Path of Promoting Industrial Transformation and Upgrading Based on Rural Revitalization: A Case Study of Green Plum Industry in Luhe County of Shanwei City

Jiaqing ZHANG，Peiling MA，Qian JIANG

Guangzhou College of Technology and Business，Foshan 528138，China

Abstract Taking green plum Industry in Luhe County of Shanwei City in Guangdong Province as an example，this paper made a precise positioning，based on the characteristics of rural tourism resources in Yongchuan Township，took the current situation as the guide and improving the tourism function as the carrier，made an innovation of the rural tourism industry system，in order to improve the quality of rural tourism development，and realize the strategic goal of rural revitalization.

Key words Green plum industry，Rural revitalization，Luhe County

1 Introduction

The report of the 19thNational Congress of the Communist Party of China (NCCPC) proposed the implementation of the rural revitalization strategy，the ultimate goal of which is to achieve common prosperity. The specific ways include making up the short board of rural development. The premise of making up the short board of rural development is the industrial prosperity[1-2]. With the implementation of a series of national policies to support the development of rural industries in recent years，the development of rural industries has achieved remarkable results. Modern agriculture has become the mainstream of agricultural development. The agricultural product processing industry has developed rapidly，industrial forms have been continuously enriched，industrial clusters have been continuously formed，and new industries，and new formats have emerged in large numbers[3-4].

2 Current situation of green plum industry in Luhe County in the context of the promotion of rural revitalization

Luhe County in Shanwei City of Guangdong Province has a long history of green plum planting. The green plum planting area is wide，yield is high，and quality is excellent. Green plums have been cultivated and utilized for 3 200 years in human history，and the history of green plum cultivation in Luhe County has exceeded 2 900 years. In 2004，Luhe County was identified as the Hometown of Chinese Green Plums. According to analysis of some experts，Luhe County has unique climatic conditions，excellent growth environment for high-quality green plums，and broad prospects for green plum cultivation and processing. These are also the unique advantages of Luhe County for developing the green plum industry. According to statistics and field survey，there are many problems in the current situation of the green plum industry in Luhe County，and the market price is always unstable. The current problems are mainly as follows: the green plum varieties are old and single，and the yield is not high; the price of green plums fluctuates greatly，and the production benefit is unstable; the green plum processing capacity is insufficient and the processing technology is backward; the market competitiveness of green plum products is weak and the market share is low.

2.1 Increase of green plum yield，and gradual improvement of the supply systemIn order to better develop the green plum industry，the government has continuously introduced enterprises to establish factories in the local area through the policy of assisting and benefiting farmers. Also，it gradually improves the supply system and stabilizes the yield through unified production and breeding. Since 2019，Luhe County has formulated an implementation plan for the development of green plum planting awards and subsidies along the Chaohui (Chaozhou-Huizhou) Expressway (Luhe Section)，encouraging farmers，agricultural professional cooperatives，and village collective economic organizations to plant green plums，develop green plum industrial landscape belts，and build modern industrial parks for green plums. With the energetic support of the national government for Luhe County，a large number of enterprises have begun to reside in Luhe County. The advanced production technology and process introduced by the enterprises are much higher in quality and efficiency than those of ancient brewing，which greatly increase the yield of green plums and improve the industrial chain.

2.2 Short industrial chain，low degree of industrial integration，and lack of technical talentsThe planting of green plum belongs to traditional agricultural planting，and Luhe County is not in a developed area，the production technology and efficiency are very limited. As a result，the green plum production is not stable and the industrial chain is short. The integration of the industrial chain between the primary，secondary and tertiary industries is not high，which is the main reason why the green plum industry has great difficulty in development. Through creating the characteristic agricultural brand of the Hometown of Green Plums，Luhe County can create a tourist destination while producing green plums. Besides，it is feasible to take advantage of green plums to innovate the unique characteristic of Luhe，to stimulate the integration of the primary，secondary and tertiary industries and promote the development of the local economy.

With the advent of the Internet era，more and more rural and backward areas have started to use livestreaming marketing and other methods to integrate agriculture and Internet technology[5-6]. The comprehensive，healthy and sustainable development of the Luhe green plum industry is inseparable from the network. Through the Internet，it can directly place orders on the production site and sell on the Internet，thereby reducing the price difference between purchases and sales obtained by third parties from the middle，greatly reducing agricultural transaction costs，and increasing the information exchange volume and efficiency of industrial operations. Under such a historical background，Luhe County needs to vigorously introduce outstanding foreign enterprises and talents，and train local people’s professional knowledge to improve the production and sales of local green plums.

3 Internal mechanism of rural revitalization promoting the transformation of green plum industry in Luhe County

3.1 Extending the green plum industry to promote the local economyLuhe County should extend the characteristic derivative products of green plum and increase the utilization rate of the products. In the history of China，green plums have been produced in various ways，such as brewing，pickling，and drying. The green plum industry in Luhe County still has problems such as a single industrial chain. Local enterprises can increase the utilization rate of green plum products by developing green plum derivatives，etc.，and further extend the green plum industry chain. Luhe County should create a series of perfect and efficient green plum utilization methods，so as to reduce the waste of green plum utilization and increase the utilization rate of green plum yield.

It is necessary to establish a diversified and characteristic rural industrial integration development pattern，fully tap the multifunctional value of agriculture，extend the agricultural industry chain horizontally and vertically，improve the related interest chain，and gradually form a new pattern of integrated development of the primary，secondary and tertiary industries in rural areas. Rural industrial forms continue to become rich. (i) Based on the full exploitation of the multi-functional value of agriculture with the aid of the characteristics of rural resources，various industrial development models such as "agriculture+"，"tourism+" and "culture+" have emerged in agriculture，tourism，and service industries，making all industries in rural areas flourish. (ii) Under the development trend of "agriculture+" multi-format development，the degree of integration of rural industries continues to deepen，which is mainly reflected in the aspects of integration subjects，integration formats，and integration carriers. Firstly，in 2020，the number of integrated entities such as leading agricultural industrialization enterprises and various professional cooperatives was more than 90 000 and 192 500，respectively. Secondly，the integrated format is presented in the form of "agriculture+" culture，education，tourism，health care，and information. Finally，the integration carrier is mainly to build a variety of industrial development platforms，such as agricultural industrial parks，science and technology parks，processing parks，etc.The mode of interest connection between the development subjects of various industries has been continuously enriched and the mechanism has been gradually established. Under the protection of the interest linkage mechanism，farmers can increase their income through various linkage modes such as enterprise-agricultural contracts，interest dividends，and shareholding cooperation. Green plums drive the development of tourism. Luhe County could host green plum culture festival to bring together agriculture，industry and service industries，and provide experiential tours such as sightseeing green plum gardens，green plum processing factories，green plum wine making，etc.，and integrate them into the tourism characteristics of Luhe County to form a cultural tourism integrating food，housing and play，and promote the development of off-season tourism in Luhe County.

3.2 Developing emerging industries to increase local jobsIn recent years，Luhe County has built a tourism industry with green plum characteristics，promoted the construction of a new socialist countryside with tourism services，and created more than 100 jobs for the villagers. Taking Dongkeng Town，Luhe County as an example，Gongguang Village of the town has a long history of planting green plums. Every household in the village planted green plums，the planting area was more than 666.7 ha with more than 200 000 plants of green plums，with an annual yield of more than 1 500 t of green plums. The mountain is decorated with plums and the plums are decorated with mountains，the landscape is unique. It is the largest green plum contiguous planting base in the Dongkeng Town and one of the largest green plum contiguous planting bases in Guangdong Province. Whenever the plum blossoms are in full bloom in mid-winter，the sky in the Green Plum Scenic Spot is white like a sea of snow，and the fragrance of flowers is overflowing，giving people a feeling of returning to nature，getting close to nature，surpassing nature，and blending into nature，which attracts countless tourists from all over the country to appreciate，paint，take photo，and chant plums. During the 2019 Plum Blossom Festival，the maximum daily passenger flow exceeded 10 000. Visiting Gongguang Village in winter to appreciate plums has become the most famous business card of ecotourism of Luhe County. According to statistics，with the continuous improvement of the facilities in the 666.7 ha scenic spot in Gongguang Village，in addition to attracting many tourists to come for sightseeing，it has also stimulated the upsurge of migrant workers to return to the village to start businesses，directly driving more than 100 farmers to achieve employment in the village. The per capita disposable income of the whole village was 15 000 yuan，and the village collective income was more than 300 000 yuan. The role of strengthening the village and helping farmers to get rich is significant.

The rise of the tourism service industry has driven the local secondary and tertiary industries and increased the employment of talents in this industry，thereby further increasing the local employment demand and stimulating the economy. In addition，with the rise of livestreaming marketing，e-commerce has become a new channel for selling green plum products. In the E-commerce Public Service Center of Luhe County，there are functional modules such as an e-commerce training room，an e-commerce incubation center，and an agricultural special product experience display area，and more than 20 e-commerce enterprises have been introduced. Agricultural industrial clusters continue to emerge. (i) The phenomenon of rural innovation and entrepreneurship becomes very common，which is mainly reflected in the accumulation of personnel，the expansion of fields，the improvement of levels，and the increase of carriers. In recent years，the number of entrepreneurial and innovative personnel in the town and returning to the town has shown an increasing trend，which would increase to 31.5 million and 10.1 million，respectively in 2020. (ii) The field of entrepreneurship and innovation is not simply limited to the planting and breeding industry，but is starting to change to of agricultural product processing and "agriculture+Internet". More and more villages of Luhe County began to appear in front of the screen to sell the products of their hometown. (iii) In order to further accelerate the development of rural e-commerce in Luhe County，Luhe County cooperates with local time-honored brands through some platforms，and cooperates with local governments to invite well-known streamers and local time-honored store owners to appear together to tell the development process of Luhe brand and disseminate brand stories. In addition to letting people experience the local characteristics，it also allows them to understand the characteristic information and specific details of the products，so that users can be rest assured in buying，thereby stimulating the local economy and realizing the cultural "cross-province" spread of Luhe specialty products.

3.3 Deepening the reform，attracting talents，and making full use of the advantages of "Internet+"In 2022，with the rapid implementation of a package of tax and fee support policies，the vitality of market entities will be effectively stimulated and new momentum for enterprise development will be enhanced. In order to deliver the policy dividends to the enterprises as soon as possible，Luhe County of Shanwei City accurately pushes the preferential policies through the Electronic Taxation Bureau，and provides "one policy for one enterprise" tax service to speed up the "pocketing" of policy packages. In recent years，the Luhe County Party Committee and the County Government have implemented the "waiter" type service to serve as a "salesman" for green plums. E-commerce has become a new channel for selling green plum products. As a demonstration county of rural e-commerce in Guangdong Province，Luhe County has the new advantage of open development. Under the encouragement of the preferential tax policy，the villagers have the courage to start their own businesses to become rich and accordingly boost the rural revitalization. For example，if planting green plums and making green plum products，villagers can enjoy preferential policies such as VAT exemption for sales of self-produced agricultural products.

However，at this stage，there are still many shortcomings in rural e-commerce of Luhe County. In particular，farmers are in urgent need of practical skills，but it is difficult to keep up with targeted assistance and training. The local government should increase the training of rural e-commerce professionals，introduce qualified training institutions，organize and carry out free skills training at different levels such as basic knowledge of e-commerce，online shop opening and skills，and online shopping operations for grass-roots governments，agricultural enterprises，cooperative farmers and rural poor households，and improve the ability of e-commerce practitioners and farmers to use e-commerce. In addition，Luhe County should support agricultural leading enterprises to introduce urgently needed comprehensive e-commerce operation talents，carry out talent introduction and exchange and cooperation in a diversified manner，and effectively solve the problem of lack of e-commerce talents in the county.

4 Conclusions

Through analysis，it is known that Luhe County takes advantage of characteristic agriculture to develop planting industry to drive industrial poverty alleviation. Luhe County will continue basing on the development of planting industry to extend the industrial chain for characteristic agricultural products. Implementing the rural revitalization strategy is a strategy and programmatic put forward by the Party Central Committee. Thriving industry is the first objective of rural revitalization，and is the source and basic premise of rural revitalization. The revitalization of rural industries also involves top-level design of planning，institutional reform，talent support，and bringing industrial and commercial capital to the rural areas. Luhe County Party Committee and County Government take advantage of green plum to develop leisure tourism agriculture，rural tourism and other rural industries，drive the economic development of local scenic spots，use green plums to develop manufacturing，provide more processing jobs for local poor people，to better and practically alleviate the poverty. Besides，Luhe County gives full play to the advantages of "Internet+" and uses "Internet+" to open up new channels for agricultural and rural development. For example，Luhe County takes advantage of live streaming to allow netizens to understand Luhe green plums more conveniently，which promotes the organic integration of physical transactions of agricultural products and e-commerce，and continuously improves the market competitiveness and market share of special agricultural products in Luhe County. The full implementation of the rural revitalization strategy requires the active participation and energetic support of the whole society. Apart from the government’s actions，it is also necessary to play a boosting role from all walks of life in the society to develop the secondary and tertiary industries based on the primary industry. Luhe County uses the strong to supplement the weak，the city to support the countryside，and develops modern agriculture with scientific and technological innovation. The grassroots social governance and social construction of Luhe County have made remarkable achievements，and a relatively complete work network and policy system framework have been initially formed. The situation of co-construction and co-governance has taken shape initially. All of these promote the harmonious development of rural areas.