Endless: trendy enterprise, trendy brand

Rao Ping County, Chaozhou City, is located at the easternmost point of the coastal economic belt in Guangdong Province. At the end of the last century, in the air outlet of reform and opening up, some entrepreneurs based on the advantages of agricultural resources, set up factories, promote the upgrading and continuous prosperity of characteristic industries, and entered the fast track of the county economy into development. Rao Ping salted chicken is one of the representative industries.

Lin Shuntao began to get involved in the salted chicken industry in the 1990s. In 2005, he founded Guangdong Endless Food Co., Ltd. (hereinafter referred to as "endless") and recalled the industrial changes in more than 20 years. Can't sell it, not only the breeding scale has expanded, but also a lot of benefits and in short supply. "Beginning in Chaoshan, marketing nationwide. In endless brand stories, "tide" is the most invincible topic, it is "tide flavor", "tide halogen" and "tide bun", and "tide brand".

In December 2021, Rao Ping County Salt Baked Chicken Industrial Park was selected into the Guangdong Provincial Modern Agricultural Industrial Park, and endlessly participated in the construction of the industrial park as an important implementation subject. In the future, "endless" is still possible, still being explored ...

"Endless" production workshop

"Thick braised baptism"

Explore differentiated development

Rao Pingchao -style salted chicken cooking technique began in the late Qing Dynasty. In 1999, Rao Ping Salt Baked Chicken Industrial Park led the implementation of the main food Co., Ltd. (hereinafter referred to as "infinite") to overcome the problems of freshness, storage and carrying salt chicken products, in traditional traditional problems, in traditional tradition Based on the process, the product pre -packaged and industrial production is realized. Since then, driven by endless driving, Rao Ping salted chicken companies have sprung up as rain, and the industry has entered a fast lane. Today, the sales of salted chicken in the county accounted for 80 % of the national market share, with an output value of over 1.8 billion yuan.

However, the initial stage of industrial development, endless, endless, family -rich and many other Rao Ping salted chicken enterprises gathered and developed. How to avoid caught in vicious competition and form a good atmosphere of joint efforts to promote industrial development. problem. "China's salted chicken market is very large. What we have to do is to develop differentiated development." Lin Shuntao said that there are many companies in Rao Ping salted chicken, but the business conflict is not obvious. The field is endless. Not only that, corporate bosses often come and go, exchange experiences and market conditions.

Lin Shuntao was interviewed by CCTV's "Hometown to Taste"

"Low salt" is one of the different differentiated development paths found. Shortly after the launch of Rao Pingyan Baked Chicken Casual Snacks, sales rose rapidly across the country. However, it is strange that such a nicknamed snacks have never opened the market in the Yangtze River Delta regions such as Shanghai and Hangzhou. Around 2010, some purchasing agents made suggestions to Lin Shuntao: The taste of consumers in the Yangtze River Delta region is light, and it may be able to reduce the salt content of the product as the entrance and try to open the Yangtze River Delta market.

Lin Shuntao was the improvement of the taste of the product, and the effect was far unexpected. Soon, it ended endlessly to become the first salted chicken company to sell large -scale in the Yangtze River Delta region. So far, the Yangtze River Delta has become one of the main sales markets of endless products, accounting for about 1/3 of the total sales volume. "From 2013, we have cooperated with Shanghai Laizhi. Laifen not only sells endless products, but also order a batch of gifts for employees in the New Year's Day."

Endless "thick braised baked" chicken rice

In the subsequent improvement, endless continued to explore in the direction of "low salt". In 2017, Lin Shuntao was inspired by the tide -type stewed goose and put forward the idea of ​​"thick braised light". "Mainly, supplemented by braised, supplemented by baked, the products made are more flavorful than traditional salt -baked chicken, and the salt content is lower, which is tender and tender than traditional loquat mouth." Lin Shuntao said that young consumers are eating this matter. On the other hand, the health is becoming more and more important. The "thick braised baked" product emphasizes less salt and healthier, and has become the core product of endless key construction and promotion.

Quality

Modern equipment empower quality control management

In late July, when he came to the endless production workshop, the staff told reporters that both workers and visitors had to replace clean clothes, wear shoes, wear shoes and hats and masks, and then disinfected. , Enter the inside of the workshop. This is to reduce personnel pollution and ensure the cleanliness and product quality of the production environment.

"Product quality" is the most mentioned by Lin Shuntao. "If you don't do this well, the company may not exist long ago." Lin Shuntao told reporters that the company's early days, the relevant laws of the food industry were not perfect, and meat and leisure food lacked related production standards. At that time, in order to reduce production costs, some companies used artificial pigments instead of natural pigments. They could not be seen on the outside, but consumers had a carcinogenic risk after eating. This chaos seriously affected the healthy development of the industry.

"Endless" automatic sealing machine

To this end, in 2006, Rao Ping and eight leading salted chicken companies around the surrounding surrounding were set up to set up a salt -baked chicken industry association and discussed a set of production specifications. In order to ensure the implementation of the norms, members of the member enterprises are guaranteed to inspect each other. In 2009, the Food Safety Law of the People's Republic of China was officially implemented. Many food processing companies were impacted in the wave and faced a situation of shutdown and rectification. The endless wait for Rao Ping Salt Baked Chicken Companies to survive smoothly and expand.

With the development of science and technology, production standards have advanced with the times. Today, the quality of the product is not only raw materials, but also technology. For more than ten years of entrepreneurship, Lin Shuntao's most emotional was the innovation of production equipment. On the one hand, it saves manpower, and on the other hand, it also gives quality control a higher standard. For example, after using a bactericidal cooker, time and temperature are completely controllable, which avoids production errors caused by manual operations; for example, the technical upgrade has brought about accelerated production efficiency, and it does not exceed 4 hours from raw materials to product molding, and it is in In the summer, the air conditioner is constantly in the workshop, avoiding the deterioration of materials to the greatest extent, and ensuring product quality. "During the planning and construction of endless new factories, the new factory adopts a fully closed, constant temperature and humidity configuration, which will further optimize the production environment and improve product quality." "Endless" new factory design renderings

"There are no less than 100 teams every year. We insist on making products well. If you have confidence, you will not be afraid."

Relay innovation

From the traditional trend to the trend brand

In 2021, Lin Shuntao's son, Lin Yi, ended the road to study in the UK and returned to his hometown Rao Ping to assist his father to manage the company. As a "post -95" Lin Yi, Lin Yi has different views on the development of the enterprise: while doing a good job of product quality, it is necessary to shape the brand recognized by consumers.

After the father and son negotiated, the endless new brand goal was established: "young people's favorite tide brand casual chicken". On this basis, register the "Endless Tide Baked" trademark and invite Guangzhou designers to focus on national tide art, integrate art fonts and graffiti comics, and launch new product packaging and new brand visual systems. "The tide 'of" Tide Bao "has two meanings: one is the tide halogen and the other is the tide brand. Since you want to be a trend brand, you must first grasp the" heart "of young people visually, from the homogeneous packaging Zhongying stands out. "Lin Yi said that after the product packaging was changed, consumers to buyers received a lot of positive feedback, which is particularly popular in the supermarket and convenience stores.

"Endless Tide Bake" new visual system

In terms of sales, the Taobao flagship store was opened in 2017. In December last year, it settled in the Douyin short video platform. By establishing an e -commerce team and cooperating with the people to bring goods, it opened online channel sales. Lin Yi admits that because the online team is launching late, the sales benefits are not as good as traditional retail channels for the time being, but in the long run, the consumption method of young people is changing, and the promotion and sales of online platforms are necessary. One step. "In order to do a good job of publicity, the new factories that are planning and construction have also set up the exhibition hall partition to show the company's development process, specialty products, and production processes. It is a concentrated presentation of endless brands." Lin Yi added.

"You can try it if you have an idea." This was what Lin Shuntao said to his son. For the development of enterprises, the father and son always have a tacit understanding: like the endless brand, to be the things that young people like. At present, the prefabricated vegetable industry ushered in the outbreak of the outbreak under the catalysis of the epidemic. It is planned to launch 1 catties of quail eggs and 8 eggs in Sichuan, Hunan and other places under endless investigations in Sichuan, Hunan and other places. When new sales channels, build a dining table consumption scenario. "No one can succeed, but we are willing to try it." Lin Yi said firmly.

【Coordinated】 Huang Yirong

[Author] Chen Silan Yuan Chuhang Feng Xiaohua

【Source】 South China Rural Report

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