There are two main reasons why MSG can quickly surpass MSG in the market: one is the cost effect, and the other is the psychological effect.
Tianchu Foshou brand MSG is extracted from gluten, while Japanese MSG is extracted from fish, soybeans and other proteins. In comparison, MSG caught up from behind, and the relatively low cost is an important reason. In addition,
The textile industry also needs flour, but the point is different. The main requirement for weaving sizing is the starch part of flour, while gluten becomes the processing residue of the textile factory, so the price is naturally lower.
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As for Shanghai, the earliest trading port, the textile industry was not only established early, but also there are more and more manufacturers, making it extremely cheap and convenient to purchase. Moreover, the shipping costs are very small for production and sales, while the astringent products have to cross the country and the sea, which is unavailable.
The difference has widened the cost gap. When the quality is equivalent, price is the most important means of competition. Low cost has great natural advantages. As a result of price reduction competition, the party with high cost will be forced to lower the price to cost.
Below the line, if there is no special reason, it will be forced to exit the market automatically.
This also shows from another perspective that advancement and backwardness are only relative and are restricted by time parameters. If the temporary advancement does not continue to make persistent efforts, constantly update, and remains conservative, the passage of time will inevitably lead to the latecomers catching up, and the advanced will instead
It has become a burden. We can also see Wu Yunchu's historical role. This is a cost advantage.
As for the psychological effect, firstly, it has the rebellious psychological effect that the Chinese people had in the Manchu and Beiyang eras because they were harmed by the foreign powers, and they also had foreign goods because of the foreign powers; secondly, it is Wu Yunchu’s unique factory name and product name.
And the auditory and image effects of trademarks, as well as the advertising effects of Zhang Yiyun and Wang Dongyuan.
When Zhang Yiyun opened the MSG factory, he moved his new product, Bergamot brand MSG, to Zhang Chongxin Sauce Garden, which has a good appearance, high reputation and a long history. His front door facing Fujian Road is almost covered with colorful stickers, making it very popular.
Eye-catching advertising:
“Tianchu MSG, extremely delicious”; “Pure texture, a must-have for chefs”; “Tianchu MSG, completely domestic”…
Wang Dongyuan is also an excellent public relations officer, with keen vision and flexibility. He drives a small float almost non-stop every day, making lively and attractive publicity. There are colorful flags on the trolley.
Between the flashing flags is an eye-catching slogan advertisement:
"Tianchu MSG is better than Japan's MSG."
The car drove slowly and stopped, but the sound of advertisements continued all the time. Behind it were a few people playing gongs and drums and blowing trumpets to add support. Wang Dongyuan shouted seductively in his sweet and bright Ningbo accent:
"Tianchu MSG, Tianchu MSG, a wonderful Buddhist product. Enjoy it in the world!"
"Chinese MSG, Chinese MSG, completely domestic, different from foreign products!"
"It's better than Jisusu, and the price is fairer. If you don't believe me, try it. Once you try it, you'll be right!"...
In front of the daily price soy sauce garden, the carts are always crowded with onlookers, and people are talking about it: "This MSG is a new product. Is it the same as Aji nosu?"
"Try it, taste it, it won't cost you much anyway, so just buy it when it's ready!"
"It's always domestic products. Even if it's a little bit different, it feels better in the stomach than eating foreign products!"
After tasting it, it was as advertised. The products were beautiful and cheap. They were still domestic products. Based on users’ unavoidable doubts about new products, Wu Yunchu made the factory address, especially the raw materials used, public.
Well, you can go and have a look, it won’t be poisonous! It has dispelled some people’s doubts and clarified the public opinions created by some people with ulterior motives. Who would be stupid enough not to buy MSG but to buy MSG? The first batch of 500 pounds produced was in short supply immediately.
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After the birth of the "Tianchu" factory, not only was it not overwhelmed by the influx of foreign goods, but it was also overwhelmed by the foreign goods.
Due to cost, psychological effects and other competitive advantages, the Japanese flavor was forced to retreat and it was difficult to resist. In the fierce competition of various foreign products, they fought for a breath and turned defeat into victory!
In the 10th year of the Republic of China, the annual output of the "Tianchu" factory more than quadrupled from the initial 2,000 kilograms to 9,000 kilograms.
Relying on the secret and full support of President Wang Hengyue and the Republic of China government, Japanese products were even more boycotted, and MSG, which was originally unable to compete with MSG, became even more decadent. Even overseas Chinese in Southeast Asia abandoned Japanese MSG and switched to domestic MSG, entering the "Tian" world.
"Chef" ranks.
Bergamot brand MSG not only entered the markets of various countries in Southeast Asia, but also quickly became a hot commodity in the market!
In the following years, the output of the "Tianchu" factory almost doubled every year. By the 13th year of the Republic of China, it had nearly doubled.
The business was so prosperous and the business was so prosperous, not to mention those struggling enterprises, it was also rare in the entire industrial and commercial community at that time.
Although the output has increased significantly and doubled, the supply is still in short supply, and the unsalable ajinoso is like a trapped beast. Because no one cares about it, the dealers are on pins and needles and are in panic all day long.
"Tianchu" took the opportunity to send people to buy it privately at a lower price, and then concentrated it in a booth to change the packaging into MSG and put it on the market.
For many years, Japanese businessmen have been accustomed to using their condescending advantage to dominate China's vast and lucrative market and seize it to their heart's content. Now, once MSG destroys their "flavored ingredients", how can they not be anxious and angry?
In a hurry, they resorted to their usual overbearing and barbaric tactics, nitpicking, and far-fetchedly said that the name of Tianchu's product "MSG" was derived from the "flavoring essence" in the "Mi no Su" advertisement they had made.
Therefore, Suzumoto Co., Ltd. seized this straw and lodged a "protest" with the Chinese Trademark Office through the Japanese Embassy in China, requesting the cancellation of the registration of the special name of Tianchu Factory's MSG trademark in an attempt to
This will destroy the reputation of MSG.
Wu Yunchu was not worried at all, because he knew who was supporting him!
However, in order to deal with the Japanese on the surface, he still sent sales manager Wang Dongyuan to Nanjing to litigate the case.
Wang Dongyuan is worthy of being a public relations veteran, and with the full support of President Wang Hengyue, the lawsuit was won. Winning the lawsuit against the aggressive Japanese businessmen was also Tianchu's contribution to promoting the power of China.
In the 13th year of the Republic of China, Zhang Yiyun and Wu Yunchu decided to make the MSG production method public in order to prepare for marketing to Europe and the United States. They decided to apply for patents from the United States, Britain, France and other countries, and obtained this right.
This is the first time that my country's chemical industry products have obtained international patents. It has also increased national prestige and its significance is very important. This is also the fundamental purpose pursued by Wu Yunchu and Zhang Yiyun. From Wu Yunchu himself, it should also be regarded as Significant contribution to my country's chemical industry.
Relying on the unconditional support of the president, as well as his hard work and tireless pursuit of goals, he finally invited the Chinese people to join the "Heavenly Kitchen" in terms of diet and spirit. This contribution will never be forgotten by the country and the people.
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Wang Hengyue, the largest and most mysterious shareholder of the "Tianchu" factory, later began to feel that the original partnership structure could no longer keep up with or even restricted development requirements, so at his suggestion, the "Tianchu" factory was changed to unlimited
company, increasing its capital by 200,000 yuan.
At the same time, due to the surge in product output, the supply of gluten from various textile manufacturers has greatly exceeded demand. At Wu Yunchu's suggestion, the "Tianchu" factory began to order Canadian wheat, because the gluten content of Canadian wheat is as high as 60%. In order to adapt to production capacity
With the development of the market, they bought the originally rented vegetable market land, demolished the old building, rebuilt a reinforced concrete building, and built a new factory building, adding a starch workshop to manufacture starch, dextrin, glucose, sauce, etc.
Supplying the market has added an affiliated enterprise, and the by-product gluten of the starch workshop can make up for the lack of market supply, killing two birds with one stone.
Tianchu Factory finally transformed from a few particles into a large factory, creating valuable wealth for its shareholders, especially Wu Yunchu. It is said to be valuable because this wealth played a valuable role in Wu Yunchu's hands.
Wang Hengyue agreed to Wu Yunchu's electrolysis equipment and successfully purchased it from the French.
For this set of equipment, Wang Hengyue once again increased his investment significantly, purchased land in Zhoujiaqiao, Shanghai, and built a factory. Because it provided raw materials for Tianchu MSG Factory, Wu Yunchu named it "Tianyuan Electrochemical Factory".
At the same time, there is another meaning here, which means Tianfu Paradise. Because President Wang Hengyue started his army from Sichuan, and Sichuan has always been known as the "Land of Abundance", the name of the factory is also a way to thank the president for his contribution to the national industry.
All hints.
In less than a year, the Tianyuan factory was officially put into operation. The initial output was not very large, with a daily output of two tons of hydrochloric acid, four tons of liquid caustic soda, and three tons of bleaching powder. These products, like MSG, were not available in China before.
If so, then Tianyuan Electrochemical Plant is the first, laying a new starting point for the development of China's chemical industry.
This not only marks that Wu Yunchu's chemical industry has entered a new stage, broadening the way forward, but also enriches the strength of national industry and commerce and strengthens the lineup of industrial and commercial enterprises!
Hydrochloric acid not only meets the entire supply of Tianchu, but also sells most of it to exports, solving the urgent needs of some companies. Alkali and bleaching powder are all sold, and we see a proud domestic product on the market! And this domestic product is also worthy of the Chinese people to be proud of.
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Which domestic application company is not competing to purchase the products of Tianyuan Electrochemical Factory?
Japanese goods were immediately left out. First of all, hydrochloric acid was driven out of Shanghai, the largest market in China. Bleaching powder showed its advantages even more, because it is a highly time-sensitive chemical product. Its main function is: bleaching.
It is best within one month after leaving the factory. It will lose effectiveness after one month. It will become invalid after a long time. The storage conditions are very demanding, especially avoid moisture. It will immediately become invalid due to reaction when it encounters water. Whether it is expired or
Due to poor storage and other reasons, it will turn into a pile of waste if not careful, and it will become a burden.
Foreign goods travel across the ocean, and they mainly rely on ships that are not very fast. After loading and unloading, and traveling through mountains and rivers, it takes a long time to be transported to China. Even if they are fortunate enough not to be eroded by any objective conditions, and they can be sold on land, it is still relatively cheap.
It turns out that there is a huge difference between the real estate and sales in this unique location.
Wu Yunchu fulfilled the promise he made to the president:
It doesn’t take three years to drive out all Japanese companies, including hydrochloric acid and MSG, from the Chinese market! (To be continued.)..