Life is good, consumptive level also kept pace with. The consumer structure is changing day by day, low-end consumers are slowly turning into middle consumers or high-end consumers. But "the imported fruit is expensive and the portion is small, but the domestic fruit is fresh and cheap but nobody wants it!" What the hell is that for?
Look from color, size, glossiness alone, have very big difference.
Current situation of domestic fruit industry
1. Product structure and mechanism.
At present, China is basically a decentralized and extensive management system. In terms of planting, it is out of touch with the market, information is not available, and every fruit farmer has to fight alone when encountering problems. Without a unified product standard, the quality of fruit is not good, and it is in the low-end market with uneven quality, making it difficult to form industrialization and scale of fruit production.
2. Blind expansion, following the trend of planting, single varieties, and too concentrated time to market lead to overproduction, large market fluctuations, and supply exceeding demand.
Always be held in both hands in "altar" saccharine orange fell however this year, street lane can see small peddle is selling saccharine orange, the price also is lower than before two-thirds. The reason is that a large number of domestic copycat planting, resulting in overproduction.
3. Preservation, cold chain.
At present, only about 10% of the domestic fruit industry is commercialized after harvest, and the post-harvest aspects such as refrigerated storage and fresh preservation, storage and transportation cannot be timely put in place, resulting in the abnormal "death" of the product price dropping before competition in the market, and the overall competitiveness is very weak.
4. Fruit quality index testing.
At present, due to the lack of brands and unified fruit testing institutions in the domestic fruit industry, a variety of food safety incidents have occurred in China in recent years, and people have lost confidence in their own food. Coupled with imported brand fruit, relying on excellent quality, unified standard packaging, mature brand management and superb market operation techniques, the domestic fruit caused a huge impact.
5.Fewer brands, fewer brands.
At present, the domestic fruit industry is short of leading brands, and eating fruits usually means eating apples or bananas. The product advantages of fruits have not been transformed into brand advantages, and there is no outstanding selling point and personality. Through scientific and systematic brand management, we should build a brand prototype and concept platform of fruit brand to inject long-term development vitality into the brand. Plus a class of packaging can reflect the taste, high-end, atmosphere, class. Taste aside, the packaging gives you an appetite. Make it from low block, coarse in homebred fruit come to the fore, reflect brand image. It can not only reflect the physical value, but also add the emotional value to win back the confidence of consumers through experiential marketing and deep communication.
How should the road of homebred fruit henceforth go?
1. Select unique, rare and precious varieties.
Before planting, must understand market supply and demand information, learn dislocation to see the market, do not blindly follow the wind. Try to choose unique, rare and precious varieties to ensure the competitiveness of their products.
2. Improve the cold storage technology and deep processing capacity.
For storage, easy to corrupt, unfavorable and long-distance transportation of agricultural products, improve their ability of refrigerated preservation technology and deep processing, not only can prolong the time to market of fresh agricultural products, and can significantly expand the market space of these products, can also extend the industrial chain, to ensure that the fresh agricultural products value.
3. Actively join agricultural cooperatives.
Fruit farmers get together and cooperate to build a solid direct sales channel of agricultural products relying on the common brand advantages through the connection between farmers and supermarkets, agricultural schools and agricultural enterprises. It not only reduces the operation cost, but also makes the product safety traceable.
4. Develop sales of agricultural products through agricultural exhibition.
At the exhibition site, farmers, wholesalers and distributors gather together for trade exchanges. Fruit farmers can use various information channels to promote their products, promote their own brand, image; You can also communicate directly with the end consumer to get timely and effective information feedback; More can understand the industry's latest product trends and industry trends, constitute the basis for decision-making.
5. Fruit branding is a good way out.
However, it may take a long time to enter the middle and high-end market of the fruit industry. We cannot rush for success, or the brand will not have a good foundation. To drive the development of domestic fruit, the first thing to do is to let the middle and high-end consumers regain confidence.
6, the first thing to do is to improve the level of planting, fine, scientific management. Improve product quality and establish unified standard system.
Blindly shift to the middle and high-end market, quality can not keep up with, only an empty brand effect is of no help. Let consumer regain the confidence to homebred fruit, quality is a foundation, believed you only, ability supports you. Domestic fruit producers should seize the opportunity and keep pace with The Times. They should not only improve the quality of fruits in a scientific and reasonable way, but also make more efforts in marketing and gradually move into the middle and high-end markets.
Finally, we return to the question of the title: is the moon really rounder abroad? The Angle that sees is different, the appliance that USES when observing is different, then, the conclusion that draws is different, the moon, it is that moon together actually, scene of flourishing times of Chinese agriculture, want you to think only, nothing is impossible, nothing is invisible!