whenever the cold winter approaches, mutton soup pot becomes an indispensable cold-proof delicacy for Chengdu citizens. However, in recent years, the mutton market in Chengdu has gradually changed: from the original roadside stalls to large-scale mutton restaurants, from rushing around to resource integration, Chengdu mutton is no longer a seasonal food that only shines on the winter solstice. With the industrial chain of "sheep economy" in various districts (cities) and counties, the mutton industry in our city has become more and more mature and stronger, and has really embarked on the road of brand.
Industry drives Chengdu to make a "sheep fortune"
Going into Huangjia Town of Shuangliu to eat mutton is a never-ending "theme" here. Before and after the winter solstice, it seems that the whole yellow nail is filled with the attractive aroma of mutton soup. Every mutton restaurant in the town is crowded with people. "Huang Jia before and after the winter solstice can be said to be packed. My desk has to be turned over more than ten times a day at most. " An owner of Huangjia mutton restaurant was very excited when he talked about the "grand occasion" of eating mutton.
huangjia develops "off-site foster care"
The mutton business seems to be going on year by year. In 26, huangjia town sold more than 6, Ma sheep. The local sheep source has been difficult to meet the market demand. In order to solve the shortage of sheep sources, large-scale breeding and "off-site feeding" with surrounding areas have also gradually consolidated the foundation of Chengdu sheep industry.
huangjia town, which is prosperous because of sheep, has taken the lead in expanding the scale of Ma sheep breeding and strengthening Ma sheep industry. According to the staff of the town government of Huangjia Town, the breeding of Huangjia Mayang has gone through a period of development from simple policy support at first to the exploration of "Mayang Daiyang" in different places to the formation of a new model of "Mayang Daiyang" with policy support combined with company and farmers.
since 1999, the party Committee and government of huangjia town have successively formulated policies to support Mayang breeding, providing financial and technical assistance to Mayang farmers. From the initial annual investment of 8, yuan to 25, yuan in 26, the financial support has continuously stimulated the enthusiasm of farmers for breeding Ma sheep. At the same time, give technical support, relying on the town science and technology office, animal husbandry station and Mayang Industry Association, give full support to farmers from the aspects of planting grass, enclosure management, breeding technology and epidemic prevention, and escort farmers. However, simple policy support has failed to stop the shrinking of Ma sheep breeding scale today, and the gap between the output of commercial sheep and the demand is widening. As a result, the attempt of "Mayang Daiyang" in different places came into being.
It is understood that "Mayang foster care" means that catering companies provide young sheep or funds, sign an foster care agreement, deduct the original weight or cash when recycling, and increase some companies to buy at the market price, but the minimum protection price is 1 yuan/kg, realizing "three wins" (the company benefits, the farmers increase their income and the government benefits). Li Po Village in Huangjia Town is the base of "Mayang Daiyang" in this town. "On the day when I signed the agreement to raise 4 Mayang, Xinhuangcheng Catering Co., Ltd., the entrusting party, paid me 2, yuan in advance to build a new sheepfold and develop large-scale breeding." Liao Shunquan, a villager in this village, started from 15 sheep and has grown to more than 5 now, with a farm area of nearly 1 square meters.
Jintang has earned extra money through foster care
In the Chengdu market, the black goat of Jintang can compete with Shuangliu Mayang. Black goat meat is tender and delicate, and has no smell. In 21, it won the name of the province and became a famous animal husbandry variety in our province. However, unlike Huangjia, black goat is "blooming inside the wall and fragrant outside the wall" in our city. Every year, orders from Hainan, Tibet and other places take away the sheep source from the local area like snowflakes. At present, more than 4, black goats this year have almost been robbed. Under such circumstances, Jintang county vigorously develops sheep breeding, which is just complementary to the situation that Huangjia needs a large number of sheep sources but lacks breeding bases. Since last year, restaurants and middlemen in Huangjia Town have taken aim at Jintang-foster local Ma sheep to the homes of farmers in Jintang who know technology and raise them with their sheep. "This not only found a' home' for Huangjia Ma sheep with insufficient green space, but also easily earned extra money for Jintang farmers who had raised sheep. This is a new win-win model." The relevant person in charge of Huangjia Town told the reporter.
The surrounding areas are close to the "sheep industry"
The industrial aggregation effect released by the "sheep economy" in the development process of the sheep industry pulls the related industries and surrounding areas closer to the sheep industry. Dayi Xuping Rabbit Industry Co., Ltd., known as the "King of China Rabbit", invested heavily to establish a demonstration base of Mayang industry in Fenghuang Village, Jinyuan Town of this county, which sounded the horn of marching into Mayang industry. Dayi county is also the base of Chengdu Mayang, with 15, Mayang. In the past, due to the lack of radiation from leading enterprises and scientific and technological demonstration bases, most farmers were scattered, and due to a series of reasons such as backward technology, lack of funds and difficult sales, they have not been able to form a scale. There is neither a Ma sheep breeding farm nor a distribution center, and the Ma sheep industry has never been bigger and stronger. Ren Xuping, the "Rabbit King", on the basis of optimistic about the market prospect of Mayang industry, seized the opportunity that the county was planning to build a 1,-mu grassland restoration project, and decided to invest in building a Mayang base integrating the production, processing, sales and research of herbivores, so as to further extend the industrial chain of rabbits, sheep and other herbivores and drive farmers in hilly and mountainous areas to increase their income and become rich.
Developing brands to tap the potential of "sheep market"
On the one hand, the government is vigorously developing the sheep industry, on the other hand, many farmers have butterflies in their stomach: How big is the mutton market in Chengdu, where pigs, cattle and small poultry are the main meat consumption habits for thousands of years? Someone once calculated an account: if Chengdu people only spend 1 yuan a year to eat mutton, they can create a market scale of nearly 1 million yuan a year. An investigation and analysis by the Provincial Animal Husbandry Bureau also shows that with the increasingly frequent exchanges between different places, the demand of Sichuan people for mutton has increased rapidly in recent years. At present, the catering enterprises and sheep breeding bases that make mutton are growing at an annual rate of 2%. In five years, the scale of mutton consumption market in Sichuan is not a problem, and Chengdu, the central city, is the largest consumption market. Seeing this, Chengdu's major mutton sheep breeding sites have tried their best to carry out in-depth development and guide citizens to change their consumption habits. The potential of Chengdu's "sheep market" is gradually being brought into play.
Jintang 1 special "sheep dishes"
"Who said that mutton can only be eaten on the winter solstice? In fact, in many parts of China, people eat mutton all year round. " The relevant person in charge of Jintang County Animal Husbandry Bureau told the reporter. It is reported that in order to guide consumption, the county is preparing for the "Famous Goat Food Shop" featuring black goats, and has carefully developed more than 1 dishes according to the nutritional characteristics of mutton and local seasonal characteristics. It is expected that it will open on the 28th of this month. In the future, consumers can eat black goat food with different grades all year round here. "We want to let consumers know that the nutritional value of mutton is very high. As long as it is eaten properly, eating it every day is good for your health!" The chef of the restaurant told the reporter.
Huangjia expanded Xinhuangchen by 1 million yuan
Shuangliu County, which is famous for its Huangjia Mayang, is also actively exploring under the guidance of experts, making efforts to weaken its characteristics of "winter food". Since the emergency expansion of Xinhuangchen mutton soup pot store with an investment of 1 million yuan last year, major mutton restaurants have also made efforts to expand the scale and improve the grade this year. In addition, the county also actively guides major restaurants and farmhouses to launch special Ma Yang dishes.
Pavilions and pavilions, small bridges and flowing water, and Mongolian yurts with grassland customs are scattered among the green trees. The "park" in front of the reporter would not be associated with mutton catering unless it was introduced in advance. "Four or five restaurants in the old street are always full. With the popularity of Huangjia Mayang in recent years, it is impossible to keep up with the development by continuing to cook in the old street. That's why this garden-style dining place covers an area of nearly 2 acres. " Huang Bin, head of Xinhuangchen Catering Co., Ltd., pointed to a hotel under renovation not far away and told reporters that they are no longer satisfied with four-star farmhouse music, but are developing towards rural hotels. Huang Bin believes that enterprises like them, who were born and raised in Huangjia and made their fortune by sheep, are, to some extent, a microcosm of the continuous development of the whole Huangjia economy. "Although my family is not a time-honored brand of Huangjia mutton, as a new generation, we have the fastest development. Huang Jia is prosperous because of sheep, and we are prosperous because of sheep. "
The "packaged mutton" in the supermarket is mouth-watering
Besides guiding consumption in the counties where mutton is produced, savvy merchants have never missed any opportunity to make a fortune on sheep. Since last year, citizens have been surprised to find that a cauldron has been set up in the center of a large supermarket leading the fashion trend of consumption. Hot mutton soup and processed "packaged mutton" are mouth-watering, and citizens can eat delicious mutton soup pots without leaving home.
According to the promotion staff, under the consumer guide of supermarkets, more and more consumers are accustomed to adding a bowl of mutton soup to the dining table at home. Since the introduction of this business model, the mutton business in supermarkets has soared, with a maximum of about 5 kilograms a day.
The merchants make a fortune from mutton
The owners of mutton restaurants have also found business opportunities: many foreign diners always want to take some mutton food with them every time they finish eating. Therefore, in addition to making the sheep industry a normal catering industry, Shuangliu, Jintang, Dayi and other places are vigorously developing industrialized extension products of mutton. A series of mutton products, such as mutton floss, dried mutton, pickled leg of lamb, mutton sausage, etc., have emerged at the historic moment, and the price of mutton has also been rising. At present, the slaughter price of Shuangliu Mayang and Jintang Black Goat per kilogram has reached 16-2 yuan.
Brand "Sheep Festival" takes the lead
Hundreds of thousands of diners and nearly 1, cars gather together ... In recent years, under the leadership of Huangjiama Sheep Festival, the "sheep" economy of Chengdu people rushing to eat mutton around the winter solstice has been achieved to the extreme. Relying on the success of local festivals, all localities not only expanded their popularity, but also gathered popularity, brought business opportunities and promoted the development of agricultural industrialization.
Huang Jia's "Sheep Festival" promotes all trades
As the representative of Chengdu's "Sheep Festival", Huang Jia Ma Yang Festival is undoubtedly the most successful one. The Mayang Festival, which started in 1998, has gathered business opportunities, popularity and wealth, prospering all industries. At the same time, it has also promoted the development of aquaculture, brewing, department stores and other related industries in Huangjia Town, and the role of Mayang industrial chain has been continuously highlighted. Only Mayang industry in the town has realized the per capita income increase of farmers in 3 yuan. Sheep industry catering has also developed from the initial single "mutton soup pot" to hundreds of dishes such as roasted whole sheep, mutton, tiger skin and sheep kidney. With the excavation of Mayang's characteristic catering culture, Shuangliu County has developed and expanded many restaurants, such as Ruan Laoda Mutton Restaurant, Jiujiu Mutton Restaurant, Huangcheng Restaurant, Xinhuangcheng Farmhouse, etc. Among them, "Xinhuangcheng" has also won the title of four-star farmhouse in the first batch of star-rated farmhouses in Chengdu.
With the development of Mayang industry, the construction of small towns in Huangjia Town has expanded from a hilly town with a single street to several times of its original area in a few years, and the town has taken on a new look, and it has become one of the "provincial pilot towns for the construction of small towns", which is precisely "grasping a Mayang well, developing an industry, bringing vitality to one party's economy and rising a town". This year, the town will also add new elements to the traditional Mayang Festival, give full play to the powerful driving and radiating role of the festival economy, and continuously integrate local history and culture, so that Huangjia Town, which is a "Millennium Mayang Township and a modern industrial town", will become more famous.
The surrounding "sheep festival" is full of joy
The success of Huang Jia has also played an exemplary role in other areas of Chengdu. The Black Goat Festival in Jintang, the Sheep Food Culture Festival in Qionglai, and the Winter Mutton Festival in Dayi, Chongzhou and Dujiangyan have all been released, which have also become a bright color in the local festival economy in combination with local characteristics. Qiongyang Hot Pot, Chahai Pepper Mutton, Bowls of Mutton, Scalded Mutton, Smoked Mutton ... In last year's Qiongyang Festival, Qionglai City took Pingle Ancient Town as the main venue, and towns along Wolong, Daozuo, Jiaguan and Tiantaishan Town as sub-venues, forming a 42-kilometer beaded "green mutton" food corridor, a folk performance in western Sichuan, and "scalded mutton and floating on the water". As one of the major sheep-producing counties in Chengdu, Dayi County is not to be outdone. Since 21, Mayang Food and Culture Festival has been held in yue lai zhen, the main producing area every year. This year's Mayang Festival is tentatively scheduled for the first ten days of December. In addition to the traditional activities such as "Knowing how to cook sheep" and Mayang beauty pageant, a series of mutton cooking competitions will also be held. At that time, citizens can enjoy the steaming, frying, boiling and frying of chefs during the festival.
Make a big brand and spread the "sheep economy"
Holding the "sheep festival" is undoubtedly a good start to expand the popularity and shape the brand. Besides having a good time, Shuangliu, Jintang and other places are thinking: how can we really create a brand? Let Chengdu and the surrounding citizens remember Chengdu mutton when they don't hold festivals?
Huang Jia builds "Mayang First Industrial Park"
In Huangjia Town, Shuangliu, the reporter saw that Chengdu Mayang Expert Courtyard composed of experts from Sichuan Academy of Animal Husbandry has been put into use, and Chengdu Mayang Branch of Shuangliu Science and Technology Expert Courtyard is under construction. In addition to providing consulting and technical services, the experts also put Huang Jia Mayang on the Internet and invested 2 billion yuan with Chengdu Lang Wei Agricultural Investment Company to build 5, mu.
In order to further promote the development of the Mayang industry, Huangjia Town has also introduced advanced management concepts, established a specialized cooperative for Mayang breeding, actively explored the operation mode of "cooperative (company)+standard+base+farmers", and implemented unified brand, unified varieties, unified epidemic prevention, unified technical standards and unified sales, which reduced farmers' breeding risks, improved farmers' breeding benefits and realized "production". The problems in production are solved by family management, and the services before, during and after delivery are provided by cooperatives. The scale of breeding has been further expanded, and the market mechanism of production, supply and sales of Ma sheep has been further consolidated. At present, the professional cooperative has grown from 49 members when it was first established to more than 2 people. The cooperative members have 26, Mayang in Chengdu every year, accounting for 7% of the total number of sheep raised in the town, driving 1,1 Mayang farmers, with an annual output value of 4 million yuan, driving the per capita income of farmers in the town to increase in 21 yuan. At the same time, under the unified packaging and marketing of the cooperative, the price of commercial Mayang in Huangjia this year has reached more than 16 yuan/kg, up 4% over the same period of last year. "In the past, the organization of industrial associations was relatively loose. Now cooperatives are funded by members, and farmers and distributors are tied together." Chen Ping, secretary-general of the cooperative, believes that the establishment of the cooperative has standardized the market price.