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"Qilu grain and oil good" third stop: brand digital transformation, help Qilu grain and oil take off

Recently, by the Shandong Provincial Food and Material Reserve Bureau, Qilu Evening News - Qilu One, Shandong Radio and Television organized by the "Road do not exhaust the Qilu grain and oil good" 2020 media in Shandong, the third station was successfully held, more than 20 media from across the country, into the Jinan, Linyi, the seven grain and oil enterprises, to start the interview.

In recent years, in the "Qilu grain and oil" public **** brand building and a series of policies to promote, the province's many grain and oil companies have embarked on the realization of the intelligent, digital, brand transformation road. This is the food industry for nine consecutive years ranked first in the national industrial output value of Shandong, and even the national food industry "modernization" has far-reaching significance.

Nirvana:

Science and technology empowerment, intelligent manufacturing

Shandong has a lot of "history" of the grain and oil enterprises, Laiwu's Shange Foods Technology Co. Its predecessor, built in 1887, "Guoji oil press". From a hundred years ago to today, Shan Ge inherited as an intangible cultural heritage "paste incense" oil extraction process, but also faced with the problem of how to transition to a modern enterprise.

The fourth-generation inheritor Xie Meimu led the enterprise, the ancient oil extraction process into the modern high-end peanut oil production, information technology, standardization, while relying on the "national high-tech enterprises" and the company's "hundreds of national patents" of the endorsement!

This is the first time that a non-legacy technology has been used in the production of peanut oil, and it has been standardized.

Located in the "hometown of peanuts in China," Linyi Junan County, Jinsheng Cereals and Oils, founded in 1947, is also an "old" enterprise. Development to today, Jinsheng facing the problem of universality, that is, in the current "edible oil oligopoly" to compete in the market situation, by what breakthrough?

The answer is the same technology, innovation. In recent years, Jinsheng set up a team of high-precision experts, only postdoctoral, academician workstations and other R & D platforms above the provincial level is more than 9. 2014, Jinsheng original national patent - seven-star virgin process method, which includes physical removal of aflatoxin, peanuts do not break the whole grain of the temperature of the roasting, only to take the essence of the first extraction, frozen condensation, constant temperature preservation storage steps, such as the first time, the second time, the second time, the second time, the third time. Constant temperature preservation storage and other steps, greatly improving the quality of peanut oil, this process also led to the upgrading of the entire industry, and since then many companies on the market have followed suit. With the leading position and excellent product quality, Jinsheng has now reached the third position in the domestic peanut oil production and sales.

In 2015, the Chinese government put forward the first ten-year program "Made in China 2025" to implement the strategy of "manufacturing a strong country", in which "intelligent manufacturing" is the main direction and an important trend.

And shortly thereafter, a grain and oil company in Linyi called Yuhuang, quite boldly oriented towards this goal to carry out reform. "At that time the company in accordance with the development needs are building a large warehouse, I decided to convert into a three-story fully automated three-dimensional warehouse, many people raised objections." Zhang Yonghun, general manager of Jade Emperor Grain Oil, said that he had just entered the company, up and down the reasons for opposition are also very unified: the reconstruction requires a substantial increase in capital investment, as a low-profit traditional grain and oil enterprises are difficult to get the corresponding return, and will affect the normal development of the company.

Zhang Yonghun's ambition is very big, his development idea is to lead the enterprise to gradually embark on the road of intelligent manufacturing, and then lead the Shandong grain and oil industry into the era of intelligent manufacturing, and fully automated three-dimensional warehouse is the first step in the reconstruction.

After the warehouse operation intelligence, Zhang Yonghun and focus on the realization of the whole chain of production intelligence, and the construction of the greater goal of the Smart Park.

Zhang Yonghun said, after the completion of the smart park will realize the park and production, warehousing, logistics and other aspects of the data interconnection and docking, the factory's automated operation capacity will be greatly improved. "After the factory logistics to achieve intelligence, logistics vehicles can enter the factory, load what goods, all digital control, production workshop data interconnection, the start and stop of the equipment, the operating conditions of the various processing links, can also be monitored in real time."

Now, Yuhuang Grain Oil has developed into an annual grain and oil processing capacity of 400,000 tons, sales revenue of 1.2 billion yuan of the grain and oil industry giant, and with the "one step ahead of the others" of the intelligent layout, in the market shows more and more strong competitiveness.

Transformation:

"Brand awareness" of the awakening

In recent years, Shandong has a number of such as Luhua, Xiwang, etc. nationally renowned "big brand" grain and oil enterprises. The brand "grain and oil enterprises. But at the same time, due to the grain and oil industry relative to other industries lower profits, more traditional, most companies still belong to the kind of "only buried face grinding oil" do not know how to "yell" type, branding degree is very low. "We only know how to grind flour, but we really don't know anything else." Linyi's largest flour milling enterprise Xinhe Yixue chairman Li Xiuling said.

But today, more and more grain and oil companies are awakening to brand awareness.

Jinsheng grain and oil in the large market share, do enough industry reputation, began to "brand" force. To create a "peanut" as the theme, peanut agriculture, peanut industry, peanut culture museums and other seven in one, experiential industrial tourism new model to promote the brand as a major "grip".

In July 2020, Jinsheng construction of peanut culture museum is the only domestic peanut-themed museum opened. The museum has a total construction area of 5,000 square meters, with the origin and development of peanuts in the world, processing and utilization, the impact on human civilization, the achievements of corporate culture and people's livelihoods, etc. as the main vein, with the help of sound and light, such as high-tech means, to create the atmosphere of different categories of the display is a high-quality science and technology base for the public and the majority of young people. "We hope its become a vocational farmers training base, primary and secondary school students study tour base and national AAA level tourism base."

In 2011, a hundred years of oil-pressing history of the mountain song built the first domestic oil-pressing museum also carries out the protection of non-heritage, research, collection, exhibition, identification and exchange. Since then, and the establishment of an area of 1800 square meters of oil extraction experience museum and dining center, customers, student groups can experience the process of oil extraction in the experience museum, and even have their own oil extraction products. 2019, Shan Ge received more than 10,000 visitors, for the company's next step to create a national real sense of integration of social practice, education and expansion of the industry benchmark, the construction of " Comprehensive education service platform laid a solid foundation, but also expand the brand influence.

Li Xiuling, the chairman of the board of directors of Xinhe Yixue, who said "I only know how to grind noodles and nothing else", opened an image store of Xinhe Yixue products and hired professionals to carry out free "noodle training courses" for a long time to train some of the people who have the need to learn. The company's pasta training courses are designed to train laid-off workers, housewives, and college graduates to make pasta, which helps local people realize employment and entrepreneurship, and at the same time, publicizes the pasta culture and cultivates the habit of making pasta and eating pasta to more people in the post-8090s.

"Pusher":

Government-driven digital development of enterprise brands

The interview coincided with the opening of the third Shandong Provincial Cereals and Oils Industry Expo in Linyi, which also allowed the accompanying The media once again y felt the government departments in recent years "Qilu grain and oil" from the product, industry and brand development on the huge role of the promotion.

In 2018, the Shandong Provincial Bureau of Grain and Material Reserves, in conjunction with the Provincial Department of Finance, researched and formulated the "Implementing Opinions on Promoting the Construction of Shandong Grain and Oil Brands," and the "Qilu Grain and Oil" branding was officially launched.

2019, the provincial party committee, the provincial government "on insisting on the priority development of agriculture and rural areas to further do a good job of the "three rural" work of the implementation of the views" put forward to accelerate the "Qilu grain and oil" public **** brand construction;

2019 In January, "Qilu Grain and Oil" China Tour first station in Beijing started;

In September 2019, Shandong Provincial Food and Material Reserve Bureau and Alibaba signed a strategic cooperation agreement, *** build food and reserve wisdom brain, "good food have network" wisdom trading platform is officially online.

On December 10, 2019, the Shandong Grain and Oil Industry Alliance was established, and the first batch of 34 "Chinese good grain and oil" demonstration enterprises. On the same day, the Binzhou Grain and Oil Regional Brand - "Grain and Oil Golden Triangle" was officially released.

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Over the past three years, Shandong has been building a brand in accordance with the model of "1 public **** brand + N geographic characteristics of the product + N industrial management subject". In the past three years, in accordance with the construction mode of "1 public **** brand + N regional characteristic products + N industrial management subjects", scientific planning of brand building path, to create Shandong flour, Shandong peanut oil and other characteristics of advantageous product brands. Combined with the implementation of the "Quality Grain Project", food security first, quality enhancement-based, to create product systems, build industry standards, drive industrial upgrading, "Qilu Cereals and Oils" as "China's influential grain and oil The brand of "Qilu Cereals and Oils" has become "China's influential brand of grain and oil".

In the Shandong Cereals and Oil Industry Expo "Internet Innovation Exhibition", has become the core platform for Shandong Cereals and Oil Industry digital "good food have net" section of the exhibition, so that many come to visit the province inside and outside the industry praised.

"We plan is three years in three steps, the first year, to the grain and oil enterprises to create an e-commerce platform; the second year to promote the digital transformation of enterprises; the third year is to promote the construction of industrial Internet platform." Shandong Provincial Grain and Material Reserve Bureau of planning and finance related to the person in charge of the introduction, after a year of efforts, good food have network stationed in the province of more than 400 enterprises, in addition to the head of the enterprise in the mainstream e-commerce platforms have been opened, the other large and small grain and oil enterprises, but also have a channel for online exhibition and marketing. "Through this year, everyone has completely broken the ice on e-commerce, online sales." And when doing research a year ago, the province's 1500 enterprises, in the Tmall Taobao store is also very few.

In addition to bringing everyone "on line", this year, the Food and Material Reserve Bureau also cooperated with Taobao University, held seven, various types of training activities, from the business president, e-commerce operations to the grain and oil business design, all-round "class", to help the province's grain and oil enterprises to learn. The company has also organized seven, various types of training activities, from enterprise bosses, e-commerce operations to the design of the grain and oil enterprises, all-round "class" to help the province grain and oil enterprises to learn the "new game.

And the planning of the "second step" - "enterprise digital transformation", has been on track. The relevant person in charge of said, "good food have network" joint Ali cloud to the province's first digital transformation pilot unit, Texas developed flour group to do the "raw grain procurement" digital system, 2020 July on-line, it was quickly extended to its six mills. In two months, 350,000 tons of wheat, 800 million yuan of transaction value all in this platform, "14,000 cars of grain 12,000 cars in the platform independent reservation matching. The efficiency of the outgoing and incoming mills has been compressed from one hour, to half an hour. The benefits are very obvious." Procurement is done, the next step to do production management, sales management, a traditional enterprise in the management of this "transformation". At present, has also been with the province several other large grain and oil enterprises to show intent.

As for the longer-term goal, the person in charge said, I hope that the "good food network" into the food industry in Shandong and even the country's Internet platform, so that this platform can connect all aspects of the food industry business, but also allow enterprises to manage the business through the digital online. "Shandong grain and oil processing output value has been ranked first in the country, but the grain industry is too traditional, thin profits, aging personnel, and the degree of Internet connectivity is very low, we feel that the government has the responsibility to do this," said Li Jian, only really optimize the matching of resources, to promote the industry's higher quality development.