The reporter Liu Yi
Industrialization of staple foods is a big issue concerning the three rural areas, but also China's food industry can not avoid the bottleneck. The reporter on the relevant issues, an interview with China Bakery and Sugar Products Industry Association Zhu Nianlin, chairman.
Reality: the rapid development, many difficulties
Zhu, chairman of the development of China's baking industry is uneven. Like the cookie industry, the development of domestic enterprises is not fast, the development of international brands faster, throughout the early 1990s, mainly Guangdong cookies in the occupation of the market. With the help of Hong Kong to bring a lot of technology, packaging, raw materials, really good. But in recent years, due to the famous foreign brands such as Danone, Nabisco, Master Kong, with the strength of the capital, all of a sudden the domestic medium and high-end market to occupy. Their equipment, technology, raw materials are better than domestic. The market of domestic enterprises can only shift to the middle and low-grade or urban and rural areas, there is no way to compete with foreign brands. Like pastries, bread industry indeed domestic enterprises are developing rapidly, because there is a great demand, including changes in people's eating habits, people's standard of living, the pace of life accelerated, with more and more characteristics of Western-style food, coupled with the promotion of children to drink milk, certainly with bread, pastry and other foods. Bread, pastry industry, the reason for the rapid development of Taiwan, because of learning, if a step to learn Europe, the product may not be very suitable for national tastes. Taiwan and our tastes, textures, habits are very consistent, the original use of standard powder, rich powder, now with special powder, very common, are brought through Taiwan, including the development of new varieties. Taiwan's investment in the mainland to establish a lot of cake store, but also brought some management experience, including chain management, store features management, which are not previously available to us. In the past five years, the pie store all over the country is covered, before in Beijing can see a few?
Chairman Zhu said the main reasons for the development of the bakery industry are as follows, one is the development of too fast, after the development of fast, business management and new product development can not keep up. Because now the professional level of people who do pastry store is not very high. Management is linear, open 3, 5 stores can be, a day can run a circle, more than 7 stores is a little difficult. One day to run a circle a little turn around, that is, walking around can not solve the problem. The whole market surface a spread, management can not keep up, each store will have differences, grade will be reduced, will be a problem.
The second is the development of new products is poor, because of the lack of professional training, technology development is also relatively poor, the store is small, you can ask a technician to do, but the store a lot of technical force will not be able to keep up, so that the quality of many aspects of quality assurance will be a problem. Now the general quality of the cake store staff is low, not high grade. Individual foreign companies do better, but not many. Including store design, staffing, color varieties and other grades are low, and the quality of the practitioners have a lot to do.
Now the market has not been a strict access system, like in Germany, to open a bakery, the first to go through a professional college training, after the end of the training to take a certificate of competency in order to apply for a license. First of all, there should be a qualification, know what hardware and software is needed to run the store, must have the conditions, how to operate, so that the people who run the store have a concept in mind. We are here, regardless of men and women, young and old, as long as the money, you can immediately open a store, do as others, quality problems do not know where. There is no systematic study of food processing. And do not have the conditions, hardware are not enough, including store, health, equipment conditions, staffing, and a set of quality assurance system, is not ISO9000, HACCP, but at least there should be a set of operating procedures, behavioral norms, and now there are stores although there is, but incomplete, or the implementation is not good. Because there is no strict market access system, strict management practices, only to make the product quality varies. This is the main reason for the existence of pastries and bread.
The former cookie factory state-owned enterprises are more, over the years, the equipment is old, not after the renovation, technological change is relatively small, the management is still the old management model, very rigid, the mechanism is not very flexible, and then remodeling, to improve the grade, the level, but also subject to a lot of constraints, such as the need to apply for approval of the project, but the approval of the report down to not see to give you. Earned money as profits to be paid, but to transform the application for money, but not how much need to give how much, so that the equipment can not be transformed in a timely manner.
Market: Chinese and foreign brands, each with its own style
Zhu chairman of the import and export issues, more concerned. He said: cookies have in and out, annual sales of about 20-30 million U.S. dollars. Exports are only a few ten thousand tons, and the export volume will increase in the future. Because after the accession to the WTO, foreign enterprises into China, we can not compete with them, but can be exported, looking for countries that are worse than us, or like our products. As for export, it must be suitable for foreign requirements, such as food factories to be certified by HACCP, not certified, the other country does not want. And each country has its own product standards, you must produce according to their standards. If he wants to card you, will set the standard very high, as a kind of technical barriers. For example, the minimum content of various ingredients in the product, we are very safe, all promulgated by the Ministry of Health, they set this standard very low, it is not that we can not come down, but the cost is very high. Ultimately they don't want our products to penetrate their market.
He believes that, compared with foreign brands, China's baking industry has advantages and shortcomings. The advantage lies in the local enterprise development resistance is relatively small, because they are local people, management and staff are also easy to communicate with each other, interpersonal relationships are easy to get along, can work together to do a good job, management costs are also relatively low. In the use of raw materials, the cost will also be lower. In terms of market development, there is also a Chinese own set of methods, and the local people are better communicated.
As for the disadvantages, he said, the first is the brand, China is gradually moving towards internationalization, the state-owned brands are not as loud as the international brands, coupled with the consumer's pursuit of novelty psychology, like to eat a little foreign, seeking a fresh feeling. Second, to China are multinational corporations, have strong strength, can use the most advanced equipment, technology, high salaries to hire the best talent, to make the best products, and then through the mature marketing tools, marketing strategy, in a very short period of time, resulting in a great response, very sensational effect. Third, foreign companies have long-term plans. Because he has the strength, the enterprise loss of 5 years does not matter, the main goal is to occupy the market, in order to do this can be at any cost, you can reduce prices, you can invest tens of millions of dollars a year to advertise, you can hire people with high salaries, to retain people. But the state-owned enterprises can not. The first year of losses, the leadership of the face is a little bad, the second year of losses, will be warned, the third year of losses still absolutely have to go. Therefore, Chinese enterprises have to consider the cost, and are not willing to hire people at a high price, because they have to reduce costs and use raw materials that are not the best, so the level is not good, and the enterprise is definitely difficult. In all aspects, product quality, management, etc. are relatively coarse, almost on the line, can not spend too much, otherwise there is no benefit. The old profit-oriented, can save, in this case, can not do very much in place. Including publicity is not in place; no talent, there is no good technology, technology is not in place; personnel training can not keep up with the ability to improve in order to ensure the quality of the product, the image of the enterprise, this is a long-term investment, not immediately see the benefits. As for the improvement, and is not a copy of the matter, but also to strengthen the management, absorption of talent, there are these two basic is almost the same.
Looking forward: the staple food industry, a huge space
Zhu, chairman of the board of directors to the reporter introduced the development of the baking exhibition: as of this year, the exhibition has been engaged in five sessions, from the first 3,000 square meters to the first session of 24,000 square meters, a year on a stage, the impact of the industry is also relatively large, is the industry's largest professional exhibition. The industry's production enterprises are relatively fragmented, most of them are prepared for the moon cake, including equipment, packaging, flour, fillings, auxiliary materials, additives ------5 month is the moon cake enterprises ordering, ordering packaging, we provide a platform for enterprises, do not have to turn around the country, to the meeting of the samples, ordering all to do, the effect is relatively good. The exhibition has now formed a scale, from next year with Messe München cooperation, they are responsible for recruiting foreign business, we are responsible for recruiting domestic enterprises.
He finally emphasized that the baking industry now has more than 30 billion of output value, this industry and the people's life is very close to the bread every day to eat, and other are often eaten, we are more acceptable. Including convenient staple food, is also the development focus of the Tenth Five-Year Plan. How to liberate the people from the kitchen of three meals a day, this is a key point, but also the development trend, led to the development of the industry. Bread and pastries in the industry can be used as convenient staple food. Bread and other pastry has entered the breakfast, a lot of white-collar class Chinese food can not leave the bread, can be part of the breakfast, Chinese food occupation, this market is good.
Domestic bakery industry development trend
Domestic bakery industry development trend
China's bakery industry with the further growth of China's economy and people's living standards, as well as a large influx of Western food, raw materials and production technology from the end of the last century has shown a trend of rapid development. From the current situation of the baking industry in the future there are the following development trends:
One, the scale of production and operation to the characteristics of the product categories to distinguish
Mass market bread, cookies, custard pies, and some of the Western-style production and operation of the more and more to the large factories or companies, that is, the use of large-scale continuous, mechanized, fully automated production lines in centralized factories to centralize the production of the characteristics.
And pastries, cakes, cakes, fancy bread production and operation of chain stores, individual pastry bakeries, large stores in the form of bakeries and other forms of operation, characterized by small and medium-sized factories, small and medium-sized production such as the front and back of the store.
Second, the enterprise production and management concept change
Enterprises continue to pay attention to training, reserves and attract technical and management personnel, attaches great importance to technological innovation and development of new products, the full use of modern and developed information information, and actively convert a variety of high-tech achievements into productivity.
Store design, decoration, display more scientific, rationalization, humanization, fully reflecting the enterprise's own personality and characteristics. Product quality has been gradually upgraded, in the product more into the concept of health and reasonable diet, many companies have passed the ISO and HACCP and other professional standards such as system certification. Product packaging forms are more diverse, novel, and taste tends to be more medium and high grade. In particular, brand awareness is increasing, continue to pay attention to brand and product advertising, market development and cultivation. At the same time, the exchange between enterprises will gradually increase, information exchange and information feedback will continue to increase.
Three, market competition will become increasingly fierce, the market capacity of medium and high-end products continue to grow
Foreign and Hong Kong and Taiwan well-known strength of the baking enterprises continue to enter the Chinese mainland, foreign medium and high-end products appear in the domestic market. Domestic powerful bakery enterprises continue to improve product quality, accelerate the research and development of new products, and introduce new international products to cope with the impact of foreign enterprises. The competition in the domestic bakery market has gradually shifted from the vicious competition of low price to a new round of competition centered on product quality and product development. With the increase of consumer income and brand awareness, a number of low quality, cheap, lack of characteristics of the enterprise will gradually withdraw from the market stage. (Future consumption tends to brand-name and high-quality mid-range and high-end products)
Four, focusing on product quality, standardization of product production
With the introduction and implementation of national industry standards, the future of the enterprise will be according to industry standards for the production of products, a number of enterprises in the industry standards on the basis of the development of more stringent enterprise unified raw material standards, processing standards, production standards, product standards
Fifth, the traditional products, processes and modern technology combined with product production and research and development of related industries to improve the degree of professional collaboration.
Many enterprises in the resumption of traditional product production and product development, often with food research institutions, colleges and universities, related industries to communicate in the production process, basic raw materials, food additives, food machinery, packaging machinery, packaging materials and other aspects of the strengthening of specialized collaboration in research and development for product quality, production, increase the novelty of the original product features to improve the quality of traditional products, Process improvement and other aspects to provide strong support.
From a general point of view, the development of the domestic baking industry is getting faster and faster, product quality is getting better and better, more and more varieties, developed regions and international standards are narrowing the gap between the level of interregional exchanges are becoming more and more frequent and increasingly penetrate into the ordinary people's daily diet, the development of the baking industry will continue to make an important contribution to the country's economic development.