“Kneading shall be made with hands; filling ingredients shall be authentic; the baking fire shall be evenly spread; no preservatives shall be added.”
Since it was established in 1890, Jiu Zhen Nan (JZN) has insisted on using the centennial handcraft to produce the most exquisite Han Bing. Jiu Zhen Nan currently has 18 stores throughout the country and their products are also available in duty-free shops in international airports, as well as in Hong Kong and China. In 2016, JZN launched the Jiu Zhen Nan Pastry House, which is dedicated to promoting the aesthetics and culture of Han Bing. Upholding the ideal of “Taste Local, Link Global”, JZN aims to share Taiwanese flavors and local features with our customers in Taiwan and abroad, and establishes our status as the best brand of Han Bing in the Chinese world.
From Legacy to Innovation, a New Image of the Centennial Brand
“Without innovation, there is no continuation of legacy.” When the present chairman, Eric Lee, took over the family enterprise in 1995, he began the mission of re-positioning the brand: “Han Bing is the foundation, and making Han Bing by hand represents the spirit of Jiu Zhen Nan.” Therefore, the chairman bravely revolutionized and expanded the brand, using exquisite packaging designs and diversified channels to strengthen our communication with the market. Through such strategies, JZN is able to integrate tradition and innovation, turning over a new page for traditional Chinese pastry.
In terms of channel strategies, JZN not only has its own stores, but is also the first Han Bing brand to set up stores in department stores and High-Speed Rail stations. Meanwhile, JZN has collaborated with various channels, such as duty-free shops in international and domestic airports, creating an opportunity for foreign and domestic travelers to get to know the brand. At the moment, JZN is also actively creating a network of international channels, collaborating with well-known channel brands to venture into Chinese cultural circles in China, Hong Kong and Singapore.
As for crafting the brand identity, JZN begins with the packaging design of gift boxes, hoping to use delicate and elegant designs to enhance customers’ visual impression and increase the brand’s sense of value. Jiu Zhen Nan’s packaging designs of gift boxes have won various prestigious international and domestic design awards, including Germany’s iF Design Award and Red Dot Design Award, as well as Taiwan’s Golden Pin Design Award. Moreover, JZN has efficiently combined the customer relation management system with digital marketing, and continues to increase customer satisfaction and loyalty.
From Materials to Products, the Full Dedication to Ensure Food Security
Adapting to modern dietary concepts, JZN has been refining the making of Han Bing through strictly selecting ingredients and materials, replacing lard with butter, using less sugar, oil and zero preservatives. JZN has passed ISO22000 and HACCP certifications and introduced the system of third party auditors into its chain of production to ensure the highest standards of food safety. In 2017, JZN has been planning to create a small-scale laboratory to take its commitment for food safety to the next level.
To fully realize the spirit of corporate governance and prepare for the connection between the brand and the global network, JZN has implemented the system for internal control and auditing, as well as the ERP system, to systematize the operation of the company. “In over a century, Jiu Zhen Nan has accumulated much know-how for the knowledge-based economy; part of it being explicit while the other being implicit. Through the process of applying for the National Award of Outstanding SMEs, we have organized and built up the company’s knowledge system, and realized the ideal of corporate management and transformation through collaborative participation of our teams. These efforts will also help us to consistently improve ourselves and adjust the management of the company, demonstrating Jiu Zhen Nan’s determination for sustainable operation,” according to Chairman Lee.
Cultivating and Reciprocating Local Community, Inheriting the Glorious Legacy of Han Bing
In order to promote the culture of Han Bing, JZN has kept pace with the times in terms of flavors and packaging, and specifically launched the JZN Pastry House. In the space of 4,421 square meters, the image of a traditional three-section compound is combined with green architectural design and houses the corporate headquarters, JZN Story Pavilion, Pastry House, JZN Cooking Lab and small Library. Through the comprehensive experience of the five senses offered by handmade Han Bing, the JZN Pastry House guides visitors to be immersed in the beauty of the Han Bing culture.
The sense of commitment to continue the culture of Han Bing is also reflected in Jiu Zhen Nan’s efforts in carrying out corporate social responsibility. Building a strong relationship with local communities, JZN has organized many charitable events featuring DIY workshops and knowledge about Han Bing. These events focus on parents and children, hoping that the culture of Han Bing can take root in children’s minds. In addition, JZN has placed much importance on environmental issues. JZN uses FSC-certified paper and environmental-friendly soy ink to print DMs and PLA eco-friendly materials for packaging. In 2016, Jiu Zhen Nan’s Pineapple Cake products also received the carbon footprint certification. Furthermore, JZN engages in industry academy cooperation projects with many schools, offering students internships before they start working.
In 2017, JZN collaborated with National Sun-Yat-sen University and launched the “National Sun Yat-sen University Jiu Zhen Nan Branding Research Center,” hoping to its our brand marketing experience as an example to broaden the vision of Taiwanese brands for collective prosperity.