Author: Yang Xiaomeng, Luo Yun, Wang Hongqing
Abstract: Shenzhou peach is the best variety of late ripening peach in China, this paper is based on the investigation of the development of Shenzhou peach, through the analysis of the main circulation mode types of Shenzhou peach, and from the structure of the circulation mode, and put forward countermeasures and suggestions for the problems existing in the circulation mode.
Shenzhou City is located in the old road of the Tuotuo River, the terrain is flat, and the soil layer is deep and fertile. The climate belongs to the warm temperate semi-arid monsoon climate, with four distinct seasons, rain and heat in the same period, and a large temperature difference between day and night. Shenzhou City is located in the "golden cross point" of national and provincial trunk lines, highways and railway arteries, and has obvious advantages in traffic location. The cultivation of peach in Shenzhou has a long history, and long-term accumulation has formed a unique peach production and cultivation technology. In summary, Shenzhou peach has obtained good development.
<h1 class="pgc-h-arrow-right" data-track="14" >, the development status of Shenzhen peach</h1>
Hebei peach production area mainly has Shunping County, Shenzhou City, Xinji City, Laoting County, Changli County, according to Hebei Statistical Yearbook data show that as of 2015, Hebei Province fresh peach planting area of 28276 hectares, Shenzhou peach planting area of 8573 hectares, accounting for 30%, second only to Shunping County with a planting area of 9367 hectares. However, in terms of the result area, the result area of Shenzhen City reached 8477 hectares, accounting for 98.88% of the total planting area, while the result area of Shunping was only 8000 hectares, accounting for 85.4% of the total area.
As can be seen from the table, the planting area of peaches in Shenzhou is constantly expanding, from 7965 hectares in 2010 to 8573 hectares in 2015; However, the result was a significant increase in area from 6,791 hectares to 8,477 hectares. Among them, from 2011 to 2012 and from 2013 to 2014, the planting area and fruit area of Peach in Shenzhou showed a leap in growth, mainly due to the smooth wind and rain in those two years, coupled with the strong support of the government.
In 2010, the average price of peaches in Shenzhen was 19.93 yuan / kg, fell to 18.34 yuan / kg in 2012, broke through the threshold of 20 yuan / kg in 2013, reached 20.81 yuan / kg, and climbed to 22.58 yuan / kg in 2014, after which the price was stable. According to the analysis, the price trend of Shenzhou peach is consistent with the growth direction of the planting area of Shenzhou peach.
<h1 class="pgc-h-arrow-right" data-track="19" > second, analysis of the circulation status of peaches in Shenzhen</h1>
<h1 class="pgc-h-arrow-right" data-track="20" >1. Flow pattern analysis</h1>
In recent years, a new type of business group has been formed in Shenzhen with agricultural companies, fruit acquisition cooperatives, cold storage, family farms, fruit transportation teams, and fruit processing enterprises as the main body. At the same time, the 4 e-commerce companies are all networked with rural e-commerce across the country, making full use of the Internet of Things information sales.
(1) A circulation model centered on the wholesale market. More than 40% of the sales of peaches in Shenzhou rely on wholesale markets to dock supermarkets, fruit stores, farmers' markets, catering companies and canteens. In the circulation model centered on the wholesale market, the participating circulation entities are peach farmers, cooperatives, distributors, buyers, wholesalers, retailers, etc. This circulation model is an abstract form in which different circulation subjects participate in different combinations.
(2) Circulation mode of direct sales. Peach farmers direct sales omit the intermediate circulation link, the circulation speed is fast, peaches can reach the consumer's table in a short period of time, while also reducing production costs. However, peach farmers need to transport and sell themselves, and the income is unstable and the risk is large.
This mode can be divided into tourist picking and self-production and self-sales mode. According to the survey, urban residents in the Shenzhou area will go to the peach orchard to pick peaches during the harvest season. Peach farmers only need to prepare some simple picking tools and shopping bags, etc., and tourists pick themselves, reducing the cost of picking peach farmers. Self-produced and self-sold as the most original sales model has also been developed, some peach farmers will be fresh peaches to the surrounding cities for sale, directly to consumers, from picking to sales time is short, which also maximizes the preservation of peach delicious taste.
(3) E-commerce model. E-commerce is the use of Internet technology and e-commerce system, peach farmers and consumers directly realize online transactions and electronic payment business operation model. The peach supply chain has been greatly shortened, maximizing the gross profit margin of peaches, and e-commerce has completed the direct docking of peach farmers through the combination of supplier supply and direct access to the production base picking site.
In August 2017, a press conference was held in Ximazhuang, Shenzhen City, the main content of which was the cooperation between Shenzhou Peach E-commerce and SF Express Express. SF Express has put into cold transport vehicles in the main peach-producing areas, and through real-time temperature control, it is transported in the cold chain at a suitable refrigeration temperature. With logistics as a guarantee, peach farmers have changed the traditional sales model and sold through the network platform. Peach farmers have developed e-commerce platforms such as JD.com and Taobao to sell Shenzhou peaches to all parts of the country, with a wide range, large sales and small losses, and the benefits of peach farmers are high. In 2016 alone, 160,000 boxes of peaches were sold through e-commerce, with sales exceeding 10 million yuan.
<h1 class="pgc-h-arrow-right" data-track="27" >2. Analysis of existing problems in the circulation mode of peaches in Shenzhen</h1>
(1) The circulation mode centered on the wholesale market has more participating circulation subjects and more standardized markets, but the information asymmetry and the low profits of peach farmers will hit the production enthusiasm of peach farmers.
(2) The direct sales model of peach farmers, which omits many intermediate links, has more autonomy in production and sales, but bears the risks and pressures for peach farmers; For consumers, it is more convenient to eat fresh peaches without going to the peach orchard.
(3) E-commerce is a sales channel that has only developed in recent years. Relying on e-commerce, the interests of peach farmers are protected to the greatest extent. As a fresh agricultural product, The transportation problems of Shenzhou peach are very significant, and the peach is more known for its "delicacy" in the fruit, and the cold chain transportation and careful protective preservation measures are particularly important.
<h1 class="pgc-h-arrow-right" data-track="31" >3. Countermeasures and suggestions</h1>
<h1 class="pgc-h-arrow-right" data-track="32" >1. Optimize the supply chain of peach products with the wholesale market as the core</h1>
Based on the theoretical basis of the supply chain theory system, optimize the supply chain of peach products in Shenzhen, select the wholesale market as the core, rely on its distribution capacity, connect the consumer market at the front end, connect the production market at the back end, omit the intermediate links, join the Internet factor, update the latest market quotations from time to time in wholesale shopping malls, and reduce the drawbacks caused by information asymmetry.
<h1 class="pgc-h-arrow-right" data-track="34" >2</h1>
Taking the fruit tree farm of Shenzhou City as the main body, attracting the participation of the surrounding peach producing areas, the construction of the peach ecological tourism park, the construction content mainly includes the construction of the antique sightseeing corridor and sightseeing pavilion, the construction of cultural exhibition hall, the peach culture into the product, tourists can enjoy the edification of the peach culture of Shenzhen in peach picking; At the same time, the peach to promote the development of tourism, the construction of recreational facilities and farmhouses.
<h1 class="pgc-h-arrow-right" data-track="36" >3. Development of well-known trademarks and boutique packaging of Shenzhou peach</h1>
By registering the trademark of the exclusive boutique peach base, using packaging, tourism promotion and other means to implant cultural elements into the product, enhance the reputation of Shenzhou peach. Through the standardized management and tourism development of Taoyuan, increase the profit of mu, promote the sustainable development of the Peach Industry in Shenzhen, and make the famous and excellent fruit of Shenzhen Peach bigger and stronger to meet the needs of more high-end consumers.
<h1 class="pgc-h-arrow-right" data-track="38" >4. Strengthen cooperation between subjects to achieve effective supervision</h1>
Through practice, it is concluded that the connection between the circulation subjects of Shenzhou peach is loose, lack of cohesion, and the collaboration between the subjects is also lacking in binding force, and the unified operation expands the scale benefits by creating a corporatized, standardized and branded institutional environment. Build an information service platform for fresh peaches, provide multi-functional information services such as production, technology, finance, and logistics for peach farmers and other circulation entities, strengthen the monitoring and early warning mechanism construction of the circulation market, and find the best sales channels for fresh peaches.
Source: National Circulation Economy 2018, (29), 66-67
About author:Xiaomeng Yang, Student, Agricultural University of Hebei;; Yun Luo, Student, Agricultural University of Hebei; Wang Hongqing, Student, Agricultural University of Hebei;
Fund: Funded by innovation and entrepreneurship training program of Agricultural University of Hebei, Project number: 2018056;
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