On November 13th, Joytree, a strategic new consumer brand of Joy Wing Mau Group, joined hands with the influential non-fiction IP National Geographic Chinese website in the world to jointly release the third chapter of a series of short films on fruit humanities - Share, which tells the human story of the high-quality origin of Venus apples in Joy Tree and further promotes the traceability plan of fruit origin.
As a "global excellent fruit selector" with "nature, love and share" as the core value of the brand, Joy Tree is committed to bringing high-quality fruits cultivated with love into every family. The short film "Share" released this time deeply grasps the unique brand characteristics. By tracing back to the high-quality origin of Venus apples, it shows the dedication and commitment of Joy Tree in selecting high-quality fruits in the world, and conveys the core values in expressing, sharing and transmitting love with high-quality fruits in the world.
"Share" continues to convey the common feelings of human beings with fruits, and the story of supplies controller Lu Xiangying lays the core theme of the whole film - the love of sharing. In the planting area of Weihai, Shandong Province, whenever Venus apples are ripe, Lu always picks a batch to share at home. When she thinks that these apples are about to be tasted by her loved ones, Lu's face shows a happy smile. She said, "When I was a child, my sister gave me the best apples. Now it's my turn to give her the best."
And the more worth sharing, the more rare it is. After more than ten years of work, Lu selected nearly 100 kinds of apples from more than 7,500 kinds of apples around the world, and then she discovered Venus apples. What conquered her was not only the golden color, the elegant and mysterious temperament like a Venus, but also the uniquely rich and sweet taste.
The skin of the Venus apple in Joy Tree is golden when it ripens.
In the short film "Share", in order to keep the rare delicious taste of Venus apples in the best sharing state, Lu and fruit farmers care for every link with love. Apple trees over 5 years old are preferred, and each apple is picked by experienced fruit farmers by hand. After manual screening, it has to pass the physical examination of the spectrometer. Finally, the Venus apples with the best among the best can go out from here and express love, share love and pass on love in every happy and sweet moment of family reunion, lovers' dating, journey rest and friends' meeting.
Lu carefully picked the fruit with scissors and put it gently into the basket.
Physical examination of Venus apple with modern technology
From the technical experts who carefully searched for homes for the Shine Muscat, to the professional melon farmers who chased the sunshine to grow sweet watermelons and exchanged them with 24-hour true feelings, and then to the quality control personnel who shared love and joy with Venus apples as the carrier, each episode of the series of fruit humanities documentary films focused on the story of an ordinary fruit grower, which was divided into three chapters: Guard, Gifts and Share. With wonderful audio-visual language, the brand concept that "the fruit with love will be sweeter" is deconstructed step by step, and the "love" scrolls of its three core products, namely Shine Muscat grapes, Sweet Watermelon and Venus Apple, are connected in series.
The taste of every fruit benefits from the natural nourishment of its growing place and the tireless care of fruit farmers. It is the love of the climate of the producing area, the love of fruit farmers and the love of brand selection that makes the delicious taste of the fruit in Joy Tree.
Joy Tree has been focusing on the fruit field for nearly 20 years, and is committed to bringing more global good fruits into the daily life of young people, with "nature, love and share" as its brand core value, which is highly consistent with the spirit of "exploring nature and protecting the earth" of National Geographic.
As the first fruit brand in the content cooperation of the National Geographic Chinese website, Joy Tree matches the humanistic attributes of the National Geographic Chinese website with its own brand genes and cooperates with tracing the origin of fruits as the key carrier, which not only enriches and expands the brand value boundary but also profoundly interprets the brand concept. With the authoritative influence and discourse power of the National Geographic Chinese website in humanities, history and other fields, it realizes the spread of co-creation film content and the penetration of brand influence, reaching more high-quality consumer groups and further laying the high-end influence of Joy Tree in the field of high-quality fruits.