A bowl of malatang, "hot" a city. After the Spring Festival, Tianshui Spicy Hot Tea exploded on the whole network, quickly becoming the top stream of the new generation, comparable to last year's Zibo barbecue. The "food special soldiers" who were "greedy and crying" quickly thought about it. "When they crossed 1000 kilometers, they wanted to eat spicy hot food." According to the news released by Gansu Province, on April 25 alone, Tianshui City received 176000 tourists and spent 103 million yuan on tourism.
(Tianshui Malatang of "Hot and Hot Whole Web")
The May Day holiday is approaching, and the local hotel reservation in Tianshui is even more popular, which may be the hottest "May Day". The CCTV news channel "News Live Room" and "Common Concern" respectively broadcast special reports such as "Where to Play on May Day: Tianshui Malatang continues to be hot, driving the consumer market", "May Day holiday is approaching, the travel fever continues to rise, and the passenger flow in Tianshui, Gansu continues to increase", All of this seems to indicate that Tianshui Malatang, which has recently become less popular, is brewing a more enthusiastic "boiling hot".
But malatang is everywhere. Why can Tianshui malatang attract tourists to Tianshui from afar and continue to be popular?
First of all, it is inseparable from "traffic". The research report released by CCTV Market Research (CTR) shows that short videos and social platforms have a huge driving effect on Tianshui tourism. Among the foreign tourists who go to Tianshui, more than 90% and nearly 3 million person times of tourists are directly attracted by short video platforms, social media, and news media related content.
Secondly, it is because of the "flow" of the product, that is, Tianshui Malatang itself. Many diners commented that Tianshui Malatang is "appetizing and satisfying", but why does Tianshui Malatang have this flavor? The answer starts with Gangu chilli
"Pepper Philosophy" Behind Splendid Wealth ”
Gangu pepper in Tianshui, Gansu, has been planted for 400 years. The unique local soil and climate conditions make the chili meat thick and oily, with bright colors. The oil spiced chili made of it smells delicious, which is the "soul" of Tianshui Malatang that can conquer countless tourists' taste buds. With the continuous popularity of Tianshui Malatang, the daily peak sales of Gangu chili products reached 34400 kg.
What really gives "soul" to Gangu chili is the persistence of local craftsmen in using local chili, the strict screening of high-quality chili, and the rigorous processing of each process. For decades, this good quality has been consistently inherited, and even now the cost has become higher, the chili has also insisted on achieving perfection.
No one's overnight explosion is accidental. From the popularity of Zibo Barbecue to today's hot Tianshui Spicy Hot Pot, behind their steady catch of every "Splashing the Fortune", it is inevitable to achieve the ultimate.
Also known as "hot", there is Jinmailang Anhui Panmian, who was fired by college students and became crazy "Amway". The highlight of the "Splendid Richness" is also inseparable from Jinmailang's ultimate study of these small peppers.
(Jinmailang Tastes Anhui Panmian, One of the Chinese Series Flavors)
How can a small pepper show its unique ability on the taste bud? Jinmailang's method is to use the most primitive "stupid kungfu" to go deep into the origin of pepper. Jin Milang's research and development team has almost traveled to the best pepper producing areas in China, including Xinjiang, Sichuan, Yunnan, Guizhou... They carry frying pans to farmers' homes, one by one, one by one, and use inspection instruments to test the indicators and flavor one by one.
After finding the "optimal solution" of pepper, Jinmailang's team took it back to their own factory to carefully bake products with the best taste. Stupid Kung Fu is slow and time-consuming, but the product will not lie. The whole small pepper on the board that many college students can't stop is the best presentation after many attempts by the researchers of Jinmailang, such as "baking, roasting and frying". Extreme products cost effort, but effort is not in vain.
Responsibility behind "Pepper Philosophy"
Jinmailang, who can make the best of a small pepper, has a more long-term strategic vision.
As early as 1996, Jin Milang spent one million yuan to build his own research institute, which was later rated as "Hebei Province Certified Enterprise Technology Center". Now there are nearly 200 researchers here, more than half of whom have food related master's degree or above. With the help of talents and technology, Jinmailang polished the ultimate products and pursued the best experience of products.
A bowl of delicious noodles, in addition to chili, can not be separated from the bread itself. Good wheat makes good wheat. Jinmailang has a 450000 mu high-quality wheat planting base. It cooperates with local farmers to manage the whole process of wheat farmers from planting to harvesting, so as to maximize the quality of wheat.
Willing to work hard and do research, the pursuit of ultimate products is engraved in the bones of Jinmailang. Behind the constant pursuit of ultimate products is the responsibility of national enterprises to constantly meet the rising dietary needs of the people.
At the same time, a small pepper also contains a great deal of things that Jinmailang helped China's agricultural economic growth. As the national leading enterprise in the integration of primary, secondary and tertiary industries in rural areas, Jin Mailang has driven the planting of pepper, Chinese prickly ash and other farmers in many places by himself, bringing tangible economic benefits to local farmers.
Focusing on the taste demand of consumption "what to eat" and the living demand of farmers "what to eat", Jinmailang has driven the development of upstream planting by polishing the ultimate products, boosting the upgrading of the entire industrial chain, and also helping to release the growth potential of China's agricultural economy.
(Jinmailang helps China's agricultural economic growth; the picture shows Jinmailang Factory)
Where consumers can see, the explosion of Tianshui Malatang and Jinmailang Anhui noodles is a vivid reflection of their adherence to the quality of "spicy" to the extreme; In more places that consumers can't see, Gansu Gangu sticks to the history of pepper planting for a hundred years, sticks to the use of local chili, and is also a down-to-earth local national enterprise like Jinmailang, which has long been cultivating the industry silently and taking social responsibility as its own responsibility. Such extreme spirit is the necessity that they can truly catch the "Splendid Wealth"!
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