There are always stars to open the way, and there are always you who come to pay tribute to the ＂pineapple goddess＂ for us.
More than four years ago, Chen Ruru, a post-80s youth, did not expect to become friends with Li Xiaojun, a post-60s youth, nor did he expect to become friends with Liu Zhijia, an IT man 2,600km away. They have different identities, such as entrepreneurial youth in the 18th-line small town, department-level cadres in provincial organs and institutions, and co-founders of Beijing Internet enterprises. It is hard to imagine that such three people will have a deep intersection in the future.
But everything is logical. They gathered from Beijing and Guangzhou at the southernmost tip of the mainland of the motherland for the common cause — — "Xuwen pineapple", familiar with each other.Spring after spring, they meet in the "pineapple sea".
A lofty friendship is often achieved by a common cause.On September 18th, Chen Ruyue and "pineapple sisters" Wu Jianlian and Wang Xiaoying traveled 600 kilometers from Xuwen to Guangzhou to visit Li Xiaojun who retired gloriously this month. They called her "pineapple goddess". On this trip, they paid tribute to Li Xiaojun on behalf of 150,000 Xuwen pineapple farmers — —"There are always stars to open the way, and there are always you coming for us."
Chen Ruyue (first from right) and pineapple sister (second from left) pay tribute to Li Xiaojun (second from right) on behalf of Xu Wen’s pineapple farmers. He Yufeng photo
The flower balls made of small pineapples are the wishes of fruit farmers.
In those days,The "12221" task force is like a "sea-breaking" person who leads the "pineapple sea" fruit farmers to the big market. Xiaojun ’ It has gathered into an army of rural revitalization. "Looking back, Li Xiaojun was gratified. The Xuwen Pineapple Working Group, which she first led, brought the concept, practice and resources of "12221", and now it has formed a cross-regional and cross-industry agricultural product market cooperation team, leaving a team that can’t be taken away.Compared with more than four years ago, Xuwen pineapple practitioners are now confident and striding forward.
Common goals create affectionate connections.
Xuwen, located at the southernmost tip of mainland China, has the most magnificent pineapple planting landscape belt in China. Whenever the pineapple is harvested, the "pineapple sea" always welcomes a group of different people.They set foot on red soil and shuttled through the fields to plan the future for Xuwen pineapple.They came from different units, including government cadres, university experts, media reporters and entrepreneurs. Li Xiaojun, then deputy director of Guangdong Agricultural Exhibition Hall, was the "leader" of this group of people.
There are always stars to clear the way, and there are always you coming for us. — — Pay tribute to the pineapple goddess of love
The hour hand is set back to 2018. On this magnificent red land, golden pineapples rot in the fields and nobody cares. The whole industry was shrouded in the shadow of slow sales for three consecutive years, and the majority of fruit farmers gradually lost confidence. "earn a little this year and get in next year; Earn a little next year and take it in the next year. " Chen Ruru said.
Facing the expectation of 150,000 pineapple growers, the Guangdong Provincial Department of Agriculture and Rural Affairs did not hesitate to set up a working group quickly. Taking Xuwen pineapple as the experimental field, it started the "12221" market system construction of Guangdong agricultural products.
In February 2019, the Guangdong Provincial Department of Agriculture and Rural Affairs set up a special working group on Xuwen pineapple to conduct in-depth research, and put forward a framework for the construction of Xuwen pineapple marketing system, which was refined to form "12221".
At that time, Chen Ruyue was full of confusion and confusion. A conference in the spring of 2019 changed his course. It was the first pineapple production and marketing docking conference organized by the working group led by Li Xiaojun. Chen Ruyue stood on the stage of the conference, promoted her new pineapple varieties, met a group of high-quality buyers, and successfully exported her own pineapples to Russia, Japan and other countries. "As a builder, witness and beneficiary, Xuwen pineapple has come to this day, and its value has doubled and sold overseas. It is very difficult and remarkable!" Chen Ruru said with emotion.
As a core member of the working group, Huang Haiyang, then a media reporter, planned the Xuwen pineapple production and marketing docking conference in 2019. He said that on the day of the event, more than 500 buyers came, far exceeding expectations. Many buyers called the day before the event to inquire, but they had to refuse due to the limitation of the venue. On the day of the event, the purchase volume of pineapples exceeded 120 million Jin, accounting for more than 1/5 of the total output of that year. "From that day on, I knew Xuwen pineapple would sell well. Because the confidence of farmers has recovered, buyers and consumers have re-recognized Xuwen pineapple. " Huang Haiyang said.
In 2019, Xuwen’s "12221" marketing was a great test, and the total output value of pineapple reached 1.5 billion yuan, an increase of 53% compared with 980 million yuan in 2018. Subsequently, the output value of Xuwen pineapple climbed year after year. This year, the output of Xuwen pineapple is about 796,000 tons, the output value is about 2.5 billion yuan, and the average purchase price is about 1.5 yuan/kg."In the past five years, Xuwen’s pineapple output has increased from more than 500,000 tons to more than 700,000 tons, and the price of the field head has increased from a few cents to the highest 3 yuan, and the per capita GDP has increased from 23,748 yuan to 33,676 yuan."Luo Hongxia, secretary of Xuwen County Party Committee, said that this is the most vivid portrayal of the joy in the hearts of peasant brothers.
The farmer brothers are happy in their hearts. Photo by Lin Peng
Once hesitant fruit farmers regain their confidence in planting.Peng Decan’s pineapple planting area has been expanded from 80 mu to 300 mu. "In previous years, Xuwen’s rent was 1,300 yuan/mu, but now everyone ‘ Grab land ’ Planting pineapples, the land rent rose to 2700 yuan/mu this year. There is hope in the industry, and everyone’s enthusiasm for planting pineapples is getting higher and higher. " Chen Ruyue said to everyone.
There are also ideas that change."From not understanding at all, many farmers’ agents and brokers now know that they should open their mobile phones to see big data in the market, do a good job in the supply chain of the base, strengthen quality control, and establish a brand to go out." Liu Zhijia, a special member of the working group and co-founder of an acre of land, said that all this was finally reflected in the continuous increase in the income of practitioners.
The power of gaining support and persistence.
If you are determined to be firm, you will not be sharp, and success will not be fast for a long time."The continuous increase of fruit farmers’ income is due to our continuous participation ‘ 12221’ The biggest motivation. "Yvonne Wang, a member of the working group and then the Guangdong Agricultural and Rural Short Video Production and Promotion Center, said.
This is precisely the vitality of "12221". It is precisely because it can link agriculture with agriculture and increase farmers’ income that new units, departments and social forces are willing to join.There are more and more friends in the working group.
Xu Wen pineapple "12221" working group representatives went to the pineapple sea for investigation.
In the spring of 2019, "12221" was born in Xuwen.After winning the first season, just as everyone was full of confidence and ready for a big fight next year, the sudden COVID-19 epidemic in 2020 disrupted everything. The fruit farmers who just tasted the "sweetness" suddenly felt cold. In mid-February, Liu Zhijia risked the epidemic and went retrograde from Beijing to Xuwen.
Together with the spring, there was a working group led by Li Xiaojun.When the whole country was still isolated at home, they set off retrograde and went to Xuwen from Guangzhou and Beijing. The traditional offline marketing model was cut off, which forced Xuwen pineapple to get an electric shock marketing. At that time, the working group raced against time to start the "Xuwen Pineapple Online Purchasing Through Train" and completed 11 tasks in just a few days. In just over a month, the price of pineapple has gradually increased from 0.6 yuan/kg at the end of January to 2.6-3 yuan/kg. In 2020, the output value of Xuwen pineapple reached 1.68 billion yuan, an increase of 12% over 2019.
Subsequently, the new online marketing method of "12221" agricultural product market system was copied to many agricultural products such as litchi, abalone, oyster, lion goose and grapefruit, thus opening the prelude to cultivating Guangdong’s "new infrastructure" for digital agriculture. Yvonne Wang, as an advocate of short video marketing, saw the Guangdong brand agricultural products "out of the circle" one after another.
"Pineapple Sister" Wang Xiaoying sent a pineapple to express her gratitude.
After 1995, Wang Xiaoying changed from the anchor of local TV station to "pineapple sister", and the county magistrate broadcasted the goods, the pineapple high-speed train, the pineapple micro-variety live broadcast, and the Xuwen pineapple national 11-city tasting meeting & HELIP; … There is always her beautiful figure. "It turns out that agriculture can play like this." Wang Xiaoying said that many farmers have built Xiaoyanglou, and the tractor road in the field has become a rainbow road."Xuwen pineapple is not only the rich fruit of the villagers, but also a kind of spiritual wealth."
Wu Jianlian, the "Pineapple Sister" and the president of Xuwen Pineapple Industry Association, also changed from questioning and worrying at the beginning to completely trusting the working group. In the past five years, she followed the working group around major cities in East China, North China and Northwest China, either selling pineapples in the producing area or exploring sales in major wholesale markets across the country to expand the sales radius. With the development of online marketing and the increase of sales channels, many purchases are made directly in the pineapple field, but the pineapple trading market in Qujie Town is slowly "idle".
As a developer of agricultural big data, Liu Zhijia describes himself with three changes in thinking, "from simple sales thinking to industrial thinking, from technology to sales thinking to supply chain thinking, from relying solely on market actions to coordinating all social forces to jointly promote sales."
Establishing the concept of market and expanding the market, the members of the task force feel a deep sense of gain after several years of "crossing the sea".Yvonne Wang said that he has transformed from an organization cadre to a business cadre, especially one who is familiar with Internet marketing and digital agriculture.
Today’s Xuwen pineapple sales are no longer just "waving flags and shouting" by the working group or several industry leaders. The team of "amphibious new farmers" who can plant and sell pineapples has been growing and has become a new force in the revitalization of Xuwen pineapple industry.
The team of Haixin farmers in pineapple has been growing and has become a new force in the revitalization of Xuwen pineapple village.
Doing the right thing has its own logic.
The iron camp is a flowing soldier, and the great cause will not stop.
A set of theories, a team and a mechanism promote the organic linkage of industry, market, science and technology and culture, and promote the high-quality development of agriculture.
The development of rural industries has its objective laws and cannot be achieved overnight.Only by maintaining a certain strength, working hard for a long time, and carrying out a blueprint to the end can we continue to develop healthily.At present, Xuwen pineapple industry still has many shortcomings. If the quality needs to be continuously improved, the development of primary, secondary and tertiary industries is unbalanced and the output value is not high enough. Luo Hongxia, secretary of Xuwen County Party Committee, has a clear understanding of this. She said that Xuwen pineapple is exploring and thinking. "The journey is long, only struggle. Adjust measures to local conditions, give play to advantages, make the pineapple industry stronger and better, strive to build a pineapple industry belt with world influence and competitiveness, make Xuwen pineapple a model with specimen significance for rural revitalization, and promote the demonstration to drive the high-quality development of characteristic rural industries to achieve greater results. "
Xuwen pineapple sea. Chen Bei running photo
The original pineapple team members, as well as the first batch of local party and government cadres who participated in the "12221" work, have changed their positions and posts.In the past, the "working group" with only a few people has evolved into a "12221" team, and hundreds of institutions have participated in this work in recent years.Liu Yicun and Yvonne Wang continued to promote "12221" in the grass-roots work in cities and counties.The "working group" no longer only focuses on the pineapple industry.Since the beginning of this year, Zhaoqing, Shaoguan and other agricultural cities have promoted the construction of the "12221" market system, and "Father’s love is like orchid" has become popular, and Sihui orchids have officially come out of the circle; Lechang’s "golden plum" lights up the "small waist" … …
What will Xuwen pineapple industry look like in five years?This year, xuwen county launched the "Ten Measures to Promote the Development of Pineapple Processing Industry in xuwen county" and other supporting policies, which helped the pineapple industry to "strengthen the chain, extend the chain and make up the chain". From single fresh fruit to diversified products, fresh-cut small pineapples are booming in the market, and pineapple prefabricated dishes such as grilled fish and shrimp are constantly being produced.
Pineapple grilled fish sold well in the market after listing.
More and more people from different industries have joined Xuwen pineapple industry.Some of them aim at "one production" and make a fuss about production standards and quality improvement; Some people aim at "secondary production", promote scientific and technological innovation, introduce deep processing projects and extend the industrial chain; Some people aim at the "three industries" and accelerate the deep integration of agricultural tourism, industry and culture. Among them are growers, grassroots cadres who have been rooted in rural areas for a long time, new farmers who have returned home to start businesses, entrepreneurs, investors, buyers and cultural practitioners. They introduced more capital and scientific and technological strength, opened up and operated more new tracks, and pushed Xuwen pineapple industry forward to the project of 10 billion output value.
When the personnel are exhausted, it is natural to see them, but they work hard and wait for a bumper harvest. Nowadays, in Xuwen, fruit farmers are busy planting pineapples; Wu Jianlian took fruit farmers to Shanghai to participate in the exhibition these days; The Xuwen pineapple "12221" working group and his friends are preparing for the next spring of "pineapple sea".
One thing, a group of people, one heart, fight together, and you will win.
"The sea of pineapples" is full of spring.
[Coordination] Yan Liang Zhang Lu Mai Qianming
[Author] Chloe Wang Dong Yu Huang Chuxuan