Guangxi Yunzhan Agricultural Technology Co., Ltd. legal representative Wang Xiaoyu
Unlike a month ago, when he was still struggling with the importance of making money or quality, Wang Xiaoyu (the legal representative of Guangxi Yunzhan Agricultural Technology Co., Ltd.) who passed New Year's Day has been deeply confused, because the "mandarin orange" that has gone 40%~50% in the same period last year is now only about 20%, as if the market has shrunk all of a sudden, and even the teams that did live broadcasts in the orchard in droves last year have disappeared without a trace.
"Which team are they from?" I saw that there were still people in the sorting workshop doing live broadcasts.
The male anchor holds a knife and peels oranges in front of the camera, while introducing how tender and juicy the fruit is. In the background is a pile of whole or cut in half "mandarins", and a row of sample fruits of different sizes. There is also a LOGO of "Zhangwo Orange Noodles" on the side: a middle-aged man in a suit and leather shoes is holding an orange in his hand, smiling and telling the story of an orange.
The staff is introducing the product features on a live stream
"Our own. Wang Xiaoyu said: "I saw that this form was wrong a week ago, so I transferred the team of the Enrichment Program of Agricultural Materials in Guilin to do a live broadcast, and it sold well these days, more than 1,000 orders a day, and it may exceed 3,000 orders today, which is more than the sales of all anchors last year." ”
"What price?" I just came from Nanning Zhengxin Agricultural Development Co., Ltd., and this year's market has made everyone lose direction.
"More than 2 yuan a catty, mainly selling BC fruit, mainly C fruit; A fruit is a gift box, bare fruit core to 4 yuan more than a catty, mainly through small program sales and some enterprise group purchases. Today, Douyin plus the mini program sold for about 70,000 yuan. Wang Xiaoyu introduced with a happy face.
"Wokan" waiting for the delivery
"It seems that the effect is good!" I praised, and then I thought of the thousands of acres of "Wo Mandarin" base of Yunzhan Agriculture, and I couldn't help but worry: "Can you sell it all by relying on online sales at this scale?"
"I think so. Wang Xiaoyu said confidently: "We are now a group of 5 people, at least 12 hours a day, sometimes all night at night, selling 1,000 orders a day is 10,000 catties ......"
I don't know how many days it will take him to sell the 1,300 acres of "mandarin oranges" that have entered the bumper yield period in this way, but I just think that in the current market situation, it is a good way to save himself by using live streaming to bypass the market and go directly to consumers.
"Have you ever worked with a third-party live broadcast team like Dongfang Selection before?" I thought of another way out, after all, it is not easy to cultivate your own live broadcast team.
Wang Xiaoyu's own live broadcast team
"I haven't worked with Dongfang Selection, but I have worked with a similar team. Wang Xiaoyu said: "But after cooperation, I found that it was not worth much." One is that they have earned all the profits in the middle, and the other is that when they are not doing it, they will use our brand, but once they do it, this third-party team will not use our brand, but will buy the goods cheaply and pursue the profit target. Therefore, it is impossible to sell at a premium by relying on a third-party team. ”
"So I had to develop my own team. I sighed: "Your advantage is that you also have an agricultural team, which can be seconded." If you just make orchards, sell fruits, and get a group of people to do live broadcasts, the cost of this personnel is also very large!"
"I really can't afford it!" Wang Xiaoyu said: "Now the agricultural industry is also difficult to do, the volume is very, in the future I want to realize the linkage of agricultural materials and agricultural products, in addition to selling their own fruits, but also to help customers sell high-quality products, and do not earn the price difference......"
Wang Xiaoyu (2nd from left) and merchants are bargaining
He mentioned this idea two years ago, and I am actually not optimistic, because agricultural materials and supply chain are two completely different sectors, and occasional borrowing can reduce personnel expenses, but it is also very difficult to fully integrate.
I suddenly remembered a person, also in Guangxi, who accumulated hundreds of thousands of planting fans by Douyin short videos, and then promoted agricultural materials in the form of franchise stores, which is a rising star in Guangxi's agricultural industry.
"Has your agricultural team done this kind of live streaming before?" I asked.
"No, I may also have to go live in the future, combining online and offline. Wang Xiaoyu said: "But I think that the live broadcast of agricultural technology still needs to be told by people with professional and technical ability, unlike selling oranges, at most it is to make money, and it will not kill you; Isn't killing a tree killing someone else? ”
Picking site in an orchard
"Sometimes the peasants are taken into the pits. I have also watched some short videos of agricultural experts, and the evaluation is "serious nonsense".
Wang Xiaoyu, like me, is from a professional class, and has been in the industry for a long time, but he lacks the courage to talk nonsense.
"You just said that you can sell all the more than 1,000 acres of 'mandarin oranges' through live broadcasts and small programs?" Many people confuse ideals and reality when chatting, making it difficult to distinguish between truth and falsehood.
Workers are sorting for the second time and strictly controlling the quality
Sure enough, what Wang Xiaoyu just told me was an ideal, which will become a reality: "It takes time, and it takes a long time to persist in selling private domains, and it takes many years to cultivate loyal customers." ”
"What percent of the production do you estimate you can sell this year through live streaming and mini programs?" I asked.
"At least half of them can be sold this year. Wang Xiaoyu still said with confidence: "Last year, we mainly went to the market, and this year we mainly walked online." ”
"What about the price? compared to the market price. I asked again.
A fruit in a gift box
"Now the brand hasn't come out yet, so I can only stick to the market price. Wang Xiaoyu said matter-of-factly.
"Now it's still about value for money. I analyzed: "After you remove the middleman, for consumers, it is because it is more cost-effective to buy your products, and then feel that it is delicious, and slowly precipitate the next batch of consumers who recognize the 'Zhangwo orange noodles' brand, before a certain premium can be generated." ”
"That's true!" Wang Xiaoyu said: "If consumers are willing to pay for my brand, I can lead a group of people to better invest in growing products that meet consumer requirements and are more cost-effective." ”
Wang Xiaoyu (left) and merchants are discussing the product standards of "wo mandarin".
But for consumers, he may just want a cost-effective orange, not a well-known brand. This is the dilemma and confusion that Wang Xiaoyu and thousands of growers will face now and in the future.
January 18, 2024