黄河口大闸蟹爬上民众餐桌

Yellow River Estuary Hairy Crabs Climb to People's Dining Table

一提起大闸蟹，很多人都会想到阳澄湖。而近年来，黄河口大闸蟹开始“横行”到百姓餐桌上。裹挟着大量泥沙的滔滔黄河，在山东东营入海。这里长大的大闸蟹，享受着充足光照，喝着微盐度黄河水，吃着鲜美水草、小鱼虾和螺蛳，因此黄满膏嫩，吸引了一批忠实消费者。

When it comes to hairy crabs, many people think of Yangcheng Lake. In recent years, hairy crabs at the mouth of the Yellow River have begun to "run amok" on the dining tables of ordinary people. The surging Yellow River, carrying a large amount of sediment, enters the sea in Dongying, Shandong Province. Growing up here, hairy crabs enjoy sufficient light, drink slightly salty Yellow River water, eat delicious aquatic plants, small fish

“我们的客户遍布大江南北，东南亚也有不少客户，客服售后累计服务12余万客户。最让我印象深刻的是2021年的销售情况，我个人销售业绩就达到1000余万元。”东营市惠泽农业科技有限公司销售人员宋晶晶说，去年9月5日黄河口大闸蟹销售季开启，赶超其他品系螃蟹半个月时间；去年公司全年销售额突破5000万元，300万只大闸蟹被抢购一空。

"Our customers are all over the country, and there are also many customers in Southeast Asia. The customer service service has provided more than 120,000 customers." What impressed me most was the sales in 2021. My personal sales performance reached more than 10 million yuan. " Song Jingjing, a salesperson Dongying City Huize Agricultural Science and Technology Co., Ltd., said that on September 5 last year, the sales season of hairy crabs at the mouth of the Yellow River opened, catching up with other strains of crabs for half a month;

如今，南有“阳澄湖”，北有“黄河口”，“黄河口大闸蟹”的金字招牌越来越亮。近年来，东营市垦利区牢固树立“绿水青山就是金山银山”理念，深化培育“黄河口大闸蟹”区域特色优势产业，坚定不移走高质量发展之路，实行规模化养殖、标准化管理、品牌化运营，实现黄河口大闸蟹产业向价值链高端延伸。这个沿黄沿海盐碱地上的特色产业，正在为促进消费和推进乡村振兴助力。

Today, there is "Yangcheng Lake" in the south and "Yellow River Estuary" in the north, and the gold-lettered signboard of "Yellow River Estuary hairy crabs" is getting brighter and brighter. In recent years, Kenli District of Dongying City has firmly established the concept of "Green Water and Green Mountain is Jinshan Yinshan," deepened the cultivation of regional characteristic advantageous industries of "Yellow River Estuary hairy crabs," unswervingly followed the road of high-quality development, implemented large-scale breeding, standardized management and brand operation, and realized the extension of Yellow River Estuary hairy crab industry to the high end of the value chain. This characteristic industry on the coastal saline-alkali land along

实现“论个卖”

To achieve "on a sell"

垦利区从上世纪90年代初开始养殖大闸蟹。最初，养殖模式以一家一户粗放式养殖为主，主要投喂麸皮、豆粕、玉米等低值饵料。“那个时候养殖的成蟹规格小，经济效益低，平均亩产60斤左右，亩均效益1000元左右。”东营市垦利区海洋与渔业局局长李子军说。

Kenli District has been breeding hairy crabs since the early 1990s. At first, the breeding mode was dominated by extensive breeding of one household, mainly feeding bran, soybean meal, corn and other low-value baits. "At that time, the size of the adult crabs raised was small, and the economic benefit was low. The average yield per mu was about 60 jin, and the average benefit per mu was about 1000 yuan."

为推动黄河口大闸蟹产业健康发展，垦利区出台了《关于支持现代农业与旅游业融合发展的意见》，研究起草了《关于支持黄河口大闸蟹产业发展的意见》，坚定走规模化、标准化之路，引进了恒盛农业科技有限公司、惠泽农业科技有限公司两家龙头企业，还制定了黄河口大闸蟹养殖技术规程和质量标准，淘汰改造了传统粗养池塘，推广精细化养殖。2021年，垦利区黄河口大闸蟹精养面积达到5.2万亩。

In order to promote the healthy development of hairy crab industry in the Yellow River Estuary Kenli District issued Opinions on Supporting the Integrated Development of Modern Agriculture and Tourism, studied and drafted Opinions on Supporting the Development of Yellow River Estuary Hairy Crab Industry, firmly followed the road of scale and standardization, introduced two leading enterprises of Hengsheng Agricultural Science and Technology Co., Ltd. and Huize Agricultural Science and Technology Co., Ltd., and formulated the Yellow River Estuary The technical regulations and quality standards for hairy crab breeding have eliminated and transformed the traditional coarse breeding pond. Promote fine breeding.

“我们公司推广‘种草、投螺、稀放、混养’的生态健康养殖模式，辅以专用复合饲料，成蟹体肥膏黄、肉质鲜美，平均规格从原来的不到2两达到了现在的平均3.5两。”东营市惠泽农业科技有限公司董事长王新军告诉记者。

"Our company promotes the ecological and healthy breeding mode of 'planting grass, throwing snails, sparsely releasing and polyculture', supplemented by special compound feed. The mature crabs are fat and yellow, and the meat is delicious. The average specification has increased from less than 2 liang to 3.5 liang now."

目前，垦利区黄河口大闸蟹年产量达4468吨，标准化养殖基地大闸蟹亩产量超过200斤，亩均产值超过1万元，亩均效益达5000元以上。

At present, the annual output of hairy crabs at the Yellow River Estuary in Kenli District reaches 4468 tons, the yield of hairy crabs per mu in the standardized breeding base exceeds 200 jin,

“以前论斤称，现在论个卖，还不愁卖！不到秋风起、蟹脚痒，我们养殖的黄河口大闸蟹就已经订购非常火爆了。”王新军说，恒盛、惠泽两家公司目前已取得新加坡、马来西亚等4个国家和地区的出口资质，“黄河口大闸蟹在国内外市场都很受消费者欢迎，每年一到秋天，大家就期待着这一美味了”。

"In the past, I said by weight, but now I don't worry about selling! Before the autumn wind started and the crab legs were itchy, the Yellow River Estuary hairy crabs we raised were already very popular. " Wang Xinjun said that Hengsheng and Huize have obtained the export qualification of Singapore, Malaysia and other four countries and regions. "The hairy crabs at the mouth of the Yellow River are very popular with consumers at home and

在淘宝平台售卖黄河口大闸蟹的店铺，记者看到，10只2两至3两的螃蟹，售价基本在300元上下，而一款8只4两至5两的精品超大蟹礼盒，售价为1288元。有买家评价：“非常鲜活，口感鲜甜，还会回购。”

In Taobao platform selling Yellow River mouth hairy crab shop, The reporter saw, 10 only 2 liang to 3 liang crabs, The price is basically in 300 yuan around, And a 8 only 4 liang to 5 liang boutique super crab gift box, The price is 1288 yuan. Some

“很鲜美，吃着有种黄河水甜甜的味道，家人们很喜欢。每年中秋节前，我都要网购四五箱，除了自家人享用，还送给亲朋好友，已经安利了好几个朋友成为黄河口大闸蟹的‘铁粉儿’。”一直想来黄河口看看大闸蟹生长环境的天津消费者汪静静，不久前在黄河口大闸蟹产业研究院终于如愿以偿。

"It's very delicious, and the taste of Yellow River water is sweet, and the family likes it very much. " Every year before the Mid-Autumn Festival, I buy four or five boxes online. Besides enjoying them for my family, I also give them to my friends and relatives. Amway has already made several friends 'iron powder' of hairy crabs at the mouth of the Yellow River. " Wang Jingjing, a Tianjin consumer who has always wanted to see the growing environment of

好水育好蟹

good water breeds good crabs

黄河口的绝佳生态孕育了黄河口大闸蟹独特的品质和超高的营养价值——在大海中出生，在黄河水中长大，吃水草、吞鱼虾。

The excellent ecology of the Yellow River Estuary has bred the unique quality and high nutritional value of the Yellow River Estuary hairy crabs. They are born in the sea, grow up in the Yellow River water, eat aquatic plants, swallow fish and shrimp.

“优质大闸蟹的特点是青背、白肚、黄毛、金爪，这是自然的碱质湿地土壤所赋予的。”在恒盛农业大闸蟹养殖基地，东营市恒盛农业科技有限公司董事长李建辉介绍，3‰左右的淡盐度黄河水使大闸蟹更鲜甜，磷、锌等微量元素和必需的脂肪酸、游离氨基酸也很丰富。

"High-quality hairy crabs are characterized by green back, white belly, yellow hair and golden claws, which are endowed by natural alkaline wetland soil." In Hengsheng agricultural hairy crab breeding base Dongying City Hengsheng Agricultural Science and Technology Co., Ltd. Chairman Li Jianhui introduced, About 3 ‰ of the Yellow River water salinity makes hairy crabs more fresh and sweet,

“好水育好蟹，黄河口大闸蟹的招牌就是‘黄河水’。我们公司的生态养殖模式采取的是原位修复，通过渠道蓄水、边坡防渗、种植水草等措施，实现养殖尾水零排放和循环利用，单位用水量的效益能提高30%，在蟹池里就把水质问题解决了。”王新军说。

"Good water breeds good crabs. The signboard of hairy crabs at the mouth of the Yellow River is 'Yellow River'. The ecological breeding mode of our company adopts in-situ restoration. Through measures such as channel water storage, slope seepage control, planting aquatic plants, etc., zero discharge and recycling of breeding tail water can be realized. The benefit of unit water

除了黄河水，品种也是关键。垦利区投资2亿元建成了黄河口大闸蟹产业研究院，开展黄河口大闸蟹养殖技术攻关和产业发展研究。与山东省淡水渔业研究院、上海海洋大学等院校合作，引进黄河三角洲学者成永旭教授及各类专家人才10余人，组建科研团队，全面开展黄河口大闸蟹新品种选育。

In addition to the Yellow River, the variety is also the key. Kenli District invested 200 million yuan to build the Yellow River Estuary hairy crab industry research institute to carry out the Yellow River Estuary hairy crab breeding technology research and industrial development research. Cooperate with Shandong Province Freshwater Fisheries Research Institute, Shanghai Ocean University and other colleges and universities, introduce Professor Cheng Yongxu, a scholar from Yellow River Delta, and more than 10 experts of various kinds, set up a scientific research

为加强品质源头把控，垦利区将区块链溯源技术应用于大闸蟹生产全过程，涵盖从蟹苗培育、养殖到成蟹捕捞、销售各个环节，可跟踪和记录螃蟹从养殖到销售各个环节的生产数据、物流数据和产品状态信息，形成产品追溯数据仓库。

In order to strengthen the control of quality source, Kenli District applies blockchain traceability technology to the whole process of hairy crab production, covering all links from crab seedling cultivation and breeding to adult crab fishing and sales. It can track and record the production data,

“每个大闸蟹都有二维码‘身份证’，可以做到‘查有此蟹’，我们买得放心、吃得安心。”常年在“惠泽黄河口”微信公众号订购大闸蟹的北京顾客晴天这样留言。

"Each hairy crab has a two-dimensional code 'ID card', which can be done 'check this crab', so we can buy and eat at ease." Beijing customers who order hairy crabs on the WeChat public account of "Huize Yellow River Estuary" all the year round leave such a message on sunny days.

品牌正打响

The brand is on the rise

“以前由于没有自己的品牌，黄河口大闸蟹只能提供初级产品或采取反季节销售，效益很低。”李子军说。

"In the past, due to the lack of its own brand, the Yellow River Estuary hairy crabs could only provide primary products or adopt off-season sales, with very low benefits." Li Zijun said.

为扭转这一局面，垦利区加大品牌打造工作力度，在全国多地举办大闸蟹美食节、推介会、品鉴会等。与腾讯、凤岐茶社、亦禾传媒合作进行品牌塑造，与山东电视台综艺频道合作举办黄河口大闸蟹开捕节，与人民网合作制作互联网大型公益节目《为爱下厨》，在乌镇世界互联网大会上布展宣传，黄河口大闸蟹品牌影响力明显提升。

In order to reverse this situation Kenli District has strengthened its brand building efforts and held hairy crab food festivals, promotion meetings and tasting meetings in many parts of the country. Cooperate with Tencent, Fengqi Tea House and Yihe Media for brand building, cooperate with Shandong TV Variety Channel to hold Yellow River Estuary hairy crab catching festival, cooperate with People's Daily Online to produce large-scale Internet public welfare program "Cooking for Love," and arrange exhibition and publicity at Wuzhen World Internet Conference.

2008年，黄河口大闸蟹获中国农产品地理标志认证，近年来又入选“山东省十大渔业品牌”，品牌价值持续攀升，达26.12亿元，成为中国最具影响力水产品区域公用品牌之一。

In 2008, the Yellow River Estuary hairy crab was certified by the China Agricultural Product Geographical Indication Certification, and in recent years, it was selected into the "Top Ten Fishery Brands of Shandong Province."

在提升品牌及影响力的同时，黄河口大闸蟹销售模式也实现突破，采取线上线下相结合的模式。一方面，建设网红直播中心，定期开展电商直播培训，与京东、淘宝合作开展网上销售；另一方面，向大润发超市、中心城市经销商批发，与邮政系统合作，启动“黄河口大闸蟹进城”项目。目前，黄河口大闸蟹畅销北京、上海、天津、江苏、浙江和新疆等地。特别是黄河口大闸蟹较江苏蟹上市早，且品质高、规格大，成为中秋、国庆两节期间消费者合家欢聚、馈赠亲朋的优选。

At the same time of promoting the brand and influence, the sales mode of hairy crabs at the mouth of the Yellow River has also achieved breakthrough, adopting the mode of combining online and offline. On the one hand, build online celebrity live broadcasting center, regularly carry out e-commerce live broadcasting training, and cooperate with Jingdong and Taobao to carry out online sales; On the other hand, it distributed the products to RT-Mart supermarkets and dealers in central cities, and cooperated with the postal system to launch the project of "Yellow River Estuary Hairy Crabs Entering the City." At present, the Yellow River Estuary hairy crabs sell well in Beijing, Shanghai, Tianjin, Jiangsu, Zhejiang and Xinjiang. Especially, the hairy crabs at the mouth of the Yellow River came into the market earlier than those in Jiangsu Province, with high quality and large specification,

如今，黄河口大闸蟹不仅仅是一个产业，更成为垦利区的一张“金名片”。“垦利区正着力推动黄河口大闸蟹一二三产业融合发展，以黄河口大闸蟹产业园为依托，突破大闸蟹精深加工瓶颈，同时充分深挖蟹文化内涵，加强大闸蟹与民俗文化、地域文化、黄河文化的研究，讲好‘黄河故事’，集中打造集科研生产、旅游观光、休闲度假、种植养殖、科普教育、精深加工、物流配送于一体的产业综合体，推动大闸蟹产业高效发展。”东营市垦利区委副书记、区长解洪涛说。

Today, hairy crabs at the mouth of the Yellow River are not only an industry, but also a "golden business card" of Kenli District. "Kenli District is making great efforts to promote the integrated development of the Yellow River Estuary hairy crab industry. Relying on the Yellow River Estuary hairy crab industrial park, Kenli District has broken through the bottleneck of deep processing of hairy crabs. At the same time, Kenli District has fully explored the cultural connotation of hairy crabs, strengthened the research on hairy crabs and folk culture, regional culture and Yellow River culture, told the story of the Yellow River, and focused on building an industrial complex integrating scientific research and production, tourism, leisure and vacation, planting and breeding, popular science education, deep processing and logistics distribution. Promote the efficient development of hairy crab industry. "