Post-80s young guys' "ice Qi pear" entrepreneurial story

It's not uncommon to eat ice cream, but have you ever eaten "ice cream pear"?

Recently, a young man born in the 1980s in Dangjiazhai village, Qi Town, Mei-county, Baoji city, Shaanxi Province, sold 10,000 boxes of "ice cream pears" on Taobao and WeChat in 10 days. The pear, known by its scientific name "red beer pear" and its stage name "Bingqi pear", has a Burgundy skin, but its appearance and size are not much different from ordinary Xinjiang Korla fragrant pear. The only special thing is that Li Yipeng from Shaanxi Province has given it a new way to eat it -- "soft but not hard". While other pears need to be eaten with a bite, the "ice cream pear" can be drunk directly through a straw like a coconut.

How did the young man come up with this unusual way of eating pears? These, also need to start from his own entrepreneurial experience.

A kiwi fruit triggered a small state-owned enterprise to resign and return home

Li Yipeng, born in 1988, came to Shenzhen to work for a state-owned enterprise after graduating from Xi ' a University of Science and Technology in 2012. He started from the most ordinary grass-roots staff, and because of his outstanding performance, in less than one and a half years, the company was sent to Shanxi as a regional manager.

In August 2014, due to the family kiwi ripening needing to be picked by hand, filial Li Yipeng specially asked the company for annual leave to help his parents home. However, the family picked kiwi fruit, and how to sell has become a big problem in front of the family.

"Mei County is known as the 'hometown of kiwi fruit in China and the origin of kiwi fruit in the world." Meixian County has 350,000 mu of arable land, of which 300,000 mu are planted with kiwi trees, said Li Yipeng, a local. "Don't look at the quality of Meixian kiwi not lose the kiwi of New Zealand, however, every peach 'big year', foreign merchants will press prices to fruit farmers, fruit base injury farmer phenomenon occurs from time to time."

In 2014, the "big year" for local kiwi fruit, Li Yipeng, who has worked in big cities for many years, felt the feasibility of selling agricultural products through e-commerce channels. Therefore, in that year's kiwifruit sales season, he sold his kiwifruit through WeChat moments of friends, less than two days, sold 4,000 jin of red kiwifruit, a net profit of 20,000 yuan.

"Because I was doing sales work when I worked in a state-owned enterprise, I also learned some knowledge about e-commerce operation from familiar friends in Shenzhen, so I sold kiwi fruit through e-commerce for the first time and achieved a small success."

The success also strengthened Li's determination to return home to start a business. Having been away from home for many years, Li Yipeng could only go back to visit his parents during festivals, and so many good agricultural products in his hometown could not be sold at a reasonable price. All these prompted Li Yipeng to resign in 2014, give up his well-paid and stable job in a state-owned enterprise with an annual salary of more than 100,000 yuan, and resolutely return to his hometown to start his own business.

In September of that year, he and a friend opened two stores on Taobao, relying on the advantages of the local development of the kiwi industry in Meixian County, selling local fruits such as kiwi, cherries, nectarines and walnuts, eggs, honey, and other local agricultural products. In the peak season of local fruit sales every year, the average day can receive 4,000 to 5,000 orders, customers are Beijing, Shanghai, Guangzhou, and other areas of the consumer.

After quitting his job in Shenzhen, Li Yipeng and his partner came up with the concept of claiming a kiwi tree in March last year, to help the local fruit farmers sell kiwi fruit better and solve the sales problem in advance.

"I have seen a lot of new farmers through e-commerce channels to pre-sell fruits, thinking that can also pre-sell kiwi trees, so that consumers who want to feel the fruit growth process by claiming kiwi trees, to meet their sensory needs?" After the idea, his micro shop information about claiming a kiwifruit tree was forwarded more than 1,000 times in less than a month, and more than a dozen Xu Xiang kiwifruit were claimed by customers from Beijing, Shanghai, Guangzhou, and other places. A Beijing customer claimed three five-year-old kiwi fruit at a time.

Li Yipeng introduced kiwi buds in February, leaves in March, flowers in April, artificial fruit thinning in May, fruit in June to July, and gradually mature in August. He released the subscription information in March of that year, a total of three kinds of tree age kiwi were put on the market, and the price of each tree is different - 3-year-old kiwi 300 yuan/tree, 5-year-old kiwi 450 yuan/tree, 7-year-old kiwi 550 yuan/tree. By the results of five years of kiwi stable 40 patties, each catty kiwi price is 11 yuan, more than the market average price of 9 yuan kiwi expensive two yuan. Each customer has to sign an agreement, pay 500 yuan to 1,000 yuan in advance, and the fruit trees are listed after being confirmed by both sides.

I want to increase the added value of agricultural products in this way. In Li Yipeng's opinion, compared with ordinary farmers, the timely emergence of new farmers brings new opportunities to agricultural products. "What we are good at is to fully exploit the higher value of primary agricultural products and give them added value with emotion."

In the process of fruit trees blooming, bearing fruit, and ripening, the seller will send pictures and videos of pruning, watering, and deworming of the claimed fruit trees to customers through WeChat every week. Customers can know the growth of fruit trees at any time through the Internet. A customer in Beijing who claimed three fruit trees said in his feedback: "Although I can't plant them myself, it is meaningful to watch the process of kiwi fruit from planting to harvesting."

This pear is a bit cute.

Last year, the success of the pre-sale kiwifruit tree activity made the young man after 80 become the locally famous "e-commerce talent" in Meixian County, which also gave him this year in the e-commerce market to promote "ice cream pear" foreshadowing.

In June this year, one of Li's friends, He Yuanwei, resigned and returned to his hometown, Chengcheng County, Weinan, Shaanxi Province, to start a business. In June, the local characteristic fruit, red pear, is ripe season. Red beer pear originated in the United States, the skin is green and red, and the appearance is very cute, similar to a gourd shape, although there is a certain hardness, but juicy sweet, delicate taste. In recent years, through the introduction of domestic fruit farmers, red beer pear is mainly planted in Henan Lingbao, Shaanxi Weinan, and other places.

However, due to the small number of products, ordinary fruit farmers do not know how to market to the market, "this year after the red beer pear mature, due to the overall planting area is too large, but to buy pears here fewer merchants, there are many fruit farmers are ready to cut down their pear trees." He Yuanwei felt very regretful.

In early July, He Yuanwei contacted his old friend Li Yipeng, hoping that he could help sell red beer pears, a hometown specialty, through the emerging e-commerce channels. Li Yipeng readily agreed. With the help of He Yuanwei, Li Yipeng signed a contract with more than 10 local fruit farmers in Chengcheng County to buy red beer pears at a price higher than the market average price of 3 yuan per catty.

In the selection of red beer pear, Li Yipeng insisted that the fruit should be 60 centimeters in diameter, and the fruit with scars and uneven skin surface should be removed. "However, not all the pears the growers give us can meet our standards completely." So Li insists on hiring people to sort pears a second time before they are stored and refrigerated.

Because red beer pear in the freshly picked consequences of the meat is firm, hard texture, if shipped directly, will affect the taste of consumers. So after picking up three carloads of red beer pears from Weinan on July 3 and sorting them again, Li first put them in cold storage for seven days so that they would be fully saccharified and softer.

During the 7 days of pear storage and refrigeration, Li Yipeng was not idle. He found a brand planning specialist of an e-commerce company who had good cooperation experience with him and carried out a series of packaging planning for the appearance, taste, and characteristics of red beer pear.

"Hong Pei Pear does not have the best taste when the fruit is hard, but after a period of refrigeration, the fruit will be soft and juicy." In response to this characteristic, Li Yipeng thought of a "bold" way to eat it -- if you can drink a coconut through a straw, why can't you also drink a red beer pear?

After the experiment, Li Yipeng felt that different from the usual way to eat pears, the eating method of snorting can make consumers enjoy the natural sweet pear to the greatest extent. "This way is different, to make consumers know our products from the point of memory, in the product on the carton packaging, we played the ChiRuanBuChiYing the words", Li Yipeng introduction, he also in the product carton inside put a piece of cartoon design specifications, explain to the customers in the above detailed red pears ways - pears to pinch the soft with straws directly after smoking.

How to eat the red beer pear problem solved, but the product in the market promotion, a good name is also a big key to success. "I was thinking ice cream pears, but I made a slip of the tongue and said ice cream pears." However, this "slip of the tongue" was unanimously affirmed by the whole planning team. "They thought the name was cuter than the stiff red beer pear and highlighted the sweet, soft, and juicy nature of the pear." Later, the team came up with a cartoon image of an ice cream pear with two big teeth, sunglasses, and a big grin.

Once everything was ready, seven days later, 10,000 boxes of 12 ice cream pears priced at 48 yuan each were sold across the country through Li's Taobao and WeChat stores.

Do agricultural products up, do not forget to feed villagers

Although Li Yipeng's current agricultural products e-commerce business is doing well, the average annual online store sales can exceed ten million, however, he introduced that in the second half of 2014 just returned to the early stage of entrepreneurship, the local e-commerce atmosphere in Meixian County is not very strong.

"A bunch of people, including my parents, thought I was too upset." What Li's parents couldn't figure out was why their son, who had a decent education and a well-paid job in a big city, had to hold his own and become a farmer like them.

"I always find the nine-to-five life boring," said Li, who aspires to make a career of his own. "Working in big cities has made me feel the gap between rural and urban areas." For example, in 2014, it cost 20 to 30 yuan per catty for a local Courier from Mei County to Jiangsu, Zhejiang, and Shanghai, Li said. Local farmers rarely have the idea of selling agricultural products through e-commerce, "not only can't do it but also ordinary online shopping, everyone thinks it is unreliable."

All this gave birth to Li Yipeng's idea to set up a public e-commerce training class. In 2014, he registered Baoji Dexin E-commerce Operation Co., LTD. (hereinafter referred to as Dexin). When the shop is not busy, he will organize free training for local people who have ideas to engage in e-commerce in Meixian County. From the basic set up shop, decoration, single volume breaking zero, more than two years, has been free training more than 1000 person-time, after training the trainee shop rate has reached 20%.

Although the 53-year-old has not been in touch with computers for a long time, he can hear "gold diamond", "Juhuasuan" and other e-commerce "proper terms". In May last year, after a period of training in the letter, the old section of the franchise of local green walnut, kiwifruit, and other agricultural products in the Meixian County shop opened. Today, Lao Duan's online store has "three stars."

There are many students like Lao Duan. For Li Yipeng, although the public welfare training does not make him a small amount of money, and sometimes he has to take his time and energy to teach, he thinks that all these are very worthwhile for him.

In Li Yipeng's opinion, the formation of a complete e-commerce ecology plays a huge role in promoting the local e-commerce industry economy, but it cannot be achieved overnight and needs a nurturing process. "Now I feel that some of my online store operation thinking is not very clear, afraid to give students wrong, from this year, I hired the e-commerce training lecturer in Hangzhou to Meizhou local lectures."

In the nearly three years since he returned to his hometown to start his own business, he has witnessed the e-commerce industry in Meixian from scratch. "Since last year, our delivery fee has been reduced to 5 yuan per catty." Li Yipeng is very happy to see the rural Taobao and other e-commerce platforms in Mei County, but also from the smile of his parents can feel their attitude change and support for him.

"Now, even old ladies in their 70s know that things are cheap online. More and more fruit farmers in Meixian are also selling fruit and agricultural products on e-commerce channels." Li says he is well aware of the difficulties of the upward path of agricultural products. Although today, his shop volume has not reached his expectations, when it comes to the future, the young man's eyes are still full of confidence: "step by step, down-to-earth walk, always can walk to the destination."