Abstract:In recent years, due to multiple factors such as climate change, improvement of planting technology and fluctuation of market demand, the yield and planting area of watermelon in mainland China have fluctuated to a certain extent. Specifically, in 2022, the output of watermelons in the mainland will reach 63.0231 million tons, and the planting area will be 14.8482 million mu, showing that the watermelon industry still maintains a high production scale. In the future, with the progress of agricultural science and technology and the optimization of agricultural policies, it is expected that the output of watermelon will maintain a steady growth, and the planting area may be adjusted according to the changes in market demand and planting efficiency. At the same time, with the improvement of consumers' requirements for food safety and quality, the watermelon planting structure may be further optimized to meet the diversified needs of the market.
1. Definitions and Classification
watermelon annual vines; The stems and branches are stout and have distinct ridges. The fruit is large, nearly spherical or oval, fleshy, juicy, smooth skin, and varied in color and ornamentation. The seeds are numerous, ovate, black, red, smooth on both sides, obtuse at the base, usually slightly arched at the edges, flowering and fruiting in summer. It is cultivated all over China, and there are many varieties, exocarp, pulp and seeds in various forms, and the most famous are Xinjiang, Lanzhou, Gansu, Dezhou, Shandong, Dongtai, Jiangsu and other places. There are various varieties of watermelons in mainland China, including small red gourds, black skins, yellow gourds, large characteristics and medium-fruited types, etc., each with its own characteristics, such as early spring red jade, black beauty, extra small phoenix, Ningxia selenium sand gourd and unicorn melon, etc., to meet different tastes and planting needs.
Second, the business model
1. Procurement mode
The procurement sources of the watermelon industry in mainland China mainly include local market procurement and direct procurement of watermelon origin, local market procurement is one of the main channels for selling watermelon purchases, you can find watermelon suppliers in local fruit and vegetable wholesale markets, farmers' markets or fruit stores, and establish long-term cooperative relations with suppliers to obtain better prices and quality assurance. Direct sourcing of watermelon production is to establish a cooperative relationship with watermelon producing areas to obtain fresher and cheaper watermelons, and at the same time, it can also improve the differentiated competitiveness of products.
2. Sales model
The sales model mainly includes traditional sales channels and online sales channels. Traditional sales channels include farmers' markets, supermarkets and fruit shops, providing consumers with a variety of varieties and price options. The online sales channel provides consumers with a convenient shopping experience and more choices through e-commerce platforms, while also providing consumers with price competition. Some companies also promote and sell by holding tastings, partnering with restaurants or night markets.
3. Cultivation mode
Watermelon and seedlings and varieties directly affect the yield and taste of products, with the increasing consumer taste, while the trend of environmental protection, green and sustainable continues to promote the development, enterprises began to pay attention to the application of environmentally friendly planting technology, the use of eco-friendly planting technology to reduce the use of chemical pesticides. At the same time, some enterprises have also begun to explore comprehensive technical measures such as self-root cultivation, soil treatment, and increased application of bio-organic fertilizer to improve the yield and quality of watermelon. In addition, in order to meet the needs of some consumers, new varieties with different characteristics such as disease resistance, stress resistance, and crispy taste are also continuing to emerge and develop.
3. Industry policy
The policy background of the watermelon industry in mainland China reflects the great importance that the state attaches to the healthy development of the agricultural industry, especially in the aspects of variety optimization, planting management and market expansion. Hainan Provincial Seed Station has passed the work of "Carrying out the Compliance Verification of Watermelon and Melon Registered Varieties", aiming to ensure that the field performance of watermelon and melon varieties is consistent with the registration information, provide farmers with guidance on scientific seed selection, and promote the stable development of the industry. The policy document issued by the Ministry of Agriculture and Rural Affairs focuses on improving the level of mechanization of agricultural product processing to reduce losses, improve quality, and then enhance the processing and transformation capacity of agricultural products, which is of great significance for the development of the processing and circulation industry of the watermelon industry and the increase of farmers' income. At the same time, the state has also provided a broader market space and development opportunities for the cultivation of watermelons and other crops by registering new varieties and promoting the comprehensive revitalization of rural areas.
Fourth, the development process
The development process of the mainland watermelon industry has experienced the recovery and development at the beginning of the founding of the People's Republic of China, to the in-depth cooperation between scientific research and production, to the rapid expansion at the end of the 20th century, and to the modernization and diversified development after entering the 21st century. After the founding of the People's Republic of China, with the implementation of land reform, the watermelon planting industry has been valued and supported by the government, and the planting area and output have gradually increased. After entering 1959, the Institute of Pomology of the Chinese Academy of Agricultural Sciences led the nationwide cooperation in scientific research and production, laying a solid foundation for the scientific development of the watermelon industry. In the 80s of the 20th century, watermelon planting entered a period of rapid development, the planting area expanded rapidly, the varieties became more and more abundant, and the annual production and supply were realized. In the 21st century, especially since 2008, the mainland watermelon industry has developed in a more modern and diversified direction with the help of modern agricultural technology and e-commerce platforms with the continuous support of the government.
Fifth, industry barriers
1. Financial barriers
Watermelon cultivation requires a certain initial investment and operating costs. From the purchase of land, seeds, fertilizers, pesticides, to the hiring of labor, the purchase of agricultural machinery and irrigation equipment, as well as the subsequent packaging, transportation and sales, etc., a large amount of capital investment is required, which is a big challenge for new entrants.
2. Provenance barriers
At present, domestic watermelon seeds are mainly hybrids, which can only be used for one generation, and the second generation will have trait separation and yield and quality decline, so high-quality watermelon seeds are the key to successful planting, but some high-quality varieties may be protected by intellectual property rights, and it is difficult for new entrants to obtain. In addition, the seed market is highly competitive, with new entrants spending a lot of time and resources selecting and developing high-quality varieties that are suitable for local growing conditions.
3. Barriers to scale and mechanization
In terms of scale, new entrants need to invest heavily in expanding acreage, establishing stable sales channels, and dealing with the competitive landscape that has developed within the industry. In terms of mechanization, despite the impetus of technological advances, the industry is still not sufficiently mechanized, and new entrants face the additional challenge of purchasing, maintaining and operating modern agricultural machinery, which increases production costs and technical barriers. Therefore, the barriers of scale and mechanization have become important obstacles for new entrants to enter the mainland watermelon industry.
4. Channel barriers
The sales channels of watermelon mainly include wholesale markets, supermarkets, e-commerce platforms, etc., which have formed a relatively stable supply chain and customer relationships, and new entrants need to spend a lot of time and energy to establish their own sales channels. At the same time, since watermelon is a seasonal agricultural product, new entrants also need to have high market forecasting and risk management capabilities.
Sixth, the industrial chain
The industrial chain of the watermelon industry in mainland China covers the supply of seeds, fertilizers and pesticides in the upstream, to the planting and processing in the midstream, and then to the sales link in the downstream, forming a complete and close industrial value chain. Upstream, a number of well-known enterprises such as Yuan Longping Agricultural High-tech Co., Ltd., etc., provide high-quality seeds, fertilizers and pesticide products to ensure the starting point advantage of watermelon planting. The midstream includes Jinjiang Wanggua Food Co., Ltd., etc., through advanced planting technology and processing methods, to enhance the added value of watermelon and meet the diversified needs of the market. Downstream, e-commerce platforms, fruit stores, large supermarkets and convenience stores and other channels provide consumers with convenient and rich purchase choices, realizing the efficient circulation of watermelons from the field to the table. The efficient operation of the industrial chain has promoted the sustainable development of the watermelon industry in mainland China, and also brought more high-quality and safe watermelon products to consumers.
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