A box of 10 organic grass eggs for the main channel of organic food supplier Chaocheng, with a membership price of 32.8 yuan, three times that of ordinary eggs; A 1-liter box of Australian organic pure milk costs 26.8 yuan, which is about twice the price of similar products. Such products began to appear in the organic food counters of many supermarkets in Beijing
Gradually entered ordinary people's homes
"Rossi is a chicken living on an organic farm. After being sent to the slaughterhouse, it has become a bagged chicken placed in the Whole Foods Supermarket. He spent his life in a custom chicken house. The chicken house is well ventilated and well lit. The ceramic floor is covered with grain shells, so he can peck at corn kernels at any time, or walk in the yard. Unlike other chickens, he has never used antibiotics or growth hormones." Far from genetic technology, chemical free and excellent production environment, an organic food brochure in the American supermarket accurately summarizes all its characteristics.
As the food with the highest safety level, organic food has been quite popular since it entered the Chinese market in the 1990s. Even though it later appeared in supermarkets and even organic food stores, the high price still prevented it from entering ordinary people's homes. The insiders who were the first to eat the "organic food" crab in China have complained more than once: "The government and the media are in full swing in the publicity of environmental protection and health, and our promotional materials have been distributed batch after batch, but the people in the supermarket rarely copy the organic food without hesitation." Their reason is also a high sounding one: "I can buy a kilo of rice from you, and I can buy a bag of rice from the vegetable market. Besides, these two bags of rice are just the same. I want to cheat customers to spend more money. I don't want to be such a big enemy." "However, great changes have taken place in recent years." Guo Chunmin, senior engineer of China Green Food Development Center and executive deputy director of China Green Huaxia Organic Food Certification Center, said, "With the enhancement of people's health and environmental awareness, organic food has been popular. Like vegetarian food, it has become a synonym for healthy eating." Today, there are a variety of organic foods in the market. Organic rice, organic tea, organic fruits and vegetables, and organic beverages have occupied a place. Organic food stores in various forms have opened one by one. More and more white-collar workers, pregnant women, and new mothers regard organic food as a key word in their lives, and group purchasing and group consumption also favor it. Ms. Yang, who is purchasing gifts for her company, said: "Since organic food is good for health, it doesn't matter if it is expensive."
It is worrying that the good and bad are intermingled
On April 1, 2005, China implemented the national standards and corresponding regulations for organic products - "Formulation of national standards for organic products" and "Measures for the Administration of Organic Product Certification". Yang Zhifeng, general manager of Shenzhen Ruililai Industry Co., Ltd., told the reporter that although the country has a very standardized and strict standard for the certification of organic food in China, driven by the interests, some enterprises will have some non-standard behaviors in order to save costs after passing the organic food certification standard, such as failing to regulate the production and processing of organic food in strict accordance with the organic food standard, Some enterprises even pass ordinary food processed by ordinary agricultural products off as organic food.
The disunity of organic food certification marks on the market and the exposure of non-standard behaviors of some organic food production and marketing enterprises have led consumers to the idea of "being afraid to buy fake products at high prices". Even if they know the benefits of organic food, they dare not buy it easily, which makes the current sales of organic food not optimistic. Relevant people have provided such data. The total sales of organic food in China only account for 0.03% of the food sales, which is nearly 100 times higher than the level of 2% in developed countries.
In view of the above problems and concerns in the domestic organic food market, experts suggest that the government can make full use of its social credibility to vigorously promote organic healthy food to the public, for example, not only to expose some food problems, but also to tell the public what food is safe to eat, and promote organic food to the public to actively integrate with the international food market.
Continue to follow the road of business supermarket
The author learned from people in the organic food industry in Beijing and Shenzhen that there are generally three ways to sell organic food in supermarkets and shopping malls in China:
The most common is that organic food enterprises directly put their products on the shelves of large supermarkets and shopping malls for sale. For example, the organic rice series of Guangzhou "Keyu" have appeared on the shelves of Friendship, Jizhidao, Guangbai and Xindaxin in Guangzhou in recent years, which has greatly improved the popularity of their products.
Another is cooperative sales. Organic food enterprises provide organic products to some large supermarkets and sell them in the supermarket with supermarket brands. Supermarkets have a strict and standardized process in the selection of organic food cooperative enterprises. During the whole cooperation process, the production, processing and transportation of organic food of the cooperative enterprises should be comprehensively tested for many times. Only when each link fully meets the organic standards can cooperative sales be carried out. Shenzhen "Ruililai" and Wal Mart cooperate to sell 12 varieties of organic food, mainly organic miscellaneous grains.
The last one is the organic special area sales of supermarkets and shopping malls. There is a special area in the supermarket to sell organic food, with complete brands and varieties. This method is popular abroad. It is reported that Wal Mart in the United States has a large organic food sales area, which has a wide range of vegetables and fruits to cereals. According to insiders, Wal Mart in Shenzhen has recently opened a similar organic food sales area in its store.
As the development of the domestic organic food market is relatively slow compared with that of foreign countries, some small and medium-sized organic food enterprises can continue to focus on the supermarket sales strategy in the domestic market, which can not only accumulate funds for future development, but also improve the popularity and strength of enterprises and brands.