The Surging News reporter Zhang Jiaran sent from Cao County, Shandong Province
After being hit by the pie that became popular "out of the circle", Shandong Heze Cao County began to consider how to use this "golden time" to help local development.
"We are also thinking about how to continue this public attention to Cao County, so that all industries in Cao County can plug in the wings of the Internet, and in the near future we plan to make some special promotions according to the needs of industrial development." On May 19, Liang Huimin, deputy secretary of the Caoxian County Party Committee and county magistrate, revealed in an interview with The Paper (www.thepaper.cn).
On May 20, The Paper found in Cao County that the processing of forest wood products, e-commerce industry, asparagus-related industries, animal husbandry industry, etc. are the four most famous industries in the local area, with a large industrial scale and a large number of enterprises, but its small workshop-style development characteristics are also significant.
An institutional data also shows that among the surviving enterprises in Cao County, self-employed households account for up to 63%, and sole proprietorships account for up to 23%.
"We will strengthen the connection with netizens, and we must increase our efforts in brand creation and industrial development, and the most important starting point is the training and cultivation of talents." Liang Huimin explained the branding road of various industries in Cao County.
The surging news also learned from the relevant departments of the Caoxian County Party Committee that the Caoxian officials have communicated with the leading enterprises of several major local industries, hoping that with the joint efforts of enterprises and officials, the introduction of talents, the cultivation of talents, with the help of the current Attention caused by Caoxian on the Internet, to achieve the transformation and upgrading of the entire industry.
Li Zilei introduces the company's products to visitors The pictures in this article are taken by The Paper's reporter Zhang Jiaran
Coffin industry: should be hugged for warmth
The coffin industry is one of the industries that attract attention in Cao County, and Cao County enterprises almost monopolize the Japanese coffin market. According to the data provided by the Cao County Forestry Bureau, the coffins exported by Cao County to Japan account for 90% of the total sales in Japan, and the export volume of three handicrafts such as coffins, tablets and Buddhist clothes produced by Cao County is the first in the country.
Exquisite workmanship, serious tones, this is the intuitive impression of coffins, shrines and other products in the product exhibition hall of Caoxian Yunlong Wood Carving Craft Co., Ltd.
Caoxian Yunlong Wood Carving Technology Co., Ltd. is a representative enterprise of Caoxian coffin processing industry, and its person in charge, Li Zilei, is a native of Caoxian who studied in Tokyo, Japan. After returning to Cao County from abroad in 2011, he entered Cao County Yunlong Wood Carving Craft Co., Ltd., which was jointly founded by his parents.
"My mother used to learn carving, and then together with my father, she founded a company that produced furniture accessories, and by chance, they extended downstream of the industrial chain and got involved in the coffin industry. After more than 30 years of development, our company produces more than 40,000 coffins every month, accounting for more than 30% of the Market in Japan. Li Zilei said.
Although the production scale of the enterprise has risen, Li Zilei also has his confusion. He said, "Cao County's coffins exported to Japan have not increased in price for more than twenty years. ”
There are not many companies exporting coffins to Japan, and most of them are concentrated in Cao County, but these brother companies have not been able to reach an agreement on market development, which is why Li Zilei said that "there has been no price increase for more than twenty years".
"My father's generation had put forward the idea of everyone hugging together to warm up and raising prices appropriately, but the owners of various businesses did not cooperate well, but instead started a price war. The evil result of the price war is the decline in product quality, and the product repair rate is very high. Li Zilei said.
Li Zilei insisted on not joining the price war, after all, Japanese customers pay attention to product quality, and once the quality goes wrong, the consequences are irreparable.
"For the development of our industry, I hope that the official can intervene to unite us enterprises, establish the brand of Caoxian Coffin, and jointly maintain the healthy development of the industry." After all, most companies are now in the hands of the second generation, and this alliance may be easier. Li Zilei so expected.
The forest wood products processing industry is one of the pillar industries of Cao County's economy, and the coffin is only the representative of the industry. According to data from the Caoxian Forestry Bureau, in 2020, the number of forest product processing enterprises above designated size in the county will increase to 130, with a cumulative total industrial output value of 18.61 billion yuan, accounting for 38.6% of the county's industries above designated size; operating income will be 18.72 billion yuan, accounting for 39.7% of the county's industries above designated size.
Cao County coffin production site
E-commerce industry: small workshops to be upgraded
Another industry in CaoXian that is equally famous with the processing of forest products is the e-commerce industry, of which Hanfu e-commerce is the most typical.
According to the data provided by the Caoxian Bureau of Commerce, in 2020, the online sales of Caoxian County exceeded 15.6 billion yuan, with more than 5,000 e-commerce companies and more than 60,000 online stores, and e-commerce driving 350,000 people to start businesses and employment, driving 50,000 entrepreneurs to return to their hometowns. The number of 100 million-level stores has grown to 6, the number of 10 million-level stores has grown to more than 100, and the number of Tmall stores has increased to more than 2,000.
In addition, the top 2,000 online stores in the national Hanfu sales ranking, 1200 from Cao County, Cao County has become China's largest Hanfu production base, Liang Huimin in the live stream with goods for Cao County Hanfu endorsement many times.
Driving on the road of the commercial street of Daji Town, Cao County, it is easy to encounter traffic jams, and the merchants on both sides of the road are mostly crowned with words such as "online shop" and "Taobao", and all 32 villages in Daji Town are Taobao villages, and it is also the only town in Shandong Province with full coverage of Taobao villages.
"At present, the village has opened more than 1,200 Taobao online stores, more than 160 registered performance clothing co., LTD., 60 clothing accessories co., LTD., the village's e-commerce sales exceeded 200 million yuan last year, and the village's collective economic income reached 520,000 yuan." Sun Xueping, secretary of the party branch of Sunzhuang Village in Daji Town, Cao County, said.
Walking in Sunzhuang Village will give people the illusion that this should be a township center block, because there are two bustling commercial streets here, which are not much different from the commercial streets in the center of Daji Town. This illusion stems from the rapid development of the e-commerce industry in Sunzhuang Village.
Sunzhuang Village is a typical representative of the development of the e-commerce industry in Daji Town. Before 1993, Sunzhuang Village was named Sweet Straw Sun zhuang for planting sweet straw; after 1993, it was changed to vegetable greenhouse planting, called Vegetable Sun Zhuang; and after contacting e-commerce in 2013, it was called Taobao Sun Zhuang.
"We have successfully achieved three gorgeous turns, from the original poor and backward village to a rich and leading village." Sun Xueping said.
In order to make e-commerce bigger and stronger, Sunzhuang Village has built a Taobao street and a large market for accessories, attracting more than 200 Taobao elites from surrounding villages to camp in Sunzhuang, more than 60 cloth enterprises, more than 260 auxiliary materials enterprises have set up general agents in Sunzhuang Village, 18 express logistics companies have settled in Sunzhuang, and more than 1,200 foreign employees in Taobao online stores.
"The villagers put down their hoes from the farmland and returned home and typed on the keyboard. Now most of the sons and daughters-in-law are watching online stores at home, tapping the keyboard to listen to songs, the husband is busy taking clothes to deliver couriers, the old woman is busy picking up and dropping off children to and from school, and the family life is happy and harmonious. Sun Xueping said that this is a true portrayal of the e-commerce industry in Sunzhuang Village.
Sun Xueping also quipped, "Every year, the various evenings broadcast by the TV station, the e-commerce practitioners in Sunzhuang Village will watch carefully, and the purpose is to learn the design of other people's performance costumes in order to create a new trendy style." ”
Behind the prosperity, the development of Hanfu e-commerce in Daji Town has also come to a crossroads of transformation.
"The styles we design here will quickly become popular on the Internet, attracting a lot of imitators. We originally made a fortune by imitation, and now the risk of imitating other people's processes is also very high. Sun Xueping believes that the transformation of the Hanfu industry in Sunzhuang Village is imperative.
He explained that the Hanfu industry in Sunzhuang Village is still dominated by mom-and-pop shops, family stores, and small workshops, there is no brand, and it is also a low-end route, "We should guide merchants to take the initiative to transform and upgrade, establish brand awareness, understand the patent application requirements and processes, so that they can develop well and reduce risks." ”
The "Cao county 2021 government work report" proposes to build a "China's original Hanfu industrial cluster", promote the development of the e-commerce industry to a higher level, ensure the addition of 11 "Taobao towns" and "Taobao villages", e-commerce sales exceed 20 billion yuan, and achieve "both quantity and quality".
Sun Xueping introduced the Hanfu industry in Sunzhuang Village
Asparagus-related Industries: Exploring Branding
Cao County also has a well-known name - "the hometown of Chinese asparagus".
Cao County has been cultivating asparagus for more than 40 years, and the masses have rich experience in planting. According to the data of Cao County Agriculture and Rural Bureau, at present, the planting area of asparagus in Cao County has developed to more than 150,000 mu, accounting for one-sixth of the national asparagus planting area, and in 2019, "Cao County Asparagus" was approved by the Ministry of Agriculture and Rural Affairs as a geographical landmark agricultural product.
"The average yield of asparagus in Cao County is about 1300 kilograms, and the price of asparagus is 7-9 yuan per kilogram, according to this calculation, the income per mu can reach 8000-10000 yuan." About 3500 yuan per mu is invested, and the net income per mu is 4500-6500 yuan. Zhang Liang, an asparagus grower in Cao County, calculated an economic account for the surging news.
"The asparagus cultivation industry has involved 8 townships in the southeast of Cao County, with 50,000 bamboo shoot farmers, becoming the leading industry for bulk cash crops and increasing farmers' incomes in Cao County, and the development of this industry has been included in the '14th Five-Year Plan' for the development of Heze City and Cao County." The relevant person in charge of the Cao County Agriculture and Rural Bureau revealed this.
According to data from the Caoxian Agriculture and Rural Bureau, according to the plan, by the end of 2022, Caoxian will achieve the goal of planting an area of 150,000 mu of asparagus, with an annual output of 150,000 tons and a processing capacity of 200,000 tons.
Many of the asparagus in Cao County are processed into canned food. According to the Caoxian Agriculture and Rural Bureau, in 2019, the annual export volume of canned asparagus in the country reached more than 70,000 tons, and the annual export volume of canned asparagus in Caoxian County alone reached 50,000 tons, accounting for 70% of the country. Caoxian has become the largest asparagus processing and export base in China, and its products are mainly exported to more than 10 countries and regions such as the United States, Germany, the Netherlands, France, Brazil, and Japan.
Shandong Juxinyuan Agricultural Technology Co., Ltd. is one of the representative enterprises of the asparagus industry in Caoxian County, and the industrial scope extends from the research and development of the asparagus seed industry to the processing of asparagus.
The surging news in Shandong Juxinyuan Agricultural Technology Co., Ltd. visited found that the company's processing of asparagus products are very rich, including canned food, beverages, tea, beer, health care products, etc., but its products are mostly OEM production for leading enterprises in certain industries, and the popularity of its own brand is not high.
"We are also transforming in the direction of branding and creating a private label with national influence." The relevant person in charge of Shandong Juxinyuan Agricultural Technology Co., Ltd. revealed.
The relevant person in charge of the above-mentioned Caoxian Agricultural and Rural Bureau said that in order to develop the asparagus industry in the next step, Caoxian plans to provide support funds by the city, county and township finances to fully mobilize the enthusiasm of farmers to plant asparagus. At the same time, we will increase support for asparagus processing enterprises in terms of policies and funds, and encourage them to build brands and hit the market.
Asparagus breeding base
Animal husbandry industry: hitchhiking Internet
At the beginning of this century, China's first native cloned cattle were born in Cao County, which became "China's first batch of large-scale cloned cattle experimental bases".
Behind this, animal husbandry has become another pillar industry in Cao County.
According to the data of Cao County Animal Husbandry Service Center, at the end of 2020, there were more than 70 beef cattle farms in the county, with 42,000 heads in stock and 50,000 heads in the pen, 2 large beef cattle slaughterhouses, more than 30,000 beef cattle slaughtered annually, more than 100 beef cattle stores, more than 10,000 people engaged in the beef cattle industry, and an annual per capita income of more than 80,000 yuan.
It is precisely to see the opportunity for the development of the "cattle" industry in Cao County, Zhang Li, a Caoxian person who was originally engaged in network engineering and software development in Beijing, decided to return to her hometown to start a business, so she joined four Entrepreneurs from Cao County in Beijing to establish Shandong Shangdu Hengchang Animal Husbandry Co., Ltd. in 2014.
Although the start was late, Zhang Li led the development of the enterprise not slowly.
Shandong Shangdu Hengchang Animal Husbandry Co., Ltd. has three wholly-owned subsidiaries of Hengchang Agriculture, Hengchang Animal Husbandry and Hengchang Meat Processing. The agricultural company has transferred more than 13,000 mu of land for planting silage corn; the animal husbandry company has now built and put into operation a 10,000-head pasture with nearly 5,000 heads; the processing company has built and put into operation a modern beef cattle slaughtering and processing plant, with a design annual slaughtering capacity of 100,000 heads, which can be increased to 200,000 heads. In addition, the company also has more than 170 catering flagship stores and fresh specialty stores.
"At the beginning of the business, enterprises encountered some difficulties in financing, and then the governments at the city and county levels coordinated with relevant departments to establish a joint venture model through the form of government platform companies, which solved the problem of mortgage guarantees for enterprises and helped enterprises solve financing problems." Zhang Li told the surging news.
In Zhang Li's plan, their company will exceed 500 new beef fresh retail stores by the end of this year, and plans to build 2,000 Hengchang beef direct sales stores nationwide within three years.
Product sales can not rely solely on the line, Cao County's "out of the circle" popularity allowed Zhang Li to see the opportunity.
On May 20, Zhang Li specially convened the company's brand department to hold a planning meeting, the company's brand promotion can not only rely on text and pictures, but also to establish a short video communication matrix, fully hitchhike on the Internet express train, in order to serve the company's expansion plan.
In fact, attracting people from Waicao County to return to their hometowns for employment and entrepreneurship is an important means for Cao County officials to support the development of local industries.
According to the "2021 Government Work Report of Cao County", during the "13th Five-Year Plan" period, Cao County established 32 returnee entrepreneurship service stations and 9 talent-attracting workstations, returned to their hometowns to start businesses and employed 86,000 people, founded 20,000 various economic entities, and promoted the employment of 503,000 people; introduced 27 doctors and 310 masters.
The "2021 Government Work Report of Cao County" also proposes to vigorously develop the "guiyan economy" and promote the return of industry, talents and funds. This year, we will strive to introduce 25 projects with more than 100 million yuan, implement preferential policies for recruiting talents and attracting wisdom, and introduce 8 doctors, 120 masters and 410 professional talents during the year.
Sunzhuang Village
Editor-in-Charge: Jiang Chenrui