Longda Food Group Co., Ltd. is a national key leading enterprise in agricultural industrialization and an important production and export base for quick-frozen food in the country. It has 11 joint ventures and 14 wholly-owned companies, with 16,000 employees and total assets of 1.5 billion yuan. It produces and processes a variety of fresh-keeping and quick-frozen vegetables, aquatic products, grain and oil products, condiments, and meat products in five series with more than 400 varieties, exported to more than a dozen countries including Japan, South Korea, the United States, and Germany. It has successively won honors such as "Top 20 National Township Enterprises for Export Earning Foreign Exchange", "National Demonstration Enterprise for Export of Horticultural Products", "Top 500 Private Enterprises in China (48th)", and "Top 20 Leading Food Enterprises in China's Agricultural Industrialization Operation". The "LONG DA" trademark was recognized as a well-known trademark in China. In 2002, the sales revenue was 1.36 billion yuan, the export earnings were 73.1 million US dollars, and the tax paid was 119 million yuan. From January to September this year, sales revenue was 1.202 billion yuan, export earnings were 58.52 million US dollars, and profits and taxes were 63.58 million yuan.

1. Based on industrialized operations, continuously expand the scale and enhance the potential for enterprise development

Longda Group converted from a town-run brick and tile factory in the mid-1980s and chose the food processing and export industry. As soon as the industry flourishes, the company will gradually become bigger and stronger. Over the past seventeen years, Longda has relied on the advantages of local agricultural and sideline product resources, using vegetable processing and export as a chain, organically linking scattered raw material production and large markets, forming a leading enterprise leading enterprises, enterprises leading bases, bases leading processing, and processing leading farmers. type industrial system, and has embarked on a successful path to agricultural industrialization management. From the early days of fruit and vegetable preservation, rough processing, and single industry, to today's fine and deep processing, multiple varieties coexist, and multiple industries are developed simultaneously, extending the industrial chain, broadening the industrial field, increasing the economic benefits of the enterprise, and promoting the company's long-term development .

In order to build the enterprise into an "aircraft carrier" in the food processing industry, since the "Ninth Five-Year Plan", Longda has further increased the scale of investment and accelerated the pace of development, focusing on prepared food processing and technological supporting transformation. Specialize in food processing, promote diversification of business projects, and vigorously adjust industry and product structure. In the past few years, Longda has invested a total of more than 700 million yuan, and has successively introduced production and processing equipment with the international leading level in the 1990s from Japan, Germany, Italy, the Netherlands, Hong Kong, Taiwan and other countries and regions. The largest pig breeding, pig breeding, slaughtering, and meat processing base in Jiaodong with first-class facilities has been built; a new peanut oil production project has been launched; a 5,000-ton air-conditioned warehouse has been built to bring the preservation technology to the world's first-class level; a joint venture with Japanese businessmen, It has newly built large-scale domestic first-class standard prepared food professional processing plants - Shandong Shenlong Food Co., Ltd. and Shandong Rilong Food Co., Ltd.; cooperated with Japanese businessmen to establish the most advanced domestic aquatic product processing and export professional enterprise - Yantai Long SHIANG FOODS LIMITED. This year, a new vacuum freeze-drying product project - the FD factory of Yantai Xuehai Food Co., Ltd. was established; Longda Group Wood Products Co., Ltd. was established. The establishment of these subsidiaries has opened up new economic growth points for Longda, effectively expanded the company's production capacity, and enriched the company's production structure.

In order to further accelerate the company's scale development, Longda gave full play to its own advantages and took the road of asset restructuring and low-cost expansion. Since 1995, it has successively merged and leased 15 companies across regions and ownership systems in Laiyang, Haiyang, Zhaoyuan, Heze, Tai'an and other places, absorbing more than 1,000 laid-off workers, and revitalizing idle assets of more than 100 million yuan, which is both effective and It effectively reduces the burden on the country and society, and enhances the hematopoietic function, forming the scale advantage of the "joint fleet" and enhancing the development potential of the group company.

2. Relying on standardized production, constantly upgrading and upgrading, and improving corporate competitiveness

For many years, Longda has always implemented standardized production, consciously integrated corporate standards with international standards, and led thousands of companies to Thousands of farmers have entered the international market. As early as the early 1990s, Longda established a seed company to introduce foreign vegetable seeds and planting technologies, vigorously promote standardized planting, and teach farmers to grow "foreign" vegetables so that the nutritional composition and specifications of each vegetable fully meet foreign requirements. , which not only improves the quality of raw materials for export products, but also more effectively promotes the renewal of local vegetable varieties and the improvement of planting technology. Since 1993, on the basis of processing frozen vegetables, Longda has vigorously developed prepared foods with high scientific and technological content and exquisite cooking art in accordance with the characteristics of Japanese people who pay attention to food nutrition and dietary structure, and with reference to Japanese standards. The product's physical and chemical indicators, nutritional indicators, and bacterial count indicators are impeccable for Japanese businesses. It has entered Japanese supermarkets directly and is deeply loved by Japanese people. It has become Longda's flagship product for exporting and earning foreign exchange.

In the past two years, facing the severe challenges of "green barriers" in developed countries such as Japan, Longda has put the quality of raw materials in a crucial position and established a "company + farm (breeding farm) + agriculture" The new industrialization model of "workers" focuses on the "two sources" of vegetable planting and pig breeding.

In terms of vegetables, we have established more than 10,000 acres of pesticide residue reduction bases in 6 provinces and autonomous regions across the country, established a base tracking management system, and developed it on a rolling basis, building a planting and processing chain in which enterprises and growers work closely together; in terms of pigs, we focus on our own Fully closed management of 3 large-scale high-standard pig farms, and the development of 11 "five unifications" (unified seed supply, unified feeding, unified management, unified quarantine and epidemic prevention, and unified sales) contract pig farms, which can provide high-quality pigs every year 300,000 head, meeting the current needs of Longda meat processing and export.

In order to comply with the international trend of organic food development, Longda has established the organic food industry as the leading development direction of the company since 1997, and vigorously promoted the development process of organic cultivation bases. So far, 7,000 acres of organic vegetable planting bases have been built in Jiaodong area and Feicheng, Tai'an. Organic vegetable planting and processing have been registered by international organizations such as Japan and the European Union. It has developed a variety of organic foods and put them on the market, and the products are widely welcomed by consumers at home and abroad. In the future, Longda will further increase the development of organic food, gradually transform Longda's series of foods into organic foods, accelerate the pace of product upgrading, and enhance the company's sustainable development capabilities.

In order to further improve its ability to participate in international market competition, Longda actively carries out international operation and management standard implementation certification activities. At present, all key subordinate enterprises have obtained international and domestic certifications such as ISO9000 and HACCP. At the same time, it obtained the American AIB certification and obtained the "pass" for Longda frozen vegetables to enter the American market. Longda Meat Processing Plant has passed McDonald's Animal Welfare Certification, becoming the company's best raw material supplier in China, and has been approved by Russia's official registered product export certification, further opening up the channel for products to enter the international market.

3. Build a global network, expand market space, and build the Longda international brand

Over the years, Longda Group has insisted on "walking on two legs", grasping the international market with one hand and the international market with the other. Grasp the domestic market. Promote the company's in-depth development through the implementation of the international famous brand strategy.

First, stabilize the Asian market, explore European and American markets, and expand export business. Longda's current largest export market is in Asia, with its business to Japan accounting for more than 80% of the entire export market. In order to balance the market structure, in recent years, Longda has increased its efforts to develop the European and American markets on the basis of stabilizing and expanding the traditional Asian markets. With the United States as the forefront of the European and American markets, we are driving sales in other European and American countries by continuously expanding sales in the United States, Britain, Germany, France, Canada and other countries, and advancing to the Netherlands, Belgium and other EU countries and Latin African countries. At present, Longda has offices and branches in Tokyo, Japan, New York, Los Angeles and South Africa in the United States, and is gradually carrying out global marketing.

The second is to keep a close eye on the domestic market, cultivate domestic trade projects, and drive the rapid growth of domestic trade share. Longda Group started by relying on product processing and export development. At present, the Chinese market has become the largest market in the world. In order to further expand the market space, Longda began to try to engage in domestic trade in 1995. Especially since 1998, it has worked hard on the establishment of sales network, human resources training, corporate image and product advertising, with remarkable results. So far, it has established 35 offices across the country and opened more than 200 specialty stores and supermarket chains in Shandong Province. At present, Longda has regarded the production and sales of vermicelli, meat products, and supermarket development and operation as pillar industries of domestic trade, and has carried out key support and cultivation to fully activate the domestic marketing of Longda Food. In addition, the focus of market development is to take the instant prepared vermicelli - New Mapo Vermicelli, and use new products to drive the market sales of old products; gradually expand and strengthen the meat industry, and expand Longda meat specialty stores in the existing provinces and the three northeastern provinces. On the basis of , it radiates to other provinces; selectively introduces frozen prepared foods to the domestic market to meet the needs of high-level consumers; continuously improves the operating level of Longda Supermarket and realizes the transformation from small and medium-sized chain stores to hypermarkets.

Longda Group is based on green foreign exchange-earning agriculture, accelerates social development, leads farmers to become well-off, and has produced significant social benefits. At present, more than 400,000 rural laborers are engaged in planting, breeding, transportation, and processing across the country, truly "earning foreigners' money and enriching Chinese farmers." In the next step of development, Longda is confident to seize opportunities, give full play to its advantages, continue to work hard to implement the important thinking of "Three Represents", and further make the enterprise bigger and stronger. Longda's goals this year are: to complete sales revenue of 1.8 billion yuan, earn US$100 million in foreign exchange from exports, and realize profits and taxes of 150 million yuan. By 2005, the sales revenue will be 3 billion yuan, the export earnings will be 200 million US dollars, and the profit and tax will be 300 million yuan.