How to promote organic rice: give up the fresh electricity business to attack convenience store

From cost analysis to consider found that these several electric dealers to ensure the Gao Mao rate, basically to more than 40%. and Wuchang Rice Floral rice itself is relatively high price, if it is necessary to ensure that the profits to the electricity quotient, but also to support our own survival, go to the electricity business will drag our trip. How did I do it? The background of promoting organic rice under the line: Wuchang Rice is the aristocrat of Northeast Rice, because of its low yield and outstanding nutritive value, it occupies the market place. Rice Floral rice is one of organic rice, with high nutritional value and low yield, so its price is about 3 times times higher than market rice. Its appearance is crystal clear, long grain, have a peculiar fragrance. Cooking, fragrance overflowing, taste good, Rice does not retrogradation, pollution-free, green ecology, security, high nutrition is its main selling point. But how to promote these rice is a difficult problem. First, positioning analysis as described in the background, this kind of rice is not everyone has the ability to consume, only a small number of people. This kind of person is concerned about the diet health, pays attention to the quality of life or has the unique lover to the rice to be used frequently. How to locate these people? 1, high-end rich not only need to consume highly differentiated products, but also need to their own health and psychological effective adjustment. 2, the special crowd: mainly including the longing for longevity of the elderly, the group with chronic diseases, continuous detoxification of women, maternal, infant and other groups, the market has a wide range of growth and foundation. and organic products, because of the high degree of natural nature so as to ensure a high degree of safety, this is a quality solution for many of the security-obsessed groups, and because of this, these groups are not the daily categories, but the population base is extremely large, a group that can erupt at any time. 3, gifts have a large difference in the market, similar to the field of medical and health products. 4, yearning for quality of life in the middle of the crowd: this kind of people, money is not necessarily a lot, but have "let their lives better" awareness, they aspire to quality life, for how to experience quality life is to spend. Second, online or offline, this is a problem for a product, is to go online to build a brand or go offline, build brands, do channels, which will haunt the current consumers. How to discriminate, it depends on the functional characteristics of each product and consumer groups. --Online consider now to do on the line fresh Life service class piece has several large websites. For example, Shun Fung optimization, the original Life network, Tuo tuo workers and so on. Although these sites are different, but in essence are the same, positioning health, high-end, nutrition. In establishing channels, it is best to cooperate with them. But there are a few places to consider: first, how to and these platforms for the distribution of benefits; The second is that these sites have their own products, organic rice homogeneity serious, how to make their products outstanding; three is how to ensure the logistics and their products in the circulation of high quality. From cost analysis to consider found that these several electric dealers to ensure the Gao Mao rate, basically to more than 40%. and Wuchang Rice Floral rice itself is relatively high price, if it is necessary to ensure that the profits to the electricity quotient, but also to supportOur own survival, the power of the electricity business will drag us down the journey. For the early stage of their own brand, relying on electricity to promote the brand effect is not good. In the long run, we will build our own organic food products, including rice, eggs, meat and so on some with high nutritional value, safety and pollution-free products. Online cooperation with the electric business channels, and finally give up. Can the cat be considered? The cat's fresh supermarket has also been in our consideration, but found that the cost of the promotion of the cat than the offline promotion of the cost is much higher. First is the check-in fee, then the annual fee, service charge, margin and so on. Such a calculation, put our early budget cost, so from the overall consideration, also did not intend to start from the day cat, of course, other platforms such as Jingdong, when the same reason. Finally, we chose Taobao store. Of course, Taobao may give people the feeling is fakes rampant, price-sensitive consumers in the majority. But we think that the line is a supplement, not all rely on the line. As I expected, every guest will also appear in the future entity shop. Electric business is a trend, but not the only way to operate, but a supplement to traditional channels. We do online, is a way to supplement our offline channels. Mainly focus on the development of the channel under the line. --To promote the problem on the line, the biggest problem should be the promotion, although our main energy is not online, but in order to complement some of the offline channel defects (such as regional limitations, etc.), we still have a small part of the effort to promote online. Promotion of the way is no more than the online promotion of the way it is. 1, blog How to promote their own products we do blog promotion, never say their products, how the cow B, how attractive, but to introduce some of the rice related things. In Hunan Cadmium Rice incident, we focused on the analysis of why this happened, from the geographical location and other aspects of the analysis. We also take time to introduce how to cook good rice, what kind of rice the patient is suitable for, and so on. In the introduction, can be accompanied by a description of their products. From the reader's evaluation, we find that many people still give positive signals. We have also written a special introduction of their products blog, and finally found that read very little, basically no browsing volume. 2, micro-blog promotion Although many people have said that Weibo has died, micro-blog does not make any sense. But for the network promotion, the microblog occupies the pivotal position. If the micro-letter is very fresh, is a good way to promote one, but at least until now, micro-credit promotion is a great hindrance. On the one hand is the exploitation of Tencent itself, the second is a strong relationship between the group, not familiar with not interested in will not add you. If you go to someone and recommend something you're not interested in, it's easy to get disgusted, and at the same time, Rice is a must-eat thing that emphasizes word-of-mouth. First impression is the feeling of eating, nutritional value is difficult to eat out of the short-term, after all, rice can not cure all diseases. We do micro-blog promotion, also did not give those micro-broad to give money, let others to help do the promotion. Instead of relying on others, you might as well do it yourself. Ideas and BlogsCustomers to promote the same ideas. Do not take the initiative to say their own products, invisible to speak out. But the only difference is the nature of blogging and Twitter. Weibo is more interested in content because of the word limit. We have to make an effort in writing. Then go @ Some of the rice-related micro-blog, let others pay attention to you, so as to bring stealth promotion. 3, Forum + Baidu Department we did not buy these keywords. But mainly rely on Baidu to know and Baidu Library and Baidu Bar. We uploaded some documents, about our brand, dozens of documents about our products including PPT and Word. In this way, you just enter the relevant keywords such as "Artemisia rice floral rice", you can see our things. Then Baidu know that we have prepared a lot of problems, mentioned above, and then use some other account to answer. Finally Baidu audit can be shown in Baidu inside. Forum and the principle of the stick with Baidu know the principle of basically consistent, will no longer repeat to the netizen. Third, how to do offline analysis of a product, to be launched, must have their own channels. Because of their own product portfolio is relatively single, in the absence of rich product line, do not recommend to open a physical store. More of a partnership. Beijing's concept of food safety and organic is a complete national leader. Beijing's organic food stores and specialty stores are more, we take this as a starting point. To do the expansion of the offline channel. The essence of cooperation is the sharing of interests and risks. For an organic food store, cooperation is a good deal if it can give him enough profit points. Also is the upscale community convenience store, also is in order to cater to our localization to set up. From these two points of view, the problem of channel construction is OK to solve, the problem is that these organic stores are not highly controllable and binding. Many people may say, why not go to the mall to do promotions Ah, this way is very common. Experiment is the only standard to test truth. We have been doing a three-day shopping promotion, there are several problems. First, the market entry cost is high, the longer the cheaper, and we are ready to try, one day of entry costs (Carrefour) 6,001 days, plus staff costs, the final accounting, found the cost is very high. The second is the positioning does not conform. Rice itself is a high-end rice, a bit high on the price. And every supermarket to play the slogan is every day parity and so on. A lot of people go to the supermarket to be cheap, and the people we are targeting are not going to go to the supermarket. Finally, after comprehensive consideration, gave up doing shopping malls. In addition to channel building, what we do at the end of the line is high-end community promotions. The basic is a weekly community to promote our products. Of course, in doing is to go through the property approval. Summary: Whether online or offline, for product promotion is a way. Promotion is only the way, and the product itself and the human factor is the most important. It is better to carry out the plan than to study the method. Interested in doing organic food promotion can and I exchange mail. Zhanghui_james@qq.com