=====================================================================
Peony is a perennial deciduous shrub, which is a unique woody precious flower in China. For a long time, it has been mainly used for ornamental and medicinal purposes. With the research on the edible, oil and health care functions of peony, it is found that peony not only has high ornamental value, but also has high economic value, great development potential and broad market prospects.
I. Development prospects
1. Compared with other oil crops, oil peony has high oil yield (oil content is above 22%) and high oil quality; In terms of nutritional value, peony seed oil contains 92.26% unsaturated fatty acids, especially α -linolenic acid, which is called "blood nutrient", accounting for 42%, far higher than other edible oils, and many indexes exceed olive oil, so it is called "liquid gold". It is a good edible oil. The oil peony begins to seed in the third year, and the life span of seed production can reach more than 60 years. In the high-yield period, the seed yield per mu is about 400 Jin, and the annual income per mu can reach about 8,000 yuan according to the purchase price of 20 12 20 yuan/Jin. According to peony 30 years 1 production cycle, the net income per mu is more than 6000 yuan; According to the annual benefit of planting conventional crops per mu 1.200 yuan, the benefit of planting oil peony is about 5 times.
2. It has good ecological benefits. Oil peony has wide adaptability, drought resistance, barren resistance and cold resistance. It can not only bear seeds, but also be a good tree species for greening and beautifying. It can survive not only in areas where there is no precipitation for 8 months in a row, but also in the mountains and barren hills above 2000 meters above sea level. Developing undergrowth planting is conducive to consolidating forest resources, and it is also a pioneer tree species for greening barren hills and improving ecological environment.
3. Oil peony has great social benefits and is a native tree species in China. As an excellent woody oil crop, it can alleviate the severe situation of edible oil market in China and play an active role in ensuring the safety of grain and oil in China. It is also suitable for intercropping under forests, which is a new way for farmers to increase their income and get rich. The oil peony industry is a whole chain industry with the integration of primary, secondary and tertiary industries, with good comprehensive benefits and strong driving ability. Industrial development is highly valued by the central leadership and the State Forestry Administration. Peony for oil is listed as a key woody grain and oil tree species and a new resource food by the state. At present, 304,000 mu of oil peony has been planted in China, which is developing rapidly.
Second, high-yield cultivation techniques
1. Variety selection Cultivated oil peony should choose varieties with many seeds, large pods, full seeds, high seed setting rate and oil yield, good quality, strong stress resistance and wide adaptability, such as Feng Dan peony, purple peony and other seedlings.
2. Garden selection According to the characteristics of oil peony, which likes cold and hates heat, resists drought and avoids waterlogging, it is advisable to choose sandy loam sunny plot with loose soil, convenient drainage and pH value of 6.5 ~ 8.0, and avoid planting on acidic or cohesive soil.
3. Before planting, prepare soil and apply base fertilizer, applying 200 kg cake fertilizer or decomposed organic fertilizer 1800 kg per mu, adding 50 kg ternary compound fertilizer, adding 5 kg phoxim granules 15 kg soil bactericide, digging deeply for 30-40 cm, and then harrowing and planting.
4. The planting time of seedlings is generally from autumnal equinox to cold dew. Select 3-year-old high-quality strong seedlings, cut off the roots and tails by 2-3 cm before planting, soak them in 800 times thiram solution for 5- 10 minutes, dry them, and plant them at the row spacing of 40 cm× 60 cm or 30 cm× 70 cm, with about 3,000 plants per mu. Small seedlings should be dense and large seedlings should be sparse. Planting points: the pit should be big, the roots should be straight, and half of the buried soil should be lifted upward; After practical use, water it and straighten it. Specifically, when planting, dig a pit according to the plant spacing, with a depth of 25-30 cm, and the bottom of the pit extends to the root system. After burying half of the soil, step on it with soil when lifting seedlings, so that the soil is closely connected with the roots of seedlings. Then, fill the cofferdam with water, straighten the seedlings after seepage, and pile them into rows of soil ridges with a height of 10-20 cm, which is beneficial to heat preservation and moisture retention.
5. Plastic Pruning According to the density, plant size and branch strength after planting, the pruning method can be flexibly mastered in spring and autumn.
Flat stubble and fixed stem: the seedlings of 1 ~ 3 years old should be flat stubble in autumn, and the top buds should be cut off or 1 cm should be left at the axillary buds near the ground for flat cutting, so as to promote more buds and branches per plant, increase flowering and increase yield.
Pruning and shaping: after three years of planting peony for oil, it entered a vigorous growth period, and the aboveground parts gradually closed. Priority should be given to ventilation and light transmission, branch density and flowering number, and spring shoots should be smeared and autumn shoots should be pruned to keep about 10 branches per plant and ensure 20-25 fruits per plant.
For plants older than 10, the fruiting branches are renewed by shrinking and pruning, and the fruiting parts are reduced to maintain high and stable yield.
6. In the early stage, the yield of oil peony seedlings will be formed after three years of planting. Vegetables such as pepper, potato and garlic, Chinese herbal medicines such as Atractylodes macrocephala, Scrophularia root, Anemarrhena rhizome and Isatis indigotica, cash crops such as peanuts, soybeans, sesame seeds and corn, and flower seedlings cultivated in the transitional period can also be intercropped in the garden. Intercropping can not only reduce weeds, improve soil fertility, but also achieve annual benefits. After the peony is planted, immediately cultivate the soil, and then rake the rows flat for intercropping. Intercropping between rows can be used. However, it should be noted that with the increase of peony crown year by year, the number of intercropping rows should be appropriately reduced or interlaced sowing should be carried out; The drilling distance should be 10 cm from the root of peony, so as to avoid damaging its roots, stems and buds and ensure the healthy growth of peony; When carrying out disease control, chemical weeding and topdressing, chemical agents and fertilizer varieties that are harmless to peony should be selected; It is necessary to properly control the amount of water to prevent waterlogging.
7. Management of soil, fertilizer and water Peony oil requires strict management of soil, fertilizer and water. It is necessary to re-apply base fertilizer, topdressing more, and weeding and loosening the soil frequently. After planting, the piled soil ridges should be gradually leveled with hoes in spring to facilitate field management. Mow the ground frequently during the growing period, increase the temperature and conserve moisture. Deep hoe before flowering, the depth can reach 3 ~ 5 cm; After flowering, use a shallow hoe with a depth of 1 ~ 3 cm. After foliar spraying, foliar topdressing can be combined with pest control. Spraying 0.2% ~ 0.5% potassium dihydrogen phosphate or other foliar fertilizers every 1.5 ~ 20 days for 3 ~ 5 times continuously. There are three ways of topdressing: hole application, furrow application and spreading application, and the fertilization position is more than 10 cm away from the root system. In the first year after planting, fertilizer is generally not applied. Starting from the second year, topdressing is carried out three times a year. Before and after the vernal equinox, 40 ~ 50 kilograms of ternary compound fertilizer was applied per mu, followed by irrigation. Fertilize after chasing flowers in early summer, and apply phosphorus-based compound fertilizer 10 ~ 15 kg per mu. Before winter, apply cake fertilizer 150 ~ 200 kg or decomposed manure 1000 ~ 2000 kg and ternary compound fertilizer 40 ~ 50 kg. Peony for oil is a fleshy root, which is not resistant to water and humidity, especially in seedling stage and rainy season, to avoid water accumulation and root rot; However, in summer drought, it is still necessary to water properly in the morning and evening to ensure that the soil moisture is moderate before and after flowering and before freezing. Irrigation should be furrowed and infiltrated to avoid high temperature watering; Advocate the use of drip irrigation, micro-spray and other water-saving irrigation measures. Every autumn and winter, combined with the application of basic fertilizer in winter, the height of new soil can be increased by about 5 cm at the rhizome to supplement nutrients in the soil and expand the growth space of roots.
8. The main diseases of peony used as pest control oil are anthracnose, red spot, gray mold, root rot, damping-off and rust, and the common pests are root-knot nematodes, grubs, grubs and cutworms. After the soil is thawed, spray 3 Baume lime-sulfur mixture or 500 times carbendazim solution in the first half of February to cover the whole ground. At the beginning of March, phoxim granules 10 ~ 15 kg were applied per mu. At the beginning of April, 7 ~ 10 days before flowering, the same amount of bordeaux mixture or thiophanate methyl was sprayed. Spraying carbendazim or thiophanate-methyl, chlorothalonil and other fungicides every 15 ~ 20 days/time from mid-late May to mid-late September. During the growth period of peony, the application frequency can be adjusted according to the occurrence of pests and diseases, but the application frequency should not be less than 3 times in the whole growth season. After defoliation, litter should be cleaned in time, burned or buried deeply, so as to reduce the occurrence of pests and diseases in the following year.
Three, seedling breeding technology
1. After the seed oil begins to bear fruit with peony, it will be harvested in July and August when the fruit turns yellow with ripe banana peel. After harvest, pile it in the shade and turn it/kloc-0 every three days until the seeds turn brown and black, the peel cracks and the seeds are scattered. About 5 days before sowing, pick out the seeds and sow them.
2. Pre-sowing treatment Before sowing, soak the seeds in water for 3-5 days to remove impurities floating on the water surface and withered seeds. After soaking, take out and drain, and seed dressing with carbendazim to reduce the occurrence of diseases.
3. Seedbed arrangement: apply 200 kilograms of cake fertilizer or 2000 kilograms of decomposed organic fertilizer per mu, add 40 kilograms of ternary compound fertilizer and phoxim granules 15 kilograms, then plow and rake to make seedbed, the height of seedbed is 10 cm, and the width depends on the width of plastic film, and irrigate and sow.
4. Seeding and seedling raising, sowing and drilling in the summer millennium. The sowing amount per mu is 70 ~ 100 kg, the row spacing is 20 cm, the depth is not more than 3.5 cm, and the covering soil is 2 ~ 3 cm thick; After the temperature dropped in 5438+ 10 in the middle and late June, the second mulching with plastic film increased the ground temperature, which was beneficial to prolong the root growth period and promote the growth and health of seedlings. Before winter, the frozen water should be sealed according to the water content. After the soil is thawed in the next spring, the plastic film, the second covering soil and the shallow loose soil layer are removed to facilitate the germination and excavation of seeds. Water 1 time before excavation to accelerate germination, and pay special attention to clear weeds in time after emergence. In the middle and late April, the same amount of Bordeaux solution or zineb solution is sprayed to prevent leaf spot disease, and foliar fertilizer can be sprayed to supplement nutrients, and then 1 time is sprayed every 2-3 weeks to prevent seedling diseases. Strengthen seedling management until the nursery, and use self-produced seedlings to expand planting scale or sell.
Tea seed oil
=====================================================================
Tea oil is extracted from natural tea seeds, which has no pollution from pesticides, fertilizers, soil, air and water, and does not contain transgenic and aflatoxin. Camellia oleifera has a long growth cycle, and its tree age can reach more than 1000 years. It takes about 5 to 7 years from planting to oil production, and the yield is the highest when the time exceeds 15 years. It takes 65,438+03 months for Camellia oleifera fruit to blossom and mature. Therefore, the coexistence of flowers and tea seeds on camellia oleifera is commonly known as "holding baby", which is extremely rare in the plant kingdom. Therefore, many plants contained in tea cannot form primitive biomass.
I. Overview of China Tea Oil
Tea oil culture has a long history, and there are records of edible oil in Shan Hai Jing in BC. People in the Han dynasty have realized its special functions: hair care and beauty, detoxification and sterilization, clearing away heat and promoting diuresis, and prolonging life. Only in ancient times, it was mostly used by emperors and royalty. Ancient books such as Compendium of Materia Medica, Supplement to Compendium of Materia Medica, Random Thoughts on Diet, Encyclopedia of Agricultural Administration, Heavenly Creativeness and China Dictionary of Traditional Chinese Medicine all have special records on tea oil knowledge.
(A) the nutritional value of China tea oil
A comparative study of tea oil and olive oil by Institute of Nutrition and Food Safety of China Center for Disease Control and Prevention found that they are very similar. In olive oil with monounsaturated fatty acids content of 75% to 90%, the content of tea oil is 85% to 97%, which is higher than olive oil and the highest among all edible oils. Tea oil contains less unsaponifiable matter and is easily digested and absorbed by human body. In addition, tea oil also contains specific physiological active substances that olive oil does not have-camellia saponin and tea polyphenols. Experiments conducted by the National Medical Center of the United States have confirmed that tea oil is effective in lowering cholesterol and preventing cardiovascular diseases and cancer. People regard the oil-fat ratio of tea oil as the ideal golden ratio of edible oil in the world, so tea oil has always been a healthy edible vegetable oil advocated by FAO. The content of unsaturated fatty acids in high-quality tea oil is close to 90%, and the fatty acid balance model is close to the needs of human body. "Tea oil contains oleic acid 75%-88%, linoleic acid 3.5%-2 1%, linolenic acid 0.3%- 1.5%, saturated fatty acid (10%), monounsaturated fatty acid (80%) and polyunsaturated fatty acid (65438). %r3 (linolenic acid) fatty acid (1.5%) and? The ratio of %r6 (linoleic acid) fatty acid (8%) also conforms to the ideal model recommended by nutritionists: 1: 4 to 6. "
Specifically, mainly include:
First of all, tea saponin has anticancer and cardiotonic effects.
Secondly, tea polyphenols, also known as tea green, and other active substances have detoxification and anti-radiation polyphenols, which can effectively prevent radioactive substances from invading bone marrow and quickly discharge strontium 90 and cobalt 60, so they are also called radiation busters in health and medical industries. Its specific functions: anti-aging, anti-radiation, cancer cell inhibition, antibacterial, sterilization, HIV inhibition, anti-dissolution, anti-mutation, and regulation of kidney dissolution of heavy metal salts and alkaloid poisoning.
Thirdly, tannins with strong reducibility can scavenge superoxide radicals in the body, and have the effects of delaying aging, diminishing inflammation, expelling worms and lowering blood pressure. Improve blood oxygen content, and improve symptoms such as listlessness, memory loss and physical fatigue caused by long-term fatigue, heavy work and study pressure, frequent physical overdraft and lack of oxygen in air-conditioned environment; Reduce blood lipid and cholesterol in blood, enhance human immunity, prevent colds, hepatitis and cirrhosis, improve and promote human metabolism and accelerate tissue repair.
Fourthly, squalene is an antioxidant, which can effectively improve skin color and relieve skin diseases such as psoriasis and dermatitis. It also has magical effect on human immune system, and is helpful to treat heart disease, hypertension, hypotension, diabetes, gastropathy, nephropathy, conjunctivitis, empyema, gynecological diseases, rheumatoid arthritis, various hypoxic diseases, heart disease, hepatitis and cancer. It can also help people who eat a lot of greasy food to restore the normal level of cholesterol in their blood.
Comparison of fatty acid composition between tea oil and other edible oils (unit%)
Source: Data published by China Oil Plants and Shanghai Institute of Plant Physiology.
(II) Medicinal efficacy of China tea oil.
As a medicinal oil, tea oil has a good effect for both internal and external use.
(1) It is very useful for pregnant women to eat tea oil during pregnancy. Tea oil also makes the wound heal as soon as possible; Eating a spoonful of tea oil on an empty stomach can easily solve the constipation of pregnant women; Pregnant women's skin is prone to itching, and applying tea oil every morning can relieve symptoms; External use of tea oil can prevent pregnancy stretch marks, dilute postpartum and eliminate stretch marks.
(2) Babies and children can eat tea to relieve constipation, eliminate fire, help digestion and promote the development of bones and other beneficial bodies; For baby diaper rash, eczema, milk moss and red buttocks, the tea oil is directly applied to the affected area, and the effect is quite good. Tea oil has the function of promoting blood circulation and removing blood stasis, and can eliminate redness and swelling, especially for traumatic injuries of infants, which is quite safe and effective.
(3) Tea oil has the effects of improving eyesight, blackening hair and inhibiting aging for the elderly; In addition, tea oil has a good effect on the prevention of chronic pharyngitis, hypertension, arteriosclerosis and cardiovascular diseases. 10-15mg of tea oil and honey, once in the morning and once in the evening, can treat senile constipation.
(4) Tea oil can resist ultraviolet rays and prevent sunburn and wrinkles; Tea oil has a remarkable effect on acne. Applying a little tea oil around the eyes can eliminate bags under the eyes; Tea oil is the best skin cream. Apply a small amount of tea oil to your lips in the morning and evening in winter to prevent chapped lips. Applying tea oil can also prevent computer radiation.
(5) Tea oil has good insecticidal and antibacterial effects, and can treat tinea and scabies, prevent tinea capitis, alopecia, dandruff and relieve itching; Tea oil can also prevent mosquito bites; Strong tea oil has good antipruritic effect, can remove warts and treat skin diseases such as chronic eczema; Tea oil can also treat burns, scalds, colds and expectorant throats.
Two. Overview of China Tea Oil Market
At present, China tea oil mainly strives for the high-end oil market, but at present, only brands such as "Jinhao Tea Oil" and "Tea Hundred Years" have a certain market, but there is a general dilemma of "having a market but not selling it".
(A) China tea oil fight high-end oil market.
Camellia oleifera, together with oil palm, coconut and olive, are called the four major woody oil plants in the world, but in fact Camellia oleifera is basically endemic to China except Viet Nam, Myanmar, Thailand, Malaysia and Japan. "It is mainly concentrated in the south of the Yangtze River in China 14 provinces, and the main producing areas are Hunan, Jiangxi, Guangxi, Fujian, Zhejiang and other places."
Looking at the current tea oil market, more than 30 brands are mainly distributed in Hunan, Jiangxi and Guangxi, and the edible oil giant Arowana also launched tea oil in 2009. However, most manufacturers have adopted a wait-and-see strategy, and no big brands have focused on the cultivation of the tea oil market, forcing the current tea oil market to be tepid for many years.
(B) China tea oil giant brand marketing strategy.
1, Jinhao Camellia Oil: "Joining Lian Heng to Build Camellia Oil Xiang Army"
Although many enterprises are aiming at the consumption market of tea oil, many large domestic tea oil companies do not want to invest in advertising and brand building in this market for so many years. Over the years, in newspapers and TV, almost all the advertisements of tea oil are owned by Jinhao Tea Oil Company. Jinhao tea oil has a clear goal: to cultivate the tea oil consumption market, expand the tea oil industry and build a leading brand of tea oil. As early as five years ago, the strategic development goal was to "unite with Lian Heng and build the Tea Oil Xiang Army".
So how to achieve this strategic goal?
First of all, the product line is rich. Tea oil itself is a high-end product, and the goal is only high-end. It is difficult to reach a certain scale just by making pure tea oil. Under the current economic conditions, its sales will be very limited. If you only make low-end edible oil, tea oil will lose the image of high-end quality, and it is difficult to form a difference with other edible oils and win in the competition. Therefore, Jin Hao took the lead in launching three series of pure tea oil, such as tea seed edible oil and tea seed nutritional oil, forming three series with different price points, and each grade of product system can meet the needs of consumers at different levels in the market.
Secondly, diversified sales models and sales systems. At present, the marketing channels in Jin Hao are supermarkets, distributors and group purchases (including gifts). In this era of "channel is king, terminal wins", as a fast-moving consumer goods, it may rely more on the supermarket system and dealer system, and the role of group buying should be very limited. At present, Jin Hao's annual sales can reach more than 10 billion, and Jin Hao's goal is to reach 3 billion in three years, and break through the10 billion mark. Therefore, the dealer system and the supermarket system are the most important channels for Jinhao, and group buying is also an important supplementary channel.
2. Centennial tea: take "yellow" as the main color to realize the differentiation of product brands.
Jiangxi Tea Industry Centennial Oil Co., Ltd. is a key enterprise of national agricultural industrialization. The company's goal is to build a leading brand in the tea oil industry by relying on the group's abundant funds and marketing network all over the country, and at the same time relying on the rich camellia resources in Jiangxi Province.
The first is product strategy. The main color of tea oil in the market is green, and yellow has been the main color of tea for a hundred years. The reason is that "yellow" is the true color of edible oil. On the other hand, the yellow color chosen by Centennial Tea is Palace Yellow, which reflects the noble brand image of Centennial Tea.
Secondly, in terms of product appeal, the brand connotation of "Octagonal oleic acid is very energetic" is put forward. "Vitality" is close to the demand of consumers-"health", especially for middle-aged and elderly people. These two aspects reflect the biggest difference between its products and other tea oil products.
Finally, in terms of market strategic planning, the company plans to gradually upgrade the brand of tea in three stages. The first stage is to enhance brand influence, make it a leading brand in coastal developed areas, and enhance brand premium ability. The second stage is to realize the differentiated image with other competitive brands. Through the implementation of differentiated brand positioning, we can create a brand image that can reflect the core values of tea brand for a hundred years and represent its product content and characteristics. The third stage is to establish brand loyalty by deeply attracting consumers, improve the brand awareness in the minds of existing consumers as a whole, and occupy the aristocratic position of tea oil in the minds of consumers.
(C) China tea oil industry's current development dilemma-"there is a market, no sales".
To sum up the development dilemma of domestic tea oil industry in one sentence is "there is a market, but there is no sales volume". Faced with this dilemma, an opportunity to break through this dilemma is to expand the entire tea oil industry. To achieve a large-scale breakthrough in tea oil industry, the first problem to be solved is consumers' cognition of tea oil. At present, most consumers are not familiar with tea oil, because the high-end consumer groups in the main producing areas of tea oil are small, and the developed coastal first-line markets such as Beijing, Shanghai and Guangdong, where high-end consumers are concentrated, are not the traditional production and consumption areas of tea oil. Of course, to solve the cognitive problem of tea oil, from the perspective of the industry, tea oil enterprises should first strengthen the consumption education of the target consumer groups. In recent years, with the promotion of the government and many enterprises, consumers' understanding of tea oil has been deepened, but it has not yet reached the ideal market sales scale. Most tea oil enterprises in Jiangxi and Hunan are difficult to achieve sales of 1 100 million yuan. This urgently requires major tea oil manufacturers to educate consumers on consumption. But at present, the marketing methods of tea oil enterprises are very rough, and the expansion of tea oil market space requires us to do more detailed marketing in these economically developed areas where high-end consumer groups are concentrated.
At present, the marketing of many tea oil products is still in a broad and vague state. On the surface, they all seem to have good regional advantages, resource characteristics and government support, but the production capacity of enterprises is far from the consumption capacity of the market, and there is still a considerable distance from the status of the western olive oil market at present. Tea oil has high nutritional value and is called the olive oil of the East. The nutritional value of tea oil is much higher than olive oil itself, but the industry brands are scattered and far from forming an influential product category. As a scarce oil, the influence of camellia oil itself lags far behind the origin of olive oil. Therefore, it will be an opportunity for tea oil brand building to strengthen consumer education outside the oil-producing areas and let more people know about this high-end quality oil.
The tea oil market is still a niche market. Consumers not only need high-value consumption ideas, but also need certain consumption economic ability. With the birth of more and more tea oil enterprises, the internal competition in the tea oil industry will become more intense. In order to seize market share, major enterprises may launch a low-level price war. At present, most tea oil enterprises are small in scale, lacking strong brands and unbalanced in market development. Therefore, it is feasible to realize the long-term sustainable and benign development of the industry through appropriate brand building methods, rather than adopting some vicious competition means for quick success and instant benefit.
Tea oil has many functions, but as a food, it can't meet too many demands of consumers. How can tea oil sell at a high price? Only when consumers deepen their knowledge and understanding of tea oil and gradually accept it psychologically can tea oil be finally sold. Many companies only buy piles and display tea oil products, but lack consumer education. The lack of knowledge marketing makes many companies forced to take off the shelves because they can't meet the requirements of sales scale. In the case of unbalanced marketing ability of terminal shopping guides, sales volume and sales volume will definitely fluctuate greatly, which will easily lead to internal conflicts among consumers, thus losing the opportunity to enhance consumers' consumption cognition. Therefore, consumer education and brand building is a long-term process of tea oil industry.
Third, the breakthrough of China tea oil industry development dilemma-tea oil maternal and child market.
Through the analysis of tea oil and tea oil market, it is not difficult to find that tea oil is called "moon oil" and has special effects on mother and baby. On this basis, market positioning is carried out by combining niche marketing strategy, brand positioning strategy and STP theory of target marketing.
From the "comparative advantage-oriented product positioning model", it is not difficult to draw a conclusion that tea oil has certain advantages in the maternal and child market positioning. In the follow-up empirical investigation, we will discuss the influencing factors of tea oil selection and the influence of mother and baby, which will further verify the motivation of tea oil maternal and child market selection.
Based on the comparative advantage-oriented product positioning model, this paper analyzes tea oil, and draws lessons from STP market segmentation diagram to further seek the legitimacy of maternal and child market positioning.