According to Hangtou Town in Pudong New Area, its modern agricultural system built around "one chicken, one grain of rice, and one brand" has pushed the annual income of Fengqiao Village's collective economy past 2 million yuan and created nearby jobs for 178 villagers.
Since 2023, Hangtou Town has adopted an industrial development model featuring guidance by Party organizations, leadership by collective economic organizations, participation by specialized cooperatives, and joint action by villagers, linking with leading agricultural enterprises in its jurisdiction, exploring contract farming, and forming a large-scale cooperation network.
The model of "orders plus premium plus guarantees" has driven town-wide sales of more than 100,000 tons of locally produced agricultural products, worth about 1.352 billion yuan.
Every household in Fengqiao Village sees higher income
Hangtou Town covers 60 square kilometers, two-thirds of which is rural, including 13 villages and nearly 10,000 households.
In Fengqiao Village, the modern agricultural system of "one chicken, one grain of rice, and one brand" focuses on the Pudong Sanhuang chicken breeding base, Liangyuan gold-brand rice, and the "Hema brand" new business format, and it is steadily strengthening the collective economy's ability to generate its own income.
Shanghai Puhui Pudong Chicken Breeding Co., Ltd., located in Fengqiao Village, was designated a "National Pudong Chicken Conservation Farm" by the Ministry of Agriculture and Rural Affairs in 2021, reviving a rare breed with more than a century of history, the "Jiujinhuang," also known as the "Sanhuang chicken" because its beak, feet, and feathers all show an attractive yellow color.
The farm keeps 2,000 breeding Pudong chickens year-round, and rows of standardized cages make operations such as selecting breeding eggs and observing incubation fully standardized.
While strictly protecting high-quality genetic resources, Fengqiao Village has innovated a model of extending the industrial chain and opened the first Hangtou outlet for Pudong Sanhuang chicken.
Through food experiences, brand building, and e-commerce livestreaming, "Pudong Sanhuang chicken" has become a culinary calling card for Fengqiao Village.
The village's Shanghai Liangyuan Agricultural Products Professional Cooperative has taken the lead by introducing high-quality rice varieties and joining with 7 farmers' cooperatives, 21 family farms, and 17 large growers to form a rice industry consortium covering 5,200 mu.
The consortium applies a "five unified" management model of unified seed supply, unified standards, unified fertilizer and pesticide use, unified branding, and unified sales, achieving an industrial upgrade from field to table and from selling rice to selling branded rice.
In addition, Fengqiao Village has made full use of Hema resources by absorbing the spillover effects of the Hema platform, integrating green production demonstration bases and green-certified agricultural products from Nongfu Orchard, giving play to the advantages of a "Hema Village," and promoting a series of branded agricultural products such as "Hongmeiren" mandarin oranges and "Zhenyi" kiwifruit, using orders to raise farmers' incomes.
At the same time, it connects with the Hema Shanghai supply chain operations center to open up the entire chain of planting, production, and sales.
The income-boosting model of "customized returns plus proportional dividends plus income guarantees" gives branded agricultural products a premium of 5% to 10%.
At present, through projects such as the construction of high-standard farmland across the area and the renovation of old facility vegetable fields, 70% of the returns from facility vegetable field projects flow back to the village collective, increasing rice income by 300 to 500 yuan per mu, while member units increase income by an average of 32,000 yuan per year.
Fengqiao Village has distributed more than 300,000 yuan in secondary dividends, and the annual output value of the village's 6 enterprises has reached 103 million yuan.
Through demonstration village construction and an integrated development model of "agriculture plus culture plus tourism," it has created new rural tourism highlights combining sightseeing, experiences, and leisure, driving home rentals and increasing each household's annual income by about 10,200 yuan.
Villages develop together, and urban and rural resources flow
At the same time, the integration of primary, secondary, and tertiary industries is cultivating new rural business formats.
Pailou Village in Hangtou Town has introduced a "rural operation" model, with Heyye Western Restaurant and Quanhong Courtyard becoming popular check-in spots, attracting 150,000 visitors a year, while the village collective's annual rental income exceeds 1 million yuan; Shenzhuang Village has attracted Yuanyao Group, one of Shanghai's top 100 enterprises, to build Shanghai's first rural coffee complex, generating annual rental income of about 1.13 million yuan, and has revitalized idle assets to create a science and innovation courtyard, increasing the village collective's annual income by about 210,000 yuan.
"In the past, we guarded assets but struggled to increase income; now assets have become capital, funds have become shares, and farmers have become shareholders," said a person in charge of the Hangtou Town Economic Development Service Center.
Taking reform of the rural property rights system as a breakthrough, Hangtou Town has implemented three major campaigns for high-quality development of the collective economy, promoting the transformation of collective assets from "sleeping resources" into "active capital."
Through asset verification and capital verification, each village has established a dynamically updated ledger of collective assets and improved the collective economic operation mechanism under the leadership of Party organizations, with members of village "two committees" serving concurrently as heads of village-level collective economic organizations in accordance with laws and regulations.
At the same time, guidance prices for leasing collective houses and construction land have been set to fully revitalize inefficient and idle assets.
For example, the Shenzhuang science and innovation courtyard provides low-cost rural space for innovation and entrepreneurship for quality enterprises; Pailou Village has introduced the professional operation team Sierheng to integrate business formats and create the "Hecai Tianyuan" new industrial space.
In promoting joint development through "village-village alliances," 13 village economic cooperatives and asset companies jointly funded the establishment of Shanghai Meihe Industrial Co., Ltd., and through cross-village capital coordination and centralized purchases of real estate, distributed a total of 19.3133 million yuan in dividends to villages from 2021 to 2026, ensuring that the fruits of reform and development truly benefit all villagers.
Breaking the urban-rural dualistic mindset, Hangtou Town uses paired co-construction as a link to build a pattern of two-way flow of urban and rural resources.
It has carried out in depth the "100 communities linking 100 villages" and urban-rural paired assistance actions, with 13 villages forming regular pairings with 13 district-level units and subdistricts.
Relying on this mechanism and linking with Shanghai Customs, it successfully opened a channel for local agricultural products such as 8424 watermelons to enter the Hong Kong market.
Joint town-enterprise construction has also brought "living water" to the countryside.
Shenzhuang Village has deepened cooperation with Yuanyao Group and signed investment agreements with enterprises such as China Construction Dongfu and Pudong Agricultural Development; it has also signed a work agreement with Zhangjiang Group, forming the first list of 12 cooperation projects in four major categories under "one enterprise for one village" and exploring a "rent-tax linkage" benefit-sharing mechanism.
Fushan Village, relying on a new model of integrated Shanghai-Yunnan cooperation, has attracted enterprises such as Youfeng Courtyard and Hefengpan to settle there.
In terms of interest linkage, Hangtou Town promotes the model of "Party branch plus cooperative plus enterprise plus farmer," guiding farmers to participate in industrial development with factors such as land management rights and labor, and achieving shared risks and shared benefits through equity ties, so that farmers can obtain stable and sustainable returns from the value added in the industrial chain.
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