Project background: catering is indisputably one of the most concerned formats, the growth of China's population, the increase of urbanization rate, and the increase of per capita disposable income.

Innovative value: Fuxin Ji belly pot chicken adapts to the popular consumption level, breaks the disadvantages of traditional hot pot, and has been recognized by all sectors of society.

User pain points: Although Chinese catering is in a period of rapid development, the pain points of its industry have also become a headache for practitioners. Under the general trend of consumption upgrading, the major catering brand companies will carry out a major upgrade, and Fuxin Ji is just like this.

Brand strategy: the design is based on the other name of "phoenix rebirth" of pork belly cooking chicken, implying that phoenix is reborn in the pot, with pot, phoenix and fire, which not only reflects the attribute of pan-hot pot, but also reflects the concept of phoenix rebirth of products.

1. The design is based on the other name of "phoenix rebirth" of pork belly cooking chicken, implying that phoenix is reborn in the pot, with pot, phoenix and fire, which not only reflects the attribute of pan-hot pot, but also reflects the concept of phoenix rebirth of products.

2. Fuxin remembers the belly chicken, carefully improves the ancient method of "pork belly bag chicken", secretly makes special seasonings and methods, selects Guangxi Li village chicken, carefully cooks a nutritious, delicious, healthy and stomach-nourishing delicacies with fine pepper, and cooks "health-preserving pork belly chicken" with different tastes with wild mountain fungi, wild vegetables, etc.