Practicing "slow kung fu", a bowl of sour soup squeezed into the "fast food track"
Xinhua News Agency, Guiyang (Reporters Luo Fei, Tian Defeng) Different from traditional soil altar fermentation, with the help of special metal cans and intelligent sensing equipment, the reporter saw that the production process of a bowl of sour soup from fermentation to finished product is more standardized and visualized .
How does a bowl of sour soup enter the "fast food track"?
Why does the field of fast-moving consumption "work slowly and work hard"?
Recently, the reporter walked into Guizhou Nanshanpo Group to learn how a bowl of sour soup made a "big article" of fast-moving consumption.
Seize the "new track" of the "fast food track"
Sour soup rice, sour soup miscellaneous grain noodles, sour soup beef powder, sour soup base, sour soup sauce... Enter Guizhou Nanshanpo Group located in the suburb of Xixiu District, Anshun City, Guizhou Province, and look at the enterprise exhibition hall, "Sour Family" The variety is rich, and today's "hot" fast food is also among them.
Chairman Bao Aiming said that even though sour soup is a local specialty food in Guizhou, the consumer market is actually quite broad.
When doing market research, the team learned that there is a fast food and fast-moving consumer goods market of hundreds of billions in China, and the consumption potential is huge.
At the same time, compared with traditional convenience foods, more and more consumers want to taste fast food with local characteristics such as Guizhou sour soup and Guangxi snail noodles.
Seeing such a new trend in consumption, "Nanshan Po" has changed the previous single format of sour soup only as a hot pot base, and actively seized the "fast food track".
From January to April this year, the company's sales reached 71.2 million yuan, an increase of about 48% over the same period last year.
"We must seize the local flavoring characteristics of Guizhou's 'sour and spicy' and 'sour fragrance', target the diversified consumption needs of current consumers, prepare healthy and delicious instant food in sour soup for people living in a fast-paced life, and strive to break people's perception of traditional The stereotype of fast food being less tasty and less healthy,” Bao Aiming said.
Slow down the new speed, temper the "slow kung fu" of fast elimination
During the interview, the reporter learned that the two generations of "Nanshanpo" sour soup fast food packaged in pink and bright purple have been launched more than half a year apart. Such a new cycle seems a bit slow in the rapidly iterative fast food and FMCG market.
Hu Shunting, director of the chairman's office of "Nanshanpo", said frankly that due to the lack of accurate grasp of the market, the first-generation Sour Soup instant food was insufficient in terms of packaging design and flavor allocation, and the sales volume was obviously "discounted".
Based on market feedback, the company decided to slow down the new speed of the second-generation product.
In Bao Aiming's view, even in the field of fast-moving consumer goods, immature products cannot be listed for the sake of "fastness".
Just like the fermentation process of traditional sour soup, a good product needs time to settle.
Therefore, "Nanshan Po" has always insisted on tempering "slow kung fu" in the fast-moving consumer goods market under the pressure that it may be replaced by an endless stream of fast-food consumer goods due to the slow speed of new products.
In recent years, in order to win the reputation and market with "slow work and careful work", "Nan Shan Po" has focused on the research and development and production process of fast food.
In the production plant area, more than 50 metal fermentation tanks with a height of several meters occupy a large area. This is a special container specially used for the fermentation of sour soup. Through the intelligent control system, it can monitor the humidity and temperature in the tank in real time, and the fermentation of sour soup. It is like setting up a real-time camera in the fermentation tank.
"With the help of intelligent and precise control technology and equipment, we have solved the problems of unstable fermentation quality of traditional sour soup, and realized digital management and precise control of acidity, aroma, nutrients, etc." Nanshanpo Foods, responsible for scientific and technological research and quality control Qin Junwei, deputy general manager of the processing company, said.
At the same time, "Nanshan Po" also does a good job in the preservation and preservation of instant food by adding plant spices, vacuum and pasteurization and other processes.
In recent years, "Nanshan Po" has invested nearly 5 million yuan in annual scientific research funds, and has also established a special technical research institute, and has applied for a number of technical patents for related achievements.
Explore new models and seize the big market
As a technology-based food enterprise integrating scientific research, production and sales, "Nanshan Po" will achieve an output value of about 240 million yuan in 2021 and a sales volume of about 170 million yuan.
The annual output of food products such as tomato sour soup is more than 26,000 tons.
However, affected by many uncertain factors and the epidemic, coupled with the increasingly fierce competition in the fast food and fast-moving consumer goods market, "Nanshan Po" also feels great development pressure.
Chen Qiudi, vice president of "Nanshanpo" who is in charge of sales, said that at present, the competition in traditional supermarkets is fierce and unstable, and it is difficult for enterprises to expand production in a short period of time, so the development pressure is not small.
In addition, insisting on pursuing high quality and "slow kung fu" in the field of fast food and fast food consumption also led to the high overall operating cost of "Nan Shan Po".
In order to resolve the "pain points", enterprises are actively exploring new retail models, and on the basis of ensuring the traditional supermarket sales channels, explore the establishment of smart small supermarkets, smart canteens, etc. The whole process from delivery to delivery is more convenient and fast.
Bao Aiming said that by upgrading the sales concept, the company has seized the dividends of the 100 billion-level fast-moving consumer goods market.
At the same time, the company also accumulates rich traffic data from multiple sales terminals to "portrait" different consumer groups, thereby supporting the research and development and sales of new products.
In the process of development, enterprises have received government support in terms of funds, talents, and taxation.
When it comes to future development, "Nanshanpo" hopes to better tap the FMCG market, seize opportunities, and continue to grow bigger and stronger in a better business environment.