Cultivating Shared Value and Embracing Technological Innovation for High-Quality Development
The development of industries like Goji berries, among the "Six Special" industries, is also a process of ensuring that every participant in the industry chain shares the value. The growth of Goji berry enterprises often accompanies the development of surrounding farmers, deeply integrating into rural revitalization with the power of industry revitalization.
Yang Hui explained that every year during the harvesting season in the Goji berry base, the company implements price protection, setting prices in advance to ensure farmers' income and help them with local employment and income generation. At the same time, the company also mobilizes various sectors to establish Goji berry public welfare forests in the base. "We have also set up live broadcast rooms, allowing farmers to do live e-commerce themselves, together promoting the prosperity of our hometown industry."
The autonomous region government work report proposes the implementation of actions to enhance agricultural product processing and the "Out of Village, Into the City" project, meticulously focusing on the development of "local specialties," accelerating the transition from "original brand" to "refined brand," from "good cultivation" to "good sales," and from "high reputation" to "high income," enabling more "Ningxia brands" to enter domestic and international markets.
Liu Juan believes that for Ningxia Goji berries to enter broader markets, technological innovation is a crucial support element for the industry to move towards the high end of the value chain. Currently, Ningxia Goji berries have outstanding advantages in basic research, functional research and development, and market development. They are exploring differentiated development in terms of product types and target consumers. Ningxia Goji berries are undergoing transformation, from dried fruits to liquid forms, from single-industry to tertiary industry integration, from category sales to brand transformation, achieving value multiplication through the reshaping of the entire industry chain, and continuously promoting the high-quality development of the modern Goji berry industry.
