Speaking of grain and oil processing companies, whether your impression is still stuck in the rumbling machines and greasy environment, but if you walk into Jinsheng Group, located in Junan County, Linyi, the "Hometown of Peanuts in China", I believe your impression will change. . Here, not only is a peanut monomer processing plant built, but also industrial interconnection is realized through digital empowerment. While giving technological wings to the grain and oil industry, it also built the only peanut culture museum in the country. How did this peanut processing company, which developed from the Grain Management Institute, step out of such a high-tech and cultural realm?
Jinsheng’s brand development path
Jinsheng Group was originally an urban grain station. Before 1994, it had been focusing on bulk oil trading and undertaking the supply of grain and oil to cities and towns. Song Lili, the group's executive general manager, told reporters: "In fact, what we have focused on in recent years is production. You only need to produce good products, because the quality is also about the fragrance of wine and the depth of the alley."
From bulk oil trading to the establishment of independent brand awareness, it originated from the establishment of Jinsheng Peanut Technology Industrial Park in 2018.
"What we have established is an industrial park with the entire industry chain, from agricultural planting and breeding, to the food industry, to the oil processing industry, to bio-extraction. The scale has been expanded by 500 tons compared with the original, and the daily production has reached 1,200 tons." Executive General Manager of the Group Song Lili introduced.
"In fact, since then, the sales volume around Junan and Linyi has been very good, but when I walked out of Linyi and Junan, I felt that this product was not well-known. Customers who buy our oil and OEM (Original Processing) customers can become national brands. Now, we are still supplying nationwide, so we feel that the company needs to be bigger and stronger. If you have good products, you don’t have your own brand, and there is no new marketing model. We feel that our profit points include our future. The development still cannot achieve our expected goals.”
As the famous "Peanut Hometown of China", Junan County once had about 300 peanut oil production companies, but there were almost no brands that were famous across the country. There are regional advantages and no well-known brands. How to break this embarrassing situation?
In May 2019, a peanut oil production line with completely independent intellectual property rights was officially put into use in Jinsheng Peanut Technology Industrial Park, and Jinsheng began to develop its own brand of peanut oil.
In the Peanut Culture Museum, Zou Yefei, deputy general manager of Jinsheng Grain and Oil Group, introduced to reporters the seven-star virgin extraction process developed by the group: "We have obtained a national invention patent for this process, and it has broken the traditional oil extraction process. Like Aspergillus aflatoxin Indicators, the national standard is <20PPb. We implement internal control standards. We require Aspergillus flavus content to be <1ppb. Now our normal pressed peanut oil is controlled at a few tenths of a percent when leaving the factory. Several of our specialty products, such as high We have basically not detected oleic acid and virgin virginity.”
Give the grain and oil industry the wings of technology
This peanut oil company with more than 70 years of experience has now quietly ranked among the top three in domestic peanut oil production and sales, and has become the government-certified "China Good Grain and Edible Vegetable Oil Standard Drafting Unit." It has enlarged its market share and achieved good reputation in the industry, but in terms of brand awareness and influence, Jinsheng still has a long way to go. Nowadays, this company, which has cultivated its internal strength, is focusing on the road of branding. It has changed its past style of only focusing on "making peanut oil" and is beginning to work hard to become a "brand enterprise".
In May of this year, the group invested more than 20 million yuan to integrate automation, intelligence, digital security, traceability systems, cloud platforms, and big data into the Jinsheng Network Data Operation Platform, which was officially put into operation, adding a new dimension to the grain and oil processing industry. The wings of technology.
The reason why it is necessary to build a smart chemical factory for the entire industry chain, Song Lili, executive general manager of Jinsheng Cereals and Oils Group, said that when it was initially positioned, it was built according to high standards across the country and even the world, and as a heavy-industrial smart factory.
"Because the brand is our disadvantage, we must have our advantages in processing and production, in terms of scale, automation, and intelligence, to give full play to our advantages, reflect our benefits, and finally promote the progress of our brand. Let me give you an example To give a simple example, in 1994, a workshop produced 30 tons of raw materials, and only a dozen people worked. Now we can produce 1,200 tons of raw materials a day, which has increased by more than 40 times, and there are still only a dozen people, and the processing fee per ton has been reduced by more than 200 yuan. Money. The most important thing is that the continuous stability and safety of quality are more reliable and safer than manual work.”
Establish a peanut culture museum and tell the “peanut story” well
In order to establish and improve the peanut industry chain, in October 2020, the Jinsheng Peanut Culture Museum, the only peanut-themed museum in China, with a total construction area of 5,000 square meters, also officially opened. The new model of experiential industrial tourism has become another way to promote its brand. A "handle".
The museum is mainly composed of four parts and 24 sections: the preface hall, the peanut culture hall, the peanut crafts hall, and the Jinsheng culture hall. It vividly displays the origin and development history of peanuts, production and processing and utilization, and its impact on human life and civilization, as well as It plays an important role in rural revitalization and the integration of the three industries. The museum fully embodies the purpose of promoting protection through gathering, promoting innovation through inheritance, and promoting the development of peanut culture through research. It has functions such as collection, study tours, science popularization, and leisure, especially for popularizing natural science and humanities knowledge for the majority of young people, and cultivating the spirit of craftsmanship. Provides a learning platform. The company also specially equips tourist buses to provide free pick-up and drop-off for tourists who make reservations. Here, tourists can see the "past and present lives" of peanuts and fully experience the charm of peanut culture.
Today, Jinsheng has formed a tourist project integrating a peanut planting demonstration garden, a peanut culture museum, an e-commerce logistics center, an R&D testing center, a peanut smart factory, an experience center, and a cultural square, realizing a development pattern that closely integrates the primary, secondary, and tertiary industries. .
Establish an aerial sightseeing corridor for the peanut industry to display the full picture of production
In order to more clearly demonstrate the entire process of high-quality production in Jinsheng's peanut industry, the company established a 2-kilometer-long peanut industry aerial sightseeing corridor, which connects Jinsheng's green peanut breeding and planting base, peanut characteristic towns, e-commerce logistics centers, In the automated production workshop, through the corridor, you can intuitively and clearly watch the entire process of peanuts from feeding to production, processing, production, storage, and transportation. You can have a panoramic view of the entire industrial park, allowing you to understand the development of peanuts from soil to "aromatic" in 10 minutes. The whole process is a high-quality industrial tourism route and a popular science education route.
Talking about the future, Song Lili, executive general manager of Jinsheng Cereals and Oils Group, said: "By 2025, we will continue to invest 1 billion, with industrial output value reaching 9 billion, sales income of 10 billion, and profits and taxes of 300 to 500 million. We Now we have been strictly standardizing management according to the standards of listed companies, making the company a modern factory with industry standards and improving the company's comprehensive competitiveness. "
This peanut processing company has the business philosophy of "making oil products first, building character first, and making good oil can bring good returns". It takes culture as its soul, enriches its business formats, and enhances its soft power. It uses technology as a medium to accelerate the development of the tertiary industry. Integration generates new impetus for innovation and development; industrial tourism is used as a thread to connect study tours, mutual aid and industrial upgrading, spreading a strong technological and cultural paradigm in promoting the transformation of the peanut industry.
