Jiangzhen Town, Huaining County, with a total population of 360,000, there are nearly 20,000 people engaged in steamed buns, steamed buns and other pastry industries, accounting for more than 90% of the number of migrant workers in the town, among the employees, the annual net income of more than 100,000 accounts for 45%, Jiangzhen Town farmers per capita savings, total deposits have been in Huaining County for 10 consecutive years, forming a quite spectacular "Jiangzhen phenomenon". After 30 years of development, it has developed from the original "husband and wife workshop" to more than 100 well-known independent chain brands of Jiangzhen Baishu such as Babi, Tiantian, Baokeli, Uncle Baozi, Shasby, Duxiu, etc. In August 2008, Jiangzhen Town was named "the hometown of Chinese pastry chefs" by the Fermented Pasta Branch of the China Cereals and Oils Society.
Brand developmentBroaden the "export-oriented" labor economy. Jiangzhen Town has been a famous land and water wharf since modern times, and there is an endless stream of merchants, bringing prosperity to Jiangzhen at the same time, it also brings special delicacies from all over the world, and the custom of eating noodles has gradually developed, with a very deep pastry foundation. After the reform and opening up, Jiangzhen people began to go out to work hard. In 1988, He Xiaohong, a villager from Jiangzhen Village, opened a steamed bun shop in She County, Huangshan for one year, and became a "10,000 yuan household". Under his influence, the hard-working Jiangzhen people have gone out of their homes, and most of them have chosen the pastry business with the distinctive characteristics of "two lows and one high" (low technical threshold, low capital investment, and high degree of hardship), and Jiangzhen has since set off a boom in going out to do pastry business. Since then, the brand of Manxiang pastry has bloomed, and many brands such as "Babi", "Zhongli" and "Duxiu" in Shanghai, "Tiantian" and "Shasby" in Suzhou, "Manxiangren" and "Baokeli" in Zhejiang, "Zizhou" in Guangzhou, "Steamed Kung Fu" in Beijing, and "Backhand" in Hefei have promoted the development of Chinese pastry and fast food. Among them, Babi steamed bread has developed the most successfully, with more than 5,000 stores nationwide, mainly distributed in Jiangsu, Zhejiang, Shanghai, Guangdong and Beijing, becoming one of the "famous dishes in Shanghai" and "one of the top 20 famous snacks in Shanghai", and won the "Top 100 Chinese Catering Brands in 2020" in December 2020, which has become the hottest breakfast brand in Shanghai and a well-known brand in China's breakfast industry, with a scale close to that of foreign fast food KFC and McDonald's. The sales revenue of that year was nearly 2 billion yuan, and it was officially listed on the main board of the Shanghai ** Stock Exchange on October 12, 2020, becoming the first stock of China's breakfast chain and ushering in its new era. At present, there are nearly 20,000 employees engaged in the pastry industry in Jiangzhen Town, and the economic benefits created every year reach more than 10 billion yuan. Driven by the steamed bread economy in Jiangzhen, the practitioners of Huaining County have expanded to dozens of surrounding towns such as Wanhe Farm, Hongpu, Shipai and Huanglong.
Industrial extension drives the "service-oriented" labor economy. Walking on the old street of Jiangzhen Town, you can see many family-style steamer production workshops all the way, tens of thousands of bamboo steamers with exquisite workmanship and different sizes are neatly dried along the street, these small workshops allow the left-behind villagers and poor households who cannot go out to make steamed buns to achieve employment at the door of their homes. There are more than 40 manufacturers in the town that do steamer business, and support online ordering, with an annual output of more than 250,000 sets of steamers, which solves the employment problem of hundreds of people. The company was founded in 1996, after more than 20 years of accumulation and development, it currently covers an area of 20 acres, with a construction area of 15,000 square meters, an annual output of 5 million steamers, and more than 60 people are employed in the industrial park. The company continues to increase investment to expand the scale of production, make use of technological advantages and independent scientific and technological innovation, adopt large-scale and mechanized production, and achieve stable product quality, becoming an effective carrier of rural revitalization.
**Set up a platform to promote the "diversified" pastry economy. In recent years, leading and well-known enterprises have participated in the establishment of pastry industry associations, giving full play to the role of associations in connecting merchants, developing markets, transmitting information, and safeguarding rights, and continuously improving the level of pastry economic development by formulating a unified and standardized socialized management system and innovating product production and marketing strategies. Through the brand support, cultivation and promotion of the steamed bread economy, and through the holding of food festivals, pastry chef competitions, pastry chef training classes and other activities, the sustainable development, quality credibility and value of the pastry economy will be further improved. Launch brand products with Jiangzhen characteristics, better tap characteristic resources and related characteristic products and services, and drive the large-scale development of the entire pastry industry in Jiangzhen Town. With pastry as the core, we will strive to build a "pastry economy" with a high degree of integration of primary, secondary and tertiary industries, build a pastry raw material production base, and intensively develop large-scale agricultureAccelerate the integration of the regional steamer industry, promote large-scale production, build a pastry supporting industry with steamer production and processing as the core, form industrial agglomeration and scale effect, build a pastry industry system extending upstream and downstream of the industrial chain, and drive the overall economic development of Jiangzhen Town. (Zhu Jun, Fang Chuan).