Poverty really limits my imagination!

Twenty thousand for a watermelon and two thousand for a grape! This sky-high price is not only in the story. There are such fruit shops in Japan. The price of fruit is better than that of jewelry. The most important thing is that there are countless people rushing to buy, and money may not be available!

Let's get an intuitive feeling from the previous price list:

A melon weighing1.25kg costs 12960 yen (about RMB 830 yuan).

A four-corner watermelon is 2 1000 yen (about 1300 yuan RMB).

A box of 8-pack jelly costs 3996 yen (about RMB 260 yuan).

A box of seasonal fruit combinations costs tens of thousands of yen (about several thousand yuan)

A grape costs 2600 yen (about RMB 173 yuan).

(100 yen is about RMB 6.4 yuan at present, and the above prices include 8% consumption tax).

So, what kind of fruit shop is this? Why can you sell fruit at the price of jewelry?

Clever management: ten branches in a hundred years

This fruit shop is called "Qianqiwu", which was founded by Japanese samurai Qianqi in 1834. To tell the truth, it is quite unexpected that the fierce Japanese samurai in our impression can think of selling fruit so close to the people.

Unlike today, which only sells high-priced fruits, this fruit shop mainly sells discounted fruits at first. But this model is not successful, and the income of thousands of people is not impressive at all. Life is hard, maybe only a few dollars, even the basic food and clothing are difficult to meet.

When the store spread to the second generation of the owner, his wife put forward a radical idea-you can't sell cheap fruit, just sell expensive fruit!

As a result, they turned from the previous "price war" to the "quality war", and the pursuit of quality directly pushed the fruit of their store to the position of the Tokugawa family royal fruit supplier in the Shogun Award Bureau.

Now 180 years have passed, the first seven houses only produce the best quality and perfect high-grade fruits, and only 1 1 branch was opened in 200 years.

Only the same quality as luxury goods can be worthy of the price of luxury goods!

20 15 years, 1 for Japanese late melons, it was sold at a price of 1 0.5 million yen, and in 20 16 years, it was sold at a high price of 3 million yen (about 200,000 RMB).

What melon can sell for 200,000 RMB?

But it is said that this kind of melon is the best of the best. Only one such melon can grow on a plant. They were born in a precisely controlled greenhouse, and they also wore a little black hat to protect themselves from the sun, which was fully and exquisitely nurtured and protected.

A fruit grower is only responsible for artificially pollinating a row of melons with a micro syringe.

In the process of melon ripening, as long as there is a slight defect, even the root pedicle will be cut off, and only one fruit will be left in each flower pedicle to ensure the sufficient nutrition of the fruit.

Melons are not only used for eating, but also sent to exhibitions. Participating in the exhibition is to enjoy the luxury treatment of jewelry level.

Even with velvet, people will display melons in bulletproof glass boxes.

Every fruit in a thousand houses will require strict weight and sugar control. Those who fail to meet the standards will be eliminated.

For example, there is a mango, which is shaped like an egg, and the layman looks like a dragon egg. Every mango sold should be over 350g, and the sugar content of mango is very strict, so as to ensure the value of those juicy mangoes 18000 yuan.

Innovative idea: accurately positioning the gift market

Of course, no matter how rich people are, eating such high-priced fruit will also hurt. Therefore, their fruit is not eaten, but given.

As we know, Japan is a more serious human society than China, with strict hierarchy and emphasis on status class. Bosses and elders take care of subordinates and juniors in public and private, while subordinates and juniors express their gratitude, respect and loyalty. Therefore, the Japanese attach great importance to gifts and gratitude.

Researchers say that traditional Japanese agriculture grows more vegetables because fruit is not a nutritional necessity. They said: "In Europe, the birthplace of western culture, most of it is hard water that cannot be directly drunk, and only a few crops can provide vitamins all year round. Therefore, fruits rich in water and vitamins are considered as necessities in daily life. Fruit is also widely used in pickled products, such as sauce, juice, wine and so on. Relatively speaking, Japan has abundant rainfall, high-quality water, vegetables and wild vegetables, and can easily obtain water and vitamins. Therefore, fruit is always considered a luxury and a gift. "

As a result, the tradition of taking fruit as a gift began in the seventh five-year plan. They specialize in providing customers with the most advanced and exquisite fruits as gifts for business exchanges, hospital visits and wedding activities. According to statistics, 80% ~ 90% of the goods sold in the First Seven Five-Year Plan were bought as gifts.

Their fruit packaging and sales are extremely luxurious, so that rich people who are willing to pay a large price for gifts can fully feel dignity, which will naturally reduce their concern about the price. Now, Japanese elites have habitually chosen their expensive fruits as gifts.

Full mark strategy: top product+top experience+top service

In addition to fruit, Qianqiwu will also elaborate exquisite desserts with fruit as the theme.

For example, one of the chocolate desserts named "Cai り" combines the fashionable flavor of foreign fruits with the elegance and nobility of harmonious fruits, and won the championship of the Paris Chocolate Expo in France for two consecutive years. デュ? ショコラ? パリ) gold medal.

It is obviously a chocolate dessert, but its appearance is like a glass work of art, showing different characteristics of Japanese flavor in spring, summer, autumn and winter.

In addition to buying exquisite food, you can also enjoy the ultimate dining experience here. They founded the first fruit restaurant in Japan as early as 1887, and they are the pioneers of today's fruit cafes. There, people can enjoy fresh juice, fruit desserts and sliced fruits.

A simple fruit platter can make many patterns, which makes people glad that summer can be so beautiful.

Qianqiwu not only provides top products, but also provides top services.

Looking for resources, sponsorship, contacts, cross-industry cooperation, online horizontal alliance.

For example, if you want to buy a melon, the clerk will ask you when to eat it. According to your expectation, the clerk will recommend you the best taste of the day.

At the same time, he will tell you how to preserve it so that you can enjoy the most delicious melon on that day. If it is a fruit that you are not interested in or is out of season, the clerk will remind you that its best eating time has passed.

Top products+top experience+top service and top strategy can naturally achieve top performance. Products similar to jewelry can naturally sell at the same price as jewelry.

The story of a thousand rooms has set a good benchmark for our enterprise. Under the background of consumption upgrading, if an enterprise wants to break through from the fiercely competitive market, it must abandon the previous "price war" mode, and instead shape the market positioning, business philosophy, product quality, service concept, user experience and other aspects based on deep insight into consumers, with improving quality as the enterprise orientation, and realizing its own "value upgrading" while meeting the "demand upgrading" of consumers.