Rebirth in 1998 is also a kind of life

自从90年代起，华夏的榨菜就以高达6.7%的复合增长率连续膨胀了十年；到2001年为止，国内各种形态的袋装榨菜年产量已经达到了惊人的48万吨——不要以为这个数字很小，换算成50克标准的袋装榨菜的话，就是足足96亿包，足够让年轻城镇居民这个主要消费群体每人每年吃上36包了（01年国内城镇居民4.6亿人，18-35岁的年轻城镇居民约2.6亿）。

Obviously, unlike later generations, in this era, unless you are a heavy mustard lover, it is impossible for ordinary people to eat 36 packs of mustard in a year—in other words, it is impossible for the c-end market, which mustard companies value most, to digest so much mustard .

Therefore, since the mid-90s, bulk pickled mustard, represented by circulation in catering and vegetable markets, has become another important market for small mustard mustard companies that cannot be ignored—although the profit of bulk pickled mustard is low, the production cost is also low. Go, the gross margin is not bad either.

Ever since, up to now, the sales share of bulk mustard has accounted for 1/3 of the entire industry market, and there is a trend of further expansion-in fact, in 2019, even for reasons such as food safety issues, the bulk mustard market will continue to grow. The sales ratio still reached 42%, which can completely compete with the bagged market.

From a certain macro level of the market, the rise of the bulk mustard market is a good thing for the entire industry. After all, it can digest more raw materials and drive more jobs; but from other dimensions, it has its own advantages. disadvantages.

1. The existence of a large number of low-priced bulk pickled mustards in the vegetable market has further strengthened consumers' psychological cognition that this thing is a "low-end product", thus seriously hindering the value upgrade of the domestic mustard mustard industry at the mental level.

2. No matter how complicated the production process of pickled mustard itself is, in the eyes of consumers, it is a proper "low-tech primary processed agricultural product". Therefore, even if the production company has to raise the price due to raw materials and labor, the bag It is unavoidable to compare the price of mustard mustard with bulk mustard, followed by a lot of dissatisfaction, which is undoubtedly a disaster for bag mustard production enterprises;

In fact, the price war in the mustard market has been in the ascendant until now. This is a very important external driving force-when consumers do not accept the true value of your brand, surrounded by countless brands, if you want to increase consumers' purchases Decision-making tendency, it is undoubtedly the most crude and effective way to level the price difference between your packaged mustard and bulk mustard to make consumers feel "it's a good deal".

3. The safety issue of bulk mustard food has always been a big problem. Every 315 party, no matter whether it is shown on the big screen or not, the names of several mustard production companies are definitely included in the list. Coupled with the fuel of the media, after more than ten years, Whether you admit it or not, pickled mustard has been labeled as "junk food" and "unhealthy food" in the minds of the people. This kind of label is nothing in the era when life is not yet rich, but when consumers are increasingly pursuing a healthy life In the future, being marked with this kind of mark is tantamount to being cut off another broad road.

According to the vague memory of Yang Zhu’s later generations, taking 2015 as the turning point, the bulk mustard market gradually began to shrink, and the part of the bulk mustard exit market began to transform into the packaging market, but... due to the historical influence of bulk mustard, return to the value of mustard itself , Balancing the reasonable gross profit margin of production enterprises and the price acceptance of consumers for packaged mustard is still a long-standing problem in the industry.

In fact, there are still many challenges faced by mustard enterprises at this time. There are huge pitfalls everywhere in capital, equipment, technology, manpower, distribution, channels, and marketing, but these are more in the category of "techniques" and focus on the development of the entire industry. Yang Zhu didn't care much - what he cared about was how to create a relatively benign market environment for this industry, promote industrial upgrading, and at the same time give himself an extra card in his hand.

Take the "breakfast with porridge mustard" mentioned by Yang Zhu earlier. Believe it or not, once this product is approved by the market, within half a year, there will definitely be [-] to [-] percent of the appearance, taste and texture in the bulk mustard market. Similar products, but the price is nearly half lower than yours—this is what Yang Zhu said before even if you have a good idea, but if there is no systematic action behind it to improve your product power, it will take at most three to five years It will be one of the important reasons for the flag to die down.

........................

After briefly chatting about his thoughts on the status quo of the pickled mustard industry, Yang Zhu smiled: "Actually, it is not easy to say that it is easy to solve these problems fundamentally, but it is not necessarily easy to say that you are right now. It's as difficult as you imagined... Especially in the past few years when the country has focused on the development of Double Celebrations, it is simply a good opportunity for you, if you pass this stall, it will be really far away."

The representative of Eight Cylinder Foods suddenly felt a little overwhelmed: "Solve the problem fundamentally? Now is the best opportunity?"

Yang Zhu smiled: "At the end of the day, mustard mustard belongs to a small branch of the pickle industry, and pickle is a sub-track in condiments;"

"In this category track, don't look at the tens of thousands of mustard mustard companies in China, but there are actually dozens or hundreds of enterprises above the scale-in a sense, you packaging mustard mustard brands above the scale They are all grasshoppers on the same rope, and their interests are closely related, and the price wars they engaged in before, in my opinion, are actually an internal war against the wrong target.”

"So, why don't you guys try to unite and do something... under the framework rules?"

"Unite? Mr. Yang, you mean...to establish a national industry association?" The representative of Eight Cylinder Food frowned.

Yang Zhu nodded: "Actually, there is no need to set up a national industry association, you just need to unite the mustard mustard enterprises above the designated size in Shuangqing, Bashu and Zhejiang - after all, as the key factor of taste, the selection of mustard mustard has obvious advantages and disadvantages. For the difference, you only need to control the production of pickled mustard of the Qingcaitou series, and that's enough!"

The representatives of the three companies present suddenly had their eyes lit up, as if they had caught something.

As the industry-recognized raw material of the highest quality mustard mustard, the planting conditions of green cabbage head are actually relatively harsh, and only Shuangqing, Bashu, Zhejiang and other places in the country are suitable for planting.Among them, Shuangqing is the core production area, with a planting area accounting for about 60% of the country's total; only in fl area, the planting area of ​​cabbage head accounts for more than 40% of the country's total, and its output accounts for about 36% of the country's total—this kind of industry status, as long as they can It is not difficult to establish a joint venture with more than a dozen other leading enterprises. Although it is only a "three-region industry association" in name, its nature is no different from that of the national industry association. easy to push.

Yang Zhu saw that they had come back, and continued: "It doesn't matter who the chairman of the association is, but the association must have the role of the association... If you just get together to drink tea and chat, and promote friendship, everyone You don't have to;"

"If the association can be established, then there are a few things I suggest that you must strongly recommend and promote;"

"First, the planning of industry standards; including the selection of raw materials, hygiene standards, food additive specifications, factory environmental standards, etc., everything must be strict-this one is not only related to the use experience of the product and the company's reputation The reputation of the brand further blocks a group of black and small workshops that destroy the industry environment from a standard point of view.”

The three immediately understood Yang Zhu's intentions.

As an association that controls the core production area of ​​the industry, it has the right to apply for and participate in the formulation of industry standards. Once the standard is formulated, it can be used as an important publicity point immediately, and the recognition of its own products from those of small workshops mustard mustard If you want quick results, you can even join hands with the industry and commerce department and the market supervision department to carry out a cleaning campaign to make the public realize that there is a big difference between products with standards and those without standards.

"Second, try to promote all industry member companies to jointly establish a honeycomb-style, super-scale, high-standard raw material storage base, and then after the industry design regulations, set up a special management company for unified management-the storage capacity of the base, It must not be lower than 70% of the raw material output of green head vegetables!"

"If your companies have financial difficulties, we Zhutou Trading can inject capital into this super-scale storage base project, and then we can convert the shares according to the investment amount!" Yang Zhu said lightly, the light in his eyes flashed.

As soon as the words fell, the three of them suddenly became short of breath, and looked at the young man in front of them with some doubts.

………………

The characteristics of the industry determine the core value of the industry.

The mustard industry is characterized by a relatively high proportion of raw material costs. Generally speaking, the material costs (raw materials + packaging materials) of bagged mustard enterprises account for 70%-75% of the cost, of which the cost of raw materials accounts for about 40% of the operating cost;

Therefore, raw material price fluctuations are the main source of uncertainty for the company's costs. In the past ten years, judging from the average purchase price of Qingcaitou in fl district, the price fluctuation of Qingcaitou ranges from 10-20% to 40%. ,

Therefore, how to smooth out the non-periodic fluctuations in raw material prices has always been a question that many mustard mustard producers have been thinking about.

However, green cabbage is an extremely delicate thing. Not to mention the low temperature and high environmental requirements for planting, if it encounters warm winter or extreme cold, it will cause the production of green cabbage to decrease.

In addition, the time for harvesting cabbage heads is relatively short, and the tubers can be harvested when they are mature. It takes less than a month for the rain season to come. The cabbage heads soaked in rainwater will expand rapidly, increase in weight but deteriorate in taste and quality, and the purchase price will naturally decrease. will drop a lot.

Moreover, the freshness of the harvested green cabbage heads is relatively short, requiring processors or manufacturers to process within a few days, which in turn requires mustard mustard plants to be adjacent to the production area to maximize operational efficiency.

For a long period of time, due to the opacity of the market and the lack of a reasonable mechanism, farmers-cooperatives-companies often have to engage in multiple games around the issue of purchase prices, and such games often have no winners.From the perspective of the farmers, the expectation of the farmers is to sell the cabbage at a good price. The best cabbage is before the rain, but at this time the cabbage is lighter. After the rain, the weight of the cabbage has increased. However, due to quality problems, the factory unwilling to purchase.In the game between the factory and the farmer, the farmer is often the weak one. Once it is delayed for too long, the "delicate" green vegetables will rot in the ground. The end result is that the farmer does not sell at the price that meets his expectations, and the factory may not be able to receive it. Sufficient quality ingredients.

Ever since, after going through various explorations, the major mustard mustard manufacturers finally found the most stupid but most effective way - to build a large storage pool.

In a sense, this large storage pool is another simple futures model with local characteristics—it can not only hedge against the reduction in raw material production caused by weather, but also properly balance the purchase price of raw materials for the year, and ensure that the company The number of shipments of the product.

You know, as long as the storage pool is built in strict accordance with the standards, those raw materials can even be stored for a year or two without any problems, which is enough for the company to deal with various non-dramatic raw material incidents.

only……

Generally speaking, when the production and sales volume of pickled mustard products and the raw material cellar ratio are 1:1.5~1:2, the operating efficiency is ideal.

Take the current top 10 leading bagged mustard enterprises in Shuangqing area as an example. Their production capacity of mustard mustard in 2001 was about 10 tons, and their total cellaring capacity was around 20 tons, which basically met the production requirements for next year. It is only about 1/3 of the output of green head vegetables in Shuangqing area.

But now, Yang Zhu actually suggested that they further expand the large-scale storage pool, and the minimum should not be less than 70% of the green head vegetables produced in the three places! ?

Is he crazy?

In the three core production areas of Shuangqing, Bashu, and Zhejiang, the annual output of green head vegetables is as high as more than 100 million tons, and 70% of the harvested reserves are 70 tons. After the finished product is at least 40 tons!

Gu Luan

40 tons!

It is almost equivalent to the sum of the total amount of bagged mustard in the country last year! ——In fact, the current mainstream mustard mustard is water mustard, and at least 70 tons of raw materials can be produced from 60 tons.

So many raw materials, how do you let them digest! ? ...I really thought that after the establishment of an industry association, the market would be all theirs! ?

………………

Seeing the expressions on the faces of the three of them, Yang Zhu smiled: "It's okay, just push this matter forward—if you don't worry, after the establishment of these super large storage pools, your companies can store the raw materials Claim the part you want according to your own ideas, and for the rest, we Zhutou Trading will take over the order according to the purchase price; "

"If you feel that there are not enough raw materials at that time, you can buy them from us, and we will naturally sell them to you first-of course, we will also charge a little storage fee at that time, but rest assured, the cost of this piece will definitely not very high."

Hearing that Yang Zhu was willing to take over the offer, the three of them secretly breathed a sigh of relief—to be honest, it is impossible for them not to know the direct benefits of this super-large-scale raw material storage operation, but at the same time, the risk is also high Very soon, now that Yang Zhu took the initiative to take this risk, it was a great thing for the world.

After hesitating for a while, the representative of Eight Crock Food asked cautiously: "Mr. Yang, may I take the liberty to ask, is there a reason for you to do this?"

Yang Zhu smiled: "There is nothing you can't tell others, what can't you say?"

"First of all, I am very optimistic about the market capacity of bagged mustard in the future - with the enrichment of application scenarios, in addition to the traditional mustard market, catering mustard and leisure snack mustard will become new growth points for the industry in the future, and the expansion of these scenarios , will undoubtedly lead to a substantial increase in the demand for high-quality raw materials;”

"In fact, we have already planned to build a series of large central kitchens in the Shuangqing area. Prefabricated dishes are the items we focus on trying, such as shredded pork with mustard mustard and small steamed buns with mustard mustard are also items we want to try, which require a lot of raw materials;”

"Secondly, as I said, the price wars in the past few years were actually caused by packaging mustard manufacturers who made a mistake in targeting; no matter what level you consider, the field of low-quality bulk mustard is the object that needs to be rectified;"

"In the final analysis, bulk mustard mustard is still mustard, and it also needs raw materials for production. Therefore, controlling the right to control raw materials can effectively avoid the destruction of the entire industry by low-quality and low-priced bulk mustard - in my plan, we are We hope that manufacturers of bulk pickled mustard will also come to us to buy raw materials, but we have the final say on whether to sell them and who to sell them to.”

"In short, if your production environment is not up to standard and the quality of the finished product is not up to standard, even if you have money, you don't even want to buy suitable raw materials from us-the increase in invisible production costs will inevitably lead to the loss of these bulk mustards. Increasing the price while improving the quality will benefit the entire market in the long run, and only when the quality and reputation improve will the cake grow bigger and bigger!"

"As I said, all production enterprises above designated size in this industry are grasshoppers on the same rope. The bigger the cake, the higher the gross profit margin, which is beneficial to everyone—including the growers."

Speaking of this, Yang Zhu smiled: "Actually, my third suggestion is... Now that the usage scenarios of pickled mustard have begun to enrich, then everyone can sit on the table and share the market;"

"Which region is the main cake of which brand, and which subdivision scene is the main cake of which brand, everyone can discuss it, and there is no need to fight to the death - these things may have been nonsense in the past, but if it is true Build a large raw material storage pool and increase the storage capacity, so under the established regulations, you have to refuse to agree to some things, otherwise once your raw material supply is choked, you may not even have time to cry!"

"Therefore, one of my supplementary suggestions is that this super-large raw material storage pool project may wish to adopt the ppp model. In addition to our foundry investment and trade, the local government and units directly under the National Development and Reform Commission will also be allowed to invest in the shares!"

!!!

Hearing this, the representatives of the three companies immediately understood Yang Zhu's intentions - this is to start from the root, and to grasp the right to speak in the industry!

Of course, the local government and the units directly under the Development and Reform Commission may ultimately have the right to speak, but the right to speak in Zhutou Trading will definitely not be small.

No wonder this guy said "now is the best opportunity"!

Now it is the stage when the state is vigorously supporting the development of Double Celebrations, and they have also heard about the experiment of the double-layer ppp cooperation model in Chengkou. Under such a big environment, no matter which side it is, it is unlikely to open their mouths to refuse— ——Even on their side, many leading pickled mustard companies are restructured from state-owned enterprises/collective enterprises. Their no1 leader is still a state-owned enterprise; in the current environment of increasingly fierce competition, naturally they will not be more repulsive This "listen to the above" arrangement.

only……

Looking at the struggling expressions of the three people in front of him, Yang Zhu smiled lightly: "To be honest, I want to effectively integrate the resources around us at Zhutou Trading;"

"Therefore, if there is a suitable partner, I don't rule out grafting companies such as Fat Donglai, instant noodle companies, and tens of thousands of local living and catering companies to make the cake bigger;"

"In addition, our genetic laboratory is also likely to be happy to participate in the selection and optimization project of bok choy;"

"Zhutou International Trade probably won't mind helping to acquire several internationally advanced patented technologies in food production and seasoning, and then transfer them to you at a low price;"

"Of course, as a Qilu enterprise participating in this assistance campaign, Zhutou Trading is also happy to share some of our big data with reference value to help mustard mustard production enterprises in Shuangqing area to develop new products and seize corresponding subdivision competitions. and make more targeted marketing and promotion plans;”

"However... You also know that the task we Zhutou Trading received was to help promote the upgrading of the food processing industry chain in the Shuangqing area, but we didn't give us an order to support a certain enterprise,"

"Therefore, if there is no suitable partner, there are some things that I really can't do!"

Hearing Yang Zhu's seductive and threatening words, the three of them looked at each other with extremely strange expressions on their faces, unable to tell whether they were crying or laughing.

After struggling for a long time, the three of them exchanged glances, and the man from the eight-cylinder food factory who was pushed out as a representative gritted his teeth: "Mr. Yang, allow us half a month, and we will have a meeting to discuss this issue immediately after we go back—I guess Our boss will not refuse your offer;"

"It's just that it may not be difficult to establish industry associations in the three places, but I'm really not sure about convincing other leading companies to agree to adopt the PPP model to join your super-large-scale raw material storage pool project;"

"But don't worry, even if we don't sleep for half a month, we will definitely gather all our colleagues and discuss the matter to come up with a result... I will give you an explanation for success or failure!"

Yang Zhu shrugged, picked up a skewer of charred beef and took a hard bite: "Success, anyway, I will leave Shuangqing and return to Qilu in half a month. Before I leave, all my The promise is still valid!"

Hearing Yang Zhu's almost expressive words, the sweat on the foreheads of the three of them flowed down—your sister, giving such a time limit is clearly blocking our way to save the country through Shuangqing's leadership what!

But it's right to think about it. Although the other party is young, but as the big boss of Zhutou Trading, how could it be possible that he doesn't even know this kind of method?

He gritted his teeth immediately: "Okay! President Yang, don't worry, within half a month, no matter what, we will give you a letter of approval!"

………………

Not surprisingly, after more than 20 minutes, the three company representatives who couldn't sit still found reasons to leave one after another, and then hurried back to their respective companies.

Huahua, who didn't say a word the whole time, watched Yang Zhu slowly put the last piece of beef into his mouth, and suddenly sighed: "Yang Zhu, do you know that it's easy to be misunderstood by others if you do this?" There are plans!"

Yang Zhu took out a piece of paper indifferently, and wiped the grease from his mouth: "If you misunderstand, you must misunderstand. Anyway, within ten years, some troubles will not be found on my head... As for the future, love so and so!"

Speaking of this, Yang Zhu smiled and looked at Yu Xiaohua who had a worried face: "Huahua, do you know what the biggest dream of me and the little girl is?"

Hearing the little girl's name, Yu Xiaohua raised his eyebrows: "Wealth is incomparable to a country, or should everyone respond to everyone?"

Yang Zhu laughed, and then stretched back: "Neither! The dream of me and the little girl is to open a bean curd shop quietly in the future, and see customers in the north serving sweets. See guests from the south serving salty food, and then hide behind the kitchen to watch their jokes!"

Yu Xiaohua saw a trace of exhaustion from Yang Zhu's expression, and felt a little sad for no reason.

What you want is just a tofu brain shop...?