Shenzhen Business Daily Reading Client Xia Xianping
The three meals a day, one porridge and one meal on the table is not only a gathering place for food, but also a place for the exchange of wisdom and emotion. From December 2 to 5, the 2023 Boao Forum for Chinese Entrepreneurs, organized by Xinhua News Agency and the people of Hainan Province**, was held in Boao, Hainan. At the 2023 China New Consumption Development Conference held on December 3, Xinhuanet officially launched the "One Family, One Table" plan.
It is understood that the "One Family, One Table" plan is a public welfare activity jointly initiated by Xinhuanet, the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention, the Food and Drug Industry Development and Supervision Research Center of the Chinese Academy of Social Sciences, the Child Nutrition and Health Research Center of the China Children's Center, and Aunt Qian. The program aims to create harmony and fulfillment in interpersonal and family relationships through the dining table, which is a welcoming sanctuary. At the same time, it promotes the popularization of table culture and promotes the high-quality development of Chinese catering culture.
Make "fresh" to the extreme, and continue to promote the culture of table food education
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, truly achieves the ultimate in "freshness", and through the integration of upstream resources, its own brand building, online value-added services, offline store operations and other channels, this cognition is deeply imprinted in the hearts of consumers.
As a company focusing on providing fresh and healthy ingredients, Aunt Qian is not only committed to promoting the culture of table food education, but also constantly promoting children's food enlightenment and labor education. In the summer of 2023, Aunt Qian, Xinhuanet, and Wanda Plaza jointly launched the "Little Apron Project" of "Mom Q I Come to Cook" to Shanghai, Chengdu, Wuhan, Changsha, Chongqing and other cities, transmitting the temperature of food and labor education to the whole country.
In addition to the city flash mob tour, "Mom Q I Come to Cook" also infiltrated the community through the "Nutritious Food Grows with Parent-Child Activities", and further covered children from disadvantaged families and families in Guangzhou.
Prior to this, Aunt Qian also cooperated with Xinhuanet to launch the "Little Apron Project" Douyin Challenge, which brought more families across the country to participate in online form and called on more people to pay attention to labor education. Yao Yi, head of marketing of Qian Dama Group, said that Qian Dama and Xinhuanet jointly launched the "Small 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 take up the banner of "food education" and escort the healthy diet of the next generation.
Life is in the fireworks of every meal, and the children become the little helpers of the family and the people who love life by participating in the cooking, discovering the beauty of life from labor, and establishing correct labor values and good labor quality. In fact, this is also the original intention of Aunt Qian to participate in the "Little Apron Project" as a co-initiator.
Practice corporate social responsibility and deliver "fresh fireworks".
Innovation is a timeless theme for the development of a brand, and scientific and technological innovation, product innovation, and model innovation can inject inexhaustible impetus into the development of the brand. At the 2023 China New Consumption Development Conference held on December 3, the results of the excellent case selection of "National Brand Innovation Journey" were also announced, and Aunt Qian was selected as a "National Brand Marketing Case" by virtue of her outstanding performance in brand marketing.
Feng Weihua introduced that Aunt Qian focuses on the two significant characteristics of the community fresh food industry of 'high frequency' and 'just demand', and uses the business philosophy of "not selling overnight meat" and the "Nissin" model to achieve the ultimate in "freshness" and create the brand closest to consumers' lives and the most pyrotechnics.
As a community fresh food chain enterprise that started in Guangdong, Qian Dama has been closely related to agriculture and rural revitalization since its establishment, and has been mutually beneficial. In recent years, Aunt Qian has continued to make efforts in the field of consumption assistance, and the "explosive product" Guizhou grain eggs that have been sold since 2018 have exceeded 1800 million yuan, realizing the "small egg" to leverage the big industry. Today, Aunt Qian's footprints are all over Guizhou, Fujian, Jiangxi, Xinjiang and other regions. In 2022, Aunt Qian's counterpart consumption assistance in South China alone will exceed 1.6 billion yuan.
Qian Dama continues to give full play to the advantages of the industry and channels, actively layout the national centralized procurement base planning, open up the link of production and marketing integration, so that high-quality agricultural products from all over the country can better go out, so as to continuously explore new models and effective paths for the brand development of China's agricultural products. Cheng Tanggen, senior vice president of Qian Dama Group, said that on the planting side, Qian Dama has also done a lot of pre-work, including base co-construction, planting guidance for farmers, etc., and through the strict implementation of the standard system, solve the problems of pesticides and pesticide residues from the source.
Feng Weihua said that in the future, Aunt Qian will continue to deepen the promotion of rural revitalization by taking the advantages of the industry, taking digitalization, channelization and marketization as the starting point, firmly fulfilling the corporate mission of "making every meal fresh", guarding the people's table, and promoting the high-quality development of the community's fresh food industry.
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