The Neglected Market Has Recovered 60 Million

Canned fruit processing factory many years ago, eating a bottle of canned fruit is a luxury for many people. Since the 90s of last century, the canned market has been squeezed by all kinds of fresh fruits.

Because of this, Lin Nan, a canned producer in Jinzhou District of Dalian, Liaoning, has been looking far ahead and making canned exports. Who would have thought that the domestic market that he once neglected is now a new starting point for him to make money.

He is a purchasing manager of a canned fruit processing plant in Shihe Town, Jinzhou District, Dalian. Now it has entered the winter. It is not easy to buy 10 tons of fresh pear from farmers at this time.

I thought I could get the praise from Chairman Lin Nan this time, but I was scolded for this pear.

Lin Nan: "it's not a mechanical knife.

It can only be peeled by hand. Normally, it should be hit with a mechanical knife.

You hold them together. You see these small fruits. "

Gao Jun, Minister of purchasing of canned fruit processing plant, said: "whatever quality is acceptable, people are not picking on you now, otherwise we will not have any products."

Lin Nan: "our studio is not allowed to explain, the process is to serve the outcome, a certain pass rate of eighty-eight percent, do not need you to do?"

The acquisition of fruit that does not meet the requirements of processing not only increases the processing cost, but also creates waste. This is the main reason why Lin Nan is angry today.

It has been 12 years since the construction of the canned fruit factory. Lin Nan has spent 10 years selling canned fruits to 29 countries around the world.

Now, Lin Nan's annual sales of canned fruits and abroad reach over two hundred million yuan, of which domestic sales exceed 1/4.

In the past, it was a market neglected by Lin Nan, but now it has become an important source of profits for him. The reason for the international trend is the pressure he felt when he was doing international trade in 2005.

Lin Nan: "the international market is good today, what will be tomorrow? We do not have a strong sense of ourselves. Then on the other hand, China is so big. Our experience from abroad these years tells us that with the continuous improvement of consumption level, the domestic consumer market will certainly continue to improve."

After investigation, Lin Nan found that although there was a certain market for canned fruits in China, sales volume was not so optimistic as he imagined, but there was huge risk.

Canned products were once the product of shortage of materials.

Now, because of the rapid development of agriculture, people can eat fresh fruit all the year round, so the market capacity of canned fruit is small and sales volume is low.

How to avoid risks and expand sales volume has become the first problem Lin Nan wants to break through in the domestic market.

At this time, he gave his brother Lin Yang an important task.

Lin Yang, Lin Nan's younger brother, Lin Yang: "I am asked to spend two hours to five hours in the supermarket every day. I will see what people will buy, what price, what price, what packaging, what specifications, and have a systematic understanding of the whole product."

During the processing of canned fruit, Lin Yang, a brother in the supermarket, found that there were obvious differences in canned consumption habits at home and abroad. This difference gave Lin Nan an inspiration.

Lin Nan: "the rate of reaching the cans of glass bottles is obviously higher than that of the iron cans, so I talked with the consumers, and I asked him why you want to buy the tin can, and he told me that the cans of the glass can be seen and the quality of the can can be seen, and I am relieved when I see things."

Lin Nan also found that there was a consumer weakness in the market at that time.

Lin Nan: "in all canned products, almost all cylinders are basically 770 grams, so every market is faced with consumers in the same specifications and faces, so consumers no matter what their purchasing power is, they buy products that are of the same grade. So at this time, we feel that it is necessary for us to make a high-end product to meet consumers at a higher level."

In order to ensure the factory's processing throughout the year.

Lin Nan wanted to find a powerful and experienced buyer to supply raw materials for the factory. Lin Nan heard that a farmer agent named Li Jiangke had strong strength to buy fruit in Sha bun Town, Pulandian, Dalian. He could buy twenty thousand tons of fruit a year.

In November 2005, Lin Nan and factory purchasing minister Gao Jun came to Sha bun Town, and when they explored the Li Jiang residence in search of fruit, the two peasants felt disappointed.

Gao Jun, Minister of purchasing of canned fruit, canned fruit and canned fruit processing factory: "when the people asked us, what did you do here? We said to find the Lei Jiang Ke to pick up apples. The people said at the time that he might not be able to collect it for you. I said why, they said they had a fire at home yesterday."

Lin Nan: "one is the procurement plan is relatively tight, so the pressure is very great, today we would like to achieve, on the other hand, we feel that it is indeed unlucky, but we have come here, we decided to go and find out."

When he walked to the door of Li Jiang's family, Lin Nan and Gao Jun not only saw the miserable condition of the house being destroyed by fire, but also saw Li Jiang Ke himself.

Liaoning, Dalian, Pulandian, Sha baozi Town, the fruit purchasing company Li Jiang branch: "originally a very good family, a fire has become nothing.

Most of the life, hard to set up this home, a fire of nothing, feel oneself is a poor egg. "

When he saw Li Jiang's disappearance at that time, Lin Nan gave a simple explanation of his intention and left 2000 yuan for Li Jiang.

Lin Nan: "I felt that he was 12 million difficulties. In this case, I feel that if I want to help him at this time, he will remember me for life."

Lin Lin's move was very moved by Li Jiangke. When Lin Nan went away, he took Lin Nan to his underground apple storage cellar, where Lin Nan saw the acquisition power of Li Jiang Ke.

He said: "on the one hand, we saw the miserable situation of the house after the fire was burned. On the other hand, we saw another four hundred or five hundred tons of apples that had been bought in his cellar.

I know he will be strong enough to be a qualified supplier in our factory.

As a local fruit broker, the more fruits sold, the more money he made. Lin Nan's arrival made Li Jiang see the hope of rebuilding his home.

Liaoning, Dalian, Pulandian, Sha baozi Town, the fruit purchasing company Li Jiang branch: "perhaps this sentence," the fire will become rich ", I also want to find such a biggest customer to do my strong backing.

Li Jiang branch: "so that is the second day I gave Lin Nan a call, I decided to organize raw materials for him."

The acquisition capacity of the Li Jiang branch is worth 10 former purchasers.

But to make canned fruit, which is different from the market, besides Lin's raw materials, Lin Nan also wants to make some articles on the packaging of canned fruits.

Lin Nan, Lin Nan Nan, said: "a certain product has a good selling phrase, giving consumers a desire to buy."

Lin Nan wants to make a distinctive package, besides beautiful and delicate, it also has the function of storage tank.

He traveled to various glassware stores in Dalian to find inspiration for design.

Lin Nan: "it is mainly storage bottles, all storage bottles, especially those imported from Germany in the past few years. There are some small bottles in Germany, which were also very inspired at that time, especially in some shapes of small size bottle type." Lin Nan

All kinds of bottle shapes were studied by Lin Nan.

He found his brother Lin Yang and he designed the packaging of canned fruits in the domestic market.

Lin Yang, the younger brother of Lin Nan, said: "we do not have the art foundation. In fact, it is quite difficult to do this, especially Comrade Linnan, who has never touched anything like this picture. So, however, his imagination is very rich, and he can often put forward all kinds of ideas, so I will put it on paper and paint everywhere for him."

After he drew pictures from his brother Lin Yang according to his own ideas, Lin Nan found a manufacturer in Wuxi. According to their drawings, he made a special-shaped glass bottle which is different from other products and has a capacity of only 360 grams.

This small glass bottle is only half the capacity of canned fruit in the market.

For the first time, Lin Nan ordered 800 thousand, each cost 6 cents five cents.

Lin Nan sold the first batch of canned fruits in China with high quality fruit and bottles designed by himself.

However, after producing the finished products, Lin Nan found that the cost of small bottles and canned fruits was equivalent to the cost price of 770 grams of large bottles of canned fruit, which made Lin Nan be surprised.

Lin Nan: "we have a more than 300 gram of canned food, which is the same as the retail price of more than 700 grams of canned food.

So the pressure is huge.

When Lin Nan sold his products, he did not sell locally in Dalian. Instead, he chose the biggest canned goods market in Northeast China, Shenyang.

I hope to sell his first batch of products in the canned wholesale market in Shenyang.

Lin Nan: "I didn't think there was such a big canned market, so many dealers were selling products, and then we saw the house from this house, and the house saw it. Honestly, we were mainly in the face, and this is the first one, the second one, who has more people at the booth."

Lin Nan found a canned dealer in the canned wholesale market. When he was selling, the dealer said something and poured him a basin of cold water.

Lin Nan: "look at something very nice, very cute, he likes it very much, but when you talk to him about the price, he immediately feels completely impossible. At that time, we installed the crabapple, and he said you are selling gold beans. You can't do it."

Because of the high price of this small bottle and the difficulties encountered in selling, Lin Nan had expected that.

But at that time, the export market was backing up. Although the first sale was blocked, Lin Nan did not lower the price and sell his products.

Lin Nan: "there is a very good advantage. In my house, market sales, this production is saturated, so I put the price so high, the factory does not wait for this product to bring immediate benefits to the production, then we will insist on selling this price."

Besides the high price of canned fruits, Lin Nan also insisted on selling cash in cash in order to avoid the risk of money back.

After spending more than a week in the canned wholesale market in Shenyang, Lin Nan met a product named Li Xin dealer.

Li Xin, a canned dealer in Shenyang, said: "at that time, canned products were not very good, but they were very rough, slender, and high. Without such exquisite bottle type, they gave people a very high grade and upgraded the canned goods to a grade."

When he talked with Li Xin, Lin Nan saw Li Xin's sales strength.

Lin Nan: "feeling his family, from the whole process of our investigation, the people are particularly vigorous, and there are so many people coming in and out, so we feel that this family should have more strength."

Lin Nan, a canned fruit canned fruit, saw that Li Xin, like other retailers, was also worried about the high price of small canned goods.

A tempting condition has been set out.

Sales of 1 million of the products, give twenty thousand yuan reward.

Li Xin reluctantly agreed to try a small order of 50 boxes, trying to sell.

Li Xin, a canned dealer in Shenyang: "I did not think of it at that time. The sale of this product was so good, because after dozens of boxes were sent to home, it immediately sold out, and then immediately added the order."

Li Xin is a big seller of canned fruit in Shenyang. He sells nearly eight million canned fruits every year.

With Li Xin's sales channels, Lin Nan's canned fruit opened the market in Shenyang.

Lin Nan's sales reached 1 million 200 thousand in that year.

Maqing, a canned dealer in Dalian, also ordered Lin Nan's canned fruit after knowing the news.

Ma Qing, a canned dealer in Dalian, said: "it's not just light eating canned food. It can make use of its bottle type two times, just like it can contain seasoning, like dried pepper, big sauce, chili peppers.

And what is a young girl doing? That is, after the bottle has been eaten, lots of lucky stars and so on.

Many people buy it, that is, he thinks it is more unique, and then it's a kind of art. "

He has opened up the domestic market because his product has a selling point.

Now Lin Nan's canned fruit, besides exports, is also sold to northeast three.