The year 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 outlines a coordinated approach to advancing agricultural and rural modernization under the “2+4+3” overarching framework, with a primary focus on the “Five Stabilizations, Four Directions, and Three New” initiatives. These efforts are directed toward variety optimization, quality enhancement, brand building, and standardized production, with the goal of transforming tropical specialty and high-efficiency agriculture into a modern major industry and a “trump card” of Hainan’s economy.At the brand development level, the “Hainan Fresh” Agricultural Brand Enhancement Three-Year Action Plan (2026–2028) designates 2026 as the Standard Development Year, with the province taking the lead nationally in pioneering a “Standards + Certification + Inspection + Traceability” four-in-one brand system.To date, the province has cultivated 61 regional public brands, 65 enterprise brands, and 75 product brands under the “Hainan Fresh” umbrella, with 110 authorized enterprises.By 2028, the target is to certify over 100 “Hainan Fresh” sub-brands and promote the internationalization of two regional public brands.Hainan Yingtian Fangzhou Agricultural Technology Co., Ltd. operates across multiple sectors, including fruit cultivation, potato and vegetable farming, and agricultural product wholesale.Rooted in Hainan’s core production areas, the company closely follows the province’s policy direction and participates in the industrialization of tropical specialty agriculture with a full-industry-chain operational approach.
At the brand development level, the “Hainan Fresh” Agricultural Brand Enhancement Three-Year Action Plan (2026–2028) designates 2026 as the Standard Development Year, with the province taking the lead nationally in pioneering a “Standards + Certification + Inspection + Traceability” four-in-one brand system.To date, the province has cultivated 61 regional public brands, 65 enterprise brands, and 75 product brands under the “Hainan Fresh” umbrella, with 110 authorized enterprises.By 2028, the target is to certify over 100 “Hainan Fresh” sub-brands and promote the internationalization of two regional public brands.
Hainan Yingtian Fangzhou Agricultural Technology Co., Ltd. operates across multiple sectors, including fruit cultivation, potato and vegetable farming, and agricultural product wholesale.Rooted in Hainan’s core production areas, the company closely follows the province’s policy direction and participates in the industrialization of tropical specialty agriculture with a full-industry-chain operational approach.
Origin Collaboration: Exploring Order-Based Production-Marketing Alignment
Hainan is endowed with rich tropical agricultural resources. However, under the long-standing model of fragmented smallholder cultivation, farmers have faced practical challenges such as asymmetric market information and unstable sales channels.The “15th Five-Year Plan” explicitly encourages market entities to move closer to production areas and promote the development of order-based agriculture, ensuring that a greater share of the value generated by industrial development remains in rural areas and benefits farming households.
Yingtian Fangzhou places origin-based collaboration at the forefront of its operations, engaging deeply with core production areas such as Wenchang, connecting with planting bases and farming households, and exploring order-based coordination mechanisms.By translating market feedback into harvest standards and grading requirements, the company plans harvest schedules rationally during the seasons for young coconuts, passion fruit, and other crops, securing profit margins for growers and driving the transition from “knowing how to grow but not how to sell” to demand-driven production.
Distribution Strategy: Origin Sorting Helps Quality Produce Reach Markets Beyond 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, and cold-chain logistics.The “Plan” calls for strengthening warehousing, preservation, and cold-chain logistics infrastructure to promote the supplementation, extension, and optimization of tropical specialty and high-efficiency agriculture industry chains.
Yingtian Fangzhou is working to integrate origin sorting with multi-channel distribution, moving grading and sorting closer to the farmgate to reduce transit losses. At the same time, it is building a diversified network of sales channels—including a dedicated mini-program and offline partner stores—to put into practice a full-chain operating model that connects the farm directly to the table, reducing markups from multi-layer distribution and delivering origin value straight to consumers.
Building a Quality Foundation: Benchmarking Against the “Hainan Fresh” Quality System
The “Hainan Fresh” brand certification requires that products hold at least one of the following valid credentials: Green Food, Organic Agricultural Products, or Geographical Indication Agricultural Products.Yingtian Fangzhou benchmarks itself against this system, establishing a full-process quality control workflow that spans seedling selection, field management, and harvest sorting.
For its core product categories: pepper is processed without sulfur fumigation to preserve its authentic origin flavor; Wenchang young coconuts are selected from geographical indication production areas; Qinmi No. 9 golden passion fruits are graded individually; and Qiaotou sweet potatoes rely on their origin advantages to maintain their inherent quality.The company is actively advancing its internal quality control systems, laying a solid foundation for future brand certification.
Brand Empowerment: Telling Origin Stories to Deliver Product Value
Under the guidance of the “Hainan Fresh” brand enhancement initiative, the province is driving the transformation of local specialty products from selling raw materials to selling value.On top of a solid supply chain foundation, Yingtian Fangzhou explores the origin value behind Hainan’s produce, leveraging online channels to share on-farm scenes and terroir endowments, helping more consumers understand the story behind the growth of Hainan’s tropical agricultural products.At the same time, the company implements order-based collaboration and farmer-linking mechanisms, enabling farming households to share in the dividends of industrial development.
Future Outlook: Rooted in Origin, Serving the Modernization of Tropical Agriculture
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. Through concrete actions, it will help resolve the “small production vs. large market” dilemma and contribute its strength as a local enterprise to the high-quality development of Hainan’s tropical specialty and high-efficiency agriculture.
