家电、快消两大“赛道”龙头入局，宁夏枸杞要破解“优质不优价”困局

Core Viewpoint - Ningxia, a major goji berry production area in China, faces challenges such as "high quality but low price" despite its strong brand presence with "Ningxia Goji" and "Zhongning Goji" [1][2] Industry Overview - Ningxia produces 25% of China's dried goji berries and 90% of goji seedlings, establishing significant brands in the industry [2] - The local leading company, Wofu Baorui Goji Industry Co., Ltd., attempted an IPO in 2021 but ultimately terminated it [2] Financial Performance - Wofu Baorui's revenue from 2018 to 2020 was 186 million, 266 million, and 282 million yuan respectively, with net profits of approximately 65.81 million, 88.41 million, and over 109 million yuan [2] Challenges Faced - The "high quality but low price" issue is attributed to low-priced competition, counterfeit products, and high labor costs [1][3] - The cost of low-priced goji berries is around 11 yuan per kilogram, while local production costs are approximately 17 yuan per kilogram, with labor costs constituting over 40% of total production costs [5] Technological and Market Developments - Collaborations with leading companies like Yili Group and Rongsheng Refrigerator aim to enhance the goji berry industry's value through technology and supply chain integration [1][6] - Cold chain technology is crucial for preserving fresh goji berries, which have a high moisture content and require rapid transportation to avoid spoilage [7] Consumer Trends - E-commerce has become a significant sales channel for goji berries, with projected retail sales exceeding 1.5 billion yuan in 2024, capturing over 61% of the national market share [10] Agricultural Innovations - The "enterprise + farmer" model promotes collaboration between local farmers and downstream enterprises, enhancing product quality and market reach [8] - Automation in production lines is being adopted in related agricultural sectors, such as the local watermelon industry, to improve efficiency and meet market demands [10]