I never expected that Yurun would even have a bankruptcy day——
This Nanjing company that sells ham sausages used to be a large number of table memories of the post-90s. Brother Satie still remembers that the first time he ate elbow sausage when he was a child, he was shocked, and it was the rain that came out.
At that time, everyone knew this name that was very southern at first hearing. In 1999, when He was just in elementary school, the sales and market share of Yurun low-temperature meat products reached the first place in the country.
The ham sausage enterprise that was once more cattle than Shuanghui should not die!
But think again, how long have you and I not eaten ham sausage?
In fact, we have already inadvertently personally judged all this.
01 Xing
It's hard for people today to imagine that in the 90s, someone would commit suicide with a few boxes of ham sausages.
One day in 1991, large trucks with license plates all over the country blocked the entrance of Luoyang Meat Factory, people were looking forward to it, noisy and shouting, and the local police who maintained order at the scene were like facing a great enemy -
What they are waiting for is a batch of Spring Ham Sausages shipped by Luoyang Meat Factory.
© Photo by Wang Song
The factory is supplying at full capacity, with an efficiency of 8,000 tons per month, but it is still stretched in the face of distributors waiting to be fed nationwide.
Coming to Luoyang, it is normal not to pick up the goods for a week or two, and more seriously, it has triggered extreme events.
A northeastern dealer with a kitchen knife stood at the entrance of the factory, claiming to wipe his neck - after a month, he did not see a ham sausage skin, and he saw that he could not go back to account.
Since then, ham sausages seem to have wrapped up life in the 90s, and now that I think about it, it seems like I would eat one or two days as a child.
▲ I feel that Koreans have lived © like this when they were young, "Please Answer 1988"
Of course, this data can not be counted, but according to Shandong Full Brother recalled, when he was a child, the most hoarded side food at home, in addition to calcium milk biscuits, seems to be the local "Golden Gong" ham sausage in Shandong.
Why was the ham sausage so hot back then?
Today, the direct inducement is that in 1991, Chundu cast an advertisement on CCTV .
At the end of the 80s, the sales of domestic TELEVISION sets broke through 20 million units, and the post-80s and post-90s became the TV generation, and they were accidentally brainwashed by the twisted ham sausage.
▲CCTV advertisement for ham sausage in the spring of that year
But the real reason is still changing in society: as soon as the ham sausage appeared in China, it caught up with the good times.
The spring breeze of reform is blowing all over the ground, the trains are running faster and faster, and food stamps are used less and less.
On the one hand, the opening of the social atmosphere has made people begin to yearn for a western lifestyle, and when they see people eating Western food on TV, they can't help but move their fingers, but unfortunately, there is no money -
Compared with the slightly higher price of Western-style sausages, this ham sausage with starch but also the taste and meat amount can be seen, which naturally becomes an affordable and novel choice.
On the other hand, the market economy machine starts, and the pace of everyone's life is several times faster -
The earliest is the box lunch, fast food in the first-tier cities began to popular, some of the post-90s even remember, when the family saw the box lunch novelty, and also bought home as a meal.
However, a fast food as urgent as the law is also conditional, at least anytime and anywhere must have a clean and hygienic fast food restaurant - if not, then ham sausage with instant noodles, it has become the safest and most convenient meal in the office and green car.
Under such a tide, the meat factories in various places during the transition period naturally saw business opportunities.
In 1990, Zhengzhou Meat Factory produced "Zheng Rong" ham sausage; two years later, the future ham sausage overlord "Shuanghui" was born in Luohe, Henan; Shandong's "Golden Gong" soon emerged, at the end of the 90s, Nanjing's "Yurun" pulled up the banner, and the south also had its own ham sausage...
In the era of barbaric growth, there was even a "Shaolin ham sausage", which was directly sued by the Shaolin Temple - after all, it was rumored that Shaolin monks started the pork business, but it was not a joke.
▲ In the 90s Shuanghui advertisement, the target group was obviously children and parents
Crazy competition, natural cheap customers, good quality ham sausage, has become our indelible childhood memories.
When the first batch of post-90s began to remember things, they were two or three years old, and they could not open the ham sausage, so the big scissors that only grandma could move because they were afraid of accidents became the code for cutting happiness.
Walking around the park with grandparents, passing by the small stalls of fried ham sausages and quail egg skewers, always unable to move, the old man looked at it, he knew the mind of the little hungry cat, so we never forgot the crispy taste of the flower knife.
Soon, eating ham sausage also has a chain of contempt, in 1997, which child's family was the first to buy fish meat ham sausage, ta is the king of the whole hospital; in 1998, when the ham sausage came out of the red rubber strip, a tear to open that one, all the children in the class are pestering their mothers to buy.
▲ 2000 Rain Run Ham Sausage Advertisement
If the ham sausage was born today, it would never have become an Internet celebrity.
Beautiful and not beautiful, the incense is not fragrant; say it is meat, and almost eat the pleasure of meat; say it is a snack, we sometimes take it as a meal;
On the high, it is obviously not qualified, to say that it is "low-grade", and it is not as cheap and violent as the spicy strips;
Its existence does not require an occasion, nor a sense of ritual, and it can adapt to every kind of hunger and hunger all day and night, unconditionally.
If you have to find a clear position for it, it is like an all-weather individual combat ration - as a food for soldiers to easily replenish energy in the field, ready to eat, portable and resistant, full of calories, but often not so tasty.
And in the 90s, we were addicted to ham sausages, like 24 hours in a wartime state, everyone was rushing to march.
© Figureworm creative
However, no one can endure "combat rations" for decades, and the troops who took a bite of fried noodles and a mouthful of snow today are also proud of the fresh and healthy food of officers and soldiers.
The fate of the ham sausage must be lonely.
It's just that at that time, everyone could not predict when fate would arrive.
02 Decay
I remember that around the end of the 90s, the children noticed that the ham sausage in their hands had changed.
The packaging is more and more gorgeous and advanced, the skin is getting better and better, the name is getting louder and louder, what "Chundu King" and "King of Shuanghui King", one by one have come out.
The 10-packed version of the bag began to appear in supermarkets, which was much more advanced than the bulk goods in the commissary in the past.
But it seems that since then, the ham sausage has been much shorter than before, and even looks thicker-
In one bite, the dry, powdery, and untenable taste solves the mystery: probably because there is less meat and more starch, it is easy to break off when it is long.
This bad has not come back for many years.
At that time, we did not know that an unprecedented and irreparable chaos broke out in the ham sausage world.
In 1995, the competition in the ham sausage market entered a white-hot market, setting off a price war:
Chundu, Shuanghui and other big names compete to reduce the lean meat content, everyone sends undercover reconnaissance to each other, compete with each other, the price of ham sausages is getting cheaper and cheaper, in order to reduce the cost, starch, fat meat is more and more, the taste is getting worse and worse.
The "lean meat content of 85%" in the Spring Capital advertisement of that year looks like bragging rights today.
After a vicious war, Chundu, Zheng Rong and other old brands are declining, Shuanghui has become the hegemon, and Jin Gong and Yurun have their own side. It looks like a new era is coming.
However, the decline in quality has hurt the hearts of consumers, and the seeds of defeat have been sown.
When the ham sausage can no longer bring people joy and expectation, this war is doomed to have no winner.
At the end of the 90s, some people noticed the decline of the ham sausage market:
▲ This article comes from the staff of Zheng Rong Company at that time, which can be said to be painful
In the next century, the problem has not only not been solved, but even affected the lives of the public from the industry - people really don't like to eat ham sausages.
At this time, it is useless to find problems, because the times are moving too fast.
© 《Chinese Food》
In the 21st century, people can eat more and more meat, a variety of fast food is becoming more and more developed, KFC, McDonald's, Yonghe soy milk, Shaxian snacks are more and more open, in order to quickly eat and eat well, there are too many choices.
At this time, is it important to win or lose inside the ham sausage market?
In the 2010s, Chinese even the lunch meat was too cold to eat, who would eat ham sausage?
Immediately after, a heavy hammer hit the ham sausage – food safety.
In 2011, a clenbuterol case broke out in Henan, and Shuanghui was revealed to use toxic pork. One thing can illustrate the severity of the effects of the Clenbuterol flood at that time:
That year, 18-year-old swimmer Ning Zetao tested positive for doping and was banned for a year for accidentally eating ham sausages containing clenbuterol.
When people's most trusted ham sausage big brand touches the bottom line of safety that people are most worried about, the impact is so deep that it can be imagined.
We don't care if the ham sausages are good or not. Mom whispered in her ear for years that "ham sausage is unhealthy," and this time, we finally obeyed.
Later, the convenience food such as ham sausages was not without thinking about self-help.
From 2013 to 2014, when the post-90s entered the university and grew up, Master Kong and the two instant noodle manufacturers of Unification launched a gift war, taking ham sausages as instant noodle giveaways, consuming 4 billion sticks.
© "Please Answer 1988"
Today, it seems that the result is that the ham sausage has not been revived, and even the instant noodles are less and less bought.
Because of the ultimate killer who beats ham sausage, takeaway is coming.
The convenience of Chinese food has reached the most extreme, almost perfectly solving the needs of "not cooking and wanting to eat well", and the ham sausage can not even keep the status of the spare tire.
In 2017, the number of Ele.me users reached 260 million, the number of transactions on the Meituan platform exceeded 5.8 billion, and shuanghui's revenue and profit in the first half of the year all fell year-on-year.
▲ In 2017, the report of the decline in profits of Shuanghui
In 2020, when the post-90s are hiding at home during the epidemic, the first choice is no longer ham sausage, but snail powder, lunch meat, canned food, self-heating hot pot, or simply buy vegetables online to make their own.
Therefore, the news of Yurun's bankruptcy this year is already the end of an era.
Occasionally, we find that the last time we ate ham sausages was because of egg cakes and baked cold noodles;
The last time I saw a complete, undefolied ham sausage, it seemed to be on the candlestick of Hong Shixian's house.
© The Temptation to Go Home
So today, do you still miss ham sausages?
Source: @Fu Tao nine points full