Guangzhou's time-honored brand can not only continue to burst with vitality in the local area, but also find a way to "go out of the circle" and go to the whole country.
Wen 丨 Liu Xiaotong
Edited by Jiang Qianjun Zhang Rongchan
The Mid-Autumn Festival is near.
Mooncakes, as an important emotional carrier of the Mid-Autumn Festival, have always been remembered in the early autumn.
Nowadays, the mooncakes with regional characteristics of various gangs have stepped out of the local area and gone to the whole country, but the overall style is still Cantonese, Su-style and Beijing-style as the three mainstreams. According to the consumption data released by the rebate network in 2019, the sales volume of Cantonese mooncakes accounted for 59.49%, occupying more than half of the traditional mooncake field.
Speaking of Cantonese mooncakes, Tao Taoju, the "Mooncake Taidou", is naturally one of the representatives of Cantonese mooncakes.
In recent years, new mooncakes such as the combination of Chinese and Western and light taste have satisfied the curiosity of hunting psychology and have been favored by many young consumer groups.
According to the "2020 China Mooncake Industry Development Trend" report released by the China Baked Food Sugar Products Industry Association, healthy fashion, delicious nutrition, rich cultural connotation, personalized customization and other concepts will continue to be the direction of new product research and development in 2020. At the same time, the consumption tendency of young people cannot be ignored, and the sales of new varieties, new packaging, new ideas, and new flavors of mooncakes will increase.
<h1 class="pgc-h-arrow-right" > inherit classics and explore innovation</h1>
Tao Taoju perceives the consumption trend of young people and constantly innovates the way of playing mooncakes. Last year, Tao Taoju and the Summer Palace jointly launched the "Yihe One Box" mooncake gift box, which became the most popular cultural and creative IP cooperation product on Tmall at that time, and launched a new idea this year - the mooncake music box "Audible Moon".
The inspiration for "Audible Moon" dates back to the mid-1930s.
At that time, Tao Tao Ju used more than 20 kinds of raw materials such as roast chicken, ham shrimp, salted egg yolk, and wu ren to make a new variety of mooncakes with a diameter of more than 20 centimeters and unique on the market, and packaged in a glass box with a carved base of sour branches and wood, and named "Tao Tao Ju Shang Yue". When the cake is sold, it is accompanied by a "reunion banquet" containing precious dishes such as abalone, ginseng, wings, and belly, and provides a "viewable pavilion" on the top floor of tao tao ju main store for customers to entertain their relatives and friends, and enjoy the moon.
The design inspiration of "Audible Moon" comes from this, combining the most prominent "Observable Pavilion" of Tao Taoju with the mooncake, with the Cantonese opera minor key "Caiyun Chasing the Moon" with Cantonese characteristics, to achieve a "playable, audible, enjoyable" three black technology music mooncake box that combines listening and listening.
"Audible Moon" Mooncake Gift Box (Source: Tao Tao Ju Food Public Account)
The audible moon, as the name suggests, is a mooncake that can be heard, and there is another layer of deep meaning in addition.
In recent years, people think that the taste of traditional festivals is getting weaker and weaker, and Tao Taoju is also hoping that the guests who receive this Mid-Autumn Festival ceremony can be like the literati and scholars of that year, while tasting "Ju Shangyue" at the Keguan Pavilion, while listening to Cantonese music and listening to the minor tunes, and spending a Mid-Autumn Festival full of authentic Cantonese flavor with family and friends.
<h1 class="pgc-h-arrow-right" > new national tide: based on tradition, open and inclusive</h1>
"Delicious, fun and good-looking" has always been the production standard of Tao Taoju, and it is also the direction of Tao Taoju's cooperation with the brand. Since 2016, Tao Taoju has continued to explore the integration and collision between brands, and has reached cooperation with well-known IP at home and abroad such as Mobike, Midea, Despicable Daddy, Rolife Ruolai, Andmuxi. In addition to the simple packaging co-brand customization, there is more in-depth customization, such as cooperation with Anmuxi, the launch of Anmuxi yogurt flavored mooncakes, and jointly developed "can drink mooncakes" - mooncake flavor yogurt.
Tao Taoju knows that standing still is not the development path of the brand. In terms of the design of the mooncake gift box, Tao Tao Ju is based in Canton, with elements such as the arcade building and Manchurian window that are very representative of Cantonese culture, with retro and outdated colors. Based on culture and tradition, the mooncake gift box combines tone, fashion and style, which is the collision of tradition and modernity, and it is also a vivid display of oriental aesthetics.
"Cantonese tide" and "national tide" have gradually become the cognitive labels of Tao Tao Ju, a 140-year-old brand in the public's mind.
Whether it is based on the local "Cantonese tide" in Guangfu or the "national tide" that breaks the region, it is actually the inheritance and development of traditional culture. Tao Taoju prefers to show it to the public in its own characteristic way: the old brand can also be very young and fashionable, not to eat the ancient.
<h1 class= "pgc-h-arrow-right" > quality and ingenuity</h1>
The century-old brand should be renewed day by day, in addition to actively embracing young people and constantly innovating, high-quality production is indispensable.
First of all, in the selection of mooncake raw materials, the double yellow and white lotus mooncakes produced by Tao Tao Ju are made of authentic Hunan Xiangtan lotus seeds, fragrant peanut oil and first-class white sugar refined lotus paste, and do not add preservatives; and the very distinctive golden emerald lotus mooncake is made of Fresh Malaysian natural "pandan" (Ban Lan leaf) juice, blended into the white lotus paste, the color is crystal clear, emerald green, so it is called "golden jade"; Wu Ren golden leg contains "3 years old" authentic Zhejiang Jinhua ham, Dragon Emperor apricot, Pointed white dew walnut; "mooncake upstart" flowing milk yolk, using fresh salted egg yolk, New Zealand butter and other raw materials, the aroma is strong, and the heart can also flow at room temperature. Tao Tao ju's ingenuity is not only used in moon cakes, but also reflected in other foods, taking the salt baked chicken as an example, using the 75-day free-range breeding chicken breed of Wen's enterprise, the tender meat quality is carefully prepared by the tao Tao Ju tea house master to create a high quality and unique flavor.
"Promoting healthy food and spreading Cantonese culture" is the business philosophy of Tao Tao Ju.
In terms of food supply chain, taotaoju food factories are mostly distributed in the Pearl River Delta region (mainly Guangzhou and Foshan). In order to ensure the authentic flavor, some regional products are produced by local food factories, such as Zhaoqing Steamed Dumpling Production Factory is located in Dinghu District, Zhaoqing City; Jiaxing Dumpling Production Factory is located in Jiaxing City, Zhejiang Province; Tea Product Production Factory is located in Lincang City, Yunnan Province, etc., and all products are directly sent from the manufacturer to tao Tao ju general warehouse, and there is also a daifa product that can be sent directly from the manufacturer to ensure the freshness of the product.
<h1 class="pgc-h-arrow-right" > multi-format matrix go hand in hand</h1>
Although Tao Tao Ju is a century-old brand, it never sticks to tradition, but actively expands its business and is committed to promoting fine food to all parts of the country, so that diners outside the Canton area can also taste the authentic Cantonese taste.
From convenient pre-packaged foods such as specialty souvenirs, leisure foods, seasonal foods, and quick-frozen foods, to physical stores such as tea house chains and souvenir food chains, sales channels cover major offline supermarkets and circulation markets, Tao Taoju opens up multiple channels, and leverages Internet channels such as live broadcasting and e-commerce to drive Guangfu boutique food to the country rapidly.
As of September 2020, Tao Tao Ju restaurants have been distributed nationwide, reaching 19. At present, all stores are operated in the form of direct operation, do not accept franchises, and firmly control the quality.
In terms of dishes, in addition to retaining the classic flavor of traditional Cantonese cuisine, it has also kept pace with the times and developed novel products that are more in line with the tastes of the younger generation, such as cheese glutinous rice chicken, swan puff pastry and other hot dishes.
In addition, due to the rise of the "lazy economy" and taking into account the lifestyle habits of young people who tend to be convenient, time-saving and labor-saving, Tao Tao Ju has derived a sub-brand of "Tao Liang Soup", which is mainly fast fashion. The food method is convenient, only need to heat through the water, you can quickly produce, while meeting the strong needs of consumers for health products. At present, there are more than 20 products on sale in the store, even if it is simple and fast, it can also provide a variety of choices, so that consumers can drink a variety of beautiful soups without leaving home.
Tao Liang Soup Store (Source: Tao Tao Ju Food Public Number)
Lingering in the store of Tao Tao Ju, it is not difficult to find that the decoration style of the store retains the old Manchurian windows, screens, green bricks, etc., and the rich traditional cultural atmosphere combines with the modern high-end fashion space design, which shows a more simple and elegant fashion sense.
"Do not bear this good night drunk to taste Tao Taoju last month, and rejoice in the prosperity of the shengshi high chant word jinzhong flower." Tao Tao Ju has gone through 140 years so far, an old brand, carrying not only the memory of a generation, but also the change of the times. The fusion of new and old elements, the interweaving of nostalgia and new trends, represents the 140-year progress of Tao Taoju, and it is also the driving force behind its ability to maintain strong vitality.