New Zealand Kiwifruit: Manager team to create a unified brand

This is a story of a legend, of course, it is not just a story.

In the 400 million population of New Zealand, from 1904 a chance from the introduction of exotic fruit (Kiwi fruit in China is called), after 80 years of idyllic pastoral type of natural development, formed the last century 80 's 2000 more fruit farmers planting situation.

But in that century, its disorderly competition, the international marketing of huge expenditures, United States anti-dumping, almost all New Zealand Kiwi fruit industry; voluntary organization in fruit farmers and Government, 2000 multiple fruit farmers cancelled business decades of brand, deactivate the old sales channels, entirely from the very beginning, give all the power that work together to form a unified sales window — New Zealand Kiwifruit Marketing Bureau (NewZealandKiwifuitMarketingBoard) – ZESPPI (Chinese name better phai, hereinafter referred to as ZESPPI) New Zealand Kiwifruit international marketing the company predecessor to a unified brand, in the face of the global market, this seems incredible in China, but the initiative to bring the action.

This new business model changed 2000 more fruit farmers as well as a national of a fruit varieties of destiny, now not only solved the problem of survival, this mode is territorial conquests, the occupation of its new market.

This business model in global fruit cultivation and marketing field is unique.

In just the past week, ZESPRI Guangzhou first station officially lands China fruit market, regional manager and ZESPRI China Taiwan district, market development manager-Chung-Yon such comments.

In his introduction, the journalists were able to restore this seems very simple business model of growth course, and in the future, it will be in the Chinese market ambitions and dreams. Natural disaster management

A hundred years ago, New Zealand headmistress Isabel to visit China, visited her in Yichang missionary teacher sister, and therefore to: Blueberry China's "goose", "Kiwi" seed to travel back to New Zealand, started this fruit in the New Zealand Immigration career.

Talk story, tour Chung-Yuan this 3 years ago to join ZESPPI and makes Taiwan region development to become the world's first 7 market Taiwan people looked very old, it is clear that he is not the first time the story, however, he said this was the first opportunity and journalists to share.

Back to New Zealand, Isabel will seed to a local fruit expert. Since then, New Zealand's first strain "Kiwi" tree by local famous gardening expert Alexander foster success.

Because the appropriate climate and soil conditions, with its delightful and unique flavor, many farmers have begun planting, yield up to a certain quantity, in 1952, began this kind of fruit from New Zealand Export around the world.

After several years of international market of sales, in 1959, this kind of Chinese descent fruit in it of "internationalization" in the first challenge: sold to United Kingdom, where to: Blueberry (berry) is the name of the export declaration, to cover the fruits very high tariffs, as reasonable tax avoidance, this fruit has been renamed as their own local name — Kiwifuit (Chinese name of the fruit).

Renamed the kiwifruit successfully avoided the exports of tariff, the next after 20 years of development, Prime time formed the 2000 more fruit farmers planting situation become New Zealand's largest fruit industry, and long term in a natural state of competition.

In 1988, kiwifruit industry once again encountered the situation facing death.

This year, the New Zealand Kiwifruit unreasonably high yield, when the harvesting of fruit farmers are hoping for a good harvest, but from that time the largest foreign market United States, on New Zealand's kiwifruit implementation of anti-dumping.

They have 2 to 5 hectares of fruit growing area, simply do not have the power to establish a strong overseas sales team, and a lawyer team go for anti-dumping proceedings.

But for New Zealand domestic itself only 400 million of sales market, the consumer is not the fruit of these mountains, unique approach is to put these fruit to pigs.

Contact in travel Chung-Yuan's old New Zealand many farmers planting a decades-old fruit farmers left the industry, the remaining fruit farmers are also hard to support from the Bank loan, the debt that they have three or four years. Established marketing Council

Self-help and support of the kiwifruit industry saved.

In 1988 the fruit harvest season into the ground, to consolidate existing respective export of industrial organization, distributed brand strength, as well as overseas market channels, in hundreds of farmers, a single export integration situation started to become apparent.

For this kind of spontaneous acts of self-help, New Zealand Government has come forward to support the eventual "New Zealand Kiwifruit Marketing Council," 2000 more fruit farmers full join, Marketing Board to own land as fruit farmers to join, and in accordance with the number of shares pursuant to the land, and on the basis of the number of shares in marketing Council decision established process funding, and the year-end dividends.

This is equivalent to 2000 more shareholders hire a team of professional managers, tour Chung-Yuan said, this team is the task of formulating planting programme, brand promotion, channel construction, complete each of the 70 million boxes of fruit in global sales.

This initiative strengthens the Orchard from varieties, production, packaging, storage, transport, placing and advertising, links, and set the original each fruit farmers single strength to a unified brand and a single window, unified in global marketing.

In the unified organization, under the leadership of the New Zealand Kiwi fruit farmers gradually restored

Production, and succeeded in fruit sales to the United States other than the global more than 70 countries and regions.

In 1997, as renewed consumer on New Zealand Kiwifruit impression marketing Council decided it was renamed ZESPPIINTERNATION (New Zealand Kiwifruit international marketing company), and decided to launch "ZESPRI as unique brand, responsible for New Zealand Kiwifruit global marketing.

As the New Zealand Government's support, through the relevant regulation, any fruit farmers in their own brand of export sales is considered illegal; but in Australia and New Zealand in some places, there are very few allowed private brands in sales, but this international market structure does not make any threat, Chung-Yuan said.

Tour Chung-Yuan, up to now, in New Zealand, there are 2700 more fruit farmers have planted an orchard with 10580 hectares, 2 to 5 hectares of 45%, 5 to 10 ha of 15%, more than 10 hectares is 5%.

Make up of the kiwifruit international marketing company has become the world's largest Kiwifruit Marketing company, 100% of all New Zealand fruit farmers, each year, with nearly 70 million boxes of ZESPRI kiwifruit, 99% for export, marketing to nearly 70 countries and regions of the world's total production of the fruit market and the marketing of 28%.

This mode also has the advantage of the first addresses the anti-dumping issues, set a national one fruit species in upstream and downstream industry's collective strength to fight against anti-dumping from other countries.

Moreover, in scientific research into the cost-sharing on, as well as collecting feedback from the global market for information on becoming a fast and accurate.

In the channel and brand, visit Chung-Yuan, mainly rely on a single window, ZESPRI this by marketing Council dispatch area manager in different markets looking for general agents, such as in mainland China, ZESPPI in Beijing, Shanghai and Guangzhou total found three agents that rely on their channels, products to supermarkets and traditional shops.

Tour Chung-Yon believes that doing a regional market, actually only need control over the selection and training of the big dealers, benefits of this is that you can always know sales, cargo requirements.

For brand communication, because the entire New Zealand Kiwifruit uses one unified brand foreign export sales ZESPRI, in the same circumstances, the promotion of capital compared with other fruits, it is sufficient.

The brand in mainland China, visit Chung-Yuan, mainly to transfer previously in other countries and regions, through television advertising, public relations, cooperation and stores try to eat.

In fact, this is the different levels of demand for TV advertising aims to have recourse to the consumers of such fruit brand to enter the market; public relations activities with local public relations companies to attract target consumers; stores try to eat is directly facing the end consumer, in the supermarket fruit regional promotion, let the consumer decide to purchase or not.

For experience, visit Chung-Yuan said, in fact, this is a quirk of things, this world just have some opportunities for those who do not have to back off and way out of the people, the key is that it was at this point the road occurred to survive.

In 2004, the global sales reach ZESPRI 10 million New Zealand dollars, the equivalent of 7 billion RMB. In New Zealand, in the export of vegetables and fruits, whether from the quantity or value of rank, all the sounds.

Now, those who have been on the verge of bankruptcy, the farmers of New Zealand workers to plant, annual profits from the marketing board from dividends, most people have their own estate, or even a yacht, live a comfortable life.