Who has never heard of a small partner who lives in an American city Whole Foods 'S name? Chinese people in the United States love to call it "Monkey Father and Son."
Founded in 1978,Whole Foods Market isOne of the largest supermarket chains in the United States, One of the 500 largest companies in the United States,Organic food和natural food. It is currently shared in the United States, United Kingdom, and Canada467Store.
Why is Whole Foods so hot?
Whole Foods' brand goals are:Niche consumer becomes mainstreamThe original definition is to focus on organic and healthy, and the price is naturally not low. 10 years ago, if I went to Wal-Mart to buy some food, I could buy a big car for a few dozen dollars;Whole Foods, I bought hundreds of knives easily, if I go oftenWhole Foods buys food, it’s easy to make thousands in a month.
At Whole Foods 10 years ago, everyone joked that things are good or not. Expensive is really expensive. A pineapple can be sold for $7 (an ordinary supermarket can buy one for $1-2). But to say that for so many years, Whole Foods is in the hearts of Americans.
It's a supermarket, but it's a street brand in supermarkets,
Say it is a supermarket, it is a way of life;
Why was it expensive then?
Everyone pays not IQ tax, paysIs pretending to tax
????
A bottle of asparagus water with three asparagus will be sold for nearly $6!
A bell pepper is also 4 times that of Trader Joes
According to the classification of consumers in the United States, many people who go shopping at Whole Foods are often defined as those who like fitness, like buying Organic food, eating vegetarian food, and picking on the quality of food.Before being acquired by Amazon,Whole Foods is definitely one of the most expensive supermarkets in the United States.
But unlike other large supermarket chains,Whole Foods pays more attention to customer shopping experience. The interior of the supermarket uses a lot of soft light and classical music backgrounds that are common in art galleries to arrange food neatly on delicate shelves. This is undoubtedly loved by people who pursue a high-quality life, but the opposite of the coin is that it has attracted Whole Foods"Qing Gao, anti-secular culture, pretense"evaluation of.
howeverJohn, CEO of Whole Foods Mackey disagrees. He believes that the target customers of Whole Foods cannot be distinguished by high-profile or low-profile life, nor can they be defined by race or region. Many of Whole Foods’ customer groups are well-educated people who are willing to spend more money to eat healthier and improve the quality of life.
Whole Foods has its own set of clear logic and plans for controlling future development. Also boldly predict vegetarian dried meat, global flavor frozen food, marine snacks other than seaweed, probiotics and fat return will be the future development trend of food.
It’s hard to make people really realize the importance of healthy eating and make it a daily habit, but Whole FoodsIt took almost 40 years and finally did it.
Whole Foods Startup
Whole Foods was originally built in Austin, Texas in 1978. It initially focused on food quality and high prices, and established a route based on selling organic fruits and vegetables.
“Actually, Americans’ concept of food is self-contradictory.” John Mackey, founder and CEO of Whole Foods Market Inc, said in an interview with The New York Times: “Americans are keen on shopping, right? Americans are also keen to eat. We are the most obese country in the world. But paradoxically, we are never willing to spend more money on food purchases. In a sense, they think that buying food is like cleaning. House chores like hygiene."
Whole Foods Pre Amazon Age
In 1978, in Austin, Texas, 25-year-old college dropout John Mackey and 21-year-old Renne Lawson borrowed some money from their family to open a small health food called Saferway Supermarket, this is the predecessor of Whole Foods.
Later, because the two people hoarded the goods in the apartment, the landlord drove them out until Saferway merged with another supermarket two years later.
In 1980, the retail sales of organic food in the United States totaled only 1.78 million US dollars, and only 2% of Americans love natural foods and organic foods. McGee found that the market for natural and organic foods is small, but more and more people want to buy natural foods and organically grown fruits and vegetables. So after a flood in Austin, Texas, that destroyed most of its inventory and shelves in 1981, Whole Foods revived and opened in Houston.
In the 80s, the United States was a golden age of rapid development, and under Reagan's leadership, it was towards a classical liberal economic renaissance. At this time, the American people experienced the 60s fighting for social justice and change. They survived the economic recession and the 70s with high interest rates and inflation rates. In the 80s, they gradually shifted their focus back to themselves and no longer care about society . For Americans in the 80s, earning enough money to eat, drink, and drink is the standard American Dream.
In this context, Americans gradually began to pay attention to dietary nutrition. Biologist and nutrition expert Elaine McIntosh said: "The word nutrition appears more frequently in newspaper headlines than ever before."
The American people are beginning to prefer foods labeled "low fat, low calorie, and low cholesterol" while paying attention to the balanced intake of vitamins, minerals, and fiber. Such a market trend made Mackey see the dawn of the future, and firmly targeted the target group to the mainstream society in the United States with strong consumer power and hoping to eat "pure, pure natural food."
In the first few years, Whole Foods introduced such toothy organic snacks as raisins and nuts. At the time, Mackey, who was new to vegetarianism, thought that even eating these was healthier than eating hot dog burgers!
After all, these foods are fresh from the farm. There are tomatoes, kale, carrots and other small children who don’t like to eat them when they hear them, but adults will force you to eat them. The move succeeded in attracting the United StatesUpper middle class, Cultivated brand loyalty and established a good reputation.
Whole Foods has been developing rapidly since 1984. In 1988, the first branch out of Texas opened in New Orleans, in 2001 it opened in New York, then to California, in 2007 it went out of the United States and opened in London, England. Whole Foods has initially defined "organic food" as a niche market by everyone, and turned it into an active lifestyle that promotes better and healthier Americans, and subtly infiltrate this lifestyle into the mainstream American population .
In recent years, Whole Foods has opened more and more branches, but the company's benefits have not increased.In 2015, when it was just ranked 18th in the "World's Most Admired Companies" ranking by Fortune Magazine, Whole Foods experienced a downward trend from word of mouth to sales. In the same year, he was fined $50 by the New York Consumers Association for being too expensive.
Various paragraphs and emoticons have also appeared on the Internet to tease the high prices of Whole Foods.
"Walking into Whole Foods is like walking into a gay bar."
Amazon x Whole Foods era
In the second half of 2017, Amazon announced the acquisition of Whole Foods for $134 billion.
Amazon CEO Jeff Wilke is determined to "Every consumer can afford healthy organic food. Because of this sentence, Amazon began a series of reforms to Whole Foods.
1. Overall price reduction
2. Cooperate with Amazon Prime members for home delivery services and discounts
3. Sell Amazon electronic products in the aisles of Whole Foods stores
4. Put Amazon Locker into the Whole Foods store to realize Amazon order self-lifting, which is more convenient.
5. Strengthen Whole Foods own brand food.
6. Customers can purchase Whole Foods' pet brand Whole Paws and cheap food brand 365 By Whole Foods online through Amazon Fresh.
With these 6 points,
Whole FoodsMore and more close to the people.
Everyone againDoes Whole Foods have any stories to tell?
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Author | Bee
The picture comes from the Internet, the copyright belongs to the photographer
References
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