[Cai Zhi Toutiao] "Sky price litchi" 1049 yuan a pound!What is the origin of Zengcheng hanging green?

Recently, some netizens said that they bought a box of lychee called "Zengcheng Hanging Green" in the SKP mall in Beijing. When paying, they found that the small box of litchi was 969.28 yuan.

Picture source: Tianmu News

According to media reports, according to the salesperson of the fruit area of ​​the supermarket, Zengcheng hanging green litchi is produced from Guangdong. The lychee is priced at 1049 yuan/catties. There are about 15-20 litchi such as a box of lychee. The price is more than 1,000 yuan. The price may be more than 900 yuan. On average, the price is about 60 yuan. In addition, the variety litchi has only been on the shelves for two days before, and is loved by many customers. It is currently out of stock.

The unit price per catty is as high as 1049 yuan, and it has been sold for two days after the shelves. What kind of fairy lychee variety is this?

"A litchi sold 555,000 yuan"

In addition to the SKP mall, many merchants' hanging green litchi is sold in one piece.

It is reported that on the Internet, two "hanging green" price ranging from 140-198 yuan, and only the circle of friends who only exist in the "mid-to-high-end fruit purchasing". A fruit dealer in Shanghai said that if you want to buy "hanging green", you need to order it early.

Picture source: Global Network

The price of two 198 yuan also contains a lot of other service costs. For example, the packaging gift box is very exquisite. The wooden box is a velvet. It knows that it is used to wrap the litchi.

In 2002, a "Western Garden Hanging Green" litchi sold for 555,000 yuan in sky -high price, becoming the most expensive fruit in the world.

So, is such a expensive lychee, is it delicious?

In the late Ming and early Qing dynasties, the famous scholars and poet Qu Da Jun described in the "New Language of Guangdong": "Hanging green and crispy as pear paste is gone, and it will not change for three days."

On social platforms, some netizens who bought it said that hanging green litchi to eat "nuclear crispy", and some netizens said, "It's no different from ordinary lychee."

Supermarket staff said that when the lychee was sold, there was a trial product.

The locals of Zengcheng said that than "hanging green", the locals prefer to eat "cinnamon" and "glutinous rice", "I have eaten this 'hanging green'. , Locals do not like to eat. "

Where is the sacredness of "Zengcheng Hanging Green"?

"Zengcheng" refers to Zengcheng District, Guangzhou City, Guangdong Province. When a lychee variety produced here is red -purple, a green line is directly named "hanging green".

As a rare variety in litchi, Zengcheng hangs green as a palace tribute in the Qing Dynasty. During the Jiaqing period, the people were unable to disturb the officials and chopped the green litchi trees. Only a tree in the west of the western suburbs of the county (now Licheng Hanging Green Plaza) survived.

Nowadays, there are more than 4,000 offspring of greening in Zengcheng, all over the town and streets. These greens are grafted from the mother tree in the West Garden.

In December 2016, the Ministry of Agriculture announced to the society to the society 408 agricultural production systems with potential protection value. A total of 9 were selected in Guangdong. The Zengcheng hanging green litchi cultivation system was one of them.

Due to the difficulty of hanging green litchi management, it cannot be achieved in large quantities, so it is very rare. Chen Houbin, chief scientist of the National Litchi Longan Industry Technology System and Professor of South China Agricultural University, said that the number of planting green litchi in Guangdong does not exceed 5,000, and it can flow and bear fruit. The amount is very limited, and there are thousands of pounds.

Some merchants said that the more algebraes for hanging green grafting, the worse the fruits of the knot, and the cheaper the price. Most of the hanging greens that can be bought on the market are 3-4 generations. However, many merchants also claim that the hanging green litchi sold by their own sales is the second -generation hanging green.

In contrast, consumers are more familiar with concubine laughter, with an annual planting area of ​​1.2 million mu, an annual output of 600,000 tons.进入7月份，据收购商反映，目前妃子笑保持在每公斤11元的收购价位;而在海南地区荔枝价格随大流下降，当地妃子笑收货价格已降到6-6.8元;市场上， The current sales price of concubine laughs ranges from 10-70 yuan.

"Hermes of Litchi"

The price of hanging green litchi is "flying to the sky", and the price of the market is more than 1,000 yuan per catty. It is not all "raised" up, and it is more from "things are rare".

According to the China Economic Net report, the mall involved has set up a product price brand in an conspicuous place, and the litchi of each box of each box is clearly marked, and there is no suspicion of the so -called bullying consumers. The variety of green litchi varieties is rare, small fruit production, and the cost of planting management and transportation is quite high. In addition, this year, it has encountered cold spring and heavy rain and floods, which has led to nearly 50 % of the annual production of the variety. Affected by many objective factors, the price is high.

However, in recent years, hanging green litchi has gradually surpassed the category of food, becoming a gift "good product" for some people's affection. This is not only the essence of lychee to eat, but also easy to disrupt the normal order of the fruit market.

According to Guangming.com, the pricing of a commodity involves factors such as the quality, positioning, channels and other suppliers of the product itself, and also involved the consumer psychology of different prices in different scenarios. Taking lychee as an example, "things are rare as expensive" are of course a constraint, but the accelerated improvement of the transportation environment has made commodity transportation no longer a problem. It can be seen that the variable is still consumer psychology. As long as you create more needs in this link, things will change. Some people say that the current price of lychee is the presence of market supply and demand relationship. It is clearly marked and willing to buy it. This can also be understood. But the problem is that if this is not a real supply and demand relationship, but a kind of demand that is deliberately manipulated?

According to Chen Yaohua, the chairman of Guangdong Zhongli Agricultural Group Co., Ltd., which is the Old Litchi export trade, it seems that the price of "hanging green" is both related to the low results rate and the brand effect. It is "one of the most beautiful brands that belong to Zengcheng, and you need to use some materials to support this highest lychee variety and brand." In his opinion, the scarcity of categories and market monopoly, coupled with the brand and peripheral empowerment, Provide bargaining space for high -priced litchi.

He said that the true audience of such high -end litchi is not consumers or ordinary customers, but a merchant who has seen the brand promotion and brand effects. Merchants can get benefits in the process of participating in the marketing and exposure of sky -high litchi. "He bought it, which is equivalent to making an advertisement." In the process of buying and giving litchi in the process of purchasing and giving them, due to the scarcity and precious product, the product itself exceeds the value significance of ordinary fruits. In the final analysis, it is still a reflection of "marketing means".

In the future, how should the litchi industry develop? Chen Houbin, chief scientist of the National Litchi Longan Industry Technology System and Professor of South China Agricultural University, said that the development of the lychee industry is inseparable from technology -do a good job of adjusting variety structure; Continue to overcome biological mechanisms and technical problems of the phenomenon of "big and small years"; promote the integration and development of the industrial chain.

If you have a chance, are you willing to taste "sky -high litchi"?

(WeChat public account "Caizhi Headline" comprehensive from: Guangming.com, Global Network, China Economic Network, China News Network, China News Weekly, etc.)

Edit: Yuan Kai

School pair: Fenghua

Review: Gong Zimo

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