Why can't Chongming Orange be sold?

But this year, the brand oranges of Changxing Island have disappeared, and the strange "Chongming Orange" is all over the street. But this "Chongming orange" cannot be sold. Why? The leaders of Chongming County thought that an orange orchard in the west was infested with insects, so they tried their best to publicize that "Chongming Orange" was a clean green fruit, and a deputy magistrate also ate "Chongming Orange" in public, which was really well-intentioned. In fact, Shanghai residents think that "Chongming Orange" is not polluted by pests, but everyone's enthusiasm for eating "Chongming Orange" is still not great. Why is this? A few days ago, I heard a housewife picking oranges in front of an orange stall on the street say, "Are the oranges in Chongming delicious? Is it better than Changxing Island Orange? " This sentence immediately caused me to think deeply: Yes, what "Chongming Orange"? When did the large-scale planting of orange trees begin in Chongming Island? Can the soil and water conditions in Chongming Island grow oranges? Shanghainese are most familiar with Changxing Island brand oranges. In the past two years, "Changxing Island Orange" has disappeared. Could it be that all the orange orchards have been cut down? Has the villa or factory been rebuilt?

Oh, I see! Changxing Island Orange is a famous brand of agricultural products in Shanghai. It is as famous as Songjiang Bass, Li Antang Zizai, Nanhui Peach and Chongming Crab, and it is the pride of Shanghai. Since 1960s and 1970s, Changxing Island has been introducing orange trees. Through the continuous efforts of the former agricultural personnel and orange farmers in Baoshan County, a famous orange brand was formed in the 1990s, which is well known by Shanghai people. Unexpectedly, since Changxing Island was placed under the jurisdiction of Chongming County, Chongming people were "forbidden" to play the brand of Changxing Island Orange again, but insisted on changing its name to "Chongming Orange". Today, with the concept of market economy and brand building deeply rooted in people's hearts, it is really incredible that Chongming County has destroyed the brand so much.

Of course, since Changxing Island has always been under the jurisdiction of Chongming, Changxing Island oranges can also be called "Chongming Orange". But such factions are suspected of being strong and arrogant. If you want to wrangle, can you also call Changxing Island Orange "Shanghai Orange" and Chongming Crab "Shanghai Crab"? Isn't Chongming under the control of the Shanghai Municipal Government? Of course, "Shanghai orange" and "Shanghai crab" are called jokes, because the concept of Shanghai in people's minds is the Bund, Lujiazui, Nanjing Road, Yuyuan Garden and People's Square. Are these places rich in oranges and hairy crabs? Similarly, the sailors in Chongming Island are not suitable for planting a large area of citrus reticulata, and only Changxing Island has it. Although Changxing Island and Chongming Island belong to Chongming County, their concepts are really different. Chongming County is different from Chongming Island, and Changxing Island can't be the same as Chongming Island. In view of this, Changxing Island oranges should never be called Chongming oranges.

Brand is the life of products. It takes at least 10 years, decades, hundreds and thousands of years to build a famous brand and make it recognized by market consumers. A lot of publicity is needed, and finally, of course, the quality of the products. So operators and local governments can't talk to themselves. If they want to change their brand, they can just change their names. If the market doesn't agree with them and the people don't understand them, they can't sell them. The so-called "Chongming Orange" encountered sales difficulties this year, and I think it also has something to do with it. Changxing Island is the "son" of Chongming County. Although the "son" has been raised by others before, it has long been known all over the world that the "son" grows oranges and creates a brand. Now the "son" belongs to Laozi's "home". Therefore, the orange brand built in the name of "son" must be changed to the name of Laozi? Needless to say, I think the Chongming county government is a little too petty in this respect. Of course, it's not that they don't understand the laws of brand economy, but the concept of "political achievements" in their minds is at work, because the brand "Changxing Island Orange" was promoted in Baoshan County, and this brand was not created by Chongming County, so it was changed to "Chongming Orange". However, they should also ask the market and consumers: Do people agree or disagree? Here, I want to say a word to the leaders of Chongming County: Please abolish the name of "Chongming Orange" in the media as soon as possible and restore the brand of "Changxing Island Orange". Oranges in Changxing Island sell well. In the end, it's all your "achievements" in Chongming. Why are you rushing to call a brand?