Zhongning wolfberry: let "small wolfberry" become a "big industry"

China Development Network News reporter Liu Nian reported

On May 12, under the guidance of the China Brand Construction Promotion Association, sponsored by the Brand Communication Professional Committee of the China Brand Construction Promotion Association, China National Brand Network, and the Business School of Nankai University, and co-organized by the China Industry Newspaper Association, the media conference of the "China Brand Ten Years Road" development report was held in Deqing, Zhejiang. At the press conference, Meng Yuejun, deputy head of the People's Government of Zhongning County, Ningxia Hui Autonomous Region, introduced the industrial development and brand building of Zhongning County and Zhongning wolfberry, the "hometown of Chinese wolfberry".

Zhongning County is located in the central part of Ningxia Hui Autonomous Region, is named by the State Council as the "hometown of Chinese wolfberry", with three railways and four high-speed railways passing through the territory, with a total area of 3,369 square kilometers and a permanent population of 336,000 people, with a GDP of 23.1 billion yuan in 2023.

Why is Zhongning wolfberry good? Commonly known as "the Yellow River in the world is rich in Ningxia, Zhongning wolfberry is the world", Zhongning wolfberry, authentic treasures. Zhongning is located at 105.67 degrees east longitude and 37.48 degrees north latitude, which is the lifeline of the earth and has superior geographical elements of light, water, soil and gas. First, the sunshine is sufficient, with an average of about 3,000 hours of sunshine in Zhongning. Second, the temperature is suitable, the frost-free period in Zhongning is more than 160 days, and the effective temperature of more than 10 degrees Celsius reaches 3349 degrees Celsius, which is suitable for the balanced growth of wolfberry. Third, the water quality is alkaline, wolfberry is a weakly alkaline soil, and the quality of irrigation with brackish water is relatively high. The Yellow River passes through Zhongning, 68 kilometers from Zhongning County, the Qingshui River, a tributary of the Yellow River, flows into the upper reaches of Zhongning County. Fourth, Zhongning is the alluvial fan plain of the Yellow River, with flat terrain and deep soil, rich in a variety of minerals and trace elements such as lithium, zinc, iron, and selenium. Zhongning has 532 square kilometers of selenium-rich soil. The climate is suitable, Zhongning belongs to the plateau north temperate continental climate, the average annual temperature is 9.9 degrees Celsius, the average annual rainfall is 200 ml, the slime evaporation is 2000 ml, the drought is less rainy, the temperature difference between day and night is suitable, showing late spring warmth, short summer heat, early autumn coolness, and long winter. It is the best birthplace for the growth of wolfberry.

In 1961, Zhongning County was identified by the State Council as the only wolfberry production base county in the country. In 2001, the "Zhongning Goji Berry" geographical indication certification trademark was successfully registered, which is the first and only geographical indication certification trademark named after the country of origin in China. In 2009, it was awarded the China Famous Trademark and is the only geographical indication certification trademark for wolfberry products in China.

The "Compendium of Materia Medica" records that "the wolfberry used in the world is also produced". Since the Ming Dynasty Chenghua years, Zhongning wolfberry is the homology of medicine and food homology of the imperial court tribute, but also by the first batch of authentic medicinal materials certified by the country, thanks to the unique light and climatic conditions, Zhongning wolfberry than similar products in the country iron, zinc, lithium, selenium and other trace elements and wolfberry polysaccharide content, the amino acid content required by the human body is significantly ahead. In recent years, the concept of red wolfberry health has been deeply rooted in the hearts of the people, and "soaking wolfberry in a thermos cup" has become the standard for life experts, and fresh wolfberry has become a fashionable fruit loved by consumers with its roundness, sweetness and excellent color. Technological innovation has boosted the in-depth research and development of wolfberry, and a series of sophisticated products such as wolfberry wine, wolfberry puree, wolfberry light food, wolfberry mask, and wolfberry lipstick have been launched, with rich business formats, fashionable design, and people-friendly experience, providing a different kind of health experience for all kinds of consumers.

Meng Yuejun introduced that Zhongning will closely follow the work goal of "polishing a brand, driving an industry, developing a regional economy, and enriching the people", fully implement various favorable policies, stimulate the subjective initiative of enterprises, and make every effort to promote the high-quality development of the wolfberry industry.

The first is to issue standards and clean up the source. The "Zhongning wolfberry standard" was formulated and issued, and the standardized production of Zhongning wolfberry was fully implemented, with a stable base area of 180,000 mu.

The second is to cultivate the leader and strengthen the quality inside. We have worked hard to extend the chain and strengthen the chain, promoted the development of wolfberry industry processing parks and clusters, innovatively launched more than 110 kinds of deep-processed products such as wolfberry lipstick, chocolate, and facial masks, and cultivated 3 well-known trademarks in China, 12 famous trademarks in Ningxia, and 8 well-known brands in Ningxia.

The third is scientific and technological innovation, gathering momentum and accumulating energy. The Zhongning Goji Berry Innovation Research Institute was built, connecting 6 academicians of the Chinese Academy of Sciences and 2 academicians of the Chinese Academy of Engineering, and setting up 17 laboratories. It has successively obtained more than 80 independent patents, and launched more than 20 new products such as wolfberry capsules, special diets, and glycopeptides.

Fourth, industrial integration and external image. Launched Zhongning wolfberry selected for the 19th Hangzhou Asian Games and the 4th Hangzhou Asian Paralympic Games to officially supply wolfberry products, closely following the cultural tourism brand of "China Wolfberry Township • Healthy Zhongning", CCTV Landscape Home into Zhongning, to create 14 sightseeing experience cultural tourism bases such as Xizan, Qixin, Cixiangli, etc., 2 3A-level ecological wolfberry manors and wolfberry health experience halls, and vigorously promote the integrated development of "wolfberry industry + culture + tourism".

Goji berry is the characteristic of Zhongning, and it is an important support for leading Zhongning's agricultural economy. Meng Yuejun said that he will continue to take the ecological protection and high-quality development pilot area of the Yellow River Basin as the leader, and unswervingly take the development of wolfberry industry as the No. 1 task and the number one project of the county. This year, we will strive to achieve an output value of 15 billion yuan in the county's wolfberry industry, focusing on the following six aspects:

The first is to focus on intensive development and deepen the stability of the base. Adhere to the transformation and quality improvement of the old base with one hand, and the expansion and increment of the new base with the other, build 5 green and high-yield demonstration bases of 100 mu and 1,000 mu of modern wolfberry industry in Ningxia, insist on stabilizing the base and making efforts with both hands, and comprehensively promote the supporting cultivation technology of "good seed + good opportunity + good method", and demonstrate and drive the wolfberry industry to produce high yields, reduce costs, reduce losses, improve quality and increase efficiency.

The second is to focus on project construction and deepen the leading Baoqi. Through the integration of project funds, we will actively cultivate the development and growth of high-growth and technology-based enterprises, promote the leading enterprises in the enterprise, and give full play to the leading role of leading enterprises. Focusing on major national strategies and policy guidance, we will accelerate the construction of the national modern agriculture (wolfberry) industrial park and the Zhongning wolfberry industry high-tech demonstration park, and promote the high-quality development of the wolfberry industry.

The third is to focus on innovation and development and deepen the development of science and technology. Increase the "external introduction and internal training" of wolfberry scientific and technological talents and the cooperation between institutes and enterprises, dig deep into the value of wolfberry "medicine and food", accelerate the transformation of wolfberry scientific and technological achievements, so that "explosive products in products, and large single products in single products", and constantly expand the new track of Zhongning wolfberry deep processing products.

Fourth, focus on green development and deepen quality. Guide enterprises to actively apply for the use of the "Zhongning wolfberry" geographical indication certification trademark, build and improve the quality traceability system of Zhongning wolfberry, and strengthen the construction of agricultural materials centralized procurement, logistics centralized procurement, packaging centralized procurement and other systems through the mode of "determining production by land, signing by production, checking by single standard, guaranteeing price by standard, and stabilizing wolfberry by price", and strive to reduce the production and transportation costs of enterprises.

Fifth, focus on market construction and dig deep into the brand. Deepen the construction of the national Zhongning wolfberry market, improve the production mechanism of unified purchase and sales orders, and encourage leading enterprises to build Zhongning wolfberry marketing centers and official flagship stores of Zhongning wolfberry in the country to further expand the marketing market.

Sixth, focus on integrated development and deepen cultural revitalization. Focusing on the six elements of "food, housing, transportation, travel, shopping and entertainment", we will dig deep into the culture of wolfberry and the Yellow River, accelerate the creation of a demonstration belt for the integration of wolfberry culture and health care, a demonstration belt for wolfberry industrial tourism, and a demonstration belt for wolfberry picking and sightseeing, build a demonstration park for the integration of culture and tourism, and promote the integrated development of culture and tourism in the wolfberry industry.

At the same time, Meng Yuejun issued an invitation on the spot, the 7th wolfberry industry expo will be held in Zhongning County from June 21 to 22, sincerely invite friends from all walks of life to visit Zhongning, taste wolfberry, see the Yellow River, enjoy the beautiful scenery, watch the desert, feel the authentic treasures of small bone chickens, appreciate the vigor and vigor of the northwest, and go to the future together.