What is the price of goats in Chengdu?

“2 pounds of haggis and 1 pound of mutton!” “Boss, put out soup pots for 5 people!” Although it is still autumn, the reporter saw yesterday at Xiaoguan Temple, Jiuyan Bridge and other places that The mutton restaurant is already crowded with guests. "Look at this situation, the mutton market this year is even tighter than last year!" The owner of a restaurant in Jiuyanqiao told reporters with a smile while cutting the mutton.

Whenever winter approaches, mutton soup pot becomes an indispensable delicacy for Chengdu citizens to keep out the cold. However, in recent years, the mutton market in Chengdu has gradually changed: from the original roadside stalls to large-scale mutton restaurants, from all over the country to the integration of resources, the current Chengdu mutton is no longer "only "Show your appearance at the winter solstice" seasonal food, as various districts (cities) and counties have stepped out of the industrial chain in the "sheep economy", our city's mutton industry has become more and more mature and stronger, and has truly embarked on the road of branding. road.

Industry-driven Chengdu makes “sheep wealth”

Walking into Shuangliu Huangjia Town, eating mutton is the never-ending “theme” here. Every time around the winter solstice, the whole Huangjia seems to be filled with the alluring aroma of mutton soup, and every mutton restaurant in the town is crowded with people. "Huangjia around the winter solstice can be said to be packed to the brim. My table has to be turned over more than ten times a day at most." A Huangjia mutton restaurant owner looked very excited when talking about the "grand occasion" of eating mutton.

Huangjia launches "off-site foster care"

The mutton business is getting better and better every year. In 2006, Huangjia Town sold more than 60,000 mutton sheep. The local sheep stock has been unable to meet market demand. The large-scale breeding implemented to solve the sheep source gap and the "off-site breeding" with surrounding areas will also gradually consolidate the foundation of Chengdu's sheep industry.

Huangjia Town, which thrives on sheep, has taken the lead in expanding the scale of hemp sheep breeding and strengthening the hemp sheep industry. According to the staff of the Huangjia Town Government, Huangjia Ma Sheep Breeding has gone through a period of development from simple policy support at the beginning, to the exploration of "Ma Sheep Agency" in other places, to the formation of "Ma Sheep Agency" that combines policy support with companies + farmers. The development path of the new model of "nurturing".

Since 1999, the Huangjia Town Party Committee and the government have successively formulated support policies for May sheep breeding to provide financial and technical assistance to May sheep farmers. Financial support has increased from an initial annual investment of 80,000 yuan in support and incentive funds to more than 250,000 yuan in 2006, which has continuously stimulated farmers' enthusiasm for raising hemp sheep. At the same time, technical support is provided. Relying on the town science and technology office, animal husbandry station and Ma Sheep Industry Association, the farmers are given full support in terms of grass planting, pen management, breeding technology, epidemic prevention, etc. to protect the farmers. However, simple policy support has not been able to prevent the shrinkage of sheep breeding scale in today's world where breeding areas are constantly decreasing, and the gap between the number of commercial sheep sold and the demand is getting wider and wider. As a result, the attempt to "raise sheep on behalf of others" in another place came into being.

It is understood that "maya raising" means that a catering company provides young sheep or funds, signs a raising agreement, and deducts the original weight or cash of the goats when recycling, and the company purchases part of the growth at market prices Purchase, but the minimum protective price is 10 yuan/kg, achieving "three wins" (profit for the company, increased income for farmers, and benefit for the government). Yilipo Village in Huangjia Town is the town’s “May sheep agency raising” base. “On the day I signed an agreement to raise 400 May sheep, the client, Xinhuangcheng Catering Co., Ltd., prepaid 20,000 yuan to me. Build sheep pens and develop large-scale breeding. "Liao Shunquan, a villager in this village, started with 15 sheep and now has more than 500 sheep, with a breeding farm area of ??nearly 1,000 square meters.

Jintang earns "extra money" by raising goats on behalf of goats

In the Chengdu market, Jintang's black goats can compete with Shuangliu goats. The meat of the black goat is tender and tender, with no smell. It was named by the province in 2001 and has become a famous animal husbandry species in our province. However, unlike the yellow goat, the black goat is the "flowering within the wall" in our city. "Fragrance outside the wall". Every year, orders flying in from Hainan, Tibet and other places are like snow flakes, taking away the source of sheep from the local area. At present, this year's more than 400,000 black goats have been almost sold out. Under such circumstances, Jintang County vigorously develops sheep breeding, which is complementary to Huangjia's need for a large number of sheep sources but lack of breeding bases. Since last year, restaurants and middlemen in Huangjia Town have targeted Jintang - fostering local sheep to the homes of Jintang farmers who know technology and raising them together with their sheep.

"This not only found a 'home' for the Huangjia Ma sheep that lacked green space, but also made it easy for the Jintang farmers who already raised sheep to earn more 'extra money.' This is a new win-win model." Related to Huangjia Town the person in charge told reporters.

Surrounding areas move closer to the "sheep industry"

The industrial aggregation effect released by the "sheep economy" during the development of the sheep industry will drive related industries and surrounding areas to move closer to the sheep industry. Dayi County Xuping Rabbit Industry Co., Ltd., known as the "Rabbit King of China", has invested heavily in establishing a technology demonstration base for the horse sheep industry in Fenghuang Village, Jinyuan Town, this county, sounding the clarion call to enter the horse sheep industry. Dayi County is also the base of May sheep in Chengdu, with 150,000 May sheep being slaughtered this year. In the past, due to the lack of radiation from leading enterprises and science and technology demonstration bases, most farmers raised animals in scattered areas. In addition, due to a series of reasons such as backward technology, shortage of funds, and sales difficulties, they have not been able to form a large scale. There are neither hemp breeding farms nor distribution centers. , the Ma Yang industry has never been able to become bigger and stronger. On the basis of being optimistic about the market prospects of the hemp industry, Ren Xuping, the "Rabbit King", decided to invest in the construction of a hemp industry integrating grass-feeding livestock production, processing, sales and research by seizing the opportunity of the county's planning and construction of a 10,000-acre grassland restoration project. Sheep base will further extend the industrial chain of rabbits, sheep and other herbivorous livestock, and drive farmers in hilly mountainous areas to increase their income and become rich.

Develop brands to tap the potential of the "sheep market"

While the government is vigorously developing the sheep industry, many farmers are still worried: after thousands of years of using pigs, cattle, In Chengdu, where small poultry is the main meat consumption habit, how big is the mutton market? Someone once calculated an account: If the average person in Chengdu only spends 10 yuan per year to eat mutton, a market size of nearly 100 million yuan can be created every year. A survey and analysis by the Provincial Animal Husbandry Bureau also shows that as exchanges with various places become increasingly frequent, Sichuan people's demand for mutton has grown rapidly in recent years. Currently, mutton-making catering companies and sheep-raising bases are growing at an annual rate of 20%. Within five years, Sichuan's mutton consumption market will not be a problem to exceed 1 billion yuan, and the central city of Chengdu is the largest consumer market. Seeing this, major mutton sheep breeding areas in Chengdu 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 unleashed.

Jintang’s 100 special “sheep dishes”

“Who said mutton can only be eaten during the winter solstice? In fact, in many places in our country, people eat mutton all year round.” Jintang County Animal Husbandry The relevant person in charge of the bureau told reporters. It is reported that in order to guide consumption, the county is preparing for a "Famous Sheep Food Shop" featuring black goats, and has carefully developed more than 100 dishes based on the nutritional characteristics of mutton and local seasonal characteristics. It is expected to open on the 28th of this month. It can be opened for business. In the future, consumers can enjoy black goat delicacies of different grades here all year round. "We want consumers to know that the nutritional value of mutton is very high. As long as it is eaten properly, eating it every day is good for the body!" the restaurant's chef told reporters.

Huangjia’s 1 million expansion of "Xinhuangchen"

Shuangliu County, famous for its Huangjia Mayang, is also actively exploring under the guidance of experts, focusing on weakening its "winter food" characteristics , since investing 1 million yuan in the emergency expansion of the "Xinhuangchen" mutton soup pot restaurant last year, major mutton restaurants have also been working hard to expand their scale and improve their quality this year. In addition, the county also actively guides major restaurants, farmhouses, etc. to launch special Mayang dishes.

Pavilions, small bridges and flowing water, and grassland-style yurts are scattered among the green trees. The "park" in front of the reporter would not be associated with mutton catering if it were not introduced in advance. "The four or five restaurants on the old street are always full. As Huangjia Mayang's reputation has spread far and wide in recent years, it is impossible to keep up with the development of catering in the old street. That's why we have this restaurant covering an area of ??nearly 200 square meters. There are acres of garden-style dining venues." Huang Bin, the person in charge of Xinhuangchen Catering Co., Ltd. pointed to a hotel being renovated not far away and told reporters that now they are no longer satisfied with four-star farmhouses and are developing towards country hotels. Huang Bin believes that enterprises like his who were born and raised in Huangjia and made their fortune from sheep are, to some extent, a microcosm of the continuous development of the entire Huangjia economy. "Although my family is not a time-honored brand of Huangjia mutton, as a new generation, we have developed the fastest. Huangjia thrives because of sheep, and we thrive because of sheep.

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Supermarket “packaged mutton” is coveted

In addition to guiding consumption within the counties where mutton is produced, smart merchants have not let go of any opportunity to make money from sheep. . Since last year, citizens have been surprised to find that a large pot has been set up in the center of a large supermarket that leads the consumer fashion trend. The hot mutton soup and processed "packaged mutton" are so mouth-watering that citizens can eat them without leaving home. Here comes the fragrant mutton soup pot.

According to the promotion staff, under the guidance 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 After adopting this business model, the supermarket's mutton business has skyrocketed, and the most it can sell is about 500 kilograms a day.

Merchants are making a lot of money from mutton.

The owners of mutton restaurants are also making money. Business opportunities were discovered: many out-of-town 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 it. The industrialized extension products of mutton, a series of mutton products such as mutton floss, mutton jerky, marinated mutton legs, mutton sausages, etc. have emerged at the historic moment. The price of mutton is also rising. At present, the selling price per kilogram of Shuangliu Ma Yang, Jintang Black Goat, etc. It has reached 16-20 yuan.

Playing a leading role in building the brand "Sheep Festival"

Hundreds of thousands of diners gathered and nearly 100,000 cars gathered... In recent years, in Huangjia. Under the leadership of the Ma Yang Festival, Chengdu people rush to eat mutton every time before and after the winter solstice. The "sheep" economy has been taken to the extreme. Relying on the success of local festivals, various places have not only expanded their own popularity, but also gathered popularity and brought popularity. Business opportunities have arisen, promoting the development of agricultural industrialization

Huangjia “Sheep Festival” promotes various industries

As the representative of Chengdu’s “Sheep” Festival, Huangjia Ma Sheep Festival is undoubtedly the most important. The most successful one. The Mayang Festival started in 1998 has gathered business opportunities, popularity and wealth, and one industry has prospered all industries. The sales of Huangjia Mayang have also driven the breeding industry, wine making industry, department store industry and other related industries in Huangjia Town. With the development of the city, the role of the Mayang industry chain has been continuously demonstrated. The town's Mayang industry alone has increased the per capita income of farmers by 300 yuan. The sheep industry catering has also developed from the original "mutton soup pot" to the current roasted whole lamb, twice-cooked lamb, and tiger skin sheep. There are hundreds of dishes such as intestines, Longjing mutton kidney, etc. With the exploration of Mayang’s special catering culture, Shuangliu County has developed and expanded many restaurants and restaurants, such as Ruan Laoda Mutton Restaurant, Jiujiu Mutton Restaurant, Huangcheng Restaurant, and Xinhuang Restaurant. Among them, "New Imperial City" also won the title of four-star farmhouse in the first batch of star-rated farmhouses in Chengdu.

The construction of small towns in Huangjia Town is at the forefront of the Mayang industry. Driven by development, it has expanded from a hilly town with a single street to several times its original area in a few years. The town has taken on a completely new look, and it has become a "provincial-level pilot town for small town construction". An industry has been developed, a local economy has been revitalized, and a town has emerged." This year, the town will also add new elements to the traditional Mayang Festival, give full play to the strong driving and radiating role of the festival economy, and continue to integrate local The history and culture of Huangjia Town make Huangjia Town even more famous as "Millennium Mayang Township, Modern Industrial Town".

The surrounding "Sheep Festival" is full of joy

Huangjia's success also plays a role in setting an example for other areas in Chengdu. The Black Goat Festival in Jintang, the Sheep Food Culture Festival in Qionglai, and the winter mutton festivals in Dayi, Chongzhou, Dujiangyan and other places have all been launched, and they have also combined local characteristics and become a bright spot in the local festival economy. Qiong Yang hot pot, sea pepper mutton, bowls of mutton, scalded mutton, smoked mutton... In last year's Qiong Yang Festival, Qionglai City used Pingle Ancient Town as the main venue, Wolong, Daozuo, Jiaguan, Tiantaishan Town The villages and towns along the line serve as branch venues, forming a 42-kilometer beaded "green mutton" food corridor, Western Sichuan folk performances, "floating on the water" hot-skinned mutton, delicious and beautiful corn buns, smoked mutton and Xiangpiao throughout the street. The mutton sausages and the sheep driving competition in Tiantai Mountain are all refreshing; as one of the major sheep-producing counties in Chengdu, Dayi County is not to be outdone. Since 2001, it has held the Ma Sheep Competition every year in Yuelai Town, the main production area. Food Culture Festival, this year's Mayang Festival is initially scheduled for early December. In addition to the traditional "Pao Ding Jie Sheep", Mayang beauty pageant and other activities, a series of mutton cooking competitions will also be held. At that time, citizens can enjoy Indulge in a variety of mutton feasts such as steaming, stir-frying, and deep-frying prepared by the chefs.

Make the brand bigger and spread the "sheep economy"

Holding the "Sheep Festival" is undoubtedly a good start to expand the popularity and build the brand. But in addition to having a good time, Shuangliu, Jintang and other places are thinking: How can we truly create a brand? Let the citizens of Chengdu and surrounding areas remember Chengdu mutton even when there are no festivals?

Huangjia builds “Mayang No. 1 Industrial Park”

In Huangjia Town, Shuangliu, the reporter saw that the Chengdu Mayang Expert Courtyard composed of experts from the Sichuan Academy of Animal Husbandry Sciences has Put into use, the Chengdu Mayang Branch of the Shuangliu Science and Technology Expert Court is under construction. In addition to providing consulting, technical and other services, the experts have also moved Huangjia Mayang to the Internet and invested together with Chengdu Langwei Agricultural Investment Company 2 billion yuan to build 5,000 acres of Mayang tourist ranch and establish Huangjia Mayang breeding professional cooperative. Each of these actions centered on Mayang shows Huangjia’s determination to build the Mayang brand.

In order to further promote the development of the Mayang industry, Huangjia Town also introduced advanced business concepts, established a professional Mayep breeding cooperative, and actively explored the concept of "cooperative (company) + standard + base + farmers" The operation mode implements unified brand, unified variety, unified epidemic prevention, unified technical standards, and unified sales, which reduces farmers' breeding risks, improves farmers' breeding benefits, and realizes "production at home, service in society" and production improvement. Problems are solved by family operations, and prenatal, mid-production, and postpartum services are provided by cooperatives. The scale of breeding is further expanded, and the market mechanism for sheep production, supply, and sales is further consolidated. At present, the professional cooperative has grown from 49 members when it was first established to more than 200 members. The members of the cooperative have an annual stock of 26,000 Chengdu Ma sheep, accounting for 70% of the total number of sheep raised in the town. It has driven 1,100 Ma sheep farmers, with an annual output value of 40 million yuan, leading to an increase of 210 yuan in per capita income for farmers in the town. At the same time, under the unified packaging and marketing of the cooperative, the price of Huangjia’s commercial hemp sheep this year reached more than 16 yuan/kg, an increase of 40% from the same period last year, higher than the city’s The price in other market towns during the same period was 15%, which improved the efficiency of breeding. "In the past, industrial associations were relatively loosely organized, but now cooperatives are funded by members, and farmers and distributors are bundled together." Chen Ping, secretary-general of the cooperative, believes that the establishment of the cooperative has standardized market prices and increased efforts in marketing. , realizing profits for many parties in the industry. In addition, in order to put a brand label on Mayang, the place is building the "Mayang First Industrial Park".

Jintang develops special black goat dishes

Jintang Black Goat, another well-known sheep breed in Chengdu, has also made a big splash in brand development in recent years. At the end of 2005, the county injected state-owned assets and established Chengdu Shuxin Black Goat Industry Development Co., Ltd., adopting the form of "company + farmers" to provide one-stop services from variety selection, production, processing, sales, etc., greatly improving To improve production performance; at the same time, in order to meet the growing market demand, the company also guides owners and farmers to establish large-scale breeding farms in major sheep-producing towns. The company provides breeding sheep, farmers raise them, and they are recycled at the market protection price when they are sold. At present, large-scale breeding farms in Fuxing, Qixian, Tuqiao and other towns have been established, leading farmers to embark on a virtuous cycle of expanding breeding scale and improving product quality. In addition, Jintang County is also developing special black goat dishes, which will be introduced to all restaurants in the county.

Reporter Observation

After building a brand, it still needs to be launched

Shuangliu Mayang Festival, Jintang Black Goat Festival, Jianyang Mutton Food Festival, Dujiangyan Winter Mutton Festival, Qingbaijiang River Halal Food Festival, Dayi Mutton Festival... Every winter, there are countless mutton-based festivals in Chengdu, especially the Mayang Festival. But while citizens have many choices, they also have more worries: Which place has the best mutton?

Not only the citizens, but also experts have expressed concerns in the face of so many independent mutton festivals: how to integrate resources so that the mutton soup around Chengdu can develop together and go out of the local area and Chengdu. Go nationwide and even further! Otherwise, apart from an increase in sales that day, what will it really leave for the local people?

How can we leave the impression of "the most delicious" in people's minds?

Looking at the extremely popular mutton restaurants across Chengdu, Jintang black goat, Huangjiama sheep, Boer goat... various brands of mutton are very popular, and they can attract a large number of people during the winter solstice. diners.

But judging from its current business model, it is almost impossible for any mutton soup company to stand alone. So far, no one has truly broken out of the local area and entered Chengdu and even other cities on a large scale; on the contrary, in the mutton market in Chengdu On the market, well-known mutton brands from Jianyang, Inner Mongolia and other places still account for a considerable amount of the market. At this point, Jianyang City’s approach is worth learning from - in the past, the mutton soup was mainly made by carrying a load through villages and towns. Now it has applied for the trademark of "Jianyang Mutton Soup" and registered the "Jianyang Mutton Soup" network. The real name and English domain name were put on the official website of Jianyang Municipal Government.

In the past, mutton soup business was a highly seasonal industry, but now Chengdu has broken this seasonal restriction. But if we can’t build a successful brand, our sheep brand is destined to “bloom within the walls”. At present, in addition to making the sheep industry a normal catering industry, we should also vigorously expand the mutton extension industry. In addition, major mutton restaurants still have a lot to do in in-depth brand development. For example, Huangyang's "Xinhuangchen", which covers an area of ??nearly 200 acres, integrates leisure, entertainment, and mutton catering, which is a useful attempt.