The report of the 20th National Congress of the Communist Party of China proposed to "organically combine the implementation of the strategy of expanding domestic demand with deepening supply-side structural reform to enhance the endogenous power and reliability of the domestic cycle."

To expand domestic demand, we must further play the fundamental role of consumption. How to adapt to residents' consumption needs, make good use of the "two hands" of the government and the market, and make full use of "new capabilities" such as digitalization and standardization, so that traditional industries can catch up with the times? The reporter went to Fujian's Shaxian snacks all over the country to find out.

Steaming hot flat meat, noodles with fragrant sauce, and steamed dumplings with thin skin and juicy texture? With each kind of down-to-earth delicacies, people from Shaxian District, Sanming City, Fujian Province travel all over the country and enjoy them. It has established a snack brand and developed an industry that strengthens farmers and enriches the people.

The shop has a new look, it has more face and more dignity.

I liked this one when I was in school. ?Zhao Tongxin, a citizen of Suzhou, Jiangsu Province, has just graduated from college. When talking about the changes in Shaxian snacks in recent years, she praised them repeatedly: ?The environment has improved, the variety of dishes is more abundant, and the delivery is fast. ?

The Shaxian snack bar that Xiao Zhao often goes to is located on Jiayuan Road, Suzhou City. Shop owner Peng Maoqing told his story: "I left Shaxian County very early and went out to work with my father and uncles." Find a place on the street with a table or two, set up a coal stove, and start cooking. I can't forget the choking smell of the coal stove now. ?

Peng Maoqing said: ?Many people have the impression that Shaxian snacks are small workshops with a simple environment. That is the old emperor! ?Walking into his shop, the orange wall tiles are polished like mirrors, the wooden square tables are clean and tidy, the open kitchen is spacious and bright, and the snack culture wall makes many customers' eyes light up after entering the store, and they look at it again and again. ?Customers praise our environment! ?Peng Maoqing is very proud.

Peng Maoqing’s experience is not unique. ?As people’s living standards improve, consumers are pursuing a secure and comfortable dining experience. According to Zhang Xin, deputy director of the Shaxian Snack Industry Development Center, in order to meet consumer demand, Shaxian District has relied on Shaxian Snack Group to promote chain operations and standardized management in recent years, and has provided management training services to franchised snack owners.

When I returned to my hometown to take classes, I learned about the new thing 4D kitchen for the first time. Peng Maoqing said that standard store management requires not only "face" but also "lime". ?Not only the facade is beautifully decorated, but also the various items in the kitchen must be separated; the refrigerator must separate raw and cooked items to ensure hygiene; and each item should be returned to its place after use? This gave me a new business idea. ?

After returning from learning experience, Peng Maoqing quickly tasted the benefits. After completing the store renovation and upgrade, his sales increased by nearly 50% in the first month. ?

The centralized training has shown effective results, and there are also many policies and gift packages.

In recent years, the value-added tax exemption line for small-scale taxpayers has been continuously increased, and various tax reduction and exemption policies have been introduced one after another, which made Peng Maoqing feel a strong sense of warmth. ?At the beginning of this year, due to the epidemic, we had almost no revenue for a month or two. Relevant policies and measures reduced rent for stores, which relieved our pressure. ?He said, not only that, Shaxian Rural Commercial Bank has launched customized services for snack owners. ?In the past, it took several days to review the loan, but now it can be processed online, which is convenient and fast, helping us tide over the difficulties. ?

After quenching our recent thirst, we still need to find ways to increase our income. Shaxian Snack Group cooperates with major takeout platforms and establishes a professional team to provide snack shop owners with takeout business guidance.

? From picture display to dish packaging, from ordering service to after-sales customer service, the professional team provided us with all-round help. Peng Maoqing said that since this year, the store's takeout business has become more and more popular. "I am confident that I can improve the quality of catering and service and attract more repeat customers." ?

Digital transformation

Operational efficiency improvement

Shaxian snacks used to be mainly in the form of small and scattered "mom-and-pop shops", and the business model was relatively traditional and extensive. Nowadays, the government, banks, enterprises and other parties are cooperating to help snack bars carry out digital upgrades, injecting new impetus into the business and development of snack bars.

The fire of digitalization has made store business more and more prosperous. Lai Dachuan, the person in charge of Shaxian Jinji Catering Management Co., Ltd. said, "Small changes at the cashier have greatly improved the level of store management."

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Lai Dachuan gave an example. The company operates and manages dozens of Shaxian snack stores in Shijiazhuang City, Hebei Province. It uses digital terminals of the cash register and settlement system to gather together inconspicuous transaction data. value.

For example, transaction data can help improve products and services. ?Lai Dachuan said that through the data statistics of the cashier and settlement system, he noticed that the sales of noodles were not ideal. Why is the signature delicacy so cold? ?After some understanding, the main reason is that the noodles are easy to collapse. ? Lai Dachuan said that the traditional way of eating Shaxian noodles is to mix and eat it at the same time. In northern cities, in order to cater to consumers' eating habits, stores often mix thick peanut butter and noodles together. The noodles tend to become lumpy, which affects the taste.

Identify the crux and apply the right medicine. First try to dilute the peanut butter, but the diluted sauce may make some consumers feel that the quality has deteriorated. Add a little broth to the noodles to make the noodles less lumpy. It also added a fresh flavor to the soup, and sales increased sharply.

Through a set of data, we can accurately identify business shortcomings: if the sales ratio of certain dishes in a store is not high, it may be a problem with the skill of the chef; if a dish is sold well in every store If it is not popular, it may be that the recipe of this dish needs to be improved; and if the overall sales of a store decline, then it may be that the environment and service of this store need to be improved?

Excavated and collected from stores Data and application value continue to expand. Zhang Xin said that analyzing the operating status of Shaxian snack stores through digital means can not only improve store operation levels, but also provide data support for Shaxian snack product innovation and dish standardization, forcing suppliers to strictly control food safety and quality. It has played a positive role in improving the level of the entire industrial chain and supply chain.

In recent years, relevant departments in Shaxian District have established a complete modern service system and supply chain channels by taking the digital transformation of store cashier settlement systems and supply chains as the starting point. According to the relevant person in charge of the Fujian Banking and Insurance Regulatory Bureau, the Shaxian District Government and Shaxian Rural Commercial Bank signed a cooperation agreement to complete the first phase of the national Shaxian snack digital intelligent platform, connecting about 30 major snack ingredient suppliers, thousands of snack stores and Logistics companies realize digital online management of the entire snack industry process and empower the development of the snack industry.

The construction of the data system also allows stores to obtain more resources.

The "online collective loan" we developed based on the supply chain scenario solves the financing problem of snack bars by extracting and analyzing transaction data and approving credit lines. ?Zhong Luhua, the relevant person in charge of Shaxian Rural Commercial Bank, said that as of the end of July this year, the bank had provided 145 million yuan in credit loans to more than 1,200 Shaxian snack business owners.

Reducing costs and increasing quality control

Making industrial clusters bigger and stronger

Mr. Deng from Changzhou City, Jiangsu Province has been making Shaxian snacks for many years. There are many dishes, and there are many clues to prepare the ingredients and dishes. In the past, he was always too busy to eat early or late at night.

? You have to go shopping before dawn. Just making steamed dumplings requires nearly 100 kilograms of noodles a day, which makes people so tired that they doze off. Mr. Deng said that traditional snack bars operate alone and have high labor and raw material costs. Nowadays, many of the dishes in the store are delivered to your doorstep by suppliers, which greatly reduces store operating costs.

Where do the products delivered to your door come from? In Sanming City, Fujian Province, the construction of the Shaxian Snack Industrial Park continues to advance, gathering snack processing companies to provide strong support for increasing production capacity and optimizing supply.

In the standardized production workshop in the central kitchen of the industrial park, automated equipment operates efficiently and assembly lines operate in an orderly manner.

? Here is the steamed dumpling production line. Carrots, cabbage, green onions, fresh meat and other ingredients are automatically made into fillings by the machine; the dumpling wrappers are also kneaded by the machine and automatically formed. Each steamed dumpling is evenly formed. Wrap one side with 7 pleats. ?Hu Mingbao, the person in charge of the central kitchen, introduced with great interest that on this production line, workers only need to easily operate the equipment, and more than 70,000 semi-finished steamed dumplings with a total weight of about 1.1 tons are completed every hour, continuously. Supply to Shaxian snack stores. ?Such an automated centralized production and supply model can greatly reduce store operating costs and is also conducive to strengthening food control. ?Hu Mingbao said.

The construction of the central kitchen is a microcosm of the relevant departments’ strong support for the expansion and upgrading of the snack industrial park, attracting relevant companies to gather and extend the industrial chain.

Zhang Xin introduced that from March last year to the beginning of this year, 200 acres of land were added to the Shaxian Snack Industrial Park, and more than 100 million yuan was invested in the construction of public supporting facilities such as standardized factories to attract enterprises above designated size to settle. A number of food technology companies, specialty snack food companies, and condiment production companies have settled in, and the industrial cluster continues to grow.

Bringing companies in is only the first step. Subsequently, the business environment must be continuously optimized for the development of companies. ?In recent years, the taxation department has guided companies to fully enjoy various tax reduction and tax deferment policies; the market supervision department has acted as a door-to-door service "instructor" to help companies solve problems; the park has reduced or exempted rents for companies to reduce operating pressure. ?Hu Mingbao said that the policies to benefit enterprises are warm, and enterprises have strengthened their confidence in development.

With the support of policies, the secondary snack industry in Shaxian County has gradually formed a scale, which will better stabilize product supply, ensure quality and safety, promote product innovation, and enrich the variety of dishes. At the same time, it will further reduce the equipment, purchase, and cost of store operations. Labor and other costs will lay a solid foundation for the better development of the snack industry. ?Zhang Xin said.

Extend the chain, break the circle, and go overseas

Enriching farmers? Beautifying consumers

Some people travel all over the country, and some open snack bars in front of their homes. On a snack street called "Xungenzhuiwei" in Yubang Village, Xiamao Town, Shaxian District, many tourists come here to taste authentic Shaxian snacks.

In front of a hand-made flat meat shop, the owner Yu Hechuan skillfully makes a steady stream of flat meats jump onto the table. ?Building a shop on the first floor and living upstairs can revitalize assets and increase income. ?He said that tourists here can not only taste the original snacks, but also experience the snack culture up close.

Compile the "Shaxian Snack Industry Planting and Breeding Plan" to promote the better development of Shaxian snack supporting industries; tap the brand effect and vigorously develop the cultural tourism industry? Shaxian Snacks has grown from a single snack bar at the beginning to now one, two, three Industries are advancing hand in hand and developing together, forming a virtuous cycle of mutual promotion and coordinated development among industries.

Last year, Shangengyuan Food Co., Ltd., a supplier of Shaxian snacks located in Sanming High-tech Industrial Development Zone, went into production. Bags of pickles are made and boxed on an automated production line and sold inside and outside the province. Mustard greens, the raw material used in pickles, has become a "golden pimple" for farmers to increase their income.

Enterprises and villages adopt a company + order operating model, taking advantage of the winter production characteristics of mustard to carry out intercropping during slack periods. The ordered planting area was 200 acres, which helped cooperative farmers increase their income by 1 million yuan that year. ?The relevant person in charge of the company said.

Yu Guangqing, the leader in getting rich in Yubang Village, established the Shaxian Yixin Agricultural Professional Cooperative. With the guidance and help of relevant departments, it realized full mechanization and large-scale production, and scientifically carried out tobacco and rice planting and seed production. In addition, the production of snack-related agricultural products such as Chinese medicinal materials, spices and poultry has also reached scale. Last year, the average annual income of more than 100 members exceeded 60,000 yuan.

? The effective connection between the primary and secondary industries and the on-site supply of raw materials can provide food processing companies with a stable and low-cost supply guarantee. At the same time, through the "secondary production belt and one production", it will also help promote the industrialization of rural economy and agricultural development, promote rural revitalization, and help the country become rich. ?Zhang Xin said.

The transformation and development of Shaxian snacks is also continuing to activate related consumption potential. According to Zhang Xin, the local government is focusing on developing cultural tourism products and services, building a Shaxian Snack Culture Theme Park, and creating a special scenic spot that integrates food, accommodation, travel, shopping and entertainment; developing a series of cultural and creative products such as handbags and Spring Festival couplets; and photographing snack themes. Movies, stage plays, and literary works are launched to extend the chain? break the circle? cross the border?, Shaxian snacks provide consumers with more wonderful experiences.

In recent years, Sanming City has also introduced policies to speed up the international trademark registration of "Shaxian Snacks", support Shaxian Snack Group's active participation in international cooperation, and promote the holding of the Shaxian Snack Tourism and Culture Festival to help Shaxian snacks go abroad and participate in international competition.

(Reprinted from "People's Daily" on November 21, 2022)