The blueberry industry has begun to take shape

Blueberry not only has good nutrition and health effects, but also has the functions of preventing aging of nerves of the brain, strengthening of heart, anti-cancer softening of blood vessels, and enhancement of human immunity. Experts believe that the rising blueberry industry is currently taking shape in China, and China’s “blueberry era” is about to come.

Market demand exceeds 100 billion yuan in the future

Blueberry is an emerging nutrient and health care fruit. It is listed as one of “five healthy fruit products” by the International Food and Agriculture Organization (FAO) and is the "best nutritional value for humans" fruit recognized by the World Health Organization. In recent years, it has been favored by people from the United States, Canada, Japan and other countries and regions, and it is regarded as a world-class functional green health food. With the continuous increase in market demand, the global blueberry cultivation area, production and the number of producing countries have continued to increase. As of 2010, more than 30 countries around the world operate the blueberry industry, with a total planting area of ​​2.29 million hectares and an annual production of 200,000 tons. Compared with the mature ecological industrial chain in Europe and the United States, China's blueberry industry has developed over the years, and planting and processing have begun to take shape. The industry is booming and the market has great potential.

Industry sources pointed out that the entire blueberry industry chain covering planting, processing, and sales is facing an unprecedented leap-forward development opportunity. In recent years, the domestic blueberry planting area and production have increased at an average annual rate of 50%. Maotai, Lenovo and other large groups have conducted several rounds of cross-border layouts for blueberry planting, procurement, and deep processing across the country, releasing significant market signals. . Due to the rich health care of blueberries, the demand for fresh blueberries and deep-processed foods in the domestic market has skyrocketed year by year. Therefore, blueberry-related foods, such as drinks, fruit wines, baked goods, jams, dried fruits, etc., have a very broad market "money" scene.

For blueberry food, consumers have expanded from the initial high-income class to the general public. The main consumers are fashionable young people, children, the elderly, and housewives. The purpose and motivation of consumption are health, fashion, and innovation. China has a large market base and a large population of urban residents with high requirements for quality of life. Therefore, the domestic market has given rise to huge business opportunities, which provides a vast consumer market for blueberry food. According to estimates by relevant agencies, in the future, the market demand for blueberry deep-processed food will exceed 100 billion yuan.

Leading companies paint development prospects

Zhejiang Lanmei Technology Co., Ltd. has been intensively in the industry for 5 years. Up to now, Lanmei has grown to a total investment of more than RMB 250 million. It has five major production bases, a 45,000-mu cooperative base, and an industry leader with an annual output of more than 30 million seedlings. Yang Xiaofang, chairman of the company, believes that for the future, the first is to adhere to scientific and technological innovation; second is to build alliances to share resources, drive farmers to become rich, and to "change the structure of China's agriculture" as the long-term goal of Lanmei; in addition, Lanmei shares will also carry out the entire industry chain. The layout of the "Internet agriculture and food tourism" industry upgrade to achieve transformation, build "industrial capital" development model.

In 2015, it can be said that Lanmei’s shares are “a major turning point”, which is a concentrated expression of strong breakthroughs in production and circulation. In terms of products, we achieved full-category coverage, and concentrated our advantages on creating two core categories of beverages and leisure products. In terms of channel construction, we increased development efforts for offline channels such as convenience stores, supermarkets, specialty stores, traditional distribution, and special channels. The rapid expansion of market size provides a sound channel network; in the marketing model, traditional channels and the Internet are grafted, and new media tools are used to establish effective communication with target consumer groups, to increase product experience, form products from agriculture to fast-moving consumer goods, and then to The whole industry chain of the Internet is an innovative business model.

Industrial growth still needs multiple efforts

Experts made keynote speeches on such topics as "the development of blueberry product deep processing technology," "brand development trend of agricultural products," "brand community and agricultural investment." Industry experts pointed out that the blueberry industry is facing good opportunities, but the development is not yet mature.

He Shanan, chairman of the International Botanic Gardens Association, said that it is very optimistic about this emerging industry of blueberries, but also pointed out that at present, the blueberry industry is still a high input, high-risk industries. Compared with foreign countries, the domestic research on the regional varieties of blueberry varieties is not enough, the level of industry chain support is not high enough, the market education and the lack of cultivation and the lack of industry standards and other issues still exist.

Some industry experts also pointed out that, for the moment, although the blueberry market has formed a certain consumption base in Zhejiang, Shandong, Shanghai, Beijing and other places, the category market has not yet formed, resulting in no expected sales atmosphere. At present, most of the beverages in the blueberry deep-processing industry are beverages, and many companies are taking advantage of the beverage market in the golden period. However, there are more regional brands of blueberry beverages and urgently need to guide the leading brands.

Experts suggest that we must first increase consumer awareness of the value attributes of blueberries and do a good job of differentiated positioning of products. At the same time, under the highly matched resources, we can combine other types of sales channels to perform a full portfolio of blueberry products to quickly open the market. .

In recent years, domestic blueberry cultivation has continued to expand in scale, and consumer acceptance has continued to increase. Blueberry consumer groups and consumer habits have gradually expanded. The number, types, and structure of deep-processed products have become increasingly abundant. Domestic demand has continued to soar, and the blueberry industry has emerged as a brand. The trend of development. Blueberry deep processing leading brand construction is not a matter of overnight, only up and down together, internal and external cooperation, can promote the blueberry industry brand development process.