Luwang, April 29 (Reporter Li Xiaochen) Roses always remind people of romantic and strong love. In Pingyin, Jinan, the life of roses has been endowed with diversified values and carries functions beyond the past.
Through the unremitting efforts of generations of Pingyin people, Pingyin's rose industry continues to grow and develop. From rose buds to flower crowns, flower cakes, essential oils, cosmetics and other products, Pingyin County continues to "upgrade and shift" the rose industry, optimize product research and development and upgrading, and make Pingyin rose products diversify and high-end.
Today, the rose industry has bloomed everywhere in Pingyin, realizing the symbiosis and co-prosperity of the whole industrial chain such as planting, processing, research and development, cultural tourism, etc., with a brand value of 3.175 billion yuan and a comprehensive output value of 6 billion yuan.
On April 26, the 2024 Rose Products Expo and Rose Culture and Art Festival opened in the "Fanglei • Rose Township" scenic spot in Pingyin County, Jinan. The Rose Products Expo has been held for 7 years since 2018, and it has not only become a major festival for the people of Pingyin, but also an important window to show the high-quality development of Pingyin's rose industry to the world.
At the opening ceremony of the same day, a variety of new rose products such as rose essential oil gelatin pills, rose anthocyanin liquid drink, rose collagen suspension oil secondary throwing essence, prebiotic rose liquid plant drink Zhen Changmeitong, rose health ripe tea, 1+1>2 morning C and evening A tea, rose aromatic magic oil, rose skin care essence oil and other new rose products were unveiled, showing the vitality of Pingyin rose's characteristic industry towards the "new".
"Policy-based insurance + contract farming"
Consolidate the foundation for the development of the rose industry
To achieve the multi-format development of the whole industrial chain, it is inseparable from the basic support of the primary industry. In recent years, Pingyin County has been steadily developing the primary industry, committed to building an organic, green and ecological rose base, and successfully established a national agricultural standardization demonstration zone, a provincial modern agricultural industrial park, and a national geographical indication protection demonstration zone. At present, the rose planting area in Pingyin County has reached 60,000 mu, with more than 100 kinds of rose cultivars, with an annual output of 20,000 tons of rose flowers.
In order to improve land utilization rate and expand the scale of rose planting, Pingyin County actively develops weir and roadside roses, encourages intercropping of flower grains and anthers, digs deep 78,000 acres of available land space, and steadily increases the planting area of roses. In addition, try the "enclave" model, actively export Pingyin roses to other places, alleviate the pressure of cultivated land in the county, transfer part of the primary processing capacity, and make room for promoting the high-end development of the industry.
In terms of enriching planting varieties, we will increase the introduction and cultivation of Bulgarian white roses, Damascus roses and other varieties suitable for intensive processing of cosmetics, further enrich the types of rose raw materials, and also provide sufficient raw material support for the development of the rose industry.
In order to dispel the concerns of flower farmers, Pingyin County implements a new model of "policy insurance + order agriculture", and the income per mu of rose planting is 3,000 yuan higher than that of ordinary crops, which improves the enthusiasm of flower farmers.
It is reported that this year, Pingyin County will also promote the construction of rose germplasm resource bank, focusing on germplasm protection, scientific research, variety cultivation and other aspects, to build the country's first rose germplasm resource bank. Relying on the national reserve forest project, expand the rose planting area by 2,000 acres and strengthen the foundation for the development of the rose industry.
Rose industry "upgrade shift"
Promote the multi-level development of products
From rose buds to flower crowns, flower cakes, essential oils, cosmetics and other products, Pingyin County continues to "upgrade and shift" the rose industry, optimize product research and development and upgrading, accelerate the promotion of Pingyin rose products to high-quality products, and constantly extend the industrial chain to improve the added value of products.
With the introduction and implementation of a package of policies such as "Implementation Opinions on the Creation of Pingyin Rose High-quality Product Production Base" and "Implementation Opinions on Further Accelerating the Development of Rose Industry", as well as the use of new technologies and new processes, a number of rose deep processing enterprises have emerged in Pingyin, and various rose processing products have also developed to multiple levels.
In the product exhibition hall of Shandong Huamei Biotechnology Co., Ltd., a variety of rose products are eye-opening, the textiles made of rose fiber have a strong floral fragrance, such as perfume that can be worn; rose wine realizes the perfect fusion of floral and fruity aromas, and the taste is mellow; rose masks, rose essential oils and other kinds of rose cosmetics. Shandong Fanglei Rose Group Co., Ltd. produces a series of rose products of "one flower, one water and one essential oil", including rose crown tea, rose warm tea, rose hydrosol, etc., as well as rose flower cakes, rose paste, rose ejiao cake and other peripheral products, which are exported to many countries and regions, and are widely praised by markets and consumers at home and abroad. Shandong Huinong Rose Co., Ltd. has realized the industrial production of domestic rose essential oil and rose hydrosol many years ago, and rose essential oil, as the company's flagship product, 90% of the output is exported to foreign countries, and cooperates with Qilu University of Technology, Shandong University of Traditional Chinese Medicine, and Bloomage Biotechnology Co., Ltd. to establish Shandong North Beauty Valley Cosmetics Research Institute. Jinan Lanfei Rose Biotechnology Co., Ltd. conducts product research and development around food-grade rose petals, rose tea, rose sauce and high-purity rose essential oil......
In order to continue to extend the industrial chain with high quality, Pingyin County has built a high-end rose industrial park with high standards, established the Pingyin Rose Research Institute, cultivated and strengthened leading enterprises, strengthened the deep processing of products, and improved the technical threshold. Up to now, there are more than 40 production and processing enterprises, and the rose series products involve many fields such as medicine, chemical industry, food, spices, cosmetics, etc., forming more than 140 varieties of eight product series, and the brand influence and market share of Pingyin Rose have been greatly enhanced.
The integrated development of the "Rose +" industry
A variety of new models are emerging
Integration and innovation is a new driving force for industrial transformation and upgrading. While "stabilizing the primary industry" and "strengthening the secondary industry", Pingyin County vigorously promotes the integration of the three industries, actively creates the "Rose +" industrial model, and improves the level of the whole industrial chain. Rose + cultural tourism, rose + e-commerce, rose + service and other models continue to emerge, and the deep integration of the rose industry with cultural tourism, e-commerce, exhibition and other industries continues to innovate and promote.
In recent years, Pingyin County has vigorously developed the e-commerce economy, relying on the new model of "live broadcast + e-commerce" integrated retail, increasing the R&D and promotion of intelligent rose picking, and promoting the digital construction of the rose industry. In order to allow enterprises to reduce costs, Pingyin County and Ali Digital Village have reached a cooperation intention to build a local warehouse in Pingyin to shorten logistics costs. The "Impression Rose" International Exhibition Center and 30 town and village e-commerce service sites have been built, and the Pingyin Rose E-commerce Industrial Belt has been successfully selected as the "Shandong E-commerce Industrial Belt" in 2023.
Pingyin County has built cultural tourism projects such as the "Jade Belt Rose" Rural Revitalization Qilu Model Demonstration Zone, the "Rose Township" Pastoral Complex, and the "1314 Rose Style Theme Block", and built high-quality "four boutique routes" such as the Rose Valley Agricultural Tourism Industry Demonstration Ring, the Fanglei Rose Cultural Tourism and Leisure Ring, the Yudai River Waterfront Recreation Ring, and the Qilu Rural Revitalization Model Display Ring, so as to promote the development of the cultural tourism industry with the "Rose +" industry radiation.
From the substantial increase in rose production, to the initial processing and deep processing of roses, and then to the perfect layout of the industrial chain, Pingyin's "rose economy" has become more and more prosperous and has become a new bright spot in economic development. The coordinated development of the whole industrial chain has promoted the Pingyin rose industry to achieve quantitative expansion to qualitative improvement, injecting new vitality into economic development. In the future, Pingyin will continue to deepen the reform and innovation of the rose industry through scientific and technological innovation, brand building, market expansion and other ways, promote the high-quality development of the whole rose industry chain, so that "appearance" can be better transformed into "output value", and "rose economy" will continue to "add color and fragrance" to the development of Pingyin.
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