Renewal and Empowerment: Together Toward the Future! The First Stop of the Zhongjie Bingdian Brand Upgrade and 2022 New Product Launch Event Concludes Successfully!

　　Empowering comprehensively with a revitalized approach

　　On December 20, the Zhongjie Bingdian brand upgrade and the inaugural launch event for its 2022 new products were successfully held at the Tianjin Saixiang Hotel. With the theme “Renewal and Empowerment: Moving Toward the Future Together,” the event provided attending distributors with an in-depth presentation of Zhongjie Bingdian’s latest product launches and a comprehensive overview of the strategic initiatives underpinning the brand’s revitalized and upgraded roadmap.

　　On the morning of the grand event, Zhongjie Bingdian invited representatives of its distributors to tour the company’s Tianjin factory. The Tianjin plant is equipped with state-of-the-art automated and intelligent production facilities, leveraging its competitive advantages to serve a radius of 500 li and further meet the demand in North China, Northwest China, and other regions for high-quality, fresh, and healthy ice cream. During the on-site visit, the distributors highly praised Zhongjie Bingdian’s world-class manufacturing and production workshops.

　　

　　Brand Revitalization and Upgrade to Unlock New Business Opportunities

　　At the grand event, Mr. Yao Chenggang, Executive Director of the China Brand Building Promotion Association and an international branding expert, took the lead in delivering a detailed presentation on the 2022 trends in the frozen-dessert industry, the pain points faced by distributors, and the strategic planning and brand revitalization of the Zhongjie Frozen Dessert product line. He also outlined Zhongjie Frozen Dessert’s confidence in ushering in a new era for the frozen-dessert category through a comprehensive rebranding effort, emphasizing new attitudes, new brands, new products, new distribution channels, and innovative marketing approaches.

　　Brand upgrading and renewal is not only a response to the new normal, an embrace of the new development landscape, and a strategic move to build momentum for new growth—it is also the key to sustainable development. As Mr. Yao Chenggang noted, as the primary consumer base shifts its preferences toward natural, fresh, and healthy products, high quality has become the top criterion guiding purchasing decisions.

　　In 2022, Zhongjie Ice Cream underwent a comprehensive revitalization and upgrade, with new value propositions and a fresh development strategy designed to better meet evolving consumer needs. Guided by the brand promise of “Freshness and Health, Always by Your Side,” the company is committed to enhancing brand awareness, strengthening brand building, and solidifying professional brand management, with the ultimate goal of establishing itself as the leading national ice cream brand.

　　At the grand ceremony, Mr. Yao Chenggang, together with Yin Dongli, Deputy General Manager and Marketing Director of Zhongjie Bingdian, along with representatives from the distributor network, officially unveiled Zhongjie Bingdian’s brand-new image.

　　

 

　　1. The new logo for Zhongjie Bingdian features an overall ice-cream-cone shape, with smoother, more fluid lines.

　　2. The heart shape in the logo symbolizes Zhongjie Bingdian’s deep passion for the frozen-dessert business;

　　3. The ice-cream-shaped upper half features a motif of three figures embracing, symbolizing the close bond between Zhongjie Ice Cream and its consumers and partners;

　　4. The overall design features a more authentic shade of red, with typeface inspired by the architectural style of Zhongjie Street—simpler and more contemporary.

　　

　　Building a industry-leading, professional-grade product portfolio

　　The overarching marketing strategy for Zhongjie Bingdian’s 2022 plan is “Reinvention and Empowerment.” Guided by market demand and driven by technological innovation, the focus is on strengthening product R&D capabilities, building a closed-loop online-and-offline marketing campaign to deliver more precise, targeted, and high-impact promotions.

　　In 2022, Zhongjie Bingdian established seven major product lines and adopted a multi-brand strategic layout to cater to the preferences of the new generation of consumers. This multi-brand approach is designed to build a robust brand portfolio that meets the diverse ice-cream needs of different consumer segments. Jin Bo, Marketing Director of Zhongjie Bingdian, provided a detailed overview of the company’s 2022 new products.

　　Zhongjie Bingdian’s 2022 New Products

　　Misi Mil Series Mousse Ice Cream

　　Pure Cheese Flavor, Tiramisu Flavor

　　Carefully selected imported ingredients deliver a delicate, rich milky aroma and a velvety-soft texture. Our mousse ice cream is luxuriously smooth and full-bodied—savor each bite to experience the ultimate in authentic French romance and understated luxury.

　　Misi Mil Series – Qiaoqiao Molten Crisp

　　Peanut Milk Flavor

　　Made with natural cocoa butter, this pure-fat chocolate delivers a melt-in-your-mouth delight. For an even richer experience, it’s specially blended with fragrant, roasted peanut bits.

　　Zhongjie Miaoxiang Series Crispy Cone Ice Cream

　　Vanilla Chocolate Flavor

　　Crafted with premium, crisp, and sweet cones, coated inside with a rich chocolate glaze, and featuring a straight, streamlined design, this product undergoes rigorous, state-of-the-art processes throughout production to maintain its signature crunch—right down to the very last bite, thanks to the delicate, flaky chocolate topping at the top.

　　Zhongjie Miaoxiang Series Milk Waffle Ice Cream

　　Milk Wafer Flavor

　　Wafers baked from select winter wheat, paired with rich, creamy ice cream. Thanks to a special freezing process, freshness is locked in at lightning speed, and smaller ice crystals ensure a smoother, more velvety texture.

　　Zhongjie Miaoxiang Series Molten-Waffle Ice Cream

　　Milk and Egg Yolk Flavor

　　A perfect fusion of double wheat-flavored wafers, rich molten egg-yolk filling, and creamy milk ice cream—this -18°C molten-core wafer sandwich ice cream stays delightfully gooey inside, with a truly molten center.

　　Lemon is cute, orange is cute.

　　Pink lemon flavor, Hinata Summer orange flavor

　　Adorable and playful fruit-shaped treats—sweet, refreshing, and utterly soothing, with a rich, creamy milky flavor that lingers delightfully. One bite captures the essence of summer, letting you fully savor its crisp, sweet charm.

　　Meow is here!

　　Milk Chocolate Crispy Flavor

　　Chocolate-coated, crispy shells encase plump sunflower seeds, all shaped into adorable cat designs that are irresistibly cute at first sight. The crunchy shell and the pure, nutty aroma of the seeds are simply mouthwatering.

　　Original Flavor Milk

　　Milk flavor

　　A single scoop of ice cream captures the natural, rich, and mellow flavor of milk. Its dense, creamy texture delivers a bold, luscious milky aroma with every bite—pure, pristine, and irresistibly smooth, offering an unadulterated taste of nature’s finest.

　　Ripe banana / First-class lychee fragrance

　　Banana flavor, durian flavor

　　Crafted with a blend of Eastern elements, this Chinese-style glutinous rice cake captivates with its soft, adorable fruit-inspired designs—banana slices that are rich and tender, and durian that’s irresistibly creamy and sweet, leaving a lingering tropical aroma with every bite.

　　Red Bean Pod Glutinous Rice Cake

　　Osmanthus and Red Bean Flavor

　　Carefully selected premium red beans are paired with delicately sweet osmanthus, creating a rich, aromatic blend of traditional Chinese ingredients. The innovative layered filling delivers layer upon layer of deliciousness and delightful surprises, offering a multi-textured, multi-sensory experience.

　　Molten Glutinous Rice Cake

　　Milk condensed milk flavor, vanilla chocolate flavor

　　Even at -18°C, this molten-filled glutinous rice cake bursts with luscious, flowing filling—its rich, fragrant glutinous rice wrapper encasing a refreshingly sweet ice-cream center, all topped with a dreamy, oozy sauce to deliver an extraordinary sensory experience.

　　Zhongjie Big Fruit National Trend Series

　　New Pineapple Flesh Flavor

　　As the most iconic product of Zhongjie Ice Cream, Zhongjie Big Fruit has had its production techniques designated as a municipal-level intangible cultural heritage. The匠心巨制 National Trend series of Zhongjie Big Fruit introduced a brand-new pineapple flavor in 2022, featuring real pineapple pulp to elevate the taste and deliver an even more authentic, pure texture.

　　Zhongjie Big Fruit Bird’s Nest Collaborative Cultural Creative Ice Cream

　　Cheese flavor, strawberry flavor, and raw chocolate flavor

　　When Zhongdajie’s premium fruits meet the National Stadium—the “Bird’s Nest”—and when time-honored brands and the artisan spirit of intangible cultural heritage converge with the beauty of ice and snow sports, we pay tribute to the Olympic spirit through meticulous craftsmanship and carry forward the skills of intangible heritage, striving to surpass new heights and create the next extraordinary moment.

　　Elevating Marketing to Create Year-Round Ice-Product Consumption Scenarios

　　As consumer preferences evolve, ice cream is no longer confined to its traditional summer role as a cooling treat—it has become a year-round bestseller that caters to young people’s emotional and social needs.

　　In the early days of winter, Zhongjie Bingdian launched its Zhongjie Miaoxiang Milk Wafer Ice Cream, which quickly went viral under the hashtag #TheFirstIceCreamOfWinter#. Gong Yunfei, Head of Sales Management at Zhongjie Bingdian, shared insights into the product’s launch and sales performance during the winter season.

　　In its marketing and promotion efforts, Zhongjie Bingdian has not only imbued its products with social attributes but also created new consumption scenarios. By seizing opportunities in the frozen-dessert market, Zhongjie Bingdian is simultaneously driving transformation within the industry.

　　Empowering Development, Co-Creating the Future

　　At the gala, Yin Dongli, Deputy General Manager and Marketing Director of Zhongjie Bingdian, delivered an inspiring presentation on the company’s comprehensive marketing strategy for 2022. Mr. Yin emphasized that, in 2022, Zhongjie Bingdian’s marketing system will undergo multi-faceted upgrades and optimizations, with brand repositioning and product innovation as its core pillars, and market channel expansion, refined management and operations, and integrated marketing across new consumer scenarios serving as key levers to comprehensively empower the distributor partners who have stood by Zhongjie Bingdian for many years.

　　Brand Reimaging and Upgrade

　　In 2022, the Zhongjie Bingdian brand underwent a comprehensive rebranding and upgrade, unveiling a fresh new image to embark on a new journey. At the same time, in its brand-building efforts, Zhongjie Bingdian has formed a powerful partnership with the National Stadium—the Bird’s Nest, the venue for the opening and closing ceremonies of the Winter Olympics—bringing together premium ice cream with the hallowed halls of competitive sports. This collaboration elevates sport, health, and quality to the three essential pillars of modern life, perfectly embodying the renewed value proposition of the Zhongjie Bingdian brand!

　　Product Renewal and Upgrade

　　In 2022, Zhongjie Bingdian focused on developing high-end sub-brand products, such as “Miss Mille” and “Zhongjie Miaoxiang,” to establish a comprehensive sub-brand portfolio and optimize its product mix. By delivering exceptional product quality, the brand reinforced its “fresh and healthy” value proposition and met consumers’ demand for premium offerings.

　　Channel Expansion and Upgrade

　　Great products deserve even better distribution channels. In 2022, Zhongjie Bingdian will continue to ramp up market development, expand sales channels, assist distributors in strategic channel planning and terminal empowerment and upgrades, and strengthen its competitive edge to capture greater market share—all in response to intense market competition and the growing demand for differentiated consumer offerings.

　　Optimizing Consumption Scenarios

　　Zhongjie Bingdian has shattered the conventional notion of peak and off-peak seasons by introducing a “not-too-cold” ice cream concept, creating year-round products that are suitable for all seasons and appeal to consumers of any age. Building on Zhongjie Bingdian’s existing strengths, the brand is further expanding its offerings: turning a single classic product into a sub-brand, transforming a single tree into an entire forest, and maximizing the full potential of Zhongjie Bingdian’s unique advantages.

　　Refined Sales Management and Service

　　In 2022, Zhongjie Bingdian will implement more refined management of its marketing system, tailor a comprehensive organizational structure to local conditions, conduct regular reviews and dynamic adjustments, and ensure that all initiatives are goal-oriented, backed by concrete measures, closely monitored, and rigorously evaluated. At the same time, to align production capacity with sales volume, Zhongjie Bingdian established a Production Command Center in 2022 to guarantee product supply, adopt a make-to-order approach based on sales forecasts, and better meet market demand.

　　As a pioneer in China’s ice-cream industry, Zhongjie Bingdian has consistently focused on and deeply understood the evolving needs and preferences of Chinese consumers for frozen treats. Leveraging 75 years of dedicated expertise, the brand has redefined its product portfolio and expanded its full product line, while capitalizing on its innovative strengths, a refreshed brand image, and the core brand promise of “Freshness and Health—With You Every Step of the Way.” These efforts are designed to meet the growing demand for superior quality and an exceptional eating experience, as well as to establish Zhongjie Bingdian as a leading manufacturer of healthy, joyful frozen desserts.

　　Winning List for the Previous Event

　　Congratulations to the following 10 fans: ID “Feng Sheng Jin,” “Arrogant Cat,” “Long Long Lasting,” “Chubby Miao Miao,” “Yu,” “Warmth,” “Sparkling Water,” “Wang Zhen,” “Little Little Snail,” and “Zhi Xing Baby.”