Harbin, the first Internet celebrity city this winter, not only brought fire to the enthusiasm of the north and south of the country for ice and snow, but also let the people of the whole country know: "It turns out that cranberries can be produced at our doorstep!"
On January 30, Taobao released the "Taobao Hidden Native Products Report", which sorted out and included a total of 102 "invisible native products" that have yet to be opened and well-known like cranberries nationwide according to the sales scale, consumption scale, and new store opening data of agricultural products on the platform in 2023. In addition to the Lu'an foie gras and Tongren matcha that were discovered by netizens some time ago, the Wagyu beef in Qiqihar and the dried cockroaches in Tengchong, Yunnan have also constantly refreshed the cognition of netizens, and the report has also been called "a new question bank for geography exams" by many netizens.
(Image source: Taobao 2023 Hidden Native Products Report)
Yunnan has become the province with the most hidden local specialties The northwest region has hidden more seafood and aquatic products
According to the "Taobao Hidden Native Products Report", Yunnan, Shandong, Jiangsu, Heilongjiang and Anhui are the five provinces with the most hidden local products, and Yunnan Province has jumped to the first place with 12 hidden local products, which not only contain fruits, nuts, mushrooms, fish, but also Dali's whiskey.
Located in the southwest border of the mainland, Yunnan, relying on the unique geographical environment and climatic conditions, coupled with the rich geomorphological environment, has become an ideal breeding base for many animals and plants.
In addition to the large-scale marketization of Baoshan coffee, Lincang macadamia nuts, Honghe blueberries, etc., "Tengchong dried cockroaches" has gradually entered the public eye. According to information from the Tengchong Municipal Bureau of Agriculture and Rural Affairs, in 2022, Tengchong, Yunnan Province will build a 35,000 square American cockroach (commonly known as cockroach) breeding base, with an output of 350 tons (dry products) and an output value of 350 million yuan. Because of its unique medicinal value, dried cockroaches have become a new industry in Tengchong.
It is understood that there are nearly 100 stores selling dried or dry powder of American cockroach in Yunnan on Taobao, and facial soap and facial mask with American cockroach as the main raw material are also sold on the platform.
The northwest region, which is farthest from the sea, is also surprised by the large-scale cultivation of seafood and aquatic products. Litopenaeus vannamei shrimp from Zhangye in Gansu Province and Yulin in Ningxia, hairy crabs in Weinan in Shaanxi Province, rainbow trout from Longyang Gorge in Qinghai, Xinjiang iceberg snow crabs that were sold to Jiangsu, Zhejiang and Shanghai in September last year, and Altay cold-water fish that went out of Xinjiang for the first time on Tmall Double 11 last year...... Scientists and technicians in the vast land again and again to explore and try, in the inland area to simulate a suitable for the survival of "seafood" artificial sea area, continuous iteration of technology to make many impossible possible, Ordos saline-alkali land even turned waste into treasure, not only to breed new ingredients, but also to improve the local ecological environment.
Caviar, black truffle, whiskey... Domestic cost-effective high-end ingredients are served on thousands of tables
Black truffle, foie gras and caviar are known as the world's three most delicacies. For a long time, they were often associated with the words "imported" and "high-priced", and in high-end restaurants, they became a discouragement for many people.
Today, high-end ingredients are still the favorite of gourmets, but the localization of these ingredients has given diners a richer choice. High-end ingredients such as foie gras, wagyu beef, and caviar cultivated in China have "settled down" in Anhui, Shandong, Zhejiang and other places, and the prices have all been "knocked down" under large-scale cultivation.
According to the "Taobao Hidden Native Products Report", the price of domestic caviar, foie gras, matcha and other ingredients is about half lower than that of imported ingredients, and more cost-effective domestic high-end ingredients are served to thousands of tables.
(Image source: Taobao 2023 Hidden Native Products Report)
At present, China accounts for 60% of the world's caviar production, and China's largest caviar production enterprise is in Zhejiang.
"As early as 1998, our start-up team founded the Sturgeon Breeding Technology Engineering Center of the Chinese Academy of Fishery Sciences, and embarked on the road of sturgeon breeding and breeding industry. Today, we are the number one in the world in terms of farmage. Xia Yongtao, executive general manager of Hangzhou Qiandao Lake Sturgeon Technology Co., Ltd., told reporters: "Through Tmall, our caviar can be enjoyed directly from the place of origin to the table, and consumers can enjoy it at a price much lower than that of Michelin restaurants." At present, our annual sales on Tmall exceed 10 million. ”
Xia Yongtao said that as many young people began to try to bring caviar into their daily lives, domestic caviar with guaranteed quality and affordable price has gained more and more consumers' love, and the high repurchase rate just proves that domestic caviar has entered thousands of households through Tmall.
In addition to ingredients, the localization of "foreign sake" is also in full swing. Whiskey, brandy, and vodka have also ushered in a new trend of domestic production.
In recent years, the goal of many liquor companies has become to make a Chinese whisky with "local taste and international vision". Many domestic brands have begun to vigorously develop domestic whisky, and foreign brands have also set up distilleries in China to try local brewing.
Zhang Shousheng, the person in charge of the Qingdao liquor flagship store that just opened on Tmall at the end of September 2023, said that Qingdao whisky will be officially launched in June 2023, and the price of the brand's flagship 700ml is about 299 yuan, and the taste is closer to the preferences of Chinese people and tends to be softer. "Different from the way imported whisky opens the domestic market, our brand currently has a large layout, with an online proportion of 40%, and the price is the same online and offline. ”
Zhang Shousheng said, "As a domestic whisky that is opening up brand awareness and recognition, online operation is a position that cannot be ignored. Since the opening of the Tmall flagship store, monthly visitors, sales, and searches have increased by more than 100%. 90% of consumers are male users, and the age group is concentrated in 31-35 years old, with Shandong being the most, followed by Guangdong. ”
According to the report, the average price of domestic whisky is 242.2 yuan, which is about one-fifth of the price of imported whisky of the same specification. Nine of the top 10 cities in terms of domestic whisky consumption are in the south.
From "can't eat" to "can afford to eat" The market for characteristic agricultural resources is broad and has great potential
With the joint efforts of production and research, many crops have gradually achieved localization, modernization and industrialization. Advanced aquaculture technology allows people in inland provinces to enjoy local seafood, extensive breeding and introduction actions make people afford to eat "super fruits", and the exploration of agricultural industrial clusters has brought the world's high-end ingredients down the altar and into civilian life. Delicacies that were once "inaccessible" can now be included in the options of three meals a day at affordable prices.
Li Pan, a rural science and technology commissioner in Guangzhou and an associate professor at the College of Food Science and Technology of South China Agricultural University, said that the mainland has a vast land and abundant agricultural resources. However, there are still many resources that remain untapped and unexplored. Agricultural resources are the most important link in the whole industry of agricultural product processing. The release of the "Taobao Hidden Native Products Report" provides effective information for the excavation of characteristic agricultural resources and the development of characteristic and advantageous industries. At the same time, it is of great significance for the local government to make use of local characteristic and advantageous resources and accurately realize the high-quality development of the local agricultural industry through the industrialization of modern food processing technology and the creation of tens of millions of explosive products.
Rooted in the "soil", reflecting the "special", forming the "product", more than 100 broken the information gap of the "hidden native products", behind not only the diversified, sufficient domestic demand power, but also show a broad consumer market, "invisible native products" is becoming a potential stock to promote the revitalization of the industry around the country.