"A whole year, I just want to remember the flavor of an orange."
This is the iced orange brand Chu orange slogan, review the course of Chu orange these years, as the orange world "orange Maotai", Chu orange is really fire.
Chu orange is Chu Shijian 74 years old, the product of the second venture, he spent decades to make this brand, from saplings to blossom and fruit, from the old age to the old age, only to 2400 acres of mountains point Cui orange.
Chu orange has today's development, it can be said that can not be separated from the founder Chu Shijian legend added.
As early as 2012, the market value of Chu oranges is as high as hundreds of millions of dollars, in China's agricultural market, Chu oranges delivered such dazzling results can be said to be at the top.
With the "child" Chu orange slowly growing, as parents of Chu Shijian thought of the retirement, for the "child" Chu orange who will take over, Chu old said, who manages to give who, this consideration is a long time 7 years.
Who did not expect the bad news to come so quickly, in March 2019, "a generation of orange king" Chu Shijian passed away, that year, he was 91 years old.
After Chu Shijian's resignation, the turmoil of Chu Orange also came, and the family civil war seemed to intensify.
Because of the life of the old man did not solve the problem of his heir well, resulting in his son Chu Yibin and grandson-in-law Li Yaxin raging between the huge sparks.
In 2015, Chu old master is still alive, Chu and Li two parties began to go to war, in October, the son Chu Yibin held a conference to announce the entry into the Tmall, but interestingly, after eleven days, the grandson-in-law Li Yaxin announced that its Chu orange has no plans to cooperate with the Tmall.
In the face of the son and son-in-law two different strategic decisions, Chu old man is really in a dilemma.
As a son, Chu Yibin said the son inherited his father's business is the norm, as a grandson-in-law, although the intergenerational pro pro do not know, but Li Yaxin's contribution to the development of Chu Orange is visible **** witnessed, their deep roots in Mourning Mountain, single-handedly create a management system, as the second head of the Chu Orange, Li Yaxin said that he did not want to let go.
One is the founder's son, one is the development of Chu orange on the road of merit, both for the fight Chu orange power position, stood on the opposite side.
The road to power is long and dangerous, in the end to whom? The breakthrough in the Chu Shi Jian wife Ma Jingfen that.
Ma Jingfen has told the media that the family infighting does not exist, but Chu Orange is definitely a family business, now in charge of the person is not the Chu family is the Ma family, of course, to help the reasoning is not to help the relatives, in the future the son to take over, if the management is not good, then do not give it to him, who managed to manage the good let who managed.
Things seem to be a foregone conclusion, with the support of the mother Ma Jingfen, coupled with the death of his daughter, Chu Shijian only this one biological son, in June 2017, lasted two years long heir to the dust settled.
Chu Shijian made a will at that time, decided to hand over the parent company under Chu's banner to his son Chu Yibin.
As a mature enterprise, family infighting may be the norm, but I hope that the interests of the struggle to cut not to wear down the rights and interests of the people, people-oriented is the basis for strengthening internal management, improve product quality is the main.
Chu orange founder Chu Shijian gone, many people ask, by sentiment marketing Chu orange is recognized by the market? Chu Yibin can have a good response?
Borrowing Chu old life story to make Chu orange a hit, the past consumers to buy oranges to see the quality, and now rely on sentiment? This approach does not last long.
A generation of people have a generation of idols, market renewal is the norm, the changes in the consumer population is also a problem, buy oranges to send Chu autobiography, oranges are very heavy, the book can be quickly read, if the long time to rely on the old man Chu to do marketing, eating is not an orange but spend money to listen to the story.
More than that, examining the entire agricultural market, the future development of Chu orange may have ups and downs.
Eleven good season, all colors of oranges competing for the market, but affected by the 2020 epidemic, the fruit farmers oversupply, not only ice-sugar oranges, the price of many fruits have also fallen.
After a baptism of fire, the ordinary rock candy orange fell to 3 to 4 yuan / catty, the lowest even only 2 yuan or so a catty, and Chu orange although also affected by it, but compared with the market, but still 4 to 5 times higher prices, as high as 10.8 to 18.8 yuan / catty.
When the epidemic came, many people lost their jobs and pay cuts, even if not worried about the sale of Chu oranges in the face of such a stalemate situation, can continue to go on? The answer is unknown.
On the contrary, the scope of the market of Chu oranges, is also a slight problem.
The higher priced Chu oranges go to the middle class and white-collar class, so that represents its abandonment of a part of the market, high quality, sweet flavor of Chu oranges initially go to the micro business road.
In 2012, Chu orange with the help of an e-commerce site called "this life" debut, coupled with entrepreneurs from all walks of life for the Chu orange publicity, Chu orange the beginning of the road is very smooth.
Expanding the market, Chu orange is not thought, practice, not easy.
As an agricultural product, Chu oranges consider a lot of factors, land, climate, management, etc., so that it can not be copied like industrialized production, time is the problem, dealers are also a problem.
So, Chu orange in 2012 began to expand base construction, from the initial 2,400 acres to today's planting area has reached more than 16,500 acres.
But the overall calculation, about 2,000 acres, the fruit only five million pounds or so, five million pounds of oranges, two or three large wholesalers to digest, the rest of the small wholesalers can only wait endlessly.
It has been proved that there are enough products to open up the market.
If you go out of the Yunnan market, the road and packaging costs are a huge cost, the cost goes up, the price goes up, so the local fruit is still the best choice.
There are many questions about the future, perhaps the ultimate way out of Chu Orange is still selling oranges. To brand growth, it is necessary to abandon the marketing hotspot of the legendary life of Chu Shijian, focusing on technological upgrading and variety improvement is fundamental.
Agricultural products listed is rare, but also not easy, Chu Shijian early on feel listed are ghost tricks, said that there is no mind to play listed.
However, after Chu Shijian left, his son Chu Yibin put forward a plan to list Chu oranges within six years in 2019, causing concern in the industry.
12 years, the industry has been recommended Chu Shijian will be founded by Chu orange listing, Chu old even waved his hand, he knows that agricultural products listed is not easy for him, will not arbitrarily make decisions.
There are two reasons, first of all, the stock is capital and capital operation process, the people buy the high price of the stock would not be cost-effective;
Secondly, the risk of entering the market is very large, agricultural products are limited by many factors, in case of soil is not good, the climate is not good, out of the fruit varieties is not good, the stockholders loss, the brand can not escape the responsibility, do not want to be fast, only to seek stability is the goal.
As early as when Chu Shi Jian was alive, he was averse to logging into the capital market, bound by capital, he believes that there is a conflict between the industry and the capital, can not be dragged down because the industry is subordinate to the capital and the industry.
On the contrary, Chu Yibin said that this is Chu Shijian's decision when he was alive, no doubt.
But if you understand Chu Yibin's life experience, you will not have this doubt.
From a young age, he left his family always had a drive, education and entrepreneurship are his one person in the sky, his father, Chu Shijian, has long indicated: "I will not help you, you have to walk through the road".
Chu Yibin, who lives while working, is the main focus of the overseas market stock investment in business, he believes that the product does not pursue the market, not the pursuit of capital is to be outdated.
So it is not surprising that the family business fell into his hands, seeking to log in the capital market.
But capital is not charity, and while it is for profit, the development of its own business also depends on the interests of the public, which cannot be overstepped.
For the preparation of the listing, Chu Yibin said to seek the horizontal development of enterprises, increase product diversification, scale.
At present, Chu's enterprises not only have the main Chu orange, but also will launch a new product - a cloud of crown orange, while apples, pomelo and other products are still in experimental planting.
It is reported that this year, Chu orange single product production is expected to be 20,000 tons, cloud crown orange is expected to produce more than 11,000 tons, as early as the year before the Chu orange sales amounted to as much as three hundred million, perhaps this time the new launch of the cloud crown orange will not be bad to go.
For agricultural products, time is the main problem, Chu Yibin is still waiting, perhaps until the planting industry problems can be properly resolved, is the time Chu orange market.
Throughout the beginning and end, the future development of Chu orange may be as usual, like Chu Yibin said there will not be a new brand to consider, but the product comes with the attributes will continue, just like Chu Shijian's inspirational sentiments given to the Chu orange on top of the sentiment is a long-term value system, will not be hollow.
Looking back to the founder of Chu Orange, Chu Shijian, in the world's mind has long been not a businessman role so barren, he is more like a spirit of struggle to promote the world, promote the development of Chu Orange.
" Only people who do things tanned enough to look like doing agriculture; when the pursuit of becoming a reality, the future of the agricultural industry, Chu orange will be a landscape ."
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Written by Xiang Nan