Chu orange is a local specialty? How does Chu orange do marketing?

Chu Shijian estimates that many people in his father's generation know that the varieties of Chu oranges he manages are very popular in the market now. So, which local specialty is Chu orange? How does Chu orange do marketing?

Chu orange is a local specialty. Chu orange is a kind of rock sugar navel orange, and Yunnan specialty orange is famous for its sweet taste and thin skin.

How does Chu orange do marketing? Chu Shijian, former chairman of hongta group in Yuxi, Yunnan, was once a famous "tobacco king of China".

1994, Chu was named "Top Ten Reform Man of the Year" in China. Chu Shijian turned Hongtashan into a famous brand in China, and turned Yuxi Cigarette Factory into the first modern large-scale tobacco enterprise in Asia and in the forefront of the world.

199965438+1On October 9, Chu was sentenced to life imprisonment and deprived of political rights for life due to economic problems, which was later reduced to fixed-term imprisonment 17 years.

He went to prison at the age of 70 and made a comeback at the age of 75. In 2002, after being released on medical parole, my wife and I contracted the barren hills of Ailao Mountain to grow oranges. 2012165438+10, 85-year-old Chu's "Chu orange" began to be sold through e-commerce. Chu oranges are of excellent quality and are often sold out of stock. Chu Shijian became the "Orange King of China".

Chu Shijian's Marketing Strategy of "Chu Orange"

1: branding.

Large categories, small brands; Large producing areas, small enterprises. These two phenomena are unsolved problems of agricultural products in China for many years. So that there is no way to brand agricultural products except by monopolizing the origin or category; Such as Fengshan Tieguanyin and Gannan navel orange. They all try to monopolize categories or origin resources with the help of government, capital and other forces-this road has proved to be uneven and has not got rid of the old road of bulk category trade.

Chu named Yunguan Orange as a sweet orange cultivated hard for ten years. However, judging from the market reality of 20 12-20 13, without the promotion of Chu orange in life, even with the endorsement of Chu Shijian, the popularity of Yun Guan orange would not be the current momentum.

Originally, life used Chu orange as a finished product brand, and then along this road, the varieties were named after celebrities' surnames. Judging from its spread, this "idea" has the nature of unexpected gains: when I passed the "nickname" assignment promotion test on 20 12 and found the market influence of celebrities, it was the crazy bombing of Chu orange on 20 13.

20 13 "orange" phenomenon has reversed the restriction of category and origin on brand. It can be said that the biggest inspiration of oranges is that the first ticket for the promotion of agricultural products is not the government or monopoly, but the brand.

This branding is not only naming, design and vision, but also a series of technologies such as brand connotation, product connotation, promotion and media promotion, which are the basic connotations of "branding" in the promotion of consumer goods.

2. Sales channels

Chu orange is a typical e-commerce game, or in fashionable terms, Xiaomi game: there is no need to develop any physical dealers or terminal retail stores, and all sales are completed online. Express delivery replaces dealers, Alipay (online payment) replaces retail terminals (collection), and online communication replaces media advertisements. Online shoppers are buyers of Chu orange. Without online shopping consumers and a mature e-commerce system, the myth of Chu orange and Xiaomi is unimaginable.

3. Pricing strategy

The channel structure and the power pattern of channel members determine the pricing power of products. The pricing of Chu orange is only possible under the background of the above branding and channel revolution.

Different from Xiaomi, Chu Orange takes the skimming pricing route with high premium, rather than the ultra-low price and premium pricing strategy of Xiaomi (including LeTV). That is to say, although Chu orange actually reduces the traditional channel cost from the channel, it does not reduce the pricing route, because for agricultural products, low price means low value, but it does not make consumers have the impulse to buy, which is exactly the opposite of the "extreme" characteristics of consumer electronic products.

4. New media marketing

Oranges are not rare and hard to sell, and traditional advertisements may not be effective. Chu Lao doesn't advertise, he tells stories. Just like becoming famous, the old man has no explosive news of becoming famous as a teenager, but he has vicissitudes to tell. Naturally, the media helped him write articles. Within 24 hours, more than 7,000 articles about Chu Orange's visit to Beijing were forwarded, and Wang Shi's comments triggered more than 4,000 reposts. 10.5, 165438+ was released, and more than 800 boxes were snapped up in the first five minutes. Chu orange once became an inspirational totem.

This is the routine for Chu Orange to go to Beijing last year. This year's old trick is repeated, and the effect is still remarkable. Through the Weibo red man and clever interaction, the repeated memory of Hengyuan Xiangyang was virtually created, and most users in Weibo knew about Chu Orange. Now, as soon as the mobile phone is taken, all kinds of oranges are given. Lao Luo said Chu Orange, the book was given to Chu Orange, and the new financial subscription electronic version was also given to Chu Orange.

Is Chu orange delicious? Yes, it's not as good as blowing. Gannan navel orange is actually very good and cost-effective. Not for advertising. It was recommended by a friend. I have eaten it and think it is better than Chu orange.