In recent years, avocados with the title of "forest cream" have gradually become the consumption "hot" in the Chinese fruit market because of their low sugar and high nutritional value. However, demand in the domestic market is still mainly dependent on imports. According to Chinese customs data, as of the first quarter of 2021, China's avocado imports were 6581 tons, an increase of 13.35% year-on-year.
The huge market potential of avocados has attracted the attention of various investment entities. In 2018, the Government of Pu'er in Yunnan positioned avocado as an important emerging industry to promote rural revitalization, and now, Pu'er avocado has obtained the National Geographical Indication certification, is the first domestic avocado brand, and is the only brand in China that can stably supply high-quality domestic avocados to the market in batches, filling the gap of no domestic avocados in the Chinese market. In 2021, it will sell well throughout the country with the help of Jingdong fresh quality control, logistics and marketing system.
Build a sound standard production system Jingdong Fresh deeply participates in the whole process of the industrial chain
The large-scale development of agricultural products is inseparable from the standard production, logistics and marketing system, which is also the core key to testing industrialization. Focusing on the development needs, Jingdong Fresh actively participates in the whole process of the industrial chain of mining, building, operation, sales and brand promotion of Pu'er avocado products, and promotes the construction of a standard production system from branches to the tip of the tongue.
At the same time, it also provides resources and services such as sales platforms, marketing planning, logistics supply chains, etc., and focuses on cultivating a number of avocado leading enterprises with advanced management, strict standards and strong growth, and promotes the standardization and brand development of landmark brand product production.
High requirements for the natural growth environment The domestic large-scale planting of avocados will be expanded to 100,000 mu.
Avocado cultivation has high requirements for natural conditions, and only the dry and wet seasons are clear, and the environment of high temperature and high humidity can make it grow rapidly. After years of experience in introducing seeds and trying to breed in many places, it was found that Yunnan was rated by experts as one of the few areas in China that meets the requirements of large-scale production of high-quality avocados.
In order to accelerate the large-scale development of the industry, in recent years, under the full cooperation of Pu'er government, enterprises, business and agriculture, Pu'er has established a set of high-quality high-yield cultivation system. As of 2021, Pu'er City has built an avocado standardized planting commodity production base of about 60,000 mu, the largest planting area in the country, and is expected to expand to 100,000 mu in 2025.
Strong logistics and marketing system to promote the filling of the gap in the market without domestic avocados
Consumers have always been more aware of imported avocados, but imported avocados are expensive. The Pu'er avocado has no black wire, no fiber impurities, and a richer taste, which can be a good substitute for imports, and the market potential is huge.
In order to allow more consumers to eat domestic avocados with higher cost performance, Jingdong Fresh integrates all-platform and omni-channel resources such as supply chain, logistics, talents, traffic, and live broadcasting. On the one hand, it focuses on the layout of more than 500 agricultural specialties in the country, provides customized supply chain solutions for Pu'er avocados, and creates new logistics infrastructure that specializes in serving the nearest kilometer; on the other hand, it actively increases talents, traffic, live broadcasting and other services. It is reported that Jingdong Fresh plans to cultivate 1 million agricultural e-commerce talents within three years, jointly build a live broadcast base for 100,000 agricultural products, and create a ten-billion-level traffic pool. It is with a strong logistics and marketing system that Jingdong Fresh has successfully promoted the "out of the circle" of Pu'er avocados, filling the gap of no domestic avocados in the Chinese market.
In January, sales rose by 4767.89% month-on-month
On October 25 this year, at the first Pu'er "Avocado Festival" marketing and brand day promotion activities, the live broadcast of Pu'er Avocado Jingdong Fresh Online Store attracted nearly 400,000 people to watch online. And in October alone, Pu'er avocado in Jingdong Fresh achieved a sales increase of 4767.89% month-on-month. Through online and offline measures, Jingdong Fresh has successfully promoted the sales and sound of Pu'er avocados out of the circle.
Promoting the industrialization of Pu'er avocado is only part of the upgrading of the agricultural industry promoted by Jingdong Fresh. In the future, Jingdong Fresh will continue to link up with more local governments, enterprises and farmers, explore broad cooperation directions such as agricultural products industry + cultural tourism industry, digital rural big data service platform, etc., effectively promote more local characteristic agricultural products to achieve positive circulation of production and marketing, and help more areas to move the road of rural revitalization to a new level.
This article originated from the Financial Circle Network