Online promote the development of sightseeing picking tour Linhai thousands of "orange second generation" to enter the market

In October, more than 40,000 mu of tangerines in Yongquan Town, Linhai, gradually ripened. These days, Feng Qianqian, born in 1989, eats two bowls of white rice every meal. Wechat took orders at night, went to the orchard to help pick during the day, and went on a picking tour on weekends. During the harvest season, she was slim, and her appetite also increased.

In the Yongquan Citrus demonstration Zone in Linhai City, we are greeted by young and beautiful faces. According to preliminary statistics of Yongquan Town, there are more than 990 "orange second generation" like Feng Qianqian in the town. After graduating from college, they returned to their hometown to take over their parents' orange orchards, intensive farming brands, online promotion, and the development of sightseeing and picking tours. Yongquan tangerine market is rising again.

Sightseeing picking

The scenery of the orange orchard is infinitely beautiful

In a mountain bend in Shazhu Village, Yongquan Town, there is an alpine orange orchard covering an area of 400 mu, as well as a flat clearing that can park more than 40 tourist buses at the same time.

Walking into the orange orchard in the valley, a beautiful girl in a loose white sweater and torn jeans greeted her with a picking basket and a brisk pace. This is Feng Qianqian, who graduated from college in 2011 and returned to Yongquan from Hangzhou in 2012 to help her parents manage the orange orchard.

Set up Linhai Chung Meimei Citrus Professional Cooperative to boldly become the "master"; level a previously abandoned mine into a spacious parking apron; build a wide cement road directly to the top of the mountain; winding cement steps all over every corner of the orange orchard; and 3 mu of flat orange forest covered with a greenhouse, so that the picking period can be delayed until the beginning of the next spring. As the little owner of the orange orchard, Feng Qianqian has a lot of energy and courage.

Gradually, the parents retreated to the behind-the-scenes management of the orange orchard, leaving the responsibility of cooperative operation and citrus sales to their daughter. The picking tour led by the daughter is a completely different orange selling mode from that of her parents: 400 mu of orange orchards, with an annual output of more than 400,000 kilograms of tangerines, of which 50% are picked and taken away by tourists, greatly saving the cost of manual picking. In July this year, Feng Qianqian also received back the plaque of "Zhejiang Province's first fruit and vegetable picking tourism base" from the Provincial Tourism Standardization Technical Committee. "this year we will try to receive a group of 10,000 people."

During the National Day this year, she began to step into the ranks of WeChat businessmen, selling more than 100 cases of oranges every day through moments alone. When the peak sales season comes in November, she also plans to open a Taobao store and sell Yongquan tangerines to all parts of the country.

Feng Qianqian gave herself a very special Wechat name-"Orange seed". She says the name has two meanings: she is a WeChat businessman who speaks for her own oranges; she is the daughter of an orange farmer and her father's orange orchard raised her. Every day, she will post selfie photos and orange oranges in her moments to attract orange lovers to place orders.

Strictly adhere to quality

Start the brand and expand the market

Passing by Hengshan Qiancun, on a giant billboard, words such as "Honey Orange designated for the 13th Universiade of Zhejiang Province", "CCTV" and "Top 100 Brands of Chinese Agriculture" stand out. What they point to is a rising new brand of Yongquan tangerine-"Yumanyuan". It was Feng Renfang, a college student who returned home, who started this brand.

Feng Renfang, who was born in 1986, has been doing one thing since he resigned from a listed company in Taizhou and returned to his hometown in 2011: subdivide the Yongquan tangerine market, grasp product quality control, and strengthen the "Yumanyuan" brand. "Let the best Yongquan tangerine realize its maximum market value." Feng Renfang said that he majored in marketing in college, and he wanted to apply what he had learned in his hometown.

Linhai Yongquan tangerine has come to the fore since the 1990s. Hundreds of brands have emerged under the management of their parents, but the more well-known ones are only "rock fish head" and "unforgettable". After carefully studying the existing brand, Feng Renfang decided to create his own brand "Yumanyuan". "buying a 'jade full garden' is tantamount to buying Yongquan tangerines of the most guaranteed quality." He said.

In just a few years, by participating in the Youth Entrepreneurship Competition in Taizhou City, Zhejiang Province and even the whole country, sponsoring the 13th Zhejiang Universiade, participating in the Provincial Agricultural Fair, introducing cartoon images, and so on, the professional cooperative led by Feng Renfang and the brand of "Yumanyuan" have become famous. And he himself has also reaped the honor of being the leader of the country's rural youth to become rich.

In order to ensure the quality of the fruit, as early as 2012, the cooperative established an almost stringent process standard: three assembly lines of pure manual sorting. Any citrus with any characteristics such as black scar, smooth skin, sun coke, thick skin, spot, rot, yellow fat, etc., will be screened out.

"according to this standard, even if I pick two orange trees with an output of up to 200 kilograms, they can only pick 1 kilogram of Yumanyuan." Feng Renfang's sister said that because some small shortcomings do not affect the citrus taste. However, Feng Renfang believes that in order to launch the brand and win the market position, it is necessary to stick to the standards.

E-commerce group

More than 60% of online sales

Young Feng Qianqian and Feng Renfang are both members of the Yongquan Town Electronic Commerce Association. The president of the association is the younger Lin Dongdong, the chairman of Taizhou Agricultural Development Co., Ltd., a returnee born in 1990. On July 2 this year, 54 enterprises in Yongquan Town formed an e-commerce association, and most of the members were "orange second generation" like Lin Dongdong.

In recent years, with the rise of rural e-commerce, 468 online stores have emerged in Yongquan Town, the hometown of seedless tangerines in China, including more than 30 large-scale online stores and more than 3000 e-commerce employees. Open an online shop directly, or cooperate with e-commerce platforms such as Taobao and original Life Network, online sales have accounted for more than 60% of the town's total tangerine sales.

"even if you are at work during the day, you will expand your sales through the online store at night." Zhu Lingfei, deputy mayor of the town, said that there are many part-time "orange second generation" in Yongquan town to help parents sell oranges through e-commerce.

Although online stores are springing up everywhere, it is not easy to become bigger and stronger. After the establishment of the association, the first thing Lin Dongdong did was to join members to negotiate with local express delivery companies to minimize express delivery costs. Originally, the main business body and Taobao online store went their own way, the volume of express delivery was relatively small, each company could not reach the standard of 300000 yuan per month, and the express delivery company refused to give a discount.

"now that the association cooperates as a whole, we have the capital to negotiate, and express fees have been reduced a lot." Lin Dongdong said.

The newly established e-commerce association also gives college students who return home to start their own businesses more opportunities to get together and communicate. "it was only after joining the association that I found that so many 'orange second generations' have returned to Yongquan in the past two years. With regard to the e-commerce of fresh fruit, there are still many problems to be solved, how to further promote the popularity of Yongquan tangerine in the country, which depend on our joint efforts. " Lin Dongdong said that the story in the orange orchard has opened a new chapter.