Some people say that in China, where there are Shaxian people, there are Shaxian snacks.
Hot flat meat with fragrant noodles, more than ten yuan can fill the stomach, and the inexpensive Shaxian snack is the "national cuisine" in the hearts of many people.
On August 8, 2000, Xi Jinping, then deputy secretary of the Fujian Provincial Party Committee, stressed at a discussion in Xiamao Town, Shaxian County, that "it is necessary to identify the support points for future economic development, especially to strengthen the tertiary industry with shaxian snack industry as the pillar, so that it can become a new economic growth point." ”
"Today, Shaxian Snacks has more than 88,000 stores nationwide, with an annual turnover of more than 50 billion." Zhang Xin, deputy director of the Shaxian Snack Industry Development Center, said.
Flat meat is "cement", mixed noodles are "steel bars", shaxian snacks gradually built a big industry.
Shaxian is located in Sanming City, Fujian Province, since ancient times, it has been a place where merchants gather, known as "Jinsha County".
In the early 1990s, Yu Guangqing, the old branch secretary of Yubang Village in Shaxian County, opened a Shaxian snack in Fuzhou as the leader of getting rich. "At the beginning, there were very few types of snacks in Shaxian County, such as flat meat and mixed noodles, and our business idea was to let diners 'one yuan into the store, two yuan to eat'."
Diners eat enough and spend less, and the delicious and inexpensive Shaxian snacks are welcomed by the market.
"As long as you are willing to work, your income can reach three or four hundred yuan a day." Yu Guangqing and more and more villagers tasted the great sweetness brought by snack food.
Initially, shaxian people only used shops as a means of subsistence. What everyone did not expect was that opening snacks was actually treated as a "big thing" to develop.
▲In recent years, Yubang Village has vigorously developed rural tourism relying on traditional snack culture.
During his work in Fujian, General Secretary Xi Jinping visited Shaxian County many times to investigate the development of snacks.
"The success of Shaxian snack industry lies in accurate positioning, filling the gap of low consumption, small profits and high sales, and breaking a path." Now it is time to seriously summarize, strengthen research and training, and dig deep into the expansion space of the snack industry. On March 4, 1999, Xi Jinping pointed out during a discussion with villagers' representatives and professional households.
Soon after, Shaxian established a snack industry development center with preparation and funding, which is mainly responsible for training, researching and developing the snack industry in Shaxian and promoting its industrialization.
"A county can set up a public institution for an industry, which was very original in China at that time." Zhang Xin said that the development center has opened up the promotion of the normalization and orderly development of snacks in Shaxian County.
▲ Sanmingsha County Snack Training Center, students are learning to make scallion meat cakes.
In 2005, Luo Guangcan, a native of Shaxian County, took a 25-hour green-skinned train ride from Fujian to Beijing to join the army that opened snack bars in the capital.
Luo Guangcan, who is not familiar with the Beijing environment, is no stranger to the Beijing market. "The general secretary's proposal at that time to 'strengthen research and training' gave us great help."
Before the snack "army" went north, the Shaxian Snack Industry Development Center provided Luo Guangcan and snack owners with a meticulous "tutorial" to open a shop.
"Don't be in a hurry to open a shop, go to the wet market, the streets and alleys, and eat the local snacks first." Zhang Xin said that understanding local tastes is the first lesson for the training of snack owners. "The consumer group of Shaxian snacks is ordinary people, and what the locals accept is what Shaxian snacks have to do."
With the continuous development of the country, Shaxian Snacks summarizes the tastes of the north and south, and launches the "four king kongs" that are most popular among diners today: steamed dumplings loved by northerners, stew pots favored by southerners, flat meat with the most characteristics of Shaxian, and mixed noodles with full flavor.
▲In the production workshop of The Snack Industrial Park in Sanmingsha County, Fujian Province, a worker inspects the quality of steamed dumplings with willow leaves on the production line.
"Counting money will count until you fall asleep," Luo Guangcan in Beijing and his colleagues in Tiannanhaibei tasted the sour, sweet and bitter taste of running snacks, "we get up at half past five, purchase, make, sell, clean... At night, I have to do twelve o'clock, and I earn a lot of money, but the work is really hard. ”
It is not difficult to make money from snacks in Kaisha County, but the business model of "mom-and-pop shops" is becoming more and more difficult in the evolving market.
How to make Shaxian snacks continue to make great achievements?
The Shaxian Snack Industry Development Center summed up the experience of snack production and operation, and turned the back kitchen of thousands of snack owners across the country into a "central kitchen" production model.
In 2016, Shaxian snacks began to implement standardized production, organically combining modern food processing technology with traditional snack production technology. Before the mass production of the "central kitchen", the representative of the snack owner in Shaxian County was invited to taste, which not only ensured the unique flavor, but also ensured the standardization and safety of the food, and the operating cost of the snack owner was continuously reduced.
"Looking back now, the general secretary's instructions to Shaxian snacks in that year were the starting point for promoting the industrialization of Shaxian snacks." Zhang Xin said.
Shaxian snacks also have a "special account".
"In the past, the villagers became rich, but many people were also tired, and some even fell on the stove." Zhang Xin sighed.
"Since using the semi-finished products delivered in the 'central kitchen', snack owners can rest for at least 4 hours. This is in exchange for the health of the overall team of Shaxian snacks, which is priceless. Zhang Xin said.
▲Shaxian Snacks launched a series of takeaway product packages.
This year, the sudden outbreak of the epidemic has brought unexpected "spicy" to Shaxian snacks. Just when Luo Guangcan and his peers were at a loss, Shaxian timely issued the "Ten Measures on Actively Responding to the New Crown Pneumonia Epidemic and Fully Supporting Shaxian Snack Owners to Tide Over the Difficulties".
The owners of Shaxian snacks have eaten reassuring pills, and the diners of Shaxian snacks have also tasted a "new taste".
Sauerkraut fish bowl rice, chicken thigh rice... Shaxian snacks, which are mainly based on flat meat, mixed noodles, steamed dumplings, and stew pots, are based on the traditional "four king kongs".
"The characteristics of noodles are not suitable for takeaway, which will affect the taste, so we have increased our efforts to develop new flavors in rice-based products such as rice bowls." Zhang Xin said. In response to the epidemic, the Shaxian snack and takeaway platform has made corresponding planning and organized owners to try new products suitable for takeaway.
"The general secretary proposed 'cultivating new opportunities in crisis', which is the practical story of Shaxian snacks."
"Now the turnover has reached the pre-epidemic level, and the performance is good." Luo Guangcan's family opened four Shaxian snacks in Beijing, Tianjin and other places successfully through the crisis.
▲2020 Shaxian Snack Tourism and Culture Festival Food Exhibition
The Shaxian Snack Tourism and Cultural Festival, which opened on December 8, is the largest festival in the region.
At the Snack Festival, nearly 100 kinds of special snacks such as taro dumplings, baoxin tofu balls, Zhenghu dried beans, and sweet roasted wheat attracted citizens and tourists to taste.
What surprises many tourists is that there are not only snacks at the snack festival, but also the opening of the new Shaxian Museum, the most oxygen Sanming Four Seasons Trip, the launching ceremony of the "Shaxian Snacks" TV series and other series of supporting "feasts".
Zhang Xin, who has done enough preparations for the Shaxian Snack Festival, said, "The question we have to answer now is how to transform the scale advantage and brand advantage of Shaxian snacks into an industrial advantage. ”
Through the "golden signboard" to promote the development of tourism and other industries, the space for the development of snacks in Shaxian has been expanding.
In Zhang Xin's view, "the 'deep excavation of the expansion space of the snack industry' proposed by the general secretary during the investigation is becoming a reality. ”
In Yubang Village, the "first village of Snacks in Shaxian County", Yu Guangqingzheng, the old branch secretary, led the villagers to plant taro and other crops for the "central kitchen" of Shaxian snacks.
"Combining technical tools such as the Internet with the operation of new retail will be the direction of the future development of Shaxian snacks." Zhang Xin and his colleagues are planning future development in the Shaxian Snack Industrial Park.
In order to participate in the snack festival held in Shaxian County, Luo Guangcan rushed back from Beijing.
"My four stores are now managed by my son!" Luo Guangcan, who has been operating snacks in Beijing for 15 years, has cultivated his son into the "second generation of Shaxian snacks". "Compared to me then, my son is much luckier. He now sits on the high-speed train, and in a few hours, he can travel to and from snack bars in Beijing, Tianjin and Hebei. ”
Luo Guangcan said that operating Shaxian snacks is a big undertaking worth the family's hard work.
Director system 丨 Luo Hongbing
Executive Producer 丨 Wang Shanshan Liu Donghua Zhang Ou
Producer 丨 Xinglai Wu Xuan
Editor-in-chief 丨 Ning Lili
Reporter 丨 Cheng Yu
Editor 丨 Zhang Yanan
Vision 丨Jiang Yuhang Han Xu Zhao Yanyan
Information 丨Liu Xinyan
Thanks 丨Sanming Rong Media Center Shaxian Rong Media Center