Sichuan online Ziyang channel news (reporter Yan Junyi intern reporter Liu Muqiu) In early 2017, the Ziyang Municipal Bureau of Industry and Commerce, the Municipal Food and Drug Administration and other departments jointly helped, linjiang temple douban successfully "resurrection". As soon as the news that the century-old brand of "Linjiang Temple" was preserved, the "taste of zi" such as Linjiang Temple Douban, Peide Two Festivals of Mountain Wine, and Longfu Peanut returned to the public's vision.
Ziyang citizens have paid attention to, "Linjiang Temple Douban began to produce? Then go buy something. "I haven't eaten Tianfu peanuts in a long time, are you still here?" Hey, is the Dragon House Peanut the former Tianfu Peanut?" On March 18, the reporter interviewed Liu Pingfang, the director of the current Longfu Peanut Factory, who and the former old workers used their memories to weave the Ziyang Tianfu Peanut Factory to experience prosperity to "pain". Finally, it was transformed and rooted in Ziyang for 45 years in the "past life and this life".
once
To buy peanuts, you have to "go through the back door" and the crispy peanuts are sold at home and abroad
Ziyang Tianfu Peanut Factory was founded in 1972, is the Sichuan Provincial Grain, Oil and Food Import and Export Company directly under the factory, in 1986 by the Sichuan Provincial People's Government named the production and export of Tianfu peanut factory. Liu Chengying, an old worker who entered the factory in 1976, said that since the 1970s, Tianfu peanuts began to be produced and listed, and once they were launched, they were widely loved by the public and sold amazingly. "How hot is it? Peanuts are not enough to sell, some people even entrust the relationship to buy, the factory director has 5 pounds, and the company leader has 10 pounds of 'back door' to sell. Liu Chengying excitedly said that in the early 80s, citizens even bought peanuts with grain, and one person could only buy one catty. But there are still long queues at the sales points, and peanuts are in short supply.
"When we visited relatives and friends at that time, we would buy one or two boxes of peanuts to send, and our own families would also buy wine to eat." Ms. Xu, a citizen of Ziyang, said that in the 80s and 90s, Tianfu peanuts were almost a nut snack that every household had, and it was a delicious memory of a generation of Ziyang people after tea and dinner.
Liu Pingfang, who is now the director of the Longfu Peanut Factory, was a worker in the Tianfu Peanut Factory, and she said that at that time, the factory was purchased by the state, and there were special people who purchased peanuts, and the shell and shape of the peanuts were very beautiful. There is even a "hawk's mouth slimming Luo Guo waist" to describe peanuts, and crispy peanuts have to go through six processes such as dipping, washing, brine, turning, stir-frying, kang, etc., which take three days to finally go on the market. "Once there was a Hong Kong boss in the factory to study and wanted to buy a peanut factory, but the old factory manager politely refused." Liu Pingfang said that Tianfu brand peanuts have won awards such as quality products of the Ministry of Foreign Trade and Economic Cooperation and quality products of Sichuan Province, and peanuts are exported to more than 20 countries and regions such as Hong Kong, Macao, Singapore, Malaysia, Mongolia and the United States.
Turning
The "Tianfu" brand was retracted from the old factory director's inspiration to reshape the "Longfu" trademark
In 1990, the reform of the foreign trade system, ziyang Tianfu peanut factory was decentralized to local management, and The Sichuan Grain, Oil and Food Import and Export Company licensed the Ziyang Tianfu peanut factory to continue to use the packaging of Tianfu brand peanuts. Classic red and white striped peanuts are still shipped from Ziyang to all parts of the country, but a notice from 1998 made Li Yonghe, the old director of Tianfu Peanut Factory, and more than 200 workers in the factory dumbfounded. "He said that he wanted to take back the brand of 'Tianfu' and did not let us use it." Li Yonghe recalled that his heart was tight at that time, and he was overwhelmed.
"The sky fell, and there was this feeling at that time, and the factory was about to collapse when the trademark was taken away." Liu Chengying, a veteran worker, said that as soon as the news was notified, it caused a huge shock in the factory. Many old workers are ready to leave, and some are ready to retire when they are older.
"In the past two years, in order to retain the old brand, several of our factory leaders have been running in Chengdu and Ziyang, and it is a pity that this factory has disappeared." Li Yonghe said that on a trip back to Ziyang from Chengdu, Li Yonghe and the driver were crossing Longquan Mountain when they accidentally saw a dragon character on the sign of a resort, and an idea came out of his mind. "Dragon House", change the name to Dragon House Peanuts!" After discussing with several factory leaders, I felt that now that I have made a new trademark, I can leave the factory behind, and it will be a one-shot deal. Li Yonghe said that it is this "expedient measure" that keeps the factory from facing the dilemma of imminent dissolution.
"Makeover" after the Dragon House peanuts
status quo
After the makeover, it is difficult to revitalize the popularity
Just two years after this notice was issued, in September 2000, the "Tianfu" brand was officially withdrawn from the Ziyang Tianfu Peanut Factory. "The situation in the factory has begun to take a sharp turn, and the production volume and sales volume are not as good as before." Liu Pingfang said that although peanuts still use the previous process, the processing is exactly the same. But the difference between this bag and a name has led the factory downhill.
Classic multi-flavored peanuts
In 2003, Li Yonghe, a retired old factory director, passed on the "baton" in his hand to Liu Pingfang and his wife. "We have been working in the factory for decades, and we are reluctant to decide to continue the factory in the hands of the old factory director." Liu Pingfang said that even if the "Longfu" trademark is rented, he and her husband must stick to it, and there are still more than 50 old workers left in the factory, who are retired and come back to work.
In 2010, Ziyang Merchants Bureau conducted a tender for the "Longfu" brand, and a total of six merchants bid at that time. The night before the bid, I spent a stressful night without sleep. Liu Pingfang said that although she and her husband are old workers in the former factory, the process and taste of peanuts can ensure the most authentic production. But in the face of several other strong competitors, the husband still hesitated. "We discussed for one night, and then we thought of the old factory director's support, and the next day we decided to bid, but we didn't expect that the bid was successful, and we could continue to let everyone eat the authentic 'Tianfu peanuts'." Liu Pingfang said, but his own funds are limited, these years have not made any advertising, and his popularity cannot be expanded.
"Our current peanuts are basically only sold in and around Ziyang, and many people outside don't know that Longfu is the former Tianfu peanuts." Liu Pingfang said that he hopes to restore the Longfu peanut factory to the "grandeur" of the previous Tianfu peanuts, and pass on the 'old brand' and taste.