从靠天吃饭到“确定”增收，拼多多如何重塑海南“凤梨经济”？

21世纪经济报道05-07 20:36

当杨天超第一次切开那颗无需“挖眼”、不用泡盐水的金钻凤梨时，他没有想到，这个看似微小的差别，会成为撬动整个海南凤梨产业的支点。　　五年后，杨天超已在海南安家，他创立的拼多多店铺“亿喜农果蔬官方旗舰店”日均发出超过一万单凤梨，年均带动超3000亩凤梨种植。而在海口，另一位“凤梨大王”大何——曾经的北京程序员——也在自己一手孵化的“林中鲜水果生鲜旗舰店”里，每天处理着超6000单凤梨订单。　　在海口，...

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economy\"?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDDL":0.6,"PDD":1.93,"KPDD":0.6},"content_text":"当杨天超第一次切开那颗无需“挖眼”、不用泡盐水的金钻凤梨时，他没有想到，这个看似微小的差别，会成为撬动整个海南凤梨产业的支点。　　五年后，杨天超已在海南安家，他创立的拼多多店铺“亿喜农果蔬官方旗舰店”日均发出超过一万单凤梨，年均带动超3000亩凤梨种植。而在海口，另一位“凤梨大王”大何——曾经的北京程序员——也在自己一手孵化的“林中鲜水果生鲜旗舰店”里，每天处理着超6000单凤梨订单。　　在海口，一群985毕业生正回归农业，开启凤梨产业的新故事。　　图：杨天超店铺的凤梨正在仓库打包发货（21世纪经济报道记者摄）　　从传统菠萝到新晋网红水果，海南凤梨正在经历一场由品种、渠道、供应链共同推动的产业变革。在电商平台提供的确定性销售保障下，一颗小小的凤梨正在改变海南热区农业的种植结构，也成就了数字时代“新农人”的商业样本。　　种植、流通有了“确定性”，凤梨果损率从超20%降至5%　　时针拨回2016年。当时的大何刚刚结束在北京的程序员生涯，回到家乡海口试水电商。那时的海南水果市场，还是菠萝的天下。　　“传统菠萝需要挖眼、泡盐水，吃起来麻烦还有点涩。”大何回忆，当时海南本地种植的凤梨品种不多，高品质凤梨主要依赖菲律宾进口。　　转机出现在台农17号“金钻凤梨”的引种成功。这个品种无需挖眼、不用泡盐水，纯甜无酸的口感迅速赢得市场青睐。但早期由于种植规模小、价格高，每斤售价是普通菠萝的两倍以上，市场普及度有限。　　真正的转折点来自电商渠道的爆发。2019年，杨天超从河南来到海南，敏锐地捕捉到这个商机：“特别适合懒人经济。”在拼多多上，他将金钻凤梨定位为菲律宾金菠萝的“贵替”（高端替代品），凭借平台对新品类、新品牌的流量扶持，迅速打开局面。　　随着销量增长，规模效应开始显现。大何透露：“这几年产地销量大幅增加，金钻凤梨价格已从早期的高位回落，但利润空间依然可观。”更重要的是，电商的确定性订单给了果农扩大种植的信心，金钻凤梨在海南的种植面积从最初的零星试种，发展到如今超过10万亩的规模。　　品种革命的脚步并未停止。在成功打造金钻凤梨这一爆款后，海南凤梨产业正向着品种多元化发展。芒果凤梨、西瓜凤梨、手撕凤梨等新品种陆续推出，其中芒果凤梨和手撕凤梨凭借独特的香气和细嫩肉质，今年首次量产便成为爆款。　　“手撕凤梨青皮就可以吃，尽管仍是小众品类，但目前线上市场的反馈很好。”杨天超透露，虽然凤梨品种不断丰富，但手撕凤梨仍供不应求。这些高附加值新品种的涌现，让海南凤梨产业摆脱了对单一品种的依赖，形成了梯次化、差异化的产品矩阵。　　杨天超向21世纪经济报道记者表示，尤其是加入百亿补贴之后，做好品质是商家的刚需，而补贴本身又让消费者得到了实惠，极大带动订单增长，促进了区域品牌力的产生。　　图：海南凤梨田（21世纪经济报道记者摄）　　传统农业的痛点在于不确定性：种什么、种多少、卖给谁，往往依赖经验判断和市场行情。而电商平台带来的最大改变，是提供了相对确定的销售预期。　　“在拼多多上经营，销量很自然地就涨起来了。”大何如此总结自己的平台体验。这种“自然增长”背后，是新电商模式对农产品流通的重构。　　拼多多开创的拼购模式，通过社交裂变降低了获客成本；基于算法的商品推荐，让优质农产品能够精准触达目标用户；而“百亿补贴”等政策，则降低了高品质农产品的尝鲜门槛。这些创新共同作用，为海南凤梨这样的地域特色农产品打开了通往全国市场的大门。　　确定性订单的意义不仅在于销售保障，更在于它改变了整个产业链的行为逻辑。　　对种植端而言，确定性订单降低了“丰产不丰收”的风险。杨天超采取“订单农业”模式，与合作社、大型种植基地签订长期采购协议。果农按照约定的标准和规模种植，无需担心销售问题；而杨天超则能确保稳定的高品质货源。　　对流通端而言，确定性订单使得精细化供应链管理成为可能。杨天超建立了一套成熟的“按成熟度发货”体系：他将凤梨分为全熟黄、整体黄、7目黄、1-3目黄等不同成熟度，依据目的地远近、气候条件安排发货。在拼多多，杨天超店铺的广东地区订单占比约30%，距离近发货时效短，他便根据这一规模协调全熟果的采收、发货；华东、华北等稍远地区，则发1-3目黄的果实，在运输途中自然成熟。　　“随着气温上升，全熟果不耐放，容易退糖或黑心，所以我们采收发货都有严格节奏。”杨天超表示，通过这种精细化管理，他将果损率从行业平均的20%-30%降至5%以下。　　图：仓库里新鲜采摘的海南凤梨 （21世纪经济报道记者摄）　　确定性订单还推动了包装、物流等配套环节的升级。针对凤梨果皮薄、易损伤的特点，商家开发了专用防震包装；针对不同地区的气候差异，物流方案也进行个性化设计。这些改进虽然增加了前期成本，但降低了损耗、提升了消费体验，从长期看反而提高了整体效益。　　新农人崛起：用互联网思维改造传统农业　　海南凤梨产业的变革，背后是一批“新农人”的崛起。　　他们大多有城市生活经历、熟悉互联网逻辑，与传统农民相比，他们更擅长运用技术、数据和创新思维解决农业问题。　　大何是典型代表。这位前程序员将代码思维应用于农产品电商：他建立了从果园采摘、品质筛选、包装仓储到物流配送的全流程数字化管理系统，通过数据分析预测销售趋势，优化库存和物流方案。　　“传统农业靠经验，我们靠数据。”大何表示，通过分析历史销售数据和天气预报，他能提前预判不同地区的需求变化，从而调整发货策略。在台风季来临前，他会减少对华南地区的发货量，避免物流延误导致的损耗。　　杨天超则在供应链管理上展现出卓越能力。他不仅建立了成熟的成熟度分级体系，还创新性地引入“区域化协同”概念：将海南岛按照凤梨成熟期差异划分为不同产区，通过跨产区协作延长供应周期。“海南南部成熟早，北部成熟晚，合理调度可以实现全年稳定供应。”　　这些新农人还在积极探索营销创新。短视频、直播等内容电商形式被广泛应用于凤梨销售。果园采摘、品质检测、打包发货的全过程被制作成短视频，在拼多多等多个平台传播，既增强了品牌信任，也提升了用户互动。　　更重要的是，新农人们正在构建一个更加开放、协作的产业生态。他们分享种植技术、销售数据、物流方案，共同应对行业挑战。“竞争不是在商家之间，而是在产业和产业之间。”杨天超认为，只有整个海南凤梨产业做强了，每个从业者才能获益。　　凤梨产业的崛起，正产生显著的溢出效应，带动海南热带农业的整体升级。　　种植结构的优化是最直接的变化。随着凤梨经济效益显现，越来越多的农户将土地从传统作物转向凤梨种植。在海南万宁、琼海等传统菠萝产区，凤梨种植面积已超过菠萝，成为当地农业支柱。　　深加工产业链也在延伸。小熊（化名）是大何的创业合作伙伴，从华南理工大学食品工程专业研究生毕业，他向21世纪经济报道记者表示，未来除了鲜果销售，凤梨干、凤梨酥、凤梨果汁等加工产品一定会成为厂家布局的重点。深加工不仅消化了鲜果销售中的次级果，还延长了产业链，提高了附加值。一些企业甚至开始研发凤梨酵素、凤梨纤维等高附加值产品。　　更为深远的影响是，海南凤梨的成功为其他热带水果提供了可复制的路径。芒果、莲雾、芭乐等海南特色水果，也开始尝试类似的电商化、品牌化转型。一个以电商为纽带、以品质为基础、以品牌为目标的海南特色水果产业带正在形成。　　在当地，凤梨产业已创造了大量就业机会。从种植、采摘、分拣、包装到物流，每个环节都吸纳了大量劳动力。在琼海市大路镇，凤梨产业带动了超千名农民就业，人均年增收超过2万元。　　从“网红爆款”到“长红品牌”　　尽管成绩显著，海南凤梨产业仍面临诸多挑战。　　品质稳定性是首要课题。热带水果受气候影响大，不同批次、不同果园的凤梨品质可能存在差异。如何建立从种植到销售的全流程品控体系，确保品质稳定，是产业持续健康发展的基础。　　品牌建设是另一个短板。目前消费者认知主要是“海南凤梨”这个地域品牌，缺乏有影响力的企业品牌。而地域品牌容易出现“公地悲剧”：个别商家以次充好，损害的是整个产区声誉。建设企业品牌、建立品质信任，是产业升级的必经之路。　　图：海南芒果凤梨（21世纪经济报道记者摄）　　市场竞争也在加剧。随着海南凤梨的成功，广东、广西、云南等地也开始引种凤梨品种，未来市场竞争将更加激烈。海南凤梨需要建立更高的品质壁垒和品牌护城河。　　出口拓展是潜在增长点。RCEP（区域全面经济伙伴关系协定）的生效，为海南凤梨出口东南亚、日韩等市场创造了条件。但国际市场竞争更加激烈，对品质、包装、物流的要求也更高，这对海南凤梨产业提出了新的挑战。　　从需要“挖眼泡盐水”的传统菠萝，到开袋即食的“懒人凤梨”；从依赖进口的稀缺水果，到日产万单的电商爆款；从“靠天吃饭”的传统农业，到数据驱动的现代农业——海南凤梨的变迁，是中国农业现代化的一个缩影。　　这场变革的核心驱动力，是数字技术对传统农业的改造。电商平台通过提供确定性订单，改变了农业的生产逻辑；新农人通过运用互联网思维，优化了农业的管理模式；消费者通过“订单投票”，推动了农业的品种改良。　　更深层次看，海南凤梨的成功揭示了数字经济时代农产品上行的一条可行路径：以消费需求为导向，以电商平台为渠道，以供应链创新为支撑，形成“市场反馈-生产调整-品质提升-品牌建设”的良性循环。　　目前，这场变革仍在继续。从金钻凤梨到芒果凤梨，从鲜果销售到深加工，从国内市场到国际竞争，海南凤梨产业正在向着更高维度进化。而支撑这场进化的，是无数像杨天超、大何这样的新农人，他们用互联网思维重构传统农业，用创新精神开拓市场边疆，用工匠精神提升产品品质。　　“在海南，你随便摘一个凤梨熟果，绝对纯甜，难的是如何确保顾客到手的品质。”杨天超的这句话，道出了海南凤梨产业的核心挑战，也指明了未来方向。从“种得好”到“卖得好”，再到“一直好”，这条路或许漫长，但方向已经清晰。　　而这一切，都始于一颗不用“挖眼”的凤梨，和一群相信可以通过互联网改变农业的年轻人。他们的故事，不仅是商业成功的故事，更是中国农业在数字经济时代转型的生动注脚。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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