Xichang City, Liangshan Prefecture, Sichuan Province is the “Hometown of Late Grapes in China”, and is also the region in Sichuan Province where the most Sunshine Rose grapes are planted and the grapes are of the highest quality. The products are exported to Beijing, Shanghai, Guangzhou, Shenzhen and coastal cities. In addition to the greenhouses on both sides of the expressway, such modern agricultural facilities can be seen everywhere in the fields of Xichang City.
“We have 25 acres of sunshine roses in our family, and we have added another 6 acres this year.” Liu Xiaosong, a big planter, said confidently. It is reported that more than half of the sunshine roses in Liu Xiaosong’s family have been ordered by Liang Qiuyuan, an e-commerce new farmer. Under the subsidy recommendation of Pinduoduo’s “Super Farmer’s Festival”, Liang Qiuyuan’s store could sell 10,000 orders a day at the peak, becoming the No. 1 grape sales list on the platform, with constant praise and repurchase.
In recent years, the planting area of Sunshine Rose has expanded year by year across the country. Although the price of this grape variety introduced from Japan has gradually become “closer to the people”, for growers, the benefits are still considerable. At the same time, for consumers, the price change of sunshine rose is no longer a deterrent to “Portuguese”, and it is a really affordable and delicious fruit.
Variety dividends attract farmers to plant, and Xichang walks out of its own way of planting
Many people know Sunshine Rose for the first time, and it may also originate from the “King of Qing” in Japan. During the grape ripening season every year, “Qingwang” can always sell a bunch (700 grams) for nearly 400 yuan, and it is a famous “noble” fruit. In fact, Qingwang is only a kind of sunshine rose, and only the one produced in Okayama, Japan is named “Qingwang”.
After the Sunshine Rose variety was introduced into China and other countries, many growers relied on the price of this variety to make a lot of money, and the dividends also attracted more growers to pay attention to this variety, including Sichuan of Xichang City.
It is understood that Xichang has an advantageous geographical location and natural environment. Due to the characteristics of sufficient sunlight and large temperature difference between day and night, the light exceeds 240 hours a year, which is very suitable for the transformation and precipitation of sugar. In this way, as early as the 1980s, Xichang began the large-scale cultivation of grapes.
After the introduction of the Sunshine Rose variety, many growers were pleasantly surprised to find that their glucose was at least 16 degrees Celsius, and compared with other origins, the Vision Rose produced in Xichang has a faint rosehip fragrance, not just sweetness.
The advantages brought by the natural environment can certainly win the starting line in the planting process, but in order to achieve long-term benefits, modern and scientific planting methods are needed. Liu Xiaosong, a grower who lives in the third group of Shanzui Village, Youjun Town, Xichang City, hasappleChanging to sunshine roses, he not only built a 25-acre sunshine greenhouse, but also introduced automatic watering equipment to improve production efficiency. After one year of fruiting, although the output is not high, it sold for a good price of more than 30 yuan per pound. In the next two years, the production price of Sunshine Rose dropped to more than 20 yuan and more than 10 yuan per pound. However, relying on the foundation laid in the early stage, Liu Xiaosong’s income has doubled several times, and he has become a large local grape producer.
Official data shows that in 2021, the grape planting area in Xichang will reach more than 100,000 mu, with a total output of more than 250,000 tons and a total output value of more than 3 billion yuan, solving the employment problem of a large number of local farmers. In 2015, Xichang grapes won the title of national famous, special and excellent new agricultural products; in 2018, 19 fruit categories were selected for the first batch of agricultural products GI registration, and Xichang grapes became the only selected brand in Sichuan at that time.
Across the country, the planting area of sunshine roses is also expanding rapidly. According to incomplete statistics from the Fruit Tree Research Institute of the Chinese Academy of Sciences, the planting area of China’s Sunshine Rose will reach 800,000 mu in 2020, while it was only tens of thousands of mu in 2016. At the same time, the planting area of Sunshine Rose in Japan is less than 3,000 mu, and the planting area in South Korea is about 4,500 mu.
In the mature season of sunshine roses, e-commerce helps brand upgrades and prices are close to the people
Picking grapes, packing the grapes into the back basket, transporting them out for primary selection, packing and transporting them to the warehouse… In a greenhouse in Xichang City, this process was repeated over and over again. All very busy. August is the ripening season of Xichang Sunshine Rose. Farmers have worked hard for a year and are looking forward to getting a reward at this moment.
At 6:00 in the morning, Shen Fei from the second group of Ningle Village, Lizhou Town, Xichang City summoned a dozen or two neighbors to help pick grapes, and then it was convenient to transport them to Liang Qiuyuan, deputy general manager of Sichuan Chuntianji Agricultural Technology Co., Ltd., which is an e-commerce company. Merchant’s warehouse.
Shen Fei is 34 years old this year. Three years ago, she was still a housewife. Under the leadership of her relatives, Shen Fei built a greenhouse on 3.2 mu of land at home, and planted the best grape variety at the moment – Sunshine Rose. According to the yield of about 8,000 catties per mu, the output of her family’s sunshine roses this year is about 25,000 catties.
“The management of Sunshine Rose is very important. Only one bunch of fruits can be kept on a branch, so that the size and firmness of the fruits will be better. The maximum temperature of the greenhouse cannot exceed 35 degrees. If the temperature is too high, ventilation or watering is required to cool down. “Liang Qiuyuan is in charge of the origin procurement in the team, and his years of experience in contracting gardens have made him half a fruit farmer. He said that because Shen Fei’s Sunshine Roses are well-managed and of high quality, the purchase price he gave was relatively considerable, and he contracted all the grapes from her homestead this year.
The picking work continues until noon, after which the fruit will become soft after being exposed to strong light at noon and cannot be transported, so this time period is the most suitable. While the picking was in progress, Shen Fei also introduced that every grape ripening season, every household would come together to help, and if anyone needed picking, others would come to help. Between helping each other, the harvest season of the year is just so busy.
This year, Shen Fei’s family’s income from growing grapes is about 300,000 yuan. After removing the cost of fertilizer and labor, the net income is considerable, and it also earns more than working abroad. Working outside the home also gave her a sense of belonging and pride. In her words, it was also convenient for her to take care of her family.
While the growers were busy, Liang Qiuyuan was not idle either. In the past few days, his store is participating in Pinduoduo’s “Super Farmer’s Festival”. As the first commodity in the grape sales list, the order volume of sunshine roses in the store is particularly large. The grapes purchased from Shenfei’s family will be delivered to consumers around the world within 48 hours through cold chain transportation.
Starting from August 21, Pinduoduo has launched a 24-day “Super Farmer’s Day”, covering 200,000 types of agricultural products including Xichang Sunshine Roses. In addition to investing 10 billion in subsidies and spikes on the basis of “zero commission” for agricultural products In addition to resources such as 10,000-person groups, it will also create a batch of brand “super agricultural products” with sales of over 100 million pieces and rapid growth.
In Liang Qiuyuan’s view, this is a valuable opportunity for Xichang Sunshine Rose to upgrade its brand. Starting from the tens of billions of subsidies and other activities, his store not only has a considerable income, but also gained a large number of repeat customers. As consumers gradually understand and taste Sunshine Rose, the popularity of this variety has also increased a lot. Guan Jian is the stereotype of consumers before that has been eliminated: Sunshine Rose, we can afford it, and it is sweet.
There is new hope for rural development, and fruit planting from south to north is more profitable
After the picking of sunshine roses in Xichang came to an end, Liang Qiuyuan was also about to go to the production area in Weinan, Shaanxi to purchase. In his words, Sunshine roses are fixed, but the production area is alive. At the end of the year, you have to run around with the fruit. This is the norm.
It is understood that the planting area of sunshine roses in my country is constantly expanding. Due to the different climate and natural geographical conditions in different regions, the maturity time of the cultivated sunshine roses is also different. Lu Fangxiao, president of the China Fruit Circulation Association, said that the price of sunshine roses will fluctuate due to changes in production areas and seasons. Yunnan is the first to be listed, and then gradually moves north.
Of course, in addition to sunshine roses, Liang Qiuyuan’s main fruits in Liangshan Prefecture, Sichuan include pomegranates, apples, loquats, etc. In addition, when the perspective is cut to the whole country, as long as the quality of the fruit is good, they dare to directly cooperate with farmers and sell these high-quality fruits through online stores.
Conceptualized in professional terms, this model is called “origin straight hair”. That is, while shortening the supply chain, it directly connects consumers with farmers, so as to increase farmers’ income and consumers to eat assured fruits and vegetables.
Liang Qiuyuan introduced that the company has a scale of more than 200 people and has set up a special e-commerce operation team in Shanghai, mainly working on Pinduoduo and other live broadcast platforms. “The best platform for agricultural products is Pinduoduo.” Liang Qiuyuan said that since entering Pinduoduo in 2019, the team has become a leading merchant on the platform in just one year, with the ability to operate multiple categories at the same time.
Under the promotion of Pinduoduo’s “agricultural land cloud fight” model, Liang Qiuyuan’s team has also shifted from simply looking for good goods to today’s learning to deploy on the planting side. It is reported that they invested 1,000 yuan to build a 2,000-mu prune planting base in Guang’an, and introduced French prunes from Chile.
In the first quarter of 2022, orders for agricultural products on the Pinduoduo platform increased by more than 300% year-on-year, orders for single products exceeded 100,000 + 2,645 types of agricultural products, and the number of directly connected farmers exceeded 16 million.
How will agriculture develop in the new era? What is needed are diligent and hardworking farmers, as well as e-commerce leaders who dare to innovate, and support from an agricultural product upstream platform like Pinduoduo. In the future, we are looking forward to agricultural products with geographical indications and “golden business cards”, and we also hope that after connecting directly to consumers across the country, the agricultural products delivered to the table will be more favorable and more secure.