Lianjiang red orange is abundant.
"Lianjiang red orange: 10 yuan 6 catties!" Recently, the reporter saw some mobile stalls playing such a brand around the Chikan North Bridge Market. Is Lianjiang Red Orange really so cheap? With the public's doubts, the reporter went to Lianjiang to investigate the field. After in-depth interviews with the person in charge of the orange garden, e-commerce and relevant experts for many consecutive days, the reporter found that on the one hand, there were still many red oranges left in the orchard, and the fruit farmers were worried; on the other hand, the high-quality red oranges distributed by e-commerce were in short supply, and the highest reached 398 yuan a box (ten catties). How to solve the structural problems caused by the two or three grades of red oranges that are not easy to sell?
Phenomenon: Grade 2 and 3 red oranges are not easy to sell
On the 22nd, after the reporter came out of the highway in Gaoqiao Town, Lianjiang City, a large sign of "Longsheng Orange Garden" on the side of the road was very eye-catching, and after walking for a few minutes, he arrived at the Longsheng Orange Garden in Tangweiling, Yangmei Village, Gaoqiao Town. The garden is a one-village one-product project and is one of several orange orchards under the Longsheng Planting Professional Cooperative.
The orange trees that spread over the mountains are fruitful, and the red oranges are round and full, and the yellow is clear. The weather was sunny that day, but there were few tourists who came to pick oranges. The reporter found that there were only one or two small cars in one morning, and several people brought children to pick. "Boss, how much is a pound?" "7 yuan." The person in charge, Long Qixiang, replied. "Could it be less?" "It's cheap, it was 10 to 12 yuan last year."
"This year's red orange sales have encountered unprecedented difficulties." Long Qixiang couldn't help but spit bitter water. He has 2 orange orchards in Gaoqiao Town, which are more than 500 mu, and more than 2,000 mu in Guangxi. More than half of the oranges on the trees are still unpicked, and in previous years, they were almost sold out by this time, "and the number of visitors entering the park to pick has decreased by two-thirds." In previous years, more than 10 self-driving tourists came every day, and this alone amounted to 10,000 or 20,000 yuan. ”
The orange orchard has been planted for 7 years, belongs to the harvest period, the average fruit of a tree is about 120 catties, 3,000 catties per mu, more than 500 mu is more than 1.5 million catties. He said that only about 500,000 catties are sold now, and it is estimated that there are more than 1 million catties left in the orange garden. "The first-class red orange is 7 yuan a catty, which is about 10% lower than the previous year." The second and third grade fruits used to be 2 yuan a catty in previous years, and this year it was reduced to 1 yuan a catty and could not be sold. He revealed that the current income is only about two million yuan, while most of the second and third grade fruits were sold in the same period last year, and the income was more than three million yuan.
"A supermarket in Shenzhen asks us for goods every year, selling hundreds of thousands of catties, but this year it has disappeared, and we have contacted and there is no echo." He said that from the end of October to November of previous years, when the red oranges were not yet ripe, merchants in Hainan and other places ordered a lot of green fruits (eaten with salt), and this year they did not come to purchase them.
Is the red orange of 10 yuan and 6 pounds on the market Lianjiang red orange? He estimated it was Guangxi oranges. The sweetness of the two is very different, Guangxi orange is heavy in sour taste, and the fiber is coarse and has slag. Lianjiang red orange is moderately sweet and sour, has a good taste and less residue. However, the low price of oranges in Guangxi has indeed brought a lot of impact to Lianjiang red oranges.
Longsheng Orange Garden in Tangweiling, Yangmei Village, Gaoqiao Town.
Survey: Citrus fruits are on the market, and the cold has led to a decrease in visitors to the park
The reporter learned from his mouth that in general, after the red orange is sold, it will go to the sugar orange and then to the orange. However, the weather in most parts of this year is hot and dry, and the latter two mature ahead of schedule, resulting in a pile of listings. And citrus this year is a "big year", the production has increased significantly, the output has more than doubled compared with last year, resulting in price diving.
In addition to the above factors, Long Qixiang believes that the weather has recently become colder, the number of citizens eating fruit has decreased relatively, sales have been limited, and the number of tourists and buyers entering the park to pick has also shrunk greatly due to the impact of the epidemic.
Long Qixiang thought of many ways, including mobilizing friends and contacting some units to subscribe, and currently reached the intention of selling 200,000 kilograms, but the final result has not yet been determined. "If it really can't be sold, it can only be put into cold storage, and the cost has increased a lot." But what else can be done? Long Qixiang said helplessly.
"This year's red oranges are polarized. The first grade fruit does not worry about selling. And the second and third grades of fruit are in trouble. Guan Xiyun, the person in charge of The Qingping Zhanhong Fruit Farm in Lianjiang City and the president of the National and Provincial Modern Agricultural Demonstration Zone Lianjiang Fengyuan Red Orange Professional Cooperative, said that in previous years, the red oranges could not be "grabbed" and did not have to worry about sales. This year, many orchards, especially small growers and newly planted orchards, have difficulty in selling.
The company's 500 acres of red orange trees have been planted for 12 years, belonging to the old tree orange, due to the thin skin, good sweetness, the yield of first-class fruit is relatively large, has been sold more than 80%, good results. When the red orange was listed in November last year, the purchase price of the first-class fruit with good quality and beautiful appearance was 8 to 9 yuan per catty. Now the first grade fruit is about 6 to 8 yuan. Although the price is lower than that of the same period last year, the sales of the first grade fruit are still relatively good overall. At present, the most difficult to sell is the second and third grade fruits.
"What we've learned so far is that more than 20 percent of the red oranges in the orchard have not yet been picked." Huang Zengming, head of the market information and exchange and cooperation section of the Zhanjiang Municipal Bureau of Agriculture and Rural Affairs, said that in previous years, the red oranges had been sold almost at this time. Why is this happening this year? He pointed out that the main sales method of red oranges is still offline and on-site picking. E-commerce prices and sales are relatively stable, and they are all first-class fruits, but the share is not particularly large. On-site picking in previous years accounted for 20% to 30% of sales, due to the good price and save labor, some orchards do not have precautions, leaving red oranges and other tourists to pick, but in mid-to-late December, when entering the park picking peak, it happens to encounter cold weather continuously, causing tourists to pick cold on the spot. Offline, which is affected by oranges and the epidemic in Guangxi, also has a relatively large impact.
In the orange township e-commerce live broadcast base in Lianjiang City, the staff is preparing for the red orange live broadcast.
The way out: extend the industrial chain and explore factory production
"Affected by various factors, the first grade orange in the orchard generally accounts for only half. Others are grade ii or third fruits. Guan Xiyun said that solving the sales of secondary and tertiary fruits has become the key to whether red oranges can always be "red". He believes that to solve the problem of secondary and tertiary fruits, it is necessary to extend the processing chain through industrial production, and the second- and third-grade red oranges must be deeply processed to make orange juice, orange powder and preserved fruits, etc. "I hope to speed up the orange juice processing plant in the Malianjiang Red Orange Industrial Park and solve the worries of fruit farmers." ”
The reporter came to Lianjiang Orange Township E-commerce Live Supply Chain Base. Huang Xiaolong, the person in charge, introduced that the e-commerce base has been broadcast live 5 times a week since its opening. The company's positioning is to sell medium and high-end red oranges, selling 10,000 or 20,000 catties of red oranges every day. At present, the company's first-class oranges sold to 398 boxes (ten catties), some sold for 218 yuan a box, and the lowest sold 158 yuan a box.
He told reporters that in recent times, many fruit farmers have taken the initiative to contact them and ask for cooperation. "I have negotiated with the fruit farmers, the fruit farmers asked for 5-7 yuan a catty, if you add logistics, loss, etc., the cost will exceed 9 yuan a catty, to sell to 12 yuan a catty to have money to earn." He believes that the price is expensive, and there are not many beautiful fruits in this period, and he is worried that the market will not accept it.
"The country's famous navel orange to tail market, the special price is also 19.9 yuan a box." This is the law of the market, why not?" Huang Xiaolong believes that this year's situation is special, and fruit farmers should follow the market, seize the opportunity, and cooperate with all parties, including e-commerce, to reduce price sales; otherwise they will fall into a passive situation.
In view of the phenomenon that the second- and third-grade red oranges are not easy to sell this year, he suggested creating a professional market and a complete supply chain. Take navel oranges and chu oranges as examples, because it is easy to build "one-stop" services including cold storage, packaging, logistics, etc., and sell 100,000 kilograms of oranges a day. And Lianjiang local only packed this piece to give "card" to hold. "It is very important to establish a standardized packing yard and a standardized logistics transit warehouse." At the same time, supporting low, medium and high temperature warehouses, which is the basis for making Lianjiang red orange bigger and stronger. Lianjiang red orange is more resistant to storage, and can be stored for several months above minus 5 degrees, so the establishment of cold storage can stagger the downturn period and ensure harvest in drought and flood.
"Agricultural products are factory-produced. In the case of fruit picking, for example, although they are all picked by hand, other areas have built temporary tracks in orchards to transport oranges through conveyor belts, which has significantly improved efficiency and reduced costs.
He believes that the current "soft underbelly" also includes the scattered sales enterprises including e-commerce, which are independent. We should cooperate in a group to shape the Lianjiang red orange brand. "In the past, on the platform of Jingdong, the label of Lianjiang red orange could not be directly searched. After two years of hard work, Lianjiang Red Orange was sought after as soon as it was launched, and the plan was greatly completed every year, so it had the label of Lianjiang Red Orange. Huang Xiaolong suggested that the brand should rely on continuous publicity and shaping, in addition to local publicity, going out, especially to the first-tier big cities is particularly important.
Huang Xiaolong believes that the quality of Lianjiang red oranges is not worse than that of other brands of oranges, but it is necessary to formulate a set of standardized standards and graded sales in order to ensure stable quality. Only by achieving factory-based production standards can we become bigger and stronger.
Experts: Optimize quality and improve brand value
Wu Shaohe, director of the market information and exchange unit of the Lianjiang Municipal Bureau of Agriculture and Rural Affairs, introduced that this year's sales of red oranges in Lianjiang were not satisfactory. In this regard, the Lianjiang Municipal Government and the agricultural department attach great importance to it, increase publicity, and strengthen contact and cooperation with merchants and e-commerce online and offline. At present, the Zhanjiang Municipal Poverty Alleviation Office is in close contact with the Lianjiang side to discuss cooperation.
It is understood that the agricultural department of Zhanjiang City has organized more than 80 large merchants to directly dock with fruit farmers on the spot twice, and continues to maintain communication and contact with large merchants, while establishing WeChat groups for merchants and fruit farmers, building a platform for cooperation, hoping to sell red oranges as soon as possible, "not only red oranges, most of this year's fruit sales are not ideal, especially citrus." At present, the citrus planting area in Guangxi has reached 7 million mu, and it is hoped that fruit farmers will have a clear understanding of the market. ”
Huang Zengming said: "Fruit farmers should maintain the brand of Lianjiang red orange. This brand is not easy to come by, and it is necessary to serve well from the aspects of seedlings, planting, quality and brand. He believes that red orange has good quality, resistance to storage, long sales period, and should continue to do a good job in brand operation.
Li Wenyang, head of the planting section of the Lianjiang Municipal Agricultural and Rural Bureau, reminded in particular that the phenomenon of good sales of first-class fruits and difficult sales of second-level fruits is particularly reminded that individual orange orchards in Lianjiang have aging conditions, and we must pay attention to the prevention and control of yellow dragon disease, and ensuring the quality of red oranges is the fundamental way out to improve sales.
Chen Hongwen, director of the Economic Teaching and Research Office of the Party School of the Zhanjiang Municipal Party Committee and associate professor, pointed out that this year's increase in red orange production, coupled with the impact of the epidemic, sales are not ideal. However, the first-class high-quality fruit is still popular and the price is relatively high, and the second-grade and below fruits are unsalable, she believes that this is the power of quality, "increase the research and development of red orange seedlings and planting technologies, expand the planting area of high-quality varieties, and ensure the overall stability of red orange quality." At the same time, it is necessary to speed up the improvement of red orange quality standards, standardize the behavior of growers, increase brand protection, avoid secondary oranges from impacting high-quality brands, and improve the credibility of the red orange market. "She is full of confidence in the future of Lianjiang Red Orange.