The "Head Goose" project for the cultivation of rural industry revitalization leaders is byMinistry of Agriculture and Rural Affairs, Ministry of FinanceJoint launch implementation.
The head goose story will be "made ofShanghai Jiao Tong UniversitywithAgricultural ginsengThe content section of the "Escort Plan" of Touyan jointly launched aims to share the learning experience of Shanghai Jiaotong University by combing the entrepreneurial experience of the "Touyan" trainees, the leader of rural industry revitalization, and setting an excellent example for new farmers with real stories, so as to provide a case for promoting the coordinated development of new agricultural business entities and regional brands.
Today, we share the "head goose" students of Shanghai Jiaotong UniversityDeputy General Manager of Jining Hongrun Food Co., LtdZhang HuThe story of the startup.
"Head Goose" is a loud and powerful title, they are the leader of rural revitalization, and they are an excellent example for the majority of new farmers. How to realize its own value in the vast countryside and bring a better life to the villagers as much as possible are the questions that every "head goose" is constantly thinking about.
Zhang Hu, deputy general manager of Jining Hongrun Food Co., Ltd. (concurrently general manager of Shandong Hongyi Food). At present, Hongrun Food Co., Ltd. has annual sales of more than 2.5 billion yuan, and has become a key leading enterprise in agricultural industrialization for rural revitalization.
How to build a large-scale industrial chain?How to plan from agricultural products to food?How to reflect the social responsibility of agri-food enterprises?Zhang Hu has a lot of feelings through studying at Shanghai Jiaotong University and has a new understanding of the future of Hongrun Food.
In the face of the hardships of his career, Zhang Hu often encourages his colleagues: "Always believe that good things are about to happen." He believes in beauty, and at the same time strives to create and pass on beauty, so that agriculture can bring happiness to more people.
Returning to the hometown: overcoming obstacles and starting from scratch
In the eyes of most people, Zhang Hu seems to be a native of the "grassroots", after graduating from university, he directly entered the head enterprise of the food industry for internship, and in six years he grew all the way to the manager of the East China region of the marketing department of a well-known brand. However, as a middle and senior executive in a large enterprise with annual sales of 50 billion, he chose to return to his hometown to "sway his youth" and start from scratch. In 2011, Mr. Wang Deding of Wenling, Zhejiang, the founder of Jining Hongrun Food Co., Ltd., informed Zhang Hu that he wanted to invest in Surabaya County, under the jurisdiction of Jining City, and as friends and customers for many years, they understood and trusted each other, so he resolutely resigned from his well-paid job and returned to his hometown for development. "Why give up a good job that you didn't get easily?Zhang Hu replied: "It feels so good to go home, I have always wanted to do something for my hometown." A touch of Chinese nostalgia for "home" drove him to leave the big city and return to the embrace of the small county town of Surabaya. In the face of the weak industrial foundation of his hometown, Zhang Hu did not "lie flat", and what he wanted to do had just begun. "The primary task of agricultural development is to develop modern agriculture and prosper the rural economy;Through the processing of agricultural products from primary agricultural products to intensive agricultural products, it is possible to realize the benefit of farmers with farmers. "The experience of the food industry makes Zhang Hu have a clear goal, they want to make a large-scale food enterprise, realize the integration of three industries, form an industrial cluster, and create a high-quality brand effect, so that they can have a foothold in the fiercely competitive market. 
Under the guidance of this belief, Hongrun Food began to put into production in 2013, combined with the local industrial base, the company is mainly engaged in the breeding, slaughtering and cooked food processing of white feather broilers and cherry valley ducks. After continuous attempts to improve and make efforts, Zhang Hu's Hongrun Food has reached the scale of 10 subsidiaries and food sector with annual sales of 2.5 billion yuan, 3,200 employees, and the company uses the model of "leading enterprise + base + cooperative" to drive the local annual slaughter of 72 million white feather chickens, 33 million Cherry Valley ducks, and 20,000 tons of cooked poultry deep-processed products. Zhang Hu introduced that 80% of Hongrun Food's product structure is fresh products, and it has established a standard production process in the form of production cooperation with big brands to accumulate production capacityIn addition, 20% of the prefabricated dishes and vacuum snack foods, with an annual output of 250,000 tons of poultry meat products. Time flies, in May 2023, Hongrun Food held a grand 10th anniversary celebration, and many shareholders, customers and employee representatives participated in the event to witness the ten years of Long Dew Blue Root, and Zhang Hu realized the transformation from returning to his hometown for employment and equity incentive to become a shareholder and board member at his doorstep. Next, Hongrun Food set its sights on the capital market. 
We have asked the tripartite agency to counsel for 7 years, in the national stock transfer system (** listed for 6 years, and now the province is included in the list of enterprises to be listed, according to the plan, in the next 3 years, our annual turnover in the food sector will reach 5 billion yuan. Talking about the various sectors of Hongrun Food, Zhang Hu talked about "such as a number of treasures", from breeding, slaughtering, food processing to corporate strategy, brand positioning, organizational structure, operation management, lean production, etc. But he himself knows that everything is different from before, and he is fighting for the change of his hometown. Every step is stepping on the soil of my hometown, steadfast, warm, and thus reaping irreplaceable happiness and achievement. 
Convergence: "Attract investment by business" to build a complete industrial chain
2.5 billion may not be a big deal for the processing and manufacturing industry in first-tier cities, but it is not easy to develop so much in the county-level "head goose".
How did you build a large-scale industry in a small county like Surabaya?”
In the face of such a question, Zhang Hu mentioned a word - Zhejiang businessmen.
Zhang Hu said that in Surabaya County, the company can achieve more than 2 billion revenue in 10 years, which is enough to show that the business environment here is superior. In the past ten years, we are catching up with the national investment boom, and Wang Deding, an investor of Hongrun Food, is a representative of Zhejiang businessmen who have come to invest in the local area. The local government concentrated its efforts on the "nanny-style" service model, and tried every means to keep these investors in Surabaya and become a seed for the development of the food industry.
It is a good model to attract investment by business. Zhang Hu described the industrial situation after the local gathering of Zhejiang businessmen in Surabaya, and established the "Surabaya Zhejiang Chamber of Commerce" and "Zhejiang Food Industrial Park", with the landing of 12 food companies one after another, attracted by the upstream raw materials of Hongrun Food and other enterprises, more and more resources began to gather. "For example, Guangdong's infinite food is mainly engaged in egg products and leisure chicken products, which was originally our downstream customer, because of our business relationship with us to visit Surabaya, after more than ten times of mutual visits and research, it has finally become a large enterprise invested in Surabaya, which can achieve more than 300000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 Zhang Hu believes that the form of the food industry industrial park has greatly promoted the extension of the local food industry, like a spark that gathers the prairie fire.
Slowly, some large enterprises have also begun to settle in, such as Master Kong's seasoning manufacturers 'Weizhen Food', Wahaha Drink, Panpan Food, Qinqin Food, Infinite Food, Chencun Food...Zhang Hu said that with the inflow of resources from the brand, coupled with the local well-known brands of catkins food, Jinchuan peanuts, Hankun Feixiang food, and Jufeng food, they took advantage of the situation to establish the Food Industry Federation, Hongrun Food as the president unit, Wang Deding, chairman of the board of directors, as the president of the food federation, and Zhang Hu as the executive chairman of the food processing branch. Through the upstream and downstream enterprises of the federation to share resources, and constantly form an ecosystem, after integrated development, the food processing industry has become a pillar industry in Surabaya, and the output value accounts for half of the country.
The development of Surabaya's food industry has a great relationship with Zhejiang businessmen, which not only gives investors a broad stage, but also drives the revitalization of local industries and has a good business environment. Zhang Hu is very grateful for the investment of Zhejiang businessmen and the industrial policy of Surabaya, which also makes Hongrun Food realize the key role of capital flow in agricultural transformation.
Group development and complementary resources are the way for Hongrun Food to survive from 0 to 2.5 billion, and it is also a microcosm of the scale breakthrough achieved by county-level agricultural enterprises through marketization.
Transformation: From "farming" to "food", slowness is also a kind of persistence
As the saying goes, it's easy to start a business, but it's hard to keep a business. Zhang Hu is of the same opinion.
From "agricultural products" to "food", it seems easy, but in fact it is full of difficulties, especially in the development of third- and fourth-tier cities, where resource conditions and logistics costs are limited. From the perspective of market demand, consumers in first- and second-tier cities have the strongest demand for processed food, but manufacturers of processed food are often in third- and fourth-tier cities, which cannot bypass transportation costs.
The cost of transportation and logistics is a big problem, especially e-commerce logistics, in Hangzhou, it may only cost 8 cents to send a small piece of obligation, and it may only cost 1-2 yuan to chilled SF Express, but it will be 1-2 yuan more expensive in our place, which directly affects the net profit. Zhang Hu explained the bottleneck encountered in the sales of Hongrun Food, in order to ensure profitability, they did not transform into a large-scale e-commerce business, but focused on offline B and C orders.
After studying at Shanghai Jiaotong University, Zhang Hu realized that this is still because the local supporting facilities are not perfect, and there are not enough jobs and salaries, and this problem can only be gradually resolved by developing scale, industrialization and branding.
Hongrun company's vision is to 'win the reputation of thousands of families, create a hundred years of Hongrun', we want to be a brand, the first thing is to do a good job in quality. Zhang Hu has always had a string in his heart, agricultural products can't make "fast" money, and sometimes "slow" is also a kind of persistence. In the past two years of hot prefabricated dishes, Hongrun did not quickly develop a variety of prefabricated products, but only selected a few more suitable products for in-depth development, continuous innovation and steady development.
Our selection also follows the trend of the market, such as low-fat chicken steak, tiger skin phoenix feet, honey sauce chicken wing root, spicy duck neck, etc., all of which are 'best-selling' products and have a certain market foundation. Zhang Hu believes that prefabricated food is the best choice for agriculture to industrialize and scale, which can effectively alleviate the dilemma of fluctuations in agricultural products, and at the same time achieve food safety and achieve a standardized and continuous production model.
How do you differentiate a mass product like chicken chops?”
Zhang Hu mentioned that when he was studying at Shanghai Jiaotong University, Mr. Tie Ding once taught the idea of using landmark agricultural products for creative development. He said: "Your product itself may not be distinctive, but there must be a well-known regional brand in the local area, such as Surabaya sweet potato." We developed a pan-fried chicken steak coated with Surabaya sweet potato powder, which is innovative in taste and more appealing. ”
The most important thing in making prepared food is to let customers eat at ease and comfortably. Zhang Hu regards making products as a "practice" to polish the corporate brand, he said: "The important thing is not to do more, but to make the product refined, so that 'one meter wide, 10,000 meters deep' or even '100,000 meters deep'." ”
Original intention: Agriculture should bring happiness to people
In Zhang Hu's heart, "farming" and "home" are always linked. Chinese pay attention to cultivating and reading heirlooms, Hongrun will also inherit and carry forward the traditional culture, in the pursuit of the enterprise's goals, the first is employee happiness, the second is customer satisfaction, and the third is social recognition. Zhang Hu said that employee happiness comes first, and companies with unhappy employees are even more unable to bring customers a happy experience.
Happiness is both material and spiritual. ”
All employees of Hongrun Food have the opportunity to receive 120% of their monthly salary, which is a reward for their filial piety and self-improvement. Zhang Hu explained that everyone can get this part of the grade performance by reading books, washing parents' feet, teaching children by word and deed, and doing good deeds. In addition, they prepare birthday cakes and eggs for employees, and they have half a day off on their birthdays. And has its own internal Hongrun Zhihe Business School, the company invests about 2 million yuan every year for all staff training and learning improvement;If the parents and in-laws of the employees have 80 years old, and the parents of the employees who are more than 10 years old and are over 75 years old, the monthly subsidy is 200 yuan for filial piety, which is distributed to the elderly by the management every quarter.
Public welfare is not one person to do a lot, but a lot of people do a little bit", Hongrun Food every year has donated to education, poverty alleviation and poverty alleviation**, love hut, micro love mother, warm winter action, 99 public welfare, micro love 1 + n, glorious cause promotion association, etc. "all have the participation of Hongrun Food, with practical actions to warm a city ......
Different from other factories in the county in my impression, Hongrun Food, as a labor-intensive enterprise, cares more for its employees, and won the "National Demonstration Enterprise for the Creation of Harmonious Labor Relations" in 2022. As Zhang Hu said, corporate culture is one of the key points of Hongrun Food, and cultural revitalization is also part of rural revitalization.
In addition to providing jobs for local residents, Hongrun Food also recruits more than 10 master's and doctoral students through industry-university-research cooperation with universities, research and development innovation for food flavor and technology, and development of probiotics research projects for poultry intestines and respiratory tract, so as to promote the transformation of agricultural scientific and technological achievements with talent revitalization and empower the value-added and upgrading of county industries.
Learning: Knowledge changes fate, and the platform affects a lifetime
The head goose project created by the Ministry of Agriculture and Rural Affairs gave Zhang Hu the opportunity to make up for the regret of not entering a well-known higher education institution, and was fortunate to enter the head goose class of Shanghai Jiao Tong University for further study and became the head of the Zhiyuan (animal husbandry class).From the knowledge he learned strategic positioning, top-level design, human resource management, financial and taxation knowledge, brand operation, e-commerce, capital operation and other knowledge, Shanghai Jiao Tong University also organized a mentor support group, liaison team, so that the majority of head geese can always be helped, and excellent head goose students together to learn from each other's strengths, exchange with each other;No longer limited to one-third of one's own acre of land, see the wisdom of the wise, and learn from excellent students.
In the ice-breaking action of Jiaotong University and the follow-up frequent exchange of visits, I met many like-minded people with lofty ideals, the development path of the students, with reference to the business model, the head geese have established an industry industry alliance, including livestock and poultry breeding industry alliance, special breeding industry alliance, prefabricated vegetable industry alliance, willow industry alliance, layer industry alliance, Twelve cattle industry alliances, only the cooperation of Shandong Touyan class has reached 100 million yuan, Zhang Hu's company through the platform of Shanghai Jiaotong University, in 3 months to achieve more than 13 million yuan in the circle of Jiaotong University students, sales business;Fortunately, Hongrun Food was selected as the "brand" cultivation representative of Shanghai Jiao Tong University's head goose cultivation escort action, Luo Yuzhu, director of the head goose cultivation project office of Shanghai Jiaotong University, said: It will integrate the rich resources of Shanghai Jiaotong University, and the excellent representatives of the head goose students, focusing on shaping the "brand" first, and Hongrun Food will be one of the key companies to be listed as the key incubator among the head goose students in the future.
During his study at Shanghai Jiaotong University, Zhang Hu also realized that the meaning of life lies in creating and sharing, realizing his own value through his own efforts and dedication, and also sharing his knowledge and experience with othersZhang Hu chose agriculture and found the meaning of his struggle in the step-by-step exploration. He described agriculture as a "never-ending industry", and now, the business at his doorstep has become the rising sun in Zhang Hu's heart, guiding him to move towards higher and farther goals, and bringing light and warmth to more people.