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文化活动变身“产业秀场”——花林寺镇高楼村创新营销赋能水果产业

2025-08-15 16:11  

远安融媒讯(通讯员 张浉浉)“目前我们高楼村葡萄、火龙果正上市,口味清甜,消暑解渴,欢迎大家来采摘品尝!”近日,在远安县“桃花岛之夜”群众文化活动的舞台上,花林寺镇高楼村党支部书记王平化身“首席带货官”,用鲜活有趣的语言介绍村里的特色水果,引得台下观众掌声雷动,让这个“水果专业村”在夏夜活动中强势“出圈”。

舞台上,王平的推介收获满堂彩,舞台下,高楼村精心布置的水果展区也成为活动的焦点。紫黑透亮的巨峰葡萄、红艳诱人的火龙果等特色水果琳琅满目,吸引众多市民驻足品尝。游客们一边品尝鲜果,一边争相领取印有全村水果采摘时间的定制扇子。这把看似普通的扇子,实则是精心设计的“产业密码”——背面清晰标注了不同水果的成熟期,搭配社群团购平台二维码,扫码即可进群团购享受云端购物,还能一键导航到果园,实地体验采摘乐趣。

“这把扇子太实用了!上面标注了不同水果的最佳采摘时间,我打算按照这个‘水果日历’,带着家人去体验四季采摘的乐趣。”市民许女士一边摇着扇子一边兴奋地说。这种将实用信息与文化创意相结合的传播方式,让高楼村的水果产业形象更加立体鲜活。

高楼村作为远近闻名的“水果专业村”,目前已引进市场主体17家,水果种植面积超千亩,年产值超过1000万元。村里种植了菠萝、火龙果、葡萄、草莓等20多个品类,实现“四季有鲜果”的产业格局。然而,随着周边地区特色水果种植产业的兴起,市场竞争日益激烈,如何提升知名度、打开销路成为高楼村面临的新挑战。

“单纯卖产品已经不够了,我们必须打造品牌,让消费者记住‘高楼水果’这个整体形象。”王平道出了产业升级的关键。为此,村里把原本“单打独斗”的水果产品整合为统一的区域品牌,实现了从“卖产品”到“卖品牌”的战略转变。在本次“桃花岛之夜”活动中,发放八折优惠券、创意折扇等营销方式,正是想通过惠民让利,增强消费者对“高楼水果”的品牌记忆。

除了积极参加线下活动推介,高楼村更构建了一个线上线下联动的立体营销网络。在线上,驻村“第一书记”张赟化身网络主播,用手机镜头带着网友“云逛”果园,这位能说会道的“第一书记”将东坡诗句巧妙改编:“‘日啖葡萄三百颗,不辞长作高楼人’,我们这的葡萄甜过初恋!”风趣幽默的讲解引得订单纷至。2025年上半年,张赟和驻村工作队开展直播带货30余场,累计带动水果、茶叶等农特产品销售超30万元。直播不仅卖产品,还推介了高楼村的风土人情和特色产业,吸引了不少游客前来体验采摘乐趣,实现了“线上引流、线下变现”的良性循环。

为了让游客“慕名而来,满意而归”,真正地将流量变“留量”,近年来,高楼村积极推进精品水果基地提档升级,大力改造基础设施和周边环境,新建美食打卡点、儿童游乐设施等,精心打造集观光、采摘、休闲于一体的现代化果园,进一步丰富游客的采摘体验。

“8月中下旬我们还要举办夏季村晚,届时会有更多互动活动和优惠,欢迎大家都来玩!”谈及未来规划,王平充满信心。如今的高楼村,正推动小水果产业向“农旅融合”方向发展,通过采摘节、联村春晚等活动,不仅带动了水果销售,还促进了农家乐、民宿等配套产业发展,形成完整的产业链条。

从单一种植到多元经营,从线下摆摊到云端卖货,高楼村用创新营销这把“金钥匙”,正在打开乡村振兴的“致富门”。一颗小水果,成就大产业。高楼村的实践证明,只要思路活、方法新,乡村振兴的道路就能越走越宽广。

一审:刘世卫

二审:蔡燕

三审:陈大春

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