One of the most urgent issues in Anhui Province currently should be the disposal of the pear disaster problem. Dangshan pears are the pillar industry of Dangshan County in Anhui, and have suffered a great calamity this time, causing farmers heavy losses. The authorities are anxious and busy dealing with the situation to do practical things for the common people.
Dangshan is a well-known fruit county nationwide. "Dangshan pears" are famous both at home and abroad, and growing pears is an important source of income for local farmers. Due to the influence of weather and large-scale pest infestations this year, the pear farmers have suffered heavy losses. According to feedback from the pear farmers in Dangshan County, the large-scale disaster is also greatly related to the quality of pesticides.
Data from CCTV's "Investigation of the Dangshan Pear Disaster in Focus Talk" shows: In Dangshan County, 90% of the 500,000 mu (approx. 82,000 acres) of pear orchards have had their production reduced by more than 60%, about 50% of the orchards have had total crop failures, resulting in direct economic losses of 9.33 billion yuan for Dangshan farmers. The director of Dangshan County's Plant Protection Station said: This is caused by pear anthracnose. It belongs to plant anthrax and does not infect humans; this disease has appeared in Dangshan before, but it has never erupted on such a large scale as this year, leading to massive reductions in yield.
After the disaster occurred, the local government handled complaints from pear farmers while organizing self-rescue efforts to minimize the losses brought by the disaster. The leadership of Dangshan County expressed that if there were indeed problems with the pesticides, the government would protect the rights of the pear farmers.
According to reports from the "Anhui Market News", this disaster dealt a severe blow to Dangshan County's fruit pillar industry and exposed weak links in the production management of Dangshan pears. Under similar weather conditions, some orchards in Dangshan County were less affected by the disaster, one of which was Xin Fanzhuang. Originally, this year, the more than 40 pear-growing households in Xin Fanzhuang formed a win-win cooperative with a dedicated technician responsible for them. They purchased reliable-quality pesticides and obtained information in a timely manner. As early as February and March, once the county plant protection station issued pest forecasts, they grasped the information and took unified measures accordingly.
If we compare the current disaster affecting Dangshan pears to the phoenix burning itself, can we see the moment when Dangshan pears rise again like the phoenix?
In legend, the phoenix is a messenger of happiness for humanity. Every five hundred years, it must bear all the unhappiness and grudges accumulated in the human world, immolating itself in fierce flames, exchanging its life and beauty for peace and happiness in the human world. Similarly, after enduring tremendous suffering and cycles of spirit, they can be reborn in a more beautiful form. This story and its metaphorical meaning allow us to view this rare disaster of Dangshan pears more positively.
Although the Dangshan pear disaster was due to factors such as weather, large-scale pest infestations, and counterfeit pesticides this year, we cannot overlook problems in production management, nor can we ignore the importance of full-staff brand management (a brand management model first proposed and widely promoted by Yuanzhuo Branding Institution). We must control every link in the production management of Dangshan pears, especially where the government needs to play a role in overall coordination and prevention.
The disaster in Dangshan County was serious, but Xin Fanzhuang was less affected. Their management of personnel and information acquisition was better than other orchards. This gives us significant inspiration.
Dangshan pears should emerge from this disaster, achieving the rebirth of the phoenix. Yuanzhuo Branding Institution believes that we can think about it this way: nature controls the yield through the pear disaster, breaking the original supply and demand relationship, leading to a rise in pear prices, allowing a small portion of people to gain extra benefits. However, this situation that benefits a part of the population isn't what we hope for because it harms too many people's interests. Nevertheless, we can use various strategies to artificially "control" the yield, improve quality, enhance the brand, break the original supply and demand relationship, and significantly increase the price of Dangshan pears, benefiting the people of Dangshan.
However, Yuanzhuo Branding Institution believes that having this concept is relatively easy, but the actual adjustment of the industry is far from simple and may even be a painful process. From last year's sales of Dangshan pears, we can also see that although Dangshan pears have high production and a good reputation, their selling price is very low. Therefore, this pear disaster warns us even more that while fully addressing the disaster, Dangshan pears must undergo transformation and must transform as soon as possible. Otherwise, in future market competition, Dangshan pears may face more problems, and farmers' incomes will also be affected. So, how should Dangshan pears transform to smoothly achieve the rebirth of the phoenix?
Firstly, unify the appearance and bid farewell to "rough appearances." In consumers' minds, Dangshan pears don't count as premium products because the Dangshan pears we see in fruit markets vary in size, piled up in large heaps for people to select from. These Dangshan pears lack outer packaging, not even a foam net, and their haphazard arrangement makes them seem like low-grade goods.
Fruit cultivation and quality are fundamental, but appearance is also crucial for fruits. Fruits need good taste and nutritional value, but appearance plays a key role in determining fruit prices. During research, Yuanzhuo Branding Institution found that consumers are generally interested in fruits with better visual appearances, especially when selecting fruits as gifts, where the shape of the fruit becomes even more important, and even the elegance of the fruit's outer packaging is required to some extent.
Therefore, Yuanzhuo Branding Institution believes that based on ensuring internal quality, Dangshan pears should strive to control their appearance. Uniform product types should be consistent in size and shape, with a unified trademark and packaging. Even gift-boxed pears should pay attention to the appearance of the box. Only by improving all aspects of both internal and external quality can Dangshan pears elevate their brand image.
Secondly, precisely segment the audience and bid farewell to "rough product classification." Although Dangshan pears come in many varieties, most people consider Dangshan pears to be "crisp pears," unfamiliar with other varieties such as yellow pears, rough-skinned pears, or floury pears. There is no further细分 in their classification, nor is there an emphasis from the consumer's perspective...