Shandong Business Daily and Speed Leopard News Network reporter Zhang Shu
Shan County lamb soup is delicious, fragrant but not greasy, not fishy, not fishy, known as "the world's first soup", its business history can be traced back to 1807. In August this year, the first "Shan County Mutton Soup Shop" with the background of a wholly state-owned enterprise in the province landed in Jinan, and on the opening day, the county magistrate of Shan County rushed to the "platform". In more than a month, the store turnover exceeded 500,000 yuan, and the store was "difficult to find" during the peak period. From the government department leading the registration of exclusive trademarks, to the county mayor "taking the lead" to promote industrial development, and then to the establishment of an alliance to cooperate and win-win, behind the "bowl of sheep soup" is the local government's layout of the transformation of new and old kinetic energy and the "big chess" to help rural revitalization.
In August this year, the first "Single County Mutton Soup Shop" in the province with the background of a wholly state-owned enterprise landed in Jinan
The mutton soup business
In the Single County Mutton Soup Shop in yinhe building in Jinan High-tech Zone, before 11:00 noon, there are already diners who have come to order food. With the sound of ordering and announcing the name of the dish, the back kitchen is busy, the stick bones are boiling in the cauldron, and the rich aroma of sheep soup comes to the nose.
At 11:30, customers came to eat one after another, and after a while there was a long queue. In this 210 square meter store, there are 74 seats. Hao Biao, the person in charge, said that since its opening on August 23, the store has received about 400 people every day, and the daily turnover has basically maintained between 11,000 yuan and 13,500 yuan. "It's a good result for such a small store." Hao Biao said that the Yinhe Building is located in the business district, and at first expected that business would be better from Monday to Friday, but who knew that the weekend was once "in short supply".
In Jinan, almost every community can see several sheep soup shops, and there are also many from Shan County. However, these stores are almost all "single-handed", mostly in the self-operated mode of mom-and-pop stores, and there are few chain stores with slightly larger scales. However, the single-county mutton soup shop in the Silver Lotus Building has a trademark property right logo in the upper right corner of the font on the plaque at the door, which means that in the future, whether it is a single county or a foreign merchant, in the process of operation, it is necessary to go through brand authorization and franchise chain methods to use the "single county mutton soup" brand.
In order to do a good job in this bowl of "sheep soup business", two years ago, Hao Biao left his job in Beijing and opened a sheep soup shop of about 80 square meters in Huludao with his wife and daughter, and specially started a "business experiment". "Shan County lamb soup is made of Shan County goat as raw material, fresh but not greasy, fragrant but not greasy, there is a big market. Previously, many local mutton soup companies tried to open stores in other places, but most of them ended in failure. He recalled, "Through the actual operation of the lamb soup shop, we found the reason, which is related to the traditional single-county lamb soup practice, did not keep up with the trend of the times, considering the taste requirements of local consumers, and the water and soil are not satisfied." He got up at three or four o'clock in the morning every day to boil soup, constantly pondering and adjusting the recipe, so that the small shop achieved profitability in the third month and became a well-known local snack bar. At the end of the one-year experimental period, the family of three was tired and thin.
"Nowadays, the bowl of soup that everyone drinks in their mouths is to take the process of diluting the grease of the mutton soup and adopt standardized and industrialized operation." In the past, the professor of the single county mutton soup boiling technique was the master with the apprentice, the technology is the barrier, the single yang Qianqiu chain brand of the single county mutton soup, through the research and development of the material package, to achieve the de-chef, the model operation no longer need to rely on the chef, but also to achieve the standardization and unification of the product. He introduced that in order to maintain a fresh taste, all the lamb used in the store is slaughtered on the same day, and then transported to Jinan using a cold chain and sold on the same day.
Since opening on August 23, the store has welcomed about 400 people a day
Brand
"Jinan is the capital city, and the first store opened here, which helps to expand brand influence and publicity." Hao Biao said that it turned out that this choice was not wrong, "Now, the second store has also completed the site selection, entered the design and decoration stage, and is expected to open at the end of October or early November." The reporter of Shandong Business Daily And Leopard News Network (subaoxw.com) learned that during the more than 1 month of the store's operation, almost every day someone came to consult about joining. Hao Biao said: "'Shan County Mutton Soup' plans to open 5 direct-operated stores in the provincial city, and then it will open up the merchant chain franchise business. ”
On the opening day of August 23, Wei Chuanyong, deputy secretary of the Shan County Party Committee and county magistrate, led a team to inspect the business situation on the spot, and communicated with the diners at that time to ask customers about their satisfaction with the taste of the meal and the service process. What is the origin of the lamb soup shop that can make the county magistrate "stand"? Hao Biao, director and executive deputy general manager of the Shan County Comprehensive Development and Construction Co., Ltd., told reporters that the Shan County Mutton Soup Shop in the Yinhe Building is the first chain store of Shandong Shan Yang Qianqiu Restaurant Chain Co., Ltd. Founded this year, the company is a wholly-owned subsidiary of Shan County Comprehensive Development and Construction Co., Ltd. and is a wholly state-owned enterprise.
Shan County is the "hometown of China's green goats", and mutton soup is a golden signboard of Shan County, and it is also a brand that "Shan Yang Qianqiu" focuses on. Focusing on the construction of the mutton soup industry chain, the single county plans to build a "six-in-one" ten-billion-level industrial chain of green breeding, production and processing and cold chain logistics, industrial chain, brand franchise, cultural tourism, etc., and the "single county mutton soup" brand chain store settled in Jinan is an important link in the "single breeding and thousand autumns" brand industrial chain. At present, there are 30 enterprises and cooperatives authorized by "Single Raising Thousand Autumns", and a number of mutton soup industry projects are among them.
"'Shan County Mutton Soup' is a collective trademark, the ownership rights belong to the County Public Welfare Association Longevity Food Culture Association, and the trademark belongs to all members of the association." Hao Biao explained that the registered trademark means to protect the mutton soup industry in Shan County. "If there are merchants who want to participate in the operation, we will provide a full set of standardized services to ensure the quality of the operation, just like Shaxian snacks, so that the Shanxian mutton soup brand can go all over the country." Hao Biao said that the brand significance of "Single County Mutton Soup" lies in driving the development of the local mutton soup industry chain and achieving win-win cooperation by making the industry bigger and stronger.
A big game of chess
Single county is located at the junction of eight counties in the four provinces of Lusu, Yuwan, with a total land area of 160,000 hectares, of which 120,000 hectares of arable land, accounting for 72.4% of the total land area, is a typical agricultural county. In addition, there are titles such as "National Straw Sheep Breeding Demonstration County" and "China's Green Sheep Town".
Shan County regards the mutton soup cultural industry as a characteristic industry for the key development of the county, and includes it in the county's "321" industrial layout, ranking it as the first of the four "county mayor projects". The county has set up a single-county lamb soup industry development leading group to improve the top-level design for the development of the industry. Since 2018, the county has successively issued a number of policies such as the "Three-Year Implementation Opinions on the Development of the Single-County Lamb Soup Industry" and the "Implementation Plan for the Development of the Goat Industry in Single-County in 2021". In order to provide policy guarantees for the construction of a ten-billion-level mutton soup cultural industry cluster, Shan County has also set up a special work class with the county chief as the leader and the relevant responsible comrades as the deputy team leader to promote industrial development. Shan County also learned from the advanced experience and practices of Salt Pond Beach Sheep, Shaxian Snacks, Lanzhou Ramen, etc., and thought of ways to scale breeding, standardize processing, brand operation, and industrial intelligence.
In 2020, the county leaders led the relevant departments to the State Intellectual Property Office to negotiate the registration matters many times, which lasted one and a half years, and the collective trademark of "Single County Mutton Soup" was approved this year. On August 28 this year, Shan County established the Shan County Mutton Soup Industry Development Alliance, which is composed of a council composed of relevant government functional departments and expert advisory groups, so that mutton soup enterprises in the Shan County area can share the right to use the brand, protect the Single County Mutton Soup Industry, and promote branding while standardizing the market.
For the future layout planning, Hao Biao introduced that the development of the mutton soup catering chain in Shan County is implemented in stages, which are the pilot period, the promotion period, the development period and the maturity period, and according to different stages, different input methods are adopted to determine the business priorities of different stages. During the "14th Five-Year Plan" period, Shan County will implement the development of Shan County mutton soup restaurant chain in stages, and the pilot period will be concentrated this year, opening 5-10 standardized chain stores in Jinan, Heze, Tai'an and other places. The promotion period is 2022, and it will enter the Beijing market. The development period is 2023, and the layout of major cities in East China, North China and Northeast China. The maturity period is 2024-2025, the main goal is to consolidate the development of existing stores, replicate and promote in major cities in China, and strive to achieve more than 300 directly operated stores, develop more than 700 franchised stores, and realize the listing of catering chains.
Shandong Business Daily And Speed Leopard News Network Editor Zhang Lei Xu Xiaoyang