The Jiagu flour category has not gone through a long time from being listed to being hot.

In the latest sales statistics, the sales volume of Jiagu brand flour increased by 93% year-on-year, far exceeding the 2.3% increase in the industry as a whole.

Of course, this is largely due to the fact that Kaga flour is just getting started. However, even compared with competing products in the same industry, Jiagu flour also has a more outstanding performance, especially the special flour for dumplings with outstanding market performance, which is well received by consumers in hypermarkets in key cities across the country.

In fact, in terms of absolute share, Jiagu brand flour is not large.

Take high-gluten flour as an example, although the Jiagu brand is not inferior to any imported products, the customers of high-gluten flour are relatively concentrated, and the demand is stable.

But the sharpness brought by Jiagu made his peers very nervous.

In the chairman's office of Guoliang Group, after listening to the report of General Manager Wu of the Wheat Division, Mr. Ning did not speak immediately, but picked up the teacup and drank it slowly.

Manager Wu sat on the sofa and waited quietly.

Mr. Ning drank the big cup of tea before saying, "I summed it up, that is, the market acceptance of Jiagu flour is extremely high." ”

"Yes. ”

"Isn't that expected?"

Manager Wu took a breath and said slowly: "But the price of their high-end products is directly benchmarked against imported brands, but they still maintain such strong growth, which we didn't expect." ”

Mr. Ning frowned and said, "If I'm not mistaken, according to you, there isn't much publicity and promotion for Jiagu brand flour?"

"Yes. ”

In other words, Jiagu's flour is more profitable. Mr. Ning knew what Manager Wu meant, paused, but said, "Isn't this normal?"

Manager Wu was speechless.

To say, it also makes sense.

The biggest problem in the rice and flour industry is that it does not make money! Wudeli, the enterprise with the largest market share of flour, had a profit margin of only 1.9 percent last year, and the financial report of Hetao Snowflake, a mid-to-high-end flour brand of the Guoliang Group, showed that the profit was less than 5 percent, and the leading enterprises in the industry have reached a situation where their profits are thinner than paper. To exaggerate, the earning power of rice and noodle companies is not as good as putting them in the bank to eat interest, and they have really become "nature's porters".

The reasons for low profits are mainly reflected in two aspects: high cost and inexpensive selling.

For the former, reducing costs has become the consensus of the rice and noodle industry, but to reduce costs by creating a production model and strengthening production modernization, it requires high ability of enterprises, and there are risks and uncertainties, so it is more suitable for a small number of large enterprises with strong resource support.

Guoliang is an industry giant, and has invested more resources and energy in building and optimizing the whole industrial chain model of rice and noodles, but "selling expensive" is not something that can be done by virtue of the status of a giant.

The high-end market targets people who are not only satisfied with a full stomach for rice noodles, but also have higher-level needs, such as more nutritious and tasty. They are willing to pay a certain premium for this, but their main problem is reflected in the fact that "there is no domestic brand, do not buy expensive, and foreign real brands, expensive are willing to buy".

Among the domestic rice and noodle giants, what is really competitive is not the sales volume obtained by low prices, nor the growth achieved by promotion, but by winning the strong perception of consumers.

"This is the benefit of benchmarking, 'Jiagu' has formed a world-class brand, not only the products that have been marketed will benefit, but also the subsequent categories will benefit. Look at it, it won't be long before Jiagu's packaged flour will further widen the gap with competing products, which is Jiagu's market influence. "Mr. Ning is very serious.

With the aura of Jiagu, before launching a new product, it is necessary to invest more costs to ensure quality. However, once it is officially launched into the market, the spillover brand effect is also excessive.

As long as Jiagu's golden body is not broken and new products are launched, even if the brand effect of the "Jiagu" brand is only overflowing by 10%, it will be equivalent to tens of millions or even 100 million yuan of publicity expenses.

- Jiagu is not the first domestic flour brand to refine and classify flour. In fact, there is no such thing as high-gluten flour and low-gluten flour in foreign countries, and the classification of flour is more according to usage, such as bread flour, cake flour, general-purpose flour and so on. With the development of industrial food production, people's demand for segmentation is becoming more and more diverse, and the classification of domestic wheat flour is becoming more and more detailed, but it is only Jiagu's dumpling flour and cake flour that are highly praised by the market, and even considered to be the first to officially open a precedent.

——Jiagu is not the first flour brand in China that has really achieved 0 additives and no additive residues, as early as before Jiagu, Henan Province has a flour brand that officially bids farewell to the era of additives, one plus one flour. However, the market generally believes that Jiagu kicked off the prelude to the elimination of all additives in the production line and the production of natural flour.

"Do you think that's a good thing or a bad thing?"

"That...... It's not a good thing for our group. Manager Wu didn't know what Mr. Ning meant, so he replied carelessly.

Mr. Ning shook his head and said: "To look at the long-term point, think about it, Jiagu flour is done well, does it lead the transformation of domestic wheat categories to high-quality development?

Manager Wu said in a low voice: "I have also thought about this problem, but not as deeply as you think. However, at home and abroad, the attention to domestic high-quality wheat has indeed increased a lot......"

"This is the terrifying market influence of Jiagu. Mr. Ning repeated lightly, with some envy in his eyes.

Many relatively high-end flour brands that can be bought in China, such as Nissin, Queen, etc., without exception, claim to use "imported wheat source", and it seems that "imported wheat source" is the high-end standard.

Jiagu is the only high-end brand that has justifiably stated that it only uses domestic wheat sources, and that consumers are treated equally.

This is not only to earn enough face for "national wheat", but also to enhance the competitiveness of "national wheat" - Jiagu products and consumer acceptance, indicating that domestic high-quality wheat has approached or even exceeded the international advanced level in terms of gluten and protein content, so that more people are no longer "obsessed" with imported wheat, and it is not an exaggeration to say that it "ignited the light of national wheat".

In view of this, Mr. Ning respected Qi Zheng for three points.

He asked himself that the national grain could not do this.

The national grain did not blindly pursue the "source of imported wheat", but if it wanted consumers to pay a premium for the national wheat willingly, it had to let the uncrowned kings help say good things about the carriage, and then pay a huge amount of publicity expenses before there was hope. As for promoting national wheat to fill the gap in imported wheat, it will be even more difficult.

For many companies, that's what they're looking for.

At least, Ning Lao always hoped that the national grain would have such a reputation.

No matter how verbally they oppose Jiagu, at this moment, everyone has personally experienced the benefits brought by Jiagu.

Prior to this, no matter how well the domestic rice and noodle companies are doing, how many consumers pay attention to and understand?

As the industry jokes, 100 times of agricultural product science popularization activities are not as useful as Jiagu's series of reports on science popularization.

"It's not a show of weakness to Kaya. Mr. Ning's expression became calm, and he said, "Guomai's recognition is high, which is beneficial to everyone." We can't just think about asking Kaya to charge the industry in the front and dig into his corner in the back......"

Manager Wu couldn't help but smile bitterly, and thought to himself: With Jiagu's current momentum, who can dig into his corner?

......

Facts have proved that there are still people who "dig the foot of the wall".

Almost at the same time, Director Zhang of the Department of Planting Industry of the Ministry of Agriculture went to Henan Province to inspect the wheat industry, and invited Qi Zheng to accompany him.

On the way to inspect the wheat industry cluster, Director Zhang and Qi Zheng sat in the same car, discussing the future development of "national wheat" and where the industrialization of high-quality wheat will go.

Director Zhang smiled and said: "Dong Qi, I heard that Jiagu has a special rice and wheat planting map, and the grain units of the Jiagu system can negotiate and order specific varieties of raw grain according to the map according to the processing needs, right?"

Qi Zheng bowed: "There is such an electronic map. ”

That is the grain crop production distribution map of Jiagu, more than 10,000 acres of planting units are arranged on it, crop origin, variety, scale at a glance, indica rice, japonica rice, strong gluten wheat, weak gluten wheat, planting cooperatives telephone can be "sold" according to the map, a map, a telephone, processing enterprises to find the demand variety, sign an agreement, to the field to pull away, one step in place.

"It has also been suggested that the Ministry of Agriculture needs to produce a similar electronic map to solve the problem of information asymmetry between the production side and the processing side. However, because of the huge amount of work and the low degree of large-scale planting in various places, it was finally put down first. Director Zhang glanced at Qi Zheng and said, "Now it seems that Jiagu's idea is similar. I was a little anxious, thinking that it would be better to let Jiagu take over. ”

Qi Zheng was stunned for a moment, and then touched his chin and thought about it.

Rice aside, let's take wheat as an example -- in the past, it was often difficult to cash in orders for wheat, and good wheat was not known and could not be sold at a good price; processing enterprises could not find good wheat, so they had to import and replenish it.

Director Zhang obviously wants to join forces with Jiagu and "go online" the information of both supply and demand sides in the form of a map, which is beneficial to the entire industry.

Thinking like this, Qi Zheng said: "Jiagu does have some experience, and if the Ministry of Agriculture wants to establish a national high-quality special crop planting map, Jiagu is willing to cooperate." ”

Director Zhang barely thought about it, shook his head again and again, and said, "I mean, it's better for Jiagu to lead the construction." ”

After a pause, he added: "Mainly considering that Jiagu itself is the largest rice planting unit in the country, and it is also becoming the largest wheat planting unit in the country, and it also has a full set of map building experience, it is best for Jiagu to lead the whole process." ”

Qi Zhenghu said suspiciously: "There is still a difference between the national map and the self-use map of the Jiagu system. ”

"Jiagu has been through everything from scratch, and the difference is nothing. Director Zhang laughed twice.

For a while, Qi Zheng didn't know whether he should thank him for being able to afford it, or be annoyed that he could afford it......

No, even if Jiagu has experience, he won't let a ministry be willing to do it.

Qi Zheng seemed to smile and said, "What you said is to let Jiagu lead the whole process, it won't be that Jiagu will do everything, but your department can't do anything." ”

"How can you squeeze Jiagu so much?" Director Zhang snorted, and finally under Qi Zheng's gaze, he smiled and said, "We can still apply for millions of funds for this project." ”

Qi Zheng was speechless.

With only a few million funds, it is an exaggeration to say that it may not even be enough for the investigators to run errands, so it is no wonder that he happily relinquished the lead.

Qi Zheng is sure that the Ministry of Agriculture has only applied for a pilot fund, but Director Zhang wants to pull Jiagu and climb to the sky in one step.

"But!" Director Zhang pretended not to see Qi Zheng's black face, put his hands together, and said: "I can ask the ministry to issue a red-headed document so that relevant units in various localities can cooperate with Jiagu's work; ”

"And such a red-headed document?"

"You can have it when you want. Director Zhang said it very easily.

Qi Zheng was still speechless, and he understood a little.

A red-headed document specifically for this purpose is issued - it feels very important, but in fact, it is very exquisite.

If you can use a red-headed document to exchange for an electronic map of high-quality special crop planting covering the whole country, and change it to Qi Zheng is the leader of the Ministry of Agriculture, there is no opinion.

The problem is that Qi Zheng is the one who is being poached.

"It's this kind of project that makes Jiagu amazing. Director Zhang said with a smile, and said: "It just so happens that Jiagu is now vigorously promoting the upgrading of domestic wheat, how about completing this project by the way?"

To be honest, if it were another company, even if it was the Guoliang Group in the state-owned enterprise, Director Zhang would not have this plan.

Don't look at it as just a "map", but behind the map, it is to introduce small farmers into the track of modern agricultural development through the construction of large-scale high-quality special wheat in suitable ecological zones, so as to improve the scale of high-quality special wheat production and agricultural structure adjustment.

That is, Jiagu, firstly, there is land, people, money and foundation, and secondly, the grain industry consortium that Jiagu is now forming is not the biggest beneficiary of this "map"?

Qi Zheng thought more.

However, helping the Ministry of Agriculture to produce such a map requires Jiagu to reach out to more local governments, farmers, and enterprises, which is time-consuming and laborious...... But Jiagu is not without benefits, fortunately, Jiagu can give priority to finding more high-quality food sources, and can "hold hands" with more processing enterprises.

So, Qi Zheng held Director Zhang's hand and said sincerely: "Thank you for your attention, Jiagu is willing to help the Ministry of Agriculture improve the information on the national high-quality special crop production distribution map, but it is difficult to say how long it will take to make it, so I can only do my best." ”

"I understand. Director Zhang shook Qi Zheng's hand and said with satisfaction: "Then start with Henan Province and connect the production and marketing of high-quality special wheat." ”

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