Loading...
On April 20th, the closing ceremony of the "Xunyi Malan Red Cup" Fruity Campus College Student Marketing Challenge was held at the Hubei Campus of Xi'an Shiyou University. In the competition in which 165 college student marketing teams from 29 colleges and universities across the country participated, Xunyi Malan red apples were sold to the whole country by "fast train".
Today, apple has become the leading industry in Shaanxi with the widest coverage, the largest number of employees, and the greatest benefit to farmers. As a revolutionary base area, Xunyi County regards the apple industry as a key magic weapon to promote the comprehensive revitalization of the countryside.
"As one of the top 20 counties in the modern apple industry in China, more than 70% of the income of the rural people in Xunyi comes from apples and related industries. Shi Hu, the magistrate of Xunyi County, said that in recent years, the county has continuously improved its brand value by building a brand innovation marketing model, and this competition is a rare opportunity for development.
Four years ago, in a retail management class at Xi'an Shiyou University, a Gansu girl shared about the unsalable apples in her hometown, which gave the teacher and students the idea of using their professional directors to help fruit farmers sell apples. In the first competition, students from Xi'an Shiyou University sold 1,673 boxes of apples for fruit growers. The potential of young students in helping agriculture has prompted the school to hold the second and third challenges, and the participating teams have gradually expanded to other universities.
In December 2023, Xi'an Shiyou University and the Xunyi County Government jointly launched the 4th Challenge to expand sales channels for Xunyi Malan red apples. The competition lasted for more than 4 months, and the participating teams radiated from Shaanxi to the whole country, and Fudan University, Zhejiang University, Changchun University, Shanghai University of International Business and Economics and other universities have joined the "circle of friends" to help farmers.
The competition lasted for more than 4 months, divided into two parts: marketing planning plan display roadshow and actual online marketing, participating college students used holidays and spare time to sell Malan red apples on the online platform, according to the comprehensive performance, through the school competition, the national competition preliminary round and the national roadshow finals selection, the final award.
"Allowing students to participate in sales and closely combining book knowledge with specific practice is conducive to the improvement of comprehensive marketing skills and social practice ability. Zhu Yanling, the instructor of the Changchun University team, said that this competition allowed Xunyi Malan red apples to step on the black soil, and also allowed college students to participate in the practice of helping rural revitalization.
"The children did research, wrote plans, and did live broadcasts, coming up with ideas and ways to sell apples for the people of Xunyi, which enhanced the brand influence of Xunyi Malan Red Apples and made us more confident in the development of the apple industry. Zhang Ailing, general manager of Shaanxi Deshengyuan Modern Agricultural Development Co., Ltd., a supplier of the challenge, said.
"Next year, we want to continue to participate in the competition and strive to use our professional expertise to make more high-quality local products out of our 'hometown'. Ma Juan, the captain of the "Wonderful Ideas Team" of Xi'an Shiyou University, who won the special prize, said.
(Text/Liu Guoying, Tao Yuqiong, Video Picture/Wen Chao)