Whenever the cold winter comes, mutton soup pot becomes an indispensable cold-proof delicacy for Chengdu citizens. However, in recent years, the mutton market in Chengdu has gradually changed: from the initial roadside stalls to large mutton restaurants, from running around to resource integration, Chengdu mutton is no longer a seasonal food that shines only from winter to sun. With the formation of the industrial chain of "sheep economy" in various districts (cities) and counties, the mutton industry in our city is becoming more and more mature and growing, and it has really embarked on the road of branding.
Industry drives Chengdu to create "sheep wealth"
Walking into Shuangliu Huangjia Town, eating mutton is the never-ending "theme" here. Around the solstice of winter, it seems that the whole yellow nail is filled with the attractive aroma of mutton soup. Every mutton restaurant in town is crowded with people. "The solstice before and after the winter in Huangjia is a sea of people. My desk has to be turned over more than ten times a day at most. " An owner of the Huangjia mutton restaurant was very excited when he talked about the "grand occasion" of eating mutton.
Huang Jia launched "foster care in different places"
The mutton business is like a year. In 2006, Huangjia Town sold more than 60,000 Ma sheep. The local sheep source has been difficult to meet the market demand. In order to solve the shortage of sheep sources, large-scale breeding and "supplementary feeding in different places" with surrounding areas have gradually consolidated the industrial foundation of Chengdu sheep.
Huangjia Town, which thrives on sheep, takes the lead in expanding the scale of Ma sheep breeding and strengthening the Ma sheep industry. According to the staff of Huangjia Town Government, the breeding of Huangjia Mayang has experienced a development period from the initial simple policy support to the exploration of "Mayang Daiyang" in different places, and then to the formation of a new model of "Mayang Daiyang" combining policy support with companies and farmers.
Since 1999, the party committee and government of Huangjia Town have successively formulated policies to support Mayang breeding, providing financial and technical assistance to Mayang farmers. From the initial annual investment of 80,000 yuan to 250,000 yuan in 2006, financial support has continuously stimulated farmers' enthusiasm for breeding Ma sheep. At the same time, give technical support, relying on the town science and technology office, animal husbandry station and Mayang Industry Association, give full support to farmers from the aspects of pasture planting, enclosure management, breeding technology and epidemic prevention, and escort farmers. However, simple policy support failed to stop the shrinking of Ma sheep breeding scale today, and the gap between the output and demand of commercial sheep is getting bigger and bigger. As a result, the attempt of "Mayang foster care" in different places came into being.
It is understood that "Ma Yang Foster Care" means that catering companies provide young sheep or funds, sign a foster care agreement, deduct the original weight or cash when recycling, and increase some companies to buy at the market price, but the minimum protection price is 10 yuan/kg, realizing "three wins" (the company benefits, the farmers increase their income and the government benefits). Lipo Village in Huangjia Town is the base of "Mayang Dayang" in this town. "On the day I signed the agreement to raise 400 Ma sheep, the entrusting party Xinhuangcheng Catering Co., Ltd. paid me 20,000 yuan in advance to build a new sheepfold and develop large-scale farming." Liao Shunquan, a villager in this village, started with 15 sheep and now has more than 500 sheep. The farm area is close to 1 1,000 square meters.
Jintang foster care earns "extra money"
In Chengdu market, Jintang Black Goat can compete with Shuangliu Mayang. The black goat is tender and delicate, and has no smell. It won the provincial name in 200 1 year and has become a famous animal husbandry variety in our province. However, unlike the yellow beetle, the black goat "blooms inside the wall and smells outside the wall" in our city. Every year, orders from Hainan, Tibet and other places take away sheep from the local area like snowflakes. At present, more than 400,000 black goats have been almost robbed this year. Under such circumstances, Jintang county vigorously develops sheep breeding, which is just complementary to the situation that the Huang family needs a large number of sheep sources but lacks breeding bases. Since last year, restaurants and middlemen in Huangjia Town have targeted Jintang-foster local horses and sheep to farmers who know technology in Jintang and raise them with their sheep. "This not only found a' home' for Huangjia Ma sheep with insufficient green space, but also made Jintang farmers who originally raised sheep easily earn extra money. This is a new win-win model. " The relevant person in charge of Huangjia Town told the reporter.
The periphery is close to the "sheep industry"
The industrial agglomeration effect released by "sheep economy" in the development of sheep industry has narrowed the distance between related industries and surrounding areas and sheep industry. Dayi Xu Ping Rabbit Industry Co., Ltd., which is known as "China Rabbit King", has invested heavily in establishing a demonstration base of Mayang industry in Fenghuang Village, Jinyuan Town, this county, and sounded the horn of marching into Mayang industry. Dayi county is also the Mayang base in Chengdu, with a slaughter of 1.5 million sheep. In the past, due to the lack of radiation from leading enterprises and scientific and technological demonstration bases, most farmers scattered their operations, and failed to form a scale due to a series of reasons such as backward technology, insufficient funds and difficult sales. There is neither a Mayang farm nor a distribution center, and the Mayang industry has never been bigger and stronger. On the basis of optimistic about the market prospect of Mayang industry, "Rabbit King" Ren seized the opportunity that the county was planning to build a 10,000-mu grassland restoration project, and decided to invest in building a Mayang base integrating the production, processing, sales and research of herbivores, further extending the industrial chain of herbivores such as rabbits and sheep, and driving farmers in hilly and mountainous areas to increase their income and become rich.
Developing brand and tapping the potential of "sheep market"
On the one hand, the government is vigorously developing the sheep industry, on the other hand, many farmers are still anxious: how big is the mutton market in Chengdu, where pigs, cattle and small poultry have been the main meat consumption habits for thousands of years? Someone has calculated an account: If Chengdu people only spend 10 yuan on mutton every year, they can create a market scale of nearly 100 million yuan every year. A survey and analysis by the Provincial Animal Husbandry Bureau also shows that with the increasingly frequent exchanges in different places, the demand for mutton in Sichuan has increased rapidly in recent years. At present, the catering enterprises and sheep breeding bases that make mutton are growing at an annual rate of 20%. Within five years, the scale of Sichuan mutton consumption market is not a problem, and Chengdu, the central city, is the largest consumption market. Seeing this, Chengdu's major mutton sheep breeding sites have tried their best to carry out in-depth development and guide citizens to change their consumption habits. The potential of Chengdu's "sheep market" is gradually being exerted.
Jintang 100 Special "Mutton Cuisine"
"Who says mutton can only be eaten on the solstice in winter? In fact, in many places in China, people eat mutton all year round. " The relevant person in charge of Jintang County Animal Husbandry Bureau told the reporter. It is reported that in order to guide consumption, the county is preparing a "famous goat food store" featuring black goats, and has carefully produced more than 65.438 million dishes according to the nutritional characteristics of mutton and local seasonal characteristics. It is expected to open on the 28th of this month. In the future, consumers can eat different grades of black goat food here all year round. "We want consumers to know that mutton has a high nutritional value. As long as you eat properly, eating every day is good for your health! " The chef of the restaurant told reporters.
Huangjia 1 10,000 Inflated "New Imperial Morning"
Shuangliu County, which is famous for its Huangjia Mayang, is also actively exploring under the guidance of experts, focusing on weakening the characteristics of "winter dishes". Since investing 65.438 billion yuan last year to urgently expand the "New Huangchen" mutton soup pot shop, this year, major mutton restaurants have also made efforts to expand the scale and upgrade the grade. In addition, the county also actively guides major restaurants and farmhouses to launch special spicy dishes.
Pavilions, bridges and flowing water, Mongolian yurts with grassland customs are scattered among the green trees. If it is not introduced in advance, the "park" in front of the reporter will not be associated with mutton catering. "Four or five restaurants in the old street are always full. With the popularity of Huangjia Mayang in recent years, it has been unable to keep up with the development of cooking in the old street. This is why this garden-style dining place covers an area of nearly 200 acres. " Huang Bin, the head of New Huangchen Catering Co., Ltd., pointed to a hotel under renovation not far away and told reporters that they were no longer satisfied with four-star farmhouse music, but were developing into rural hotels. Huang Bin believes that enterprises like them, who were born and raised in Huangjia and made their fortune by raising sheep, are, to some extent, the epitome of the continuous development of the whole Huangjia economy. "Although my family is not an old brand of Huangjia mutton, as a new generation, we have the fastest development. The Huang family is prosperous because of sheep, and we are prosperous because of sheep. "
The "packaged mutton" in the supermarket is mouth watering.
In addition to guiding consumption in mutton-producing counties, savvy businessmen have never missed any opportunity to make a fortune on sheep. Since last year, citizens have been surprised to find that a large supermarket center leading the fashion trend of consumption has set up a cauldron. Hot mutton soup and processed "packaged mutton" are mouth-watering, and citizens can eat delicious mutton soup pots without leaving home.
According to the promotion staff, under the consumer guide of supermarkets, more and more consumers are used to adding a bowl of mutton soup to the dining table at home. Since the introduction of this business model, the mutton business in supermarkets has surged, with a maximum of about 500 kilograms per day.
Merchant mutton is hot and profitable.
The owners of mutton restaurants have also found business opportunities: many foreign diners always want to bring some mutton food after each meal. Therefore, in addition to making sheep industry a normal catering industry, Shuangliu, Jintang, Dayi and other places are vigorously developing industrialized extension products of mutton. A series of mutton products, such as mutton floss, dried mutton, pickled leg of lamb and mutton sausage, came into being, and the price of mutton also rose. At present, the slaughter price per kilogram of Shuangliu Mayang and Jintang black goats has reached 16-20 yuan.
Create the brand of "Sheep Festival" and take the lead.
Thousands of diners gather together, and nearly 654.38+million cars pile up like mountains ... In recent years, driven by the Huangjiama Sheep Festival, Chengdu people's "sheep" economy of eating mutton from winter to Sunday has reached its extreme. Relying on the success of local festivals, all localities not only expanded their popularity, but also gathered popularity, brought business opportunities and promoted the development of agricultural industrialization.
The Yellow Family's "Sheep Festival" promotes all walks of life.
As the representative of Chengdu "Sheep" Festival, Huangjia Mayang Festival is undoubtedly the most successful one. Mayang Festival, which started from 1998, gathered business opportunities, popularity and wealth, and prospered all industries. At the same time, it also promoted the development of other related industries in Huangjia Town, such as aquaculture, wine making and department stores. The role of Mayang industrial chain is increasingly prominent, and only Mayang industry in the town will drive farmers to increase their per capita income in 300 yuan. Sheep industry catering has also developed from the initial single "mutton soup pot" to hundreds of dishes such as roast whole sheep, mutton, tiger skin and sheep kidney. With the excavation of Mayang's characteristic catering culture, Shuangliu County has developed and expanded many restaurants, such as Ruan Laoda Mutton Restaurant, Jiujiu Mutton Restaurant, Huangcheng Restaurant and Xinhuangcheng Farmhouse. Among them, "New Imperial City" also won the title of four-star farmhouse in Chengdu.
Driven by the development of Mayang industry, the construction of small towns in Huangjia Town has expanded from a hilly town with only one street to several times of its original area in a few years, and the town has taken on a new look, becoming one of the "provincial pilot towns for small town construction", which is precisely "grasping Mayang, developing an industry, revitalizing one side's economy and rising a town". This year, the town will also add new elements to the traditional Mayang Festival, give full play to the powerful driving and radiating role of the festival economy, and continue to integrate into the local history and culture, making Huangjia Town, a "Millennium Mayang Township and a famous modern industrial town", more famous.
The surrounding "sheep festival" is full of joy.
Huang Jia's success has also played an exemplary role in other parts of Chengdu. Jintang Black Goat Festival, Qionglai Sheep Food Culture Festival, and winter mutton festivals in Dayi, Chongzhou and Dujiangyan have all been released, and they have also become a bright color in the local festival economy in combination with local characteristics. Yang Qiong Hot Pot, Chahai Pepper Mutton, Big Bowl Mutton, Instant-boiled Mutton, Smoked Mutton ... In last year's Yangqiong Festival, Qionglai City took Pingle Ancient Town as the main venue, and towns along Wolong, Daozuo, Jiaguan and Tiantaishan Town as sub-venues, forming a 42-kilometer beaded "Green Mutton" food corridor, performing western Sichuan folk performances and "Instant-boiled Mutton Floating on the Water". As one of the major sheep-raising counties in Chengdu, Dayi County is not to be outdone. From 200 1, Mayang Food and Culture Festival is held every year in yue lai zhen, the main producing area. This year's Mayang Festival is tentatively scheduled for 5438+February in the first half of June. In addition to traditional activities such as "Know the Sheep" and Mayang beauty pageant, a series of mutton cooking competitions will be held. By then, the public can compete among them.
Make a big brand and spread the "sheep economy"
Holding the "sheep festival" is undoubtedly a good start to expand popularity and shape brands. In addition to having fun, Shuangliu, Jintang and other places are also thinking: how can we really build a brand? Let Chengdu and its surrounding citizens remember Chengdu mutton when they are not holding festivals?
Huangjia builds "Mayang No.1 Industrial Park"
In Huangjia Town, Shuangliu, the reporter saw that Chengdu Mayang Expert College composed of experts from Sichuan Academy of Animal Husbandry has been put into use, and Chengdu Mayang Branch of Shuangliu Science and Technology Expert College is under construction. In addition to providing consulting and technical services, the experts also put Huangjia Mayang on the Internet, and jointly invested 2 billion yuan with Chengdu Langwei Agricultural Investment Company to build a 5,000-mu Mayang sightseeing pasture and set up a specialized cooperative for breeding Huangjia Mayang. All these actions around Mayang show that.
In order to further promote the development of Mayang industry, Huangjia Town also introduced advanced management concepts, established a specialized cooperative for Mayang breeding, actively explored the operation mode of "cooperative (company)+standard+base+farmers", and implemented unified brand, unified varieties, unified epidemic prevention, unified technical standards and unified sales, which reduced the risk of farmers' breeding, improved farmers' breeding efficiency and realized "production and service at home". Problems in production are solved by family management, and services before, during and after delivery are provided by cooperatives. The scale of breeding has been further expanded, and the market mechanism of production, supply and marketing of Ma sheep has been further consolidated. At present, the professional cooperative has grown from 49 members when it was first established to more than 200 people. Every year, members of the cooperative raise 26,000 Ma sheep in Chengdu, accounting for 70% of the total number of sheep raised in the town, driving Ma sheep farmers 1 100 households, with an annual output value of 40 million yuan, driving the per capita income of farmers in the town to increase by 2 10 yuan. At the same time, under the unified packaging and marketing of the cooperative, the price of Huangjia commodity horse and sheep reached more than 16 yuan/kg this year, up 40% compared with the same period of last year, higher than the price of 15% in other market towns in the city, which improved the breeding efficiency. "In the past, the organization of trade associations was relatively loose. Now cooperatives are funded by members, and farmers and dealers are tied together. " Chen Ping, secretary-general of the cooperative, believes that the establishment of the cooperative has standardized market prices, strengthened marketing and achieved multi-party profits in the industry. In addition, in order to brand Mayang, the area is building "Mayang No.1 Industrial Park".
Jintang develops special dishes of black goat.
Jintang Black Goat, another well-known sheep breed in Chengdu, has also made a big fuss about brand development in recent years. At the end of 2005, the county injected state-owned assets and established Chengdu Shuxin Black Goat Industry Development Co., Ltd., which adopted the form of "company+farmer" to provide one-stop service from variety selection, production, processing and sales, which greatly improved the production efficiency; At the same time, in order to meet the growing market demand, the company also guided the owners and farmers to establish large-scale farms in major sheep-producing towns, where the company provided breeding sheep and the farmers raised them, and recovered them at the market protection price when they were released. At present, large-scale farms in townships such as Fuxing, Qixian and Tuqiao have been built, leading farmers to embark on a virtuous circle of expanding the scale of farming and improving product quality. In addition, Jintang County is still developing special dishes of black goat, which will be launched in all restaurants in the county.
Reporter's notes
Plastic brands still need to start.
Shuangliu Mayang Festival, Jintang Black Goat Festival, Jianyang Mutton Food Festival, Dujiangyan Winter Mutton Festival, Qingbaijiang Muslim Food Festival, Dayi Mutton Festival ... Every winter, there are countless festivals in Chengdu, especially Mayang Festival. But citizens have many choices and more troubles: where is the best mutton?
Not only citizens, but also experts have expressed concern about how to integrate resources, so that mutton soup around Chengdu can develop in groups and go out of the local area, Chengdu, the whole country and even further! Otherwise, apart from the increase in sales that day, what is really left for the local people?
How can we leave a "most delicious" impression in people's minds?
Throughout the extremely hot mutton restaurant in Chengdu, Jintang Black Goat, Huangjia Mayang, Boer Goat ... various brands of mutton are very popular and can attract a large number of diners in the winter solstice. However, as far as its current business model is concerned, it is almost impossible for any mutton soup to be independent. So far, no one has even really rushed out of the local area and entered Chengdu and other cities on a large scale. On the contrary, in Chengdu's mutton market, famous mutton brands in Jianyang and Inner Mongolia also occupy a considerable scale. At this point, jianyang city's practice is worth learning-the mutton soup that used to carry the burden around the streets has now applied for the trademark of "Jianyang Mutton Soup", and registered its online real name and English domain name, which was put on its official website by the jianyang city Municipal Government.
In the past, mutton soup was a seasonal industry, but now Chengdu has broken this seasonal restriction. But if we can't make a brand, our sheep brand is doomed to "blossom inside the wall". At present, in addition to making the sheep industry a normal catering industry, we should also vigorously expand the mutton extension industry. In addition, major mutton restaurants still have a lot of work to do in the in-depth development of brands. For example, Antelope covers an area of nearly 200 mu, and the "New Imperial City" which integrates leisure, entertainment and mutton catering is a great beneficial attempt.