Yichang, a historical ancient city that has experienced thousands of years of wind, frost, rain and snow, is named after the meaning of "suitable for prosperity". In the history of Haohao Huaxia, Yichang was once known as the "Gateway to the Three Gorges" and "the throat of Sichuan and Hubei" because of its natural geographical conditions of "controlling Bashu from above and leading Jingxiang from below". Throughout the ages, countless literati and inkers have taken a flat leaf boat down the river to see the white clouds flowing leisurely and the green mountains on both sides of the strait.
"The mountains end with the plains, and the rivers flow into the great wilderness", "The mountains and rivers of Pakistan are exhausted, and the smoke of Jingmen is opened", "The gorge is open to the sky and the sun rises, and the mountains and rivers are wide and the city floats"... Poets of past generations have passed through Yichang and seen the unique landform of Yichang", "the water is destroyed here, the mountains are here and the mausoleum", and they always do not forget to write a few strokes. It is not difficult to see from the poetry of the former people that the geographical environment of Yichang is complex and diverse, with a huge difference in height, from 2427 meters (Fairy Mountain in Xingshan County) to 35 meters (Yanglin Lake in Zhijiang City), and the vertical height difference is 2392 meters, showing a trend of gradual decline from west to east.
The natural landforms of high west and low east, high mountains and rivers have not only created a colorful regional culture with different personalities in Yichang, but also provided indispensable natural conditions for cultivating high-quality citrus fruits. Yichang Zigui is a famous "Chinese navel orange town", the cultivation of citrus has a long history, and now it is "late spring, summer orange, autumn september red, winter newhore", fresh oranges are shipped to all over the world all year round.
Why is it said that Zigui has a long history of cultivating citrus? As early as 2,000 years ago, the great patriotic poet Qu Yuan wrote the famous "Ode to Orange" in his hometown, with its clear and open emotional tone, gorgeous and splendid words and sentences, and artistic techniques of blending scenes, which not only occupies an important position in "Chu Ci", but also leaves a strong mark in the history of Chinese literature.
If Qu Yuan's famous "Ode to Oranges" gives the spiritual connotation of the zigui citrus fruit "Nanguo Jiashu", then the zigui navel orange born in the unique natural conditions provides it with an excellent carrier and the best annotation to carry the spiritual core. The unique gorge climate, beautiful green mountains and green waters, the planting environment away from pollution, and the production technology that keep pace with the times have jointly bred the excellent quality and different flavor of Zigui Navel Orange. Zigui Navel Orange has won many praises from the world because of its thin skin, fresh color, crisp and juicy meat, rich flavor, sweet and sour, sweet and sour.
From the analysis of nutritional value, Zigui Navel Orange is rich in sugar, vitamins, protein, inorganic salt, crude fiber, calcium and other nutrients, and is a fresh citrus boutique and pure natural health fruit suitable for all ages, which has been widely affirmed and sought after by consumers across the country and even the world for decades. Since the 1980s, the various navel oranges produced by Zigui have won the title of Excellent Product of the Ministry of Agriculture for many times, the gold medal of the Agricultural Exposition and the title of national famous brand product.
In 2001 and 2003, Zigui Navel Orange was awarded the title of "Chinese Famous Fruit" by the China Fruit Circulation Association for the second consecutive term. In 2005, Zigui Navel Orange was rated as "China Famous Brand" by the China Famous Brand Strategy Expert Committee. In 2006, Zigui Navel Orange was approved to use the Green Food Label. In 2007, Zigui Navel Orange won the title of "Top Ten Famous Brand Agricultural Products in Hubei Province". In February 2008, Zigui Navel Orange won the title of "China Famous Brand Agricultural Product". In March 2017, "Zigui Navel Orange" was recognized as a well-known trademark in China.
Although it has won many honorary titles and has been widely recognized by the market, the sustainable development of Zigui Navel Orange is inevitably affected by the development trend of today's society, the attraction of large cities to talents is far greater than that of rural areas, and the continuous loss of various types of talents still has a certain impact on agricultural development.
With the explosive growth of the e-commerce economy that has been accumulated for a long time in recent years, the era of e-commerce has begun. There are relatively few e-commerce talents rooted in rural areas and devoted to agricultural development; farmers have a relatively low level of education, have less understanding of the Internet, e-commerce and other information knowledge, and will not use smart phones and computers, which hinder the pace of fresh navel oranges in the era of e-commerce to urban consumers.
In the context of the Internet era, most local fruit farmers are limited by the restrictions of cultural level, only adopt a single traditional sales model, logistics and warehousing costs are higher, so that the actual interests of fruit farmers are greatly reduced. Therefore, turning mobile phones into "new agricultural tools", live broadcasting into "new agricultural work", and keeping up with the pace of e-commerce trends have become a new bright spot in agricultural efficiency, farmers' income and rural prosperity everywhere.
In order to better play the role of e-commerce in the agricultural planting economy, it is imperative to cultivate the e-commerce awareness of agricultural workers and improve the Internet knowledge level of rural people. Building an e-commerce platform and introducing e-commerce talents has become the only way for Yichang's agricultural development, and a number of Yichang agricultural new media marketing platforms represented by the "Ten Thousand Miles to Pick Yi" new media platform have also come into being. Through innovating the rural e-commerce business model, expanding the multi-platform e-commerce operation model, and promoting the sales of Yichang agricultural products through multiple channels, thereby improving the circulation efficiency of Yichang agricultural products such as Zigui Navel Orange and Yichang Honey Orange.
Teaching people to fish is not as good as teaching people to fish, while live streaming with goods to help farmers, the platform teams are also cultivating e-commerce marketing talents, achieving balanced online and offline sales, improving the operation status of Yichang agricultural products-related industries, driving the development of Yichang characteristic agricultural products industry, helping fathers and villagers to increase their income and become rich, and work together to embark on the road of rural revitalization. The main venue of the 2021 Chinese Farmers' Harvest Festival in Yichang, the 8th Hubei Yichang Citrus Festival, "Rice Flowers Fragrant Youth Says" Rural Revitalization Practice Line... Everywhere you can see the active figure of new media e-commerce teams such as "Ten Thousand Miles", endorsing hometown products, and "bringing" good goods from hometown is their constant belief and motivation.