Why do business tycoons cross over and become new farmers?

Agriculture has truly been a hot field for industrial and commercial capital investment in recent years. Although many have tested the waters and few have succeeded, just the sensational effect caused by Liu's Peaches, Chu's Oranges and Pan's Apples is steadily prying open the thinking and structure of traditional agriculture. Overturning "tradition" - isn't that precisely the mission of the internet age?

I do not think these agricultural products led by celebrity entrepreneurs have any substantive transformative effect on China, this traditionally great agricultural country, nor do I believe that celebrity effect and internet marketing have played a key driving role in our transition from traditional agriculture to modern agriculture. But being able to find replicable success factors in these miracles that occur one after another is also a hurdle modern agriculture must cross, namely the benefits of branding and the power of channels.

Celebrities endorsing products is already a common advertising tactic, but linking a product to a celebrity's story and selling the product with sentiment is a superior marketing strategy. Liu's Peaches says it wants to provide everyone with trustworthy agricultural products, which is a somewhat ordinary level; Pan Shiyi endorsing for his hometown is a bit sentimental; the most ingenious is Chu's Oranges - a once all-powerful business legend starting a second venture in his eighties, and quietly cultivating for ten years, with failure, with dormancy, with rise, with success. Such a typical comeback story, how eye-catching! I feel that those who spend over one hundred yuan to buy 5 jin of Chu's Oranges are more Chu's fans than food lovers.

Channels are actually a concept that people doing e-commerce now really like to discuss. To put it plainly, you have products to sell and some people want to buy them, so here comes the question: where to buy? When Alibaba went public, we realized that online shopping had thus become a habit - anything can be sold online, so why can't agricultural products? Business tycoons competing to become new farmers will deal a considerable blow to traditional agricultural product sales, but these intruders from outside the gate do not simply want to occupy territory crudely. At least they have opened a door for agricultural product e-commerce in logistics, cold chain, warehousing and terminal sales. Gradually, we will find that B2C models such as "Benlai Life", "Tuotuo Gongshe" and "Three Squirrels" have built a new world of agricultural product sales. The tycoons show you how it is done - aren't these vivid business cases?

After all, agriculture concerns people's daily use; put more broadly, it is the national economy and people's livelihood. That someone comes to break the structure and reshuffle the cards is, in the end, not a bad thing.