On October 18, the "2024 Totole Xian Science Seminar" hosted by the China Condiment Association and Shanghai Totole Food Co., Ltd. and guided by Shanghai Hongqiao International Central Business District was held in Shanghai. Over the years, Totole has always been committed to promoting the development, innovation and upgrading of the Xian industry, with the theme of "Xian Yuan Zhihe· Vertical Leadership", bringing together global industry pioneers and academic experts to build an authoritative industry exchange platform, aiming to discuss the innovation and development of the condiment industry in the new era of intelligence.
The industry's first group standard for "Matsutake Fresh Seasoning" was released
"FMCG" learned that the conference released the group standard of "Matsutake Fresh Seasoning". The group standard, drafted by Totole, not only fills the gap in the standards of the matsutake seasoning industry, but also strengthens consumer trust in such products. This standard will help promote enterprises to strengthen quality control, promote product innovation and upgrading, and improve the overall development level of the condiment industry.
Zhang Xiqiang, Chairman and CEO of Nestlé Greater China, said at the conference that Nestlé Group has been committed to promoting umami and cooperating with the world's top R&D institutions to conduct in-depth research on umami. He said that the group promotes the combination of industry, academia and research every year to ensure that the products are in line with the fashion trend. On the consumer side, the Group hopes to convey different life concepts, so that umami can be deeply rooted in the hearts of the people and let consumers experience it to the extreme. In terms of production, the group also pursues the most sincere and perfect process.
Zhang Xiqiang, Chairman and Chief Executive Officer, Greater China, Nestlé
At the conference, Cao Hui, CEO of Totole, also elaborated on the company's development history, product innovation, scientific research cooperation and future prospects. Cao Hui pointed out that "Xianyuan Zhihe, Longitudinal Leadership" is the best interpretation of Totole's current development concept. Totole's pursuit of umami not only stays at the surface taste, but also goes deep into the source of umami. The company carefully selects each raw material to ensure the purity and durability of umami. At the same time, Totole also actively explores the in-depth integration of industry, academia, research and application, and works closely with major universities and scientific research institutions to apply the latest scientific research results to product development and bring consumers a more delicious experience.
Cao Hui specifically mentioned the product of Totole Original Fresh Matsutake Fresh Seasoning. He said that in order to find high-quality matsutake raw materials, Totole specially conducted a trip to Yunnan to trace the origin, in-depth understanding of the production environment, and experience the picking and processing process of matsutake mushrooms. This initiative not only ensures the quality of the raw materials, but also deepens the understanding and respect for umami. Whether it is the classic Totole chicken essence or the unique flavor of the sauce series, they are deeply loved by consumers. In addition, Totole continues to introduce new products to meet the increasingly diverse taste needs of consumers.
Cao Hui, CEO of Totole
With the help of AI, data empowers the spread of umami
"FMCG" paid attention to the fact that Totole family portrait series products appeared at the event. Through in-depth market insights, Totole has reshaped its product portfolio and focused on SKU enhancement, which now has 400+ SKUs. At the same time, Totole has also continuously strengthened its customized service capabilities in the catering side in recent years, and launched exclusive products for subdivisions and specific channels, including matsutake mushroom fresh in retail channels, Tianshang chicken powder in catering channels, noodles fresh in the noodle segment, and "one pack to get" recipe seasonings and soup fresh cold brew sauce and hot pot base series that are popular among young people, covering solid and liquid seasonings, and balanced development of B-end and C-end.
Totole has also practiced the strategy of "intelligent cooperation" in multiple dimensions. Totole builds a smart factory to ensure that it can quickly respond to market changes and fully implement enterprise management. With the help of AI monitoring system, production safety is ensured, and product quality and production line output are improved. In terms of digital marketing, Totole has comprehensively laid out nine mainstream social platform matrices, including Shuangwei, Doukuai, Xiaohongshu, Bilibili, etc., and has created a powerful data center by accurately connecting with consumer needs and integrating multi-channel data, providing comprehensive and in-depth data insights for brand building, sales and product development.
Totole has held the National Xian Science Knowledge Contest for 7 consecutive years, recently, the 7th National Xian Science Knowledge Contest successfully ended in Shanghai, the competition to "explore the fresh, decipher the umami" as the theme, aimed at promoting the Xian culture, stimulate the innovation vitality of the industry, after seven years of development, the competition has become an authoritative event in the field of Xian science.
In terms of marketing innovation, this year, Totole cleverly integrated AI technology, innovatively launched the original fresh love poem bottle, and launched a custom name hiding poem activity to provide consumers with customized exclusive love talk services and convey unique Chinese-style romantic feelings. In addition, Totole also produced 8 short videos of Xian knowledge popularization, and held roadshows and local promotion activities in colleges and universities to popularize Xian science knowledge in a vivid and interesting way, and thousands of college students actively participated.
As an advocate of "Xian Science", Totole is continuing to uphold the spirit of innovation and actively promote the development of Xian science, so that more people can understand and feel the charm of Xian. In the future, Totole will continue to explore healthy sources of umami, integrate intelligent technology, and promote umami science to new heights.