Is Liu really only a Liu Dao for sell?

I have to say that the voice of Liu in the voice of the thought of Rom, still feel more surprised and surprise.

The obvious is that this is indeed a very subtle marketing. In this marketing plan, there is no orderly process, completely reverse the traditional marketing methods. From Liu's old voice, I can feel his low posture, willing to work with the Luo thought of the bottom of the connection, and thus invoke a variety of unexpected resources to carry out a variety of "people" as the unit attributes of the horizontal interaction.

However, from the proposal of the promotion and explanation, Liu Old combined with five high man, it is clear from the beginning has completed the entire marketing program framework planning. Wang Group purchase, White Jay's micro-letter mall system, Wang Mobile business entrance, carving Ye's experience economy, the same uncle's micro-bo communication interaction, these into the thinking of the community, in a very flattering way, a variety of fission, interpretation of a runaway play.

Really just a Liu Dao for sell?

So lonely me, smoothed up the sleeve, on the vast ring to challenge this proposition. Perhaps no one knows me, but I know that to solve this proposition, I will never confine myself to the writing of the lines, but to surround the nature of the topic and extend more questions.

My idea is to extend the question of Liu to a more fundamental question, to peel off layers of onion skins and see what the core is. Faith in the spirit of the beholder, coupled with their own understanding of business, with me this version, and listen to my word.

Liu Old proposition is: how to use the Internet means, as well as the cost of sell Liu Dao?

Then my question comes, not excavator technology which strong, but: this marketing opened the head, spent a lot of resources, really just to sell a Liu Dao? Or, Liu to carry on the transformation of traditional enterprises, access to mobile internet, really just to sell a Liu Dao?

I think, obviously not.

Before many people see Rough selling moon cakes, through the internet means, and from the official point of view, because the use of the public-chip model, the cost is relatively low, we all feel this play is extremely, also have to learn to imitate. Can trade rashly imitation, only to see its appearance, the end can only touch the fur, do not believe to change from the media to see if you can play up.

Perhaps a little belated summary: Luo thought moon cakes play, the marketing Foundation and the real core is not the play itself, but the Luo thought this community to create the kind of organizational characteristics, this organizational characteristics behind, there is a kind of culture called values and congenial, this is the key.

So I think, Liu's proposition, may be a part of the purpose is for a moment of peach selling, but its final, Liu Dao just testing, really want to take the lead is Lenovo holdings of the good agriculture.

How to do well the construction of the marketing system of Jiahe agriculture is the fundamental problem that I come up with.

On the difficulties of Jia Wo Agriculture

Jia-wo agriculture may be a only insiders have heard of the enterprise, of course, I have some attention before this. About us, the model that it builds is the whole industry chain model of agriculture, as the lower body of this model----------------------------------------------

But now the problem is in the upper body, most of the agricultural electricity dealers, fresh electricity dealers, the upper body is another problem that bothers them, is: how to build a more benign marketing operation system? With the basis of sourcing products, able to manage and control good supply, the problem is how to sell, and continuously expand the scale, Instead of sitting on a roller coaster, you get to the top and you fall.

The upper body of this good, marketing operation system contains the marketing, shop the goods channel, customer relationship, is any whole industry chain electric business need to face the problem, so we just see, Liu old to please these five people, their respective areas and their strengths, are included in the market promotion, distribution channels, customer relations.

To build a good upper body of the business system, became my final understanding of this proposition. So then all the ideas for solving the problem are all centered around this final understanding.

The core value of good business

1 Why use this game?

I think that the small partners in the thinking community of the Luo, will certainly be able to from the channel, promotion and so on to design a lot of ideas and a lot of interesting play, this, the community's wisdom is beyond doubt.

What can be imagined is that the various schemes, big and small, may be unrestrained, but why should a plan be adopted instead of Plan B? Why would think of the C program, starting point is only based on to sell a Kiwi? Using the D scheme, just because it is mobile internet, so the cost is relatively low?

This is what I really want to emphasize a proposition key, all marketing solutions, strategy or decision-making, always to return and around a core point, this core point, is the business core value of the Good wo Agriculture.

Give a few examples to help understand. Many people know that through the Internet channel sales, can cut down a lot of channel level of costs, thereby reducing the consumption of enterprises, is not the product only need to sell on the platform of electricity business? Why does Apple have to spend so much money on such a large physical store in the business Center? is not the Internet coming, All the traditional enterprises have to put into the embrace of this trend? Have you ever seen a Starbucks coupon on a group of Americans? Have you ever bought Ikea's own official furniture on Taobao?

Understanding this to understand the rationale behind all business strategies, I think, is the core value of good business. Only under this premise, with this program, all tactics adopt what strategy and method, how to find the corresponding point.

2 Analysis of the market pattern of fresh agriculture

Back to the new agriculture, fresh fruit Market competition and the pattern, the online channel is mainly focused on several comprehensive types of fresh platform, the original life, Tuo Tuo work Club, Shun Fung optimization, etc. offline channel, that is dotted not to the point, almost no monopoly of fruit agricultural enterprises, also can be seen in the agricultural fresh industry, the status quo is indeed so high frequency , turnover fast, each family can eat a copy.

And I found that good fruit fresh, general geographical attributes are very strong, Hainan Mango, Guangdong Litchi, Tang West Loquat, Xinjiang grapes and so on. Jia-Wo as an agricultural industry chain enterprises, in addition to the most upstream of the industry chain of work, in the end play a role. In such a market pattern, relying on the concept of good agriculture, I personally think that you can play a "trade brand" concept card. In other words, the best thing to do, is not the Distributor distributor, but will each agricultural fresh products, are affixed to the value of a brand.

3 refining the value of the brand core

Jia Wo Core value of the first layer of refining, personal feel is positioned in the high-end level of agricultural fruit and food brands, a mention of good, the first few product brand keywords: high-end, from quality, fresh fruit, processed food.

An application scenario for easy understanding. Suppose the consumer through the surrounding fresh shop or online fresh on the platform to buy Kiwi, then he thought is: This fruit shop, this site to provide Kiwi should be reassuring, quality is good. If you buy it through the good old channel, just one simple, straightforward remark: Oh, this is the best Kiwi.

The geographical attributes and platform attributes are drawn out, directly to the product brand itself.

Jia Wo Core value of the second layer of refinement, Jia Wo is to establish a natural ecological nurture of the relationship between the agricultural products and people, this relationship is committed to promoting consumer awareness of agricultural products, Jia-Wo is to do a good job in agriculture, to provide high quality products. Around this layer, the promotion level, no longer bombing-style ads, replaced by the drizzle of the soil-like subtle marketing, sales level, is no longer a time-limited promotional, only sell 998 of the slogan, but highlighting the product behind the source and thinking; and so on, in short, is to emphasize the emotional experience level Rather than relying only on the spread of sales channels.

This is my understanding of the value of refining, I have always thought that the best to do is not to do with other agricultural fruits, just take advantage of a good deal, a media speculation, and bring sales, but to create a lasting, stable business marketing system.

Internet Sales channel Construction

Any interesting and valuable idea play, is spread or experience, and ultimately to the purchase channel above, consumers in the end is through what channel terminals to buy the best products. As mentioned above, excluding one-off activities, the Internet and mobile Internet are indispensable to build a continuous sales channel. For the time being, there is no way to use a more appropriate approach to the traditional channels under the line, whether the distribution or the single battalion, cost and supply chain is an unknown.

1) Moving End

I believe that finding pockets and pockets to shop, to open micro-mail and into the mall, is not a problem. Related to the basic information of the shop and commodity display is the basis, combined with mobile Internet play, there are some places to go. But it still has to be around the value of the core of good wo. One thing is questionable, initially not in favor of the independent development of the app to operate, in the brand and the user system has not been built, the independent app shop is purely reporting work, a device.

2) Web End

I never thought that, as long as the cat to the East shop is the traditional enterprise transformation into electricity business, do not think that learning to do a fan of millet community is the internet thinking. Although for a whole industrial chain model of agricultural enterprises, in the web to establish their own channels is very necessary, whether it is settled into a mature electric platform, or to create the official website.

Can have to say is, from the current visible of the joyvio.com web-side construction to see, built the Client Mall (joyviosg.tmall.com), the settled day cat (the "), seemingly accomplished, can be a little careful observation, all links, even the passing line has not reached." Spit out the official home page, Independent Mall and the cat shop, just as a student has not graduated from the design, development of the works, including the design, copy, picture processing, the slightest embodiment of the brand's core value, let alone other ingenuity of the activities.

Everything connected is a customer relationship

Whether it is play or promotion, is essentially the establishment of the target customer and the enterprise brand products of a connection, and the assumption as a sales channel only on the Internet agricultural products, enhance the target customers each time the effect and frequency, is the key. The effect, which goes into detail, can be as small as a box of color, small to the inside of a card, or even the text in the card, these details will be integrated to reflect the effect of a connection, that is, everyone hanging in the mouth of the user experience, and to reflect how the user experience, still inseparable from the brand's own core value.

In writing here, Luo thought has updated a number of small schemes proposed by community members. This kind of detail and play, like brainstorming, there must be a lot, not detailed description. I only mention a few of my own plan, the original intention of these programs, are to establish the effect of customer relationship and frequency set.

1) Jia Wo Farm

Can be made into a short video, or just a picture and text combination of Bowen, show the best in agriculture and fruit in the planting exploration, as well as the origin of the customs, regular in the micro-and official online update push. Agriculture, so that users with a unique perspective to experience the source of the agricultural drip, the feelings of the human hand. In order to enhance the connection between the enterprise and the user, suppose the user buys the frequency of the fruit can only be three months, or half a year, then through the weekly update content, close this frequency point, whether it is the corresponding brand, or product purchase.

2) to be a good landlord

It is believed that some of the platforms that have been made fresh have also thought about and carried out these similar initiatives. Let some active core members, you can apply for the claim of the origin of Jia Wo, such as claiming 100 square meters of kiwifruit industry, through the web side of the official account every day to see their own origin of the planting situation, progress, etc., such as the production of harvest, you can receive fruit on a regular basis. Can also allow the "landlord" to set up a micro-shop, to their own as the center, to their own network of the sale of Jia-wo endorsement of the fruit, let Jia-wo agent plant, holding a good brand. "Landlord" program, but also can evolve a lot of play.

3. Jia Wo Research Institute

Jia Wo Research Institute is a group of senior members of the agricultural sector has a strong interest in an organization. Yujiavo led, at a fixed point in time, in a corner of the city to carry out an online gathering to explore the agricultural fresh knowledge or good ideas, these observations and ideas will be counterproductive to the management of good agriculture. and can carry out the exploration of agricultural source of origin, the members of the Institute to endorse their own home agricultural products, the process of sharing in the network, of course, the network area also needs to have a mutual mapping of community organizations, through the Internet to connect each other. Through the Institute, to find a real understanding of the future of the agricultural development of the group, in the collaboration of Jia Wo, to jointly promote the cause.

My plan, the coverage is relatively small, the operation is relatively slow and heavy, may be my talents. However, I have always thought that a certain level of internal strength of enterprises need to cultivate, can only rely on slow work out of malt, this is not urgent. May be my talents, unexpectedly a recruit can fire all over the north and south of the play, it doesn't matter, because now who is playing "crazy guess" and "Face Meng" it?

In the eyes of 1000 of people, there are 1000 kinds of business understanding, which is my superficial understanding of the business of Jia Wo.