Kingkian 85 years old to start another decade grinding a sword to change body Orange King

Kingkian

The long and narrow table, with various colors of Apple, the Soho China held a press conference, there is no financial results and no real estate model, there are only fruit incense.

November 27, Pan Shiyi wearing a trademark black-rimmed glasses smiling face of the media and netizens recommend his name of Apple-pan Apple.

In fact, the celebrity plus fruit distribution model, Pan Shiyi is just followers. Before that, two of the world's most influential Chinese businesses were already trying this model. Among them, the former Chinese tobacco King Kingkian in 2011 with his surname named the Chu Orange, 2013, Lenovo boss Liu launched the Liu Dao.

21st Century network from the dealer learned that although 5 kg "Orange" network price of 128 yuan, 3 kg "Liu Peach" price of 168 yuan, 3 kg pan apple price of 88 yuan, the above price is similar products several times, but this does not affect the consumer to the above fruit. One of the Chu Orange even in some cities to sell goods, dealers have to limit sales.

Chu Orange, Liu Dao, pan Apple triggered hot discussion, was sought after, on the one hand, people on the food safety and taste of the pursuit, on the other hand is the fruit behind the attention of the story.

The investment director of Dalian State Investment Management Co., Ltd. Yueyang to 21st Century network said: "Kingkian and Liu, a once brilliant also lonely, now more than 80-year-old two times, a Chinese enterprise Godfather-level figure." They start "farming" at the bottom or peak of their lives, and their experience is a good motivational story in every way. The consumer buys the fruit and eats the spirit. ”

Celebrity fruit

Mention of cars, clothes, mobile phones and other consumer goods, all of us will emerge from several well-known brands. But when it comes to fruit and even the whole farm industry, it's hard to find or have to grind to think of a limited number of brands.

But the situation has recently changed quietly.

Agriculture, has become the darling of many well-known entrepreneurs, including Kingkian, Liu, Ding Lei, Pan Shiyi and other people in recent years publicly announced to join the agriculture. The participation of celebrities makes these products immediately become "high-end, atmosphere, on the file" times up, the most outstanding performance is high prices.

21st Century Network access to the original Life network data, 5 kg of family installed "Chu Orange" price of 128 yuan, 3 kg "Liu Peach" price of 168 yuan, 3.3 kg pan Apple price up to 88 yuan. And the same kind of crystal sugar orange, the market price of 6-10 yuan per kilogram; the yellow Heart kiwi fruit price is 33-50 yuan kg, the apple price is about 10 yuan kilograms.

From the above, we can see that the price of celebrity agricultural products is almost 1-2 times higher than the price of similar product in the market. Even so, celebrity produce is still in short supply.

The data show that on November 11, 2013, one day, the volume of the sale of Orange was already over the year's total sales volume, reached 200 tons.

Originally Life Network CEO Huanhua told 21st Century NET, now the orange sales is very hot, this year is expected to sell 2000 tons, but this is "slow to sell" results. The main reason is that the supply is not available, our site is now a daily limit to sell, if you can guarantee supply, open supply, the annual sales of 8000 tons no problem.

Data show that in 2006, Kingkian's Orange orchard total production of only 1000 tons, 2011, Orange Orchard production reached 8600 tons, this year, Orange in early November listing, the total output is expected to be 10,000 tons, than in previous years more than 2000 tons.

Huanhua also told the 21st century Web, Liu Dao is the first year to sell, but also sell well.

For the Chu Orange, Liu Dao, Yueyang, said the sale of fruit, celebrity is only one aspect, in its back there is a food safety considerations.

Huanhua said that with the comprehensive production capacity of agriculture and the continuous improvement of people's living standards, urban and rural residents, especially urban households are entering a new stage of consumption structure upgrading, China's 1.3 billion of the population demand for fruit is growing rapidly. At present, fruit especially high quality fruit needs to import a lot, foreign high-end fruit to our market share is rising unceasingly. Whether it is the Chu Orange or Liu Dao, dozen are assured that the security card, which is China's fruit industry transformation and upgrading of the strategic direction.

Mr Liu said a large proportion of people in China are willing to pay a premium for safe food at a moment when food safety is a concern, which is a big profit space for modern agriculture.

Yueyang said that China's modern agriculture, ecological agriculture is a new industry, a broad market prospects. Taking fruit as an example, the industry is now more than 500 billion yuan, the past 10 years, the annual growth rate of almost 13.6% or more in the next few years will be in 8%-10% growth. Of course, there are some risks, such as market price risk, natural disasters, pest and disease risk, climate soil factors, agricultural personnel training, introduction and so on, these need to be overcome.

While the market is better, there is a clear need for good patience to benefit from it.

Take Orange as an example. 2002, 75-Year-old Kingkian and his wife Ma Jingfen in the depths of the Ailao venture, set up a new Xin Jin Tai Fruit Co., Ltd., the formation of sugar orange. This one is ten years, 2006, Kingkian's Orange orchard Total production is only 1000 tons. "We will be profitable by 2008-2009." "Xinping Jin Tai Fruit Co., Ltd. General Manager, Kingkian inheritors Li Yahin said. ”

It is reported that Kingkian 2012 years 3000 mu "Chu Orange" to become the local largest farm, 2/3 Sheng Fruit, annual output of 9050 tons of oranges, output value of 78 million yuan, to achieve a profit of nearly 40 million yuan. 2013 "Chu Orange" production estimated 10,000 tons (at the beginning of all orders), production value of 80 million yuan. Can achieve a profit of more than 40 million yuan.

Orange ten years to wear a sword, the profit has just appeared. Li Yahin said, "Chu old has been talking to us, now China's agriculture is not good, mainly because, they are to invest less, make money fast, this is certainly not good products." Agriculture must be high input and high output. ”

In the same way, Mr Liu has faced it.

Unlike Kingkian, who experimented with experimenting on small scale, Liu and Lenovo held high stakes in the agricultural field from the beginning. In 2010, Lenovo Holdings chose to enter agriculture, in order to save time, Lenovo agriculture began with mergers and acquisitions mainly, the acquisition of Qingdao Wallin Blueberry Fruit Industry Co., Ltd., is China's largest blueberry industry chain enterprises, and then acquired the Sichuan New Agricultural Technology Co., Ltd., the latter has independent intellectual property of Kiwi varieties.

So far, Lenovo has invested more than 1 billion yuan in two items of blueberries and kiwi fruit. But even with a shortcut to mergers and acquisitions, Mr Liu says Lenovo's agriculture is not going to make money for five years. "This shows that eco-agriculture is a time consuming and slow investment return of the industry, without a little patience, it is difficult to benefit from it."