Source: China Business Times
Editor's note: Under the nurture of Jinshang culture and Jinshang spirit, the vast number of entrepreneurs in Shanxi have strengthened their cultural self-confidence, deeply excavated the connotation of Jinshang culture, carried forward the excellent traditional Chinese culture, better served economic and social development and the people's high-quality life, and carried forward the traditional cultural industries with national characteristics and promoted them to the world. They inherit and carry forward the spirit of "honesty and trustworthiness, pioneering and enterprising, working together in harmony, pragmatic management, and helping the people through the world", especially a group of private entrepreneurs with rich feelings who are willing to keep lonely, continue to cultivate in characteristic industries such as old vinegar, Pingyao beef, Shanxi millet, etc., and innovate to promote the high-quality development of the industry.
"A cow, a piece of meat, a pinch of salt..." When it comes to Shanxi cuisine, people will always talk about "Pingyao beef", since the Qing Dynasty, it has tasted north and south, enjoyed the world's reputation, and become a famous Chinese food.
A hundred years of fragrance, righteous crown cloud sky. Walking to the ancient city of Pingyao, you will always see such a crown cloud cow, and there is still a cow talk in the ancient city. People would give a thumbs up, praise Guanyun's head, and affectionately call him "Commander Niu". - He is Lei Bingyi.
Lei Bingyi is a descendant of the Jin merchant Lei Lutai, a native of Pingyao, whose ancestors favored "Pingyao beef" and founded the business name of "Xingshenglei" beef industry. Lei Bingyi also has an obsession with the ancient city, his hometown and beef, and he leads the Shanxi Pingyao Beef Group, from small to large, year after year, upgrading and iterating the famous Chinese brand Guanyun brand Pingyao beef, appearing in the north and south of the great river.
People say that the revival of Pingyao beef is inseparable from Lei Bingyi, and even more inseparable from his "rescue" initiative, bringing brand light and industry benchmarking to Pingyao.
Lei Bingyi just smiled, he said that this is the choice of the market law, but also a "bull war" that cannot be avoided.
Pingyao beef comes back to life
In the 1990s, Pingyao City was staging a scene of "beef melee", more than 200 workshops of all sizes, shoddy, low rush high, workshops, beef factories played a price war, the value of Pingyao beef taste buds was reduced again and again, and the entire beef market fell into chaos and darkness.
In 1995, Lei Bingyi resigned from public office and resolutely served as the general manager of Pingyao County Food Company to save the enterprise facing difficulties.
Lei Bingyi led the team to analyze the production environment, market chaos, category division, etc., and then played the "revitalization of Pingyao beef" economic plan.
"Phase, slaughter, pickle, brine, repair", the production workshop strictly follows the traditional methods of Pingyao beef, from vacuum packaging research, whole beef, bulk beef, "a mouthful" beef to divide, not only encourage employees to stay in the post to fight together, but also actively introduce talents and equipment, the Pingyao beef ancient operation method, with the assistance of science and technology, with the style of large factories, famous enterprises, famous beef, pingyao beef to establish a new image and brand.
At the same time, it also went deep into the large and small workshops in Pingyao to communicate with the local people about the importance of Pingyao beef quality, image, brand and word of mouth, and strive to support the local market.
Food companies that are on the verge of bankruptcy are coming back to life little by little.
In 2000, Lei Bingyi took the lead in implementing the "double exit" privatization reform system and transforming the enterprise into a modern private enterprise system - Lei Bingyi established Pingyao Beef Group Co., Ltd., which gradually improved, turned losses into profits, and developed steadily.
Integrity and quality are
The king of the development of Guanyun beef
"What is produced is quality, and what is managed is integrity." Walking into The Pingyao Beef Group in Shanxi, you can see such eye-catching prompts. Lei Bingyi said that this is a commitment to consumers and a guideline for alert employees entering the factory.
In 2004, Lei Bingyi was recalled due to the defect in the sealing of Guanyun beef products that entered the market, and he did not hesitate to lose more than 4 million yuan to recall, practicing integrity, and the sales revenue of that year increased by as much as 40% over the same period. In 2005, the "Guanyun" trademark was recognized as "China's Well-known Trademark"; in 2008, Guanyun Pingyao Beef Processing Technology was included in the National Intangible Cultural Heritage List...
Under the leadership of Lei Bingyi, the whole market has a good order situation, the employees' days are also booming, the Pingyao beef brand has been launched again, and it has also brought a sustainable beef economy to Pingyao County.
At the same time, Guanyun Pingyao beef ushered in a new upgrade campaign. The key to pingyao beef is delicious in the raw materials and craftsmanship. In order to match the market, production capacity, inspection capacity, packaging workshop, etc. must keep up, they spent 200 million yuan to create a 30,000-head slaughtering line, a 20,000-ton beef production line, a 5,000-head breeding base and a Pingyao beef museum, an edible mushroom planting base, etc., bringing another vitality to the upgrading of the Pingyao beef brand.
In addition, the group has developed a high-end customized cattle series, crowdfunded cattle series, each cow will have an exclusive caretaker's introduction card, so that each cow is alive with dignity and value, sense of happiness, these from customers to employees, and then to the humanistic care of each cow, so that customers eat every bite of beef, there is a source traceability, the formation of breeding - slaughtering - processing - packaging - inspection - sales and other scientific industrial chain, strict control of product quality, do not let go of any details, to achieve real beef, good beef, The three major transformations of refined beef have made beef a "delicacy on the tip of the tongue".
Internet + cultural tourism to create a beef light industry
Become a trendy casual snack
Today, Shanxi Pingyao Beef Group has become a "new landmark" for tourists to punch in. They make every effort to create an open production and processing workshop, sincerely invite every consumer, Pingyao tourists to visit and taste for free, in the mode of industry + cultural tourism, to create a new industrial extension for Pingyao, Shanxi, more people walk into Guanyun, learn about Pingyao beef, and re-understand the spirit of Guanyun and the spirit of Jinshang.
Lei Bingyi said that a group of people have done a "cow" thing in their lives, and the most important thing in this cattle business is the quality of integrity, word-of-mouth service, and the spirit of innovative learning, which is also the Spirit of Jinshang, the originators of Pingyao, where they were born.
The scientific management system of the enterprise injects cultural empowerment, and also joins the new situation of Internet +. With the advent of the Internet wave, Shanxi Pingyao Beef Group actively lays an online platform, cultivates an e-commerce network department with young employees as a team, and launches a series of Guanyun Pingyao beef products on e-commerce platforms and live broadcast platforms, so that consumers around the world and all over the country can enjoy the real Guanyun Pingyao beef without leaving their homes.
At the same time, Guanyun Pingyao beef is still transforming, creating offline flagship stores, offline physical supermarkets, Guanyun beef noodle restaurants, fancy and trendy display methods, so that people have a good impression of this Chinese time-honored brand.
Over the years, Guanyun Pingyao beef combined with the "national tide" Chinese style design style, launched a new wave of packaged beef products, from the traditional block beef, gradually expanded to "pocket snacks": "a mouthful of fresh", "cattle do not dry", "Guanyun 1956 old beef", "air-dried beef" and other categories, so that Pingyao beef has become a "national snack" loved by men and women.
Lei Bingyi said that there is always a power that makes you "cry", and the Pingyao beef spirit is also a positive energy.
Last year, adhering to the staff talent strategy, the guanyun training base was created, referred to as "guanyun university", and the strongest intangible cultural heritage lecturer group was formed, from guanyun quality management, market management, system management, production technology, standard establishment, new media communication, e-commerce, cultural construction and other content publicity, employees and enterprises grew together, and the brand awareness of Pingyao beef's time-honored brand became stronger and stronger.
Entrepreneurship should be benevolent
Be brave in social responsibility
Lei Bingyi believes that entrepreneurs should abide by the rules, treat others with sincerity, have benevolence, and bravely shoulder social morality.
"We want to build a national key leading enterprise in agricultural industrialization, a leading brand of intangible cultural heritage, a time-honored brand in China, and a well-known trademark in China... The responsibility we shoulder is also an honor. Our enterprises should support the light of Shanxi brand with quality food, and at the same time drive the solution of surrounding employment and rural revitalization of agricultural farmers, so that Pingyao people are prosperous because of food, cattle because of beef, and have more 'cattle gas' for survival. Lei Bingyi said.