---
title: "Selling a Peach for 88 Yuan? FMCG Professionals Should Learn from This New Marketing Strategy."
description: "Before reading, consider: When cross-industry into agriculture, have you fully leveraged your existing resources? How would you drive sales if a peach costs 15 yuan? This article shares the story of Wang Gaofeng and Liu Yuanqiang, who sell naturally grown peaches at 20 yuan per jin, using innovative marketing tactics."
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published: "2017-04-17"
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# Selling a Peach for 88 Yuan? FMCG Professionals Should Learn from This New Marketing Strategy.

> Before reading, consider: When cross-industry into agriculture, have you fully leveraged your existing resources? How would you drive sales if a peach costs 15 yuan? This article shares the story of Wang Gaofeng and Liu Yuanqiang, who sell naturally grown peaches at 20 yuan per jin, using innovative marketing tactics.

**Before reading, please consider:**
* **When cross-industry into agriculture, have you fully leveraged your existing resources?**
* **If a peach sells for 15 yuan, how would you drive sales?**

**Nongshuo Lv Bubai | Bubai's Observations**
**Issue 55**
**Full text 2000 words | 5 minutes read**

As spring passes and summer arrives, the season for honey peaches will soon be upon us. Wang Gaofeng, a post-80s young man from Shandong, and his partner Liu Yuanqiang estimate that this year's yield from their 500-mu orchard, cultivated using ancient methods, will be around 100,000 peaches. This year, they have priced the peaches at about 20 yuan per jin, and will launch pre-sales through over 100 channels, including more than 50 e-commerce platforms.

Coincidentally, Bubai and Wang Gaofeng share similar experiences: both served as marketing directors at large companies and both returned to their hometowns to start businesses. Taking this opportunity, Bubai would like to share with fellow farmers the story of Wang Gaofeng's peach-selling journey.

1
**Year One: Relying on Giving Away**

Wang Gaofeng's partner, Liu Yuanqiang, contracted 500 mu of barren hills in the village in 2010. He was the first in Shandong to restore ancient peach-growing methods, using no fertilizer or pesticides. The peaches are larger and more beautiful than those from ordinary orchards, with sweetness levels above 22. This method yields less than a quarter of a typical orchard's annual production, as each branch bears only one fruit, with small trees keeping only 20-30 fruits and large trees about 60. **In 2015, the orchard produced tens of thousands of peaches for the first time, selling at 10 yuan each.**

At that time, Wang Gaofeng was the marketing director for a high-end furniture brand, and Liu Yuanqiang was one of the brand's regional agents before returning home. The two were friends and fellow townsmen. When Liu wanted to sell peaches, Wang offered advice. Specific measures included:

**Free samples:** First to relatives and friends, then to the municipal hall, and then in shopping mall parking lots, targeting "good" cars, approaching them to **give peaches and add WeChat**. This brought some visibility, with local Linyi customers accounting for 10% of that year's total.

Additionally, Wang and Liu **leveraged their networks**, giving away peaches for free. These contacts were mostly executives, entrepreneurs, and national agents from the furniture brand system, with strong purchasing power and high repurchase rates, **making group orders highly likely**. Data showed this segment accounted for 35% of customers.

**Telemarketing:** From the furniture brand's membership system, they selected thousands of phone numbers and used a **1 SMS + 1 call + 1 SMS** approach to contact each one, generating over 1,000 interested customers across Beijing, Shanghai, and Guangzhou, with a 10% conversion rate (with proper after-sales promises), also helping their peaches reach a national audience.

**Telemarketing is a common customer acquisition tactic in traditional industries like furniture,** and Wang Gaofeng concluded it never goes out of style in any industry. Bubai also summarized their first-year marketing strategy: it was simply about understanding **where customers are and how to engage them.**

Bubai believes the key to the free sample marketing was **making the product exceptional, ensuring 70-80% of customers would return.** In fact, Liu's peaches had a repurchase rate of over 95% that year. So what is the standard for good agricultural products, and what is the ultimate differentiation? It all comes from product refinement.

2
**Year Two: A Little "Hype"**

In 2015, Wang Gaofeng helped sell peaches as a favor. In 2016, as more trees bore fruit and production increased, Wang, feeling a career burnout, **resigned and joined Liu as a partner in selling peaches.**

**Bubai noticed** that people from traditional industries have strong brand awareness and are adept at brand building. **Applying this experience to agriculture is quite feasible.** For example, in March of that year, Wang completed all preparations for the peach brand "Taobentao," including brand name, visual identity, and brand culture packaging, while also defining its positioning, planning the sales network, and outlining market expansion steps.

**Strong planning, clear market goals, and rapid team formation for project execution—this scientific approach and decisiveness are often lacking among grassroots agricultural entrepreneurs.**

Many agricultural entrepreneurship cases have a story of passion and craftsmanship. Wang's partner Liu grew peaches to give back to his hometown and help villagers prosper, which is not only about passion and craftsmanship but also a fact. Before Wang joined, Liu was a low-key peach grower with **no exposure**. After Wang joined and decided to launch the "Taobentao" brand, the first step was to use Liu's story to generate buzz locally in Linyi.

**Wang's marketing approach is traditional but effective:** April to ignite the brand—May to start pre-sales—June when peaches ripen, officially launch and further spread the word.

**How to ignite the brand?** In April, Linyi is beautiful with peach blossoms. Wang visited the office of the founder of "Linyi," the city's leading self-media account. After a long conversation, **they launched a targeted invitation to a "Peach Blossom Festival,"** inviting local public accounts, print media, official media, and food O2O platforms to tour the orchard.

This private "Peach Blossom Festival" was essentially **an unpolished "private brand launch event."** Wang led media through the orchard, sharing Liu's story of returning home, Taobentao's unique ancient cultivation methods, the characteristics of the peaches, and how they were priced and sold. He also shared plans for 2016, **and teased that a "Peach King" would sell for 88 yuan.** The next day, local media headlines were all about this news.

This event resulted in **local buzz for Taobentao, acquisition of PR resources, and external recognition of Taobentao as a benchmark Shandong peach brand.** The strong publicity also attracted nearly 30 e-commerce platforms seeking cooperation, of which Wang selected five. Wang calculated the cost was just reception and media travel expenses, mainly because the planning was excellent, giving media content to write about.

After the April Peach Blossom Festival, pre-sales began in May. Besides the five selected platforms, **Wang reached out to loyal customers and executives/entrepreneurs in his network, asking them to recommend influential "KOLs"** (opinion leaders), establishing relationships through free samples and eventually developing them as distribution channels for pre-sales. Simultaneously, they launched crowdfunding pre-sales on Zhongchou, diversifying channels to smoothly absorb that year's production.

3
**Year Three: Getting Down to Earth**

After the peaches ripened in June 2016, Wang held the official brand launch for Taobentao (more of a ceremony), again inviting media for a second round of exposure. **Last year, to give media a hook, the Peach King was priced at 88 yuan each.** Also, due to lower production and to test market acceptance, the peaches were priced as high as 30 yuan per jin.

This year is crucial for Taobentao. In recent pre-sales, Wang has stabilized the price **at 20 yuan per jin, roughly 15 yuan per peach.** Bubai observed that the price will remain stable from now on. **Taobentao will establish its brand influence at this price point and cultivate market acceptance. The best way to expand the market is, like traditional furniture brands, to spread across as many channels as possible and scale up volume.**

▲ Wang Gaofeng and his team

**To expand channels, Wang used the traditional brand expansion tactic:** collect channel information—filter suitable channels—find ways to contact the person in charge—visit in person—reach cooperation.

Wang **gathered information from numerous C-end customers** about where they buy fruit, thereby aggregating as many channels as possible, then screened suitable channels by examining their e-commerce platforms' **pricing, sales volume, and positioning.**

Once suitable channels were identified, his approach was simple: if he couldn't reach them directly, he'd check their official websites for procurement contacts, or join their groups and win over the group owners for introductions. **Through this repetitive, hands-on effort,** Wang secured over 50 e-commerce platforms within a year. In the upcoming May, Wang plans to invite these channel heads and media professionals to the orchard again **for an all-channel pre-sale launch event,** followed by the full-scale sale of Taobentao.

**Interactive Topic:**

**Source: Nongshuo Lv Bubai**

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