Flower Street Reference · produce
Author | Tianxiang
Contemporary youth, who cannot cook, are facing an important test.
New Year's Eve on the spot, just a Chinese New Year's Eve meal. But how can you arrange a delicate meal, not only comfort the old father and mother in your hometown, but also stand out in the cooking competition of the family group?
The worst outcome of previous years was to lose the game and not lose. Rolled up, we threw everything to the ingredients and knife skills, and the bottom was instantly full: who wants to help prepare the dishes, make a Chinese New Year's Eve meal, it is not a hand.
It is estimated that The Heavenly Truth really regarded this as whose wish it was. Then, this year's pre-made dishes came out from all directions.
The so-called pre-made dish, that is, the ingredients are cut and divided or made into semi-finished products, which have the three characteristics of cooking, instant heat and instant. And good prepared dishes, simple and fresh and delicious cooking, are the gospel of kitchen killers.
If you Chinese New Year's Eve this year, you always brush a pot of abalone soup flower glue chicken in the circle of friends, it is not an illusion! They may all happen to come from polysuan poly freshness.
During the 2022 New Year Festival, Juhuasuan freshly launched the special activity of "New Year Flavor of Science and Technology". The data shows that the turnover of the prefabricated vegetable category during the New Year Festival increased by 94% year-on-year, and the turnover of nearly 30 single products exceeded one million yuan, of which the single product of the official stack pepper chicken exceeded 10 million yuan, and the cutting-edge brand Mai Zima joined the main force of the prefabricated vegetable category transaction.
So the question is, does young people's love for agricultural products only appear when the Chinese New Year's Eve rice is opened?
Not really.
In the past year, they are likely to eat instant oatmeal of the Chinese Academy of Agricultural Sciences Shizhuang Jindian for breakfast, make a big meal with box fresh mushrooms and rice rice shrimp at noon, and smell pineapple and alpine blueberries on the afternoon tea. Enough to eat and drink, you have to suck two more mouthfuls of noble concubines. In short, new agricultural products have penetrated into the daily life of young people, and the sense of existence has brushed from the beginning of the year to the end of the year.
It can be said that the pre-made dish served by young people is not only a delicate Chinese New Year's Eve meal, but also an innovative group portrait of agricultural products. And the arc of that food outlines a history of China's agricultural development.
1
The younger generation, growing up in the period of China's full rise, has a higher sense of identification and pride in local products and local culture. This kind of emotion is projected on consumption, which is the surging domestic product fever and national hot flashes.
From Made in China to Created in China, to The Culture of the National Tide, China's Manufacturing Industry has finally been engraved into the collective memory of generations. The relationship between domestic products and young people has gradually extended from simple use to lifestyle and even value sustenance, forming a new trend of consumption that grows together.
Comparable to this wave of opportunities in terms of scale, value, explosiveness and influence, there is also a chinese agriculture that is brewing up drastic changes at a time of historical change.
In the history of China's agricultural development, there have been three important transformations, which have directly shaped the production patterns and consumption patterns we see today.
The first was during the period of reform and opening up. Under the resounding slogan of industrialization, traditional agriculture formally seeks transformational changes. However, due to the objective background of insufficient land resource endowments and primitive production and operation methods, farmers can still only rely on the two inefficient production methods of farming and hand-made sideline industry to maintain their lives, while the purchase of agricultural products in cities and towns is more to solve the just-needed consumption of food and clothing.
China's agriculture, which has never jumped out of the solution to the eating pattern, has not been able to quickly shift from a small-scale peasant economy to an industrial economy, but has maintained a close interweaving of the two for a long time.
It was not until around 2000, when the new agricultural economy, that is, the modern agricultural economy, began to be implemented, that the process of China's agricultural development really accelerated. Although since then, technological innovation in this field has been in the basic stage for a long time, but there is a continuous shift to high-value-added agriculture to gradually improve agricultural output value.
Under the trend of economic development, scientific and technological revitalization, and consumption upgrading, the production mode of China's agriculture has shown subversive changes, and the characteristics of industrialization, scale and standardization have been highlighted.
The concept and demand of consumers have also evolved, and modern people, especially the middle class and young groups, no longer only want to eat, but also eat well.
In the era of industrial Internet, China's agriculture relies on digital technology to move towards more people, presenting a series of revolutionary industrial model innovations. Pinduoduo, Jingdong and other e-commerce companies rushed to enter the game, in the supply chain, goods screening and other aspects, the price war and quality war of agricultural products successfully started.
Even so, China's agriculture is still far from a full outbreak, and there is great room for improvement in market penetration and consumption scenarios. According to the "2019 China E-commerce Agricultural Development Report" released by the Ministry of Commerce, the upward mode of agricultural products has always had the shackles of poor production and marketing docking and imperfect functions.
Today, young people with increasingly strong voices are telling new consumption stories. According to the "2021 China Innovation Economy Report", the overall consumption scale of Generation Z is expected to increase fourfold to 16 trillion yuan by 2035, which is the key to the growth of the consumer market in the future.
In the face of the new engine that pulls and supports the rapid growth of China's agriculture, it is the general trend that the agricultural product market is becoming younger and more innovative. Merchants, brands, and platforms are all striving to capture new incremental markets and tap into their business value as much as possible, resulting in healthy and sustainable business models and scale monetization capabilities.
Under this consumption trend, Juhuasuan, who holds high the banner of the new agricultural tide concept, has come to the forefront of the team first.
In 2021, Juhuasuan launched a new IP around the fresh category - Juxin. Leading the trend consumption of fresh categories, creating new agricultural brands, helping fresh category sales to break out, and becoming a vane for agricultural product consumption is the original intention of this project incubation. Thanks to the rich experience of "Internet + Agriculture", the main cost-effective and high-quality Juhuasuan has successfully captured a large number of young people and become its preferred e-commerce platform.
Chinese agriculture is re-embarking on the glorious path that China's manufacturing industry has taken over the past few years. But the window will not be indefinite, and whoever seizes the opportunity first is most likely to inflate rapidly.
2
An important question is, how do young people fall in love with buying produce?
If you search in Douban and Little Red Book, you will find that contemporary youth actually visit the vegetable market. Of course, most of the time, they will visit those places into photo meccas and fireworks markets.
There are also young people who really go to the market to consume. For a while, I tried to blend into the team of uncles and aunts, stealing all kinds of tricks to choose dishes and bargain prices, and bringing back some ingredients that I thought were cheap and inexpensive. A meal of operation is as fierce as a tiger, but in exchange for "the easternmost penultimate third cheaper", "the vegetables next door are fresher", and so on.
The cultivation of the king of the wet market takes years, even decades of experience, no easier than making a top superstar.
The reason is that offline channels such as small vendors and wet markets have obvious drawbacks such as price confusion, too few choices, and geographical restrictions, and cannot meet the contemporary people's desire for a convenient life. Traditional agricultural product e-commerce, lack of professional introduction and endorsement and difficult to guarantee, it is easy to dissuade young consumers who pursue quality.
More importantly, most agricultural product e-commerce mainly sells local specialty agricultural products and basic ingredients such as grain, oil and rice noodles, and the supply of high-end and fine agricultural products is quite scarce, obviously lagging behind the new consumption concept iterated out - it is better to pay more money than to buy things of good quality, trustworthiness and favorites.
Fortunately, Juhuasuan has gathered the pulse of the quasi-consumer market of fresh numbers and placed countless new agricultural products in front of young people.
At present, Juhuasuan has focused on the new positioning of agricultural products, and has launched two services, namely, seasonal new agricultural products and scientific research new agricultural products. Each has its own focus to meet the individual needs of consumers.
Seasonal updates include must-eat blockbusters and new products in subdivided categories. The former focuses on high-end quality and cost-effective prices, so that consumers can taste the fresh food directly supplied by the place of origin without leaving home. The latter is a simple innovation of agricultural products, thus unlocking more different gastronomic experiences. In Juhuasuan, the noble concubine in front of you is the "juice mang" that can be drunk by inserting a straw.
The seasons are new, focusing on bringing users high-quality and standardized agricultural products, as well as tapping new selling points in conventional categories. In contrast, scientific research and new agricultural products are a more prominent differentiated feature of juhuasuan. This is not only the urgent need of young consumers, but also an inevitable breakthrough in the development of China's agriculture to a new historical stage.
In 2021, Juhuasuan and the Chinese Academy of Agricultural Sciences reached a strategic cooperation and successfully promoted the listing of shizhuang jindian instant oats under the Chinese Academy of Agricultural Sciences. The product solves the problem of insoluble oatmeal, which is particularly convenient for brewing and eating, and perfectly fits the concept of young people's busy and quality-seeking life. Therefore, after the fresh debut of Shizhuang Jindian Instant Oats in Juhuasuan, the average daily turnover during the event from September 9 to 11 was 45 times the average daily turnover in August, and the number of visitors was 50 times.
It is not difficult to see that juhuasuan believes in long-termism in the matter of agricultural product innovation. In addition to Shizhuang Jindian instant oats, the platform also cooperates with the Zhangbei Quinoa Research Institute of the Academy of Agricultural Sciences to launch two new scientific research products, quinoa rice and quinoa meal replacement powder. While helping rural revitalization, it is also deeply sought after by young consumers because of the taping of healthy nutrition trends.
This wave of scientific research and innovation continues to spread to more categories. From Shizhuang Jindian instant oats to boxes of fresh mushroom blind boxes, to the hot pre-made dishes, Juhuasuan is no longer limited to the optimal selection link, but innovatively launched a series of new agricultural products, effectively solving the common pain points that have existed for a long time in agricultural products to meet new consumption scenarios and consumption concepts.
3
If you think that in the past year, Juhuasuan has launched so many explosive and innovative agricultural products that have reached the ceiling of imagination. Well, this ceiling can be raised by another liter.
Frankly speaking, agricultural products such as yunnan mountain blueberries, freshly cut mushrooms, and prepared vegetables are not uncommon, and even the innovative categories represented by instant oats will meet the market sooner or later, but it is only a matter of time. Rather than digging into individual or series blockbusters, it's harder to go from innovative produce to agricultural branding – the only way to find greater commercial value.
What is the relationship between agricultural products and agricultural product brands? The former is an important symbol of the latter, and the latter is the value set of the former. Fresh-cut mushrooms, rice, shrimp and other explosive specialty agricultural products should be a "brick" thrown to consumers by the upstream of the industry, in order to let them recognize and recognize the product, accumulate enough word of mouth, and eventually produce repeated purchases.
However, for a long time in the past, various places have invested a lot in agricultural e-commerce, but the effect is not satisfactory. My friends in my hometown have also sold their own agricultural and sideline products online, but the homogenization of products is serious, coupled with the lack of individuals to build e-commerce brands and resources, often the store is open, things can not be sold, and finally it is not done.
Therefore, no matter how well the product is done, it must also be seen and consumed in order to obtain actual effects and value.
Looking at it carefully, Juhuasuanju fresh new agricultural products that are sold out are repeatedly praised for their excellent quality, and what drives them out of the circle is efficient marketing. Good marketing events can also drive supply chain innovation and upgrading, thereby promoting the completion of branding.
As a matter of marketing, brands must have a clear understanding of who and where their audience is. Compared with farmers and merchants guessing user portraits at home, the advantage of gathering freshness is self-evident.
As a marketing platform, Juhuasuan has accumulated enough experience in the observation and analysis of user needs and the judgment of consumer trends. In addition, every purchase behavior of users is an accurate extraction of their consumption preferences. Using these real feedback samples to spread in a way that caters to their interests and tastes can produce a snowballing marketing effect.
All are new in pre-made dishes, juhuasuan gathers fresh but does a novel tasting conference, through the construction of an immersive "sensory restaurant" will be talk show, food culture into it, and through the talk show actor Xu Zhisheng, actor /singer Sun Rui, food master September's small kitchen, international supermodel Zhang Xujia, what is worth buying content editor pig sauce on the green onion, state banquet chef Sun Yonghe, Shanghai Ocean University professor Chen Shunsheng and other tasting officials to try to eat and evaluate for users to popularize grass. With the help of Juhuasuanju Fresh Tasting Conference to taste the official grass, the popularity of prefabricated dishes spread across the network, Sun Rui's Weibo single forwarding volume was 100,000+, the number of likes was 120,000, and the total discussion of the whole network JuhuasuanJu fresh tasting conference was as high as 500,000+. The poster of the tasting official of the tasting conference and the video of the planting of the prepared vegetables have been viewed more than 5 million times. In this way, young consumers can not only get close to youth culture here, but also take away innovative explosive products in a lively atmosphere, which can be described as a pleasure for guests and hosts.
Marketing value is far more than just the meaning of traffic aggregation, but also means that through scenario-based and immersive scenario settings, more efficient and accurate communication and monetization can be achieved.
Juhuasuan Fresh has a particularly delicate deep cultivation of young consumer groups, so it can always set attractive topics and scenes, constantly innovate the way of dialogue with young people, and at the same time provide customized services and marketing based on its consumption upgrades, cost-effective prices and personalized needs, and ultimately promote the out-of-the-loop communication of merchants and brands.
When the quinoa meal replacement powder is new, Juhuasuan freshly plays "Classmates, start moving!" "The theme is to show the figure by linking up the school grass and fitness masters around the world. In this way, the new product can accurately reach the core audience and visually present the selling points of health and nutrition. When school grass and fitness parties become the ideal projection containers for young people, they will naturally drive consumption and dissemination.
The popular box of fresh mushrooms is also a classic case of new agricultural product brand marketing. Growing vegetables is the talent of the Chinese people to engrave their genes, and opening the blind box is the latest cultural and entertainment method for young people. So, what about the combination of the two?
It has become a hot topic on Weibo of #Hangzhou Internet Company employees paying mushrooms. Young friends who are busy with life have run to Gather Andusuan to gather fresh orders of fresh mushrooms to unlock the magical experience of unpacking and watering and self-nourishing. After a round of ritual construction, ordinary fresh mushrooms have become internet celebrity agricultural products, and box fresh mushrooms have smoothly moved towards the road of branding.
Today, emotions have long been a central weapon of communication. Juhuasuan gathers fresh agricultural products on new marketing, always pokes the hi point of young consumers, and shows a strong power of going out of the circle in the value resonance.
During the epidemic, the enthusiasm of the masses to help farmers has continued to rise, especially young people. In 2021, Zhoushan suffered a typhoon, and Juhuasuan quickly launched the Zhoushan pike crab pre-sale to help farmers. This is to build a communication bridge between the consumption and production ends under the premise of selecting high-quality products, assume social responsibility, and awaken the enthusiasm of young audiences for new agricultural products with a good purchase experience.
In short, Juxin not only brings consumers a new experience of affordability and tongue tip, but also greatly increases the income of farmers. The path of science and technology to revitalize agriculture and marketing to help farmers is passed, and the platform and merchants have explored a set of effective innovation strategies, which will undoubtedly bring more possibilities to new agricultural products.
4
How can the power of commerce be used to transform agriculture? This is a question that many business giants try to answer, but it is difficult to say the right answer.
A pleasing change is that at a time when freshness is infiltrating upstream of agriculture, in the new era, agricultural upgrading has brought farmers' self-confidence, and "new farmers" are no longer following the rules and chasing "popularity" as in the past, but have become new popular creators. Under the comprehensive guidance of agricultural science and technology and Internet +, the rural land is setting off a vigorous "new agricultural tide", telling the "new force" of "new farmers", the innovative spirit of breaking through, and the new wave spirit of winning a wave. It is also a pioneering spirit to promote common prosperity.
It is no longer an external commercial force to change agriculture, but to let the countryside grow branches of a new era.
This is not only a revolution on the tip of the tongue, but also a new way to explore deep into farmland.