Looking back at the sweet potato industry in 2023, many people's first impression is "volume". Volume variety, volume origin, volume **, everyone is constantly involuting at the same time, but also looking for the key to breaking through. At this time, there is such a sweet potato brand that stands out in the involution and achieves steady growth in sales.
Anchor the high-end market and establish an industry benchmark brand.
At present, the situation of the sweet potato industry has become very clear, the demand for satiety fresh food is gradually withdrawing from the market, and the demand for healthy fresh food varieties is rising. A number of companies have entered the game, and a dazzling array of high-end sweet potato gift boxes are spread all over the shelves, and the competition is becoming increasingly fierce.
In fact, as early as 2018, Zhang Qingliang, the founder and chairman of Veegoo Agriculture, accurately entered the blue ocean market of the sweet potato industry with extraordinary foresight and courage, and created a high-end sweet potato brand - 52 degrees of good work. Once 52 degrees was launched, it left a deep impression in the hearts of consumers with its soft and glutinous sweet taste and excellent quality. After a special period of 2019-2022, 3 years, it has grown against the trend. Along the way, it has been on the list of "China's high-quality agricultural products" issued by the Panda Guide for three consecutive years, and has been reported by CCTV and obtained green certification. Today, 52 Degrees has accumulated a large number of fans and is deeply supportive, building an omni-channel business ecosystem, and reaching cooperative relations with platforms such as Huawei, Fudi, Fat Donglai, and Ole. According to statistics, the cumulative sales of 52 degrees of good work on the whole network have exceeded 100 million catties. At the same time, the leader of the high-end sweet potato brand of 52 degrees is gradually established.
Product leadership strategy to establish a dominant position of the brand.
The success of the 52 Degrees brand is no accident, thanks to the "product leadership" strategy adopted by its parent company. Over the years, Veegoo Agriculture has been focusing on user needs and industry pain points. In the case of the lack of high-end varieties in the sweet potato industry, Veegoo Agriculture continues to explore the ultimate integration of texture and taste from the source of seedlings, and achieves a high-end sweet potato brand with high-end sweet potato varieties. The sweet potato variety "Veegoo No. 2", independently developed by Veegoo Agriculture, has a sweetness of up to 52 degrees, from which the brand name of 52 degrees Liangzuo is derived.
Nowadays, the post-90s generation and Generation Z have gradually become the main consumers, in order to meet the growing health and wellness needs of young people, 52 degrees Liangzuo has developed zero-added dried potatoes and convenient frozen roasted sweet potatoes. Zero-added dried potatoes and frozen baked potatoes made from "Veegoo No. 2" have also been recognized by consumers and entered the distribution system such as 7-11.
The whole industry chain supports the construction of a brand moat.
For consumers, a stunning taste can only be exchanged for a short period of favor, and a long-term and stable quality is worth remembering. Maintaining the quality and stability of agricultural products has always been a difficult point in the industry. To this end, Veegoo Agriculture has spent 20 years to open up the entire sweet potato industry chain and realize the standardization and commercialization of 52 degrees of good sweet potatoes. In 2023, Veegoo Agriculture's self-owned base will exceed 15,000 acres, and it will farm its own land and control the quality of sweet potatoes from the source; In Shijiazhuang, Xingtai, Tianjin, Tangshan, there are 6 large-scale constant temperature storage cellars, with the blessing of scientific and technological cellars, which almost realize the stability of sweet potatoes throughout the year**; At the same time, Veegoo Agriculture has a 5,000-square-meter Baixiang Veegoo Chunhe Food Processing Factory, which continues to innovate sweet potato products. It is not easy to establish from 0 to 1, and it is precisely because it is not easy that it reflects the solidity of the brand moat and provides strong support for the development of 52 degrees of good works.
Marketing empowerment strengthens the brand promotion of agricultural products.
In terms of brand building, Veegoo Agriculture not only deepens its brand value, but also does not forget to achieve brand marketing to achieve brand upgrading. 52 Degrees Liangzuo implements a long-term brand operation strategy to build China's own high-end sweet potato brand. In the years of operation, we have continuously improved the brand and increased the brand voice. Offline combined with festival hotspots for event planning, online construction of self-leading matrix. In the era of national live broadcasting, 52 Degrees Liangzuo uses the combination of "star anchor + brand self-broadcast" to continue to occupy the minds of users, deeply cultivate products and culture in the hearts of users, achieve the purpose of brand increment and leave a long-term impact, enhance brand influence, and empower brand building. This brand potential energy has been gradually transformed into the market level, driving the brand value of 52 degrees Liangzuo to continue to rise.
The rise of an agricultural brand not only contributes to the development of the enterprise itself, but also plays a greater role in feeding back the development of agriculture. In the process of sustainable and healthy development, 52 degrees of good cropping actively drives the development of local agriculture with the planting and processing of sweet potatoes, and helps the surrounding farmers to increase production and income. In 2022, the 52 degrees Liangzuo brand was selected as an excellent case of rural revitalization.
52 degrees of good work cultivates the market with a "long-term" mentality, and proves the development potential of China's agricultural product brands with practical actions. In the future, we look forward to 52 degrees of good as consumers to bring more delicious and healthy sweet potato products and open a new chapter in the sweet potato industry!