Core Viewpoint - The article highlights the evolution and current status of Chucheng, a premium orange brand, under the leadership of Chu Yibin, emphasizing the transition from a personal brand to a collective effort involving many farmers and the importance of quality and brand positioning in the agricultural sector [2][5][14]. Group 1: Company Development - Chucheng's annual sales have reached approximately 5 billion yuan, a significant increase from around 800 million to 900 million yuan in 2019 [7][15]. - The company has invested in four centers: seedling, technology, training, and living centers, focusing on infrastructure and capacity building rather than immediate profit distribution [7][15][19]. - Chucheng's product line includes Chucheng oranges, Yunguan oranges, and Chucheng Garden, with Chucheng oranges accounting for 60% to 70% of total revenue [8][17]. Group 2: Quality Control and Innovation - The company employs a rigorous selection process, discarding 40% of the harvested oranges based on various quality metrics, ensuring only 60% meet the standards to be sold as Chucheng oranges [5][6]. - A "blind test" method is used to assess the sensory qualities of the oranges, focusing on taste and aroma, which cannot be quantified by industrial standards [7][20][21]. - The company aims to maintain the scarcity and high quality of Chucheng oranges, with no immediate plans for large-scale production increases [18][19]. Group 3: Market Positioning and Consumer Engagement - Chucheng has successfully positioned itself as a luxury fruit brand, with a focus on quality over quantity, appealing to high-end markets [8][12]. - Collaborations with brands like Gree and Luckin Coffee have been initiated to reach younger consumers and expand brand awareness [9][31][34]. - The company recognizes the importance of maintaining stable pricing to build consumer trust and brand loyalty [62][63]. Group 4: Future Outlook - Chu Yibin envisions expanding the brand's reach internationally, including potential operations in the Southern Hemisphere to ensure year-round availability of products [44][45]. - The company is committed to continuous improvement and innovation in agricultural practices, aiming to enhance product quality and operational efficiency [19][30][66]. - The overarching goal is to establish Chucheng as a world-class brand in the agricultural sector, reflecting a strong belief in the potential of the fruit industry [63][65].