KIUSHI is the second largest organic agricultural organization in the United States and one of the largest and most respected suppliers of organic products in the world. Kiushi has established a planting base in 1 1 country, and its products are sold to more than 80 countries and regions.

Founder KIUSHI started organic agriculture in California on 1982, and his headquarters is in California. Bases all over the world are located at 38 degrees north latitude, which is a golden zone for crop cultivation. Here, the atmosphere is dry, the climate is cool, the temperature difference between day and night is large, the light is sufficient, and the light quality is excellent, so it is the best area for planting crops.

The business philosophy of Jiashi organic agriculture is inseparable from respecting the value of life, advocating and promoting a healthy lifestyle and sharing a better life with more people.

in China

Jiashi Organic Agriculture Professional Cooperative in Xinfu District of Xinzhou City was established on May 9, 20 12, and belongs to Jiashi Organic Agriculture Greater China. It is the18th organic base of Jiashi organic agriculture in the world.

On 20 12, Harvest Organic Agriculture Greater China released the future growth strategy, focusing on the long-term development in China, constantly improving the local R&D and production capacity, cultivating global talents, and striving to build the regional business into one of the global business centers of Harvest Organic Agriculture.

As the leader of sustainable development, Jiashi organic agriculture has been listed on the "Dow Jones Sustainable Development Index List" for eleven times and enjoys a high reputation in the world. Harvest Organic Agriculture also insists on advocating sustainable development in China, follows a responsible operation mode, ensures first-class environmental, health and safety performance, and cooperates with relevant parties to help improve the industry's sustainable development standards and promote the concept of sustainable development.

In China, Harvest Organic Agriculture will always be committed to fulfilling its corporate citizenship responsibilities. China Youth Development Foundation will donate 10 Hope Project School. KIUSHI will join hands with Junior Achievement to launch the course "Our Agriculture" and introduce the concept of sustainable development into the classroom.

KIUSHI is a symbol of high-quality and high-end nutritious food, which provides a brand-new lifestyle and health concept. The company's main products include: organically grown vegetables, fruits, staple grains, meat and eggs, olive oil, red wine and other nutritious foods.

KIUSHI adheres to the concept of "love is responsibility" and focuses on home delivery service of organic food. 20 13, Kiushi set up operation centers in Hong Kong, Beijing and Taiyuan to provide member services.

In Taiyuan

It is our business mission to provide customers with high-value products and services. We expect that the company's business objectives are closely related to the future development of mankind, and we will continue to realize value innovation in the business fields of organic product planting, production and trade!

According to the growth strategy of Jiashi organic agriculture in Greater China, the global organic baseNo. 18 (Jiashi organic agriculture professional cooperative in Xinfu District, Xinzhou City) will implement the principle of limited planting and quality first. Taiyuan Operation Center will only serve 1000 high-end members in the next five years.

The service process is based on KIUSHI organic food door-to-door delivery standard, providing all-round physical examination for members. According to the results of physical examination, KIUSHI Institute of Food Nutrition customized nutrition recipes and weekly organic food collocation for its members.

History of Jiashi Organic Agriculture:

1982 KIUSHI tries to establish a healthy lifestyle.

1984 KIUSHI was founded in California.

1990 KIUSHI participated in the formulation of American organic agriculture standards, which took 12 years. ...

In 2002, the American organic agriculture standard was officially promulgated and implemented.

Member of National Organic Standards Committee (NOSB) in 2003.

In 2004, KIUSHI became the first organic agricultural enterprise in the world to hire nutritionists.

KIUSHI Institute of Food Nutrition was established in 2006, aiming at developing healthy and nutritious foods and nutritional recipes to meet the individual needs of its members.

In 2007, he took the lead in formulating the world's first home delivery service standard for organic food.

20 12 Jiashi organic agriculture professional cooperative was established in Xinfu District, Xinzhou City; Operation centers have been set up in Hong Kong, Beijing and Taiyuan.

With the emergence of various food safety problems, it is difficult for domestic consumers to have a reliable channel to buy reliable products. There has always been a set of figures, that is, China's organic agricultural products only account for 0.08% of the total agricultural products, while the proportion in the United States reaches 2.5%. For this more natural and healthy food, obviously, there is still a lot of space and opportunities in the organic food market in China.

This vast market has attracted many people's attention. Zhang Xiangdong, the founder of Zheng Gu Company, saw "organic" business after he returned from studying in the United States. In his view, the e-commerce of organic food is not only a business, but more importantly a social responsibility undertaking.

The first problem before Zhang Xiangdong is to determine the source of the goods. This is the soul of organic food. We must ensure quality first and reputation first. Zhang Xiangdong attaches great importance to the supply of organic food. Zheng Gu's products come from three sources: one is to rent and grow their own land, and the fruits and vegetables come from Mujiayu Farm in Miyun, Beijing; The second way is to cooperate with cooperatives. Zheng Gu provides technology and funds to cooperate with farmers to produce rice and hairy crabs. Third, imported products, such as Australian beef and Alaska seafood, must undergo strict quarantine before they can be listed.

In addition to the supply of goods, Zhang Xiangdong's "organic" cause in China is not as smooth as expected. Zhang Xiangdong admits that there are many difficulties in developing organic food in China. As a retail brand, do consumers trust this product first? In American supermarkets, people believe that they are organic as long as they are labeled as "organic", but in the domestic market, consumers' performance is completely different; Secondly, do you think organic food is worth the money? An organic broccoli may cost 20 yuan a catty, which is 5- 10 times more expensive than ordinary broccoli. The price factor has always been a problem that restricts people from choosing organic food. Finally, whether the products are rich enough and can be easily bought.

Prior to this, there were some enterprises doing well in the domestic organic food industry. European food in Shanghai used to be very popular. "At that time, European food opened in a good location in Hongqiao. The boss not only opens stores, but also delivers goods, supplies supermarkets, kindergartens, hotels and even exports. " Obviously, the form of a physical store helps to make "organic" closer to consumers and intuitively establish a trust relationship. However, the "consumption" of organic products is not enough to support the huge store cost-organic food companies such as Ostrom and Lohas City were forced to close many stores, and Tuotuo Industrial Co., Ltd. became a fresh supermarket. Olot originally planned to open 800 stores, but in the end it only opened two and a half. ...

Where does so-called "consumption" come from? Zhang Xiangdong told reporters that the organic industry is an industry with high gross profit margin. "You see, the price of these organic fruits and vegetables is usually 5- 10 times that of ordinary fruits and vegetables." In fact, in the ecological link, the cost gap between organic crops and ordinary crops is not so big, and more costs come from publicity and promotion. "Cost is used to make people trust organic food and recognize it." Zhang Xiangdong said with regret. In the circle, the scale of organic companies is usually small, because the high promotion cost dispels consumers' doubts, and there are not many companies that can make money.

Positive valley model: enterprise customer-driven benefit

Faced with the situation of many peers who opened specialty stores, Zhang Xiangdong decisively chose the Internet as the carrier of his career. He positioned himself as a private brand retailer based on the Internet.

"We just grow vegetables and sell them." Zhang Xiangdong told reporters that Zheng Gu just put two things together, and then changed the sales mode-"e-commerce+corporate customers" expansion model.

E-commerce channels without storefronts helped Zheng Gu save a lot of money in opening physical stores. However, Zhang Xiangdong's initial promotion model did not bring obvious benefits. "At that time, I just wanted to promote foreigners, high-income people, pregnant women and other groups while learning." But Zhang Xiangdong was disappointed by the slow sales progress.

Things turned around in 2008. At that time, the mooncake gift box jointly launched by Zheng Gu and COFCO sold well, and many business people bought it and gave it to relatives and friends. So Zhang Xiangdong made mooncake gift boxes into gift cards with different prices. Enterprise users can distribute cards to employees or give them to customers, and cardholders can also transfer cards to others. As long as you make a phone call or place an order on the website, Zheng Gu will send the corresponding products to customers with shopping cards at any time.

It is the discovery of enterprise users that has opened the bottleneck of organic food sales in Zhang Xiangdong. Zhang Xiangdong told reporters that compared with individual customers, the work of developing an enterprise-level user is the same, but the sales of enterprise-level customers are usually 20 times or even higher than that of ordinary customers. Zhang Xiangdong concluded that the reason for the success of enterprise-level customer strategy is that on the one hand, it can reduce sales costs; On the other hand, enterprise-level customers are very consistent with Zheng Gu's target customer base, which helps to expand brand influence at the geometric level.

The attribute of a gift card is a way. In the United States, Giftcard also has a very large market, and each card is a proof of delivery. Among the 60,000 customers in Zheng Gu, the number of corporate customers has risen to several thousand, including Sinopec, China Telecom and Alibaba. "A few days ago, we took 500 products to the American Chamber of Commerce for promotion."

In addition to maintaining customer relationships, gift cards "make the sale of vegetables controllable". Zhang Xiangdong introduced that as a primary agricultural product, organic food production is a natural growth process with a relatively long cycle. Gift cards are usually valid for one year. From a commercial point of view, this form can achieve a balance between supply and demand, and the pressure on products is not great. Customers can choose one of several products on the card to request delivery. Any product that is out of stock will not be too picky. At the same time, more product categories can be deployed during the festival to ensure the supply of products during peak hours.

Although Zhang Xiangdong's career has entered a period of rapid growth, Zheng Gu has also encountered many problems in its development in the past three years. On the premise of Internet, the promotion of IT system has become an important task for Zhang Xiangdong. As an Internet retail company, both service and customer experience come from this system. At present, the biggest challenge facing Zhang Xiangdong is to establish its own IT system and platform, and strengthen its product supply and service capabilities. At the same time, Zhang Xiangdong also hopes that Zheng Gu can promote consumers to form the habit of buying vegetables through the Internet.