Small Berry, Super Benefits Build A Great Future Together
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Transcript of Small Berry, Super Benefits Build A Great Future Together
Small Berry, Super BenefitsBuild A Great Future Together
Shaopeng ChenSenior Vice-President, Legend Holdings
Chairman & President, JOYVIO Group
Small Berry, Super Health Benefits01
No.1 among 41 Antioxidant Fruit & Vegetables
- 1998, research from USDA
“Top Ten Healthy Food in the 21st Century”
- 2007, WHO
“Top Ten Nutritious Food”
- 2010, TIME Magazine
China Blueberry Industry has Great Potential02
0
500
1000
1500
2000
2500
3000 2666
778552
323 250 140 134 40 10
Under 5
RMB
5-8 RMB
8-10 RMB
10-15 RMB
15-20 RMB
20-25 RMB
25-30 RMB
Above 30
RMB
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Actual PurchasePerception price
Unit : g
China per Capita Consumption Lacks Behind
China on High Speed
2005A 2007A 2009A 2011A 2013A 2015E 2018E
0.2 0.4 1.8 4.112.0
32.3
71.4
69%
43%
Blueberry consumption per capita worldwide
Huge Potential in China Blueberry ConsumptionChina blueberry consumer perception price and actual purchase
China blueberry productionUnit : Kiloton
Global Blueberry Industry Grows Fast
Major blueberry production countriesvolume trends from 2010-2012
美国 智利 加拿大 中国 总计0
50100150200250300350400450500
2010
2012
US Chile Canada China Total
9%
17%
108%13%34%
Unit: RMB/125g
Unit : Kiloton
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130
5000
10000
15000
20000
25000
24 41 83 118 203 605 1338 24044646
8101
11281
1846220366
Blueberry Planted Area in China ( ha )
China Blueberry Planted Area Grow Rapidly, and Already Became the No. 2 Grower Globally
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Data Source: statistics from Jilin Agriculture University
1 50+ blueberry research institutes
3
5
2 700+ blueberry production, processing, and trade enterprises• Rev. > $16m: 20+ enterprises• $1.6m< Rev. < $8m: 200+ enterprises
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20+Major production provinces
Supply• Mar to Oct supply is assured out of the combination of varieties, facilities, and regions
• All year round supply is assured by domestic + importation
Whole chain development
breeding, planting, sorting, packing, processing, cold chain logistics, and sales
Industrial Servicesfrom financial services, bio pesticide, organic fertilizer, agricultural machinery, water-saving irrigation to IOT (internet of things)
Qingdao Blueberry Research Center
First Class Tissue Culturing Center & Nursery Greenhouse
Blueberry Demonstration Orchard & Facility Agriculture
Cold Chain Logistics & Social Media Marketing
China Blueberry Industry Growing Significantly04
3 Development Phases of China Blueberry Industry
05
• Variety introduction and adoption test started by Mr. Hao Rui from the North and Mr. He Shanan from the South
• Continuous study by Jilin Agriculture University , the Plant Institute of the CAS in Jiangsu, Beihua University, Shandong Institute of Pomology
1Early Introduction( Early 80s to end of 90s)
• Commercialized production trial by Jie Cheng Co., and Wallen Co. from the North and Zhejiang Berryland Co. from the South
• Scaled breeding, nursery, and promotion by leading corporations & scientific institutes
2Industrial Trial( 2000 -2008)
• Well recognized by consumers; price premium and good profits start the boom of national blueberry cultivation
• Industrial capital comes into play, e.g. JOYVIO Group, Jiangsu Richard Agriculture
3Fast Growing( 2009-2013)
Lack of industry know-how, slow or bad ROI
Variety deployment mistakes
Planting techniques is in the middle of the learning curve
Poor industry services, e.g. cold chain infrastructure
Market education far behind, limited sales coverage
Lack of industrial standards, supply & demand information, self-discipline & regulation
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Challenges the Industry is Facing…06
New Era for China Blueberry Industry07
New Era ( 2014~ ) Fast Growing( 2009-2013)
Industrial Trial ( 2000年 -2008年)
Early Introduction( Early 80s- End 90s)Investment returns to rational
The expansion of the planting area slows down
Old varieties to be replaced by new varieties
Industry gradually matures and specialized
Embrace the Transformation of the Industry
Market Education
Health benefits research
Sales network penetration
Transition of marketing model
Variety Upgrade
Patented Regional best
of the breed Specialized
TechnologyImproveme
nt Fertilizing &
watering + bio-prevention + pruning + cold chain preservation
Facility + machinery + IT
Structure Optimizatio
n
LooseClosed Transaction Relationship Fragmented ->
Consolidated
Form China Blueberry Association, Nurture Sustainable Ecosystem
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Small Berry, Big VisionTogether We Succeed!