Fengjie, Chongqing, hand in hand with Rural Taobao, direct supply and direct marketing supply chain model to make the local navel oranges become an e-commerce "golden treasure" out of poverty.

How much can you sell an orange from a fruit tree for, say, 300 yuan or 500 yuan? In Fengjie, Chongqing, this figure may break your imagination.

This year, Fengjie took the express train of e-commerce, through Alibaba's supply chain brand "Taoxiang sweet", the navel orange here was sold to 10 yuan a catty, and demand exceeds supply, not only to help local farmers to increase their incomes, but also to become a sample of Fengjie e-commerce to get rid of poverty.

The e-commerce to help poor counties out of poverty, not only to teach people to fish, but also to teach people to fish. Through the supply chain management from the source of planting to improve the standard and quality of agricultural products, so that agricultural products also have a good brand, is becoming a better way to help agricultural products into the city, and "Fengjie Navel Orange" model is leading this new trend.

Fruit farmers pick navel oranges. According to requirements, only navel oranges with a diameter of more than 65 millimeters are allowed to be listed on the market.

A fruit tree creates thousands of yuan

Not long ago, on a campaign organized by the Tmall Spotify platform, tens of thousands of pounds of Fengjie navel oranges were snapped up in 24 hours, becoming a deservedly popular "net red".

In the sorting workshop, the picked navel oranges will be hand-inspected by specialists for the second time, and the specifications will be accurately measured by tools.

"This is all thanks to the supply chain system of 'Taoxiang Sweet'." Mingyang fruit industry responsible person Sun Kaizhou introduced, last year the company and rural Taobao cooperation, through the refined supply chain management, so that navel oranges also have a unified planting standards and quality, according to the "Amoy sweet" standard listed navel oranges, a fruit tree can create thousands of dollars of revenue, while the ordinary fruit trees bear navel oranges can only be sold 300

Sun said he would not be able to make a profit.

Sun Kaizhou calculated an account, the company has 2,800 acres of fruit land, is expected to produce 6,500 tons of navel oranges, the total output value will reach more than 60 million yuan, an increase of 40 percent year-on-year, "Now I put all the energy into the planting, the sale of things have been all over to the e-commerce business to perform on the line."

Each orange will be accurately measured by sorting equipment to measure the taste of the fruit

Big data to force the industry chain source

Taoxiang sweet supply chain of the product is quite demanding, not only on the size of each orange, sweetness, acidity requirements, the size of the orange also has the corresponding standards.

"This requires greater technical investment in planting and processing." Alibaba Rural Taobao relevant person in charge of the introduction, most of the traditional agricultural production only care about the quantity regardless of quality, Taoxiang sweet to do, is to rely on Ali's platform advantage, the consumer side of the data, evaluation feedback to the supply side, forcing farmers and companies to carry out technology and supply chain transformation.

The hand-inspected navel oranges will pass through the million-dollar sorting line, which can immediately measure the acidity and sweetness of each orange through the principle of photoelectricity, and the oranges with a sweet-sour ratio that meets the standard will be packed.

As Rural Taobao data shows, compared with Fengjie's large number of locally grown 72-1 navel oranges, the lesser planted Fuben navel oranges are instead more popular in the market and sell at a higher price. Therefore, under the advice of Rural Taobao, this year, many of Fengjie's navel orange planting bases have raised the planting standard of Fuben navel oranges, and gained higher returns, "the same pound of navel oranges, Fuben navel oranges are twice the market price of 72-1."

In order to meet the "Amoy sweet" sales conditions, many agribusinesses have also taken the initiative to carry out technological transformation. Peng Yang, head of Chongqing An Yijia Industrial Co., Ltd. introduced that in order to more accurately and quickly detect the sweetness and sourness of navel oranges, the company spent millions of dollars to buy a laser detector, equipment that can quickly detect the sweetness and sourness of oranges, and quickly sorted. "Through the data collected, we can even analyze which farmers, or even which fruit trees, produce better quality fruit, thus forcing farmers to improve their planting skills." Peng Yang said.

In the "dark room" of the photoelectric sorting equipment, each orange is subjected to an "X-ray" test like this.

The right market to realize the fruit farmers to increase income

Liang Shangquan, who lives in Fengjie Baidi Township, became a card-carrying poor household in 2014 because of his parents' serious illnesses and his children's college education. Like most local farmers, his family relies on more than 800 navel orange trees for all their income, but because of a lack of technology, the navel oranges he grows not only don't have high yields, but are also of very ordinary quality, and they are sold to upstream processing companies for only 1.1 yuan per catty.

The navel oranges, which will be sold across the country through online channels, are sold at a higher price than ordinary navel oranges in the region because of the sweet taste created by strict planting standards.

In 2016, companies in Pengyang contracted more than 800 fruit trees from Liang Shangquan's family. Before planting technology is not concerned, now a phone call to the experts came; before the low price of oranges, now each catty can be sold to more than 2 yuan; before planting no security, now the company not only for Liang Shangquan bought five insurance, there are a few thousand dollars of basic salary to take. Liang Shangquan said, this year's navel orange income is expected to have 13 million yuan, in addition to the monthly salary of 4,000 yuan.

In order to guarantee the quality of oranges in the planting process, the local enterprise also organizes farmers to raise cows, and the accumulated cow dung is fermented to become high-quality organic fertilizer.

"Traditional agriculture is all about relying on the sky, and farmers blindly plant, caring only about quantity but not quality, leading to a lot of agricultural products being stagnant and eventually rotting in the fields." Rural Taobao agricultural products operations expert Wang Wei said, Taoxiang sweet as Rural Taobao e-commerce poverty alleviation key projects, is backed by Ali's platform advantages, the consumer side of the data feedback supply side, "the standardization of the enterprise transformation as well as farmers planting technology to improve, are in order to make the product more marketable, the ultimate goal is to help farmers to increase their income and become rich. "