What exactly did it all come from?, Output of Xigaze highland barley Zongzi sold more than 100000 in Shanghai | Enterprise | Shanghai
This Dragon Boat Festival, highland barley Zongzi was listed in Shanghai. According to the data provided by Hema, this Zongzi has sold more than 100000 pieces since it went on sale on May 12. Among them, highland barley as the main selling point comes from Shigatse, Xizang, 4000 kilometers away.
The story has to start from last autumn. The Hema R&D team has received a task: to turn the barley from Shigatse, a region of Shanghai's assistance, into a product that is closer to consumers. "The annual yield of barley in Shigatse is about 400000 tons, and due to natural environment and technological conditions, the yield has not been able to increase," said Li Ling, a Tibetan aid official in Shanghai. This means that using barley as a raw material to develop new products cannot keep up with the production volume, and there is no standardized regulation. Moreover, barley belongs to the category of coarse grains, which, although healthy, have a poor taste.
So they came up with a way to "collaborate". Adding a small amount of barley to existing mature products can not only meet production requirements but also enrich the taste.
At the beginning of November last year, Li Ling and other Tibetan aid cadres returned to Shanghai to connect with Hema and other Shanghai enterprises, aim at the Laba Festival market, and research and develop highland barley Babaofan (Rice pudding with eight-delicious ingredients). During the whole Spring Festival, nearly 60000 boxes of highland barley Babaofan (Rice pudding with eight-delicious ingredients) were sold. "Everyone was very surprised and unexpectedly so popular." This successful case made them realize that the combination of highland barley and traditional Dim sum can achieve multi win, Shanghai consumers get different tastes, the highland barley in Shigatse can "break through" with the market influence of traditional Dim sum, and Shanghai enterprises such as Hema can also win the reputation of helping.
![What exactly did it all come from?, Output of Xigaze highland barley Zongzi sold more than 100000 in Shanghai | Enterprise | Shanghai](https://a5qu.com/upload/images/6538b36b7ee5b9b7968f1bec4e58f00b.jpg)
However, it is not easy to make Zongzi with highland barley. Zongzi is soft and glutinous, while highland barley is hard. After several attempts, they used the food technology jointly developed by Shigatse Zangyan Food Co., Ltd. and the Food School of Jiangnan University to pre mature the highland barley first, and then mixed it with glutinous rice to make Zongzi, which not only guaranteed the nutrition of highland barley, but also continued the sweet, soft and glutinous taste. In addition, Hema also uses molecular embedding technology to turn barley into explosive beads, paired with crispy and elastic barley rice, to maximize the explosive taste.
Since its launch on May 12, this highland barley Zongzi has sold more than 100000 pieces in total. At the Xizang Tourism Culture International Expo held from June 16 to 18, Li Ling took the newly developed highland barley Babaofan (Rice pudding with eight-delicious ingredients) and highland barley Zongzi on display in the exhibition area of Shigatse, becoming one of the landmark achievements of Shanghai's market assistance to Shigatse.
Revitalizing the barley industry in Shigatse, Tibetan aid officials plan to do more. "On the one hand, we hope to have more co branded products born. In addition to using barley to enhance the taste, we are also considering the progress of technological applications." Li Ling said, for example, there is a Shanghai enterprise called Maidao Intelligence, which has mastered flexible peeling technology and can peel up to 7 layers of a grain. The barley bran, which originally could only be discarded or fed to livestock, can be further refined as a raw material for health products and cosmetics, generating higher added value.
In addition, products mainly made from barley have gradually emerged, and related research and development work is still ongoing. Taking highland barley milk as an example, "there are a lot of partners on the track, mainly due to differences in technology, the effective ingredients that can be extracted from plants and the taste are different." Li Ling said that although there are many attempts, the market acceptance of highland barley milk is not high at present, and the cost of doing industrial counterpart in Xizang is high. "It's very difficult to fight alone." Tibetan aid officials hope that from the perspective of the industrial chain, enterprises can gather in circles of friends. They are working hard to match and get to know each other, including front-end research and development enterprises, mid-range processing factories, and back-end sales companies, forming a group style market aid alliance for Tibet, building a platform for mutual communication, and achieving more deeper cooperation.
![What exactly did it all come from?, Output of Xigaze highland barley Zongzi sold more than 100000 in Shanghai | Enterprise | Shanghai](https://a5qu.com/upload/images/ff4c9db6108e67aec1229b086ca2bb81.jpg)
With the efforts of the cadres who helped Xizang, the market exchanges between Shanghai and Tibet have become more frequent. From May 12th to 12th this year, the "Five Five" Consumer Exhibition in Shigatse City and Five Counties was held in Shanghai, bringing over 200 categories of Shigatse specialty products to Shanghai citizens. On June 10th, the first Shigatse "Liuliu Linka Consumption Month" officially kicked off, marking the first time that Shanghai's aid to Tibet has brought the concept of "Shanghai products entering Tibet" to the Shigatse consumer market, in order to enrich and enhance the vitality of the local consumer market. "There are markets in Shanghai and raw materials in Xizang. As a bridge, we Tibetan aid cadres introduce each other, have two-way exchanges, and achieve mutual benefits and win-win results," said Li Ling.
Picture of highland barley Zongzi products on sale in Hema.
Picture of highland barley Zongzi products on sale in Hema.