你最多愿意花多少钱买一颗苹果？2023年，龙口市南村果园果业有限公司董事长邵刚花668万元买下了一颗“黄苹果”的开发使用权，这种黄色苹果新品种“烟金蜜”，也成为烟台第一个成功实现转让开发的自主选育苹果新品种。邵刚为何愿意花这么多钱买下“烟金蜜”，这与他做世界一流苹果的梦想有关。
1999年，退役后选择创业的邵刚在上海考察市场，他惊讶地发现：20元一斤的高端进口苹果被抢空，2元一斤的国产苹果乏人问津，“同样是苹果，差距凭什么这么大？”返乡后，邵刚立志种出品质卓越、能代表中国苹果顶尖水准的优质果实。
为此，邵刚定下“三个十年”的目标：第一个十年，创建一个品牌；第二个十年，做中国一流品牌；第三个十年，做世界一流品牌。2001年，邵刚注册了“D.D.D”商标，取自Diamond（钻石）、Distinctive（与众不同的）、Delicious（美味的）三个单词的首字母，寓意做最高等级的，与众不同的美味。
邵刚首先瞄准的是高端全红果市场，他在蓬莱龙山店一带，从2000年起采用“你种苹果，我送有机肥”的方式，鼓励果农种植高端全红苹果，并承诺一收到底，“市场降价我不降，市场涨价我也跟着涨。”随着一年年承诺的兑现，南村果园打开了全红苹果市场，蓬莱也成为全国种植面积较大的高端全红苹果产区。
历经十多年的品种优选、试栽观察，邵刚选育出新品种“紫弘”，于2015年通过新品种审定并进行品种权申请，2018年由农业农村部授予植物新品种权证书。2015年，“D.D.D”品牌被评选为“2015中国十大苹果品牌”之一，公司同时入围“2015中国果业百强品牌企业”。
为实现苹果的商品标准化，2014年他不顾质疑，投入400多万元从法国引进了世界级水准的智能分选系统。设备运行后外表瑕疵分选的精确度仅90%左右，未达预期。面对法国工程师的轻蔑，邵刚倔劲上来，亲自钻研，最终发现了软件的逻辑性错误，使精确度提升至近100%。这场“技术较劲”不仅赢得外方尊重，更坚定了他做世界一流苹果的使命感。
邵刚带领南村果园基本实现了前两个十年的目标，但对于第三个十年目标，邵刚认为还需要一个拥有自主知识产权的高端新品种。纵观国内苹果市场，国外品种仍占主导地位，从日本的“富士”“维纳斯”到新西兰的“爱妃”，他们几乎定义了中国消费者的味觉记忆。这使得中国的苹果在出口时难以摆脱同质化竞争，因缺乏自有优质品种而丧失了市场话语权。直到2017年，邵刚在烟台农科院组织的苹果新品种观摩会上尝到了“烟金蜜”，他认定这颗黄苹果能成为破局的关键。
“烟金蜜”外表油亮、金黄，像蜜蜡一样，“贵族”气质与生俱来，其口感极具层次，入口是纯粹明快的甜，细品之后，一缕清爽的果酸悄然浮现，酸甜交融的独特风味，让邵刚认定这就是他的“梦中情果”。
邵刚认为，传统的新品种开发深陷“种苗炒作、无序开发”的死循环。他计划为“烟金蜜”探索一条新路，即通过“公司+合作社+农户”的产业联合体模式，对其种植、品质、品牌和销售进行统一管理，构建一个完整的闭环产业链。
从668万元买下一颗苹果，到布局整个产业链，邵刚的目标始终明确：推动“烟金蜜”作为民族品牌走向世界，助力中国苹果站上全球苹果产业的顶峰。
What's the most you'd pay for a single apple? In 2023, Shao Gang, Chairman of Longkou Nancun Orchard Fruit Co., Ltd., spent 6.68 million yuan to acquire the development and usage rights for a single "yellow apple." This new yellow variety, named "Yanjinmi", also became the first independently bred apple variety in Yantai to be successfully commercialized through a rights transfer. Why was Shao Gang willing to pay such a high price for "Yanjinmi"? It's deeply connected to his dream of producing world-class apples.
In 1999, after leaving the military, Shao Gang was exploring business opportunities and conducting market research in Shanghai. There, he made a surprising discovery: high-end imported apples priced at 20 yuan per jin were selling out rapidly, while domestic apples at 2 yuan per jin struggled to find buyers. "They are both apples," he recalled thinking, "why such a huge gap?" This experience solidified his resolve upon returning home: he would grow exceptional, high-quality fruit that could represent the pinnacle of Chinese apples.
To that end, Shao Gang set a "Three Decade" vision: his first decade was dedicated to building a brand. His second decade focused on making it a top-tier apple brand in China. And his third decade is aimed at making it a world-class brand. In 2001, he registered the "D.D.D" trademark. The acronym derives from the first letters of three English words: Diamond, Distinctive, and Delicious, symbolizing his commitment to producing the highest grade, distinctive, and delicious apples.
Shao Gang initially targeted the premium full-red apple market. Starting around 2000 in the Penglai Longshandian area, he incentivized local farmers by providing free organic fertilizer and a crucial promise: he would buy all their output, his prices would not drop even if the market did, and he would match any market price increases. As he honored these commitments year after year, Nancun Orchard successfully carved out a share in the full-red apple market, and Penglai grew into a major growing region in China for premium full-red apple production.
After over a decade of selective breeding and trial cultivation, Shao Gang developed a new variety called "Zihong". It passed the new variety appraisal in 2015, had its plant breeder's rights applied for, and was officially granted a new plant variety rights certificate by the Ministry of Agriculture and Rural Affairs in 2018. The "D.D.D" brand was selected as one of "China's Top Ten Apple Brands" in 2015, and the company was simultaneously listed among the "Top 100 Brand Enterprises in China's Fruit Industry."
Driven by his goal of achieving product standardization for apples, Shao Gang made a controversial decision in 2014, investing over 4 million yuan to import a world-class intelligent sorting system from France. Initially, the system's defect detection accuracy was only around 90%, falling short of expectations. Faced with the disdain of the French engineers, Shao Gang's stubborn determination kicked in. He delved into the problem himself and ultimately identified a logical error in the software, boosting the accuracy to nearly 100%. This "technical battle" not only earned the respect of the foreign suppliers but also reinforced his sense of mission to produce world-class apples.
Having largely achieved the goals of his first two decades, Shao Gang believed that reaching his third-decade ambition required a new, high-end variety with independent intellectual property rights. Observing the domestic apple market, he saw that foreign varieties like Japan's "Fuji" and "Venus", or New Zealand's "Envy", still dominated, having largely shaped Chinese consumers' perception of apple taste. This lack of proprietary premium varieties left Chinese apple exports trapped in homogeneous competition with little market influence. That changed in 2017 when Shao Gang tasted "Yanjinmi" at a new apple variety observation event organized by the Yantai Academy of Agricultural Sciences. He knew instantly that this yellow apple held the key to breaking the mold.
"Yanjinmi" has a glossy, golden-yellow skin, reminiscent of beeswax, giving it an innate "noble" quality. Its flavor is complex: it starts with a pure, bright sweetness, followed by a subtle, refreshing tartness that emerges upon closer tasting. This unique sweet-and-sour blend convinced Shao Gang he had found his "dream apple."
Shao Gang believes traditional new variety development is stuck in a cycle of "speculating on saplings and disorderly expansion." For "Yanjinmi", he plans to pioneer a new path by establishing an industrial alliance model (company + cooperative + farmers) to uniformly manage its cultivation, quality, branding, and sales, thereby building a complete, closed-loop industrial chain.
From spending 6.68 million yuan on a single apple to building an entire industry chain around it, Shao Gang's objective has never wavered: to propel "Yanjinmi" onto the global stage as a national brand and contribute to placing Chinese apples at the summit of the world's apple industry.
无限工作室&看台工作室联合出品
策划：魏鹏 尹海洋 辛然 王春雷
统筹：武玮佳 马洪震
美术设计：王春雷 刘广岩
视频监制：张一帆
采访、翻译：杨晓
文案：马洪震 武玮佳
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