"Lookout" Newsweek once published an article saying, "In the imported fruit area of a large supermarket in Thailand, China's Luochuan apple is 15 yuan a kilogram, while the Japanese Aomori apple next to it is 150 yuan a piece, discounting the contract 30 times the price difference." ”
The same is apple, the price difference is 30 times! This reflects the urgency of building a world-renowned agricultural product brand.
How can a brand be built? You may wish to focus on Aomori apples again, in addition to intensive cultivation and study of products, there may be many places worth learning from in the integration of three industries. Today, walk into the Hirosaki Apple Park in Aomori Prefecture to see how Hirosaki City expands the industrial effect around a single product and helps to enhance brand awareness.
Overview of Hirosaki Apple Park
Hirosaki City, located in the western part of Aomori Prefecture in Japan, is now the central city of Tsugaru Prefecture. Hirosaki City has a population of 200,000, 60,000 households engaged in apple production, 3.12 million apple trees, an annual output of 160,000 tons, accounting for 80% of the output of apples in Aomori Prefecture, so it has the title of "Apple City". Apples are used as "mascots" in the streets and alleys, and apples are also used as raw materials for food, daily necessities, skin care products, etc.
The famous Hirosaki Fuji apples are delicious and delicious. If you visit Hirosaki in Japan during the autumn harvest season, the endless apple orchards will make people truly enjoy the charm of the apple kingdom. One of the most prominent local landmarks is the "Hirosaki Apple Park".
Hirosaki Apple Park is located in Hirosaki City, Aomori Prefecture, covering an area of about 100 acres, with 80 varieties of apples and 1,500 trees.
As a typical representative of the Japanese apple industry, Hirosaki Apple Park is one of the most representative and famous in the Hirosaki apple tourism industry. Not only has a charming scenery, but also has an experience area, a data exhibition hall, an apple commissary and other facilities, and every year from China, Singapore, South Korea and other countries to experience the apple picking tourists flock endlessly, not only for the cultural tourism of Hirosaki City to make a great contribution, but also to the Hirosaki apple represented by the Aomori apple brand effect continues to amplify and promote.
Among them, it is not only the local apples that are delicious and delicious, but also because of their unique business strategies.
Hirosaki Apple Park did something right
1. Give play to the effect of apple origin
Hirosaki Apple Park itself was established in Hirosaki City, a major apple-producing city in Japan, where climate change is obvious and the environment is conducive to the growth of crops such as apples. Located in the advantageous apple production area, sufficient and delicious apple products provide the park with a large number of high-quality apples for sightseeing, and can also provide a variety of apple trees for picking, which greatly facilitates the development of cultural tourism.
2. Pay attention to historical and cultural effects
Hirosaki Apple Park has preserved various apple resources for nearly a hundred years, whether it is the current high-quality varieties or the varieties that have been eliminated, they are collected in it. There are varieties that have not been seen in China for many years, such as Qianqiu, Xu, etc., as well as newly bred new varieties of apples, such as Wang Huang, Noble Lady, etc., and there are also varieties imported from China and the United States, such as begonias imported from China, and the largest tree has more than 60 years old.
Tie Ding, director of the Agricultural Research Center of Yuanyi Think Tank and editor-in-chief of agricultural ginseng, pointed out that consumers do not consume culture, but consumers are interested in culture. In addition to the research value of the rich apple varieties in Hirosaki Apple Park, the rich varieties of apples in Hirosaki Apple Park can greatly expand the horizons of tourists as a collection exhibition. In particular, the mother tree of the centuries-old Fuji apple has also been preserved here, and visitors from all over the world can visit the ancestor of the delicious Fuji apple, which not only enhances the confidence of tourists in the choice of fuji apple, a famous brand, but also enhances the confidence of buying local apples in Hirosaki.
In addition, there are old Japanese houses in the park, which contain agricultural tools and daily life tools used by Japanese people, recording the evolutionary history and life changes of Japanese fruit tree management.
3. Enhance experiential cultural tourism services
In addition to the picking project of the ordinary picking garden and the visiting project of the ordinary theme park, Hirosaki Apple Park is equipped with a detailed full-process experience service. Not only can you experience apple picking, but also experience bagging, leaf cutting, artificial pollination and other activities, which greatly enriches the tourist experience, and a variety of interactive modes meet the parent-child experience needs of different families. In addition, the park is also equipped with a narrator to personally guide visitors to the apple orchard, and to guide the various precautions when picking apples and the various tricks to identify ripe apples. The narrator will explain the picking techniques and which apples are suitable for picking in season, and demonstrate them for themselves. Compared with the cluster picking after a simple understanding of the picking method, the professional guided experience reduces the damage of tourists to the picking garden, and increases the immersion experience of tourists while enabling tourists to gain more professional knowledge. As a result, it attracts many tourists from home and abroad.
4. Extend the binding of derivative products
In addition to more than 20 apple varieties to pick from August to November, the park also has derivatives other than apples to choose from. Among them, the shopping place Apple House, there are also duty-free shops, and there are many kinds of goods. Beautifully packaged apple juice, cider, canned apples, apple snacks, apple delicacies, and even apple peripherals, combined with Japan's unique two-dimensional publicity, can trigger the impulse of tourists to buy, and the park in addition to a certain economic income generation, but also through other apple derivatives to spread the Hirosaki apple brand through other channels. For example, the vast number of wine lovers, snack lovers, two-dimensional enthusiasts, these tourists are in addition to harvesting different experience surprises, to varying degrees of Hirosaki Apple brand reputation spread out. This drives the sale of local apples themselves.
The successful experience of Hirosaki Apple Park
The successful experience of Hirosaki Apple Park has also brought us a lot of inspiration in China.
Take the Apple Theme Park in Changping, Beijing, for example. Its total area of 706 acres, divided into sightseeing picking area, variety display area, exhibition display area, water leisure area and facility cultivation area and other five functional areas, whether from the size of the site, the scale of varieties, the content of park activities, a variety of functional experience which aspect, are ranked in the forefront of the modern apple park. However, because Beijing is not the main producer of mainland apples, its effect of driving local apple brand promotion nearby is relatively small. Although there are many well-known apple brands in the mainland, such as Shandong and Shaanxi, there are no theme parks of similar level for cultural tourism promotion in the local area. For example, the famous Qixia apple has a bright appearance, smooth fruit surface, rich nutrition and excellent taste, and the local apple theme park is only for walking and viewing, and there is no related promotion, which has not formed a synergy with the brand products.
Mr. Tie Ding, director of the Agricultural Research Center of Yuanyi Think Tank and editor-in-chief of agricultural ginseng, pointed out that there are three major aspects of Hirosaki Apple Park in Japan that are worth learning from.
1. The product is combined with cultural tourism
Integrating local agricultural products with cultural tourism, and connecting all aspects of agricultural production to tourism activities, it is possible to form a theme park that integrates visiting tourism, labor experience, parent-child interaction, science education, commodity sales, catering and gastronomy, and cultural publicity. Form an agricultural tourism industry with local characteristics: use cultural tourism to drive the sales of local products and accelerate the promotion of local brands; at the same time, provide product support for cultural tourism with local brand products to enhance the tourist experience.
2. Strengthen local cultural publicity
At present, the types of cultural tourism attractions in many areas are similar, and the characteristics are not prominent. After the visitor visits, all but the most important features are later forgotten. In view of this phenomenon, we can focus on local products, focus on the promotion of local culture, create characteristic cultural tourism attractions, repeatedly highlight local characteristics, and give tourists different tourism experiences. For example, in areas rich in rice, you can launch a variety of rice models to design a rice cartoon image; in areas rich in pumpkins, you can create a pumpkin model, design the pumpkin surrounding, and the whole journey scenery is mostly based on pumpkins. Use local products to drive the development of local cultural tourism, and at the same time, it can better promote local cultural characteristics to the outside world.
3. Focus on immersive experiences
When domestic theme parks operate cultural tourism, they can learn from the experience of Hirosaki Apple Park. Enhance the immersive service experience while providing interactive activities for visitors. Let travelers experience more refined service while visiting and operating. Through the segmented zoning explanation, tourists can obtain relevant knowledge while visiting, harvest economic benefits and improve the professional quality of tourists.
Teacher Tie Ding pointed out that the mainland is a big producer, export and consumption country of apples. The main production areas are in Shaanxi, Shandong, Henan, Shanxi, Hebei and Gansu. In the production areas with geographical advantages, the close integration of the fruit industry with tourism and the creation of a Chinese model or model is an effective way to revitalize the countryside.
Resources:
[1] Liaoning Apple Garden: Aomori Apple Inspection Report No. 3 - Hirosaki City, Japan
[2] Rainbow Gang: In the summer small forest, I have a date with Aomori at 18°