Alibaba Group founder Jack Ma's new agricultural brand "Majia Kitchen" was launched on Tmall, but the sales on the first day were disappointing, with less than 100 orders, causing attention and questions inside and outside the industry. Why did Jack Ma's new agricultural project encounter such an embarrassing situation?How does Jack Ma lay out the agricultural field?What are the opportunities and challenges in the prefabricated vegetable market?This article will analyze them one by one for you.
Majia Kitchen is a brand of Hangzhou Majia Kitchen Food, a new company established by Ma Yun on November 22, mainly engaged in prefabricated food products, including clean dishes, semi-finished dishes and finished dishes. According to Tianyancha information, the company's registered capital is 10 million yuan, the legal representative is Pau Jason John, and its business scope includes food sales (only sales of pre-packaged food), import and export of goods, wholesale of edible agricultural products, wholesale of daily necessities, hotel management, technical services, etc. The company's wholly-owned parent company is Hangzhou Dajingtou No. 2 Culture and Art***, which is 999%, is the actual controller of Jack Ma.
On December 15th, Majia Kitchen opened an official *** on Tmall and put 8 pre-made dish products on the shelves, including fish-flavored shredded pork, kung pao chicken, braised pork, sauerkraut fish, mapo tofu, braised eggplant, sour and hot potato shreds and sour and hot cabbage, etc., priced at 19$9 to $29Between 9 yuan, the net weight of each product is 300 grams, marked as "frozen food", which needs to be stored below -18 and heated before eating. According to the data of the Tmall store, as of December 16, the total sales volume of Majia Kitchen was only 96 orders, of which the highest sales volume was fish-flavored shredded pork, with 28 orders, and the lowest sales volume was sour and hot cabbage, with 3 orders, and the sales of other products were also in single digits or tens of digits.
The dismal sales of Ma's kitchen on the first day have aroused concern and questions inside and outside the industry. Some netizens said that Ma Yun's new brand lacks publicity and promotion, and many consumers do not know its existence, and the product's quality, quality and taste have no obvious advantages, which is difficult to attract consumers' interest and trust. Some netizens believe that Ma Yun's new agricultural project is following the trend, without innovation and characteristics, and there are already many competitors in the prefabricated vegetable market, and it is difficult for Ma Yun's new brand to break through. Some netizens wonder if Ma Yun's new agricultural project is playing with concepts, whether it is hype for the sake of hype, and there is no real agricultural sentiment and social responsibility. List of high-quality authors
Why did Jack Ma's new agricultural project encounter such an embarrassing situation?In fact, this is not the first time that Jack Ma has laid out the agricultural field. In recent years, Jack Ma has shown strong interest and investment in agriculture, fisheries, food and other fields. He has said on many occasions that the future of agriculture is data agriculture, customized agriculture, and intelligent agriculture, and farmers should face the screen, rely on computing, and rely on data to eat. He has also said that he will devote his time and energy entirely to agriculture, including growing crops in the Gobi Desert.
According to incomplete statistics, Jack Ma has been involved in a number of agriculture-related projects and companies, including:
In September 2020, Ma Yun registered and established Genghai Muyang through Hainan Yunfeng Enterprise Management Group, which holds 45% of the shares, with a registered capital of 200 million yuan. The company plans to invest 1.4 billion yuan to build a modern smart fishery project in Danzhou, Hainan, and the project has completed the first phase of investment 26.8 billion yuan, is expected to be put into production in November this year.
In October 2021, Jack Ma visited the Netherlands and inspected several Dutch companies related to agriculture and modern greenhouse technology, including the Boal Group, which specializes in aluminum roof systems for greenhouse gardening, and visited and learned Xi the most prestigious greenhouses and breeding technologies in the Netherlands.
In January 2021, Jack Ma inspected CP Group in Bangkok, Thailand. The group is the largest agricultural-food enterprise in Thailand, with operations in more than 100 countries and regions around the world, and agricultural-food is one of the core businesses of the group. The outside world speculates that the purpose of Ma Yun's trip is to exchange development experience in food, grain and other industries.
In February 2021, Alibaba led the investment in Shijiazhuang BRID, a localized molecular breeding technology platform, which is a star company in the field of general biological breeding in China, and its core technology is the first agricultural liquid phase capture and sequencing capability in China. This is Alibaba's first investment in agriculture since 2020.