Loading...
"Science and technology is productivity", Xixian Yulu fragrant pear, as a masterpiece of Chinese scientists, is currently one of the best pear varieties in China. Recently, during the 2024 China Brand Day, Liang Shaojie, deputy secretary of the Xi County Party Committee and county magistrate, said in an interview with reporters that Yulu fragrant pear in Xi County is in the first echelon of the country in terms of scale, output and reputation, the planting area has exceeded 230,000 mu, the output exceeds 70 million catties, and the regional brand value has reached 8.743 billion yuan, 80% of the county's arable land is planted with fruit trees, 80% of farmers are engaged in fruit production, and 80% of agricultural income comes from fruit trees, 80% The poor households rely on the pear fruit industry to achieve poverty alleviation, and the pear fruit industry dominated by Yulu fragrant pear has become the leading industry for farmers in the county to increase their income and get rich.
"Connecting with pears" allows "Created in China" to take root and grow
Xi County is located in the core area of the Loess Plateau at 36° north latitude, recognized by the world's pear fruit experts, and has a history of more than 3,000 years of pear fruit planting. As early as the Ming and Qing dynasties, "Xizhou Golden Pear" became a court tribute.
Xi County has rugged terrain, moderate altitude, suitable climate, sufficient sunshine, long frost-free period, and large temperature difference between day and night, which is especially suitable for the growth of pear fruits. Beginning in the 50s of the last century, in order to plant pears better and more in line with market demand, Xi County fruit tree experts and pear farmers have introduced more than 140 new excellent varieties for observation and screening, and finally found that in the 80s, the "Yulu fragrant pear" introduced from the Institute of Pomology of Shanxi Academy of Agricultural Sciences was particularly surprising when planted in this land of Xi County, and it can be said that the potential of this new pear fruit variety was 100% explored.
Yulu fragrant pear is one of the very few self-cultivated pear fruit varieties in mainland China, the source is the hybrid of Xinjiang Korla pear and Hebei snow pear, which not only inherits the excellent quality of Korla fragrant pear pulp, but also takes into account the large shape and beauty of snow pear, with thin skin and fine flesh, juicy and no residue, small kernel, sweet and nutritious and many other advantages. He won the title of "Chinese Pear King" in the National Pear King Competition, and was praised by many pear experts as "the juice hanging on the tree" and "China's first pear".
After 1984, Xi County firmly took "Yulu fragrant pear" as the main direction of attack, improved the quality of pear fruit, increased the income of pear fruit, and made the pear industry a cash cow and cornucopia for farmers to get rich. In 1999, Xi County was named "the hometown of China's golden pear" by the Ministry of Agriculture, in 2001 it was named "the hometown of China's pear" by the Ministry of Forestry, in 2010 it was identified by the Shanxi Provincial Government as "one county, one industry" Yulu pear production demonstration base county, in 2015 by the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China as a national export fruit quality and safety demonstration base county, and in 2017 it was approved as a national ecological origin product protection demonstration county.
For a long time, let the "sweet industry" become a "sharp weapon" to get rich
The successive county party committees and county governments of Xi County have aimed at the Yulu fragrant pear industry, focusing on the goal of building a "pear fruit demonstration county", with the determination of "drawing a blueprint to the end, one term after another", cohesively developing the Yulu fragrant pear industry, actively focusing on supplementing the chain, strengthening the chain, and extending the chain, promoting the development of the whole pear fruit industry chain, and building a "pear fruit +" multi-format development trend.
In terms of supplementing the chain, we will focus on strengthening the planting, processing and marketing chains. Focusing on standardized production, we have built 18,000 acres of integrated water and fertilizer orchards, 5,000 acres of smart orchards, and built more than 2,000 acres of four disaster prevention and mitigation technical facilities, laying the foundation for the branding and high-quality of the pear fruit industry. The establishment of Xixian Yulu pear data platform and digital trading center, the research and development of Yulu pear intelligent sorting line, the new intelligent fruit sorting line 5, to achieve the development of Yulu pear industry digital design, intelligent operation, information management, convenient production area and traders of the effective docking, promote the pear industry from traditional planting to standardization, intelligence, digital direction.
In terms of strong chains, we will focus on expanding the chain of excellent production, excellent addition and excellent sales. By promoting the gathering of funds and talents, and carrying out high-frequency publicity activities, we will effectively achieve excellent production, excellent addition and excellent sales. In terms of "strengthening the capital chain", we coordinated with financial institutions such as CCB Shanxi Branch to leverage credit funds, launched low-cost financial products, and implemented the first loan policy for small, medium and micro enterprises; The establishment of enterprise emergency working capital, a total of more than 38 million yuan has been used; Increase fiscal and tax support, and implement more than 11 million yuan of tax refunds. In terms of "strengthening the chain" of talents, we have jointly built an experimental station with the Shanxi Academy of Agricultural Sciences, established an e-commerce training base, cultivated e-commerce talents, and injected vitality into market players; Implement various incentive policies such as small promotion regulations, specialization, special innovation, etc., to help the development and growth of pear fruit enterprises; Implement the project of attracting local talents in rural areas, establish a pairing contact system, play the "nostalgia card" and "nostalgia card", and mobilize local college students to return to their hometowns for employment and entrepreneurship; More than 8,600 people have been trained to improve the quality of pear farmers in 76 sessions, and the standardized production and intelligent management level of Yulu fragrant pears have been comprehensively improved. The digital origin warehouse was launched, the 6th Yulu Fragrant Pear Picking Festival was held, and the "Five Inputs and Ten Sales" activities were carried out in a solid manner, which effectively expanded the market influence and marketing scale of Yulu fragrant pears in Xi County.
In the extended chain, it is mainly to lengthen the pre-production, production and post-production chains. Xi County Rural Village-level Collective Economic Development Investment Co., Ltd. and 7 township-level subsidiaries have been established, 70 village-level cooperatives have been united, with an investment of 12 million yuan, and the model of "city and county companies + village-level cooperatives + leading enterprises + farmers" has been adopted to cooperate in building factories, and implementing pre-production, production, and post-production supporting services for pear fruits, with an estimated annual output value of 34.86 million yuan. In terms of the extension of the processing industry chain, Shanxi Rendao Biotechnology Co., Ltd. was introduced to develop "Nian Ji Qing" Yulu fragrant pear paste; Give full play to the technical and talent advantages of Xixian Yulu Liquor Co., Ltd., and develop the "Pleasure of Enjoyment" Yulu Liquor; With the help of the processing platform of Xizhou Tiantian Beverage Co., Ltd., high-quality products such as pear juice of "Tiantian Beverage" have been launched. In terms of the extension of the marketing industry chain, we will vigorously develop e-commerce around the pear fruit industry to solve the problem of pear fruit sales based on Yulu fragrant pears. A total of 952 e-commerce start-up teams have been established in the county. Among them, there are 135 rural e-commerce service stations, 86 professional cooperatives, 215 various companies, 516 self-employed households, and more than 100 online stores on Taobao, Kuaishou and other platforms. There are more than 20,000 e-commerce teams in the county, forming an "ant army" with thousands of troops. The development of e-commerce has opened up a broad market for the marketing of pear fruit products in Xixian County, and also driven the development of e-commerce enterprises. For example, North Latitude 36° E-commerce Co., Ltd. has annual sales of more than 10 million yuan.
The Yulu fragrant pear industry in Xi County has had a significant impact on the poverty alleviation and rural revitalization of Xi County. In 2023, the per capita net income of poverty alleviation households in the county will reach 13,984 yuan, and the income from fruits alone will reach more than 10,000 yuan. Yulu fragrant pear in Xi County is known as the policy warm-hearted pear, rural revitalization pear, and common prosperity pear by the masses.
Brand building Not all Yuluxiang is called Xixian Yuluxiang
Liang Shaojie said that in the brand building of Yulu fragrant pear, Xi County mainly does a good job in variety, quality and brand, takes the road of "brand leading industrial development", uses brand building, enhances industrial competitiveness, and has achieved results that cannot be achieved by conventional road development.
The breed is leading. Agricultural branding, variety is the key, the variety is not good, quality and brand will be problematic. Xixian Yulu fragrant pear is one of the best pear varieties in China. Compared with the old varieties in many old pear areas, Yulu fragrant pear in Xi County is the "fragrant and sweet" in the fruit market.
Brand leading. Unlike many pear-producing areas across the country, Xi County created a brand during the period when the products were "selling well" or even "selling well". The development of Yulu fragrant pear industry in Xi County takes the road of "brand leading", using brand building to enhance industrial competitiveness. If it is said that in 1984, the introduction of "Yulu fragrant pear" in Xi County was an unintentional move, then in these years, Xi County held a pear blossom festival and a picking festival, and went north and south to promote Yulu fragrant pear in Xi County, which was to consciously build the Yulu fragrant pear brand in Xi County. Especially in recent years, Xi County has actively built pear fruit culture, used pears as a medium, accelerated the integration and development of industries, and created new brands and new products with more market competitiveness. To a certain extent, "Yulu fragrant pear" has become synonymous with Xi County, and the branding has expanded the popularity of Yulu fragrant pear in Xi County, and won the right to speak in the market for Yulu fragrant pear in Xi County.
E-commerce sales. E-commerce is the highlight of the sales of Yulu fragrant pears in Xi County, and it is also the reason why Yulu fragrant pears in Xi County quickly became popular throughout the country. Although the proportion of online sales of Xixian Yulu fragrant pears is not the largest, another major benefit of online sales is that it breaks the constraints of time and space, making "Xixian Yulu fragrant pears" famous in a shorter time and in a larger range, and realizing the value increase. In addition, Xi County Yulu fragrant pear e-commerce, but also for Xi County people from the "old pear farmers" to "new pear people" to provide an opportunity and platform, increase jobs, adapt to the development of the times, to achieve real real benefits, Xi County e-commerce also from the "Yulu fragrant pear", grown into "Xi County agricultural products e-commerce" and even "Shanxi agricultural products e-commerce", broadened the horizons of Xi County people, gave Xi County people the confidence to go to the world, and won opportunities for the development of Xi County, which is the strategic significance of Xi County Yulu Xiang Pear E-commerce.
Not all Gyokuro incense is Xixian Gyokuro incense. At present, the brand value of "Xixian Yulu fragrant pear" has reached 8.743 billion, becoming a "model" of pear branding in recent years.
Editor: Lam Cheng Hong
Statement: Xinhua Finance is a national financial information platform undertaken by Xinhua News Agency. In any case, the information published on this platform does not constitute investment advice. If you have any questions, please contact customer service: 400-6123115
![Hala Yugong Township: Countdown to pear picking[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)