Crab has many creative marketing tricks of pro-people price this year.

Autumn is crisp, crab fat chrysanthemum yellow, crab taste is very busy. This year, under the influence of the general environment, the transformation of high-end restaurants and the trend of gift-giving have weakened; the rise of crab farming and the increase in crab production in many places have led to the first drop in crab prices in the past decade, and crabs have become "aristocrats" in the eyes of ordinary consumers. into the restaurants of mass consumption and the dining tables of ordinary people. In order to increase sales, various crab producing areas came up with a lot of marketing ideas, fishing crabs, taste crabs, eaters feast, farmers have a lot of pockets. -- Editor

Out-and-out rice field crabs, catch and eat by yourself--

Gao Qing: play the brand in the Nongjiale fishing Crab Competition

In the golden autumn, the rice is fragrant and the river crabs are fat. Walking into the ten thousand mu rice field base in Gaoqing County, Shandong Province, it is full of gold. In the crab ditch, rice farmers are using cage nets to catch river crabs, and tourists in twos and threes are also fishing for crabs. "out-and-out rice field crabs are caught and eaten by themselves." Said Wang Huarong, a tourist from Zhangdian District. In the evening they dined at the farmhouse in the village and ate the rice field crabs they had caught.

This year, Gaoqing County has tried to popularize more than 2000 mu of "raising crabs in rice fields". "the original purpose of raising river crabs in rice fields is to use river crabs to test the quality of rice." Liu Deyong, manager of Shuoguo Rice Cooperative, said. In 2008, Gaoqing rice was certified as a national geographical indication trademark. In order to improve the quality of Gaoqing rice and build an organic brand, the county tried to raise river crabs in rice fields. "since 2012, we have experimented with rice field crabs and raised several varieties. Finally, the Chinese mitten crab was selected. " Liu Deyong said that the Yellow River estuary crabs are characterized by pure species, fast growth, large size, delicious meat, delicate and elastic meat, and their shape, quality and specifications are comparable to those of Jiangsu and Zhejiang hairy crabs in China. River crabs are very sensitive to pesticides. Crab seedlings are put in the rice fields. People who are knowledgeable can see that rice is not drugged. The crab farmers brought the crabs in and put them in the water to get used to it for a while. Around April 20, rice seedlings are planted in rice fields, the rice grows below knee height, and then crab seedlings are placed.

"the river crab eats worms in the rice field and does not need to be fed. The excrement can be used as fertilizer for rice. In addition, the activities of the river crab can help loosen the soil in the rice field. The rice is green, the river crabs are wild, and they pay for it both on and off the water. " Liu Deyong said. Now the crab is "noisy", and the income is higher than that of rice. Judging from the harvest of rice and crabs, the average yield of crabs ranges from 2.5 to 3 taels, and the big ones can reach 4 taels, which is much larger than last year. The yield of adult crabs per mu can reach 75 jin, the market price is 50 yuan per jin, and the output value of net crabs per mu is 3750 yuan. According to 3 yuan per jin, the output value per mu of rice reaches 3300 yuan, and the total yield of rice and crabs reaches 7050 yuan per mu. Separately, the income of crabs is higher than that of rice. The benefit of double harvest with one water is double that of planting rice only.

Every year, the Mid-Autumn Festival on August 15 and National Day on October 1 are the best seasons for fishing crabs. At this time, rice, fragrance, crab fat, color, fragrance and taste are delicious. People from the surrounding areas will drive to Gaoqing to buy the rice here. Since last year, Mr. Liu has come to buy rice and bring a few jin of crabs from rice fields. "the rice here is of good quality, good in color, smell and smell, and the crabs are fat and big, and there is a faint fragrance of rice to eat."

Due to the special geographical environment and soil, the rice produced by Gaoqing County has a solid porcelain texture, silver and white bright, thick and transparent soup, sweet and palatable, strong and durable, Gaoqing rice with brand name has long been sold all over the country. At present, the Shuoguo Cooperative has many brands such as "Dalu Lake Rice". In the product exhibition hall of the Shuoguo Cooperative, the packing box of the rice is printed with "crab field rice", while the crab packing box is printed with the word "rice field crab". The once unknown rice field crab has gradually developed its own brand by relying on famous brands.

"when we began to experiment with raising crabs in rice fields, we were ready to brand crabs. From our experience in selling rice over the past few years, it is impossible to move forward without a brand. we brand the rice field crabs through fishing crab competitions, farm music and other forms." Liu Deyong said. This October National Day, the first fishing crab competition of "Yellow River Family" in Yifan Village officially kicked off. More than 3000 tourists from Zibo, Binzhou, Dongying, Qingdao and other places took part in the competition. Smiling Mr. Zhang said, "it is the first time that I often fish for shrimp and crabs." While enjoying the golden sea of rice, while quietly fishing, very comfortable. " Free processing of crabs from fishing, 100 yuan per kilogram of crabs, and a stupid chicken, vegetables are from the nearby vegetable field. This kind of participatory farm music is very popular with the surrounding residents, who like to come here to taste fat crabs and sweet rice.

"next year, we will continue to expand the rice field crab farming area and make the crabs produced in the base the same brand as our rice, so that our rice field crabs can walk sideways in the market." Liu Deyong is full of confidence in the future.

Full integration of modern agriculture and rural tourism resources--

Chongming: crab and local food festival

A crab breeding base with an area of only 2000 mu, because it holds a gold prize crab named "Chongche brand", just held the first "Chongchai" hairy crab fishing festival last year, instead of stopping this year, it launched the "2014 Chongchao Water hairy Crab Food Festival" with great fanfare. In the three months since the crab came out, in addition to the main crab, it has also integrated all the modern agriculture and rural tourism resources in the area where the crab is located. It can be said that "a crab has invigorated the remote countryside for a season."

What kind of crab is this? Recently, the reporter went to the northwest end of Chongming County, the ecological island of Shanghai, where Yuejin Farm is furthest from the city, to feel how a crab invigorates such a remote place. "I didn't expect the brand of agricultural products to have so much influence."

Starting from the city center, the whole journey is smooth, and it takes a full 3 hours to drive to the "Yangtze River Crab Village", because the Chong Jiao Qingshui hairy Crab Food Festival has just begun, and the people of the Crab Village are lively or noisy. Crisp autumn, fat chrysanthemum and tasting crabs have become the best portrayal of the place at the moment. "A crab has attracted so many citizens to come to remote places, I did not expect that the brand of agricultural products will have so much influence." Li Youqing, general manager of Shanghai Guangming Special Aquatic products Co., Ltd.

Shanghainese are famous for their love of crabs, and they are even more famous for being fastidious about eating crabs. These citizens have come such a long way to come here for a clear-water hairy crab called "Chongchai". Li Youqing said that "Chongchai Brand" is the loudest corporate brand in Chongming County. As a major brand of Shanghai Yangtze River Corporation of Bright Food Group, it has won the Golden Crab Award of the National River Crab Competition for three consecutive years since 2011. in order to further improve the crab industry and start the Chongchao brand, Shanghai Yangtze River Corporation specially established Shanghai Guangming Special Aquatic products Co., Ltd this year. The Chongchao Qingshui hairy Crab Food Festival is the first time for the Special Aquatic products Co., Ltd. to host activities for its own golden crabs.

A crab has perplexed several generations of Chongming people. Chongming, which has a special geographical environment at the mouth of the Yangtze River, has its own characteristic species, Eriocheir sinensis, and its young crabs have long been all over the north and south of the motherland. However, when hairy crabs from other provinces and cities, especially Yangcheng Lake hairy crabs around Shanghai, have made a lot of money, Chongming crab industry has stopped at the top of the crab industry chain because of resources and environmental factors, and can only sell crab seedlings. Because the local adult crab in Chongming cannot compete with the clear water hairy crab with green shell, white belly, yellow hair and golden claw, the local adult crab "black crab" has never become a "hairy crab."

Because of technological innovation, the local "black crab" in Chongming has gradually grown into a "hairy crab" since 2010, not only growing up, but also showing the advantages of ecological island hairy crabs in terms of quality. The reporter learned from the Special Aquatic products Co., Ltd. that the breeding process of hairy crabs is very fastidious. In addition to increasing animal protein in the later stage of the breeding process, such as releasing live frozen small fish according to the scientific formula, it is also necessary to create a special aquatic environment for adult crabs. The new technology of the whole process of breeding finally produced the "Chongche brand" gold award for hairy crabs in clear water. "the 54 testing indicators of the European Union have passed at one time and are still exempted from inspection in Hong Kong. the new technology has changed the fate of Chongming black crabs and realized the transformation and upgrading of the Chongming crab industrial chain. the company produces 150000 jin of crabs a year on 2000 mu of water. Japan and South Korea still do not care about the market, and plan to expand it to 10, 000 mu in the future." Li Youqing said.

A crab revives picking tour, village tour, ecological tour

"because of the continuous increase in the influence of Chongche brand hairy crab brand, in addition to the development of the crab industry itself, it also brings a rare opportunity to integrate the sale of characteristic agricultural products around Yuejin Farm, agriculture, leisure, sightseeing and rural tourism." Li Youqing told reporters that the first Chongche brand hairy crab fishing festival planned last year gave them a lot of inspiration, using festivals to enhance brand value, using brand influence to integrate regional resources, so as to realize the dream of a crab living one side of the economy.

The reporter interviewed the citizens who participated in the fishing festival last year and learned that they had a good time and had a good time in the small world of the crab village on the Yangtze River, but the organizers failed to meet the citizens' desire to see the scenery along a line. Just around the crab village, rural tourist attractions such as Ruihua Orchard, Guangming Rice Industry training Center, Dongping National Forest Park, Chongming Xisha Wetland, and Chongming Sanmin Folk Culture Village eagerly watched the citizens go back to the city after eating crabs.

Why not integrate resources to plan the scenery along the way, so that citizens can not only taste crabs but also buy local agricultural products and play along the way? Guangming Special Aquatic products, Ruihua Industry and Haibo Culture Media hit it off, and the three parties joined hands to host festival activities. therefore, the only one-time Chongche brand hairy crab fishing festival gave way to the "2014 Chongchai clear Water hairy Crab Food Festival".

During the Food Festival, the picking tour represented by kiwifruit picking in Ruihua Orchard, the village tour represented by Sanmin Folk Culture Village, and the eco-tour represented by Xisha Wetland will display local modern agriculture and eco-tourism resources in an all-round way to meet the rural travel needs of citizens who come to participate in the Food Festival from National Day to January 15 next year.

"since a crab can attract citizens to drive three hours to Yuejin Farm, they must be interested in eating all the special agricultural products and playing all around. The key is to see whether Chongche brand hairy crabs can maintain the charm of the Golden Crab Award. Whether our services and integrated projects can satisfy the comfortable experience of the whole journey." Li Youqing said it very truthfully and grasped the connotation of the interaction between brands and festivals very well.