2026.02. 12 本文字数：3217，阅读时长大约5分钟 作者 | 第一财经 栾立 刚刚结束了2025年产季，哀牢山的冬日依然繁忙。这两天，褚橙接班人褚一斌正在忙着进行果园的 花期管理工作。一棵棵冰糖橙的枝头已经冒出了米粒大的花苞，再有十天八天，白色的橙花就将如雪 般覆盖在连绵的山头上，而这也将关系到今年的收成。 种植之变 在褚一斌看来，2025年无疑是褚橙最具挑战性的一年。秋后降雨连绵，降雨量创下了近二十年来的 纪录。冰糖橙是个非常敏感的品种，褚一斌用一个形象的比喻来解释："冰糖橙如同林黛玉，照顾好 了是绝世美女，稍微照顾不好就会崩溃。" 在农业领域，雨水过多往往意味着病害风险增加、果实糖度降低、外观受损。尤其在橙子种植中，果 园管理稍有疏忽，就可能果面染病、口感寡淡，一年的辛苦打了水漂。 但褚一斌表示，2025年公司对天气的预判较为准确，并借助数据化手段进行了大量提前准备，包括 对枝梢量的管理（保证通风、采光），以及营养和水分供给的管控。这也让褚橙在成品率下降的情况 下，口感反而有所提升。 在传统农业中，看天吃饭是常态。赣南脐橙贸易商李平告诉记者，在当地产区，一对老夫妻管理四五 百棵果树的情况并不少 ...

2025年以来，中国水果市场正在经历一场寒流，无论是曾经被称为"价格刺客"的车厘子，还是大众化的脐橙，都 出现了价格大跌的行情。相比之下，原价销售的褚橙很早就已在电商门店挂出"售罄"的公告，如今只有经销商处 还有少量存货。 在褚一斌看来，2025年是天气反常的一年。这场反常的天气降低了褚橙的成品率，也让净收入有所下滑，但褚橙 的市场价格稳定、动销正常，这背后是源自品牌和品质的提升。从父亲褚时健手中接手褚橙产业7年后，褚一斌正 在给褚橙带来一些新变化。 种植之变 在褚一斌看来，2025年无疑是褚橙最具挑战性的一年。秋后降雨连绵，降雨量创下了近二十年来的纪录。冰糖橙 是个非常敏感的品种，褚一斌用一个形象的比喻来解释："冰糖橙如同林黛玉，照顾好了是绝世美女，稍微照顾不 好就会崩溃。" 在农业领域，雨水过多往往意味着病害风险增加、果实糖度降低、外观受损。尤其在橙子种植中，果园管理稍有 疏忽，就可能果面染病、口感寡淡，一年的辛苦打了水漂。 但褚一斌表示，2025年公司对天气的预判较为准确，并借助数据化手段进行了大量提前准备，包括对枝梢量的管 理（保证通风、采光），以及营养和水分供给的管控。这也让褚橙在成品率下降的情况下 ...

Core Insights - The article discusses the challenges and innovations in the orange cultivation industry, particularly focusing on the "Chucheng" brand and its digital transformation efforts in agriculture [1][8]. Group 1: Agricultural Challenges - The orange harvesting season in Yunnan's Ailao Mountain has been delayed by about half a month due to excessive rainfall affecting sugar accumulation [1] - The agricultural sector is heavily reliant on weather conditions, which is described as "interacting with the sky" by the general manager of Chucheng Agriculture, Chu Yibin [1] Group 2: Brand Development - "Chucheng" has evolved from a symbol of inspiration to a brand with multiple derivatives, including "Yunguan Orange" and "Chucheng Orchard," generating annual sales of 300-400 million yuan [1][2] - The brand's growth is attributed to its digital capabilities and a "long-term worker model" that integrates hundreds of farmers, providing them with technology, management, and brand support [3] Group 3: Digital Transformation - The digital transformation in agriculture is a gradual process, requiring careful planning and execution to avoid setbacks [1][6] - Chucheng Agriculture has established a comprehensive digital management system covering the entire production chain, from planting to sales, utilizing sensors and automated equipment for efficiency [6][7] Group 4: Market Positioning - The sales price of Chucheng and Yunguan oranges exceeds 10 yuan, significantly higher than the typical market price of 3-5 yuan for ordinary ice sugar oranges, due to their advanced digital management [4] - The "long-term worker model" allows for a transparent value distribution system, where income disparities for different quality grades can reach up to four times [3] Group 5: Future Directions - The integration of AI technology in agriculture is being explored, including image recognition for assessing tree health and real-time guidance for farmers [7] - The article emphasizes that the future of agriculture lies in balancing traditional practices with technological advancements, ensuring sustainable growth [8]

Core Viewpoint - The article discusses the evolution and management strategies of Chushi Agriculture, particularly under the leadership of Chu Yibin, who has taken over from his father, Chu Shijian, focusing on quality control and modernization in the production of Chuan oranges [5][9]. Group 1: Company Overview - Chushi Agriculture, founded by Chu Shijian, has developed a reputation for its high-quality Chuan oranges, which are in high demand but often face supply shortages [7][9]. - Under Chu Yibin's management, the sales scale has increased from approximately 100 million to 400-500 million, marking a fourfold growth [19]. - The company operates four bases, with plans to enhance production efficiency and quality through technological advancements and strategic planning [22][25]. Group 2: Management and Strategy - Chu Yibin has implemented new planting techniques, increasing tree density to optimize sunlight and nutrient absorption, which has led to improved fruit quality [15][19]. - The company has introduced a dual-brand strategy with Chuan oranges and Yun Guan oranges, the latter being a new variety developed by Chu Yibin [18]. - The management emphasizes quality control through technological means, including the use of industrial instruments for measuring fruit quality and implementing a blind taste test to ensure consumer satisfaction [28][32]. Group 3: Future Plans and Succession - Chu Yibin plans to retire at 70, expressing a desire to transition the company into a modern agricultural enterprise that relies on systems and data rather than individual reputation [42][48]. - The company is focusing on talent development, with a training center established to cultivate future leaders, and is exploring shared value creation with local farmers [50][52]. - Chu Yibin aims to maintain the brand's legacy while adapting to modern agricultural practices, ensuring that the company remains competitive in the future [56].

Core Viewpoint - The article discusses the evolution and management strategies of Chushi Agriculture, particularly under the leadership of Chu Yibin, who has successfully increased sales and implemented new technologies while maintaining the quality of the signature fruit brand, Chucheng [5][11][12]. Group 1: Company Overview - Chushi Agriculture, founded by Chu Shijian, has developed two brands of ice sugar oranges: Chucheng and Yunguan Orange, with a total planting area of nearly 20,000 acres [12][15]. - Under Chu Yibin's management, the sales revenue has increased from approximately 100 million to 400-500 million, marking a fourfold growth [12][13]. - The company focuses on maintaining high quality, with Chucheng oranges accounting for 60% of revenue and 80% of profits despite lower production rates [12][13]. Group 2: Management and Strategy - Chu Yibin has introduced new planting techniques, such as increasing tree density to ensure better sunlight and nutrient absorption, which has led to improved fruit quality [11][12]. - The company is exploring partnerships with brands like Luckin Coffee and Glico to expand its product offerings [14]. - Chu Yibin emphasizes quality control through technological means, implementing a multi-dimensional selection process for the oranges based on various quality metrics [19][20]. Group 3: Technological Integration - The company has established a technical center to quantify the planting process, utilizing sensors and cameras to monitor soil conditions and tree health [23][25]. - A digital system has been integrated into various operational areas, enhancing efficiency and data-driven decision-making [25][29]. - The company aims to improve yield rates and product quality through advanced data analytics and artificial intelligence [24][29]. Group 4: Future Planning and Succession - Chu Yibin plans to retire at 70, expressing a desire to transition the company into a modern agricultural enterprise that relies on systems and data rather than individual reputation [32][34]. - He is actively preparing for succession by training younger generations and exploring alternative leadership options if his children do not wish to take over [33][34]. - The company has implemented a profit-sharing mechanism to incentivize local farmers, enhancing their income and engagement with the brand [35].

Core Viewpoint - The article discusses the evolution and management strategies of Chushi Agriculture, particularly under the leadership of Chu Yibin, the son of the founder Chu Shijian, highlighting the brand's growth, quality control measures, and future plans for sustainability and modernization [4][6][12]. Group 1: Company Overview - Chushi Agriculture, founded by Chu Shijian, is known for its premium ice sugar oranges, with a sales scale exceeding 4 billion yuan, growing from around 1 billion yuan in seven years [6][12]. - The company operates four bases, with the existing ones being over ten years old, and focuses on quality stability before expanding production [14]. Group 2: Management and Strategy - Chu Yibin, who took over the company in 2018, has implemented new techniques and strategies, including increasing planting density to enhance fruit quality and yield [10][12]. - The company has developed two brands: Chucheng and Yunguan Orange, with Chucheng accounting for 60% of revenue and 80% of profits despite its limited production [12]. Group 3: Quality Control and Technology - Chushi Agriculture employs technological methods to ensure product quality, including a multi-dimensional selection process for oranges based on sugar content, size, weight, and appearance [18][20]. - The company has integrated digital systems into various operations, enhancing efficiency and quality control, with plans to further utilize data for market responsiveness [23][25]. Group 4: Future Plans and Succession - Chu Yibin plans to retire at 70 and is open to finding suitable successors outside the family if his children are not interested in continuing the business [27][29]. - The company aims to modernize agriculture by creating a system that combines data and collective intelligence, with a focus on shared value creation among farmers [31][32].

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].