Recently, Chubang, which has been selected for the 'China's 500 Most Valuable Brands' for six consecutive years, achieved a historic high with a brand value of 29.289 billion yuan (2025), up 6.05 billion yuan year-on-year, ranking 350th on the list, with a significant increase. Just before this, Guangdong Chubang Food Co., Ltd. was again recognized as a 'National Key Leading Enterprise in Agricultural Industrialization.' In 2024, Chubang's parent company Zhongju High-Tech (600872.SH) proposed the 'Recreate a New Chubang' strategy, which is by no means simple scale expansion, but is based on the underlying logic of strengthening the foundation, category breakthroughs, channel innovation, and global layout. Against the backdrop of slowing industry growth and intense competition, Chubang, through continuous brand strategy upgrades and ecosystem reconstruction, has not only solidified its core advantages but also successfully opened up multiple growth curves, becoming a typical example of breakthrough in the condiment industry in the era of stock competition. Category Breakthrough: From 'Hero Product' to 'Full-Category Ecosystem' The game between hero product dependence and market ceiling is one of the core contradictions in the stock era. China's condiment industry has shifted from an incremental era to stock competition, and Chubang also faces the bottleneck of hero product development. With the 'sun-dried for 180 days' claim capturing consumer minds, Chubang's soy sauce hero product has become a leading brand in the industry. However, if it continues to maintain the perception of 'Chubang = soy sauce,' limited by the market constraints of the single soy sauce category, it will be difficult to support the strategic goal of 'Recreate a New Chubang.' Whether Chubang can successfully achieve category breakthrough, break the cognitive limitation of 'soy sauce = Chubang,' and realize the cognitive reconstruction of 'Chubang = kitchen condiments' has become the key point of strategic breakthrough.

  1. Logic One: Breaking Boundaries with a Product Matrix to Shatter the 'Category Shackles.' (1) Category Diversification. Relying on existing main businesses, with 'health' and 'functionality' as the core, Chubang has built a diversified 'big product matrix,' elevating its category strategy to 'Chubang = kitchen condiments.' Through the technological breakthrough of 'reducing salt without reducing freshness,' Chubang launched products such as 30% reduced-salt premium soy sauce and 25% reduced-salt chicken essence, precisely responding to consumers' demand for healthy condiments, and growing into phenomenal new products in the industry. In 2024 alone, Chubang completed the development and launch of 15 new products in nutrition and health categories, including reduced-salt and reduced-sugar oyster sauce, soy sauce, sauce, vinegar, and compound seasonings. Facts have proven that the low-salt condiment market continues to expand and has become one of the fastest-growing sub-sectors. Chubang insightfully captured this product trend, significantly enhancing profitability and overall market share. (2) Localized R&D for the Eight Major Cuisines. Drawing inspiration from the eight major Chinese cuisines, Chubang established a professional catering promotion team to conduct in-depth research on regional taste differences, explore the characteristics of local food culture, and develop adaptable products. Whether it's the spicy and numbing flavors of Sichuan cuisine, the fresh and light taste of Cantonese cuisine, or the savory and rich flavors of Northeastern dishes... Chubang can provide suitable condiment products and professional cooking solutions. By meeting the taste needs of consumers in different regions, Chubang has achieved comprehensive and deep associations with the eight major cuisines, injecting strong cultural momentum into brand value enhancement.
  2. Logic Two: Using Cultural IP to Solidify the Foundation of Category Cognition. The century-old Southern-style soy sauce brewing technique (Zhongshan soy sauce brewing technique) was selected for the tenth batch of Zhongshan City Intangible Cultural Heritage representative projects. In recent years, Chubang has also been awarded the title of 'China Time-honored Brand.' These honors provide strong cultural heritage and endorsement for Chubang's category expansion. The Soy Sauce Culture Museum built by Chubang, through the immersive experience of 'traditional sun-drying yard + modern craftsmanship,' perfectly integrates the deeply bound Southern-style culture and the century-old 'Southern-style sauce maker spirit' with modern lifestyles, forming Chubang's unique cultural spirit.
  3. Logic Three: Brilliant Celebrity Endorsement Brings Mindshare Explosion. In 2025, Chubang signed Nicholas Tse as its spokesperson, becoming a major event in China's condiment industry. This celebrity endorsement decision is essentially a brilliant 'brand personification' cognitive surgery. With the public image of 'celebrity + friend of Michelin' deeply rooted, Nicholas Tse has three strategic values: Professionalism Transfer: Nicholas Tse's identity as a friend of Michelin resonates professionally with Chubang's new positioning as a 'provider of food solutions'; Youthful Breakthrough: Leveraging Nicholas Tse's enduring influence among the post-90s and post-00s generations, achieving brand cognitive iteration among Gen Z; Scenario Expansion: Extending from home kitchens to restaurant kitchens, the massive traffic brought by Nicholas Tse's endorsement directly drives the leap in consumer perception from 'household soy sauce' to 'all-scenario kitchen condiments.' Channel Reconstruction: Dual-Line Strategy of Consolidating C-End and Attacking B-End In China's condiment market, C-end retail channels account for about 60%, but the penetration rate of leading brands has exceeded 70%, with slowing growth. B-end catering and food processing channels account for 40%, but due to high standardization difficulty and long service chains, no absolute leader has yet emerged. Chubang's channel strategy is based on the logic of 'consolidating the C-end base and building the B-end growth pole.' Representative products of Chubang's Lingxian family In consolidating the C-end product portfolio, Chubang continuously optimizes online product combinations (such as launching portable and gift packaging) and uses big data for precision marketing. In terms of C-end channels, Chubang actively embraces new channels such as instant retail and content e-commerce to seize new traffic highlands. E-commerce is one of Chubang's key channels; in 2024, its e-commerce business grew by over 30%, achieving dual improvement in brand exposure and sales through platforms like Douyin and Tmall. In attacking the B-end, Chubang took the lead in the industry to lay out the 'food infrastructure' strategy for condiments, upgrading its brand positioning from 'condiment manufacturer' to 'provider of food solutions.' Spokesperson Nicholas Tse's ultimate pursuit of food and innovative spirit perfectly match the deep connotation of Chubang's 'food infrastructure.' His celebrity effect and brand development strategy are strongly integrated, powerfully boosting Chubang's transition from product output to value creation. On the basis of consolidating the C-end market, Chubang continues to strengthen its team's foundational construction, continuously extending to diversified terminal services, and activating growth potential through precise services and diversified innovation. Chubang has changed its traditional organizational structure and directly advanced to an efficient model—establishing ten major business divisions nationwide, corresponding to markets in 30 provinces across the country. With vertical management and decision-making authority delegated downward, it breaks the drawbacks of lengthy hierarchies in traditional condiment enterprises, allowing decisions to be made closest to the market, continuously developing distributors, expanding business, and formulating regional sales strategies, greatly enhancing market competitiveness. At the same time, Chubang also conducts efficient attacks, focusing on professional channels such as leading catering enterprises, industrial key accounts, and e-commerce platforms, achieving effective resource concentration and efficient breakthroughs, creating an irreplicable channel competitiveness. From launching large-pack products for catering customers to cooperating with chain catering enterprises to customize seasoning solutions; from providing customized condiments for food processing enterprises to offering personalized customization services for high-end catering. With its 'infrastructure thinking,' Chubang continuously empowers distributors and builds a complete service ecosystem. While effectively helping to consolidate the existing base, it accelerates the development process of the B-end market. Global Layout: From 'Chinese Taste' to 'Global Flavor' Against the backdrop of stock competition in the domestic market, Chinese condiment enterprises' going global has shifted from 'opportunism' to 'strategic layout.' In terms of the pace of global market layout, Chubang has chosen a gradient expansion from 'cultural proximity' to 'demand matching.' Through overseas exhibitions and agent cooperation, Chubang has successfully entered markets in Southeast Asia, Central Asia, South America, North America, and Oceania with the innovative model of 'Chinese condiments + global flavors,' becoming a new growth point. The underlying logic of Chubang's 'Recreate a New Chubang' is essentially a systematic response to the 'three questions of breaking boundaries—category, channel, and market region':

Through R&D of the eight major cuisines and celebrity endorsement, solve the problem of solidified category cognition;

Reconstruct the channel growth curve with C-end scenario-based operations and B-end infrastructure thinking;

Use the 'Chinese taste + global flavor' model to open up the imagination space for globalization. There is no doubt that Chubang's path of breaking boundaries under the 'Recreate a New Chubang' strategy, with its explorations, attempts, experiences, and insights, is well worth the attention and reference of FMCG enterprises troubled by stock market challenges.