Did Cixi panic? Who is the "ceiling" of Zhejiang Yangmei?, Lanxi "knocking on the door" Zhejiang | Yangmei | Lanxi

During this period

Yangmei is widely available in various parts of Zhejiang province

A "Yangmei Battle" kicked off

Performed in the free shipping area and even in the national fruit market

The C-position dispute

Chinese Yangmei Looking at Zhejiang

On the map of Yangmei in Zhejiang

Active in more than ten main production areas and counties of Yangmei, big and small

Just as it is known as the "Hometown of Chinese Yangmei", there are

Yuyao, Cixi, Zhoushan Baiquan Town, Xianju

Huangyan, Qingtian, Ouhai, Majian Town, Lanxi City

Xiaoshan Suoqian Town, Shaoxing Hutang Street, Shangyu

……

But we need to debate who the "ceiling" of Zhejiang Yangmei is

Netizens have their own opinions

↓↓

In the market, we can also see our achievements

June 14th

In the Rose Fresh Fruit Shop on Renhe Road in Cixi City

The most prominent shelf at the entrance is filled with black and purple bayberries

Customers are constantly coming to make purchases

However, these bayberries are not local properties

But it comes from Lanxi City, 280 kilometers away

"It sells so well!"

Zheng Weidong, the owner of Fresh Fruit Shop, told Chao News reporters

Starting from May 20th this year

He has sold over 30000 kilograms of Lanxi Yangmei

The price is on par with local yangmei

This is not new either. However, it is rare for someone like Lanxi Yangmei to come to their home stadium and have a good record. Moreover, it still entered the territory of Cixi. Cixi Yangmei has always been one of the representatives with the longest cultivation history and highest quality in Zhejiang and even in China, and is truly a "veteran star". The people of Cixi are particularly picky about the taste of yangmei. The locals once arrogantly said, "As long as the yangmei from Cixi is on the market, we will never eat yangmei from other places."

As a rising star, why does Lanxi Yangmei dare to "hit the door"? In the increasingly fierce "Battle of Yangmei", what new tactics do the "Hometowns of Yangmei" have?

Why does Lanxi Yangmei enter the Cixi market

——"Our greenhouse yangmei in Lanxi is cultivated according to the taste of Cixi people."

"These two are both water chestnuts and waxberries, which are called charcoal plums in our local dialect. What's the difference in taste?" Zheng Weidong took out the Lanxi and Cixi waxberries currently on sale from the store and asked us to taste them. In terms of taste, the two are extremely similar, both soft, sticky, sweet, delicate and juicy. On the head, it is slightly larger than the Lanxi Yangmei, which is a bit like the Xianju Dongkui.

"Let's use this metaphor. If Cixi Yangmei is a woman, Xianju Yangmei is a man. Lanxi Yangmei combines the appearance of Xianju Yangmei, but has the heart of Cixi Yangmei." Zheng Weidong joked.

Zheng Weidong is a native of Cixi. Eight years ago, after the army retired, he returned to his hometown to engage in fruit distribution business. I am familiar with Yangmei from all over the country. In fact, from April to May a few years ago, he started selling Yunnan and Fujian yangmei in Cixi. However, the people of Cixi are picky about their taste, and they can't help but feel a bit disdainful when it comes to buying. "There is always no local Yangmei that is fresh and refreshing," they said.

Three years ago, Zheng Weidong brought Lanxi Yangmei to Cixi for sale through a friend's introduction. Lanxi greenhouse yangmei ripens 15-20 days earlier than local yangmei. Zheng Weidong originally only wanted to "make a time difference", but over the next three years, Lanxi yangmei will become increasingly popular in Cixi.

Starting from mid to late May this year, Zheng Weidong stayed in Lanxi for more than 20 days in a row, purchasing high-quality yangmei from various places in Majian Town, Lanxi. Before the local Yangmei in Cixi was launched, Lanxi Yangmei could be sold for 100 yuan per kilogram; After the local yangmei was launched on June 10th, it can also be sold for 20-30 yuan per kilogram.

Lanxi Yangmei, what secret weapon do you have?

The reporter contacted Ni Xiaojun, the leader of greenhouse yangmei in Lanxi City, a representative of the Zhejiang Provincial People's Congress, and also known as a "yangmei university student".

"Our greenhouse yangmei in Lanxi is cultivated according to the taste of Cixi people!" Ni Xiaojun revealed the truth with one sentence.

In the 1980s, the water chestnut variety Yangmei, originating from Cixi, was introduced to Lanxi. This variety is known for its small kernel, thick flesh, and delicate and juicy texture.

In recent years, Ni Xiaojun has found that compared to open-air cultivation, water chestnut plums cultivated in greenhouses not only come into market early, but also have good quality and a long cycle.

More importantly, he also found that Cixi, one of the top 100 economic counties in the southern wing of the Yangtze River Delta, has a high demand for high-quality yangmei. Although there are so many varieties of yangmei in Zhejiang, the people of Cixi only have a special fondness for water chestnuts. As long as the quality of yangmei is good, there is no need to worry about selling it.

So, Ni Xiaojun, who sensed the business opportunity, led the local farmers to target the Cixi market and study how to improve the taste of yangmei and expand the planting area.

At present, the greenhouse Yangmei in Lanxi has reached 2500 acres, ranking first in Zhejiang Province, with water chestnut plum accounting for 60%. 70% -80% of these water chestnut plums, which have a taste similar to Cixi Yangmei but are larger and more durable to store, have been sold in Cixi.

Zheng Weidong has the most direct experience of this: "The quality of Lanxi Yangmei is improving year by year. Before the local Yangmei was launched in Cixi this year, almost every fruit store was selling Lanxi Yangmei."

From public data, as of the end of 2022, the total planting area of Yangmei in Cixi City was 84000 acres, with a total output of 45000 tons and a production value of 480 million yuan; The total area of Yangmei in Lanxi City is 70000 mu, with a total output of 42000 tons and a production value exceeding 400 million yuan, and the gap with Cixi is getting smaller and smaller.

And Ni Xiaodong not only sold Lanxi Yangmei to Cixi, but also three years ago, he rented 50 acres of land on Cuiping Mountain in Henghe Town, Cixi and planted greenhouse Yangmei. He told Cixi Yangmei that "the emperor's daughter doesn't worry about getting married"

——"As long as the quality is good, there will always be a market."

In mid June, in the area of Cuiping Mountain in the southern part of Cixi, the Yangmei trees planted all over the mountain were red to the top.

When it comes to yangmei, the pride of the locals is beyond words. In the areas of Cixi and Yuyao in Zhejiang Province, wild waxberries dating back more than 7000 years were discovered at the Hemudu site during the Neolithic period, and have a history of over 1300 years of artificial cultivation. In 1996, Henghe Town in Cixi was named "Hometown of Chinese Yangmei" by the Ministry of Agriculture. Next door, Yuyao will be one year earlier.

When Cixi and Yuyao Yangmei were famous, Lanxi Yangmei was still unknown. Now a "little brother from the martial arts world" is knocking on your door? What do the people of Cixi think?

Liu Liming is a major Yangmei grower in Meiyuan Village, Henghe Town, Cixi City, planting 50 acres of Yangmei locally. He didn't mind the entry of Lanxi Yangmei into the Cixi market: "Our high-quality Yangmei in Cixi is not sold enough by relatives, friends, and acquaintances, and won't be sent to fruit shops." In his view, whether it's Lanxi or Yunnan or Fujian Yangmei, it's just filling the market gap and won't have any impact on local Yangmei.

Cixi Yangmei is indeed a "daughter of the emperor who does not worry about marriage" in the local area. On a day in Meiyuan Village, the reporter saw cars of all sizes rushing into the small mountain village and leaving with Yangmei in full load. Every wealthy household has designated locations for SF Express and Postal Express to settle in. These days, picking, sorting, packaging, and shipping have been extremely busy.

"Cixi is not only a major producer of bayberries, but also a consumer market," said a person in charge of the Agriculture and Rural Bureau of Cixi City. This is also the reason why in recent years, bayberries from various regions have been competing in the Cixi market.

Zheng Weidong also told reporters that there is no place where people are as "fanatical" as the people of Cixi when it comes to eating yangmei, and they have to eat from April to July. "I started eating Yunnan yangmei in early April, and in mid May, Fujian and Lanxi yangmei came in. In early June, local yangmei was launched in Cixi, and at the end of June, it was Xianju yangmei's turn to eat until July when the Zhoushan late rice yangmei was available."

Perhaps business is good, but the enthusiasm of Meinong farmers to expand their markets is not high. In fact, a few years ago, the new retailer Chaohe Ma Fresh came to sell Liu Liming's Yangmei to supermarkets in Shanghai, but he refused. Zhengda Agricultural Group approached him to cooperate with internet celebrity live streaming sales, but he tried for two years but still lost interest.

"Although going out is good for brand promotion, it's better to sell locally at a lower price, and the quality is also easy to control," said Liu Liming.

The reporter found that the unwillingness to engage in a price war is almost a consensus among Cixi Meinong.

However, the fame of Yangmei in Cixi is too great, and it is easy to sell in the local market, which is an advantage and also becoming a burden.

Cixi people love to eat water chestnuts and plums, but plum farmers are unwilling to grow other varieties. Nowadays, the planting area and yield of water chestnut plum in Cixi account for 85%. Although this type of yangmei has a good taste, its meat is relatively soft and easy to water out, making it less advantageous in long-distance transportation compared to Xianju Dongkui yangmei and others.

The acceptance of greenhouse planting techniques by local plum farmers is also not high. In addition to the high cost, they also firmly believe that only the open-air waxberry that has absorbed the "essence of the sun and the moon" is the most "fresh". At present, the Yangmei greenhouse in Cixi City covers only over 250 acres, which is far from other main production areas in the province such as Lanxi, Xianju, and Qingtian.

Both Meinong and ordinary citizens of Cixi feel a sense of superiority when it comes to their hometown of Yangmei, but some still feel the impact.

Mao Chunmiao is one of the few local plum farmers who wants Cixi Yangmei to go out. Since 2000, under the guidance of the Cixi Agriculture Bureau, he has been developing cold chain technology and exporting the "Spring Seedling" brand of Cixi Yangmei to countries and regions such as France, Italy, Spain, and the Middle East.

After three years of suspension of cooperation with overseas partners due to the pandemic, he had planned to resume orders this year, but was unexpectedly cut off by Xianju Yangmei.

Mao Chunmiao extended four fingers and told him in an incredulous tone that he had discovered that foreigners preferred the larger Dongkui over the smaller water chestnut plum. In addition, products like Fujian Yangmei have an early listing and export price advantage.

However, Mao Chunmiao still believes that "as long as the quality is good, there will always be a market." After the overseas market failed, he shifted his focus to strengthening the quality improvement of Yangmei. In his late sixties, he started a live class on social media platforms, teaching Meinong farmers how to strengthen their cultivation techniques, and has tens of thousands of fans.

"If there is no advantage in going out, invite people in." The relevant person in charge of Henghe Town, Cixi City, told reporters that the local government is considering how to increase the added value of Yangmei, extend the industrial chain, introduce new customer groups, and activate cultural and tourism resources in the southern mountainous areas of Cixi.

The "Hometown of Yangmei" has rolled up

——"What young people like, they all want to give it a try."

Improving added value and extending the industrial chain are also the breakthroughs being attempted by various Yangmei towns in Zhejiang. Compared to the cautious progress of veteran stars, the pace of newcomers seeking innovation and change is more brisk.

The most popular "internet celebrity" Xianju Yangmei has become increasingly competitive in the market in recent years as its sugar content has increased and planting costs have decreased after variety improvement. At present, the total planting area of Yangmei is 142000 mu, with a total output of 62000 tons and a production value exceeding 1 billion yuan, both ranking first in Zhejiang.

Lanxi, the "dark horse" in the field of Yangmei in Zhejiang, has been racing in greenhouse cultivation, leading the province in terms of scale and technical level. The quality of Yangmei, which has been cultivated in greenhouses, has greatly improved. In 2016 and 2022, it won the double material single event championship twice in the "Zhejiang Agricultural Most" competition.

In addition to improving the quality of Yangmei itself, various regions are also actively trying to break through boundaries in market expansion and brand building.

On the one hand, to shorten the sales chain. Xianju focuses on live streaming e-commerce and cultivates local internet celebrities for live streaming sales. As soon as Yangmei was launched, hundreds of village broadcasters walked into the live broadcast room to start the "cloud sales" of Yangmei. At the same time, the area actively connects with well-known e-commerce platforms to promote the sales of Yangmei to the whole country and the world.

On the other hand, extending the shelf life. In addition to developing derivatives such as yangmei wine, yangmei juice, and yangmei pastry, various regions also collaborate and create cultural and creative products to create brand IPs.

In 2021, Xianju Bayberry and the domestic brand Guangming Cold Drink joined hands to create the "one branch of bayberry" lollipop. This China-Chic "lollipop type bayberry" has sold 4 million pieces in three months after its listing, becoming a popular online product and driving the brand out of the market.

In recent years, Lanxi has started playing "Yangmei+Cultural and Creative", using fresh Yangmei fruits and Yangmei leaves to make trendy jewelry such as earrings, rings, hair clips, and brooches, which can be sold for 69 yuan per piece; Dozens of cultural and creative peripherals, including fans, handkerchiefs, wine vessels, handbags, and more, containing elements of yangmei, have attracted many trendsetters.

Qingtian even opened his mind to the metaverse. In June this year, Qingtian launched the Metaverse Yangmei WeChat mini program, which combines virtual reality technology with agricultural technology to build a complete Metaverse Yangmei ecosystem. Users can immerse themselves in the Yangmei Forest through VR and check the growth of their adopted Yangmei trees in the metaverse world at any time, participating in interactive Yangmei planting games. Once the yangmei is ripe, place your order manually and deliver it to your doorstep, and you can taste the delicious food you have grown in the metaverse.

"What young people like, they want to give it a try." The relevant person in charge of the cultural and tourism department of Qingtian County said that this year's Qingtian Yangmei Festival has launched Yangmei themed music festival and Yangmei themed camping activities, bringing young people a richer gaming experience.

It can be said that with the rise of the digital economy and the trendy economy, catching the fast train of new consumer formats has given "latecomers" the opportunity to turn red.

Seeing everyone playing so happily, the big brothers couldn't sit still. Huangyan, Taizhou, as the birthplace of Dongkui Yangmei, has also launched cultural and creative IPs such as "Kui Mother", "Kui Star", and "Yangmei Fairy". Due to its cute and meaningful appearance, it has gained a lot of fans. Cixi has also launched "Yangmei+" IPs such as Yangmei Secret Color Banquet and Yangmei Baby.

In short, by innovating tactics, extending the sales cycle and radius of Yangmei, and expanding brand extension, the "Hometowns of Yangmei" in Zhejiang have already "rolled up".

How much "roll" is there? Just take a look at the Yangmei Festival. From May 17th to June 18th, more than ten places in Zhejiang, including Liandu District in Lishui, Qingtian, Jinhua Lanxi, Xianju in Taizhou, Changxing in Huzhou, Rui'an in Wenzhou, Cixi in Ningbo, Huangyan in Taizhou, Wencheng in Wenzhou, and Chaoshan in Linping, Hangzhou, have held the Yangmei Festival to cheer for their own yangmei.

In Zhejiang, Yangmei is not only a fruit, a prosperous industry for the people, but also a cultural symbol. We look forward to the "hometown of Yangmei" that has been rolled up, working together to expand the market and brand, making this "fresh and sweet" truly a unique imprint of Zhejiang flavor and even Chinese flavor.