The Brand History of Dexinzhai

After the opening of Jinan, Miao family founded many large enterprises, the most famous of which is a small sauce garden-Dexinzhai. Since the 1940s, Dexinzhai has become famous, as well as Beihouji Sauce Garden and Xingshunfu Sauce Garden. Beihouji and Xingshun House have been gradually forgotten by people, but Dexinzhai is still a household name.

Dexinzhai was founded by Miao Xingyuan, a "little Miao family", in 1930, with only 10 people at the beginning. It is a veritable small sauce garden. At that time, Miao Xingyuan's father-in-law Zhou Xueshan was idle at home and wanted to do something, so Miao Xingyuan founded this small sauce garden. Miao Xingyuan was named "Shide" after the word "Shide". He took the word "De" from his name and named it "Dexinzhai", and made Zhou Xueshan the manager.

Miao Xingyuan made friends with Wang Guandong and Zhang Zhongpan when he first came to Jinan to start a business. After a long period of ambiguity, he formed the "Comrade Hall" of the economic alliance. The three parties agreed that all newly established industries and businesses must be jointly invested, and the profits earned by the three companies must also be uniformly controlled by the "comrades in the hall". Therefore, although Dexinzhai Sauce Garden was not large when it was first established, it also had investments from Wang and Zhang. 1942, Miao Xingyuan hired Sun Huafeng as the manager of Dexinzhai and gave him full trust. He integrated the right of management, money control, personnel arrangement and reward and punishment into Sun Huafeng. During the period of 1943, Miao Xingyuan built more than 30 facades, workshops and shop assistants' dormitories through Road No.5 and 12, and added production tools, which provided a stage for Sun Huafeng to display his fists and feet.

Sun Huafeng is also a native of Huantai Town and has served as a management agent for a long time. At the beginning of his tenure, Sun Huafeng swept away the original bad habits of Dexinzhai, which was refreshing.

Dexinzhai covers an area of more than 7 mu, with a front shop and a back factory. Sun Huafeng formulated a detailed system according to the needs of production and sales. Workshop production personnel must strictly follow the formula, technological process and hygiene standards to ensure product quality. Counter sales staff must be warm and friendly, thorough in introduction, fair in price and adequate in scale, so as to improve service quality.

In view of the uneven personnel, Sun Huafeng made bold adjustments. Zidong Wang Kanto's nephew was first fired for violating the store rules. Subsequently, Sun Huafeng fired several low-quality shop assistants one after another, and at the same time, after strict examination, he recruited several backbones and more than a dozen apprentices, which made the personnel structure change obviously.

For new employees, Sun Huafeng first lets them learn production technology in the workshop, and then arranges them in production, sales and procurement according to their potential. No matter which link, people know a lot about production because they have to study in the workshop first.

Sun Huafeng also put forward specific requirements and strict assessment for all kinds of personnel according to market changes, and then rewarded or punished according to the assessment.

Miao Xingyuan and others deeply appreciate these practices of Sun Huafeng. After the operation of Dexinzhai improved, Miao Xingyuan distributed 40% of the bonus to all employees of Dexinzhai, and rewarded Sun Huafeng and other employees at the end of each year to show his concern. Under Sun Huafeng's management, the production and sales volume of Dexinzhai increased year by year, creating many unique products. At that time, there were many varieties of Dexinzhai products 12 100, among which the annual output of soy sauce, vinegar, sesame oil and sweet noodle sauce was tens of thousands or even hundreds of thousands of kilograms.

There are more than 30 varieties of pickles in Dexinzhai in 6 categories, which are very famous in commercial ports and old cities. Pickled melon, pickled eggplant, pickled radish, pickled kohlrabi, pickled lettuce and pickled lotus root are all delicious, especially pickled eggplant and pickled radish.

Sauced eggplant is a kind of fresh and tender round eggplant, which is matched with Dahongpao produced in North Park and picked after autumn. There are 6-8 tablets per kilogram, each with a diameter of 5-7 cm, made of unique craft sauce. The finished product has full appearance, golden color and delicious taste.

Pickled radish is a fresh radish introduced and cultivated from Japan, with uniform size and smooth surface. The finished product after the sauce is bright in color, crisp and tender in texture, and salty and sweet to eat.

Dexinzhai is famous for its sweet and sour dishes. Sweet and sour garlic, sweet and sour garlic moss and other 15 varieties are all well received. There are also many varieties of shrimp and rape in Dexinzhai, which are not inferior to Xingshunfu Sauce Garden, which is famous for shrimp and rape. There are many kinds of dried vegetables in Dexinzhai, such as 10, spiced kohlrabi, bergamot pimple and so on, which are very popular. Although the salt radish, salt leek, salt celery, salt potherb mustard, salt toon bud, tofu, stinky tofu and Chili sauce in Dexinzhai are staple foods, they are all standardized and meticulous in the production process.

Dexinzhai's products are not only sold in local ports and surrounding towns, but also sold to Qingdao, Beijing, Shanghai and other big cities, and some products are even exported overseas. Dexinzhai implemented public-private partnership in 1956, and later became a state-owned enterprise. During the Cultural Revolution, it was renamed as "Jinan Hongsheng Pickles Factory". 1993 was merged by Jinan Jinjin Group (formerly Jinan Testing Machine Factory) and moved to Ji Yan Road 14, renamed as "Dexinzhai Brewing Branch of Jinan Jinjin Group", and the original name of "Dexinzhai" was restored. In 2000, it merged with the former Jinan No.2 Brewery and changed its name to "Dexinzhai Brewery Co., Ltd. of Jinan Jinjin Group" and moved to No.36 Beiyuan Street. In 2003, the state-owned equity of Dexinzhai was bought out by Beijing Times Group and renamed as "Jinan Dexinzhai Food Co., Ltd.". In 2006, among the first batch of "Chinese time-honored brands" announced by the Ministry of Commerce, Dexinzhai was on the list.

Miao Xingyuan founded Dexinzhai just to keep his father-in-law busy. Miao Xingyuan inadvertently created a "Chinese time-honored brand", and its reputation far exceeded that of other Miao enterprises. This can be described as "unintentional willows."