国际贸易农产品巧家区域文旅产品政府引导策划

巧家越夏草莓外贸产业以农业产业为基底、文旅资源为载体、民族文创为内核、跨境贸易为出口，走农、文、旅、贸四位一体融合发展路径，把高原鲜果、湿地风光、彝族非遗、库区山水转化为国际化竞争软实力，区别于国内单纯鲜果外销模式，形成文旅赋能外贸的独特发展优势。

生态文旅资源打底，构筑差异化产地文化叙事，提升辨识度

巧家坐拥马树3A级高原湿地、白鹤滩高峡平湖两大核心文旅地标，搭配1600-2100米冷凉高原生态草莓种植园，形成“湿地观光+湖滨康养+田园采摘”一体化文旅场景。每年夏季举办“莓好丰收，畅游马树”采摘文旅节，融合马树红毡非遗手工展示、彝族民俗歌舞、草莓美食市集，打造沉浸式产地体验场景，每年吸引上万游客实地打卡考察。面向海外采购商、跨境品牌商开放产地研学观光线路，客商实地游览种植基地、冻干加工车间、湿地景观，直观见证巧家草莓原生态种植、标准化加工全流程，以实景文旅体验建立海外客户信任，打破单纯线上图文宣传的文化隔阂。区别于普通草莓产区仅售卖果品，巧家依托山水文旅赋予产品完整产地故事，海外礼盒包装融入湿地梯田、高峡平湖手绘图案，让鲜果兼具自然生态价值与东方山水文旅内涵，在东南亚、中东礼品市场形成独有记忆点。

非遗文创深度嵌入产业链，实现文旅价值转化，拉高出口产品溢价

深度挖掘巧家本土彝族马树红毡非遗技艺，将民族手工艺与草莓外贸包装、衍生文创产品结合，构建三级文旅外贸包装体系。大宗边境批发采用简约生态包装，突出高原越夏生态文旅产地标签；东盟商超配套湿地风光中英双语礼盒，附带巧家湿地、草莓文旅宣传手册；面向新加坡、阿联酋高端礼赠市场，推出“草莓鲜果/冻干果干+手工红毡收纳包+彝族刺绣挂件”文旅文创套装，把单一生鲜升级为“高原鲜果+边疆民族文旅”复合型礼品。同步开发草莓主题文创伴手礼，草莓插画红毡小饰品、湿地风光果茶礼盒，依托文旅景区线下展销、海外独立站线上同步售卖，将文旅流量直接转化外贸订单，摆脱低端鲜果低价内卷，大幅提升产品出口附加值。

农文旅联动完善全产业链，夯实外贸稳定供货基础

文旅产业反哺农业基础设施升级，依托沪滇协作文旅配套资金，扩建标准化育苗基地、万吨气调冷库、全自动分选冻干加工厂房，完善种植、预冷、深加工、仓储全链条配套。采摘观光园同步配套分拣、预冷配套车间，实现旅游采摘鲜果与外贸出口果品统一标准化分级；真空冻干生产线兼顾文旅伴手礼加工与大宗外贸食材供货，冻干草莓、浓缩果汁既供景区文旅零售，也批量出口海外烘焙、滋补市场，形成“文旅零售稳现金流、大宗外贸拓市场”双向互补格局。依托昭通高速连通三大一类口岸，开通文旅观光+生鲜冷链一体化运输专线，观光客流、外贸货品同步分流，降低综合物流成本，保障全年鲜果、加工品稳定出海交付。

文旅IP拓宽多元外贸渠道，打通线上线下国际化传播路径

以“巧家高原湿地草莓”文旅IP为核心，布局多渠道海外传播与销售。线下依托东南亚文旅展会、中东农产品礼品博览会，展出草莓文旅文创礼盒、湿地产地风光展板；线上利用海外短视频平台投放马树湿地采摘、红毡非遗制作、草莓加工文旅短片，多语言讲述巧家农文旅融合故事，吸引海外经销商、跨境电商达人合作。叠加RCEP关税优惠、沪滇外贸扶持政策，针对文旅文创出口配套专项补贴，降低文创礼盒、伴手礼出口运营成本，持续拓展东盟、中东、港澳文旅礼品消费市场。

长远规划中，巧家将持续深化湿地、库区、非遗文旅资源与草莓产业融合，打造国际化草莓文旅产业IP，完善跨境文旅溯源体系，推动巧家越夏草莓从初级鲜果出口，升级为承载滇东北山水民族文化的特色文旅外贸产品。

English

Development Advantages of Off-Season StrawberryInternational Trade From the Perspective of Cultural and TourismIntegration

The export industry of off-season strawberries adopts anintegrated development model integrating agriculture, culture,tourism and cross-border trade, with agricultural industry as thefoundation, cultural tourism resources as the carrier, ethniccultural creativity as the core and cross-border trade as theoutlet. It transforms plateau fresh fruits, wetland scenery, Yiintangible cultural heritage and reservoir landscapes into softpower for international competition, forming unique strengths offoreign trade empowered by cultural tourism, different from thesimple fresh fruit export mode in China.

First, ecological cultural tourism resources lay a foundationfor differentiated origin cultural narration and enhanceinternational brand recognition.

owns two core cultural tourism landmarks: Mashu 3A-levelplateau wetland and Baihetan grand lake landscape, together withcool plateau strawberry orchards at an altitude of 1600-2100meters, forming an integrated cultural tourism scene of wetlandsightseeing, lakeside health preservation and pastoral picking.Every summer, the "Wonderful Strawberry Harvest, Tour Mashu"picking festival is held, integrating Mashu red felt handicraftexhibition, Yi folk songs and dances, and strawberry food marketsto create immersive origin experience, attracting tens of thousandsof tourists and overseas purchasers every year. Overseas merchantscan take research and sightseeing routes to visit planting bases,freeze-drying workshops and wetland landscapes, witnessing thewhole process of ecological planting and standardized processing onsite, and building trust beyond online promotion. Unlike ordinaryproducing areas only selling fruits, endows strawberrieswith complete origin stories relying on landscape resources. Giftboxes printed with wetland terraces and lake scenery make fruitscarry both ecological value and oriental landscape culture,creating exclusive brand memory in gift markets of ASEAN and theMiddle East.

Second, intangible cultural heritage is deeply embedded in theindustrial chain to convert cultural tourism value and raise exportpremium.

The local Yi Mashu red felt craft is integrated with strawberryforeign trade packages and derivative cultural products to build athree-tier cultural tourism packaging system. Simple eco-packagesare used for bulk border trade marked with plateau cultural tourismorigin labels; bilingual gift boxes with wetland landscapebrochures supply ASEAN supermarkets; premium cultural setscombining fresh/freeze-dried strawberries, hand-made red feltstorage bags and Yi embroidery pendants target high-end giftmarkets in Singapore and the UAE, upgrading single fresh fruitsinto compound gifts with plateau agriculture and border ethnicculture. Strawberry-themed cultural souvenirs such as red feltornaments and wetland fruit tea boxes are sold both in scenic spotsand overseas independent websites, converting cultural tourismpassenger flow into foreign trade orders and escaping low-pricecompetition of raw fruits.

Third, integrated agriculture, culture and tourism improves thefull industrial chain to guarantee stable foreign trade supply.

Cultural tourism boosts agricultural infrastructure upgrading.Supported by Shanghai-Yunnan paired assistance funds, standardizedseedling bases, ten-thousand-ton cold storage and automaticfreeze-drying workshops are expanded to complete the wholeindustrial chain of planting, pre-cooling and deep processing.Picking gardens are e with sorting and pre-cooling workshopsto unify grading standards for tourist picking fruits and exportfruits. Freeze-dried production lines supply both scenic retail andbulk overseas baking raw materials, realizing two-waycomplementation: cultural tourism retail stabilizes cash flow whilebulk foreign trade expands market coverage. Dedicated integratedcold chain lines connect three national first-class ports,realizing separated transportation of tourists and export goods tocut logistics costs and support year-round stable exportdelivery.

Fourth, cultural tourism IP diversifies foreign trade channelsand expands global online and offline communication paths.

Centered on the IP of " Plateau Wetland Strawberry",multiple overseas promotion and sales channels are developed.Offline, cultural tourism gift boxes and wetland landscape displaysare exhibited at agricultural expos in Southeast Asia and theMiddle East. Online, multilingual short videos about wetlandpicking, red felt craft and strawberry processing are released onoverseas social media to attract distributors and cross-borderinfluencers. Supported by RCEP tariff reduction and foreign tradesubsidies for cultural and creative products, export operationcosts are reduced to continuously expand cultural tourism giftmarkets covering ASEAN, the Middle East, Hong Kong and Macao.

In the long run, will further integrate wetland,reservoir and intangible cultural heritage resources with thestrawberry industry to build an international cultural tourism IP,improve cross-border traceability system, and upgrade off-season strawberries from primary fruit exports to benchmarkcultural tourism foreign trade products carrying landscape andethnic culture of Northeast Yunnan.