Explanation: Colla Corii Asini, the top of the Classic, Hongjing said: out of Dong'a, so the name Colla Corii Asini. Colla Corii Asini originated in Dong'a, the earliest visible records contained in the "Shennong Ben Cao Jing", so far has been more than 2,500 years. Cao Zhi called it an immortal medicine, and Li Shizhen called Colla Corii Asini a sacred medicine. And successive generations of royalty as a tribute to Colla Corii Asini, the annual winter solstice to send officers to supervise the production of Colla Corii Asini's history has a long history. Qin Yufeng: Colla Corii Asini was originally in the Qing Dynasty, it is to the winter solstice this day, the emperor sent four adults to the Dong'a decoction of Colla Corii Asini, decoction of Colla Corii Asini is the nine Chao Gong Gum and is the day of the winter solstice, Qin Yufeng: He has nine Chao Gong Gum, originally also called nine days for glue, it is because also more than nine dynasties are as tribute to the tribute called nine Chao Gong Gum passed from generation to generation. It should be said that the winter solstice nine Chao Gong gum is the day of the winter solstice, Zi time to take water. Like this production technology inheritors, specializing in master refining this batch of glue which is called the winter solstice nine Chao Gong gum, proving his time and scarcity, it's more valuable.
Explanation: December 22, 2009, is the traditional Chinese tonic day - the winter solstice, and also in the evening at dawn, a mysterious and solemn, grand ceremony in Dong'a County, Shandong Province, opened the curtain.
Explanation: The Winter Solstice Tribute Gum was officially opened in the melodious sound of classical music "and one", which was tailor-made for this event. It resumed the production of the winter solstice nine-chamber glue, which had been interrupted for a whole hundred years.
Qin Yufeng: it this is, we are also through the finishing declaration of the national intangible cultural heritage to organize the information, the nine Chao Gong gum production methods, production process, production time, location with the raw materials are very careful, remember very detailed. We in order to protect it, it restored, first of all is the donkey skin, donkey skin is first of all pure black, we know that the donkey is white eyeshadow, white mouth white belly, white legs, this is the white hooves, this is the general characteristics of the donkey, but there is just a kind of donkey species, it is like the pure black like the crow's nest, it is the use of this kind of donkey raw materials as a kind of boiled Nine Dynasties Tribute Gum of a raw material, the donkey species was originally a scarcity, and this kind of donkeys! Should be slaughtered a month before the winter solstice, that is, in the north of the fall has been slaughtered, it's the skin of the most nutritious kind. And then this hour, the hour of boiling glue is the winter solstice at the time to take the water fire, winter solstice should be said in the tradition, it has a lot to say, it is the yin stops Yang Sheng of a season. Because the winter days are the shortest, after the winter solstice this day, the day is longer than one day. As long as he believes that the 24 sections he is a scientific system, it is a record of some of the laws of celestial operation, it this set of science will be completely unveiled, I think that this 24 seasons is the summary of China's thousands of years, farming culture, but is due to some of the changes in the seasons, it is the laws of nature, it is a scientific system, as long as this is a scientific system, I think that the nine Dynasties of the tribute glue simmering, choose this raw material, choose this kind of time, chose this on the wood, and is the son of the time of the water,
Explanation subtitles: water is the soul of the gum. Dong'a groundwater is unique, it is Taihang Mountain, Taishan Mountain two mountain ranges convergence of the underground submerged, the relative density of 1.0038, rich in a variety of minerals and trace elements, is the refining of gum and animal medicinal gum is the most ideal electrolyte.
Interpretation: the big city north door inside the west side of the upper have big in the, its huge like wheel, six or seven feet deep, the year often cook gum to tribute to the heavenly palace, the so-called gum of this herb, so the world has the name of the A well.
Qin Yufeng: there is still a scientific reason, although now can not be completely demystified, but in line with the laws of nature, as long as the recognition of the 24 solar terms a set of scientific system, this should also be a set of scientific system.
Explanation: soon after the founding of new China, the industry is waiting for the rise, and as an important inheritance of traditional Chinese medicine business, Shandong Dong'a Gum Factory was established in 1952 in Dong'a County. Prior to this, Dong'a County, the gum production has been maintained for more than two thousand years of family workshop-style production, and has been adhering to the male not female craft inheritance model.
Explanation: With the entry of Liu Weizhi and Zhang An, Dong'a Colla Corii Asini, an enterprise that had the status of a state-run factory but was actually similar to a workshop, ushered in the first round of turnaround. Liu Weizhi is also known as the founder of the new era of gum factory, and Qin Yufeng is precisely Liu Weizhi era grew up in the favorite students.
Qin Yufeng: I should be born in the general rural families, after graduating from junior high school, would like to come out to find a job, through relatives, my brother-in-law into the gum as a temporary worker, from the beginning of the boiling gum workers, I was 74 years in.
Explanation: At this moment, 17-year-old Qin Yufeng has a lot of unthought of destiny and future. For example, so that he endured the heat of the donkey glue buried in the hard refining is exactly the Chinese millennium of Chinese medicine cultural treasures - the court of the top quality gum. Another example is that the factory he walked into as a naive teenager was the product of the first batch of important national rejuvenation projects of intangible cultural heritage after the founding of new China - the Colla Corii Asini Factory in Dong'a County, Shandong Province.
Qin Yufeng: the conditions were extremely difficult are large iron pots open mouth, is smoke filled, can be said to be out of reach of the kind of environment, with steam winter cold, in this environment to survive, coal and pots are very close to the dusty, are this kind of conditions.
Explanation: With no fear of hard work, no fear of dirt, serious learning, Qin Yufeng quickly mastered the operation of the traditional production of gum various processes, and jumped to become the best technology at the time of the old refining gum Gong's favorite disciple, and in the aftermath of a fortuitous experience, Qin Yufeng really feel the magic of the gum.
Qin Yufeng: In the 90s, we will be to the Spring Festival that time are Xing worship, we have a number of retired old employees, every year to worship go every year after the Spring Festival, the first day of the year to go to worship, every year to go to the same, every year to go to the body is very good. I asked, I said is not you, think of your gelatin that time is not also every day to eat gelatin, they said, that time there is nothing to eat, especially in 60 years, the 50's that time the early late 50's to the 60's initial, our country's natural disasters did not eat, he said that of course, every day to eat this is a tasty thing, they also do not know the efficacy of this gelatin, in fact, every year is a kind of, the body is particularly good, I thought it was really gelatin. Especially good, I think it is really the efficacy of Colla Corii Asini, gave them a very good physical foundation so they retired after a very happy and fulfilling very healthy, the actual health is the most happy. So through these, our own staff, the retired old staff of this body also verified the magical effect of Colla Corii Asini.
Interpretation: Step by step, from temporary worker to apprentice, shift supervisor, and then to the section chief, deputy general manager, perhaps even Qin Yufeng himself did not expect, after 32 years into the factory, the eighth generation of the heir to the traditional acai technology, and ultimately became the general manager of the Dong'a Gum Co.
Qin Yufeng: Ye Tianzhi Qing Dynasty Chinese medicine everyone Ye Tianzhi he also said, Colla Corii As the flesh and blood of the sentient product, is the best nourishment of a product. Including some of the Yuanqu said, Colla Corii Asini 100, sesame a (23:47) spring flowers and apricot rain, with a smile, pregnant with youth, full of sweet, with the money. There is also a poem by He Liangjun (sound) of the Ming Dynasty, which mentions that all diseases are born of gas and blood, and that the generals do not agree with each other, but are not attacked by the enemy, and that a cup of Colla Corii Asini is always around, and that restoration and solidification of the root of the world can enjoy peace. All of them are the health care value of Colla Corii Asini.
Interpretation: Talking about Colla Corii Asini, Qin Yufeng is always proud, glowing, Tang poetry and Yuanqu music at his fingertips, but knows the magical effects of Colla Corii Asini, but can not make it for the majority of the people to accept, which makes Qin Yufeng in a long period of time painful.
Explanation: One day, Qin Yufeng finally measured the value of Colla Corii Asini by chance.
Qin Yufeng: In the Ming Dynasty he is a record of business history of a record catalog, recorded a value of the gum. Gum it is the commercial circulation of gum made a detailed record, it was recorded that the gum of the broken silver is one or two six money broken silver, according to the tax rate at the time folded back to fold back, the price of gum is a catty of gum should be three two four silver, according to the folding back to the pound which should be in the 3,000-6,000 pounds. This is its commercial value at that time. / according to this calculation back should be in 3,000 to 6,000 kilograms of its value.
Explanation: At this point, Qin Yufeng can no longer sit still, excitedly pacing around the room, he understands that at this moment, he finally found a way to let the gum realize the value of the return of the road.
Qin Yufeng: most want to return to the historical health care value, including its commercial value, commodity value.
Explanation: Although, at this time, Dong'a with some unique sales means to maintain a good market position, but the strategic position and product positioning, as well as the relative aging of the consumer groups, in the view of Qin Yufeng is a serious problem.
Qin Yufeng: Gum consumer cognition, he is not comprehensive knowledge of the gum is not comprehensive.
Explanation: In order to vigorously promote the protection of the cultural heritage of Colla Corii Asini and the return of value, starting in 2006, Qin Yufeng began to organize a special team to collect, excavate and organize a large number of Colla Corii Asini prescription.
Qin Yufeng: We want to put the history of the evaluation of the gum, the history of the medical doctors, the evaluation of the consumer on the gum to sort out the organization, sorted out the booklet to send it to the hands of consumers. That is, through the cultural marketing strategy, to implement the implementation of such a comprehensive compendium of the culture of Colla Corii Asini and organize the work, the process of organizing, and found that the Colla Corii Asini's medical prescription medical case, the internal medicine of various disciplines, surgical health care so that there are more than 3,200 square, as well as some of the cream more than 200, more than 200 therapeutic prescriptions, which are all sorted out. We were thinking of organizing the time before not combing these formulas, why is gum called gum to make it clear to the consumer.
What is Gum, this is in the history of medical records, medical doctors pharmacists how to evaluate how it is positioned. To make this clear, the history of Colla Corii Asini can do, it has done some medical disease, drive the disease to strengthen the body in this regard to do what. What has been done successfully, the combing of these processing for consumer communication, is based on this aspect to do up.
Explanation: 2000, gum finally had a good momentum, however, is also at this time, a thorny problem in front of the Qin Yufeng - donkey skin resources are in short supply.
Qin Yufeng: The company's original chairman and general manager felt this problem.
Explanation: At this time, the increasingly tight supply of donkey hides, prices continue to rise, and in order to cope with the price of upstream raw materials, Dong'a Gum's price is also shown to rise, Qin Yufeng at this time is facing a major challenge.
Qin Yufeng: because of agricultural mechanization, new rural construction, this is an inevitable trend, because the status of those developed countries abroad, the status of the rural areas also give us some insight, he is a remote place, there is a state-owned road, there are also cars, there is also electricity, then China's future is certainly this model, then once the realization of the village highway, the family has electricity, the family has running water, the role of the donkey is weakened. The role of the donkey was weakened, once weakened after he did not raise, so that we began to carry out the transformation of the donkey, from medical to commodity transformation, to commodity transformation to beef cattle, chicken, pigs, it is a commodity is not to let him work with the work of farm work, to this aspect of the transformation, that is, to build a base to start exploring. So from 02 years onwards, I am then in the original basis, do some innovation, the original is to occupy the land, pharmaceutical solicitation of land, give us land. We focus on farming, there is land we planted straw planted corn stalks, and then do livestock feed to raise their own, this cost is very high, I want to rely on the introduction of the market mechanism of light donkey farming, we then considered (17:50) light skin can not be pulled this industrial chain, donkey skin station the entire donkey's value of 1/10, so that most of them are meat. It is also an opportunity for an idiom inspired by the skin does not exist, the hair will be attached, if there is no meat, where the skin it, we introduced a skin test. Is to rely on meat to pull this market, China's population is large, donkey meat it is a better tradition. Dragon meat in the sky, underground donkey meat, donkey meat is high protein and low fat, it is lower than beef, mutton, pork fat content. And its nutritional value is the best, so that in the Central Plains in North China, especially including Henan or, Shandong or, Hebei or, there is a heavenly dragon meat, underground donkey meat this said. So it said in this folk have a broad base, this is China's biggest feature, we have to rely on eating, eating meat to eat a market to eat more meat donkey value commodity value to enhance the enthusiasm of raising donkeys came, our skin is guaranteed is such a thought.
Explanation: However, just when Qin Yufeng and others wanted to throw off the gauntlet, but encountered heavy resistance.
Qin Yufeng: mainly the local government, this is it and the government's ideas sometimes deviation, this is the biggest obstacle, farmers as long as the vested interests, I raise donkeys can earn money you upstream is the most worried about the market, you as long as the market to ensure that the farmers are highly motivated, but we are in the local area because we have to not in Shandong Province, Shandong Province, are also there, they are in the provinces, you have to rely on the government to promote the work. This work, the government is the development of a pressure, it is required that you, to big investment to my local can create financial income. This donkey farming industry is a project to benefit agriculture, it is not like other industrial products, can give you to pay taxes it has tax, unlike industrial projects come so fast, come so big, this is a fault point. / government we signed an agreement with a few governments to go, it is very dissatisfied that you invest in us to give you land, you also do not invest, we can not get the financial revenue, we can not get the benefits, he did not support, this is the biggest difficulty, we have three bases. Land in exchange for investment, we returned all the land to him, I said Agaricus is the development of the donkey farming industry required, not the possession of government resources, not the possession of land resources, this is a project to benefit the farmers, but this is more difficult a problem.
Explanation: Under all the difficulties, Qin Yufeng has invested hundreds of millions of dollars in Shandong, Liaoning and other places to establish 13 donkey bases, and in order to strengthen the base operating capacity, Qin Yufeng since 2007 and repositioned the base function. Today, Qin Yufeng has begun to consider the reuse of donkey meat resources to extend the gum industry chain, that is, the development of donkey meat as the core of the food processing and catering industry.
Qin Yufeng: the next step in the development of the strategy, we are focusing on the main business of the gum to do the gum category fact single focus multi-category a strategy, single focus we are around the main business of the gum to do, multi-brand is to say that the product, / to our brand of gum as a platform, to the upstream and downstream extension of the upstream is the primary industry, the donkey breeding industry, downstream is the health service industry, health services, around the The health service is through the health management of people, health care, health care, health services, delivered to the family, delivered to the hands of consumers.
Qin Yufeng: It should be said that the gum, the first time as a cause to treat the gum as their own life as to cherish to love and care.
Explanation: the magical efficacy, esoteric pharmacology, secret recipes and ancient pharmacopoeia in the detailed and incisive records, so that the Colla Corii Asini has become a thousand years of history of traditional Chinese medicine mysterious treasure, but also to make the Qin Yufeng gradually formed the life of the most important cause of support. At this time, the strong feelings and cultural identity of Colla Corii Asini, so that Qin Yufeng no longer regarded Colla Corii Asini as a simple means of livelihood, but rather, it was transformed into his own responsibility for the inheritance of this important cultural heritage of traditional Chinese medicine.