The third stop of Qilu Good Grain and Oil: Brand digital transformation helps Qilu grain and oil take off.

Recently, the third stop of the 2020 all-media Shandong Tour sponsored by Shandong Grain and Material Reserve Bureau, Qilu Evening News, Qilu Yidian and Shandong Radio and Television Station was successfully held. More than 20 media from all over the country walked into seven grain and oil enterprises in Jinan and Linyi for interviews.

In recent years, driven by the brand building of grain and oil in Qilu and a series of policies, many grain and oil enterprises in the province have embarked on the road of intelligent, digital and brand transformation. This is of far-reaching significance to the "modernization" of the grain industry in Shandong, which ranked first in the total industrial output value of the grain industry for nine consecutive years, and even in China.

Nirvana:

Technology empowerment, intelligent manufacturing

There are many grain and oil enterprises with a long history in Shandong, and Laiwu Shan Ge Food Technology Co., Ltd. is one of them. Its predecessor was "Ji Guo Oil Mill" built in 1887. From a hundred years ago to today, folk songs have inherited the technology of "burning incense" as an intangible cultural heritage, and are also facing the problem of how to transform into a modern enterprise.

Xie Meimei, the fourth generation inheritor, led the enterprise to integrate the ancient oil pressing technology into the modern high-end peanut oil production, realizing informationization and standardization, and relying on the endorsement of "National High-tech Enterprise" and the company's "National Hundred Patents", this intangible skill was "Phoenix Nirvana".

Jinsheng Grain and Oil, located in Junan County, Linyi, the hometown of peanuts in China, was established in 1947. It is also an "old" enterprise. Today, the problem faced by Jinsheng is also universal, that is, under the current market situation of "edible oil oligarchy", why should we break through?

The answer is the same technology and innovation. In recent years, Jinsheng has established a highly sophisticated team of experts, with more than 9 research and development platforms at or above the provincial level, such as postdoctoral and academician workstations. In 20 14, Jinsheng created a national patent-Seven-Star Primary Squeezing Technology, which included the steps of physically removing aflatoxin, baking peanuts at a suitable temperature without breaking, taking only the virgin essence, quick-freezing and keeping fragrance, and keeping fresh at a constant temperature, which greatly improved the quality of peanut oil and promoted the upgrading of the whole industry. Since then, many enterprises in the market have followed suit. With its leading position and excellent product quality, Jinsheng has now achieved the third domestic peanut oil production and sales.

In 20 15, China government put forward the first ten-year plan "Made in China 2025" to implement the strategy of "making a strong country", in which "intelligent manufacturing" is the main direction and important trend.

Shortly thereafter, a grain and oil enterprise named Huang Yu in Linyi carried out reforms towards this goal with great courage. "At that time, the company was building large warehouses according to development needs. I decided to build it into a three-story fully automated warehouse, and many people raised objections. " Zhang said, the general manager of Huang Yu Grain and Oil Company, that he had just entered the company, and the reasons for his opposition were unified: the reconstruction required a substantial increase in capital investment, and it was difficult for a traditional grain and oil enterprise with low profit to get corresponding returns, which would also affect the normal development of the company.

Zhang has great ambitions. His development idea is to lead enterprises to the road of intelligent manufacturing step by step, and then lead Shandong grain and oil industry into the era of intelligent manufacturing. The transformation of automatic three-dimensional warehouse is the first step.

After completing the intelligentization of warehouse operation, Zhang focused on the intelligentization of the whole production chain and the greater goal of building a smart park.

Zhang said that after the smart park is completed, it will realize the data interconnection and docking between the park and production, warehousing, logistics and other links, and the factory automation operation capability will be greatly improved. "After the factory realizes intelligent logistics, whether the logistics vehicles can enter the factory and what goods are loaded are all digitally controlled. After the data in the production workshop is interconnected, it can also monitor the start and stop of equipment and the running status of each processing link in real time. "

Nowadays, Huang Yu Grain and Oil has developed into a giant of grain and oil industry with an annual comprehensive processing capacity of 400,000 tons and sales income of 65.438+0.2 billion yuan. With the help of "one step ahead" intelligent layout, it has shown increasingly strong competitiveness in the market.

Transformation:

Awakening of "brand awareness"

In recent years, Shandong has a number of famous "big brands" grain and oil enterprises such as Lu Hua and Wang Xi. But at the same time, because the grain and oil industry is more traditional than other industries, most enterprises still belong to the type of "grinding their heads to extract oil" and do not know how to "sip", so the degree of branding is very low. "We only used to grind noodles, and I really don't understand the rest." Li Xiuling, chairman of Xinhe Yixue, the largest flour processing enterprise in Linyi, said.

But nowadays, the brand awareness of more and more grain and oil enterprises is awakening.

Jinsheng Grain and Oil began to exert its strength to the "brand" after gaining a large market share and a good reputation in the industry. Building a new model of experiential industrial tourism with the theme of "peanuts", peanut agriculture, peanut industry and peanut culture museum, has become a major "grasping hand" for its brand promotion.

In July, 2020, the Peanut Culture Museum built by Jinsheng is the only museum with the theme of peanuts in China. With a total construction area of 5,000 square meters, the museum focuses on the global origin and development, processing and utilization of peanuts, its impact on human civilization, corporate culture and people's livelihood achievements, and creates different kinds of exhibition atmosphere with the help of high-tech means such as sound, light and electricity. It is a high-quality popular science base for the public and teenagers. "We hope to become a professional farmer training base, a study base for primary and secondary school students, and a national AAA-level tourist base. "

20 1 1 Folk songs with a history of 100 years have built the first oil-pressing museum in China, and intangible protection, research, collection, exhibition, appraisal and exchange have also been carried out. Since then, an oil-squeezing experience hall and a dining center covering an area of 1800 square meters have been established. Customers and students can personally experience the oil extraction process in the experience hall, and even have their own oil extraction products. In 20 19, folk songs received more than 10000 tourists, which laid a solid foundation for the company to build a national industry benchmark that truly integrates social practice and education development, and to build an "educational comprehensive service platform", and also expanded its brand influence.

Li Xiuling, the chairman of Xinhe Yixue, who claimed that he knew nothing about grinding noodles, opened an image shop of Xinhe Yixue products, hired professionals to conduct free "pasta training courses" for a long time, and trained laid-off workers, left-behind women and graduate students with learning needs to make pasta, which helped local people achieve employment and re-start. At the same time, it also publicized the pasta culture to more post-8090 s and cultivated the habit of making and eating pasta.

"Pushing hands":

The government promotes the digital development of corporate brands.

This interview coincided with the opening of the third Shandong Grain and Oil Industry Expo in Linyi, and also made the accompanying media once again deeply feel that the government departments have greatly promoted the development of Qilu Grain and Oil from products, industries to brands in recent years.

On 20 18, Shandong Grain and Material Reserve Bureau and the Provincial Department of Finance studied and formulated the Implementation Opinions on Promoting the Brand Building of Grain and Oil in Shandong, and Qilu Grain and Oil Brand Building was officially launched.

20 19 The Implementation Opinions of the Provincial Party Committee and the Provincial Government on Persisting in Giving Priority to the Development of Agriculture and Rural Areas and Further Improving the Work of Agriculture, Countryside and Farmers proposed to speed up the brand building of grain and oil in Qilu.

20 19 1, the first stop of "Qilu Grain and Oil" China Bank was launched in Beijing;

2065438+September 2009, Shandong Grain and Material Reserve Bureau signed a strategic cooperation agreement with Alibaba to build a smart brain for grain and reserve, and the smart trading platform of "Good Grain Distribution Network" was officially launched.

20 19 12 10, Shandong grain and oil industry alliance was established, and the first batch of 34 "China Good Grain and Oil" demonstration enterprises were absorbed. On the same day, Binzhou regional grain and oil brand-"Golden Triangle of Grain and Oil" was officially released.

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In the past three years, Shandong has scientifically planned the brand building path according to the construction mode of "1 public * * * brand +N regional characteristic products +N industrial management entities", so as to build distinctive brands such as Shandong flour and Shandong peanut oil. Combining with the implementation of "Quality Grain Project", taking food safety as the priority and quality improvement as the foundation, we will build a product system, build industry standards, promote industrial upgrading, and build Qilu Grain and Oil into "China Grain and Oil Influential Brand".

At the "Internet Innovation Exhibition" of Shandong Grain and Oil Industry Expo, it became the "Good Grain with Network" exhibition of Shandong Grain and Oil Industry Digital Core Platform, and won favorable comments from many people inside and outside the province who came to visit.

"We plan to go in three steps in three years. In the first year, build an e-commerce platform for grain and oil enterprises; In the second year, promote the digital transformation of enterprises; The third year is to promote the construction of an industrial Internet platform. " Shao, head of planning and finance of Shandong Grain and Material Reserve Bureau, said that after one year's efforts, more than 400 enterprises in the province with good grain and network have opened stores on mainstream e-commerce platforms, and other large and small grain and oil enterprises also have online exhibition channels. "Through this year, everyone has completely broken the ice of e-commerce and online sales." When doing research a year ago, there were 1.5 million enterprises in the province, and few of them opened stores in Tmall Taobao.

In addition to taking everyone online, this year, the Grain Reserve Bureau also cooperated with Taobao University to hold seven training activities of various types, from business owners and e-commerce operations to designing for grain and oil enterprises, to help grain and oil enterprises in the province learn "new ways of playing".

The "second step" in the planning-"digital transformation of enterprises" has also been on the right track. According to the relevant person in charge, the digital system of "Raw Grain Purchasing" built by "Good Grain with Network" and Alibaba Cloud as the first pilot unit of digital transformation in the province, Dezhou Developed Flour Group, was launched in July 2020 and quickly extended to its six factories. In two months, 350,000 tons of wheat and 800 million yuan were traded on this platform. "There are 65,438+04,000 cars of grain on the platform for independent reservation matching. Factory delivery efficiency is reduced from 1 hour to half an hour. The benefits are very obvious. " After purchasing, the next step is production management and sales management. A traditional enterprise is "reborn" in management. At present, it has also expressed its intention with several other large grain and oil enterprises in the province.

As for the longer-term goal, the relevant person in charge said that he hopes to build "Good Food with Internet" into an Internet platform for the grain industry in Shandong and even the whole country, so that this platform can connect all aspects of the grain industry, and at the same time allow enterprises to manage their business through digital online. "Shandong's total output value of grain and oil processing has always ranked first in the country, but the grain industry is too traditional, with low profits, aging personnel and low integration with the Internet. We think the government has the responsibility to do so, "Li Jian said. Only by truly optimizing resource matching can we promote the higher quality development of the industry.