Vicissitudes wash a hundred years of fragrance
Liu Xinyou
This year is the 85th anniversary of Qingmeiju. Time flies, the white colt passes through the gap, and in the blink of an eye, I have been coming to Qingmeiju for more than twenty years.
In March 1997, I was appointed by the Party Committee of the Commercial Corporation to come to Boshan Commercial Service Company (the name before the restructuring of Qingmeiju). In the face of the current situation of insolvent and difficult enterprises, I walked on thin ice and could not sleep at night. Responsibility and responsibility, let me diligently seek a good medicine, in order to save the company, a patient on the verge of life and death, and recover a strong body. Over the past few months, I have visited the social elites, visited the retired elderly, consulted the literature, and was deeply attracted by the historical origins of Qingmeiju.
The establishment and inheritance of Qingmeiju is like a vivid and legendary story.
In 1936, Tianjin Huimin Wang Wanqi traveled from Shanghai to Boshan and founded a halal delicatessen mainly engaged in beef and mutton, and established the name "Qingmeiju". Its delicate sauce beef jerky, sauce beef and other cooked foods are unique in flavor, and they have become famous in a short time. Wang Wanqi is honest and honest, buying and selling the law, "many merchants and celebrities are admiring and buying, and the business is prosperous." To this end, the storefront has been expanded several times, and the praised crispy beef jerky and sauce beef have been improved many times from the recipe to the process, making it more suitable for the tastes of the people, and using fashionable kraft paper to make packaging bags, printing the "Qingmeiju" brand name, through the merchants who come from the south to the north, they have been brought in all directions.
According to the "Boshan Time-honored Brand", Wang Wanqi came from a culinary family, and during the guangxu years of his grandfather Wang Daolun, he worked as a cook in the imperial dining room of the Qing Palace for many years, inherited the beef and mutton production skills in the Western Regions, was good at making halal dishes, and with great understanding and talent, created the production technology of crispy beef jerky, and formed a secret recipe, "there is more face in the court". Later, for various reasons, "resigned from the imperial kitchen, took his family, and lived in Jinmen".
Wang Wanqi's grandfather Wang Daolun
Since Wang Wanqi was eleven years old, he followed his grandfather to help cook, and he was deeply impressed by his grandfather's true inheritance and learned a superb cooking skill. Many years later, he went to Boshan and adhered to the ancestral inheritance, which is naturally the cause and effect of the ancestors.
"Clean and upright, the wind and bones are like plums". At the beginning of the establishment of Qingmeiju, Mr. Wang Wanqi established this business Taoist family training, advocating that people should do things like plum blossoms, and the more they are in a harsh environment, the more tenacious they should bloom their fragrance. It best interprets the connotation of being a person shouldering morality, facing difficulties, and being indomitable; establishing moral behavior first, quality is essential, and integrity is the basis. Qingmeiju has been able to continue the inheritance for a hundred years thanks to the foundation of this business road. For today's businessmen, it is still the spiritual magic weapon of development and victory.
Brushing away the dust of history, Qing Meiju is like a kind and profound old man of history, smiling and waving to us.
In the second half of 1997, my leadership team and I resolutely carried out restructuring and transformation of the enterprise. The original Boshan Commercial Service Company was restructured into Zibo Qingmeiju Food Co., Ltd., and "Qingmeiju" was registered as an enterprise trademark. Inheritance is the foundation of enterprise development, innovation is the source of power for enterprise development, and the continuous promotion of corporate culture is the only way for Qingmeiju to move towards healthy development. Based on the historical background and cultural platform of Qingmeiju, focusing on the development strategy of "taking the road of characteristic management, implementing the brand-driven strategy, and building a cultural enterprise", we have refined the catering market, established the target direction of differentiation, specialization, and innovative development of halal catering; and strive to do fine and strong catering industry at the same time, increase the development of Qingmeiju food market, implement halal food and catering dual operation, expand market fields, and accelerate the improvement of Qingmeiju brand awareness.
Ideas determine the way out. At the end of the year, we raised 3.7 million yuan through employee fundraising, bank loans, etc. The Boshan Muslim Hotel was restored, so that this historic old shop has its own business premises. On this basis, in the first half of 1998, the Qingmeiju Production Department (the predecessor of Qingmeiju Food Factory) and the sales department were established successively, focusing on promoting the brand marketing strategy of "basing on Zibo, radiating Shandong, and going to the whole country", and put forward the enterprise development policy of "first doing fine, then becoming stronger, and then becoming bigger", and building more than a dozen food stores in the urban area, laying the foundation for the construction of the market network in a few years.
The inheritance and development of Qingmeiju has roughly gone through three stages. Each stage has left its own historical imprint.
The first stage of Qingmeiju's succession was from 1936 to 1956, that is, the twenty years from the beginning of its establishment to the joint venture of the company. Over the years, Wang Wanqi has gained not only superb cooking skills, but also witnessed the social reality of official power struggles, turbulent situations, and people's lack of livelihood, which played a tendentious and enlightening role in his later character shaping. In 1936, Wang Wanqi went to Boshan to found Qingmeiju, and from the orientation of the name, he could get a glimpse of his moral conduct. In 1937, the Japanese invaded China in an all-round way, and The Qingmeiju founded by Wang Wanqi was forced to shut down, and in the next few years, in order to make a living, he went to the Jinan Railway Station as a porter, and also worked as a coolie at the Qingdao wharf and match factory, all of which were in a critical period of his character development. The integrity of lied up and upright, and the ethics of being a man with a bone-like bone, is the result of his many life experiences. A young man with exquisite cooking skills, familiar with the principle of "the people take food as the sky", in the autumn when the Chinese nation has been bullied and the country is in danger, it is not easy to provide a place for the people of the city to cultivate and maintain health. After the second opening, Qingmeiju raised anti-Japanese funds for the local government several times, and was kind and charitable to the neighbors, which is still mentioned. All these show Wang Wanqi's patriotic feelings and the progressive idea that "the country rises and falls, and the husband is responsible."
In 1956, the company was jointly established, and the government advocated the path of cooperatives. Because of his influence in the Boshan catering industry, Wang Wanqi united more than a dozen catering households to create the first national hotel in Boshan - Boshan Huimin Hotel. Wang Wanqi naturally became the first manager of the Huimin Hotel, during this period, a hundred wastes to be revived, the national strength is poor, coupled with the cooperation to a certain extent dampened the enthusiasm of the catering industry, the planned economy also affected the development of the catering industry to varying degrees, although Wang Wanqi has a vision of the expansion and prosperity of the national catering industry, but it has not been realized, which can not be said to be a major regret of Mr. Wang Lao. However, what makes future generations happy is that The business philosophy, business norms, dishes and special cooking skills of Qingmeiju have mostly been passed down, which is another historical contribution of Mr. Wang Wanqi.
The second stage of Qingmeiju's inheritance was from 1957 to 1997, during which the country experienced political movements such as the "Great Leap Forward" and the "Ten Years Cultural Revolution". A series of movements have stifled people's creativity and shackled people's minds, and most of the old brands are unsustainable, or change their course, or close their doors. According to the statistics of the Ministry of Commerce, in the early days of the founding of the People's Republic of China, China had about 16,000 Chinese time-honored brands, and in 1991, the former Ministry of Domestic Trade identified more than 1,600 old-fashioned enterprises in the identification of established enterprises, and by 2006, when the Ministry of Commerce re-identified, the first batch of Chinese time-honored brands was only 434.
In recent years, due to people's lack of awareness of the protection of long-established brands, in the municipal construction of the country, some of the old-fashioned sites have been demolished, and only the addresses can be relocated or only part of the operating space can be obtained at the original sites. Many long-established brands were forced to close because of demolition. In these decades, Qingmeiju has also suffered repeated setbacks. In 1990, the Boshan Muslim Hotel, located at the south end of Xiye Street and operating for many years, was also demolished due to the transformation of the old city. At that time, the national and local governments did not introduce a protection policy for the long-established brand, and after a period of closure, dozens of people found a way out of their own way and leased the Boshan underground air raid shelter to maintain operations. Due to many conditions that are not suitable for business needs, it was closed again in 1995. In order to keep this piece of gold signboard that is difficult to erase in people's minds and let Qingmeiju pass on the torch, the employees spontaneously pooled their money to raise funds and rented the Boshan Post and Telecommunications Apartment again in 1995 to open for business. After several tosses, the Huimin Hotel was seriously injured and entered a dilemma.
The third stage of Qingmeiju's inheritance is from 1997 to 2016, which is the key twenty years of the innovative development of Qingmeiju's inheritance. With the establishment of Qingmeiju Food Co., Ltd. and the transformation of enterprise restructuring, I worked with team members and employees to help each other in the same boat to lead the project and accelerate development. In December 1997, the reopening of boshan Muslim hotel injected vitality into the inheritance and development of Qingmeiju and laid the foundation. In the following years, overcoming one difficulty after another, we successively restored the Qingmeiju Restaurant, built the Qingmeiju Food Factory, and founded a number of backbone enterprises, such as the Qingmeiju Restaurant, the Qingmeiju Banquet And Bin Building, the Qingmeiju Shabu-Xiang Building, and the Qingmeiju Commercial and Trading Company; and dozens of food stores outside the city were established, so that the market network was initially improved. With an investment of 50 million yuan and a construction area of 10,000 square meters, The Qingmeiju Building, which integrates production research and development, marketing and cultural display, was completed and put into use. Qingmeiju has entered the fast lane of sustained and healthy development.
The brand is the core of the enterprise, and the culture is the soul of the brand; if an enterprise lacks culture, the brand is difficult to sustain. In the past 20 years, Qingmeiju has been able to develop precisely because it has been running through a line of inheritance-based, cultural foundation, characteristic management, and brand development ideas.
In 2006, Qingmeiju won the first batch of "Chinese time-honored brands" because of its "long history, products, skills or services inherited from generation to generation, with a distinct traditional cultural background of the Chinese nation and profound cultural heritage, and widely recognized by the society and formed a good reputation".
In the same year, Boshan Halal Banquet was recognized as a famous banquet in China by the China Hotel Association.
In 2008, Qingmeiju was recognized as a famous trademark in Shandong Province.
In 2009, the handicraft of Qingmeiju crispy beef jerky was included in the list of intangible cultural heritage of Shandong Province.
In the same year, Qingmeiju crispy beef jerky was received by the Zibo Municipal Party Committee and the Municipal Government as a local specialty food, and the top leaders of the party and the state were received.
In 2011, Qingmeiju crispy beef jerky was rated as "100 kinds of food that you have to eat in Shandong".
In 2016, the trademark "Qingmeiju and Tu" was recognized as a well-known trademark in China.
In 2018, we walked into the cold dinner party of the Shandong global promotion activity of the Ministry of Foreign Affairs, and entertained envoys and representatives of multinational companies from all over the world, which was widely praised!
In 2019, he was selected as a "Chinese Time-honored Brand • Forbidden City for the New Year" to enter the Forbidden City and once again feasted on envoys and guests from all over the world in China.
In 2019, Qingmeiju crispy beef jerky won the first batch of "Chinese Old Taste".
In 2020, Qingmeiju crispy beef jerky was identified as the "fifth batch of well-known agricultural product enterprise product brands in Shandong Province".
In 2021, Qingmeiju Crispy Beef Jerky won the honorary title of "Hospitality Shandong 100 Boutique Souvenirs"!
The connotation of China's time-honored brand has gone beyond the scope of the enterprise itself. It is not only the treasure of the nation, but also the intangible asset of the country, it is the crystallization of the hard work and wisdom of the working masses of generations, it is the masterpiece of the entrepreneurial achievements of the blue wisp of The Road, and it is a song of truth, goodness and beauty that treats each other sincerely and buys and sells fairly.
Whether a city can attract people depends on whether there is an elegant natural environment, a mellow and charming cultural accumulation, and a comfortable and convenient modern civilization; if a city can continue to shape and beautify itself in the history and cultural tradition, and set off and display the beauty of nature and the beauty of history in a modern atmosphere, it will have real charm. As the carrier of urban cultural accumulation, "time-honored brand" naturally plays an important role in the development of the city. If the places of interest reflect the history of a city, then the old brand should reflect both the history of the city and its present and future.
Qingmeiju culture is not only reflected in the business premises of the cornice arch, green brick Tile, carved beam painting building, Yang Lian hugging pillar, these are the external manifestations of a cultural environment, its core culture can be summarized as follows: First, "clean and upright, wind and bone ruomei" as the core concept of moral character and integrity, the second is the inheritance of products and skills, and the third is the craftsman spirit, values and codes of conduct of enterprise employees. Among these three cultures, there are both spiritual wealth and material forms, which achieve the organic integration of spiritual culture and material culture.
The historical origin and evolution trajectory of Qingmeiju have distinct characteristics and far-reaching historical background.
Halal cuisine is also known as Hui cuisine. The culture of halal cuisine is rich and profound, and its historical origins can be traced back to the Tang Dynasty, and its formation genre was gradually formed after the Hui people in the Yuan Dynasty gradually formed. If we talk about it in general, there are halal dishes everywhere there is a Hui gathering. In a sense, radiant noodles transcend the traditional Four Cuisines of China. At that time, there were frequent trade activities with overseas countries, especially in the western regions, and many Arab merchants came to China through the Silk Road (land) and spice road (waterway), which also brought with them the unique dietary customs and dietary taboos of Muslims. Later, some people moved to North China, Jiangnan, Yunnan and other places. As the number of Muslims increased, dishes and foods for Muslims developed rapidly. At the same time, because of its unique flavor, it is also widely welcomed by many non-Muslim masses. The term "halal" was widely used by society until the late Ming and early Qing dynasties, and the name halal dish replaced the old name of Hui cuisine. Halal cuisine is not only popular among the Hui people, but also entered the Qing Dynasty court and became an important part of the Manchu and Han dynasty.
Islam believes that people's daily diet is not only for the sake of nourishment, but also for the sake of nourishment, so it advocates eating beautiful and legal food. According to the Ming and Qing Islamic scholars Wang Daiyu and Ma Zhu, who translated the Islamic teachings, "The cover of the teachings is pure, the true is correct, the purity is no dirt and no dirt, the real is not biased", "the Allah has no dignity, it is called halal". The doctrine stipulates that the main edible animals are ruminant herbivores, grain-eating poultry, and fish and shrimp with scales in the river. These regulations determine that the raw materials of halal dishes must be kept fresh and hygienically clean.
Qingmeiju cuisine and cuisine, for hundreds of years, in the selection of materials and cooking process, all follow these rules and customs. In today's era, people in their daily lives, have long been out of the era of eating well, safe and healthy, green nutrition has increasingly become the pursuit of the goal. Qingmeiju food and dishes are just more clean, less dirty, in line with the law of the development of the catering industry, in line with people's needs for a higher realm of life.
If the unique cultural background and historical origin are the fundamental places of the inheritance and development of Qingmeiju, then being infiltrated by regional culture and rich and developed environment is the cornerstone of Qingmeiju's century-old achievement.
Boshan is an early industrial base and commodity distribution center in Luzhong area. According to the rich mineral resources, coal, ceramics and glass were the three major industries in the early stage of industry. Boshan food culture is adapted to the coal, ceramics, glass three major industries on the basis of trade circulation, through the chefs to pass on the torch, diversified exchanges and integration, absorb the strengths of all, the formation of Boshan cuisine this brand.
The prosperity and development of regional industries has brought about the prosperity of commercial trade. The production and circulation of coal, ceramics and glass have made Boshan merchants gathered, and merchants from all over the world took away local industrial products and brought into the food culture of all parts of the country, so that the local food culture showed the duality of openness and inclusiveness, enriched the connotation of Boshan diet, and made Boshan diet develop in a higher social direction. In this process, there is no shortage of high-ranking people in foreign ports, who love this developed and rich feng shui treasure land, migrate here, and rely on their unique skills and business experience. Wang Wanqi, the founder of Qingmeiju, was among them. In addition to the taboo customs of Hui Han cuisine, the materials used are different, and the people are well-fed, and the self-cultivation and health care are in the same vein. Once the foreign diet is transplanted in a foreign country, of course, it is necessary to adapt to the preferences and customs of local diners, so as not to be dissatisfied with the water and soil, and the local operators must also absorb the strengths of the foreign diet, avoid their own weaknesses, self-vigilance, spit out the old and new, and enhance their prestige. It is precisely the Hui Han food flavor, cooking techniques, banquet regulations, mutual reference in daily life, mutual learning, encouragement and integration, learning from each other, learning from each other, and learning from each other's strong points, which has promoted the unprecedented development of Boshan food culture. Thus forming a unique Boshan food culture. In a broad sense, the brand of "Boshan Cuisine" is the crystallization of the integration of Hui Han ethnic food culture and foreign cuisine.
Since the reform and opening up, Guotai Min'an, famous museums and famous foods, a hundred flowers bloomed; Qilu catering mushroomed, dialing the section display pillars, vigorous upwards. For twenty years, Qingmeiju has walked with the times. Deepening the restructuring, adhering to the inheritance, and excavating new creations, the dishes and delicacies not only melt the torrent, but also highlight the personality and are unique. Participate in the competition, wearing gold and silver, winning consecutive successions, harvesting fruitfully; famous banquets, famous food spots, famous Qilu, spreading far and wide; industry festivals, such as the covenant practice, Fenglong cooking, vision expansion; condensing the origins, thick history and heavy literature, cultural character, charm highlights; eight major cuisines, taking the experience of the expo, using its profundity, promoting the strengths and suppressing the short; previous competitions, post training, training teams, benefiting a lot; network promotion, brand dissemination, sound and screen integration, extraordinary results; stop in Ningxia, Qunying Forum, looking back at the western region, tracing back to the roots; picking up the true rhyme, Bring back the essence of the dish, deepen the exchanges, and create a model. In the past 20 years, while focusing on making fine and strong halal food and catering, Qingmeiju has absorbed the strengths of all, eclectic, upward-looking, open and inclusive; not only laying the foundation for the inheritance of Qingmeiju, but also adding icing on the cake for the "Boshan Cuisine" brand.
After the baptism of the sun and moonlight, the nourishment of Yanshan Filial Piety, the street shop in the early years has now developed into a Chinese time-honored brand integrating food production, catering services, trade circulation, tourism beauty industry, and ecological agriculture, which is the result of Qingmeiju people always taking the promotion of food culture as their responsibility, highlighting inheritance and continuous innovation. Thanks to the fact that in the process of development, we have firmly grasped the cultural connotation formed by the history of Qingmeiju, regarded the inheritance of food culture as the foundation of the establishment, regarded innovative management as an inexhaustible driving force for sustainable development, and benefited from the strong support and selfless care of party committees and governments at all levels and industry colleagues and people from all walks of life.
Vicissitudes washed, a hundred years of fragrance. Looking back on the century-old course of Qingmeiju's continuous inheritance and innovative development, it is all condensed with the blood and sweat of several generations. Qingmeiju is ancient and young, especially in the past twenty years, I and the cadres and employees of the enterprise have made painstaking efforts to carry forward the food culture of the Chinese nation, work hard, work hard, and make great efforts. A long-lasting smile greets visitors from all over the world, and the century-old shop Yangguna inherits Chinese cuisine. Today's Qingmeiju flowers are gorgeous and fragrant. This brilliance is all soaked with the labor wisdom of the Qingmeiju people; this fragrance is all condensed with the bittersweet and creative dedication of the practitioners. This is the crystallization of generations of Qingmeiju people carefully caring for and jointly cultivating.
【Transferred from Qingmeiju WeChat public number thanks to the original author】