"Chu Cheng Liu Peach Pan Apple" once became a legend in the industry when it was launched last year and became a typical case of brand personification and story marketing. However, in fact, among the three, only Chu Cheng is successful, while the brands of Liu Tao and Pan Pingguo are gradually drifting away.

Let’s first take a look at how Juhuasuan promotes these three fruits this time:

The three main images are also the main concepts of each fruit brand.

Chu Cheng: inspirational, ups and downs, legend

Liu Tao: entrepreneur, industry serving the country

Pan Pingguo: charity, hometown, famous fruit

Then let’s take a look at the sales as of 22:40 on the first day of launch: Chu Cheng has more than 8,400 orders and 750,000 sales; Liu Tao has 476 orders and 46,000 sales; Pan Pingguo has 187 orders and 16,000 sales. It can be seen that this is a geometric level difference. Putting aside yesterday’s Juhuasuan deal, these three fruits have been on sale since early November. Chu Cheng's sales have always been very good, Liu Tao's sales have always been average, and Pan Pingguo's performance has been a bit poor. Pan Pingguo’s newly opened official website on Taobao this year only has about a few dozen sales, and the store’s dynamic score is very low.

In fact, Chucheng’s success is not just the personification of the brand and story marketing. Those are just superficial phenomena, and it is often difficult to copy the superficial phenomena successfully. Let’s first take a look at how Chu Cheng succeeded, and how he achieved a premium through personification and story marketing, and then let’s look at why the latter two failed to replicate the success.

Chu Cheng: Internal strength is the foundation, and the story blossoms

The reason why Chu Cheng is able to sell well for a long time is that this orange is really good. In my article last year, "Chu Cheng was first, originally second, who will be next?" ” summarizes the foundation of Chu Cheng’s success: first, Mr. Chu’s attitude of working seriously and focusing on research; second, the process management of the orchard; third, creating wealth together with the passion of the fruit farmers. These are the basis for ensuring the quality of Chucheng. If you can’t sow good fruit, it’s useless no matter how inspiring you are.

General navel oranges on the market generally sell for 4-7 yuan per catty, while Chu oranges sell for 15-16 yuan per catty, which is the same price as navel oranges imported from the United States and navel oranges imported from Australia. Usually, when the price is set high, the corresponding market will become smaller (such as the market price curve in the picture above). Chucheng can still achieve good sales volume at high prices because it uses brand personification and story marketing to shift the rational price curve outward to an "irrational" price curve. Chu Cheng's internal strength laid the foundation for the real frame in the picture, and then further expanded the market through brand building.

Liu Tao: far-fetched grafting, wrong direction

The launch of Liu Tao was not Liu Chuanzhi’s original intention (he himself didn’t even like to do it), but was brought about by the media e-commerce last year. The promotion plan of "Chu Chengliu Peach" has been completed. But the relationship between Liu Chuanzhi and Liu Tao is just that of an investor, not a producer and experiencer with ten years of experience like Chu Cheng. In this case, personalized branding seems far-fetched.

In terms of product pricing, Liu Tao is also very similar to Chu Cheng. On the market, the price of Jiangshan kiwifruit and yellow-heart kiwifruit is about 7 yuan per catty, and the price of red-heart kiwifruit and Zhouzhi kiwifruit is about 18 yuan per catty. The price of Liu peaches is about 32 yuan per catty, which is close to the 38 yuan per catty of imported Zespri kiwis. Excessive pricing reduces the market base. Far-fetched brand personification can only slightly affect the irrational price curve.

Another subtle difference between the Chu Cheng and Liu Tao brands: As an entrepreneur, those who support Chu Shijian express their dissatisfaction with the system, and the audience for those who are dissatisfied with the system is very large. Liu Chuanzhi is more of a successful entrepreneur within the existing system. Most of his supporters are followers of Airport Success School, and most of these people do not buy fruit.

Pan Pingguo: Good intentions were ruined by Internet thinking

Pan Pingguo also proposed it last year, when Pan Shiyi was a public welfare spokesperson for unsaleable apples in his hometown. This was originally a good thing, but it was twisted into Pan Apple by "Internet thinking", which is a bit wrong.

First of all, the naming of a personalized brand without a strong internal connection is a bit far-fetched like Liutao above, which makes it difficult to cause an irrational price curve shift; secondly, Pan Pingguo’s pricing is also similar to that of Chu Chengliu. Similar to peaches, Huaniu apples on the market cost 6-9 yuan per catty, and Pan apples cost 15 yuan per catty, which is similar to the price of imported snake fruits. This narrows the foundation of market share. Finally, as an entrepreneur, Mr. Pan’s industry decides Its public image is controversial. Originally, charity endorsements could add points to its public image. However, the launch of Pan Apple and its exorbitant pricing made the color of charity endorsements gradually fade. In this case, the irrational price curve will produce a reverse shift.

This is why Chu Cheng succeeded, while Liu Tao and Pan Pingguo drifted apart.

Postscript: The trader of Chucheng, Liutao, Panguo is an acquaintance. This article is just a matter of fact and discusses the road to brand building of agricultural products. If there is something wrong, I hope you will give me some advice.