Effect of Optimization of Agricultural Supply-side Factors on Characteristic Modern Agriculture——A Case Study of Chu Orange Manor

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1. School of Business, Yuxi Normal University, Yuxi 653100, China; 2. Rural Economy Station of Yuxi, Yuxi 653100, China; 3. Yuxi Agriculture Vocation-Technical Collage, Yuxi 653100, China

Supported by Major Project of Yuxi Social Science Foundation in 2016-2017 (YXSK134).

1 Introduction

At the 11th meeting of the Central Financial and Economic Leading Group in November 2015, General Secretary Xi Jinping pointed out that while appropriately expanding aggregate demand, efforts should be made to strengthen structural reform on the supply side, improve the quality and efficiency of the supply system, and enhance the momentum for sustained economic growth. In December, the Central Rural Work Conference proposed the structural reform of agricultural supply side as the direction of agricultural development in the future, which opened the prelude of the structural reform of agricultural supply side and caused social resonance.

The structural reform of the agricultural supply side, is to produce around market demand, further optimize the allocation of resources, continuously expand effective supply, and strive to enhance the adaptability and flexibility of the supply structure, so as to make the supply of agricultural products more compatible with the demand for consumption, promote the full play of the advantages of resources, promote the protection of the ecological environment, and strive to form a more efficient, more rational structure and more favorable supply system for agricultural products[1]. The structural reform of agricultural supply side is gradually becoming the focus of political, academic and social attention.

Han Changfu[2]points out that there are three purposes for advancing the structural reform of the agricultural supply side: the first is to improve the quality and efficiency of the agricultural supply system to meet the needs of consumption upgrading; the second is to improve the quality, efficiency and competitiveness of agriculture, and promote the income of farmers; the third is to alleviate the pressure on China’s resources and environment. Yang Jianlietal.[3]believe that the primary task of the structural reform of agricultural supply side is to ensure supply, the core content is to adjust structure, the key link is to improve quality, and the important measure is to promote integration. Chen Wensheng[4]believes that the key to promoting the reform of agricultural supply side is to realize the strategic transformation of agricultural development, change from large-scale production of agricultural products to regional famous brand management of agricultural products, and take the support for regional brand of agricultural products as the main direction of agricultural structural adjustment.

Thus, the existing literature has explored on how to promote the structural reform of agricultural supply side in many ways, and a basic consensus has been formed: to change the traditional agricultural product supply mode that emphasizes quantity, to improve the quality of agricultural products, to change the supply structure of agricultural products to meet the demand of consumption upgrading of residents. In other words, the structural reform of agricultural supply side is to optimize the allocation of agricultural production factors, improve the quality and efficiency of supply, and meet the quality needs of consumers.

Agricultural supply factors include not only natural resources such as land, water conservancy, temperature and humidity, light, air, geographical location, but also social resources such as labor, capital, technology, productivity, management system, etc. The optimization of agricultural supply factors is the result of effective supply, rational allocation and comprehensive utilization of natural resources and social resources[5]. The success of Chu orange or the success of Chu Orange Manor has explained the function of the optimization of supply factors to the development of modern agriculture with special features, and also met the demand of the structural reform of agricultural supply side, so it is remarkably representative.

2 Chu Orange Manor model

2.1OriginofChuorangeThe registered trademark of Chu orange was originally called Yunguan ice sugar orange. Later, it was called Chu orange because it was the ice sugar orange planted by Chu Shijian. Chu Shi Jian’s reputation and popularity has brought a huge added value into the Chu orange brand. The ice sugar orange planted by Chu Shijian is so popular, because of the product quality assurance, and also the celebrity effect of "King of Tobacco". Chu Shijian was honored as "King of Tobacco" by the people became a legendary figure in China’s tobacco industry because he created Asia’s largest tobacco enterprise (Hongta Group) from a small dilapidated local factory. He managed Yuxi Cigarette Factory (formerly known as Hongta Group) for 18 years, contributed 140 billion yuan profits and taxes to the country, bringing the benefit to millions of Yuxi tobacco farmers. Later, because of economic crime, he encountered "Waterloo" in his life. Its special experience has triggered a major reform of the incentive mechanism and supervision system of state-owned enterprises, and he is one of the most influential and controversial financial figures in China.

After experiencing the splendor and decline of life, Chu Shijian, 75, returned to Ailao Mountain, started up business again in 2002, and set up Xinping Jintai Fruit Co. Ltd. to plant ice sugar orange. At present, nearly 1 000 ha of sweet orange is planted in Chu orange base of Xinping County, and 4 667 ha of sweet orange is planted by farmers, so that the industrialization of sweet orange is realized. In November 2012, Chu orange, which was sold out in Yunnan in previous years, appeared in Beijing for the first time. It was sold exclusively by benlai.com, and was sought after by the consumers, especially the entrepreneurs, and became the most fashionable gift fruit in the capital. Since Chu orange appeared in Beijing, in addition to Yuxi City, the fruit has been very difficult to get in Beijing, Shanghai, Guangzhou, Shenzhen as well as Kunming, Chengdu, Hangzhou, Hainan, Chongqing and other places. People call Chu orange inspirational orange, who disseminate the never-ending inspirational spirit while consuming products.

2.2ChuOrangeManorconstructionManor economy is an important form of capital agriculture. The development of manor economy provides a new model for regional distribution, industrialization development, specialized production, integrated management, enterprise management, socialized service and market-oriented competition of plateau characteristic agriculture. Yunnan Province is a famous citrus producing area in China. With Chu orange sweeping the country, "Xinping sweet orange" has become a beautiful business card of characteristic agricultural industry. For building the characteristic fruit planting industry into the golden card of Xinping County and Yunnan Province, there is a need to give full play to the advantages of natural resources and social resources, and realize the integration and development of primary, secondary and tertiary industries. In 2013, 272 million yuan was invested in building Chu Orange Manor. With the base of ice sugar orange and "Ailao Mountain-Red Valley" tourist route as the basis, and with the idea of "regional style, green ecology, natural leisure and humanistic display" as the concept, it makes full use of the word-of-mouth effect of Chu orange to construct a high-end modern leisure agricultural manor which integrates sightseeing agriculture, national customs, leisure vacation, meeting reception, popular science education and farming experience. The strategic layout of Chu Orange Manor can promote the scale of orange industry, industrialization level, linkage effect of primary, secondary and tertiary industries, and achieve product upgrading, and industrial upgrading. Chu Orange Manor from a higher level has attracted the attention of many entrepreneurs and has been pursued by the consumers[6].

2.3ThemodeofoperationofChuOrangeManorAt present, Yunnan Province is focusing on the development of plateau characteristic agriculture to highlight the rich diversity, improve the ecological and environmental benefits, guarantee security and quality and enhance the competitiveness. The success of Chu orange provides a successful business model for building characteristic agriculture, hiring experts, bringing in talents, creating a first-class team; cultivating varieties, making organic fertilizer, studying cultivation techniques; adopting the management mode of "company + base + farmer + scientific research institutes", taking farmer as partner, balancing the interests of company and farmers, and improving farmer’s production enthusiasm effectively.

3 Optimization of supply-side factors of Chu Orange Manor

3.1OptimizationoflandresourcesThe structural reform of agricultural supply side is to realize the moderate scale management of rural land. Through the rural land circulation, the originally too scattered farmland is concentrated in the hands of the new main types of entities including major growers, family farms, farmers’ professional cooperatives, and agricultural enterprises. Through the moderate scale operation of agricultural production, the scale economic benefit can be achieved, the resource utilization rate, the land output rate, the labor productivity and the agricultural product commodity rate required by modern agriculture can be promoted, and the land benefit can be maximized[7]. So far, about 1 000 ha of land has been transferred in Shuitang, Jiasan, Mosha, Pingdian and Yangwu towns and townships in Xinping County for Chu Orange Manor, most of which is tableland and sloping land. Over the years, flue-cured tobacco, sugar cane, maize and other crops have been planted, with no obvious economic benefits. After land transfer, the situation of idle land, abandoned land or extensive planting, low efficiency of land production was changed, and the optimal allocation of land resources was realized.

3.2OptimizationofagriculturalresourcesThe structural reform of agricultural supply side is to realize the optimal allocation of agricultural resources and improve the efficiency of agricultural resources utilization. Agricultural production is a process of natural reproduction and social reproduction, based on natural reproduction, the difference of ecological environment determines the regional division of agricultural production. Different regions have different soil, precipitation, light, accumulated temperature and other ecological environments, and this determines that the varieties and quality of agricultural products produced in different regions are different, and the same agricultural products will form different quality when they leave the specific ecological environment.

According to the ancients, the orange growing in Huainan is big and sweet, but once it is transplanted to Huaibei, it becomes bitter and difficult to eat. In the course of allocating agricultural resources, Chu Orange Manor fully realizes that water conservancy, soil, fertilizer and plant protection are the basis of agriculture, and it is necessary to ensure the use of water in dry season, and pay attention to the prevention of diseases and pests.

3.2.1Site selection. The base is located in the dry and hot Red River valley of the core area of Ailao Mountain Nature Reserve, which is the nearest national nature reserve to Kunming. It has no living villages within 5 km and no industrial and mining enterprises within 20 km. The ecological environment is first-class, and it is a natural big oxygen bar. Adequate light and heat and optimal temperature differences allow orange to accumulate enough sugar to reach the most appropriate proportion of sweet and sour. Therefore, this place has more than 300 years of sweet orange cultivation history, and it is the best planting area of sweet orange.

3.2.2Supporting facilities. According to the scale of the base, dams, reservoirs and roads in the field were built to form supporting water, electricity and road facilities, which reached the standard of irrigation and drainage.

3.2.3Soil and fertilizer. All the fertilizers are made of manure mixed with the organic fertilizer containing tobacco stems and high potassium and phosphorus. The former barren hillsides have become fertile soil for organic agriculture after 10 years of soil improvement.

3.2.4Plant protection. It is a magic weapon for Chu orange to ensure quality by paying attention to the prevention of diseases and pests. The HLB citrus disease in sweet orange planting is very difficult to control, the infected fruit trees outside the province will die after around 8 years, while Chu orange is still very robust after more than 10 years of planting, with almost no disease, no lack of sugar. Because of the optimal allocation of agricultural resources, Chu orange not only produces high yield every year, but also has golden color, thin peel, sweet and good taste, rich juice, moderate sweet-acid ratio, few seeds. It has obviously superior quality to that of other areas.

3.3HumanresourcesoptimizationThe structural reform of agricultural supply side is to give full play to the advantage that man is the first productive force, accumulate agricultural human capital and improve labor productivity. In Chu Orange Manor, the farmer is both the self-employed and company employee, with obvious "half partner" characteristics.

3.3.1Implementation of a free household contract responsibility system. After transferring the land from the farmers, Chu Orange Manor carried on the complete infrastructure construction, planted the fruit seedlings, then divided the base into areas, with 1.53 ha of area as a unit to be subcontracted to the farmers. Different from the general contract, farmers do not have to pay the land contract fees, planting tools, fertilizers, pesticides are all paid by the company and used by the farmers, farmers’ work is to plant the fruit trees in their own area. The company links the income with output and quality, the goal is that everybody has the initiative, each farmer has the high income, each fruit tree has the good harvest. The company practices the human-based management, farmers are free to arrange their working time, for example, they choose to rest when the temperature is high during the day, and work when the morning and evening are cool.

3.3.2Implementation of unified production technology standards. Every 30 households have one technician to guide and train the farmers in each production process and unify the production technology standards. The income of the technicians is related to the output and quality of the farmers. When the farmers grow well and the quality is good, the income of technicians will naturally increase. In this way, the company has the same interests from top to bottom, forming a close community of destiny and economic community.

3.3.3Provision of livelihood security for farmers. Farmers can get 500 yuan living allowance from Xinping Jintai Fruit Co. Ltd. every month. In addition, the company offers 50 m2of housing for each household, it is equipped with biogas digester, toilet, pig pen and a small piece of land, and farmers can grow fruit and vegetables in this area. Fertilizer, machinery and other means of production, as well as food and housing are basically free, sweet orange planting sales income is net income.

3.3.4Establishment of human-based trading relationships. The farmers obtain the contract right to orange land according to the land circulation area. Three years before fruiting, 1 500 yuan a month is paid to everyone. After entering the full bearing period, farmers harvest Chu orange in accordance with the stipulated time and hand the fruits to the company. According to the first grade fruit, the superior grade fruit and the special grade fruit classification, the company has different fruit purchase price, and takes 2013 fruit price as the base to adjust the purchase price according to demand and price changes.

3.3.5Local employment of surplus labor. The surplus labor force that has not contracted the orange management after the land circulation also can be employed to the company to engage in the auxiliary work such as the afforesting, cleaning, and breeding. Farmers have really solved the problem of long-term income increase, and realized a virtuous circle of land transfer to increase income and employment in the doorstep to increase the benefits.

3.4CapitaloptimizationThe structural reform of agricultural supply side should also introduce industrial and commercial capital to invest in agriculture, and consolidate agriculture by strengthening base construction, talent introduction, scientific research and development, brand management, and target market development. Chu Orange Manor gives play to the abundant fund strength, and realizes the optimal capital disposition.

3.4.1Strengthening of base construction. Through land circulation, mountain transformation is carried out, investment in facility agriculture is increased, road, water and electricity are accessible. The fields are made into plots, channels are connected, and roads are made into networks within the base, thereby forming complete water, electricity, and roads, reaching the standard of irrigation and drainage, and improving rural infrastructure and production conditions.

3.4.2Introduction of new technologies, new varieties and new ideas. The new technologies, new varieties and new ideas are introduced to develop characteristic agriculture, ecological agriculture and sightseeing agriculture, and accelerate the modernization process of characteristic agriculture.

3.4.3Introduction of talents. The talents are introduced to improve the quality and efficiency of agricultural production so that the agricultural production is developed from traditional agriculture to modern and efficient agriculture.

3.4.4Implementation of large-scale planting and standardized production. The large-scale planting and standardized production are implemented to lay a solid foundation for Chu orange to move towards high-end agriculture and accelerate marketization and brand-based development.

3.5OptimizationofmanagementThe structural reform of agricultural supply side should also introduce advanced management concepts, integrate various factors of production such as land, capital, technology, and facilities with great initiative and creativity, and popularize and apply advanced cultivation techniques, fine varieties and plant protection techniques of agriculture; form a cross-village, cross-township or even cross-regional industrial belt; use the extension of industrial chain and supply chain control to improve the quality of products, and strive to create a well-known brand; bring Internet thinking into agricultural production, use WeChat, microblog and other media and Taobao e-commerce platform for innovative sales of various characteristic agricultural products, introduce a variety of cultural ideas into agricultural activities, so that new vitality is injected into the agricultural industry.

Chu Orange Manor explores a new type of agricultural management model similar to and also beyond the family contract system for human management, that is, family-based decentralized management is full of vitality, the unified management at the corporate level is vivid. This innovative management model, seemingly contradictory "semi-partner" identity, gives farmers the most reasonable space, the most humanized management. The income of farmers is different because of the yield and quality of fruit trees. This kind of mechanism is fair and efficient, and has produced the enthusiasm for chasing after others. "Semi-partner" status allows farmers to have a sense of belonging and find a home. Most farmers and technicians are not short-term wage earners, and they take it as a business to operate. The company has also gained enough control to ensure the quality of the fruit.

Chu Orange Manor implements unified standardized management on variety, planting technology, purchase and supply of means of production, plant protection, brand, and sales, which has effectively solved the problem of fluctuating output and uneven quality due to the lack of unified planting technology and management measures, and realized the branding of products. Chu Orange Manor has signed sales contract with benlai.com and Taobao.com and has realized the agricultural product sales multi-channel network pattern. Chu Orange Manor construction idea, has realized a virtuous circle of fusion development of primary, secondary and tertiary industries.

4 Analysis on the effect of the optimization of the supply-side factors of Chu Orange Manor on the characteristic modern agriculture

The success of Chu Orange Manor is not the result of single factor, not even the accidental phenomenon, but the inevitable result of an excellent entrepreneur optimizing and controlling a series of factors, such as cultivated land, fertilizer, water conservancy, plant protection, sunlight, fine variety, agricultural product quality, brand, market and benefit distribution, with the business mind, management talent and tenacity. Technology, culture, management and business model, are the connotation of the structural reform of the agricultural supply side, and also the key to transformation and upgrading of traditional agriculture to modern agriculture. In order to change the mode of agricultural growth and promote industrial upgrading, we should start with the cultivation of agricultural enterprises, cooperatives, major rural households and other business entities, and should find out the direction and focus from improving the scientific and technological level, management level and market competitiveness of the business entities. In this sense, the mode of Chu Orange Manor is not unreplicable.

4.1Supply-sidefactoroptimizationpromotesthedevelopmentofhigh-endagricultureThe final foothold of structural reform of the agricultural supply side, is to require major specialized households of crop and animal production, family farms, farmers’ professional cooperatives, agricultural enterprises and other new types of businesses to understand the farm produce consumption quality requirements of rural and urban residents in the development of agricultural industry, analyze the status of the industry in advance, grasp the prospects of industrial development, and grasp the trend of consumption upgrading.

Chu Orange Manor has made full use of natural resources and human resources advantages, and has done good survey and positioning in industry choice. Chu Orange Manor chose orange industry, not only aiming at the huge demand of orange market at home and abroad, but also seeing that organic fruit, ecological fruit, healthy fruit has become the strategic direction of the transformation and upgrading of China’s fruit industry. With the continuous improvement of agricultural comprehensive production capacity and people’s living standards, urban and rural residents, especially urban households, are entering a new stage of upgrading the consumption structure, and the growth of demand for fruit among China’s 1.3 billion people is increasing rapidly. According to the development plan forecast of major orange-producing regions by the Ministry of Agriculture, the demand for Chinese orange will be 25 million t in 2020, but the production capacity of Chinese orange is only 21 million t, with a big market gap.

At present, China’s fruit planting is mainly based on family management, with small scale and irrational structure, and there is a need to import a large number of fruits, especially high-quality fruits. After more than 10 years of efforts, Chu Orange Manor has produced the high-end Chu orange with high quality, high technology, high value-added, high market competitiveness, high price and high profit. As for Chu Orange Manor’s sweet orange, more than 80% of oranges are first-class products, and it is difficult to get them on the market. It is praised as a representative of Chinese characteristic agriculture, fine agriculture, high-end agriculture. Chu orange is one of the best-selling products, suggesting that the organic, ecological and healthy high-end agricultural products have great market potential, and the ordinary products with low quality and low price cannot meet the needs of modern people for health and safety. Therefore, the way of high-end agriculture is the direction of the development of modern agriculture.

4.2Supply-sidefactoroptimizationenhancesbrandvalueofagriculturalproductsThe structural reform of agricultural supply side is to improve the quality of agricultural product supply. The quality of agricultural products determines the market value and influence of agricultural products, and also determines the brand value. In a specific ecological environment, brand construction of agricultural products, is to realize survival of the fittest for the agricultural products with regional characteristics, cultural heritage and technical process through natural and artificial means, and make well-known products which can adapt to or lead the consumer demand for quality. This kind of agricultural product has the strong comparative advantage in the market, and cannot be imitated by other regions, so it has the greatest market competitiveness and market brand value.

In the times of unprecedented consumption upgrading and food safety crisis, brand agriculture has ushered in a significant opportunity to accelerate development, which is the fundamental way to get rid of low-level agricultural competition and obtain high value-added. China is the largest country in orange production, with complex variety and fierce competition. Over the past 10 years, Chu Orange Manor has made great efforts to build "Yunguan" brand. Chu Orange Manor’s sweet orange base is mainly distributed in the dry hot Red River valley area, where the altitude is 800 to 900 m, the average annual temperature is 21 to 23℃, the annual sunshine is 1 800 to 2 200 h, the annual rainfall is 900 to 1 200 mm, and there is no frost in the whole year. Through the unique advanced organic planting and cultivation techniques, Chu orange is superior to the similar products in Jiangxi, Sichuan and Hunan provinces in taste and nutritional value because of flesh fiber fineness and brittleness, thin skin and great juice, sweet taste and sugar and acid ratio of as high as 20∶1-25∶1.

In 2012, Chu orange base construction passed the environmental assessment and acceptance, and "benlai.com" independent agricultural products laboratory conducted food safety testing on Chu orange. The results showed that the indexes of agricultural residue, heavy metal cadmium and heavy metal chromium were zero, and it was the healthy and safe high-end food. With the certification application of organic food in the future, the market prospect of Chu orange will be much broader. Brand building and upgrading enhances the ability to resist market risks, increases the right to speak in price games, and also improves the competitiveness of agriculture. Chu orange has a high and stable yield in successive years, and the quality of the fruit both inside and outside is excellent. In November 2004, it was tested by the Agricultural Product Quality Supervision and Testing Center of the Ministry of Agriculture, and was awarded Green Food Grade A Certificate issued by China Green Food Development Center. In October 2005, it passed ISO quality system certification, and in 2009, "Yunguan" was recognized as a famous trademark in Yunnan Province. In 2010, it was rated as the municipal agricultural leading enterprise; in 2014, it was identified as the provincial agricultural leading enterprise; in 2015, it was identified as the provincial manor.

4.3Supply-sidefactoroptimizationenhancescompetitivenessofagricultureChu Orange Manor adopts the management mode of "company + base + farmer + scientific research institute", regards farmer as "half-partner", implements the land transfer mode of combining enterprise contract and management, solves a series of problems such as scale operation, unified management, standardized production and farmer employment after land transfer.

This mode not only inspires the farmers’ enthusiasm for production, but also gives play to the unified technical management measures of the company. It ensures the quality of the products by strictly checking the technical links such as selection of varieties, breeding of seedlings, standard garden construction, field management and post-harvest treatment. The product quality is high and the selling price is higher than that of the products of the scattered growers, so more scattered growers are willing to carry on the land circulation, which promotes the further deepening of the scale management, and the continuous promotion of the scale management leads to the quality promotion and the brand building, and promotes the virtuous circle and the sustainable development of the industry.

At the same time, Chu Orange Manor gives play to the brand effect of Chu orange and the driving and demonstration effect of leading enterprises, to provide farmers with preferential seeds and seedlings and free technical guidance and other forms of direct support to build orange orchards, to implement standardized production and combine the scattered farmers, to solve the problem of the current low degree of organization in agricultural management. It strengthens the close relationship between agricultural production and operation, establishes the cooperation mechanism within the industrial chain, and makes the production form orderly competition. The company and farmers make every effort to create high-quality and high-efficiency sweet orange industry, realize the large-scale development, form the industrial belt and industrial cluster effect, and promote the overall competitiveness of agriculture in the region.

4.4Supply-sidefactoroptimizationcracksinternationalgreentradebarrierofagriculturalproductsThe structural reform of the agricultural supply side is to bring the quality of China’s agricultural products into line with that of developed countries, to bring into play the features of large agricultural countries and rich species, and to expand the export of agricultural products. At present, there are few famous brands of agricultural products with Chinese characteristics, the international competitiveness is not strong, and the food hygiene and safety consciousness of producers is weak, resulting in the lack of quality standards and safety constraints in the production of many agricultural products. In recent years, the proportion of China’s agricultural product trade volume to the global agricultural product trade volume is increasing, but as the global focus on green consumption and green products has increased, the United States, Japan, European Union and other developed countries rely on their technical advantages to establish relatively stringent technical standards, set a wide range of quarantine standards to restrict the export of Chinese fruit, in fact, it plays a role of trade barrier, leading to the gradual reduction of comparative benefits of Chinese fruit export, while the foreign high-end fruit market share is rising. From the beginning, Chu Orange Manor focused on the high-end ice sugar orange, which competes with the international first-class orange. In order to achieve this goal, Chu Orange Manor has promoted clean production in an all-round way, vigorously developed green agriculture, guided the whole production process with green food strategy, and made Chu orange meet the international standards in resources and environmental protection.

4.5Supply-sidefactoroptimizationimprovesthedevelopmentofcharacteristicmodernagricultureThe structural reform of the agricultural supply side requires a change in the concept of development, so that agricultural production will shift from the emphasis on output growth to the emphasis on quality and efficiency, from relying solely on traditional technology to increasing the scientific and technological content and added value of agriculture; from labor-intensive industry to combination of capital-intensive and knowledge-intensive industry; from traditional growth mode to sustainable development; from self-development to integration of agriculture and industry and coordinated development of urban and rural areas. The sweet orange base uses the organic fertilizer made of manure mixed with the organic fertilizer containing tobacco stems and high potassium and phosphorus. Through 10 years of ploughing, the barren hillside soil is improved to the fertile soil for organic agriculture; the unique pest control measures ensures the high quality of Chu orange; the reasonable collocation of planting and breeding promotes the harmonious development of industry. The products enter into Wal-Mart, Carrefour and other large supermarkets as well as "benlai.com" other e-commerce models, not only to achieve the high added value of Chu orange, but also to ensure Chu orange’s independent price system. The cultivation and development of Chu Orange Manor truly embodies the characteristics of low consumption, low emission and high efficiency, taking ecological industry chain as the carrier and clean production as the main means, which helps to realize regional agricultural modernization, intensification and branding, and to realize the effective utilization of material resources and the sustainable development of economy and ecology.

4.6Supply-sidefactoroptimizationisbeneficialtoruralsustainabledevelopmentThe ultimate goal of the structural reform of agricultural supply side is to realize the efficiency of agriculture, increase the income of farmers and the sustainable development of rural areas. Through soil improvement, Chu Orange Manor changes the former barren mountains and slopes from waste to treasure, and the development mode of green agriculture promotes the development of ecological virtuous circle; through Chu orange brand construction and the moderate scale management, it has greatly reduced the sweet orange production cost; through effective marketing means, it has increased the added value and sales price of orange; through manor economy mode, it integrates sightseeing agriculture, national custom, leisure vacation, meeting reception, science popularization education, farming experience as a whole, and realizes the integrated development of primary, secondary and tertiary industries; through the research and development and deep processing of sweet orange, it has promoted the development of processing, storage, transport and other related industries; through the implementation of household contract responsibility system, it has arranged the land-lost farmers and guided the surrounding farmers to build orchards, to expand and strengthen the orange industry to form a regional pillar industry in Xinping County. The Chu Orange Manor pattern turns the resources superiority to the economic superiority, turns the potential superiority to the realistic superiority, increases the agricultural efficiency, increases the income of farmers and realizes the rural sustainable development.

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