Editor's preface: If the industry is prosperous, the countryside will be prosperous, and if the countryside is prosperous, the country will be prosperous. At the 2022 Central Rural Work Conference, General Secretary Xi Jinping emphasized that "industrial revitalization is the top priority of rural revitalization, and it is necessary to implement industrial assistance policies and do a good job in 'native products'". At present, the development of rural characteristic industries throughout the country, rooted in the "soil", embodied in the "special", the formation of "production", from the development of products to the development of industries, from the pursuit of quantity to the pursuit of quality, from the development of primary industry to the integration of primary, secondary and tertiary industries. Doing a good job in the "native products" article is rooted in the water and soil, in the farmers, and in the culture, which contains a beautiful picture of the revitalization of rural industries.
Xinhuanet launched a large-scale financial media report "Rural Flavor", recording the fresh stories of "local specialties" articles in various places, presenting a new pattern of industrial development of "one village, one product, one town, one industry, one county and one special", and let's look at the vivid practice of rural revitalization on the new journey.
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Guiyang, July 7 (Xinhua) -- Enjoy flowers in March and plum blossoms in June. From June to July every year, when you walk into Liuma Town, Ningbuyi and Miao Autonomous County, Anshun City, Guizhou Province, the plum trees all over the mountains are lush and green, and the bee sugar plums that are green and yellow are huge and full, and you can pick one and taste it at will, which is crispy and refreshing, and the taste is as sweet as honey.
In the past two years, Zhenning bee candy plum has become popular all over the country because of its excellent quality, and the average retail price in the terminal market exceeds 50 yuan, which is called "Hermes in Lizhong" by consumers who are eager to do so. Today, the small fruit has developed into a "sweet industry" with an output value of billions of yuan in Zhenning.
Local fruit farmers in Zhenning sell bee sugar plums at the Liuma Town Bee Candy Plum Trading Center. Xinhua net
A "sweet storm" is blowing across the country
On June 27, the 2024 Guizhou Zhenning Bee Sugar Plum Production and Marketing Matchmaking Conference was held in Guangzhou Jiangnan Fruit and Vegetable Wholesale Market, where nearly 100 merchants gathered to reach a number of production and marketing docking cooperation projects. On the same day, the Zhenning Bee Candy Plum brand image store jointly built by Yuexiu District and Zhenning County in Guangzhou City opened at the same time, and the store was also shoulder to shoulder.
After tasting Zhenning bee candy plums, Li Yamei, deputy director of the product development department of Guangdong Nanfang Youpin Operation Co., Ltd., was full of praise. "Zhenning bee candy plum has better taste and appearance than ordinary bee candy plums, and it is a high-end fruit among plums, which is very popular in super large metropolitan areas such as the Greater Bay Area." Li Yamei said.
Back to Liuma Town, the core origin of Zhenning bee candy plums, the scene is equally lively. During this time, a large number of foreign vehicles and fruit merchants poured into this small town in the southwest, and bee candy plums became a sought-after commodity, and even local hotels and guesthouses were hard to find.
In order to grab the first batch of Zhenning bee sugar plums on the market, Chongqing fruit merchant Zhong Jian came to Liuma Town at the end of May, from the beginning to negotiate with local growers to purchase, to the receipt and delivery of bee sugar plums after the market, Zhong Jian stayed in Liuma Town for more than one month. "By mid-June, the town was already home to six or seven hundred fruit buyers from other places, and they wouldn't be able to stay in a hotel unless they booked in advance." Zhong Jian said.
Chen Benhua, a fruit buyer also from Chongqing, said that the six hornets do not sell at all in the Chongqing market, and they usually leave at night and transport them to the fruit wholesale market in Chongqing in the early morning, "They are basically sold out at 10 a.m., every day." ”
According to the monitoring data provided by the relevant local departments, in 2023, the average price of Zhenning bee sugar plums will be 25.1 yuan/jin, and the average retail price in the terminal market will reach 51.5 yuan/jin.
Ten years of tree cultivation to build a solid quality advantage
Good mountains, good water and good climate are important conditions for cultivating high-quality bee sugar plums. The main producing area of Zhenning bee sugar plum belongs to the special low-heat valley microclimate zone of the Beipan River Basin, with low altitude, long frost-free period, large temperature difference between day and night, less rainfall, sufficient sunshine and other climatic conditions and special soil composition environment are particularly suitable for planting bee sugar plum, and the bee sugar plum produced has an excellent taste.
In addition to the unique natural environment, the excellent quality of Zhenning bee sugar plum also relies on the careful cultivation of local scientific and technological workers and fruit farmers for many years. At the beginning of the 21st century, Zhenning invited city and county agricultural science and technology experts to carry out variety improvement work on bee sugar plums, and after more than ten years of optimization and breeding of improved tree species, the quality of Zhenning bee sugar plums was "reborn". In 2014, Zhenning seized the opportunity of the new round of national policy of returning farmland to forests and began to promote large-scale replanting.
The local government of Zhenning has authorized the origin traceability code of bee sugar plum to growers who meet the requirements. Photo by Xinhuanet Lu Zhijia
In order to ensure "high quality", Zhenning has built 6 standardized planting demonstration sites for bee sugar plums in core production areas such as Liuma Town and Liangtian Town, demonstrating and improving the standardized planting level of the bee sugar plum industry. In addition, the Zhenning Bee Sugar Plum Industry Development Center has also compiled 7 local standards (site environment, production and planting, seedling breeding, green prevention and control of diseases and pests, storage and preservation, harvest grading, processing and transportation), and issued the "Zhenning Bee Sugar Plum Planting Calendar" to provide scientific guidelines for farmers' standardized planting. In addition, 8 local standards for production management such as bee sugar plum cultivation, seedlings, fruits and planting, fertilization, and green prevention and control of pests and diseases have been compiled.
Liu Qiliang, a local fruit farmer, told reporters that although the bee sugar plum sales season is less than a month, the nearly 100 acres of bee sugar plum in his home need to be cared for all year round. "Pruning, weeding, fertilization, heat preservation, bud removal, and fruit screening are all indispensable, and they must be operated according to standards, and a little lazy is directly reflected in the yield and quality."
Liu Wenpiao, a fruit farmer in Liuma Town, picks bee sugar plums in his orchard. Photo by Xinhuanet Lu Zhijia
Ten years is like a day, breeding sweet fruit. In recent years, the quality of Zhenning bee candy plum has continued to improve, and it has successively won the national agricultural product geographical indication registration and protection certification, "National Quality Li Gold Award", "China Agricultural Brand", "China's Top 100 Iconic Brands of Agricultural Products", "Guizhou Province's Top 10 Regional Public Brands of Agricultural Products" and other titles.
As the leading agricultural industry of "one county and one industry", the "Zhenning Bee Sugar Plum" industry continues to grow. At present, the planting area of Zhenning bee sugar plum reaches 220,100 mu, which is the largest county in the country. According to statistics, in 2023, the production area of Zhenning bee sugar plum will reach 157,300 mu, with an output of 59,700 tons and a total output value of 3.001 billion yuan.
As the core production area, Liuma Town will also be on the list of towns with an output value of more than one billion yuan in rural characteristic industries in China in 2021 and 2022, becoming the only town in Guizhou that has entered the "1 billion club" by relying on a single agricultural industry.
Expand the "fruit powder" circle and broaden the "out of the mountain" road
On the basis of continuous improvement of the planting end and continuous optimization of quality, the local government of Zhenning has joined hands with leading enterprises to promote the linkage development of the regional public brand of "Zhenning Bee Candy Plum", the corporate brand of "Huangguoshu Fruit Industry" and the product brand of "Miss You". With the growing brand influence, the "fruit powder" group of Zhenning bee candy plum has grown sharply.
When the reporter met Wang Lin, a citizen of Guiyang, in Liuma Town, he was buying bee candy plums in a fruit store, and he purchased dozens of catties of bee candy plums, and then sent them to relatives, friends and colleagues all over the country by express delivery. "His plums were 'served in one pot' by me, it's not enough, I have to go to other homes to see, many colleagues from other provinces asked me half a month ago when the bee candy plums will be on the market." Wang Lin said.
Foreign merchants transfer trucks through the online freight platform to pull goods in Liuma Town. Photo by Xinhuanet Lu Zhijia
Recently, major e-commerce platforms and social media platforms have been opened, and various live broadcast rooms of Zhenning Bee Candy Plum have been "screen after screen". Liu Qiliang's daughter Liu Wenpiao just graduated from college this year, she tried to open online stores on Douyin, Baidu and other platforms, and brought goods live at the same time, "This year I am still learning and doing, but I didn't expect to sell 3,000 catties of fruit through e-commerce, and sold about 150,000 yuan." Liu Wenpiao said that she is not in a hurry to find a job, and wants to try to continue to make the family's bee candy plum industry bigger and stronger through new sales models such as e-commerce and adoption.
The reporter saw in Liuma Town that during the hot season, logistics companies such as SF Express, Post, Shentong, and Jingdong have set up points in the town to build a fast channel for bee candy plums to go out of the mountain. In order to ensure the freshness of bee sugar plums, orchards in major producing areas use the fastest timeliness logistics to ensure that bee sugar plums can achieve "send today, arrive the next day" in 265 cities in the province and the country. Chen Benhua and other foreign businessmen stayed in the local area, mobilized transportation capacity through online freight platforms such as Yunmanman, and sold a large number of bee candy plums to the whole country.
According to incomplete statistics, in the 2023 listing season, Zhenning bee candy plums will sell about 1,864 tons online, the number of e-commerce express orders will be 745841, and the online sales of various e-commerce platforms will exceed 150 million yuan, doubling sales for three consecutive years.
In the offline market, Zhenning has built a bee sugar plum sales system with Huangguoshu Fruit Industry Company as the leader of the production area, and integrated into the construction of the bee sugar plum sales system of growers, field brokers and township platform companies, giving full play to the leading advantages of the production area and establishing long-term and stable supply and marketing cooperation with channel merchants such as Shouyang Fruit, Baiguoyuan, Hema Fresh, Guinong Preferred, Hangzhou Kaipu Fruit Extract Technology, Chongqing Hongjiu, Sichuan Ecological Eslite, Shenzhen Nongduoduo Agricultural Products, and Beijing Xinfadi Market Management Company, so as to stabilize the sales market.
Zhenning bee sugar plum. Xinhua net
There are also hot troubles when it is hot. It turned out that when plums were listed in the past two years, all kinds of counterfeit "Zhenning bee candy plums" made it difficult for consumers to distinguish between real and fake. Local fruit farmers are worried that the genuine bee candy plums will not be sold, and secondly, they are worried that consumers will eat fake products and smash the signboard of Zhenning bee candy plums.
To this end, Zhenning County has made every effort to carry out anti-counterfeiting actions and set off a brand defense war. Every plum season, the local government sets up a comprehensive law enforcement team to carry out market rectification in the producing areas during the season. At the same time, the online anchors broadcast live in the Zhenning production area, but sold plums from other places and other behaviors were cleaned up and rectified. It also establishes special sales channels, unifies packaging boxes, and posts traceability codes to ensure that "real boxes are real plums".
Source: Xinhua News Agency