As costs decrease, many enterprises are operating with surplus profits, and more companies choose to close down. However, some businesses thrive and gain substantial profits. The difference lies in the fact that we need to consider upgrading our assets when we stop progressing. After all, how can we make more money? Is it by working hard? By relying on financial powerhouses? Or through networking? Perhaps these are not the key factors anymore. To obtain excess profits, one must have extraordinary performance, which can be divided into the following three categories:
1. Creating a New Business Model to Earn More Money
Establishing your unique business model will ensure that the company maintains long-term market advantages and profits. Take the kiwifruit as an example: why is New Zealand's kiwifruit 10 times more expensive than regular kiwis? Both are similar fruits, but one commands gold prices while the other is priced at brass rates. The author loves kiwifruit, and locally sourced kiwis rarely cost more than 6 yuan per kilogram. Yet, New Zealand kiwis can sell for up to 7 yuan each. Why is there such a big difference? While no one asks about the former, the latter generates $25 billion annually.
First, assign a premium price
Why does New Zealand call their kiwi "kiwifruit"? This term elevates the nutritional value of kiwifruit beyond ordinary standards. We know that kiwifruit is the king of kiwis, especially rich in vitamin C, with over 300 mg per 100 grams, nearly ten times that of citrus fruits and twelve times higher than lemons. The key lies in redefining and adding cultural significance to the kiwifruit.
Kiwifruit is now known by various names in New Zealand: kiwi (Monkey peaches), Chinese gooseberries, and Melonettes.
In 1959, to simplify matters, it was given a new name, "kiwifruit," written as Kiwifruit in English. Kiwi refers to New Zealand’s national bird, symbolizing "unique, mysterious, and magical." New Zealanders affectionately named this cherished "national bird" after the fruit, giving rise to this fantastical fruit. With flying "kiwi birds" in the sky and growing "mysterious fruits" on the ground, New Zealand kiwifruit gained distinct marks and cultural significance. These two become synonymous with New Zealand.
Nowadays, many companies producing kiwifruit focus on its differentiation, such as red-heart or purple-heart kiwis, neglecting to enhance its image and value. Consequently, they remain in product-based competition. In reality, New Zealand kiwifruit excels not only in product quality but also in upgrading the market and consumer experience. There are two types of kiwifruit: regular kiwis and premium kiwifruit. The latter targets high-quality lifestyles associated with New Zealand's ecological and natural charm.
This demonstrates the fundamental approach: selling not just the product itself but the sense of value and uniqueness. New Zealand kiwifruit has even created a new unprecedented fruit category in consumers' minds, transcending the mere concept of kiwifruit. Consumers no longer think of just kiwifruit but associate it with New Zealand's blue seas, green mountains, and lush pastures. It becomes an idyllic picture imprinted in the consumer's mind. Consumers don't buy kiwifruit solely for its nutrition but also to indulge in the dreamlike society of New Zealand's beautiful landscapes.
Second, National Promotion Elevates the Entire Supply Chain to Premium Standards
The New Zealand government emphasizes the development of the kiwifruit industry, encouraging farmers and companies to grow and improve kiwifruit varieties. In New Zealand, apart from vast herds of cattle and sheep, there are fields of kiwifruit everywhere. Kiwifruit is promoted as New Zealand's national calling card and "national fruit" across the world. In 1988, the New Zealand government established the "New Zealand Kiwifruit Board," integrating resources and enterprises involved in breeding, planting, harvesting, packaging, storage, logistics, distribution, and promotional activities. This transformed the kiwifruit industry into one of New Zealand's main pillars beyond wool. Today, the kiwifruit industry has become a significant economic source for New Zealand, accounting for 31% of agricultural exports. Annually, New Zealand exports 75 million boxes (approximately 2.4 billion pieces) of kiwifruit to 65 countries and regions, generating nearly 1 billion New Zealand dollars. In comparison, what is China's "national fruit," and where is it?
Third, Personalized Marketing Gains Golden Reputation
Every year, the New Zealand Zespri Group invests heavily in large-scale advertising campaigns and market research. Based on different regional preferences, specifications, market characteristics, and needs, a series of tasks are carried out. From the Zespri website, we deeply feel the unique beauty and culture of kiwifruit. Nowadays, what is being sold is not just kiwifruit but a lifestyle seeking modern vitality. They have introduced the Zespri Sports Complex, Zespri Film, Zespri Island, and organically integrated them with the popular TV drama "Love Apartment," creating an extraordinary perfect experience. They advocate eating kiwifruit with a spoon, enhancing elegance and taste, making it the preferred "dessert" for many male consumers during leisure time.
Serial Explanation Source: (Editor: Procurement Editor)