Qin Guangrong said, "For a box of Chilean cherries from 300 yuan, Chile will give a rebate to the dealers in China, such as a box of cherries worth 300 yuan. If the rebate is 6%, the consignment fee is 18 yuan, which is earned by the dealers in China. "
In the international trade of cherries, there are mainly three modes: consignment, guaranteed consignment and buyout. At that time, consignment was the most common mode, with a small amount of consignment. "Earlier, there were not so many cherry fruit merchants in China, and the rebate could reach 12% (12%). Now there are only 5 or 6 points, and there are 3 lower points."
But even if the cost of selling is lower, it can't stop the enthusiasm of fruit merchants for cherries.
2065 438+065438+2009 10, and in June 2020, more and more cherries arrived in Shanghai and Guangzhou ports around the New Year holiday.
Next, the fruit merchants began to make their own predictions about the cherry market, which directly determined whether they could win in this "encirclement and suppression war".
In the circulation market of cherries, a cherry has gone through many links, such as growers, exporters, importers and distributors, from the place of origin to the table of consumers. Domestic fruit merchants are most concerned about the competition after fruits arrive in Hong Kong.
The circulation of imported cherries in China, like any other retail industry, will produce complex and diverse circulation channels. In addition to the traditional multi-layer system of first-class dealers, second-class dealers, third-class and multi-class dealers, traditional chain stores and fruit brands, e-commerce platforms, fresh e-commerce and community fresh platforms have also joined this battle without smoke. The latter often seize the favorable time and sales window by virtue of its advantages in procurement, logistics and platform potential energy.
If an SARS epidemic in 2003 completely changed the pattern of domestic retail ecology and e-commerce channels rose rapidly, then the same scene will be staged again in the fresh food field around the Spring Festival in 2020.
The tenth club represented by the community group model will sell nearly 100 million yuan of cherries in the Spring Festival of 2020.
Sun Shishe revealed to Yiou that the budget of this year's Shishe Cherry Sales Plan was made three months in advance, and the guarantee plan was made with the cooperative suppliers at the time of planning. "They must give priority to ensuring the supply of ten clubs before they can take other channels."
According to Sun, from 2065438 to the end of February 2009, the overall sales volume of cherries of Shihui Group was not very large, estimated at around 20 million. The real demand is concentrated in 65438+ 10 in 2020, and by the end of 65438+ 10 on 24 October, the sales volume of the cherry in the 10 session has reached 70 million.
Seeing this achievement, Sun revealed a trace of joy, because the tenth batch of cherries were all taken directly from Guangzhou Port, which saved the intermediate circulation cost. In the secondary markets such as Wuhan and Changsha, the price of the tenth batch of cherries will be cheaper than the retail price by 50 yuan. In the face of price war, the gross profit point of 25% can still be guaranteed.
However, for those secondary wholesalers in Guangzhou Jiangnan market, Beijing Xinfadi market and Shanghai Exhibition City, freight and quality cannot be both.
Zhao Chuanliang, a fruit wholesaler in Hefei, bought about 600 boxes of cherries from Shanghai Exhibition Market half a month ago. Customers are mainly recommended by WeChat friends, but the expensive freight limits his customers to Hefei and surrounding cities. "A box earned 15 yuan, just to help my mother do odd jobs for the winter vacation."
With the rise of short video platforms in the past two years, there are more and more small retail investors like Zhao Chuanliang. Traditional dealer customers are mainly supermarkets and fruit chain stores, and these scattered channels such as live broadcast and Tik Tok bloggers have become new entrants.
But these people are still not the strongest competitors. In the face of large-scale trade, the effect of big fish and big meat occupies everything.
"In this competition, the final contest is financial resources and sensitivity to the market." Brother Zhuang said that new entrants who don't know the cherry market will easily lose money if they don't know the market rules.
"For example, near the Spring Festival, the price of cherries changes rapidly, even one price a day. If the market demand and supply are not accurately grasped, customers need 100 containers of goods, but there are only 10 containers of goods in the market, then the price will naturally rise. If the price timing is not accurate, it is also possible to lose millions at a time. "
In order to reduce the risk caused by the wrong purchase time, the pre-sale model is the retailer's capital preservation scheme.
The original way of life was to join China Eastern Airlines, participate in the crowdfunding charter flight of Chilean air transport cherries, and promote the project. Under a series of marketing plans, the sales of cherries in the original life network increased by 30-40% year-on-year.
From the management point of view, air transport of cherries is more conducive to platform drainage. With the help of consumers' psychological expectations of air transport, it is a consistent way to improve the quality and price of sales.
JD.COM also used cherries as an important drainage tool. Starting from 65438+1 October1,JD.COM New Year Festival has successively launched activities such as low price, regular price release, ultra-low price spike, pre-sale and low price enjoyment, which has stimulated consumers' purchasing power. On the first day of the event, the sales of cherry gift boxes purchased in 3-6 tier cities increased by nearly 300% year-on-year.
In addition, JD.COM Plus also got through the Wal-Mart Sam members and enjoyed the direct purchase price. According to insiders, it is the most cost-effective to buy cherries from JD.COM, because JD.COM subsidizes a box of cherries packed in 10 kg for nearly 100 yuan, which is mainly used for drainage.
Of course, not all pre-sale models can benefit all stakeholders. For example, for retailers with the right to speak, such as JD.COM, Box Horse and Wal-Mart, suppliers can "lock in the price" in advance. If the supplier's purchase price is high, the loss will be borne by the supplier.
Qin Guangrong said that there are many bloody cases among secondary dealers. "The same supplier, others take 200 yuan, you take 300 yuan, others sell 29.9 yuan/kg, you can still earn 9 yuan. You will lose money at the same price. "
In the traditional distribution system of imported fruits, the first-class dealers always want high prices in order to get dividends. But for most secondary dealers and tertiary dealers (suppliers all over the country), the lower the price, the more profits they can enjoy.
But no matter what the competitive environment is, consumers will always pay the bill. Retail is always an efficient competition. Whoever can provide consumers with cost-effective products more efficiently will be the final winner.
The original mode of direct mining from the source of life, or the mode of sending the 10th National Congress to Hong Kong, or the main member price of JD.COM, all reduce the capital risk by reducing the intermediate landing links, which is a challenge to the traditional distribution system and ultimately brings benefits to consumers.
The era of profiteering has passed, the enlightenment of Chile's cherry boom? As a fruit merchant who has been engaged in importing fruits for more than ten years, Qin Guangrong has been reflecting on one thing recently. Is cherry still a good deal? Everyone has seen that cherries are a growing market, but few people can really get dividends.
Qin Guangrong calculated an account for Yiou. About 8,000-9,000 containers of Chilean cherries are imported every year. This year, due to the high output, the supply has increased, and the import volume is between 10000- 12000 containers. If the value of a container is calculated as1000000, the imported cherries are only 1200.
"Tmall's daily turnover is hundreds of billions. From a big perspective, the market capacity of cherries is still very small. "
In addition, the cherry market time is only 3-4 months. Chileans and Australians have become very popular in China market in recent years, because they have caught up with the Spring Festival in China. With the formation of consumption habits, the import of cherries in the United States has also increased year by year.
But in a short time, the market space of cherries will not increase too much.
More and more Chinese businessmen personally come to Chile to contact local fruit farmers, and even once developed a model of direct mining from Chile and then transporting it to China to make brands. In Zhuang Ge's view, this model doesn't work.
All cherries must be preserved from the moment they are picked, which requires a lot of investment in the early stage, and the life cycle of cherries is very short, so the input-output ratio is difficult to be effective in a short time. "A single product has only one or two months' listing window, so it can't form scale effect, and the price will never have profit margin. "
Secondly, the cherry brands currently on the market, such as San Francisco, Bo Ban, Dole, etc., have opened up standardized supply chains and formed certain brand barriers after years of operation.
When the American Cherry Association entered China, it called these imported cherries "cherries", that is, the transliteration of the English word "cherries" to distinguish them from the traditional self-produced cherries in China (also known as China cherries), and set strict quality grades for cherries.
In recent years, with the increase of cherry consumption in China, more and more people came to Liaodong Peninsula and Shandong Peninsula to start planting cherries.
In this regard, Sun Hui, the Tenth Group, said that cherry, as a single product, has a relatively short life cycle, so it is unrealistic to plant or develop the whole industrial chain based on cherry in China in the short term. Not to mention the influence of climate and soil composition in China on cherry quality and taste.
Most importantly, as far as China's planting situation is concerned, it is still in the stage of non-industrialization, and the planting procurement is scattered, which leads to high cost, far from commercial standardized production, and there is no unified association or cooperative to protect farmers' interests.
In terms of commercial cooperation, the commercial operation of Chilean cherries, driven by protecting their own interests, ensures the market price of cherries through a series of regulatory measures, thus forming a sustainable commercial system.
On the other hand, domestic cherries, driven by huge market demand, have formed a kind of "fallacy of composition"-everyone seems to make rational decisions, which eventually leads to irrational results.
Everyone wants to get more favorable market prices. More and more China fruit merchants go to Chile to negotiate, and the agency fee has dropped from the initial 18% to 3%.
The purpose of business is always to maximize profits, and the role of the Chilean Fruit Export Association is to unite the entire Chilean fruit industry, form potential energy, cooperate with foreign countries, and take the initiative in price in their own hands.
The documentary "Black Gold" said that the global purchase price of coffee beans is affected by the futures market, and coffee farmers have no pricing power, which makes it difficult for farmers in Ethiopia, an important coffee exporting country, to support themselves by growing coffee.
In fact, in the global commodity trade, especially countries that exchange raw materials (crude oil, cotton, tea, soybeans) for money are facing such problems, and the method of Chilean fruit merchants provides a model for these countries.
First of all, organize all cherry farmers, unite the front, concentrate production capacity, and with scale, you can master the bargaining power of middlemen.
In addition, the brand of cherry also played an important role. Going to large-scale exhibitions, promoting publicity in destination countries, improving product visibility and branding will help products get a premium, which is worth learning and learning from China in import and export trade.
For Chilean fruit merchants, cherry's business in China still has a huge profit margin. But standing on their opposite side, the "cherry freedom" of China consumers is still difficult to achieve. Domestic competing products have a long way to go.