Tasting the CHU Orange: The Chinese culture and the Internet meaning behind the aftertaste

Not long ago, a box of friendship with the fruit was delivered to my hands, full of a box quite heavy, about 10 kilograms of appearance, above impressively written two characters: Chu Orange. At that time, I did not know anything about the orange box which was dubbed "Chu", only know: Well, this is a box of oranges. Based on the ignorance of the product, I am generous to the inside of the 20 oranges, evenly distributed to colleagues. Of course, I left a plan to taste. 15 minutes later, I regretted the fact that I had left an orange for myself ... On weekdays, I do not like to eat fruit, if I have to say a favorite fruit, I think at least not oranges. And in my understanding, want to eat oranges this thing is quite troublesome, mainly in the skinning aspect. Looking around the table, found no fruit knife, naturally gave up the idea of eating the orange immediately. After a while, my colleague came up to ask me to eat, I looked at half of the Golden Orange, seems to have an appetite, and then the half of the orange. In the next minute, I tasted something different from this half cold, sweet orange. First of all, I think it was because of the weather, it was very cold after being transported to my hands, just like it was taken out of the fridge. Secondly, it is not like most of the oranges I have tasted, some sour. It's completely sweet, plus it's so cold that I'm very transparent. Finally, when I asked my colleague to have a fruit knife and wanted to peel away my orange, he told me to peel it off with my hands, and the skin was thin and the process was easy. Said so much, I think you understand why the Chu Orange to impress me: The outside lover, easy to peel, the ultimate delicious. Best of all, through these three points, especially the last point, it cleverly makes my age group ignore the price itself is not cheap: 148/box (20). -Aftertaste. Culture-Frankly speaking, I began to wonder about the name because of the distinctive taste of the orange. In the previous, for the name of oranges are also a lot, what navel orange, crystal sugar orange, red orange, the import of Australia's big oranges and the South Gate New Schie oranges and so on ... and Chu Orange and different, I believe you can see this article, the story behind the name must understand: When China's tobacco industry King Kingkian, in the life after the lowest, ten years grinding a sword reconstruction myth, but this time to replace the fruit industry. In fact, there is no shortage of such a big ups and downs in China, but the story is different, Kingkian that can be used to describe the age. In fact, you need to know that he was 75 years old when he was planting orange, and now the Orange came to Beijing and he was 85 years old. However, although many media people prefer to add the word "inspirational" to the body of the orange, there is a cultural charm in it, but I disagree. Ask a question: What would you think if someone told you an inspirational story and asked you to buy 20 oranges at one price for 7 bucks? I think most people would think this guy is crazy. But if, first of all, let you confirm such a delicacy, perhaps you will like me without hesitationOpen the purse and let the delicacy continue to surround my taste buds. At the same time, in this taste buds satisfaction 100% of the state, and then aftertaste this story: a frail old man, but also in the entrepreneurial style of cultivating oranges, left behind seems to be quite moved. But the clever thing about Orange is that it captures the Chinese culture: human. Here the human feelings do not refer to reciprocity, but based on the simplest trust of friends, if you are my friend, I will subconsciously listen to your words, the discourse itself under the influence of human feelings will produce a certain value, even if only one-time. Like if I told my best friend the story of the Orange, I think he would think about buying a box of them, and the expensive price of the orange would be covered by the so-called human feelings. And when you produce for the first purchase behavior of Orange, its biggest core competitiveness will be fully highlighted, thus affecting the purchase behavior again, coupled with the Chinese good spread wildfire Kung Fu, the success of the Chu Orange is inevitable. Of course, every time in the process of transmission, Kingkian Sunset Business story will be widely known to spread. -aftertaste. Meaning-good products with good stories. In addition, the success of the Chu Orange seems to still contain a lot of places worth learning. 1. Accurate marketing methods in the present, online shopping has become one of the most popular ways to shop. However, the fact of selling fruit online does not get much attention before the orange, or it does not seem to be worth mentioning compared with the FMCG type of electronic products. In most cases, people are more accustomed to the large supermarkets under the line, roadside fruit stalls, markets and so on ... Such places to buy, the accumulation of years of living habits so that most people in the sight of the touch of the place to buy food. Back to see Chu Orange, it was adopted by the North on the use of a combination of Consumer-to-consumer, respectively, in the original life net and Taobao sales, in other words you online under the supermarket and the fruit booth is difficult to buy. The reason is that I want to relate to some of the characteristics of the fruit itself: the essence of fruit is food, so that it has the characteristics of FMCG, and Chu Orange production and Yunnan, China, and Beijing, the distance between the first line of the city in a sense, it has a resistance to the nature of the product, which is why Chu Orange before only in the Yungui area sales of the main reason. And if forcibly through transport, and then to Beijing distribution, the life and quality of fruit can not be effectively protected, and then through distributors to supermarkets and fruit stall boss's hands, the orange can attract taste buds of the core competitiveness will be greatly reduced. It is understood that through the original Life network sales Chu Orange way, to some extent, to avoid such confusion. Since the original Life network has a large fruit freezer, in addition to the orange fruit itself in the fruit is the best, this allows the reduction of at least one layer of distribution of the Chu Orange even to Beijing, and then by the original Life network to Beijing and Tianjin consumers, there is no product preservation and durability of the problem. In addition, because the Orange is not cheap price, perhaps in the high-end supermarkets will have a certain degree of purchase, in simple fruit stall sales, the large extent will not attract ordinary consumers, perhaps the boss will be tears every day peelOpen a few let consumers taste, but the high price in the fruit stand this is no grade can be said, it is also difficult to produce angry spend 30 yuan to buy four oranges behavior. At the same time, the sale of Chu Orange through a large Internet platform has also attracted young consumers in addition to effectively avoiding quality damage. According to statistics, the current high income, high cultural characteristics of the group on the online consumption attitude is more positive, and online consumers average annual income higher than ordinary consumers, which effectively reduced the CHU orange relative to similar products price disadvantage. In fact, as you can see, the recent sales of 14.8 yuan per catty are much higher than those of similar business-to-business websites and other categories of oranges with less than 5 yuan in the website. 2. Brand image Speaking here, I think it can be combined with the current IT industry to talk about. Before I saw an article, the content of the analysis of many manufacturers in the post-PC era, one of the reasons for the slump, which I am very recognized, is the manufacturers in shaping the brand image of the slow. In the current, PC or tablet, including mobile phones, there are many manufacturers of products in essence with those who sell excellent products and not too big gap, or even better, but it is difficult to ship. From the marketing point of view, through the brand image to make money is both labor-saving and big profits, Apple is a good example, Samsung performance is also good, and Lenovo. They spend a lot of human and material resources on their brand image, and look back to some Taiwanese enterprises, in fact, the product is not bad, but in sales are difficult to reach the above three, perhaps this also has a lot of external reasons, but for the brand image on the lack of positioning and fuzzy is still a key point of its unsuccessful. The orange, in essence, is still an orange, but from a naming point of view, it is not difficult to find that this is a model for the brand. In addition to the orange, the other kinds of oranges are generally a very generic name, such as I mentioned above navel orange, crystal sugar orange, Australia, such as orange, etc. And you know it, Chu Orange is actually a kind of crystal sugar, only in the name you simply do not see, and in the eyes of consumers it and other orange products are effective to distinguish between, plus Kingkian good story, instant it again on the Internet more than a name: inspirational orange. Standing on the Internet consumer groups to see the problem, willing to buy products with high prices and so the behavior still need some facts to promote, brand image is a good choice, and other similar products effectively differentiate the product itself to improve the value, It also satisfies the psychology of modern people who like to try something new and different. -written in the end-the success of the Orange is not accidental, the former tobacco king in another venture in the effective grasp of the current mobile internet to bring the advantages and consumer psychology, success is only inevitable. Fruit King? I would like to use such a word to address the current Kingkian seems to be a bit derogatory, this is a use of Internet thinking to do the traditional industry of the elderly, the significance of the importance of the current many manufacturers to learn from and follow. [Author: pay dispute]