Nearly 5,000 transactions, nearly 40,000 sold, an increase of 141.88% in October...... In the past "Double Eleven" shopping festival, Huizhou local brand Tang Shunxing won the good results of "one brother" on the Tmall list of pigeon sales with "home guard" and "One pigeon", refreshing its status in the world of roast meat.

Behind the capture of consumers by a squab, Huizhou Shunxing Food Co., LTD. (hereinafter referred to as "Tang Shunxing") has made unremitting efforts to cultivate the meat and poultry industry with ingenuity over the years.

As one of the earliest agricultural enterprises in Huizhou engaged in poultry meat feeding and supply for Hong Kong and Macao, Tang Shunxing started from 300 pairs of squabs, established farms, followed by the layout of premade vegetables track, continuously strengthened raw material quality control, improved deep processing technology, strengthened cold chain transportation, expanded sales market, etc., and created a full-chain coverage system integrating breeding, processing, logistics and sales. It has completed the gorgeous upgrade from traditional industries to the whole industrial chain.

In the past ten years, the annual sales of Tang Shunxing food has increased from less than 100 million to 1.5 billion, crispy squabs, salt baked chicken, marinated duck, roast goose and other delicious foods on the tongue are sold all over the country, in the future, Tang Shunxing also plans to take advantage of the wind to go to sea and further open the international market.

A squab hides in the doorway Drive capacity to "fill up"

Into the Futian Town of Boluo County Tang Shunxing Hong Kong-style roasted roasted vegetables production base, the workshop, freshly baked pigeon, roast goose, roast chicken, barbecued pork, etc., radiates an attractive "Maillard" color, the air is filled with a unique smell of roasted pork. On the production line, workers are busy operating various equipment, blanching, brining, baking, cooling, sterilization, packaging, etc., for pigeons, chickens, ducks, geese, etc., four production lines and one baking line in the cooked food department are fully opened, and the production capacity is "full".

Hakka salted goose produced by Tang Shunxing.

"Our sales have increased significantly since Nov 11, and our production line is now running at full capacity." Tang Shunxing cooked food minister Laurie said. During the Double Eleven period, the "explosive single" of squab attracted a lot of powder for Tang Shunxing, which led to the sales of various baked products.

Squab is a famous traditional Cantonese dish. In Guangdong, there is a saying "one pigeon tops nine chickens". Tang Shunxing started with squab, and its pigeon products such as crispy squab and marinated pigeon are benchmarking products.

According to reports, in order to meet the needs of the market, Tang Shunxing has made a lot of efforts in the selection of breeding pigeons, breeding methods, and selection of products. For example, the old pigeons are fed with a scientific proportion of nutrients in the raw grain, and then the old pigeons regurgitate the young pigeons to make the young pigeons healthier growth; Adopt the way of oral slaughter, reduce pollution, more clean and hygienic. Especially in the deep processing technology, it is hidden door. Through long-term research and development and debugging of processing technology, Tang Shunxing accurately controls the seasoning and production time of squab, adopts low-temperature and slow-cooked marinating method to avoid meat and wood, and realizes the taste and taste of finished dishes of pigeon prepared dishes. "After consumers get the pigeon, they just need to refry it in a little oil at home, or use an air fryer to process it, and they can enjoy it in a few minutes, which is very convenient." 'said Laurie.

The delicious and nutritious squab is widely welcomed by consumers. During the Double Eleven, nearly 40,000 squabs were sold through the Tmall e-commerce platform, in addition to Guangdong province, Jiangsu, Zhejiang and Shanghai regions, as well as Beijing, Sichuan and Shandong.

In the past, the farm extended the chain and expanded production Annual sales of prepared vegetables 15,000 tons

It is such a young pigeon, which is full of the striving process of transformation and upgrading of traditional enterprises, and has contributed to the qualitative leap of development of Tang Shunxing enterprises over the years.

Tang Shunxing, founded in 1990, started with 300 pairs of squab. With the expansion of pigeon breeding scale, it began to expand from a single squab breeding to chicken, duck and goose. After years of development, the business has also extended from the former farms to slaughter and processing, meat prefabricated dishes, cold chain logistics, export trade, Hong Kong-style roasted meat restaurant chain and other links, creating a whole industry chain.

Braised duck cooked by Tang Shunxing.

The reporter saw that in the industrial base of Tang Shunxing, semi-automated production lines, poultry slaughtering, plucking, and refrigeration were carried out in an orderly manner; In the cooked food workshop, the packaged baked food is placed neatly in different categories; In the loading and unloading area, refrigerated trucks loaded with fresh and cooked food are ready to be delivered to Hong Kong and Macao merchants, restaurants and major supermarkets in the Mainland.

Tang Shunxing planning manager Chen Yilin introduced, affected by the economic changes in the catering industry, Tang Shunxing began to get involved in the field of prepared dishes in 2007. At present, we have developed nearly 100 kinds of prefabricated poultry products, and the main prefabricated poultry products are mainly Hong Kong-style roast meat food, such as white cut chicken, salt baked chicken, marinated duck, marinated pigeon, crispy squab, roast goose, etc.

Tang Shunxing cross-border truck handling area.

Chen Yilin told reporters that in order to achieve the strict quality management of food ingredients, Tang Shunxing created the whole industry chain traceability system, the HACCP system, quality management system, enterprise operation system comprehensive optimization and upgrading, product production safety and quality can be traced back to every key control point; Long-term roots in Guangdong and Hong Kong, serving consumers in the Greater Bay Area, in terms of taste protection, has a veteran R & D personnel based in Hong Kong and Macao, adhere to the market-oriented product development; A high-quality technical research team composed of talents from the Mainland and Hong Kong has been set up to undertake a number of key tasks of the company's prepared vegetable technology and technology, so that the company can maintain a strong market competitive advantage in product thawing and recovery, poultry breed improvement, breeding and deep processing of poultry meat.

According to statistics, in 2022, Tang Shunxing achieved a total annual sales of about 15,000 tons of prepared vegetables, and the sales of prepared vegetables reached 310 million yuan, and the sales of prepared vegetables increased by 45.9% year-on-year, with outstanding results.

The development and growth of Tang Shunxing cannot be separated from the "hotbed" of the city. "For a long time, Huizhou has been committed to creating a positive and open business environment, highly supporting the development of the private economy, and promoting the rapid, stable, accurate and good expansion of the market scale and industrial transformation and upgrading." Chen Yilin said.

Production line expansion can expand the market Speed up the layout of the prefab track

In recent years, under the new opportunities of prefabricated food tuyere and RCEP, Tang Shunxing has accelerated the layout of the prefabricated food track.

The reporter saw in the Huizhou production base of Tang Shunxing that the standardized roasted roasted vegetable production workshop is in full swing, and has now entered the stage of equipment commissioning. "With the increasing demand for prepared vegetable products, the current production capacity is clearly insufficient, so we have rebuilt three new production workshops and introduced new automated production lines." Taking cooked chickens as an example, the current daily output can be between 10,000 and 15,000, and after the new production line is put into operation, the daily output can be increased to 20,000, which greatly improves efficiency while reducing labor.

Tang Shunxing chicken working area.

In addition, Tang Shunxing invested about 30 million yuan to build a poultry meat prefabricated vegetable product processing project in Boluo production base, mainly to build a high-standard prefabricated vegetable production workshop, and to purchase two automatic tank suspension halogen prefabricated vegetable product production lines and packaging production lines, as well as single-frozen, quick-frozen and other prefabricated vegetable production equipment. After the project is put into operation, it will form an annual production capacity of 10,000 tons of poultry meat prepared vegetable products, increase export earnings of 8 million US dollars, indirectly promote the cultivation, processing, sales service and other industries nearly 500 people employment, and bring good social benefits while creating economic benefits.

At present, e-commerce consumption is further improved, Tang Shunxing is also accelerating the strategic layout of online and offline integration, strong cooperation, complementary advantages, and is committed to achieving double growth in market share and sales. Recently, Tang Shunxing has set up a new media team to build a diversified and all-round media network through the media platform, cooperate with live broadcast experts, train brand Internet celebrities, etc., and achieve brand communication and marketing for young customers.

Many efforts, Tang Shunxing food sales increased significantly, in ten years, from less than 100 million annual sales to 1.5 billion, especially the squab products accounted for more than 70% of the Hong Kong squab market share, in Hong Kong squab market share ranked first.

In the future, Tang Shunxing also aims at the international market. In Southeast Asia, many overseas students and overseas Chinese are from Guangdong, roasting is their tongue on the "homesickness", this group is expected to become a loyal fan of local baked prefabricated dishes, baked baked prefabricated dishes "sea" promising.