Huang Yingsheng: the king of fruit sales coming out of the gully

Huang Yingsheng, king of fruit sales in Meizhou.

Although he came from a poor peasant family, he had great courage, but when people in his hometown focused on growing grapefruit, he set his sights on the sales market of grapefruit and became one of the first fruit merchants to push Meizhou grapefruit to the Guangzhou market. Then he quickly spread the sales route map of Meizhou grapefruit to Beijing, Shanghai and other first-tier cities in China.

More than 20 years have passed since the early 1990s. With a daring drive and a keen sense of market smell, he has successfully established a fruit sales network with Guangzhou Jiangnan Fruit Wholesale Market as the core and a radiation radius of 500 kilometers, covering 23 large and medium-sized cities across the country. The operation and management model of "company + base + cooperative" has led more than 1000 peasant households to become rich.

He is the king of fruit sales in Meizhou: Huang Yingsheng, head of Shiji Fruit Company.

A passionate voice

Enter the fruit sales market

There is still a month or so from the Mid-Autumn Festival, driving more than 100 kilometers from the urban area of Meizhou to Songyuan Town, Meixian District, where there is a scene of bumper harvest, with grapefruit trees all over the mountains and about to enter the picking season.

Passing through a pomelo forest, the storage base of Taoyuan Town of Shiji Fruit Industry appeared in front of us. Here, the reporter saw Huang Yingsheng, who had just returned from the orchard. "the quality of grapefruit this year is good, and it seems to be another bumper harvest year." Huang Yingsheng said with a smile that his happiest thing is to watch the hard-planted fruit trees of farmers blossom and bear fruit, and then sell them everywhere to realize their value.

"I have formed an inextricable bond with fruit all my life." Huang Yingsheng said.

Huang Yingsheng was born into a peasant family in Cishan Village, Songyuan Township. His poor family as a child made him develop a hardworking personality, and his desire to change his life situation made him dare to work hard. After graduating from high school in 1975, Huang Yingsheng began to travel north and south, starting a business such as reselling tea. With diligence and intelligence, the business was booming.

In the 1980s, grapefruit was widely introduced in Meixian County. by the early 1990s, grapefruit cultivation in various parts of Meixian County had a certain scale, because Songyuan town had unique soil and climatic conditions, excellent quality of grapefruit, and gradually became well-known. At that time, many local people chose grapefruit as a "mountain gift" during the Spring Festival, and Songyuan Shatian pomelo became a hot product. Huang Yingsheng, who has a keen sense of market, saw the business opportunity of grapefruit sales and decided to enter the grapefruit sales market.

At first, Huang Yingsheng made a large number of acquisitions during the mature period of Shatian pomelo in Songyuan Town, and then put them into stock and sold them again around the Spring Festival. "the grapefruit stored in storage can be sold at a better price. At that time, the purchase price was generally 1.8 to 2 yuan per jin. Can sell 2.8 to 3 yuan." Huang Yingsheng said that in this way, year after year, buying and selling, from a few thousand jin to tens of thousands of jin, the business is getting bigger and bigger.

With the increasing purchase of grapefruit, Huang Yingsheng began to consider expanding the sales market. After years of traveling north and south, he soon set his sights on Guangzhou, the capital city of Guangdong Province, which is populated across the country.

In the winter of 1994, Huang Yingsheng and his wife got on a bus bound for Guangzhou. When they arrived in the provincial capital, the couple successively entered the fruit wholesale markets in Huangsha, Foshan, Jiangmen and other places, compared again and again, and chose the north-south fruit wholesale market in Guangzhou.

It was this choice that laid the foundation for the establishment of Huang Yingsheng's fruit sales kingdom in the future. Huang Yingsheng began to sell Meizhou's golden pomelo to all parts of the country.

Quality is paramount

Create a gold-lettered signboard of Meizhou grapefruit

Entering Guangzhou Fruit Wholesale Market, Huang Yingsheng took a key step in building a fruit sales kingdom.

In the second half of 2005, due to the relocation of Guangzhou North-South Fruit Wholesale Market, Huang Yingsheng moved Meixian Jinpomelo Company to Jiangnan Fruit and vegetable Wholesale Market, which is known as the largest market in the country, and decided to expand the scale. He and his wife rented five and a half stalls with a total of more than 300 square meters, and the sales of pomelo have increased year by year since then.

"I think the main reason why we are able to open such a large market is that we always pay attention to the quality of our products and operate in good faith." Huang Yingsheng said.

With the continuous development of the market, in order to ensure the quality of products, Huang Yingsheng decided to establish a grapefruit production base in his hometown Taoyuan town. Since 2005, he has adopted the development model of "company + cooperative + base + peasant household". With the support of Mei County supply and Marketing Co-operative, he has established a professional cooperative of Meisong pomelo fruit. After the establishment of the cooperative, he has established a pollution-free standardized production system, established a comprehensive and social service system for members, and a marketing system to provide prenatal, mid-and post-natal serialized services for members. Drive local villagers to grow green organic golden pomelo.

"only by controlling from the source can the quality of the products be effectively guaranteed." Huang Yingsheng said: in terms of base management and production, Shiji Fruit Company has carried out standardized planting and production in strict accordance with the "good Agricultural practice (GAP)," and strengthened the "four unifications," that is, "unified standard use of agricultural products," unified standard management, "unified brand," and "unified acquisition." The company has set up a "pomelo fruit technical service team" and has established a good cooperative relationship with Meixian Agricultural Research Institute, South China Agricultural University, Sun Yat-sen University, South China University of Technology, Guangdong Academy of Agricultural Sciences and other institutions. Regular technical guidance and training for orchards.

At the same time, in 2012, Shiji Fruit Industry took the lead in implementing the traceability system of quality and safety of golden pomelo, which ensured the traceability of grapefruit products purchased by consumers through origin traceability. "through the traceability system, consumers can find information on every grapefruit we sell online, from growth, processing, to transportation." Huang Yingsheng said.

The strict quality control has not only won a bigger and bigger market for Shiji Fruit Industry, but also improved the value of Shaddock Fruit. On the e-commerce platform last year, the price of Meizhou Shatian pomelo loaded by Shiji Fruit 3.5-4 jacks reached 49.9 yuan, more than double the market retail price, and the products were in short supply.

At present, the company's main "Shiji Golden Pomelo" brand white meat, red meat honey pomelo and Shatian pomelo products, its planting base has passed the identification of "producing area of pollution-free agricultural products". The products have passed the certification of "pollution-free agricultural products", "China green food" certification, organic transformation certification, Guangdong famous brand products and Guangdong famous, special, excellent and new agricultural products. High-quality products have won the recognition of customers, obtained market share, the company's brand image has been gradually expanded, and the company's influence has been continuously enhanced, thus enabling the company to gain a firm foothold in the industry and continue to grow.

Preempt the opportunity

Achieve the reputation of the king of fruit sales.

"success requires many conditions, among which the first step is a very key condition. If you get a head start, you are often half successful." Recalling the development of enterprises in recent years, Huang Yingsheng said. In recent years, the popularity of the Internet has provided another broad market for the sale of fruits and other physical objects. Huang Yingsheng has obviously seen this and has made great efforts to expand the online sales platform of Ten Kee Fruit Company in recent years.

In 2012, the company stepped into the pace of intensive comprehensive development, changing from a single offline fruit trade model to an intensive comprehensive development road of e-commerce, warehousing logistics and wholesale trade. through online and offline multi-channel development and technological innovation of product research and development Huang Yingsheng initiated a new period of fruit sales towards integrated online and offline warehousing and trade marketing and realizing the seamless management of professional e-commerce and logistics distribution.

At present, dozens of varieties mainly sold by the company, such as golden pomelo, litchi, emperor orange, passion fruit, guava, mango, durian, big cherry, ice sugar heart apple, have been stationed in well-known e-commerce platforms such as Taobao, Tmall, JD.com Mall, No. 1 shop, and then operate a number of own-brand flagship stores and the "characteristic Guangdong Pavilion" area on various comprehensive e-commerce platforms. "JD.com-Meizhou characteristic Pavilion, which was launched in October last year. Through the integration of existing local resources in Meizhou, we promote the sales of agricultural products and promote the development of local agricultural standardization and branding. " Huang Yingsheng said.