在鄉(xiāng)村振興與RCEP對外開放雙重背景下，巧家創(chuàng)新打造草莓產(chǎn)業(yè)、生態(tài)旅游、民族文創(chuàng)、跨境貿(mào)易一體化融合模式，依托馬樹高原濕地、白鶴灘庫區(qū)風光、彝族馬樹紅氈非遺三大核心文旅資源，為越夏草莓出口塑造的國際化競爭力，區(qū)別于國內(nèi)單一化鮮果外銷模式，走出一條“文旅引流、文創(chuàng)增值、產(chǎn)業(yè)固本、外貿(mào)增收”特色發(fā)展道路。

農(nóng)旅一體化觀光基地打造實景品牌背書，拉近與海外采購商距離。巧家馬樹鎮(zhèn)萬畝草莓連片園區(qū)與高原濕地融為一體，打造集采摘體驗、濕地觀光、湖濱休閑于一體的田園文旅綜合體。每年夏季草莓成熟期舉辦特色草莓文旅節(jié)，融合濕地研學、鮮果采摘、彝族歌舞展演、傳統(tǒng)紅氈手工體驗等多元活動，形成極具辨識度的產(chǎn)地文旅名片。面向海外經(jīng)銷商、跨境電商采購團隊開放專屬實地考察線路，客商可全程參觀綠色標準化種植基地、全自動分選車間、真空凍干加工廠房，親眼見證高原山泉灌溉、物理防蟲、無激素種植全流程，直觀了解果品安全管控標準。沉浸式文旅實地體驗大幅降低海外客戶的品質(zhì)顧慮，建立長期合作信任，持續(xù)轉(zhuǎn)化穩(wěn)定外貿(mào)訂單。國內(nèi)多數(shù)草莓產(chǎn)區(qū)僅有種植基地，缺乏配套觀光文旅場景，難以承接海外客商實地考察，說服力不足。

本土非遺文創(chuàng)深度賦能出口產(chǎn)品，依托文旅流量提升產(chǎn)品溢價。深度挖掘巧家獨有的彝族馬樹紅氈非遺技藝，融合濕地梯田、高峽平湖等地域文旅符號，搭建分級外貿(mào)文創(chuàng)包裝體系。針對邊境大批量批發(fā)訂單，采用簡約環(huán)保包裝，突出高原濕地越夏草莓文旅產(chǎn)地標簽；面向東南亞連鎖商超推出中英雙語禮盒，盒身印制濕地自然風景，附贈巧家農(nóng)文旅產(chǎn)業(yè)宣傳手冊；面向新加坡、阿聯(lián)酋等高端禮品市場打造復(fù)合型文創(chuàng)禮盒，內(nèi)含鮮果或凍干草莓，搭配手工紅氈收納包、草莓主題彝族刺繡掛件。同步開發(fā)草莓花果茶、凍干果片文創(chuàng)伴手禮，線下濕地景區(qū)展銷、海外獨立站線上同步售賣，將旅游客流直接轉(zhuǎn)化外貿(mào)銷量，跳出低端生鮮低價競爭，顯著提升出口附加值。

農(nóng)旅配套設(shè)施完善全產(chǎn)業(yè)鏈，雙向支撐旅游消費與跨境出口。借助滬滇協(xié)作文旅專項扶持資金，同步升級草莓產(chǎn)業(yè)與景區(qū)基礎(chǔ)設(shè)施，擴建標準化育苗基地、萬噸級氣調(diào)預(yù)冷冷庫、凍干深加工車間。采摘園區(qū)配套小型分選預(yù)冷廠房，旅游采摘鮮果與外貿(mào)出口果品執(zhí)行同一套分級、綠色管控標準。真空凍干生產(chǎn)線兼顧景區(qū)文旅伴手禮加工與海外大宗烘焙原料供貨，形成雙向互補格局：文旅零售穩(wěn)定產(chǎn)業(yè)基礎(chǔ)現(xiàn)金流，大宗外貿(mào)持續(xù)拓寬全球市場。依托區(qū)域高速路網(wǎng)打通連接磨憨、河口、水富三大口岸的生鮮冷鏈專線，實現(xiàn)旅游客流、外貿(mào)貨品分流運輸，壓縮綜合物流成本，保障全年鮮果、深加工產(chǎn)品穩(wěn)定出海交付。

文旅IP全域國際化傳播，拓寬多元化外貿(mào)銷售渠道。打造“巧家濕地高原越夏草莓”專屬農(nóng)文旅品牌IP，線上線下同步開展海外推廣。線下參展東南亞農(nóng)產(chǎn)品博覽會、中東高端禮品展銷會，現(xiàn)場展示濕地風光展板、草莓文創(chuàng)禮盒；線上制作多語種短視頻，內(nèi)容涵蓋濕地采摘、紅氈非遺制作、草莓標準化加工全流程，投放海外短視頻社交平臺，吸引海外經(jīng)銷商、跨境帶貨達人合作。疊加RCEP關(guān)稅減免、文創(chuàng)產(chǎn)品出口專項補貼等政策紅利，降低文創(chuàng)禮盒海外流通成本，持續(xù)深耕東盟、中東、港澳文旅禮品消費市場。

下一步，巧家將持續(xù)整合濕地、庫區(qū)、少數(shù)民族非遺文旅資源，深化農(nóng)文旅貿(mào)融合發(fā)展模式，完善產(chǎn)品跨境溯源系統(tǒng)，豐富草莓文創(chuàng)衍生品類，全力將巧家越夏草莓打造為滇東北農(nóng)文旅融合跨境出口特色產(chǎn)業(yè)。

English

Unique Advantages of Integrated Agriculture, Culture and TourismBoosting International Trade of Off-Season Strawberries

Against the dual background of rural revitalization and RCEPopening-up, creates an integrated model combiningstrawberry industry, ecological tourism, ethnic cultural creativityand cross-border trade. Relying on three core cultural tourismresources including Mashu Plateau Wetland, Baihetan Reservoirscenery and Yi Mashu red felt intangible heritage, buildsunparalleled international competitiveness for off-seasonstrawberry export. Different from the single fresh fruit exportmode adopted by most domestic producing areas, forms afeatured development path of attracting customers via tourism,raising value through cultural creation, consolidating industryfoundation and increasing income by foreign trade.

Integrated agricultural tourism sightseeing bases provide realbrand endorsement and strengthen connections with overseaspurchasers. Ten-thousand-mu contiguous strawberry orchards in MashuTown integrate with plateau wetlands, forming an agriculturalcultural tourism complex integrating picking experience, wetlandsightseeing and lakeside leisure. A special strawberry culturaltourism festival is held every summer during ripening season,including wetland research, fresh fruit picking, Yi folk danceperformances and traditional red felt handcraft experience,creating a distinctive cultural tourism landmark of the origin.Exclusive field inspection routes are open for overseasdistributors and cross-border e-commerce purchasing teams.Merchants can visit standardized green planting bases, automaticsorting workshops and vacuum freeze-drying plants, witnessing thewhole process of mountain spring irrigation, physical pest controland hormone-free cultivation, as well as full food safety controlstandards. Immersive on-site cultural tourism experience greatlyrelieves overseas customers’ worries about , builds trustfor long-term cooperation and generates steady foreign trade orderscontinuously. Most domestic strawberry areas only own plantingbases without supporting sightseeing tourism facilities, failing toreceive field inspections from overseas merchants and lackingsufficient international brand credibility.

Local intangible cultural heritage empowers export productsdeeply, lifting product premium with tourism passenger flow. Basedon exclusive Yi Mashu red felt craft and regional cultural symbolssuch as wetland terraces and grand lake scenery, a hierarchicalcultural and creative packaging system for foreign trade isestablished. Simple eco-packages printed with plateau wetlandorigin labels are used for bulk border wholesale orders; bilingualgift boxes printed with wetland landscapes and industrial brochuresare supplied to Southeast Asian supermarket chains; compoundcultural gift sets containing fresh or freeze-dried strawberries,hand-made red felt storage bags and strawberry-themed Yi embroiderypendants are customized for high-end gift markets in Singapore, theUAE and other regions. Strawberry fruit tea and freeze-dried fruitcultural souvenirs are sold offline in wetland scenic spots andonline on overseas independent websites, converting tourist flowinto foreign trade sales, escaping low-price competition of low-endfresh fruits and greatly raising export added value.

Agricultural tourism facilities optimize the full industrialchain to support tourism consumption and cross-border exportsimultaneously. Supported by special cultural tourism funds fromShanghai-Yunnan paired assistance, infrastructure of strawberryindustry and scenic spots are upgraded synchronously, includingexpanded standardized seedling bases, ten-thousand-tonair-conditioned pre-cooling warehouses and freeze-drying processingplants. Small sorting and pre-cooling workshops are built inpicking gardens, and fruits for tourist picking and cross-borderexport follow unified grading and green control standards. Vacuumfreeze-drying production lines produce souvenirs for scenic retailand bulk baking raw materials for overseas markets, forming atwo-way complementary pattern: tourism retail stabilizes basicindustrial cash flow, while bulk foreign trade expands globalmarkets steadily. Dedicated cold chain lines connecting Mohan,Hekou and Shuifu ports are built along regional expressways,realizing separated transportation of tourists and export goods tocut comprehensive logistics costs and guarantee stable year-rounddelivery of fresh fruits and deep-processed products.

Global international promotion of cultural tourism IPdiversifies foreign trade sales channels. The exclusiveagricultural cultural tourism IP " Wetland PlateauOff-Season Strawberry" is promoted worldwide online and offline.Offline, wetland landscape displays and strawberry cultural giftboxes are exhibited at agricultural expos in Southeast Asia andhigh-end gift fairs in the Middle East. Online, multilingual shortvideos covering wetland picking, red felt heritage craft and fullstandardized strawberry processing are released on overseas socialmedia platforms to attract foreign distributors and cross-borderlive streaming influencers. Supported by policy dividends includingRCEP tariff reduction and special export subsidies for cultural andcreative products, circulation costs of cultural gift boxes inoverseas markets are reduced, helping continuously explore culturaltourism gift markets covering ASEAN, the Middle East, Hong Kong andMacao.

In the next stage, will further integrate culturaltourism resources of wetlands, reservoirs and ethnic intangibleheritage, deepen the integrated development model of agriculture,culture, tourism and trade, optimize cross-border producttraceability systems, enrich derivative strawberry cultural andcreative products, and strive to build off-seasonstrawberries into a benchmark featured cross-border export industryintegrated with agriculture, culture and tourism in NortheastYunnan.