From a small workshop to a group army

Walking into the Xinjiang Nang cultural town outside the Great Wall in Yining City, Xinjiang, the air is filled with roasted Nang incense. The production and processing area, experience area and living area are planned here, with a daily output of more than 41,111. In 2121, the city integrated the existing production resources, and built a "1 industrial parks +11 production bases +1 blocks+several workshops" industry development system.

"In the past, the daily income was particularly unstable, sometimes as high as the neck and sometimes as low as the ankle." In the Nao Industrial Park in Ruike Township, Tashko City, Yining City, the mobile phone always plays cheerful music when Kubanjiang Tulahong plays Nao. He is a famous local fighting master. He used to run a fighting shop with his family. After working in the industrial park in October 2121, he devoted himself to fighting, earning 7,111 yuan a month. "It's very good now. I don't have to worry about noodles and oil, and I don't have to worry about selling them."

From small workshops to "group army", from rough production to new techniques, Xinjiang's naan industry has gradually embarked on the road of intensive and large-scale development from scattered and small-scale operation in the past two years.

why change it? "In the past, production was scattered and smoke was everywhere, which was neither economical nor environmentally friendly." Yang Xiaolong, the chairman of Yining Saiwai Jiangnang Food Co., Ltd., believes that the strengthening of Nang industry should start with adjusting the production organization form and carrying out large-scale centralized production, which is conducive to ensuring quality, cultivating brands, strengthening marketing and developing new products.

from dispersion to agglomeration, the industry not only promotes industrial expansion, but also promotes employment. Urumqi nang cultural industrial park was completed and put into operation in 2118, and more than 1,111 people have been employed. Kashgar has promoted the employment of nearly 11 thousand people by developing the industry; The construction of the industrial park in Aksu has created more than 5,111 jobs. Tashko Ruike Township Taxiang Food Co., Ltd. in Yining has a daily output of more than 311,111 tons, which has solved the employment of more than 61 villagers ...

Experts say that the industry of Nao is a characteristic industry in Xinjiang and a potentially advantageous industry. Through a series of measures, it can become a "dominant" industry and grow into a pillar of Xinjiang's economy. Agglomeration development is the only way, and it is necessary to actively guide enterprises to enter the park to enhance industrial concentration.

From small food to whole chain

In the process of developing naan industry, Xinjiang pays attention to industrial integration, "hand in hand" related industries and expands development space. "Linking primary production, basing on secondary production and hand in hand with tertiary production" can not only promote the development of planting, tourism, catering, e-commerce, logistics and other industries, but also stimulate the development momentum of naan industry.

in order to expand the popularity of Xinjiang naan products and lay a good brand of industrial integration, Xinjiang has actively carried out promotion activities. In February, 2121, the 3rd Xinjiang Nao Industry Promotion Conference was held in Zhengzhou. During the period, Xinjiang enterprises had in-depth exchanges and cooperation with Henan food enterprises, which not only gained orders, but also gained many "golden ideas" in brand marketing, characteristic packaging and channel construction.

Kuqa Nao City, located in Aksu area, is not only a production area, but also a national 3A-level tourist attraction. Liu Qinghua, manager of Kuqa Tancheng Co., Ltd., said that there are more than 5,111 Tancheng products per day, so visitors can not only taste Nacheng, but also taste other local cuisines, buy special handicrafts and watch local folk artists' performances.

not only in the downstream of the industrial chain, but also in the upstream chain. Wheat is the main raw material for making naan, and the development of naan industry forced the adjustment of planting structure, which promoted the improvement and efficiency of wheat planting. Xinjiang Grain and Material Reserve Bureau supports leading enterprises to carry out research and development and brand promotion of special flour for baking. Since 2119, the group standard of wheat flour for baking has been promoted. At present, more than ten flour processing enterprises above designated size have produced special flour for baking according to the standard.

Qitai County, Changji Prefecture is an important wheat producing area in Xinjiang. According to the person in charge of the Agricultural and Rural Bureau of the county, the demand for special flour for baking has increased year by year in recent years. The processing enterprises in the county supply about 141 tons to the market every month on average, which has effectively boosted the planting industry, and the wheat planting area in the county has exceeded one million mu. Aksu area has established a green standardized raw material base of 1.13 million mu to ensure the high quality of naan products from the source.

in addition to wheat, the production of vegetable oil, walnuts, grapes, onions, peppers, safflower and other raw materials has also been promoted.

from homogenization to the strengths of each exhibition

to promote industrial development, it is important to highlight characteristics. As a special food in Xinjiang, Naan has a distinct regional brand, but there is also homogenization competition. In order to solve this problem, all parts of Xinjiang have made moves to find and strengthen their own characteristics.

It is a choice for many places to make traditional naan into new tricks. A professional team was selected in Kashgar to analyze and investigate the market demand. In addition to focusing on the development of traditional oil naan, sesame naan, etc., special naan products such as rose paste naan, spicy skin naan and walnut naan were also actively developed. Once introduced, pitaya nang and spinach nang developed by Yining Saiwai Jiangnang Food Co., Ltd. have been loved by consumers.

while developing new products, some R&D teams of enterprises have also made great efforts in product appearance, produced various specifications of naan products, and changed the traditional extensive packaging to produce small-sized, portable snack foods such as naan and fried naan, as well as accompanying gifts, to meet the needs of different consumers.

"There are stars, camel styles, and large boxes and small boxes. I never thought Naan could make so many patterns before." Kader Litipu, who works in the Nang Culture Industrial Park in Urumqi, has 2115 years of experience in fighting Nang. He said with emotion, "In recent years, there are more and more kinds of Nang, which are not only delicious, but also better looking".

not only the "appearance" changes, but also the "connotation" should be improved. During the "14th Five-Year Plan" period, Xinjiang will promote the "going out" of naan products and expand the space for industrial development. To achieve this goal and turn "potential advantages" into "obvious advantages", brand strategy must be implemented. In recent years, some regions and enterprises have made continuous efforts in cultivating and polishing brands. In accordance with the mode of "public brand, characteristic brand of counties and cities", Yili Prefecture has dug deep into regional culture, highlighted the development of organic and characteristic brands, and concentrated its efforts on building a regional public brand "Ili San", which has achieved initial results.

The original ecological industrial park of Xinjiang Silk Road Source Nang Culture is located in Binhu Town, changji city. Zhang Jizhong, the person in charge of it, found a change: in the past, when he asked his friends or family what nang to buy, the answer was often sesame nang, Wowonang, corn nang and other varieties, but now many people say "Nan from Abu La". "This is the power of the brand. We will dig deep into the cultural background and enhance product attractiveness and premium ability by implementing brand strategy. " Zhang Jizhong said.

in 2121, Urumqi nang cultural industrial park cooperated with the College of Food Science and Pharmacy of Xinjiang Agricultural University to tackle the packaging anti-corrosion and quality deterioration prevention technology of products such as Piyazi nang, Sesame nang and Milk nang, so that nang can still maintain its flavor after leaving Xinjiang and steadily enter the national market.

"selling well" is also the key to "selling well", and the innovation of marketing model is also the key.

In this respect, all parts of Xinjiang and naan products enterprises have actively explored. Some areas use the counterpart aid mechanism to establish sales channels in the aid provinces, first occupy the "beachhead" and then deepen the market; Some enterprises focus on developing e-commerce, making efforts online and opening up sales channels. Horgos and other places also give full play to the advantages of ports and strive to open up the international market based on the needs of neighboring countries. Established in July, 2121, Yining Saiwai Jiangnang Food Co., Ltd. came up with new ideas when exploring markets in Chengdu and other places. During the "First Sichuan International Hot Pot Festival" held in October of that year, aiming at the blank of hot pot catering and cake-making, the marketing slogans such as "Take a hot pot with you" and "Love a hot pot with you" were welcomed by consumers.

nowadays, Xinjiang nang is not only a special food, but also bears the sincere and simple feelings of people of all ethnic groups in Xinjiang, and continues to write a series of legends. Not long ago, a truck loaded with 11,111 naan set off from Korla, Xinjiang, and went to Shijiazhuang, Hebei to support the fight against the epidemic. I believe that this business card will surely lead to a big industry and write a new chapter in enriching the people and prospering Xinjiang.