What you can taste is not only the history, but also the future.
Wen 丨 Chinese business Tao Strategy Black Forest
2021 is destined to be an Olympic year that will go down in history.
After more than a year of postponement and back-and-forth, the Tokyo Olympics will finally kick off on July 23.
On the 14th, the Chinese sports delegation for the Tokyo Olympic Games was established in Beijing, with a total number of 777 people, which was the largest overseas competition for Chinese athletes.
However, the epidemic is raging around the world, even if the vaccination rate of Chinese Olympic athletes is as high as 99.6%, they still have to accept various new tests such as mutated viruses and epidemic prevention policies, which has brought greater challenges to the already severe logistics support of overseas competitions.
▲Source: Sina Sports
On July 21, two days before the opening, the Tokyo 2020 Organizing Committee had already confirmed that 75 relevant staff members had been confirmed, so much so that CEO Toshiro Muto made the worst prediction to the media:
The possibility of cancelling the Tokyo Olympics at the last minute due to the epidemic is not ruled out!
As the highest sports event for mankind, the Olympic Games not only represent the athletes' challenge to the limits of human physiology, but also the touchstone of the national cultural heritage and comprehensive competitive strength of the host country.
In 200 days, the Beijing Winter Olympics will kick off, and no matter where the Tokyo Olympics go, China, from the athletes in front of the stage to the staff behind the scenes, social enterprises are ready to go, just waiting for the gun to sound.
Among them, a familiar figure appeared in front of people's eyes again.
【Three brushes of the delicious cultural messengers of the "Olympic Games"】
In the early morning of July 19, the Chinese women's volleyball team and other sports teams set off from the Training Bureau of the General Administration of Sport in Beijing, rushed to the capital airport, and flew to Tokyo, Japan, to open the prelude to the Tokyo Olympic Games.
The ancients said that the soldiers and horses did not move, and the grain and grass went first.
In a foreign country, the logistics of athletes is far less convenient than that in China, and the physical and mental state affected by diet is closely related to competitive performance. How to make athletes eat well and sleep well under severe epidemic conditions is a difficult point that Olympic teams from all over the world have been trying to overcome, but the Tokyo Olympics officials have added Fukushima Food to the Olympic food supply chain and blatantly listed it in the athletes' menu, making the logistics support of the teams worse.
For example, South Korea has said that it will open a meal support center for athletes, prepare their own bento boxes for their competitors, and allocate nutritionists and chefs from The country to ensure that Korean players eat.
In order to face the fiercest confrontation and create another brilliant women's volleyball team, the women's volleyball team members led by Lang Ping have carried out three months of closed training.
Lang Ping believes that the Olympic Games are different from other competitions, and every game is very tough. The Chinese women's volleyball team is ready and will go all out, one fight after another.
Who will escort the health and safety of Chinese athletes who are doing their best?
Before the expedition to Tokyo, a special gift was given to Lang Dao, a gift package from Master Kong's Tokyo Noodle Restaurant.
This is the "special equipment" carefully prepared by Master Kong for the relevant staff of the Chinese Olympic Games, media reporters, etc. to go to Tokyo, including masks, disinfectant water and other epidemic prevention materials, as well as Master Kong's food, just to provide a material guarantee for these people who went to Tokyo.
The local epidemic situation in Tokyo is very different from that in China, master Kong mobilized the manpower and material resources of the Tokyo office, inspected the local epidemic situation and the epidemic prevention system of the Olympic Games, introduced digital tools, and created a unique "Master Kong Tokyo Cloud Noodle House".
Master Kong Tokyo Noodle Restaurant is composed of offline delivery vehicles and online cloud noodle restaurants, which realizes the intimate service of online application and offline delivery. Through the Tokyo Cloud Noodle House, Chinese Olympic staff, journalists and volunteers, as well as Chinese in Japan, can enjoy Chinese delicacies and epidemic prevention supplies in a timely and convenient manner, so as to devote themselves to the Olympic events.
In the face of the double test of the new crown epidemic and the Olympic competition, Master Kong must meet the "Chinese stomach" of his compatriots without fail, and help Chinese athletes win glory for the country on the field.
The concept of "Master Kong Noodle Restaurant" originated from the Rio Olympic Games, during which Master Kong went to South America to open the offline pavilion, which is also the opening of classic IP.
Brazil is far away in the southern hemisphere, the water and soil are very different, and the catering guarantee of the Chinese delegation is extremely inconvenient. Master Kong pioneered the opening of the Chinese noodle restaurant to the entrance of the Olympic venues, and used authentic Chinese flavor to solve the problem of exotic diets for members of the Chinese delegation, media reporters and volunteers, so that they could devote themselves to the intense Olympic events in the best physical and mental state.
Two years later, Master Kong opened the noodle shop outside the venue of the Winter Olympics in Pyeongchang, South Korea.
The Pyeongchang Winter Olympics caught up with the low temperature weather that has not been encountered in the local area for decades, and the hot Chinese cuisine warmed the hearts and stomachs of the shivering people, leaving a very good memory.
At that time, it also coincided with the Chinese New Year, in order to let the Chinese people in the Olympic Games be able to spend an unforgettable Chinese New Year's Eve, Master Kong Pyeongchang Noodle Restaurant not only prepared a rich Chinese New Year's Eve meal, but also the dumplings necessary for the New Year, as well as folk activities such as writing Spring Festival, paper cutting, hanging lanterns, guessing lantern riddles, etc., so that the strong New Year flavor spread out in Pyeongchang, leaving an unforgettable overseas Spring Festival impression on every Chinese who came to the noodle restaurant, comforting the reunion homesickness.
As the inheritor of Chinese food culture, Master Kong has turned the noodle shop into a window, allowing guests from all over the world to get close to China's long and splendid food culture. When enjoying the authentic characteristics of China, foreign friends also deeply understood and experienced the heritage of Chinese food culture, New Year culture and Spring Festival culture.
Canadian figure skater Keegan and his parents experienced Chinese food at Master Kong Noodle House. In the past, he accompanied his parents to Beijing to compete and ate a lot of Chinese food. Unexpectedly, a few years later, he could eat such delicious Chinese food in Pyeongchang, and Keegan said that this meal would inspire him to work harder and enter the Beijing Winter Olympics.
As a national brand that has long supported China's sports cause, from Rio to Pyeongchang to the current Tokyo Noodle House, Master Kong has wholeheartedly escorted Chinese Olympic participants, helped Chinese competitive sports, spread China's long-standing culture, solved the problem of overseas food for members of the Chinese delegation, journalists and volunteers, and made Master Kong Noodle House the hottest Internet celebrity outside the two Olympic Games.
A few months later, it will be the Beijing Winter Olympics, and I don't know what kind of surprise Master Kong Noodle House will bring to the world at that time.
【The evolution of enterprises supported by science and technology】
In 2007, at the 6th Asian Winter Games held in Jilin, Chinese skier Wang Chunli lost the gold medal in women's cross-country skiing short distance due to continuous competitions, coupled with sudden drops in temperature and poor physical strength.
Wang Chunli's encounter is not uncommon in ice and snow sports, which is also determined by the particularity of winter competitive sports.
Behind the world sports competition, there is a competition to eat.
Athletes' diet, in addition to the taste problem and the daily training competition of large energy, high nutrition needs, but also face the test of body management and doping problems and other levels, if you accidentally eat wrong, you may regret it for life.
Competitive sports challenge all aspects of the human body. After high-intensity consumption, water, minerals, dietary fiber, carbon water energy, none of them can be less, and the mechanisms are interlocked, which ultimately determines the difference between milliseconds.
Compared with other projects, the extremely cold environment of ice and snow will cause drastic changes in the nutritional metabolism of the human body, and the nervous body has higher requirements for energy and nutrient supply, and puts forward the most stringent standards for ice and snow sports food. Moreover, the ice and snow training sites are relatively remote, which increases the problem of energy and nutritional supply, and the training is often in foreign countries, which is even more difficult.
To this end, the Winter Sports Center of the State General Administration of Sport found Master Kang and led the formation of a team composed of experts from the center, professors of Beijing Sports University, sports medicine research institute and Master Kong's research and development, and delivered a special product specially developed for ice and snow sports to the China Winter Sports Center in May 2019 - China Ice and Snow Customized Edition Speed Noodle Restaurant.
Because it is eaten by athletes, the customized version has also passed the detection of 248 anti-doping prohibited substances by authoritative anti-doping testing agencies, which has well solved the difficulty of dietary supply for athletes, and also solved the "doubts" of the outside world, which is in line with the golden nutrition ratio required by athletes, takes into account safety, nutrition and deliciousness to the greatest extent, and fills the gap in the current domestic sports nutrition diet field.
At present, Master Kong is still adhering to scientific research and research, and strives to develop more functional products such as muscle gain and fat loss to better help the preparation of Chinese Olympic athletes.
Serving competitive sports and benchmarking the highest health and nutrition standards, Since then, Master Kong has worked with his peers to continuously explore product upgrades, technological innovation, and the relationship with China's sports industry has become deeper and deeper.
With the report of the 19th National Congress elevating "Healthy China" to a national strategy, the rise of people's awareness of health and green consumption has brought challenges to the diversified demand for convenience foods.
In 2015, Master Kong invested 500 million yuan to build a joint innovation research and development center in Shanghai, equipped with a working team of up to 3,000 people, which can achieve 3.5 million inspections and tests of more than 1,500 indicators per year, and undertake important food safety testing and research and development functions.
The center has also obtained the CNAS (China National Accreditation Service for Conformity Assessment) laboratory capability qualification, which means that it is completely benchmarked against the international advanced scientific research level and technical capabilities, which can ensure that Chinese athletes can eat a bowl of delicious instant noodles blessed with science and technology no matter where they are and no matter what test they face.
Echoing the needs of sports, Master Kong continues to explore sports marketing, not only serving more and more marathon events, but also cooperating with volleyball, basketball and other sports, step by step into the sports convenience and nutrition food business, with its own evolution, to promote the evolution of the entire industry.
Stepping out of market competition and returning to social welfare, Master Kong is constantly responding to the needs of the times, relying on scientific and technological innovation, and embarking on the road of continuous evolution of national brands.
【Focus on healthy and beautiful national brands】
In recent years, as the influence of Chinese culture and economy has continued to spread outward, many traditional snacks of Internet celebrities have also gone out of the circle and gone overseas. For example, Shaanxi folk snack "biangbiang noodles", such as Guangxi special snail powder with plums with goods, etc., but in fact, the most important thing to mention is Master Kang.
The national is also the world, thirty years ago, silently cultivating Master Kang has always adhered to the mission of promoting Chinese food culture.
After the bowl of braised beef noodles that were "fragrant and delicious and visible" was all over the country, Master Kong was not complacent, but carefully explored and analyzed the differences in special cuisines and tastes in various places, combined the craft of instant noodles with the cuisine in traditional Chinese food culture, and made a deep local taste.
Master Kong visited the north and south of the river, hired professional celebrity chefs to guide him, integrated innovation according to the characteristics of the eight major cuisines of Chinese cuisine, and condensed the flavors of Chinese food culture into the square inches of the package through modern innovative technology, and successively launched instant noodles with local taste characteristics.
Originating from the northeast stew, chicken stewed mushroom noodles, Sichuan spicy beef noodles without spicy and unhappy, millet pepper pickled pepper beef noodles, beijing and Tianjin tomato noodles, Fujian shacha beef noodles, Shaanxi oil spicy sour soup noodles, etc., forming a product development and layout of one place and even one place.
▲Source: Daxinyang cuisine
In addition, jasmine tea, rock sugar sydney pear, sour plum soup, oolong tea and other traditional Chinese drinks have also been carried forward by Master Kang, welcomed by the Chinese people, and become a classic drink that has swept the country.
Master Kong has also set up the Chinese Food Culture Institute to conduct research on Chinese pasta culture, sort out the overall outline and development process of Chinese pasta culture, and even reproduce the traditional kneading techniques that are on the verge of being lost in scientific and technological means, extracting the essence of traditional food and protecting various traditional food cultures to maintain their vitality forever.
Today, nearly 500 noodles, drinks and cakes have formed Master Kong's "China on the tip of the tongue", which is behind the concept of modern food technology and cutting-edge dietary concepts.
Since the 1980s, the rhythm of Chinese society has changed from the past, and the traditional food concept of not being tired of being tired of fine food and eating has collided with the wheel of the times. On the one hand, the commercialization of high-quality, high-end catering is sinking into the sand, and on the other hand, the disorderly development of convenient and low-end fast food, people's calls for new diets are getting higher and higher.
In 2018, Master Kong upgraded the traditional steaming process, with low-temperature vacuum rolling lock fresh, FD freeze-drying, RP rapid prototyping, broth extraction and other processes, launched an unprecedented series of fast noodle restaurants, while unlocking the two major problems of convenience and speed and comparable to fresh cooking, meeting the high-quality consumption needs of the crowd under the fast pace and multi-scene, and giving its own answer to the future of Chinese food culture.
Behind the inheritance and innovation of tradition is an entire economic and social value chain of healthy eating.
Through the raw material traceability system and digital operation system, Master Kong can complete the information traceability of the food safety process in 2 hours, connecting the entire upstream and downstream suppliers, distributors and retailers of 40 million farmers and 900 million consumers, realizing the whole process of green and healthy production and operation system from farmland to table.
Among them, as the most important raw material supply place for Master Kong, Kangbanor is one of the key areas for precision poverty alleviation in the country. Master Kong inspected the whole country, combined with the local climatic conditions, selected to establish an "environment-friendly vegetable base" without the use of pesticides here, help farmers build ecological agriculture, and successfully drive the employment of nearly 10,000 poor people in the local area, thus lastingly promoting and supporting local poverty alleviation.
Chinese noodle culture can be traced back to the 4,000 years ago in Qinghai Lajia site, and then through a series of evolutions of "soup cake", "hanging noodles", "hand-rolled noodles" and "Yifu noodles", it spread to all parts of the world, and is the most widely distributed and most accepted dietary category that is still evolving to this day.
Chinese cuisine also starts from the simplest boiled fire roasting, step by step to unlock the natural mysteries of frying cooking, pickling and fermentation, planting and breeding, etc., so as to have a broad and profound dining culture in various cuisines.
At the beginning of its establishment, Master Kong's brand name represented people's pursuit of a healthy and beautiful life, "Kang" represented health, and "Master" was the creator of deliciousness.
With the emergence of a series of new food technology concepts such as cold chain fresh, self-heating and portable, freeze-dried lock fresh, green supply chain, etc., and a series of new scene demand challenges such as sports competition, ice and snow sports, emergency relief, global competition, etc., food leaders such as Master Kong are constantly meeting the challenges and exploring the frontier of science and technology for a better life for mankind.
On July 20, Zhengzhou and its surroundings in Henan Province were besieged by unprecedented torrential rains and floods, and communication terminals, trains were suspended, water and grain were cut off, and a peaceful and stable life was suddenly tested by life and death.
At the moment of crisis, boxes of drinking water and instant noodles were delivered to the affected people.
Together with other social forces, Master Kong's local organization urgently opened the warehouse and opened the venue, donated more than 5,000 boxes of supplies, provided shelter for the surrounding trapped people, and bowls of nutritious but warm noodles.
"Happy diet, good life" is the development purpose of the enterprise, but also a national brand in the face of natural disasters should be responsible, but also the motherland under the increasingly powerful vision of every Chinese family for the future.
At that dazzling table, you will taste not only the novelty on the tip of your tongue, but also the thickness of history and the beauty of future life.
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