25-year-old national brand Tingyi recently gathered much spotlight of the media. On November 9, Tingyi hosted a press conference for its cooperation with China's aerospace business and a signing ceremony for a food safety testing center. Lang Ping, head coach of Chinese women's volleyball team, attended the press conference.
At the press conference, Tingyi and Tianjin Economic-Technological Development Area (TEDA) signed a letter of intent. According to the letter of intent, Tingyi will establish a food safety testing center in TEDA. Besides, Tingyi and China Space Foundation hosted a signing ceremony to announce that since August 21, Tingyi has become a partner of China's space industry to empower its development.
Photo: Tingyi and TEDA signed a letter of intent for food safety testing center.
--- Dedicated to food safety for Chinese Dream
The reporter learned that the food safety testing center will be responsible for food safety testing, R&D, science popularization and training. With the support of government departments, Tingyi will pool together outstanding academic resources in Beijing, Tianjin, Hebei and even the whole country to push for food safety R&D and result transformation, and offer reference for the formulation and upgrade of national food safety standards, seeking to improve food safety of the industry.
Through the testing center, Tingyi will offer authoritative and impartial third-party services and shoulder more social responsibilities. According to Wei Junxian, CEO of Tingyi (Cayman Islands) Holding Corp, Tingyi is willing to share its forward-looking research and technical advantages with the industry and even the whole society, so as to advance the materialization of the state's food safety strategy. With the government's support, Tingyi aims to build the center into a world-class base for food safety testing, R&D and training, and an important platform serving the "Healthy China" strategy.
Partnering with China's aerospace industry, Tingyi will scale new heights in the building of food safety system. "Following aerospace standards, Tingyi will further enhance the technology contents of food safety management to bring more benefits to consumers," said Wei Junxian.
Lang Ping has some feelings for Tingyi's Master Konginstant noodles. During the busy schedule of Rio 2016 Summer Olympics, Lang Ping and her team members used Master Kong instant noodles as food. When female volleyball player Zhu Ting fought in the league in Turkey, Tingyi sent cook there to prepare food for her. The 25 years development of Tingyi means a remarkable achievement, said Lang Ping. Instant noodles are a popular family food for Chinese people, especially for travelers. For Chinese women's volleyball team competing abroad, a bowl of Master Kong instant noodles brings them the feeling of home. She expected to see Master Kong noodles be brought to space on an early date to enrich the diet of astronauts.
The reporter learned that whether the cooperation with aerospace industry, or the building of the food safety testing center, Tingyi is working to usher in a more strategic beginning for the next 25 years. Such a beginning bears the vision and mission of Tingyi in sustaining Chinese food culture and scaling new heights.
--- A national famous brand in 25 years
Rolling out the first pack of "braised beef noodles" in 1992, Tingyi grew into an industrial leader boasting the largest market share in 2017. The past 25 years represented the first period of strategic opportunity as Tingyi worked to embrace opportunities of the time to pursue growth. Thanks to China's fast economic growth, Tingyi has witnessed ever-expanding market presence. The business established with "braised beef noodles" now has grown into a food and beverage conglomerate spanning instant noodles, beverage, and instant food, and become an industrial bellwether in many product categories. What's more, it has entered cooperation with Pepsi, Starbucks, Disney, NBA and other international famous brands.
The past 25 years also witnessed how China's instance noodle industry grew into a considerable scale. Talking about what Tingyi has achieved over the past 25 years, Tingyi's Chairman Wei Yingzhou has always stressed his feeling of gratitude, "Tianjin and TEDA are my second hometown, to which I owed my gratitude. I always ponder how to do something here, and hope to see Tingyi contribute its due share to the Chinese Dream."
Looking back the first 25 years' development of Tingyi, we can see that many factors have contributed to its success.
In terms of product innovation, Tingyi takes deep roots in Chinese culture and combines diet and wellness culture of different regions into product R&D, offering instant noodles with 260-plus flavors. In recent years, it has rolled out many new products that are well received among consumers, such as instant noodles with black and white pepper, Aixian Dacan, DIY noodles, Snow Pear Juice, and syrup of plum, enabling more Chinese to taste "a bite of China".
When it comes to food safety control, Tingyi has invested 500 million yuan to build a joint innovation and R&D center in Shanghai with functions like food safety testing and R&D. Its work team with over 3,000 people makes over 3.5 million times of inspection over 1,500-odd indicators each year with international standards as benchmark.
As for channel management, Tingyi has shaped a crisscross channel layout, delivering products to consumers as soon as possible. As such, Tingyi has been billed by insiders as a "Huangpu Military Academy" in FMCG industry.
When it comes to marketing management, Tingyi has integrated culture into marketing. During the Rio 2016 Summer Olympics, Tingyi built a noodle restaurant in Rio. As an important venue offering Chinese food, the restaurant brought care of the motherland to Chinese members of delegation and volunteers.
In terms of industrial upgrading, Tingyi has rolled out high-end noodles represented by soup-stock noodles to meet middle class's demands for high-end, healthy food, together with DIY noodles featuring family occasions, Youyue drinking water with NSF certification, and syrup of plum and fruit tea featuring Chinese concept of wellness and tea culture, adding to the development momentum of Master Kong.
Taking a considerable market share for a long time, "Master Kong Braised Beef Noodles" has been a sought-after product across China. In the memories of many people born in the 1970-80s, "Braised Beef Noodles" represents nostalgia, a desired food in their childhood, and also the best choice for loners late at night. Now images of Tingyi can be frequently found in NBA, marathon course, Disney World, and international meeting venues of Belt and Road, exuding new vigor in the new era.
Just as how Wei Yingzhou envisions the next 25 years of Tingyi, "We should bear in mind our vision and mission, work to grow into a respectable enterprise, and dedicate ourselves to carrying forward Chinese food culture and offering safer, more convenient, delicious and cost-effective products to consumers."
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