A young man who loves peaches spent seven years making peaches, a specialty of his hometown, into a "fashion brand of the year"-a peach truck, which only sold for three months a year and traveled all over eight States in the United States, with long queues everywhere. His story proves that with perfect logistics and marketing planning, product positioning, shorter life cycle and a team of seven people, you can earn 80 million yuan in three months.

There are three major points in this paper: 1. Peaches in Georgia are sweet and perishable. 2. Grasp the speed and freshness, and earn 80 million RMB in three months. 3. Sell peaches and manage them like the opening ceremony of the professional baseball season.

1. Georgia peach, sweet and perishable.

American peaches are world-famous. Bite the peach when it is ripe, and the juicy and sweet feeling is unforgettable. Asian gourmets are familiar with the fact that California produces the most peaches, but in fact, Georgia in the southern United States is also the base camp of peaches. Peach production in Georgia is not much, only 5% of that in California, and most of them come from small farms. But Georgia's cold winter and hot summer can produce unique, delicious and juicy peaches: they have stronger fragrance and shorter shelf life, and may rot within 3 days after harvest.

This perishable delicacy makes Georgia peaches delicious again, and it is difficult to expand the sales scale.

Stephen Rose, a local young man, grew up from the snack Georgia Peaches. He can't forget the sweet and juicy childhood memories. But when he grew up and moved to Nashville, Tennessee, with his wife, he found that the peaches bought in the supermarket were tasteless, and they could not compare with the taste of Georgia peaches in any case-because the peaches in the supermarket paid more attention to long-term storage than delicious.

But Stephen believes in the potential of Georgia peaches, especially when he saw his wife Jessica's face when she took the first bite-he knew that thousands of other Americans would be surprised by the smell.

The first trial achieved good results, prompting Stephen to quit his business, and his wife closed the studio, devoted herself to selling peaches and set up the company "Peach Truck".

But what they don't know is that this challenge has just begun.

2. Grasp the speed and freshness, and earn 80 million RMB in 3 months.

Peaches are seasonal fruits. American peaches are abundant from May to September every year, but the season of Georgia peaches is short, only three months. Generally, fruit shops will reduce the window period by selling different fruits, but for Stephen, who only sells Georgia peaches, only three months' sales determine one year's income. How to maximize the income in a very short time is a challenge to enter this industry.

The key point is how to deliver Georgia peaches to customers within 2 days after harvest. Speed and freshness determine everything. "If we don't deliver peaches to customers within two days after harvest, then we are no different from peaches sold in ordinary supermarkets. Stephen said. It is the biggest challenge to deliver the freshest peaches to customers in the fastest way.

First of all, the number and pricing of packages will be different. If the number of packages per bag is too small, it means that many peaches will rot before they are sold. But if each serving is sold too much, few customers will be willing to buy a large number of peaches that may rot quickly.

Finally, they decided to adopt a three-pronged strategy:

When the peach season began, they sold peaches in small bags at 50 locations in Nashville, where their headquarters is located;

Through the online shop, they mailed a box of 13 peaches to online subscribers;

At the same time, a box of about 50 peaches is sold stop by stop by trucks that tour eight States. The trip focused on the east coast of the United States, including Tennessee, Kentucky, Ohio, Indiana, Pennsylvania, Michigan, Florida and Texas in the southwest.

Operation and logistics are also a difficult point. Stephen's wife Jessica is in charge of the operation. At first, she got up at 4: 30 every morning and picked out the rotten peaches with flies in the warehouse. They hired many outsourced trucks. These trucks transport the newly harvested peaches to the states for a tour every day at the fastest speed, and then hand them over to the employees of the peach truck. They drove local rented trucks and toured different places, selling peaches to long queues of customers everywhere.

In this process, data has also become the key for them to master the number of resignees. Stephen has to check with the farm in Georgia every morning how many peaches have been harvested and how many fresh peaches are available for sale. By mastering these data, peach trucks can more accurately predict how much inventory is left and avoid waste.

Through a three-pronged approach, Peach Truck sold 5 million pounds (about 2.27 million kilograms) of peaches in 20 19, even surpassing many mainstream supermarkets in the United States. In 20 18, Peach Truck relied on a full-time team of 7 people and 65 to 85 part-time harvesters, with an annual income of 7 million dollars.

3. Let the opening day of peaches be like the opening day of the professional baseball season.

Mastering speed and freshness is the key for Peach Truck to earn $7 million in three months, but continuous communication with potential consumers has extended its business from three months to a whole year, which is the "God's assistance" for its booming performance.

Newspapers and social media are the best ways for Stephen to manage peach powder. Constantly talking to customers about their own stories, including the climax and low tide of peach planting (such as the reduction of production due to bad weather), or updating the information of climate and peach size with customers in time can make customers feel involved. For example, warm winter affects the yield of peaches, and they will explain to customers that peaches need cold winter to rest them, and it needs to be hot enough in summer to produce sugar. In the monthly newsletter, the letter opening rate exceeds 37%.

Continuous communication not only established a group of fans who tracked on Facebook and Instagram, but also warmed up for the three-month peach sales period in summer. Every year in mid-May, when the peach season is about to start, the peach truck will send out a countdown notice to build customer expectations. At this time, a weekly newsletter will be sent to tell customers about their tour routes this week. One peach season, the peach truck made it look like the opening ceremony of the professional baseball season.

On the other hand, Stephen also tried to extend fresh peaches to more diversified and lasting products, such as sauces, whole peach recipes and walnuts also produced in Georgia. This southern American gourmet cookbook, which was originally designed to serve customers who bought large boxes of peaches, actually made the best-seller list of The Wall Street Journal on how to effectively integrate various dishes before peaches rotted. This expansion has also allowed peach trucks to move to peripheral products in addition to selling fresh peaches.

However, peach trucks continue to face challenges in interstate transportation. For example, on the evaluation website Yelp, customers often complain that a box of 13 peaches ordered online is a little ripe when they get home; Customers often complain that the peaches in the peach cart can't be selected in advance, so not every peach is intact when it is received. This means that Stephen's team still has a way to go in the competition of speed and freshness.

However, local agricultural products can be transformed into "Taojie brand" that causes long queues every year without introducing external investment. Peach truck still completed a bold and innovative experiment.