Qinghai local flour once shined brilliantly in the flour market in this province. However, with the passage of time, brands such as "Fuqiang", "Jin Shuo" and "Bai Mudan" have already disappeared, and the only remaining "clove" flour has also been losing ground in the fierce market. Not only flour, but also "clove" rapeseed oil is gradually defeated by the run of many brands of rapeseed oil. We can't help asking: What happened to Qinghai grain and oil products?
Clove powder is eclipsed.
People who pay attention to the rice noodle market may have found that although there are more and more varieties of flour sold in provincial capitals, there are few varieties of flour produced locally in Qinghai, and the market share is very low. The once popular "clove" series of flour is also in jeopardy.
On March 15, the reporter saw in the major supermarkets in the provincial capital that there are all kinds of grain and oil products in the grain and oil area, but there are many varieties of flour. Because the packaging and grams are different, the price is different, basically the same as that of the Spring Festival, and there is no obvious rise or fall. Where are all these flours produced? A closer look shows that there are "Saibei Snow" produced in Ningxia, "Ancient Boat" produced in Shanxi and "Red Sun" produced in Gansu. In addition to these, there are various brands of flour produced in Henan and Hubei, and there are no local products in Qinghai.
Not only supermarkets, but also Qinghai flour is sold in only four or five stores in Renjie Grain and Oil Wholesale Market in Xining. In sharp contrast, there are more than 100 flour merchants in Gansu, and the flour sold by merchants is basically produced in other provinces.
In a grain and oil store facing the street, the owner enthusiastically introduced several kinds of flour produced in other provinces. When asked if there was any local flour, the shopkeeper pointed to a small corner of the store and said, "There are' Lilac' brand Qinghai special flour and special flour. These two kinds are the only ones. Because they don't sell well, there are no other series."
"Lilac" grain and oil are facing difficulties
Speaking of the current local flour production enterprise, there is no doubt that it is Qinghai Lilac Grain and Oil (Group) Co., Ltd., which has three registered trademarks: Lilac, Sanjiangyuan and Xinhe, among which Lilac was selected as the main trademark among the famous trademarks in Qinghai Province, and Lilac brand Qinghai special flour was successively rated as "the first batch of famous brand products in Qinghai Province" and "products satisfied by national users". "Lilac" rapeseed oil is also well received by the market, and Lilac Group has therefore become an honest enterprise recognized by consumers.
Speaking of the company's booming business, an employee who has worked for more than ten years looked at the now deserted workspace and sighed: "Enterprises with good benefits are going to close down now, and many employees have left the enterprise. I think the enterprise itself still has many problems, so it lost in the competition. "
A person in charge of the distribution department of Lilac Group, who asked not to be named, said that before 1998, the benefits of the enterprise had been very good, and then the benefits began to decline, and the speed was very fast. When the benefit was good, the annual sales volume of flour reached more than 50 thousand tons, and later, the annual sales volume was only one-fifth of the original. Now, the enterprise has been in a state of suspension or semi-suspension, and the flour production workshop is no longer running at full capacity. If there is an order, it will be produced according to the order quantity, and if there is no order, it will be suspended.
When asked about the reasons for the decline of enterprise benefits, he said that apart from the influx of flour from other provinces into Qinghai market, a very important reason is that the price of local flour is higher than that of some flour from other provinces, because the wheat in this province can only meet the needs of rural areas, and the wheat needed by enterprises to produce flour is transferred from Henan, Shandong, Xinjiang and other places. Compared with other provinces with higher wheat yield, the cost of raw materials for local flour production is higher, and most consumers choose flour from other provinces with lower prices. Therefore, the main reason for the decline of "Lilac" is price, not quality. In addition, internal problems such as management mechanism are also one of the factors that make the enterprise benefit worse. Unfortunately, due to the decline in the overall efficiency of the enterprise, the workshop that produces rapeseed oil has stopped production.
Who will revive the local grain and oil economy?
"Lilac" lost in the fierce market competition and lost a large market, which is really regrettable.
A staff member of the Grain Bureau of Qinghai Province believes that consumers' demand for flour tends to be high-quality, diverse, safe and nutritious. As a local flour production enterprise, it should develop into high-precision products according to market changes, and produce high-grade and high-value-added products, including the upgrading of packaging, so that consumers feel value for money.
Lilac Group has lost its former glory. At the same time, the first production line project with an annual output of 300,000 tons of flour in our province started construction in Dongchuan Industrial Park in Xining last year. I hope this project will really add color to the development of local economy in Qinghai after its completion. (Reporter Ma)
Reporter's comment: Born in sorrow, died in happiness.
Qinghai News Network News In the fierce market competition, the "cloves" in this province are no longer fragrant. When many people shake their heads and sigh for the decline of "Lilac", they are more puzzled: how can the corporate brands in this province not stand the test of the market?
What we see today is the unsustainable situation of Qinghai's former grain and oil brands. In fact, it is not just a grain and oil economy, and many brands in our province are only famous for a while. Enterprises eventually stop production or semi-stop production until bankruptcy, and employees are laid off and unemployed. For example, cashmere sweaters and highland barley wine, which were once popular inside and outside the province, flooded the market due to disorderly competition and counterfeiting, which eventually led to a decline in corporate efficiency, a shrinking market and the loss of many consumers. In addition, the reasons for the decline in the efficiency of some old enterprises include slow product structure adjustment, lack of high-quality, refined and deep-processed products, lagging development of high value-added products and new products, serious lack of market competitiveness, slow progress in bankruptcy and reorganization of state-owned enterprises, poor results after reorganization, inadequate management and inability to keep up with the pace of market development, which all lead to enterprises being eliminated from the market. We are soberly aware that if we want to keep a brand young forever, we must not be blindly arrogant and complacent after success, but should always keep in mind the truth of "born in sorrow and die in happiness" and constantly innovate.
As we all know, our province is not short of resources. Beef and mutton, Cordyceps sinensis, rapeseed, Potentilla anserina, etc. Everyone has a broad market world, but among these products, few brands can be known to consumers inside and outside the province, which is really regrettable. Today, with the vigorous development of local economy and the creation of famous brands, we sincerely expect that local brands can not only stay in the provincial market for a long time, but also successfully enter the market outside the province.