Dahe Daily reporter Zhou Bin
"Come to the rescue of the big heroes, come and eat, it's all free to grin~" In late July, at the scene of the flood relief in Xinxiang City, a picture made people's impressions: a middle-aged woman guarding the embankment of the WeiHe River was shouting at the volunteers who were changing guards and resting, and beside her were two temporary simple dining shelves made of two three-meter-long wooden planks. The shelves were filled with a variety of food, including steamed buns, hand-grabbed cakes, buns, eggs, pastries, rice porridge, and more, and several female colleagues were busy distributing food to the rescue volunteers. Here is the disaster relief site of Xinxiang Shi dajie Food Co., Ltd., and the person who shouted in front of it was Shi Junmei, the founder of the "Shi Dajie" company.
Chen Qiaoyi is a century-old brand
The 50-year-old Shi Junmei runs a sweet business in Xinxiang that has been passed down for more than 100 years. Open the Vibrato account of Xinxiang Shi dajie Food Co., Ltd. @ Shi dajie old cake, the traditional pastries full of screens exude the sweet taste of mellow and crispy glutinous, green and red silk accompanied by jujube mud mixed with walnuts, peanuts and other colors of the old moon cake, bite a mouthful of honey triangle, three knives honey, break open the silky sweet Jujube - at a glance it is tongue-in-cheek, and the sense of happiness is spontaneous.
The old pastry of the eldest sister of the division originated in the light years of the Qing Dynasty. At that time, Shi Junmei's ancestor pastry master, Shi Fa Ru, set up a shop in the place where zhao Kuangyin, the founding emperor of the Northern Song Dynasty, added his yellow robes, set up a shop in Fengqiu Chenqiao, and the door was like a city. Passed down to the fourth generation, Shi Guoxiu inherited the traditional process of making pastries from all over Henan and improved it, and The shijia dim sum became a well-known local traditional pastry.
It has been passed down to Shi Junmei as the sixth generation. When she was 13 years old, she remembered her grandparents teaching her a mooncake made from hair noodles, with a unique flavor, a thin skin and fragrant filling, sweet but not greasy, and non-sticky teeth. Since then, making mooncakes has become a craft that Shi Junmei has accompanied for a lifetime.
Old mooncakes have become famous brands
In 2004, after working for several years, Shi Junmei resigned and came to Xinxiang to open a souvenir shop under the Oriental Hotel. In those years, the Popular Cantonese Mooncakes, Su-style Mooncakes, and Beijing-style Mooncakes all had luxurious packaging and high-end prices. The old-fashioned mooncakes worn by the shijia are rustic red caps, thick hemp rope, and oil-lined paper. At first, some customers did not buy it, thinking that this packaging could not be elegant, but Shi Junmei insisted on the old tradition, old recipe, old craftsmanship and old taste of this old-fashioned mooncake.
She asked users to taste for free, and there were tens of thousands of kilograms of mooncakes sent out in a year. Many customers were impressed by her after tasting, and she had a regular customer. In 2013, the central government advocated "vigorously promoting the trend of frugality, practicing frugality, and implementing frugal measures", and the simple and unpretentious, high-quality and inexpensive sister mooncake rose up in response to the trend and sold widely. That year, Shi Junmei's sales of vintage mooncakes reached nearly 20,000 kilograms.
The sales channel was opened, Shi Junmei took advantage of the situation to register Xinxiang Shi dajie Food Co., Ltd., embarked on the road of branding, specialization and networking, the online and offline operation team became increasingly standardized, and new flavors and new varieties were continuously launched.
Nowadays, the main products of the shi dajie series of old dim sum have 3 series of 24 varieties. Baxi Fruit Cake Series: Composed of eight flavors of old dim sum such as honey triangle and rice noodles; Eight treasure cake series: composed of mung bean cake, red date cake and other eight kinds of cakes; Eight flavors of old mooncakes are composed of green and red silk old mooncakes, multigrain old mooncakes, mountain red old mooncakes, black sesame old mooncakes and so on. In addition, there are series of old dim sum such as puff pastry cakes, which are sold as sister cakes of old moon cakes all year round.
In September 2020, Shi dajie Food Co., Ltd. was identified as "Xinxiang City Time-honored Enterprise"; In April 2021, the old dim sum making process of The elder sister of the division was rated as a "representative project of the intangible cultural heritage of Fengqiu County".
Sister Shi opened a live broadcast room
Although it is an old brand, an old craft, and an old pastry, the business idea of The company is not conservative at all, but keeps up with the trend. In just over a year since its opening, the company's Douyin account @ Shi Dajie Old Cake has reached 480,000 fans.
In February 2020, due to epidemic prevention and control reasons, more than ten physical stores of Shi dajie Company were closed. Shi Junmei watched the live broadcast at home and found that Douyin was a very good publicity and sales platform.
In March, the epidemic prevention and control situation improved, and various industries resumed work, and The company immediately opened the commodity window of Douyin.
"In fact, when I first started contacting the Douyin window, I didn't know that there was a customer service reply, which led to many questions that were not replied to." Du Lin, the son of Shi Junmei, told reporters, "We are also gradually under the guidance of the official course of Douyin, and we have learned more and more about some details of the operation of Douyin, and gradually improved the work content in Douyin." On March 17, 2020, we sold our first product on Douyin. ”
In the face of the epidemic, Shi Junmei organized employees to actively explore online sales channels, and she herself had to sit in front of the live broadcast station every week to participate in the live broadcast of Douyin with goods. The sales of the shi dajie series of products have achieved red against the market. In 2021, the sales of Shi Dajie Company so far have reached nearly 7 million yuan.
After Shi Junmei explored the experience of online sales, she also took the initiative to share it with five or six peers, so that they quickly mastered the skills of online sales, and some also reversed the dilemma.
Take on the current catastrophe
"To make food, we must first talk about character, and the food industry is an ethical industry." This sentence that Shi Junmei usually hangs on his lips has been verified under the circumstances of this rare flood disaster in Xinxiang.
Since July 20, the Flood in Xinxiang has been continuous, "that night the company's warehouse was affected, and we quickly organized colleagues to carry out self-help, raised the inventory of goods and machinery, and sealed several main passages." Du Lin told reporters that at that time, the city streets were paralyzed, people were overwhelmed, and there was a shortage of living materials, and Shi Junmei made a decision: donate all the stock materials. She led more than 40 employees to work for five days a day and night, made all kinds of food, carried them to the river embankment with flat shoulders, and rewarded the heroes of rescue and disaster relief. Her two sons, with two storm boats, went to the front line without hesitation, fought for four days and three nights, and finally participated in the rescue of more than fifty people at the Hui County Medical Hospital.
Shi Junmei said: "Draught does not forget to dig wells, this is our brand of big sister Shi to Xinxiang insignificant feedback." ”
Traditional industries are on the fast track of the network
Affected by the continuous torrential rains in July and the impact of the new crown pneumonia epidemic, the people and enterprises in relevant areas of Henan have suffered huge losses, in order to ensure the lives of the people in the affected areas and accelerate the resumption of operations of the disaster-stricken enterprises as soon as possible, to meet the needs of the people's lives, the Department of Commerce of Henan Province and Douyin jointly launched a live broadcast activity to fight the disaster and resume operations.
From September 7 to September 14, Douyin E-commerce called on celebrities or talents to participate in the special activity of helping Henan's economic recovery, and the platform will give traffic support to the special live broadcast room, and select local commodities and disaster-stricken merchants in Henan to carry out platform targeted goods subsidy support, effectively driving the growth of local goods sales in Henan. Set up the topic of "Henan Good Things Are Really In The Middle" of Douyin, encourage users to use activity stickers and other short videos to help Henan's economic recovery and sell Henan good things to the whole country.
Shi Dajie Company is actively preparing to participate in this live broadcast event.
Du Lin told reporters: "During the year of opening Douyin, we feel that we still have to not forget our original intentions, insist on doing a good job in every piece of cake, shoot every short video, and bring customers a better product experience." ”
"Thanks to Douyin for creating a new channel for us, so that our traditional industries can also use the power of the Internet to share traditional Henan specialty cakes with more people."