A Case Study Of Feng Lan Agriculture "Internet+agriculture" Business Model

Fenglan agriculture(dalian)co.,LTD.Is an Internet agriculture company based on dalian youth alumni association.The youth club is both an alumni organization and a WeChat based social network.The agriculture of fenglan is initiated by the alumni of dalian university of technology,which mainly offers high quality agricultural products to the alumni and sells the alumni,all of which are sold by WeChat.As a niche brand,it makes use of the social identification of alumni from dalian university of technology,a special group.There are two aspects of this social identity: one is the consumption side,which highlights its alumni status by purchasing the agricultural products of fenglan;One is the supply side,through the promotion of the agricultural products of fenglan to highlight their social relations with the company operators.The former social identity has certain exclusivity,which may lead to the alienation of non-alumni customers while attracting alumni to buy.The latter is not.Each alumnus promotes feng LAN as his own enterprise to non-alumni.In the different stages of brand building,the two kinds of social identity should be used differently.In order to make use of the social identity of alumni,fenglan agriculture must embed itself into the youth club,and obey,integrate and cooperate with the youth club in terms of values,brand image and marketing strategy.The case study of fenglan agriculture reveals that the emergence of social tools such as WeChat lowers the threshold for the establishment of niche brands,and the key to its success or failure lies in the accurate use of social networks.