2024 China Brand Day is coming as scheduled. During the event, many of China's first-class enterprises gathered in Shanghai, showing the charm of domestic brands.
Walking into the Shanghai World Expo Exhibition and Convention Center, Qingdao's famous brands represented by Haier, Hisense, Tsingtao Beer and Sailun Tire show the glory of the city's manufacturing industry. It is worth noting that in addition to the well-known Qingdao famous brands in Qingdao, Fengshi (Qingdao) Marine Technology Co., Ltd. (Fengshi Technology), which was founded in 2018, is also eye-catching.
At the time, the technology appeared on this China Brand Day
On May 11, Euromonitor International, the world's authoritative research organization, released a krill oil market report at the brand day event, identifying VIK, a global brand of Fengshi Technology, as the domestic brand with the largest sales volume in the krill oil industry. At the same time, the VIK brand also launched the first new krill oil with hypolipidemic effect in the krill oil industry on the spot, filling the market gap in China's krill oil industry in related fields.
Euromonitor International recognized VIK, a global brand of Timely Technology, as the No. 1 domestic brand in the krill oil industry in terms of sales
Sense
How can a young brand that has been in business for less than 6 years become the No. 1 sales volume in the industry in a short period of time, and show the brand power of Qingdao on the same stage as a group of brand-name enterprises that have been in business for more than 20 years?
The most important point is to step on the beat of the times.
From the perspective of industry, the Antarctic krill industry, where Fengshi Technology is located, is one of the advantageous industries in Shandong Province, especially Qingdao City. However, unlike the traditional manufacturing industry, which has made Qingdao famous all over the world in the past 30 years, the Antarctic krill industry is more like an emerging industry with rich heritage but winning in the future.
Why? Naturally, it depends on the accumulation. On the scientific research side, Ocean University of China, Yellow Sea Fisheries Research Institute of Chinese Academy of Fishery Sciences (Yellow Sea Institute), Qingdao BGI Research Institute and other universities and scientific research institutes have gathered in Qingdao, and the research and application of Antarctic krill has been at the forefront of the country. On the industrial side, in addition to Fengshi Technology, Dongfeng Ocean Fishery, Shandong Luhua, Jiyuan Biology and other enterprises have been cultivating the Antarctic krill industry for nearly ten years, laying a solid foundation for the in-depth development of the industry.
Jiang Guoliang, a professor at the School of Marine Life Sciences at Ocean University of China, said: "The Antarctic krill industry has developed relatively maturely in Europe and the United States, but with the accumulation of time, China's Antarctic krill industry is ushering in opportunities for vigorous development. ”
What are the opportunities? An important impetus lies in the "boat". In the second half of 2023, the 8,800-ton Antarctic krill fishing vessel will be put into use in Rongcheng, which is not only one of the most standardized and professional Antarctic krill fishing vessels in China, but also the most critical part of Shandong's krill industry.
In addition to fishing vessels, the Yellow Sea Institute has also cooperated with Qingdao BGI and other institutions to make breakthroughs in the study of Antarctic krill's ultra-large genome assembly, adaptation to extreme environments, and population historical evolution. The "Snow Dragon" completed the first deployment of China's ecological submersible in Antarctica, and achieved a breakthrough in the long-term detection of Antarctic krill, and a series of explorations are of great significance to the development and utilization of China's Antarctic krill resources and its deep participation in the international governance of polar fisheries.
What is more noteworthy is that Shandong Province announced 15 provincial-level future industrial clusters in 2023. Among them, four future industrial clusters, including the deep-sea polar development industrial cluster, the gene and cell diagnosis and treatment industrial cluster, the aerospace information industrial cluster and the virtual reality industrial cluster, are located in Qingdao. As a typical deep-sea polar industry, the Antarctic krill industry is undoubtedly an important direction for Shandong Province to lay out future industries and develop strategic emerging industries.
The complement of the industrial chain, the breakthrough progress of scientific research and the strategic layout of the future industry have made the Antarctic krill industry an opportunity for Qingdao and even Shandong. In this context, the company has walked on the track of the future industry at the right time, and has started an exploration full of "sense of the times".
Sense of direction
Walking on the right track, Timely Technology is also carrying out effective exploration.
This kind of exploration is scientific and technological innovation.
Li Yifei, CTO of Fengshi Technology, said that through the construction of national Antarctic krill advanced R&D quality and testing center, Antarctic krill special functional food R&D center, chronic disease medical nutrition research center and other innovative institutions with the Yellow Sea Fisheries Research Institute of the Chinese Academy of Fishery Sciences, Ocean University of China, Qingdao Special Food Research Institute, Qingdao University and other institutes and universities, the company has continuously opened up a "new track" around the high-value utilization of Antarctic krill, leading China's krill oil industry to steadily move towards a higher end of the value chain.
What is the "new track" opened up by Timely Technology? The most representative case is the first new krill oil product in the krill oil industry launched by Fengshi Technology during the China Brand Day, which has the dual effects of maintaining healthy blood lipid levels and enhancing immunity.
The company launched its first new krill oil product with the dual effects of maintaining healthy blood lipid levels and enhancing immunity
Previously, the product was clinically tested at the Shandong Provincial Center for Disease Control and Prevention and the Second Affiliated Hospital of Shandong University of Traditional Chinese Medicine. Through controlled trials on hundreds of subjects with hyperlipidemia, the clinical trial report concluded that "the product has a significant effect on reducing serum total cholesterol, triglycerides, and low-density lipoprotein cholesterol". This is not only a new breakthrough in the in-depth development of krill resources and health applications, but also marks that the potential application value of Antarctic krill oil in the field of medicine has been further certified by the national level.
It can be considered that continuous scientific and technological innovation has enabled the Antarctic krill industry to continuously realize the adjustment and upgrading of the industrial structure. If the primary krill processing products and industrial deep-processed foods are the 1.0 and 2.0 stages of the development of the Antarctic krill industry, then with the advent of the new dual-effect krill oil products, the industry has officially entered the 3.0 stage of high-value utilization exploration in the field of biomedicine. This kind of innovation is not only the internal driving force for the technology to achieve industry leadership, but also gives it the ability to explore a new direction for the development of China's Antarctic krill industry.
"Sense of direction" is the value that timely technology brings to the industry.
"With the help of enterprises taking the lead in forming an innovation consortium, the Antarctic krill industry continues to move towards the value chain, which is an important exploration path for Timely Technology on the road of scientific and technological innovation. In the future, the high-value utilization technology of Antarctic phosphorus with completely independent intellectual property rights will continue to explore more diversified industrial application directions in the fields of biomedicine, health food, pet food, etc. Li Yifei said.
Dare to create, dare to break through
Turning our attention back to China Brand Day, the main theme of this year's Brand Day event is "Chinese Brands, Shared by the World", which clearly expounds the development tone of "Global Layout of Chinese Brands".
Looking at the Tsingtao brands participating in the exhibition, Tsingtao Beer has been established for more than 120 years, Hisense for 55 years, Haier for 40 years, and Sailun for 22 years...... These brands have gained a global foothold through decades of development, and this is precisely the competitiveness that has been precipitated by time.
But "age" is not everything, and Timely Technology is the best example. In 2023, Fengshi Technology won the title of Gazelle Enterprise in Shandong Province and was selected as one of the "Top 500 Asian Brands in 2023"; In just 5 years, it has grown into the world's No. 1 online brand of Antarctic krill oil.
With a "young" attitude, the company has shown its brand vitality on a global scale, and behind it, it is inseparable from a hard work of entrepreneurship and innovation. "The more emerging industries, the more cutting-edge enterprises, the stronger the desire for global layout, there is no old capital, only innovation and breaking, creating new categories that users have needs that are not met by peers, and breaking into a large market with 6.6 billion overseas population outside China." Gao Yicheng, founder and chairman of Fengshi Technology, said.
Dare to create, but also dare to break through the time technology out of its own globalization road. The reporter learned that Fengshi Technology takes supply chain, technology research and development, and localization as the three major paths of global layout, and has now laid out 5 branches, 5 R&D centers and 7 production bases around the world, and its brands have gradually entered the United Kingdom, France, Germany, New Zealand and other countries and regions.
Going abroad and competing with strong opponents has also further enhanced the competitiveness of Fengshi Technology. Today, the transparent factory built by Fengshi Technology is the first to produce 56% marine phospholipid krill oil, and the production process and technical level are leading in the world, which is synchronized with Norway and the United States.
Chinese brands going overseas is not only a process of going out, but also going in and up. The in-depth development of Shishi Technology in the global market proves that China's Antarctic krill industry has the possibility and confidence of equal dialogue and priority cooperation with world-class enterprises in product innovation and scientific and technological research and development.
Krill is small, but there is a lot of room for the industry to grow. The exploration of Fengshi Technology today not only enhances its own competitiveness, but also paves the way for the development of the industry. Whether the brand is full of vitality is not based on the length of time, but in the right time, in the dare to break through and dare to create, and the young timely technology is exactly like this.
Qingdao Financial Daily/Home News Reporter Yin Weijian