/ The Morning News/Sep. 01, 2022 Guangzhou -- A half-round art installation stands by the water. The slanting moonlight reflects its reflection like a full moon in an ancient crescent spring. An earth art show with the theme of "a full moon by the Crescent Spring" was staged recently in Dunhuang, Gansu province. The dream scene was only shown overnight, but on August 26, the beautiful scenery was released to the whole Internet through a video, which drew netizens' amazement.
Why does the Crescent Spring suddenly "grow" a full moon? In fact, this is a high-end snack brand Liangpin Shop, Dunhuang Academy, Mingsha Mountain Crescent Spring Scenic spot jointly held, aiming to advocate the public to pay attention to the protection of Dunhuang traditional culture in a creative way, live in harmony with nature, cherish the present beauty, and jointly create a more perfect life.Every Mid-Autumn Festival, good Pin shop combines the romance and grandeur of Dunhuang culture with people's expectations for the Mid-Autumn Festival from the perspectives of products, brands and public welfare. It not only gives Dunhuang a new era of poetry, but also shows the brand of good Pin shop constantly radiating new strength and social responsibility.
Research and development strength support, pioneering and leading continuous iteration
< P > Practice internal work, focus on products, is the core competitiveness of the enterprise in an invincible position. As the leader of high-end snack industry, Liangpin Shop has always focused on creating product force, bold cross-border, innovative integration. In September 2020, Liangpinshop launched the first "Fresh Fruit Moon", filling fresh fruit with granules, completely overturning the "fruit moon cake" once only made of crushed winter melon or dried fruit, making the moon cake taste more delicious, less sugar, and more healthy. It has become another "new species of moon cake" after the traditional Guangyue, ice cream moon cake, flow moon cake, etc., and continues to iterate. This year, Good Pin Shop has launched three series of mooncakes: classic, trendy and fresh fruit Moon, which have been upgraded in terms of filling, taste and appearance.
Adhering to the product concept of "choosing the best ingredients at the top of the pyramid", Liangpinpu innovates the classic sesame paste Five Black mooncakes in 2022, which selects Sichuan black mulberries, Shandong Dezhou black beans, Qinghai black wolfberry, Heilongjiang black sesame and Jiangsu Nantong black rice, insisting on using good raw materials to create good taste; The golden ratio is used in the process to double the nutrition.
Leading the trend of big play crossover, Internet celebrity coffee "raw coconut latte" into raw coconut latte moon cake, selected Salvadoran coffee beans raw materials, special coffee peach mountain skin with milk flow filling; Poplar branches, sweet dew and fresh fruit Moon come from the collision with the beverage industry, the traditional Cantonese classic sweet water flavor reengraved into the moon cake; The "fruit lineup" of Fresh fruit mooncake has been continuously iterated, expanding from the original grapes, lemons, white peach and strawberries to nine kinds of fruits with good taste and high nutritional value favored by the public.
In pursuit of the ultimate balance between health and taste, Liangppuzi Xingguyue mooncake achieved a sugar reduction of more than 60% compared to the traditional mooncake last year. After nearly 100 tests this year, the sugar reduction has increased to 70%, reaching the "ceiling" based on the current formula. At the same time, we firmly grasp the cute interest and social needs of the Z era, and launch the Q cute fruit shape of fresh fruit moon, and give "berry" you are not happy, "peach" into your heart, "Portuguese" into your arms and other clever definitions, delicious fun more can convey feelings.Behind the product power, is the support of research and development strength. In recent years, Liangpin Shop continues to increase research and development efforts, investment in more than 100 sets of professional experimental equipment, the establishment and use of 6 professional research and development laboratories.
In 2021, the R&D investment of Liangpin Shop is 39.67 million yuan, with a year-on-year growth of 17.64%. It has developed 86 listed products and 47 reserve products, and applied for (including authorization)34 patents. By the end of 2021, Liangpin Shop has applied for a total of 121 patents and has authorized 90 patents. At the same time, 19 technological innovation projects have been launched to develop and master advanced technologies in the field of food nutrition and health, such as new puffing, plant meat production and processing, three reduction (reduce oil, reduce sugar and reduce salt), sugar-free, oil-free baking, and microencapsulation.
The product appearance level is advanced to convey emotion to the core population
The product update is iterative and the appearance level is advanced constantly. Taking the new mooncake gift box in 2022 as an example, the two gift boxes, "Good Quality Reunion Moon" and "Good Hour Fresh Fruit Moon", continue the design style of Dunhuang IP. They use the famous winged horse, nine-color deer and other auspicious animals in the Mogao Grottoes as well as the flying goddess images, to tell the Mid-Autumn Festival story with reunion and gathering as the core, and interpret the beauty of Oriental art. Among them, the design of the gift box "An Hour of Fresh Fruit Moon" is inspired by the Flying Dish, depicting a goddess holding grapes, peaches and other fruits; And "good fresh fruit moon" gift box using goddess flying moon song, three goddesses each holding different instruments, lightly rotating flying, elegant. At the same time, the name of the gift box combines the beautiful meaning of the traditional poetry culture, conveying the Mid-Autumn Festival poetry of "green mountains and bright moon, the four seas are reunited" and "autumn branches are fresh and sweet, and hundreds of fruits are stuffed with reunion".
Good shop not only uses Dunhuang elements to the extreme, but also communicates with new era consumers through packaging. "Berry" you are not happy, "peach" into your heart, "Portuguese" to your arms...... This funny expression comes from the packaging of the new product "Q Fruit Mooncake" in 2022, which makes mooncakes not only delicious, but also a social tool for young people to express their feelings and feelings. Q Cute fruit shape with fresh fruit filling, from inside to outside is fresh fruit flavor. Through the embossed modeling technology, the special model of each fruit is customized. In order to make the shape cute and the color appropriate, the sugar is reduced by 70% compared with the traditional moon cake, and it becomes a good posing object for afternoon tea.It is because of the ability of product innovation, through product innovation, category innovation, brand differentiation and deepening product layout of the special brand, good product shop can break through the restrictions in the trillion-level leisure snacks circuit, through the cycle, upward growth.
Broaden the public welfare boundary, take a big step into the "2.0 mode"
< P > Since the first cooperation with China Dunhuang Grottoes Conservation and Research Foundation in 2019, the splendid Dunhuang cultural heritage and high-end snack brand good food shop have joined hands to promote Dunhuang culture and protect its surrounding ecology. Every year, Liangpin Shop uses mooncakes as a carrier to donate donations, design Dunhuang style IP gift boxes or dig local agricultural materials... The multi-dimensional Dunhuang IP elements are presented to the vast number of consumers, so that people can enjoy the feast of the collision between the taste of the tongue and the Dunhuang culture. And this is just a small miniature of good shop practice public welfare.
On the one hand, we practice the concept of green development, drive low-carbon and green development in all links of the industrial chain, and protect the ecological environment. Since 2019, Liangpin Shop has launched sustainable product packaging, which is expected to reduce the use of plastic by more than 160 tons per year by focusing on the lightweight and plasticization of product packaging. In addition, launched the "logistics carton secondary utilization project", so that all commodity cartons can be used as express boxes at the same time, saving a lot of tree resources.
On the other hand, in terms of raw material procurement, industrial feed-back and economic support, priority should be given to underdeveloped areas and remote mountain villages, and practical actions should be taken to help local farmers increase their incomes and upgrade their industries. Agricultural products from Hubei, such as Enshi small potatoes, Honghu lotus root and Qingjiang wild fish, have been processed through innovative processes and are known as Jingchu snacks.
< /p>Professor Zhong Hongwu of the Chinese Academy of Social Sciences put forward that there are various ways for enterprises to do public welfare. If the "1.0 mode" of donating money and goods is used, then the "2.0 mode" is the most effective way to combine the advantages of enterprises and solve the current social problems. By exploring more diverse and sustainable public welfare models, Good Goods Shop is making great strides on the road of social responsibility 2.0.
