Fans of the Chinese nation’s traditional foods, the use of mung bean, pea and other crops produced after the processing of starch noodles, vermicelli and other daily food, at least 1,500 years of history. Although Sun Bin invented folk fans say, because no written records, and can not be far. Its actually very difficult to study who invented, it is our working people, in practice, constantly sum up, while the progressive development of continuous improvement to the current advanced technology and excellent quality.

Due to regional climate and water quality, soil and other natural conditions, over 95% of the world’s fans manufacturers concentrated in China, In addition, Vietnam, Thailand and other places only a small amount of production, while China’s production of fans turned around Yantai Longkou vermicelli is representative of its production has a long history and is one of China’s traditional specialties.

According to historical records, Longkou vermicelli has 300 years of history, the earliest origin is Zhaoyuan, then gradually developed into Longkou, Penglai, Laizhou, Qixia, Laiyang, Haiyang and so on. Longkou vermicelli’s exports can be traced back more than 100 years ago, after its inception in 1916, Longkou port, shipped directly to fans in Hong Kong and Southeast Asian countries, when Zhaoyuan, Longkou vermicelli production, most sold to Longkou vermicelli Zhuang, Longkou vermicelli into a distribution center, hence the name Longkou vermicelli. Its raw material is good, weather suitable for processing fine, so product quality is excellent, known as “fans of the crown.” Longkou vermicelli in 2002 was to protect the country of origin. As a rule, in the Zhaoyuan, Longkou, Penglai, Laiyang, Laizhou to fans within manufacturing enterprises, after examination and approval, you can use “Longkou vermicelli” protected geographical origin. Longkou vermicelli national standards, only with green beans or peas processed fans can be referred to as “vermicelli.”

Zhaoyuan is the birthplace of Longkou vermicelli is also the main place of origin, has a food production license and health permit fans manufacturers 92, in 2008 the region produced Zhaoyuan Longkou vermicelli 200,000 tons, accounting for Longkou vermicelli production more than 70%, accounting for 21% of the total output fans.

1, the industry development process

Vermicelli processing as a traditional industry, has long been in use artisan craft production, production tools, mainly stone, pink tank, sand tank, acid basin, pink rope, and powder rod, with its craft and good starch paste is to scoop through the drain hole leakage into the filament, made with boiled water and dried cooked through. Fans of processing appears to be simple, in fact very complicated, the production process is affected by various factors, climate, temperature, water quality, and even when drying winds will affect the quality of fans, so the worker’s experience is very important. Traditional production, the fans depends mainly on manual production, plant family as the unit’s small workshop, not only low production and labor intensity greatly. In recent decades, with the fans improvements in machinery and processing methods, advanced mechanical gradually replaced some manual work, lower labor intensity, fans and a substantial increase in output of manufacturing enterprises have emerged a number of tons of annual production on the factory.

Like with other agricultural products processing industry in order to crops as raw material industry, the pace of development of the fans followed by China’s agricultural and agro-processing equipment, the course of development. According to their form and organization of production units, fans and industry evolution can be divided into several stages.

In the liberation, fans farmers during the slack time of processing only a sideline, fans modes of production is the main home and small workshop, this time a fan of business activities are mainly operated by a dedicated fan of the business is responsible for Chuang powder, these powders Zhuang run by individuals, unified purchase mung beans, peas and other raw materials, based on the economic strength of the family farmers and personnel allocation of production, before being acquired from the farmers processed fans and transported to the port or other distribution center, which are sold all over the country and overseas.

After the liberation, as the State proposed public-private partnership policy, the countryside collectivization large-scale production, fans produced by each household together to the village or collective name. As production personnel increased, a corresponding expansion of production scale, thus an initial flow-shop production process vermicelli division, forming a soaking, grinding, leaking powder, powder drying process, this time fans manufacturers do not have a right to export, fans export the majority of the background through the Government’s export trade companies, due to lack of logistics and transport capacity, domestic sales of the region there are geographical constraints.

After the reform and opening up, the state liberalized policies to support business development. At this time began to appear in his own name or the name of the collective run Fensi Chang, businesses can purchase their own raw materials for processing to produce and market the same time, the rise of foreign trade companies by increasing gradually expand foreign markets. The varieties of single-phase fans, sales channels, a single, fans basically through the Farmers Market into the hands of consumers millions of households; part of the production process started to introduce automated production equipment, such as the use of grinder for grinding of raw materials, the use of screening machines and other impurity .

Into the new century, food processing equipment, technical level has been rapid development, the level of automation to further improve, companies began to implement large-scale production, the introduction of advanced production equipment at the same time, management from the previous extensive to intensive transformation of the progressive realization of high-quality products oriented, fine. People began to pay attention to fan the categories of food quality and safety, manufacturers gradually began to attach importance to the cultivation of brand.

 

2, industry characteristics

1 fan is a traditional Chinese food and strong market demand has begun

    Fans of production and consumption in China has many years of history, is extensive and profound Chinese culture, part of the diet. With the improvement of living standards, in the diet are no longer satisfied to simply be used to feed their families, and further tap the underlying historical and cultural value of food, more emphasis on brand and cultural consumption, at the same time as China’s successful hosting of the Olympic Games and Shanghai World Expo will be held in the world has deepened understanding of China and the world-famous Chinese food culture will be more and more foreign friends to accept. As one of the traditional Chinese food fans, the market started strong domestic and external demand.

2, fans irrational structure of processing enterprises, small scale, low-profit

    Vermicelli processing enterprises are too many small scale of production has been a fan of the industry in the Development of important issues. China currently has food production licenses and health permits manufacturers of about 200 fans, mostly in Shandong, Hebei, Sichuan and other places. Since the end of the last century, 80 years, China began to gradually enter the vermicelli factory production stage, after 10 years of development, in some areas has already formed a fan of the production, sale, export, targeting an international market in large enterprises. However, apart from a few things, my fans generally small scale manufacturing enterprises, business conditions in general. According to statistics, in 2007 industry-wide annual sales of fans about 90 million tons, but the annual production capacity of 1 million tons less than the number of firms 10. Most enterprises are small-scale operation, there are a considerable number of the family workshop, it is difficult to create well-known brands and the formation of the overall advantages, the capital is weak, unable to put a lot of money for technological upgrading and expansion of reproduction, leading to backward technology and production equipment is old.

3, the industry standard failed to form a system of quality control, the low level of industry as a whole

    China in recent years developed a series of fans and related starch processing industry, industry standard, basically formed by the material standards, product quality standards, production and technical regulations, ingredient measurement standards, health standards and other products composed of fans processing standard system, these standards system, development of the industry for the fans played an important role, but the standard of time, content and quantity standards for the overall comparison shows the aging index is generally low quality, product standards and safety and health standards for too little. In product quality control, our fans and processing enterprises, or HACCP certification through the ISO certification too small number of enterprises, most enterprises still decentralized production, lack of quality control methods, testing methods are backward, detect vulnerable to man-made factors. Part of the company’s products in the production, consumption standards exist in name only.

4, fan development of the industry and the “three rural” issue is closely related to

As the fan industry to agricultural crops as raw material, production and business activities with the local agricultural production is closely related to the specific circumstances, so most fans manufacturers are located in rural or suburban, while fans of production on the local temperature, sunlight, wind, certain requirements of peak consumption, the basic focus fans In the spring and winter, resulting in vermicelli production of a certain degree of seasonality. Therefore, most enterprises in the industry are employed by local farmers to provide enterprises with services, so that farmers get additional income during the slack time to solve the farmers jobs and increase incomes of farmers, with good social benefits.

5, processing equipment and technical level of

Despite the different varieties of fans are not the same as the raw materials used, but the principle remains the production of crops by extracting the starch, after playing paste made of flour mixing steps such as corporations, and then use manual or mechanical means made of extruded filamentary through the cooked, cooling, drying, packing, after the formation of present we have seen in the market, a fan of products.

    Vermicelli production process of our people through the centuries of tradition and exploration, with strong regional characteristics. In the eighties of the last century, the entire industry vermicelli production process still in the family, practiced on a cottage methods, soaking beans, potato and other raw materials used pot, Tao Gang, casks and other containers; grated raw materials used in is a traditional disc, to animal or human as a driving force; missing pink with diamond eyes, or bamboo dipper gourd dipper tools such as squeezing through the manual will be processed into silk powder and cook Mission; drying outside the venue generally opt for open spaces, to rely on sunshine, wind naturally dried.

    Into the twenty-first century, the domestic food processing equipment, the level of production technology is developing rapidly, some manufacturers combine characteristics of vermicelli production process, through the introduction and custom-made equipment, designed and assembled fans automated production lines, so that fans from the traditional techniques of production to achieve of advanced process equipment for a profound transformation. Soaking of raw materials, starch separation and extraction processes such as the use of containers have to change to a food-grade stainless steel material; ground, leakage powder is accomplished through mechanization, the construction of a dedicated refrigerator freezer fans to remove moisture of them; progressive introduction of indoor steam drying equipment, to abandon traditional outdoor drying methods less efficient. Raising the level of equipment and technology to enhance the enterprise’s production efficiency, ensure product quality, reduce production costs and promote the healthy development of the industry fans.

 

Third, the market situation

1, the product category

Currently on the market fans are more product categories, there are a variety of products classification.

In accordance with the different consumption patterns, can be divided into two kinds: the traditional fans and convenience of fans. Fans of traditional family life is mainly used for consumption or hotel and catering industry, mainly for the convenience of fans travel or because the fast-paced life of a temporary consumer groups, with the accelerated pace of people’s lives, the traditional way of life changes and the rapid development of . Products in shopping centers and supermarkets shelves, traditional fans on the daily consumption of food zone to facilitate the fans on the convenience food area.

Traditional fans according to the different raw materials used can be divided into pure bean noodles, grains noodles, sweet potato vermicelli vermicelli, and other categories. One pure bean vermicelli with mung beans, peas as raw materials, the traditional method of fermentation Physalis extract starch, and in accordance with relevant national standards made of. Purely in the real bean vermicelli is made of thin wire of uniform, pure light, neatly flexible, white transparent, and cooking into the water that is soft, long-cooking is not broken, and taste palatability clear tender, smooth chewy. Grains fans is accompanied by people’s dietary patterns and food tastes need to adjust the emergence of species, because of its raw materials, adding some of the starch grains (such as: corn, etc.) to consumers in the consumption of time to bring a different taste and visual effects, but also loved by some consumers; mainly on sweet potato vermicelli sweet potato as the main raw materials, China is the largest producer of sweet potato, sweet potato, raw materials, abundant category, the price cheap and easily obtained, so sweet potato fans because of its low cost and there is a huge market.

2, marketing channels

China’s current fans of the existence of traditional channels of distribution channels and modern channels of two ways, each of the formation and development of sales channels have a profound social, political, and economic development factors.

(1) the traditional channels

Fans of traditional sales channels through the flow of market (farm produce wholesale market) passed to consumers, mainly due to China’s planned economic system, pattern. Fan itself is part of a tradition of industry sales of products, China’s domestic market is based on the original form of the traditional channels of large circulation patterns exist in the wholesale market more than 90% of the clients originally belong to the shopkeeper, to the main wholesale business, that is, in every marginal urban areas of large wholesale market for the rental of a facade, there is a large warehouse store every day, someone sitting on the waiting downstream customers and retailers as well as consumers to shop around to buy goods. Manufacturers merely need to manage distributors and wholesalers, not directly to consumers, payment settlement to take silver cargo 2 Hul way.

(2) Modern channel

Since the last century since the late 90s, with the improvement of people’s living standards and foreign large supermarket chains to enter the domestic market, the domestic retail market, the emergence of new patterns, as a new form of retail sales of commercial super broke the monopoly of the market department stores, the pattern of a single model . Foreign retail giants to enter the domestic market, domestic retail chains are springing up like floating to the market. Consumers shopping one-stop shopping concept of the environment and more and more attention from a gradual shift to a shopping mall supermarket.

Some visionary producers began to seize the opportunities for development, their business focus from previously distributed to wholesalers, large retail terminal transfer, to seize as much as possible a good position, and began to produce its own dealer management group, instead of enterprise development Dealer location of the market, get rid of previous sales of the traditional passive to active-style marketing, through the development of supermarket operators to achieve expansion of super-market goals.

  6, industry trends

1, the industry gradually increase the degree of concentration

In 2008, countries have begun implementation of the “New Deal land transfer,” which permitted to own land contractual operation right of farmers to land management rights (the right to use) transfer to other farmers or economic organizations. The introduction of this policy will rapidly increase the land utilization and productivity, optimize the land, labor, capital portfolio, increasing the level of intensive management of production, enhance the level of agricultural industrialization in China. The realization of large-scale cultivation of crops will drive the fan industry, large-scale process, can guarantee peas, sweet potato, a stable supply of raw materials and production costs. Development of the industry from a fan position, annual output of 6,000 tons of business benefits are good, obvious effects of large-scale production, production capacity of small businesses with low profit margins, production costs are difficult to control, can only produce low-profile product, it is difficult gain a strong market competitiveness.

2 fans into the diverse stages of product demand, brand consumption and the quality and safety issues receive attention

The current standard of living of our people have a whole into a well-off phase, to the more affluent life forward. An increase in income makes the people’s living standards improved significantly the level of consumption continues to increase, more and more demands made of food consumption, cheap, low, monotonous fans products can no longer meet the modern consumer’s individual needs, food consumption will start to enter the high-quality, diversification stage. Consumption of products of fans have begun to focus on its culture and history behind it contains the value of branded consumer interest and demand diversified, enhancing safety, nutrition-based and other new features, product variety on the market becoming more abundant fans. High-grade, special, nutrition, safe fans products in domestic and overseas markets demand will rise.

In the fan product selection, consumers pay more attention to the brand consumption, and well-known brand is not just product quality assurance is also a manifestation of food culture. As a high-end products on behalf of fans of the bean vermicelli (vermicelli) has been recognized by consumers. Grains fans for their rich nutrient structure and function of a balanced diet has been more and more consumers favor.

3, competition in the market patterns change

Fan industry is a traditional industry, has been its procurement, processing and sales business model with a strong geographical color, most of the provinces in the consumer market has been a fan of the region occupied by businesses.

Over the last few years, quality and safety of China’s food industry is increasingly prominent, and endanger the health and safety of consumers has become the focus of the people and the Government is concerned about the issue; the same time, accelerated circulation of commodities, making products from regional competition to fans nationwide competition; People shopping shift from the traditional department store business super-supermarkets, hotel and catering consumption, the frequency gradually increased, allowing fans the focus of product distribution channels from traditional wholesale market to the commercial super-channel transfer, manufacturing enterprises to directly face the consumer market. Enterprise’s logistics transportation costs, sales network construction and maintenance costs, management costs and gradually increased; the same time, manufacturers are still faced with the global financial crisis, labor costs, raw material prices and other pressures.

Market competition, price competition from the initial single, quantity tends to brand, quality, product differentiation and sales network and other aspects of maturity comprehensive competitive. Business out of the speed and accelerate the industry consolidation, brand influence and the degree of concentration increased, the market begun to take shape. How to effectively control the procurement and production costs, improve product quality and brand influence, improve their marketing channels, the use of enterprise resource management to optimize the enterprise in the market competition to win a key factor.

4, production and utilization of resources began to more efficient, fans industrial chain to achieve circular economy model

Unlike other industrial fan industry in its processing of waste generated in the majority of agricultural products are an integral part of the original, still contains a lot of organic material, the relative development of high value, developing low-cost, technology easy to master, to give the production after the implementation of bring huge benefits to businesses. In order to meet national environmental policies and clean production requirements, some large manufacturing enterprises to vermicelli vermicelli production process of organic waste for family development, repeated processing, higher value-added, so that highly efficient use of resources.

At present the industry has been large-scale enterprises in the processing of fans to introduce recycling economy development model to achieve efficient utilization of the waste. Mung beans, peas, sweet potato and other crop residues after the extraction of starch can be used as aquaculture feed or produce biogas; production wastewater contains large amounts of protein, after precipitation, extraction, cooking and other processed produce plant feed protein; recovered after protein wastewater still contains large amounts of organic matter, can be used as produced by BIC anaerobic methane fermentation process for the production or the surrounding residents to enhance energy; treated water can be part of the production plant as cooling water recycling, or direct irrigation to meet the surrounding agricultural production required.

In large enterprises under the leadership of fans modes of production can be achieved by-product is almost right “to eat dry pressing to do,” the production process to achieve “zero emissions” will not only make full use of the raw material resources, while increasing the added value of products, reduce environmental pollution.