[CyberFair 2018]台灣牛蒡精品在歸來 (第一篇) - 訪問陳建行先生話歸來牛蒡摘要

The soil of Gueilai is very special. It is soft, well-drained and with good moisture retention. It belongs to the silt loam. Silt means a fine sand texture and loam belongs to the soil. This is our advantage, and we want to know the differences of burdock between us and others?

The temperature

Burdock is very strange. When the temperature is above 25 degrees, the burdock will stop growing. We have to analyze our strengths and constraints. We found that we can plant Gueilai burdock only once a year.That is, when the temperature is below 25 degrees, burdock can be planted at Gueilai.

Our chance

Our advantage is that the weather in Japan is not the same as it in Taiwan. When Japan is still snowing, spring has already come in Taiwan. When Gueilai burdock can be harvested, Japan's snow has not yet melted. This is our chance.

2. 在歸來，牛蒡是一個精心的策畫!

2. At Gueilai, burdock is a elaborate planning!

(1)規劃牛蒡產業發展

我們發現歸來牛蒡跟別人是不一樣的，我們必須要讓這個產品在市場上大家能夠分辨出來，這樣才能凸顯它的價值。所以當時我們就用牛蒡最原始的名字大力蔘，我們將大力蔘當作歸來牛蒡的品牌名字。我們希望歸來牛蒡的代名詞就是大力蔘。歸來它真的是台灣最原始最早的台灣牛蒡原產地。型塑我們的品牌的同時，在我們栽種牛蒡過程我們導入SOP，SOP就是標準作業流程，我們希望農業也能有標準的作業流程。八月份時，牛蒡田就要先種植田菁，改良土壤，到九月十月時就進行覆土，之後開始種植牛蒡。每一個時間與步驟都有標準化。

We found that Gueilai burdock is not the same as others. We have to make sure that the product is discernible on the market so that its value can be highlighted. So at that time, we used the most original name of burdock, Delisen to be the brand name of Gueilai burdock. We hope that the Gueilai burdock synonymous is Dlisen. Gueilai is really the earliest origin of burdock in Taiwan. While shaping our brand, we import SOP into planting burdock. SOP is standard operating processes and we expect that agriculture will also have standard operating procedures. In August, burdock fields should be planted with Sesbania to improve the soil, and Sesbania will be pushed down and cover it with soil by September of the same year. Burdock will then be planted. Every time and steps are standardized.

開始型塑我們的價值的時候，我們重消費者的角度開始做研發，我們是全台灣第一個賣截切牛蒡的，我們把牛蒡的尺寸切短，它的長度符合一般冰箱的大小可以放進冰箱，而且改成小包裝，現在在超市還是可以看到買一整根牛蒡的，就不方便冰起來。我們開始要增加牛蒡的價值如果能提升牛蒡的價值，農民的收益就會增加，他就會有意願去栽種。我們在做SWOP分析後開始在產業結構上做調整，我們不在只是做一級的農業生產，我們慢慢轉向二級的加工。慢慢地透過品牌的型塑，我們辦一些行銷活動。我們當時在做產業結構調整上，其實我們想得很遠。我們從民國87年開始規劃牛蒡產業的時候，在民國89年界已經制定歸來牛蒡產業五年的發展計畫，這五年發展計劃裏面，第一個我們要讓自己的產業加值，產業導入智慧財產權，變成二三級產業，發展加工技術，朝向六級產業做發展。

When we began to shape our value, we started to research and development from a consumer perspective. We were the first to sell small packages of burdock in Taiwan. We cut the size of the burdock. The length of the burdock can be the same as the size of a normal refrigerator. So it is convenient for customers to keep it in the refrigerator. Now you can still see a whole root burdock for sales in the supermarket. We begin to increase the value of burdock. If the value of burdock can be raised, the income of the farmer will increase. So farmers will be willing to plant it. After SWOP analysis, we started to make adjustments in the industrial structure. We are not only engaged in agricultural production, but also in burdock processing. Slowly through the brand, we do some marketing activities.

Actually, we really think about Gueilai burdock from a long-term perspective when actually making adjustments to the industrial structure at that time. When we started planning the burdock industry in 1998, we have formulated a five-year plan for the development of the burdock industry in 2000. In the five-year development plans, we wanted to increase our industry values, introduce the industry intellectual property rights for upgrading our industry, develop processing technology and make progress toward the sixth industry.

(2)產銷班成立

牛蒡的量來說，從一個人的生產量，到產銷班裡面有十三個人，產量就變成十三倍。所以本來可以賣一個對象到現在可以賣十三個對象，我的生產量增加了，這就是我們成立產銷班的宗旨。以前傳統農務來講，都要靠自己播種效率不高，也沒有那麼多人力。現在怎麼辦?我們產銷班添購很多農業機械，從這些年開始，添購這些設備後，我們進行人機派遣。今天要種牛蒡的排成就像是行事曆一樣排好，禮拜一種a班員的，禮拜二種B班員的，我們都排好了，我們會有專人開著機器，專人專機的部分，進行栽種，這樣子栽培計畫就很完整，很緊密的依照我們的行事曆進行，將栽培計畫很縝密地做完。

For the production amount of burdock, from the production of one man to the Production and Marketing Group of thirteen individuals, the production is thirteen times. Originally, I could only sell burdock to an object. Now, I could sell burdock to thirteen objects. My production amount increased, and this is the purpose of our Production and Marketing Group. In the traditional farming of the past, we must rely on our own. The sowing efficiency is not high because there is not so much manpower. Now, what to do? From these years, we buy a lot of agricultural machinery of production. Because of the purchase of these devices, we carry out man-machine dispatch. Now we have to plant burdock by the schedule arranged in the calendar. On Monday, we help group member A. On Tuesday, we come to help group member B. We make good plans, and we will have someone to operate the machine to carry out the mission of man-machine dispatch. The plan of planting is complete and well-arranged in our calendar. The cultivation plan is done very carefully.

3.在歸來，牛蒡不只是食物

3.At Gueilai, burdock is more than agriculture products.

(1)有機牛蒡

有機的生產成本最主要是在於你投入更多的防治成本，可是你收到的效果是有限的，它最大的成本在這裡。化學肥料雖然只有使用40公斤，如果我用80公斤，植物吸收化學肥料是很快的，產量是可以提升的。可是如果是用同樣效果400公斤有機肥料，它的效益沒有辦法像是化學肥這麼好，有使用劇毒農藥與沒有使用劇毒農藥去噴灑，作防治來講，最大差異在哪裡?它的產量沒有辦法明顯提升，也就是說我的成本更多但是相對的我們收成更少。

The main cost of organic production is that you must put more control costs, but you receive limited results. It is the biggest cost. Although chemical fertilizers should be used only 40 kilograms, I use 80 kilograms. Burdock absorbs chemical fertilizers quickly, and the yield can be improved. However, if we want to get the same effect by using 400 kg of organic fertilizer, its effectiveness cannot be as good as chemical fertilizers. For prevention and control, the biggest difference between no use of highly toxic pesticides and use of pesticides is that no use of highly toxic pesticides fails to significantly improve the production amount, which means that my cost is more but have relatively less of our harvest.

(2)保健產品

我們做半成品加工時主要的目的在於我們的消費者與客戶用戶的目的是甚麼?我們作分析時發現牛蒡的葉子有很多抗氧化的成分，現在有很多文明疾病像是癌症、醣尿病，它們必須靠著吃這些清除自由基的產品可以防治癌症發生。這些營養補充品需要這領域的產品研發。所以進行半成品的部分，像是葉子的萃取，我們可以萃取葡萄糖多酚，這個東西可以利用在保健食品，可以賣給藥廠，生技廠，當作保健產品的原物料。

The main purpose of our semi-finished products processing depends on the purpose of our customers. In our analysis, we found that the leaves of burdock have many antioxidant components. Nowadays, people suffer from many civilized diseases such as cancer and diabetes mellitus, and they must rely on these free radical scavengers to prevent cancer.

These nutritional supplements require product development in this area. Therefore, among the semi-finished products, such as leaf extraction, we can extract glucose and polyphenols from burdock leaves. It can be used in health food products and can be sold to pharmaceutical companies and biotech plants as raw materials for healthcare products.

(3)販售的牛蒡產品

產銷班其實我們這些年一直在做一些加工，我們不只只有種牛蒡，我們有牛蒡茶牛蒡香鬆牛蒡脆片牛蒡醋牛蒡茶牛蒡酵素很多的產品，透過這些產品的加工的多元化之後，農民的收入就會更多

In fact, we have been engaged in some burdock processing all these years. We do not only produce burdock, but also burdock tea, burdock crisps, burdock sencha, burdock floss, burdock vinegar and burdock enzyme. After the diversification of the processing of burdock products, farmers income will be more.

4.在歸來，牛蒡不只是農業

4.At Gueilai, burdock is more than agriculture.

(1)加工半成品

牛蒡的東西既然要做成飲品，那你給他整根牛蒡他要怎麼辦，怎麼做成飲品，如果要做成保健產品膠囊，你一樣給他一根牛蒡他要怎麼做成膠囊。我們針對產業對於原料的需求，我們去開發一套設備，去符合末端客戶的需求。你如果要做牛蒡飲品，我就提供牛蒡液體給你，讓你可以直接做調和。你今天要做成沖泡式的，我就做成牛蒡粉給你。你今天要做成牛蒡茶，我就給你牛蒡條或是牛蒡片。

What can he do after getting the whole root burdock, if he wants to produce burdock drink?What should he do after getting the whole root burdock, if he wants to make healthy products capsules? We are targeting every kind industry for raw material needs of burdock, we develop a set of equipment to meet the needs of end customers. If you want to make a burdock drink, I will give you burdock liquid to add to your drink rightly. If you want to make brewing drink, I made burdock powder for you. If you have to make burdock tea, I will give you burdock flakes or strips.

(2)蟲咬的牛蒡更營養

你知道牛蒡被蟲咬之後會長成怎麼樣子呢?它的形狀就跟韓國人蔘一樣，韓國人蔘長很多腳，牛蒡如過被蟲咬過之後就是一個大尺寸的韓國人蔘，你要送人家有時候人家不要。因為我以前是年生物科技的，我們有做過分析發現，只要是被蟲咬過的牛蒡竟然是比較營養的。所以有機蔬菜有時候葉子被蟲咬過了，它只是外觀不漂亮，可是它的營養成反而比較高，就像是人的傷口被刀子割過之後會自己癒合，是來自於自身能量。

Do you know how burdock grows when it gets bitten? Its shape is just like that of Korean ginseng. Korean ginseng has long feet. Burdock, after being bitten by insects, is a large-size Korean ginseng. It is sometimes hard for you to give away it to others.

Because I used to study in biotechnology in the past, we have done an analysis and found that as long as it is bitten by the insect, burdock turned out to be more nutritious. Sometimes the leaves of organic vegetables bitten by the insect resulting in the imperfect appearance, but its nutrition becomes rather high. Just as a human wound, it will be healed after cut by the knife which is from their own energy.

(3)科技應用於牛蒡保存與加工

我們在整個生產與保存的加工技術上，我們這些年有投入做研究，比如會影響牛蒡冷藏後品質的因素有哪一些?冰存在幾度時，牛蒡會脫水，牛蒡會腐敗，會長黴，會讓牛蒡產生質變的因素有哪一些?甚麼樣的溫度對於牛蒡保存最好?所以當時我們就做了很多實驗數據的監控，光是做了這樣的試驗就要多了140萬元，就是為了監測冰箱到底要用幾度來冰存牛蒡?而且花了整整一年的時間，進行數據上的分析與研究，了解到底在幾度的時候，牛蒡裡面的成分做了甚麼樣的變化或是對於質變的影響。我們知道牛蒡是很營養的東西，在加工的過程當中，牛蒡會不會產生質變？牛蒡人喜歡吃，就連微生物也很喜歡吃。牛蒡沒有冰在冰箱中，它馬上被微生物吃掉，所以牛蒡會長黴菌，而且水分會脫乾。所以我們要做很多研究，在加工的部份，到底要用幾度，讓牛蒡不會變質，不會被微生物吃掉，營養成分不會流失，把它保存下來。

In the whole process of production and preservation of processing technology, we have spent the past years to do research, such as the factors that the quality of burdock will be affected, the temperature that results in dehydration, corruption and growing moldy of burdock, the factors that make burdock qualitative change and the best temperature for keeping burdock. So at that time, we did a lot of experimental data monitoring spending NT 1.4 million. We spent a whole year's time in monitoring the refrigerator temperature that is appropriate for storing the burdock. And we made data analysis and research to understand exactly the inside composition change of burdock due to changes in temperature and the impact of qualitative change. We know that burdock is very nutritious things. However, in the process of processing, will there be the qualitative change in burdock? People like to eat burdock, and even microbes also like to eat. If we don’t keep burdock in the refrigerator, it is immediately eaten by microorganisms. So burdock will grow mold, and moisture will be dried. We have to do a lot of research about processing to know at what degrees we can keep burdock in the refrigerator without resulting in spoiled burdock, eaten by microorganisms and loss of nutrients and keep it appropriately.

(4)二十一世紀的農夫需要百般武藝

產銷班班長真正的職務是在整個班務的運作上，他都要參與，不管是採購、行政、銷售、生產，他幾乎甚麼樣的策略上都要涉略。以前，我們爺爺爸爸的年代講說:不讀書，就去務農。可是二十一世紀的農夫，一定要讀書才能務農。不然怎麼做SWOP分析、SOP、行銷、銷售管理、研發。所以班長最主要的工作還是整個班務運作的規畫、協助、參與與執行的部分，所以要做的工作還是滿多的。

The real duties of the Production and Marketing Group leader are to participate in the operation of the entire group. He must participate in everything, regardless of the purchase, administration, sales, and production, and he should be involved almost in every kind of strategy. In the past, the days of my grandfather and father, they would say that if you do not study hard, you have nothing to do but go to farming. However, the farmers in the 21st century must study hard before farming. Or you don’t know how to do SWOP analysis, SOP, marketing, sales management, research, and development. Therefore, the main work of the group leader is still planning, assistance, participation, and implementation of the entire group operation. So the work to be done is still full.

5.在歸來，牛蒡全身上下都是寶

5.At Gueilai, the whole body of burdock is all treasure.

綠茶粉與清潔用品

我們那時候做綠茶粉，牛蒡也可以做成綠茶粉，大家知道嗎? 它有分老葉與新葉，老葉木質化它做出來的口感，就很差，它有細絨毛，對於胃不好，如果是挑比較細的部分，還沒有產生絨毛，沒有木質化的時候，口感較佳。我們使用低溫凍乾的方式，讓它不要氧化，在低溫的過程中，把它乾燥並磨成粉。只要不到一公克，大概是20毫克，就可以沖500CC的水，而且喝了一杯後，整個上午，就一直流口水，因為它太澀了。它的多酚含量多到，你整個上午一直流口水，就是因為太澀了。因為以前做好後，就試泡一杯試喝，濃度沒有試好。牛蒡的成分皂素，對於潔淨收斂毛孔，是很有幫助的。我們還跟古寶合作，它是有名的個人清潔用品的公司，像是洗面乳洗髮乳沐浴乳，是專門做清潔用品的公司，它把我們牛蒡加到裡面去，我們有牛蒡洗髮精牛蒡手工皂。

We made green tea powder at that time. Do you know green tea powder can also be made of burdock leaves? Burdock has old leaves and new leaves. Green tea powder which is made of the old leaves lignified makes the taste bad and is not good for the stomach. If you pick a relatively new part which has not generated villi and isn’t yet lignified, it will taste better. We use a freeze-dried method that will not oxidize it and then, at low temperatures, dry and grind it. As long as less than one gram, about 20 milligrams, you can drink it after adding 500ml water. After a drink, during the entire morning, I have been drooling because it is too astringent. Its polyphenols content can make you drool all morning because it is too much. It is because I try a cup of drink after it is done. However, the concentration is not perfect. Ingredients of burdock, saponin, is helpful for cleaning pores. We also work with 5soap, which is a well-known personal cleaning company, specializes in cleaning products and produces shampoo which was added burdock extraction. So we have burdock handmade soap and burdock shampoo.

6.在歸來，一株牛蒡是一個產業的策略

6. At Gueilai, burdock is a well-designed strategy of industry.

大力蔘的銷售策略

現在大力蔘的整個銷售策略就是我們在市場上只賣最好的尺寸的牛蒡，L與M，其他尺寸一律不賣。因為我們希望我們大力蔘價格維持在市場最高價，你要買我們的牛蒡永遠要用150原來跟我們買，其他價格不賣，我們維持在高價。我們把其他尺寸牛蒡拿去做加工，所以我們透過設備的研發，像是萃取的技術，我可以把牛蒡變成牛蒡液體，變成牛蒡絲狀條狀變成牛蒡茶粉狀，可以變成各種型態的牛蒡，讓原來規格長得不均勻的東西，變成是規格均勻的東西。

Now, the entire sales strategy of Delisen is that we only sell the best burdock size, L, and M in the market. The other size will not be sold. Because we want to keep Delisen burdock at the highest price in the market, you have always to buy our burdock by using NT 150 dollars. We don’t sell our burdock at other prices to maintain the high price. We take burdock of other sizes for processing, so we can transform burdock into burdock liquid through the research and development of equipment, such as extraction technology, or transform it into burdock filamentous strip for burdock tea powder, which can transform into various types of burdock. By this way, the uneven types of burdock can transform into a uniform size of burdock.

7. 在歸來，牛蒡是世世代代傳承，永續經營的志業

7. At Gueilai, burdock is inherited from generation to generation and the vocation of sustainable development.

推廣大力蔘永續經營

當我們產品產業要往三級產業發展的時候，首要目標是讓農民賺錢。產銷班第一個發展重點是要讓農民能賺錢，但是以長久的方向來看，我們要讓這個產業能夠永遠的循環，讓它一直賺錢。這一代賺完，下一代能夠承接上來，讓產業可以永續發展，這是我們未來努力要朝著做的目標。

最終的目標它是要永續作發展，你要達到這個目標，你要做很多事情，我們要做到品質最好，我們要讓客人感受到我們是友善的銷售，我們要做到服務最好，所以我們現在有做食譜，我們教消費者怎麼做牛蒡，煮牛蒡，認識牛蒡，我們透過很多行銷，或是服務的手法，讓客人可以感受到生產端的善意，還有我們提供的服務，這個部分就是要朝向我們的市場的市占率越來越高。

When our burdock industry is going to upgrade and develop toward tertiary industries, the primary goal is to make farmers make money. The first development focus of our Production and Marketing Group is to enable farmers to make money, but in the long terms, we want to make the industry forever recycle, so that we will always make money. After this generation earns, the next generation will be able to undertake. So the sustainable development of the industry is the goal that our efforts are made for in the future. Our ultimate goal is to make the sustainable development of burdock industry. Before we achieve this goal, we have to do a lot of things. We have to plant burdock of the best quality, to make our guests feel that we provide friendly sales, and to do the best service. So we now provide recipes for burdock. We teach consumers how to cook burdock and know more about burdock. Through many marketing and service methods, we can make guests feel the goodwill from the production end and the services we provide. Our efforts for the market share is made toward making our market share getting higher and higher.

以目前歸來牛蒡來講，我們在所有的通路裡面幾乎都可以看到我們的商品，不管是有機超市或是連鎖超市，都可以看到歸來的牛蒡。我們逐步擴大我們市場的內需，也在擴大我們市場的市占率，我們的市占率是以我們的品質為優先，不是低價。我們歸來牛蒡一直以來都是全台灣最貴的牛蒡，因為我們們自許我們歸來是全台灣最好的牛蒡。這十幾年來，歸來牛蒡一直是市場上最高價。慢慢地，取決於消費者認同我們的價值後，我們的市占率慢慢提高，我們的價值存在於產品的價值，我們的市占率不是取決於價格。

Delisen can be seen in almost all the marketing channels. For Gueilai burdock, we can see our products in almost all the marketing channels. Whether it is the organic supermarket or supermarket chain, we can see Gueilai burdock. We gradually expand domestic demand in our market, but also expand our market share. Our market share is mainly based on our quality, not the low price. Gueilai burdock has always been the most expensive burdock in Taiwan since we are proud of ourselves that we are the best burdock in Taiwan. In the past few years, Gueilai burdock has been the highest price on the market. Gradually, our market share increases and it depends on the value that is recognized by consumers. Our value lies in the value of the product, burdock and our market share does not depend on the price.

8.在歸來，牛蒡是一個20年前精心策畫的美夢理想，現在成真上演的故事~

陳建行叔叔歸來有夢，牛蒡是最美．．．．．．

At Gueilai, burdock is a well-planned ideal 20 years ago and at this monent come trues here.

Coming back to Gueilai with dream, how wonderful Gueilai burdock is~

[CyberFair 2018]台灣牛蒡精品在歸來 (第一篇) - 訪問陳建行先生話歸來牛蒡摘要

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