(CCTV Finance "Economic Half-hour")In the last five years, a southern fruit has created a sales miracle. In five years, from the lowest purchase price of 0.3 yuan to the highest price of 3 yuan, this fruit, which creates a sales miracle, is Xuwen pineapple produced in Zhanjiang, Guangdong. As the hometown of pineapple in China, xuwen county has planted one third of the country’s pineapples. As the "vanguard" of Lingnan Jiaguo’s listing, at present, Xuwen pineapple is about to be listed on a large scale, and the local government, enterprises and farmers are actively preparing for it.
Fresh-cut fruits have sprung up everywhere.
Small pineapple fruits are favored.
At the end of February, xuwen county, Zhanjiang City, Guangdong Province gradually ushered in the "sweet" pineapple harvest season.
Affected by climate, light, soil fertility, planting methods and other factors, some pineapples can only grow into small fruits of 4 to 9 taels. Although there is no difference in taste with conventional pineapples, they were not favored by buyers in the past and could only rot in the ground, causing huge waste.
What has changed this phenomenon is a group of fresh-cut pineapple processing enterprises that have appeared in Xuwen in recent years. They specialize in purchasing small pineapple fruits. After the small pineapple enters the factory, it becomes a fresh-cut fruit preserved in cold storage. Enterprises are then transported by cold chain and sold to Guangdong-Hong Kong-Macao Greater Bay Area and other provincial markets through e-commerce and other channels.
Li Taiji’s processing plant was built in 2020. Last year, the sales of fresh-cut pineapples reached more than 3.1 million Jin. In order to cope with the upcoming order peak in March, we are now expanding employment.
Xue Junnan is the general manager of the supply chain of a fresh chain brand. Seeing that Xuwen pineapple is about to be listed on a large scale, he came to the enterprise. In addition to routinely checking the production workshop and checking the quality of supply, he also brought this year’s procurement plan.
Xue Junnan, general manager of a fresh chain supply chain:This is an emerging consumer industry that is very in line with the "lazy economy". On our platform alone, the sales volume of a single fresh fruit pineapple last year was around 13 million yuan. This year, we also hope to make great efforts to bring about 20% to 30% growth.
The government acts as a salesman.
You buy pineapples, I’ll stay free.
Xuwen pineapple is the "vanguard" of Lingnan Jiaguo listed every year, and its sales are directly related to the livelihood of 150,000 pineapple farmers in xuwen county for one year. When the company is fully preparing for the pineapple harvest season, Yang Fanfan, deputy secretary of the Party Group of Xuwen Agricultural and Rural Bureau, is also busy inspecting the hotel. Since 2020, the government has taken the lead in establishing a buyer alliance, and provided free hotel accommodation for foreign buyers, with a total investment of about 1 million yuan.
Xuwen county is the largest pineapple production base in China, and three out of every 10 pineapples in China are produced here. The unique geographical and climatic conditions make the pineapple produced here big, juicy, crisp, sweet and fragrant, and become a protected product of geographical indications in China.
Qujiae Town in the east of xuwen county is the township with the largest pineapple production in Xuwen, with a pineapple planting area of 130,000 mu and an annual output of more than 260,000 tons. It is a veritable "pineapple sea". Although March-May is the peak of Xuwen pineapple listing, in late February, Luo Fei, a large planter in Qujie Town, sent tens of thousands of kilograms of early-maturing fruits to the pineapple trading center here. Tens of thousands of pounds of pineapples can be sold at any time, which was something he couldn’t even think about a few years ago.
Luo Fei still clearly remembers that Xuwen pineapple had a bumper harvest in 2018, but the minimum purchase price fell to 0.3 yuan per kilogram, far below the cost price, and fruit farmers suffered heavy losses.
In a normal year, at the latest in early May, the pineapple sales in Guangdong will come to an end. However, at that time, we waited until the midsummer of June. In the largest pineapple trading market in xuwen county, fruit farmers were still waiting for the arrival of buyers, selling pineapples for several hundred yuan a car.
In Qujie, the surplus money of fruit farmers after selling fruits is used to being deposited in the postal savings bank of the town. In the bumper harvest year of 2018, the annual deposits here decreased by 12.3% compared with the previous year.
In order to get rid of the curse of "high yield but no harvest" of agricultural products, in 2019, the Guangdong Provincial Department of Agriculture and Rural Affairs sent a working group to Xuwen before the pineapple was listed. Members of the working group include experts from e-commerce platforms and media.
They showed their magic power, invited more than 300 professional buyers from all over the country and held the first pineapple production and marketing matchmaking meeting in Xuwen history. However, the staff in the agricultural sector work part-time as waiters in the production and marketing of agricultural products, thus opening the curtain of building a "12221" market system in Guangdong Province.
A series of marketing measures made Xuwen pineapple bottom out in 2019. This year, the postal savings bank, which was once deserted in Qujie town, saw a booming business, with an annual deposit increase of more than 20%.
Nowadays, the "12221" market system has already become the password for increasing income of Guangdong’s rural characteristic industries, and Xu Wen has also continued to explore the upgraded version of 2.0. Hundreds of local anchors have been invited to the fields to guide fruit farmers to bring goods live. Let the once unsalable pineapple gradually get out of the predicament. The annual output value of Xuwen pineapple soared from 980 million yuan in 2018 to 2.5 billion yuan in 2022.
Closely following the "1" objectives of "12221" market system, such as brand building, sales promotion, market guidance, variety improvement, and farmers becoming rich, Zhanjiang pineapple production operation center, which just started operation in 2022, is open to all pineapple farmers and buyers. The equipment in the operation center can detect the sugar content, Shui Xin and black heart of pineapples, which improves the overall quality of listed pineapples. With the matchmaking and quality control of the operation center, both parties are very worry-free in trading.
In 2022, the operation center and the Regional Comprehensive Economic Partnership Agreement (RCEP) pineapple international trading center were listed at the same time. With the help of e-commerce platform, the first national pineapple standard center, price center, merchant information collection center and pineapple big data center were built.
In 2022, Xuwen pineapple was exported to Singapore by RCEP, which indicated that Xuwen pineapple officially entered the market of RCEP member countries as "China pineapple".
Yang Fanfan, Deputy Secretary of the Party Group of xuwen county Agriculture and Rural Affairs Bureau:Up to now, the number of local small pineapple processing enterprises has reached 17, which has greatly promoted the sales of small pineapples.
Good varieties bring good benefits.
Golden diamond pineapple doesn’t need salt water.
With convenient sales channels and expanding processing capacity, farmers no longer have to worry about selling. In order to make pineapple truly become a high-value fruit, it is necessary to practice hard and improve its quality.
Chen Ruyue, a pineapple grower in xuwen county, Guangdong:Introduce some excellent varieties, fundamentally change our pineapple industry and realize industrial upgrading.
In 2017, Chen Ruru began to introduce the planted "Golden Diamond" pineapple, which is also the most popular variety at present. Standardized and refined cultivation of golden diamond pineapple and common pineapple not only have obvious differences in appearance, but also have shallow fruit eyes without digging out or soaking in salt water, which is more convenient to eat.
The sugar content of common pineapple is about 15%, while the sugar content of golden diamond pineapple is about 19%, which has obvious advantages.
After several years of careful cultivation, Golden Diamond Pineapple has won market recognition with high quality. Its land purchase price is two to three times that of ordinary pineapple, and its planting area has tripled in the past three years, and it is still sold out every year.
Fusion of Golden Pomfret and Pineapple.
Pineapple prefabricated dishes are very popular
In order to better develop the pineapple market and explore new consumption hotspots, in 2022, Xuwen, Guangdong Province also invited dozens of famous chefs to compete with each other and held a pineapple cooking competition.
When the new pineapple dishes make local diners feast, the pineapple prefabricated dishes are also fragrant all the way to the foreign table. Zhanjiang has the title of "Golden Pomfret Capital of China". Local enterprises integrated golden pomfret and pineapple, and launched "pineapple golden pomfret".
Bobby Chen, Director of R&D Center of an aquatic product enterprise in Zhanjiang City, Guangdong Province:The products listed last year have been sent to all of China. Last year, our first cabinet was sent to RCEP countries. At present, the traditional distribution channels and online new retail platforms are synchronized.
At present, the company’s order for pineapple prefabricated dishes has been arranged for six months, and with the large-scale listing of Xuwen pineapple this year, they will also launch 10 pineapple prefabricated dishes online, hoping to achieve the goal of consuming 1000 tons of pineapple annually this year.