Jimu news reporter Zhou Dan
"We are the only ones in the whole country who return to this place, and oranges are produced all year round." In the first month, when the Newhall navel oranges are ripe, the fruit hangs on the branches and bends the tree.
On the third day of the Chinese New Year, in Yesangping Village, Zigui County, accompanied by a sweet fruit aroma, the old fruit farmer Master Kou was picking oranges on the mountain one foot deep and one foot shallow.
10 years ago, Master Kou, who was originally working in the field, returned to his hometown to take care of his own orchard, "Before oranges were not easy to sell, everyone went out to work, and then there was e-commerce, Ali also built a digital agricultural base, cold storage, express delivery center have, not only oranges can be sold all year round, but also completely unsociable, the village ushered in a wave of returns." ”
Farmers no longer have to worry about selling navel oranges
One by one, oranges were loaded into the back basket, and beads of sweat gradually appeared on Master Kou's forehead.
"Full, live together, you can go down the mountain!" In less than half an hour, Master Kou packed up his bags and prepared to carry the first basket of the day down the mountain. The reporter tried to lift the back basket, but it was too heavy.
"This basket is 200 pounds!" You can move! Master Kou said, but he effortlessly lifted the basket and went all the way down the mountain, as if walking on the ground. In one morning, he carried nearly 10 trips.
"More than 20 years ago, the villagers sold only one variety of oranges, called golden oranges, only listed in winter, we have to carry the fruit to the dock, take the ferry to Yichang, or take the car, a high cost of transportation, but also can not sell a good price, mu production is only 4,000 pounds, oranges a pound 3 cents 5 cents, plus labor, a year up to earn more than 5,000 yuan." Many villagers are not even willing to pick. At that time, the fruit was sold as far as Wuhan. ”
In the past, Zi gui navel oranges were prone to slow sales. One is a single variety, the second is the unreasonable structure, during the Spring Festival flocked to the market, not only with a variety of oranges, but also with other fruits, the result is repeated price reduction, fruit cheap injuries to farmers, vicious circle; three sales network limitations, oranges out of the mountains are difficult.
After the completion of the Three Gorges Dam, the special marine climate of Zigui also attracted the attention of "citrus academician" Deng Xiuxin. Deng Xiuxin has long been rooted in the local area to cultivate high-quality varieties for farmers, and has introduced varieties such as Lunwan and red orange from abroad, which has enriched the variety of oranges.
A good product must also have a good market.
"We don't worry about sales now, how much goods there are, how much e-commerce collects." Master Kou said.
The best position to do e-commerce brands is on Tmall
Yufuyuan, the largest local fresh e-commerce enterprise.
The founder, Zhu Daopeng, is a native of Shenzhen and his hometown is in Hubei. Before joining agriculture, he served as vice president of Jianlibao, Little Nurse and other companies, and also led the Jianlibao football team to the AFC Champions League Final Four. Therefore, his previous work experience in the Yichang Small Nurse Production Base made him fall in love with the hot land of Yichang.
During the Spring Festival, Zhu Daopeng was also in the warehouse, packing and shipping with the workers.
"Our customer service and operation staff a total of more than 160 people, orders are many, busy, on the 29th of the waxing moon and the first two days of the first month of the rest of the rest of the work normally, Tmall Spring Festival is not closed", he said: "At the fastest speed, consumers place orders in the morning, we immediately arrange picking, immediate delivery, fast if the day can reach the province, the next day to the country." ”
Fresh e-commerce can achieve such a fast delivery speed, in fact, it is not easy.
Zhu Daopeng recalled that in 2011, by chance, he returned to Hubei to investigate alpine vegetables and found that the best local agricultural products were often unmarketable, and farmers saw that vegetables rotted in the field, but there was no good market. As a second-generation farmer, Zhu Daopeng is well aware of the difficulties of farmers, so he came up with the idea of helping farmers sell goods. Therefore, he opened his first Taobao store and began to do agricultural products e-commerce.
Native eggs, navel oranges... The agricultural goods planted wings in his Taobao shop and "flew" to the tables of the people of the whole country. "Later, I slowly realized that it is also very important to be a brand, and the best position for e-commerce to do a brand is on Tmall." In 2013, he moved his store to Tmall.
The main reason for choosing to precipitate transactions on Tmall is due to the accumulation of their own business experience, "from a management point of view, choosing a mature platform is more conducive to the operation of the brand." Zhu Daopeng found that when consumers recognize new brands, they will definitely go to Tmall to search for a flagship store, "what we value is that Tmall can give the brand a sense of value." I think branding is a long-term project, and it is consistent. Our store started on Tmall and will take root here, hoping to be able to make a brand that will continue to be passed down. ”
Zigui Navel Orange Enters the "Digital Age"
In 2018, Ali established the first "future farm" in Zigui, which was later changed to a digital agricultural base. Cold storage, express delivery distribution centers, etc. are readily available, and the road out of the mountains is open, which also allows e-commerce companies, including Yufuyuan, to step onto the fast track of digital development.
According to the data of the Agricultural and Rural Bureau of Zigui County, in the same year, 1592 e-commerce companies sold Zigui Navel Oranges through Ali, and the sales of Zigui Navel Oranges ranked first in the country.
Yu Bing, 53 years old, has 5 acres of orange forest at home, "I used to carry baskets around selling navel oranges, and now, there are e-commerce business owners parked cars under the mountain, collecting navel oranges, and my annual income is not less than 80,000 yuan." ”
In 2019, the planting area of Zigui Navel Orange reached 400,000 mu, with an output of 605,300 tons and an output value of 3 billion yuan. Huping's income has exceeded 40,000 yuan, and three villages with an output value of more than 100 million yuan have emerged, namely Deng Jiapo, Peng Jiapo and Wangjiaqiao. In April of that year, Zigui successfully achieved poverty alleviation.
Like Yufuyuan, local e-commerce companies, large and small, have made a contribution to poverty alleviation. The road to riches must continue to move forward.
"Tmall stores have large sales volumes and consumers have high requirements for product quality, so we have been exploring the standardization of agricultural products." In the past ten years of devoting himself to agriculture, Zhu Daopeng has the deepest understanding of the importance of agricultural standardization: if the harvested fruit is better and more able to sell at a good price, the income of farmers can also be raised to a higher level.
Navel orange cultivation in the Zigui region is still a decentralized smallholder farmer model. "We are trying to cooperate with farmers and cooperatives in Zigui to promote standardized planting and let the people grow oranges better and sell them better." Zhu Daopeng said that Yufuyuan has also made a preliminary attempt at high-quality agriculture.
In 2020, in Guojiaba, the center of the Zigui production area, Yufuyuan jointly built a new factory building with an area of 7,000 square meters.
In the factory, the reporter saw that it was equipped with the most advanced assembly line equipment in China and an infrared detection system. Oranges on the assembly line, while running, while passing through the precision instrument of the "fire eye golden eye" - real-time measurement and grading of orange weight, size and even sugar, screening out high-quality fruits, directly for Tmall consumers.
In 2021, through e-commerce stores such as the Yufuyuan Tmall flagship store, Zhu Daopeng and the team will sell 10,000 or 20,000 tons of zina navel oranges to the whole country.
Express parcels filled with oranges also carry the satisfaction of farmers from the heart. Behind this is a steaming good life.
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