Cover News Reporter Han Jianwen Intern Yuan Yumei
As a master of Chinese cuisine, Sichuan cuisine has the characteristics of rich and diversified ingredients, outstanding cooking characteristics and complete flavor system. Nowadays, Sichuan cuisine occupies a dominant position in the market catering with the advantages of strong development, high revenue and fast brand chain trend. The Sichuan Provincial Party Committee and Provincial Government require that the development of Sichuan cuisine industry should closely follow the construction of modern and efficient agricultural industrial belt in Chengdu and Chongqing, and coordinate to promote key work such as park construction, stabilizing area, strengthening processing, supporting logistics, polishing brands, improving quality and efficiency, and industrial integration, and finally promoting the transformation of Sichuan cuisine industry from scale-oriented to quality-oriented, and promoting the integrated development of the entire Sichuan cuisine industry chain.
Zhao Yuanyuan, vice president of Jiumaojiu Group, shared on the spot
On the afternoon of August 8th, the third (2023) Sichuan Cuisine Industry Development Opportunity Conference was held in Chengdu, where high-level representatives from the government, industry associations, catering brands, Internet companies and other high-level representatives gathered together to discuss the integrated development path of Sichuan cuisine industry, analyze the flavor code of Sichuan cuisine, and promote the influence of Sichuan cuisine industry. At the event, Zhao Yuanyuan, vice president of Jiumaojiu Group, shared the topic of "Jiumaojiu Group and "Integration of Three Industries" - Promoting the High-quality Development of Sichuan Cuisine", introducing the experience of Jiumaojiu Group in the integration of three industries.
Zhao Yuanyuan, vice president of Jiumaojiu Group
The integration of three industries strung together the catering industry chain
Jiumaojiu Group is a restaurant group with Chinese restaurant chain operation as the core, with more than 600 stores nationwide and more than 120 in the city. Since its establishment in 1995, it has established and operated five different segmented catering brands of "Jiumaojiu Northwest Cuisine", "Taijiu Sauerkraut Fish", "Chongqing Hotpot Factory", "Uncle Nawei is a Chef" and "Lai Meili Grilled Fish with Rattan Pepper". On January 15, 2020, Jiumaojiu was listed on the Hong Kong Stock Exchange.
Zhao Yuanyuan introduced that according to the data released by the China Chain Store and Franchise Association, the chaining rate of restaurants in China will increase from 12% to 19% from 2018 to 2022, and the rapid progress of the chaining process is inseparable from the integration of the three industries. Primary production is agricultural production, that is, planting and breeding at the front end of the supply chain; The secondary industry is the processing of agricultural products, from the central kitchen to the food factory, and the third industry is to build a diversified catering service scene. The integration of three industries has built an industrial system in which agricultural products move from the field to the people's table, and from primary products to terminal consumption.
Zhao Yuanyuan, vice president of Jiumaojiu Group, introduced the overview of Jiumaojiu Group
Aiming at green ecology to build a base to ensure the stable supply of ingredients
Through the close connection of raw materials, supply chain and finished products, Jiumaojiu Group promotes rural revitalization, innovates business models, and promotes the high-quality development of Sichuan cuisine.
The "farming" of one production, taking sauerkraut fish as an example, the main ingredients are sauerkraut and fish. The use of sea bass in sauerkraut fish has exceeded 8,800 tons in the first half of 2023, involving more than 300 million yuan. In 2020, Jiumaojiu began to put into the front end of the supply chain to carry out sea bass farming to reduce food safety risks and ensure a stable supply of important ingredients.
Smart sea bass breeding base
In 2020, Jiumaojiu invested in the construction of a modern smart sea bass breeding base in Heyuan, Guangdong, and the first phase has been completed and put into production, and the first batch of sea bass began to enter the table to eat. The project covers an area of 26,000 square meters, with a total investment of 100 million yuan, and has now built 35 sets of water circulation systems and 390 breeding ponds, which can achieve an annual output of 2,000 tons of finished fish and an output value of about 62 million yuan. Modern smart fish farming can save 90% of land and 90% of water, and play a great contribution to achieving sustainable economic development. At the same time, industrial breeding also needs some "human taste", which is the characteristics of Jiumaojiu's differentiation. Many industrial farming is automatic feeding, but the individual differences of sea bass are relatively large, some are stronger, some are weaker, if the machine feeding may cause some fish can not eat feed, so Jiu Maojiu adopts a combination of automatic and artificial methods, some more mature breeders will observe different areas of fish, from different points to put feed, to ensure that all fish will be fairly raised, and finally out of the pond can reach stable standards.
In addition to fish, in terms of sauerkraut, every sauerkraut in Jiumaojiu is an "identity" sauerkraut, which can be traced. Yunnan mustard greens are quickly transported to Chengdu, Sichuan after picking, first manually screened, three cleansing and washing, and then dried, marinated for nearly 30 days in a constant temperature and humidity environment, and finally when they come out of the altar, sauerkraut with qualified color, crispness and flavor will be screened, and acid degree and microbial testing are carried out to ensure that each sauerkraut meets food safety standards and taste requirements.
Layout supply chain to rush to modernize and promote rural revitalization
Supply chain building is the infrastructure that Jiumaojiu Group has been pursuing, especially during the epidemic, many people are consolidating internal strength, and Jiumaojiu focuses on consolidating the supply chain. Zhao Yuanyuan introduced that Jiumaojiu has established a complete supply chain system, responsible for the whole chain service of food material collection, production and processing, warehousing, logistics and distribution. Regarding the layout of the national supply chain, Zhao Yuanyuan said: "Jiumaojiu has established a national supply chain center base in Nansha, Guangzhou, covering an area of more than 39,000 square meters and a total investment of more than 500 million yuan, and is expected to achieve an annual output value of more than 3 billion yuan in 2027, and is currently accelerating construction; in the southwest region, it plans to build a production base for hot pot sauces and compound seasonings to support the development of its multi-brands; in East China, it is initially conceived to build a central kitchen, and Jiumaojiu will continue to make efforts in the supply chain in the future." ”
Supply chain layout of Jiumaojiu Group
In terms of rural revitalization, Jiumaojiu has improved the level of local aquaculture by teaching breeding technology and experience, and driven surrounding villages and farmers to participate in the cultivation of sea bass, and comprehensively promoted rural revitalization. Jiumaojiu began to invest in sea bass aquaculture in 2020, and established Taier Agricultural Technology Co., Ltd. in Heyuan, Guangdong, combined with the local situation, Jiumaojiu customized three "joint agriculture and agriculture" models, smart fish ponds have radiated in the local area to drive more than 400 farmers in surrounding counties and districts, develop aquaculture industry in line with local characteristics, the company and farmers are expected to increase production by 2,560 tons in 2023, helping local farmers achieve the goal of "raising good fish, raising good fish, selling good fish, and selling good fish".
Surprising integrity, innovative model to lock young people's "taste buds"
How to target the taste buds of young people and create a popular catering brand? On this issue, Zhao Yuanyuan said that the core is "integrity and innovation". As a catering company that has been operating for more than 28 years, Jiumaojiu Group has a solid foundation in brand management, supply chain system and R&D advantages, including the ability and awareness of food safety management, all of which belong to the right part. The innovation part lies in actively carrying out innovation and change around the segmentation of catering habits, the restructuring of the industry by the epidemic, the changes in consumer groups, and the characteristics of regional markets.
Taking the three brands under Jiumaojiu as an example, Taiji sauerkraut fish can only be eat-in and not take-out from the beginning, but after the epidemic began, takeaway has been increased, and now some new retail products have also been added; From only 4 people in the past, some stores now set up 6-person tables, which is also a measure to cater to consumer demand according to the characteristics of different regions and cities. Lai Meili rattan pepper grilled fish only use live fish, because live fish has a freshness that is incomparable with chilled fish; At the same time, only one kind of fish is sold, that is, Jiangtuan fish, which belongs to one of the four fresh foods of the Yangtze River, with less spines and meat bombs, high quality and abundant, which is a good category as grilled fish. Chongqing hot pot factory is very out of the circle on the Internet, instigating is to use "happy" to create young people's hot pot, to know what young trend customers like, so the staff's super cool outfits, on-site street dance, happy atmosphere... These further cater to the needs of young people. Accurate positioning and understanding of demand, so that in only three years, with its excellent catering genes and "streamlined SKU + high-standard store operation + young brand attitude", the hot pot track in Chongqing exploded in the crowded circle.
The scene of the 3rd Sichuan Cuisine Industry Development Opportunities Conference
At the end of sharing, Zhao Yuanyuan said that after 28 years of development, Jiumaojiu Group is still on the road, and the listing in 2020 is a new starting point for Jiumaojiu, and in the future, Jiumaojiu is willing to continue to maintain its original advantages with a positive attitude, absorb and learn from the innovation experience of different industries, and build a better future for Jiumaojiu.
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