Investigation on the development of Nang industry in Xinjiang: Nang cake can also be made into a pillar industry.

Walking into the cultural town of Nang outside the Great Wall in Yining City, Xinjiang, the air is filled with roasted Nang incense. The production and processing area, experience area and living area are planned here, with a daily output of over 40,000. In 2020, the city integrated the existing production resources and built an industrial development system of "1 industrial park+1 production base+1block+several workshops".

"In the past, the daily income was particularly unstable, sometimes as high as the neck and sometimes as low as the ankle." In Nao Industrial Park in Ruike Township, Tashko City, Yining City, when Kubanjiang Tulahong plays Nao, cheerful music is always played on his mobile phone. He is a famous local fighter. He used to run a fight shop with his family. After working in the industrial park from June 5438 to October 2020 10, he devoted himself to fighting, earning 7,000 yuan a month. "It's very good now. I don't have to worry about noodles and oil, and I don't have to worry about not selling them. "

From small workshop to "group army", from rough machining to new technology, in the past two years, Xinjiang's nang industry has gradually embarked on the road of intensive and large-scale development from decentralized and small-scale operation.

Why change it? "In the past, production was scattered and smoke was everywhere, which was neither economical nor environmentally friendly." Yang Xiaolong, the chairman of Yining Saiwai Jiangnang Food Co., Ltd., believes that the strengthening of Nang industry should start with adjusting the production organization form and implementing large-scale centralized production, which is conducive to ensuring quality, cultivating brands, strengthening marketing and developing new products.

From decentralization to agglomeration, industry not only promotes industrial expansion, but also promotes employment. Urumqi nang cultural industrial park was completed and put into operation in 20 18, which led to more than 0/000 jobs. Kashgar has promoted the employment of nearly 1 10,000 people through the development of industry; The construction of Aksu Industrial Park has created more than 5,000 employment opportunities. The daily output of Tashko Ruike Township Taxiang Food Co., Ltd. in Yining City exceeded 1 10,000, which solved the employment of more than 60 villagers ...

Experts said that this industry is a characteristic industry and a potential advantage industry in Xinjiang. Through a series of measures, it can be built into a "leading" industry and grow into the economic pillar of Xinjiang. Agglomeration development is the only way, and enterprises should be actively guided to settle in the park to enhance industrial concentration.

From snacks to the whole chain store

In the process of industrial development, Xinjiang pays attention to industrial integration, "hand in hand" related industries and expands development space. "One-industry linkage, two-industry foothold and three-industry going hand in hand" can not only promote the development of planting, tourism, catering, e-commerce, logistics and other industries, but also stimulate the industrial development momentum.

In order to expand the popularity of products in southern Xinjiang and lay a good brand of industrial integration, Xinjiang actively carried out promotion activities. On June 5438+February, 2020, the third Xinjiang Brain Industry Promotion Conference was held in Zhengzhou. During the period, Xinjiang enterprises had in-depth exchanges and cooperation with Henan food enterprises, which not only gained orders, but also gained many "golden ideas" in brand marketing, characteristic packaging and channel construction.

Kuqa city, located in Aksu region, not only produces naan, but also is a national 3A-level tourist attraction. Liu Qinghua, manager of Kuqa Tancheng Co., Ltd. said that there are more than 5,000 kinds of Tancheng products every day, so tourists can not only taste Nancheng, but also taste other local foods, buy special handicrafts and watch performances by local folk artists.

Not only in the downstream of the industrial chain, but also in the upstream of the industrial chain. Wheat is the main raw material for making naan, and the development of naan industry forced the adjustment of planting structure, which promoted the quality and efficiency of wheat planting. Xinjiang Grain and Material Reserve Bureau supports leading enterprises to carry out research and development and brand promotion of baking powder. The group standard of baking wheat flour has been popularized since 20 19. At present, more than ten flour processing enterprises above designated size have produced special baking flour according to the standard.

Qitai County, Changji Prefecture is an important wheat producing area in Xinjiang. According to the person in charge of the county agricultural and rural bureau, the demand for baking flour has increased year by year in recent years. The average monthly supply of processing enterprises in the county to the market is about 140 tons, which has effectively boosted the planting industry. The wheat planting area in the county has exceeded100000 mu. Aksu has established a green standardized raw material base of1130,000 mu to ensure the high quality of naan products from the source.

Besides wheat, the production of vegetable oil, walnuts, grapes, onions, peppers, safflower and other raw materials has also been promoted.

From homogenization to the strengths of each exhibition.

Promoting industrial development, focusing on highlighting characteristics. As a special food in Xinjiang, Naan has a distinct regional brand, but there is also homogenization competition. In order to solve this problem, all parts of Xinjiang have made moves to find and strengthen their own characteristics.

Making new tricks from tradition is the choice of many places. Kashgar sent a professional team to analyze and investigate the market demand. In addition to focusing on the development of traditional oil naan, sesame naan and so on. Rose sauce nang, spicy skin nang, walnut nang and other special nang products are also actively developed. The pitaya nang and spinach nang developed by Yining Saiwai Jiangnang Food Co., Ltd. have been loved by consumers since they were launched.

While developing new products, some R&D enterprise teams make great efforts on the appearance of products, produce various kinds of naan products, change the traditional extensive packaging, and produce small-volume, portable naan, fried naan and other snack foods and accompanying gifts to meet the needs of different consumers.

"There are stars, camel styles, big boxes and small boxes. I never thought I would play so many tricks before. " Kader Litipu, who works in Urumqi Nang Cultural Industrial Park, has 15 years of experience in fighting Nang. He said with emotion, "in recent years, there are more and more kinds of naan, which are not only delicious, but also better looking."

Not only the "appearance" has changed, but also the "connotation" should be improved. During the "Tenth Five-Year Plan" period, Xinjiang will promote the "going out" of naan products and expand the space for industrial development. To achieve this goal and turn "potential advantages" into "obvious advantages", brand strategy must be implemented. In recent years, some regions and enterprises have made continuous efforts in cultivating and polishing brands. According to the model of "county and city public brands and characteristic brands", Yili Prefecture has deeply explored regional culture, highlighted the development of organic brands and characteristic brands, and concentrated on building a regional public brand "Yili No.3", which has achieved initial results.

Xinjiang Silk Road Yuanjiangnang Culture Original Ecological Industrial Park is located in Binhu Town, changji city. Zhang Jizhong, the person in charge of it, found a change: in the past, when he asked his friends or family what to buy, he often got the answers such as sesame naan, coward, corn naan, but now many people say "Abu Naan" and "Xinjiang Naan". "This is the power of the brand. We will dig deep into the cultural heritage and enhance the attractiveness and premium ability of products through the implementation of brand strategy. " Zhang Jizhong said.

In 2020, Urumqi Nang Cultural Industrial Park cooperated with College of Food Science and Pharmacy of Xinjiang Agricultural University to tackle the technical problems of packaging preservation and anti-deterioration of products such as Piyazi Nang, Sesame Nang and Milk Nang, so that Nang can still maintain its flavor after leaving Xinjiang and steadily enter the national market.

"Selling well" also means "selling well", and the innovation of marketing model is equally important.

In this regard, all parts of Xinjiang and products enterprises have actively explored. Some areas use the counterpart assistance mechanism to establish sales channels in helping provinces, first occupying the "beachhead position" and then deepening the market; Some enterprises focus on developing e-commerce, launching online and opening up sales channels. Horgos and other places also give full play to the advantages of ports, based on the needs of neighboring countries, and strive to open up the international market. Yining Saiwai Jiangnang Food Co., Ltd. was established in July, 2020, and it produced new ideas when exploring the markets in Chengdu and other places. During the "First Sichuan International Hot Pot Festival" held in June165438+1October that year, marketing slogans such as "Bring a hot pot with you" and "Love a hot pot with you" were shouted for the blank of hot pot catering, which was welcomed by consumers.

Nowadays, Xinjiang brain is not only a special food, but also bears the sincere and simple feelings of people of all ethnic groups in Xinjiang, and continues to write a series of legendary stories. Not long ago, a truck loaded with 65438+ 10,000 naan set off from Korla, Xinjiang, and went to Shijiazhuang, Hebei to support the fight against the epidemic. I believe that this business card will certainly drive big industries and write a new chapter in enriching the people and rejuvenating Xinjiang.