Recently, the first direct-sales store of Chongming Rice Industry Group, located in Yishan Market in Xuhui District, successfully opened, creating a "highway" for Chongming's high-quality agricultural products to reach the citizens' dining tables.

As the name suggests, the vegetables, rice, and cakes from Chongming are the three main attractions of this direct-sales store. When you enter the store, a variety of vegetables catch the eye—Chongming fragrant crispy taro, Chongming golden melon, glutinous corn, fresh soybean... They are not large in quantity, fresh and crisp, and come with affordable prices and exquisite packaging, making them a favorite among local citizens. An entire wall is covered with Chongming rice, as well as derivative products such as rice wine and fermented rice. At present, the newly harvested Chongming rice of this year has been launched—packaged in exquisite round cans, each portion is 500 grams, and the "New Rice for the 2024 National Day" on the seal cover is very eye-catching. In the freezer on the other side, a variety of traditional Chongming cakes are dazzling, and they are "delicious whether steamed, fried, or boiled."

When it comes to taste, consumers have the most say. In the prepared food area of the store, free tasting services of Chongming cakes and Chongming fragrant crispy taro are being offered to citizens. Ms. Wu, who lives nearby, noticed the new store after shopping at the market and decided to take a look. Although she had already bought vegetables, she tasted a piece of Chongming cake at the recommendation of the store staff and immediately bought a whole one. This unexpected purchase is likely to bring sweet enjoyment to her and her family.

The new store has not been open for long, but it has already attracted a group of loyal "fans." "Give me two more cans of new rice," Mr. Yi said, expressing his high recognition of Chongming's fruits, vegetables, and rice. "Compared to general market products, the taste and flavor are a bit better." He has always been troubled by the fact that "Chongming is too far away, and it's a hassle to go there; it's not easy to buy authentic Chongming vegetables." Fortunately, this Chongming vegetables, rice, and cake direct-sales store has opened near his home. "I think it's very convenient. I've been here several times, and I've also joined their communication group to keep up with the new products that are on the market," Yi said.

In the hearts of Shanghai citizens, Chongming agricultural products have always had a good reputation; however, as Yi said, there are still limited channels to buy authentic Chongming vegetables. "Opening this store is to bring our good products to the citizens' doorstep and provide a trustworthy channel for everyone to buy Chongming agricultural products," said Chen Yaokun, the person in charge of Chongming Rice Industry Group. "We have also cooperated with the Ele.me platform to provide online shopping functions for citizens, meeting more citizens' needs, and making it very convenient from ordering to delivery."

In the direct-sales store, Chongming vegetables, rice, and cakes account for about one-third of the total area; the rest of the area sells products from brands such as Bright and Hualiang. "By cooperating with other brands to open stores, not only can we reduce operating costs, but we can also empower and promote each other, opening up a broader prospect," Chen said.

In order to continue to deliver Chongming's high-quality goods to the doorstep of Shanghai citizens, in recent years, relevant departments, towns, and a large number of operating entities in Chongming District have taken positive actions. They have come to the city's commercial areas and communities to hold a variety of promotion and flash market activities, opening flagship stores and life experience halls, and other physical stores, jointly promoting the continuous improvement of the "Chongming brand" reputation.

The first step has been taken steadily, which has greatly excited Chen and others. "Next, we will successively layout several direct-sales stores next to vegetable markets, and combine online delivery to basically cover the entire Xuhui District," Chen said. "Later on, we will consider expanding our business to lively communities in other districts of Shanghai, gradually allowing more citizens to enjoy the high-quality Chongming vegetables, rice, and cakes at their doorstep."