Qiyi Sauce Garden Celebrates a Century of Flavor, Concluding Successfully on July 1! Advertising

Qiyi Sauce Garden celebrates a century of flavor, concluding successfully on July 1! Advertising planning and execution

This launch event invited numerous guests and media from the Urumqi Catering Association, Urumqi Nutritionist Association, and Xinjiang Catering Broadcast New Media Alliance to taste and exchange views on the 2020 new products, with in-depth discussions on the flagship product 'Seven Grain Vinegar'.

Ma Guoqin, President of the Urumqi Catering Association, fully endorsed the event and expressed the initial intention and mission of jointly developing new products with Qiyi Sauce Garden and cooperating with the catering association.

In an era of consumption upgrade, a brand represents trust. Chairman Zheng Junyue, along with many guests, jointly announced the official release of the new products, carrying forward a century-old flavor heritage.

Yang Bin, a brewing expert at Qiyi Sauce Garden who has inherited the century-old flavor, also attended the event. Yang Bin stated that Qiyi Sauce Garden, as the only China Time-honored Brand in Xinjiang's condiment industry, holds a special place in the hearts of the older generation of Urumqi residents.

"Bringing pure grain, high-quality products to the market and creating healthy condiments for the people is the original intention and mission of Qiyi people, and the fundamental driving force for generations of continuous effort." At the same time, Yang Bin publicly revealed the brewing secret passed down for 145 years. This public disclosure was also intended to bring 'Seven Grain Vinegar', a pure grain, high-quality product, into thousands of households.

During the media exchange session, Chairman Zheng Junyue answered questions from the media one by one:

☆ Why is the flagship product 'Seven Grain Vinegar' priced with negative gross margin?

Seven Grain Vinegar is a combination of a century-old recipe and modern technology, and it is the leading product of the entire Seven Grain series with the highest cost-performance ratio. Through negative gross margin pricing, we hope the product can enter thousands of households, allowing people to use high-end soy sauce and vinegar products at affordable prices and experience the mellow and high-quality vinegar.

☆ As the inheritor of Qiyi Sauce Garden, what prompted you to invest significant human, material, and financial resources in developing these new products?

Qiyi Sauce Garden has been built through the efforts and dedication of generations of Qiyi people. The crystallization of cultural history does not belong to me personally, nor to Qiyi Sauce Garden, but to everyone. We are not the creators of Qiyi Sauce Garden, but we are its inheritors. Our original intention is to showcase the century-old craftsmanship to the world, letting the world understand Chinese manufacturing and the culture and essence of Chinese national brands.

Qiyi Sauce Garden has been passed down for 145 years, with good recipes and craftsmanship. However, due to market factors, good products have not been effectively promoted to the market. My responsibility is to sustainably develop the brand's vitality, allowing this China Time-honored Brand to display its charm in China and the world. China Time-honored Brands value craftsmanship, which cannot be achieved overnight. It requires meticulous polishing, accumulation over time, repeatedly doing the same thing, continuous research and development, and ultimately achieving the pinnacle of craftsmanship.

☆ What is the future market layout?

Today's launch is the release of the entire product line. All products have been meticulously developed over three years, standing out through repeated research and development. July 1, 2020 is a historic moment for Qiyi, marking a transformative time as Qiyi enters a new era. In the future, Qiyi will enter the entire condiment industry, spreading the concept of health and green living to every household, ensuring that every kitchen has high-quality, healthy condiments. This year, we have invested 400 million yuan, and the 171-acre ecological industrial park has officially started construction. In addition to soy sauce and vinegar, we will also produce a series of compound condiments to make people's lives healthier and more convenient in the future.

☆ Besides the Xinjiang market, are there plans for domestic and international markets?

First, Xinjiang Qiyi Sauce Garden occupies a strategic location along the Belt and Road, so in recent years we have begun exporting to Central Asian markets. Through the Belt and Road, we are bringing Qiyi's quality and craftsmanship to Central Asian countries. At the same time, we have opened flagship stores on major online channels such as Tmall and JD.com.

Next, Ms. Pa Lize, Vice Chairman of the Urumqi Nutritionist Association, also provided a detailed introduction to the new Seven Grain Vinegar from aspects of nutrition, health, and wellness.

New product launches also need the voice of the media. Liu Lu, founder of the Xinjiang Broadcast New Media Alliance, noted that Qiyi Sauce Garden has a 145-year history and is familiar to local Urumqi residents. Bringing high-quality, pure grain, zero-additive products to the market is also the social responsibility and mission of media professionals. After tasting Seven Grain Vinegar on site, she was moved by its mellow aroma.

Making a good product is just the starting point of brand development. The true success is taking the Chinese national brand to the whole country and the world.