Xinping County, Yuxi, Yunnan Province, is full of rock sugar orange forests. Photo provided by the interviewee.
In Yunnan at the beginning of December, the sun is bright and dazzling, and only in the early morning can you feel a hint of early winter. From the city of Yuxi, it takes less than 2 hours to drive to Xinping County, and after a mountain road, you can reach the village. From the village, we walked along the dirt road in the mountains for more than ten minutes to reach the top of the mountain. Every year, from the end of November to the beginning of December, this orange grove is in full bloom.
Xinping Yi Dai Autonomous County is located in the southwest of Yuxi City, where a large number of agricultural workers gather every autumn to participate in the picking of rock sugar oranges. It is understood that rock sugar oranges occupy an important position in the Xinping citrus industry. Xinping rock sugar orange, which is steamed by the dry and hot air flow of the river valley, has more than 2,000 hours of sunshine a year, and it is the earliest ripe in the rock sugar orange family, sweet and no residue.
Nowadays, driven by rural e-commerce, regional agricultural products are more likely to gain a competitive advantage. Some experts said that the development of rural e-commerce should be combined with the cultivation of "new farmers" to promote the expansion of sales channels for seasonal agricultural products in various places and realize the optimal allocation of the national market.
"New farmers" empower rural revitalization.
Yu Xianwei is picking the inner bore fruit on the rock sugar orange tree. Photo provided by the interviewee.
In 2019, 25-year-old Yu Xianwei came here. Prior to that, he ran a children's clothing business**. Since then, he has traveled 6,000 kilometers a month through the fruit forests of Tan Binh, dedicating himself to finding high-quality oranges.
Since last year, with the support of the e-commerce platform, this "new farmer" has gradually embarked on the right track, with an average daily shipment of more than 10,000 orders. Today, Yu Xianwei has a deeper understanding of "Internet + agriculture".
The fruit should be seen in person and the quality should be controlled by yourself. Yu Xianwei has strict requirements for the quality of rock sugar oranges, including sweetness, spots and size. He knew that in order to find the best quality rock sugar oranges, he had to go to the best places.
Yu Xianwei spent nearly two years conducting in-depth research and understanding of the variety of rock sugar orange. The idea behind him is very simple, that is, through his own efforts, more people can taste delicious rock sugar oranges.
In order to ensure the quality of rock sugar oranges, in addition to the origin factor, Yu Xianwei also attaches importance to the key element of "standard". He clearly stipulated: "Those with a fruit diameter of less than 60mm will not be considered;Weighing less than 100 grams will not be considered;Those with a sugar content of less than 10% will not be considered. In the view of Rao Yuanheng, the director of the fruit washing factory, who has been cooperating with Yu Xianwei for a long time, through the use of automatic sorting machines, sugar detectors and other advanced equipment for strict control, it can effectively solve the problems that are difficult to detect with the naked eye, so as to ensure the stability and reliability of product quality.
In fact, initially farmers were negative about grading agricultural products. In the traditional fruit buying process, some poor-looking or small-sized fruits are mixed with high-quality fruits for sale. However, there are obvious problems with this practice, which not only hurts farmers' profits, but also causes consumers to lose trust in the origin of the fruit because of the uneven quality of the pulp they buy.
As a dealer, Yu Xianwei has always agreed with Rao Yuanheng's philosophy, and he is well aware of the importance of grading. Through grading, growers pay more attention to quality, which to some extent prompts growers to change their previous planting and marketing Xi. For merchants, as long as the corresponding grade of fruit is purchased, the quality of sales is guaranteed, which is conducive to attracting "repeat customers". At the same time, the standardized fresh fruit can be seamlessly connected to logistics and delivered to consumers faster.
New farmers "touch the net to find a new fulcrum."
Rock Sugar Orange Transporter. Photo provided by the interviewee.
How to let consumers taste rock sugar oranges from Xinping with affordable **?After operating on the Pinduoduo platform for more than two years, Yu Xianwei joined the 10 billion subsidy program in early October 2022. The standard of traditional e-commerce sales of rock sugar oranges is often lower than the requirements of the offline market. However, by taking advantage of this subsidy policy, it is possible to achieve benchmarking with the offline market.
This year, the popularity of Xinping rock sugar orange continues to rise. Driven by subsidy policies, consumers are getting 14The subsidized price of 8 yuan is purchased to the original price of 228 yuan and five catties of Xinping rock sugar orange. Yu Xianwei observed that through the targeted subsidy strategy, more and more consumers have developed the Xi of buying agricultural products in Pinduoduo from time to time. In addition, he also noticed that in the store's product purchase messages, consumers generally praised the taste and cost performance of rock sugar oranges.
Talking about the success of the current stage, Yu Xianwei believes that he has seized the opportunity to focus on new e-commerce in agriculture. Standing on the new fulcrum, Yu Xianwei plans to lay out an experimental base this year, go deep into the forefront of the industry, and plan to plant new varieties in the experimental site next year to meet the escalating consumption needs of online consumers.
There are many more businesses like Yu Xianwei. According to the data, after the launch of this year's Double 11 promotion, the sales volume of seafood, aquatic products, mutton, fruits and other agricultural products on the Pinduoduo platform increased by 110% year-on-year, becoming a key node for countless small and medium-sized businesses to achieve breakthroughs.
Some experts said that from helping agricultural products to go up, and then to developing brand strategies, e-commerce platforms not only meet consumers' needs for the ultimate cost performance, but also promote the gradual improvement of commodity quality.
For Yu Xianwei, the e-commerce of agricultural products is a blue ocean. In the future, he also hopes to use the platform to arouse the greater energy of Xiaoice Sugar Orange.
*: People's Daily Online).