【编者按】
在广袤的中国乡土上，一场深刻的变革正悄然发生。乡村振兴的浪潮中，涌现出一批视野开阔、锐意创新的“新农人”——他们或是归国学子，或是电商弄潮儿，或是科技践行者。他们深深扎根于田野，以全球化的商业思维重绘农业图景，让山东的绳网、果蔬、大棚技术等特色产品跨越山海，走向世界。
国际传播系列报道《我们村的CEO》，聚焦山东几位乡村创业者的奋斗故事。他们用行动证明，乡土不仅是根脉所系，更是梦想破土而出的沃土；他们以创新思维和拥抱时代变化的能力，为乡村振兴注入澎湃活力，也向世界讲述着中国乡村充满机遇的新故事。敬请关注，感受这股来自田野的蓬勃力量。
【Editor's Note】
Across China's vast countryside, a profound transformation is unfolding. Amidst the tide of rural revitalization, a new generation of agricultural pioneers has emerged. They are returnees, e-commerce innovators, and tech practitioners who root themselves in the fields. With global vision, they are reshaping agriculture, taking Shandong's specialty products—ropes and nets, fruits and vegetables, greenhouse technologies—global.
The international reporting series "The CEOs from Our Village" spotlights the endeavors of rural entrepreneurs in Shandong. They prove that the countryside is not only their heritage but fertile ground where dreams take root. With innovative thinking and adaptability, they inject new vitality into rural revitalization, telling the world a story of opportunity unfolding in China's villages. Stay tuned to witness this dynamic force rising from the fields.
从伦敦的繁华街头到平阴的玫瑰田间，留洋归来的王哲，用-41℃冻干技术，让传承千年的平阴玫瑰绽放新生。这位土生土长的平阴人，带着对家乡玫瑰的深厚情感，投身到玫瑰产业的转型升级中。
“当时整个平阴玫瑰发展的情况是以大货为主，以原料为主，没有去做品牌，附加值非常低。”2018年，山东华玫生物科技有限公司董事长王哲清楚地看到了产业发展的瓶颈。尽管平阴玫瑰有着1300多年的种植历史，重瓣红玫瑰是唯一被官方认可的药食同源玫瑰品种，但其市场价值远未得到充分发掘。
面临着来自保加利亚、法国等传统玫瑰强国的竞争，王哲发现平阴玫瑰在种植规模、香气品质和生产技术等方面都不逊色，缺的只是品牌和好的产品。
从-41℃到“杯子里的春暖花开”
创业初期，王哲的团队就决心走差异化路线。他们瞄准了冻干技术这一突破口，试图改变传统玫瑰花茶的加工方式。在-41℃的超低温真空环境中，花瓣薄而娇嫩的平阴重瓣红玫瑰极易破碎，冻干成功率极低。两年间，他们进行了上千次实验，耗用二十多吨鲜花，最终掌握了超低温真空冻干锁鲜技术，成为国内首家将该技术应用于玫瑰花茶的企业。这项技术让花茶保留鲜花形态与香气，黄酮、花青素、维生素C等营养成分也显著高于传统烘干产品，他们称之为“杯子里的春暖花开”。
在行业内缺乏品牌化先例的情况下，王哲坚持走品牌发展路线。“其实在整个创业初期，我们做品牌是非常困难的”，但他们坚持“产品先行”的策略，通过线上大量赠送产品，让消费者先体验品质。这份坚持终于获得回报，在2024年“双11”活动期间，他们的品牌“花养花”荣登天猫花草茶店铺销售榜第一名。华玫也赶上了电商直播的红利，最多的时候1分钟就可以卖出二三十万盒花茶。
王哲和团队还不断延长产品线，推出玫瑰花饼、玫瑰冰酒、玫瑰面膜、玫瑰精油等新产品，还有拥有专利技术的玫瑰纤维丝巾，用手一搓，丝巾就能散发出淡淡的玫瑰香气。
每朵玫瑰都有专属“身份证”
他深知，要让品牌立得住，必须建立一套看得见的品质保障体系。“每一个产品背后都有一个二维码，这就是我们产品的‘身份证’。”王哲介绍道。消费者收到产品后，只需简单扫码，即可获取完整的产品信息、检测报告、认证报告等资料，甚至还能追溯至产品原料的具体来源——某一块地，甚至是某一个农户家。这套一物一码的溯源系统，极大地增强了消费者的使用体验，让用户在品尝花茶时更加放心、安心。
技术突破背后，是共赢模式的构建。王哲推动企业采用“农户+合作社”的方式，目前已与1000多户农户合作。通过完善的溯源体系，既保证了原料质量，也帮助花农提升了收入。“农民的收入也跟着增长，他们每亩地的产值也是从三四千元增加到了七八千元。”
让世界爱上平阴玫瑰
对于未来，王哲有着更远大的目标。他们不仅积极参与国际高端展会与评选，有效提升了平阴玫瑰的知名度，他们的原料和产品还获得了欧盟质量体系认证。王哲介绍：“接下来，我们也会努力地把我们的平阴玫瑰推向整个欧美市场。”目前，他们已与法国、美国等国家的客户形成初步合作，以平阴玫瑰为原料，为国际知名饮料公司提升产品风味。
“让世界爱上平阴玫瑰”不仅是一句口号，更是代代玫瑰人的梦想传承——在现代科技的加持下，千年玫瑰正香飘世界，让小城因花而名，让农民因花增收。
From the bustling streets of London to the rose fields of his native Pingyin, Wang Zhe has returned from overseas studies to revitalize the millennium-old Pingyin rose through innovative -41°C freeze-drying technology. As a local deeply connected to his hometown's rose flowers, he has committed himself to transforming and upgrading the rose industry.
"Back then, the Pingyin rose industry primarily focused on bulk commodities and raw materials," recalled Wang Zhe, Chairman of Shandong Huamei Biotechnology Co., Ltd., in 2018. "There was no brand development, and the added value was extremely limited." He clearly recognized the industry's bottlenecks. Despite Pingyin roses' 1,300-year cultivation history and its unique status as the only officially certified dual-purpose rose for both medicinal and culinary use, the flower's market potential remained largely untapped.
While facing competition from traditional rose powerhouses like Bulgaria and France, Wang Zhe discovered that Pingyin roses measured up favorably in cultivation scale, fragrance quality, and production technology. The real gap lay in brand development and innovative products.
From -41°C to "Spring Bloomingin a Cup"
From the venture's inception, Wang Zhe's team pursued a differentiated strategy. They targeted freeze-drying technology as their breakthrough point, aiming to revolutionize traditional rose tea processing. In the -41°C ultra-low temperature vacuum environment, the delicate, thin petals of Pingyin roses proved extremely fragile, resulting in minimal success rates for freeze-drying. Through two years of persistent effort, involving thousands of experiments and over twenty tons of fresh flowers, they finally mastered the ultra-low temperature vacuum freeze-drying technology. Becoming China's first enterprise to apply this technology to rose tea production, they achieved a product that preserves both the flower's natural form and fragrance, while significantly elevating levels of flavonoids, anthocyanins, and vitamin C compared to traditional drying methods. They poetically describe this achievement as "spring blooming in a cup."
With few branding precedents, Wang Zhe remained steadfast in his brand development strategy. "The initial phase of brand building was particularly challenging," he admitted. However, they maintained their "product-first" approach, distributing large quantities of samples online to let consumers experience the quality directly. Their persistence ultimately paid off during the 2024 Double Eleven shopping festival, when their brand "Flower to Floral" ranked first among floral and herbal tea stores on Tmall. Capitalizing on the e-commerce live streaming trend, Huamei achieved remarkable sales peaks of 200,000-300,000 boxes per minute.
Wang Zhe and his team continuously expanded their product range, introducing rose cakes, rose ice wine, rose face masks, rose essential oil, and even a patented rose fiber scarf that releases a subtle rose fragrance when gently rubbed.
Every Rose has Its Own "Digital ID"
Wang Zhe understood that building a lasting brand required establishing a transparent quality assurance system. "Each product carries a QR code - essentially its digital ID," he explained. Consumers can simply scan the code to access comprehensive product information, inspection reports, certifications, and even trace the raw materials back to specific plots of land or individual farmers. This item-specific traceability system significantly enhances consumer confidence and experience.
Behind these technological breakthroughs lies a carefully constructed win-win business model. Wang Zhe pioneered a "farmer + cooperative" system that now collaborates with over 1,000 farming households. The comprehensive traceability system not only ensures raw material quality but has also helped farmers increase their income from 3,000-4,000 yuan to 7,000-8,000 yuan per mu.
Let the World Fall in Love with Pingyin Roses
Looking ahead, Wang Zhe has even more ambitious goals. They are not only actively participating in international high-end exhibitions and awards, which has significantly enhanced the reputation of Pingyin Rose, but their raw materials and products have also obtained the EU quality system certification. Wang Zhe shared, "Next, we will strive to promote our Pingyin Rose throughout the European and American markets. "Currently, they have established initial collaborations with clients in countries such as France and the United States, using Pingyin Rose as a raw material to enhance the product flavor for internationally renowned beverage companies.
"Let the world fall in love with Pingyin roses" represents more than just a slogan—it embodies a dream passed down through generations of rose cultivators. Now, supported by modern technology, this thousand-year-old flower is truly spreading its fragrance worldwide, bringing renown to a small county and prosperity to its local farmers.
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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