Over the years, due to many factors, the sales of New Zealand Manuka honey in the Chinese market have been almost monopolized by online channels, and offline supermarket channels are rarely operated. However, this market pattern may be broken by Better Life Commercial Chain Share Co.Ltd(002251) supermarket chains in the future. During the Spring Festival, the first batch of Manuka honey purchased directly from the origin of New Zealand officially entered the sales platform of Better Life Commercial Chain Share Co.Ltd(002251) supermarket.
New Zealand Manuka honey, known as a pearl in the crown of the world’s honey products, is a net red product with its own flow according to the current popular saying. Since entering the Chinese market in 2005, it has been increasingly understood and loved by consumers for its various beneficial effects on human health. However, as Manuka honey is limited by the local resource conditions of New Zealand, at the peak, the import into the Chinese market does not exceed 2000 tons a year; As most enterprises adopt the online sales mode, with the increasing market demand, the online sales of Manuka honey began to appear the abnormal phenomenon of mixed fish and dragons. According to statistics, although the import volume of formal channels in the Chinese market does not exceed 2000 tons at most, the scale of online sales of Manuka honey reaches tens of thousands of tons, while the local output of New Zealand is only more than 20000 tons a year.
The proliferation of fake goods in online channels has affected the reputation and corporate interests of New Zealand Manuka honey to a certain extent. Industry insiders believe that cracking down on fake goods and changing the sales model has become an urgent task for the New Zealand Manuka honey industry, and also provides business opportunities for offline supermarkets with a good credit image to operate this resource-based product. It is against this background that the Better Life Commercial Chain Share Co.Ltd(002251) import procurement department contacted with Manuka honey enterprises in New Zealand and selected the products of New Zealand bee cooperative from a large number of enterprises and brands. New Zealand is one of the world’s famous places of origin of high-quality food. As early as five years ago, Wang Tian, chairman of Better Life Commercial Chain Share Co.Ltd(002251) commercial chain Co., Ltd., personally led Better Life Commercial Chain Share Co.Ltd(002251) to take charge of the overseas direct procurement team and came to New Zealand for on-the-spot investigation to find high-quality goods of origin. In the following years, chairman Wang Tian came to New Zealand many times, Better Life Commercial Chain Share Co.Ltd(002251) the varieties of goods purchased directly from New Zealand are also increasing.
Due to the influence of online monopoly, there are certain risks in the operation of Manuka honey through supermarkets. Manuka honey operated by supermarkets should not only ensure the high quality of products, but also be competitive with online in price. It is difficult to find partners in traditional Manuka honey enterprises. At the right time, the New Zealand bee industry cooperative appeared in the vision of Better Life Commercial Chain Share Co.Ltd(002251) .
New Zealand bee industry cooperative is a whole industry chain enterprise from bee farm beekeeping, raw honey collection, production and processing, bee farm management to science and technology development, honey health preservation, ecotourism and a series of industrial projects. It has 18 bee fields of more than 10 million square meters and more than 2000 beehives, except that it produces 60 tons of raw honey every year, There are nearly 2000 tons of high-quality raw honey resources for the production of finished products and the development of related products. It is a rising star in the honey production industry in New Zealand. As a new brand enterprise, when establishing the way and business model of entering the Chinese market, the New Zealand bee cooperative, taking into account the serious fake phenomenon in the online sales of Manuka honey in the Chinese market, decided to find another way, break the online based business model, and focus on the traditional supermarket channels when looking for partners and business channels, The direct supply mode is adopted for all supermarkets, eliminating all intermediate links, which not only allows consumers to buy more genuine and cost-effective products from supermarkets than online, but also ensures the reasonable profits of merchants. The establishment of this business model made Better Life Commercial Chain Share Co.Ltd(002251) and the New Zealand bee cooperative hit it off and soon moved towards cooperation.
In order to explore the effective methods of New Zealand Manuka honey sales in traditional supermarket channels, the two sides will cooperate in marketing personnel training, product promotion, consumer interaction and other aspects, Better Life Commercial Chain Share Co.Ltd(002251) carefully selected 15 high-quality stores from hundreds of supermarkets as the first batch of pilot sales stores. These stores are: Changsha Yunda Central Plaza store, IKEA store Nanguo store, meixihu store, Jinxing Road store, Hongxing store, Chaoyang store, Wangjiawan store, Xingcheng Tiandi store, etc.
