This year, the Taihe kiwifruit in Daliu Village has a bumper harvest again.
The fruits of the golden autumn are full of years of precipitation, and the golden sunshine reflects the joy of harvest. For Zhang Guangqiang, the ups and downs of kiwifruit sales this season made him believe that he had gone the right way to build a brand for many years.
Zhang Guangqiang is the secretary of the Party branch of Daliu Village, Wande Street, Changqing District, Jinan. In a sense, he is also the "first person to plant kiwifruit" in Jinan's countryside. Before the National Day, he arranged for someone to send out the 10,000 catties of kiwifruit booked by the customer, and there was not much fruit left in the cold storage.
"He has eaten our kiwi and thinks the taste is really different from the others." Zhang Guangqiang introduced that Daguo has been sold out, and Zhongguo has been reserved for this company, and there is no more to want.
Zhang Guangqiang, secretary of the Party branch of Daliu Village.
God-given good fruit is a circle of fans with qualityBefore the Mid-Autumn Festival this year, many old customers contacted Zhang Guangqiang to book kiwifruit to prepare holiday benefits for their employees. According to him, now the unit customers go through the procurement procedures very standardized, requiring kiwifruit test reports, green certification and other information, and signing purchase and sales contracts.
It is difficult for ordinary growers to meet these requirements, but it is not difficult for Zhang Guangqiang. Since planting the first orchard, he has attached great importance to the brand building of kiwifruit, and has been on the road of industrial revitalization with quality first over the years.
In 2012, Zhang Guangqiang took the lead in planting kiwifruit in rural Jinan. At that time, he planted 10,000 kiwifruit trees on 50 acres of hillside land, and the survival rate of fruit trees was more than 95%. In March 2013, he established the first kiwifruit planting professional cooperative in Jinan City, Changqing District Taihe Kiwifruit Planting Professional Cooperative, and drove the villagers to join in and expand the kiwifruit planting area.
Daliu Village is located at the northern foot of Mount Tai, blessed with unique water and soil and scientific management, which has successfully bred a good product. "The taste is very good and the nutritional value is high." For example, Zhang Guangqiang said that every 100 grams of good-quality kiwifruit contains 1.2 milligrams of iron, while Taihe kiwifruit contains 3 to 4 times the iron content of ordinary kiwifruit.
Such a good product has not only been praised by consumers, but also received official affirmation. In 2014, Taihe kiwifruit passed the pollution-free agricultural product certification and "green food" certification of the former Agricultural Product Quality and Safety Center of the Ministry of Agriculture; In 2015, it won the gold medal of the 12th China Forest Products Fair; In 2017, it won the brand title of "Qilu Assured Fruit" from the former Shandong Provincial Forestry Department.
Good quality is Zhang Guangqiang's confidence to open up the sales of Taihe kiwifruit, and he was still a good player in the market in his early years. "Our kiwifruit has never been unsalable, and the delicious fruit is only one reason, and the best-selling fruit is inseparable from the accumulation of customers in the past 12 years." He said that friends who have eaten this fruit will recommend it to his friends, and the circle of friends of Tai and Kiwi is getting bigger and bigger.
Every harvest season, in addition to the large order purchase of enterprises, there is also an endless stream of individual customers who make a special trip to Daliu Village to pick Taihe kiwifruit. "In the market, on the roadside, cheaper kiwifruit can be found everywhere, why do people have to come here?" Zhang Guangqiang said, "Our fruit is delicious, and our old customers recognize it!" ”
It has been said that there is no such thing as a weak market, only weak products. However, during this year's kiwifruit harvest season, many growers fully felt the weakness of the market.
"The influx of kiwifruit from foreign real estate has had a certain impact on the local market, and then the order volume of most unit customers has declined significantly." Zhang Guangqiang said that relying on the brand reputation established over the years, Taihe kiwifruit has not become a weak product in the market this year, but sales continue to be hot. Before the Mid-Autumn Festival alone, the cooperative had sold 150,000 catties of Taihe kiwifruit, which greatly exceeded market expectations.
At the beginning of this year's sales season, Zhang Guangqiang's contact business encountered the embarrassment of a large decrease in the number of bookings from many companies, "at least half of which shrank". "There is a private company that used to order no less than 15,000 catties per year, but this time it is only 2,000 catties." He told the rural public reporter that he was shocked at the time and felt that the situation was not good.
The turning point came on the fifth day of the eighth lunar month. On that day, a business owner in Dongying called to order kiwifruit, and brought good news - "In the next two days, people will continue to ask you to order." ”
It turned out that the business owner had a party with a few friends who were doing business the night before. At the dinner table, everyone talked about what benefits were given to employees during the holidays, and he strongly recommended Taihe kiwifruit. Sure enough, within two days, three more Dongying companies called, with a total order of more than 50,000 catties.
Bucking the trend and selling big! Branding not only means wider sales, but also guarantees a higher price. "Our kiwifruit fruit is 10 yuan per catty for picking, 8 yuan per catty for group buying, and the price remains very stable." Zhang Guangqiang said that the more fierce the market competition, the more he feels the importance of the brand.
(Popular News • Rural Mass Reporter Bian Liang Correspondent Zhao Shuang Li Yuanxin ·)