Poly fresh look at five cases the gains and lossesworld network operators [i] Fresh category Note how do promotional activities? After the event how to form a continuous sell? Five cases of this paper are successes and failures, to give us a lesson not to fight war unprepared. Text / Zhenglun Poly cost Taobao's owner as an electric provider channel huge traffic advantage, agricultural products and fresh products become the fastest growing category in 2012, also in 2012 together cost local fresh channel launched in 2013, gradually forming, together cost-effective life started to become an important sink category. Currently Poly cost category fresh fruit, seafood, meat-based, pre-sale mode is basically that contract farming. The following five cases are successes and failures, involving meat, seafood, fruit on the three categories of products, involving farmers + power on mode, brokers + electricity providers, agricultural enterprises + electricity suppliers, distributors + electricity supplier in four mode. Case I: Suichang March this year, one thousand dead pig pig drifting Huangpu River, together cost immediately launched Suichang the mountains backyard ecological pig presale in April, and closely linked to the news, into a huge propaganda resources, This is the first large-scale activities together cost buy fresh pork. The event is organized by local farmers, local governments, local electricity supplier and co-operate together cost four areas: San pig farmers to provide local governments give credibility endorsement and administrative support, local electricity supplier is responsible for operations, responsible for the integration of information resources together cost. Activities starting date of pounds of pork sold in 6093, sales amounted to 18.4559 million. The record on clothing and 3C products can only say that in general, but as a fresh product, has been very good. But this appears to be very successful classic case can not stand the test of time, beginning in early April to complete the sale by the end of April delivery, etc. after customers received the goods, the negative feedback, refunds, returns after Nike Soccer Shoes another, activities manipulator shop original 4.8DSR suddenly fell 4.4-4.6. Customer review 60% of positive comments, accounts for 20-30% of the general feeling, feeling bad about 10-20%, now this shop has been Nike Soccer Shoes found. [Inspiration] 1. scattered farmers supply is difficult to control product quality; 2. participatory but insufficient convergence; 3. the products boast of good publicity, after the consumer real consumption gap is too large to negative feedback. Case II: Four fruits Four Jordan Flight 45 fruits in May this year launched a fresh fruit presale activities, which selected four fairly representative of the fruit: Yantai, Shandong Cherry, Jiaonan blueberry, lychee red Maoming, Guangdong, Zhejiang Xianju bayberry. Activities focus on pushing Shandong Yantai Cherry, Cherry is a newly opened Trader called Nike Free Mens \u0026 ldquo; China Landmarks Museum \u0026 rdquo; C Taobao shop. The mode of operation, the use of agricultural agents cherry + electricity supplier trader; blueberries are brands - \u0026 ldquo; good fertile blueberries \u0026 rdquo; + cooperation Taobao electricity supplier. Cherry's best-selling, sold a total 2015 Latest Nike Shoes of more than 20,000 boxes, with sales of around two million, followed by blueberries sold more than 2000 copies are hundreds of Yangmei litchi. Cherry although impressive record, but suffered the same fate after delivery, shop DSR suddenly dropped to 5.0 from 4.1 the shop, the shop still exists at present, rates have been at 4.0 or less, about 20% of customers gave unsatisfactory evaluation . Poor, in addition to fresh products distribution disadvantageous, the products taste with fruit shop to buy almost general also led to many customers unhappy. The event store is getting goods from local agricultural agent, and the local cherries also reach us through many channels each fruit stand point, the price is not necessarily more expensive than online. Compared to cherries, blueberries after the completion of delivery, shop rates changed little, customer feedback is also good, mainly because of good fertile blueberries are stable for many years enterprise management quality, and blueberries in general supermarkets and fruit stand is rare. [Inspiration] 1. agricultural agent + electric business partnership Trader mode does not close, easy one-shot deal; 2. Product Selection to do with the contrast of the line products. Case 3: Pakistan-US nur nur lamb is lamb Pakistan-US companies from sheep Bayannaoer of Pak-US sheep company, which is a local leading farming enterprises. The company opened its flagship store in the Lynx, an agricultural enterprise self-built electric providers retail channel model, an appliance business by the Zhejiang company operations. Time is 10 months late, a time when the fall and winter, for mutton make up the body of the season. The sale has made more than 170 million in sales, shipments began in November after another, basically completed by the end of November shipments, user comments, although there are some negative feedback, mainly in the Express, and no publicity so good, but The final score of about 4.7 shops, performed well. Currently, the shop has become a continued sales, the main products have maintained the monthly sales of 200-500 pieces. [Inspiration] 1. years of operating quality and stability of the leading agricultural enterprises; 2. agricultural enterprises self-built electric business channels to ensure the longevity and more accountability shop. Case Four: Two 11 Poly seafood this was the double 11 Poly cost in terms of the largest fresh action: Alaska Seafood sale. Activities is pulled to the US Department of its farmers yell, flagship product is the Alaska cod and king crab from Alaska fisherman for you to catch the old United States. Products are gimmicks, quality assured, the government support, solid foundation for the event. Operating activities run by two Lynx seafood shop responsible, they have many years of operating experience aquaculture seafood importers and channels. The event was a good record, sales cod Which created 2.7 million in sales, and after the completion of delivery, store ratings remain high score of 4.8, which is not easy for fresh electricity supplier. [Inspiration] 1. imported high-end seafood quality and stability, and offline channels such products are rare; 2. the traditional channels of fresh restructuring electricity, industry experience and is responsible for their own brand. Case 5: Liu Tao Chu Chu orange orange refers to the 75-year-old Chu Shijian tobacco magnate and then start in Yunnan kind of orange, peach willow is Lenovo's Liu Jia fertile agricultural investment in a kiwifruit orchard. Trader activity is the electricity supplier of fresh upstart \u0026 ldquo; \u0026 rdquo ;. original life Originally living on the successful operation last year \u0026 ldquo; Chu orange Beijing \u0026 rdquo; battle, coupled with Liu Tao to help out this year, naturally handy. The event followed the double 11 after the November 14 sale, three days made more than 500 million in sales. By the end of November began shipping in mid-December to complete the delivery. Air Jordan 5 Consumer reviews after the arrival of a more positive, but there is also a certain percentage of negative feedback. Currently the shop DSR score 4.5-4.7, described as pregnant and sorrow. [Inspiration] 1. Media electricity supplier would have fought together cost lives, a good at marketing a flow, to tremendous sales activity; 2 shortcomings: excessive marketing to consumers caused by excessive psychological expectations, complete After the sale of part score decreased. Summary Poly cost can bring huge flow Air Jordan 17 of fresh electricity supplier, good product descriptions and publicity can improve conversion rates, the flow into sales. But the ultimate goal is to be recognized by consumers, and a sustained sales. Therefore, we must do the following: 1. Select the source of high-quality and stable products, and channels than the line has some advantages; 2 electricity suppliers Trader must be the source of agricultural enterprises and farmers formed a strong cooperation is one of the most Well, not a must have effective means of bundling interests; 3. truthfully propaganda, moderate exaggerated, while doing its good service, do not engage in activities over the shop also smashed. (This article first appeared in the i world network operators, please indicate the source and attach a link, the authors Micro Signal: zhenglun9519)