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Public Network Poster News Reporter Wu Junlin Xie Qiangmin Liu Shuang Zhang Ning Reported by Jinan
"It's the taste of home." At noon on August 30, in the Shan County Mutton Soup Shop of Jinan Yinhe Building, Mr. Xu, a Shan County man who has worked in Jinan for many years, praised the authenticity of the mutton soup to reporters.
Shan County lamb soup is boiled with Shan County goat as raw material, white milky, fresh but not greasy, fragrant but not greasy, there is a big market. At less than 11:00 a.m. on the 30th, customers rushed to order. This 210-square-meter store has a total of 74 seats. Hao Biao, the person in charge, revealed 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.
At noon on August 30, the Single County Lamb Soup Shop in Yinhe Building was "full"
"It's a good result for such a small store." Hao Biao said that the Yinhe Building is a business district, and at first it was expected that business would be better from Monday to Friday, and there would be fewer customers on weekends, but unexpectedly, the weekend was also once "in short supply".
This Single County Lamb Soup Shop in 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. On August 23, when the store opened, 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 communicate with diners who were eating, asking customers about their satisfaction with the taste of the meal and the service process.
On the afternoon of August 30, Wei Chuanyong was interviewed by the public network poster news reporter on this and said that the industrialization of mutton soup in Shan County is the key work of the county this year, and it is listed as a "county mayor project", the first chain store opened, there is no ready-made experience, so it is necessary to come more, discuss more, and do a good job in the store, laying the foundation for future development and chain franchise.
The single-county government department led the registration of the trademark "Single-County Mutton Soup"
Speaking of why the first chain store was opened in Jinan, Wei Chuanyong said that after preliminary market research, it was found that mutton soup was particularly popular in Jinan, and men and women of all ages were very fond of it. He himself worked in Jinan and learned that many citizens do not know which is the authentic Single County Mutton Soup, and even cannot drink the authentic Single County Mutton Soup. Based on this, they chose Jinan as the location of their first store. At the same time, Jinan is the capital city, which is also to expand the brand influence and publicity of single-county mutton soup.
"Single" is a polysyllabic word, there have been jokes that "shan (shan) county mutton soup in shan (dan) county is not 孬", from which it may be seen that as a delicacy, "shan county mutton soup", the popularity is higher than the place name "shan county".
The business history of Shan County Mutton Soup can be traced back to 1807, and the cultural heritage is profound, but it faces the problems of small and scattered, many and chaotic in the process of development. Shan County Deputy County Governor Sanna told the public network poster news reporter that to this end, the Shan County government department took the lead in registering the "Shan County Mutton Soup" trademark in order to better develop the Shan County Mutton Soup Industry, standardize and brand it, and increase its brand value.
Single-county mutton soup
On the signboard of this store in the Silver Lotus Building, you can clearly see the logo of the registered trademark of ® "Shan County Mutton Soup". This means that in the future, whether it is a single county or a foreign merchant, in the process of operation, they need to use the "single county mutton soup" brand that has been registered through brand authorization and franchise chain mode.
Wei Chuanyong said that the industrialization development of single-county mutton soup draws on the development experience of local characteristic industries such as Lanzhou ramen and Shaxian snacks, and strengthens government guidance in the early stage, and the government-level planning guides, formulates standards, and grasps supervision, and the specific implementation adopts a market-oriented approach and is handed over to the main body of the enterprise.
To this end, Shan County, relying on state-owned companies, has specially established Shandong Shan Yang Qianqiu Restaurant Chain Co., Ltd. to do a good job in the operation and management of the "Shan County Mutton Soup" brand and adapt to market demand.
Sanna said that Shaxian snack bars are all over the country, and Shaxian snacks have a particularly obvious effect on the local enrichment of Shaxian County, and Shan County intends to learn from its experience and attract Shan County people to join. Shan County is a big agricultural county, but also a big county of labor export, hoping to attract these labor forces back, and then go out through chain operations, so that they can "work" for themselves.
How to standardize the single-county mutton soup that goes out?
At present, there are 124 farmers (farms) above designated size in the county, 600,000 goats, 1.1 million goats, 65 mutton soup franchise stores with different characteristics, 5 mutton soup processing enterprises, 5 cold chain logistics enterprises, with an annual consumption of 500,000 sheep, and nearly 1,000 mutton soup technology authorized stores or guidance stores in Beijing, Jinan, Tianjin, Heze and other cities. What does "Shan County Mutton Soup" mean for local merchants in Shan County when it is registered as a trademark?
Wei Chuanyong said that the original intention of trademark registration is to protect the mutton soup industry in Shan County to promote its branding, and also to regulate the market. On August 28, Shan County established the Shan County Mutton Soup Industry Development Alliance, which is intended to allow mutton soup enterprises in the Shan County area to share the right to use the brand, develop in groups, and jointly become bigger and stronger, without the intention of exclusion.
It is understood that the single-county mutton soup industry development alliance covers the upstream and downstream industrial chains such as breeding, production and processing, and mutton soup management.
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.
At the same time that ShanXian mutton soup went out, how to achieve standardization, Shan County also gave its own answer, that is, the "four unification" strategy of unified management, unified image, unified products and unified publicity. In terms of unified products, it is a unified lamb supply, a unified boiling standard process, and a unified regional pricing.
Single-county lamb broth in the process of boiling
Shandong Shan Yang Qianqiu Restaurant Chain Co., Ltd. will formulate a full set of standardized models from the early site selection, the determination of the mid-term decoration style, the unified supply of mutton, material packages and other products, and the later service model to ensure that the single county mutton soup meets the standardized and replicable conditions.
Hao Biao, director and executive vice president of The Shan County Comprehensive Development and Construction Co., Ltd., said that in the past, the professor of the single county mutton soup boiling technique was the master with the apprentice, the technology was the barrier, and the single county mutton soup of the single-county chain brand was realized through the research and development of the material package, and the modeled operation no longer had to rely on the chef, and also realized the standardization and unification of the product.
Wei Chuanyong looked forward to making the single county mutton soup industry bigger, so that the people outside the single county can drink the authentic single county mutton soup, and the mutton soup industry has also become a characteristic pillar industry in the single county, which is both rich and financial.
The county magistrate "hangs the marshal" to promote the mutton soup industry in Shan County
Wei Chuanyong said that Shan County began to plan the industrialization, standardization and branding of Shan County mutton soup from 2018, and in the past three years, the solid basic work has been carried out, and the six-in-one industrial chain of "breeding and breeding, intelligent breeding, production and processing, cold chain logistics, catering chain, and cultural tourism" has made significant progress, which has achieved the opening of the first chain store in Jinan this year.
It is understood that Shan County has successively issued the "Three-Year Implementation Opinions on the Development of the Lamb Soup Industry in Shan County" and the "Implementation Plan for the Development of the Goat Industry in Shan County in 2021", and has also set up a special class with the county chief as the leader and the relevant responsible comrades as the deputy leaders to promote industrial development.
Sanna revealed that in 2020, the county leaders led the comrades of 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 finally approved this year.
In the "six-in-one" industrial chain, for example, in terms of breeding and preservation, Shan County has cooperated with China Agricultural University, Shandong Academy of Agricultural Sciences, Jiangsu Academy of Agricultural Sciences and other scientific research institutes to accelerate the pace of purification and rejuvenation of green sheep and breed improvement.
In terms of production and processing, around the relevant industrial chain, Shan County started to build a Shan County Mutton Soup Cultural Industrial Park. Among them, projects such as slaughtering and splitting center, mutton soup central kitchen, and leisure food processing are accelerating construction, and strive to achieve supporting production of the whole industrial chain next year.
In terms of cold chain logistics, Shan County is accelerating the construction of regional cold chain logistics centers, completing the construction of cold chain warehousing centers before the end of the year, and striving to put them into use in the first half of next year.
Sanna said that the industrial chain of single-county mutton soup is very long, from breeding and breeding, large-scale breeding, slaughtering, cold chain logistics, all the way to the table, hoping to drive the development of the entire industrial chain through the development of chain catering. If it reaches the national layout as planned, it will greatly promote the local goat breeding industry in single counties, and will also become a local rich people's industry in single counties.
At present, Shan County is formulating the next five-year plan for the development of the mutton soup industry.