Opening a jackfruit blind box has suddenly become a new way to decompress young people. Search for jackfruit in Pinduoduo, it is written that the sales volume of Hainan direct products is 100,000+. The comment area is full of golden pulp, and a seller wrote: "The northern girl peeled 30 kilograms of jackfruit for the first time, took out 6 boxes of pulp, alleviated anxiety and cured internal friction, and recommended that each person have one." ”
On social platforms, "if you have a jackfruit" is also a traffic password. Netizens cut the jackfruit without waste knives and sticky hands, take out enough pulp to cover the table, and make jackfruit yogurt jelly and coconut milk jelly, you can harvest a summer of happiness. Finally, they did not forget to emphasize the cost performance: less than 100 yuan to buy whole jackfruit online.
Jackfruit from Wenchang, Hainan, has golden flesh and rich fragrance. Photo by Yu Dongsheng
Jackfruit is the heaviest and largest fruit in the world. Among the tropical fruits of Hainan Island, jackfruit with high logistics costs is also called "a product that you dare not touch without strength" by fruit e-commerce players. E-commerce major Li Jiakui is fancy for its high yield, and his preferred item after starting his business is jackfruit. He and his team polished the supply chain, improved operational skills, and with the support of Pinduoduo traffic, they built jackfruit into a popular fruit with a price close to the people in tens of billions of subsidies, and jackfruit freedom can be realized for less than 100 yuan.
"Queen of Tropical Fruits" sells well
After summer, jackfruit is released in batches, and the sales season follows. At this time, in fruit stores all over Guangdong, the clerk will definitely place the broken jackfruit in a conspicuous position at the door, and the golden flesh and attractive aroma are difficult not to notice its existence, which is the best item for the store to attract traffic.
Although June has not yet arrived when jackfruit is ripe, Li Jiakui's delivery team has already begun to get busy, and the recently acquired jackfruit piles up in the delivery warehouse in Penglai Town, Wenchang City, Hainan Province. Every afternoon, before delivery, the fruit inspectors use coconut openers to punch holes to check the color of the flesh, and select the insect and unripe fruits. Then, it was weighed, labeled, packed, and more than a dozen workers loaded on site to transport jackfruit across the country.
Every afternoon, Rigakui's team began to order and ship. Photo by Yu Dongsheng
Jackfruit is known as the "queen of tropical fruits", resembling durian and can hang fruit all year round. Hainan, which has the advantage of tropical resources, is an absolute dominant jackfruit production area. It is understood that at present, jackfruit is planted in all cities and counties in Hainan, and the pineapple planting area of the whole island is about 160,000 mu, with a total output value of 864 million yuan, occupying an important position in Hainan's fruit industry.
In recent years, Hainan Province has increased the introduction and development of tropical fruit and vegetable resources at the same latitude, promoted the large-scale, differentiated, standardized and high-quality development of tropical fruits and vegetables, strengthened and improved high-efficiency agriculture with tropical characteristics, and empowered rural revitalization. Jackfruit is one of the excellent varieties introduced by Hainan with good economic value, and it is also the main variety for local farmers to increase their income.
Lao Su, a farmer in Penglai Township in Wenchang, has been growing jackfruit for nearly 10 years, watching it turn from a wild fruit in front of his home into a cash crop that villagers rush to plant. He said that Hainan's native jackfruit production is small and the fruit is small, making it difficult to be commercially grown. After changing to Qiongyin No. 1 (formerly known as "Malaysia No. 1"), through scientific management, fruit is hung all year round, and the production is fast, the effect is fast and the benefit is high. "The price is high around the Mid-Autumn Festival and the Spring Festival, and the summer production is high."
In a jackfruit planting base in Penglai Town, Wenchang, the fruit is about to ripen. Photo by Yu Dongsheng
According to reports, in 1999, the Hainan Provincial Agricultural Reclamation State-owned Western Union Farm introduced jackfruit germplasm resources from Malaysia and Thailand for trial seeds, and screened out Qiongyin No. 1 suitable for local production. This variety yields more than 200 jin, can bear fruit in two years, and has a long fruiting cycle, accounting for more than 70% of the jackfruit planting area in Hainan.
Lao Su, who is also a buyer, visits large and small plantations on the island every year to order fruits, sells them to large buyers at the next level, and after layers of turnover, enters the distribution channels of traditional fresh agricultural products such as farmers markets and supermarkets across the country. Due to the high logistics cost, the difficulty of storage after ripeness, and the time-consuming manual peeling of the pulp, the pulp sold in boxes in supermarkets is expensive, and it is even considered to be a high-end fruit by northerners.
Origin direct delivery opens sales
When e-commerce and other channels emerged, Hainan tropical fruits such as mangoes, lychees, and yellow peels became online hits, and jackfruit weighing dozens of pounds was also moved online. Mr. Li Jiakui, who graduated from college three years ago, remembers that in 2015, fruit players sold jackfruit online and ate the first dividends. "At that time, there were few players and little competition, and jackfruit was still a money-making product."
Rigakui goes to the planting base to check the growth of jackfruit. Photo by Yu Dongsheng
Different from selling pulp offline, considering the requirements of packaging, transportation, and preservation, this group of e-commerce players choose to sell whole jackfruit, which can not only ensure the freshness of the fruit, but also improve the cost performance. In Li Jiakui's view, the biggest advantage of their early success is that the origin is directly sent, and the origin delivery has a price advantage. As the number of players increases, jackfruit becomes a completely competitive item, fighting for supply chain and operation skills. "I don't dare to touch jackfruit if I don't have some strength now."
Li Jiakui, who graduated from e-commerce, has already planned his entrepreneurial route. After graduating, he worked in an e-commerce company, and spent two years to understand the dynamics of the fruit industry, online operation skills, and the operation rules of various platforms. Last year, he still chose jackfruit, which is highly competitive but available all year round, to open a store in Pinduoduo.
Local jackfruit players in Hainan usually order in advance with familiar growers, and adopt the pick-and-sell mode to shorten the delivery route and compress storage costs. This also requires a higher order volume. "Whether it is to find farmers to get goods or to negotiate cooperation with express delivery, quantity has the right to speak." Li Jiakui said that this is also the main reason for choosing to settle in Pinduoduo - Pinduoduo started from agricultural products, users have formed certain buying habits, and the traffic is large. The platform vigorously supports the upward movement of characteristic agricultural products across the country, and helps major agricultural production areas build high-quality production areas through activities such as tens of billions of subsidies and 10,000 groups.
Li Jiakui teamed up with friends who knew logistics and were familiar with the production area, and sold jackfruit with a deposit of more than 200,000 yuan. Graduated from a professional class, he has previously operated clothing, Buddha beads and other categories, and is extremely sensitive to operational data. In the early stage, he focused on analyzing the rules and gameplay of the platform, increasing the order volume by participating in various activities, analyzing the conversion rate, input-output ratio, etc., and continued to invest until he entered the tens of billions of subsidies.
"My target is the top merchant." Ri Jiakui and his team increased order volumes while polishing the supply chain. To his surprise, Pinduoduo tilts the flow of local fruits such as jackfruit from time to time, and merchants sign up for a single event to explode. When the daily order volume exceeded 1,000 orders, the sales volume of the entire store increased steadily, and this year increased by 30% compared to last year.
Pinduoduo helps jackfruit go up
Nowadays, on the Pinduoduo platform, jackfruit is no longer a box of high-end fruits with flesh that is tens of yuan, and fruits weighing more than 20 pounds only need more than 60 yuan, and less than 100 yuan can have jackfruit freedom. "Before the jackfruit fire on the Pinduoduo platform, when there were not many players, the price of a catty was about 5 yuan, and 30 catties cost 150 yuan." Li Jacquwe said.
After the price dropped, jackfruit went from the production area to the whole country. "Search jackfruit in Pinduoduo, most of the stores are 100,000+ sales, really popular." Li Jiakui's Pinduoduo store background data shows that northerners account for a relatively high proportion of user groups, and northeasterners especially prefer to buy jackfruit online. He also noticed that many consumers recorded unboxing videos and evaluation videos after buying whole jackfruit, and the popularity and awareness of Hainan jackfruit increased.
Pinduoduo helps jackfruit go nationwide through direct hair from the place of origin. Photo by Yu Dongsheng
When online jackfruit shopping became a trend, more and more local players in Hainan joined in and grew into the head merchants of Pinduoduo. Among the jackfruit merchants on the Pinduoduo platform, Li Jiakui often meets college classmates. "At that time, our school set up an e-commerce major to cultivate e-commerce talents, and many people chose to make Hainan tropical fruits, and jackfruit with high yield and characteristics was favored."
The hot sale of jackfruit in Pinduoduo has brought more locals to benefit. Every year, orders multiply during the peak sales season, and the number of Rigaqué shipping teams expands. They are all local villagers, many of whom have been growing jackfruit for many years. Master Lin is one of them. Based on years of cultivation experience, he can roughly distinguish the quality of jackfruit at a glance. After jackfruit became popular in e-commerce, he and his friends had a new job as a fruit quality controller, allowing consumers across the country to eat sweet and delicious Hainan jackfruit.
In recent years, Pinduoduo has helped landmark fruits go nationwide through direct delivery from the production area and inclined traffic, so that consumers everywhere can buy fresh and good fruits at more affordable prices. It is understood that by the end of 2021, more than 6,000 agricultural products with a single product order volume of 100,000+ on the Pinduoduo platform have exploded, and more than 50 agricultural products with a single product sales volume of more than 1 million have reached more, and a batch of "small-producing area" fruits have become "national fruits".
"We have long been committed to controlling quality from the source through docking with the place of origin, and helping high-quality agricultural products enhance market competitiveness and expand new consumer groups through measures such as traffic resource tilt and tens of billions of subsidies." The person in charge of Pinduoduo's agricultural project said that Pinduoduo selects the freshest seasonal vegetable and fruit ingredients and high-quality agricultural products in the country, and realizes "direct connection between production and consumption" through "farmland cloud pinning" through live broadcasts, special zone promotions, landmark publicity, etc., accurately meeting the consumption stratification needs of nearly 900 million consumers and enhancing the brand value and efficiency of agricultural products.