“Xiangxue” - A New Brand Strategy by COFCO

2008/2/1By Harry Yang, China IP,[Trademark]

The "Xiangxue 798 Christmas Gala Night – Competing for a Romantic Tour in Hawaii" sponsored by COFCO in 2007 was held in a 798 Art Gallery on Christmas Eve. Leaders from COFCO randomly drew for the big prize a "five-day tour in Hawaii", and presented the award to the winner.  

COFCO's "Xiangxue" brand covers three types of products: bread, dried noodles and flour. It integrates domestic and imported flour and technical resources, and provides Chinese consumers with high quality flour products. "Xiangxue bread" was introduced to the market in 2007, targeting middle and high-end consumers. "Xiangxue bread", COFCO TTC (Beijing) Foods Co., Ltd. is in partnership of COFCO. Taking advantage of COFCO's use of top raw materials and internationally advanced technology, "Xiangxue bread" products are recognized as a healthy alternative for the Chinese people.

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