The full modal exploration of the Albas goat industry is underway

—Documentary of the development of the "Albas Sheep Industry" of Etuoke Banner Agricultural Investment

Recently, the State Intellectual Property Office officially announced the approval of the registration of the "Albas Cashmere" geographical indication certification trademark, marking the arrival of the first geographical indication certification trademark in Etuoke Banner of Inner Mongolia. This important progress not only consolidates the important position of "Albas goat" in the field of geographical indications, but also injects new impetus into the high-quality development of the "Albas goat" industrial brand promoted by Etuoke Banner. Previously, in July 2020, "Etok Albas Goat Meat" was successfully selected as the first batch of GI products of the EU-China Agreement on the Protection and Cooperation of Geographical Indications, further highlighting the market influence and international competitiveness of the "Albas Goat" brand.

The successful registration of the "Albas Cashmere" trademark will undoubtedly provide more solid support for the economic development and industrial upgrading of the region.

Etuoke Banner of Inner Mongolia, located in the prestigious ecological and geographical region of 39 ° north latitude, is as famous as Bordeaux wine and Xinjiang melon fruit, and has attracted much attention because it is the hometown of Albas goats. The Albas goat breeds in this ** livestock belt, and its breed has a long history and belongs to an ancient Asian goat. Its history dates back to the Neolithic period, when the nomadic peoples of the Etok steppe began to herd the goats.

After a long period of breeding, selection and natural evolution, the Albas goat has formed a rare and excellent breed of local stock, known as a local treasure. Because the breed first originated from the Albas Sumu of the Etoke Banner, it was named Albas goat. This unique ecological and breedal background gives Albas goats an exceptional quality and a unique status.

The Albas goat, a prestigious and rare breed, has won high praise at home and abroad for its unique meat quality and cashmere quality. The meat is tender and juicy, thick and compact, rich in protein, low in fat and rich in amino acids, rich in iron and very low in cholesterol.

Albas goat meat has a pleasant taste, rich aroma and unique flavor, so it is known as "ginseng in meat". At the same time, the quality of its cashmere has also reached the international leading level, the cashmere is as light as a cloud, as white as snow, and as fine as silk, and is known as "fiber gem" and "soft **".

Due to its outstanding quality, the Albas goat was awarded the Italian "Chaigna" award in 1985 and 1987, demonstrating its competitiveness in the international market. In addition, in 2001, this variety was included in the first-class protected varieties of the national animal genetic resources protection list, and in 2008, it was listed as a national geographical indication agricultural product, reflecting its importance and uniqueness in China. It is worth mentioning that the Albas goat is also one of the livestock breeds that are explicitly prohibited from being exported in China, which further highlights its rare and important status.

The recent layout of Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd., a wholly state-owned enterprise directly under Etuoke Banner, in the innovative field of "Albas Mutton Catering" and "Albas Mutton Prefabricated Dishes" further demonstrates the in-depth excavation and forward-looking thinking of Etoke Banner in the Albas goat industry. This initiative not only represents the extension of the traditional breeding and breeding upstream industry to the middle and downstream industries, but also highlights the company's firm determination to build "the source of natural pasture and the leading brand of Albas mutton".

Through in-depth innovative production and research and development of prefabricated food products and omni-channel sales of the whole network, Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd. not only enriches the added value of Albas goats, but also broadens the breadth and depth of its market application. This strategic change not only enhanced the competitiveness of Etuoke Banner in the mutton industry, but also injected new vitality into the sustainable development of the regional economy.

February 1, 2024Wu Guodong, President of Inner Mongolia Tourism and Catering Industry Association, Wu Guodong, Director of the Catering and Food Department of Inner Mongolia Vocational College of Commerce and Trade, and Secretary General of the Industry-Education Integration Community of the Modern Catering and Food Industry, and Wu Zhi, Chief Researcher of the Brand Research Center of Inner Mongolia Agricultural Tourism Institute and Executive Director of the Brand Committee of the China Marketing Societyand other experts visited Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd. The two sides conducted in-depth exchanges and cooperation on topics such as "Innovation of Prefabricated Dishes of Albas Goat Meat Products and Transformation of Scientific Research Achievements".

Chairman Wu Guodong pointed outIn recent years, a series of high-quality development measures for prefabricated dishes launched by China, the recovery of the catering industry and the change of population structure have provided huge market space and development opportunities for the prefabricated dishes of livestock and poultry meat products, especially the prefabricated dishes of the grassland mutton industry. As a high-quality grassland mutton variety, Albas goat has broad prospects and great potential for the innovative research and development of prefabricated vegetable products and the transformation of scientific and technological achievements.

This visit and exchange not only strengthened the cooperation between Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd. and industry associations and research institutions, but also injected new impetus into promoting the innovative research and development of prefabricated dishes of Albas goat meat products and the transformation of scientific and technological achievements, enhancing its competitiveness in domestic and foreign markets, and promoting the sustainable development of the regional economy. The two parties will work together to promote the comprehensive development of the Albas goat industry and bring more high-quality, healthy and delicious food choices to consumers.

Just three days later, on February 4, 2024, a company called Ordos Albas Catering Co., Ltd. ushered in an important equity change. After this change, the company's new shareholders are Etuoke Banner Arbas Mutton *** and Inner Mongolia Yirong Animal Husbandry Development Co., Ltd., holding 70% and 30% of the shares respectively. It is worth noting that the wholly-owned shareholder of Inner Mongolia Yirong Animal Husbandry Development Co., Ltd. is Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd., which is the above-mentioned wholly state-owned enterprise Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd., which is wholly owned by the Etuoke Banner State-owned Assets Supervision and Administration Bureau.

This equity change not only reflects the in-depth layout of Etuoke Banner for the Albas goat industry, but also points out the direction for the future development of the "Albas goat meat catering" sector. It is reported that the next step is to focus on the development of the mutton hot pot chain format with "Albas copper pot shabu" as the core. By building a fully traceable Albas mutton chain system and establishing a win-win system of "Albas Copper Pot Shabu Ten Hundred Thousand City Partners", the diversified value of Albas goats will be fully activated.

As an important part of China's catering industry, hot pot has always occupied a significant market share. According to statistics, the total catering revenue in China reached RMB4,394.1 billion in 2022, of which the market size of the hot pot category accounted for about 11% of the total market share. This data fully illustrates the huge potential and development space of the hot pot market. Therefore, the launch of the Albas copper pot shabu catering model is not only expected to occupy a place in the hot pot market, but also bring new growth opportunities to the Albas goat industry.

State-owned enterprises are responsible for the call of duty. Jiao Zhiqiang, general manager of Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd., in his grand plan, positioned the "Albas goat", a treasure resource, as a link and bridge connecting the majority of herdsmen to prosperity and hundreds of millions of consumers to taste a better life. He envisions building the company into a "1234 win-win body" for the development of modern agriculture and animal husbandry industry with agricultural and animal husbandry investment as the core.

Specifically, this win-win situation includes:

One Platform:Build a platform with agricultural investment enterprises as the main body, as the core force to promote the coordinated development of agriculture, forestry and animal husbandry industries.

Twin Engine:On the one hand, with scientific and technological innovation as the guide, it drives the transformation and upgrading of enterprises and enhances their core competitiveness; On the other hand, marketization and branding are used as the strategic landing engines to ensure the smooth implementation of various development plans.

Three Pillars:Focus on the development of Albas cashmere goat industry, beef cattle industry and spirulina industry, build a solid industrial foundation, and provide strong support for the company's long-term development.

Four Matrix:Create a full-mode catering matrix to meet the diverse catering needs of consumers; Build a full-chain first-chain matrix to ensure high-quality and efficient circulation of products; Develop an omni-channel new retail matrix to achieve online and offline integrated development; Improve the whole network e-commerce matrix, broaden sales channels, and enhance brand influence.

Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd. is committed to promoting the development of the whole mode of modernization of the Albas goat industry, and this strategic plan will fundamentally change the traditional development path of the cattle and sheep industry chain in the grassland of Inner Mongolia and realize the deep change of the supply side. This move not only represents the brave exploration of catering and food innovation in the beef and mutton industry in the new consumption era, but also a solid step to promote the high-quality development of the rural industry under the guidance of geographical indication brands.

Inner Mongolia Muzhiyuan Agriculture and Animal Husbandry Investment Co., Ltd. will lead the Albas goat industry to a modern, branded and innovative development path, and make important contributions to the prosperity of Inner Mongolia grassland animal husbandry and rural revitalization.