In the last year or two, Taiwan's agricultural products began to attack the mainland, and many trade fairs have the image of Taiwan's agricultural products, and are in various forms with local bases and enterprises for cooperation construction and brand promotion. At the opening of the 11th session of China International Agricultural Fair November 30, the central Taiwan Taizhong, Zhanghua County, Nantou County three counties and cities jointly launched more than 300 kinds of famous agricultural products, once became the exhibition "Suction point." In comparison, some of the mainland's agricultural products in the promotion of the brand although a lot of efforts, but in the "refined agriculture" there are many improvements, Taiwan's agricultural products are popular at the same time, we need to find out why they are so fire?
First of all, Taiwan's agricultural products cultural licensing strategy was very successful.
Throughout the marketing process of Taiwan's agricultural products, many creative Taiwanese agricultural products have focused on Chinese traditional culture and made a more ingenious combination. For example, the characteristics of sweet persimmon, through the "developed Persimmon industry" (career developed) name, display unique quality characteristics, fully develop cultural marketing. Other such as the south of the difficult (inseparable) pumpkin, a swoop of the Sunflower (a winner) of the Mountain Kwai Wait, all pay attention to do luck. In addition, focus on cultural deep excavation, good at storytelling, especially the focus on the indigenous culture and history-related points of discovery. For example, Hu Min cloth, the tea with the story of "packaging", dressed in the black and red of the race of the cloth, brewing fragrance of Alpine tea. In the film "Seediq" in the fight against the Japanese people's national image and story, named Tea for the cup of tea. It can be said that every agricultural product is a cultural and creative industry. The best products through packaging to maintain the best flavor, can best reflect the unique value-added products.
Secondly, the concept of food safety marketing, interaction and the organization of public trust construction.
Not only in the mainland, even in Taiwan's agricultural products, but also because of "poisonous milk powder" "poisonous starch" and other food safety incidents, resulting in Taiwanese food good Word-of-mouth also be questioned. In the face of food safety difficulties, Taiwan's agricultural products through the exhibition form on-site production and customer interaction, such as the company's 100-point production of the whole grain fast food rice and fast food noodles, some people have doubts about it, "boiling water can be cooked rice?" Have you added any chemicals? ", using the show's live demonstrations and lectures, especially the technical video demos, through the physical press method can also retain food http://www.aliyun.com/zixun/aggregation/18659.html" > Nutrition marketing Interaction, Let consumers dispel their doubts. Similarly, Taiwan's agricultural products in the organization-oriented credibility of the initiative, the Taiwan Health and Welfare departments regularly published pesticide residue inspection information, the use of information disclosure methods, this is really useful in building credibility. For example, the September market and packaging of agricultural products residue monitoring, a total of 220 samples tested, 203 compliance with the provisions of the pass rate of 92.3%. More than the "Pesticide Safety tolerance standard" provisions or inconsistent with the use of regulations, by the Ministry of Health to trace the source, according to law for follow-up treatment. More perfect accountability system can ensure the credibility of the organization, while the consumer's willingness to protect, this is a major move, compared to the mainland, we have a lot of work to do in the Organization's credibility.
Thirdly, the technology and product innovation power of the fine processing of agricultural products.
Taiwan, in contrast, does not have a richer continent on the variety of agricultural products, but they are very focused on making technological innovations on a limited variety of products and developing different product lines. For example, Taiwan's fresh oxygen house magic strength sauce, the popularity of bursting. and magical vigor sauce is to use 5 kinds of original vegetables and then add apple, pear natural fermentation one months to let it quietly brewed natural flavor. Other such as dried mushrooms made of meat floss, biscuits and sausages, fruit leaves made of healthy tea and so on. Compared with ordinary agricultural products, from Taiwan to the sea from the various types of commodity prices are not cheap, but more sophisticated workmanship, bringing higher value-added, brand image of the shaping has an important role.
Finally, the market timely research and contingency strategy.
After the rapid expansion of the initial market, Taiwan's agricultural products also encountered the problem of stress fatigue in the market. Chinese consumers are less fresh on Taiwanese products, but at the same time, Taiwan's agricultural products carry out fine marketing, and take the custom route. Help farmers to grade products, through the joint business model, unify the concept of Taiwan's agricultural products, through the deep docking with the mainland market, start the custom marketing model. The feedback ability of the market directly embodies the adaptability and development of the brand, and the accurate and rapid market change is also the important reason for the success of Taiwan's agricultural products.
In fact, in the mainland, a large number of agricultural products to be further excavated, only in Hunan region, there are a variety of high-quality agricultural products, such as "Qin Xiang" Xiang mi, "qi Jia" Camellia oil, "Hundred Ridge" green tea, Xian County navel orange and so on, can highlight the agricultural characteristics of Hunan. In recent years, the agricultural products processing industry profit has been double-digit growth trend, sales profit margin is also close to 7%, far higher than other processing categories. After all, agriculture is a demand industry, in the current gradual consumption upgrade environment, agricultural products have very good prospects for development.
The brand marketing of agricultural products is the focus of industry attention, most of the mainland agricultural products related to brand marketing homework, marketing process has yet to be further refined, Taiwan agricultural products sold in such a fire, brand marketing to do so well, not how many of them we do not have the marketing means, the key is whether to do enough exquisite, The cumulative effect of a variety of fine agriculture and refined marketing has also contributed to the advantages of Taiwan's agricultural products today. Do not accumulate bujikuibu and thousands of miles, starting from the details, the effect of superposition, this is what we should learn from Taiwan's best-selling phenomenon of agricultural products.