Location: Yunnan
Industry: Food
Suitable time: 1 Day
Founded by Mr. Chu Shijian, Chu's Agriculture is dedicated to fruit cultivation using modern agricultural technologies and standardized management systems, while also conducting research on high-quality fruit breeding, cultivation techniques, and advanced processing technologies and methods. Its flagship brands include "Chu Orange" and "Yunguan Orange".
In 2002, Mr. Chu Shijian planted the first batch of ice sugar oranges in Jiasha Town, deep in the Ailao Mountains, naming them "Chu Oranges". After years of meticulous cultivation, Chu Oranges have earned a strong market reputation for their thin skin, abundant juice, perfect balance of sweetness and acidity, and a clean, sweet flavor that dissolves easily in the mouth. In 2017, the brand achieved an outstanding output value of nearly 300 million yuan for this single product.
In 2015, the Chu Orange team began developing the Longling production base, covering 10,000 mu. A new generation of Chu Orange professionals took the lead, adopting the standardized management practices of the Chu Orange Estate combined with a site-specific management system to develop the new brand "Yunguan Orange". In 2017, a provincial-level key academician workstation - led by Deng Xiuxin, an academician of the Chinese Academy of Engineering, chief scientist of the Modern Citrus Technology System, and president of Huazhong Agricultural University—was officially established at the Longling base. This workstation utilized scientific cultivation techniques to drive the project forward. By 2019, the base had achieved a total output of 6,000 metric tons, with 3,000 metric tons of carefully selected finished products, resulting in a yield rate of 50%.
Chu's Agriculture—a brand forged with dedication over the past decade—has grown steadily with every step. Despite its past successes, it continues to forge ahead with the heart of a farmer.
Analyze the proven modern enterprise management system of Chu Orange, including its unique staff incentive mechanism, organizational operation and on-site orchard management standards.
Gain insights into how a traditional agricultural product breaks through regional limits, builds nationwide popularity with the help of e-commerce and new media marketing.
Witness the complete industrial chain of modern fruit industry, covering orchard planting, standardized quality control, automated sorting, cold-chain logistics and brand operation.
Interact with the core team of Chu Orange, obtain first-hand practical experience of agricultural branding, and get inspiration for business management and brand building.
10:00–11:00 Theme Visit: Chu Orange Sorting Center Tour
Visit the fully automated sorting workshop. Participants can observe the whole workflow of fruit screening, size grading, damage detection and automatic packaging. Learn how strict quality standards are implemented to guarantee the consistent taste and quality of every Chu Orange, as well as the cold chain system that supports long-distance delivery across the country.
11:00–12:00 Dialogue with Ms. Ma Jingfen: The Story Behind Chu Orange
Have a face-to-face dialogue with Ms. Ma Jingfen. Listen to the real and touching stories of the birth and growth of Chu Orange. Understand the hardships and choices during brand development, and feel the perseverance and faith of the founders in the agricultural industry.
12:00–14:30 Lunch & Transfer to Chu Orange Manor
Enjoy local lunch, then take the shuttle bus to the mountain Chu Orange Manor. On the way, the guide will briefly introduce the natural geographical advantages of the orchard and the basic layout of the planting base.
14:30–15:00 Theme Visit: Chu Orange Manor Tour
Walk through the hillside citrus orchard. Professional instructors introduce local soil, irrigation, fertilizer management, pest control and whole-cycle planting techniques. Participants can see the real growth environment of oranges and learn how the base controls fruit quality from the source.
15:00–16:30 Theme Exchange: The Management Talent & Wisdom of Chu Shijian
Join the special sharing session themed on Chu Shijian's business wisdom. Dive deep into his management philosophy, decision-making logic and long-term thinking. Discuss how to apply mature management ideas into traditional agriculture and realize sustainable development of the orchard.
16:30–17:30 Sharing & Exchange: The Unique Management Model of Chu Orange
In this interactive session, the on-site tutor explains Chu Orange's exclusive incentive system, team assessment and operation mode. Participants can raise questions and exchange ideas about agricultural brand operation, team motivation and e-commerce transformation.
17:30 Return Trip
