Three years ago, on the eve of May 4th Youth Day, General Secretary Xi Jinping visited Renmin University of China and left his ardent hope and advice to the young students. On the eve of another Youth Day, under the guidance of the School of Agricultural Economics and Rural Development, the team carried out practical research activities in Yinchuan City, Ningxia Hui Autonomous Region.

Explore Deep Heritage and Scientific and Technological Innovation of the Goji Berry Industry

The team came to WOLFBERRY and started their research on the goji berry industry in Ningxia. As a leading enterprise in Ningxia goji berry industry, WOLFBERRY not only carries a long history of goji berry culture, but also walks in the forefront of the industry in terms of modern production and technological innovation.

(I) History, Culture, and Industrial Value of Goji Berry

At the Goji Culture Exhibition Hall in WOLFBERRY, the team learned that goji berry cultivation dates back over 3,000 years. Ningxia, renowned for its unique geographical environment, has become one of the world’s highest-quality goji berry production regions. Company representatives explained that Ningxia goji berry is highly favored by domestic and international consumers. 

(II) Breakthroughs in Modern Production Technology

During the tour of the production facilities, the team observed the fully automated process from harvesting to processing. WOLFBERRY has adopted internationally advanced low-temperature freeze-drying technology. Additionally, the company has developed value-added and deep-processed products such as goji berry puree and goji enzyme.

(III) Collaboration on Co-branded Cultural and Creative Products

During discussions, students and the company’s marketing team explored possibilities for co-branded cultural and creative products. Both sides exchanged ideas on cultural and creative concepts, production cost control, and marketing strategies. They agreed to build a cultural product brand centered on Ningxia’s goji culture.

Exploring Qilixiang Group: The Transformation Path of a Traditional Enterprise in the Internet Era

After leaving WOLFBERRY, the team visited Qilixiang, a traditional offline retailer that has successfully transformed into a leading e-commerce enterprise. 

Innovative Practices in Live stream E-commerce and Traffic Marketing 

Qilixiang’s E-commerce Director shared key data: In 2023, the company achieved a 200% year-on-year sales growth through live stream sales on platforms like Douyin (TikTok) and Taobao. The company also created a zodiac-themed IP series through short video marketing to educate young consumers about goji berry.

Logistics Network Empowers Market Expansion

Qilixiang partnered with SF Express and JD Logistics to ensure nationwide 48-hour delivery. To address the susceptibility to moisture, the company developed customized packaging. Such attention to detail has earned the company high customer retention rates.

Blending Traditional Craftsmanship with Modern Demands 

While embracing digitalization, Qilixiang preserves traditional practices. The team observed manual quality screening in production facilities. Notably, the company employs many workers with disabilities, fulfilling its social responsibility while maintaining economic growth. 

E-commerce as a Catalyst for Domestic Sales: Insights from the Commerce Department Meeting of the Autonomous Region

With assistance from the Ningxia E-commerce Association, the team attended a forum organized by the Commerce Department of the Ningxia Hui Autonomous Region.

The meeting highlighted challenges faced by export-oriented goji businesses amid global uncertainties. One health product manufacturer shared, “Previously, 90% of our products went to the U.S. Now, we must pivot to domestic markets but lack local channels and expertise.” 

Research Summary: Opportunities and the Future of the Goji Industry

Through intensive fieldwork, the team recognized Ningxia’s goji industry is at a critical juncture of integrating tradition with modernity.

Driven by rural revitalization policies and growing health-conscious consumption, the industry holds immense potential. Ningxia goji is poised to evolve from a regional specialty to a global brand. 

Moving forward, the team will leverage these insights to explore university-industry collaborations and creative development pathways, contributing intellectual energy to the industry’s transformation.