Where is the "sweetness" of high-priced peaches

Source: Economic Daily

Recently, the white phoenix peach in Yangshan Town, Wuxi, Jiangsu Province, is listed, which is characterized by juicy meat and sweetness, and the juice can be drunk by inserting a straw on the peach. According to reports, such peaches with good quality and a weight of about 1 kilogram can be sold for 128 yuan a piece. In this regard, netizens have different opinions and heated discussions.

Can drink peaches for 128 yuan a sale, where is the "sweet"? The first is its scarcity. Yangshan Town is the core production area of Yangshan peach and is a national geographical indication protection production area. The local volcanic geology is rich in minerals and the soil is fertile, which makes the peaches sweet and fragrant.

In fact, there are many fruits that can be sold at high prices. Not to mention the grapes produced in Ishikawa Prefecture, Japan, can sell for a sky-high price of 1.1 million yen, a Yuzhang melon in Hokkaido can sell for 1.6 million yen, that is, in China, Ningbo Zhenhai's fruit tomatoes sell for 10 yuan a supermarket, Xinjiang sweet apricots sell for 40 yuan a catty on the Internet, And Guangdong Zengcheng second generation hanging green lychees for 40 yuan a catty... There is a common reason for this: technology empowerment and brand value-added. Despite their high price, these high-quality fruits still attract a considerable number of consumers to buy.

China is the world's largest fruit producer and consumer, but there is still a long way to go from the current domestic fruit brand and the demand for consumption upgrading. The branding of fruit is a systematic project, including seed selection, planting, procurement and processing, storage and logistics, and then brand promotion, channel planning and other links, which require the most professional people and institutions to open up, and need a set of standardized systems. At present, domestic fruits are still insufficient in standardization, resulting in uneven user experience, and the sourness and sweetness of the same batch of fruits, size, taste, quality, etc. are not stable enough, which is also the reason why the domestic fruit industry has been lacking large brands.

Brand is the future of industrial development, an important way out of China's agricultural development lies in brand building, to cultivate and develop green high-quality fruits, we must improve the standardization, specialization and branding level of the industry.

Of course, branded fruits should also be affordable for more people to consume, rather than blindly pursuing high prices. This requires giving full play to the role of e-commerce, through the form of direct procurement and other forms, as well as platform subsidies and government preferential policies to promote, etc., to reduce the terminal price of high-quality fruits to an acceptable level. (Source of this article: Economic Daily Author: Ding Shenyi)