Turning bread into a billion yuan industry
2024-06-13
"You may not have heard of Zixi, but you must have eaten bread made by Zixi people." If you want Zixi people to introduce themselves, this sentence can be used as an opening statement. Zixi County, Fuzhou City, Jiangxi Province, is located in Dajue Mountain at the west foot of Mount Wuyi, with a permanent population of only about 100000. Over the past 30 years, it has produced more than 40000 bakers. The annual output value of the bread industry is nearly 30 billion yuan. It has opened 16000 stores across the country, and cultivated famous brands such as Master Bao, Zhanji, Maixiang Village. How to turn bread into a leading industry without growing wheat or producing flour locally? What inspirations does Zixi bread bring to being a leader in agriculture, a leader in labor, and a leader in grain and food? The reporter recently conducted a visit. Driven by talented people, the characteristic industry is taking shape and making bread. The resource endowment of Zixi is not good: surrounded by mountains and forests, 80% of the land is mountainous. The initial formation of characteristic industries was driven by capable individuals who dared to think, explore, and do. The busiest area in the county town is the construction of Zhonglu Road. A five story small building may not look impressive now, but many people in Zixi remember the scene when it was built: in 1991, veteran Hong Tao spent 300000 yuan to build a building, with firecrackers ringing and cameras flashing non-stop, creating a beautiful scenery! "How can Hong Tao earn so much money?" You should know that the local mountains are steep and the fields are sparse and sparse. "In winter, he gathers a pot of fire, and in summer, he relies on a hill of fields." Back then, the per capita income was less than 1500 yuan. If you are poor, you must change, only then can you find a way. My fellow villager Zhang Xiewang once participated in a practical technical training class organized by the military. In 1987, he and Hong Tao were discharged from the military, and they raised over 10000 yuan to open their first bakery in Yingtan City, Jiangxi Province. Surviving the early stages of entrepreneurship, achieving success in a small business, and then returning home with a backpack to continue opening a store. Some relatives and friends started coming to seek the "Bread Sutra". The two warmly received each other and generously taught each other. "By learning technology, one can open stores all over the country." "The market is huge, and one can also open stores all over the world.". Over the years, there were over a hundred disciples in the church, and among the first batch of disciples was the parents of the internet famous baker "Master Bao" Bao Caisheng. One person carries one surname, one surname carries one village, one village carries one town... The vast "bread army" follows the Yingxia Railway to various places. Key support: In the early days of the establishment of the county's bread office, people from Zixi who went out to make bread mainly operated in ways such as husband and wife shops and brother shops. It was not difficult to do it, but it was also common to do it: fundraising was difficult, and the start-up funds relied entirely on patchwork; Life is difficult, "I am the boss in the daytime and sleep on the floor at night"; Learning is difficult, "the master leads the door, but the practice is personal"; Profit is difficult, some people lose money due to immature technology, while others close down due to inadequate safety... "To develop the industry, it is not enough to fight alone," said Xu Quanlong, who opened bakeries in Hangzhou, Zhejiang and Kaifeng, Henan. Invited by the county, he returned to Zixi to establish the Quanlong Art Cake Training Center, which has trained more than 10000 bread making personnel. Bringing back successful migrant workers, establishing training bases in the county to teach technology, and Zixi County has successively introduced assistance measures to solve industry difficulties. Implement land transfer policies to help bread farmers solve the problem of abandoned farmland at home; Establishing boarding classes in primary schools in the county to help take care of left behind children; Develop industry norms, determine product packaging and technical standards... Zixi County regards the bread industry as a key industry for developing the county's economy, and has established a Bread Industry Development Office (Bread Office), gradually formulating and implementing a series of assistance measures. Difficulty in fundraising is a common problem faced by small and micro enterprises. In this regard, the bread office guides financial institutions to provide financial products and services such as "bread loans". Raising a document in his hand that was about to be signed, Zeng Changhua, the person in charge of the bread office, introduced: "Last July, we issued a loan of 5 million yuan to Deng Hanxing, who is making bread in Shangrao; he has 13 stores in Shangrao, and needs to open another 10 due to business expansion needs. Zixi County has injected nearly 100 million yuan of industry guidance funds into the local bread industry. Recently, two batches of 16.3 million yuan" bread loans "for eight people have been in place, supporting more than 30 new stores.". Building a brand and achieving cluster development, the reporter walked into an 18 year old Love Bakery where the owner was busy directing a forklift to transport a brand new fermentation box that could wake up overnight. This popular online store can generate a daily turnover of seven to eight thousand yuan during the peak tourist season. "In the past few years, the branding development of the bread market became mainstream, and the operation of these small storefronts became increasingly difficult." Zeng Changhua said, "We must concentrate our efforts in order to better embrace the market." In 2017, Zixi County held a symposium and invited more than 20 entrepreneurs to return home to seek opinions on the cluster development of the bread industry. In 2018, it was an iconic year for the bread industry in Zixi: the collective brand of "Zixi Bread", which had been applied for for over a decade, was approved, and Zixi Bread Technology Development Co., Ltd., which developed and operated the brand, was subsequently established. In order to serve the establishment of the brand, Zixi County has regularly held bread industry forums and summits, as well as Zixi Bread Food Culture Festival and other activities in recent years, to promote new products and promote exchanges. On the basis of gaining fame, a bread and food industry city has been established in the local area, introducing a meat floss processing plant with a daily output of 100 tons and a pre mixed powder plant with an annual output of 6000 tons, which can meet the needs of more than 300 bakeries within a radius of 300 kilometers. The main enterprises in the bread and food industry chain, as well as supporting enterprises such as chocolate, frozen semi-finished products, and cream, have also emerged. "Cluster development not only achieves efficient supply, but also better controls costs and quality." Zeng Changhua said, "With the ability to improve product quality, we have the confidence to become a brand." With the help of a complete industrial chain, the operators of Zixi Bread have followed the market trend and constantly explored new paths: Zhang Xiewang has turned to the upstream of the industry and opened a filling factory; "Master Bao" stores are opening nationwide, establishing a reputation for high-quality bakeries; Xu Quanlong's bread training base has begun to embrace a new business model of research-based tourism... transformation and upgrading, promoting digital transformation. In the bread production industrial park, spacious and bright standardized factories, workers are responsible for shaping and cutting. Under the bright golden light of the oven, the color of the bread is very attractive. Here, the reporter met Fang Ziqian, a foreign businessman who has been doing business in Shanghai for more than 10 years. "We are an American coffee company, and we heard that Zixi Bread is preparing to set up a coffee corner in the store. We also saw a modern and large-scale production workshop, and we are willing to cooperate. What impressed Fang Ziqian was the introduction of a digital production line by bread technology.". In the office, a large screen divided into 16 compartments displays real-time images of various stores; The computer in front of the screen stores raw materials, production, logistics, and sales data. Qian Haihua, General Manager of Bread Technology Company, said, "Every bread is sold to a clear manufacturer and destination on the production line." Through feedback data from the sales end, understanding the market situation in different regions can provide accurate reference for the next day's production and also provide a basis for product design and research and development. "The bread industry updates its products quickly, and the company eliminates 3-5 products with lower sales every month." Qian Haihua introduced that with data as support, the Zixi bread industry is exploring the establishment of a "network platform+operating stores+customer service+modern logistics distribution" system. With the support of intelligent transformation, the supply chain is sound and the service chain is extended. Promoting the digital transformation of characteristic industries requires both policy support and talent support. In the bread production industrial park, innovative methods such as factory construction, leasing, and repurchase have been implemented, and supporting infrastructure such as heating, gas supply, power supply, and water supply has been improved, attracting upstream and downstream enterprises in the industrial chain to bring technology, equipment, and markets to settle in; A series of policy measures supporting the digital transformation of enterprises in the county have been introduced. Enterprises that purchase new equipment worth 1 million yuan or more will be given a 10% subsidy, and a special fund of 5 million yuan for the development of intelligent manufacturing will be established; Fuzhou Vocational and Technical College cooperates with a bread company to establish a school, Nanchang University has established a training college, and Zixi Vocational College has added a major in Chinese and Western pastries to keep up with market demand in talent supply. "The formation of small bread industry relies on sharing with fellow villagers to drive its growth, and on providing public services and creating an institutional environment." Zeng Changhua said, "Nowadays, with the bread and food industry chain as the mainstay, we will also look for connection points with organic agricultural product cultivation, cultural tourism and other related industries." (Xinhua News Agency)
Edit：Xiong Dafei Responsible editor：Li Xiang
Source：China.org.cn
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