Started from scratch, this Wuhan company "forced retreat" the world's first brand popcorn

Go to the cinema to watch a favorite movie, and buy a bucket of popcorn by the way. This kind of casual method that seems to be unusual today, it was expected to be inaccessible because of the domestic companies that did not produce popcorn in China.

Taka -Mars who went to the sea more than 20 years ago, for the first time in a friend's house, he ate the popcorn he brought back from the United States. At that time, few people saw this snack in the domestic market.

Tao Mars decided to be a "crab -eating person", and a domestic headstone popcorn manufacturer was born. Many years later, this Wuhan enterprise called "Geely" not only became a "golden business card" in Wuhan's food industry, but also gradually "forced" the world's first brand popcorn through independent research and development innovation roads.

Started from the small workshop and sold the popcorn to the cinema

Not long ago, Hubei Geely Food Co., Ltd., located in East and West Lake Changqing Street, opened a customized product production line, and the microwave corn of the dedicated group was sent from here to all parts of the country.

With such cooperation with industry heads, more than 20 years ago, Takamarta dare not think about it.

In 1983, the high Mars who retired after serving the navy after serving the navy became a railway worker. Two years later, the 25 -year -old man gave up a stable job and decided to "break into".

Tao Mars recalled that at that time, he often sat in and and from Wuhan with a green leather train, selling the latest e -watches and automatic umbrellas of the coast to the Mainland.

In 1995, a friend who had returned from the United States to the country brought a handful gift to Takayama, and a box of popcorn was eaten. This was the first time that Gao Mars had eaten popcorn. The sweet taste makes it difficult for Takamori to give up.

In 1997, in a 200 -square -meter temporary factory building not far from Wuchang Railway Station, a Geely popcorn was born. Previously, in order to find the raw materials for making popcorn, Takamori and partners were quite expensive. They eventually found this corn in the northeast.

The market's market response is better than the high Mars. A month later, the popcorn they produced began to be in short supply, and the 200 square meters of factory buildings quickly expanded to 1,000 square meters.

Taka -Mars said that this was due to their sales strategy at the time -cooperation with the sales of beverages and newspapers in the three towns of Wuhan, and sold the popcorn with the help of these outlets and quickly opened the market.

At the end of the 1990s, the Huanyi Studios of the Park of Jianghan Road became a trendy leisure place for Wuhan people. Taka -Mars said that there was no popcorn in the cinema. As Geely popcorn products were famous, the cinema found his hope to cooperate. Since then, popcorn has entered Wuhan Cinema for the first time. "Not only in Wuhan, Shanghai and other places, In the cinema, popcorn is also supplied by Geely. "

A small popcorn opened a new way of consumption.

Autonomous research and development, "forced retreat" the world's first brand

线 即 即 即 即. Takamopo Martial Arts Conference

In the millennium, the high -demand of the popcorn career will move the enterprise to the East and West Lakes, and build a Geely Food Park, which covers an area of ​​9,000 square meters. After the production, the products have settled in Carrefour, Wal -Mart and major domestic supermarkets. At this point, he decided to turn the microwave corn market from the original instant emergency popcorn product.

"Once the microwave oven is popular, the market share of microwave corn is huge." From the perspective of Gao Mars, with the continuous improvement of people's living standards, microwave ovens will popularize as ordinary home appliances, and microwave corn only needs to be put in a microwave oven. Operations will be operated. Operations Simple, consumers can also enjoy their own fun.

A new problem is placed in front of the high -gorge: the packaging paper bag of microwave corn, all relying on imports at that time.

The seemingly ordinary paper bag, the microwave effect film is the key. This black film, wrapped in corn, must not only resist high temperature, but also prevent oil and seepage. After 3 years, Geely Food has cooperated with five scientific research institutions, and finally made a special paper bag to break technical monopoly.

The purchase price of a imported paper bag is 1 yuan, and the cost of self -produced paper bags is reduced to less than 0.3 yuan. Since then, Geely, which breaks through technical barriers, has once again siege in the market.

The emergence of Geely popcorn attracted the attention of the global microwave corn at that time. The company's president of Asia even flew to Wuhan to discuss cooperation: let Geely make its foundry and produce the popcorn of their brand.

"We have our own technology and develop independent brands. Do you think it is necessary to cooperate?" Takamoto's reply surprised the other party.

Takamoto couldn't forget the picture of the year: Before leaving, the president of the Asian region of the company even gave him a thumbs up.

Faced with the strong development trend of Geely Food, soon after, the foreign company announced his withdrawal from the Wuhan market and eventually withdrew from the Chinese market.

At the same time, Geely Food jointly teamed up with Shenyang Agricultural University, carried out burst corn breeding, and began to fight against the whole chain of popcorn.

At this time, Geely covered almost all mainstream commercial supermarkets and KTV special canals in the country, and settled in the Chinese microwave corn head. After the rise of e -commerce, the "Geely Mars" rushed to enter the platforms such as Jingdong, Taobao, and developed online channels.

The head of the head enterprise joined forces, the popcorn category is more diverse

Last year, Geely Food's first domestic popcorn intelligent production line was launched, and it took the lead in realizing unmanned production in the domestic industry. Saying farewell to the era of traditional manual and non -standardization. Full automatic production line monitoring system. Takamopo Martial Arts Conference

"Compared with the traditional production line, the production capacity of intelligent production lines increases by 6.5 times." Takamoto introduced that all raw and auxiliary materials of the intelligent production line achieved automatic measurement and feedback. Real -time data feedback and process parameters were stable. The fluctuations and errors brought by operation.

But from the perspective of Gorges, this is not the ultimate purpose. As a leading enterprise in the industry, Geely Foods, so they have the opportunity to cooperate with head enterprises in other industries, and open a leap -forward development road through "borrowing ships to the sea".

In May of this year, Geely Food and Midea Group signed a strategic cooperation agreement to become Midea microwave corn makers; cooperated with Amway to develop crude fiber, low sugar, and healthier light food popcorn; In cooperation, we can use the force of traffic IP to expand the sales of customized products. One of the packaging shapes of the rocket -like ingredient popcorn opened a window for Geely Food to enter the cultural and creative window.

Customized products of the Chinese People's Revolution Military Museum. Photo by Dai Donghui, a reporter from the Yangtze River Daily

"This year I will also launch the popcorn automatic sales machine." Takamopa Mars said that after the launch of the popcorn automatic sales machine, it can not only sell six flavors of popcorn, but also collect functions such as mobile phone charging and movie ticket sales to reduce cinema operations. Human cost, "It is expected to launch 10,000 units in the market."

(Changjiang Daily reporter Cai Xinxing)

【Edit: Zhao Ke】

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