Ezhou is a gold card to the world. This enterprise is powerful

Do you know how many steps rice processing needs to go through? From rice to rice, it seems that you have just taken off a piece of clothing, but there are more than 20 processes in the middle. Shelling, roughening, color selection, and packaging are all inseparable from mature machinery and equipment.

The rice grains obtained after the husk of rice is peeled are called "brown rice". The machine that grinds brown rice into white rice is called rice milling machine. The grinding wheel used for rice milling in the rice milling machine is called "sand roller".

The sand roll is called the heart of the rice mill. Whether the sand roll process design is reasonable or not has a vital impact on the output and rice yield of the rice mill.

In Ezhou, there is an enterprise specializing in the research and development and production of rice grinding sand rollers, grain peeling sand rollers and other special sand rollers for grain processing, which is Ezhou Xingfang abrasive tools Co., Ltd.

Childhood memories incarnate in gold card

Ezhou Xingfang Abrasives Co., Ltd. was founded in 1971. Its predecessor is Ezhou Fangfang Abrasives Co., Ltd. It is a professional manufacturer designated by the former Ministry of Commerce to produce rice grinding sand rollers and the drafting unit of the industry standard of rice grinding wheels (rollers).

"In the past, the rice breaking rate of the iron roller rice mill was nearly 40%, while the rice breaking rate of the sand roller rice mill can be reduced to less than 10%. Moreover, the whitening effect, polishing effect and roughening effect of the sand roller rice mill are far better than those of the iron roller rice mill." Said Li Jing, director of marketing department of Xingfang abrasive tools.

Perhaps you are not familiar with Xingfang abrasive tools, but when you mention Fangfang beverage factory and Fangfang soybean milk, I believe that people born in the 1980s in Echeng will be amazed by "Yeqing Hui".

At the end of the 1980s, a bottle of Fangfang soybean milk was the standard breakfast for many people.

"At that time, the sales volume of Fangfang soymilk was quite considerable. It once fought with Weiwei soymilk, but later it slowly withdrew from the market because of the high investment in advertising." Li Jing said with a smile.

After 40 years of precipitation, Xingfang grinding tools has become the largest rice grinding wheel manufacturing base in China and the "invisible champion" enterprise in the province. Its products are sold to all provinces, cities and autonomous regions in the country and exported to more than 30 countries and regions in the world.

The "Fangfang" brand trademark has been registered in Pakistan, India, Thailand and other countries, becoming a gold card of Ezhou in the world's grain machinery enterprises.

Innovation and promotion

As a national high-tech enterprise, Xingfang grinding tools has developed more than 400 kinds of products with independent intellectual property rights in three series of resin, ceramic and diamond, of which the resin rice grinding sand roller is the first in China.

Since winning the national silver medal in 1986, the "Fangfang" brand rice grinding sand roller has won more than 40 national, provincial and ministerial awards, and has more than 40 national patents, including 4 invention patents.

"We have long-term in-depth cooperation with Wuhan University of light industry, Henan University of technology, China University of Geosciences and Zhengzhou Institute of abrasives and abrasives. We have also established a provincial-level research and development center jointly built by schools and enterprises. With their strength, we will develop more environmentally friendly and energy-saving products." Li Jing introduced.

Walking into the factory of Xingfang grinding tools, various equipment are in intensive operation, and there are only a few workers.

"This is the world's first rice grinding sand roller automatic batching line designed by us. It only needs to input the corresponding data according to the product's batching proportion to automatically batching. This not only improves the stability and accuracy of batching, but also reduces the labor cost." Li Jing said.

In the Internet age, "the fragrance of wine is not afraid of the deep lane" has become a thing of the past. On the premise of ensuring the product quality, the enterprise can be in an invincible position by introducing brand promotion strategies that adapt to the trend of the times.

In order to expand the overseas market, the marketing team of Xingfang abrasive tools often visits rice exporting countries such as Thailand and India for research, timely understand the latest market trends, and put advertisements on overseas mainstream media platforms such as youtube, Facebook and tiktok.

"Private domain traffic focuses on connection. If used properly, it can not only increase the trust of customers in the brand, but also develop potential users into new customers through the sharing of customers in the community." Li Jing said.

The Canton Fair (China Import and Export Commodities Fair) in spring and autumn is also an important platform for brand promotion of Xingfang abrasive tools.

In April this year, the 129th Canton Fair was held online. Xingfang abrasive tools were broadcast live on multiple platforms, allowing more people to see the "square sand roller".

During the interview, Li Jing said that rice grinding sand roller is a very narrow industry, and few people know it, but the small sand roller is an indispensable screw in the "gear" of food security.

"At every industry gathering, the first sentence of the company's spokesperson on the stage is' everyone grain family ', which is an unwritten rule. Even if the broken rice rate of the products only drops by one percentage point, it plays a decisive role in ensuring food security."

Food is the most important thing for the people. Food security concerns the national economy, people's livelihood and social stability. Xingfang grinding tools will continue to innovate, so that China's "intelligent" manufacturing will go global, and the "gear" of food security will rotate more smoothly.