First, based on industrial management, expand the scale of enterprises and enhance the development potential of enterprises.
Long Da Group changed its production from a brick and tile factory run by a town in the mid-1980s, and chose food processing and export as a sunrise industry to gradually make the enterprise bigger and stronger. /kloc-in the past seven years, Long Da has been based on the advantages of local agricultural and sideline products resources, taking vegetable processing and export as the chain, organically connecting scattered raw material production with the big market, forming a dragon-shaped industrial system with leading enterprises taking bases, bases taking processing and processing taking farmers, and has embarked on a successful road of agricultural industrialization. The company has extended the industrial chain, broadened the industrial fields, increased the economic benefits of enterprises, and promoted the rapid development of the company from the initial fruit and vegetable preservation, rough processing and industrial simplification to today's intensive processing, coexistence of multiple varieties and simultaneous development of multiple industries.
In order to turn the enterprise into the "aircraft carrier" of food processing industry, since the Ninth Five-Year Plan, Long Da has further increased the scale of investment, accelerated the pace of development, focused on food processing and technological transformation, diversified its business projects around food processing specialization, and vigorously adjusted its industry and product structure. Over the past few years, Long Da has invested more than 700 million yuan, and successively introduced production and processing equipment with the international leading level in the 1990s from Japan, Germany, Italy, the Netherlands, Hong Kong and Taiwan. Built the largest breeding pig breeding, pig breeding, slaughtering and meat processing base in Jiaodong area with first-class facilities; New peanut oil production project; 5,000 tons of modified atmosphere storage was built, and the preservation technology reached the international first-class level; Joint venture with Japanese businessmen to build domestic large-scale first-class standard cooked food professional processing plants-Shandong Shenlong Food Co., Ltd. and Shandong Rilong Food Co., Ltd.; In cooperation with Japanese businessmen, Yantai Longxiang Food Co., Ltd., the most advanced professional enterprise for processing and exporting aquatic products in China, was established. This year, a new vacuum freeze-drying product project-FD workshop of Yantai Xue Hai Food Co., Ltd. was built; Long Da Group Wood Products Co., Ltd. was established. The establishment of these subsidiaries has opened up new economic growth points for Long Da, effectively expanded the production capacity and enriched the production structure.
In order to further accelerate the scale development of the company, Long Da made full use of its own advantages, reorganized its assets and expanded Zhang Zhilu at low cost. Since 1995, Laiyang, Haiyang, Zhaoyuan, Heze, Tai 'an and other places have merged and leased enterprises 15, absorbed laid-off workers 1000, and revitalized idle assets by 6,543.8 billion yuan, which not only effectively reduced the burden on the state and society, but also enhanced the hematopoietic function.
Second, relying on standardized production, constantly upgrading and improving the competitiveness of enterprises.
Over the years, Long Da has always carried out standardized production, consciously brought enterprise standards into line with international standards, and led thousands of farmers to the international market. As early as the early 1990s, Long Da established a seed company, introduced foreign vegetable seeds and planting techniques, vigorously promoted standardized planting, and taught farmers to plant "foreign" vegetables, so that the nutritional composition and specifications of each vegetable fully met foreign requirements, which not only improved the quality of raw materials for export products, but also effectively promoted the variety renewal and planting techniques of local vegetables. Since 1993, based on the processing of frozen vegetables, Long Da has made great efforts to develop prepared foods with high technology content and exquisite cooking art, aiming at the characteristics of Japanese people's emphasis on food nutrition and dietary structure and referring to Japanese standards. The physical and chemical indexes, nutritional indexes and bacterial count indexes of the products make Japanese businessmen impeccable, and directly enter Japanese supermarkets, which are deeply loved by Japanese nationals and become the fist products for Long Da to earn foreign exchange through export.
In the past two years, faced with the severe challenge of "green barriers" in developed countries such as Japan, Long Da has put the quality of raw materials in a crucial position, established a new industrialization model of "company+farm (farm)+agricultural workers", and paid close attention to the "two sources" of vegetable planting and pig breeding. In terms of vegetables, more than 6.5438+0 million mu of pesticide residue reduction bases have been established in six provinces and regions across the country, and the base tracking management system has been established, which has developed in a rolling way and built a planting and processing chain with close cooperation between enterprises and growers; As for pigs, we will focus on the closed management of our own three large-scale and high-standard pig farms, and develop a 1 1 contract pig farm with "five unifications" (unified seed supply, unified material supply, unified management, unified inspection and epidemic prevention, and unified sales), which can provide 300,000 high-quality pigs annually, meeting the current needs of meat processing and export in Long Da.
In order to conform to the development trend of international organic food, starting from 1997, Long Da established the organic food industry as the leading development direction of enterprises and vigorously promoted the development process of organic planting bases. Up to now, 7,000 mu of organic vegetable planting bases have been built in Jiaodong and Feicheng of Tai 'an, and the planting and processing of organic vegetables have been registered by international organizations such as Japan and the European Union. And has developed a variety of organic food on the market, products are widely welcomed by consumers at home and abroad. In the future, General Long will further intensify the development of organic food, gradually realize the transformation from Long Da series food to organic food, accelerate the pace of product upgrading and enhance the company's sustainable development capability.
In order to further improve the ability to participate in the international market competition, Long Da actively carried out international business management certification activities. At present, the subordinate backbone enterprises have obtained international and domestic certifications such as ISO9000 and HACCP. At the same time, it obtained the AIB certification of the United States and the "passport" for Long Da frozen vegetables to enter the American market. Long Da Meat Processing Factory passed the animal welfare certification of McDonald's Company, and became the best raw material supplier of McDonald's Company in China, which further opened the channel for products to enter the international market through Russian official export approval.
Third, build a global network, expand market space and build an international brand of Long Da.
Over the years, Long Da Group has adhered to the principle of "walking on two legs", grasping the international market on one hand and the domestic market on the other. Through the implementation of international famous brand strategy, the company will be promoted to develop in depth.
First, stabilize the Asian market, open up European and American markets and expand export business. At present, Long Da's largest export market is in Asia, and its trade with Japan accounts for more than 80% of the total export market. In order to balance the market structure, in recent years, Long Da has strengthened the development of European and American markets on the basis of stabilizing and expanding the traditional Asian market. Taking the United States as the forefront of the European and American markets, we will continue to expand sales in the United States, Britain, Germany, France, Canada and other countries, promote sales in other European and American countries, and promote them to European Union countries such as the Netherlands and Belgium and Latin American countries. At present, Long Da has offices and branches in Tokyo, new york, Los Angeles and South Africa, and is gradually developing global marketing.
Second, keep a close eye on the domestic market, cultivate domestic trade projects, and stimulate the rapid growth of domestic trade share. Long Da Group started from the development of product processing and export. At present, China market has become the largest market in the world. In order to further expand the market space, Long Da began to try to do domestic trade from 1995, especially from 1998, and made great efforts in sales network laying, human resources training, corporate image and product advertising, with remarkable results. Up to now, 35 offices have been set up in China, and more than 200 specialty stores and supermarket chains have been opened in Shandong. At present, Long Da has taken the production and sales of vermicelli and meat products, and the development and operation of supermarkets as the pillar industries of domestic trade, giving priority support and cultivation to fully activate the domestic sales of Long Da food. In addition, the focus of market development is on instant food conditioning fans-new Mapo fans, using new products to drive the market sales of old products; Gradually enlarge and strengthen the meat industry, and spread Long Da meat specialty stores to other provinces on the basis of the existing provinces and three northeastern provinces; Selectively push frozen prepared foods to the domestic market to meet the needs of high-level consumers; Continuously improve the management level of supermarkets in Long Da, and realize the transformation of small and medium-sized chain stores into hypermarkets.
Long Da Group, based on green foreign exchange-earning agriculture, accelerated the development of socialization, led the broad masses of farmers to a well-off society, and produced remarkable social benefits. At present, there are more than 400,000 rural laborers engaged in planting, breeding, transportation and processing in China, which truly makes foreigners' money rich for China farmers. In the next step of development, Long Da is confident to seize the opportunity, give full play to its advantages, continue to practice Theory of Three Represents, and further make the enterprise bigger and stronger. Long Da's goals this year are: to achieve sales revenue1800 million yuan, to earn foreign exchange through export1000 million dollars, and to achieve profits and taxes1500 million yuan. By 2005, the sales revenue will be 3 billion yuan, the export will earn 200 million dollars, and the profit and tax will be 300 million yuan.