When it comes to frozen products, what comes to mind? Sanquan, Synear, and Wan Chai Ferry. But who is the Great Sage of the frozen food world? Sanquan? No, it has been developing steadily, though powerful, without dramatic ups and downs. Is it Synear? Although it has been quiet recently, it still ranks among the top two in the industry. Is it Wan Chai Ferry? No, Wan Chai Ferry has always been at the peak of the frozen food industry, looking down on its pursuers. Its market share may not be as high as Sanquan or Synear, but its profit margin is definitely the highest.

Let me not keep you in suspense; I'll reveal the answer: it's Kedi Frozen. What? You haven't heard of this brand? Then I can only say you are too young. Kedi was the first company to advertise tangyuan on CCTV. You can go back and ask your friends born between 1979 and 1983. What they envied most were the little girl in Kedi's tangyuan ads, who had such delicious tangyuan every day, and the little boy in Southern Black Sesame Paste's ads, who had such tasty sesame paste every night. Kedi's tangyuan song, "Sell tangyuan, sell tangyuan, Kedi's tangyuan are round and round," was definitely the number one advertising divine tune of that year, and the slogan "Kedi Tangyuan, Reunion and Harmony" could also be selected as one of the top ten classic advertising slogans.

It can be said that Kedi Tangyuan, like the Great Sage Equaling Heaven, soared to fame in the frozen food industry from birth through its own excellent skills, resounding across the country. In 1997, Kedi's annual sales approached 200 tons; in 1998, sales surged to 3,300 tons; and in 1999, sales exceeded 10,000 tons. At that time, President Hu Jintao personally visited Kedi Group, requiring Kedi to base itself on agriculture and accelerate development.

Unlike Sanquan and Synear, which are now in the celestial ranks, Kedi Group's boss, Zhang Qinghai, is a genuine farmer. When the national "Ten Thousand Villages and Thousand Towns" project was launched, he was the first to respond to the call, adopting a strategy of surrounding cities from rural areas, focusing on township channels. This gave opportunities to brands like Sanquan and Synear, which seized the emerging supermarket channels, invested heavily in market expenses, and achieved remarkable results.

After stopping online media investment and missing the supermarket channel, people no longer saw Kedi's presence, and doubts arose. Some said Kedi was finished. Like the monkey pressed under the Five Elements Mountain, there were still legends about him in the martial world, but his figure was no longer visible. However, the Great Sage never left. Like an old farmer, he diligently cultivated his land. If one year didn't work, two years; if two years didn't work, three years. He believed that he only needed to be responsible for his efforts, and heaven would be responsible for the rewards.

At that time, people said that the reason Kedi Frozen disappeared was because it vigorously developed its dairy business, but its pace in developing dairy was too slow. While Yili and Mengniu were nationwide land grabs, collecting milk everywhere, Kedi Dairy still relied on its own cows to grow slowly, so it missed another good opportunity. This is like people saying, "Everyone is migrating to the city, but you go to the deep mountains and forests to play 'picking chrysanthemums under the eastern fence, leisurely gazing at the southern mountains.' Can you not be out of touch with society?" But it was precisely this farmer's original intention that enabled Kedi Dairy to pass dozens of inspections without a single problem during the melamine incident. When the world was blinded by money, Kedi still maintained a farmer's mentality. Perhaps I am walking a bit slower now, but I am always moving forward, unlike some enterprises that run fast but often deviate from the track.

Indeed, after food safety became a national pain point, enterprises that earnestly made products finally had their day. Kedi Dairy was officially listed on the Shenzhen Stock Exchange in June 2015, and its stock price soared from an opening price of 8.22 yuan per share to the current 21.76 yuan per share.

It took nine years for "Monkey King: Hero is Back" to be made, ten years for a Chu orange, and fifteen years for Kedi Dairy from birth to listing. Kedi has achieved it, from starting with frozen food, to listing its dairy business today, from glory to obscurity to glory again.

Next, it is not hard to imagine the release of energy from Kedi Frozen, which made Kedi famous and supported the dairy business for over ten years.

As mentioned earlier, Southern Black Sesame Group also acted willfully this year, "blackening" itself in the Southern Metropolis Daily, and amid much attention, launched its Heihei Milk. Unlike Southern Black Sesame Group, Kedi's return maintained its usual low profile—it only made a brief appearance at the 30th anniversary celebration of Fudan University's School of Economics and Management on October 10 this year.

You might be curious: how did Kedi get involved with Fudan's School of Economics? Let me, the knowledgeable old monk, reveal the story. In fact, Zhang Qinghai's daughter, Zhang Shaohua, who is now the head of Kedi Frozen, is a graduate of Fudan University's School of Economics. This time, Kedi sponsored the 30th anniversary celebration of Fudan's School of Economics and Management as a student's heartfelt tribute to her alma mater.

Anyone who has read my articles knows that I take pleasure in criticizing the FMCG industry, much like a crosstalk comedian mocking Chinese football. Why am I willing to be a voluntary promoter for this enterprise?

Having been immersed in the FMCG circle for ten years, I have seen the glory of many enterprises and the decline of many. Few can remain clear-headed during glory, fewer can start again after falling, and even fewer can train hard internally to seek hegemony. Kedi can be counted as one such example.

We see too many enterprises that, when facing difficulties, first throw employees overboard, and when facing crises, first target distributors, pushing all problems onto others, rarely looking for problems within themselves. But Kedi has always maintained the founder's farmer nature and original intention, which seems a bit foolish in today's world but is worthy of respect. Many distributors switched allegiances when Kedi declined, but Kedi did not forget these distributors after revitalizing itself. In economic trends, loyalty is meaningless, but Kedi has never forgotten those distributors who once fought alongside it. Whether you are there or not, the bond is unbroken. In difficult times, Kedi never abandoned its employees, and it always welcomes back those who left. As the successor of the group, Zhang Shaohua inherited and continued her father's legacy, valuing loyalty and righteousness, with the drive and innovation of the post-80s generation, leading Kedi Frozen back on the road.

As an old Kedi person, seeing Kedi Dairy listed was like seeing the Great Sage Equaling Heaven put on his golden armor and ride the colorful clouds, returning once again. Persistence is the best interpretation of success for dreams.

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