Qingxu County, Shanxi Province: the grapes are "fresh" a few days ago.

"this is called Xiangfei, a rose-flavored precocious variety, which can be put on the market in advance around June 15. The fruit that falls to the ground can not exceed 80 grains at a time, and the quantity can be controlled at about 8 taels. Only in this way can it be sold." May 3, out of the office, into the greenhouse of Ding Tuobao, looking at the grapes talking, the expression began to become vivid.

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

This is not the sales record of the brand a few days ago. In 2013, the sales of the brand grapes reached 48 million yuan; in 2014, the sales reached 52 million yuan.

What does the brand sell a few days ago? Lao Ding's position is "fresh". Whether it is early in spring or delayed in autumn, fresh grapes are supplied for 12 months of the year, and each grape is guaranteed to be sold brightly through organic and standardized production; a series is launched every half a month to 20 days to meet the freshness needs of consumers; in the business model, the supermarket is not only the sales terminal, but also the front station of consumer experience marketing. All these can highlight the core value of the brand: fresh.

No detour is a shortcut.

In addition to being known as the vinegar capital, Qingxu County has a good resource endowment for grape cultivation. Qingxu Grape 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, the resource advantage of Qingxu grape into value advantage, from product advantage to brand advantage is the fruit industry professional cooperative.

Before returning to his hometown to grow grapes, Ding Tuobao produced labor protection products; at that time, Qingxu County grapes were only on the market for 20 days, following the road of traditional industries that sold them to make money but could not sell them at a loss.

The experience of industrialization makes Lao Ding feel that he can't afford to do so. Being able to sell grapes 12 months a year has become a simple ideal for him and his villagers to join forces to dock with the supermarket.

Ding Tuobao has grape planting technology, and after several years of exploration, from greenhouse grape listing in May to Gongpeng grape listing and field grape listing, it can continue until November, and the grape harvest period has been extended to six months, coupled with the use of storage technology. Cooperatives have achieved round-the-clock operation of fresh grape sales throughout the year.

"those who enter the supermarket are high-end sales, with good quality and good taste." A few days ago, the fruit industry professional cooperative is the only unit in Shanxi that has obtained the certification of organic grape base. From the use of V-shaped grape racks to ensure the ventilation of grapes between plants, to carding fruits, to ensure the vegetative growth and good commercial quality of each grape, so that the number of grape grains in each mention is the same, so that the grapes can achieve standardized growth. Laoding's efforts under the grape cultivation technology have become the hard support for the quality of the grapes.

"there are no shortcuts to agriculture. After choosing the direction of brand agriculture, every detail has to be solid, and not taking detours is the biggest shortcut." After more than ten years of experience in Qingxu grape rivers and lakes, Ding Tuobao has seen many ups and downs and has become the leftover and winner in the same period.

Seeking differences is also a way of cooperation.

"No matter how much you like to eat, you will get tired of eating every day. You should constantly change your tastes and varieties to meet consumers' demands for freshness." Ding Tuobao said.

Qingxu longan grape is an old variety, since 2004, with the new grape varieties on the market, consumers are all running for 3 yuan of fresh things, the price of longan grape suddenly fell to thirty or forty cents. In 2013, after the expansion of new varieties, consumers began to miss the taste of childhood again. That year, it was the old variety of longan that sold for 3 yuan, while some new varieties sold for only 2 yuan.

Organize production around consumers' demand for freshness, variety and taste rotation production continues to impact consumers' sense of taste, and become the production mode of fruit industry professional cooperatives. Ding Tuobao's own base stores 70 grape varieties with different tastes, including rose, strawberry, musk, peppermint, seedless, multicolor and so on.

Every year, Lao Ding will change varieties, and when unified seedling supply, he deliberately avoids centralized planting of a single variety, allowing farmers in cooperatives to plant two or three different varieties respectively, so that differentiated planting and delayed maturity have become a cooperative consensus.

In terms of sales, Lao Ding has adopted a cycle of 15 to 20 days, mainly promoting a series of ways, so that each family of grapes has its own home marketing period, and avoids the problem of members fighting for which family to sell first.

The sales terminal is also the front station of marketing.

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

"where does the passenger flow come from?" The reporter asked.

"the counter of each supermarket is a promotion point in the picking garden. We will send some discount cards to customers. The company's product quality inspectors are not only tour guides, but also responsible for writing promotional materials, etc., so as to ensure that they effectively spread the core values of the brand to those who experience it."

"you see, these grape promenades and picking and sightseeing greenhouses are sparsely planted, making it convenient for consumers to take pictures or take pictures as a souvenir. There are also many kinds of plants, interspersed with different colors, which can increase the visual beauty of the experience. These sensory pleasures will become the driving force for picking and buying, and even if they do not have the opportunity to pick them later, they will fix their consumption habit of going to the counter to buy our brand grapes. " Speaking of Ding Tuobao in the Grape Sutra, his thought is avant-garde, and he doesn't feel like a 62-year-old man at all.

Organize product production with the diversified needs of consumers as the premise; build the annual supply chain of products with the market as the core; take the brand as the starting point, and build an experience sales interconnection model from what to sell, to whom to sell to, and how to sell it. Under the background of large fluctuations in fruit prices last year, the value advantage of brand agriculture is becoming more and more prominent.