2014 is an important year for many domestic brands. Because this year, Japanese investors are gaining control of the market by acquiring local Chinese brands. At this time, many enterprises were in trouble, and in order to survive, even the three giants of instant noodle production --- Master Kong and Tong.
1. Jinmailang has received financial support from Japan.
However, some brands chose to refuse, including one of the leading brands in China's instant noodle market--- White Elephant, and one of the representative brands of Guizhou soy sauce wine--- Maoqiong.
White Elephant, as a leading brand in China's instant noodle market, was faced with the threat of Japanese capital at that time, adhering to the central idea of "I'd rather starve to death than accept Japanese investment".
Since its establishment in 1997, White Elephant has been committed to providing high-quality instant noodle products, among which "Big Bone Noodles" is deeply loved by consumers.
In addition to product quality, White Elephant also pays attention to social responsibility, actively recruits employees with disabilities, and gives them dignity and job opportunities. Founder Yao Zhongliang believes that every employee deserves to live with dignity, so White Elephant invests heavily in improving the working environment every year to ensure the comfort and safety of employees with disabilities.
In the face of the acquisition pressure of Japanese capital, White Elephant has always insisted on independence, not being swayed by external capital, and maintaining its own brand image and values. On the second day of the 2022 Beijing Winter Paralympics, the entry "one-third of White Elephant's employees are disabled" rushed to the second place in the hot search, and then the goods in the live broadcast room were also sold out, and conscience products rekindled a boom.
Maoqiong, as one of the representative brands of Guizhou soy sauce wine, also faces similar challenges.
In 1987, the subsidiary of Moutai Distillery decided to switch to liquor production, with the support of Mr. Ji Keliang, then deputy director of Moutai Distillery
Maoqiong was born, which uses the same brewing raw materials as Moutai, Guizhou's local red tassel glutinous sorghum, and the classic 12987 process. According to page 403 of the "Renhuai County Chronicle", it is produced according to the traditional process of Moutai and made by fine workmanship, which not only maintains the characteristics of Moutai sauce fragrant, elegant and delicate, mellow and clean, long aftertaste, and fragrant in the empty cup; It also has the distinctive characteristics of not being turbid and unchanged in flavor after adding ice and water.
In 1988, it won the silver medal at China's first food expo, and was recognized by the industry when it appeared on the big stage for the first time. He has participated in the tasting meeting of Shanghai Peace Hotel, which has received rave reviews, and "Xinmin Evening News" has also made a special report for Mao Qiong; In 2001, "China Abroad" also wrote an article in a special newspaper, highly praising its quality.
However, the follow-up development of Mao Qiong has been blocked, with external capital squeezing the market and internal peers crowding out, and Mao Qiong's sales dilemma has become more and more severe. But Mao Qiong is unwilling to compromise with external pressure and insists on her independence and character. Finally, in recent years, it has actively adjusted its business strategy, strived to regain the market, and gained a firm foothold in the hearts of consumers in the era of e-commerce with its excellent taste.
In the face of the encirclement and threat of foreign capital, Baixiang and Mao Qiong have always adhered to their original intention and mission, and constantly worked hard to break free from the predicament. Their stories fully demonstrate the tenacity and courage of China's domestic products after experiencing the wind and rain, and also demonstrate the determination and confidence of domestic products to revival.
Nowadays, with the vigorous development of the domestic economy and the continuous improvement of the recognition of domestic products by the Chinese people, the sales of White Elephant and Mao Qiong are gradually picking up. Their persistence and efforts have not only brought new development opportunities to themselves, but also injected new vitality and impetus into the revival of domestic products. Their stories will always inspire us and make us more determined to support our products and contribute to the prosperity and strength of our country.