You can taste not only the history, but also the future.
Chinese Corporate Strategy Black Forest
2021 is destined to be the year of the Olympics as recorded in history.
After more than a year of delays and repeats, Tokyo will officially open on July 23rd.
On the 14th, the #ChineseSportsDelegation for the Tokyo Olympics was established in Beijing, totaling 777 people, making it the largest overseas expedition of Chinese athletes.
However, the epidemic is rampant around the world. Even though China's Olympic athletes have a 99.6 percent vaccination rate, they still need to undergo a variety of new tests, such as mutated viruses and immunization policies, which poses an even greater challenge to the logistics of the already grim overseas competition.
On July 21, two days before the opening ceremony, the Tokyo Organizing Committee for the Olympic Games confirmed the diagnoses of 75 staff members involved, so CEO Toshiro Muto gave the media his worst-case scenario:
Don't rule out last-minute cancellations in Tokyo because of the epidemic!
The Olympics, as the highest human sporting event, not only represents the challenge of athletes to the limits of human physiology, but is also a litmus test of a country's cultural heritage and comprehensive competitiveness.
200 days later, the Beijing Winter Olympics will open. No matter where the Tokyo Olympics ### go, Chinese athletes in front of the stage, behind the scenes staff and social enterprises are ready to go, just waiting for the starting gun.
Among them, a familiar figure once again appeared in front of people.
Three delicious "Olympic" cultural messengers
In the early hours of July 19, China's women's volleyball team and other sports teams from the Training Bureau of the State Administration of Sports in Beijing, to the capital city airport, to Tokyo, Japan, opened the prelude to the battle of Tokyo.
As the old saying goes, before the soldiers and horses move, food and grass first.
In foreign countries, the logistical support for athletes is far less convenient than in China, and the physical and mental state of dietary influences is closely related to competition results. How to make athletes eat well and sleep well under the severe conditions of the epidemic, is the Olympic delegation of various countries have been trying to overcome the problem. However, Tokyo Olympic officials have added Fukushima food to the Olympic food supply chain and boldly listed it on athletes' menus, making logistical support for each team even worse.
South Korea, for example, has said it will set up meal support centers for athletes, prepare their own bento lunches, and deploy dietitians and chefs in the country to ensure that South Korean athletes are fed.
In order to face the most fierce confrontation and create the glory of women's volleyball, Lang Ping led the women's volleyball players to a three-month closed training.
Lang Ping believes that the Olympic Games# are different from other games, and every game is very difficult. The Chinese women's volleyball team is ready to go all out and fight one after another.
Who will protect the health and safety of the Chinese athletes who are doing their best?
Before traveling to Tokyo, a special gift was given to the Master Lang Tokyo Noodle Shop gift bag.
The local epidemic in Tokyo was very different from China. Master Kong mobilized its Tokyo office to investigate the local outbreak and the current state of the Olympic #EpidemicPreventionSystem, and introduced digital tools to create the unique "Master Kong Tokyo Cloud Noodle Restaurant".
With the risk of coronavirus disease in China in 2019, China's COVID-19 must meet the needs of its compatriots' "stomachs". It helps Chinese athletes to compete for the country on the field of play, and for a long time they did not dare to make any preparations without accumulated experience.
The concept of "Master Kong Noodle House" comes from Rio. During the game, Master Kong went to South America to open an offline restaurant, which is also the opening of the classic IP.
Two years later, Master Kong opened a noodle shop outside the Winter Olympics venue in Pyeongchang, South Korea.
The Pyeongchang Winter Olympics caught up with cold weather not seen in the region for decades. The warm Chinese food warmed the hearts and stomachs of the shivering people and left very fond memories.
At the time, it also coincided with the Chinese New Year. In order to let the Chinese who participated in the Olympic Games spend an unforgettable New Year's Eve, the master of Kang Pyeongchang Noodle House not only prepared a rich New Year's Eve dinner, but also prepared dumplings, which are essential for the New Year, as well as writing Chinese New Year couplets, paper-cutting,, and hanging lanterns and guessing riddles, so that Pyeongchang exudes a strong New Year's Day atmosphere, and left an unforgettable impression of overseas Spring Festival for every Chinese who came to the Noodle House, and soothed the feeling of nostalgia of the reunion.
As the inheritor of Chinese food culture, Master Kong has turned the noodle shop into a window for guests from all over the world to come into contact with China's long and splendid food culture. While enjoying authentic Chinese specialties, foreign friends also gained a deep understanding and experience of the details of Chinese food culture, Chinese New Year culture and Chinese New Year culture.
Canadian figure skater Keegan and his parents experienced a Chinese dish at Master Kong Noodle House. In the past, he accompanied his parents to Beijing for competitions and ate a lot of Chinese food. He didn't expect to eat such delicious Chinese food in Pyeongchang a few years later. Keegan said this kind of food will encourage him to work harder to make sure he participates in the Beijing Winter Olympics.
A few months from now is the Beijing Winter Olympics. I don't know what kind of surprise Kangshifu Noodle House will bring to the world by then.
Technology Blessed corporate evolution path
In 2007, at the sixth Asian Winter Games in Jilin province, Wang Chunli, a famous Chinese skier, lost her gold medal in short-distance women's cross-country skiing due to continuous competition and plummeting temperatures.
Wang Chunli's experience is not uncommon in snow and ice sports, which is also determined by the specificity of competitive winter sports.
Behind the world of sports is a race for food.
In addition to the taste issues and the need for high energy and nutrition in daily training and competition, athletes' diets are also tested by body management and checkpoints such as doping. If they accidentally eat the wrong thing, they may regret it for the rest of their lives.
Competitive sport challenges the limits of every aspect of the human body. Water, minerals, dietary fiber, carbon, water and energy cannot be reduced after intense consumption and the mechanisms are linked, which ultimately determines the win-win gap between milliseconds.
The extreme cold and snowy environment will lead to drastic changes in the body's nutritional metabolism compared to other sports. The neurotic body has a higher demand for energy and nutrient supply, which puts the strictest standards on ice and snow sports food. In addition, snow and ice training takes place in relatively remote locations, which increases the problem of energy and nutritional availability. In addition, training usually takes place abroad, which makes it even more difficult.
For this reason, the Winter Sports Center of the General Administration of Sports of the People's Republic of China*** and the State General Administration of Sports approached Master Kang and took the lead in setting up a team consisting of experts from the Peking University Institute of Physical Education and Sports Medicine, Professor Kang, etc. In May 2019, a special product developed specifically for ice and snow sports was delivered to the China Winter Sports Center - the China Ice and Snow Customized Instant Noodle House.
As it is consumed by athletes, the customized version has also passed 248 anti-doping prohibited substances tests by authoritative anti-doping testing organizations, which is a good solution to the difficulties of athletes' dietary supply and the "doubts" of the outside world. To meet the golden nutritional ratio required by athletes, maximize the balance of safety, nutrition, delicious, fill the gap in the field of sports nutrition diet in China.
At present, Master Kong is still insisting on scientific research, and trying to develop more functional products for muscle building and weight loss, so as to better help China's Olympic athletes prepare for the war.
Serving competitive sports with the highest standards of health and nutrition. Since then, Master Kong has been exploring product upgrades and technological innovations with its peers, and its relationship with China's sports industry has become deeper and deeper.
With the 19th National Congress report elevating "Healthy China" to a national strategy, the rise of people's awareness of healthy and green consumption has brought about the challenge of diversifying the demand for convenience foods.
In 2015, Master Kong invested 500 million yuan to establish a joint innovation research and development center in Shanghai, equipped with a workforce of up to 3,000 people, which can achieve more than 1,500 indexes 3.5 million times a year, and undertake important food safety testing and research and development functions.
The center has also been awarded CNAs (China National Accreditation Service for Conformity Assessment) laboratory qualification, which means it is fully compliant with the international advanced scientific research level and technological capabilities, ensuring that Chinese athletes can safely and boldly eat a bowl of delicious instant noodles blessed by science and technology, wherever they are and whatever trials they face.
Master Kong has been exploring sports marketing in response to the demand for sports. He has not only participated in more and more marathons, but also cooperated with volleyball, basketball and other sports programs to gradually deepen sports, promote the development of nutritional food business, and promote the development of the whole industry with its own development.
By stepping out of market competition and returning to social welfare, Master Kong has continuously responded to the needs of the times. Through scientific and technological innovation, he has embarked on the path of sustainable development of national brands.
In recent years, as China's cultural and economic influence continues to spread outward, many online popular traditional snacks have also gone out of the circle, going abroad. For example, the Shaanxi folk snack "lentil noodles", such as Guangxi specialty snail powder with plums Qi and so on. In fact, Master Kong should be mentioned the most.
The country is also the world. Over the past thirty years, Master Kong has always been committed to the mission of promoting Chinese food culture.
After the bowl of "delicious and visible" beef noodle stew became popular across the country, Master Kong was not complacent. Instead, he carefully explored and analyzed the differences in local specialties and tastes, combining instant noodle technology with dishes from traditional Chinese food culture to create a deep local flavor.
Master Kong visited the north and south of the Yangtze River, hired professional celebrity chefs for professional guidance, integrated and innovated according to the characteristics of the eight major Chinese cuisines, and through modern innovative technology, condensed the thousands of flavors of Chinese culinary culture into the square inches of the instant noodle bag, and successively launched instant noodles with local characteristics.
Chicken stewed mushroom noodles originated from the Northeast stew, Sichuan spicy beef noodles, millet pepper marinated beef noodles, Beijing and Tianjin tomato stewed beef noodles, Fujian sacha beef noodles, Shaanxi excellent spicy and sour soup noodles, etc., to form a flavor or even a variety of flavors of product development and layout.
In addition, traditional Chinese beverages such as jasmine tea, sorbet ice candy, sour plum soup, and oolong tea have also been developed by Master Kong, and have been welcomed by the Chinese people as popular classic beverages across the country.
Master Kong also set up the Institute of Chinese Food Culture to conduct research on Chinese noodle culture, to sort out the general outline and development process of Chinese noodle culture, and even to replicate the lost traditional kneading techniques with technological means, to extract the essence of traditional food and to protect the vitality of various traditional food cultures.
Today, nearly 500 types of noodles, beverages and cakes have formed Master Kong's "China on the Tip of the Tongue", which is a new dietary concept supported by modern food technology and cutting-edge dietary concepts.
Since the 1980s, Chinese society has moved at a different pace than in the past. The traditional dietary concept of never getting tired of food, never getting tired of food has entered the wheel of time. On the one hand, the commercialization of high-quality, high-end dining has disintegrated. On the other hand, the unorganized development of convenience and low-end fast food. People's call for new-style dining is getting louder and louder.
In 2018, Master Kong upgraded the traditional cooking process and launched a series of unprecedented Soda Noodle House, which uses low-temperature vacuum rolling and fresh locking, FD freeze drying, RP rapid molding, and high soup extraction. At the same time, it solves the two major problems of convenience and speed, compared with ready-to-eat cooking, meets the high-quality consumption demand of many scenes in a fast pace, and gives its own answer for the future of Chinese food culture.
Behind the tradition of inheritance and innovation is the entire economic and social value chain of healthy eating.
Through the raw material traceability system and digital operating system, Master Kong can complete the food safety process information traceability within 2 hours. The entire upstream and downstream suppliers, distributors and retailers connected to 40 million farmers and 900 million consumers have realized the whole process of green and healthy production and operation system "from farm to table".
As one of the most important raw material suppliers of Master Kong, Cambano is one of the key areas of national precision poverty alleviation. Master Kong traveled all over the country, combined with the local climate conditions, and chose to establish a pesticide-free "environmental protection vegetable base" to help farmers build ecological agriculture, and successfully promote the employment of nearly 10,000 poor people in the local population, thus permanently promoting and supporting local poverty alleviation work.
The Chinese noodle culture can be traced back to the Lajia site in Qinghai 4000 years ago. Through a series of evolutions of "soup cake", "vermicelli", "hand-rolled noodles" and "yifu noodles", it has spread all over the world. spread all over the world. It is the most widely distributed, accepted and still evolving food group.
Chinese cuisine also began with simple boiled and roasted dishes, and gradually unraveled the natural mysteries of deep-frying and cooking, pickling and fermentation, cultivation and breeding, to form a profound local food culture.
When the brand was first established, Master Kong represented the pursuit of a healthy and beautiful life, "Master Kong" stood for health, and "Master Kong" was the creator of gourmet food.
With the emergence of a series of new food technology concepts such as cold-chain fresh food, self-heating portable food, freeze-dried fresh food, and green supply chain, as well as a series of new scenarios such as sports competitions, ice and snow sports, emergency disaster relief, and global competitions, food leaders like Master Kong are gradually meeting the challenges and exploring the frontiers of science and technology, to create a better life for mankind.
On July 20, Zhengzhou and the surrounding areas in Henan Province were mercilessly besieged by unprecedented torrential rain and flooding. Communication terminals and trains were shut down, water and food were cut off, and a peaceful and stable life was suddenly put to the test of life and death.
As the crisis unfolded, crates of drinking water and instant noodles were delivered to the affected people.
Together with other social forces, the local organization where Master Kong is located urgently opened warehouses and venues to donate more than 5,000 boxes of materials to provide shelter from the wind and rain, as well as bowls of nutritious, delicious and warm instant noodles to the stranded people around them.
"Happy eating, good life" is the development purpose of the enterprise. This is also the responsibility of a national brand in the face of natural disasters. It is also the vision of every Chinese family for the future under the increasingly powerful motherland.
At the dazzling table, what you taste is not only the novelty on the tip of your tongue, but also the thick history and the beauty of the future life.
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