Stupid legends of the countryside

One day in 2003, a young man named Chen Shigui had a whim and founded an eco-agricultural development company named Tu Laohan. Chen Shigui buys agricultural and sideline products that farmers regard as weeds, deeply processes them, carefully packages them, and then sends them to big supermarkets in the city for sale. City people regard them as treasures. Chen Shigui turned weeds into gold and brought wealth to the people of Wang Jiacun. In just a few years, "Tulaohan" has changed from a small rural workshop to a provincial key leading enterprise, and created the myth of agricultural brand in Yichang, the whole province and even the whole country. From a deputy director of a township stone factory to a rich leader, Chen Shigui, the helmsman behind the "rustic old man", also wrote a legendary entrepreneurial history of farmers under the tide of market economy. In the magnificent 30-year reform and opening-up process, the stories of "the old country man" and Chen Shigui reflect the wonderful changes in the rural economy and farmers' life in our city. The Legend of Silliness written by Chen Shigui is actually a variation of the life of an ordinary farmer in the vast rural areas of China under the background of China's reform and opening up. "The power of shoelaces comes from communication and binding." This is the most striking sentence written on the cover of the publicity renderings of "Tulaohan" series products.

"Tulaohan" is a leading enterprise in processing agricultural and sideline products in Yidu City. More than 30 kinds of green products, such as Qingjiang wild fish, natural zinc-rich tea, corn steep liquor and Fengtou ginger, produced by Tu Laohan sell well in Beijing, Shanghai, Guangzhou and other places. Nowadays, "Tulaohan" has become a famous brand product in Yichang and even Hubei Province. To some extent, "Tulaohan" has become synonymous with local products in the Three Gorges area.

Little known is that Chen Shigui, the founder of Tulaohan, is an ordinary farmer in Wangjiafan Township, Yidu City. Chen Shigui and his Tulaohan Ecological Agriculture Development Co., Ltd. are like shoelaces. They "strung" farmers together through raw material bases and local products, and finally tied them tightly together to get rich hand in hand.

In October, the most fascinating season of the Three Gorges, the reporter and his party came to the production base of "Tulaohan" on the south bank of the Yangtze River with the theme of 30 years of reform and opening up, and made a special trip to interview Chen Shigui. In 2002, a customer in a big city called and asked Chen Shigui to bring some mountain products and wild vegetables when selling stones for his family to taste. At that time, Chen Shigui served as the deputy director in charge of sales of Wangjiafan Township Stone Factory. This phone call immediately inspired Chen Shigui: "It turns out that mountain products, places where rural people are worried, and places where urban people are rare, can become wealth!" Later, Chen Shigui simply gave these mountain products as gifts to customers in the city, which was very popular. Mountain products is not only Yidu, but also Changyang, Wufeng, Laifeng and other nearby counties and cities. Wang lives in a place with an annual output of 6,000 tons of potatoes, 2,670 tons of radishes, 26 tons of peppers, 450 tons of bamboo shoots ... and wild vegetables such as kudzu root and Toona sinensis all over the mountains. Mountain products is rich in resources. Chen Shigui's founding of "Tulaohan" was really a bit of a whim. Before the Spring Festival in 2003, Chen Shigui went to Wuhan to do business with village leaders, and brought their favorite bacon and preserved vegetables to friends in Wuhan. On the way to give a gift to a friend, a bold idea flashed through Chen Shigui's mind. As there is no packaging, these local products can only be packed in woven bags. What does it feel like for a young man who has seen the world and walked on the bustling streets of a metropolis with local products in his woven bag?

On the way back to Yidu, Chen Shigui wondered whether it was possible to set up a deep processing factory for agricultural and sideline products, so as to beautifully package the local products that city people like to eat. He imagined that this factory was an agricultural enterprise mainly engaged in processing and producing dried vegetables and wild vegetables. On the one hand, it can help villagers earn tickets; On the one hand, it can satisfy the "early adopters" of the city people.

Chen Shigui's idea coincides with Zheng Shenglie, then Party Secretary of Wangjiafan Township. With the support of Zheng Shenglie, Chen Shigui opened Tiancheng Wild Vegetable Food Factory and registered "Tu Laohan" as its own trademark. The Native Man is based on rural farmers.

The traditional family food in the village quickly formed a 14 category with 35 varieties of special food. In 2003, the "Tu Laohan" series of foods were put on the counters in major supermarkets in Yichang; In 2004, "Tulaohan" entered the house in nearly 20 cities across the country; In 2005, "Tulaohan" entered the markets of Hong Kong and Macao. There have been overseas orders from Japan, South Korea and North Korea this year.

Honesty and simplicity make the market a "dark horse"

At the beginning of starting a business, Chen Shigui faced many unexpected difficulties. Without a factory, he used the empty house in the township stone factory as a packaging workshop. There was no packing box, so he rode to the county seat and spent several hundred yuan. He asked the carton factory to help him design and order a batch of simple packing. Without products, he recruited several good peasant brothers and gave them some cash to ride bicycles from village to village to buy bacon products made by mountain products and farmers. Chen Shigui packaged the purchased Tuteshan products and bacon products in its own factory, and then transported them to county towns and even provincial capitals for promotion. At first, Chen Shigui's products only had simple packaging, without its own brand or product introduction. It is still difficult to go to the market when entering the supermarket. Many people saw Chen Shigui's products and said yes, but when it comes to cooperation, they all waved their hands and declined. There seems to be one thing missing in the products of Tuteshan and smoked bacon in the countryside of Three Gorges: product brand. Before opening the market, Chen Shigui lingered and thought for a long time. In 2003, Chen Shigui, who had a deep understanding of the market, decided to launch his own brand. He mobilized his relatives and friends to rack their brains to come up with the name "Tulaohan". This name not only symbolizes the green and natural products, but also represents the simplicity and simplicity of farmers, and also highlights the indomitable stubbornness. In order to learn the brand building strategies of internationally renowned companies such as McDonald's and KFC, Chen Shigui invested 6.5438+0.8 million yuan and hired a professional company in Guangzhou to design a series of trademarks, packaging, facade advertisements, vehicle images and store decoration of Tu Laohan. Chen Shigui is very proud of this: "My' silly son' is so handsome that he will never be confused with other products on the market!" "Old-fashioned" became an instant hit. A year later, an export enterprise in Shandong offered 6.5438+0.2 million yuan to buy the trademark "Tulaohan", but Chen Shigui flatly refused: "No way!" The collision between 654.38+0.8 million yuan and 654.38+0.2 million yuan proved that his choice was correct. "Tu Laohan" has formed a unique market brand advantage in a short time because of a series of green products and rich brand names produced in rural areas, and has become a "dark horse" in Hubei agricultural and sideline products market. At present, many township enterprises in the counties and cities around Yidu have taken the initiative to find Chen Shigui, and they are willing to make their products "next to" and "rustic". Due to the brand effect, Chen Shigui enterprises have successfully achieved low-cost expansion. Chen Shigui "Tulaohan" Eco-agriculture Development Co., Ltd. has become one of the leading enterprises in Yichang's agricultural industrialization from scratch after only 6 years of business.

In August 2005, Chen Shigui co-founded Hubei Tulaohan Ecological Agriculture Development Co., Ltd. ... Relying on brand advantages, Chen Shigui successively developed and unearthed products such as Gulaohan Zijiang, Tulaohan South Corn Slurry, Tulaohan Natural Zinc-rich Tea and so on.

In 2006, Tulaohan Ecological Agriculture Development Co., Ltd. acquired more than 300 mu of land in Yidu Green Products Pioneer Park to develop Tulaohan Qingjiang Fish Project. After a year's efforts, the Qingjiang wild fish leisure series food was developed, and the fresh fish 1000 tons was processed throughout the year, which can produce four kinds of leisure fish food with spicy, pickled pepper, crispy skin and barbecue, with an annual output value of more than 800. Tulaohan series products have been put into Beijing, Shanghai, Wuhan and other markets, and are deeply loved by consumers. In April 2006, Chen Shigui Hubei Tulaohan Ecological Agriculture Development Co., Ltd. joined Yidu Honghuatao Citrus Industry Cooperative, and successfully grafted Yidu agricultural brands "Tulaohan" and "Yidu Mandarin" to integrate resources and realize complementary advantages. Relying on the carrier of citrus industry cooperative and the brand of Tulaohan, the industry of Yidu tangerine is getting bigger and bigger today. Chen Shigui, a rich man, is most concerned about the peasant brothers who are closely related to his industry. After 30 years of reform and opening-up, Chen Shigui saw the great changes brought by the changes of the Party's rural policies to the rural economy and brought opportunities to his family. His changes are only the epitome of the changes of thousands of ordinary peasant families in Qian Qian. Therefore, after establishing his own industry, what Chen Shigui thinks most is how to make the development of his own industry drive the surrounding villagers to get rich as soon as possible and repay the society with practical actions. In the past, the yield of Yidu mandarin oranges was not high and farmers' income could not be raised. Chen Shigui proposed that Yidu mandarin oranges should take the road of quality products. With the support of the local government, Chen Shigui visited Zhejiang twice, and after he came back, he promoted the standardized production of citrus to his peasant brothers. At the same time, pay close attention to product quality in production and pay attention to marketing in sales. In April 2008, with the support of the local government and relevant departments, Chen Shigui and his Honghuatao Citrus Professional Cooperative, after full consultation, joined Yidu 10 Citrus Professional Cooperative to form Yidu Citrus Group Cooperative. After the establishment of Citrus Group Cooperative, Chen Shigui organized 28 large citrus companies to study advanced experience in planting, marketing and commercial operation in Linhai, Zhejiang. The single-minded development has made Chen Shigui's industrial structure more and more reasonable, its talent pool more and more scientific, and its marketing methods more and more advanced. This year, Chen Shigui Tulaohan Ecological Agriculture Development Co., Ltd. declared three green products to the state: Tulaohan Qingjiang fish, Tulaohan wild pueraria powder and Tulaohan natural zinc-rich tea. At the same time, the Tulaohan series of projects to enrich the people have also been launched in an all-round way, with a total investment of more than 6,543,800 yuan. The relevant departments of Yidu City preliminarily estimate that by the end of this year, this rustic old man will increase the income of 6.5438+0.8 million farmers and fishermen in the Gaobazhou reservoir area of Qingjiang River by nearly 5 million yuan.

According to statistics, among the eight agricultural products processing industrial parks in Yichang, five have become provincial parks. Planning area of Yichang Fruit and Vegetable Industrial Park 1.80 million mu. At present, it can accept/kloc-0.5 to 20 industrial enterprises, provide 4,500 jobs, and drive the base to develop to/kloc-0.0 million mu. The Three Gorges Agricultural Bank invested 767 million yuan in infrastructure construction and technological transformation projects of leading enterprises last year; The Municipal Agricultural Development Bank provides purchasing liquidity for key leading enterprises, with a total capital of more than 600 million yuan. This year, the municipal government took out 2 million yuan of subsidized loans from the agricultural dicing funds to support key leading enterprises to implement technological transformation and expand the scale of production and sales. Xiangyi aquatic products are exported to the United States, and fruit and vegetable products in the new century are exported to Europe. Last year, the city's agricultural exports increased by 5 1.9% year-on-year, accounting for 1/4 of the province's total exports. Yichang City, by exploring the establishment of the mechanism of promoting agriculture through industry and taking the city as the driving force for the countryside, implemented the project of "100 enterprises feeding back" and guided 137 enterprises to help 139 pilot villages to build new countryside. Up to now, * * * has implemented 3 17 construction projects, involving 56.6 million yuan, benefiting farmers 1 100, forming a new situation of "building a new countryside with hundreds of enterprises driving hundreds of villages".