How did Shaxian snacks and Liuzhou snail powder crack into a tens of billions of large industries?

From small workshops to large factories, from basket sales to chain operations, from going into towns to going abroad, snacks seem small, but they can also be made into tens of billions of large industries

In China, each region has its own special snacks, and there are not a few well-known in the country, but there are not many brands in the minds of consumers, and even fewer have made tens of billions of industries

There is a big livelihood in the snack

"Eat eight squares with a big mouth, or here is fragrant

How common are logos?

"There are 88,300 Shaxian snack stores around the world with this image on their signboards

There is a saying in Shaxian County: "Flat meat is brick, noodles are steel, and high-rise buildings

"In the 1990s, under the tide of reform and opening up, a large number of laborers poured into coastal provinces

"Rice delicacies, snacks for big souls

"Liuzhou firmly grasps the wave of e-commerce development in the marketing of snail powder, and uses Internet thinking to make it stand out and become a well-known Internet celebrity product

Pre-packaged snail powder has just emerged, and many merchants have entered the industry, but there is a lack of iconic brands, and Luobawang was established

A small bag of powder, hiding the great people's livelihood

At present, there are 127 certified snail powder production enterprises in Liuzhou, and more than

Empower brands with standardization

In Tianxiang Road, Changdong Industrial Zone, Nanchang City, Jiangxi Province, the Shaxian Snack Nanchang No.

Yan Jiahe is a native of Yangbang Village, Xiamao Town, Shaxian District, Sanming City, Fujian Province, and has been running a snack business with his family for many years

In the 1990s, Shaxian snacks opened up the market with economic affordability, but with the improvement of living standards and changes in the market environment, the "mom-and-pop shop" model of going it alone seemed to be somewhat inadequate

"It's very hard for snack owners to open a shop, but sometimes they can't feel the way, they don't understand the handling method of ingredients, and the operation and management are even more black-eyed

If you do not advance, you will retreat, and if you do not change, you will die, and Shaxian snacks have come to a crossroads

From the local government to the practitioners, transformation and upgrading have become the consensus
.
The opening of snack chain franchise stores, the promotion of Shaxian snack corporatization operation, standardized implementation, chain operation, a branding change from ingredient supply to menu collocation to operation and management, has opened up a new world
for practitioners.

This year, Yan Jiahe looked at the trend of transformation and upgrading of snacks and decided to join the Shaxian Snack Group chain store
.
"After the upgrading of the store, it is no longer the original 'old, broken, small', and the ordering and service model has also changed
a lot.
" He said
.

Nowadays, raw materials such as steamed dumplings, semi-finished steaks, and condiments in the Yan family and the store are distributed from the Shaxian headquarters, and labor costs have
also come down.
"There are more than 4,000 yuan in the account every day, and the time is also generous, so I can spend more time with my family!" Yan Jiahe was very happy
.

Yan Fahui founded Drunken Talent Food Technology Co.
, Ltd.
in the process of exploration, focusing on the research and development and production of snack compound sauces, and regularly doing free training for snack owners to promote the transformation and upgrading
of snacks in Shaxian County.
"Sauce is the soul of snacks, and having a good sauce supply can make snack owners light.
"
Our goal is to enable operators to achieve a 'bag-in' style of operation
.
Yan Fahui used an image metaphor
.

The bagged snail powder that comes down from the assembly line has its own industrial genes
.

"The standard system of the whole industrial chain of Liuzhou snail powder has been gradually established, covering 564 standards in 6 sub-systems of the whole industrial chain, and the standard construction of related industrial fields has been accelerating, so as to achieve standardization
in breeding, processing, packaging, distribution, physical store construction and other links.
" Tang Jiwen said
.

Automation and standardization will not let the flavor of snacks be lost?

"Inheriting the food culture, there is no need to avoid 'standardization', the two are complementary in the current environment, only by formulating standard requirements, practitioners can continue to innovate on this basis, so that snacks can last forever
.
" Zhang Xin said
.

"Strict standardization and standardized production have solved the problem of snail powder production enterprises fighting their own battles and inconsistent industry standards, ensuring product quality and safety, and consolidating the foundation for the development of
the snail powder industry.
" Ou Haoxuan said, "Standardization is conducive to building a brand and bringing more space
to the golden sign of snail powder.
" ”

Yan Fahui said: "Drunken Youcai currently adopts a semi-automatic production method, and some production links still retain manual operation, the purpose is to let the product retain more 'pot gas'
.
”

Send more foreigners to the table

At the same time as going to the whole country, local specialty snacks have also rushed out of the country and won the favor
of a large number of consumers overseas.

The first Shaxian snack bar in the United States opened for less than 3 hours to sell out the ingredients for a day, the first Shaxian snack bar in Tokyo, Japan, opened for 5 hours with sales revenue of more than 10,000 yuan, and a video introducing Shaxian noodles received 260,000 views and tens of thousands of likes on overseas websites.
.
.

Shaxian snacks are popular overseas and praised as "extremely creative" and "unique"
.
Flat meat is still a classic on the menu, but the taste has become local
.
In Spain, fried flat meat is quite popular; In France, chicken stuffed flat meat is the most popular
.
Many overseas Chinese sighed: "I can really eat this bowl of flat meat everywhere I go!" ”

Snail powder also has many "fans"
overseas.
According to statistics, Liuzhou snail powder has been exported to more than 20 countries and regions around the world, and the export volume will be 8.
24 million US dollars in 2021, an increase of 89.
86%
year-on-year.

"Luobawang has landed on 12 cross-border e-commerce platforms and become an export leader in the
industry.
" Ou Haoxuan said
.
He shared a story with reporters: In April 2019, Luobawang's overseas team visited overseas businesses and found that some criminals had stolen their product names and similar packaging, sold fake and shoddy products, and misled consumers
.
"I was very angry and immediately reported it to the relevant departments, but this also reflects the popularity of
our products.
"

In recent years, at the China-ASEAN Expo, snail powder has frequently become a "blockbuster" product
of the exhibition.
On various short video platforms, there are more and more
shots of foreign "internet celebrities" focusing on snail powder.
Popular overseas national cuisine has not only become a window for spreading Chinese catering culture, but also built a bridge
for Sino-foreign cooperation.

Chinese students from Liuzhou City Vocational College and international students from Laos and Indonesia formed an entrepreneurial team to develop snail powder for ASEAN consumers on the basis of adhering to authentic flavors, and they sometimes had to "wade" 10 bowls of powder
a day.
After several months of hard work, the tom yin gong soup flavored snail powder was born, which has a faint coconut flavor and is well received
by the target consumer group.

"Local food bagged products such as snail powder are very distinctive, with high degree of taste reduction and high recognition of overseas markets, and the competitiveness of products is strong
.
" According to the standards and market preferences of different countries and regions, we have targeted changes in R&D strategies, transformed production lines and supply chains, and improved the popularity and market share
of Liuzhou snail powder overseas.
Ou Haoxuan said, "The feedback from overseas markets is very good, and we are confident that we will expand the promotion of Local Chinese Snacks and send them to the tables
of more foreigners.
" ”

Zhang Xin believes that thanks to the joint construction of the "Belt and Road" initiative and the development of industrialization, the space for national snacks to go overseas is very broad
.
The change in the taste of snacks "going to sea" is inevitable, "but the traditional craftsmanship cannot be lost, and the taste and form of dishes must be inherited and maintained.
"

"It is precisely because of inclusiveness and diversity that we have the rich appearance of Today's Shaxian snacks, which should also be the cultural basis for
Shaxian snacks to 'go to sea'.
" Zhang Xin said that Shaxian snacks "going to sea" will also speed up the pace
.