Mastering farming techniques is not enough, "selling experiences" is the key

Mastering farming techniques is not enough, "selling experiences" is the key

Illustrative image - Source: Freepik

Good produce still "loses" on home turf

The story of Mr. Vương, a family farm owner, is a typical example of this reality. Despite owning superior organic tomato products: chemical-free and visually appealing, he still struggles with the output problem and inventory surplus.

Statistical data shows an alarming picture: among family farms forced to close recently, up to 85% owned high-quality, environmentally friendly products. However, only 23% of them maintained stable profit margins.

Ms. Lý, owner of an organic vegetable farm that was once a reputable local supplier, admits to losing ground to large corporations on price. More importantly, feedback from distribution channels shows that the tastes of young consumers have changed. They don't just buy vegetables; they look for the story behind the product and a fun shopping experience. "Knowing only pure farming is not enough," Ms. Lý observed.

The rise of the "Experience Economy" in agriculture

The agricultural market is witnessing a profound shift from "functional consumption" (satisfying the need to be full) to "experience consumption" (satisfying emotional and entertainment needs).

According to the 2023 New Consumer Trends Report in China, more than 68% of urban consumers are willing to pay 20% more for agricultural products "with a story." This rate among young parent customers is as high as 82%. Capturing this trend, the "Green Field Farm" model successfully transformed from a traditional strawberry garden into an agricultural complex combining education and entertainment.

Mr. Lâm Đào, the farm owner, compared: "If we sell commercial strawberries, the price is only about 30 CNY/kg (around 112,500 VND/kg). But when selling U-pick services combined with nature education, each family spends an average of 200 CNY (around 750,000 VND). The added value comes from us selling 'family bonding time' rather than just fruit."

Three pillars of the experience commercialization strategy

Successful conversion models often converge on three core factors, in which storytelling marketing plays a decisive role. In an era of information saturation, attention becomes a precious resource. Authentic stories about cultivation history, environmental protection efforts, or the journey of preserving native plant varieties will help products differentiate themselves and create deep emotional connections with buyers.

Besides, enhancing interactivity is an indispensable factor. Modern customers no longer want to play the role of passive observers. Models that allow them to participate directly in the production process - from seeding to harvesting - not only help strengthen trust in product quality but also create significant revenue from services. Finally, creating a consumption context by building landscape spaces such as flower fields or handicraft workshops will help extend the time customers stay, thereby increasing the average order value.

Transformation roadmap for farming households

To adapt to the new context, experts recommend that traditional farms implement a transformation roadmap through 5 strategic steps. First is repositioning target customers, focusing on niche markets such as young families or customer groups that love a green lifestyle. Next, it is necessary to diversify products and services by developing fruit picking, camping, and agricultural cultural experiences.

Concurrently, households need to step up multi-channel communication, utilizing social media to tell brand stories, while building a community through loyalty member systems to stabilize output. Finally, multi-industry links with education and tourism will help expand the customer base. However, the immutable principle remains "taking agriculture as the root." Experience and tourism are just value-adding tools, while the quality of agricultural products is the core foundation for sustainable development.

Market elimination is a signal that agricultural business models based on pure output are becoming obsolete. In the new era, the ability to "sell experiences" and brand storytelling has become a survival skill for farmers.

The reality of the revival of Mr. Vương's farm after applying the "plot adoption" model and organizing weekend experiences has proven a truth: the value of modern agriculture lies not only in the harvested yield but also in the spiritual and emotional values it brings to the community.