Where should Chu Orange go when he grows up to be independent?

Originally at this time, I should have lived together with the original life, brought the small partners of Xinnongtang to visit Chu Lao in Ailao Mountain, Yunnan Province, and held the activity of "Apprenticeship Chu Orange" under the eyes of various media in the country.

However, a few days before the event, my colleagues who originally lived told me that the event was cancelled because Chu Lao was ill... But after a few days, I saw the launch ceremony of Chu Cheng Manor in the circle of friends, and Chu Lao was in high spirits.

You may think, hall master, am I going to complain that life has lied to me? No, otherwise this article would have been called "The Original of the Lost Appointment." Because the logic behind this matter was far from simple.

Chu Cheng has grown up.

On the day of November 11 this year, in the flagship store of Tiantian Orchard, Chu orange 79 yuan/box, a box of 8 jin, sold more than 20,000 boxes in total, converted into weight, just 80 tons of oranges. The 80 tons of oranges are basically the same as the amount of goods that would have been obtained from Chu Lao this year. (Not considering orange grading)

This is only a day's volume, and this year's sales of Chu orange channels far more than the original life and every day orchard. (You go search Tmall, 42 stores)

Regardless of Chu Cheng's production this year, when an ordinary orange orchard needed to be built to welcome visitors from all directions, perhaps this was not Old Chu's intention, but it could not change the fact that Chu Cheng was not selling enough. Everyone competes for it, but life is getting farther and farther away from the center of Chu Orange Dance.

I think this is the reason why life was unwilling to put all its eggs in one basket this year and put media power into Chu Cheng project! For the original life of this lonely hero, it seems that the child has grown up!

Chu Lao's oranges have been planted for more than ten years, and the history of "Chu Orange" is only two years. Think of two years ago, when Chu orange was still an orange, it was cramped at the end of Yunnan, and the selling price was the same as that of ordinary oranges; now it has become a rare commodity, and there are more and more sales channels. As the operator of this project_originally living, but gradually fading out of the protagonist, I think it is mixed feelings.

Helpless, originally life signed is "the first authorization", not "exclusive authorization", a word difference, a few thousand miles away.

Someone advised Ben to live, don't be depressed, others are always Chu Cheng's father, genes are there, you, even if you are Chu Cheng's mother, the child raised, after all, will have to start a family, can not guard the mother to live. As long as they were grateful, it would be fine. (I didn't expect that a dog-blood family ethics drama like a child who was orphaned since childhood and returned to his parents after being raised by others would actually happen in the agricultural industry!)

That's the logic! Chu Cheng's battle made Old Chu himself, but in fact, it also made him live in the field of fresh e-commerce. Therefore, they have recently shouted the slogan of "looking for a Chu orange", and the genes of "building Chu orange brand assets" can all be in their original lives! The traffic entrance is gone, so let's get another one.

The current situation of the industry behind embarrassment

Although China's agricultural products are extremely rich, there is no brand, producers have land and products, but no brand assets. The brands we usually say are more regional public brands, such as West Lake Longjing. Because it is public land, not private property, fishing in troubled waters often occurs. The existing detection level and integrity status quo make the cost of fraud extremely low. For example, more than 99% of the tea sold in the market does not know where it comes from, who planted it, and who fried it. Therefore, how to ensure that the old farmers do not mix some fakes into it?

The old saying goes,"Those who have eternal life have perseverance." Emerging brands such as local folk and vijdani have come up with a new way: to let producers own brand equity. They call producers farming artists and put their own pictures on them, making the integrity of producers the last line of defense against counterfeiting. If you don't involve yourself in other people's affairs, you have to maintain your own reputation.

As soon as he did so, the embarrassment of living with Chu Cheng came! When the child grew up, he wanted to be independent. The party that had originally established brand assets seemed to have become weak at this moment. It seemed that everything he had done before had been done in vain and had nothing to do with him.

Is there anything wrong with helping producers own brand equity?

History tells us that when something is not understood now, we should take a long time to see it. What should be the supply and consumers of agricultural products in 50 years? Take a wild guess: farms go directly to consumers, with no merchants in between. At that time, every producer will have its own brand and fixed consumers. After all, the Internet can break through channels, but it cannot break through planting production.

Therefore, it is absolutely right for producers to own brand assets, and it is also the most cost-effective constraint under realistic conditions.

So how do you ensure that the creators of brand equity share the benefits?

Agriculture itself has a certain public welfare, but commerce must follow the principles of commerce. I think I would have lived in the process of "looking for the next Chu orange", and I would have thought about whether to participate in the upstream base or the possibility of holding shares in brand assets. After all, selling goods makes profits, and agriculture still has a lot of value-added bonus space.

In the short term,"brand marketing and membership" is the core asset of an agricultural enterprise, especially as an Internet agricultural enterprise, it can be complacent and say how many users I have; but in the long run, the supply chain is the core asset of an agricultural enterprise, which is irreplaceable, because land and environmental resources are scarce. Fresh e-commerce is not good, and an enterprise in dealing with these two contradictions at the same time has a relationship.

In the end, he could only learn from Fatty Luo's wave theory.

He said that the Internet age was not suitable for building towers, but for making waves. Wave, you are impossible to have, what you have is the potential energy and inheritance of waves. I think so, especially want to sing a song, called-"sister you boldly go forward ah, Mo Hui girl ~".