Dust returns to dust
Ham sausage back to the past
One summer in the early '90s.
A big man in the northeast, carrying a kitchen knife, stood at the door of a factory in Luoyang.
He wasn't going to cut people, he was going to stab himself.
I have been here for more than a month, I have not mentioned the goods, and I can't go back to the family to explain, I can only commit suicide. ”
Does he really want to kill himself?
No, he just wants the goods in the factory behind him:
Spring ham sausage.
In that era when the economy was just beginning to gradually open up, consumption was not very strong.
However, the factory of Spring Ham Sausage cannot meet the order demand by running 22 hours a day.
People queuing up for orders even had to go three months in advance, shops and industries near the factory were raised to the sky because of merchants from all over the country, and the government even renamed the road in front of the factory "Chundu Road".
In that era when tens of thousands of yuan households were scarce, its annual sales were 470 million.
It is no exaggeration to say that the scenery is unique.
Today, the brilliant spring capital is long gone, and the third largest domestic ham sausage production company was exposed to debt of 70 billion yuan two days ago, facing bankruptcy and restructuring.
The fire of the ham sausage is going to be extinguished.
Everything has to start from 1984, and the Central Document No. 1 points out that the categories of unified purchase and marketing should be reduced.
In the era of unified purchasing and marketing, many resources were purchased by tickets
At the end of that year, the centralized purchase and marketing of pork was cancelled, and the pork industry ushered in a market economy.
Before the wholesale purchase and marketing of pork was canceled, it was a very good thing to go out and say that he worked in the meat factory, and if anyone wanted to eat more meat, the meat factory had no relatives.
The workers in the meat factory were white-collar workers of that era, with a monthly salary of 50 yuan, which was a high wage in the 80s.
At that time, the Zhengzhou Meat Factory had to kill 8,000 pigs a day, and there were trains with special lines to Zhengzhou to pull pigs. Almost all the pigs collected from all over the country will not spend the night in the factory area, the workers kill the pigs in three shifts, and the workshop is brightly lit.
Outside the factory, farmers who send pigs to the farm can queue up to 2 kilometers.
After the unified purchase and marketing was cancelled, the 1600 meat factories across the country suddenly lost the protection of the policy, no longer drought and flood protection, and were hung up by new players in the market.
Seeing that the factory is about to fail, the leaders of the meat factories in various places are trying to see if they can rescue it.
Gao Fenglai, deputy director of Luoyang Meat Factory, saw a Japanese-made ham sausage filling machine at the International Food Expo and thought it was a good way out.
At that time, many meat factories found a way out for themselves to make canned meat.
Originally, it was quite good, but everyone ran to make canned food, and canned food is not a new thing for the people.
So the industry is rolled up, everyone does it but does not make money...
And ham sausage, although in a sense is also a canned product, but it is a new thing in the Chinese market.
After Gao Fenglai ate the first bite of ham sausage, he felt that this thing was delicious and convenient, there must be a market, and he decided to let the factory do ham sausage.
At that time, the people in the factory were all opposed, saying that Gao Fenglai must have wanted to "greed for the ocean and eat kickbacks", but Gao Fenglai tried to defy the public opinion and promised the leader that "5 million yuan would be earned within two years".
The script of history is never unexpected, after Gao Fenglai used the strength of the tiger to produce the first batch of ham sausages in China...
Not a single one was sold
In order to find a way to sell, the factory organized a group of unemployed young women to set up stalls on the streets of Luoyang.
People have never seen ham sausages at all, and when they open their mouths, they ask: Comrade, why do you sell this candle?
Later, a girl sold 12 ham sausages in one day, and the leaders of the whole audience were very happy, and they almost did not set up the table wine
Although it was difficult at first, the ham sausage gradually opened up the market, the ham sausage began to sell well, and at the end of 1989, the meat factory still had less than 1 million cash left in hand after paying taxes.
At this time, in order to boost sales, Gao Fenglai thought about whether he could go to tv to advertise the Spring Capital Ham Sausage of his factory.
However, at that time, the TV station was a very advanced and mysterious existence, and he asked around, and he didn't even know how much it cost CCTV to broadcast advertisements.
In the end, he had many meetings with his assistant and decided to play this advertisement even if he gritted his teeth and spent 200,000 yuan!
After arriving at Beijing CCTV, this old brother cracked in place...
Two hundred thousand can indeed be broadcast, but it cannot be broadcast for long.
In the end, he spent 589,000 yuan on a three-month ad, broadcast every other day.
And for advertising, he and his sales supervisor have a requirement, that is, there can be no beautiful women, and the protagonist must be Harudo ham sausage.
Because in that era, TV ads especially liked to use the element of "beauty", and all ads were beauty + products.
The FAW Audi advertisement of that year was a bit vulgar to be honest...
And spring has to make a special one, to make the ham sausage dance.
After determining these back in the factory, he did not dare to tell others how much money was spent, this advertising fee was more than half of the factory's profit last year, and he was afraid of being scolded to death.
In 1991, the advertisement was successfully broadcast, and the central one was the top in that year, and this order could not be brushed?
Gao Fenglai also thought so at that time, and as a result, the advertisement was broadcast for two months, and the market did not move
This has always been an unsolved mystery, Gao Fenglai later mentioned this matter, he did not know why, but in the third month, the effect of advertising appeared, and Chundu ham sausage ushered in a peak in sales.
The ham sausage is accepted by the people of the whole country.
Spring capital is also suddenly on fire, merchants all over the country are running to buy goods, The Spring Capital factory area is bustling every day, every night at two or three o'clock are full of people, the nearby shops are all rubbing the heat of Spring Capital, even the bathhouse is called Spring Bath.
How lively is it?
Near the Chundu factory, there was a nickname at that time: "Little Hong Kong".
At the same time, another meat factory in Henan Province began to operate.
Didn't we say before that the unified purchase and marketing was canceled and the meat factories suffered?
When Gao Fenglai of Luoyang Meat Factory was trying to find a way, the Luohe Meat Factory next door was also finding a way.
It was a crazy time, and such a two-way peddler could even exchange cans for planes with the Soviets.
Luohe Meat Factory was also doing business with the Soviets, who exported pork to the Soviet Union, and in 1990, annual sales reached 100 million.
However, in 1991, the Soviet Union collapsed, and the Luohe Meat Factory, which poured pork into the Soviet Union, came to a standstill for 80% of the Soviet Union's business.
Factory director Wan Long a look, next to the Spring Ham Sausage seems to sell very well, but also in CCTV advertising, this road is paved for us ah, immediately decided to the factory remaining only 16 million, all to buy the ham sausage production line, a buy on 10.
This factory is now called Shuanghui.
Chun Du looked at this and didn't work, and the challenge came to my face?
Suddenly, I bought 13 more production lines.
The two companies not only compete in production capacity, but also in marketing.
You can dance with ham sausages in spring, right?
I asked the stars to advertise!
Shuanghui found Ge You in the hit drama "The Story of the Editorial Department" at that time to advertise, and Ge You still had hair that year.
The "Ge Ling" in the advertisement is the girl that Ge You likes in the play, and then after watching the Shuanghui ham sausage, I don't remember Ge You, although this laugh point is very bad, but everyone liked it at that time...
However, Chundu is still the boss of the ham sausage industry, and Shuanghui is only the second oldest.
At the National Sugar and Wine Expo in Zhengzhou, spring is the top stream, and even Jianlibao has to go back a little.
Chundu stuffed his own advertisements with this sugar and wine expo, but deliberately put up a sign on the booth with "no goods to sell".
All the participants saw it and thought that "this spring ham sausage must be a very good thing, so soon it will be out of stock".
Regarding Shuanghui, the executives of Chundu commented on it this way: "Ham sausages produced by an unknown small meat factory in Henan are sold everywhere in Beijing's Sidaokou, and no one cares."
If Shuanghui really will not be cared about all the time, he will not be Shuanghui!
Shuanghui sponsored Beijing's "Visit Beijing, Love Beijing, Build Beijing" tourism and cultural activities at a price of 10,000 yuan for a giant balloon, becoming the first enterprise to advertise at the gate of Tiananmen Square, and making a name for itself nationwide.
At the time of the two hegemony, Henan produced a third more famous ham sausage manufacturer, formerly known as Zhengzhou Meat Factory, and the ham sausage brand was called Zheng Rong.
Zheng Rong's birth of the routine shuanghui is almost the same, are about to go out of business and then see that the spring is developed, run over and follow the ham sausage, the same to the TV station to advertise.
One thing is different, Zheng Rong likes to be large and complete, and produces a variety of ham sausages as small as 16 grams to 1000 grams.
At the same time, hamburger, Frankfurt, English, Viennese ham sausages with different flavors are also introduced.
At that time, he had a nickname, called the United Nations of the Meat Union Industry
In short, in the 90s, ham sausages were business opportunities, and ham sausages were money printing machines.
At that time, the director of Zheng Rong's factory wanted to cooperate with Cao Junsheng, the "toy king" at that time, to sell ham sausages and children's toys.
Cao Junsheng asked, "Are your ham sausages very profitable?" ”
The director of the factory modestly said "No, a package of ham sausages will cost 1 cent.".
Then, Cao Junsheng changed his career to do ham sausage packaging skin, earning a lot of money...
According to the general script, the industry old conference has been suppressing the second brother, but Chun Du himself has problems first.
In 1993, the cold storage for spring meat was on fire, and the pork worth 40 million yuan was burned out...
Logically, the meat had to be thrown away, right?
But the leaders of Chundu felt that this was too wasteful, so they took the pork that was not too badly burned and mixed it in normal meat to make ham sausages together, so that during that time, the ham sausages in Chundu tasted bacon, and those who did not know thought that there was a new taste
Just as the so-called take advantage of your illness to kill you, a rumor suddenly appeared in the market: Chundu and the crematorium are jointly camped, using human flesh to make ham sausages.
If you don't say that the people's customs were simple at that time, the people believed it all
After all, there was a smell of bacon in the ham sausage, and he couldn't explain it clearly.
The provenance of this rumor is now unverifiable, but the beneficiary is Shuanghui, and Shuanghui has been able to share the autumn with Chundu.
When Shuanghui and Chun were playing happily, the golden gong appeared.
Jin gong focuses on cost performance, relying on low-price strategy, and steals customers of Chundu and Shuanghui in areas with low income.
Then, Shuanghui launched a price war.
Shuanghui began to gradually reduce the meat content of ham sausages from 85% to 70%, 60%, 50%, and the price also fell all the way.
Spring couldn't stand it anymore and went all the way down, and it is said that the last time it was reduced to 15% meat content, and the rest were noodles.
Chundu's own employees call the ham sausage produced "noodle stick".
This stuff basically doesn't take consumers as people, who pays for noodle sticks to eat, right?
However, spring is on the set.
Shuanghui is secretly planning to launch various grades of products, including the "King of Kings" series featuring pure meat, people without money can eat ordinary models with less meat, and people with money can buy the king of kings.
After Shuanghui introduced this, Chundu was stupid because they only had one kind of noodle stick.
As a result, the market knows that Shuanghui is a high-end product, and Chundu has become a rotten goods without conscience.
In this way, the brand of Chundu was smashed, and even luoyang did not have a commissary selling Spring Ham Sausage.
Because "it's not easy to sell, I'm afraid of hitting my hands."
This price war has almost beaten the entire industry half to death, although Chundu, Jin Gong, and Zheng Rong have also launched "various kings" after that, but they still have not played Shuanghui.
On the contrary, Nanjing Yurun, who came from the south, took advantage of this time to grasp the southern market that was far away from these.
After 2000, Zheng Rong was completely gone, and the ham sausage market Shuanghui was the boss, the second oldest of the golden gong, and the third oldest of Yurun. Chundu went bankrupt, but now it has been reorganized by the local government into "not the original Chundu ham sausage", the market share is unknown, I carefully looked for the top five anyway.
By the way, there is an interesting thing here that feels worth mentioning, the current ham sausage market, there are still the shadows of various "kings" in the ham sausage market.
Online you can find Shuanghui King of Kings ↓
You can also find the King of the Golden Gong King ↓
There is also the king of yurun kings ↓
The finale is the resurrected Chundu King of The King ↓
If the routine of naming the name continues, the current ham sausage should be called "Nine-Five Supreme"
Unfortunately, the war of ham sausages did not continue.
Because of the ham sausage, this thing is gradually abandoned by the times.
No matter what, he is also a canned food, ham sausages such as sausages called high-temperature meat products, high-temperature meat products have a characteristic is to eat a "canned taste".
As people's lives get better and better, ham sausages can no longer satisfy everyone's tastes.
Therefore, Shuanghui has launched a medium and low temperature meat product that is different from ham sausage: hot dog intestine.
Hot dog sausages have a more real meat feel and don't have as much "canned taste" as ham sausages.
In the hot dog intestine, the hottest is probably the corn hot dog intestine he launched.
Everyone seems to have mixed opinions about this thing, some people love it to death, and some people say how sweet it is so bad.
However, the hot dog intestine category has really further consolidated the market position for Shuanghui.
Shuanghui, on the other hand, only treats these things as a transitional product.
In his 2003 annual report to the board of directors, he explicitly wrote about the beginning of the development of a fresh and frozen meat market.
At that time, his determination to make cold fresh meat was very large, and he also went to CCTV to advertise, so that people found out for the first time that "raw meat" can also have a brand.
In that year, his operating income mainly came from ham sausages.
Five years later, in 2008, his fresh frozen meat business had risen.
By 2019, in his annual report, the ham sausage could not be beaten at all, and most of the revenue came from fresh frozen products.
Also pursuing change is Yurun, who also started fresh frozen meat early, but Yurun also chose to blindly JB chaos, engage in real estate high-leverage enclosure, and is carrying out bankruptcy reorganization.
In fact, in the earliest years, Chundu was also seeking changes, but unfortunately, the degree of chaos in Chundu was much worse than that of Yurun, and a lot of non-performing assets were engaged, and even produced "big red date juice"...
I haven't drunk jujube juice, but I've made up for the texture and flavor with my imaginative little brain melon.
I threw up
In short, Shuanghui chose the most correct path.
Because of the decline of ham sausages, it is the rise of fresh frozen meat.
The people no longer need ham sausages.
In the early years, ham sausages were cheap, convenient, and meaty, which were the reasons why people chose him.
At the same time, there is a very important point: good preservation.
Ham sausage at room temperature for half a year is not a problem.
Then he is the first choice for people to supplement protein by beating their teeth in various environments.
Flood control in Hangzhou in 1999
The flood control materials donated by the Yuhang Industrial and Commercial Branch bureau were fifty boxes of mineral water and thirty boxes of ham sausages
And with the improvement of the economic level and the people's living standards getting better and better, who will love to eat "canned" things?
Is the fresh meat frozen meat not fragrant?
In the 2008 financial crisis, the Chinese government moved out a 4 trillion yuan plan, which I personally believe gave the ham sausage industry a heavy blow.
First, the 4 trillion yuan of planned home appliances went to the countryside, so that families in small cities and rural areas bought refrigerators.
Good preservation of ham sausages before them is their very good supplies.
But after everyone has a refrigerator, cold fresh meat and frozen meat have become a better choice.
There is an old Chinese saying that "if you have meat, you don't eat tofu".
After everyone hoards meat in the refrigerator and eats meat, who still hoards ham sausages?
In addition, the 4 trillion plan also has a plan for high-speed rail.
It turns out that everyone goes out to take the green-skinned train, and it is often a matter of thirty or forty hours at every turn, and it is common to sit for three days and three nights.
Ham sausage for passengers is simply a god product of existence, delicious and inexpensive and convenient, in the long journey to give you a soothing meat aroma.
And now the high-speed rail running all over the ground basically does not make people want to eat ham sausages.
Since the fight hungry and the US group came out, the appearance rate of ham sausages is even lower, more than ten or twenty takeaways to eat enough to eat, why eat ham sausages?
Even high-speed rail can now order takeaways.
From the annual report of Shuanghui, the ham sausage boss for nearly two years, you can see that the sales of the ham sausage market have not risen.
The ham sausage is like a slow green-skinned train, gradually leaving us.
They are just transitional products of the times.
At that time, Shuanghui looked for Ge You to shoot advertisements, and the products exploded.
Today's situation of ham sausage is very similar to a line in Ge You's movie.
We only miss the ham sausage.