What kind of sparks will a bowl of handmade pulled strips made of high-quality wheat irrigated with Tianshan snow water collide with the exquisite craftsmanship of Minnan food processing?
Recently, a Xinjiang style pulled noodle mixture originating from the foot of the Tianshan Mountains and incorporating Minnan craftsmanship has sparked a consumer craze in the national market. At well-known supermarkets such as Datunhua and AEON, this product, produced in cooperation between Fujian Zishan Group Co., Ltd. and Xinjiang Sandouliang Agricultural Development Co., Ltd., has been favored by consumers since its launch and has become a new favorite in the convenient fast food market. Behind the popular products is a story of industrial assistance to Xinjiang that spans thousands of miles.
Thousands of miles connecting: Fujian's aid to Xinjiang builds a golden bridge for cooperation
Going back to March 19, 2024, the Fujian Aid to Xinjiang Zhangzhou and Nanping Command established the Industrial Aid to Xinjiang Sichuan Liaison Station in Chengdu. This innovative measure has built a new bridge for Xinjiang's agricultural products to reach the whole country. After the establishment of the liaison station, it immediately opened up a new communication and interactive display platform for Xinjiang Mulei with an innovative investment model. Within the radiation radius centered on Sichuan Province, it promoted and displayed Mulei's agricultural and sideline products, cultural and tourism resources, and industrial projects; With the strong support of the Fujian Chamber of Commerce in Sichuan Province, relying on the platform resources of the Chamber of Commerce and the joint efforts of Fujian entrepreneurs, we invite relevant enterprises to visit and invest in Mulei. Through the dual efforts of "going global" and "bringing in", we aim to build a bridge for more comprehensive assistance to Xinjiang and continuously improve the comprehensive benefits of targeted assistance to Xinjiang.
On March 25th of this year, under the guidance of the Agriculture and Rural Bureau of Changji Prefecture, the Zhangzhou Branch Command of Fujian Aid to Xinjiang, and the Nanping Branch Command of Fujian Aid to Xinjiang, relevant units of Mulei County, relying on the Sichuan Liaison Station for Industrial Aid to Xinjiang, organized 24 agricultural leading enterprises to showcase 8 categories and more than 300 characteristic products at the 112th National Sugar and Wine Commodity Fair held in Chengdu. With the strong support of the liaison station, the "January 1st Promotion" Chengdu Special Promotion Activity of Changji Prefecture's Agriculture and Rural System 2025 was successfully held, marking the beginning of a delicious "marriage alliance".
At the trade fair, with the active referral of the liaison station, we signed a cooperation agreement with Xinjiang Sandou Grain Company on hand mixed noodles with pulled strips, with an annual sales of 5 million yuan, opening a new chapter in industrial cooperation between Fujian and Xinjiang. Looking back on the cooperation process, Hongshuihe, the president of Zishan Group, still remembers it vividly.
Delicious Upgrade: Traditional Cuisine Shines with Modern Vitality
According to Zhang Zhiguo, the person in charge of Xinjiang Sandou Grain Agriculture Development Co., Ltd., the company uses high gluten wheat irrigated with Tianshan snow water as raw material for the production of noodles, and adopts traditional manual processing technology to ensure the texture and taste of the noodles. It has been highly praised in the connection with Zishan Group. After the agreement was signed, the company immediately started production at full capacity to ensure a stable supply of goods for Zishan Group. And Zishan Group has started to design diversified flavors and produce ingredient packages to meet the taste buds of different consumers.
Previously, our noodles did not have ingredient packs, and consumers had to season them themselves when eating. Zishan Group combined modern food processing technology from southern Fujian to equip our noodles with various flavors of sauce packs, which can be easily processed and consumed. This not only retains the flavor of Xinjiang, but also meets the pursuit of convenient food by consumers in today's fast-paced life. The market feedback is good, the repurchase rate is high, and it has opened up a new track for our products to go global, "said Zhang Zhiguo.
It is reported that this cooperation has had a positive impact on both companies. For Zishan Group, leveraging high-quality agricultural resources in Xinjiang has enriched its product line and enhanced its competitiveness in the convenience fast food market; For Xinjiang Sandao Grain Company, it achieved standardized production through the modern production technology of Zishan Group and opened up the fast lane for product sales nationwide, achieving a breakthrough of 50% sales growth in a short period of time.
Innovative exploration: Industrial aid to Xinjiang is moving towards deep integration
As a vivid epitome of Fujian's industrial aid to Xinjiang, this delicious "marriage alliance" not only brings economic benefits, but also creates a new model of industrial aid to Xinjiang.
In June of this year, under the guidance of the Fujian Provincial Front Command for Supporting Xinjiang, and with the support of the Fujian Aid to Xinjiang Zhangzhou and Nanping Command, the Zhangzhou Federation of Industry and Commerce and the Changji Federation of Industry and Commerce jointly organized the first batch of "Fujian Merchants Changji Tour" activities. More than 60 representatives of Fujian merchants adhered to the spirit of "daring to be the first, love to fight and win" and went to Changji for inspection, deeply connecting with opportunities in the industrial chain. This "crossing mountains and seas" dialogue not only allowed them to touch the strong pulse of Xinjiang's development, but also outlined the transformation of Fujian's aid to Xinjiang from "blood transfusion" to "blood making" with vivid cases.
As a leading enterprise in the food industry in Fujian and one of the invited companies to participate in the Fujian Merchants Changji Tour, Zishan Group went deep into the production workshops and key project construction sites during the inspection period, obtained first-hand information, and captured potential business opportunities in Fujian and Xinjiang. Hongshui River revealed that during their visits and inspections, they found that there is great potential for cooperation between Zishan's tomato juice, self heating rice, and pasta beef sauce packages and Xinjiang enterprises. In terms of industrial assistance to Xinjiang, the group has more new plans.
At present, Zishan Group is actively coordinating with local enterprises in Xinjiang through the Fujian Aid to Xinjiang Zhangzhou Branch Command, planning to jointly develop more convenient fast food products with Xinjiang characteristics, utilize Xinjiang's abundant agricultural resources, and create more popular foods. At the same time, Zishan Group will leverage its technological advantages in the field of food processing to engage in technical exchanges and cooperation with local enterprises in Xinjiang. Through technical exchanges, talent cultivation, and channel sharing, it will help improve the production technology and process level of local enterprises, enhance product competitiveness and brand influence. At the foot of Tianshan Mountain, on the bank of Minjiang River, a dialogue about food and industry is writing a new chapter.
From financial support to industrial cooperation, from one-way assistance to mutual benefit and win-win, Fujian's aid to Xinjiang is constantly deepening through innovation, injecting new impetus into the high-quality development of Xinjiang. The industrial aid to Xinjiang is no longer just a simple blood transfusion, but a deep integration and win-win development of the two regions' industries through building platforms and promoting cooperation, "said the person in charge of the Zhangzhou branch command center of Fujian's aid to Xinjiang. In the future, the command center will continue to play a bridging role, not only bringing Fujian's industries, technologies, and talents to Xinjiang, but also helping Xinjiang's characteristic products enter the national market, connecting the" last mile "of production and sales, and allowing the" flower of happiness "of industrial aid to Xinjiang to bloom throughout the north and south of Tianshan Mountains.