The characteristics of egg consumption in China has been rapidly changing as the country is going through various economic stages. Among many cities in China, Shenzhen is the prime example of many cities that went through tremendous economic changes over the past 30 years. With its economic development in Shenzhen, Consumers has started to recognize awareness of healthy and high quality food, and the new awareness has challenged the traditional production circle of egg. The egg production in china was started with a small scale farms and ended up with a large and intensive operation which creates negative perception on egg quality. In order to meet the demand on high quality eggs, Sun Daily Farm develops a new egg-subscription platform that delivers high quality eggs every week. The new system creates new market opportunities for high quality eggs that will fulfill increasing demand from customers. This opportunity will not only inspire customers to create loyalty on Sun Daily Farm but also build long term business objective for Sun Daily to build a farm solely for home delivery and for from home to farm visiting purposes. Providing high quality egg at a competitive price and educational farm programs for visiting will make consumers believe in the true value of the eggs. This project will help increase informed egg consumption and improve consumers’ knowledge on the value of the good egg, bringing back the trustworthy mass production of eggs and fostering healthy and safe egg consuming behaviours.
Lʼ attuale modello di consumo di uova in Cina è considerato senza volto e non sostenibile. Il rapido sviluppo di Shenzhen degli ultimi 30 anni ha portato i consumatori ad accrescere sempre più lʼimportanza della consapevolezza circa la salubrità e la qualità del cibo; il che sfida il modo tradizionale in cui lʼuovo viene prodotto, consumato e venduto. Con il cambiamento del metodo di produzione di uova, passato dal sistema estensivo di aziende di piccole dimensioni ad un sistema di grande produzione intensiva, è emerso un grande limite nella percezione della qualità delle uova. Sun Daily Farm o re nuova piattaforma di abbonamento per le uova, che facilita la consegna settimanale di uova di alta qualità. Il sistema crea nuove opportunità di mercato per le uova prodotte in modo intensivo, ispirando lʼazienda cliente ad instaurare un rapporto di fiducia e obiettivi a lungo termine insieme a Sun Daily, riorganizzando lʼazienda per la consegna a domicilio, così come le visite in fattoria da parte dei clienti. Lʼazienda crea così valore per il suo consumatore, fornendo loro un uovo di alta qualità ad un prezzo competitivo, e offrendo anche programmi didattici per visitare la fattoria. Rafforza lʼinformazione nel consumo di uova e migliora l'educazione dei consumatori per quanto riguarda il valore di un buon uovo, riportando fiducia nella produzione di massa e favorendo il consumo di uova sane e salutari.
Sun daily farm : designing new market opportunity for local factory eggs
MOU, DAN
2015/2016
Abstract
The characteristics of egg consumption in China has been rapidly changing as the country is going through various economic stages. Among many cities in China, Shenzhen is the prime example of many cities that went through tremendous economic changes over the past 30 years. With its economic development in Shenzhen, Consumers has started to recognize awareness of healthy and high quality food, and the new awareness has challenged the traditional production circle of egg. The egg production in china was started with a small scale farms and ended up with a large and intensive operation which creates negative perception on egg quality. In order to meet the demand on high quality eggs, Sun Daily Farm develops a new egg-subscription platform that delivers high quality eggs every week. The new system creates new market opportunities for high quality eggs that will fulfill increasing demand from customers. This opportunity will not only inspire customers to create loyalty on Sun Daily Farm but also build long term business objective for Sun Daily to build a farm solely for home delivery and for from home to farm visiting purposes. Providing high quality egg at a competitive price and educational farm programs for visiting will make consumers believe in the true value of the eggs. This project will help increase informed egg consumption and improve consumers’ knowledge on the value of the good egg, bringing back the trustworthy mass production of eggs and fostering healthy and safe egg consuming behaviours.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/131664