Madajie Candy on the Tip of the Tongue
11/15
2013
Madajie Candy: A Taste of Excellence
——Twenty Years of Brand Transformation
Zhou Mingtao
"A gathering of heroes, twenty years, glorious years. Overcoming difficulties, thinking creatively, strategic planning. Stars accompany the moon through spring, summer, autumn, and winter, traversing the vast land. Scaling peaks, the heroic spirit remains, roaring together! With love in our hearts, responsibility on our shoulders, high spirits, how can we rest? Charging into battle, forever maintaining our integrity. Gathering the strength of many dragons, the world is determined, and spring brings victory. United tightly, our hearts are with Madajie, with urgency!" As a well-known brand of Campbell Company, Madajie candy has become an outstanding representative of northern candies after years of brand innovation. At the 13th "Madajie" product exhibition and ordering meeting, Ma An, chairman of Beijing Campbell Food Co., Ltd., wrote a poem, "Man Jiang Hong," summarizing the development history of Madajie candy over the past twenty years.
Solid and Steady Progress Step-by-Step Development
Since its establishment in 1991, the "Madajie" brand has grown from small to large and strong in just over a decade, integrating research, development, manufacturing, and sales. It has now become one of the professional manufacturers in China's candy and chocolate industry. Twenty years of honing has made Madajie an outstanding representative of northern candies.
Industry insiders believe that if a company and its products do not have steel-like quality, it will be difficult to gain a foothold in the fierce market competition. Madajie, starting from a small workshop with 80,000 yuan, a small family-style operation, has steadily transformed over twenty years to become a leader in the domestic loose candy market.
People-Oriented Never Abandon, Never Give Up
At the Madajie ordering meeting, Yuan Xiaodong, a distributor from Dalian, Liaoning Province, told reporters that he has been with Campbell Company for more than ten years. When the company faced difficulties during its transformation, Campbell Company never abandoned him, not only providing him with goods but also helping him overcome difficulties. Now, he considers himself a member of the Madajie brand.
Practice has proven that excellent corporate culture can enhance internal cohesion and establish a good external image, and is an important part of a company's core competitiveness. Ma Guimin, general manager of Beijing Campbell Food Co., Ltd., told reporters that Madajie has always adhered to the core values of "pursuing excellence and innovation, striving for excellence, superior service, integrity and sharing, entrepreneurship with integrity, and people-oriented." It treats distributors and the company team equally, never abandoning or giving up.
Consolidating Product Quality Throughout the Year
"The market is the network, products are the blood, quality is life, and execution is the key. Product quality is the eternal vitality of an enterprise. To gain a foothold in the fiercely competitive candy market, product quality and safety are particularly important," said Ma An.
It is reported that at the "Madajie 2012 Production Conference" held on August 16, Campbell Company invested 500,000 yuan to organize backbone employees from eight production plants in Hebei and Beijing to hold an internal employee meeting, striving to ensure product safety at every detail.
For a candy company to spend 500,000 yuan to focus on and implement food safety issues is rare in China. Currently, food safety issues are touching the nerves of the world. Consolidating product quality not only allows consumers to completely trust product safety but also helps the company win a long-term development future.
Reprinted from "Candy" Magazine
Zhaoquanying Town, Shunyi District, Beijing, China