Double Skin Milk Milk tea is being made.
Double skin milk ingenious inheritance.
Young people order milk tea
Minxin Museum Store restores the old scene.
Text/Wang Mingrun, an all-media reporter of Guangzhou Daily
Photo/Provided by the interviewee
Double skin milk is a representative food culture business card of Shunde, the world's food capital. More than 90 years ago, Dong Xiaohua from Shunde developed a sweet and delicious double-skin milk, and then founded the Minxin brand, which became a time-honored brand in Guangdong over time; more than 90 years later, the fourth-generation inheritor of Minxin double-skin milk - "post-90s" Liang Zhanchong "Cross-border interpretation" of double skin milk, innovative launch of double skin milk tea - become the "new favorite" of the new generation of young people's taste buds.
What is the "secret" of the double skin milk that has been renewed for more than 90 years and has continued to attract the hearts of many foodies? Double skin milk "holds hands" milk tea, how can old brands stick to their original aspirations in the fierce competition environment? All media reporters from Guangzhou Daily went to explore the secret recently.
Unwilling to be ordinary Shunde "post-90s" double skin milk inheritor
Come to a bowl of Shunde double skin milk is a sweet gesture to "unlock" the world's food capital. Minxin Double Skin Milk is a time-honored brand in Guangdong and is talked about by local citizens and foodies. Today, Shuangpi Milk has a new way of opening - Shuangpi Grandma Tea.
Daliang Huagai Road Pedestrian Street is adjacent to the famous Lingnan Garden - Qinghui Garden , where there are many famous food and trade stores, and it is the facade of Shunde's cultural and tourism integration, attracting many citizens and tourists to check in. Walking along the bustling food street, directly opposite Shunde Senior Cadres University, a small and fresh milk tea brand - Baisen came into view. It is the "new favorite" of this old street. Its design style is simple yet quaint, and the melodious music is refreshing.
Double skin tea is the flagship of this shop. Liang Zhanchong, founder of Baisen, is the fourth generation inheritor of Minxin Shuangpi Dairy. In the eyes of Shunde people, Minxin Shuangpi Dairy, which has a history of more than 90 years, has a profound cultural heritage.It is a local food business card. "Some people may think that if they come back and take over Minxin, they can lie down and win." But Liang Zhanchong didn't think so. He said that young people are gradually becoming the main force of consumption. Can the "old" Minxin meet the "new" needs? Two years ago, such a question often lingered in his mind, "We need to create a new form to attract young people."
Before entering the tea market, Liang Zhanchong was engaged in related work in the Internet field, "I have nothing to do with tea. Knowing, it’s almost starting from scratch.” He admitted frankly that he needs to start again; to enter the tea industry, he must first gain insight into the consumption needs of young people before blazing a new path. However, in the face of brutal competition, Liang Zhanchong's first venture failed. He once opened a tea test shop in Chancheng, Foshan, and later closed due to poor management. Afterwards, when summing up his experience, he said that the positioning of tea drinks is not clear, the product characteristics are not clear, the location selection is wrong, and the promotion and marketing are not carried out, which are all "fatal injuries".
Summarize the experience and start again. Clear positioning and distinctive features are the foundation of a brand, and external opportunities and risks should not be underestimated. In Liang Zhanchong's view, milk tea is a "Red Sea market" with high competition pressure and many challenges, such as homogenization, difficulty in innovation, and lack of advantages in supply chain and marketing. "Although there are many challenges, I have not given up." He believes that milk tea is an indispensable delicacy to bring young people closer, but how to establish the connection between double skin milk, milk tea and young people? He fell into deep thought.
Shunde double skin milk with innovative genes
will never forget the original intention, and will always be there. As the fourth-generation inheritor of Minxin Double Skin Milk, Liang Zhanchong is no stranger to the story of the development of Double Skin Milk, but he said, "Every time I read it, I have different feelings and inspirations."
"Lingnan Water Village "Shunde is rich in buffalo milk, but the local climate is hot and humid, and fresh buffalo milk is not easy to keep fresh. In 1925, Dong Xiaohua, a villager in Baishi Village, Shunde, was seriously thinking about this problem. After many attempts, he developed "Jiapi Milk", which was later renamed "Double Skin Milk". In the early 1930s, Dong Xiaohua opened "Minxin" on Huagai Road, Daliang.
"Sweet, crispy and smooth milk with double skins, and jade liquid condensing fat and moisturizing snow skin. Why do you need plastic surgery for a stunning look, and Daigo helps you with Sai Xishi." This poem describes the delicacy of double-skin milk - its production pays attention to ingenuity,Very popular so far. It is reported that Minxin Laopu was selected as the first batch of time-honored units in Guangdong Province. How can the time-honored brands with many "halos" above their heads create new brilliance?
"Innovation is the continuation of Minxin Double Skin Milk." Deng Shuyun, chief brand officer of , Foshan Minxin Catering Service Co., Ltd. told reporters. She said that double skin milk is an innovative dessert developed in the past. It has innovative genes, and it must face the future, so that this delicacy can keep its vitality forever. In 2018, the double-skin milk production technique was included in the seventh batch of provincial-level representative projects of intangible cultural heritage in Guangdong Province. In order to bring traditional intangible cultural heritage from the "museum" to the market, Minxin opened a museum store, adhering to the concept of development while protecting, and integrating it into the experiential catering format. "Citizen tourists can not only eat double skin milk in the store, but also experience the wonderful During the production process, you can also see cultural and creative products with the theme of double skin milk." Deng Shuyun said that the multi-format "new" makes double skin milk a variety of popular styles.
Minxin's development process is a wonderful epitome of the innovation and development of Shunde cuisine. When Liang Zhanchong takes over the baton of Minxin inheritance, what surprises will he bring? At the beginning of 2020, affected by the epidemic, he and his team had more time to develop new products, and many whimsical ideas collided from that time-"Minxin", as an old store focusing on double skin milk, Surprisingly, Yangzhi Ganlu is the number one selling product. They are thinking: Can Yangzhi Ganlu be combined with Shuangpi Milk to develop a new product of Shuangpi Grandma Tea? Traditional double-skin milk is often served in small bowls. They are thinking: can they break free from the shackles of the bowl and use a transparent glass bottle to present the sweetness and authenticity of double-skin milk tea... This kind of brainstorm runs through double-skin milk tea. the whole process of birth.
Double skin milk catches the express train of "milk tea economy"
breaks the tradition and interprets it innovatively. The whimsical ideas of the past are constantly being overthrown and reconstructed, and the blue thread is just to bloom better. In February 2022, the Baisen brand store focusing on Shuangpi Grandma Tea opened in Daliang Huagai. It attracted many young people to check in at the first time.
This is the new start of Liang Zhanchong's second entrepreneurship. He said that his family has given a lot of support to the establishment of Bai Sen. "They hoped that I could make something different and encouraged me to keep trying." Road Pedestrian Street; in publicity and promotion,Cater to the social way of young people to promote.
Bai Sen, born out of the "maternal body" of Minxin, shows his own independence. According to reports, the meaning of "white forest": "white" is the color of buffalo milk, and "forest" is forest, representing natural and primitive. The originality of its brand logo comes from the blue-and-white porcelain bowl, which carries nearly a hundred years of double-skin milk technology; it is also a smile. I hope everyone can experience the craftsmanship and harvest happiness when tasting it.
The glass bottle is full of ingenuity. When the cork is pulled out, it is filled with a sense of ritual... This is the "opening method" of double skin tea. Milk tea is jokingly called "life-sustaining artifact" by "Gen Z" young people. From double-skin milk to double-skin milk tea, the products continue to change, which is not only an inheritance of traditional double-skin milk production skills, but also to suit young people's consumption. The way of demand is again in focus.
Inheritance is not conservative, innovation is not forgotten. It is understood that the double skin milk tea still relies on the traditional double skin milk technique, and its raw material is still buffalo milk, which is stewed every day. "Each bowl of double-skin milk takes more than an hour to make." Liang Zhanchong said that the three main types of double-skin milk currently in the store, namely Yangzhi Ganlu Double-skin Milk, Green Red Bean Double-skin Milk, and Brown Sugar Pearl Double-skin Milk, More than 300 cups are sold every day. In addition to double skin milk, Shunde intangible cultural heritage -- Guiling paste also caught the "milk tea economy" express. "This is an era in which there is no advance or retreat. I hope to try more innovative methods on the basis of inheriting traditional skills, so that more young people can remember the taste of innovation." He also frankly stated that there is no smooth road in the pursuit of dreams, and the future there's still a long way to go.
According to industry insiders, the competition in the tea beverage market has become fierce, and the current milk tea industry is transitioning from a period of rapid growth to a period of maturity. With the growth of the new generation, consumers have higher and higher requirements for the taste of milk tea itself, and their brand recognition and stickiness are also gradually increasing. Innovative research and development is the long-term way of brand development."
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