"Post-80s" Chai Wanwan's entrepreneurial story of Leek

I majored in international trade in college and worked in campus media. Even though I faced the temptation of an annual salary of 200,000 yuan when I graduated, I still wanted to return to my hometown - Chaijia Village, Zhangqiu City. My hometown has a history of growing leeks. 355 households grow leeks and there is a 1,500-acre specialty brand base. The village even registered a brand of green and pollution-free leeks in 2000, but this official certification did not bring more profits to the villagers. . When I was 19 years old, I vowed that if the leeks in my hometown had not spread across the country in four years, I would return to my hometown to realize this dream.

Seize people’s rigid need to pay attention to food safety

When I was in college, I kept hearing about various incidents of leek poisoning. Even if many vegetables that are clearly pollution-free and residue-free are placed in supermarkets, no one will buy them. But it was another torturous day for the northerners. The text message had already been sent, but I always glanced at my phone intentionally or unintentionally during class, clearly telling him not to let him go. It was a torturous day, day and night. Memorize the test. In the last year, he was our class teacher, a young and promising young man. I heard that he graduated from college, that he had been skipping grades to advance to higher schools, and that he had won awards in many competitions. I sent text messages, but I knew in my heart that I was finished this time, really finished. It’s just a necessity, especially in winter when making dumplings (ingredients). However, consumers now don’t even recognize the certificates due to fear. Nowadays, urbanization is so intense that many people have no land (they can’t grow it even if they want to), and they cannot grow good leeks. They can only buy them under the starry sky. The couple chatted while pushing their bicycles for a walk. Because the next day was their 13th wedding anniversary, Zhang Bingzhong asked with a smile: "Honey, do you have any wishes?" Jiang Xuelian was silent in the moonlight for a long time, and then said softly: "I want to go there in this life." Let’s go to Inner Mongolia and see the prairie.” Zhang Bingzhong said disapprovingly: “What’s fun about Inner Mongolia? If you want to go to Inner Mongolia, go to Inner Mongolia!” Jiang Xuelian asked curiously: “Why do you have to go to Inner Mongolia?” Zhang Bingzhong replied confidently: “ The only place in the country I haven’t been to is ***, so of course you have to go with me.” Faced with such a strong demand, our villagers did not make much money. It is indeed difficult to afford the price of ordinary leeks in China. In farmers' markets, 4 yuan (one pound) is considered to be very high.

I thought at the time that our village could just provide pollution-free leeks. We had such a good base. I was born and raised in Chaijia Village and was very familiar with the countryside. If I didn’t do this, I would never be able to do this again. Good opportunity.

To change these problems, I must start from many aspects to change some of the methods and methods of agricultural production and management in the past. I decided to focus on family farms, supplemented by farmer cooperatives. First make yourself a specimen, and if successful, then promote it to farmers. I rented land from four uncles and used 40 acres to produce large quantities of leeks, which are specially supplied to supermarkets. Such pollution-free leeks can be sold for 30 to 40 yuan per catty. The other 10 acres are dedicated to making leek bonsai to meet the individual needs of consumers. Customized needs.

He whispered: "My dear, I will read you a little love letter written on the ceiling..."

The marketing of agricultural products must be down-to-earth

< p>In the past, our leeks were sold as far away as Beijing and Tianjin. Everyone said they were good, but consumers didn’t know who produced the product or how it was produced. She and her boyfriend came to work in this city, and their income was not high. , but the two of them loved each other, and she was content. Yes, to put it bluntly, there is no brand. My idea is to open up sales and form a brand.

Since urban people do not believe that agricultural products are grown without pollution, we need to let them know that there is really no problem with the leeks in Chaijia Village.

I was engaged in campus media when I was in college, and I contacted businesses and students around the school. When the music of the piano rang, I slipped into the backyard garden, and my mind suddenly thought of that beautiful face eight years ago, and how nice she sounded. accordion sound. Someone suddenly patted me behind me, turned around, and saw the bride Kyoko standing there. She said, "Don't you remember me? We were neighbors eight years ago." I knew my heart suddenly warmed up, and I felt an inexplicable feeling. How does the media affect users, and who are the people targeted by each type of media?

We consciously contacted the media, and we started advertising on local life channels in cities such as Jinan. Local life channels have great influence on local people (especially housewives) and have credibility.

We convey our quality, products, and models to consumers through advertising.

They later discovered that our products were good, and they began to spread the word by word of mouth. In order to meet everyone's needs, we launched community groups. Yes, he has always loved her. It’s just that he knows that Yu Han carelessly doesn’t know all this. She only knows that she got her wish, she can be with her good friends, and she can always see her beloved. She becomes content and happy, and her laughter is always like a silver bell. This spreads in everyone's heart. At that time, she was a tree in its full glory in spring, and this love was like a branch that slanted out randomly from her tall tree. If it was not cut down ruthlessly, it would only destroy her. So, he must leave. That distant watch is the most beautiful gaze in life! purchase mode. As long as a community orders XX pots, shipping will be free. In the Jinan community, you can hear the aunts shouting: "Do you want to buy leeks? Do you need them at home?"

In addition, I, Li Yan, was drinking fragrant tea and said: "Husband, today I Isn't it a vacation? During the day, Tian Jing and Liu Xiaoqing came to sit at home. After chatting for a while, I praised them for their beauty and maturity. Tian Jing and Liu Xiaoqing both said that there is nothing a woman can do if she wants to grow older. I asked them why, because we rarely talked about such topics before. Tian Jing and Liu Yiqing looked at each other with confusion on their faces, and then told me some difficult things in their lives and work. After listening, I understood that the reason why I don’t grow up is because I have a you who understands me, knows me, and loves me!” They also pay special attention to the time and effect of advertising. We do radio advertising on the traffic radio station, and we buy advertising space from 5:00 to 5:20 (in the afternoon). At this time, most of the cars in Jinan were stuck on the road. By letting them listen to my entrepreneurial report, I made them interested in my leeks.

We also cooperate with institutions that have high-end people. We first sold our pollution-free leeks through Jinan’s high-end agricultural products website. In addition, I also cooperate with the car enthusiasts club. They need a venue and are willing to support us. Many cyclists often drive to our base to see our planting conditions and then bring back a few pots.

Let citizens cut leeks at home

Winter is the peak season for leeks. After the traditional leeks are taken out of the soil, it is not conducive to protecting the health. The first time I met An Yuhan was when the school student union recruited new students when he first entered college. We were divided into a group for interviews. After the interview, she came over and said: "We will work together in the future, please leave our respective contact information." Save it, it will become stale after being kept for a long time. People in the city want to eat the leeks they grow (a food safety requirement), but they have no place to grow them. Faced with this market, many people have tried. For example, there are people in Beijing doing bonsai farming, but the price is too expensive. A pot of potted plants may cost 300 to 400 yuan. The other type is soilless cultivation, but the vitality of this kind of crops is very poor, and the products only grow in one crop.

The barrier to our leeks is planting technology, especially seedlings. I think I will always remember that scene: my boyfriend fell to the ground with a crash, and all the strength was gone. I saw his tears. "You can finally face this matter, but I can't. When I'm with you, I always see Xiao Xiao standing among us. At night, I hear Xiao Xiao singing outside the window." After that, I never saw my boyfriend. I heard that every year on that day, he would go to the place where Xiao Xiao landed and buy a bunch of small red bean popsicles - which was Xiao Xiao's favorite food. And I have never been to that teaching building again. Technology seems to have a very low barrier to entry, but in fact the barrier to entry is very high and difficult to replicate in other regions. Only by cultivating good seedlings can we ensure that consumers can take them to their homes and grow them.

After studying what our competitors were doing, we developed Bonsai Leek. The raw materials are still pollution-free leeks from our Chaijia Village. However, we use organic fertilizers, cultivate them in greenhouses, and use mud pots of uniform specifications to store them, which improves the yield and quality and forms a standardized product appearance.

In the past, leeks were grown in the ground, which was rough; but we carefully cultivated potted leeks, which has a high survival rate. In this way, the pollution-free leeks in Chaijia Village can be grown on citizens' balconies, which can be used both for viewing and for eating. Each pot of leeks can be cut 3 to 5 times, and they will be fresh every time. What we sell is products, not ingredients. The market response has been very good, and each pot of leeks can be sold for 79 yuan. After the citizens finished eating, they also made reservations and group purchases from us, and we delivered according to the community.

Ensuring the supply chain through cooperatives

With sales and reputation, it is necessary to ensure the supply chain.

As I said at the beginning, I will demonstrate first to make everyone believe that growing potted leeks can make you rich. Later, I was thinking about how to organize the farmers in the village. I decided to compete with the vegetable vendors because I had a large gross profit margin, a channel advantage, and a high acquisition price. At the same time, I let

It was raining that day, and Peishan sat blankly in front of the window, recalling the rest of his life until Qu Ping's call came in. They have been in constant contact since the last phone call. New products are released on a "daily basis" every month. Qu Ping will visit diamond VIP buyers to collect opinions for improvement. Strange to say, it happened that Peishan was able to chat more casually at the very moment when Peishan was not in a good mood. She was not the kind of woman who complained easily. She was unhappy and just kept silent. Qu Ping did not ask any questions. The two of them talked about their preferences for the colors and fabrics of clothes, extending to the details of daily life. Peishan sighed as he spoke, and he asked, are you tired? Villagers join our cooperative for unified management, unified planting, unified sales, and shared profits.

In addition to ensuring output, we also need to ensure quality. Quality is the life of the brand. Farmers, as long as you let them make money, they will be willing to produce according to this model, and since everyone has the same interests, anyone who wants to mess around or damage the sign is not allowed. In fact, our requirements are very low. Most of them are farmers who have been farming for more than 30 years. Their technology is very mature. We farm next to each other and supervise each other. If we don’t spray pesticides, we will not spray pesticides. The safety of agricultural products is getting better and better now, and farmers also know that not spraying pesticides is a competitive advantage.

Chives