Over the past two years, the economic situation at home and abroad has been complex. For the edible mushroom industry, the challenges are very concrete: production capacity has been built, but orders are not stable enough; mushrooms are grown, but profits cannot be retained; wanting to process, yet unclear about customer demands; wanting to go global, yet lacking suitable partners. Local governments are eager to attract investment, and enterprises are searching for development opportunities, but both sides may not always align.

Focusing quietly on one's own business is important. However, markets and customers have changed, and some answers can only be found by stepping outside.

The biggest change in Xiamen this year is bringing together production, processing, scientific research, equipment, markets, and domestic and international partners around these issues. We aim to help everyone connect, discuss concrete matters, and keep moving forward after returning.

To this end, we have focused on preparing five major initiatives.

1. Listen to consumers' true voices and rethink how mushrooms are sold.

On the morning of September 20, after the opening ceremony, the China Chamber of Commerce of Import and Export of Foodstuffs, Native Produce and Animal By-Products (CFNA) and Sylvan plan to release the China Button Mushroom Consumer Insights Report.

We have studied how to grow for years, yet rarely seriously asked consumers: why they buy or do not buy, what they like and what they worry about.

Before spending money on products, brands, and promotion, businesses need to know where the money should go. We hope this report helps everyone see the market more clearly and avoid detours.

2. Make concrete plans for China's specialty mushrooms going global.

Overseas peers come to China looking for products, spawn, raw materials, equipment, technology, and talent. Chinese enterprises have capability and good products, but also need to understand overseas markets and find reliable partners.

This year, special sessions for industry overseas expansion are arranged. Leveraging the strengths of a national import and export chamber, both sides can face-to-face discuss demands and conditions to see what business can be done and what cooperation is worth advancing.

3. Let mushroom growers hear what food, catering, and channel professionals have to say.

How do mushrooms enter food factories and catering supply chains? How to make products that consumers are willing to repurchase repeatedly?

The integration of edible/medicinal mushrooms with the large food industry is a key focus this year. A truthful remark from a customer is sometimes more useful than our own contemplation for a long time. We hope everyone finds directions for product improvement and new business opportunities.

4. Align local investment promotion and enterprise investment around real projects.

What conditions do local regions have, and what enterprises are they lacking? What do enterprises need, who will operate, and to whom will products be sold?

We invite major production regions to bring projects and enterprises to bring demands. We will review, contact, and screen matching objects in advance to discuss specific matters on-site and continue promoting information exchange, inspections, and cooperation afterward.

Helping regions find suitable enterprises and enterprises find suitable places for development is what we sincerely want to achieve well.

5. In China, networking is primary productivity. Come to Xiamen to catch up with old friends and make new ones.

Having worked in this industry for so many years, I have a deep realization: when encountering problems, finding someone who is knowledgeable, trustworthy, and willing to brainstorm together is truly vital.

Old friends sit down and share changes over the past year; new friends meet and learn what each other is doing and needing. Many collaborations start from a single meeting, a meal, and a serious conversation.

The Dutch Mushroom Days is a familiar communication platform for international peers, and we have also strived to make Xiamen an important gathering place for edible mushroom professionals worldwide. We hope that whenever you think of it, you know you can meet peers, understand changes, and find cooperation opportunities.

This year, three domestic companies are exhibiting mushroom-harvesting robots. To what extent have robots developed? Which varieties and production conditions are they suitable for? What are efficiency and costs like? It is worth visiting the site to ask enterprises in person.

Academician Li Yu will participate throughout, local governments like Jilin are actively organizing delegations, Sylvan's team is coming to Xiamen, and domestic and international peers are successively arranging their trips.

Since it is rare for everyone to gather, you are warmly welcomed to join us. Listen to different perspectives, see what domestic and international peers are doing, and let more people know you.

By the way: my team and I have been intensively studying AI for half a year, and we are figuring out how to rebuild the edible and medicinal mushroom industry with AI, starting from the problems everyone needs solved most.

This year's Xiamen event is destined to be different from previous years.

Edible mushroom peers nationwide, let's meet in Xiamen! Old friends and new friends, we sincerely look forward to seeing you.