From the establishment and improvement of the digital traceability system for Xinhui Chenpi to the upcoming unveiling and application of the Chenpi Village Industrial Center, Xinhui Chenpi Village has always innovated through inheritance and developed through openness. Standing at the new starting point of the 15th Five Year Plan, Xinhui Chenpi Village has anchored its firm goal of "co creation, sharing, and win-win", relying on innovation to drive the diversified and high-quality development of the Chenpi industry, accelerating and achieving new results.
In April 2013, Chenpi Village, which was approved as a demonstration area and core project of three industry integration in Xinhui Chenpi National Modern Agricultural Industrial Park, has always been making contributions to the efforts of Xinhui to continue to lead the country in rural revitalization in Guangdong and explore the Chinese path to modernization model in Guangdong.
Wu Guorong, Chairman and Founder of Jiangmen Xinhui Chenpi Village Market Co., Ltd. (hereinafter referred to as "Chenpi Village"), 2024 Rural Culture and Tourism Leader, National Intangible Cultural Heritage Representative Project Xinhui Chenpi Skill Inheritor, and "Village Head", said that at the beginning of the establishment of Chenpi Village, it was tailored to local conditions, combined with the characteristics of Xinhui Chenpi industry, and positioned itself as an industrial service platform for the integrated development of primary, secondary, and tertiary industries. At that time, it was a pioneering move in China, and later closely followed the guidance policies for promoting the integrated development of rural and tertiary industries, and has been practicing it ever since.
As a platform for the integration of the tertiary industry that has been in operation for many years, Xinhui Chenpi Village has obtained official certifications and honors such as National Characteristic Tourism Village, National Characteristic Cultural Industry Key Project, Guangdong Province Farmers' Cooperative Provincial Demonstration Society, and Guangdong Province Traditional Chinese Medicine Culture International Communication Base for its enterprise entities and affiliated sectors. From tradition to innovation, from industry standards to platform building, from park brand incubation to high-end brand construction... The influence of Chenpi Village in the public brand and entire industry chain of Xinhui Chenpi area continues to increase.
Integration of Two Platforms and Three Industries: Co creation, Sharing, and Win Win Development Model
In the new stage of development, the goal of Xinhui Chenpi Village - "co creation, sharing, and win-win" - is not just a slogan, but also the development philosophy and pursuit of Xinhui Chenpi Village, and even the entire Xinhui Chenpi industry. To this end, Chenpi Village takes the platform as the boat and standards as the rudder, covering two major platforms, industrial upgrading, technological innovation, brand empowerment and other core areas, actively depicting the future development blueprint: to let a new piece of Chenpi carry more value; Build a solid foundation for the development of a local industry.
（1） Platform collaborative ecosystem empowering the entire industry chain of planting, trading, and cultural tourism
From the Xinhui Xiaoqinggan · Ganpu Tea Trade Fair, China Xinhui Chenpi (Gancha) Trade Fair, Chenpi Tourism Food Festival, China Xinhui Chenpi Culture Festival, "Yicheng Fengyun" Film and Television Project, Xinhui Chenpi Pre sale Festival to the authentic Xinhui Chenpi National Trade Fair, the Chenpi Village platform has successfully held various large-scale events with different themes along the rise of the Xinhui Chenpi industry. With the joint efforts of more than 200 platform merchants, it has gradually become a recognized Xinhui Chenpi trading and distribution center nationwide and even overseas, building a full industry chain and actively promoting Xinhui Chenpi cultural experience and business model innovation. At the 24th China Commodity Trading Market Conference in 2024, it was awarded the honorary title of "The Most Influential Brand Market in the National Commodity Trading Market in 2023"; In 2025, it was awarded the "Certificate of the First Vice Chairman Unit of Jiangmen Science Popularization Research Alliance".
（2） Transaction Shared Warehouse Project: Five Standard Six Star Services, Co Creation, Sharing and Win Win
▲ Chenpi Village · Trading Shared Warehouse
Since the establishment of the standard storage system and storage center for dried tangerine peel in Xinhui Chenpi Village in 2013, it has been widely recognized by the industry and consumer market. In 2025, it was officially recognized as one of the first batch of regulatory warehouse units and awarded the "Xinhui Chenpi Public Regulatory Warehouse Unit" and "2024 Xinhui Chenpi Industry Contribution Award" plaques. In order to better serve the Xinhui Chenpi industry, Chenpi Village · Trading Shared Warehouse Xinhui Chenpi Standard Warehousing Center serves as a carrier, relying on the five standards of "planting, processing, warehousing, trading, and pricing" of Chenpi Village. Around different targets such as bulk raw material purchasers, channel wholesalers, collectors, and individual entrepreneurs of Xinhui Chenpi, we provide customers with one-stop professional services at all links of the entire industry chain, reshaping the commercial model of Chenpi trading with precise marketing mix strategies.
（3） Two major brands: authentic traceability system and resonance with Xinhui Chenpi derivatives
Xinhui Chenpi Village has two main promoted brands, namely the Chenpi Village Wu Village Head brand, which is based on the authentic traceability system and meets the needs of high-end customers for personal gifts and collections, and the Songya Chenxiang brand, which extracts and deeply researches natural tea branch tangerines and Chenpi extracts with the core of Eastern maintenance aesthetics. The two major brands use the "New Year's Meeting Chenpi Lifestyle" as a connecting point to create a terminal experiential new retail scene, showcasing the social space possibilities of Xinhui Chenpi culture for consumers. The Wu Changcun brand in Chenpi Village has opened up the US market with FDA certification, conducted Chenpi Academy activities in multiple cities across the country, and appeared in a series of mainstream media interviews. It has been awarded the "Recommended Brand for Traditional Chinese Medicine Health Market Consumption" and "Guangdong Good Gift Brand" plaques by institutions; The Song Yachen fragrance brand won the "29th CBE Beauty Brand" and "Meiyi Space Aromatherapy Award" at the 29th CBE China Beauty Expo. The two major brands use authentic Xinhui tangerine peel as an empowering engine to upgrade Lingnan authentic products into a globally shared symbol of healthy living.
（4） Universities, institutions, industry academia research, digital empowerment, innovation driven full chain standardization
Xinhui Chenpi Village has joined hands with the regulatory authorities of Xinhui District to promote a digital traceability system, participate in the authentic Xinhui Chenpi protection practice action, continuously polish the golden signboard of "Xinhui Chenpi", and take on the future of the industry. We have collaborated with multiple authoritative institutions in China to conduct scientific research, such as the "New Hui Chenpi Standard Processing System" of Guangdong Academy of Agricultural Sciences, the "New Hui Chenpi Pest Control Biological Control Technology" of Guangdong Institute of Grain Science, the "New Hui Chenpi Quality Standard System" of Zhuhai University of Science and Technology, and the "Study on Microbial Population Changes and Their Impact on Quality during the New Hui Chenpi Standard Storage Process". The key technology research and industrialization of comprehensive processing of characteristic citrus fruits has been selected for the Science and Technology Progress Award of Guangdong Province in 2022. In 2025, Xinhui Chenpi Village will be officially designated as the "Geographical Indication Product Exhibition Hall" and "Xinhui Chenpi Tasting Center" for Xinhui Chenpi and Xinhui Citrus. This not only reaffirms the benchmark position of Chenpi Village in the industry, but also demonstrates its exemplary role in industry standardization, digitization, and other fields.
（5） Activate regional linkage in the Chenpi Industry Center to assist in the construction of China's Chenpi Capital
Xinhui is located at the western gateway of the Guangdong Hong Kong Macao Greater Bay Area. In recent years, with the completion or upcoming opening of multiple national level transportation projects, its geographical advantages have been unprecedentedly amplified, providing solid support for the Xinhui tangerine peel industry to expand its market, improve logistics efficiency, and attract capital and talent injection. In order to fully utilize the geographical advantages of the region, the Chenpi Village Chenpi Industry Center project has a total construction area of over 220000 square meters and an investment of over 520 million yuan. Its strategic positioning is to build the largest Xinhui Chenpi industry cluster in the country, driving entrepreneurship with industry and supporting innovation with services, forming a source of technological and management innovation, empowering enterprise business value and high-quality development potential, and building a platform and bridge for brands and enterprises to communicate with various sectors. In the future, the center will simultaneously promote the construction of the "Chenpi Village Youth Entrepreneurship Platform", providing low threshold and stress free one-stop entrepreneurial empowerment services for young people who are willing to innovate and dare to pursue their dreams.
A piece of aged tangerine peel has been passed down for thousands of years, and leading enterprises take responsibility
Xinhui Chenpi Village firmly believes that only by adhering to the original intention of "genuine origin and vintage" and taking on the responsibility and commitment of a leading enterprise in the local characteristic industry, can this treasure carrying the wisdom of Chinese medicine and food be revitalized and reach thousands of households.
In the future, Xinhui Chenpi Village will take the strategic path of "platform empowerment, brand orientation, sector collaboration, and standard drive", based on Xinhui, expanding nationwide, and deepening international layout, always practicing the corporate mission of "making the world fall in love with Xinhui Chenpi", working together with partners and various sectors of society to seek breakthroughs in high-quality industrial development, further reflecting the social value of the platform, promoting local economic development, and jointly writing a wonderful chapter in the modernization of agriculture with Chinese characteristics in the new era.
(Text | Gong Shengli)
