Zixi Bread

Zixi Bread

　　Zixi Bread originated in the late 1980s. In the winter of 1987, two individuals—Zhang Xiewang and Hong Tao—pioneered the first Zixi bread shop in Yingtan. Through solid craftsmanship and hard work, they achieved success, thereby discovering a pathway to prosperity for the people of Zixi. They helped relatives, neighbors helped neighbors, sharing techniques, providing information, and offering financial support. The trade spread from one group to a whole village, then a township, and rapidly across the entire county. Going out to make bread quickly became a widespread trend in Zixi. The number of practitioners grew, and the industry scaled up. After more than a decade of development, Zixi County has become nationally renowned as the “Hometown of Bread.” Out of the county’s 120,000 residents, over 30,000 are engaged in the bread industry, accounting for 25% of the population. With their diligent hands, clever minds, fearless spirit, and willingness to take risks, Zixi’s bread makers have struggled tenaciously and strived continuously to grow the bread business. They have opened more than 8,000 bread shops in nearly 1,000 towns across China. The footprints of Zixi’s bread makers span all provinces, municipalities, and autonomous regions except Hong Kong, Macau, and Taiwan, and they have even begun going abroad, entering countries such as Russia and Myanmar.

　　The Zixi bread industry has become the county’s most influential pillar industry in terms of employment, output value, and contribution. According to statistics, in 2003, the annual output value of Zixi’s bread industry reached 2.475 billion yuan, generating over 100 million yuan in annual taxes and profits, with per capita income approaching 20,000 yuan. The continuous growth and expansion of the Zixi bread industry have not only enabled tens of thousands of farmers and laid-off workers to achieve prosperity, reemployment, and entrepreneurship, but also fostered a large number of successful bread entrepreneurs. Among them, there are over 30 businesses with annual revenues exceeding 10 million yuan (such as Zhang Xiewang, General Manager of Nanjing Xiewang Food Ingredients Co., Ltd.; Zhang Fenglin, General Manager of Hangzhou Fenglin Food Co., Ltd.; and Zhong Qiwen, General Manager of Hangzhou Yifa Food Co., Ltd.), over 60 with revenues over 5 million yuan, 300–400 with revenues over 1 million yuan, and more than 6,000 with revenues over 100,000 yuan.

　　To further grow and strengthen the bread industry, elevate its development level, and promote the Zixi Bread brand, the county Party committee and government established the Zixi Bread Industry Association and its Party Committee in August 2001 and March 2003, respectively. The purpose of the association is to serve the bread industry, regulate, and guide its development. Over the past two years, the association and Party Committee have actively carried out a series of initiatives aligned with these goals.

　　First, they expanded the influence of Zixi Bread. Various news media were actively used to promote Zixi Bread. Dozens of media outlets—including People’s Daily, Workers’ Daily, China Food News, Jiangxi Daily, Fuzhou Daily, CCTV, Jiangxi TV, and Fuzhou TV—have reported on Zixi Bread nearly 100 times. Especially after the CCTV special feature “The Zixi Bread Phenomenon” aired, it sparked strong reactions nationwide, leading to numerous inquiries, visits, and franchise applications. Currently, the Zixi Bread Newspaper and Zixi Bread website have also been launched, and the influence of Zixi Bread continues to expand rapidly across the country.

　　Second, they established party branches and local chapters. Over 40 Party-building instructors were dispatched to set up Party organizations in places like Beijing, Hangzhou, and Dalian.

　　Currently, 20 Party branches and 40 party groups have been formed, giving all 298 mobile Party members among Zixi’s bread entrepreneurs a new organizational home. Membership has been actively developed, and 28 chapters have been created, with a total of 986 members.

　　Third, a range of services have been provided to bread households, including legal aid, labor information, and shop transfer assistance. Fourth, training bases have been established. Currently, the county has two training centers that regularly invite renowned experts and master bakers to teach skills such as decorating and baking. The centers maintain high technical standards and strict management, and are growing steadily, now training over 2,000 students annually.

　　Fifth, a variety of activities have been organized. These include association annual meetings, chapter meetings, networking events, hometown gatherings, and demonstration sessions to encourage members and bread households to learn from and support one another.

　　Sixth, efforts have been made to apply for the Zixi Bread brand. Registration has been filed with the provincial trademark office.

　　Seventh, chain operations are being implemented. Currently, Zixi Bread brand demonstration stores are under preparation.