At Guangzhou South Railway Station, passengers drink hot co-branded milk tea.
With the high-quality development of China's railways, the train catering service has been iteratively upgraded.
The girl in the south *** "high-speed rail milk tea."
The co-branded model is online today, and it is available on the Guangzhou Railway High-speed Railway.
The railways are dense, the high-speed rail is speeding, and the moat becomes a thoroughfare; Take the rail as the ruler, ride the wind, and the end of the world is next to each other. According to statistics, by the end of 2023, the operating mileage of railways in Guangdong, Hunan and Qiongqiong provinces will reach 11,957 kilometers, including 5,713 kilometers of high-speed railways, 350 kilometers per hour, and more than 2,500 kilometers of high-speed railways.
In recent years, in order to make the travel experience of passengers better, China Railway Guangzhou Bureau Group Guangzhou EMU Catering Company (hereinafter referred to as "Guangzhou Railway Catering Company") has pioneered and innovated, and took the lead in launching the "high-speed rail milk tea". After this high-value milk tea was launched in mid-October 2021, it is currently being made on the high-speed rail train of Guangzhou Bureau Group Company**, and its sales continue to rise, and it is very popular with passengers.
During the Spring Festival in 2024, the "Girl in the South" high-speed rail milk tea co-branded product - "Girl in the South" will be officially launched, this co-branded milk tea is "Golden Lanka Red Bean Milk Tea", with a silky taste, soft and glutinous fragrance. The design of the co-branded product uses red and gold as the main color, which means "lively New Year", and the picture on the cup "girl's smiling face" means "the joy of going home".
By combining the elements and concepts of two different fields, it shows the innovative advantages of the Southern *** brand, and also shows the beauty of high-speed rail innovative management services in the new era, and contributes wisdom and strength to the high-quality development of urban governance.
In recent years, Nanfang has vigorously promoted the construction of think tanks, and is committed to "being a first-class think tank in China" and actively integrating into the modernization process of the national governance system and governance capacity. Today, Nanfang has built three core competencies of "high-quality originality, creative communication, and intelligent media services", and formed seven major fist products of "original reporting, creative products, first-class images, think tank data, visual design, offline activities, and technical services", and initially explored a road of intelligent media transformation that conforms to the spirit of the first, industry trends and its own reality.
At the beginning of 2023, Nanfang *** will focus on the proposition of the era of "high-quality development", take the pulse of urban governance, and build a new Nandu High-quality Development Research Institute. After a year of innovative practice, the Nandu High Quality Development Research Institute has given full play to the unique value of "decision-making reference and collaborative co-governance", continuously enriched new products and services for urban governance, and successively launched more than 50 project achievements.
Their Spring Festival story.
During the Spring Festival this year, Guangzhou Railway Group is expected to send 72.5 million passengers, an increase of 1,806 year-on-year90,000 people, an increase of 332, has recovered to 116 in the same period of 20198%。The peak of passenger flow before the festival will occur on February 3, the 24th year of the lunar month, and it is expected to send 2.42 million passengers on that day.
On the occasion of the launch of the "high-speed rail milk tea co-branded product" of the girl in the south, the girl in the south interviewed these "girls in the south", who are the dormitory management "mothers" who take care of college students all the way, and the flight attendants who escort passengers home all the way ...... the Spring FestivalAt this moment, some of them are about to embark on the way home for the Spring Festival, and some continue to stick to their posts, listening to the stories and dreams of these "southern girls".
She is the last person to leave school every Spring Festival.
On the high-speed train, she warmed the girl's way home
Aunt Yu, who is in her 50s, is a college dormitory manager at a university in Guangzhou, and every year, as long as there are students in the dormitory, she will not leave earlier than the students. Because of this, she is always the last person to leave the dormitory before the Spring Festival every year. After more than 10 years of dormitory management, Aunt Yu got along very well with her students, and student Xiao Liu recalled: "One day I got up early to go to the exam, and when I went downstairs, I saw that Aunt Yu had already started her day's work. I said hello to Aunt Yu and said that I was going to take the exam, but when I went back to the dormitory that night, she asked me how I felt about the exam today, and she could really keep all the things about the students in mind. ”
For Aunt Yu, taking the high-speed rail is stepping on the way home.
One year, on the Spring Festival high-speed train, there was a little girl who looked like a college student sitting next to me, and she seemed to be in a very bad mood at the time, so I took out two oranges that I had brought with me and put them on the small table in front of her, she looked up at me and cried. Scared of me, I hurriedly took a tissue out of my bag and gave it to her, and she kept saying thank you to me. Aunt Yu said that it turned out that the girl's grandmother was seriously ill and issued a critical illness notice that morning. The girl had been busy with the internship before and couldn't ask for leave, but after receiving the news, she immediately asked for leave and went back, wanting to see her grandmother for the last time. Aunt Yu's casual actions brought warmth and happiness to others, and made the girl think of her grandmother. The high-speed rail of the Spring Festival is the end of the year and the beginning of the new year. As long as she can hear a "Mom" that she hasn't heard for a long time at the moment she leaves Chaoshan Station, Aunt Yu knows that this year is worth it for her. Aunt Yu believes that high-speed rail means "reunion".
The flight attendants who have been running for seven years for the Spring Festival are unforgettable.
The moment when passengers board the high-speed train at night
Han Xiao joined Guangzhou Railway Catering Company in December 2016 and is now a purser. After seven years of Spring Festival transportation, what impressed Han Xiao the most was the moment when passengers boarded the night high-speed train added by Guangzhou Railway. "I could see in their eyes the eagerness to go home for the Chinese New Year and to be reunited with their families. The pure joy on the passenger's face not only infected Han Xiao, but also the other crew members on the train.
The brand name and cup design of "That Girl" high-speed rail milk tea are all derived from the flight attendant, and it has received a lot of praise since it was launched in 2021. "Kumquat lemon tea is refreshing and delicious, and it is the first choice for most travelers in the hot summer; In winter, more travelers opt for warm Hong Kong-style red bean milk tea or cheese milk lid oolong tea, which are rich in aroma and warm for the journey. Han Xiao said that during this year's Spring Festival, Guangzhou Railway and Nandu launched a joint "Southern Girl" high-speed rail milk tea. The big red cup body and special drawing make it carry a strong New Year's flavor and nostalgia.
You listen to your answers.
Inadvertently warmed the old man
Behind the continuous hot Spring Festival passenger flow, there are such a group of people who not only protect the stomachs of passengers, but also warm everyone's hearts. They are of different ages and come from different places, but they have the same excellent qualities, and they deal with emergencies calmly; In the face of passengers who ask for help, we will do our best to help; Facing the difficulties of work, overcome the ...... one by oneThey are the high-speed rail catering crew of the Guangzhou Railway EMU Catering Company.
Sun Liyuan of Guangzhou South Base, Liang Xiuguang of Shenzhen North Base, Zhang ** of Changsha South Base, Zhang Futing of Shenzhen North Base, and Xie Qunhua of Guangzhou East Base ......You may not know their names, but you've met them on the high-speed train. Sun Liyuan, who has witnessed the stories of many passengers returning home, is that she is most impressed by the fact that on the D1763 train, an elderly man over seventy years old looks lonely and helpless. Sun Liyuan immediately stopped what she was doing, took the initiative to ask, patiently listened to the old man's description of his itinerary, carefully explained to him the stop of getting off the train, and reminded the old man before arriving at the station to help him take his luggage and send him off the bus. Before the old man got out of the car, he held her hand tightly and said, "Thank you, young man, for your help to make me feel warm and reassured. ”
Sun Liyuan's husband, Guo Guibin, is a mechanic in the Guangzhou bullet train depot, and due to the special nature of his work, the two of them rarely have time to rest together in a month. Once Guo Guibin wanted to go to Guiyang East to pick up a train in advance, just D1763 would pass through Guiyang East and stop at the same platform, so he set off in advance, carrying 857 kilometers of thoughts, and arrived at the D1763 stop platform to send a love lunch to Sun Liyuan, such a short meeting of a few minutes is also a luxury meeting for the two couples.
About this cup of milk tea.
The country's first high-speed rail milk tea attendant endorses its own cultural and creative brand.
High-speed rail is a beautiful business card of China's railways to the world, bringing passengers a fast, stable and comfortable riding experience. The product of the Southern *** co-branded Guangzhou Railway Catering Company is "Golden Lanka Red Bean Milk Tea", which is a classic flavor in "That Girl" high-speed rail milk tea, and it is also the earliest tea drink.
Actively develop and do a good job in branding.
Traveling around the country to inspect the market, tasting hundreds of times a day.
Why is a cup of high-speed rail milk tea called "that girl"? The inspiration for "High-speed Rail Milk Tea" originated from the program "Watching China by High-speed Rail" on ** TV on October 1, 2020, which broadcast a picture of a reporter tasting Hong Kong-style milk tea on the high-speed rail. After the program was broadcast, the customer service of the "Journey on the Tip of the Tongue" of Guangzhou Railway Catering Company received many inquiries from passengers about how to buy milk tea on the high-speed rail. To this end, Guangzhou Railway Catering Company actively invests in the research and development of high-speed rail milk tea, in order to ensure the taste and ingredients of milk tea health, R & D personnel have to taste it hundreds of times a day.
I was very excited to learn that the company was going to register the first high-speed rail milk tea brand in the whole road. After receiving the task, he was determined to do a good job in this brand. Ma Wenliang, a party member responsible for corporate brand building, has been involved in brand planning, logo design, trademark registration and other work since the brand development. Recalling that when the project was first launched, Liu Xiaoyan, the director of marketing management, and the backbone team of party members traveled to various places to inspect the market, debug and evaluate ......Dozens of cups are tasted every day, and the footprints are all over the large and small tea shops. "I drank too much milk tea, and I often couldn't eat food. Liu Xiaoyan said with a smile. "The high-speed rail environment is more complicated, knives and other sharp tools are not allowed, and fresh fruits cannot be processed on the train, so we choose freeze-dried fruits without preservatives to make fruit tea. There was no ice machine on the bus, so we loaded the ice cubes into the car. After repeated investigations and optimizations, Liu Xiaoyan determined the production process standards and held training courses.
In order to show the youthful and energetic and positive image of the railway catering crew in the new era, and reflect "I speak for myself", Guangzhou Railway Catering Company registered the high-speed rail milk tea brand as "that girl". The cup body picture is based on the high-speed rail catering crew, and the animation style design is impressive.
Close to the market and constantly innovating.
A cup of high-speed rail milk tea is a cup of railway culture.
We hope to give the high-speed rail some more cultural and tourism symbols, so that its image is more three-dimensional and more fashionable, and when passengers think of the high-speed rail, they think, wow, the high-speed rail milk tea is very good. The person in charge of the general party branch of Guangzhou Railway Catering Company said that in order to have vitality, high-speed rail milk tea must focus on railway culture, highlight high-speed rail elements, and reflect travel scenes.
Integrate brand promotion with marketing and innovation and expansion, set up a "Dream Building" product promotion team, continue to carry out new first-class operations, and further promote brand communication ......Not long after the high-speed rail milk tea was launched, it quickly "went out of the circle". In July 2023, high-speed rail milk tea will be exhibited at the Beijing Exhibition Center, becoming the first self-owned cultural and creative brand to participate in the "Great Country Craftsman" Innovation Exchange Conference. In recent years, the public has become more and more focused on personalized consumer experience. The company actively carries out market research and industry analysis, and continues to develop products to provide passengers with richer choices.
What is particularly intimate is that the railway department fully considers the needs of passengers on the high-speed rail, such as passengers should be quiet and properly rested when taking the train, and the R&D personnel have specially reduced the concentration and sugar content of the tea when preparing milk tea. "That Girl" is breaking the public's traditional impression of railway catering with richer, younger, trendier and interesting product categories, better realizing the deep integration of cultural communication and brand operation, effectively leading the high-quality operation and development of enterprises with high-quality party building, showing the fashion style of China's high-speed rail, and making passengers happy to see it.
Warm companionship. "That girl" witnesses the opening of the new station of the new line Drink a cup of high-speed rail milk tea, eat a special snack, and easily reach the destination.
According to data from the Guangzhou Railway Group, in 2023, the Guangzhou Railway will send a total of 56.2 billion person-times, a year-on-year increase of 951%, a record high; Send the goods 11.6 billion tons, a year-on-year increase of 43%；The average daily loading and unloading exceeded 6,000 and 10,000 respectively, achieving the best results in history. The number of passengers and freight reached a record high.
Guangzhou Baiyun Station was opened, and the Guangzhou-Shantou high-speed railway and the southern section of Shanwei to Shantou of Shantou high-speed railway were opened to traffic ......At the same time, high-speed rail projects under construction such as Guangzhan, Shenjiang and Meilong are progressing in an orderly manner. In the past year, Guangzhou Railway has accelerated the construction of railways, continuously weaving a dense railway network in Guangdong, Hunan and Qiongqiong provinces, better serving the people along the line and promoting regional coordinated development. "That Girl" high-speed rail milk tea also made a stunning appearance at various important nodes such as the opening of the new high-speed rail line, the opening of Guangzhou Baiyun Station in Guangzhou, the spring and summer transportation, helping passengers to travel beautifully and witnessing the high-quality development of Guangzhou Railway Railway.
On September 26, 2023, the Guangzhou-Shantou high-speed railway was officially opened to traffic in the midst of much attention, with a running speed of 350 kilometers per hour, and it only takes 73 minutes from Guangzhou to Shanwei, making Shanwei successfully integrated into the one-hour living circle of Guangzhou and Shenzhen, and contributing to the economic development of eastern Guangdong. Since the trial operation of the high-speed rail line, Guangzhou Railway Catering Company has begun to carefully prepare special catering business services, and specially launched a new product of "that girl" high-speed rail milk tea - "That Girl" high-speed rail milk tea placed on the bar "follow the local customs", and the Oriental Narcissus Oolong Lemon Tea with a pocket purple clay pot on the lid of the cup made a stunning appearance and quickly went out of the circle. Netizen comments: This is a high-speed train that understands Shanwei.
On December 26, 2023, train C1893 departed from Guangzhou Baiyun Station, and the Shanshan high-speed railway was officially put into operation. In order to celebrate the opening of the Shanshan high-speed railway, combined with the tea preferences of tourists in eastern Guangdong, at the launch event, the crew brewed the famous Dancong tea in eastern Guangdong for passengers to taste and experience.
According to the characteristics of different routes, "That Girl" high-speed rail milk tea has launched different products, showing the characteristic culture of the Greater Bay Area. The tea break time of "drinking a cup of high-speed rail milk tea and eating a snack" can easily reach the destination. Not only that, "that girl" walked from the car to the car, and the high-speed rail milk tea strives to let the majority of passengers feel the beauty of the innovative operation and service of high-speed rail catering. On December 26, 2023, Guangzhou Baiyun Station was officially put into operation. The opening of Baiyun Station will inject new and effective impetus into the internal and external connections of the Guangdong-Hong Kong-Macao Greater Bay Area and the urban upgrading and development of Guangzhou. In order to make the travel experience of passengers better, Guangzhou Railway EMU Catering Company has innovated and carried out the cultural and creative operation of "That Girl" high-speed rail milk tea. Up to now, major transportation and railway hubs such as Guangzhou South Railway Station, Guangzhou Baiyun Railway Station, and Shenzhen North Railway Station have high-speed rail milk tea stores, providing more choices for passengers to travel.
Chief Planner: Rong Mingchang, Liu Jiangtao
Executive planner: Wang Weiguo, Qiu Ping
Co-ordinator: Zhou Changhe, Feng Yunqing, Li Xin.
Executive Coordinator: Zhong Liting.
Editorial coordinator: Huang Qionghong.
Written by: Zhong Liting, intern Liu Yihao, Yang Zhuoer.
Photo: Zou Wei.
Producer: Nandu High Quality Development Research Institute.