Connecting with farmers and helping them get rich—Zeshi Consulting supports the implementation of the Dian Nan Comprehensive Trading Center project in Wenshan City.

Introduction: Agriculture is the foundation of the nation and the cornerstone of national development. As a vital industry that underpins both the national economy and people’s livelihoods, agriculture serves as a strategic pillar for stabilizing society and ensuring public peace of mind. To build a strong agricultural nation, the fundamental requirement is to achieve agricultural modernization. Against the backdrop of China’s vigorous promotion of agricultural modernization, localities across the country are actively exploring agricultural development models that suit their unique regional characteristics. As an important agricultural production base in Yunnan Province, Wenshan City likewise faces the task of transforming and upgrading its agricultural sector.
Wenshan City, known as the “Eastern Gateway” of Yunnan Province, is the capital of the Wenshan Zhuang and Miao Autonomous Prefecture. It serves as the economic center of the entire prefecture and is also a vital transportation hub for access to the Beibu Gulf, the Pearl River Delta, and international routes leading to Southeast Asia. With mild winters and no scorching summers, abundant sunshine, and plentiful rainfall, Wenshan City boasts an exceptionally favorable agricultural ecosystem that is ideal for the growth of a wide variety of plants and crops. Precisely because of these outstanding natural conditions, Wenshan City has not only been recognized as a key production base for agricultural products in the Wenshan Prefecture but has also become one of China’s premier regions for specialty agricultural products.

During the 14th Five-Year Plan period, Wenshan City has seized the opportunity for development, turning its geographical disadvantages as a border region into advantages. It is vigorously developing various specialized industries, building distinctive agricultural product bases, and further intensifying efforts to attract investment. This approach promotes the organic integration of innovative business model development with local specialty industries, economic growth, and increased incomes for local residents, ensuring that local people have clear pathways to employment and prosperous livelihoods. By effectively linking the consolidation and expansion of poverty alleviation achievements with rural revitalization, Wenshan City is steadily and orderly advancing toward rural revitalization.
However, with the rapid development of the agricultural industry, how to streamline the agricultural product processing stage, strengthen the industrial chain, enhance Wenshan City’s processing and storage capacity, bolster cold-chain infrastructure, and build an efficient agricultural product distribution system have become new challenges facing Wenshan City. To address these challenges, Wenshan Diannan Project Management Co., Ltd. is seizing opportunities and taking proactive measures, planning to invest 397 million yuan in the construction of the Wenshan Diannan Comprehensive Trading Center project.

After receiving the project mandate, Zeshi Consulting responded swiftly and immediately mobilized its elite team from the Yunnan branch to take on this important task. To ensure the project is targeted and efficiently advanced, the firm organized a team of experts to conduct an in-depth field study in Wenshan City. Combining local development plans and policy orientations, the team carried out a comprehensive and meticulous market analysis and assessment of the current state of integrated market operations. Relying on thorough research and comprehensive analysis, they precisely defined the business scope of the integrated trading center and prepared a detailed preliminary investment decision analysis report, striving to establish a demonstrative, comprehensive cold-chain warehousing and trading center for agricultural and sideline products in Wenshan City.
This project involves the planned development of construction land to build facilities including a central kitchen production workshop and storage warehouses, a waste disposal facility, an underground warehouse, a parking lot, equipment rooms, a freezer facility, an employee cafeteria, and landscaping projects. The goal is to create a large-scale, modern cold-chain warehousing and trading center for agricultural and sideline products, equipped with functions such as agricultural and sideline product trading, fresh-cut vegetable processing, warehousing, cold-chain logistics, exhibition and sales, and pre-prepared meal distribution. This initiative will synergistically promote both primary and deep processing of agricultural products, extend the industrial chain, enhance the value chain, and strengthen the benefit chain, continuously transforming agricultural advantages into industrial strengths, expanding the scope for agricultural development, and boosting agricultural efficiency and farmers’ incomes.

During the project’s advancement, Zeshi Consulting, based on local market demands, geographical advantages, policy orientations, and other multifaceted factors, focused on the project’s sustainability and long-term development. Through close communication and collaboration with local government departments and financial institutions, Zeshi Consulting efficiently, to high standards, and with high quality completed the preparation of the project feasibility study report. This ensured that the project not only complies with national industrial development requirements but also meets the loan support criteria set by policy banks, thereby providing high-quality decision-making support for the project owner and relevant financial institutions.
The Wenshan Branch of the Agricultural Development Bank of China has upheld a pragmatic approach and actively participated in investigation and research. After rigorously reviewing the project financing proposal, providing proactive guidance, and conducting careful assessments, the project ultimately secured funding support totaling 310 million yuan, laying a solid foundation for promoting the transformation of Wenshan City’s primary agricultural and sideline product market toward a modern, information-based market model.

The implementation of this project will help enhance the service level of cold-chain logistics in both urban and rural areas, accelerate the development of “green food” agricultural and sideline product bases, promote the integrated growth of agricultural and sideline product distribution enterprises, supermarket chains, and direct supply and distribution partnerships between enterprises and communities, and facilitate Wenshan City’s transition from “selling raw materials” and “selling primary products” to “selling deeply processed products” and “selling brands,” thereby unlocking the key to increasing farmers’ incomes through agricultural industrialization.

Contribution/ Zhou Yujun
Editor/Wei Juan

Reviewed by/Wu Diya

Editor-in-Chief/Zeng Huaqian

This article is for informational purposes only and does not constitute any investment advice.