Text | Yi Yi
Editor| Shi Can
"I didn't lie to you! This grape is here to repay the favor! ”
Xiaohongshu user Xia Zi bought fruit on Xiaohongshu for the first time, spent 88 yuan to buy 5 pounds of A-grade sunshine roses, she called this shopping experience "safe to get off" and shared it with Xiaohongshu.
Natsuko has only 31 followers in Little Red Book, but this note to share "Sunshine Rose" unexpectedly received more than 4,000 likes and 572 collections.
At the beginning of its existence, sunshine rose grapes were sold for up to 500 yuan a bunch abroad, with an average of 10 yuan per piece. After 2015, sunshine roses began to become popular in China, and at that time, the price in supermarkets was once as high as 300 yuan a catty. However, the image of the high-luxury fruit of the sun rose grape has not been continued, and the price of the sun rose has fallen "off a cliff" in the past two years.
In August 2022, Sunshine Rose, known as the "Hermès of the Grape World", was on Weibo's hot search twice because of the "price plunge"; In the Little Red Book, there are more than 40,000 notes about the "Sunshine Rose", and 5,500 products related to the Sunshine Rose grapes are on sale, of which the average price of the largest variety of fruit grains does not exceed 20 yuan
From 300 yuan a pound to 20 yuan a pound, what happened to the sunshine rose in these 7 years?
In the third year of falling from the altar, I have made money and hurt my heart
The Sunshine Rose Grape is a new fruit cultivated by the Japanese Institute of Fruit Tree Science for many years until the 1990s, and the Japanese have refined it as a "luxury" and registered it as a regional public brand - "Haruoo". "Qingwang" has been high in price due to its small output and good sales.
In 2015, China began to introduce sunshine roses for batch planting, many fruit farmers abandoned other grape varieties to plant sunshine roses, and the planting scale expanded rapidly for a time, reaching tens of thousands of acres by 2016. At that time, the market was still in a state of short supply, with wholesale prices as high as 150 yuan per catty and retail prices as high as 300 yuan per catty.
In fact, before the sunshine rose was officially introduced to the market, the grape growing industry began to circulate the myth of "five acres of sunshine roses for big runs".
In 2012, Zhou Xiaojie bought 100 "Sunshine Rose" seedlings from Xu Weidong of the Shenyuan Grape World to plant in the vineyard, and after a small number of fruits in 2013, Zhou Xiaojie tasted such fragrant, crisp and sweet grapes for the first time, and there was a faint fragrance of roses, so he took all 5 acres of "Victoria" grape fields in his home into "Sunshine Roses". In 2015, the tree was long, and it was put into production in 2016, but the cultivation technology was not good enough to cause the grapes to be untidy, and finally the buyer paid a price of 2 yuan a catty, and Zhou Xiaojie decided to sell it himself.
In order to avoid the panicle shape and transportation affecting the sales of sunshine roses, Zhou Xiaojie cut a bunch of grapes into grapes and put them in a lunch box to sell in the WeChat circle of friends. A lunch box packed with a pound, priced at 30 yuan, high pricing to meet the consumer's curiosity psychology, and when Zhou Xiaojie sold hundreds of boxes, the supply and demand relationship also reversed, professional micro-business and fruit marketing team also came to the door, Zhou Xiaojie's "sunshine rose" also began to send to all parts of the country. In the end, 5 acres of land sold for 150,000 yuan, and the output value of 30,000 yuan per mu was 3 times that of the highest benefit of the original "Victoria".
And the myth of getting rich brought about by the sunshine rose has also created replicable possibilities in the industry. In 2017, a farmer in Jianshui, Yunnan Province, relied on 40 acres of sunshine roses and sold more than 7 million yuan; In 2019, Chen Guanghong of Tai'an Village in Xichang City, Sichuan Province, also began to plant sunshine roses, and the more than 7 acres of sunshine roses he planted sold for 1.07 million yuan in 2020, making a net profit of more than 900,000 yuan.
Class A Sunshine Rose 丨 Image Source Network
The positioning of high-quality net red fruits coupled with high retail prices has led to growers who are eager to plant sunshine roses and eager to reproduce the next myth of getting rich.
Therefore, in 2020, the planting area of sunshine roses has reached more than 800,000 mu, and the supply has increased significantly while the quality is difficult to guarantee, and the price myth naturally cannot be continued. Since its listing in 2020, the wholesale price of Sunshine Rose has mostly fallen to 10 to 30 yuan per catty.
According to the "2022 China Sunshine Rose Grape Industry Data Analysis Report" released by Yunguo Industry Brain, the planting area of sunshine roses in China in 2021 will be about 312,100 mu, a sharp increase of 211.79% in five years. Among them, Yunnan, Hunan and Jiangsu ranked in the top three with a planting area of 40,000 mu, 35,000 mu and 30,000 mu respectively.
Among them, only the sunshine roses grown in Yunnan are of better quality and the price is relatively high, which is due to the natural conditions of yunnan high altitude, strong ultraviolet rays, sufficient sunshine and large temperature difference between day and night.
In 2022, it is already the third year that the sunshine rose has fallen to the altar, and many industry insiders said: "The price of the sunshine rose is inevitable, and next year is very likely to be more miserable." This is due to the fact that all parts of the country are planting, the current planting area of the country has exceeded 1 million mu, and the regional planting span is very large, south to Yunnan, Guangdong, Guangxi, north to Liaoning, the climate and soil conditions are different, resulting in uneven quality. ”
Increased production has led to lower prices, which have been exacerbated by this year's exceptional weather.
The continuous high temperature has led to the maturity period of the various production areas tending to be consistent, and the sunshine roses in Sichuan, Hunan, Jiangsu, Chongqing and even Henan and Shaanxi have collided together, and the supply has increased in the short term, coupled with the decline in grape quality in the high temperature environment, which is also the reason for the continuous decline in prices this summer.
In Xichang City, Sichuan Province, the "hometown of China's late-ripening grapes", the inner volume of the sunshine rose is even more serious.
The area of late-ripening grapes here has exceeded 100,000 mu in 2020, and those sunshine roses that are not "out" enough to be "out" can only be sent to milk tea shops as raw materials, and even more are sent to a winery in Luzhou to make fruit wine on behalf of processing enterprises.
For the question of the sunshine rose grape being squeezed into the winemaking track, hedgehog commune has asked a number of agricultural science bloggers, and the answer is that this variety is not suitable for winemaking. Wang Huawen, head of the grape growing professional cooperative, also told the media: "Using sunshine rose grapes to make wine is too wronged by this variety, and the cost alone cannot be controlled." ”
The microcosm of the fruit price revolution
At the beginning, the sunshine rose was introduced to China, and its market response deeply changed the perception of viticulturers, who found that it was completely feasible to obtain high benefits by improving the fruit, and Chinese consumers had the willingness and ability to treat high-end fruits. As a result, "Sunshine Rose" has become the "forerunner" of the road to the cultivation of high-quality fruits without a price war.
However, due to profit-driven, the planting area of sunshine roses has expanded rapidly, and even blurred geographical restrictions, from north to south, from west to east, sunshine rose grapes have begun to be widely planted in China, which has also made the boutique return to the price of cabbage, all of which is like a microcosm of a fruit revolution.
There are two key factors for the return of sunshine roses to the price of cabbage: on the one hand, after mass production, due to the influence of congenital geography, climate and other factors, coupled with the poor planting technology in some areas, the quality is different and the taste difference is large; On the other hand, some growers pursue high yields per mu, excessive early, resulting in quality not up to expectations, this short-sighted approach not only destroys the market reputation of sunshine roses, but also seriously damages the interests of the industry.
Wang Haibo, an expert at the Institute of Pomology of the Chinese Academy of Sciences, said in response to this "price revolution" brought about by the sunshine rose that quality increase is the only way out of profit. He always believes: "The so-called high-end fruit is just a specific product in a specific environment, and it will definitely change dramatically with the changes in the environment such as consumption and cultivation." Price fluctuations are determined by the market, but the quality can be determined by itself, and high-quality varieties can still sell at good prices. ”
Cultivating the first generation of sunshine rose 丨 image source network
Chu Shijian, the founder of Chu Orange, also said that the relationship between supply and demand changes, and the fight is quality. Chu Shijian cultivated oranges to minimize the white hard stems and flocs in traditional oranges, but these details had never been paid attention to before, and it was many years before his peers realized the gap.
From niche boutiques to blossoms everywhere, the price revolution of sunshine rose grapes has completed the road of traditional grape varieties such as summer black and rose fragrance for ten years or more in five years, and the reason why it is so fast is also closely related to the environment of fierce competition in fresh e-commerce.
Fresh e-commerce is menacing, and the platform's explosive sales strategy can not only allow consumers to taste affordable products, but also bring small profits and high-selling channels for agricultural product growers. However, after being replicable and scalable, it may also hit the enthusiasm and enthusiasm of producing high-quality agricultural products at the production end. Eventually, some high-end fruit industries that would otherwise have the potential could lose their premium capacity and be short-lived in the market.