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Why Meicai's Business Model is so successful?

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Meicai’s Company Overview

Meicai is a prominent Chinese tech startup that provides a pivotal link between farmers and restaurants. Founded in 2014, the company's primary mission is to revolutionize the agricultural supply chain by leveraging technology. Through its innovative mobile application, Meicai allows restaurant owners to directly purchase fresh produce from farmers, eliminating the need for middlemen and significantly reducing costs. The company's name, "beautiful vegetable," reflects its commitment to providing high-quality, fresh produce. Meicai's operations span hundreds of Chinese cities, and it has successfully facilitated millions of transactions, making it a critical player in the country's agricultural industry. Business Model: Meicai operates on a business-to-business (B2B) model. It is a digital platform connecting farmers with small and medium-sized restaurants. The company's app allows restaurant owners to browse and purchase a wide array of fresh produce directly from farmers. By eliminating intermediaries, Meicai ensures that farmers receive fair prices for their produce while restaurant owners benefit from lower costs and fresher ingredients. Additionally, Meicai offers logistics services, ensuring the efficient delivery of fresh produce from farms to restaurants. Revenue Model: Meicai generates revenue primarily through transaction fees. The company charges a small percentage for every transaction made on its platform as a service fee. This fee is typically paid by the restaurant owners who purchase the produce. In addition, Meicai also earns income from its logistics services, charging fees for the transportation and delivery of goods. As the platform grows and attracts more users, these revenue streams are expected to increase correspondingly.

Country: China

Foundations date: 2014

Type: Private

Sector: Consumer Services

Categories: Agriculture

Meicai’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: provides access

Functional: saves time, simplifies, organizes, connects, reduces effort, reduces cost, quality, variety

Meicai’s Related Competitors

Meicai’s Business Operations


Agribusiness is the manufacturing of agricultural products. Agrichemicals, breeding, crop production (and contract farming), distribution, farm equipment, processing, seed supply, and marketing and retail sales. Thus, the agribusiness system includes all food and fiber value chain agents and the institutions that affect it. The term agribusiness is simply a combination of agriculture and business within the agricultural sector, alluding to the wide variety of activities and disciplines that contemporary food production encompasses.


Electronic commerce, or e-commerce (alternatively spelled eCommerce), is a business model, or a subset of a larger business model, that allows a company or person to do business via an electronic network, usually the internet. As a result, customers gain from increased accessibility and convenience, while the business benefits from integrating sales and distribution with other internal operations. Electronic commerce is prevalent throughout all four main market segments: business to business, business to consumer, consumer to consumer, and consumer to business. Ecommerce may be used to sell almost any goods or service, from books and music to financial services and airline tickets.

Online marketplace:

An online marketplace (or online e-commerce marketplace) is a kind of e-commerce website in which product or service information is supplied by various third parties or, in some instances, the brand itself, while the marketplace operator handles transactions. Additionally, this pattern encompasses peer-to-peer (P2P) e-commerce between businesses or people. By and large, since marketplaces aggregate goods from a diverse range of suppliers, the variety and availability are typically greater than in vendor-specific online retail shops. Additionally, pricing might be more competitive.

Online to Offline O2O:

Online to offline is a term (often abbreviated as O2O) used in digital marketing to refer to systems that entice customers to purchase products or services from physical companies while they are in a digital environment.

Supply chain:

A supply chain is a network of companies, people, activities, data, and resources that facilitate the movement of goods and services from supplier to consumer. The supply chain processes natural resources, raw materials, and components into a completed product supplied to the ultimate consumer. In addition, used goods may re-enter the distribution network at any point where residual value is recyclable in advanced supply chain systems. Thus, value chains are connected through supply chains.

Transaction facilitator:

The business acts as an acquirer, processing payments on behalf of online merchants, auction sites, and other commercial users for a fee. This encompasses all elements of purchasing, selling, and exchanging currencies at current or predetermined exchange rates. By far the biggest market in the world in terms of trade volume. The largest multinational banks are the leading players in this industry. Around the globe, financial hubs serve as anchors for trade between a diverse range of various kinds of buyers and sellers 24 hours a day, save on weekends.

Two-sided market:

Two-sided marketplaces, also called two-sided networks, are commercial platforms featuring two different user groups that mutually profit from the web. A multi-sided platform is an organization that generates value mainly via the facilitation of direct contacts between two (or more) distinct kinds of connected consumers (MSP). A two-sided market enables interactions between many interdependent consumer groups. The platform's value grows as more groups or individual members of each group use it. For example, eBay is a marketplace that links buyers and sellers. Google connects advertising and searchers. Social media platforms such as Twitter and Facebook are also bidirectional, linking consumers and marketers.

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