The lack of innovation of agricultural products electric Dealers

I am a moderate American drama fan, so at the beginning of the first article on Tiger sniffing, I would like to quote the following section of the American drama.

Compared to the exquisite, humorous and exotic culture shocks brought to the majority by the American drama, I Am "stuffy, blunt, just want to curtilage, poor, cheap, can't move" people also regard them as a small window to experience the real life of the world people. 2 Broke American (the bankrupt sister) is an important part of my play group, first of all it is about "the poor Small Business" story, for me, to see the anecdotal experience of peers than to see the big guy packaged inspirational stories come true; Moreover, this American drama with "poisonous Tongue" is known, there is no lack of jokes about real people, As the comedy version of the U.S. Street News review is also good. In a recent episode, for example, the New York Hot Cronut Croissant, an innovation at a bakery in Soho, New York, combines two of the most popular baked foods--croissant croissants and donut doughnuts, for instance. The result is one plus one greater than the second, the popularity of consumers, coupled with the production of time-consuming, limited supply, triggering the enthusiasm of the cargo began to long queues, the most powerful story through the media and social network focused, magnified, almost naturally produced a "burst point" effect.

Did a good many years of brand, communication and marketing work, a smile, I will go to think of the essence of this story: a product level of the coup? A step in the marketing level of good chess? or a model-level innovation?... No, because it's a little bit of a myth to buckle up on a small event (perhaps a small event that involves some kind of luck or a certain condition). A relatively pragmatic one is to see what is behind the story:

1, croissants and doughnuts are the most commonly eaten bakery foods-there is a mass base;

2, New York more than 8 million resident population, the number of bakeries nearly 4,500, far higher than Beijing Sichuan restaurant's per capita ownership-market, consumer groups highly mature, competitive; (* The above statistics come from Yelp, there are some errors)

3, croissants and doughnuts have a long history, there have been many new flavors, but consumers still prefer the traditional taste-the concentration of the category is high.

So what does this have to do with the topic I'm writing today?

Agricultural products Electric dealer, to be precise, the vast majority of food farm electricity dealers, from the beginning of last year on the online under the various fields are talked about, development today, still unavoidably stranded in the agricultural products cultivation, production, supply chain management complexity, tangled in agricultural products difficult to standardize so as to truly become the limitations of FMCG, Wandering to product innovation to hit the market or marketing lead to increase the uncertainty of sales. These basic problems do not solve, we can see is a case study, pattern interpretation and point of view, and the less things to implement, to consumer insights, data analysis and Action Road map Analysis of "dry goods" less. I have consulted an electrical business expert has any good case and the report, to be able to do agricultural electrical business people to guide, his response is very direct, do a pass of the clothing shop, some content can be referenced, also useful; Do agricultural products, no one has a good method, no one has to adapt to various categories of methods, must do their own experience, Learn from failure, others are nonsense. I deeply agree with this, so Chong, affect others, first to do their own from the nonsense to the reform of the work.

So, back to the front of a problem, I see from the story of Cronut, it is a rapid consumer products in the field of product innovation, to do a good job of reference for agricultural products. With a mass base, consumer maturity, intense competition, category concentration, these croissants and doughnuts market characteristics, as most common food products. In such a market innovation, there is its common, wrench refers to the calculation: there is little chance of subversive innovation, not to leave the traditional category, the consumer is very clear what they want, the key is what form you provide, marketing innovation depends on product innovation to support, otherwise it is to burn money, find death; etc.

I am a person who firmly believes that the development of the Internet and electric business has opened up a new frontier for agricultural innovation, because it can help products find the right people, let more people enjoy the good things, but also in an economical, efficient and even interesting way, these characteristics feed our innovative model, The specific needs of specific consumers can be integrated into the product from the outset, even add some interesting interactive elements (note that these are included in the product, rather than "unnatural" in the marketing process), so the whole process is like customization, from the moment of development and production, the thing has been sold out.

The role of the Internet in this is to quickly perceive consumer changes, and to see and predict the needs of consumers now and even in the future. This process may take quite a long time in the past, and there is a lot of risk. The process is now shortened, but there is also uncertainty. The most common combination of agricultural products is electricity merchants + agricultural people, who are usually engaged in agricultural production, quality control, procurement and trade for many years. Lack of the situation of complex talents leads to the lack of insight, the lack of decision-making power and the weakness of action. These weaknesses are more reflected in the user behavior analysis for product innovation, product innovation to drive marketing innovation to promote business is healthy growth.

In short, people find opportunities in the existing category, to low cost to create a cronut, touched the user, sold a high price, creating a brand and Word-of-mouth, formed a burst point; we are to find ways to drive down the cost of raw materials, to spend money to "big business Circle" open Menlianer, and then expensive laborious selling Meng without the integrity to create the topic, Each year, the increase in sales, as long as the draw not to applaud the son, or to spend the money of investors and the next round of investors as a target. This is not to do farm products, not even electricity dealers, this is just the traditional business and internet business all kinds of bad habits packaged into so-called concepts and dreams.

As a "novice", I hope that starting from product innovation, the beginning of a period of agricultural electrical business practice. The general character of the market of FMCG and edible agricultural products mentioned above is something that I hope to share with our colleagues.

An interesting example of how to find opportunities in the traditional category, and then create new business growth, for this article I have been emphasizing the agricultural electrical business model has a good inspiration.

Hershey's Reese ' s is a household candy brand in the United States, which has been popular in the last century in the chocolate-coated peanut butter candy peanut Butter cups. It has two products that are impressive:

One is that in the aftermath of the financial crisis, America's personal spending patterns have changed a lot, there is a tendency for snack consumption to go home and the inevitable lipstick effect (which means that "cheap non-essential", such as lipstick, will be favored when the economy is depressed, of course, with the psychological compensation of those who cannot afford the high price of goods). , Reese ' s timely launch of the two 8-ounce peanut Butter Cup, not only sold, but also spawned a large number of peanut Butter Cup competition, which people see as a cheap pastime, on video sites and social networks, crazy biography;

Second, in recent years, the rapid evolution of consumer digital products and the opening of the era of mobile internet, so that the miniaturization of integrated convenience becomes an irresistible product development trend, Reese ' s cleverly put this trend into the food field, the introduction of the digital era for the "Internet people", "mobile phone man" of the Super Butter Cup, only one button size, and removed the original independent foil packaging, emphasizing the single hand can be eaten. Reese's Theme, "The Next big Little Thing", was unveiled at the Global Consumer Electronics Show CES, creating a market sensation that boosted sales growth. This is based on the existing category, through the perception and prediction of consumer demand for product innovation, it has become the product marketing and manufacturing the basis of the explosion, has been successful.

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