Agricultural enterprises are not afraid of soil, agricultural enterprises are not afraid of small

Agricultural enterprises are not afraid of soil, agricultural enterprises are not afraid of small. But if agribusiness is not sexy, it has no market value. What is sexy? Sexy is charm, sexy is value, sexy is the reason to attract us.

Today I mainly talk about a Chinese wolfberry, it created a miracle, with the now very fashionable word, called the reverse attack. From the story of this medlar to tell you about how agricultural products to do sexy marketing. One said that agricultural products, we will often equate it with native product, even the dirt of the dregs of things how to be with the sexy? I think the agricultural enterprises are not afraid of soil, agricultural enterprises are not afraid of small. But if agribusiness is not sexy, it has no market value. What is Sexy? Sexy is the charm, sexy is the value, sexy is the reason to attract us, so in this sense, I give you to share the case is just a gorgeous turn of the process, from the original native products, now become a very eye-catching star product.

How to sell 1 kg of Medlar to 2000 yuan

Over the past three years we have to the Chinese wolfberry from 20 yuan to 200 dollars, and from 200 dollars to sell 2000 dollars, what is the power to help push the Chinese wolfberry has undergone great changes?

In the past Ningxia Wolfberry is not packaged, or the so-called packaging stay in the plastic bag this level. In the past six months, there have been two changes in Medlar, I call it the 1.0 era of the revolution and the 2.0 era of revolution, the Chinese wolfberry industry has put forward a distinct concept of washing medlar, I call it 2.0 times.

By the end of last year, we found that the Chinese wolfberry can not be allowed to sell better, also can not let the enterprise get better returns. To promote its value, out of Ningxia, to the country, we need to find the core value, but also give it a distinctive name, and find out the difference in the selling point.

To be honest, the product itself is very characteristic, but more important than the characteristics of this product is our story should be how to say, we are in the study of enterprise product data found that the first wave of Nieder of Chinese wolfberry is the most popular, nutritional value is the highest. Medlar industry no one realized that the original Medlar can also have a new breed called Tou Medlar, so Tou wolfberry concept, so that this package is born with the golden key. This product successfully to the Chinese wolfberry from 20 yuan to 296 yuan, when it in the trial stage, 15 days sold 10000 boxes, exceeding the expectations of manufacturers and distributors, resulting in the situation of the end of the goods.

Today, all the core of marketing should be the consumer's concern as the starting point. We have seen this group of data, we jointly with the Chinese Academy of Sciences to the Chinese wolfberry made a detailed analysis. It fully shows that the nutritional value of Tou Medlar is much higher than the general. So when this product is marketed, many consumers look at the table on the determination to know the same purchase of Chinese wolfberry, but the Chinese wolfberry obviously its gold content is much higher.

So many products around us or many products, in fact, you dig in depth have such a bright spot, such data is the most concern of consumers.

A medlar can also become more valuable, more attractive, and the image becomes sexier. Just now I talked about 2000 yuan of Chinese wolfberry, the most important selling point in what place? We found that in all of the Chinese wolfberry sales, including other local product sales, there is a problem, that is, in the case of particularly severe food safety, consumers are always interested in the quality of products to understand.

We did a very deep research, in the data processing when we suddenly found that the medlar it can withstand 755 technical indicators of detection, which is almost the industry's most stringent testing standards. In the eyes of our marketers this is gold, this is the treasure, this is the diamond. We have done a deep analysis of this data, found that this is a complete 0 of the residue of medlar, no heavy metal exceeded.

With this, we in the local government support, put forward a called small production area rare Medlar, 2000 yuan of Medlar was born, refreshed Ningxia Wolfberry record of the highest retail price. And it's still in short supply in the high-end crowd.

Through such a simple little story. I want to tell you that you must have the resources to have such a unique product. But if there is no marketing, if there is no sexy marketing, it is the ordinary native products, we do not need to let such a native products to create a new value system.

E-commerce era, my three points of experience

So today, as we speak from this medlar, I would like to share with you three of my experiences, and I believe that my three experiences will resonate with many of you here. In today's e-commerce era, we have three very important experience, the first experience, today's agricultural products or today's local specialties, today's food and beverage, if you want to get the largest market share, we must resolutely lock the golden generation as our target consumer groups.

If we don't get the crowd into the first place and sell to whom, the question is not to understand, many of our marketing will deviate from the direction, why? In our study, we found that the age group aged 25 to 40 is the most capable of purchasing and the most discerning consumer group. So in recent years we have been in this group of people to do something. The more we study, the more we feel that this group of people are very valuable, they have a strong ability to consume, and they also have a strong sense of consumption and, more importantly, their purchasing power.

So you'll find that mass produce is sold to the masses, and High-value agricultural products are sold mainly to what we call the golden generation. If the agricultural enterprises do not dare to define their vision as such a crowd, I think there is no future. Old people are too sensitive to price, and the masses are too sensitive to price. The reason why, at the root of our mistakes, is the judgment of the crowd.

My second experience is that from now on the marketing of agricultural products must adhere to the O2O marketing model as our main marketing direction. Take a look at now China's two industry representatives of enterprises, one is Haier, one is suning, have completely put their own business model adjusted for online and offline combination. I think from my experience in 15 marketing, I think this must be the general trend. And our traditional agricultural enterprises to do O2O mode, but also your advantages and opportunities, but you have to quickly transition from thinking to the team to complete this model of docking.

You see O2O mode is a smiling face, if you can get the line and the line through, your sales are likely to double the growth. Just now I told you the story of Medlar, in fact, it created a sales miracle in the local, this store called the Chinese Wolfberry Museum, created a 85 million annual sales. People say this is very good, in a place a year can sell 85 million, so far this year, its online sales have exceeded 30 million, next year to recreate a museum, to recreate a miracle doubled, I think it is entirely possible. So when you get through the line and the line, its imagination is endless. Now every visit to the Chinese Wolfberry Museum visitors to take two-dimensional code are rewarded, which we can lock every year 300,000 of visitors into our database, the annual line of the guests under the real flow.

So the first two days China has issued a 4G license, China's mobile internet speed, communication capabilities will have a qualitative leap, the equivalent of us from the trail, ran to the highway above, it will certainly give us a huge opportunity for consumer marketing. Can say later like we draw this picture, social media of various means can be easily obtained by mobile phone, product information, brand information, price information, manufacturers information. In fact, in the mobile phone broadband era has been completely achievable, so we have a bold statement inside, don't talk about O2O you may out. From now on, any one of my clients is asking him to consider the new marketing model.

My third experience, do agricultural products must adhere to the strategic new products as a breakthrough, but also include many of the entrepreneurs here. I have been advocating a point of view, after more than 10 years of marketing, there are two very important words to share with you. The first sentence is called product is the biggest strategy of the enterprise, in the past we are keen to talk about strategy, every year to redesign the strategy, but I now from the heart that the product should be our biggest strategy. The second sentence is that product innovation is the most important core competencies of enterprises, a company said that they have the core competitiveness, reflected in what place? If you can not be reflected in your continuous iterations, continuous innovation, the introduction of new products. This ability is missing, the foundation of this enterprise must be not steady, the prospect of this enterprise must be worth worrying. Just now a lot of investment organization leaders, we communicate together, if you vote for a business, this enterprise does not have the ability to launch new products, you see only its status quo, you do not see its future. Under the guidance of such thoughts, we have been striving to tell the story of agricultural products and to strengthen the attractiveness of agricultural products in these years.

Popularly speaking, now do agricultural products have three words is particularly important, the first sentence must be caught new, the second sentence must be caught eye, the third sentence is certain to catch the word of mouth, if these three things done, your product is difficult to think of fire. How do you call it new? Ask for insight into consumer pain points, excitement and itching point, agricultural products, food safety so dangerous, so serious, so problematic, you say any question should not forget to stand in the product position, quality position to impress him. So the three catch, I just told the Chinese wolfberry story, we can realize that this fruit really happened to change? Every but a good story, a good background of the excavation, but let its worth doubled. So from this concept, I am very willing to work with you in the coming days, the marketing of China's agricultural products to do better, and I also from the heart that the vast majority of agricultural enterprises marketing is your biggest short board, this tube urgently needs us all to refuel together, put it up.