I collect gold fingers in the heavens

Chapter 401 [Shen Nong Orchard] Brand Crisis
If you follow the advice of Guan Xuelie and others and sell it at a low price, let’s say the price is 3 yuan per catty. If you sell all [Snow Banana], the revenue will only be 420 billion yuan.

The gross profit may be [-] to [-]%, and the final profit is only more than [-] billion yuan.

This gross profit is based on [Chaoqun Group]'s entire industrial chain from production, transportation to sales, and is able to pocket most of the profits.

If [Chaoqun Group] is just a manufacturer and does not have its own sales channels, then the profits will be made by middlemen, and I can only earn a hard-earned money through hard work, and may even suffer serious losses.

Producers are at the most critical position in the industrial chain. It is they who plant the products from the land, but they are in the weakest position in the distribution of benefits, accounting for less than [-]% of the entire industrial chain. ten.

Take the banana distance.

The planting cost of banana farmers is about 0.5-1.2 yuan/catties, while bananas are generally sold at 2-3 yuan/catties in supermarkets or fruit shops.

The middle gap ranges from 1.5-2.5 yuan/catties.

This is profit.

The average yield per acre of bananas is 5000 jin.

In other words, ideally, one acre of banana land can earn 7500-12500 yuan.

It seems high.

But in fact, this profit has nothing to do with banana farmers.

Banana farmers connect with fruit buyers.

The purchase prices offered by fruit buyers are not high.

When the market is bad, the purchase price is low, and when the market is good, the purchaser will lower the price.

But there is no way, it won’t work if you don’t sell it.This is the case with the fruit industry, which is particularly time-sensitive. You can wait, but the fruit can't wait!

After that time, the fruit rots.

Sometimes the market is too bad, the fruit will be unsalable, and the fruit will rot in the ground if it cannot be sold. The purchase price is ridiculously cheap, only a few cents or even a few cents per catty, and it is basically bought by the nearby juice factory.

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[Chaoqun Group] has its own strong terminal retail channels, currently there are thousands of [Shennong Orchards] across the country.

[Shennong Orchard] has been selected in the [Huaguo Top [-] Chain Enterprises List] for three consecutive years.

In the fruit industry, only [Thousand Fruit Garden], which relies on the scale of stores and has changed its business direction to low-end products, has a higher turnover than [Shennong Fruit Garden].

However, in terms of single-store turnover, [Thousand Orchard] is crushed by [Shennong Orchard]. Where there is [Shennong Orchard], the business of [Thousand Orchard] is generally not good. In terms of single-store profit, [Thousand Orchard] 】It is not the opponent of 【Shen Nong Orchard】.

The IPO plan of 【Thousand Orchards】is because of the existence of 【Shennong Orchards】, so it fails every time.

[Thousand Orchards] has thought about a lot of business strategies, focusing on imported fruits, direct supply from the production area, and member marketing. There are a lot of tricks, which can be said to be fancy.

But neither worked.

[Shennong Orchard] Just one trick-although my fruit is a bit more expensive, it is delicious.

Relying on this, press [Thousand Orchards] to fight!

Behind [Shennong Orchard], there are cold storages all over the country and a huge cold chain transportation capacity. Compared with [Thousand Orchards], it is less than one-twentieth of the original scale. The capacity of cold storage and cold chain transportation Existence, can effectively preserve the fruit, prolong the freshness of the fruit, coupled with the intelligent system scheduling ability second to none in the industry, these can minimize the loss of fruit.

Loss can be said to be the biggest cost in the fruit industry.

Based on the above, it is precisely these capabilities that give the [Chaoqun Group] the confidence to seize territory in the fruit market and obtain the most lucrative benefits. It does not need to be like a fruit farmer, whose profits are all earned by middlemen.

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Because of Wu Siyuan's intervention, [Snow Banana] was priced at 100 yuan/catties.

After a unified thought was formed within [Chaoqun Group], the sales of [Snow Banana] raised the agenda.

The first batch of [-] tons of [Snow Banana] was shipped to thousands of [Shennong Orchards] all over the country.

Thousands of cold chain trucks set off from the northeast, shuttled like ants on the national road network, and finally entered the city and came to the local [Shennong Orchard].

This is the direct production and marketing supply chain implemented by [Chaoqun Group], reducing the intermediate links and directly delivering from the field to the shelf.

But this is still not the most perfect supply chain model imagined by [Super Group], [Super Group] hopes to completely open up all links, and deliver products directly from the place of origin to consumers' dining tables, ensuring that consumers can get them in the shortest possible time. to the freshest produce.

This is not a simple matter, [Superior Group] is still slowly advancing.

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Wu Siyuan still has great expectations for [Snow Banana].

Before [Snow Banana] went public, [Chaoqun Group] started to promote it intensively. Its major online and offline channels, including [Flying Man Takeout], had a lot of exposure and momentum.

Of course, the publicity department of [Chaoqun Group] will not miss the emerging channel of Douyin.

After seeing the ability of Douyin to turn [Snow Banana Garden] into an Internet celebrity attraction with more than 1500 daily traffic, the publicity department of [Chaoqun Group] no longer maintains a cold attitude, but has registered several official websites on Douyin. account.

Use the traffic of Douyin to promote your own products.

The publicity department of [Chaoqun Group] originally thought that taking advantage of the popularity of [Snow Banana Garden] on Douyin, and now promoting the agricultural product [Snow Banana], it will receive good results.

The propaganda department made a few short videos, but the effect was tepid.

This is very anxious to the publicity department of [Superior Group].

Just as they were racking their brains to think of good ideas for publicity, a short video about "Shennong Orchard, how long do you want to poison us?" aroused many people to repost, discuss, and suddenly became popular on the Internet.

In this short video, a person who did not show up but claimed to be an internal employee of [Shennong Orchard] came forward and broke the news that although [Shennong Orchard] gave him a fairly generous salary, he still could not bear the condemnation of his conscience and had to put [Shennong Orchard] launched the genetically modified food [Snow Banana] on the market without permission, without labeling, and without verification.

The whistleblower also said that genetically modified seeds and food may contain unknown toxins and allergens that have never been found in the human body. In the absence of long-term research, [Snow Banana] was listed on the market, which is to risk the lives of consumers. Doing experiments, what is the difference between this and human life, especially many customers of [Shen Nong Orchard] are families. If children eat [Genetically Modified Food] such as [Snow Banana], the damage caused may be lifelong and permanent , and may even be passed on to future generations!
With the help of some black hands, this short video became more and more popular.

As popular as [Snow Banana Garden] was on Douyin back then, this short video is now as popular as it is!
Especially with such a controversial topic.

When [Snow Banana Garden] became popular on Douyin, it was famous as a scenic spot and scenery. At that time, it was not much associated with its food attributes, so it did not cause much disturbance.

But now, [Snow Banana] is a kind of edible [GMO food] that has become popular.

[Genetically modified food] has not been widely accepted in society, and there are many opponents.

[Snow Banana] is not [Genetically Modified Food], it is [Exotic Crops], but the problem is, Wu Siyuan can't tell other people!

Wu Siyuan is a dumb man who eats Coptis chinensis, so he can't tell what he suffers.

Even if he asked [Four-armed King Kong] to reduce the heat of this incident, it was useless.

There are endless discussions.

Moreover, under the impetus of people with good intentions, [Shen Nong Orchard] was targeted, and [Shen Nong Orchard] was described openly and secretly as an unscrupulous profiteer, selling various genetically modified fruits.

This is of course nonsense.

But the problem is that three people become tigers, and many people are half-believing.

Some consumers, especially those with families, are holding the attitude that they would rather believe what they have than not believe what they have.

Such consumers are not in the minority.

[Shen Nong Orchard]'s sales were hit hard immediately, and the turnover dropped by [-]%.

And the newly launched [Snow Banana] was even more miserable, and almost no one cared about it, only a few customers bought it to try it out.

[Shen Nong Orchard] is the property that Su Shixian is in charge of, and he is very worried about it.

He convened emergency meetings with the management of the business department many times to discuss countermeasures to deal with this crisis of consumer confidence.

If this crisis of trust is not properly resolved, the rift in the hearts of consumers will become bigger and bigger, and [Shennong Orchard] will eventually be dragged into the abyss.

It is easier to destroy than to build.

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Guan Xuelie once suggested that [Snow Banana] be taken off the shelves first, so as to get through the crisis of [Shennong Orchard].

But this suggestion was opposed by Wu Siyuan and Su Shixian.

Wu Siyuan objected because he knew that this thing is really good, and it will only be good for the human body, not bad.He felt it was a pity that the good things he had put so much effort into were taken off the shelves like this.

Su Shixian, on the other hand, considered the issue from a commercial point of view.

First of all, a lot of manpower, material resources, and financial resources have been invested in the cultivation of [Snow Banana]. If you give up like this, all the costs will be in vain.

Secondly, now that [Snow Banana] has been taken off the shelves, it has confirmed the accusations against [Shennong Orchard] on the Internet. This is a fatal blow to the brand image of [Shennong Orchard], and there will be no chance to turn around.

Su Shixian also said that the root cause of this situation is consumers' fear of [genetically modified food], and the fear comes from the unknown.We need to convey the correct concept of [GMO food] to consumers.

The country requires [genetically modified food] to be affixed with a [genetically modified label]. Consumers think that this will prevent them from eating foods related to [genetically modified].

In fact, this is nothing more than self-deception.

Like all papayas on the market, they are basically [genetically modified papayas]!Consumers have eaten it for decades, but none of them said that there was any problem with eating it, and that they were infertile.

On the contrary, many people still believe the nonsense that papaya has breast enhancement, which leads to the high sales of papaya.

In addition to papaya, the country now imports a lot of [GMO soybeans]. These soybeans are basically used to extract oil, and the remaining soybeans are used as animal feed.

Consumers are worried about eating [GMO food] directly, so why don’t they worry about eating [animals that eat genetically modified food]?

Su Shixian was still very excited at the end. He said that many consumers do not have the ability to think for themselves and are controlled by rumors.

Guan Xuelie was silent after hearing this.

When Wu Siyuan heard this, his eyes moved, and he asked Su Shixian, did he use this to change consumers' perceptions?

Su Shixian shook his head when he heard this, and said, he can't change the deeply ingrained worldview of consumers.

He conveyed the correct concept of "Genetically Modified Food" to consumers, just to rectify the name of "Shennong Orchard", but this "rectification of name" still cannot change the current situation.

So in the future, he will use various methods to publicize to the public that [Shen Nong Orchard] has only one [GMO food], which is [Snow Banana], and the others are all natural green products.

Then it is to guide public opinion, guide the two groups of people who support [genetically modified food] and those who oppose [genetically modified food] to discuss fiercely on the Internet, constantly increase their popularity, constantly guide traffic for them, and guide the scope of discussion to all aspects of society, and then Quietly guide public opinion, turning the focus of the debate into supporting the [GMO food] of [Shennong Orchard] or supporting the [Non-GMO food] of [Shennong Orchard].

"Switch the concept secretly?" Wu Siyuan smiled lightly when he heard the words, and said, "It's not easy to do so."

"Yes." Su Shixian nodded and asked Wu Siyuan, "So I need the support of the Group's Network Division."

Wu Siyuan approved.

With the assistance of [Four-Armed Vajra], Su Shixian can be said to be like a fish in water, and his plan was implemented smoothly.

There was a new round of discussions and verbal disputes on the Internet, but the focus of the discussions gradually changed.

And the image of [Shennong Orchard] is also changing, from a [fruit shop selling genetically modified fruits] in the minds of consumers to a [fruit supermarket offering both genetically modified and non-genetically modified fruits].

Different images bring different perceptions.

Some consumers who are opposed to [GMO food] may think that this store sells [GMO fruit] and [Non-GMO fruit], but it doesn’t matter, I can just buy [Non-GMO fruit].

But the side that supports it will think this way, this store sells [genetically modified fruits], so I will go to buy it and try it out.

The heat on the Internet ebbed unknowingly.

Although those behind-the-scenes black hands who had ghosts in their hearts were itchy with hatred, they were helpless.

And they have no time to spare, [Four-Armed King Kong] found them, and found that they are all friendly businessmen, so they found out their problem, backhanded it was a report and it was exposed. The air traffic control [Shen Nong Orchard] is over.

All in all, the sales volume of [Shennong Orchard] has been preserved, and the brand has also been preserved.

Even if the sales of [Snow Banana] plummeted, the original marketing plan couldn't be done.

In fact, without this genetically modified event, the sales of [Snow Banana] would not have been so ideal.

(End of this chapter)