Qinghai Lilac Group Co., Ltd. is a subsidiary of Qinghai Sanjiang Group Co., Ltd. It is a large state-owned industrial enterprise and the leader in the grain industry in Qinghai Province. The company has a registered capital of 124.7742 million yuan and a warehouse capacity of 82,000 tons. It has three new flour-making and oil-making production workshops with computer automatic monitoring. The full set of equipment is imported from abroad. The technology level is world-class, with an annual output of 84,000 tons of series flour and series oil. 15,000 tons; it has a modern feed processing plant with an annual output of 50,000 tons; the company operates 20,000 tons of various rice. It has passed ISO10012-1 and ISO9002 certifications successively. In 1999, "Dingxiang" brand rapeseed oil obtained the "Green Food" certificate. In 2000, "Dingxiang" entered the famous trademark of Qinghai Province. In 2002, the Dingxiang brand series of grain and oil products successively obtained the "Reassured Grain and Oil" and "Quality Inspection-Free Products" certificates; in 2003 Obtained the first "production license" for the five major food market access markets in the country.
Qinghai real estate flour was once brilliant in the province's flour market. However, as time goes by, brand flours such as "Fuqiang", "Jinshuo" and "White Peony" have long disappeared, and the only remaining "Lilac" Flour is also losing ground in the fierce market. Not only flour, but also "clove" rapeseed oil is gradually losing ground under the competition of many brands of rapeseed oil. We can’t help but wonder: What happened to Qinghai’s grain and oil products?
"Lilac" flour has been eclipsed
People who pay attention to the rice and flour market may have long discovered that although there are more and more types of flour sold in provincial capitals, Qinghai There are few varieties of locally produced flour and the market share is very low. The once popular "Lilac" series of flours are also in danger.
On March 15, reporters saw in major supermarkets in the provincial capital that in the grain and oil area, there are all kinds of grain and oil products. There are many varieties of flour alone. Due to different packaging and grams, the price They vary, and are basically the same as the prices during the Spring Festival, with no obvious increase or decrease. Where does all this flour come from? If you look closely, there are "Saibei Snow" from Ningxia, "Ancient Ship" from Shanxi, and "Red Sun" from Gansu. In addition to these, there are also various brands of flour from Henan, Hubei and other real estates, except Qinghai. Local products.
Not only in supermarkets, in the huge Xining Renjie Grain and Oil Wholesale Market, there are only four or five stores selling Qinghai flour. In sharp contrast, merchants selling Gansu flour have reached a level of There are more than a hundred merchants, and basically all the flour sold by merchants is produced in other provinces.
In a street grain and oil store, the store owner enthusiastically introduced several flours produced in other provinces. When asked if there was any locally produced flour, the store owner pointed to a small corner of the store and said: "There is a 'Lilac' brand there. Qinghai special flour and special flour are the only two types. Because they are not selling well, other series are not available. "
"Lilac" grain and oil are facing difficulties
Speaking of the current local situation. There is no doubt that Qinghai Dingxiang Cereals and Oils (Group) Co., Ltd. is the leading flour manufacturer. The company has three registered trademarks, namely "Lilac", "Sanjiangyuan" and "Xinhe". Among them, "Lilac", as the main trademark, has been selected as one of the famous trademarks of Qinghai Province. The "Lilac" brand Qinghai special powder has also been successively Rated as "the first batch of famous brand products in Qinghai Province" and "national customer satisfaction product". "Lilac" rapeseed oil is also very popular in the market, and Lilac Group has become a trustworthy enterprise recognized by consumers.
Speaking of the company’s prosperity in the past, an employee who had worked for more than ten years looked at the now deserted work area and sighed: “This company used to be so profitable, but now it is about to collapse. Many employees have left the company. I think the company itself has many problems, so it has lost in the competition."
A person in charge of the distribution department of the "Lilac" Group who did not want to be named. The introduction said that before 1998, the company's efficiency had always been very good. After that, the efficiency began to decline quickly. When the profits were good, the annual sales volume of flour reached more than 50,000 tons. Later, the annual sales volume was only one-fifth of the original.
Now, the company has been in a state of shutdown or semi-stop production, and the flour production workshop is no longer producing at full capacity. If there are orders, we will produce according to the order quantity. If there are no orders, we will continue to stop production.
When asked about the reasons for the decline in corporate profits, he said that in addition to the large influx of flour from other provinces into the Qinghai market, a very important reason is that the price of local flour is higher than that of some flour from other provinces. Wheat in this province can only meet the needs of rural areas. The wheat required by enterprises to produce flour is transferred from Henan, Shandong, Xinjiang and other places. Compared with other provinces with higher wheat production, the cost of raw materials required for local flour production is higher. Most consumers choose slightly lower-priced flour from other provinces, and many noodle restaurants, steamed bun processing shops and other businesses also use relatively lower-priced Gansu flour in order to reduce costs. Therefore, the main reason for the decline of "Lilac" is price, not quality. In addition, internal problems such as management mechanisms are also one of the factors causing the deterioration of corporate performance. The most regrettable thing is that due to the decline in the overall profitability of the company, the workshop that produces rapeseed oil has ceased production.
Who will revive the local grain and oil economy
It is a pity that "Lilac" has been defeated in the fierce market competition and lost a large part of the market.
A staff member of the Qinghai Provincial Grain Bureau believes that nowadays, consumers’ demand for flour is tending to high quality, variety, safety, nutrition and other aspects. As a local flour manufacturer, it should respond to market changes , develop towards in-depth product processing, produce high-grade, high value-added products, including packaging upgrades, etc., so that consumers feel value for money.
The "Dingxiang" Group has lost its former luster. At the same time, our province's first flour production line project with an annual output of 300,000 tons started construction in Xining Dongchuan Industrial Park last year. I hope that after this project is completed, it will truly add color to the development of Qinghai’s local economy. (Reporter Ma Jinping)
Reporter’s comment: Born in sorrow, died in happiness
Qinghai News Network In the fierce market competition, the province’s “lilac” is no longer fragrant. While many people are shaking their heads and sighing at the decline of "Lilac", they are more puzzled: How come the province's corporate brands can't stand the test of the market?
What we see today is the current situation where Qinghai’s once-famous grain and oil brands are unable to sustain themselves. In fact, it is not just a grain and oil economy. There are many brands in our province that are only famous for a while, and the enterprises will eventually fail. It ended up being suspended or semi-stopped, until it went bankrupt and its employees were laid off and unemployed. For example, cow-down sweaters, highland barley wine, etc., which were once popular both inside and outside the province, were flooded with disorderly competition and counterfeit products, which eventually led to a decline in corporate efficiency, a shrinking market, and the loss of many consumers. In addition, the reasons for the declining performance of some old enterprises include slow product structure adjustment, few high-, precision-, and deep-processed products, lagging development of high value-added products and new products, a serious lack of market competitiveness, and slow progress in the bankruptcy and reorganization of state-owned enterprises. , poor results after reorganization, inadequate management, failure to keep up with the pace of market development, etc., all of which lead to enterprises being eliminated by the market. We clearly understand that if we want to keep a brand young forever, we must not be blindly arrogant and content with the status quo after building it successfully. Instead, we should always bear in mind the principle of "born in sorrow, die in happiness" and constantly innovate. .
As we all know, our province is not lacking in resources. Beef and mutton, cordyceps, rapeseed, fern, etc. all have a broad market. However, among these products, consumers inside and outside the province can know There are so few brands, which is really a pity. Today, we are vigorously developing the local economy and creating famous brands. We sincerely hope that local brands can not only stay in the provincial market for a long time, but also successfully enter the market outside the province.