In recent days, there has been an endless stream of vehicles picking up goods from Hubei Shendan Health Food Co., Ltd. The company's preserved egg sales and shipments have soared, even with zero inventory. This company is headquartered in Wuhan Optics Valley and its production base is located in Anlu City, Hubei. After 16 years of development, it has become China's "egg product aircraft carrier". It produces and sells hundreds of millions of various eggs annually. It is China's current variety. A relatively complete and popular poultry egg R & D and processing base, the products sell well in more than 20 countries such as the United States and Canada.

Develop the mode of egg products entering the supermarket.

More than ten years ago, the predecessor of Shen Dan was an unknown breeding pig farm in Anlu. Its change stems from the resignation of its chairman Liu Huaqiao.

In the 1990 s, Liu Huaqiao was appointed director of the Animal Husbandry Bureau of Anlu City. In 1998, he gave up his iron rice bowl and led the establishment of an agricultural enterprise focusing on egg product processing, which is today's Shendan Company.

As a senior animal pastor, Liu Huaqiao has excellent egg and poultry breeding expertise, but also has the mind to find market opportunities. In accordance with the industrialization development model of "connecting farmers at one end and citizens at the other", Liu Huaqiao helps farmers find a market for egg products, and at the same time, through the extension of the product chain, increase the added value of products, thereby increasing the economic benefits of farmers and enterprises.

Selling products to supermarkets is a key step taken by Liu Huaqiao with Shen Dan. In 1998, China's first supermarket, Guangzhou Wankelong, opened. He smelled the business opportunities. After several struggles, he put the only egg quail eggs at the time on the Guangzhou Wankelong hypermarket.

Liu Huaqiao said that at that time, the hypermarket had just started, and entering the supermarket did not involve the issue of entry fees at all, but many businesses were still unwilling to enter the hypermarket and felt that it was unreliable. After all, when citizens buy eggs, they all go to the farmer's market, and selling them in supermarkets is a brand new attempt. More than he expected, quail eggs were widely loved and sales were rising.

In 1998, Shendan eggs were put on the counter of Zhongbai Supermarket, the first big supermarket in Wuhan. Since then, their business has been going smoothly. Wherever the supermarket opens, Shendan's eggs are sold.

Then, Shendan signed a cooperation agreement with Carrefour, Metro and Wal-Mart, the world's three major chain giants, and became a hardcore supplier of the three "foreign giants". In 2007, it joined hands with two major catering giants to become its supplier of cleaning eggs and preserved eggs.

Today, Shendan's products sell well in more than 10000 supermarkets such as Carrefour, Metro, Wal-Mart, Zhongbai, Wushu, etc. Liu Huaqiao has become the "egg king" from the province of thousands of lakes ".

Standardization of egg processing

What Shendan wants to do is the number one brand in China's egg industry, which allows him to maintain an entrepreneurial spirit, constantly innovate, invest more than 10 million yuan in product research and development every year, introduce advanced foreign processing equipment, and transform the traditional egg processing industry.

On July 10, the reporter saw in the factory that tens of thousands of eggs were all mechanically operated in eight processes, including cleaning, drying, ultraviolet sterilization, oiling, and removing scattered yellow and cracked eggs. Li Qingyi, executive deputy general manager of Shendan, said that this fully automatic fresh egg production line was introduced from the Netherlands in 2005, and the cleaning eggs developed with it filled the gap in the domestic market.

As early as 2002, Shendan Company and Taiwanese businessmen jointly established "Hubei Oriole Food Co., Ltd.", introduced a full set of equipment for "Quail Egg Automatic Shelling Machine", and developed new products such as boiled quail eggs and spiced quail eggs. Since then, the introduction of German egg shelling production line, the development of boiled eggs, tea eggs and other leisure products. This allows the enterprise egg product processing into the modern production track, to achieve the egg processing line standardized production.

Mechanized operations and standardized production have accelerated the development of enterprises. The company has launched "Shen Dan" brand cleaning eggs, quail skin salted eggs, duck skin salted eggs, tea eggs, boiled eggs, egg sausage, dried eggs and other 7 series of hundreds of single products. "At least one new product will be launched every year, and more than a dozen products are being developed." Li Qingyi told reporters that Shendan has ranked first in the domestic egg market for five consecutive years.

Under the background of rapid development, the safety and stability of product quality are very important. In 2007, Shendan Company built the country's first constant temperature pickling workshop for 0.2 billion salted eggs with skin, maintaining a constant temperature throughout the year to ensure a stable egg maturation cycle throughout the year. On this basis, a "light salted egg" was developed, and the salt content was reduced by more than 20% compared with traditional salted eggs.

Shendan has established a domestic advanced R & D laboratory and egg quality testing center, and jointly established the first provincial-level egg engineering technology research center in China with Huazhong Agricultural University, in the basic research of egg products, new product development and trial production, etc. Major breakthroughs and engineering achievements have been made.

A Homesickness Open Preserved Egg Export

Has been focusing on product innovation and brand building, Shendan's annual sales have increased from the initial 20 million billion yuan to more than 1 billion yuan. While the production level is in line with international standards, Shendan's products are also going international, with an annual growth rate of 20%-30%, selling well in more than 20 countries such as the United States, Canada, Australia, Japan, and South Korea.

Shen Dan opened the export prelude, from a Hunan girl married to Japan after the homesickness. Once, when she was working in Wuhan from Japan, she ate quail preserved eggs produced by Shen Dan at the airport. She wanted more Chinese people in Japan to eat the taste of her hometown. After several turns, she imported more than 100 boxes of quail preserved eggs from Shendan through her husband's company. Through the trading company, Shen Dan completed the first export order.

"In recent years, our market share in Japan has reached about 60%," Li Qingyi said. In foreign Chinese supermarkets, most of them have Shendan preserved eggs or salted eggs. Because of their excellent quality, the other six pieces can be sold for US $1.99, while Shendan can sell for US $2.99, which is usually more than 10% higher than that of similar products.

On the whole, the export sales of Shendan eggs only account for a small part of the overall turnover. However, God Dan in the establishment of international brand awareness, and did not relax. In 2011, preserved eggs were criticized by CNN. Shen Dan took the initiative to protest and finally got an apology from CNN.

In Li Qingyi's view, due to differences in culture and eating habits, preserved eggs and salted eggs are still mainly consumed by Chinese groups abroad. However, the company is investing in the research and development of quail roasted eggs and egg derivatives, "it can also make great achievements in foreign markets in the future".

It is understood that under the leadership of Shendan, Hubei exports 0.6 billion eggs every year, accounting for more than 30% of China's total exports. In the export of preserved eggs and salted eggs, Hubei ranks first among all provinces.