More than a year ago, the Fujian Food Industry Association released a report “Vice President Style| Cross-border Integration, Advanced New Realm: The Road to Innovation in the New Bird's Nest Category of Dazhou”, showcasing a number of new high-end nourishment products such as ready-to-eat abalone, ready-to-eat fish gelatin, ready-to-eat sea cucumber, freeze-dried bird's nest, bird's nest fresh milk and Buddha Jumping Over the Wall, which has attracted the attention of many practitioners in the consumer and health industries.

Click to watch “ORG Chairman Zhou Yunjie Visits Dazhou Xinyan Video”

A throbbing of new consumer power is quietly staged. On the eve of industrial change, it is often just because of a smile in retrospect. The outer packaging of a series of new products presented by Dazhou Xinyan is the ORG Bowl that has focused on the high-end consumption track of ORG in recent years.

A few days ago, Zhou Yunjie, Chairman of ORG, Chen Yufei, Senior Vice President and General Manager of Innovation Division, Ma Binyun, Vice President and General Manager of Two-Piece Can Division, Chen Zhongge, Vice President and General Manager of Three-Piece Can Division, and Zhang Liangde, Vice President and Director of the Chairman’s Office, visited Dazhou Xinyan and had talks with Shan Yongjun, founder and general manager of Dazhou Xinyan (Xiamen) Biotechnology Co., Ltd., Deng Wandong, deputy general manager of the manufacturing center, Chen Jialuo, director of the quality control center, and Su Jinzu, director of the production center.

▲Zhou Yunjie, Chairman of ORG, Chen Yufei, Senior Vice President, and Shan Yongjun, Founder and General Manager of Dazhou Xinyan, took a group photo

The high-level meeting of the two companies, which play an important role in the big consumption track, not only reviewed the cooperation achievements of the two sides in recent years, but also jointly prepared and planned follow-up strategic synergy matters.

From the perspective of industrial strategy, in recent years, ORG has continuously promoted the “packaging+” alliance circle relying on the main business of comprehensive packaging solutions, and Dazhou Xinyan has continued to promote the “Global Nourishment Industry Empowerment Platform”.

Golden Bowl Xiangrui leads the trend

Zhou Yunjie said that the ORG bowl is the fourth generation of bowl-shaped cans developed with coated iron as the material, which is a strategic product launched by the ORG R&D center and the combination of applied technology and design aesthetics on the basis of the combination of applied technology and design aesthetics.

The shape of the bowl is not only convenient for eating, but also through the application of coated iron technology, this packaging has the advantages of corrosion resistance, acid resistance, BPA-free, and plasticizer-free that ordinary metal packaging does not have;

From the perspective of industrial development trends, ORG Bowl also came into being.

Since the completion of the new factory in Beijing in 2007, ORG has established a technology research and development center to start the research and development of new material technology for coated iron. ORG has filled the gap in the production and application technology of coated iron in China, and the project has authorized a total of 40 patents, including 17 invention patents.

The hand-in-hand between ORG and Dazhou Xinyan comes from this advantage. Combined with the needs of Dazhou Xinyan, ORG quickly synthesized relevant opinions to the R&D center to start the directional development work: quickly formed products for customer samples, designed product printing layout based on content categories and customer tonality, and customized canning process, canning equipment, inspection standards and packaging methods for Dazhou Xinyan.

Among them, the innovation of can-making process not only includes the coated iron material and the bowl can be printed during the stretching process to ensure that the printing layout is not deformed, but also the special silver bottom oil process can highlight the metallic texture of the product.

Based on the meticulous planning in product design, ORG bowls are full of fashion and beauty, reflecting ORG’s consistent quality requirements, and the packaging demands of high-end products are in line with them.

In recent years, Dazhou Xinyan has developed rapidly and built a unique competitive advantage in the subdivision of the consumer field. In view of the dilemma of extensive production and lack of brand supporting services in the early stage of the bird’s nest industry, the “brand management of manufacturing industry” was proposed, and in order to further restructure the current situation of scattered and clustered bird's nest industry, “bird’s nest: industrial production and beverage consumption” was proposed.

Cross-border integration around health

Through the cooperation between the two parties, ORG Bowl + Nourishment has endowed the typical tonic in Chinese culture with a new attribute, transforming from home stewing to beverage consumption, and upgrading to a major consumer category, which resonates with the current consumption trend of the beverage market.

On the one hand, the coated iron material can consider the strength of the bowl in the design stage, so that the heaviness of the product itself can be perfectly reflected, and the product is not easy to deform according to different filling conditions and transportation conditions during use.

On the other hand, the innovative laminated iron bowl has the characteristics of high appearance, high strength and high food safety, and has been recognized by most well-known customers.

Metal packaging entered the high-end tonic market, which first appeared in the cooperation between ORG and Yanzhiwu. In June 2019, ORG signed a strategic cooperation with Yanzhiwu, and subsequently promoted ORG Bowl to the high-end tonic market.

It is the emergence of ORG Bowl that has brought new ideas to the high-end tonic industry, and the cross-border integration of the industry has also made the ingenuity and delicacy of high-end food and technology collide.

The golden bowl means the abundance of life in Chinese culture, and the bowl is round, so it has the meaning of family harmony and happiness. At the same time, the product combined with the packaging and decoration design makes it more aesthetic and cultural added value, builds a new height for the product brand, enhances the feeling of warmth and happiness, and attracts consumers’ attention to the product.

▲Continent products packaged by ORG are popular at Sam’s Club

Judging from the data, the scale of cooperation between ORG and Dazhou Xinyan is rapidly expanding, and the data in the first eight months of 2023 has tripled compared with the whole of 2022. The effect of cross-border integration between the two sides is changing from quantitative to qualitative. In the future, the two parties will jointly plan to enter the field of high-end prefabricated dishes, in which ORG has been deeply engaged in the layout for many years by launching its own brand products.

Based on the deep understanding of the development of “cross-border integration”, ORG has actively expanded the business boundaries of the integrated packaging overall solution development plan in recent years. The change in the customer list reflects this trend, and ORG’s strategic partners have already expanded from the most traditional beverages, beer, etc., to milk powder, canned food, rice, dried fruits and pet food.

One common denominator around these customer lists is “health”. As a member of the big health industry, it actively escorts the health of consumers through the development of new materials and new technologies, and has won an important industrial reputation for ORG. Through the development strategy of industrial integration, ORG has formed a unique business model and competitive advantage.

According to the content of Zhou Yunjie’s meeting with Shan Yongjun, the rice project cooperated by the two sides may be a product worth looking forward to.

Matrix service breaks the circle of development

Disruptive changes occur from time to time in the economic field, especially in the consumer market. On the demand side of the domestic market, the young post-80s and post-90s generations have helped consumption rise, consumption has been continuously upgraded, and high-end, high-quality, and differentiated packaging with distinctive personality has gradually been recognized by the market. In this change, a number of new products and new brands have sprung up.

No one can predict when and in what form the next big item like “Coca-Cola” and “Red Bull” will appear. Through the continuous evolution of the business ecology and the unique path of sustainable development, we can calmly respond to market changes.

▲Zhou Yunjie, chairman of ORG, inspected ORG Packaging (Fujian) Co., Ltd

In recent years, ORG has further promoted the process of differentiated products and intelligent packaging. Through the establishment of a new product research and development center, promote differentiated product research and development, enter the field of high-end metal packaging and other measures, to provide customers with “intelligent, differentiated, integrated” intelligent packaging services. At the same time, ORG actively gives full play to its resource advantages to promote the development of brand planning, packaging design, sports marketing and information-assisted marketing, forming a complete set of service lists.

In recent years, whether it is the development of its own brand or its entry into the market of precision structural parts of new energy batteries, ORG has relied on its packaging service capabilities to break through the circle.

It is reported that during this trip, Gao Qi, general manager of Reignwood FMCG Beverage (Fujian) Co., Ltd., and Zhou Yunjiang, general manager of ORG Packaging (Fujian) Co., Ltd., accompanied Zhou Yunjie to inspect the three-piece can production line of ORG.

Click to watch “ORG Chairman Zhou Yunjie Inspects ORG Packaging (Fujian) Co., Ltd. Video”