SHERIDAN, WYOMING – August 8, 2025 – Sailor Foods Co., Ltd., a long-established Chinese heritage food producer, has marked its 30th anniversary with a sweeping transformation plan that blends brand modernization, product innovation, and multi-channel market expansion. The company’s “Riding the Waves – Thirty Years and Leaping Ahead” customer appreciation event in Putian brought together nearly 1,000 industry partners, underscoring its ambitions to compete in both domestic and international markets over the next decade.
Brand Modernization to Align with New Consumer Era
Sailor Foods unveiled a comprehensive visual identity upgrade designed to appeal to younger, global audiences while retaining its heritage roots dating back to 1871. The refreshed brand palette introduces “Sailor Blue” and “Prestige Gold” as dual core colors, reflecting the company’s balance between tradition and modernity. The new logo, which integrates flat design principles with Eastern aesthetic influences, will be adapted for domestic and international markets.
Chairman Chen Wenshui emphasized the strategic shift from “channel-driven” growth to “consumer mindshare leadership,” stating: “What can last another thirty years is not just a product, but a brand with a future.”
Product Strategy Targets High-Frequency and Premium Segments
Vice General Manager Lin Jinhong outlined the company’s “3+2” product strategy, supported by a diversified six-channel network. The product portfolio is segmented into five core series designed to match specific consumer occasions:
- Fortune Bag Series – Abalone and fish roe variants tailored for banquets and supermarkets
- Intangible Heritage Series – Traditional specialties like bianrouyan and fish balls, leveraging cold chain technology
- Signature Sausage Series – Regional flavor customization with value pricing for convenience retail
- Water Drop Series – Industry-first shape innovation with cleaner ingredient profiles for hot pot and spicy snack outlets
- Marine Vegetable Ready Series – Low-salt kelp and zero-calorie snacks for casual dining and hot pot pairings
These are reinforced by six market channels — OEM, exports, hot pot supply chains, convenience systems, supermarkets, and marinated snack chains — balancing scale in B2B and brand building in B2C.
Industry Trends Favor Scenario-Based, Digital-Driven Growth
The event featured an industry session on “Breaking the Ice in the Frozen Food Sector,” highlighting how scenario-driven marketing, digital tools, and supply chain restructuring will define the next five years. Analysts noted that in an increasingly competitive frozen food industry, companies with nimble product innovation and integrated digital sales ecosystems are better positioned to weather economic cycles.
Deepened Partner Support Through Regional Empowerment
In response, Sailor Foods announced the launch of its “Pioneer Special Forces” initiative — a dedicated partner service team aimed at offering end-to-end operational support. The goal is to enhance distributor profitability and resilience while co-developing regional markets.
Cultural Integration as a Brand Differentiator
Attendees also participated in a Mazu cultural heritage tour and visited Sailor’s Intangible Cultural Heritage Experience Hall, where they engaged in traditional food preparation techniques. This focus on cultural storytelling is seen as a unique differentiator in a sector where branding often leans solely on product quality.
Chairman Chen concluded that the company’s next decade will be shaped by a three-pronged approach — product excellence, channel synergy, and cultural resonance — positioning Sailor Foods as both a custodian of tradition and a driver of modern food retail innovation.
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