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Abstract

Gannan navel orange is a specialty of Jiangxi. Gannan navel oranges are large in shape, bright orange-red, smooth and beautiful, with an edible rate of 85%. The flesh is crisp and tender, crumbly, and the flavor is sweet and aromatic. It contains more than 55% of juice. It is hailed by the Chinese fruit industry as "China after joining the WTO". The Hope of the Citrus Industry” and “The Hope of China’s Navel Orange”. With China's accession to the WTO and in the international environment where global economic integration is accelerating, my country's Gannan navel orange industry processing has achieved certain results and has now become an important growth point for industry income generation in the region. However, while achieving results, we still see that the navel orange processing industry in southern Gansu is facing dual competition and challenges at home and abroad. In view of the wide industrial area, many production and operation entities, and fierce market competition, the road to modernization of the navel orange industry in southern Gansu should adhere to the coordination and guidance role of the government, improve the degree of organizational organization of the industry, and coordinate the majority of fruit farmers and fruit companies through administrative and economic means. The interests of various counties and cities should be appealed to, and scientific and technological innovation should be accelerated to continuously improve the modernization of the navel orange industry in southern Gansu.

Keywords Gannan navel orange industry economy regional economy

1. Overview of the development of Gannan navel orange industry

Ganzhou began experimenting with navel orange cultivation in the 1970s. Since the introduction of eight improved navel orange varieties including Newhall from Huazhong Agricultural University in 1981, Ganzhou has vigorously implemented strategies such as "promoting fruit and enriching the people", "building a world-famous navel orange main production area", and "cultivating an industrial cluster exceeding 10 billion yuan". After 38 With years of development, the scale of the industry has grown rapidly. On February 12, 2003, the Ministry of Agriculture officially released the "Regional Layout Plan for Advantageous Agricultural Products (2003-2007)", which included southern Jiangxi into the advantageous industrial zone in southern Jiangxi, southern Hunan and northern Guangxi. It has become an important fresh navel orange production base in my country. At present, the total area of ??Ganzhou's fruit industry is 2.63 million acres, including 1.58 million acres of navel oranges. It is expected that the output of navel oranges this year will exceed 1.12 million tons. Ganzhou has developed into the main navel orange producing area with the largest planting area in the world, the third largest output in the world, and the largest in the country. In 2002, the Ministry of Agriculture listed Gannan navel oranges in the advantageous regional development plan of the country's nine advantageous industries. In the same year, the Jiangxi Provincial People's Government ranked Gannan navel oranges first among the ten advantageous agricultural industries and 20 key supported brands in the province.

First, the industry is large in scale. In 2011, the planting area of ??navel orange reached 1.74 million acres, and the output reached 1.33 million tons. The navel orange industry has strong follow-up development capabilities. It is expected that by the end of the "Twelfth Five-Year Plan", the navel orange output in southern Jiangxi will reach 3 million tons, becoming the main navel orange producing area in the world with both single-region planting area and annual output ranking first.

As shown in Figure 1, the area of ??Gannan navel orange fruit industry has been growing since 2000, with the highest growth rate reaching 50.9% in 2002. However, the growth rate has shown a downward trend since 2003, with the latest in 2009 The area of ??navel orange fruit industry increased by 3% year-on-year in 2018. After the initial large-scale planting and development, the land for orchard development is gradually decreasing and the price has fallen, which has caused the growth of fruit industry planting area to decline.

The output of Gannan navel oranges has maintained growth since 2000, from 50,000 tons in 2000 to 1.12 million tons in 2009, but the growth rate is declining

The main navel orange industry in Gannan Distributed in the three counties of Xunwu, Anyuan and Xinfeng. According to statistics from the Ganzhou Fruit Industry Bureau, the planting area of ??Xunwu in 2009 was 281,878 acres, the planting area of ??Anyuan navel orange reached 216,008 acres, and the planting area of ??Xinfeng was 259,470 acres, accounting for Nearly 50% of the province's production is located in the south of Ganzhou. The climate and soil factors and the strong support of the local government have basically formed an industrial scale.

Second, the fruit quality is better. Unique climate conditions and soil properties produce world-class navel oranges. Gannan navel oranges have large skin, thin skin, bright orange-red color, crisp and tender flesh, moderate sweetness and sourness, and refreshing fragrance. They have won the titles of "National Excellent Product", "Chinese Famous Fruit", "High-Quality Agricultural Products" and "High-Quality Fruit" by the Ministry of Agriculture. Domestic and foreign experts also spoke highly of

Gannan navel oranges, saying that their appearance and quality surpassed those of the American "Sunkist" navel oranges.

2. S-C-P analysis of Gannan navel orange industry

2.1 Market structure analysis of Gannan navel orange industry

2.1.1 Market concentration analysis

First, the degree of industrial organization is low and it is difficult to adapt to the needs of the development of the navel orange industry.

Navel orange planting sites are diverse and small in scale. Although fruit industry associations have been established covering the city, county, township, and base levels, they have not truly formed a system of "maximum sharing of benefits, maximum risk sharing, and close connections." "Together" modern industrial organization system. Processing and marketing enterprises are small in scale, weak in strength, and have limited radiating and driving capabilities. They have not formed a leading enterprise with real influence and voice in domestic and foreign markets.

Second, the organizational correlation among various actors in the navel orange industry organization is low, the contracts are not standardized, and the interest relationships are uncoordinated, resulting in high contract performance costs. The relationship between fruit farmers and navel orange operating companies is not fixed. There is a completely loose buying and selling relationship between the two. Both operating companies and fruit farmers can choose their partners independently.

Third, fruit farmers and operating companies are different stakeholders, and there is no effective operating mechanism for benefit sharing and risk sharing. In the production field, the degree of standardization and standardization of navel orange production is low. Fourth, supporting industries and facilities for post-harvest processing of navel oranges are insufficient. In 2013, less than 15% of Gannan navel oranges entered the market after post-production processing, including cleaning, antisepsis, grading, waxing, packaging, etc., and most of them were purchased by foreign merchants and then implemented post-production processing to add value. 2.1.2 Product differentiation analysis

First, it has good brand benefits, but brand promotion and protection are not enough. In 2011, the geographical indication certification mark for Gannan navel orange was recognized as a well-known trademark in China by the Trademark Office of the State Administration for Industry and Commerce. The brand value of the regional public brand of Gannan navel oranges reached 3.211 billion yuan, ranking first among citrus brands. Gannan navel oranges have been included in the national superior agricultural product regional planning for two consecutive rounds, become a product protected by the National Geographical Indication Product, won the title of Chinese Famous Fruit, etc., and was rated first among the "Top Ten Agricultural Products Regional Public Brands" in the country. The Gannan navel orange brand is well-known It is famous throughout the country and well-known overseas, becoming a model for regional public brands in the country. Up to now, there are still nearly 10 trade names for Gannan navel oranges, including Gannan navel orange, Xinfeng navel orange, Xinfeng Anxi navel orange, Xiangfeng navel orange, Gannan navel orange king, Sanbaishan navel orange, etc. There are many, Due to the problems of chaos and complexity, the brand cannot form a synergy, which seriously affects the overall image of Gannan navel oranges

Secondly, the variety structure is single. At present, the main varieties in the city are Newhall, Hua Navel and Ponna. Newhall navel oranges account for 88% of the total navel orange area, while Ponna and Nevelina only account for 8% and 3% respectively.

Third, the proportion of product maturity periods is seriously unbalanced, with too many mid-ripening varieties and too few early-maturing and late-maturing varieties. As high as 99% of medium-ripened navel orange varieties mature between November and December, and less than 1% of varieties mature before October and after December. The concentration of ripening periods results in a concentration of picking and marketing. In addition, the storage and processing capacity is insufficiently built, and the phenomenon of fresh fruits being sold together and sold at low prices by fruit farmers is serious. Market prices fluctuate greatly, and the profits of fruit farmers are damaged. 2.1.3 Analysis of entry barriers

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First, there are certain industry barriers. On the eve of China's accession to the WTO, the Ministry of Agriculture proposed "Southern Gansu: The Hope of China's Citrus Industry after Joining the WTO." After joining the WTO for more than ten years, Gannan navel oranges have not only not been defeated by their foreign counterparts, but also successfully squeezed out "Sunkist" from most of the Chinese market. They have initially established a nationwide marketing system, not only entering all domestic markets. Markets in large and medium-sized cities, and exported to 31 countries and regions including Hong Kong, Macao, Southeast Asia, Russia, the Middle East, Mongolia, and India. The development of Gannan navel orange industry has realized my country's strategic desire to resist the invasion of foreign navel oranges after joining the WTO, and has become a well-known national brand.

Second, the industrial structure is increasingly optimized, and post-harvest storage and processing capabilities have been greatly improved. The city has 192 post-harvest fruit commercial processing, processing and sales companies, 194 fruit grading production lines, and a grading processing capacity of 2,295 tons/ hours; 200,000 tons of large-scale cold storage, 560,000 tons of simple ventilation storage; 3 large and medium-sized fruit wholesale markets; 3 orange juice processing companies; 48 export companies (registered packaging plants), 67 export registered bases, and a base area of ??16.8 Thousands of acres.

2.2 Analysis of market behavior of Gannan navel orange industry

2.2.1 Analysis of marketing strategies

First, adopt “point-to-point” sales, which are targeted but in a free Dispersed state. Before 2004, the sales of Gannan navel oranges were limited to Guangdong, Beijing, Shanghai and other regions. In Shandong, Zhejiang, Jiangsu and other places, Sichuan, Hubei and other navel oranges accounted for the main sales position. By 2008, there were 318 cities with a population of more than 300,000 across the country. There are Gannan navel oranges for sale.

On November 21, 2009, the first China (Ganzhou) International Navel Orange Festival exhibition and trade fair officially opened in the square on the north side of Ganzhou Science and Technology Museum. Manufacturers from Hubei, Chongqing, and Guangxi provinces (regions), other major citrus producing areas in China, as well as well-known overseas manufacturers such as Spain's Formesa, participated in the exhibition. The Navel Orange Festival also held events outside the province. From November 24th to December 5th, Gannan navel orange marketing negotiation and promotion meetings will be held in each of the 18 counties (cities, districts) of Ganzhou in their respective major cities across the country. The specific arrangements are as follows: Zhanggong District is in Foshan City, Guangdong Province, Dingnan is in Zhongshan City, Guangdong Province, Chongyi is in Haikou City, Hainan Province, Nankang is in Xi'an City, Shaanxi Province, Gan County is in Yinchuan City, Ningxia Province, Shangyou is in Lanzhou City, Gansu Province, and Huichang is in Zibo, Shandong Province. Anyuan is in Beijing, Ruijin is in Shenyang, Liaoning, Longnan is in Harbin, Heilongjiang, Xinfeng is in Hangzhou, Zhejiang, Xunwu is in Shanghai, Ningdu is in Hefei, Anhui, Shicheng is in Fuzhou, Fujian, and Quannan is in Chongqing. , Yudu is in Chengdu, Sichuan, Dayu is in Changsha, Hunan, and Xingguo is in Nanning, Guangxi. Marketing is too scattered and chaotic, basically in a free and scattered state, and there is no unified and standardized marketing system.

Second, the marketing system is incomplete. The depth of market development is not enough, and stable marketing channels have basically not been formed in second-tier and lower cities; foreign market channels are not smooth, especially self-operated exports have not formed a system; the trading methods and means of navel orange fruit are relatively simple, with few fixed sales channels, and too much reliance on " "Door-to-door acquisition, market promotion", fast and convenient modern marketing models such as direct sales and distribution have not been formed, the construction of marketing teams is lagging behind, the logistics system is underdeveloped, and cost-saving marketing platforms such as order farming, farm-supermarket docking, direct procurement and direct supply, and online sales have It is not yet perfect; the leading marketing companies are not big or strong, and have not established complete sales with reasonable prices and fair profit distribution at each node of "orchard fruits - fruit industry cooperatives - leading fruit companies - sales market dealers - terminal consumption" chain.