Tap the maximum value of an apple to consumers

Editor's note: the so-called unmarketable, or lack of market for green agricultural products, is not a simple problem of information asymmetry, nor is it a lack of demand or supply, but a deeper asymmetry of service capacity. China has the largest market and the most potential supply, but lacks the corresponding supply chain service capacity.

Selling peace of mind and feelings, Niucun Qingqing Apple has its own brand proposition and brand temperature, and has completely bid farewell to the history of waiting for people to come to collect it. Fruit growers are no longer shopkeepers who are in charge of planting or selling, but have become brokers who can still sell for a good price.

After Wu Zhuqin returned to Niucun from Beijing, three changes have taken place in the apple industry of one village and one product in the village: first, it has gradually abandoned the traditional practice of seeking production without quality, and moved towards the direction of quality; second, cooperatives have been set up, and everyone is no longer working separately to build cattle village apples; third, take the initiative to sell on the Internet and take private customized ways, instead of picking up the fruit when the fruit is ripe and so on.

Wu Zhuqin was born in Niu Village, Zhuangzi Township, Yuci District, Jinzhong City, Shanxi Province in 1984. Since graduating from Beijing Fashion Institute in 2007, he has been engaged in clothing design and sales in Beijing.

In 2013, Wu Zhuqin decided to go back to his hometown to start an apple because he missed the happiness of picking apples on his grandfather's back and sucking juice into his throat. After taking a detour for a period of time, Feng Xiaogang's film "Private customization" inspired her. Since then, her entrepreneurial life has injected innovative vitality and opened the way to the branding of Niu Village Apple.

1. Give consumers a reason to choose with quality

Niu Village is located in the loess hilly area, with a total arable land area of 3200 mu, fruit tree area of nearly 2780 mu, per capita fruit tree 4 mu, is a provincial "one village, one product" fruit tree professional village.

"Fruit growers are still diligent fruit growers, fruit trees are still 40-year-old fruit trees, apples are still as sweet and delicious as they were in childhood, and they continue the production mode of bowing their heads and the way people come to collect fruit. Millions of jin of apples can't be sold. I'm anxious." Recalling the beginning of returning to his hometown to start a business, Wu Zhuqin said.

In 2014, a pro-agricultural policy called the training of new-type professional farmers made Wu Zhuqin's sky particularly clear. "you can't start a business by relying on enthusiasm and capital. You still need professional knowledge. After the training, I understand that we have to find a reason for consumers to choose to eat our apples, and we also have to train a group of brokers who specialize in Niucun Apple."

Wu Zhuqin and her cooperative made a bold attempt to unify the management of inputs in the production process, and in strict accordance with the international "CERES" (Thrace Organic Certification) organic production standards, completely using farm manure, biological agents, and organic fertilizers; agricultural physics and biological control are the main pests and diseases.

As a result, the cooperative constructed a unique safe production technology of "bio-organic fertilizer fertilization-safe bagging technology-scientific and technological management-natural maturity", which effectively ensured the ecological green and nutritional health of apples. and named Qingqing apple bio-agricultural planting production technical service system.

The cooperative signed a contract with each farmer, defining the responsible managers and responsibilities of the fruit trees in each field, and perfecting the "quality and safety recall system" and the "responsibility traceability system", so that every apple from the field to the customer's hand. can find its growing plants and responsible managers.

Before the Spring Festival in 2015, "Niucun Qingqing Apple" was officially put on sale. During the Mid-Autumn Festival, Apple's online sales reached 10, 000 cases. During the double "National Day" warm winter campaign, Fuji Apple with a fruit diameter of 75 (mm) alone exceeded 11111 cases.

From selling quality to selling rest assured

Online sales do not solve all the problems of Niucun Apple. The jungle where Apple is sold is full of organic cards. How can Niucun Qingqing Apple stand out has become the threshold facing Wu Zhuqin.

"at that time, after watching Feng Xiaogang's movie, family love and so on could be customized. I wondered if private customization of fruit trees was also possible, but as a result, the response was very good."

Customers can order one or more varieties and charge 1180 yuan for one tree a year. For adopted fruit trees, an adoption agreement is signed between the adopters and members of the cooperative to obtain a "private customized card". Customers can name the fruit tree, do the LOGO, or write a message, all of which are printed on the custom card and hung on the fruit tree to become the "ID card" of the fruit tree. All customized fruit trees are uniformly managed by cooperatives, and fruit growers are responsible for the safety management of all stages of planting. Customizers can obtain the growth of fruit trees at any time through the Internet, and can participate in fruit tree production and management activities at any time. 200 jin of high-quality fruit can also be obtained in autumn to ensure that customizers can see the trees and pick the fruit.

"this year, we have more than 1000 fruit trees customized by customers from Shenzhen, Chongqing, Guangzhou and other parts of the country."

As far as farmers are concerned, apples originally worth 2 yuan per jin have been doubled to 6 yuan after private customization, and pre-sale can also enable farmers to stop paying for agricultural materials; as far as consumers are concerned, high-quality apples worth 10 yuan per jin only need to pay 6 yuan. And you can rest assured.

Later, Wu Zhuqin summed up his innovative model, said, "the core element of success is that we live broadcast to consumers' rest assured', has risen from selling quality to selling rest assured."

"Fruit growers are no longer shopkeepers who are in charge of planting and selling, but have become brokers who can still sell for a good price."

From selling peace of mind to emotional transmission

On July 12, Wu Zhuqin received a private order for Qingqing Apple from Jinzhong Bank for high-quality customers.

This is her first big order to promote private customization to emotional transmission this year. The apple on every tree has the corporate logo of Jinzhong Bank, which means that her privately customized Qingqing Apple has become the image ambassador of Jinzhong Bank, no longer just to convey quality and rest assured, but also to convey emotion and image.

She is marketing the idea to some pension institutions at the same time, trying to refine the private customization into a filial piety card.

The private customization activities carried out by cooperatives also include ecological fruit tree adoption activities and holiday apple gift box ordering and so on.

All these are an important part of Wuzhuqin's new marketing model of "agricultural tourism interaction". She named the apple orchard in Niu Village Qingqing Farm.

During the weekend rest, adopters can bring their relatives and friends to Qingqing Farm for leisure, feel the pastoral atmosphere, cultivate, manage, pick and taste the fruits of their labor, and enjoy the orchard scenery of "picking wild flowers by the fence." inadvertently saw the orchard scenery of Nanshan.

"being next to trees and being friends with Tian is a way for urbanites to get close to nature and return to nature. At the same time, as a value-added service we give to subscribers, it has also become a means for us to increase the experience of consumers. In their sense of value for money, we will naturally improve the recognition and reputation of Apple and boost our sales. " Wu Zhuqin said.

As a result, relying on the concept of continuous innovation, Niucun Qingqing Apple, as a brand of "one village, one product", not only has its own brand proposition, but also has the temperature of the brand, from selling rest assured to selling feelings. Completely bid farewell to the history of sitting at home waiting for people to collect apples, and went to the brand road of transmitting value with apples.

Consumer experience is the starting point of brand

From the "live broadcast" of Apple's growth process to consumers to use private customization to change Apple production from "his production" to "our production". Niucun Qingqing Apple brand road can give us at least two inspirations:

First of all, the strength of the brand is to win the competition. Brand represents a concept of differentiation, and this differentiation is related to the needs of consumers. In the buyer's mind, Niucun Qingqing Apple fully meets all consumers' demands for peace of mind through the monitoring link of private customization, from flowering, fruit to maturity.

Then compared with other apples that also sell confidence, Qingqing Apple's reassurance is more persuasive and competitive. This means that the feeling of "it is a cow village apple" wins another feeling when it comes to eating apples.

Secondly, innovation is the wing of the brand. As a kind of enjoyment on the tip of the tongue, the experience of agricultural products is an object feeling full of subjective feelings. Niucun Apple discovered the experience needs of consumers and turned fruit trees into consumers'"exclusive" ownership through private customization and listing. This feeling grafting has been completed, allowing consumers to have the most delicious emotional resonance of my apple, imperceptibly influencing the exclusive concept of the brand. Let your brand have temperature and attitude, at this time, Apple will convey not only quality, but brand value, which is no longer based on price, but also contains irrational factors such as emotion.

Based on this innovation, Niucun Apple's brand positioning and value extension are more clearly visible. These two points also inspire us that consumer experience is the starting point of the brand, the quality of agricultural products can not only be emphasized from the physical and technical level, consumers feel at home experience is the origin of brand design and creation.