China: Many methods integrated to build a "Yunhua" brand

The Agriculture and Rural Affairs Department of Yunnan Province says that the flower industry is one of the eight key industries in Yunnan to build a world-class “green food brand”. After more than 30 years of development, Yunnan has become one of the most important flower producing areas in the world.

Zhang Mu, member of the Party Committee and deputy director of the Agricultural and Rural Affairs Department of Yunnan Province, said that Yunnan's flower industry has a solid foundation and complete product structure. It has formed a good integration and development of the first, second and third industries. The scale of R&D and application of new flower varieties ranks among the top in the country with a steadily growing income of growers.

Form a good trend
According to statistics, in the first three quarters of 2018, the total area of ​​flower planting in Yunnan Province reached roughly 105 thousand hectares, which was flat compared with the same period of last year. The total output value of flowers was 38.6 billion RMB, with 10.4% year-on-year growth. The output value of the flower planting industry was 29.07 billion RMB, up 9.9% year-on-year. The output value of the flower processing industry reached 2 billion RMB, up 7.5% year-on-year. The output value of the flower service industry was 7.53 billion RMB, up 12.9% year-on-year; the total export value of flowers was 120 million US dollars, up 20.1% year-on-year.

In the first three quarters, the total production of fresh-cut flowers in Yunnan reached 8.05 billion twigs, of which, the sales volume of fresh-cut flowers reached 7.63 billion twigs, accounting for 94.8% of the total output of fresh-cut flowers; the planting area of ​​potted ornamental plants reached roughly 6666 hectares, and the output reached 400 million pots. The year-on-year growth was 6.4% and 7% respectively. With the rapid growth of domestic flower consumption market demand, the province's flower industry has shown a good trend of the continuous expansion of production scale and boost of confidence in industrial development.

New varieties of research and development
All along, Yunnan has actively strengthened cooperation with domestic and foreign enterprises and scientific research institutions, deeply participated in the global flower industry competition, and actively introduced new international varieties, new technologies, and new products.

Yunnan flower enterprises and flower farmers cooperatives continue to enrich the variety structure, improve production facilities, improve planting level, keep up with the development trend of the industry, accelerate the implementation of modern flower planting mode, actively explore new trading models, stabilize the domestic market, open up the international market, and strive to build a world-class "Yunhua" brand.

Yunnan Yunxiu Flower Co., Ltd., located in Tonghai County, Yuxi City, has three new varieties of independent intellectual property rights, and “Yunxiu” brand rose fresh-cut flowers have been rated as Yunnan famous brand products. The company adopts the industrialization development model of “company + cooperative + base + farmers”, bringing many benefits to the people. Today, the company has 210 members, and the farmer's planting area has reached 52 hectares, with an annual output of more than 40 million fresh-cut flowers.

Up to now, Yunnan has independently developed 580 new varieties of flowers, accounting for more than 60% of the total number of new flower varieties in China. Among them, the average price of new varieties of roses such as “Red Lips” and “Jinhui” exceeds 2 RMB/twig which is double the market price of ordinary varieties; the production efficiency per unit area is obviously improved. Taking rose cut flowers as an example, the use of water and fertilizer integrated planting has increased the yield per hectare from the traditional 0.75 million to 1.5 million, and the output value per hectare has increased by 2-3 times. The average income per hectare is 0.5 million, which is 10 times that of corn, rice, and potatoes.

The sales model is more diversified
Zhang Mu introduced that the flower industry sales model in Yunnan Province has become more diversified, forming a diversified sales model dominated by traditional wholesale and auction transactions, supplemented by e-commerce, Micronet, and direct sales. Taking fresh cut flowers as an example, e-commerce sales and order direct sales account for 25% of total flower sales, auctions account for 10%, and traditional wholesale transactions account for about 40%.

In 2017, Kunming International Flower Auction Trading Center and Dounan Flower Electronic Trading Center auctioned 1.37 billion fresh cut flowers, with a total transaction volume of 1.2 billion RMB, becoming the first flower auction trading center in Asia and the world's second-largest flower auction market; Dounan Flower Wholesale Market Year With a total transaction volume of 6.53 billion and a total transaction volume of 5.36 billion RMB, it is the largest specialized flower wholesale market in China. Its products are sent to 70 cities and 46 countries and regions. Dounan has established its position in the Asian flower market. It has become the “wind vane” and “barometer” of fresh-cut flowers in the country and even in Asia. At the same time, the “Yunhua” industry service system is increasingly robust, and modern logistics transportation is gradually applied to the flower industry. With the international logistics service providers such as SF Express and JD.com and large-scale e-commerce to carry out flower cold chain transportation and constant temperature transportation business, the overall flower industry quality is improved.

Kunming Huayibao Technology Co., Ltd. independently developed the “Hua Yibao APP” mobile matching trading platform through “Internet + Flower”, which enables a stable and trusting relationship network between the flower farmers and the flower merchants, ensuring the mutual benefit of both parties. At present, there are more than 1,100 registered flower farmers and cooperatives, and more than 5,000 registered buyers nationwide, of which 60% are wholesalers, driving more than 500 job opportunities, and the average annual income is about 20,000 RMB.

Focus on creating professional flower exhibitions
The flower industry is the green emerging industry with the most developing advantages in Yunnan Province. This year, Yunnan Province proposed to take advantage of resources, solidify the concept of green development, and play three cards, including green energy, green food, healthy life.

With the goal of building a world-class “Yunhua” brand, Yunnan has set up professional exhibitions as an entry point, integrated superior resources, strengthened cooperation with the terminal retail industry, achieved the development of the entire industry chain, and strived to build the Kunming International Flower Exhibition in 2020 which is meant to be the largest, most well-known and influential flower exhibition in Asia, constantly enhancing the influence of Yunnan flowers in the high-end of the industry, and promoting the “Yunhua” to improve quality and fragrance.

Source: kunming.cn (Si Mengna)


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