The organic business of Le live city

It takes courage to label two cucumbers with a price tag of 7 yuan, even if the two cucumbers are placed in a supermarket with large floor-to-ceiling windows and a naturally lively décor.　　But if you replace the supermarket's signature with the "Live City Organic Life Museum" (hereinafter called Le Live City), things may be different. Yu Chongzheng will use a Taiwanese accent to tell you the price is reasonable. The president of Le Live City, who is sitting in the chair on the side of the floor-to-ceiling window, said that all the fresh fruits and vegetables, including the two cucumbers, are all from the "million farms" in Gao Ling Town, Miyun County, Beijing.　　In this now total area of 22,000 acres of farms, vegetables do not sprinkle pesticides, livestock and poultry do not feed, extinct growth. In addition to price differences, in this Beijing city on the side of the supermarket shelves, still can't find cola, cigarettes, instant noodles, etc. for a common supermarket essential goods. "Carrefour offers a one-stop shopping experience, while Le Live city sells a healthy lifestyle."　　"Yu Chongzheng said. Le live City is the protagonist of organic products, organic grains, organic beverages, organic soap, etc., accounted for 80% of all goods, the remaining there are some green goods and pollution-free goods. Although the raw vegetables are not very good, the price is several times the same as ordinary vegetables.　　These fruits and vegetables from the million farms have passed the "EU" organic Agricultural technology standards certification. Compared with the retail business of small profits but quick turnover, organic products offer high unit prices, and some products have higher gross margin. Yu Chongzheng revealed that the Le live city since the opening of the profit has maintained a sustained growth momentum, now has two stores to achieve profitability: "The current figure is slow climbing, one day will be explosive growth." "The rise of the domestic lohas gives Yu Chongzheng this confidence that they are trying to live in a more natural and healthy way." But this is clearly not all, there are customers to buy in the Le Live city as a face-saving thing.　　Although do not understand this kind of consumption mentality, but come is the guest. The Million farm is Yu Chongzheng and a few friends to plant some vegetables, some chicken duck right when relaxing place. 2004, when the Yu Chongzheng of Tianjin Bo Digital City store in order to allow pregnant wives to eat fresh non-polluting agricultural products, often from Tianjin drove to the million farms to get some vegetables, fruits and eggs home.　　Since then Yu Chongzheng has become a lohas family. There are more and more people who know the farm and ask for the organic products in the farm. Yu Chongzheng thought it might be a good idea to open a store that specializes in organic products. So he persuaded other friends to invest nearly 5 million yuan, le live City was born.　　Million farms also became the first supplier. From Beijing flagship store to this year just opened the Shanghai ancient North store, less than two years, le Live city in Beijing, Shanghai, a succession of 6 shops opened. Opened in September 2006, Beijing flagship store is located near the Beijing-shun Tianzhu high-end Villa area, where the residents of the majority of expatriates, these people in the next period of time has become a Lohas cityCustomer。　　Yu Chongzheng says buying organic products first is a habit of foreigners, and the rich man's purse and health awareness also help them to accept the concept of Lohas earlier. "Look, this bag of imported nuts mixes this baby food, and they're all recommended by customers." Yu Chongzheng crossed the aisle, took two items from the shelves >> put them on the front table. Customer-recommended goods accounted for 20% of all goods, this is the way Lohas city and customer interaction.　　Le live city members and questioned the quality of goods guests have the opportunity to go to the million farms to personally experience, identify the production process. Now some white-collar workers can also accept more than 10 yuan a tree of cabbage.　　Lei, a sales manager for a multinational telecoms giant, said last summer that many of her lunches were just an organic salad with a glass of organic fruit juice, seemingly simple but not cheap, but she thought it would be good for health and a fun-filled "environment-friendly" attitude. Because of the recognition of Lei, le Live city's location from the residential area gradually shifted to the commercial and residential areas, last December, le live city in Beijing Xincheng Plaza opened the fourth branch of Beijing. "I didn't think our target group would suddenly increase in the last two years, and now more and more white-collar workers are pursuing health rather than fashion, and the market for organic products is spreading downward from the top of the pyramid," he said. "The most important thing is to be happy, to ensure the organic and healthy of the goods," he said. Supplier's products must have the authoritative Organic food Certification Center certification, le Live City will also assign procurement personnel, commissioned local cooperation units or special personnel to visit the production base of suppliers.　　Le live city will also try to participate in the production process, from planting, packaging, shelves and other aspects of supervision; Finally, the two sides signed a contract, once the product by consumers or third parties to detect fraud, the supplier must be compensated according to the contract. In brand promotion, le Live City is still using the original word of mouth mode, do not advertise, leaflets and catalogs are only issued to customers through the cashier.　　Yu Chongzheng that the market and consumers need to cultivate the period, it is not the time to advertise. Today, le live City's suppliers have reached four hundred or five hundred, including domestic and foreign distributors accounted for 50%, this number even more than Carrefour. Le live city and these suppliers to distribution, sale, joint venture to maintain a cooperative relationship. At present, a world-class vegetarian products supplier is in contact with Lohas City, and hope to borrow Le live city to enter China.