On June 7th, the conclusion defense of the action learning practice project between ECUST School of Business and Bright Meat Industry was held. In attendance were Prof. Hou Limin, chair of the School council, and Prof. Fan Tijun, Dean of the School. Also present were Li Junlong, Party Secretary, Chairman, and President of Shanghai Bright Meat Group Co., Ltd.; Wang Wei, Vice President of Shanghai Bright Meat Group Co., Ltd., and Party Secretary and General Manager of Shanghai Guanshengyuan Food Co., Ltd.; Shen Qinfeng, Director of the Marketing Department, and Zhang Hui, Deputy Director of the Marketing Department of Shanghai Bright Meat Group Co., Ltd.; Zhao Yancheng, Secretary of the Party Branch, Zheng Jiawei, Deputy General Manager, Zhang Yuan, Director of the Marketing Department, and Gu Wenqin, Manager of the Chain Operation Department of Shanghai Aisen Meat Food Co., Ltd.; Li Jiangchuan, Deputy General Manager of Shanghai Melin Canned Food Branch, Zhang Jie, Brand Promotion Manager of the Marketing Department, and Zhou Rongcheng, Product Manager of the Marketing Department of Shanghai Melin Canned Food Branch. The defense was presided over by Prof. Zheng Qinghuan, vice chair of the School council.

In his opening remarks, Prof. Fan Tijun noted that the School, as a pioneer in action learning education in China, has achieved remarkable results. The collaboration with Bright Meat Industry on eight research topics aims to deepen the integration of industry and education.

Li Junlong emphasized that the focus of this special project is on the practice topics of Aisen Meat and Shanghai Melin. It serves as a two-way platform for students to hone their skills and for enterprises to absorb innovative thinking. He expressed his expectation to explore industrial transformation and talent cultivation through university-enterprise cooperation.

The defense session covered eight topics from the two enterprises. The Aisen project included four topics: product strategy for the young market, integrated online and offline marketing, store location selection, and the black pig franchisee model. The Melin project included four topics: marketing of chicken luncheon meat, marketing of sliced luncheon meat, positioning of the "Piggy Big" IP, and new media operations. Each team systematically reported their research findings and solutions under the guidance of their mentors.

After evaluation, the team led by Prof.Du Wei Yu, which worked on the "Marketing Strategy for Shanghai Melin Sliced Luncheon Meat," and the team led by Dr. Shen Zhen Yu, which worked on the "Integrated Online and Offline Marketing Plan for Aisen," were awarded as "Outstanding Teams."

In the summary session, Zhao Yancheng, General Manager of Aisen, highly recognized the practicality and operability of the results and looked forward to the implementation of the projects to deepen cooperation. Li Jiangchuan, Deputy General Manager of Melin, revealed that the Melin chicken breast meat, developed based on the research topics, had started production in May and was fully launched in June, demonstrating the effectiveness of the integration of industry and education. Li Junlong noted that the faculty and students of the School had provided precise suggestions for the innovation of time-honored brands and expressed his expectation for the continuous implementation of the projects. Prof. Hou Limin emphasized that since the introduction of the action learning project in 2010, it has become a key pathway to empower enterprise development and talent cultivation.

This collaboration is an important practice in response to the national strategy of integrating industry and education. It highlights the mission of the School to "innovate upon integrating Business, Engineering, Science and Technology, and to " and serves as a benchmark for innovation in the integration of industry and education.