The brand of golden phoenix
flying from the foot of Daxinganling is a kind of culture, but also a kind of spirit, and its power cannot be quantified.
located at the southern foot of Daxing' anling Mountains and on the Songnen Plain, the No.93 Sub-bureau of Agricultural Reclamation is rich in soil and water, rich in products, outstanding in people and full of magic. It is not only the main producing area of wheat, soybean and miscellaneous grains in reclamation area, but also the cradle of food industry in reclamation area. Today, four of the five national key leading enterprises in the reclamation area were born here. In just over ten years, the products produced by these enterprises have moved from the remote Xing 'an Mountains to the whole country and the world. Brand awareness and reputation are well-known throughout the country. Known as the first brand of Longjiang wheat food, "Fengyuan" product is one of them.
Young Phoenix Hongzhi is reborn in Nirvana
The predecessor of Beidahuang Fengyuan Group is Jiusan Flour Factory established by Jiusan Branch in 1996. As a fledgling bird, it is struggling to move forward in the face of cruel market storm, and its business operation and workers' lives are in trouble. How to bring this little bird back to life? At the beginning of the new century, the leaders of the sub-bureau made a decisive decision and reorganized the leadership of the flour mill. After the establishment of the new leadership, under the pressure and resistance from all sides, a series of reform measures to scrape bones and heal wounds, expand at low cost and strengthen bones and muscles began to be implemented. < P > In p>21, the Inner Mongolia Humeng Xuelu Flour Factory, Daqing Yikang Flour Factory and Fujin Huadun Flour Factory were merged, and the production capacity jumped from 1, tons to 26, tons. At the same time, more than 3 million yuan of idle assets were revitalized and more than 5 laid-off workers were resettled.
in p>23, enterprises implemented the reform of property rights system. In the same year, the company headquarters moved to Harbin.
In p>24, the flour mill in Wulanhaote, Inner Mongolia was acquired, increasing the production capacity by 1, tons.
Heilongjiang Beidahuang Fengyuan Wheat Industry Co., Ltd. was established in p>25.
In p>26, it invested 15 million yuan to build Fengwei Food Company in Harbin Pingfang Economic Development Zone. The annual output is 75, tons of flour, 25, tons of bran, 2, tons of nutritious dried noodles and 5 million packets of non-fried instant noodles.
Fengyu Company was established in wuchang city in p>27, focusing on corn processing. In the same year, a trading company was established to distribute coal and grain, and achieved sales income of 24.17 million yuan and profit of 82, yuan.
this series of big-handed, big-scale, big-scale measures not only shows the courage and boldness of enterprise decision-makers, but also enables enterprises to get out of the small and weak predicament and realize nirvana rebirth, and promotes enterprises to embark on a large-scale, large-scale and profitable road of modern new enterprises, always standing at the highest point of the industry and controlling the industry field. So far, the company has achieved double sales and profits for nine consecutive years.
Gorgeous spread its wings and sounded the soaring assembly number
While implementing low-cost expansion, Fengyuan Group made great efforts to integrate brand resources, and all products of the Group were unified as "Fengyuan" brand trademarks.
the establishment of a brand is often accompanied by the arduous entrepreneurial process of an enterprise. Looking at the development of Fengyuan brand, we can't help feeling that it is difficult to start a business, it is even more difficult to keep a business, and it is even more difficult to create a high-quality brand that lasts for a hundred years.
"Green, organic and healthy" is the strategic concept of product management that Fengyuan Group has always adhered to. As a national key leading enterprise, Fengyuan Group shoulders the heavy responsibility of revitalizing the national food industry and building a national high-quality brand. In order to build a high-quality brand that is famous and durable, we must first change the unfavorable situation of chaotic brands, unobtrusive advantages and characteristics, low added value of trademarks, lack of market competitiveness, and the inability to sell good products at good prices, and implement a unified brand management strategy. At the same time, we should start from the source of products, consolidate the foundation of high-quality brands, and strive to make the two brands "Beidahuang" and "Fengyuan" into well-known brands in the country and even the world from the perspective of improving product quality. In this regard, the Group started with the establishment of a long-term and stable raw grain base, and adopted the industrialized business model of "food group (customer)+company+base+farmer+scientific research institution", and established 6 million mu of wheat planting bases in North 'an, Nenjiang, Jiusan and other high-quality wheat producing areas in Northeast China, implementing order planting, and monitoring the whole process from variety selection to sowing and harvesting according to technical requirements, effectively ensuring the quality and supply of wheat.
while ensuring the quality of raw grain, the group has also actively absorbed mature production experience and continuously improved equipment and technology, and produced various kinds of "Beidahuang" and "Fengyuan" brand civil flour, special flour, dried noodles and instant noodles, which have become the leading products in Northeast China. The production share is 26%. Since 27, Fengyuan brand flour and other products have been awarded the honorary titles of "China Famous Brand Agricultural Products" by the Ministry of Agriculture, "Healthy and Nutritional Food Demonstration Enterprise" by the Health Care Association of the Ministry of Health of China, "Heilongjiang Famous Brand Products" and "Top 1 Enterprises in Heilongjiang Province", and with the help of high-quality product quality and brand advantages, they have become long-term A-level suppliers of famous manufacturers such as Master Kong and Jinmailang in Northeast China.
At the beginning of p>21, the brand Fengyuan was appraised as "China Well-known Trademark" by the State Trademark Administration. At the same time, the brand value of Fengyuan was appraised by the national authoritative organization as 2.18 billion yuan. At this point, Beidahuang Fengyuan Group has become a leading enterprise with three top honors, namely "China Famous Trademark", "China Famous Agricultural Products" and "National Inspection-free Products". At the same time, Heilongjiang Land Reclamation Bureau authorized Fengyuan Group to use "Beidahuang" China well-known trademark as the main brand and "Fengyuan" China well-known trademark as the sub-brand. "Beidahuang" and "Fengyuan", two well-known trademarks in China, have become the twin engines and boosters to promote the rapid development and expand the influence of Beidahuang Fengyuan Group.
In August, 21, at the first 21 China Food Industry Business Opportunity Fair and China Food Industry Development Summit Forum co-sponsored by China Business Federation and China National Business Information Center, Beidahuang Fengyuan Group stood out among more than 2 well-known food enterprises in China (including Hong Kong and Taiwan) with its great brand strength and development stamina, and was promoted as an excellent enterprise with the most development potential.
High-quality brands appear at the Shanghai World Expo
Jia Jiasheng, chairman and general manager of Fengyuan Group, said that "in order to realize the all-round expansion of the radiation power of the main brand of" Great Northern Wilderness ",we must base ourselves on this province, face the whole country and look at the world.
The growing Beidahuang Fengyuan Group processed 128, tons of wheat in 29, and sold 81, tons of special flour, up 112% year-on-year. The development and sales of new varieties of civil flour also made a breakthrough, achieving a sales volume of 17, tons, up 338% year-on-year. The Group achieved a sales income of 78 million yuan and a profit of nearly 3 million yuan, up 195% respectively over 28. In order to better promote the implementation of the company's brand strategy, the group has established the following brand building goals in the future: firstly, we must continue to strengthen the brand image of Beidahuang, and the products are mainly based on the brand of Beidahuang, supplemented by Fengyuan, and gradually weaken; Secondly, starting with information management, clear brand positioning and grasp the pulse of the market; The third is to speed up industrial upgrading and product upgrading, focusing on green, organic and healthy aspects, further enhancing the brand influence of "Great Northern Wilderness" and promoting the brand of Great Northern Wilderness to go out of Longjiang, the whole country and the world.
relying on strong brand influence and reliable products, Beidahuang Fengyuan Group has attracted a large number of merchants at home and abroad, and the total sales volume of the Group has increased substantially year by year. In 21, Fengyuan Group's series of products such as flour, dried noodles, instant noodles and wheat germ powder entered the marketing network system of Beidahuang in an all-round way, and established "Fengyuan product counters" in 354 "Beidahuang green food specialty stores" nationwide, which further provided another good opportunity for Fengyuan Group's Beidahuang brand products to go nationwide and enhance product visibility and recognition.
Shanghai World Expo is a once-in-a-century event. In order to seize this opportunity, Fengyuan Group went all out to strengthen research and development, increase capital investment, and make great efforts in green, organic and healthy aspects. The new high-value-added products of wheat such as Beidahuang brand germ powder and germ slices were unveiled at the Shanghai World Expo, which attracted the attention of domestic and foreign merchants.
In October, at the 7th China International Agricultural Products Fair in Zhengzhou, Beidahuang Fengyuan Group participated in the "Top Ten" exhibition of the industry as a national key leading enterprise in agricultural industrialization. During the exhibition, all kinds of flour and dried noodles products launched by Beidahuang Fengyuan Group attracted a large number of Zhengzhou citizens to snap up because of their good taste, rich nutrition and exquisite packaging, and the staff had to maintain order on the spot. An old man finally grabbed three boxes of "Beidahuang" brand noodles and said excitedly, "A few years ago, I went to visit relatives in Heilongjiang and ate Beidahuang noodles at my relatives' house, and I felt very good. This time, I had the opportunity to come from Xinxiang to buy more. The products of Great Northern Wilderness are really good!
brand is the intangible assets of enterprises, and it is the guarantee for products to gain a leading position in the fierce market competition. At present, Fengyuan Group is concentrating superior resources, integrating the brand of Beidahuang, increasing investment in scientific research, further building, promoting, maintaining and making good use of the brands of Beidahuang and Fengyuan, paying more attention to product quality and reputation, and relying on the brands of Beidahuang and Fengyuan in the first year of the Twelfth Five-Year Plan, it will meet new challenges with a new attitude.