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Qin Yufeng's Road to Treasure Protection
Commentary: This classic Ejiao was named Ejiao when it came out of Dong 'e. Ejiao originated in Dong 'e, and the earliest visible record is found in Shennong Herbal Classic, which has been more than 2,500 years. Cao Zhi called it an elixir, and Li Shizhen even called Ejiao a holy medicine. However, all the royal aristocrats in the past dynasties used Ejiao as a tribute, and it has a long history to send officials to supervise Ejiao from winter to Sunday every year. Qin Yufeng: Ejiao was first used in the Qing Dynasty until the winter of solstice. The emperor sent four adults to Dong 'e to fry Ejiao, and the fried Ejiao was Jiugong glue on the winter solstice. Qin Yufeng: He has Jiugong glue, which was originally called Jiutian glue supply, because many of the Nine Dynasties were handed down from generation to generation as tributes. It should be said that the ninth day of winter solstice is the day of winter solstice, and water is taken at noon. Like this inheritor of production skills, he deliberately took his master to refine this batch of glue, which is called Jiugong glue from winter to day, which proves his timeliness and scarcity, and its value is higher.

Commentary: February 22, 2009, 65438, is a traditional tonic day in China-winter solstice. In the middle of the night, a mysterious, solemn and grand ceremony was held in Dong 'e County, Shandong Province.

Commentary: In the melodious performance of the classical music "He Yi" specially customized for this event, the glue of the winter solstice tribute was formally refined. The production of Jiugong rubber, which was interrupted for hundreds of years in the winter solstice, resumed.

Qin Yufeng: Well, when we are sorting out and applying for the national intangible cultural heritage, we are also very particular about the method, technology, time and place of making Jiugong glue. I remember it in detail. In order to protect it, we restored it. First of all, the donkey skin is pure black. We know that donkeys have white eye shadow, white mouth, white belly and white legs, which are the characteristics of ordinary donkeys. But just now, there was a donkey, as pure black as a black-bone chicken. It uses the raw material of this donkey as the raw material for making Jiugong glue. This kind of donkey is rare. At this time, the time for boiling glue is to get water and make a fire from the winter solstice. It should be said that in tradition, the solstice in winter has a lot of stress, and it is a season when the sun stops. Because the days in winter are the shortest, and after the winter solstice, the days are getting longer every day. As long as you believe that verse 24 is a scientific system, which records some laws of celestial bodies, its science will be completely uncovered. I think these 24 solar terms are the summary of China's farming culture for thousands of years, but they are natural laws and scientific systems. As long as it is scientific, I think Jiugong glue was boiled at that time, and this raw material was chosen, this time was chosen, and this wood was chosen.

Subtitle: Water is the soul of Ejiao. Dong 'e groundwater is unique. It is an underground undercurrent at the intersection of Taihang Mountain and Taishan Mountain, with a relative density of 1.0038. Rich in various minerals and trace elements, it is the most ideal electrolyte for extracting donkey-hide gelatin and veterinary medicine glue.

Commentary: There are large and medium-sized buildings on the west side of Dacheng North Gate, which are huge and round, reaching six or seven feet deep. At the age of six, they often boiled glue to pay tribute to Tianfu. The herbal medicine was called Ejiao, so it was commonly known as Ajing.

Qin Yufeng: This is still of scientific significance. Although it can't be completely decrypted yet, it conforms to the laws of nature. As long as there is a scientific system, the 24 solar terms should also be a scientific system.

Commentary: Soon after the founding of New China, all walks of life were in a state of great waste. As an important inheritance of traditional Chinese medicine, Shandong Dong 'e Ejiao Factory was established in Dong 'e County on 1952. Prior to this, the production of Ejiao in Dong 'e County has been maintained for more than 2,000 years, and it has been adhering to the craft inheritance mode of replacing women with men.

Commentary: With the entry of Liu Weizhi and Zhang An, Dong 'e Ejiao, a state-owned factory, ushered in its first turnaround. Therefore, Liu Weizhi is known as the founder of Ejiao Factory in the new era, and Qin Yufeng is a proud pupil who grew up in Liu Weizhi era.

Qin Yufeng: I should have been born in an ordinary rural family. After graduating from junior high school, I want to come out and find a job. Through relatives, my brother-in-law joined Ejiao as a temporary worker. I have been a glue chef since 1974.

Commentary: At this moment, 17-year-old Qin Yufeng has many unexpected fates and futures. For example, donkey glue, which makes him endure high temperature, is the cultural treasure of China's thousand-year-old traditional Chinese medicine-the palace top grade donkey glue. For another example, the factory he entered as a teenager is the product of the first batch of intangible cultural heritage of national key reconstruction projects after the founding of New China-Ejiao Factory in Dong 'e County, Shandong Province.

Qin Yufeng: At that time, the conditions were very difficult. The big iron pot was exposed and smoking. It can be said that in the environment where you can't see your fingers, the winter with steam is cold, so you can survive in this environment. The coal and the pot are very close and dusty. These are all conditions.

Commentary: Driven by being not afraid of hardship and dirt, and studying hard, Qin Yufeng quickly mastered the operation of each process in the traditional production of Ejiao, and became the proud apprentice of the old rubber refiner with the best technology at that time. After an accidental experience, Qin Yufeng really felt the magic of Ejiao.

Qin Yufeng: After 90s, we always celebrate the New Year in the Spring Festival. We have some retired employees who celebrate the New Year every year. They go to celebrate the New Year every year. It's the same every year. They are in good health every year. I asked, I said, is that you? When I thought about whether your Ejiao also ate Ejiao every day at that time, they said that there was nothing to eat at that time, especially in the early 1960s and 1950s. From the late 1950s to the early 1960s, our country had not suffered from natural disasters. He said it was delicious to eat every day, and they didn't know the efficacy of Ejiao. In fact, it's like this every year, and I'm in excellent health. I thought it was really Ejiao. So through these, the bodies of our own employees and retired employees have also verified the magical effect of Ejiao.

Commentary: Step by step, from temporary workers to apprentices, squad leaders, section chiefs and deputy general managers, perhaps even Qin Yufeng himself didn't think that after working in the factory for 32 years, the descendant of the eighth generation of traditional Ejiao technology eventually became the general manager of Dong 'e Ejiao Co., Ltd.

Qin Yufeng: Ye Tianci, a master of Chinese medicine in the Qing Dynasty, also said that Ejiao, as a kind of flesh and blood thing, is the best tonic. Including some Yuanqu, Ejiao 100, Sesame lamp (23: 47), with a smile, pregnant with youth, full of sweetness and capital. There is also a poem by He in the Ming Dynasty, which mentions that all diseases have qi and blood, which will be incompatible with the enemy's attack, and there will always be a donkey-hide gelatin around you to make yourself recover and enjoy peace. It is the health care value of Ejiao. ,

Commentary: When it comes to Ejiao, Qin Yufeng is always full of pride and high spirits. Tang poems and Yuan songs are handy, but he knows the magical effect of Ejiao, but it can't be accepted by the general public, which makes Qin Yufeng miserable for a long time.

Commentary: One day, Qin Yufeng finally measured the value of Ejiao by accident.

Qin Yufeng: In the Ming Dynasty, it was a catalogue of business history, which recorded a kind of value of Ejiao. Ejiao made a detailed record of its commercial circulation. At that time, it was recorded that the broken silver of Ejiao was 126 yuan. According to the tax rate at that time, the price of Ejiao was 324 yuan, which should be between 3 thousand and 6 thousand pounds. This was its commercial value at that time. /according to this calculation, it should be around 3000 to 6000 yuan a catty.

Commentary: At this time, Qin Yufeng could no longer sit still. He paced up and down the room excitedly. He knew that at this moment, he finally found a way to make Ejiao realize the return of value.

Qin Yufeng: I want to return to the historical value of health care, including its commercial value and commodity value.

Commentary: Although Dong 'e maintained a good market position with some unique sales methods at this time, its strategic position and product positioning, as well as the relative aging of the consumer groups focusing on blood supplement, are a serious problem in Qin Yufeng's view.

Qin Yufeng: The cognition of Ejiao consumers is incomplete, and so is his cognition of Ejiao.

Commentary: In order to vigorously promote the protection and value return of Ejiao cultural heritage, since 2006, Qin Yufeng has organized a special team to collect, excavate and sort out a large number of Ejiao users.

Qin Yufeng: We just want to sort out the historical evaluation of Ejiao and the evaluation of Ejiao by doctors and consumers in history, print a book and send it to consumers. It is through the strategy of cultural marketing that such a comprehensive collating and sorting work of Ejiao culture has been implemented. In the process of sorting out, it was found that more than 3,200 prescriptions for medical records, internal medicine, surgical cosmetology, more than 200 creams and more than 200 dietotherapy prescriptions of Ejiao have been sorted out. Why did Ejiao ask Ejiao to make it clear and tell consumers before we sorted out our ideas and these prescriptions?

What is Ejiao? This is how doctors and pharmacists evaluate it and how to locate it in historical medical records. Make this clear, what Ejiao can do in history, some medical diseases it has done, and what to do in this respect. What are the successful practices? It is based on this aspect to sort out these treatments and spread them to consumers.

Commentary: In 2000, Ejiao finally gained a good momentum. However, at this time, a thorny issue faced Qin Yufeng-the shortage of donkey skin resources.

Qin Yufeng: The former chairman and general manager of the company also felt this problem.

Commentary: At this time, the supply of donkey skins is getting tighter every day, and the price is also rising. In order to cope with the rising price of raw materials, the price of Dong 'e Ejiao is also rising, and Qin Yufeng is facing great challenges at this time.

Qin Yufeng: Because of agricultural mechanization and new rural construction, this is an inevitable trend. Because of the present situation of foreign developed countries and rural areas, it also gives us some enlightenment. He is a remote place with state-owned roads, cars and electricity. Then China will definitely have this model in the future. Once every village has access to roads, every family has electricity and running water, the role of this donkey will be weakened. Therefore, once it is weakened, we begin to transform donkeys, that is, from medical use to commercial use, just like beef cattle, chickens and pigs. It is a commodity, not to let him work with the farm, but to transform this aspect, that is, to establish a base and start exploring. So since 2002, I just made some innovations on the original basis. Originally, I occupied the land, and the pharmaceutical companies wanted the land and gave us the land. We focus on agriculture. When we have land, we plant straws and corn stalks, and then raise them ourselves as livestock feed. This cost is very high. I think it is necessary to introduce market mechanism to raise donkeys alone. What we considered at that time was (17: 50) that the donkey's skin could not move the industrial chain, and the value of the whole donkey stood at110, so most of it was meat. This is also the inspiration of an opportunity idiom. If the skin does not exist, the hair will attach. If there is no meat, where is the skin? We will introduce a skin test. What drives this market is meat. China has a large population, and donkey meat is a very good tradition. There is dragon meat in the sky and donkey meat in the ground. Donkey meat is high in protein and low in fat, which is lower than beef, mutton and pork. And its nutritional value is the best, so in the Central Plains, in North China, especially in Henan, Shandong and Hebei, there is a saying that there is dragon meat in the sky and donkey meat in the ground. Therefore, people have a broad foundation, which is the biggest feature of China. We want to eat meat and eat the market. If we eat more meat, the value of donkeys will increase, the enthusiasm for raising donkeys will come, and our skin will be protected. This is the idea.

Commentary: However, just when Qin Yufeng and others tried to break away from their arms, they met with many obstacles.

Qin Yufeng: Mainly the local government. This is sometimes different from the government's idea. This is the biggest obstacle. As long as farmers get vested interests, I can earn money by raising donkeys. What you are most worried about upstream is the market. As long as you guarantee the market, the enthusiasm of farmers is very high. However, because we are not in Shandong province, there are also in Shandong province, and we are all in other provinces. You have to rely on the government to promote this work. The government is under pressure to develop. This is a requirement. This donkey industry is a project that benefits farmers. Unlike other industrial products, it can pay you taxes. It has taxes, unlike industrial projects, which come so fast and so big. This is a problem. Several governments that signed an agreement with us went, and they were very dissatisfied. They said that you invested in the land we gave you, but if you didn't invest, we wouldn't have any financial income and benefits, so he didn't support it. This is the biggest difficulty. We have three bases. In exchange for investment, we returned all the land to him. I said Ejiao is necessary for the development of donkey industry, not occupying government resources or land resources. This is a project to benefit farmers, but it is a difficult problem.

Commentary: Under various difficulties, Qin Yufeng has invested hundreds of millions of yuan to set up 13 donkey breeding bases in Shandong and Liaoning. In order to strengthen the operation ability of the bases, Qin Yufeng has repositioned the functions of the bases since 2007. Now, Qin Yufeng has begun to consider the reuse of donkey meat resources, extending the industrial chain of Ejiao, that is, developing food processing and catering industry with donkey meat as the core.

Qin Yufeng: Strategically speaking, the next step of development is to focus on Ejiao's main business and achieve one focus and multiple categories. Single focus is on Ejiao's main business, that is, multi-brand products. /Take our brand Ejiao as a platform and extend upstream and downstream. The upstream is the primary industry and the downstream is the health service industry. Focusing on health service, this health service is to carry out health management, health care and health preservation for people.

Qin Yufeng: It should be said that it is the first time to treat Ejiao as a career, and cherish Ejiao as your own life.

Commentary: Magic curative effect, mysterious pharmacology, esoteric remedies and detailed and incisive records in ancient pharmacopoeia have made Ejiao a mysterious treasure in the history of traditional Chinese medicine for thousands of years, and at the same time, Qin Yufeng has gradually formed the most important career sustenance in his life. At this time, Ejiao's strong emotional and cultural identity made Qin Yufeng no longer regard Ejiao as a simple livelihood, but turn it into his own inheritance responsibility for this important cultural heritage of traditional Chinese medicine.