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The same signature dish of a century-old brand?
On September 20, Jingdong Supermarket officially released the "Jingjiafang" brand plan, aiming to unite well-known catering brands such as Chinese time-honored brands, black pearls, Michelin and other well-known catering brands, create a series of high-end dishes based on its core items, inherit the classics of Chinese food culture, inject new vitality into century-old brands, and create a new catering service experience for consumers.
On the same day, Jingdong Supermarket reached a strategic cooperation with Yuyuan Cultural Catering Group, taking the lead in joining hands with its time-honored Chinese brand Songhe Lou, which has a history of more than 260 years, to launch a joint product - squirrel cinnamon fish, which marked the official birth of the first star item of the "Jingjiafang" brand of Jingdong Supermarket.
Yang Hong, Executive Chef of Songhelou, introduced that the squirrel cinnamon fish in Songhelou is famous and is one of the must-order signature dishes for tasting authentic Subang cuisine. It is characterized by the diamond-like pattern of the fish body, golden color after frying, head and tail, shaped like a squirrel, and the fish body will make a "whoosh" sound like a squirrel when hanging the marinade, which is not only unique in flavor but also quite interesting. And to achieve the time-honored dine-in standard of "head up, tail up, color and laughter", I am afraid that it is difficult to do without 10 years of cooking.
This time, the selection and production of the customized version of the squirrel cinnamon fish in Jingjiafang refer to the dine-in standards of Songhe Tower, and simulate different eating scenarios to improve them, so as to ensure the quality of the product on the basis of convenient operation and food safety. "Consumers can easily replicate a squirrel fish with an air fryer at home," says Yang.
Zhou Xiaozhou, general manager of Jingdong Retail Prepared Dishes Business Department, said that the joint products of "Jingjiafang" are all selected from the signature dishes of high-end restaurants such as time-honored brands and Michelins, and the first squirrel cinnamon fish launched is the representative of Subang cuisine, and it is also the signature dish of Songhe Tower, which has won the praise of countless diners. Relying on consumer insights and supply chain advantages, Jingdong Supermarket realizes the control of the whole process from product research and development, design to production and sales, and allows users to obtain high-quality food experience by lowering the threshold of consumption on the basis of ensuring quality.
As a gathering of time-honored brands, Yuyuan Cultural Catering Group has more than 20 time-honored brands. In addition, it has also established the first domestic science and technology innovation center that deeply integrates the development of catering food and fast-moving consumer goods and focuses on food technology innovation in Shanghai, and innovatively launched the newly launched Songhelou and Jingjiafang co-branded version of squirrel cinnamon fish, as well as Shanghai Old Hotel Babao Duck, Shanghai Dexingguan Beef Cake with Sauce, Songhelou Su-style noodle soup series and other popular products.
Hu Tingzhou, president of Yuyuan Co., Ltd. (rotation) and chairman of Yuyuan Cultural Catering Group, said that joining hands with Jingdong Supermarket can help time-honored brands target new young consumers more quickly and accurately, and let time-honored brands expand their consumption circle. On the other hand, its strong technical capabilities can quickly provide comprehensive consumer insights to help time-honored brands better upgrade and iterate their products and improve consumer satisfaction.
It is reported that the launch of the joint customized squirrel cinnamon fish is a new starting point for the in-depth co-creation of Jingdong Supermarket and Yuyuan Cultural Catering Group. In the future, the two parties will be supported by consumer insights, efficiently integrate the resources of both parties, work together to create more core dishes of time-honored brands, achieve the double improvement of the quality and cost performance of home products, and effectively protect the "safety on the tip of the tongue" of consumers, and promote the healthy development of the industry.
Reporter / Fan Yuhao
Editor / Sun Chaohui
Photo / Yuyuan Cultural Restaurant Group
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