Henan Media Group’s Time-Honored All-Media Initiative: A Visit to Huabao Gang Roasted Chicken
Category： Industry News
Time：2025-06-13
On the morning of June 13, 2025, a delegation of 18 people—including Shen Minggui, Assistant General Manager of Henan Daily Media; Li Feng, General Manager of Henan Shoujiu Group Co., Ltd.; Hu Qingshi, a senior video expert, recipient of the CPC Central Committee’s “Five-One Project” Award, and Secretary-General of the Central Plains Advertising Brand Research Institute; Guo Peiyuan, Head of the Special Supplements Division of the Rural Edition of Henan Daily; Li Suli, Director of Dahe Daily; Li Yunyu, Head of the New Consumption Marketing Division of DuanDian News; Zhu Xiling of Henan Daily; Song Jian, Head of the Consumer Sector at Dahe Net; Li Yan, Video Reporter for DuanDian News; Chen Shuming, Station Chief of the Henan Bureau of China Industrial News; Zhang Yuhan, Director of the Consumer Department at Zhengguan News; He Rongfeng, Director of the Consumer Department at Elephant News; Qian Xincai, Henan Correspondent for Tencent; Wang Meiling, Reporter for the Consumer Daily; Li Xiaoyue, Video Reporter for Zhengguan News; Shao Pengjie, Reporter for Zhengzhou Evening News; Gong Wenqiang, Director of Sina Henan; and Wang Jinshuai, Reporter for Henan Rule of Law News—visited Huabao Gang Roast Chicken Company for a site visit and a symposium. The visit was accompanied by Hua Baoliang, General Manager of Huabao Gang Roast Chicken Company, and Hua Hongsheng, who also participated in the discussion.
Media representatives gained a clear, firsthand understanding of the production process, business segments, and corporate culture through an introductory promotional video, and examined a wide array of products and new-product R&D directions at the display cases. The tour guide provided a detailed explanation of the “Four Unique Qualities” of Daokou Roast Chicken, highlighting its distinctive flavor and the secrets behind its time-honored production techniques. The general manager then briefed the press on the white-meat processing workshop, from the rigorous inspection area to the shaping stage, underscoring the company’s meticulous quality-control procedures. Of particular interest was the non-fried coloring technology, which exemplifies innovative advancements in traditional craftsmanship. Finally, the state-of-the-art, intelligent cooking workshop has achieved automated, standardized, and smart production, reducing labor intensity, improving working conditions, boosting cooking efficiency, and ensuring a stable supply of products—topics that sparked in-depth discussion among the journalists.
Subsequently, media representatives toured the company’s Cultural Plaza. At the entrance, a prominently displayed landmark bearing the name “Bailiao” immediately caught the eye, prompting visitors to pause and engage in conversation, savoring the profound heritage of traditional culinary culture. As they moved forward, a cultural exhibit chronicling the evolution of Dukou Roast Chicken drew their attention, vividly illustrating the lineage of this intangible cultural heritage.
During the subsequent symposium, the press delegation engaged in open and candid discussions on corporate development and put forward numerous constructive suggestions. One journalist proposed building personal IPs for key corporate figures or master artisans, leveraging their entrepreneurial journeys and showcasing production techniques to enhance brand recognition and foster stronger audience engagement through human-centered storytelling. Meanwhile, several media representatives, from a market perspective, recommended that the company align with the growing trend in casual snack consumption by developing new products such as portable, single-serve packages of roasted chicken snacks and roasted-chicken-flavored leisure foods, thereby expanding the range of consumption occasions.
Hua Baoliang, General Manager of Huabao Gang Roast Chicken Company, expressed his gratitude for the suggestions offered by media representatives. He noted that these recommendations are both strategically insightful and practically feasible, pinpointing the key factors for the company’s development. The company will carefully study and fully incorporate these suggestions into its brand-building and product-upgrade strategies. At the same time, it looks forward to maintaining long-term collaboration with the media to jointly promote the inheritance of Daokou Roast Chicken culture and the company’s high-quality development.
Keywords： Henan Media Group’s Time-Honored All-Media Initiative: A Visit to Huabao Gang Roasted Chicken
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