“苹果女孩”十年品果记

Core Viewpoint - The article highlights the journey of Li Ying, a young entrepreneur from Gansu, who has successfully promoted the local apple industry to national and international markets, transforming her family's business and contributing to the agricultural sector over the past decade [1][3]. Company Overview - Li Ying is the head of Gansu Qingxin E-commerce Co., Ltd., which focuses on the sales of local agricultural products, particularly apples, since its establishment in 2014 [3][5]. - The company has expanded its operations to include various aspects of the apple industry, such as planting, storage, initial processing, and deep processing, with an annual acquisition of 15,000 to 20,000 tons of apples from local farmers [3][5]. Market Expansion - The company began exporting apples around 2019, recognizing the importance of building an international brand as the agricultural product branding era emerged [5]. - By 2024, Li Ying successfully penetrated overseas markets, including Singapore and Saudi Arabia, leveraging the high quality of Qingyang apples as a competitive advantage [5][6]. Business Model and Innovation - Initially, the company relied heavily on online sales, but starting in 2024, it has shifted focus to offline markets and brand development, launching the "Lips Sound" brand and exploring deeper processing of apples [6]. - The company aims to enhance brand value to increase farmers' income and provide them with more stability amid market fluctuations [6]. Industry Trends - The apple farming community in Qingyang is undergoing significant changes, with older farmers retiring and younger generations adopting modern agricultural practices, such as land transfer and base planting [6][7]. - Li Ying's approach contrasts with that of previous generations, emphasizing brand creation and value enhancement rather than merely producing and selling apples [6].