Winter jujube, this cake in the industry said small, big or small, after more than 30 years, there is still no brand. Today, China's fruit industry oligopoly secession trend has gradually emerged! With the strength of oligarchy, there is the birth of the brand gene!
Goose jujube! This "unprecedented" brand in the winter jujube industry, its birth will bring China's winter jujube industry what kind of changes and opportunities? As the creation of goose jujube brand participants, listen to Guo Chenglin teacher how to say......
(Guo Chenglin, fruit marketing expert and goose jujube brand case writer)
Category strategy: The most suitable brand strategy model for fruit industry
Mr. Guo has been studying the fruit industry for more than four years, and he has a unique idea about the creation of fruit brands. He believes that every industry has its particularity. The fruit industry has experienced years of development, and there must be an optimal strategy, which is determined by the particularity of the industry.
For example, the specialty of liquor industry lies in the unique Chinese wine culture. Any liquor brand must find the foothold of brand value in liquor culture to form the core competitiveness, so liquor culture strategy is the best strategic mode of liquor industry.
The particularity of the industry is extremely important, any enterprise has the vision of becoming the first in the industry, so there must be an optimal path to become the first, where is the best path born? Is born in the particularity of the industry. For example, the essence of On Contradiction lies in its universality and particularity. Universality refers to the commonality, for example, any enterprise should make products, prices, channels and communication (4P for short). 4P theory is applicable to any industry, which is the commonality of the industry, while particularity is reflected in the unique personality of the industry, which is the strategic foothold. So what's special about the fruit industry?
First of all, every fruit in the fruit industry is "gifted" and every fruit is the creation of nature. For example, citrus, durian, grape, its color, nutrition, composition, taste, shape are unique, can be said to be "one product, one sex" or "one type, one sex", this uniqueness is not possessed by any industry, so the most suitable strategic mode for the fruit industry is the category strategy.
What's more, a particularly overlooked concept of fruit is the distinction between natural and commercial fruit. The intellectual property of natural fruits belongs to the land, such as Ganzhou navel orange belongs to Ganzhou Land. No two fruits in the world are the same, just like no two identical leaves in the world, but consumers want to eat the same delicious fruits. Enterprises want relatively standardized fruits, want to make fruits into brands, and want to meet consumers' demand for sustainable delicious fruits, it is inevitable to transform fruits and upgrade the quality of fruits. Then the fruit after transformation creates a new category, and the enterprise has intellectual property rights to the new category in this process.
The world's most successful category strategy implementer Kiwi Kiwi Kiwi, why not kiwi? In fact, it is through the transformation of varieties to create a new variety called golden fruit, kiwifruit original natural fruit rose to commodity fruit, the enterprise has intellectual property rights to this golden fruit. To realize the brand operation of natural fruit to commodity fruit, new categories must be born. Therefore, New Zealand has focused on new categories for more than 100 years and occupied 70% of the global kiwifruit market, becoming an absolute monopoly, which is the success of the category strategy.
Based on the above two points, category strategy will become the best strategic mode for the fruit industry in terms of the particularity of the industry and the intellectual property rights owned by enterprises.
"Goose jujube" creates a new category, is expected to become the future winter jujube industry unicorn
China's winter jujube industry has not been category strategy forerunner, the whole winter jujube industry from the scale, or a small market. This is inseparable from the product nature of winter jujube itself. Winter jujube is a natural fruit given to human beings by heaven. It is a price war, with large production and no profit, and small production and no profit.
(Dip No. 2 -- a new variety shaped like a small apple)
Qilu Haohua, the largest leading enterprise of winter jujube in Zhanhua, Shandong Province, has cultivated a new variety "Dip Dong No. 2" after years of efforts, which is a new category born through variety innovation on the basis of natural fruit. The birth of the new category enables the enterprise to have intellectual property rights, which lays a solid foundation for the brand. So the existence of Qilu Haohua to China's winter jujube industry industrialization upgrade, brand upgrade provides a great possibility.
But why not call this upgraded category "Dip Dong 2" called "goose jujube"?
Few people know that the goose is one of the very few not cancer terrestrial organisms, in the jujube forest to raise geese, if pesticides on the tree, pesticides will inevitably fall to the ground, the goose eats grass is sure to die. Qilu Haohua raises geese in a lot of jujube forest, representing a direction of the development of green fruit in the future, named "goose jujube", aims to create a new category, leading the upgrading of the whole industry.
(goose jujube gift box, terminal single box products)
Mr. Guo Chenglin believes that Qilu Haohua will become a unicorn in the winter jujube industry in the future. There are five reasons:
First, Qilu Haohua was originally a private enterprise. Later, it carried out a mixed reform with a large state-owned enterprise in Shandong Qilu Transportation. After the mixed reform, Qilu Haohua first solved the biggest problem of private enterprises: the sustainability of capital investment.
Second, Qilu Haohua invested 350 million yuan to establish China's first and only deep processing industrial park for winter jujube. Some fruits that cannot meet the public's taste demand but have good quality will be made into winter jujube beer, vinegar and various leisure food through deep processing. At the same time, Qilu Haohua also built a supporting cold storage, prolong the shipment time of winter jujube, to ensure the integrity of the industrial chain.
Third, Qilu Haohua has spent 11 years on standardization of planting end, and has accumulated certain scale and standardization experience.
Fourth, Qilu Haohua has built the most advanced product sorting system in the domestic jujube industry, making the sorting of jujube more accurate. It is the only enterprise with 8-channel sorting equipment in the domestic jujube industry. At present, Qilu Haohua has set up a branch in Dali County, Shaanxi Province, the second largest production area of winter jujube. This step is called "westward strategy", that is, from a regional specialty brand to a national brand of winter jujube. In other words, Qilu Haohua does not represent Zhanhua winter jujube, but represents Chinese winter jujube.
(Qilu Haohua introduced the world's first large-scale professional winter jujube sorting equipment from France)
Fifth, in terms of core competitiveness, from the standardization of planting, to the standardization of product sorting, to the strength of capital, to the birth and expansion of new product categories to the national market, the sales cycle from three months to more than six months, currently there is no competitor that can compete with Qilu Haohua in China.
Therefore, it will take more than 5 years for any winter jujube enterprise to catch up with Qilu Haohua, so the next 5 years must be the time for Qilu Haohua to integrate the whole Chinese winter jujube industry. At present, Qilu Haohua has already possessed the qualification of "unicorn of winter jujube industry", and the next 5 years is the window of strategic opportunity to become a unicorn.
China's fruit industry will become oligopoly in the future
Good fruit is always in short supply. For the current fruit market, when consumer demand is upgrading, channel suppliers must also hope to continue to provide good fruit to consumers.
China's fruit distributors have a lot of buyers going to different production areas, and they have to pay a lot of costs in salary, travel and management. However, they have no way not to go around the production areas to purchase, because they cannot find stable suppliers. Therefore, channel providers also hope to cooperate with stable, large-scale, modern and sustainable production areas, so that their management costs and supply costs will be greatly reduced, which is the urgent demand of suppliers.
Qilu Haohua's strength can basically monopolize the head resources of the whole winter jujube industry, which means that whoever cooperates with Qilu Haohua first will register a VIP seat in the future, which is the biggest good for dealers. At present, Qilu Haohua is also cooperating with brand channel providers, implementing strong docking and joint, to provide delicious fruit for Chinese consumers. In addition, Qilu Haohua is an enterprise in Shandong, and the people of Shandong pay great attention to integrity, which is a characteristic of Shandong culture. It is easy to cooperate with them and have no worries to maximize the interests of the distributors.
Guo teacher also believes that China's fruit industry, the future will be oligopoly development trend. Why?
Fruit grows on the land and can be continuously reproduced, but land is a non-renewable resource, and whoever occupies it first basically monopolizes the market. At the same time, fruit is a process of long-term investment, which requires strong capital support, which will bring a problem: either there is no capital or there is capital. Through long-term investment, the capital can quickly integrate the market resources of any category in China, and realize the land enclosure, which also sets a very high threshold for the later competitors. This is a special place in the fruit industry.
The biggest strategic opportunity in China's fruit market is the category brand blank. For example, who do we think of when we eat grapes? Don't know; Eat durian first thought of who? I don't know.
Therefore, the first one who makes the brand will have the greatest advantage. If they have the capital strength, they can quickly seize the first position and get the most precious things in the first kilometer and the last kilometer in their hands. Therefore, in the future, various categories of fruit in China will form the trend of oligarchy and division. So for Chinese fruit merchants, want to become a regional leading distribution enterprise, the core is to get how many oligarch fruit enterprise VIP tickets.
This is the special nature of fruit, and it is also worth thinking about in the future.
