Summary in Plain Language
Fruits with unique appearances that have recently become popular on platforms like TikTok and REDnote, such as Yougan, Fragrant Lemons, and Bird's Nest Fruits, have been selling well and generating profits. Many local governments and fresh food businesses have become envious and have tried to replicate the internet celebrity marketing strategies to promote lesser-known local fruits like Wild Pears, Old-Timely Peaches, and Wild Strawberries. However, despite investing millions in traffic generation, they have only managed to make a small profit from the initial curiosity of netizens. Once the excitement fades, the fruits become unsold, leading to even greater losses. This industry research highlights a common misconception in the fresh food sector: traffic can only attract customers for their first purchase; it cannot create long-lasting hits. Whether a fruit can become a successful business depends on its taste, standardization of the supply chain, and its ability to be processed and consumed in various ways. Relying solely on emotional appeals and quirky videos does not address these fundamental shortcomings. Less-known fruits should not try to compete with nationally popular ones but instead find niche markets that suit them, which can help them avoid competition and generate steady profits.
---
Detailed Explanation
Why does investing a lot of traffic in less-known fruits often result in losses?
Many fresh food entrepreneurs mistakenly think, "The reason I'm not successful is that I haven't invested enough in promotion." They think that if a popular influencer can generate thousands of sales in one live stream, they can do the same. However, traffic is more like a one-time ticket, not a long-term guarantee. Spending 1 million on videos might attract 100,000 curious visitors, but most of them will be just interested in the novelty of the fruits (like "wild jujubes from childhood" or "fruits they've never tasted before"). After buying a sample, they might find the taste too astringent or bland and quickly forget about the fruit, with no desire to buy more.
Popular internet celebrity fruits succeed not because of their unusual appearance but because of their taste. Fruits like Yougan have an astringent taste at first but become sweet afterward, making them a great accompaniment to hot pot. Fragrant Lemons have a strong, pleasant aroma and a mild acidity, making their tea much more flavorful than regular lemon tea. These fruits create a strong memory for consumers, encouraging them to buy again. In contrast, most local less-known fruits have significant taste flaws: they are either too sour or bland, with no aroma, or have an unpleasant fishy smell, making them unappealing to most people.
The reason behind the success of popular fruits is their supply chain. Successful internet celebrity fruits have well-established supply chains. For example, Fragrant Lemons are grown in large areas in Guangdong and Guangxi, with standardized breeding, fertilization, and pruning. The harvest is consistent throughout the year, and the fruits are graded by sugar content and size, reducing waste. The production area is equipped with cold storage and logistics, allowing the fruits to be transported for up to half a month. Less-known fruits, often grown sporadically in the mountains, have much higher costs and higher waste rates due to lack of standardization and poor transportation.
To be a successful fruit business, a fruit must be suitable for processing into products like milk tea or dried fruit. Only fruits that can be transformed into various products have a real chance of becoming a long-term success. Currently, the market for fresh fruits is limited, and only those with multiple sales channels can thrive. Popular fruits can be sold in supermarkets and used in various products, ensuring a steady supply. Less-known fruits often fail to meet these requirements and therefore cannot sustain a long-term business.
A fruit's potential for success also depends on whether it can be made into milk tea or dried fruit. These processed forms expand the market potential. Many popular fruits are used in tea and dried fruit products, ensuring a steady demand even when fresh sales decline. Less-known fruits often cannot meet these standards and thus cannot become widely available.
Local less-known fruits can be more profitable by focusing on niche markets. By targeting local communities and using their unique qualities (such as health benefits), businesses can avoid competition and generate steady profits. This approach reduces costs and eliminates the need for large-scale marketing efforts. It also allows for more flexible pricing and production, as businesses can tailor products to specific consumer groups.
In summary, less-known fruits do not need to compete with nationally popular ones but can find more stable and profitable markets by focusing on their unique characteristics and local needs. This strategy helps them avoid the intense competition and ensures a more sustainable business model.