Thoughts on Agricultural Marketing

The company has not figured out what its future is (strategic positioning), who is making friends (consumers) and who is fighting (competitors), just as if the blind people are doing business like a blind person, the result can be imagined. From the perspective of enterprise category positioning and product development, we will focus on the current status of “mistaken categories, follow-up products”, unsuccessful reasons and solutions!

First, the mature industry cloth pattern, rational positioning to open a new chapter

When an industry matures, this industry is more of a game between winners. If there is no strong capital to continue to push, it will enter the dangerous area! We believe that a mature industry has the following characteristics: Industry concentration is high (large-scale enterprises occupy most of the market capacity), brand concentration is high (dominant brands occupy most of the market's sales), and market concentration is high (under the leadership of leading companies and leading brands, basic control of market resources and markets) The mainstream price, sales network, etc., the threshold is getting higher and higher.

Second, the category means strategic boundaries, and the product means precise guidance.

At present, many agricultural products enterprises are ambiguous in the category positioning, blindly entering a strange category, and developing a large number of related products. When the products are slow-moving, they start to move, and the original interest in agriculture is also decreasing day by day. . Therefore, companies need to think about the long-term operation of the company in the development strategy. These are related to success or failure! We believe that enterprises should clarify their strategic boundaries and their core advantages in order to promote their own enterprise grounding.

1, the selection category, the boundary

Before you get involved in agriculture, you should think deeply and think about the internal operation of your company from the perspective of results. For example, if an agricultural enterprise has a whole planting base, what is it in the end? What is the final product in the future? The competitiveness of the final product And how profitable? And so on.

For example, you can grow rice. The rice can become a product not only rice, but also millet casserole, fried rice or rice cake, or vegetable protein beverage or other. A rice-based product can span several Category, in the end, enterprises will enter that category? This requires enterprises to think and choose, because different categories have different competitive landscapes, and choice is a strategy for enterprises!

Category selection is the strategic boundary of the enterprise, and this strategic boundary needs to make a reasonable assessment of its own strength, market category competition environment, consumption capacity (dominant and potential capacity), especially in the category that has already been marketized. More need to be cautious! Because many market-leading industry leading brands are gradually established, if you do not carefully evaluate, the operational risks are enormous. When the strategic boundary of the enterprise is determined, the imaginary enemy of the enterprise can be clear, and the enterprise's goals and resource allocation can be measured.

2, the value of the standard, building competition

The essence of the product lies in the intrinsic value, and it is the key to rationally construct the value system of the product and gradually shape it into the competitiveness of the product. The complete product value system construction should not only be based on the integration of the physical value between the product and the consumer, but also the satisfaction of the consumer's personalized emotion, and pay attention to the value chain shaping of the entire product operation.

Product competitiveness lies in value, which has both the physical value of the product and the emotional value of the product. At the same time, it needs to pay attention to the value chain of the entire operation link. Based on this, it pays attention to the competition and changes of the whole market, and builds the product system. The overall value system.

When we are discussing marketing, the first step that may come to mind is competitiveness, including competition of enterprises, competitiveness of products and brands, and competitiveness of channels. “Competitiveness” can be basically understood as “alternative ability” because the current market Basically in the saturation stage, the consumer's basic needs have been met, or do not know what they are missing! Only when we are substituting the comprehensive value of the product, can we show competitiveness, and the shaping of this kind of competitiveness must be Study how to replace other similar products or meet the deeper needs of consumers.

From the perennial observation of the consumer market, consumers' disposable income has increased year by year, the sensitivity of prices is decreasing, the attention of products is increasing, and the intrinsic and extrinsic value of products has become the first concern of product consumption. Especially for leisure products. Therefore, the competitiveness of products must be shaped from multiple dimensions and cannot be neglected.

Third, integrate resources for development, learn from the new ideas

After years of agricultural industrialization, the development of scale and economy has been further improved. In the face of market-oriented follow-up work, many enterprises have been slightly confused. Because the front end of the agricultural work is relatively simple, he is faced with the integration of resource input and natural science. It is a simple proposition for a company with certain resource strength. When transitioning to agricultural products at the back end of agriculture, the company will face For millions of millions of consumers, and these are not just resource inputs, they need understanding of consumers. Let us understand it as a humanities. If we don’t pay attention to it, it will affect the whole. The marketization process of agricultural enterprises, here are a few ideas to share with you!

1. Correct your mind and stand on the ground

Many agricultural enterprises' attitudes toward agricultural investment are to squat and engage in project concepts, and then pull funds to policy financing. We believe that a project ultimately needs a reasonable profit model to support. If it is blindly operated through concepts and project packaging, it will be counterproductive for other purposes.

There are many agricultural policies, but we believe that the agricultural policy is a kind of agricultural investment mentality, and the future agricultural projects will be difficult to implement. The policy is a small part of the external force for a company that is really engaged in the operation of agricultural projects. Therefore, it is essential that agricultural enterprises should devote all their energy to the development of enterprises to study the strategic direction of their own enterprise development, the strategies of phased implementation and the efficiency of internal management.

Therefore, China's domestic agricultural products enterprises need to slowly accumulate from the foundation. We believe that the development of a company cannot be achieved at one stroke, and there is no way to take a detour without a shortcut. What we need is that we should "righte our mind and stand on the ground."

2, good at integration, leveraging development

At present, many enterprises seem to be large in scale, but internal operations and management are still in the style of workshops. The randomness is very large. The reason is that enterprises lack corresponding conscious management talents. There is no rules for enterprise development, what to think about, or government. The opinions of some officials for the development of enterprises need to advocate the market-oriented operation mode of agricultural products, so as to meet the sustainable development of enterprises and achieve accumulation.

When a company starts from the day of its establishment, it needs more social resources to participate and promote the development of the company. And this requires the integration of resources, including human resources, cash resources, social relations resources, etc., through the integration of many resources to achieve the purpose of borrowing. At present, the center of enterprise integration resources is still social resources, and the integration of market-oriented resources is less, and there is a great alert mentality.

3, creative thinking, unconventional

In the new market environment, consumers are immune to homogenized products. Many products can not bring more desires to consumers, but only meet the needs of consumers at the physical level. In this case, product competition will Fall into price competition, promotion competition, channel competition and communication resources competition.

Successfully operate a product and eventually become a good brand. The first solution is whether the product and brand can induce market interest. If the new company is also copying or imitating similar products, it means that it will face product investment and introduction when it is introduced into the market. The huge resistance of consumer sales, enterprises will also enter the malicious competition, new enterprises in the resource investment, investment and network construction, operating systems are insufficient, leading to product resistance to the market, even if the resources are doubled With little success.

For newcomers, “creative thinking and unconventional” are especially important. There are many examples of breakthroughs in products from many mature categories, such as the successful operation of the “six walnuts” brand and products, the successful introduction of “Xiaoyangren”, the brand building of “trick” and the successful marketing of products, and so on.

In short, companies need to think and plan the future in essence, and design their own road maps like a battle. Because business is as cruel as war, only careful planning, careful arrangement, reasonable deployment, and persistent efforts can achieve a stage of victory!

Editor in charge: Gao Lei

Yarn Knitting Fur

It has the characteristics of lightness, comfort, easy-care, fashion and reasonable price.

Over 20 years growth, the company has cultivated a team of experienced technical and management staff and owned the modern facilities and automatic assembly lines from dyeing, knitting, finishing and deep processing.

Meanwhile, the company always follows the fashion steps, continuously innovates and develops new products, and improves the management and service ability.

The upscale faux fox fur and knitting wool products reach the domestic and international high level. Products have been exported to the United States, Australia, Japan, Russia and Vietnam. In addition, according to the report from international accredited testing institutions, the test of formaldehyde in some products is ND level. The company receives high praise from the international specialists.

Faux Fur,Yarn Knitting Fur,Brushing Fake Fur,Brushing Faux Fur

Wuxi Shuanglida Plush Technology Co., LTD , https://www.sd-fauxfur.com