On May 9-11, 2024, the Foodaily Food Innovation Expo was held at the National Exhibition and Convention Center. This year's innovation conference brought together representatives of influential traditional and cutting-edge brands in the food and beverage industry, presenting the ultimate innovation and vitality of the industry from multiple dimensions!
"Of all things in the world, only food and love can not be disappointed", the attention and love of Chinese people for food is driving the continuous innovation of food consumption and business formats in the mainland. From the pursuit of "regional flavor" to find cultural passwords, to the branding of agricultural products to leverage new market segments, and promote the renewal of food consumption channels.
The taste of China has always been a topic of pride for the Chinese people, but the taste of China seems to be isolated by regional culture, such as Shandong cuisine, Huaiyang cuisine, Cantonese cuisine, and Sichuan cuisine...... Each cuisine is self-contained, and each represents a unique part of the Chinese flavor.
At this innovation exhibition, "Lao Fan Gu", one of the most representative KOLs of Chinese cuisine, brought us a new perspective to interpret the taste of China: the eight major cuisines are not isolated, and they can only be achieved by blending and blending!
State Banquet for Change
The team of "Lao Fan Gu" is composed of state banquet masters, Zheng Xiusheng, who calls himself "Uncle", has served in the Beijing Hotel for 50 years and has done countless state banquets. Sun Lixin, the 24-year-old head chef of Waldo Hotel, was awarded the title of "Top Ten Chinese Famous Chefs" by the Ministry of Commerce, and was also the chief consultant of the Chongli Menu Plan in the Zhangjiakou Competition Area of the 2022 Winter Olympics.
The two masters both have unique skills and have their own strengths, and in the collision of skills, they have improved and created more flavorful food, and have more than 10 million fans on the whole network.
For example, "Erbo" likes to play cards out of common sense, and the roast duck that has been passed down for 600 years is marinated in vegetable juice instead; In order not to waste scraps, the blueberry yam dish was debugged.
Image source: Bilibili
The master of the state banquet personally went down to teach people to cook! It sounds like a lot of gimmicks and gimmicks, but it wasn't bought by the public at first.
In order to perfectly present the whole process of cooking in every detail, they disassembled the cooking process into more than 40 episodes of 15-second videos each with detailed explanations, but in the end they had little effect. After all, for the families on the other side of the network, state dinners are an art, not an everyday firework.
If the master wants to "get out of the circle", he has to turn the process of cooking into the daily operability of fireworks! According to Hu Liwen, the founder of "Lao Fan Gu", after repeated exploration, "let the state banquet fly into the homes of ordinary people", "let the home-cooked food have the taste of the state banquet", and "resurrect" ancient book dishes" have become the only way to help "Lao Fan Gu" become a representative KOL of Chinese cuisine.
Making the state banquet come to life is the "value" that "Lao Fan Gu" has been transmitting! In the video, the two masters are in the family kitchen, joking and amusing each other, sharing the craftsmanship of the state banquet dishes with down-to-earth language and the most convenient steps.
The fast pace of modern people is destined to make it difficult to have the time and energy to spend half a day to eat a pot of chicken soup. The two masters shared a trick for boiling chicken soup: first smash the chicken breast into minced chicken, add a few simple seasonings such as green onions, ginger and garlic, and then boil it in boiling water, and a pot of delicious chicken soup with thick soup treasure will be out of the pot.
Let the home-cooked food have the level of a "state banquet". A plate of ordinary scrambled eggs with tomatoes seems to be something anyone can make, but how to make delicious scrambled eggs with tomatoes may be difficult for everyone. Therefore, "Lao Fan Bone" will update the content of home-cooked food from time to time, and this series of content is very popular among the fan base. Many fans thanked @老饭骨 in the comment area of station B, allowing themselves to reproduce the taste of the restaurant for the first time.
"Resurrection" of ancient book dishes. In addition to teaching people to make delicious dishes, the masters in "Old Rice Bone" have been passing on the cultural heritage and inheritance of Chinese cuisine.
The "resurrection" of ancient books is a continuation of traditional Chinese culture. In Chinese culture, food is an important part, what is the authentic practice of the eggplant eaten by Grandma Liu in "Dream of Red Mansions" and the Dongpo meat of Su Dongpo? How to present ancient delicacies with modern ingredients? The dismantling and reproduction of the master allows us to communicate with the lives of the ancients.
How to continue the vitality of IP
In the era of self-media, the development of channels has contributed to the rapid expansion of the influencer effect, but with the increase of supply and the capping of traffic, the problem of extending the life of IP has become a problem for Internet celebrities.
The closer you are to the singularity, the more cautious you need to be, because the singularity also means an inflection point, and the good and bad can be fixed in an instant.
Hu Liwen, the founder of "Lao Fan Gu", believes that most of the products created based on online emotions and following trends are short-term products, with strong timeliness and stronger substitutability. To be a hot spot tracking machine, it is better to follow your own rhythm, be a market hot spot making machine, cook well, and continue the spirit of craftsmanship!
In addition to the unique content presentation, another important measure to continue the vitality of the IP is to empower the lives of "old rice bones" fans. Through the creation of its own brand, the brand life has been extended and continued.
Hu Liwen said that when fans learn to cook, the market will ask the uncle with concern, "what pot is used" and "pig iron pot or wrought iron pot is better". "Lao Fan Gu" realized the pain points of fans' needs, found a Guangdong factory that did OEM for international brands, and released Lao Fan Gu's first product - iron pot.
As a cutting-edge brand, Lao Fan Gu has also won the first place in the top list of quality ingredients in the Tmall Food New Brand Creation Camp.
"Lao Fan Gu" pays more attention to large single products, the products are usually based on 8 million yuan, and the sales of single products will be discontinued if they cannot be reached, and the food industry is more special, we hope to do limited SKUs, try to do large-scale single products, and reduce inventory and cost pressure. And crucially, never let the master in front of the video bring the goods!
The golden sentence of the masters' state banquet teaching is "It is easy to do what I do, but it is difficult to do it if I don't follow me"! They take the trouble to emphasize the main points in each video, such as the use of minced beef for mapo tofu, because the beef is crispy after it is stir-fried; To peel the tomatoes first, most people only know that peeling affects the taste, but they don't know that peeling is also the key to the red color of this dish......
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