This summer, where is the brand exposed the most traffic and brightest? Olympics, of course.
Guan Fenxian, Belize Olympic adviser and president of China's Taishan Fellow Association, brought Shaoguan Lechang's golden plum to the Paris Olympics. In the video, he said: "Taste the golden fruit, win the gold medal, Guangdong Shaoguan golden plum, very crisp and sweet." In the shopping mall in Paris, local friends smiled when they saw the fruit called GOLDPLUM on the shelves: "Olympic gold medal, this is really "golden fruit"!
Lechang Golden Plum appeared in the competition venue of the Paris Olympic Games.
A series of overseas promotions, Shaoguan Lechang Golden Plum Olympic "famous scene" is just a side of the mountainous niche native products towards the "international fruit". The reporter interviewed in the production area, and the local cadres and masses all said that the golden plum is actually not worried about sales, so why has it continued to expand the brand sales in recent years? Zhang Jie, deputy mayor of Lechang City, said, "Because we feel that its future value is more than that. ”
How can niche fruits boldly go out?
The topography of Guangdong is low in the south and high in the north, and Lechang is in the northernmost part of Guangdong. "The last time I took Jiufeng Mountain, I needed to turn more than 300 turns." On the Jiufeng Mountain in Lechang, a niche fruit was produced - golden prune. "Raised in the deep boudoir", Lechang agricultural cadres are not reconciled.
Lechang golden prune. (Photo by Luo Xuemei)
In the past three years, the sales area of Lechang gold plum has expanded rapidly. In 2022, Golden Plum entered high-end supermarkets in Beijing and exported to Dubai; In 2023, Golden Tree Li will enter Xinjiang and appear on the screen in Times Square in New York, United States; This year, the golden plum appeared in the venue of the Paris Olympic Games, and on the shelves of the Paris supermarket, a box of Lechang golden plum was sold for 24.39 euros (equivalent to more than 190 yuan).
Lechang Golden Plum is on the shelves of supermarkets in Paris, France, at a price of 24.39 euros per box.
On the eve of the Olympic Games, Lechang Golden Plum started its export journey in mid-July, from Netherlands to France, attracting countless "foreign fans" on the streets of Paris and competition venues to cheer for the Olympic athletes. On July 26th and 28th, Lechang successively exported two batches of golden plums and flew directly to Europe from Guangzhou Baiyun Airport.
Rewind to two years ago. In July 2022, Lechang was preparing for the 2022 China (Lechang) Golden Plum International Network Festival and Lenong Premium Cloud Exhibition, and after discussions between the Department of Agriculture and Rural Affairs of Guangdong Province and the Lechang Municipal Government, the venue was moved to Guangzhou to directly face consumers in the Guangdong-Hong Kong-Macao Greater Bay Area. This is the beginning of the construction of the Lechang 12221 market system, and it is also the beginning of the Lechang gold Li brand.
In order to let the market know about Lechang Golden Plum, the Guangdong Provincial Department of Agriculture and Rural Affairs organized buyers to enter Lechang and go deep into the orchard. It was at this event that Lechang seized the opportunity to export the golden plum to Dubai. At the same time, under the coordination of the Dongguan Dalang Lechang counterpart assistance headquarters, the Lechang gold and plum vehicles were sent to Dongguan for direct sales in the Greater Bay Area. Beijing SKP supermarket on the shelves of Lechang gold plum, the price is 79 yuan / catty.
In 2022, Lechang Golden Plum has been put on the shelves of Beijing SKP supermarket, with a price of 79 yuan per catty.
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At the 2023 (China) Asia-Europe Commodity Trade Expo, Lechang Golden Plum appeared in Xinjiang, where there is never a shortage of fruits, but it was sought after by Xinjiang consumers: "Sweet and sour but not greasy, the taste is very layered". The plum brought to taste was sold out in a short time, and the exhibitors urgently transferred 2 cabinets (containers) of gold plum to the past, selling for more than 40 yuan per catty.
On July 16, 2022, Lechang Golden Tree Li Liangping New York Times Square, United States, in the view of the relevant person in charge of the Guangdong Department of Agriculture and Rural Affairs, building a brand should be held high, just like singing to be on the "good voice of China", and local products should bravely enter the international market, so there is a "golden fruit" that later strides towards the Olympic stage.
Lechang Golden Tree Li Dengguang Tower, in New York Times Square, United States.
In July 2024, the Lechang Golden Plum Night Cultural Tourism Carnival will be held, and the theme song of Lechang Golden Plum is now being collected from all over the world. The listing of the golden plum has received a lot of attention that is not the same today. Actor Zhang Songwen commented under the Weibo of Shaoguan, "There is also a golden plum from Lechang, which is also famous overseas, I just ate one." ”
How to go out with the whole chain?
From Guangzhou Baiyun Airport to the customs clearance of Jinjin, it can be completed in 36 hours. Huang Xiufen, a deputy to the National People's Congress and chairman of Guangdong Yabei Agricultural and Sideline Products Co., Ltd., said: "Every export is the best certification of quality. ”
This year's export of golden plum to France, from Lechang Baizhen Ecological Agricultural Science and Technology Development Co., Ltd., general manager Yu Wenjun introduced, in recent years, the promotion of golden plum not only opened the sales area, "but also raised the quality of golden plum".
Yu Wenjun, general manager of Lechang Baizhen Ecological Agricultural Science and Technology Development Co., Ltd., shows the fruit fly monitoring points set up by the Customs and the Agriculture and Rural Bureau.
In June 2023, the Lechang Municipal Bureau of Agriculture and Rural Affairs formulated the "Lechang Golden Plum Fresh Fruit Grading Standard", which divides the fruit into four grades according to the appearance index, physical and chemical index, and specification, so as to provide production support for the sales area market.
On the eve of the listing of golden plum this year, the Lechang Agricultural Association actively responded to the deployment of the Lechang Municipal Government, issued an initiative of "no ripening, no picking" to the city, and signed a quality control commitment letter with growers. "The golden plum in Rucheng County, Hunan Province was listed early in June, 3-5 yuan/jin, while Lechang's golden plum insisted on being mature and listed, selling more than 8 yuan/jin, and also gained a good reputation." Zhou Lingfeng, president of the Lechang Agricultural Association, said.
For export to Europe, the fruit must be guaranteed, which is a prerequisite. The Customs and Agriculture and Rural Affairs Bureau has set up more than a dozen monitoring points in a fruit farm. The "one-to-one" guidance of government departments, the RCEP Shaoguan platform provides export services, and the enterprises focus on quality management, which determines the international quality and market competitiveness of Golden Plum.
Customs inspects the export of Lechang gold plums.
Taiyongxin cooperates with Baiguoyuan, etc., and the retail price is as high as 99 yuan / catty. In the view of Zhang Yuxiu, general manager of Shaoguan Taiyongxin Tourism Development Co., Ltd., Lechang golden plum has become a high value-added fruit is the result of efficient cooperation in all links. This year, Taiyongxin cooperated with the Guangdong Academy of Agricultural Sciences to build 5 controlled atmosphere warehouses and 5 fresh-keeping warehouses, with a total capacity of about 2000m³, and are conducting joint storage tests in order to better serve the market.
Under the incubation of Shaoguan RCEP base (Shaozhou government platform), in 2024, Lechang fruit fresh cold chain express logistics will reduce costs and increase efficiency, taking 10 kg as an example, each piece in Guangdong Province will be cheaper by 2 yuan, a decrease of 12%; The average discount for each piece outside the province is 40 yuan/piece, a decrease of 52%. Taking the main fruit producing areas of Lechang City (Jiufeng Town and Liangjiang Town) as an example, it is estimated that the number of express delivery will be 7.85 million pieces this year, reducing the express cost for fruit farmers by more than 30 million yuan.
The focus of 12221 is sales, and when the market is opened, there will be feedback, and the fruit farmers will know what the market needs. Yu Wenjun said. According to the statistics of 2023, the total sales of Lechang Golden Plum Fresh Fruit exceeded 1 billion yuan, a year-on-year increase of 26.86%.
In order to encourage exports, Lechang City has formulated an incentive policy to reward and subsidize 3% of the export value of export enterprises, and 2% of the subsidy for sales to the Guangdong-Hong Kong-Macao Greater Bay Area, which is the first in Shaoguan. This year, Lechang Gold Plum added 8 export record bases, Huang Xiufen commented: "The government has done something, the enterprise has moved, and in the export training, we do not miss every opportunity." ”
Pack the golden prunes for export.
How to promote the integration of production and village when going out?
"I've heard of golden prune, but I can't find the link to place an order", which is the "soft underbelly" of many local products.
Four years ago, Huang Qifeng, who worked in Zhuhai, returned to his hometown and brought goods through short videos. While cultivating village broadcasters, Lechang uses town-level e-commerce operation centers, 12 village-level e-commerce service outlets and logistics cooperation service points throughout the villages, relying on short video platforms to continuously improve the e-commerce system of agricultural products.
Huang Qifeng brought goods through short videos and live broadcasts to sell golden plums.
Improving the supply chain is the only way to catch the flow. This year, the average price of Lechang gold plum reached 8-10 yuan/jin, which was twice as high as three years ago, and the price of high-quality fruit could even reach more than 20 yuan/jin. "We cooperated with Jiufeng and Liangjiang's Qiangzhen Fucun Company to concentrate on the sale of high-quality fruits in the town to resist the malicious price reduction of the market." Zhang Yuxiu said
"Qiangzhen Fucun Company" is an innovative economic entity established by Shaoguan City to promote rural revitalization and the development of a new rural collective economy. Jiufeng Town Qiang Zhen Fucun Company was established for more than two years, the person in charge of Huang Tugen introduced, in the season of the plum market, the company went to the field to check the orchard situation, and according to the market price to the farmers to buy the plum. This year, the company has put 40 express pickup points in the town, and in accordance with the grading standards, unified acquisition, sorting and packaging, and unified supply. Golden plum is the pillar industry of Xiaolang Village, Jiufeng Town, and through cooperation with the company, the golden plum has been successfully sold.
Because of one fruit, we know a city. "Lechang Golden Plum gives tourists from other places a reason to come to Lechang." Han Qiuyang, deputy director of the Lechang Municipal Bureau of Culture, Radio, Tourism and Sports, said. Since the construction of the Lechang Golden Plum 12221 market system, Lechang City has added 8 homestay projects, driving an investment of 172 million yuan. Through the introduction of social capital, the Lechang Municipal Government has activated the idle resources of the countryside and formed a new development model of "agriculture + tourism", which not only enhances the brand influence of Golden Plum, but also gives new life to the old buildings and revitalizes the idle assets.
Lechang's newly operated famous homestay, Mifeng B&B, was renovated from an abandoned primary school.
In Yu Wenjun's planting base, also built a homestay, Yu Wenjun said, this year, half of the orchard in the plum through leisure picking and sales, picking price of 15-18 yuan / catty, he has a deep experience, rural leisure relying on the industry to take root.
If Lechang gold is on fire, there will be "OEM" sales in the market. Zhang Jie, deputy mayor of Lechang City, believes that on the one hand, it shows that the brand effect works, and on the other hand, it shows that the industry must be strengthened and strengthened. At present, the annual output of Lechang gold plum is 66,000 tons, and the added value can be further achieved by increasing the added value.
Reporter: Tao Lei
Source: Southern Rural Daily