If we follow the suggestions of Guan Xuelie and others and sell them at a low price, let’s say the price is 3 yuan/catty. If all [Snow Bananas] are sold, the revenue will only be 42 billion yuan.
The gross profit may be 50 to 60%, but the final profit is only more than 20 billion yuan.
This gross profit is based on Chaoqun Group's entire industry chain from production, transportation to sales, and it can pocket most of the profits.
If [Chaoqun Group] is just a manufacturer and does not have its own sales channels, then the profits will be taken away by middlemen, and you can only make a hard-earned profit for your hard work, and you may even suffer serious losses.
Producers are in the most critical position of the industrial chain. It is they who grow the products from the land, but they are in the most vulnerable position in terms of profit distribution. Their proportion of profit distribution in the entire industrial chain is less than 1%.
10.
Just take banana distance.
The planting cost of banana farmers is about 0.5-1.2 yuan/catty, while bananas are generally sold at 2-3 yuan/catty in supermarkets or fruit stores.
The difference ranges from 1.5 to 2.5 yuan/jin.
This is profit.
The average yield per acre of banana land is 5,000 kilograms.
In other words, under ideal circumstances, one acre of banana land can earn anywhere from 7,500 yuan to 7,500 yuan.
It seems very high.
But in fact, this profit has nothing to do with banana farmers.
Banana farmers connect with fruit buyers.
The purchase prices offered by fruit buyers are not high.
When the market is bad, the purchase price is low; when the market is good, the acquirer will lower the price.
But there is no way, not to sell. The fruit industry is like this. It is very time-sensitive. You can wait, but the fruit cannot wait!
After that time, the fruit will rot.
Sometimes the market is so bad that the fruit becomes unsaleable and rots in the ground because it cannot be sold. The purchase price is ridiculously cheap, only a few cents or even a few cents per pound. In the end, it is basically bought by a nearby juice factory. ………………………………………………………………………………………………………………………………
…
[Chaoqun Group] has its own strong terminal retail channels, and currently there are thousands of [Shennong Orchards] across the country.
[Shennong Orchard] has been selected into the [Top 100 Chinese Chain Enterprises List] for three consecutive years.
In the fruit industry, only Qianguoyuan, which relies on store scale and changes its business direction to mid- to low-end products, has a higher turnover than Shennong Orchard.
But in terms of single store turnover, [Qianguoyuan] is crushed by [Shennong Orchard]. Wherever [Shennong Orchard] is, [Qianguoyuan]’s business is generally not good. In terms of single store profit, [Qianguoyuan]
】Not even the opponent of [Shennong Orchard].
The IPO plan of [Qianguoyuan] failed every time because of the existence of [Shennong Orchard].
[Qianguoyuan] has thought about a lot of business strategies, focusing on imported fruits, direct supply from the origin, and membership marketing. There are a lot of tricks, which can be said to be fancy.
But it's no use.
[Shen Nong Orchard] Just one trick - although my fruits are a little more expensive, they are delicious.
Just rely on this and beat [Qianguoyuan]!
Behind [Shennong Orchard], there are cold storages all over the country and huge cold chain transportation capacity. Compared with [Qian Orchard], it is less than one-twentieth of the scale. The cold storage and cold chain transportation are
It can effectively preserve fruits and prolong the freshness of fruits. Coupled with the intelligent system scheduling capabilities that are second to none in the industry, these can minimize the loss of fruits.
Loss can be said to be the largest cost in the fruit industry.
Based on the above, it is precisely these capabilities that give [Chaoqun Group] the confidence to conquer the fruit market and obtain the most generous benefits. They do not have to be like fruit farmers, whose benefits are taken away by middlemen.
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Because of Wu Siyuan's intervention, [Snow Banana] was priced at 100 yuan/jin.
After a unified thought was formed within [Chaoqun Group], the sales of [Xuejiao] were promoted on the agenda.
The first batch of 100,000 tons of [Snow Banana] was shipped to thousands of [Shennong Orchards] across the country.
Thousands of cold chain trucks departed from the Northeast, shuttled like ants across the country's highway network, and finally entered the city and arrived in front of the local [Shennong Orchard].
This is [Chaoqun Group]’s internally implemented supply chain directly connected to production and sales, reducing intermediate links and sending products directly from the field to the shelves.
But this is still not the most perfect supply chain model imagined by [Chaoqun Group]. [Chaoqun Group] hopes to completely open up all links and deliver products directly from the place of production to consumers’ dining tables, ensuring that consumers can get them in the shortest possible time.
to the freshest products.
This is not a simple matter, [Chaoqun Group] is still advancing slowly.
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Wu Siyuan still has great expectations for [Snow Banana].
Before the launch of [Xue Jiao], [Chaoqun Group] began intensive publicity, and all its major online and offline channels, including [Feixia Takeout], carried out a large amount of exposure and momentum.
Of course, [Chaoqun Group]’s publicity department will not miss Douyin, an emerging channel.
Since seeing Douyin's ability to turn [Snow Banana Garden] into an Internet celebrity attraction with more than 1,500 daily traffics, [Chaoqun Group]'s publicity department no longer maintains a cold attitude, but has registered several official websites on Douyin.
Account.
Use Douyin’s traffic to promote your own products.
The publicity department of [Chaoqun Group] originally thought that while the popularity of [Snow Banana Garden] on Douyin has not faded, it would be able to achieve good results by promoting [Snow Banana] as an agricultural product.
This chapter is not over yet, please click on the next page to continue reading!
The publicity department made several short videos, but the effect was lukewarm.
This has made [Chaoqun Group]’s publicity department anxious.
Just as they were racking their brains for good ideas for publicity, a short video about "Shennong Orchard, how long do you want to poison us?" triggered many people to repost and discuss it, and it suddenly became popular on the Internet.<
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In this short video, a person who did not show up but claimed to be an internal employee of [Shennong Orchard] came forward and broke the news. Although [Shennong Orchard] gave him a relatively generous salary, he still could not bear the condemnation of his conscience and had to put it aside.
[Shen Nong Orchard] without permission, without labeling, without verification, has secretly put the genetically modified food [Snow Banana] on the market.
The whistleblower also claimed that genetically modified seeds and foods may contain unknown toxins and allergens that have never been found in the human body. Putting [Snow Banana] on the market without long-term research is putting the safety of consumers at risk.
What is the difference between conducting an experiment and disregarding human life, especially since many of the customers of [Shen Nong Orchard] are families. If children eat [GMO foods] like [Snow Banana], the damage may be lifelong and permanent.
, it may even be passed down and harm future generations!
This short video is becoming more and more popular with the help of some gangsters.
How popular [Snow Banana Garden] was on Douyin back then, how popular this short video is now!
Especially on such a controversial topic.
When [Snow Banana Garden] became popular on Douyin, it was famous as an attraction and scenery. At that time, there was not much thought of its food attributes, so it did not cause much waves.
But now, [Snow Banana] has been widely exposed as an edible [GMO food].
[Genetically modified foods] have never been very socially acceptable, and there are many opponents.
[Snow Banana] is not [GMO food], it is [Alien crop], but the problem is, Wu Siyuan can't tell others!
Wu Siyuan is a mute who eats Coptidis chinensis and cannot express the pain.
Even if he asked [Four-Armed King Kong] to reduce the intensity of this incident, it would be of no use.
There are endless discussions.
Moreover, with the push of thoughtful people, the target was pointed at [Shennong Orchard], openly and covertly describing [Shennong Orchard] as an unscrupulous businessman selling various genetically modified fruits.
This is of course nonsense.
But the problem is, three people become a tiger, and as we talk, many people are half-convinced.
Some consumers, especially those with families, hold the attitude that they would rather believe what they have than what they don’t have.
There are not many such consumers.
[Shen Nong Orchard]'s sales suffered a heavy blow immediately, and its turnover dropped by 30%.
And the newly launched [Snow Banana] was a disaster. Almost no one paid attention to it, and only a few customers bought it to try it out.
[Shennong Orchard] is the industry that Su Shixian is responsible for, and he is worried about it.
He convened emergency meetings with the management of the business unit many times to discuss countermeasures to deal with this consumer trust crisis.
If this crisis of trust is not properly resolved, the rift in the hearts of consumers will become wider and wider, eventually dragging [Shennong Orchard] into the abyss.
It is much easier to destroy than to build.
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Guan Xuelie once suggested that [Snow Banana] should be removed from the shelves first to get through the crisis of [Shen Nong Orchard].
However, this suggestion was opposed by Wu Siyuan and Su Shixian.
Wu Siyuan objected because he knew that this thing was indeed fine and would only be good for the human body, not harmful. He thought it was a pity that the good thing he had put so much effort into was taken off the shelves.
.
Su Shixian, on the other hand, considers the problem from a business perspective.
First of all, a lot of manpower, material resources, and financial resources have been invested in the cultivation of [Snow Banana]. If we give up like this, all the costs will be wasted.
Secondly, now that [Snow Banana] has been removed from the shelves, it has confirmed the accusations against [Shennong Orchard] on the Internet. This is a fatal blow to [Shennong Orchard]’s brand image and will never have a chance to turn around. Su Shixian added that the fundamental reason for this situation is consumers' fear of [genetically modified foods], and the fear comes from the unknown. We need to convey the correct concept of [genetically modified foods] to consumers.
The state requires [genetically modified foods] to be labeled with [genetically modified foods], and consumers think that this will prevent them from eating foods related to [genetically modified foods].
In fact, this is just self-deception.
Like all papayas on the market, they are basically [GMO papayas]! After decades of consumption, not a single consumer has said that there is anything wrong with the consumption, or that they have infertility.
On the contrary, many people still believe the nonsense that papayas can also enlarge breasts, causing papaya sales to remain high.
In addition to papaya, the country now imports a lot of [genetically modified soybeans]. These soybeans are basically used to extract oil, and the remaining soybeans are used as animal feed.
Consumers are worried that there will be problems if they eat [genetically modified foods] directly, so why are they not worried that there will be problems if they eat [animals that have eaten genetically modified foods]?
Su Shixian was very excited at the end. He said that many consumers do not have the ability to think of their own and are controlled by rumors.
Guan Xuelie was silent after hearing this.
When Wu Siyuan heard this, his eyes moved and he asked Su Shixian if he was using this to change consumers' perceptions.
Su Shixian shook his head after hearing this. He said that he could not change consumers' already ingrained worldview.
He conveys the correct concept of "GMO food" to consumers just to correct the name of "Shennong Orchard", but this "correction of name" still cannot change the current situation.
Therefore, he will use various methods to publicize to the public that [Shen Nong Orchard] only has one [GMO food], which is [Snow Banana], and the others are all natural and green products.
Then it is to guide public opinion and guide the two groups of people who support [GMO food] and those who oppose [GMO food] to have heated discussions on the Internet, constantly increase their popularity, constantly guide their traffic, and guide the scope of discussion to all aspects of society, and then
Quietly guide public opinion and change the focus of the debate to support [Shennong Orchard]'s [GMO food] or [Shennong Orchard]'s [non-GMO food].
"Switching concepts secretly?" Wu Siyuan smiled faintly when he heard this and said, "It's not easy to do this."
"Yes." Su Shixian nodded and asked Wu Siyuan, "So I need the support of the group's network division."
Wu Siyuan approved.
With the help of [Four-Armed King Kong], Su Shixian can be said to be like a duck in water, and his plan was implemented smoothly.
There has been a new round of discussions and wars of words on the Internet, but the focus of the discussion has gradually changed.
The image of [Shennong Orchard] is also changing, from a [fruit store selling genetically modified fruits] in consumers’ minds to a [fruit supermarket providing genetically modified fruits and non-genetically modified fruits].
Different images bring different perceptions.
Some consumers who oppose [GMO foods] may think that this store sells [GMO fruits] and [Non-GMO fruits], but it doesn’t matter, I can just buy [Non-GMO fruits].
The person who supports it will think like this, this store sells [genetically modified fruits], so I will go over and buy it to try it out.
The popularity on the Internet has subsided unconsciously.
Although those behind-the-scenes ulterior motives are filled with hatred, there is nothing they can do.
And they had no time to relax. [Four-Armed King Kong] discovered them and found out that they were all business friends, so he found out their problems and exposed them with just a report. At this time, they were also in a state of distress.
It’s about air traffic control at [Shennong Orchard].
All in all, the sales volume of [Shennong Orchard] has been maintained, and the brand has also been maintained.
Even the sales of [Snow Banana] plummeted, and the original marketing plan could no longer be implemented.
In fact, without this genetically modified incident, the sales volume of [Snow Banana] would not be as satisfactory.