In recent years, from "Great White Rabbit" to "Forbidden City Lipstick", from "Huili Canvas Shoes" to sports brand "Li Ning", "Old Domestic New Trend Brand" has gradually become a new trend in consumption, and new domestic products have repeatedly become online hits. Among these domestic tide brands, there is the popular Pidu brand "Juancheng".
On May 30, the "Juancheng 2020 Technical Transformation Celebration" was released through the Douyin live broadcast room, and Xu Liang, chairman of the "Juancheng" company, appeared in the Douyin live broadcast room. According to statistics, the "cloud release" reached a total of 1000w+ fans, the number of viewers was as high as 35w, the total interaction was 21.5w+, and 500,000 sales were achieved that night, becoming the first 5G live broadcast event in pixian Douban industry.
Juancheng Douban sunbathing field
"Juancheng" is the "old brand" in Pixian Douban. Pixian Douban Co., Ltd., Sichuan Province, which owns the "Juancheng" Douban brand, is a traditional production enterprise of Pixian Douban, a chinese intangible cultural heritage, and a leading enterprise in the Pixian Douban industry. Products are exported to Japan, South Korea, Singapore, the United States, Canada and other more than 80 countries and regions.
In recent years, on the one hand, "Juancheng" Douban, as a time-honored brand, inherits the traditional craftsmanship of Douban production, digs deep into the Douban culture of Pixian County, and on the other hand, vigorously invests in scientific and technological innovation and marketing innovation. The old brand brings "flavor in memory" and the charm of traditional culture, while the trendy brand brings fashion and vitality. "Juancheng" Douban has embarked on a road of inheritance and innovation of "old domestic products and new fashion brands".
"Juancheng 2020 Technical Reform Celebration" Vibrato Live Broadcast Room
Heritage: time-honored brand, traditional craftsmanship, 300 years of flavor has not decreased
At the end of the Ming Dynasty and the beginning of the Qing Dynasty, the lake filled Sichuan, and chen Yixian, a Fujianese, on his way into Shu, was full of fava beans that he relied on to fill his hunger and mold. He tried to dry and eat with fresh peppers, which was so delicious that the descendants of the Chen clan inherited this path and successively opened the "Shuntian" sauce garden and the "Yifenghe" sauce garden, immersed in research and improvement of the process, and mass-produced spicy watercress, which gradually became a climate. In the early years of the Republic of China, the production of Douban in Pixian County has become a considerable scale, exported to all places, and its reputation is far and wide.
In 1955, "Yifenghe" and "Yuanfengyuan" responded to the government's call and successively implemented the public-private partnership to jointly form the "State-owned Pixian Douban Factory" innovation, which was named "Juancheng Brand". Production skyrocketed. In 1996, five legal person enterprises, such as Pixian Douban Factory, Pixian Brewing Factory and Xipu Soy Sauce Factory, implemented group operation, and the output has reached more than 10,000 tons.
Pixian Douban is known as the "soul of Sichuan cuisine", which makes the pepper spicy, produces a rich and unique fragrance, makes Sichuan cuisine stand out in The eight major cuisines in China, and makes Sichuan cuisine fragrant in the world. According to the news released by the 2020 China Brand Value Evaluation Information, Pixian Douban, with a strong brand competitiveness, ranked among the top 8 of the top 100 regional brand geographical indication products for five consecutive years with a brand value of 66.109 billion yuan, and ranked first in the list of geographical indication products in Sichuan Province.
As one of the oldest large-scale douban sauce manufacturers in southwest China, Juancheng has high brand awareness, high reputation and high customer loyalty. Juancheng has become one of the daily necessities of Sichuan people who are "no spicy and no joy", with sales in the Sichuan-Chongqing market reaching more than 100 million yuan a year, and at the same time, it has also become one of the products that Chinese must bring abroad and carry nostalgia and childhood memories.
In 2006, the Ministry of Commerce of the People's Republic of China awarded the title of "China Time-honored Brand" to the Juancheng Brand. Since then, Pixian Douban has been recommended by the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China and the Ministry of Commerce as a product of "Landmark Protection between China and Europe", and won the title of "National Top Ten Landmark Products" and "Best Regional Brand". Pidu District was approved as the first batch of national geographical indication protection demonstration areas, and "Pixian Douban" became the benchmark and model of national geographical indication products.
In the standardized factory building of "Juancheng" located in Pidu District, the flavor that carries the memories of generations is still passed down through the traditional craft of "sunny day, rainy day cover, daytime turning, night dew". It has a watercress drying field with 4,000 traditional drying tanks, the largest natural fermentation drying field in Asia, and more than 700 fermentation ponds, covering an area of about 18,000 square meters.
On the wall of the tanning field, there are several lines of poetry: "The pestle comes to turn over the year after year, and the sun shines to the sun." Lu Pan Oriental fish belly white, sun and moon essence sauce fragrant raw. This is the generation of "Juancheng" people, respect for national craftsmanship, emphasis on traditional flavor, is a portrayal of their craftsman spirit.
Juancheng Douban production line
Innovation: new wave brand of domestic products, new experience of science and technology
During the epidemic in the first half of this year, due to the general impact on the catering industry, the channels for supplying restaurants in "Juancheng" were blocked. Juancheng quickly adjusted its product structure and began to resume work and production in February, providing consumers who are "at home" with their favorite small packaged products, expanding e-commerce sales, and allowing more products to enter supermarkets.
According to statistics, the sales of the current "Juancheng" supermarket channel have increased rapidly, reaching a growth rate of 18%, and small packaging products for ordinary consumers account for 70%.
Looking back on the development process over the years, "Juancheng" has been advancing with the times, reacting sensitively to the market, and "having a sharp mind" with consumers.
Since 2017, "Juancheng Brand" has invested 180 million yuan in the modernization and automation of production lines. From the beginning of 2018 to 2020, which lasted 780 days, Juancheng devoted itself to the technical transformation of Douban, focusing on the research and demonstration of difficult problems such as material transportation mode, sterilization mode, drying field greenhouse, product packaging form, etc., forming more than 30 research results such as negative pressure transportation of petals and pepper, automatic circulation and water replenishment of fermentation tanks, and automatic opening control of greenhouses. Juancheng's scientific and technological innovation brings rapid development of enterprises, consumers' reassurance, and market recognition.
Nowadays, into the Juancheng factory, neat, bright, spacious, clean factory building in front of the eyes, most of the factory takes transparent glass, so that every detail can be "seen", "Juancheng" opened up the industrial tourism route, tourists through the corporate culture exhibition hall, Pixian Douban sunbathing field, Pixian Douban automation workshop, Pixian Douban intangible cultural heritage technology experience base, etc., can fully understand the history and culture of Pixian Douban and production technology.
At the same time, the 5g Douban Theater of the "Juancheng Brand" was launched, and the short video live broadcast, Net red goods, product release and other activities carried out every month in the "Pixian Douban Intangible Cultural Heritage Technology Experience Base" brought fire to the "Juancheng" Douban, the traditional drying field of Pixian Douban became an Internet celebrity punch card, and the "old brand" became a "new wave brand".
According to statistics, in 2016, Juancheng used the e-commerce platform to open a Tmall flagship store, vibrato, short videos, public accounts, headline cooperation, mining and converting new traffic, that year, "Juancheng brand" Pixian Douban online direct sales of less than 700,000 yuan, half a year later online sales began to grow significantly, during the "double 11" period in 2018, "Juancheng brand" Pixian Douban omni-channel sales exceeded 5.5 million yuan, in 2018 e-commerce sales of 22 million, becoming the first in the industry.
Juancheng's marketing methods are flexible and changeable, and have repeatedly become a hot topic. In recent years, the "Juancheng" theme aircraft has rushed into the sky, and the "Juancheng" high-speed railway has galloped north and south of the river; the chefs' association and Douban forum held in Juancheng have gathered Sichuan cuisine masters, gourmet masters, and masters of major cuisines to discuss food. Juancheng has repeatedly attracted the attention of everyone and has become a hot topic.
In addition, Juancheng has also carried out the "Douban +" product strategy, and developed new products that are more suitable for the convenient needs of modern people, more suitable for young people, and eat all from north to south, including Douban beef sauce, Douban dipping powder series, Soul Eating Series, etc.
Social responsibility: the responsibility of state-owned enterprises
While the product Juancheng Douban is well-known throughout the country and the fragrance is overseas, Pixian Douban Co., Ltd. in Sichuan Province does not forget its social responsibility and responsibility as a state-owned enterprise.
In 2019, the cost of douban production increased, the price of pepper and broad beans rose, the cost increased by up to 30%, and "Juancheng" did not directly pass the cost pressure to consumers, but digested the increase in external costs by reducing its own costs. In the end, the price of "Juancheng" increased by only 13%. "In this way, we do not increase the burden of the people too much, and try to stabilize the price of people's livelihood products as much as possible, which is also our social responsibility as a state-owned enterprise," Wang Xiaomin, chairman of the supervisory board of Pixian Douban Co., Ltd., Sichuan Province, told reporters.
"In the first half of this year, despite the impact of the epidemic, the stability of workers in Juancheng is good, the wages are growing steadily, and we also carry out the 'Pidu District Park City Demonstration Area Construction Achievement Perception Activity', 'Reform and Innovation, Preemptive Competition', 'July 1st Founding Day Activities', etc., Wang Xiaomin told reporters, "Juancheng has set up an intellectual property office, responsible for trademark patents, scientific and technological innovation, etc., under the government's industry development guidance, leading industry standards with its own standards, and guiding the orderly development of Pixian Douban." "
The "2019 "New Domestic Goods" Consumption Trend Report" pointed out that a new round of upgrading and reform of China's consumption structure is undergoing, and consumers' attention to brand quality is increasing. Li Yining, a well-known economist and honorary dean of The Guanghua School of Management of Peking University, pointed out: "Long-established enterprises are not only for-profit market players, but also an important carrier of Chinese culture, and their revitalization has both economic and cultural significance. "
In such a context of the times, "Juancheng" on the one hand inherits Chinese culture, traditional crafts, craftsman spirit, records the gastronomic memory of generations, on the other hand to meet the changes of the times, the courage to innovate, as an "old domestic goods new trend brand", has been walking on the road of inheritance and innovation. (Yang Juanli, reporter Gong Youguo)