Qilu Evening News Qilu One Point reporter Zhang Afeng
On May 7, the General Office of the State Council released a list of 216 localities that will implement relevant major policies and measures in 2020 with obvious results. Due to the obvious results of the development of rural e-commerce and production and marketing docking, Zhucheng was selected by the State Council as one of the 10 typical counties and cities for supervision and incentive.
Zhucheng, known as Mizhou in ancient times, is a historical city where Su Shi once "rode a thousand horses to Pinggang" when he went out hunting. The times washed, the old city is slowly turning around, using the development of the new economy to tell the cultural heritage of the ancient city. The most regional products in the circulation of e-commerce here are the famous food for Weifang's time-honored brands - Zhucheng roast meat. Around the e-commerce of Zhucheng roast meat, more and more "cloud" diners, "roast" wangwang Zhucheng.
For the people of Zhucheng, the aroma of roasted meat permeated by the streets and alleys is the unique fireworks of their hometown. According to historical records, the history of Zhucheng roast meat can be traced back to the Han Dynasty, and it has been passed down for more than 2,000 years. In the Zhucheng Museum, there is a stone sculpture of the "Kitchen Map" excavated from the tomb of sun Chun of the Eastern Han Dynasty, which vividly reproduces the whole process of Zhucheng roast meat production, and more than a dozen people are busy at the same time, fetching water, chopping firewood, raising fire, slaughtering animals, cutting meat, grilling meat, etc., which is a valuable food cultural heritage.
Roast meat runs through every important moment in the life of the people of Zhucheng. 100-day banquet, further education banquet, wedding banquet, birthday banquet, roast pig head represents "good luck when the head, there is a head and a face", roast chicken back means "eat chicken rack, put down the shelf", is the most sincere and enthusiastic hospitality for guests. Because of this, almost every household in Zhucheng will make roast meat, first pickled and then cooked, first roasted and then smoked, each roast meat has a unique taste. If the craftsmanship is good, the roast meat is made as a livelihood and passed down from generation to generation.
However, due to the influence of sterilization, logistics, packaging and other factors, Zhucheng roast meat has always been known only as the "private domain" cuisine of Zhucheng people, and although outsiders have heard of it, they rarely have the good luck of tasting it in person. Around 2013 and 2014, seizing the momentum of the just emerging of e-commerce, many workshops opened Taobao stores to promote their own roast meat online, and found a new way to tell consumers about the culture of roast meat. Then, in recent years, as e-commerce has become the mainstream consumption mode, the cold chain supporting facilities of the logistics system such as Cainiao have been upgraded, and the dish of roast meat has gone out of the small city and gone to the whole country through e-commerce. Now, the monthly sales of many stores have risen to more than 3,000, and they can sell more than 16,000 pig heads every year.
According to the statistics of Zhucheng Bureau of Commerce, since 2017, under the leadership of a small number of head brands, the small shops with zhucheng roast meat, which is a long-established unique skill, are moving from scattered family-style stores to online large-scale sales, and there are currently more than 50 stores selling Zhucheng roast meat on Taobao alone. In recent years, Zhucheng has also worked hard to build e-commerce into a new engine for the conversion of new and old kinetic energy, developed rural e-commerce, docked the integration of production and marketing, and sold the characteristic products represented by Zhucheng roast meat to all parts of the country.
In view of the development of rural e-commerce, the local bureau of commerce has improved the "three major mechanisms" and made every effort to create a new highland for e-commerce services. The first is the organizational guarantee mechanism. Establish an e-commerce work leading group headed by the mayor and deputy mayor, formulate a series of documents such as the "E-commerce Development Plan", clarify responsibilities, refine tasks, and form a synergy. The second is the policy support mechanism. Issued the "Opinions on Promoting the Development of E-commerce" to support rural e-commerce brand cultivation, talent training, product development, logistics and express delivery, such as free training of rural e-commerce talents, preferential subsidies for enterprises settled in the park, etc. The third is the fund guidance mechanism. The municipal finance invested more than 60 million yuan in special funds for the construction of industrial parks, improving the rural e-commerce public service system, and promoting the upward movement of agricultural products.
In addition, we will build "three major systems" to deeply open up the whole process of e-commerce development. The first is to integrate social resources and build a deeply integrated rural e-commerce service system; the second is to carefully build regional brands and improve the supply chain system of high-quality and stable agricultural products; the third is to improve the distribution network and build a convenient and efficient urban and rural logistics system. Among them, the layout of rural outlets has been optimized to achieve full service coverage. Promote the construction of a network of "cities with centers, communities with outlets, and villages through express delivery", and the coverage rate of rural town streets and community express logistics in the city has reached 100%. Vigorously develop cold chain logistics and realize the interconnection of agricultural and commercial enterprises.
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