2026 marks the inaugural year of Hainan’s “15th Five-Year Plan” implementation, a period in which the dividends of the Free Trade Port’s full operation continue to unfold. The “Hainan 15th Five-Year Plan for Accelerating Agricultural and Rural Modernization” explicitly calls for the continuous improvement of the agricultural production, marketing, and distribution system, the strengthening of warehousing, preservation, and cold-chain logistics infrastructure, and the resolution of the practical contradiction between small-scale production and the large market. It promotes the development of order-based agriculture to ensure that a greater share of the value generated by industrial development remains in rural areas and benefits farming households.
Given the current realities of Hainan’s tropical fruit, vegetable, and specialty crop sectors—characterized by fragmented cultivation, concentrated seasonal availability, and extended supply chains—Hainan Yingtian Fangzhou Agricultural Technology Co., Ltd. has positioned itself at the forefront of production areas. Leveraging order-based collaboration, co-built marketing channels, and supply chain upgrading as its strategic tools, the company is exploring a production-marketing coordination model tailored to Hainan’s unique conditions.
Origin Collaboration: Order-Based Mechanisms to Resolve the “Bumper Harvest Without Bumper Income” Dilemma
Hainan is endowed with exceptional tropical agricultural resources, with a range of geographically indicated products—including Wenchang young coconuts, Chongxing pepper, and Qinmi No. 9 golden passion fruit—enjoying nationwide renown. However, under the long-standing model of fragmented smallholder cultivation, farmers have faced challenges such as asymmetric market information, unstable sales channels, and the paradox of bountiful harvests failing to translate into commensurate income.
Distribution Breakthrough: Origin Sorting + Multi-Channel Routes to Get Quality Produce Off the Island
Hainan’s fresh produce has a short shelf-life window, and transporting it across regions to reach markets beyond the island places extremely high demands on warehousing, sorting, cold-chain logistics, and distribution channels. Yingtian Fangzhou has established an integrated system linking origin sorting facilities, pre-positioned warehousing, and multi-channel distribution. By moving grading and sorting closer to the farmgate, the company minimizes post-harvest losses during transit. At the same time, it has built a diversified network of sales channels—including a dedicated mini-program and offline partner stores—to serve end-consumer needs directly, reducing markups from multi-layer distribution and putting into practice a full-industry-chain operating model that connects the farm directly to the table.
Brand Empowerment: Telling Origin Stories to Unlock Product Value
Under the guidance of the “Hainan Fresh” Brand Enhancement Three-Year Action Plan, the province encourages market entities to drive the transformation of local specialty products from selling raw materials to selling value. On top of a solid supply chain foundation, Yingtian Fangzhou continues to explore the origin value behind Hainan’s produce, transforming on-farm production scenes and terroir endowments into compelling content that helps consumers nationwide understand the logic behind the growth of Hainan’s tropical agricultural products.
Future Outlook: Deepening Origin-Side Efforts to Resolve the “Small Production vs. Large Market” Challenge
Looking ahead to the new phase of the “15th Five-Year Plan,” Yingtian Fangzhou will continue to closely follow the province’s agricultural and rural development directives, remaining firmly rooted in production areas while actively expanding its market reach. The company will steadily enhance its integrated capabilities in order-based coordination, supply chain operations, and brand communication. From the pepper gardens and coconut groves of Wenchang to the passion fruit orchards, the company leverages origin-based partnerships as a bridge—connecting the farmlands on one end and countless consumer tables on the other. Through concrete actions, it helps resolve the “small production vs. large market” dilemma and enables more farming households to share in the dividends of industrial development.
