In recent years, Longyangxia cold-water fish from the Qinghai-Tibet Plateau has sprung up and become a dazzling brand in the construction of Qinghai's green organic agricultural and livestock products export base. The survey shows that the domestic market prospect of Longyangxia cold-water fish is good, the demand continues to be released, and the enterprise has a strong sense of innovation, but the problems of difficult technological innovation, limited production capacity improvement, and insufficient deep processing exploration have become several major development problems of the current enterprises, which need to be further broken through.
First, the basic situation.
1) "Longyangxia cold-water fish" breeding environment. Longyangxia Reservoir is located in Hainan Tibetan Autonomous Prefecture of Qinghai Province, with an altitude of 2,600 meters, a water area of 383 square kilometers, an annual water temperature of about 12 degrees Celsius, an average water depth of 64 meters, and a transparent water body of more than 5 meters. Longyangxia Lake District currently has a complete industrial chain of modern green technology fishery, with intelligent management and data processing center, research and development center, automatic cooling platform, intelligent feeding platform, cold-water fish automatic processing production line, etc., from fish eggs, feed to cages and production lines are mainly imported, supporting production facilities and environmental protection facilities with independent intellectual property rights, after cooling, disinfection, cleaning, grading, packaging and other processes, the products are higher than the national standard line, sold at home and abroad.
2) "Longyangxia Cold-water Fish" brand building. In recent years, China's cold water resources exploration efforts have increased, online sales channels have developed rapidly, the scale of domestic cold-water fish farming has expanded year by year, the market share has been growing, and consumer demand has become higher and higher. Because of its unique geographical advantages and product advantages, Longyangxia cold-water fish has been rated as an advantageous area of Chinese characteristic agricultural products by the Ministry of Agriculture and Rural Affairs, the state and other ministries and commissions, and has successfully obtained ASC, BAP international double certification and HACCP food safety management system certification, and has become a domestic cold-water fish brand approved to be exported to Europe.
Second, the market situation.
1) The domestic market demand continues to be released. With the continuous improvement of the benefits of cold-water aquaculture, the further opening of the market and the continuous support of policies, the market demand for cold-water fish continues to be released, and the cold-water fish industry in China is developing rapidly. According to market institutions**, by 2030, the consumption of cold-water fish in China's market will have a very large room for growth compared with the current one.
ii) The impact of imported fish. During the new crown epidemic, the import chain of imported fish was impacted, and the supply side of the market became dominated by domestic cold-water fish enterprises. Although the epidemic has also had a certain impact on domestic enterprises, due to the absence of major overseas competitors and the rising reputation, the company has further developed domestic and foreign markets, so that Longyangxia cold-water fish has won a good sales environment during the epidemic and achieved good sales results. Since 2023, the epidemic prevention and control has changed, imported fish has returned to the market, and competitors have increased, which has had a certain impact on the sales of cold-water fish in Longyangxia. However, in the context of Japan's nuclear wastewater discharge, the import of imported fish is bound to be affected, and domestic cold-water fish may have a larger market share.
Third, the development of the cold-water fish industry in Longyangxia needs to solve the problems.
1) The degree of localization is low, and the cost of production and processing is too high. It is understood that the domestic cold-water fish aquaculture industry depends on imports of production and processing equipment to varying degrees. At the same time, in addition to the introduction of equipment, the import of seedlings and feed is the main production cost. Triploid rainbow trout seed has been dependent on imports for a long time, and the cost of breeding has increased greatly. Imported feed is better than domestic feed in terms of fat content, processing technology, sterilization technology, etc., and the meat quality of the farmed cold-water fish is also significantly different. With the continuous expansion of the scale of breeding, the demand for seedlings and feed is huge, and if the enterprise increases the selling price due to the maintenance cost, the "cost-effective" advantage may be lost.
2) Production standardization needs to be improved, and the regional brand influence is not strong. In 2022, the aquaculture output of rainbow trout in China was 3730,000 tons, large-scale breeding of rainbow trout enterprises have more than 200, but only more than 50 professional farms. Rainbow trout farmed in plateau lakes such as Qinghai and Xinjiang can eliminate the parasite risk of rainbow trout and meet the standard of raw food due to excellent water quality, modern breeding technology and freezing technology. However, due to the uneven quality of aquaculture enterprises, the water quality of farmed rainbow trout varies greatly in different regions, and some rainbow trout that do not meet the raw food standards also enter the market, affecting the reputation of rainbow trout. In addition, the "Longyangxia Salmon (Rainbow Trout)" geographical indication brand has weak performance in brand building such as brand planning, brand team, brand promotion, brand investment and brand service, and its influence in the consumer market is weak, so it is not widely accepted by the public, affecting the overall sales of the consumer market.
3) Technological innovation is difficult, and production capacity is limited. The domestic cold-water fish aquaculture industry started late, can learn from little experience, is in the stage of "crossing the river by feeling the stones", and is in remote areas, the training and construction of professional teams is difficult, the cost of technological innovation is high, the path is less, there are still difficulties in the implementation of scientific fish farming, green fish farming, and digital fishery, the disease prevention and control mechanism is not perfect, high-quality cold-water fish extruded material needs to be studied, the extension of the product industry chain needs to be expanded, the deep processing capacity needs to be improved, and ready-to-eat cooked and prefabricated vegetable products need more exploration. The relationship between ecological protection and economic development needs to be further straightened out.
Fourth, to promote the development of the Longyang Gorge cold-water fish industry with more pragmatic measures.
1) Increase the research and development of localized products to promote cost reduction and efficiency increase. At present, the development of rainbow trout mainly relies on large-scale breeding equipment, with large breeding scale and high demand for seedlings and feed, so it is necessary to integrate industrial resources and build a stable and safe seed and feed chain. It is necessary to further increase the core technology of large-scale seed production technology and research and development of high-quality extruded feed, rely on relevant seed enterprises for commercial production, and then continue to replace the dependence on imported seedlings and feed, and gradually solve the problem of high cost of cold-water fish breeding, and finally realize the self-sufficiency of high-quality seed and feed.
2) Increase brand creation efforts and promote quality upgrading. At present, the country proposes to build a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles promoting each other, clearly promoting the intensive processing of agricultural products and building the brand of characteristic agricultural products. The cold-water fish industry is bound to follow up on production standardization, feature identification, and marketing e-commerce, so as to achieve flat marketing and quality traceability. Under the premise of adhering to the "ecological province and ecological priority", relying on the resource endowment of Qinghai water body, learning from the experience and management methods of international salmon trout farming, increasing the quality monitoring of each link, and updating and improving the ideas and concepts of the development of the salmon trout industry in the province, so as to promote the quality upgrading of the whole industry. At the same time, it is necessary to actively create a public brand of agricultural products in the ecological region, accelerate the simultaneous improvement of brand building and quality and efficiency, promote brand building and industrial transformation, and create its own "unique", "special" and "good and excellent".
3) Increase cooperation at all levels and promote technological innovation. In the future, China's prefabricated food industry is expected to have a scale of hundreds of billions, aquatic products prefabricated dishes are the main force, and cold-water fish prefabricated dishes are the representatives of high-quality characteristics, with huge market potential, and new breakthroughs will be ushered in in the future production capacity and scale. In order to share this big market, it is necessary to work together at all levels to further deepen cooperation and exchanges with leading institutions, scientific research units, industry associations and peers, and actively try to explore domestic cold-water fish prefabricated dishes and deep processing industries, vigorously develop digital fisheries, try to break through technical bottlenecks, improve the upper limit of production capacity, guide the healthy and orderly development of the industry, and promote the realization of a win-win situation for locals, enterprises, fishermen and consumers.
4) Intensify industrial transformation and promote the layout of the consumer side. In the consumer market, it is not realistic for domestic freshwater trout to completely replace marine salmon. Therefore, domestic cold-water fish need to determine the direction of the transformation and development of the industry, accelerate the layout of the consumer side, increase publicity investment, refute rumors that "freshwater fish have parasites" and "rainbow trout can not be eaten raw", in addition to raw food to promote new dishes, and at the same time develop light-packed, easy-to-cook or ready-to-eat cold-water fish products, explore better integration into Chinese food processing cooked food, open up the second door to future sales.
Author's Affiliation: Qinghai Survey Corps, National Bureau of Statistics).
Qinghai** 2024-02-20 7th Edition: Practice).
Statement: The above content is an original manuscript of Qinghai**, and it is strictly forbidden to do so without written permission, except for the manuscript indicated**!