Of the 10,000 hot searches in Liuzhou, 99 percent are related to luosifen.

This "love to love to death, hate to hate to death" guangxi snack, firmly occupy the convenience food industry's top fan list.

The video of "Luo Xiang says Criminal Law" eating luosifen at home on B website has more than 10 million views, and there are 480,000 notes about luosifen on Xiaohongshu.

Another set of data is even more striking.

In 2021, the sales revenue of liuzhou luosifen in the whole industry chain has reached 50.16 billion yuan, among which the sales revenue of baggy Liuzhou luosifen has reached 15.197 billion yuan.

Liuzhou, which has become a "net celebrity", is proud of river luosifen.

Also because of a bowl of powder, found the "town" wealth password.

But today, we're not talking about powder.

Let's talk about the secret behind this bowl of noodles.

Fled a first-tier city at the age of 0135. "I worked as a supervisor in a luosifen factory"

At the age of 35, Wang Hui made up her mind to return to her hometown liuzhou from Hangzhou and became the raw material acceptance supervisor of the quality Department of a luosifen factory.

For Wang Hui, who grew up in Liuzhou, her fondest memory of school days is strolling to a nearby vegetable market to eat a bowl of luosifen at night.

When asked which luosifen are the best in Liuzhou, she smiled and said, "They all taste good. You won't step on thunder in Liuzhou."

Wang Hui, who entered the food industry by chance after completing a four-year course in biological engineering 13 years ago, would not have thought that she would have an indissoluble bond with snacks in her hometown.

Like many young people who go to big cities after graduation, Wang Hui went to Hangzhou full of aggressive, in a maternal and child food brand has been responsible for food safety control, settling years to become a supervisor.

Although hangzhou and Liuzhou are only one letter apart, these two popular online cities are completely different.

One is a fast-paced, internet-savvy paradise, and the other is a complacent, heavy industry city in southern China.

The most direct comparison is that a bowl of luosifen in Hangzhou costs 28 yuan, while a bowl of luosifen in Liuzhou costs 10 yuan.

▽ Price list of local luosifen shop in Liuju

Thirty-five seems like a career hurdle.

Faced with balancing a family and a career that hit a bottleneck, Wang hui found a way out in her hometown of Liuzhou.

This job as the raw material acceptance supervisor in the quality department of luosifen factory is not only close to home, but also not less than her salary in Hangzhou.

"I'm 35 years old, and I'm either advancing or falling back in my career. I grew up with luosifen, and now liuzhou's luosifen are so popular that I consider it a chance to go back to my hometown."

Flourishing luosi flour industry, hidden numerous opportunities, she encountered an enterprise.

This company not only makes fine planning for the whole industry chain of river luosifen, invests and builds a factory in Liuzhou and introduces advanced technology, but also works with top universities in the industry and local quality inspection and technology departments to promote the all-round development of river luosifen industry through school-enterprise cooperation and the integration of industry and education.

This gave Wang Hui, who was originally a mother and baby food, more space to play in the development of luosifen food safety.

So, Wang Hui stopped floating and went home.

Coincidentally, she entered the luosifen factory set up by Hangzhou Weinian in Liuzhou, which magically linked her two most important cities.

Now, Wang Hui leads a team of more than 20 people, who are responsible for strictly controlling the quality management of raw material of luosifen in the whole factory.

To this end, the company specially invested and built a professional laboratory of luosi flour, equipped with 48 categories of more than 100 sets of testing equipment, including some sophisticated imported equipment from the United States, Japan and other countries.

Wang Hui team will carry out strict inspection on all raw materials, auxiliary materials and packaging materials. In addition to the requirements of national standards, we will strictly monitor the key and high-risk raw materials.

For example, the company specially introduced the Capsaicin tester for quantitative measurement of spiciness in the United States to quantitatively monitor the spiciness of the spiciness in the production process to ensure the stability of taste.

Wang Hui may be just a spray in the current of The Times.

However, 300,000 ordinary people who are busy in the luosifen industry gather into a wave to promote the development of the luosifen industry and move forward with the city of Liuzhou.

"My memory of Liuzhou was always grey, sometimes with acid rain and heavy industry.

Now, there are a lot of new entity enterprises like Weread to invest and develop in Liuzhou, and our young people have more choices in employment, which is good for the transformation of the whole city, and liuzhou's environment is much better."

The downtown area of Liuju is beautiful in good weather

The young people returning to their hometowns reflect not only the choice to escape from Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou, but also the gradual transformation of the real economy in their hometowns.

First-tier cities outline their dreams for young people, while the hometowns of third-tier cities support their lives.

Now liuzhou has set itself a small new goal: to achieve sales revenue of more than 100 billion yuan in the whole rice noodle industry chain, and to sell luosifen overseas.

Some say this is an industry that has transformed a city.

In fact, this is the road of liuzhou government, enterprises and people to come out of the industry.

02 "Liuzhou and Liuzhou People, Both inside and outside"

Behind the popularity of river luosifen is liuzhou's long road to prosperity through new e-commerce.

In the past, Liuzhou was a traditional heavy industry city of automobile manufacturing in Guangxi, with three automobile whole plants and more than 100 parts and components enterprises.

Heavy industry is both the pride and the pain of the city.

The industrial system was rigid and the products were old and low-end. At that time, Liuzhou lacked high-tech jobs and decent institutions of higher learning, and most young people went to other cities.

Heavy industry is the foundation of Liuzhou, but the primary and tertiary industries are the lessons liuzhou needs to learn.

People in Liuzhou are not unaware of this problem. During the 12th Five-Year Plan period, the Liuzhou government promised 100,000-yuan subsidy to young people who open luosifen restaurants in first-tier cities such as Beijing, Shanghai and Guangzhou.

However, due to the local taste, the initial promotion of luosifen was not successful, and it can be described as almost nobody in other places.

The national road of a kind of local characteristic snacks can not only rely on the simple mode of pushing, the Internet is the natural blower to create demand.

In the first season of the 2012 national food documentary A Bite of China, luosifen began to emerge.

Two years later, the Internet celebrity economy and short live video streaming exploded, and river luosifen jumped on the bandwagon and frequently flooded the Internet in front of the public.

In July 2019, the first luosifen product operated by Wenian was born. Within two months after the product was launched, it became the first brand of luosifen online by an absolute advantage, and the monthly sales of tmall flagship store reached 1.4 million copies.

luosifen has gone viral all over the country.

However, the popularity of river luosifen is only the result of the explosion of celebrity, the emergence of Internet celebrity food is the embodiment of liuzhou city, Liuzhou enterprises, and Liuzhou people's hard work in the industry.

The output value of Liuju river luosifen has been soaring since 2015

In 2014, Liuzhou city of Guangxi issued the first production license for bagged luosifen.

However, the early bagged luosifen was not an idealized industrial product.

In 2016 alone, more than 80 luosifen brands emerged in Liuzhou, and immature small workshops flooded the city.

Losing public praise on the Internet is equal to lifelong bankruptcy. In order to sell luosifen on a large scale, the standardization of the industry is a necessary way.

From 2016 to 2021, Liuzhou issued more than a dozen policies related to the luosifen industry. All these guarantee the quality of the mass production of luosifen.

If the government's policy dividend is the soil for the growth of luosifen, then liuzhou enterprises are the real main force to build the road of luosifen industry.

We visited liuzhou river luosifen Industrial Park located in Yufeng District.

It can be said that almost all the well-known brands of bagged luosifen come from here.

In the first half of 2020, luosifen companies in the park sold 556 million yuan.

▽ Liuzhou Luosifen Industrial Park

The first luosifen factory built in Liuzhou is in this industrial park, which has successfully walked out of the "culture + consumption" mode and won consumers' minds.

The production capacity of the factory is among the highest in the industry, producing 500,000 packets of luosifen a day.

At present, Weinan is exploring the building of automatic intelligent factory of spiral river noodle and promoting the transformation and upgrading of intelligent manufacturing of spiral river noodle.

Many people choose the product developed by Weimian when they eat luosifen for the first time.

In 2020, the brand's monthly sales volume has reached 1 million bags, but it is still difficult to meet the hot online buying demand. Topics such as "luosifen are not delivered yet" are frequently searched.

As liuzhou luosifen is favored by more and more people, the luosifen industry also expands rapidly, and the constantly emerging differentiated luosifen products meet the preferences of different people for luosifen.

Weinan has a keen insight into the general trend of fast food in local cuisine, and sees the huge potential market behind Liuzhou luosifen. Meanwhile, she is also optimistic about the development environment of liuzhou luosifen industry, so she makes the decision to invest and build a factory in Liuzhou.

It is not difficult to build industrial factories. From the MCN company to the new consumer brand company now, when the news was just announced, Micro reading was not questioned. After all, there is a gap between the transformation from selling traffic to directly doing the real economy.

Today, under the impact of the epidemic, the light business model is popular, but the real heavy investment in assets, so that Micro idea seems to be incompatible.

From processing and production, supply chain construction, warehousing and logistics to channel sales, it is necessary to invest a lot of manpower and financial resources to set up professional teams for layer upon layer control, facing huge financial pressure at the same time, but also put forward higher requirements on the organization and management ability of enterprises.

But this antipathetic pay, the return is also brilliant.

Liuzhou Daily once used "the first car, the first batch of molten iron and the first bag of pre-packaged luosifen" to summarize liuzhou's profound industrial background.

The head enterprise is down-to-earth and develops the industry, so that the whole Liuzhou river luosifen industry is closer to the standardization upgrade and optimization transformation.

In today's Liuzhou, the head enterprise like Weimian radiates and drives the overall development of luosifen industry with its standardized and standardized management.

With the concerted efforts of the enterprises and the government, a complete river luosifen industry chain has been developed, from the raw materials production of bamboo shoots and beans in the upstream to food processing, and then to the supply chain, e-commerce and logistics in the downstream, even promoting the development of the surrounding cultural and tourism industry.

Liuzhou luosifen has also become a benchmark for the industrialization of local cuisine.

"In the past two years, more and more customers from other places have come to the restaurant to eat noodles. Some people even broadcast live on their mobile phones."

Chen Muhua, owner of a local luosifen restaurant in Liuzhou, said, "Our shop is open from 8 am to 3 am, and we sell more than 3,000 bowls of noodles on average every day."

Now, her luosifen restaurant has 30 outlets across the country.

A local snack, which has been popular for only five years, has broken through regional restrictions and soared to the sky in the whole country. At the same time, it feeds back the development of the city and helps the whole industrial chain of the city.

And more liuzhou people also participate in the process of the two-way rush of the city and industry, which makes the development of the integration of industry and city especially worth looking forward to.

Of course, it also played a part

Now liuzhou luosifen industry has two elements of an excellent industry, consistency and difference.

Consistency is reflected in the standardization improvement of industry chain brought by leading enterprises like Hangzhou Weread, while difference is reflected in the upstream and downstream product fields driven by leading enterprises, bringing a chain effect to everyone in Liuzhou.

During our investigation of luosifen, we found that the chain of luosifen is longer than that of ordinary packaged instant food.

This is one of the main reasons for the popularity of luosifen, which, as a convenience food, are surprisingly rich in ingredients.

Various ingredients are involved in the procurement and production of agricultural products.

For example, sour bamboo shoots must be purchased from farmers and pickled. luosi soup involves luosi farming, and the processing process of rice noodles is more complicated than ordinary noodles.

These trivial and subtle efforts need the head enterprise with enough control over the overall situation to carry out the overall control, so that a package of luosifen can go out of the regional restrictions.

Hangzhou micro began in late 2020 and jiangnan college and other colleges and universities and research institutions, bamboo flora and mature cooperation covers acid determination of key indicators, the establishment of the standardization of production process plan, and the exploration of modern production lines, etc., through technological innovation to promote the luosi powder the nutrition and health products, further meet the demand of contemporary consumer.

△ Establishment of luosifen standard Committee to build the whole industrial chain standard system, weimen has joined

Wang Hui these young people have been away from home, it is micro read hard practice of sincerity moved, give up the proper red Hangzhou, returned to Liuzhou micro read factory as a pity industry quality inspection management personnel.

Like Wang Hui, there are now more than 300,000 people in Liuzhou who struggle for river luosifen.

At present, weread has more than 50 suppliers, and most of its main ingredients, such as rice noodles, sour bamboo shoots, sour beans, spiral luosis, agaric mushrooms, and beancurd bamboo, are produced and processed locally in Liuzhou.

At present, the city has 12 identified river luosi flour raw material base, the scale of planting and raising more than 500,000 mu.

Sour bamboo shoots are an essential ingredient of Liuzhou luosifen

Huang Jihua, a villager in Baile Village, Liuzhou, planted more than 100 mu of bamboo.

He produced and processed sour bamboo shoots, the most important raw material for luosifen, and his annual income reached more than 200,000 yuan.

In the luosi breeding base in Wangdong Township, Rongshui County, the luosi breeding area reaches 6,000 mu, and 2,160 Miao families have increased their income and become rich.

The Baisha Acid Factory in Yufeng District of Liuzhou takes the way of seed supply and purchase guarantee, driving farmers in 12 villages of Liyong and Baisha towns to plant beans, and the net income per mu can reach 4000 yuan.

Countless Liuzhou people seized the opportunity of luosifen and changed their lives.

Represented by Weimian, the whole liuzhou river luosifen industry chain not only helped the city achieve three billion yuan in 2020: sales revenue of 11 billion-yuan, derivative revenue of 13 billion-yuan, entity store revenue of 11.8 billion yuan;

It has also created more than 300,000 jobs and helped over 10,000 rural households lift themselves out of poverty.

Against the backdrop of the pandemic and the grim employment situation, this report card is particularly striking.

Some may see the god-making power of the Internet, while others see the capacity and resilience of China's local economic foundation.

Only industrial construction is the cornerstone of the economy, even in the Internet has become infrastructure construction today, we still cannot ignore the cornerstone of the real economy.

The industrial construction of a city is a complex and systematic project, which needs time to be accomplished.

For liuzhou's new industry construction of luosifen, Hangzhou Weimian is the main activity subject to participate in this project.

An enterprise not only brings factories and jobs, but also continuously drives and leads the construction of the whole city.

The story of luosifen should be told in Liuzhou.

Micro read the story from Hangzhou, and finally in Liuzhou landing to achieve.

As the city of e-commerce in China, Hangzhou is the blessing and testing ground of numerous new consumer brands. Hangzhou emphasizes "Internet + marketing sense", but Liuzhou offers another possibility, focusing on "entity investment + industrial chain building".

The tale of two cities in Hangzhou liuzhou represents the beauty and practicality of urban economy.

The limelight is strong first-tier cities, is the breeding place of Internet celebrities is also the stage of all people eager to become famous, but pragmatic third-tier cities, is also famous behind the training field.

The strength of a consumer product cannot be separated from the initial brand manufacturing, but also because of the strong industrial guarantee of Liuzhou can be more lasting.

China has cities like Hangzhou that accelerate transformation and innovation with the development of science and technology, providing the soil for young people to pursue innovation in the digital age.

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