Li Fang and her husband, Zhao Ying, worked in Beijing for many years. In 2016, the couple returned to their hometown and established a company that mostly engages in online apple sales known as Lidangjia E-commerce Co. Ltd. A young entrepreneur, Li had some ideas about how to grow the business and drew on her working experience in other areas. Her company has always adhered to the tenet of "quality is life, and the customer is king."

Li enhanced the value of the Lixian apple in a variety of ways in order to achieve high-quality e-commerce development. (1) Her procurement process is strictly controlled. During the apple harvesting period, she and her husband personally examine apples during the purchasing stage in order to ensure the quality of their products. (2) They procured intelligent apple sorting lines. During their early stage of operations, they secured RMB1.6 million (US$250,000) of investment in order to purchase the REEMOON "Hefu" intelligent apple sorting line, which is the most advanced sorting line of its kind in the world. The equipment weighs the fruit electronically and utilizes image recognition, infrared spectrum analysis, and other technology to analyze the color, shape, size, quality, and other external aspects of the fruit as well as maturity, sugar content, acidity, degree of browning, presence or lack of a rotten core, and other internal qualities in a scientific and accurate manner. The increasingly scientific and intelligent methods that are being used are making it possible to achieve a high level of product standardization. (3) The couple values packaging design. In 2017, the company designed and produced various gift packaging boxes in different styles in order to enhance product value and meet the needs of different types of consumers. (4) They created processed products with higher value added. The company developed agricultural products that use apples as raw materials, including chips and juice. In 2020, Lidangjia E-commerce Co. Ltd. purchased more than 20 million kg of apples and achieved RMB12.87 million (US$2.01 million) of total sales.

Li invested in a sorting line, developed processed products, and put an emphasis on packaging in line with her goal of creating a local brand. This innovative, entrepreneurial spirit has been instrumental in the e-commerce and brand development that has occurred in the area.

For more information, please contact WFP China COE (wfpcn.coe@wfp.org)