"In the past 10 years, Daoxiang Village has experienced a cycle of rapid development. But we will not pretend to be a time-honored brand and lie on the credit book and eat the old book. Recently, Zhou Guangjun, chairman and president of Daoxiangcun Group, was interviewed by a reporter from China Quality News, and published a series of profound insights on the business development and future mission of Daoxiangcun, which attracted wide attention from the industry.
Daoxiang Village Suzhou Guanqian Street store
It is understood that Daoxiang Village, founded in Suzhou in 1773, is a time-honored Chinese brand recognized by the Ministry of Commerce, and has always been recognized as the authentic source of "Daoxiang Village" by the tea and confectionery industry, with an enduring reputation, and has become a large-scale modern food enterprise group famous at home and abroad after two and a half centuries of inheritance and development.
Nowadays, high-quality development has become an indispensable question for time-honored brands in the new era, and the glorious achievements and good memories of the past should not become the "historical burden" of the future development of time-honored brands. Embarking on a new journey of high-quality development, Daoxiangcun has always adhered to both internal and external training, actively adapted to the new requirements of the new era, practiced the "three transformations", made steady progress, and continued to polish the "golden signboard".
Zhou Guangjun said, "With the development of the new era, Daoxiangcun Group has invested a lot of manpower and material resources in the transformation of the production line, using scientific and technological means to lead manufacturing and improve productivity. "The R&D capabilities of new technologies and new products of food enterprises are the basis for building core competitiveness. In recent years, Daoxiang Village has actively sought innovative breakthroughs and explored the road of scientific and technological development. On the one hand, through the application of big data analysis tools, we independently developed the four major information platforms of logistics, services, reports and SMS, relying on the "cloud" service guarantee, empowering enterprises with science and technology, improving the quality and industrial standard system, realizing the digital transformation and upgrading of the group's entire business chain and informatization and process management, so as to modernize and intelligentize the time-honored brand "Daoxiang Village".
Daoxiangcun modern production line
On the other hand, Daoxiangcun Group has set up three major R&D centers in Suzhou, Beijing and Shandong, and relying on Jiangnan University and other scientific research institutes, it has jointly established industry-university-research cooperation platforms such as "China Pastry Food Technology R&D Center" and "National Key Discipline Food Science and Engineering Graduate Joint Training Base", closely following the latest international food science and technology for independent innovation, leading the leapfrog development of Chinese pastry industry, and has won the Science and Technology Progress Award issued by the China Light Industry Federation and was awarded the title of "China's Top 100 Light Industry Science and Technology Enterprises".
Product quality is not only an important indicator, but also the foundation and core competitiveness of the sustainable development of enterprises. Zhou Guangjun said, "The reason why Daoxiang Village can be inherited for a hundred years is that the key lies in the pursuit of product quality, from raw materials to the table, and strictly control product quality." ”
(Note: Daoxiang Village's innovative research and development of the new national tide healthy pastry - peony flower cake, which uses Heze peony as the main raw material, once listed, was well received, during the 33rd Heze International Peony Cultural Tourism Festival, it was sought after by many citizens and tourists, and became one of the must-choose characteristic souvenirs for tourism in Heze.) ）
As one of the oldest enterprises in China's pastry food industry, Daoxiangcun has always regarded product quality as the lifeline of the enterprise, and it is also the bottom line that cannot be crossed. Through years of production practice, Daoxiangcun has already let the awareness of food safety penetrate into all aspects of the operation of the enterprise, and strictly control the selection of raw materials, product research and development, production and processing, circulation and transportation, after-sales and pre-sales, etc., forming a unique set of "Daoxiangcun standards" in the food industry and achieving the quality of "Daoxiangcun".
(Note: The trendy Suzhou-style tea cake innovatively created by Daoxiang Village, Biluochun Tea Crisp, which uses Suzhou Biluochun as the main raw material, has become a phenomenal popular Internet celebrity pastry once it is launched, and has sold more than 1 million pieces.) ）
In terms of raw material selection, Daoxiangcun Group has jointly built 7 raw material bases in Jiangsu, Shandong, Hunan, Yunnan and other places, strictly controlling the source of raw materials and selecting healthy, fresh and high-quality raw materials. In addition, through the combination of traditional stuffing technology and modern processing, the traditional taste and health of the product filling are guaranteed.
Daoxiang Village "same line, same standard and same quality" enterprise certification
At present, Daoxiangcun Group has 10 processing parks in Suzhou, Beijing, Heze, Shenyang, Chengdu, Tianjin and other places, with more than 120 modern production lines. Each processing center implements fully enclosed management, from raw materials entering the factory to products leaving the factory, each process and key points are strictly controlled in accordance with the standards, and the whole link quality traceability is established, and each product can be tracked forward and reversely. Among them, for the production process, Daoxiangcun adheres to the "three same standards", that is, in the same production line, according to the same standards, to achieve the same quality level, and try to maintain the traditional taste of Chinese pastries.
(Photo note: The "Qianlong Visiting Store" gift box, a special souvenir created with the theme of the historical story of the Daoxiangcun brand, is very popular with young people, and has been planted by netizens and experts on many social platforms such as Xiaohongshu and Douyin.) ）
Whether it is at the level of national macro policies, the sustainable development of market players, or the general perception of the people, strengthening and expanding national brands has become a social consensus and a proposition of the times. As a typical representative of China's time-honored brands and national brands, strengthening brand building is also the lifeblood of its development and the source of power for innovation.
In recent years, with the deepening of globalization and the advancement of the construction of the "Belt and Road", more and more domestic enterprises have begun to pay attention to brand building and global strategic layout, and Daoxiangcun is one of the pioneers and leaders. "Daoxiangcun actively promotes the excellent traditional Chinese culture overseas, so that more and more overseas consumers can appreciate the charm of Chinese pastries." Zhou Guangjun said.
Daoxiang Village Overseas Counter
As early as 2006, Daoxiangcun began to carry out international market research and overseas trademark registration and other preparations, and in 2013, the overseas business department was formally established to accelerate the expansion of overseas markets. At present, nearly 100 Daoxiangcun products, including Mid-Autumn Festival moon cakes, Dragon Boat Festival zongzi, flower cakes, pine nut jujube mud and sesame cakes, cloud cakes, shortbreads, peach cakes, etc., have been exported to nearly 50 countries and regions on six continents, including the United States, Canada, Germany, Italy, Australia, Japan, South Korea, Singapore, and the United Arab Emirates.
In the "2023 Global Chinese Pastry Industry Consumption Insight Research Report" released by iiMedia Research, Daoxiangcun Chinese Pastry ranked first in global sales in 2023. While sending the time-honored Chinese pastries overseas, Daoxiangcun also helps to spread the excellent traditional Chinese culture, so that the "Daoxiangcun" brand has become a "cultural business card" of Chinese taste on the world stage, so as to promote more and more national brands to the world.
Daoxiang Village Overseas Counter
In addition, Daoxiangcun has also made the golden signboard of the time-honored brand glow with new brand and market vitality through innovative models such as "Internet +" and cross-border co-branding. As early as 2009, Daoxiangcun conformed to the development trend of the Internet economy and officially launched the implementation of the new model of "Daoxiangcun + Internet", becoming the first Chinese pastry brand to explore e-commerce business, and leading the Chinese pastry category of mainstream e-commerce platforms such as Tmall, Jingdong and Douyin for many years during traditional Chinese festivals such as the Spring Festival and Mid-Autumn Festival.
Previously, Daoxiangcun has carried out cross-border co-branding cooperation with more than 100 IPs and brands that are popular among young people, such as Glory of Kings, Yuanqi Forest, and Kung Fu Panda, as well as the development of independent IP gift boxes such as "Qianlong Exploration Store", "Suzhou Garden", and "Baoyu Cake", so that more and more young consumers have a new brand awareness of "Daoxiangcun", a Chinese time-honored brand with a history of 251 years.
As Zhou Guangjun, chairman and president of Daoxiangcun Group, said: "The secret of the inheritance of the Daoxiangcun brand is that it has been changing. Daoxiangcun deeply practices the "three transformations", and its series of innovative measures have created a new development path that can be promoted and used for reference in promoting the high-quality development of time-honored enterprises and enhancing the brand value of time-honored brands.