Recently, the China Fruit Circulation Association released the latest “Analysis Report on the Production and Sales Situation of Apples in the 2021 Season”. The report shows that compared to the 2020 season, Apple’s total output in the 2021 season has achieved a slight increase, and is expected to exceed 45 million tons. The high yield means that fruit growers need to further expand sales channels.
To this end, starting from October 27th, Pinduoduo has successively launched “Apple Harvest Season Live Broadcast” and 10,000 groups of other activities. While helping fruit farmers in Shaanxi, Shanxi, Gansu and other producing areas to open online sales channels, it also has It is conducive to the promotion of the “source classification, direct distribution from the origin” model, and helps fruit farmers realize their wealth dream of “selling out and getting rich”.
Apples are joyous and cold, and should not be planted in the south. With 35 degrees north latitude as the dividing line, the domestic high-quality apple industrial belt represented by the six major producing areas of Shaanxi, Shanxi, Gansu, Sichuan, Xinjiang and Shandong has been formed. Although there are geographical differences in meat quality, brand, juice, etc., this does not affect the consistency of the taste of apples everywhere-delicious, and I want to have another bite after eating. Among them, the title of “Apple One Brother” was picked by Red Fuji, which accounted for 75.98% of the total national apple output in 2019.
Affected by the epidemic, Apple’s sales methods have shifted from offline to online in the past two years. When the barrier is broken, consumers who are unable to pick and buy on the spot will inevitably have difficulties in the choice of apples. It is precisely because of this that the Pinduoduo Fruit Selection team went deep into advantageous production areas such as Luochuan, Liquan, Shandong, Yuncheng, Shanxi in early August to conduct research, product selection, training, and encourage businesses to settle in.
The road to online sales may seem simple, but there will always be special circumstances in the implementation process. As the world’s largest apple producer, domestic apples are mostly consumed by fresh fruits, and the annual demand is naturally large. It’s just that when Apple’s sales are transferred online, it will inevitably expose problems such as non-categorization and currency selling. The differentiation of the Apple brand has not been opened, and it also means that there is a deviation between the income of the fruit grower and the expectation. How to solve this problem? To this end, the Pinduoduo team has added the concept of “source classification, sales classification” to the training to distinguish high-quality, brand-competitive apples from ordinary apples, so as to better achieve high-quality fruits and high prices, and help fruit farmers The interests of the company are maximized.
Take Wang Zhen, the second-generation fruit of Shanxi, as an example. During the Apple sales season last year, he and his team achieved 120 million yuan in e-commerce revenue. The password to open the door of wealth is just to use the combined punching model of Pinduoduo’s “10 billion subsidies + daily sales”, taking into account the purchase needs of different users, and putting quality apples into their hands.
“The involvement of platform companies has played an important role in promoting the flattening of the Apple market transaction level, promoting the short-chain of the supply chain, and promoting the precise matching of supply and demand. If it can further promote the improvement and innovation of algorithms, There is still huge potential for e-commerce to expand Apple sales.” Huo Xuexi thinks so on the issue of agricultural product sales. During the two sessions last year, he put forward the proposal of “Proposals on Promoting the Development of New E-commerce and Reshaping the Value Chain of Agricultural Products”, and expressed concern about the reshaping of the agricultural product supply chain system.
This is exactly the idea that Pinduoduo has been practicing in the online sales of agricultural products in recent years. Rural orchards are directly connected to family fruit baskets. On the one hand, fruit farmers can solve their current small-scale planting sales problems by means of “direct delivery from the origin”. On the other hand, consumers can also buy their favorite high-quality products through “striking” methods. Apple. There are also welfare activities such as “tens of billions of subsidies” and “time-limited spikes”. While the prices are sufficiently close to the people, the sense of participation in online purchases is also directly filled.
As of 12 o’clock noon on October 28, the total sales of Apple on the Pinduoduo platform have reached 5 million catties. Behind the data is a metaphor for a mature sales model. In the future, we have reason to believe that Apple’s online sales will be improved with the help of the platform.