Play three cards well to build a golden brand and create a new pattern of development of Lanzhou beef noodles market
2024-08-27
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Play three cards well to build a golden brand
Constructing a new pattern of development of Lanzhou beef noodle market
Cooking noodles, stir-frying noodles
Beef noodle set
A day for Lanzhou people starts with a bowl of beef ramen. Lanzhou beef ramen is not only the "No. 1 noodle in China", but also carries the daily life and feelings of Lanzhou people. In order to implement the "Strengthening the Provincial Capital" action and in accordance with the 1139 work deployment of the Municipal Party Committee, our city actively builds a new pattern of development of the Lanzhou beef ramen market in accordance with the requirements of "playing the industry card, cultural card, and innovation card" and the deployment of the five major systems of "target system, work system, policy system, responsibility system, and evaluation system". At the press conference on August 26, the Municipal Bureau of Commerce, the Municipal Bureau of Culture and Tourism, and the Municipal Market Supervision Administration made supplementary speeches on how to play the "industry card", "cultural card", and "innovation card".
Industry Brand: Create 100 Lanzhou Beef Noodles boutiques integrating culture and tourism by the end of 2026
Yang Rongguang, director of the Municipal Bureau of Commerce, said that the city’s commerce system is closely centered around the overall goal of “building a trillion-level industrial cluster and continuously polishing the city’s golden business card”, focusing on enhancing the ability to ensure high-quality raw materials, expanding sales channels at home and abroad, and promoting the construction of characteristic industrial clusters. It continues to promote the high-quality development of the Lanzhou beef noodle industry.
At the same time, we will give full play to the advantages of Lanzhou beef noodles, the most representative traditional specialty food, drive the development of raw materials and auxiliary materials, breeding and farming industries, promote the localization of raw material production, and promote the effective connection and mutual benefit of upstream and downstream related industries. By the end of 2026, we will strive to achieve an output of 140,000 beef cattle and a beef output of more than 70,000 tons, expand wheat planting to 100,000 mu, oilseed planting to 300,000 mu, and vegetable raw material planting to more than 40,000 mu.
In addition, we encourage strong Lanzhou beef noodle companies to develop brand chain operations, support catering companies to open stores in the city, large and medium-sized cities in China or abroad, and rely on chain stores, direct stores, franchise stores and other forms to first complete the opening of 3,000 pre-packaged beef noodle stores in Jiangsu, Zhejiang and Shanghai. By the end of 2026, we will create 100 "Lanzhou beef noodle boutique stores integrating culture and tourism" with "superior quality, thoughtful service, beautiful environment, safety and hygiene, and cultural and tourism integration" to speed up cultural and tourism consumption.
The Municipal Bureau of Commerce said that it would encourage and support local store companies to open new direct-sale stores or franchise stores with unified trademarks and logos at home and abroad. Organize companies to participate in various domestic and foreign exhibitions to expand foreign markets. Relying on domestic and international e-commerce platforms, support companies to open online stores and expand the scale of cross-border e-commerce exports.
A bowl of noodles connects the market and the industry. The Municipal Bureau of Commerce stated that it is necessary to give full play to the decisive role of the market in resource allocation, strengthen the operating status of enterprises, coordinate market resource elements, stimulate market vitality, and help enterprises and industries grow bigger and stronger. The six-step work of Lanzhou beef noodle pre-packaged products, including "progress meeting, supermarkets, platforms, communities, hubs, and scenic spots", will be carried out. By the end of 2026, it is expected that pre-packaged Lanzhou beef noodles will be sold in more than 100 high-quality supermarkets across the country, covering a total of 15,000 supermarkets, 30,000 convenience stores and 10,000 canteens across the country.
Cultural brand helps build "Beef Ramen City" from 6 aspects including cultural promotion, literature and history research
Mao Yuduo, director of the Lanzhou Municipal Bureau of Culture and Tourism, said that the city’s culture and tourism system focused on building Lanzhou into the "City of Beef Ramen" and formulated a "Cultural Empowerment Work Plan", forming a "1+6+N" work framework. "1" refers to creating a "golden business card for the city", "6" refers to the six main aspects of "publicity and promotion, cultural and historical research, protection and inheritance of cultural heritage, development of cultural and creative products, development of cultural tourism industry, and support for cultural development", and "N" refers to specific work tasks.
In terms of cultural heritage, we insist on systematically exploring and sorting out its origin, heritage, characteristics, stories, representative figures, brands and other cultural resources, completing the interpretation of the cultural connotations of the twelve noodle shapes, carrying out research on the relationship between Lanzhou beef noodles and Lajia culture, Silk Road culture, and bamboo slips culture, deeply interpreting the historical and cultural connotations of beef noodles, and building a good inheritance system with national and provincial intangible cultural heritage inheritors as the focus and municipal inheritors as the basis.
In terms of cultural communication, we focus on online content marketing, actively develop Lanzhou beef ramen applet, provide a full range of beef ramen cultural experience, and make topics such as "falling in love with a city because of a bowl of noodles" "go viral". We focus on offline guided experience, apply AI technology to create folk songs "Lanzhou Flavor", promote activities such as "one-sentence slogan" and "a sketch", and produce beef ramen promotional videos, using soup, noodles, side dishes, and seasonings as cartoon characters to vividly tell the story of Lanzhou beef ramen in the form of animation.
In terms of cultural innovation, we focus on the "two-way empowerment" of Lanzhou beef noodles and cultural tourism development, guide the development of more than 50 categories of digital + cultural and creative products, and carry out "beef noodles + study" activities.
Innovation Brand expands the social visibility of the regional public brand trademark "Bull Head Graphic"
Zhang Dongliang, director of the Municipal Market Supervision Administration, said that the city’s market supervision system has clearly defined 10 tasks, including "strengthening the management of the use of the Lanzhou beef noodles brand" and "accelerating the standardization of the Lanzhou beef noodles industry", to guide the production and operation entities of Lanzhou beef noodles to take the path of integrated development of technological innovation, trademark application and brand promotion, and enhance the market competitiveness of the Lanzhou beef noodles brand.
The Municipal Market Supervision Bureau has sorted out and compiled the existing beef noodle trademarks and established the "Lanzhou Beef Noodle Trademark Protection List". 138 companies (merchants) in the city have registered beef noodle-related trademarks, and 228 valid registered trademarks have been effectively enhanced, effectively enhancing the protection of the Lanzhou beef noodle trademark.
At the same time, the Lanzhou Beef Ramen Industry Association was guided to carry out multi-category supplementary registration of the "Bull Head Graphic" common trademark. At present, the "Bull Head Graphic" common trademark can be used in 10 products or fields, including Class 11 (electric cookers for cooking noodles), Class 16 (paper towels, paper bag packaging, etc.), Class 21 (bowls, bottles, seasoning bottles, etc.), Class 25 (work clothes, clothing, etc.), Class 29 (broth, beef, freeze-dried meat, etc.), Class 30 (pre-packaged pasta, seasoning), Class 35 (advertising, etc.), Class 39 (freight packaging), Class 41 (education and training, large-scale conferences, etc.), and Class 43 (catering services). Research and formulate the dual trademark management and use rules for beef ramen "'Bull Head Graphic' + Enterprise Independent Trademark", and continuously expand the social visibility of the "Bull Head Graphic" regional public brand trademark.
In addition, we will strengthen the construction of standardized demonstration bases for the planting and breeding of raw materials for Lanzhou beef noodles, further improve the specific quality of the origin of high-gluten wheat, beef and other high-quality raw materials, and actively apply for geographical indication certification trademarks.
The Municipal Market Supervision Bureau has carried out HACCP (Hazard Analysis and Critical Control Point Certification) and ISO22000 (Food Safety Management System Certification) certification training for pre-packaged Lanzhou beef noodle production enterprises, effectively improving the quality management level of pre-packaged Lanzhou beef noodle production enterprises. For Lanzhou beef noodle catering enterprises, the Municipal Market Supervision Bureau has carried out ISO9001 (Quality Management System Certification) certification training to guide enterprises to better develop in the direction of standardization, branding, chain and industrialization.
Zhao Wenrui, Chief Reporter of Lanzhou Daily/Text by Ma Jun/Photo
