In the process of development, Lu Hua has always adhered to scientific and technological innovation and implemented the famous brand strategy as an important part of Lu Hua's overall development strategy.
Scientific and technological innovation strategy. After six years of scientific and technological research, the company has successfully created a 5S pure physical squeezing process. The relevant departments of the state have organized several expert groups to scientifically demonstrate the 5S squeezing process, and the conclusions are as follows: there are five obvious innovations in this process: first, it avoids the pollution of chemical solvents to oil products in production, so that the quality and safety of edible oil can be reliably guaranteed; Secondly, the unique baking process was adopted to solve the problem of "keeping fragrance while keeping fragrance" in peanut oil production. Thirdly, the problem of excessive acid value in refined oil is solved by integrated technology; Fourth, the unfavorable processes affecting the quality of refined oil such as solvent leaching, alkali refining and ultra-high temperature refining are cancelled, and the natural nutrients in the finished edible oil are retained; Fifth, the original separation technology for removing aflatoxin can effectively remove aflatoxin from oil products. According to the expert group's evaluation, Lu Hua's original 5S pure physical squeezing process is the world's leading edible oil manufacturing process, with high technology content, which fills the gap at home and abroad and will surely lead the historical development direction of edible oil technology in China. On May 28th, 2002, more than 30 authoritative experts in oil industry in China made a serious study on the original 5S pure physical squeezing technology and product quality standard in Lu Hua, and revised the national standard for squeezing peanut oil with reference to the current standard in Lu Hua. In June 2003, Lu Hua 5S pure physical suppression technology passed the appraisal of national scientific and technological achievements. In 2004, he was awarded the second prize of scientific and technological achievements in Shandong Province by the Science and Technology Department of Shandong Province. In 2005, it was awarded the second prize of China Cereals and Oils Science and Technology Progress Award by China Cereals and Oils Society, which was recognized and praised by cereals and oils experts. The new generation of "Lu Hua" brand peanut oil produced by 5S squeezing technology has exceeded the inspection indexes of world famous brand products in terms of color, fragrance, taste and internal quality. It is through this new technology that Luhua brand sunflower seed oil peels and squeezes sunflower seeds, which breaks through the backward method of extracting sunflower seeds with shells, fills the gap in sunflower seed oil production at home and abroad, and makes new contributions to improving the quality of human life.
Implement famous brand strategy. Lu Hua Group aims to build the first brand of edible oil in China, build the brand by quality, lead the enterprise by brand, and gradually build Lu Hua into a well-known brand. In the process of brand building, Lu Hua always puts product quality first, and strictly controls the selection of raw materials, quality control, finished product storage and other links. In the production process, only the first peanut juice is extracted, and the world's most advanced Aspergillus flavus detector is invested heavily to build a 10,000-ton constant-temperature warehouse, so as to ensure that peanut raw materials are kept fresh all the year round and maintain the nutritional components and internal quality of peanuts. The qualified rate of products reaches 100%, and the customer satisfaction rate reaches 65,438%. Secondly, Lu Hua has paid close attention to market construction, established more than 60 sales branches, set up a marketing team of more than 3,000 people, developed more than 2,000 dealers, and formed a nationwide marketing network. At the same time, Lu Hua has also intensified its brand promotion, and established the brand image of Lu Hua with the help of influential media such as CCTV, forming a virtuous circle in which brands drive the market, markets drive sales and sales promote production. Now, Lu Hua brand has become a household name, enjoying a good reputation in the north and south of the country, and has become the first brand of peanut oil in China and the first choice product for middle and high-end consumers.
The rapid development of Lu Hua has effectively promoted farmers' income. With the expansion of the company's product sales, the purchase quantity of raw materials is also increasing, which drives Shandong, Hebei, Henan, Jiangsu, Anhui, Hubei, Liaoning and other places to develop 6 million mu of peanut supporting bases and 6,543,800 mu of oil sunflower supporting planting bases in Inner Mongolia. Purchasing 6,543,8+3,000 tons of peanut raw materials and 300,000 tons of oil sunflower raw materials annually directly creates more than 3 billion yuan for farmers, which can drive more than 6 million farmers to increase their income and become rich. The development of the company has also solved the employment problem of local rural surplus personnel, absorbed more than 2,000 farmers to work in enterprises, and the per capita income exceeded 8,000 yuan, driving more than 654.38 million employees in the tertiary industry such as transportation and catering in the local and surrounding areas. On June 5438+February 65438+April, 2003, General Secretary of the Communist Party of China (CPC) Central Committee and president Hu Jintao inspected Lu Hua Company and spoke highly of Lu Hua's efforts: "Thanks to your efforts, consumers and farmers have benefited. Well done, I hope you will do better and make more farmers rich. " On September 6, 2006, Hui Liangyu, member of the Political Bureau of the Communist Party of China (CPC) Central Committee and Vice Premier of the State Council, also visited Lu Hua. He said happily, "Thanks to Lu Hua for his contribution to China Oil! Do a good job, the state supports the development of national enterprises like Lu Hua. "
Lu Hua people will keep in mind the entrustment of the Party and state leaders, always focus on Scientific Outlook on Development, establish the people-oriented thinking, and on the basis of maintaining the existing achievements, stand at the strategic height of big market and big agriculture, and turn technological advantages, brand advantages and resource advantages into industrial advantages and market advantages, so as to make our contribution to solving the shortage of edible oil in China and the strategic security of national grain. We plan that by the end of the 11th Five-Year Plan, the annual production capacity of peanut oil will reach100000000 tons, and the sales revenue will reach100000000 yuan, and the peanut planting base will be developed10000000 mu, so that tens of millions of farmers will be employed in different places in Lu Hua, making greater efforts to promote the process of agricultural industrialization, build a new socialist countryside in an all-round way and realize Lu Hua people's "industry serving the country".
[Edit this paragraph] Honors won
Lu Hua selected Shandong high-quality peanut as the first-class peanut oil, initiated the 5S pure physical squeezing process, and directly separated the oil from the raw materials through physical pressure, without any chemical additives in the whole process, ensuring the safety, hygiene, pollution-free and natural nutrition of the products, and was praised as "China peanut oil squeezing expert".
Lu Hua squeezed first-class peanut oil, only squeezed peanut juice for the first time, which is pure natural and nutritious, rich in oleic acid, linoleic acid, vitamin E, zinc, calcium and other nutrients needed by human body, without cholesterol.
The first-grade peanut oil squeezed from Lu Hua contains no aflatoxin, and has a yellow-red color, strong fragrance and pure taste.
The first-grade peanut oil squeezed in Lu Hua will solidify or semi-solidify below 12℃, which is the characteristic of pure peanut oil.
▲ 1992 original 5S pure physical pressing process, and Luhua Texiang pure peanut oil was successfully developed.
▲ 1996 Lu Hua Company passed the ISO9002 international standard quality system certification.
▲ 1999 obtained the national "green food" certificate.
▲ In 2002, it became the first batch of "inspection-free products" for edible oil in China.
▲ In 2002, it won the title of "Safe Oil" in the first batch of countries.
▲ In 2002, it obtained the national certificate of "pollution-free products".
▲ In 2003, Lu Hua peanut oil and soy sauce obtained the first batch of national quality and safety market access licenses.
▲ In 2003, Lu Hua Company passed the ISO900 1 international standard quality management system certification and ISO 14000 international standard environmental management system certification.
▲ Products recommended by China Cuisine Association in 2003
▲ In 2003, Lu Hua edible oil became the "banquet oil for the Great Hall of the People".
▲ In 2004, Lu Hua Crushed Peanut Oil was awarded as "Nutrition and Health Promotion Product" by the National Center for Public Nutrition and Development.
▲ In 2004, the trademark "Lu Hua" was recognized as "China Famous Trademark" by the state.
▲ In 2004, Lu Hua Company was awarded as the "Fifth National Consumer Satisfaction Unit".
▲ In 2004, "5S Pure Physical Squeezing Peanut Oil Production Process" won the second prize of Shandong Science and Technology Progress Award.
▲ passed HACCP food safety management system certification in 2004.
▲ In 2005, it won the certificate of "Top 100 Enterprises in China Food Industry".
▲ In 2005, Chairman Sun Mengquan was awarded the honorary title of "National Model Worker".
▲ In 2005, Lu Hua Crushed First-class Peanut Oil was rated as "China Famous Trademark" by the state.
▲ In 2005, Lu Hua obtained the inspection-free certificate of "C" mark (net content) of quantitatively packed goods.
▲ In 2006, Lu Hua edible oil series products obtained the "Intellectual Property Rights Non-GMO Label Maintenance Certification".
▲ In 2006, "Lu Hua" was rated as "the most competitive brand in China" by the Ministry of Commerce.
▲ In 2007, Lu Hua Group was awarded the honorary title of "National Advanced Collective of Light Industry".
▲ In 2008, Lu Hua Company's "New Technology of Peeling and Squeezing sunflower seed oil with an annual output of 65,438+10,000 tons" won the first prize of Shandong Science and Technology Progress Award.
[Edit this paragraph] Corporate culture
The first chapter is Lu Hua's main viewpoints.
1. Lu Hua tenet: industry serves the country and benefits people's livelihood.
Lu Hua's mission: to improve the quality of human life.
Third, the spirit of Lu Hua: hard work, first-class innovation.
Fourth, Lu Hua's goal: to be the first brand of edible oil in China.
The second chapter is Lu Hua's humanistic thought.
First, serve people with virtue and treat people with sincerity.
Second, love yourself before you love others.
Third, be a man in advance.
Fourth, everyone is a talent, and everyone should strive to improve themselves.
Lu Hua is a big school that trains talents.
Sixth, build excellent teams and integrate social resources.
Chapter III Luhua's Management Philosophy
First, guide the consumption concept and promote healthy consumption.
Second, famous brand = quality+popularity+reputation+loyalty.
Third, surpassing the opponent is the goal, and developing oneself is the goal.
Fourth, fight a value war instead of a price war.
Verb (the abbreviation of verb) cooperates for win-win and common development.
6. Be prepared for danger in times of peace.
Seven, do the market in the off-season and do the sales in the peak season.
Eight, the channel is the key, and the decisive victory lies in the terminal.
Nine, the key breakthrough, from point to area.
The fourth chapter is the management concept of Luhua.
First, never let consumers eat a drop of unhealthy oil.
Second, Lu Hua is Lu Hua for everyone and Lu Hua for the participants.
Third, management is service.
Fourth, emotional leadership and ruthless management.
Five, meritocracy, unexpected employment positions.
Sixth, third transformation, dynamic management.
Seven, target quantification, process control and incentive mechanism are organically combined.
Eight, the establishment of "financial management as the center" business management model.
Nine, strengthen the information construction of the group, and promote the rapid development of enterprises.
Chapter V Code of Conduct for Luhua Cadres
First, scientific orientation and correct mentality.
Second, loyalty and dedication, bearing in mind the purpose.
Third, fair and upright, good style.
Fourth, love innovation, unity and cooperation.
Five, abide by the law, according to the rules.
Chapter V Code of Conduct for Luhua Employees
Love the motherland, abide by the law, be loyal and dedicated, be reasonable and trustworthy, be sincere and United, and be determined to innovate.
First, the personal ideological and moral code of conduct: keep in mind the eight honors, do not forget the eight disgraces, serve others with virtue, and treat others with sincerity.
2. Personal appearance code of conduct: energetic, optimistic, decent in words and deeds, generous in manners, well dressed and wearing signs.
Third, interpersonal behavior norms: mutual respect, friendly cooperation, harmonious communication, honesty and trustworthiness, enthusiasm for public welfare, and helpfulness.
Fourth, the work code of conduct: obey the rules and discipline, be strict in style, fulfill their duties and be polite to others.
5. Code of Conduct for Team Awareness: Advocate team awareness, safeguard overall interests, pay attention to group undertakings, show individual talents, * * * create great achievements in Lu Hua, and * * * enjoy development achievements.
6. Public relations code of conduct: courtesy and equality, enthusiasm and thoughtfulness, neither supercilious nor supercilious, keeping promises, unifying identity and paying attention to image.
7. Code of conduct for environmental awareness: cherish public finance, beautify the working environment, prohibit smoking in the workplace, create a healthy space, advocate environmental awareness, and promote green melody.
[Edit this paragraph] Subordinate enterprises
Laiyang Lu Hua Xiang Nong peanut oil co., ltd
Shandong Lu Hua Xiang Nong peanut oil co., ltd
Zhoukou Lu Hua Xiang Nong peanut oil co., ltd
Inner Mongolia Lu Hua sunflower oil Co., Ltd.
Laiyang Lu Hua Brewing Foods Co., Ltd.
Laiyang Lu Hua Cuye Foods Co., Ltd.
Changshu Lu Hua edible oil co., ltd
Wuhan Lu Hua peanut oil co., ltd
Laiyang Lu Hua mineral water co., ltd
Laiyang Lu Hua foods co., ltd
Laiyang Lu Hua net gear co., ltd
Laiyang Lu Hua carton plant
Laiyang Lu Hua fengyi plastic industry co., ltd
Yantai Lu Hua Fengyi Real Estate Development Co., Ltd.