Hearing the questions raised by Zhang Xuansong and Pan Hua, Qi Zheng smiled. Look.Mao.Line.Chinese.Text.Net

Qi Zheng, who has experienced a variety of niche fruits being marketed into "hits" in later generations, is not too experienced in creating a fruit "trendy product".

Seeing that Huo Bin also showed a concerned expression on this issue, Qi Zheng decided to show his hand and show Jiagu's "soft power" to his partners or prospective partners.

"Everyone knows that with the development of the economy, the middle class in the country is expanding. The middle-class concept of consumption is different from that of ordinary consumers, and when it comes to fruits, I call them middle-class fruits. Qi Zheng first introduced a new concept.

As soon as this remark came out, it immediately aroused the interest of the other three.

"In my opinion, blueberries are a very suitable fruit for the middle class. ”

"First of all, birth is the first and most important threshold for middle-class fruits. Delicious may not add a 0 to the decimal point of the fruit's price tag, but it is definitely possible to have a good origin. ”

"Blueberry cultivation first began in the United States, and almost all of the original blueberry varieties in China are wild and not suitable for cultivation. At present, the excellent varieties introduced in China are all from Europe and the United States, although they have not yet formed a large-scale production capacity, but the origin is undisputed. ”

The so-called origin determines fate, not only for people, but also for fruits.

It doesn't matter whether the nutritional value is or not, it can be hyped up by marketing endorsement. But the most important factor for a fruit that can reach the table of the middle class is whether it has a good background - a good father will save you more than ten years of struggle at most, but a good ancestor can make you climb to the sky in one step.

In the table map of the middle class, there is also a map of the chain of origin and contempt.

Southeast Asian fruits, which are sought after by ordinary people, are all cheap popular tastes, just like the craze for traveling abroad to Vietnam, which is so vulgar that even the petty bourgeoisie does not look down on it, and they still want to climb the table of the middle class, which is a joke.

Especially in Thailand, a place that sounds like a place full of cheap tropical fruits, in fact, it is just an imported fake foreign devil, which is not as abundant and cheap as the fruits in the two regions of China.

Only from North America, the Atlantic, and Northern Europe, which sound remote and lonely, can it be rendered with a hint of high-class taste, as if even the skin of the fruit has been endowed with the nutritious water vapor of the Mexican warm current.

If it is in the later life, when an ordinary banana in Gui Province is replaced with Ecuador in South America, the comments that reply to the circle of friends are very confident.

"The selection criteria for middle-class fruits are probably from regional rarity to seasonal rarity, and in the final analysis, the rarity of value is the ultimate standard of eternity. Look at 1 Mao, 2 lines, 3 Chinese networks" Qi Zheng talked eloquently.

From ancient times to the present, it is as good as that. The first batch of middle-class fruits may have been the lychees from Lingnan in the summer – dating back to the time of Tang Xuanzong and Yang Guifei, slowly turning into fresh strawberries in the winter, and finally avocados and chia seeds that have crossed the ocean to the table.

This view was well accepted, and the trio nodded their heads in agreement without difficulty.

Qi Zheng continued, "Secondly, the name is very important. With the right name, the path to fruit's ascension is half the battle. As the saying goes, if you don't have enough congenitally, you will make it up the day after tomorrow. In the evolutionary history of middle-class fruits, sometimes changing the name is comparable to changing the face, and it is more important than changing the packaging of the place of origin. ”

The same is true for people, if the fairy sister is actually called Cuihua, no matter how much fairy energy is estimated to be reflected.

This trick is also used very slippery in the vegetable world. For example, kale, to put it bluntly, is a cauliflower - but the former is a kaolin flower, and the latter is at best a flower at the head of the village. Under the difference in name, the price can be a quarter of a pound of cherries.

As for the fruit industry, the famous avocado is such a typical big marketer who made his fortune by hype.

Before the avocado was renamed, it was called "avocado" because it looked like a pear, and the rough skin was very similar to a crocodile, which was very pictographic, wasn't it?

But it sounds a bit earthy, not foreign enough. Not to mention in China, even in North America, most consumers can't accept it.

Then after some brewing and polishing, I don't know which genius re-took an exotic "coquettish" name - avocado, so a avocado marketing miracle swept from North America to Asia was born.

There are so many of the same tricks in the fruit world that they are simply played.

For example, what is the difference between "pineapple" and "pineapple", what is the difference between "kiwi" and "kiwifruit", what is the difference between "plum" and "black brin", what is the difference between "guava" and "bala", and what is the difference between "small tomatoes" and "cherry tomatoes"...... are about to become the "unsolved mysteries" of mankind.

"Blueberry is the name, huh...... It's not foreign, but it's not rustic, it's decent, and it's not the kind that doesn't hold back. Qi Zheng smacked his lips.

Okay, this is also a fact, and the three of them can't refute it.

"Next is the appearance of the fruit. Needless to say, good-looking is the truth. ”

The three "old men" heard the word "appearance" for the first time, but combined with the semantics, they could guess the meaning.

"If you don't have a background and you don't have a good name, then you have to have good looks. In the history of middle-class fruit aesthetics, popularity proves to us that curiosity hunting is the high level of appearance, and we don't need to know what nutrients there are, just look at the color and appearance of this fruit, and know how middle-class it is. Qi Zheng teased.

Human beings, visual creatures, will not change their nature of looking at faces even after another 10,000 years.

Qi Zheng looked at the blueberry trees outside and said, "The color is bold and avant-garde, and it is naturally sought after by the middle class." In my opinion, blueberries don't suffer at this point. Blue is a good color, at least in the fruit is not a bad street performance, blue little fruit, placed on the table of the middle class, will definitely not be ashamed. ”

And popular fruits such as apples, bananas and pears, which are too conservative in color and shape, will never be able to make it to the middle class.

"In these days, in the fruit industry, if you don't have the ability to create unique aesthetic values, you will never be recognized by the middle class. Either it's so beautiful that people shut up and stunning, or it's ugly enough to pay homage to Guernica. ”

Guernica is an abstract oil painting by Picasso, and needless to say, the word "abstract" is enough to say it all.

The three of them listened brightly.

Qi Zheng finally made a big move: "You may not believe the last point, but it is true. That is, what is unpalatable is often high-end. ”

"How could it be ......" Pan Hua stopped completely before he could refute.

Because he remembered the avocado.

I remember the first time he tasted the avocado, he was picking at his throat because it tasted like soap. At that time, he also complained that such an unpalatable fruit was quite popular, which was simply unscientific.

For an ordinary fruit, unpalatable means the end of its career, but in the world of the middle class, unpalatable can open up a whole new world.

"Psychologically speaking, 'having fun' is the collective low-level interest of popular culture, and the middle-class atmosphere must of course be supported by a higher spiritual pursuit. Qi Zheng explained.

For example, the recipe of "less oil, less salt, less sugar, and high fiber", spiritual meditation, Bigu yoga and other "self-suffering" methods have slowly become the consumerism embraced by the middle class.

They prefer the hard, bitter taste of kale, the icy taste of cold-pressed juice, the raw egg flavor of avocado, the stomachache of cold sandwiches, the bitterness of 99's dark chocolate, and the burger steak made of black beans for vegetarians......

Qi Zheng has always felt that they are actually self-hypnosis, looking at the healthy food color scheme and completely following the original ecological processing methods of the food, it is like Monet's breakfast without filters......

Of course, this is not absolute. Unpalatable, although it can put fruit at the top of the chain of contempt, not all middle-class people have a 'masochistic' hobby. When all other conditions are met, the delicious food always has a larger audience. Instead, I'm glad that the blueberries taste good. Otherwise, if I pinch my nose to promote my own products, I really can't give up this face. Qi Zheng said with a smile.

The three of them also smiled.

Qi Zheng said with a relaxed face, "Speaking of which, in fact, it is very clear that while ensuring the quality of production, we will focus on promoting the European and American origin, high appearance and health effects of blueberries, combined with the excellent flavor of blueberries, and make blueberries from small categories into large categories, the market has expanded, and the price has been maintained at a certain level, which is really not difficult." ”

The three of them looked at each other, and when they heard this, they all felt that they had gained a lot.

To be honest, Qi Zheng's analysis is not a profound and hidden point of view. But although they had a vague understanding before, they didn't connect these points together.

After such an analysis, as long as they are willing to invest in marketing and promotion, the three of them all believe that the market performance of blueberries can move from a high-end niche to a high-end public, and the market share of the fruit market should not be underestimated.

Moreover, according to such a rule, it seems that it is not difficult to create other fruit "hits".

The three of them also got a glimpse of Qi Zheng's vision, without years of immersion in the industry, they can have such insight, and there is really no surprise that Jiagu can develop smoothly to the point where it is today.

Qi Zheng finally pointed out to Huo Bin that "the biggest problem in China's agriculture at present is the disorderly expansion of the source of production and vicious competition. Although Jiagu Group's industrial bases are blooming everywhere, if it cannot strongly control the production source of a certain category, it will not be able to grasp the right to speak in the industry and form an authoritative effect. ”

"Therefore, Jiagu Group advocates 'decentralization' management. For Jialan Fruit Industry, the goal is to become an influential benchmark enterprise brand in the domestic fruit industry, to fully dig deep into the single product of blueberry, take raw food as the main force, extend its processed functional food, and implement a diversification strategy around the core single product. ”

"Lao Huo, after several years of deep cultivation, you can only be regarded as a good 'farmer' if you can grow blueberries well, but developing blueberries into a large market of 10 billion yuan is the responsibility that a powerful and capable entrepreneur should have. I look forward to the day when you can be called the king of blueberries in China. ”

Seeing Huo Bin laughing heartily, Zhang Xuansong and Pan Hua realized that Jialan Fruit Industry, which is absolutely controlled by Jiagu Group, was actually handed over to Huo Bin, who accounted for less than 20 shares, to operate independently.

The two immediately realized that Qi Zheng's "decentralization" management was not just talking.

Zhang Xuansong thought deeper, Qi Zheng's words, isn't he secretly telling himself that the companies absolutely controlled by Jiagu are allowed to be operated independently by small shareholders, and there is no interest in interfering in the management of Yonghui Supermarket, which will not exceed 30 shares?

For a while, Zhang Xuansong's mood was a little delicate.

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