Developing Strategy Of Chongqing Citrus Industry Based On "Diamond Model"

Chongqing is one of the major citrus growing areas in China,with a long history of cultivation, superiority of ecological condition and good quality of varieties.Citrus industry is not only an important industry in safeguarding ecological environment in three gorges reservoir area, but also the backbone industry in the economical development in the area and the stabilization and getting rich for emigration. Especially after Chongqing became a municipality directly under the Central Government, the municipal government has adopt a serial of policy and put into quantity of financial and material resources and the citrus industry development in Chongqing has entered the fast lane. However, Chongqing citrus industry development still faces with austere situation, with a lot of difficulties and problems, such as severe shortage in the construction of row material bases for high quality special citrus and processing citrus, disequilibrium in mature period of citrus varieties and relative poor production site conditions, difficulties in soil construction for standard citrus orchard, lower income for growers, weak ability of self investment, slow speed in renovation of varieties, nonstandard in citrus orchard construction, bad care of young citrus trees, postpone in putting into production and low yield of production. This paper has analyzed the current situation and problems in the development of Chongqing citrus industry, the main content are shown as follows.1 Analysis of current situation in international citrus development: Citrus industry is the No1 in the world fruit industry, with a total acreage of 7.61 million hm2 and of a total output of 105 million t. The total area and output of Chinese citrus are 1.71 million hm2 and 16.02 million ton, ranking first and second in the world respectively, In 2005, the first 6 Countries of the citrus output are Brazil (20.14 million ton), China (16.02 million ton), United States (10.32 Million ton), Mexico (6.48 Million ton), Spain (4.87 Million ton), and India (4.75 Million ton). The total citrus output of the 6 Countries is 59% of the total citrus output of the world.Through dozen years of quick development, the world citrus industry has following characteristics: every main production country has made use of its own superiorities to develop citrus industry with the most optimum distribution of land, climate, fund and manpower. The sizes of companies and enterprises are bigger and bigger. In term of product types, the development trends in world citrus industry for fresh fruit are easy peeling, seedless, fragrance and dense flavor. In term of product supply, it has gradually realized the supply for all year round. In the term of cultivation techniques, it has developed towards the direction of low cost. After the having analysed the current situation of citrus industries in USA, Brazil, South Africa, Australia and Japan, it has been found that the main citrus producing countries share the common ground, that is, (1) through the way of cooperation and the mechanism of contract, the stages of pre production, production and postharvest are linked up to carry out integrated operation of citrus industry, open up market and promote sales; (2) the government offer a loose policy for the cooperation, establish right laws and regulation, give support to citrus industry operation; (3) establish self-contained safeguard system for rural society and agriculture insurance system to reduce natural risk in citrus industry and stabilize growers' income; (4) depend on scientific progress to increase market competitive power of citrus products; (5) through high developed information network service, provide with information for production management and market sales in time to help growers solve the problems in the stages of the pre production, production and postharvest.2 The current situation and characteristics in China's citrus development: The main citrus producing areas in China majorly concentrate in the area of 20°～33°N , under 1000 m of altitude. There are 20 provinces and more than 950 counties which have citrus distribution. The major ones are located along Yangtse River which include 6 provinces of Zhejiang, Jiangxi, Hunan, Hubei, Sichuan and Chongqing as well as other provinces such as Fujian, Guangdong and Guangxi. Since 1980, China citrus industry has entered a new stage of fast development, and until 2000, its growing acreage has reached 1272,000 hm~2, taking the first position in the world, and its output has reached 8783,000 t, taking up 10.5% of the total one in the world, ranking as the third position. In 2006, China citrus production has taken another new step, with a growing acreage of 1815,000 hm~2 and a output of 17,898,000 t, which is close to one in USA, as 25 times of the one in 1980. The development of China citrus development has following characteristics: (1) the acreage, total output and yield per unit has increased in duplication, as an important approach to make growers' income increased; (2) the regional distribution has formed; (3) varietal structure and mature pattern have been improved; (4) postharvest treatment and processing have developed very fast; (5) the import and export citrus trades has greatly increased; (6) the operation of industrialization has gotten off the mark; (7) systematization has become stronger and stronger, with industry chain continually extending.3 The current situation and characteristics in Chongqing's citrus development: Chongqing is situated at the subtropics moist monsoon climatic region. Winter is warm and spring comes early. Fall is short and summer is long. In the same season comes the greatest rainfall and radiating heat. Chonqing is the most suitable area for orange production, and there is no Citrus quarantine harmful biology, so it is the clean citrus production area. There is 0.123 Million hm~2 citrus cultivation area and 1.15 Million ton output in 2007. Intensification, formalization and modernization of Citrus production are the trend of development Citrus. Variety structure is optimization. The rate of early-maturing variety, normal-maturing variety and late-maturing variety is 10:75:15. 90% of the Citrus are improved varieties and 35% are processing varieties. Fruit mature period extents to May next year. In the aspect of variety layout, there is the production area for the late-maturing hybrid Mandarin and concurrently suitable orange varieties for table and processing in Jiangjin and its peripheral regions, there is the production area for orange juice and also for processing along Yangtze River from Changshou to Wanzhou, there is the Navel orange production area in Fengjie and its peripheral regions. Citrus nursery achieves the international standard and processing ability occupies Asia first. In the aspect of Industrial production advancement, industrial scale rapid increases, standardized production implementation is in order, improved variety breeding system begins to take shape. The main enterprise impetus is powerful. The industrial chain link obtains extends; The marketing channel opens up day after day, the sales network forms gradually; The citrus fruits brand emerges unceasingly.4 Analysis on the competition power of Chongqing citrus industry based on diamond model: With an analysis on the competition power of Chongqing citrus industry based on diamond model from 5 aspects of production factors, market requirement, business strategy and competition, relative and auxiliary industries and government, we can reach a point of view, that is, through several years of fast development, Chongqing' s citrus growing acreage and output have reached a certain scale; varietal structure and distribution have been further improved; three class citrus nursery system has been established; Chongqing has set up the citrus processing factory with its capacity taking up the No 1 position in Asia; the construction of non-epidemic-stricken area has been started as the first one in China. Chongqing citrus industry has the significant predominance in natural ecological condition, scientific research, varietal resources, the driving effects of key enterprises, industry bases, location and market. However, it has also some restrict factors such as poor orchard site condition, backward infrastructure, unreasonable varietal structure, low yield per unit and poor fruit quality caused by lower level of management, low benefit, the underdeveloped organization of citrus business cooperation and the lagging in research and development.5 The countermeasure and suggestion for promoting the development of Chongqing citrus industrialization: This promotion should rely on many-sided forces and bring into play own predominance. (1)Through speeding up the land circulation and developing the organization of citrus business cooperation, solve the problems in scale of operation; (2) strengthen the innovation of varieties and technologies, consummate the scientific information extending system and exert the support role of science and technology in the development of citrus industry by inaugurating the investment system; (3) strengthen the citrus nursery system, promote the standardizing orchard management, establish the brand of Chongqing citrus, set up marketing network, develop the contingent for circulation, to fulfil the harmonious development of Chongqing citrus industry in the stages of the pre production, production and postharvest; (4) set up and strengthen the safeguard system to reduce the risk in citrus production which is a weak industry; (5) carry out function of integrated management by the government to work out the favor policy for the citrus industrialization and guide the optimum development of Chongqing citrus industry.