Upholding Tradition for Six Centuries, Innovating for the Future - Chairman Cui Ruifu's Q&A at Qinglu Reveals the Secrets of Cui Brand's Century-Old Legacy!

Release time:

2025-06-27 13:56

Source:

A Century of Inquiry, A New Chapter of Wisdom

On June 19th, at The 75th Benchmark Enterprise Visit of Qinglu ， Cui Zip Brand Sesame Oil's 20th Generation Heir, Chairman Cui Ruifu of Ruifu Oil Co., Ltd. and Xu Ruize, Chairman of Liqun Commercial Group engaged in an in-depth dialogue. Nearly a hundred entrepreneurs gathered at Ruifu Oil, jointly exploring the core code of century-old brands transcending cycles 。

Upholding the Right and Innovating

The wisdom of a century driven by two wheels

Facing the trend of younger consumers on enterprise development issues, Chairman Cui Ruifu gave a strategic direction:

"Inheritance is the root of the enterprise, innovation is the soul of progress"

The essence of upholding the right ：Adhering to the six-hundred-year-old small stone mill process, ensuring the traditional sesame oil flavor remains unchanged
Innovation changes ：Developing new product categories such as "black sesame ice cream", hot pot sesame sauce, and daily nuts
Scene innovation ：Launching portable small packaging to precisely match the consumption habits of young people
"Enterprises must be consumer-oriented" ，Chairman Cui Ruifu emphasized, "Only by innovating in inheritance can sustainable development be achieved"

Global Integration

The practical path of the omnichannel strategy

Targeting channel changes under new consumption patterns In response to the question, Chairman Cui Ruifu explained the layout:

"Reshaping business logic based on user needs"

Online matrix ：Full platform coverage on JD.com/Taobao/Pinduoduo, customizing products according to channel characteristics
Product innovation ：Developing exclusive specifications for e-commerce channels to meet the needs of platform user portraits
Dual-line synergy ："Online development does not mean abandoning traditional supermarkets", upholding the value of offline channels
"The essence of all channels is to serve consumers" ，Chairman Cui Ruifu pointed out, "Meeting 'what you want is what you get' is an eternal principle"

Centennial cornerstone

The golden triangle of inheritance, innovation, and integrity

Chairman Xu Ruize raised the question of "core elements of a century-old enterprise" ，Chairman Cui Ruifu condensed three major pillars:

▌Inheritance (foundation)

"Choosing the right heir is the first priority for a century-old enterprise"

Protecting six-hundred-year-old traditional techniques and brand spirit
Cultivating successors with a broad vision to solve development problems

▌Innovation (engine)

Product innovation: healthy new products and convenient packaging
Channel innovation: precise operation of e-commerce platforms
Management innovation: breaking the shackles of empiricism

▌Integrity (lifeline)

"From raw materials to the table, integrity is the lifeline"

Strictly controlling the quality of each link in procurement, production, and sales
Building brand reputation and consumer trust with integrity

A century-long journey

The future philosophy of dual-core drive

Looking forward to the new century's development, Chairman Cui Ruifu put forward the core strategy:

"Quality is the bottom line, demand is the compass"

Upholding the enlightenment of Japanese century-old enterprises: quality and integrity cannot be compromised
Establishing a market rapid response mechanism: dynamically adjusting with the customer as the center
When addressing entrepreneurs, he emphasized:

"Look up to the stars to establish a century-old ambition, and down-to-earth to practice a pragmatic approach"

"Cherishing a century-old vision allows for calm progress, this is the fundamental method for the sustainable development of enterprises"

Time refines true taste

From the gentle turning of the stone mill six hundred years ago to today's fragrance filling thousands of homes, Cui Zip Brand uses inheritance as an anchor, innovation as a sail, and integrity as a rudder ，writing a new legend of an old brand in the tide of the times. As Chairman Cui Ruifu said: "Upholding the right without being outdated, innovating without forgetting the roots" - this is both the crystallization of the wisdom of a century-old brand, and a solemn declaration for the future.

Cui Zip Brand Sesame Oil | Established in 1408
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