When I was a child, I chased and played around the lychee tree, the joy was infinite, and when I grew up, I was busy doing business around the lychee tree, and the creativity was continuous. Taking advantage of the opportunity of rural revitalization and new rural construction, Hongmeichun, a new farmer who graduated from Nankai University in the 80s, returned to his hometown and created the "Hongmei Li" brand in Zhenlong Town, Huiyang District, Huizhou City in 2017, which is a dried lychee fruit manufacturer with a production license in Zhenlong. Following the change of seasons throughout the year, "Hongmei Li" will successively launch lychee nectar, dried lychee fruit, lychee black tea, lychee wine, lychee mooncake, lychee dim sum and other four-season products. At present, related products have been selected as the top 50 huizhou souvenirs, becoming the benchmark of "Li". In 20 years, what has changed is the identity, and what has not changed is the complex of Zhenlong Lychee.
Hiromiharu
Complex: It is necessary to promote the "Zhenlong Lychee" business card
Because her father worked in Zhenlong, Hong Meichun grew up eating Zhenlong lychees. "Zhenlong lychee is a good memory of my childhood." Hong Meichun said that when June was full of sugar bubbles in childhood, when the lychees were ripe, under the pretext of helping the family pick lychees, he and his friends rushed to the lychee garden with bamboo baskets, picking lychees on the tip of their toes, and each time they had to go through a mouth addiction before officially working. Peeling off can be seen "meat, white as ice and snow", the entrance slurry is as sweet as honey, the snacks of that year did not have many choices, and the joy and memory basically came from lychees.
In 2000, Hong Meichun graduated from Nankai University and engaged in financial risk management in Foshan, and every year when the lychee was fragrant, she would return to Zhenlong to taste the taste of her childhood, and when she returned, she would also bring lychee to share with colleagues and recommend the taste of her hometown. "When I grew up, I always wanted to recommend the business card of 'Zhenlong Lychee', and now many customers are the customers who saved up at that time." She said.
After many years of wandering, Hong Meichun returned to Zhenlong and merged into the tea industry. By chance, she learned about "lychee black tea", coupled with the successful case of Xinhui Xiaoqing orange double geographical indication combination, she began to think: Zhenlong lychee quality is so good, why not try to make "lychee +" products, and improve the Zhenlong lychee industry chain, enhance the brand value of Zhenlong lychee.
In 2014, Hongmeichun used Zhenlong Lychee and Dianhong to customize the research and development of lychee black tea, and did not expect to be welcomed by the market as soon as it was launched. In 2017, Zhenlong's lychee was awarded the National Geographical Indication, coupled with the development of the Lychee Cultural Festival in Huiyang District, Hongmeichun registered Huizhou Hongmeili Ecological Agriculture Development Co., Ltd., focusing on building the "Hongmeili" brand, and began to develop and sell "Lychee +" products, and she also embarked on a road of literary and artistic new farmers.
Exploration: More than 1,000 experiments only seek not to destroy the quality of "Zhenlong Lychee"
"Hongmei Li" was the first to focus on dried lychee, lychee black tea and other dried fruit products, and at the beginning of its establishment in 2017, after obtaining the national production license of dried lychee, it is currently the only dried lychee fruit manufacturer with a production license in Zhenlong. After the product entered the market, while receiving market affirmation, it also received a lot of feedback. Through the analysis of customer feedback, Hong meichun found that whether the lychee fragrance in the product is stronger and more durable is the most concerned demand point of the customer, and it is also the urgent breakthrough of the products on the market.
Dried lychee, lychee black tea and other dried fruit products
"Just like lychee black tea, many customers will smell the smell of lychee when they get the tea, but many products on the market are added with flavor, and our team has discussed this issue, and the final answer is: you can't add flavor, otherwise it will not only waste the high-quality fruit of Zhenlong lychee, but more seriously, it will smash the signboard of Zhenlong lychee." Hong Meichun said. So they embarked on the road of research and development, and in the process, they invited a number of experts and senior fruit growers. In the end, they changed the traditional recipe of lychee black tea, converting the dried fruit into fresh fruit, because the preservation process of fresh fruit, the protection of sugar and the production process are more demanding, she and the team went through more than 1,000 repeated experiments to find the best formula. "In order to wait for the results of research and development, I laid a wooden board in the laboratory, slept directly when I was sleepy, and repeated it for more than a month, but fortunately got good results." She laughed.
In the lychee base of Daguang Village, Zhenlong Town, Hong meichun enthusiastically took out new products to recommend to reporters: "This is the new lychee fruit wine that will be launched this year's lychee season, after improvement, the fragrance of Zhenlong lychee is hidden deep into the wine, and when you lift the wine glass, you can smell the rich lychee fragrance, the taste is rich and rich, and the lips and teeth are fragrant." ”
As one of the products of the "lychee" brand name, Hongmeichun continues to increase its efforts in lychee derivative products, and in recent years has created deep-processed products of dried lychee, lychee honey and lychee mooncake, and at least one lychee product per season has become the new favorite of The Huizhou gift market. It has been rated as one of the top 50 handwritten letters in Huizhou and the top ten handwritten letters in Huiyang.
"We grasped Huizhou's promotion of souvenirs, integrated Zhenlong lychee, Huizhou history and lychee culture together, and created a lychee gift box, hoping to promote Zhenlong lychee through multiple channels." Hong Meichun said.
Development: Promote rural revitalization with Li as the introduction
"'Hongmei Li' originates from Zhenlong, returns to Zhenlong, and also seeks to promote Zhenlong." Hong Meichun believes that to create Zhenlong lychee brand products, more Zhenlong villagers are needed to join.
In the lychee season, "Red Mei Li" always purchases the lychees of fruit farmers at a price higher than the market price, and she prefers to compress the profits of her own products and ensure that the money bags of fruit growers are not discounted. "Every year during the lychee season, as soon as you open the door, you can see the fruit growers carrying the lychee to the door." Hong Meichun said that for the villagers who have surplus labor, he also invited them to join the positions of fruit selection, packaging, sales and so on. The output value of "Hongmei Li" reached 3 million yuan last year, and it is expected to exceed 5 million yuan this year, and will strive to break through the annual output value of more than 10 million yuan within 3 years.
At the Hongmei Li production base, two anchors under the fruit tree are promoting lychee products by telling the story of Dongpo lychee and the story of Zhenlong lychee. Hong Meichun said that in order to do a good job in the promotion of Zhenlong lychee, it is not only the hometown plot of some people since then, but also the inheritance. She encouraged local young people to join the marketing work of Zhenlong Lychee and let the brand enter more new vitality.
"In March, we have set up an e-commerce operation team to shoot a growth series of lychees and popularize and publicize Zhenlong lychees." Hong Meichun introduced that due to the impact of the epidemic, many people's consumption habits have shifted to online, and they must make online preparations before the arrival of the fresh fruit season. Simultaneously build online platforms such as Taobao stores, Tmall stores, and Jingdong stores to sell Zhenlong lychees in an all-round way.
Dongpo Lixiang Agricultural Tourism Demonstration Belt is a comprehensive demonstration belt that Huiyang District will focus on promoting construction this year. Earlier, Feng Yirui, secretary of the Zhenlong Town Party Committee, said that in the construction of a comprehensive demonstration belt, Zhenlong's unique cultural elements such as lychee, Hakka, and red will be highlighted, and efforts will be made to create a rural revitalization demonstration belt with local characteristics.
Combined with the company's development plan, Hong Meichun said that according to the plan, she plans to upgrade her lychee base to Lychee Manor, and tourists can taste various lychee products and visit its production process when they come to the manor to play. At the same time, it will also recommend tourists to the "Four And half-wai" Red Revolution Education Base not far away, so that more people can understand the red story of Zhenlong and the story of lychee.
Written by: Nandu reporter Zhang Jiapei Correspondent Zhang Weifeng