A Woman Who Leads Jingan Ponkan to the International Market

Xiao Hua is an ordinary peasant woman from Jing'an mountainous area. with a spirit of never admitting defeat, she has developed from an authentic Ponkan peddler to a business that leads thousands of people to become rich today. The Xihua Agricultural products Professional Cooperative in Jing'an County, which she founded, has 108 shareholders, 3510 members, 17 million yuan in fixed assets, 17000 mu of production base, annual sales of 16 million jin of oranges, and annual sales income far exceeding 10 million yuan. it has led members to increase their income by more than 3.1 million yuan, opened up more than 20 domestic markets in Jiangsu, Shandong, Beijing and Guangdong, and let Jingan Ponkan go abroad. Opened up Vietnam, Hong Kong, Europe and other international markets, the little woman broke into the big world, let Jing'an Ponkan to the international market.

Start from scratch and break into the market.

Xiao Hua, who is nearly 50 years old this year, was born in Hebei Village, Shuangxi Town, Jing'an County, the beautiful mountains of northern Jiangxi. In 1995, due to the recession of her enterprise, she resolutely resigned as captain of the fleet of township enterprises and began to dabble in the business world. In August 1996, under the introduction of a friend, he went to Hainan alone to open a clothing store but lost more than 30,000 yuan. later, under the guidance of a friend in Hunan, he began to try to sell Ponkan. However, the ruthless market did not pity the pioneers who dabbled in the water for the first time. The 30 tons of Ponkan sold for the first time encountered market saturation and could only be sold cheaply, losing more than 20,000 yuan. In the winter of 1998, the two cars bumping oranges sent to Heihe City, Heilongjiang Province, were frozen into ice because there was no heating equipment, and more than 60,000 yuan was lost. She lost all her family savings and secretly borrowed them from relatives and friends behind her back. Xiao Hua really wanted to cry without tears.

Cheer up and re-enter the market to taste the sweet fruit

For the first time, he broke into the market with a loss of more than 100,000 yuan and was bruised by the ruthless shopping mall, which really broke Xiao Hua's heart. However, Xiao Hua, an unyielding peasant woman, did not succumb to the temporary setbacks at present, but dried her tears, summed up experience, cheered up the spirit, and entered the market again.

After learning from the bitter experience, she realized that she did not understand the laws of the market and that blind sales was the key to her own bitter fruit, so she began to buy a large number of books on marketing and studied day and night in order to grasp local market information. without raising start-up funds, she gritted her teeth and sold her new motorcycle, jewelry, necklaces and some dowries. Bought a computer, persisted in inquiring on the Internet every day, through a period of study and thinking, she made a bold decision to use a period of time to conduct a field survey of the national fruit market to find out the market situation and know each other. With the support of her husband, with the stubbornness, boldness and wisdom of never admitting defeat, with the information she learned in books and online, she began her first expedition. She has traveled continuously for more than 100 hours, from Heilongjiang to Hainan, from north to south to conduct field research on the fruit market. In order to save money, I ate the dried sweet potatoes I took with me when I was hungry, took a nap in the car when I was sleepy, and persisted in running through the country's well-known fruit supermarkets and wholesale markets.

Hard work finally got the first harvest. In 2000, through repeated comparative analysis, she set her sights on the Jiangsu market with close distance and high demand. Resolutely took the family building as a mortgage, borrowed 200000 yuan, rented a repository, packaged and stored the purchased mandarin fruits in different levels, and seized the surprise sales during the Spring Festival season. the first batch of 20 tons of tangerines made a net profit of 15000 yuan that year. Seeing that her efforts had become a reality, she, who had never cried when she was in extreme difficulties, shed tears of excitement for the first time.

After several years of exploration, she accumulated some funds, broad horizons and broad insights. At this time, Xiao Hua keenly realized that in order to expand the mandarin sales industry, relying on a single sales model is far from enough, and there are more wholesalers in the middle. Profits are greatly reduced. In 2002, after consultation with her husband, she decisively invested 200000 yuan to rent a storefront and cold storage in Suzhou and set up the first point of sale for a long-term wholesale of Ponkan, which sold 1.5 million jin of Ponkan that year. Her initial success strengthened her confidence. after a non-stop inspection, she successively invested millions and set up four sales points in Jiangsu, Shandong, Beijing and Guangdong. through the traction of the point of sale, it has established a long-term supply and demand relationship with more than 60 customers, and the sales network covers more than 20 large and medium-sized cities in China. In 2003 alone, it sold 5 million jin of Ponkan.

Do business in good faith and go abroad to welcome foreign guests

Jing'an County is a famous hometown of Ponkan in China. Jing'an Ponkan is famous for its big fruit, juicy, strong taste, less residue, rich nutrition, storage resistance and so on. Farmers in seven villages and towns in the county all grow Ponkan. A few years ago, the output of Ponkan exceeded 100 million jin, but the output of such a large Ponkan did not sell very well. Fruit growers are always used to waiting for traders to come to buy, and the price is on the low side, always fluctuating between 1-2 yuan / kg. Sometimes even fruit growers miss sales opportunities, resulting in low prices or even all rotten. How to expand the market and raise the price? By chance, the sister who worked outside told Xiao Hua that the Taiwan mandarin sold in the Hangzhou market in Zhejiang Province sold for 14 yuan per kilogram. While successfully opening up the domestic market in large and medium-sized cities, Xiao Hua wondered whether he could enter the international market. At this time, she had a bigger ideal. After repeated investigation and consultation, she came to the conclusion that she should get the right to export mandarins if she wanted to sign a contract with foreign businessmen. So in 2004, she set out to establish Jiangxi Xihua Import and Export Co., Ltd., becoming the first farmer fruit exporter in Jiangxi Province. In 2005, she went to the Hong Kong government to accumulate funds to apply for an export business company. It happened that Boss Pan of the Netherlands, who had studied in China, was also working here. Boss Pan was doing a wholesale mandarin business in Taiwan. After he learned about the tangerine in Jing'an County, he offered to buy Jing'an tangerine at a high price of 2.80 yuan / jin, which was in urgent need of 2.4 million jin. Considering the shortage of inventory, Xiao Hua dared not agree rashly. The entourage's assistant persuaded: "Don't worry, there are plenty of oranges in the market." Just buy it and change the packaging. " After hearing this, she severely criticized: "what people need is Jing'an to touch oranges. If you ask me to hang up a sheep's head and sell dog meat, I am not deliberately deceiving others." In the end, she turned down the big deal, which was inconceivable to many of her peers, and some even laughed behind her back that she was stupid and unfit for business. Unexpectedly, Boss Pan came to the door the next year and said he was willing to deal with such kind people. This time, Boss Pan took the initiative to raise the price to 3.20 yuan per jin and signed a long-term supply agreement with her. Driven by Boss Pan, she exports more than 2 million jin of oranges a year, breaking ordinary mountain fruits into international markets such as the Netherlands, Vietnam and Singapore.

Set up bases, set up cooperatives and drive farmers to get rich together

After more than a decade of hard work in the business world, Xiao Hua's pockets have been bulged, and his initial dream has come true, but his wish to lead his villagers to become rich has not been fulfilled. She often thinks: she has become rich by selling mandarins planted by the villagers, but the villagers have not yet become rich, how can they repay their hometown? She began to try to adopt the model of "sales company + base + farmers" among fruit farmers in Shuangxi Town to formally prepare for the Ponkan Economic Cooperation Organization. In 2006, with the strong support of the county and town governments, the Xihua Agricultural products Cooperative in Jing'an County, with the participation of more than 100 fruit farmers, was officially established. Through the articles of association, cooperatives establish a series of systems such as the board of directors, board of supervisors and financial revenue and expenditure management, carry out enterprise operation, and provide unified fruit seedlings, unified technical guidance, unified management, unified acquisition, unified grading, packaging and sales. In that year, the cooperative sold 4 million jin of Ponkan, with a sales income of 4.5 million yuan. the average production cost per mu of fruit farmers who joined the cooperative decreased by 8%, and their output increased by 10%. The price per jin of Ponkan was 0.3 yuan higher than that of those who did not join the cooperative. The sharp contrast stimulated the enthusiasm of fruit farmers to join the co-operative, and more and more fruit farmers came to the door and asked to join the co-operative, all of which she refused. She always treats members who have joined the club equally, whether in their own town or in other towns, especially those who are in need of help. She always tries to lend a helping hand to help them solve their problems. Member Shu Minji is a fruit farmer in Yamaguchi Village, Gaohu Town. Due to the lack of funds, his wish to contract the citrus orchard to get rich has not been realized. After learning about this situation, Xiao Hua lent him 50,000 yuan in cash to help him buy out the management right of 35 mu of citrus orchards for 30 years at one time. Shu Min period paid off the loan in only two years, and now his family's annual net income is more than 20,000. Member Xiangtian Tu Xiaoqing, a fruit farmer in Shima Village, Xiangtian Tu, because he did not understand Ponkan cultivation techniques, his family's 5 mu Ponkan only grew and did not hang fruit, so he was so angry that he wanted to cut it off for firewood. After joining the cooperative, Xiao Hua took the initiative to list him as his key object of help, and often came to his house in his spare time to teach him fertilization, medicine, pruning, and instruct him to strengthen field management. Last year, Tu Xiaoqing's 5 mu of mandarin harvested 38000 jin of fresh fruit, with a net income of more than 10,000 yuan. When he tasted the sweetness for the first time, he boasted to everyone: "joining the cooperative, there is guidance in production, there is no need to worry about sales, and the income is growing steadily, thanks to the warm-hearted sister Xiao!"