Opening the 50 billion industry "new food generation," Chaozhou from "China food city" to "world candy town"
From July 17th to 19th, "The First China Guangdong (Chaozhou) Specialty Food Industry Conference" (hereinafter referred to as "Chaozhou Food Fair") will be held in Chaoan, Chaozhou. The event will be held by the Chaozhou Municipal People's Government in cooperation with China National Food Industry Association. It will build a professional food exhibition platform, build a "buy the world and sell the world, buy the country and sell the country" system, and open the "new food generation" in Chaozhou.
Chaozhou is a famous cultural city with a history of more than 1600 years. It is famous for Chaozhou embroidery, Chaozhou carving, Chaozhou sculpture, Chaozhou opera, Gongfu teaand Chaozhou cuisine. At the same time, Chaozhou is also one of the earliest regions in China to realize the industrialization of the food industry. The modern food industry here started at the beginning of the reform and opening up, and in the 1990s and early 2000s, it was booming. Pop Rocks, Nine Dried Tangerine Peel, Mushroom Fat Cow, Hua Hua Dan Booger Sugar, Dry Chewable Milk Tablets, Plum Cream Sugar and other childhood delicacies are produced here.
In the new era, Chaozhou is polishing the gold-lettered signboard of "China's food city" with a new image and concept. Learning from other advanced regions of the world's candy industry development experience, determined to build a "world candy town," and promote snack food, prepared vegetables, Dancong tea and other specialty food industry seize the opportunity, ride the wind, by 2025 to build a 50 billion yuan modern food industry cluster.
The Pioneer Area of China's Leisure Snack Industry Development
Originated in the Southern Song Dynasty and flourished in the Ming Dynasty, with the rise of Anbu Port, Chaozhou Anbu people are famous for their skill in pickling melons and fruits. In the 1930s, there were more than a dozen local small workshops with an annual output of more than 200 tons, and even exported to overseas. After the reform and opening up in 1978, the people of Anbu vigorously developed traditional crafts and promoted industrial production, resulting in the birth of many brands such as Jibao, Jigong and Kanghui.
Guo Zhuozhao, a young man from Anbu town who launched the first plum brand in Shanghai, Now president of the Chaozhou Food Industry Association and head of Guangdong Kanghui Group Co., Ltd., he recalls that artisanal food workshops and factories mushroomed throughout the town, and in 1988 there were nearly 500 food companies in the town. The rise of the food industry has also led to the development of many industries such as local printing and packaging, food machinery, raw and auxiliary materials, and Anbu Town has thus risen to an industrial town.
Meanwhile, Guo Weiqin, a villager in Qiandong Town, Raoping County, has made a point of eating salted chicken, a traditional local delicacy. After overcoming the problems of preservation, storage and carrying, Guo Weiqin innovatively realized the industrial production of salt-baked chicken, and finally created the leading brand of meat snacks in China - Infinity. Since then, after the barbaric development of the industry and the self-discipline reshuffle of the industry, it has achieved standardized and large-scale development. In 2014, salt baked chicken enterprises in Qiandong Town developed to 15, and formed an industrial chain with salt baked chicken food as the leader, seasoning, color printing and packaging as auxiliary. The total annual industrial output value reached 3 billion yuan.
With a sensitive sense of market opportunities and the spirit of hard work, industrious Chaozhou businessmen strive to promote the industrialization of traditional production, A batch of snack food enterprises have been spawned, and they have gathered and expanded between towns, so Anbu Town and Qiandong Town have been named "China's First Food Town" and "China's Salt-baked Chicken Town." The local industry has also expanded from preserved fruit preserves to candies, stewed snacks and beverages, and once occupied 20% of the national snack market share.
Demonstration Zone for Innovation and Upgrading of Chinese Traditional Food Industry
Once, the snacks produced in Anbu Town and Qiandong Town occupied half of the country's commercial and super terminals; Once upon a time, the Wumao snacks that emerged in Chaozhou built the childhood taste memories of two generations of Chinese people. Represented by Anbu town and Qiandong town, Chaozhou's food industry has been transformed from traditional workshops into industrialization, and a number of popular food brands have emerged. Therefore, food industry has become the second pillar industry of Chaozhou.
Although in recent years due to the homogenization of products, the production process is more traditional, the production line is backward, Lack of investment in brand building and market competition changes and other factors, some of the national famous Chaozhou food brand gradually fade out of the domestic market, popularity, influence waned, Chaozhou food industry once the rapid development momentum is also slowing down. But the Chaozhou food industry has been looking for transformation and upgrading.
In October 2022, Chaozhou issued the "Opinions of Chaozhou Municipal People's Government on the Development of Strategic Industrial Clusters," which pointed out that Chaozhou should adhere to "4 guides, 1 brand, 1 standardization" in the food industry. Specifically, it is necessary to strengthen the development advantages of chaotic-flavor snack foods, and guide the development of chaotic-flavor foods such as candy, preserved fruits, pickled products, and meat products to the direction of quality and health nutrition to accelerate the transformation and upgrading. At the same time, Chaozhou focus on promoting the characteristics of tea products "Dancong (fir) tea" and Chaozhou cuisine of the development of prefabricated dishes. In addition, the 2023 Chaozhou government work report also proposed that we should be determined to develop the food industry. These policies and guidance documents for the development of Chaozhou food industry of high quality pointed out the direction, laid the confidence.
At the same time, Chaozhou food enterprises are also active in the changing situation of innovation to survive. In the context of the continued high growth of the snack food industry, many Chaozhou food enterprises focus on their own advantages, fully research and adapt to market changes such as consumption concepts, consumption scenes and tastes, introduce more products loved by young consumers, attach importance to brand building, and enrich product sales channels.
Focusing on nine-system dried tangerine peel for more than 40 years, Guangdong Jiabao Group Co., Ltd. based on its own advantages, from product strategy, production capacity layout, brand building and other aspects of innovation and upgrading. First of all, focus on the research of dried tangerine peel, deep processing and technological innovation, and then take dried tangerine peel as the core to develop extended products and broaden the track. "Orange peel +" "+ orange peel" new strategy let Jiapo new vitality; Second, expand production capacity and upgrade production equipment. In 2020, the company will invest in the construction of a new factory in Fengquan Lake High-tech Zone, which will be officially put into use this year to solve the problem of limited factory buildings; Thirdly, in the face of channel reform, Jiabao company promoted channel sinking, established e-commerce team, and cooperated with well-known live broadcast with cargo anchors. The landing of a number of measures, let this once industry lion rally!
There is also an outstanding representative of Chaozhou candy enterprises - Shantai food, on the one hand, pay attention to product innovation and upgrading, joint SCUT launched the third generation of strong jump sugar, fully activate the "jump sugar" category of market vitality; On the other hand, the innovative proposed "shared factory" model. Shantai Food General Manager Hong Yonghong proposed the "shared factory" model. By establishing a candy food sharing factory in Anbu Town, we will guide candy factories and related factories to settle in, and provide common supporting services for enterprises in a unified manner, so as to realize the full utilization of candy supply chain and production resources in Anbu.
Food Industry Innovation Zone Assisted Rural Revitalization with Industrial Revitalization
From the mountains to the sea. Under the guidance of the party construction, Chaozhou has cultivated one industry with one soil and water. The characteristic industry has developed vigorously, improved the quality and efficiency, and the industrial chain has been extended continuously, driving the agricultural harvest and increasing the farmers' income. Chaozhou has explored a unique "tide flavor" of the industry to become rich.
Relying on 10 provincial modern agricultural industrial parks, Chaozhou is committed to three major industries of tea, livestock and poultry, and Raoping aquatic products. Chaozhou is committed to building a "tide" brand, such as "rural revitalization Nongchao goose," and promoting the formation of "cross-county cluster, one county park, one town industry, one village product" industrial layout. Chaozhou will give full play to the brand effect of "Chaozhou Cuisine is the best Chinese cuisine," establish an international standard system of Chaozhou Cuisine, explore a new road of industrialization of "central kitchen," and further enhance the reputation of "hometown of Chinese Chaozhou Cuisine."
Among them, Chaozhou will Dancong tea industry as the first pillar industry of agriculture to focus on development and expansion, Relying on the unique geographical, cultural and village advantages of the main tea producing areas, to create industrial clusters, build characteristic towns and villages, introduce industry leaders, promote the integration of tea tourism and other practices, accelerate the development of industrialization and industrial chain extension. Its core production area, Guangdong Chaozhou Fenghuang Town, adheres to the "tea-oriented, tea-tourism integration," deeply excavates the rich connotation of Fenghuang Dancong tea culture, and promotes the deep integration of tea industry, tea culture and tea tourism. "Tea +" development path has become one of the highlights of the revitalization of Chaozhou Fenghuang town.
With the continuous extension of the industrial chain, the biggest beneficiaries are local villagers. In Qiandong Town, Raoping County, the salt-baked chicken industry has become the core, and the series drives the development of aquaculture, e-commerce, cultural tourism and other industries. In the development of aquaculture industry, radiation led to more than 5,000 farmers in Qian Dong and surrounding areas.
Chaozhou in full response to the national rural revitalization strategy, fully tap the local industrial characteristics, deepen the depth and strength of the development of industrial revitalization, become "industrial revitalization to help rural revitalization" of the food industry innovation zone.
New Heights of China's Food Industry Development to the World
Chaozhou, once an important node of the Maritime Silk Road, is now located in Guangdong, Between the two free trade zones of Fujian Province, in connection with the Guangdong-Hong Kong-Macao Greater Bay Area, to promote cross-regional cooperation between the two provinces, free trade zone cooperation and other geographical advantages, development into one of the core clusters of China's food industry, becoming the only city in Guangdong Province with the title of "China's food city."
The food industry is one of Chaozhou's five major industrial clusters, and Chaoan District has more than three-quarters of the city's food industry. It is the core gathering area of food industry cluster in Chaozhou City, and has been awarded "National Food Industry Strong Area," "Export Snack Food Quality and Safety Demonstration Area" and other titles. Anbu town in Chaozhou District is also honored as "China's First Food Town." A large number of classic products, such as "preserved fruit, stewed flavor, jerky, chaocai," have become a "business card" at home and abroad, and led to the development of food packaging and printing, food machinery, raw and auxiliary materials, trade and other industrial chains.
In order to vigorously promote the high-quality development of the food industry, The People's Government of Chao'an District takes improving food safety and product quality as the center, taking large-scale and group production as the development direction, focusing on creating famous brands and establishing famous labels, constantly adjusting and optimizing the industrial structure, extending and expanding the production chain, and promoting the healthy and orderly development of the food industry in the whole district.
It is reported that this "Chaozhou Food Association" is rooted in Chaoan, based in Chaozhou, docking Guangdong, Hong Kong and Macao Greater Bay Area, facing the whole province, radiating across the country and going to the world, which fully demonstrates the "backbone" and "key role" of Chaozhou food industry in domestic and international double circular development. Internally, Chaozhou will actively integrate into the food industry system of Guangdong, Hong Kong and Macao with a more open attitude, and integrate into the era tide of innovation and development of China's food industry.
Externally, we will deepen the expansion of trade and economy, support enterprises to expand the market and grab orders, make great efforts to stabilize traditional markets such as Europe and the United States, and expand emerging markets such as ASEAN.
In the future, Chaoan District will give full play to the advantages of "China's Food Industry Strong Zone," Radiating the vitality of "Chaozhou Food" culture, boosting the inheritance and development of time-honored food brands, fully promoting the construction of "Three Brands" project of producing areas, enterprises and products, and helping Chaozhou to build a new highland of "China's food city."