ZESPRI is a marketing company entrusted by New Zealand kiwifruit farmers. At that time, the New Zealand kiwifruit in Japan drastically reduced its Japanese importers because of the New Zealand headquarters. Unexpectedly, it triggered a counterattack, and the importers turned to competitors. The market share of New Zealand kiwifruit plummeted, and it was on the verge of exiting the market. . When friends hear that an MBA graduate from a prestigious school is going to sell fruit, most of them disagree. Among mainstream values, few people are willing to fight a tough battle in this small pond. There are so many wastes waiting to be done. How difficult is it to heat up a hot and cold stove? But he has a different view: "Why not? I have sold diapers (referring to the P&G period)!" In the eyes of others, P&G is a work paradise, and ZESPRI is a desert. But he saw an oasis in the desert, because there were no top marketing talents in the field of agricultural products sales, but there was a lot of room for development. Basic introduction Chinese name: Zespri Foreign name: ZESPRI? Country: Japan Time: 1996 Introduction, brief history of development, kiwi fruit, future prospects, introduction New Zealand kiwi fruit has been known for its unique exciting sweet flavor and excellent quality Having established a good reputation in other aspects, in 1996 the New Zealand kiwifruit industry decided to create their own brand for their own fruits, allowing the world to choose the best quality kiwifruit under this brand name. The original idea was that the new brand must have some meaning, not only in terms of words, but also in a way that people can quickly associate with this high-quality kiwi fruit that can bring vitality into daily life. Many people interviewed told market researchers that, to them, kiwi fruit represents "vibrant, energetic, healthy, nutritious, jubilant, high-spirited, full of life, full of fun and full of energy." "Although the appearance is ugly, the taste is extremely wonderful", "activates the senses, like a combination of beauty and beast, and is attractive on both the physical and spiritual levels." A Japanese consumer also said, "It feels like taking a shower. The body is refreshed and the spirit is refreshed." The messages had to capture the spirit of the message in one word, so it had to be an attractive word without any negative connotations. It would be a word that stood out and captured the essence of New Zealand kiwifruit. , and can become a trademark in the marketing world. Therefore, through computer permutation and combination, a brand new name was created! All required word forms and connotations were entered into the program, and the new word ZESPRI? was born like a newborn baby. Many people think that ZESPRI? is an abbreviation derived from the prefixes of many words, but in fact it is not. This brand used to identify the best kiwi fruits in the world was generated by a computer! In short, ZESPRI? New Zealand Kiwifruit breathes life into your life! A brief history of development: Chen Yuran, a Taiwanese, went to Japan to sell New Zealand kiwifruit, which made kiwifruit become New Zealand's largest agricultural export, accounting for half of the world's market, and even allowed the New Zealand Kiwifruit Company to make a comeback from the edge of bankruptcy. ! At the age of thirty-nine, in 1994, he waited for an international marketing stage and became the general manager of the Japanese branch of the New Zealand Kiwi Fruit Company ZESPRI? Chen Yuran Chen Yuran, who was born in a farm family, dared to take risks. He took over the task and faced two major challenges: first, to regain market share; second, to increase profitability. He believes that the strategic mistake of significantly reducing the number of importers in the past must make up for the gaps and turn the seven eliminated importers from enemies into friends, so that the market share can be regained. First, he went to visit the largest importer, but was driven back twice in a row. The third time, after waiting for more than two hours, he got a chance to meet. The importer was so angry that he even shed tears when he talked about the excitement. He always stooped to apologize, but the other party remained unmoved; so he visited sincerely again and again. After half a year, the other party was finally willing to re-import New Zealand kiwi fruits; it took another four or five years to make repairs one after another. The relationship with other importers has finally reopened the door for New Zealand kiwifruit to enter the Japanese market.

In addition, facing ZESPRI, which was on the verge of bankruptcy at the time, Mr. Chen reviewed the financial statements and found room for savings. He went to the warehousing center controlled by the Yamaguchi-gumi behind the scenes to negotiate to reduce storage costs. Unexpectedly, his boldness allowed the Yamaguchi-gumi to They also agreed to accept the conditions and successfully reduced the warehousing costs that had been high for more than ten years by as much as 50% overnight! Kiwi Fruit Chen Yuran’s other brilliant battle was in the second challenge: improving the profitability of kiwi fruit. At that time, New Zealand's kiwifruit's biggest rival was Chilean kiwifruit. The threat facing New Zealand kiwifruit is: although the quality is better, the price is higher. Previous price reduction strategies were adopted, but the sales increase was still not as expected, which made the Japanese think there was something wrong with the product. Having studied in Japan for three years, he observed that price is secondary to the Japanese market, and quality requirements are primary. Such a special culture has room for improvement in profits for product manufacturers who pay attention to quality. In Japan's picky culture, he saw opportunities for New Zealand fruit farmers, so he changed his combat strategy to make the ZESPRI? system transparent so that Japanese consumers can fully understand the high quality of ZESPRI? New Zealand kiwi fruits. As expected, the Japanese, who really pay attention to quality, only purchased ZESPRI's kiwi fruits by name, and also established ZESPRI's high-quality image. In fact, this new product was developed in 1991. Since the golden kiwi fruit was exclusively developed by ZESPRI and holds the global agricultural product intelligence patent, the New Zealand headquarters did not actively promote it. After Chen Yuran joined in 1994, he saw its potential in Asia. Because golden kiwi fruit has a higher sweetness, which is suitable for Asians who don’t like sourness, and the color is also very popular among Asians. The problem at that time was that the product stability of Golden Fruit after mass production was insufficient. Under Chen Yuran's initiative, the laboratory actively worked to improve the quality stability of Golden Fruit. Prospects In 1998, Chen Yuran introduced the golden kiwi fruit to Asia and it became an instant hit. It became popular everywhere in Asia, and the market supply exceeded demand! Taiwan's New Zealand Kiwi Fruit was also under the leadership of Chen Yuran, the first to invest heavily in the marketing and promotion of agricultural products, making 'Xijin' a well-known fruit in one fell swoop! Fruit-loving Taiwanese have also fallen in love with the delicious taste and nutritional value of kiwi fruit, which has led to sales success in Taiwan every year. Chen Yuran, a Taiwanese who has been deeply involved in Japan for eleven years, has allowed ZESPRI to stand up from the edge of collapse, and also allowed Asian consumers to taste the most perfect fruit in nature - kiwi fruit!