The "few days ago" grapes mainly focus on "fresh" picking and will be paid for as long as they are extended.

Original Title: Shanxi Qingxu Fruit Industry Professional Cooperative_

"Fresh" grapes are known

Grape drip irrigation of fruit cooperative in Qingxu County a few days ago (network picture: Shanxi Evening News)

"This is called Xiangfei. It's an early-maturing variety with rose flavor. It can be marketed early around June 15. The fruit that falls to the ground is comb fruit. It can't exceed 80 pieces per lift. The weight should be controlled at about 8 taels. Only in this way can it sell." May 3, out of the office, into the greenhouse Ding Tuobao, watching grapes speak, the expression began to become vivid.

Ding Tuobao is the chairman of Shanxi Qingxu Fruit Industry Professional Cooperative. A few days ago, the fruit industry professional cooperative is a national demonstration cooperative of farmers 'professional cooperatives. At present, there are 230 cooperative farmers. The cooperative grape planting area is more than 7000 mu, driving farmers to plant an area of 20,000 mu. In 2015, the sales volume of the brand grapes reached 40 million yuan.

This is not the highest sales record of the current brand. In 2013, the sales volume of the brand grapes reached 48 million yuan; in 2014, the sales volume reached 52 million yuan.

What do brands sell these days? Old Ding's positioning is "fresh". No matter early spring or late autumn, fresh grapes are supplied in 12 months of the year. Through organic and standardized production, each grape is guaranteed to have bright appearance; a series is pushed every half month to 20 days to meet the freshness demand of consumers; in terms of business model, supermarkets are not only sales terminals, but also front stations for consumer experience marketing. These can highlight the core value of the brand: fresh.

No detours are shortcuts

In addition to the name of vinegar capital, Qingxu County has good grape planting resources. It is one of the four famous grape producing areas in China. Qingxu grape is also a well-known regional public brand in Shanxi. However, leading the rapid upgrading of Qingxu grape varieties, turning the resource advantages of Qingxu grape into value advantages, and achieving brand advantages from product advantages are the fruit industry professional cooperatives.

Before returning home to plant grapes, Ding Tuobao did labor protection products production; at that time, grapes in Qingxu County were listed for only 20 days, walking the traditional industry road of selling to make money but not losing money.

Industrialized experience, let old Ding feel that doing so "hurt can not afford." He can sell grapes 12 months a year, becoming a simple ideal for him and the villagers to unite with the supermarket.

Dingtuo keeps grape planting technology. After several years of exploration, from the listing of greenhouse grapes in May to the listing of arch shed grapes and field grapes, it can last until November. The picking period of grapes is extended to 6 months. With the application of storage technology, the cooperative realizes all-weather operation of fresh grape sales throughout the year.

"Those who enter the supermarket are high-end sales. The quality is good and the taste is good." A few days ago, fruit industry professional cooperatives are the only organic grape base certification units in Shanxi. From the use of V-shaped grape racks to ensure the ventilation of grapes between plants; to comb fruits to ensure the nutritional growth of each grape and good commodity quality, and then to make the number of grapes per mention the same, so that the grape can realize standardized growth, Lao Ding's efforts in grape cultivation technology have become the hard support for the quality of Tianqian brand grapes.

"There is no shortcut to agriculture. After selecting the direction of brand agriculture, every detail must be solid. The biggest shortcut is not to take detours." In Qingxu grape Jianghu more than ten years of experience, Ding Tuobao saw more ups and downs, becoming the remaining and winners in the same period.

Seeking difference is also a way to cooperate

"No matter how much you love to eat, you will get tired of eating it every day. You have to constantly change the taste and variety to satisfy the consumer's demand for freshness." Ding Tuo Bao said.

Qingxu longan grape is an old variety. Since 2004, with the listing of new grape varieties, consumers have gone to the fresh things of 3 yuan, and the price of longan grape suddenly dropped to 34 jiao. In 2013, after the expansion of new varieties, consumers began to miss the taste of childhood. That year, instead, the old varieties sold for 3 yuan, while some new varieties sold for 2 yuan.

Organize production around consumers 'appeal for freshness. Diversified and rotated production of varieties and tastes constantly impacts consumers' taste, which has become the production mode of fruit industry professional cooperatives. Ding Tuo Bao's own base stocks 70 grape varieties with different flavors, including rose, strawberry, musk, mint, seedless and multicolor varieties.

Every year, Lao Ding will change the varieties. When providing seedlings uniformly, he intentionally avoids centralized planting of single varieties, so that farmers of cooperatives can plant two or three different varieties respectively, so that differential planting and wrong maturity become cooperative consensus.

In terms of sales, Lao Ding took 15 to 20 days as a cycle, mainly promoting a series of ways, so that each household planted grapes have their own home sales period, but also avoided the members for the first to sell who to fight for the red.

The sales terminal is also the marketing front station

2015 is the first year of formal operation of grape picking garden of fruit professional cooperative. During the business period from mid-June to mid-October, the passenger flow reached more than 20,000 person-times and the sales revenue reached 4 million yuan. This is the first leisure agriculture in Qingxu County, which has just started.

"Where does the passenger flow come from?" the reporter asked.

"Each supermarket counter is a promotion point for the picking garden. We will issue some discount cards to customers. The company's product quality inspectors are both tour guides and responsible for writing promotional materials, so as to ensure that they effectively spread the core value of the brand to the experiencers."

"You see these grape corridors and picking and sightseeing greenhouses, which take a sparse planting method, which is convenient for consumers to take photos or take photos; there are also many types of planting, and different colors are interspersed, which can increase the visual beauty of the experience." These sensory pleasures will become the motivation to pick and buy grapes. Even if they don't have the opportunity to pick grapes in the future, they will still fix their consumption habits of buying grapes from our brand at the counter." Speaking of "grape classics" Ding Tuobao, avant-garde thinking, there is no feeling of 62-year-old people.

Organize product production on the premise of diversified consumer demand; construct the annual supply chain of products with the market as the core; take the brand as the starting point, from what to sell, to whom to sell to how to sell the experience sales interconnection mode, the value advantage of brand agriculture becomes more and more prominent under the background of large fluctuation of fruit price last year. (Reporter Wu Jinbin)