Group 1 - The first batch of selenium sand melons, totaling 1,163 boxes and approximately 24 tons, is being exported from Zhongwei City, Ningxia to Dubai, UAE, marking a significant step for local agricultural products in international markets [1] - The unique growing conditions in Zhongwei, including low annual rainfall of less than 200 mm and high evaporation of 2,400 mm, contribute to the distinct taste and quality of selenium sand melons, which are rich in amino acids and minerals [1] - The brand value of "Zhongwei Selenium Sand Melon" is estimated at 3.598 billion yuan in 2024, and it has been included in the 2024 Agricultural Brand Directory of China [1] Group 2 - The Zhongwei Customs has implemented a "specialist service" mechanism to assist companies with the registration of their orchards and packaging facilities, enhancing the export capabilities of local agricultural products [2] - Since the beginning of 2024, over 10 enterprises in Zhongwei and Guyuan have completed the registration of fresh fruit orchards and packaging factories, including five orchards and two packaging facilities that have passed the review process [2] - The collaboration between customs and local departments aims to provide comprehensive guidance throughout the entire production process, ensuring quality and safety for exported products [2]

Core Insights - Ningxia Zhongwei's selenium sand melon has entered a harvest season, with production and sales activities enhancing the quality agricultural product sales system [1] - The average income of melon farmers has increased from over 10,000 yuan in 2014 to over 100,000 yuan in 2024, reflecting a tenfold growth over ten years [1] - Zhongwei has established the first national quality safety traceability system for selenium sand melon, with over 100 production and operation entities cultivated [1] Group 1 - In 2024, Zhongwei planted 427,000 acres of selenium sand melon, yielding a total output of 1.1 million tons and generating a total output value of 1.837 billion yuan [1] - The brand value of "Zhongwei Selenium Sand Melon" reached 3.598 billion yuan [1] - Other agricultural products, such as goji berries and beef cattle, are also thriving, contributing to the overall agricultural benefits [1] Group 2 - Zhongwei has leveraged its digital information industry advantages to build an industrial consortium of "research institutions + leading enterprises + cooperatives + farmers," significantly improving production and operational levels [2] - The total output value of agriculture, forestry, animal husbandry, and fishery in Zhongwei increased by 5.9% year-on-year in the first half of the year [2] - The local government emphasizes industrial revitalization as a priority for rural revitalization, focusing on developing characteristic advantageous industries and enhancing market reach [2]

Core Insights - The agricultural sector in Zhongwei City, Ningxia, is experiencing significant growth, particularly in the production and sales of selenium sand melons, with average household income increasing from over 10,000 yuan in 2014 to over 100,000 yuan in 2024, marking a tenfold increase over ten years [1] - Zhongwei City has established the first national quality safety traceability system for selenium sand melons, with over 100 production and operation entities cultivated [1] - In 2024, the area planted with selenium sand melons reached 427,000 acres, with a total output of 1.1 million tons and a total output value of 1.837 billion yuan, while the brand value of "Zhongwei Selenium Sand Melon" reached 3.598 billion yuan [1] - The agricultural sector is diversifying, with other products like goji berries and beef cattle also seeing growth, driven by a strategic focus on large-scale planning and brand development [1] - Zhongwei City is enhancing its agricultural brand cultivation plan and establishing premium agricultural product exhibition stores to improve recognition and reputation [1] Industry Development - Zhongwei City is leveraging its digital information industry to create an industrial consortium involving research institutions, leading enterprises, cooperatives, and farmers, significantly improving the scale, intensification, and industrialization of production [2] - The total output value of agriculture, forestry, animal husbandry, and fishery in Zhongwei City increased by 5.9% year-on-year in the first half of the year [2] - The local government emphasizes the importance of industrial revitalization as a key aspect of rural revitalization, focusing on developing characteristic advantageous industries and enhancing market reach [2]

Core Viewpoint - The "Fresh Journey" public welfare activity initiated by Rongsheng Refrigerator in Ningxia Zhongwei aims to support local farmers and promote the preservation of regional agricultural products through advanced technology and ESG commitment [2] Group 1: Company Initiatives - Rongsheng Refrigerator collaborates with local landmark agricultural products, such as selenium sand melons and goji berries, to create a fresh preservation chain from farm to table [2] - The company emphasizes its "fresh-keeping" philosophy, which aligns with the exploration of fresh and healthy sources from different regions [2] - The showcased Rongsheng 515WILL fresh-keeping refrigerator features three core technologies: SUPL four-season multi-frequency light preservation, smart water mist dynamic moisture maintenance, and AI negative ion high-energy sterilization [2] Group 2: Product Technology - The W60 series refrigerator utilizes multi-frequency light to simulate natural light, allowing goji berries to retain polysaccharides, while maintaining 70% humidity to prevent drying or spoilage [3] - For selenium sand melons, the W60's light preservation technology delays sugar conversion, and its moisture retention system locks in over 90% of water content, keeping the fruit fresh for days [3] - Testing shows that fruits and vegetables stored in the refrigerator not only remain fresh but also continue to generate nutrients, with lutein retention increasing by 70.3% and vitamin C retention rising by 36.3%, while weight loss is nearly 50% lower compared to ordinary refrigerators [3] Group 3: Social Responsibility - The "Fresh Journey" initiative reflects the company's commitment to using technology to protect natural resources, transforming the freshness of the land into income for farmers and benefiting countless households [5]

Core Insights - The article highlights the harvest season of the selenium-rich melon in Ningxia Zhongwei City, which has become a significant source of income for local farmers [2][4][6]. Summary by Categories Industry Overview - The selenium-rich melon, known for its large size, sandy texture, high juice content, and sweetness, is referred to as the "green gem" of the Gobi Desert [2][4][6]. - The planting area for selenium-rich melons in Zhongwei City this year is 469,500 acres, with an expected yield of 1.15 million tons [2][4][6]. Economic Impact - The selenium-rich melon industry has become a pillar for local farmers, contributing significantly to their income and prosperity [2][4][6].

Core Viewpoint - The article discusses the recent backlash against Sam's Club in China due to its product selection changes, highlighting a clash between consumer expectations and the brand's strategy, reflecting broader issues of national identity and consumer trust in domestic brands [4][10][12]. Group 1: Sam's Club's Product Strategy - In July, Sam's Club removed several popular domestic products, replacing them with more common brands, leading to dissatisfaction among its members who felt disrespected [6][10]. - The membership fees for Sam's Club, which amount to at least 1.3 billion RMB annually from over 5 million members, are seen as a ticket to a premium shopping experience that is now perceived as compromised [6][12]. - The backlash is not just about product quality but also about the perceived betrayal of consumer trust and the value proposition of being a member [20][23]. Group 2: Consumer Sentiment and National Identity - The article highlights a growing anxiety among Chinese middle-class consumers regarding their national identity and the quality of domestic products, as they grapple with the perception that local brands are inferior [31][38]. - Despite advancements in product quality and safety in the domestic market, historical trust issues still linger, particularly among older consumers who experienced past quality failures [38][39]. - Younger consumers, however, show increasing trust in domestic brands, indicating a shift in sentiment that could reshape the market landscape [39][40]. Group 3: Industry Dynamics and Competitive Landscape - The success of competitors like Pang Donglai, which emphasizes transparency and high-quality service, has raised consumer expectations and challenged Sam's Club's traditional value proposition [24][25]. - The article suggests that the retail landscape in China is evolving, with a push towards quality and trust that transcends membership models, potentially diminishing the exclusivity of Sam's Club [25][42]. - The need for brands to resonate with consumer values and perceptions is emphasized, suggesting that the future of retail will depend on quality and accessibility rather than exclusivity [42][43].

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]