We are all reborn, who wants to be the richest man?

Pangu - the star of Shanghai. With more and more companies settling in and more and more buildings being completed, it has become a check-in destination for the entire Shanghai and even the whole country.

The extensive coverage of this project in newspapers and on television has let people all over the country know that there is such a prosperous and technological city in Shanghai.

ParknShop, as the current leader in the Rabbit retail industry, is a natural choice to move in.

Nowadays, there is no concept of supermarkets in China, let alone market share. The entire market is now dominated by foreign brands.

Carrefour, Metro, ParknShop and other non-foreign brands have been conquering first- and second-tier cities with great momentum. Among them, ParknShop supermarket is undoubtedly the most dazzling star and an object of study for the domestic retail industry.

The second floor below ground of the Far East Shopping Center of Magic Star is the largest store of ParknShop in Rabbit. The entire second floor below ground is used by ParknShop, with a usable area of ​​more than one million square meters.

"What kind of bananas are these? They're sold by the piece. These two cost 12 yuan? Outside, I can buy a plate of them for two yuan.

And these pineapples are 3 yuan a pound, why don’t you go grab some?”

Robbing? That's illegal. The real purpose is to make you pay willingly.

People in Shanghai are proud, especially after the reform. As the first city to get rich, the mentality of Shanghai has also changed. It is not an exaggeration to describe Shanghai during this period as a city where the petty bourgeoisie is everywhere and the rich are rampant.

Although the price is high, it has aroused the curiosity of consumers and long queues have already formed at the tasting area.

Sweet, very sweet, so damn sweet. I have never eaten such a sweet fruit in my life.

"This is different from the banana I eat. Isn't it too sweet?"

"Then you haven't eaten the pineapple over there, it's unimaginable."

"Pineapple? Isn't that pineapple?"

"What do you know? It's imported from foreign countries and is called pineapple. How can pineapple be so sweet?"

"So you bought one?" He pointed at the labeled pineapple in the other person's shopping cart. "How much is this one?"

"11 yuan, not bad, acceptable."

In this era when the average salary is only over 100 yuan, it is acceptable to spend more than ten yuan to buy a pineapple. It can only be said that the consumption level of Shanghai residents is really higher than everyone else.

"Xiannong Fruit, is this a trademark? This is the first time I see it on fruit."

In the past, there were no fruits with trademarks. They basically only mentioned the place of origin.

The price was very expensive, but surprisingly, the Xiannong fruit counter in ParknShop was out of stock before noon. The supermarket’s small warehouse was out of stock, so they had to go to the large cold storage rented in Shanghai to get it.

At the same time, the newly built Trade Building not far away is the headquarters of the Far East Trading Company.

Now the Xiannong Research Institute has been merged into the Far East Trading Company, so the sales of agricultural products are the responsibility of the Far East Trading Company.

"This is just the beginning. In the future, it will not only be bananas and pineapples, but also Xiannong's agricultural products such as vegetables, eggs, meat, etc. I call it middle-class agriculture."

Zhao Haitang, the person in charge of the southern Yunnan region at that time, has now been promoted to vice president of the Far East Trading Company, in charge of sales.

“Everyone knows that as the economy develops, the middle class will inevitably grow.

When people become rich, they will subconsciously separate themselves from their original social circle. This is human nature, or it can be said that people tend to move towards higher positions.

This is reflected in consumption as price differences.

So we set up such a threshold for them so that people can see their status and consumption level at a glance. This is the embodiment of the Xiannong brand.

If you have one million, do you care whether the fruit you eat every day costs a few cents or a few dollars per pound?

Economically, they don’t care, but in terms of face, that may not be the case. So what should we do? We need to create a high added value for such products, or we can say, status.

Take pineapples for example, we have production areas in southern Yunnan, Taiwan, Hawaii, Australia and Europe.

But where are the fruits we sell in Shanghai produced? They are from Hawaii and Australia.

Tasty fruit may not necessarily have an extra zero added to the end of its price, but fruit from a good origin certainly can.

"Birth determines destiny," not only applies to people, but also to fruits."

Brilliant, talented, and a natural marketing genius.

Zhao Haitang was talking about marketing to the employees below at the podium, and Luo Nian, who was sitting at the back, was full of admiration.

Zhao Haitang grasped the key point, which is rarity.

Regardless of whether it is regional rarity or seasonal rarity, it ultimately comes down to rarity of value.

What if the fruits in southern Yunnan are delicious and cheap? You won’t post a circle of friends about the fruits in southern Yunnan, but you will show off a brand imported from Southeast Asia.

In fact, they don’t know that most of the fruits in Southeast Asia are popular and cheap fruits, imported products, and very few of them are truly locally produced.

Just like traveling, a trip to Vietnam can be boasted as a high-end overseas trip, but it is simply due to vanity.

On the podium, Zhao Haitang was still talking.

“In addition to the packaging origin, the name is also important.

Just like pineapple and pineapple, kiwi and kiwifruit, guava and guava.

We just copied the names from other regions, and it gives people a high-end feeling."

Luo Nianzhong knew this, and when it came to name changing, the most successful case was that of Avocado.

This thing used to be called an avocado because it looks like a pear and its rough skin looks like crocodile skin, hence the name.

With this name and this appearance, consumers are unwilling to try it, not to mention in China, even in Europe and the United States.

But what happened later? I don’t know when this guy changed his name and made a comeback. Who would have thought that a marketing miracle that swept across Europe, America and Asia was born like this?

It's like Yang Di changed his name to Andy Lau, and then when nothing changed, everyone thinks he is Andy Lau. It's really ridiculous.

“The last thing is appearance. Appearance is important not only for people but also for objects.

When we see someone with exquisite appearance, our first impression is definitely favorable, because there is a saying that birds of a feather flock together.

Make friends with good-looking people, and in the eyes of outsiders, you will score a few more points in terms of appearance no matter how ugly you are.

It’s like if someone sees you chatting and laughing with a group of business tycoons, deep down they wouldn’t want to believe that you’re a commoner, right?

Origin, name, appearance and a wonderful story create a symbol of status.

For example, Yang Guifei ate lychees. You should know that Yang Guifei did not only eat lychees, and there was not only one Yang Guifei in history."

Picking up a transparent glass container on the table, Zhao Haitang asked, "Does anyone know what this is?"

Most of the people in the audience looked at each other in bewilderment, but there were also some who were knowledgeable.

"It's blueberries."

"Yes, it's Blueberry." Zhao Haitang himself didn't expect that someone actually knew him.

Blueberry is a pure imported product. It was first introduced and cultivated by Jilin Agricultural University in 1981, and small-scale trial planting began in 1983.

Ten years have passed, and for the vast majority of people, they have never even heard of it, let alone known it.

"This is the focus of our Far East Trading Company's marketing in the future. We can already plant on a large scale in the production areas in southern Yunnan, and next June will be our harvest season.

This is the task I give you. When blueberries are on the market, I want this fruit to become a highly profitable product, a highly profitable fruit that only makes money for the rich."