"Chinese hamburger" and "Chinese sandwich" are very vivid names used by many overseas Chinese restaurants for the famous Chinese snack Shaanxi Tongguan Roujiamo.
From the traditional manual mode, to semi-mechanization, and now to 6 production lines, Tongguan County Shengtong Catering Management Co., Ltd. continues to innovate and become bigger and stronger. At present, the company has more than 100 kinds of products, with a daily production of more than 300,000 quick-frozen cakes, 3 tons of sauce-braised pork, and 1 ton of other categories, with an annual output value of 100 million yuan. "We plan to open 300 stores in 5 European countries in three years." When talking about the future development of the company, they are full of confidence.
In recent years, the Tongguan County Party Committee and County Government has formulated support policies for the Roujiamo industry in accordance with the policy of "market-led, government-led", established the Tongguan Roujiamo Association, and actively organized Roujiamo production enterprises to participate in large-scale domestic business activities, from technical training, Provide support in innovation and entrepreneurship and other aspects, strive to promote the Tongguan Roujiamo industry to become bigger and stronger, and promote rural revitalization and high-quality development of the county economy.
On September 13, 2023, in the production workshop of Tongguan County Shengtong Catering Management Co., Ltd., the reporter saw that there were only a few workers in the huge production workshop, and the machines basically realized fully automated operations. After bags of flour enter the bin, they go through a series of processes such as machine kneading, rolling, cutting, and rolling. Each cake embryo with a diameter of 12 cm and a weight of 110 grams slowly flows out of the production line. It is weighed, bagged, and After sealing, packaging and boxing, the products are sent to Tongguan Roujiamo stores and consumers across the country through the entire cold chain process.
"I would have never dared to think about this before. After the production line is put into operation, the production capacity will be at least 10 times more than before." Dong Kaifeng, general manager of Shengtong Catering Management Co., Ltd. said that in the past, under the traditional manual model, a master could make 300 orders a day. After semi-mechanization, one person can make 1,500 cakes a day. Now there are 6 production lines that can produce more than 300,000 quick-frozen cakes every day.
"Actually, the key to measuring the authenticity of Tongguan Roujiamo lies in the buns. At the beginning, we made the buns purely by hand. As the demand increased, we gathered skilled workers and froze the finished buns for sale. " Yang Peigen, deputy general manager of Shengtong Catering Management Co., Ltd., said that although production capacity has increased, scale sales are still restricted. Sometimes there are too many orders on online platforms and production cannot keep up, so online sales channels can only be closed. By chance, during a study tour, I saw the production process of quick-frozen hand cakes and felt that they were similar, so I came up with the idea of making quick-frozen layer cakes, which are convenient and taste good.
How to develop it has become a difficult problem before them. In order to seek corporate cooperation and research and development of production equipment, Dong Kaifeng and Yang Peigen carried flour on their backs and made steamed buns at a company in Hefei. They demonstrated step by step to clarify their needs and desired effects, and repeatedly tested production. In 2019, Double Helix The tunnel quick freezer was successfully developed and put into production. "This tunnel is more than 400 meters long. The prepared thousand-layer cake is quick-frozen for 25 minutes here. After it comes out, it is a formed cake embryo. Consumers can then heat it through a household oven, air fryer, etc., and then eat it directly, which is convenient and fast. ." Dong Kaifeng said.
"The production problem has been solved, but logistics and freshness have become another problem that restricts the development of the company. At the beginning, there were few cold chain vehicles, and quick-frozen cakes were inedible as long as they were thawed. Therefore, every summer, we had a lot of bad orders and the compensation rate "It's also high." Dong Kaifeng said that in order to solve this problem, in June this year, they negotiated cooperation with SF Express to store products in 14 SF Express cold chain warehouses across the country. As long as customers place orders, they will be divided according to region. SF Express packaging and delivery ensures that 95% of customers can receive the goods within 24 hours, effectively ensuring product quality.
It is understood that the products of Shengtong Catering Management Co., Ltd. are mainly Tongguan thousand-layer cakes and Tongguan sauce-braised pork, and there are more than 100 kinds of other quick-frozen rice and flour products, sauces, seasonings, and instant products. The daily output is more than 300,000 quick-frozen cakes, 3 tons of sauce-braised pork, and 1 ton of other categories, with an annual output value of 100 million yuan. Moreover, from the front-end customized cooperation with flour mills and slaughterhouses, to personnel training, brand building, to standardized and industrialized production processes, and back-end sales and logistics, a closed-loop full industry chain has been created.
As the scale of the enterprise continues to grow, Shengtong Catering Management Co., Ltd. is also actively exploring new production and operation models and establishing and improving relevant production and processing quality management systems. In addition to opening physical stores across the country, it also vigorously expands foreign markets. "In the past six months, the export volume was 10,000 cakes. Now the market has opened up. Last month, the export volume was 800,000 cakes. In Los Angeles, the United States, 100,000 quick-frozen cakes were sold out in just one week. Currently, we are stepping up preparations. The second batch of goods. Moreover, since last month, we have used foreign exchange settlement and earned 12,000 US dollars in foreign exchange.”
"Instead of making Chinese hamburgers, we want to make the world's Roujiamo. In the next five years, we plan to exceed the GDP of 400 million yuan. We will open 3,000 physical stores across the country and continue to implement the overseas expansion plan of 'Tongguan Roujiamo'. Starting from Hungary, we will open 300 stores in 5 European countries in 3 years and build a production base in Europe." When talking about the future development of the company, Dong Kaifeng is full of confidence.