship. Aunt Qian has been selling Guizhou grain eggs since 2018, and as of October 2023, the sales volume has exceeded 1800 million yuan, realizing the "small egg" to leverage the big industry. On the planting side, Aunt Qian has also done a lot of preliminary work, including the joint construction of bases, planting guidance for farmers, etc., and through the strict implementation of the standard system, problems such as pesticides and pesticide residues have been solved from the source. Today, Aunt Qian's footprints are all over Guizhou, Fujian, Jiangxi, Xinjiang and other regions.
In the future, Aunt Qian will take advantage of the industry advantages to continue to help rural revitalization, continuously strengthen the company's own brand marketing strategy, take digitalization, channelization, and marketization as the starting point, firmly fulfill the corporate mission of "making every meal fresh", protect the people's table, provide consumers with fresh, convenient and preferred products, and promote the high-quality development of the community fresh food industry.