Zhejiang Green Eagle Agriculture's "Sky Strawberry Waterfall"
Strawberries hang cloud wood, and the greenhouse is suitable for spring.
The dense leaves are faintly buzzing, and the fragrant wind stays beautiful.
This is the second time I have seen this suspended soilless strawberry planting model, which Gu Xiaoming (the legal representative of Zhejiang Green Eagle Agricultural Technology Co., Ltd.) calls "Sky Strawberry Waterfall". Rows of white planting troughs hang in the air, and red or pink strawberries hang on either side, which is particularly "sexy" against the backdrop of green leaves and white flowers, making it mouth-watering.
"If you come during the Chinese New Year, the photos you take will be even more shocking, and they are full of strawberries. As he spoke, Gu Xiaoming took out his mobile phone and flipped out a few photos to show us, "I took a few photos myself as a souvenir, maybe it will be difficult to see this kind of scene again in my life." ”
Gu Xiaoming is checking the yield of strawberries
I glanced at the photo and came up with a few key words in my mind: Chinese New Year, strawberries...... "unsalable?", and I thought of the only reason that could explain this fruitfulness. Normally, the Spring Festival holiday is the peak season for strawberry picking, and I don't usually go to join in the fun during this time, so I am seriously skeptical about my answer.
"Yes! From the first day of the Lunar New Year to the seventh day of the Lunar New Year, it is unsalable. I also made some strawberry brandy. Gu Xiaoming smiled bitterly.
"The Spring Festival holiday is actually unsalable, is it that everyone has gone out to travel?" In order to find the answer, my CPU is about to burn.
Gu Xiaoming's newly built strawberry farm is located in Tangqi Village, Linping District, Hangzhou, which is not only the hometown of the best loquat - "soft strip white sand", but also adjacent to the Chaoshan Scenic Area, one of the three major plum blossom viewing resorts in the south of the Yangtze River, and is only more than 20 kilometers away from the center of Hangzhou.
A strawberry field in a busy street
"My old customers are out and my new customers don't know about it yet, so it's a big impact. Gu Xiaoming self-examined: "Looking back now, it is because my customer base is not large enough, there are only a few people in Linping, and there are only more than 1 million people who have left, so is it unrealistic that more than 12 million people in Hangzhou have left?" ”
"I also found a strange phenomenon in my hometown before the Spring Festival, the urban area that should have been bustling has become extremely deserted and looks depressed.
"It is the epidemic in the past few years that has changed the way consumers access information. Gu Xiaoming said: "Originally, we mainly looked at WeChat Moments and official accounts, but now they have become Douyin and Xiaohongshu, and the traffic has been transferred to these relatively new social media." I started the live broadcast on the seventh day of the Lunar New Year, and after 3 days of broadcasting, the passenger flow went up. ”
Consumers are picking strawberries
"Do I have to pay for it?" I first thought of the third-party operation of the platform. Jiaxing's rain and dew space adopts this method, which is said to increase the passenger flow by 10%.
"No pay, organic traffic. Gu Xiaoming said: "Do you know? On the first day of my live broadcast, there were 7,000 people in the audience. I started to link on the 4th day of broadcasting, and I sold 12,000 yuan of tickets on the same day, 17,000 yuan on the second day, and 27,000 yuan on the third day, so I didn't dare to sell it. Because I've done the math, it's already more than my capacity to host. I was very naïve to think that they would come when they bought it, and in fact ......"
"In fact, some of them are impulse purchases, and they have to be refunded after they are bought. I added with a laugh. I also just learned the concept of "write-off rate" of live streaming from Yulu Space.
Gu Xiaoming (right) introduces the operation method to the visitors
After the first week of live broadcast, the ticket write-off rate was 30%. After that, Gu Xiaoming insisted on live broadcasting for 2 hours a day, talking about his planting model and planting concept seriously. Compared with the ordinary ground planting mode, this "Sky Strawberry Waterfall" itself is a drainage product. In the new park, there are a total of 5 steel frame greenhouses, only the front one adopts the hanging planting mode, and the remaining 4 buildings are common vertical planting mode.
"The most interesting customer I've ever seen is a Northeast man, he got off the plane and swiped my live broadcast, and then he went straight here, I was very moved to listen to it, and gave him a box of strawberries when he left. Gu Xiaoming said: "So I don't think it's a problem of a small number of people, but the way people get information is different from before, and it doesn't make sense if you still use those old methods." After we went live, strawberries were in short supply. My propagation cost is my phone and two hours of time!"
Pink strawberries that continue to blossom and bear fruit
"We still have to learn to change ourselves and catch up with the trend of social development. "I also have deep feelings in this regard, from the decline of paper media to the rise of WeChat public accounts, and then to the current Douyin, B station, Xiaohongshu, video account...... You're either going to keep up with the situation or you're ruthlessly eliminated.
"How much money have you invested in this park?" I then asked about the input-output ratio. Generally speaking, this kind of high-level project is useless and loses money.
"The whole park is 10 million yuan, except for the 'Sky Strawberry Waterfall' which I voted for myself, the others were invested by the village. Gu Xiaoming said: "This is also an innovation of our local government, called 'village construction for civil use'. 70% of this project has financial subsidies, and the village can acquire such an asset for 30% of the cost. We then pay the rent at the bank's loan interest rate for the same period. ”
Gu Xiaoming (front) introduces the new planting model of strawberry farm to village officials
"That way you don't have to invest so much in fixed assets. "In the canal park where I went last time, Gu Xiaoming invested more than 10 million yuan in cash (half of the government subsidy).
"Yes, I can use my limited funds for production and operations. In addition, if I had followed the original project subsidy method, I would have to bear the depreciation of the facilities and equipment, but now this part of the cost is borne by the village. Gu Xiaoming analyzed the gains and losses very thoroughly.
"Now the challenge for you is how to get customers, and if you have enough customers, you can replicate that model. ”
"Well...... Gu Xiaoming thought for a while and said, "The original difficulty was in the source of customers, and now the biggest problem in this model is to find this kind of far-sighted village community to cooperate." ”
A strawberry flower that attracts bees and butterflies
Also, this kind of project is definitely tailor-made. The village community contracted should not only have the desire to set an example for rural revitalization, but also have a certain economic strength, and should not open its mouth to make the tenant profitable.
"What's your order value?" I asked again about the efficiency of output.
"The average consumption of strawberries is about 80~100 yuan per person. Gu Xiaoming said: "The current ticket is 15 yuan per person, and strawberries are 80 yuan per catty." During the promotion period, we made a group purchase discount, and the package of 158 yuan can enter 4 people and take away 200 yuan of strawberries. ”
Strawberries are sold for 100 yuan/board before the Spring Festival
I frowned, it was hard to imagine how much benefit this price could bring, I remembered the research project under construction that I saw in the Canal Park four years ago, and asked, "How is the tertiary industry in the Canal Park doing now, and how much can it account for the entire turnover?"
"The proportion of tertiary production is not high, accounting for about 30%. Now the focus is on strawberries. Gu Xiaoming said: "There is no tertiary industry here, but the foundation is there." Our Tangqi Village is very powerful, he wants to hold a banquet for 1,000 people, and I said that the scene of the banquet for 1,000 people can be put here. Because there are good facilities here, and I am not afraid of rainy days, I raised the strawberries up, and below is the 3480 square meters of event space. ”
"Do you think there is a breakthrough in the three industries?" I talked to He Mingfang in Shanghai yesterday about the future development direction of Taoyong, she is interested in the direction of tourism picking, but the current policy does not allow it, and even raising some geese to weed is secret.
Cultural and Creative Signage in the Canal Park (2020)
"Yes. Because the ceiling of the first industry is relatively low, but the ceiling of the third industry can be infinitely large. Gu Xiaoming gave an example: "For example, if we make roasted whole sheep, the goal is 20 a day, and a roasted whole sheep sells for 2,000 yuan, and the turnover in a day is 40,000 yuan." If there are still customers, I will make a phone call and someone will send the sheep over, so that the employees can work overtime, but if the strawberries are gone, it is useless for the employees to work overtime......"
"However, if the third industry leaves the first industry, you are nothing. Making roast whole sheep alone is to compare with restaurants and barbecue restaurants, and you will have no competitive advantage. So only by giving full play to the advantages of the primary production and pulling up the atmosphere of the farm, you will have a chance. ”
"In a sense, the primary industry mainly plays a drainage role, and the focus should be on the tertiary industry. I reasoned.
A staggered aerial strawberry planting trough
"The focus is still on primary production. Gu Xiaoming shook his head and said: "We are looking for professional people to cooperate with the three industries, for example, if we roast whole sheep, we will find a team to roast whole sheep, and we will divide the line." ”
"Then you make it yourself, one is strawberries, and the other is passenger flow. What you actually have to do is passenger flow. "I basically sorted out his business logic. It's a bit like the platform economy, whether it's me doing new media or him doing live broadcasts, in the end, I'm helping the platform move bricks.
"Yes, what we're going to decipher is the traffic code. Gu Xiaoming said: "Now everyone is saying that the economy is not good, business is difficult, in essence, the traffic password has changed, and we need to find a new traffic password." ”
New farmers who are constantly facing crises and opportunities
I can't help but think of what Gu Xiaoming said 5 years ago when he was facing the renovation of the big shed: Crisis crisis, there is danger, there is opportunity. In the past five years, the renovation of large sheds, the new crown epidemic, extreme weather, and the market depression have ...... Every farmer is bumpy on a road of constantly fighting monsters and upgrading, honing themselves in crises and finding light in the dark.
March 20, 2024