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  • 新電商拼多多攜手褚橙 消費端供給側同發力推動數字農業

       日期:2019-11-28     瀏覽:8    評論:0    
    核心提示:電商行業的變化非常大,出現了類似社群電商、網紅電商等概念。一開始我也很困惑,通過觀察,我發現拼多多是一個有堅持的企業,腿上有泥,身上有土。我希望與這個新電商平臺一起實驗、探討,把這個產業做扎實。褚橙傳承人、褚時健先生獨子褚一斌如是說。10月10日,在怒江之側的云南省保山市龍陵縣云冠橙基地,56歲的褚一斌宣布,褚橙與新電商平臺拼多多達成戰略合作協議。  10月10日恰逢拼多多周年慶大促。雙方合作的第一個成果就
     電商行業的變化非常大,出現了類似社群電商、網紅電商等概念。一開始我也很困惑,通過觀察,我發現拼多多是一個‘有堅持’的企業,腿上有泥,身上有土。我希望與這個新電商平臺一起實驗、探討,把這個產業做扎實。”褚橙傳承人、褚時健先生獨子褚一斌如是說。10月10日,在怒江之側的云南省保山市龍陵縣云冠橙基地,56歲的褚一斌宣布,褚橙與新電商平臺拼多多達成戰略合作協議。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  10月10日恰逢拼多多“周年慶大促”。雙方合作的第一個成果就是,拼多多平臺上近5億消費者可通過APP首頁“百億補貼”等入口,以專享價預定褚橙。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  從10月11日12時開始,拼多多用戶在“多多果園”中通過“澆水”抽獎,就有一定幾率獲得“褚橙種子”。“多多果園”是拼多多獨創的公益游戲應用,消費者可以通過在線上栽種虛擬褚橙果樹的方式,體會到一棵褚橙樹在自己身邊成長的過程。線上褚橙成熟后,消費者將收到5公斤免費包郵的基地直供實物褚橙。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “褚橙是中國知名度高的農產品品牌之一,有著很深的精神內涵。拼多多的更多趣味和互動,能給‘褚橙粉’帶來新的消費體驗。”拼多多副總裁威海在發布會上介紹,平臺后續還將上線褚橙旗下的“云冠橙”,以新電商特有的“多實惠、多樂趣”新物種優勢,助力褚橙形成新的產品線。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">褚橙傳承人褚一斌在發布會上分享褚橙的精細農業經驗
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  再度品味褚橙:提升產量和品質 用科學流程解決難題
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “褚橙和云冠橙,是甜橙類中很好吃的橙子,如果發到消費者手中時還是綠皮的,一定不是我們的產品。”褚一斌的自信,源自親身體驗和市場調研。9月27日午夜12點,還在果園基地工作的褚一斌當天鑒定了七八個還沒完全成熟的橙子,口感已經很好。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  在與拼多多的戰略合作發布會上,褚一斌表示,褚橙之所以好吃,是源自父親以匠人精神將工業化流程引入了農業生產之中。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  褚一斌回憶了父親在初創褚橙時的“精細農業”嘗試。2002年,75歲的褚時健,選地改地、花138萬元引入無污染的南恩河水源。為達到上佳甜酸比,他一再實驗氮、磷、鉀、鎂、鈣等有機肥元素配比,獨創性地引入煙梗育肥,解決了口感這一關鍵難題。為提升產量,78歲的老人家逆向思考,把每畝146棵的果樹間伐到只剩80棵左右,反而大大提升了畝產和品質……
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  科學流程極大解決了農產品非標準化的難題,使褚橙從2006年的1000噸猛增到2015年的13000噸。近75歲才開始再度創業的褚時健,把褚橙變成了一個中國知名的農產品品牌。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “我們一年四季都在剪枝,這是褚老的獨創。”作業長王學堂發現,雖然把柑橘種植的書都翻了個遍,不少措施卻都是書本上沒有的。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  據悉,不算云冠橙的產量,2019年褚橙基地的產量將遠超2015年。“不過,還要經歷選果過程,選出高標準的果子,才能稱作褚橙。”一位基地負責人說。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  父親種出了一枚幸福的橙子,褚一斌認為,“在他很嚴肅、嚴厲的外表后面帶著一種微笑,很多人看不到這種微笑。我覺得,父親一生是幸福的,他成就了很多事,也成就了自己的人生”。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">龍陵基地工作人員與預計一個月后成熟的“云冠橙”合影
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  打造龍陵基地:強化數字化管理 成就新品“云冠橙”
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  2012年,褚橙產量達到10000噸。也是這一年,褚橙進京。“褚時健75歲種橙,85歲時褚橙大熱京城。”成為當年火熱的勵志話題。同年年底,身在國外的褚一斌接到父親的電話:“我跑不動了,你看著辦。”
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “我聽得懂,是要我回去了。”電話另一頭的褚一斌沉默了幾十秒鐘后說:“我明白,您給我點時間”。2013年年初,褚一斌回國種橙。他認為:“這是個責任,既是孝順,也是本分。”
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  一直做投資的褚一斌,花了一年多時間從頭學種橙。為了建一塊新基地,他跑遍云南的大江大河,“從上游到下游,要考慮降雨量、高低溫、土壤,一直到龍陵縣,終于發現有幾萬畝坡度可接受的連片土地。”
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “第一不給人,第二不給錢。”這是褚時健當年給兒子的考題,難度系數很高。2015年年初,褚一斌10天內在龍陵簽下8000畝地,他擔心這塊地到底適不適合種橙,于是請父親過來看。一向嚴格的褚時健當時說了句:“這個地方種出來的產品,可能會比老基地更好。”聽完這句話,褚一斌非常振奮。如今談起這件事,他仍記憶猶新。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  龍陵基地進一步強化了數字化管理。從陽光雨水到土壤肥料,從掛果數到成本對比,每棵橙子樹都成了“數字樹”。為掌握糖酸變化,每10天從基地6個固定樣果樹采果監測,倒推施肥方案是否合理,為來年提供數據支持。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  “為防控紅蜘蛛蟲害,技術部全年每周記錄,目前積累了700多份數據,每個月都能根據數據預判防控”,基地技術負責人章家飛是位90后,談起技術,他能眉飛色舞地說上半天。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  通過技術攻關形成標準化操作后,基地每周六晚上都要開周會,向組長、農戶傳達信息。“農戶之前也有不理解的,現在每一個農戶都是種橙好手。”章家飛說,褚橙基地帶動了農民從傳統向現代化轉變。目前,龍陵基地已達萬畝規模。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  凌育友是龍陵基地的具體管理負責人,他讓幾位作業長各自保留200棵實驗樹,分頭實驗、相互交流、不斷提升。“要允許犯錯。”他說。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  2018年,龍陵基地小規模掛果。褚老身體不好躺在病床上,褚一斌就抬了兩箱云冠橙給他品鑒。“老爺子讓我切一片,放到他的嘴巴里,他品嘗后點點頭,表示很滿意。他說:‘這個云冠橙口感不錯,有自己的特色。’”
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  凌育友預計,2019年,龍陵基地的云冠橙產量將有7000噸,2020年將達到12000噸。如何更有效地銷售新產品,成為擺在褚一斌面前的一道新課題。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53); text-align: center;">龍陵基地技術人員對“云冠橙”進行技術檢測
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  攜手拼多多:創造消費新體驗 踐行現代新農業 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  12年前,褚橙就在努力建立自己的直銷渠道,而電商就是高效的直銷渠道,其優勢很明顯,中間渠道少,利潤空間大,對市場的把控更強,更重要的是,消費者能吃到更新鮮的橙子。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  2012年,生鮮農產品電商企業開始探索品牌運營,褚橙進京為一個標志性事件。大數據、云計算等新技術被逐步引入產業,市場競爭日趨激烈。3年后,電商中做生鮮農產品起家的拼多多成立,4年后的2019年,龍陵基地云冠橙大規模掛果第一年,褚橙與拼多多攜手合作。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  令褚一斌印象深刻的是,拼多多高速增長的消費者以及“多多果園”生猛有趣的農產品消費體驗。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  拼多多農業農村研究院常務副院長狄拉克介紹,拼多多目前已經成為中國最大的農產品上行平臺之一,預計2019年農產品上行規模將超過1200億元。前不久的農貨節期間,拼多多平臺的農產品訂單超過1.1億筆,其中的七成銷往了一二線城市。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  如果說傳統電商平臺是搜索式的“人找貨”,拼多多則是“人為先”的“貨找人”。狄拉克表示,通過分享、游戲等人與人之間更有溫度的連接,把消費者對褚橙和云冠橙的長周期分散需求歸集成短周期的批發需求。短時間爆發的訂單量,對應著不同果園不同的成熟時間,能把果子在短暫的成熟期內賣出去。由于需求更確定,訂單量大,很適合果園直發,供給端也能相應降低成本,“這種裂變式的增長模式,從而產生了讓利給消費者和生產者的價格空間”,狄拉克詳細介紹了拼多多在推動農產品上行方面的優勢。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  在“多多果園”的抽獎游戲中,用戶有機會抽中褚橙果樹種子,栽種成熟后,拼多多將免費包郵向用戶送出5公斤新鮮的褚橙。“多多果園是拼多多在‘多樂趣’維度上的一個初步嘗試,2019年一季度日活躍用戶比年初增加了1100萬,日活躍用戶達到5000多萬,每天送出的免費水果遠超100萬斤,目前仍在保持高速增長。”威海在發布會上稱,拼多多已全域形成“多實惠,多樂趣”的新消費浪潮,此次與褚橙的戰略合作,是兩個同樣重視新農業和數字化,同樣重視“物質與精神雙重消費”的現代企業的攜手,“必將產生深刻持久的化學反應”。
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);"> 
    seline; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; color: rgb(53, 53, 53);">  發布會上,褚一斌提出將逐步推動企業上市。他說:“上市企業收入要穩定、可控、有規劃性,就像父親所說:‘一定要對公眾投資者有可靠交代。’”在踐行和推動農業現代化的方向上,在生產側沉潛近20年的褚橙與在消費端基于大數據AI發動猛烈變革的拼多多不謀而合。“老父親離開了,我要把他做的最后一件事業,持續性地做好,不單是守住更要往上推。我相信,父親會看得見。”
     
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