Questionnaire survey report on rural orange fruit economy in Gongcheng County

Hear what the farmers say
——Report on the Economic Survey of Rural Orange Fruits in Gongcheng County

In order to more realistically understand the life, production, income, and burden of the Orange City of Gongcheng, the ideas of orange planting and orange farmers, the channels and grasp of market information sources, and attitudes toward the market, etc. The hot and difficult problems in the economic reform and development of rural orange fruits have maintained the sustainable and stable development of the rural social economy in the county. According to the arrangement of the county party committee and the county government, the county government, the county fruit circulation office, the county fruit center and the county agricultural bureau The joint investigation team, from April 13 to April 19, 2005, took a week to conduct a sample survey of the rural orange fruit economic questionnaire in the county, and then conducted a one-day review, summary and analysis. The survey targets of this survey are the typical orange planters, large sales customers and some orange fruit farmers who are very representative in the sales process in Gongcheng County. These survey points are distributed in 40 administrative villages in the county. Large sellers and orange farmers are fully representative of the orange fruit cultivation and sales in the county. The investigation report is as follows:
One. The basic situation and problems of the production and sales of oranges in Gongcheng Orange is one of the fruit varieties introduced earlier in our county. It has experienced many years of accumulation, especially since the 1980s, the price of oranges has been high. Therefore, the planting area of ​​oranges has expanded rapidly. The existing orange planting area in Gongcheng is about 62,900 mu, and the main varieties are Xinhui Orange and Hongjiang Orange. Due to the special geographical and climatic environment of Gongcheng, Gongcheng Orange is better than the oranges in other producing areas in terms of sugar content, color, taste and shape. However, due to various reasons, last year's oranges generally had the following problems: First, the head, color, shape and other aspects were not good enough; second, other types of fruits were listed at the same time, so they lost the opportunity to seize the market and were affected by other regions. The impact of summer orange is very large, and there is no advantage in terms of sales volume and price. Third, the varieties grown in Gongcheng Orange are too aging.
According to the survey, Gongcheng Orange production and sales showed the following characteristics:
First, the production is not standardized, the amount of pesticide residues is large, and the sales volume is too small.
At present, most of the orange production is a decentralized cultivation method based on households, and there are very few large-scale modern orchards that are truly concentrated in the form of unified management. Due to this decentralized business model, most farmers only pursue production and do not care about quality. Fruit farmers use a large concentration of pesticides and chemical fertilizers, which makes orange pesticide residues seriously exceed the standard. The high level of pesticide residues is an important factor to measure the quality of oranges, and is also the most important obstacle to the sale of oranges. At the same time, due to this extensive operation The model makes the farmers' knowledge on chemical fertilizer use, pest control, and superior breeding excellent, which leads to different sizes of oranges, uneven color and ugly fruit. These also seriously restrict the export and export of oranges. Sales. So far, last year, the county sold more than 14,000 tons of various types of oranges, accounting for only 23.3% of the output of Gongcheng oranges.
Second, lack of their own brand.
As the saying goes, "good wine will still be drunk." Even if it is a high-quality variety, if there is no brand that is screaming, it may be submerged in the mixed garden of oranges. Without forming their own unique brand and putting them on the same stall, the average consumer will only emotionally decide whether to buy from the price and shape. Few consumers can distinguish the quality of the quality. Due to the special geographical and climatic environment of Gongcheng, Gongcheng oranges are better than the oranges in other producing areas in terms of sugar content and taste, and are welcomed by consumers in the market. At present, Gongcheng Oranges are sold under the brand of “Kingcheng Orange”. This brand is not only large and unified, but also the situation of misappropriation and counterfeiting is very serious. As a result, the quality of Gongcheng Orange in the market is uneven and mixed. The land has reduced the reputation of Gongcheng Orange.
Third, the elasticity of demand is too small, and the output is too large, and the market is unable to withstand the substantial increase in supply.
Like other agricultural products, oranges also face the problem of too little demand elasticity. Since demand is extremely insensitive to price, once the output has increased, the orange will have to stimulate the market to expand demand with a sharper price drop. Therefore, agricultural products are often not productive. This year's low price of oranges is also largely due to this factor. This year, the output of oranges in Gongcheng County was 67,200 tons, a record high. Not only that, the production of oranges and fruits in other regions of the country has increased substantially. The sharp increase in supply has led to a sharper decline in the price of Gongcheng Oranges nationwide. The two orange varieties of Gongcheng, Xinhui Orange and Hongjiang Orange, are very low prices this year.
Fourth, the commercialization of oranges is not enough, and the processing technology is not enough, and there is a lack of large-scale leading enterprises.
There is no large-scale fruit processing leading enterprise in Gongcheng County. There are only a few small processing factories. The purchase volume is small, the scale is small, and there is still a low level of repeated construction, which cannot play the role of “leading”. Lack of large-scale leading enterprises, oranges have not undergone strict and standardized post-harvest treatment, centralized sales and processing, and it is impossible to clean bacteria and pre-cool in time, and the storage performance is not good.
Fifth, other reasons: First, the quality of oranges is not good, do not adapt to market demand; Second, other fruit varieties increase production, market competition is increasingly fierce; Third, citrus sales in the late stage of market sales are weak; Fourth, winter and spring are also cold and cold The fruit sales have a great negative effect; the fifth is because the price is low, the fruit farmers are waiting for the price to be sold; the sixth is that some fruit farmers have pit behaviors, which have a certain negative impact on the county fruit circulation work; There are fewer orange farmers who actively open the sales market; eight people are not aware of the new varieties; nine people's consumption habits also affect the sales of oranges more or less invisibly.
two. Basic conclusions and recommendations For the situation of the production and sale of Gongcheng oranges, we suggest to solve the problem of agricultural industrialization. 1. Market-oriented, based on the management of farmers, relying on the leading organizations, focusing on economic benefits, and using serialized services as a means to implement the agricultural production process through the implementation of production supply and sales, planting and aquaculture processing. The pre-production, mid-production, post-production and other links are linked into a complete industrial system, which guides the decentralized farmers to change from small production to socialized large-scale production, and the multi-participating entities form a community of economic interests. 2. Forming the combination of the interests of the pluralistic participants The economic community together. To carry out agricultural industrialization management is to break the shackles of traditional agricultural concepts and small-scale peasant economy, transform traditional agriculture with the concept and operation mode of open socialized large-scale production, and closely combine leading enterprises and farmers to become a community of interests. Achieve enterprise production, modern management, market-oriented operation, realize the integration of agriculture and modern economy, enable agriculture to gain industrial advantages and development in market competition, so that farmers can generally benefit and realize the transformation from traditional agriculture to modern agriculture. The fundamental purpose is to realize Increase the income of farmers and let the broad masses of farmers achieve common prosperity.
However, from the current situation of Gongcheng Orange, the industrialization of Gongcheng Orange is slow, and there is no large-scale leading enterprise. Because there is no leading role of leading enterprises, it is impossible to organize scattered business households to realize integrated operation of production, processing and sales. Orange processing rate, scientific and technological contribution rate, added value and economic benefits are very low. Incompatible with the market economy, there is no real formation of the industrial chain, the products are slow-moving and the prices are low, which causes the increase in production without increasing income, and even the consequences of increasing production. Moreover, due to the fact that the capital and land scale of the farmers based on the contract responsibility system of the joint production is too small, the development of the enterprise is greatly restricted, the degree of specialization is difficult to improve, and the national and collective dual ownership structure of the land and the farmers are The pattern of basic business units cannot be changed in the short term. This condition determines that Gongcheng Orange should choose a suitable way for farmers to decentralize industrialization. It is impossible to develop the orange industry based on production specialization, but should develop vigorously and vertically. The operation of the orange business is the core of the business. Industrialized operation can promote the overall marketing capacity of Gongcheng Orange, which is conducive to enhancing the competitiveness of Gongcheng Orange. At present, the international agricultural product market competition has entered the stage of standardization and branding. In order to participate in international competition, the small-scale decentralized operation of Gongcheng Orange has to improve the overall marketing ability and competitiveness of Gongcheng Orange, which requires close cooperation in all aspects of production and operation, including Achieve standardization of production standardization, product standardization and management grading; it is necessary for leading enterprises to take the lead in organically combining brand and product packaging, trademarks, labels and visual images of leading enterprises to integrate the production, processing and sales of oranges. Orange industrialization.
The main organizational modes of agricultural industrialization management are: company + farmer, company + base + farmer, professional association + farmer, intermediary + farmer. The operation of these organizational models mainly relies on signing purchase and sales contracts with farmers, stipulating the rights and obligations of both parties. Enterprises or institutions have support policies for bases and farmers to provide technical services and supply of fertilizers and pesticides, and implement minimum protection price purchases to ensure preferential acquisitions. According to the contract, we can quantitatively sell high-quality products to enterprises, but we cannot enjoy processing value-added and sales profits. There are a number of relatively independent stakeholders in the organizational system. If the contract is unreasonable, or the incentives for cooperation are not sufficient, or the cooperation surplus is monopolized by a certain participating entity, the integrated organization will lose its existence and die. In these organizational relationships, companies or organizations and farmers are independent stakeholders, seeking to maximize their own interests in common transactions, companies have reduced willingness to pay farmers, and farmers strive to obtain more benefits. In the case of disadvantages to themselves, companies, institutions and farmers will have the behavior of evading or refusing to perform the contract. There will be cases where farmers refuse to sell when the price is low, and the company refuses to buy when the price is high. The cooperation relationship is very weak, even if there is a contractual constraint. However, the production of agricultural products is greatly affected by natural conditions, and farmers will use this to escape the responsibility of contracting the contract and disrupt the integration organization. In order to develop and grow an integrated organization, it is necessary to achieve a reasonable distribution of benefits at a certain level of business activities, and to establish mutually beneficial and mutually beneficial economic relations, without allowing a single entity to monopolize profits. In order to develop the industrial integration of Gongcheng Orange, it is necessary to balance the interests of the participating entities and link the interests of the participating entities to form an economic unity of risk sharing and benefit sharing. To achieve this, an excess profit return system can be implemented. Leading enterprises or institutions will return part of the profits to the contracted bases and contracted farmers according to the sales volume of the farmers, so as to benefit the farmers; or the farmers can become the leading enterprises with fruit trees and labor. The shareholder of the enterprise participates in the profit distribution of the enterprise. In this way, both the shares and the contract make the enterprise and the farmers closely unite and become an economic community with risk sharing and benefit sharing. At the same time, we must educate farmers to establish market concepts and industrial integration concepts, so that farmers can understand the long-term interests of industrial integration and enhance their awareness of compliance. In this way, the enthusiasm of the participants in the industrialization of oranges will be fully mobilized, so that farmers and enterprises can actively participate in the construction of orange industrialization, which can accelerate and improve the development of orange industrialization.
Because the organization of Gongcheng Orange Farmer is extremely low, the status between farmers and leading enterprises is very asymmetric. Farmers are actually dependent and dependent on leading enterprises, and they are passively disadvantaged in market transactions. It is difficult to protect themselves. Benefits, not to mention sharing processing value and sales profits. The specific performance is that there is a lack of standardized cooperation mechanism between farmers and leaders, and it is not possible to form a community of interests with shared risks and interests. The simple relationship between enterprises and farmers is a free market-buying relationship, and no effective contract-binding mechanism is established. In this way, there will be a situation in which the company refuses to buy when the price is high, resulting in the farmers having no stable income. Generally speaking, the level of the price of primary agricultural products depends on the distribution mechanism of the benefits of the integrated organization. In the final analysis, it depends on the ability of the farmers to negotiate. The higher the degree of organization of farmers, the greater their negotiating ability; and the deeper the farmers are more dependent on leading enterprises, the weaker their bargaining power. Therefore, it is necessary to establish a farmer’s own economic cooperation organization, implement joint funding, labor union, and production and marketing, organize scattered farmers into the market, and provide a series of agricultural production materials and technology supply, product acquisition, transportation, storage and processing. The services of integrated operation before, during and after the production; in the operation mechanism, the farmers are encouraged to participate in the organization with the common interests, and the profit is not profitable, and the surplus is returned; in the external relations, the representative of the cooperative organization The interests of farmers are profitable, thus increasing the income and trading status of farmers. The functions are as follows: First, through its bridges and ties, the farmers and external merchants are directly linked, shortening the distance between the farmers and the final consumer market, reducing sales links, reducing transaction costs, and increasing farmers' income. The second is to improve the standardization of products and promote the value-added of agricultural products. Third, it plays an irreplaceable role in participating in trade disputes and implementing industry self-discipline. Therefore, we must first cultivate the scientific and service-oriented Orange Professional Association, attract some large fruit growers and the government's agriculture-related departments as soon as possible, and play the leading and promoting role of science and technology in industrialized management, so that the Orange Professional Association should be used as the orange technical information. The main carrier of “going into the village and entering the household” will improve the orange management technology of the orange farmers, implement standardized production, and improve the quality of the oranges. Secondly, it is necessary to actively develop diversified processing organizations and unite local self-employed individuals who have been engaged in the processing of oranges for a long time, especially to promote the application of advanced orange processing technology, deepen the processing of oranges, and expand the range of processed orange products to meet the needs of the market. Thirdly, it is necessary to vigorously develop multi-component, multi-level and diversified circulation intermediary organizations. The organization must be flexible by local minds, and long-term professional large-scale sales and brokerage companies take the lead. These large professional households are often closely linked with farmers, and are more closely connected with foreign merchants and markets, avoiding the circulation of oranges, reducing intermediate sales costs, facilitating the sales of oranges, and reducing the risks and costs of orange production. It is a rural cooperative economic organization. The main force of development. If possible, combine the three to form a farmer organization that integrates the production, processing and sales of oranges, increase the influence of farmers in the market, increase the bargaining power of farmers, and increase the income of farmers. On the basis of “company + farmer”, we can connect the interests of enterprises and farmers through the establishment of cooperatives, and form a “company + cooperative organization + farmers” model. The company focuses on marketing, the farmers are responsible for production, the cooperative organization focuses on contact and service, and implements strict testing standards in line with national or international standards to achieve standard production and processing to improve the quality of Gongcheng oranges and improve the market of Gongcheng oranges. Competitiveness has greatly improved the comprehensive benefits of enterprises and farmers, in order to achieve the goal of increasing farmers' income, improving the efficiency of leading enterprises, expanding their scale, and integrating the development of Gongcheng Orange Industry.
Specific recommendations are:
One. Promote and implement standardized pollution-free and green orange production.
Pollution-free and green fruits are the current trend in the international market and the darling of the market. Pollution-free will become the standard for access to the fruit market. The standardized and pollution-free production of Gongcheng Orange is an inevitable choice for Gongcheng Orange. Green Orange is a powerful chip to improve the competitiveness of Gongcheng Orange. From the overall point of view of Gongcheng County, the production of oranges in the whole county is in a state of chaos. Most orange farmers only pursue production and do not care about quality. The high use of high-concentration pesticides has caused the pesticide residues in oranges to exceed the standard seriously, and the knowledge of orange farmers in the production management techniques such as fertilizer management and pest control is seriously deficient, resulting in a significant decline in the quality of Gongcheng oranges. Therefore, in order to standardize the production of Gongcheng oranges, it is necessary to first establish production management technical standards. The Agricultural Bureau shall stipulate the standards for chemical fertilizers and pesticides used in Gongcheng Orange, and continue to promote it throughout the county. The urgent task of the orange standardization work is to continue to strictly control the circulation of pesticides and fertilizers. All drugs and fertilizers that are prohibited by the state, localities and industries must not be circulated in the market in any way. Based on the current pollution-free litchi production base in the county, it will expand to the surrounding areas, provide orange farmers with the use of advanced orange production management techniques, and send agricultural science and technology personnel to the countryside to guide farmers to carry out scientific orange production management to achieve the countywide scope. Large-scale pollution-free orange production within the country; efforts to develop green oranges, introduce national green standards and green certification of oranges that meet green standards. At the same time, vigorously guide the orange farmers to change from the pursuit of the best to the best quality, improve the quality of oranges, and promote the sale of oranges.
two. Develop large leading enterprises.
It is necessary to set up a large-scale leading enterprise, vigorously develop the orange chain industry, and promote vertical integration. It is necessary to set up leading enterprises in accordance with the principle of “high, large, foreign and strong”, that is, high starting point, large scale, outward-oriented and strong radiation, and give full play to its four functions, namely, opening up the market, guiding production, processing value-added and comprehensive service functions. Adopting the model of “company + farmer” or “company + base + farmer”, implement order production, protect price purchase, establish an effective contract restraint mechanism, unite the company and farmers, and guide the leading enterprises and farmers to gradually develop in development. The economic community of risk sharing and benefit sharing realizes standardization and integration of production, processing and sales. Enterprises should increase their service awareness and provide farmers with advanced orange production technology, high-quality orange varieties, high-efficiency fertilizers and low-toxic and high-efficiency pesticides, so that the produced oranges meet the pollution-free standards or green product standards. Increase investment in science and technology, increase investment in agricultural infrastructure, improve agricultural infrastructure conditions, and optimize the environment for agricultural industrialization. Strengthen the professional market construction of oranges, improve the information network, expand publicity, establish corporate brands and the Gongcheng Orange brand, enhance the competitiveness and driving force of leading enterprises, and promote the process of agricultural industrialization. Establish a complete standardized production line, standardize processing of oranges, and develop deep processing technology of oranges. We must seize the opportunity of Huiyuan Juice to settle in Gongcheng and vigorously develop deep processing of oranges to meet the needs of the market.
Third, increase service efforts, all departments must work together to manage.
All relevant departments of the county should reach a consensus, cooperate and coordinate with each other during the purchase and sale of fruits, and create a relaxed environment for purchase and sale, especially traffic, public security, health, finance, information, communication, packaging and packaging materials, food and shelter, etc. The service work in the aspect ensures that the interests of the farmers and merchants are not damaged.
Fourth, increase team building efforts and promote fruit circulation.
Gongcheng County should pay attention to "people-oriented" in the circulation of oranges, and actively encourage and support the construction of the three major circulation teams: one is the local purchase and sales team. This is the main force, especially the role of fruit intermediary brokers in the process of orange purchase and sale; the second is the foreign purchase and sales team. All localities have strengthened their close ties with foreign merchants, registered and registered, using their funds and information to invigorate the circulation of oranges in our county; the third is the foreign trade circulation team. Through them, they sell the products of Gongcheng County to foreign countries, and at the same time give full play to the role of various orange associations and coordinate the circulation of oranges.
Fifth, expand the orange market and establish a new marketing concept.
With the change of consumption concept, people must put forward higher requirements for the quality, safety and hygiene of agricultural products. Nowadays, green food has become a trend, green marketing has become a major trend, and the concept of green marketing is the combination of environmental protection awareness and market marketing concept. It is a new development of consumer-centered modern marketing concept. It is necessary to introduce the concept of green marketing into the marketing of oranges. The first is green packaging. Attention must be paid to the environmental impact of orange packaging and its residues to meet the requirements of “recyclable” and “biodegradable”. Followed by the green trademark, that is, when branding and selecting green oranges, they pay more attention to the requirements of green signs, which makes people think of lush orange trees and dense orange forests when they contact products and their trademarks. Clear water, beautiful and clean environment and vigorous natural vitality. The development of green oranges can not only meet the needs of consumers, but also enhance the comparative advantage of Gongcheng oranges and increase the market competitiveness of Gongcheng oranges.
Sixth, register and publicize the Gongcheng Orange brand, and do a good job in the production and sales management of brand oranges.
With the improvement of people's living standards, people's consumption of agricultural products has gradually leaned toward high quality and famous brands. Brand-name products play an important role in expanding sales and increasing product added value. Therefore, it is necessary to register the brand of Gongcheng Quality Orange, and highlight the characteristics of Gongcheng Orange. Only the quality products with characteristics and brand can stand firm in the market. Register the brand and design a trademark with rich personality, easy to remember and convey brand information, and introduce high-quality orange varieties from the production area to the surrounding villages and towns, and form large-scale planting production across the village. All fruit farmers provide uniform advanced orange planting techniques, and strictly guide and control the pesticide and fertilizer application of farmers, and carry out unified management according to the national pollution-free fruit standards, so that the oranges produced in the region can reach the pollution-free standard. The oranges produced in the brand area are sold under a unified brand, and all the sales entities are required to coordinate actions, mainly to promote the products of Gongcheng County, the preferential policies of Gongcheng County and the relaxed purchase and sales environment, and invite experts to inspect and hold the promotion meeting. The order fair, using various networks, news media introductions, and distributing promotional materials to carry out all-round publicity and establish local brands. Let experts to promote for us, let quality and quality to enhance our reputation and get recognition from consumers. This move will not only consolidate the old market, but also open up new markets, and the market structure is constantly optimized.
Gongcheng Orange has to realize the vertical integration of the industry, and it is inseparable from the government's attention and support in the process of establishment and development. However, any level of government should not be quickly promoted through administrative orders. The government should indirectly guide the vertical integration of the orange industry, establish the focus and direction of support, increase the intensity of agricultural science and education, improve the quality of farmers, strengthen the construction of professional markets, improve the information network, increase investment in agricultural infrastructure, and improve infrastructure conditions. Optimize the industrialized development environment; attach importance to and support the establishment and development of the farmers' orange economic cooperation organization; strengthen the comprehensive management of social security, coordinate the relationship between the parties, protect the development of the orange industry, and create a good development for the vertical integration of the orange industry Policy system and legal environment.