Hainan "Four Famous Dishes" Industry Survey
Opening remarks
Nowadays, with the continuous prosperity of nutritious and healthy and light food culture, Qiongcai has shown a good momentum of development. When it comes to Qiong cuisine, Wenchang chicken, Jiaji duck, Eastern goat, and Hele crab, which are known as the "four famous dishes" of Hainan, must not be mentioned.
However, due to production methods, consumption concepts and policy support and other related factors, the "four famous dishes" have long-term problems: the supply of raw materials is small, the market supply and demand relationship is unbalanced, or the variety style is no longer popular, reflecting that it is "declining" or "expensive" on the consumer side. What are the reasons for this, and what are the solutions? Please take a look at the Hainan "Four Famous Dishes" industry survey.
New Hainan client, Nanhai Net, Nanguo Metropolis Daily November 29 news (reporter Zhou Jingbo) in the end should eat dumplings or eat meat? Are dumplings eaten in winter or on the winter solstice? In the recent winter, these old problems have been quarreled on social media. But in the eyes of Hainan people, these problems do not exist, don't care about any festival, eat chicken is right.
In Qiongdao, where "no chicken is not a banquet", the most famous chicken is Wenchang chicken, ranking first among the "four famous dishes" in Hainan, which is well-deserved. Whether it is fame, output, output value, number of employees, or enterprise scale, Wenchang chicken is far more than the other three famous dishes. But out of Hainan, Wenchang chicken is not necessarily the "top card" that no one knows. In recent years, the market in Wenchang Jidao is relatively saturated, and the market outside the island needs to be developed urgently, how to break through the dilemma facing it? Industry insiders believe that the Wenchang chicken industry needs to extend and improve the industrial chain, and the products should be new and changeable, so as to conform to the consumption ecology of the new consumption era and ride on the wind outlet in order to "fly" farther.
Hatched by an incubator, a chick that has just broken its shell. Photo by reporter Zhou Jingbo
Status: Wenchang chicken annual output of more than 50 million "company + farmer" large-scale breeding into the mainstream
On the afternoon of October 29, the rain was pouring down, and Fan Shuni, a villager in Shuangdui Village, Shuibei Village Committee, Gongpo Town, Wenchang City, was still busy in her chicken farm. The 20,000 Wenchang chickens in the chicken farm, she and her husband have been raising for nearly 4 months, and they can almost sell them in these days. Selling these chickens, their family can earn 70,000 yuan, raise two or three batches a year, and live a very moist life.
"In the past, we used to raise chickens, but we just raised some in our yard and fed some leftovers and rice bran. People in the village are like this, mainly from home, and occasionally sell a little, but the price is unstable, and they don't expect to make a lot of money on this. Fan Shuni said that in the past, the people in the village did not pay much attention to chickens, and the amount was not much, but after starting to cooperate with professional breeding companies in recent years, their family took chicken raising as the main business of making a living.
Hainan Chuanwei Wenchang Chicken Industry Co., Ltd. (hereinafter referred to as Chuanwei Company) is Fan Shuni's cooperative company. Chicken seedlings, feed, vaccines, disease prevention and control, breeding technical guidance, etc. are all provided by the flavor company, and Fan Shuni's family is responsible for raising chickens in their own fields. After 120 days of breeding, the company will buy back the Wenchang chickens raised by farmers in full, ensuring that the profit of each qualified commodity chicken is not less than 3.5 yuan. In the whole of Wenchang, there are 580 farmers like Fan Shuni who help the company raise chickens.
Lin Peng, president of Wenchang Wenchang Chicken Industry Association, is the founder and chairman of Chuanwei Company. Since 1993, he has been working in the Wenchang chicken breeding industry, breeding, breeding and sales, witnessing the development and changes of the Wenchang chicken industry in Hainan in the past twenty years.
In Lin Peng's view, there are several key time nodes on the industrialization road of Wenchang chicken. The first, in the early 2000s. Prior to this, the breeding of Wenchang chickens in Hainan was still in the era of "small farmer economy", and every household in the village raised some, small and scattered, not on a large scale. Around 2002, Guangdong Wen's Food Group, a leading domestic agricultural enterprise, set up a branch in Hainan to bring the "Wen's model" of the company + farmer/family farm to Hainan, prompting Wenchang chicken to embark on the road of professional and large-scale breeding.
Chuanwei Company's newly built Wenchang chicken breeding base. Photo by reporter Zhou Jingbo
After more than ten years of development, the "company + farmer" model has now become the mainstream model of Wenchang chicken breeding. This model of "unified provision of seedlings, unified supply of feed, unified technical services, unified sales and settlement" by the company is conducive to standardized management, reducing feeding costs, standardizing production, improving the quality of varieties, and at the same time, enhancing the ability to resist risks and improving farmers' income. The reporter learned from the Wenchang Municipal Bureau of Agriculture and Rural Affairs that by 2020, there will be 1689 professional households (farms) raising more than 2,000 Wenchang chicken breeding in Wenchang City, and large-scale breeding will account for more than 90% of the total output.
At the same time, with the continuous acceleration of urbanization in China, people's living standards are improving day by day, the consumption of livestock products is growing rapidly, and the high-quality and delicious Wenchang chicken is widely welcomed by consumers. Rising demand, so that Wenchang chicken breeding once became a dividend industry, more and more large breeding households, flavor, praise, Tanniu Wenchang chicken and a number of specialized breeding enterprises have also developed and grown, Wenchang chicken industry development into the fast lane.
According to statistics from the Wenchang Municipal Bureau of Agriculture and Rural Affairs, in 2020, Wenchang Chickens in Wenchang City are expected to produce about 55.955 million, with an output value of 4 billion yuan, accounting for about 80% of Hainan Province, and the output value will account for 70% of the output value of the province's chicken industry.
Dilemma: Products are still mainly live chickens with low added value The market saturated industries urgently need to be transformed and upgraded
The output and output value have grown rapidly, and wenchang chicken, which is firmly sitting on the first chair of Hainan's "four famous dishes", is far from the time when it can sit back and relax. The amount is up, but because the leading enterprises themselves are still relatively weak, retail farming still occupies a large market share, the market is difficult to regulate, making the Wenchang chicken on the market difficult to distinguish between true and false, uneven quality and other situations for a long time. In addition, Wenchang chicken products are seriously homogenized, the sales channel is single, the added value is not high, the product price is unstable, and it is susceptible to market fluctuations.
Between 2010 and 2012, Lin Peng noticed that the Wenchang chicken market began to oversupply in stages, and it became more and more frequent. After everyone "swarmed" to raise chickens, production capacity became increasingly overcapacitated, and enterprises and farmers gradually felt that money was not as easy to earn as before.
"10 years ago, we raised a chicken, the profit can be about 15% to 20%, in these years, the profit margin is only 8% to 10%, this year affected by the epidemic, many enterprises and farmers are losing money." Lin Peng said.
At the same time, consumer preferences and consumption habits are slowly changing, the market for live chickens is gradually saturated or even shrinking, and deep-processed products with innovative forms and convenient fast food have become new consumer hotspots. But the Wenchang chicken industry in Hainan has not been able to keep up with this change in time.
Zhu Min, deputy director of the Wenchang Municipal Bureau of Agriculture and Rural Affairs, told reporters that at present, most of the sales of Wenchang chicken in Hainan are mainly live chickens, which are primary agricultural products and have low added value. The transportation radius of live chickens is limited, only covering Hainan, Guangdong and other south China areas, coupled with the national policy restrictions on live poultry sales in recent years, the development of Wenchang chicken deep processing industry chain is relatively lagging behind, binding Wenchang chicken "flying" to the market outside the island wings. The area north of the Yangtze River in China, as well as Southeast Asian regions such as Singapore and Malaysia, is still the "blind spot" for the sale of Wenchang chicken.
Lin Peng also admitted that although after 15 years of development, Chuanwei has become a leading enterprise in the Wenchang chicken industry, but at present, 90% of the company's products are still live chickens, and processed products such as chilled chicken and cooked chicken account for only 10%.
"Now, it is another key node in the development of Wenchang chicken industry." Lin Peng said that due to the rising labor costs and land costs, the environmental protection requirements and food safety requirements of livestock breeding are improving, and the Wenchang chicken breeding industry must be transformed and upgraded, developed to modern and efficient agriculture, improved production efficiency and reduced costs, and only then can there be capital to participate in future market competition. In the past two years, with the support and promotion of Wenchang Municipal Party Committee and Municipal Government, Chuanwei Company has begun to build a mechanized automatic breeding and information management of Wenchang Chicken Industrial Park, which can increase artificial efficiency by 10 times, food processing plants, Wenchang chicken special feed factories, catering stores, cooked Food Wenchang chicken product research and development and other upstream and downstream links are being laid out, and the three-dimensional breeding community with intensive construction land and more efficient production is also on the agenda.
Other leading enterprises in the Wenchang chicken industry have also actively carried out transformation and upgrading under the encouragement and support of the government. For example, Hainan (Tanniu) Wenchang Chicken Co., Ltd., a subsidiary of Luoniushan Group, has also invested in the construction of Wenchang chicken original breeding farms, hatcheries, slaughtering and processing plants and other projects in the past two years, expanding the industrial chain, developing deep-processed products, and promoting the development of Wenchang chicken production in the direction of standardization, industrialization and modernization.
Wenchang chickens need to be caged before they can be marketed. Photo by reporter Zhou Jingbo
The way out: keep up with the pace of the new consumption era Research and development of special products can make Wenchang chicken "fly" farther
To achieve large-scale, modern and efficient breeding is only the basis for the development of Wenchang chicken industry, if you want to open up the market outside the island, you also need to have "explosive" products that not only highlight the characteristics of Wenchang chicken, but also are popular with consumers.
From a national perspective, Hainan Wenchang chicken is not unique. Guangdong's Qingyuan Ma Chicken, Zhanjiang Three Yellow Chicken, Guangxi's Nandan Yao Chicken and other varieties belong to the same slow-growing slow-growing high-quality broiler breeds as Wenchang Chicken, and have advantages over Wenchang Chicken in terms of feeding cost, industrial scale and market share.
But Wenchang chicken still has the opportunity to "break out of the siege". In recent years, with the healthy diet becoming a new trend, after eating more Sichuan-Chongqing hot pot and other "heavy taste", consumers began to favor the light, focusing on the natural taste of the ingredients of the clear soup hot pot, Hainan coconut chicken stood on the "outlet", became the "hot pot upstart", stores opened all over the north, Guangzhou, Shenzhen and other big cities. The name of The Hainan Wenchang chicken is also "riding the wind and going to sea" and is well known by more people.
The development of the industry, in the end, must be driven by consumption, there is a market, there are consumers who are willing to pay, the industry can have vitality. Chen Jiansheng, president of the Hainan Provincial Culinary Association and chairman of Hainan Sanjie Xinhaifu Catering Management Co., Ltd., believes that the popularity of coconut chicken soup has provided new ideas for Hainan Wenchang chicken to further develop the market.
"Now the 'post-80s' and 'post-90s' have gradually become the main consumers, and their consumption habits are very different from those of the previous generation." Chen Jiansheng said that going to the market to buy live chicken, fresh chicken home cooking, or ordering a white cut chicken in the restaurant is the consumption habit of "post-50s" and "post-60s", but now the pace of work and life of the young generation is accelerating, and convenience has become an important demand of this consumer group, and convenience is the first. Therefore, in recent years, the number of chain fast catering enterprises has continued to increase, and the sales channels of agricultural products have gradually shifted from farmers' markets to supermarkets and fresh e-commerce, semi-finished fast food with convenient cooking and novel forms, as well as cooked food products that are eaten instantly after opening bags. Therefore, while improving the industrial chain, Wenchang chicken should also be more diversified in products to meet new consumer demand.
"I noticed that there are already enterprises in Hainan that are making semi-finished coconut chicken soup products that are suitable for e-commerce sales and fast cooking, and this direction is feasible." Chen Jiansheng suggested that enterprises should increase research and development efforts, do not stick to traditional practices, should be bold and innovative, and develop more deep-processed products that highlight the characteristics of Wenchang chicken, with Hainan flavor, and can adapt to or even lead new consumer trends, so as to enhance the added value of Wenchang chicken industry and make Wenchang chicken truly fragrant.