IT168 Information Wuchang rice can be said to be a good rice that is recognized by the people of the country. So what if you want to eat Wuchang rice? Do not worry, did not think rice to help you solve. At 2 o'clock on the October 12th, the "Dai Wu Chang-Chang Rice New Product Launch Conference" was formally held in the capital city of Beijing. At the launch conference, Da Café was gathered: 100 well-known Hong Kong "God of Food" Dai Long, Kim Wong knife. The founders of the project came to help out. At the same time, Hong Kong's "God of Food" Dai Long would have thought that the founders of rice, Yu Peng and Zhang Shaoyu, would be accepted as apprentices.
Figure / from left to right are the innocent rice founder Zhang Shaohao, explosive goods will be the wrong knife, Hong Kong God of Cookery Dai Long, rice millet Yang Hua, no hope rice CEO Yu Peng
At 10:00 a.m. two days ago, a total of 1 million crowdfunding was announced on JD.com’s crowdfunding plan, which lasted for 45 days. By 12:00, more than 900,000 people successfully raised funds, sold 120,000 kilograms of rice after 6 hours, and the amount of crowdfunding reached more than 1 million. At present, the amount of crowdfunding is still rising.
The Jingdong crowdfunding is divided into 6 grades, from selfless devotion to 9,999 yuan. Among the funds raised on the first day of its launch, three stalls (9999 yuan/1 yuan/69 yuan) were popular, accounting for 88.2%, and the remaining 11.8%.
In fact, there are too many projects in Jingdong crowdfunding, but crowdfunding is only tens to hundreds of thousands. It's very rare to think that it wouldn't take rice as much as 6 million hours to quickly raise more than 1 million yuan.
Why didn't you think that Rice sold 120,000 kilograms of rice in just 6 hours and the crowdfunding amount reached more than 1 million? Why is it so popular? What's the story behind it?
Why sell five regular rice?
The picture shows the scene of the god of food wearing a dragon and explosive goods will be wrong knife, millet rice cooker Yang Hua fried ecstasy rice
Speaking of Wuchang rice, which does not want rice to be sold directly, it has to mention his founder and CEO Yu Peng. He scouring gold in the financial circle, and playing in the e-commerce circle, he tried every means to escape from the countryside, and now he returned to the countryside. "Life is really amazing." Yu Peng is very emotional.
According to him, he recalled that he had decided to sell five-time rice. So far he has been very excited. In 2011, Yu Peng completed a major turning point in life and upgraded from a man to a father. The arrival of his son brought joy to the entire family. However, there has been a problem that has plagued Yu Peng. Children cannot eat well. So he changed a lot of rice, the son only like to eat five regular rice, especially like to eat alone, not mixed with food. "Because the rice is sweet, the more it eats, the better it will be." The son said to him.
Thus, he had an idea that since his son likes to eat five-time rice, maybe other children also like to eat. When Yu Peng's Yu Peng, the degree of power for the child's preferences is still very accurate. Therefore, he hopes to share Wuchang rice with more children and people in need.
Prior to this, Yu Peng engaged in trade, collecting foods such as foods from countries such as the United States and Canada, and selling them to domestic consumers. This year's sales are expected to exceed 100 million yuan. Every time he sees domestic consumers who are struggling to find a purchasing agent and Haitao buys foreign products, he does not understand it. In his opinion, there are also many good products in China, such as Wuchang Rice, why buy a box of cookies must cross the ocean? Is the moon more foreign?
Therefore, Yu Peng had an early start in business, and Wuchang Rice's reputation in the market was excellent. This combination undoubtedly took advantage of time and place. When he shared this idea with his good friend Zhang Shaoyu, the two hit it off and decided to start a business partnership.
As early as 2011, Zhang Shaoyi signed a cooperation with more than a dozen households in Wuchang and planted Wuchang rice. During the autumn harvest season, the rice was sold to the B-side hotel at a price of 78 yuan/kg. The Wuchang rice was made into a dish. Model, specializing in high-end market. In order to expand the user community, Yu Peng’s entrepreneurial idea actually broadened the consumer market of Zhang Shaohao's C-side.
The picture shows the scene of Hong Kong, the god of cooks, Dai Long, and the founder of the rice, Zhang Shaozheng, and the rice CEO, Yu Peng, are
Identify the market pain point of Wuchang rice
People use food as their day, and rice is an essential food for people on their daily meals. From the perspective of market demand, consumers are just needed for rice, but there is no good rice brand on the market. All are some landmark rice, such as Northeast Pearl Rice, Xiaozhan Rice, Hunan High Quality Rice, Wuchang Rice and so on. However, consumers do not know which manufacturers of these rice are produced. What trademarks are used for identification and packaging are also very poor.
For food products, good packaging can promote subconscious purchases by consumers and can remember the brand and make secondary purchases.
Grain and oil are often viewed as the same industry, because both have the same market attributes and the same direction of development. Since the 1990s, brand oils have appeared to produce about 100 tons, and sales have reached 30 billion, which is increasing at a rate of 30% every year. It can be seen that the bulk oil must be replaced by the branded barrel oil in the future. Similarly, the rice market will also appear in the future such a brand, the current market share of brand rice is still less than a thousandth, the brand rice after entering the market will also enter the international market, the market space is too large to imagine.
Not only that, after market research, Yu Peng also found that these landmark rice with great reputation, there are still many unscrupulous merchants in order to seek benefits, mixed with other rice sales, shoddy, to the real. 90% of the five regular rice in the market are fake rice.
With Yu Peng’s increasing understanding of the rice market, it was discovered that the rice industry has long since fallen ill. After negotiating with the entrepreneurial team, they finally decided to start the whole process of monitoring from the rice production site. When he went to Wuchang, he discovered that there was a black earth in the cold, a temperature difference of 20 degrees between day and night, 30 days more than ordinary rice, and a full house fragrance after cooking for 10 minutes.
In order to eliminate 100% of the blended rice, the quality of Wuchang rice is guaranteed. He signed a cooperative relationship with local farmers to buy off the rice in the hands of the farmers at a price higher than the market price. This will not only ensure the interests of farmers, but also ensure that each season's five-meter meters will reach the hands of consumers. How to realize this idea?
Use the millet model to sell
All along, Yu Peng and Zhang Shaohao followed Jin Cuo’s teacher to learn strategies for crowdfunding and explosives. Did not think of rice this time Jingdong crowdfunding can achieve such extraordinary results, can not do without the help of the wrong knife teacher.
The wrong knife is the founder and explosive instructor of the Micro Innovation Research Center. He is an Internet marketing consultant for Internet innovation coaches, Xiaomi and many other companies. He is the author of popular bestsellers such as "Strike Strategy", "Samsung Evolution" and "Corporate Black Belt."
Because of the in-depth study of the millet model, in the design of the business model of not thinking of rice, gold wrong knife is also recommended to adopt the pre-selling millet light asset entrepreneurship model, that is, fast return funds, no inventory, subvert the traditional five-chang rice agent sales model.
Then did the rice model of rice that did not want to be reflected in the seven-character truth that Lei Jun proposed? “Focus, extreme, word-of-mouth, fast�
Concentration - In fact, the simpler the more difficult it is to do. Yu Peng told reporters that he did not think that rice sold only Wuchang rice. Selling Wuchang rice, which has been directly supplied for sale. Using ancient methods of cultivation, abandoning chemical fertilizers, keeping away from dust mites, artificially transplanting rice plants, weeding and harvesting. The standard row spacing for each rice plant is 9 inches, and the plant spacing is 6 inches. The widened plant spacing allows the rice grains to receive more sunlight, only to obtain refined rice.
The ultimate - the ultimate is to achieve the limits of your ability, product and service to achieve the ultimate. In fact, I didn't think that rice was on the package, but also spent all my thoughts. Not only are there pictures of the trend on the packaging, but there are also surprises in the process of capture. For example, a girl bought a bag of 2.5 kilograms of rice, Wu Changchang, and the signing address was the company. It was certainly inconvenient to carry 2.5 kg of rice from the company's home to the distance. For this reason, he made a small change in the packaging: he opened a shredded mouth, which was convenient for the user to carry.
Word of mouth - only if it exceeds the user's expectations. When the product was first tested, Yu Peng and Zhang Shaohao used the simplest and crudeest tasting method to satisfy their reputation. They sent the product experience to the master prototype of the ecstasy meal in the Stephen Chow movie "The God of Cookery" - the genuine "food god" Dai Long, and the feedback received was: "What is the reason for smashing ecstasy?" This kind of rice.†Later, they sent their products to more friends and relatives, such as Yang Hua of Xiaomi’s rice cookers, Jin Cuo’s teacher of explosives strategy, and more than 100 famous entrepreneurs. Not only did they receive their recognition. We also share the happiness of Wuchang rice to people.
Fast - The fast here does not mean that Xiaomi updates software quickly, but quickly reaches consumers. Once the Wuchang rice sales model, from the Wuchang rice to the hands of consumers need more than 4 agents to transfer, each transfer means that the sales price will have to double. However, he did not think of rice, but directly to the hands of consumers in the field of rice. As a result, consumers are allowed to eat the freshest rice and they can quickly reduce the cost of Wuchang rice.
Yu Peng believes that currently consumers have not fully realized the dividends of consumption upgrades and quality, especially in the food industry. Through the mode of pre-sale of millet, the funds of farmers will be quickly withdrawn, and with the idea of ​​Internet + agriculture, the rice market will be released and excavated to the maximum extent. It is entirely possible that sales will exceed 300 million yuan in the next 2-3 years.