Investigation on the development of Nang industry in Xinjiang: Nang cake can also be made into a pillar industry.

Walking into the Nang culture town outside the Great Wall in Yining City, Xinjiang, the air is filled with roasted Nang incense. Production and processing areas, experience areas and living areas are planned here, with a daily output of more than 40,000. In 2020, the city will integrate existing production resources and build an industrial development system of "1 industrial park+1 production base+1block+several workshops".

"In the past, the daily income was particularly unstable, sometimes as high as the neck and sometimes as low as the ankle." In Nau Industrial Park in Ruike Township, Tashko City, Yining City, whenever Nau music is played in Tulahong, Kurban River, the mobile phone always plays cheerful music. He is a famous local fighter. He used to run a fight shop with his family. From June 5438 to October 2020, after working in the industrial park, he devoted himself to fighting and earned 7,000 yuan a month. "It's very good now. I don't have to worry about noodles and oil, and I don't have to worry about not selling them. "

From small workshops to "group army", from extensive production to new technology, Xinjiang's nang industry has gradually embarked on the road of intensive and large-scale development from decentralized small-scale operation in the past two years.

Why change it? "In the past, production was scattered and smoke was everywhere, which was neither economical nor environmentally friendly." Yang Xiaolong, the chairman of Yining Saiwai Jiangnang Food Co., Ltd., believes that strengthening Nang industry should start with adjusting the production organization form and carry out large-scale centralized production, which is conducive to ensuring quality, cultivating brands, strengthening marketing and developing new products.

From decentralization to agglomeration, industry not only promotes industrial expansion, but also promotes employment. Urumqi nang cultural industrial park was completed and put into operation in 20 18, and more than 1000 people have been employed. Kashgar has promoted the employment of nearly 10 thousand people through the development of industry; The construction of Aksu Industrial Park has created more than 5,000 jobs. The daily output of Tashko Ruike Township Taxiang Food Co., Ltd. in Yining City is 1 10,000, which has solved the employment of more than 60 villagers. ...

Experts said that this industry is a characteristic industry in Xinjiang and a potential advantage industry. Through a series of measures, it can be built into a "leading" industry and grow into a pillar of Xinjiang's economy. Agglomeration development is the only way, and enterprises should be actively guided to settle in the park to enhance industrial concentration.

From snacks to the whole chain

In the process of industrial development, Xinjiang pays attention to industrial integration, "hands in hand" related industries and expands development space. "Linking the first production, basing on the second production and joining hands with the third production" can not only promote the development of planting, tourism, catering, e-commerce, logistics and other industries, but also stimulate the industrial development momentum.

In order to expand the popularity of Xinjiang's southern products and lay a good brand of industrial integration, Xinjiang actively carried out promotional activities. From June 5438 to February 2020, the third Xinjiang Nao Industry Promotion Conference was held in Zhengzhou. During the period, Xinjiang enterprises had in-depth exchanges and cooperation with Henan food enterprises, which not only gained orders, but also gained many "golden ideas" such as brand marketing, characteristic packaging and channel construction.

Kuqa city, located in Aksu region, not only produces naan, but also is a national 3A-level tourist attraction. Liu Qinghua, manager of Kuqa Tancheng Co., Ltd. said that there are more than 5,000 kinds of Tancheng products every day. Visitors can not only taste Nacheng, but also taste other local delicacies, buy special handicrafts and watch the performances of local folk artists.

Not only in the downstream of industrial chain, but also in the upstream of industrial chain. Wheat is the main raw material for making Naan. The development of Naan industry forced the adjustment of planting structure, which promoted the improvement and benefit of wheat planting. Xinjiang Grain and Material Reserve Bureau supports leading enterprises to carry out research and development and brand promotion of baking powder. The group standard of baking wheat flour has been popularized since 20 19. At present, more than ten flour processing enterprises above designated size have produced baking powder according to the standard.

Qitai County, Changji Prefecture is an important wheat producing area in Xinjiang. According to the person in charge of the county agricultural and rural bureau, the demand for baking flour has increased year by year in recent years. The average monthly supply of processing enterprises in the county to the market is about 140 tons, which has effectively boosted the planting industry. The wheat planting area in the county has exceeded one million mu. Aksu has established a green standardized raw material base of1130,000 mu to ensure the high quality of naan products from the source.

Besides wheat, the production of vegetable oil, walnuts, grapes, onions, peppers, safflower and other raw materials has also been promoted.

From homogenization to the strengths of each exhibition.

Promoting industrial development, focusing on highlighting characteristics. As a special food in Xinjiang, Naan has a distinct regional brand, but there is also homogenization competition. In order to solve this problem, all parts of Xinjiang have made moves to find and strengthen their own characteristics.

Making new tricks from tradition is the choice of many places. A professional team was selected in Kashgar to analyze and investigate the market demand. In addition to focusing on the development of traditional oil naan, sesame naan and so on. Special products such as rose sauce Nan, Spicy Nan and Walnut Nan have also been actively developed. The pitaya nang and spinach nang developed by Yining Saiwai Jiangnang Food Co., Ltd. have been loved by consumers since they were introduced.

While developing new products, some R&D enterprise teams have made great efforts in product appearance, produced various kinds of naan products, changed the traditional extensive packaging, and produced small-volume, portable snack foods such as naan and fried naan, as well as complimentary gifts to meet the needs of different consumers.

"There are stars, camel styles, and big boxes and small boxes. I never thought I could make so many tricks before. " Kader Litipu, who works in Urumqi Nang Cultural Industrial Park, has 15 years of experience in fighting Nang. He said with emotion, "In recent years, there are more and more kinds of naan, which are not only delicious, but also better looking."

It is not only the change of "appearance", but also the promotion of "connotation". During the "Tenth Five-Year Plan" period, Xinjiang will promote the "going out" of naan products and expand the space for industrial development. To achieve this goal and turn "potential advantages" into "obvious advantages", brand strategy must be implemented. In recent years, some regions and enterprises have made continuous efforts in cultivating and polishing brands. In accordance with the model of "county and city public brands and characteristic brands", Yili Prefecture has dug deep into regional culture, highlighted the development of organic and characteristic brands, and concentrated on building a regional public brand "Ili San", which has achieved initial results.

Xinjiang Silk Road Yuanjiangnang Cultural Original Ecological Industrial Park is located in Binhu Town, changji city. Zhang Jizhong, the head of it, found a change: in the past, when he asked his friends or family what to buy, he often got the answers of sesame naan, wowei, corn naan and other varieties, but now many people say "Abula naan" and "Xinjiang Naan". "This is the power of the brand. We will dig deep into the cultural background and enhance the attractiveness and premium ability of products through the implementation of brand strategy. " Zhang Jizhong said.

In 2020, Urumqi Nao Cultural Industrial Park cooperated with College of Food Science and Pharmacy of Xinjiang Agricultural University to tackle the packaging anti-corrosion and anti-deterioration technology of Pianzi Nao, Sesame Nao, Milk Nao and other products, so that Nao can still maintain its flavor after leaving Xinjiang and steadily enter the national market.

"Selling well" means "selling well", and the innovation of marketing model is also crucial.

In this regard, all parts of Xinjiang and products enterprises have made active explorations. Some areas use the counterpart assistance mechanism to establish sales channels in helping provinces, first occupy the "beachhead position" and then deepen the market; Some enterprises focus on the development of e-commerce, make efforts on the Internet and open up sales channels. Horgos and other places also give full play to the advantages of ports, based on the needs of neighboring countries, and strive to explore the international market. Yining Saiwai Jiangnang Food Co., Ltd. was established in July, 2020, and had new ideas when exploring the markets in Chengdu and other places. In June of that year, during the "First Sichuan International Hot Pot Festival" held in 165438+ 10, marketing slogans such as "Take a hot pot with you" and "Love a hot pot with you" were shouted, which were welcomed by consumers.

Today, Xinjiang Nao is not only a special food, but also carries the sincere and simple feelings of people of all ethnic groups in Xinjiang, and continues to write a series of legends. Not long ago, a truck loaded with 1000 naan departed from Korla, Xinjiang, and went to Shijiazhuang, Hebei Province to support the fight against the epidemic. I believe that this business card will certainly give birth to a big industry and write a new chapter in enriching the people and prospering Xinjiang.