There are many ways of marketing, and now the emphasis is on quality and price.
Good things can never be sold, especially in the current Internet age.
I think it is a good idea for the author and friends to sell their own local products through the network platform. Now many platforms provide help in this area, such as headlines is a good platform.
Of course, their own agricultural products will be unknown in the early stage, making it difficult to attract customers. Secondly, is there a price advantage? If there is no price advantage, it will be very difficult in the early stage. The most critical issue is the logistics cost. In the early stage, because we couldn't reach a certain sales volume, we basically couldn't get the contract of the logistics company, so the freight was so high that we lost money directly.
Of course, you can also entrust a third-party platform to sell, or engage in online wholesale, such as WeChat business or some merchants in headlines, and let them help you sell, so that you can quickly digest the agricultural products of the landlord with their fame.
And some online celebrities have to do some preferential activities to attract celebrities to sell on their behalf, which is also a publicity fee in the early stage. Persuade the people who help you sell agricultural products first and let them act as your agent. Their daily sales may be tens of thousands of Jin, which is much faster than that of the landlord alone, but the agricultural products they sell must have characteristics and be real specialties, otherwise it will be difficult to attract customers.
These are my personal thoughts. I hope I can help you, and I welcome your attention. I will share some personal thoughts on a regular basis. Thank you.
Before answering this question, we must first clarify two concepts: local goods and specialty products. Native goods, that is, what we call wild goods, can also be called native goods without any artificial intervention in growth law and gene, but only if the gene of the product is natural. Specialty is a deeper extension on the basis of native products, which has the characteristics of native products, local original products and unique characteristics. For example, flat rice (a supplementary food made of glutinous rice grown in old valley by simple ancient method) is a specialty of Liping County in southeastern Guizhou, which is not found in other parts of the country. With products, the most important link is marketing. Marketing is to formulate sales ideas, also known as sales model. And sales are execution mode, refinement mode and landing mode. In fact, the sale of local products is not only its unique product characteristics, but also its sales experience, stories and feelings. Sharing a Dry Goods —— A case of flat rice sales in Yandong Town, Liping County, Guizhou Province. The executive unit is a cooperative in Liping. Potential customer orientation: Individuals or family groups who are interested in experiencing agriculture and exploring ancient agriculture, or tourists who experience farm agriculture. Product positioning: high-end gifts and parent-child products; Marketing model: farmers+cooperatives provide materials, experience timely production in the whole process, and combine online and offline marketing and publicity. With this idea, the crowd is easy to find. In order to ensure that the taste executors target the local farmers who have been producing flat rice for many years, the travel company will provide a crowd to introduce the story of flat rice. After several years of this operation, the sales revenue of flat rice in this quarter has reached about 400 thousand.
Qinnong village
Eight hours ago, Hunan Gaocheng Fire Industry Chongqing Branch documentary, the creator of agriculture, countryside and farmers.
"If a local local product wants to be produced, it must meet three conditions: the support of the local government, the unique resources, and the attention of leading figures and leading enterprises". He said that there are three main factors for the success of this major. President Learning Network has done a lot of research on some successful specialty brands, and found that these successful specialty brands have several similarities:
First, the brand positioning is accurate and the category is exclusive.
Secondly, be good at innovation and dare to break through the concept of regional characteristics. For example, vermicelli is a specialty of Longkou, but Long Da didn't say it was a specialty of Longkou, just taking advantage of the situation to market; Herbal tea is a specialty of Guangzhou, but Wang Laoji didn't say it was a specialty of Guangzhou. They played down and broke through the concept of regional specialties and made themselves successful.
Third, the marketing innovation model. The innovation of marketing model is one of the main reasons for the success of featured products, and all successful enterprises have innovations in marketing and business models.
In view of the above points, what should we do as some regional characteristic enterprises? The following President Learning Network introduces some marketing strategies for your reference only.
First, accurate positioning
Accurate positioning is the basis of establishing brands and guiding consumers' consumption. Positioning the popular point is that the brand should understand the question of "who am I, what should I do and what can I do". If a brand wants to be recognized and recognized by consumers, it must first tell consumers who it is and what it can do for them. Accurate positioning is to solve these problems. Then, in order to accurately locate specialty brands, we must first understand the following questions:
1, "Who am I" is to find out what I do and clarify my identity and status;
2. "Where am I?" Know your own conditions, advantages and disadvantages and market conditions;
3. "Where am I going" is to find my own market and define my strategic goals;
4. "What can I do" is to find out what services and products I can provide to customers and partners;
5. "What should I do" is what kind of operation mode and promotion method to try my own scheme.
Second, product innovation.
Products are the basis of marketing. Products are not only to meet the needs of consumers, but also the carrier for consumers to establish emotions with brands. Without this carrier, it is difficult for brands and consumers to have emotional connection. In fact, the process of brand building is based on product interest mining, connotation extension and product innovation. So how do specialty enterprises carry out product innovation?
1, product category innovation. The key to marketing success lies in whether category cognition can be established in consumers' minds and consumption habits can be cultivated. For example, the success of good times seaweed lies in category innovation, and he founded the category of seaweed. What is seaweed? In fact, what we eat every day is laver.
2, product mining selling point: the selling point is to give consumers a reason to consume and buy. If you are afraid of getting angry and drinking Wang Laoji, Nongfu Spring is a little sweet. These are good selling points.
3. Product refining mechanism: mechanism is the support and foundation of selling point, and the establishment of trust certification. For example, why Shengtian vermicelli is delicious because it is made of protoplasm powder, and why Wanglao herbal tea has the effect of removing fire, because it is a herbal drink containing traditional Chinese medicine ingredients for removing fire.
4. Product transformation name: A good product name is also the key to brand success. Many successful brands can prove this, such as Crystal Wine and Shede Wine. If they are still under the name of Quanxing and Tuopai, I'm afraid it will be difficult for them to sell for hundreds of dollars a bottle, and it will be difficult to succeed.
5. Product packaging innovation. In China, there are two old sayings: "Clothes make a man match a horse with a saddle" and "Goods sell for a piece of leather". In fact, these two old sayings are all about the importance of packaging. Many girls like to drink fragrant milk tea. In fact, milk tea is a very common local product in Inner Mongolia, and every household will make it. Just by changing the packaging, the product is packaged in a convenient cup, and the actual price is ten times that of ordinary products, and the market is very hot. This is that value brought by package innovation.
6. Product value innovation. In this respect, we should learn from foreign brands, such as Lipton tea and Nestle coffee. Lipton used China's specialty tea, but by providing the convenience value of tea, he sold the sum of tea sales in China. Nestle has also turned Brazil's specialty coffee into a three-in-one coffee that can be drunk at one time through convenience value, but it can be bought all over the world. These brands have achieved success through product value innovation. In addition, technological innovation and service innovation are not introduced here. Third, cultural introduction.
For today's consumers, their consumption is not only to meet material needs, but also to meet a higher level of spiritual and cultural needs. Consumers get a kind of cultural satisfaction by consuming products or trying to find their sense of belonging, pursuing status and reputation. Even associated with self-worth.
Enterprises should realize that a brand with cultural connotation can better meet the spiritual needs of consumers than a product. Cultural value is not created by the product itself, but by the abstract brand culture, and the product is only an important carrier of emotional connection. Of course, without this carrier, brand culture is difficult to connect with consumption.
Cultural introduction is mainly realized in the following four aspects: the first category of innovation; Second, establish ideas; Third, trace the source; Fourth, learn to tell stories. For example, why can Qingdao Majiagou celery buy a catty of 200 yuan? Through the above four points, input cultural connotation, apply for geographical indications to protect product marks, establish "ID card", establish China celery museum, and publish the book "Talking about Majiagou celery" to tell the story of Majiagou celery becoming a royal tribute, so that an ordinary celery can become a story (royal tribute); There are categories; Conceptual (green leaves and yellow stems, hollow without tendons, tender and crisp); There is something with culture, which is why he sells at a high price.
Fourth, the innovation of marketing model.
Business model is the key and guarantee for the successful operation of enterprises. Throughout the domestic industries, the high similarity of products and services has become an obstacle to the development of enterprises. As a characteristic enterprise, if you sell products just for the sake of products, it will often lead to a dead end in business operation. In order to develop, enterprises must jump out of the traditional management rules, change the traditional thinking mode and create a new, differentiated and competitive profit model. Why can't our chickens at Henan Daokou make duck necks in Wuhan? The reason is that the operation mode of Daokou roast chicken only stays in the traditional business model, which is conservative and lacks innovation. Wuhan Duck Neck (Jiujiu, Juewei, Zhou Heiya brand) is good at business model innovation, and takes the lead in introducing chain operation mode, so that it can quickly push local specialties to all parts of the country and make great achievements.
Verb (verb's abbreviation) centralized advantage.
Centralized advantage strategy is the magic weapon for small and medium-sized enterprises to win marketing. Concentrate advantages, do a good job in specialty and strengthen the small market. Centralized advantage strategy: concentrate the manpower, material resources and financial resources of the enterprise on the most advantageous market segments, and the scale of operation is relatively reduced, so as to obtain as much profit as possible from the best local market. So how to implement the centralized advantage strategy of characteristic products? President Learning Network believes that we can start with the following points:
1, consumption target concentration
On the basis of market research, subdivide the market, lock the target consumers, accurately distinguish them, and quickly concentrate their advantages to seize this market. For example, in good times, seaweed locks in children, early locks in buyers who see patients, and so on.
2. Product concentration
When we are serving enterprises, we find that many enterprises have dozens or hundreds of products in product development, and there is no distinction between high and low. In fact, it has been proved in recent years that good brands are promoted by the principle of product concentration at the initial stage of listing, and then many products are followed up.
3. Regional market concentration
In the process of brand building and operation, if you don't have enough strength, it is best not to "cast a net" in an all-round way, but to learn to focus on "fishing". It is best to adopt centralized management of regional markets, intensive cultivation and establish a solid base area. First of all, we should establish a strong regional brand, make it stronger and bigger, and then gradually expand.
Of course, in addition to the above, characteristic enterprises should also pay attention to the principle of centralization in other aspects, such as advertising concentration, channel concentration, promotion concentration and so on.
Qinnong village
The Documentary Creator of "Agriculture, Countryside and Farmers" of Hunan Gaocheng Fire Control Chongqing Branch
22 vermicelli 128 Zan
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First, accurate positioning
Accurate positioning is the basis of establishing brands and guiding consumers' consumption.
1, "Who am I?"
2. "Where am I?"
3. "Where am I going?"
4. "What can I do"
5. "What should I do?"
Second, product innovation.
1, product category innovation,
2, product mining selling points,
3. Product refining mechanism,
4. Name of product transformation,
5, product packaging innovation,
6. Product value innovation.
Third, cultural introduction.
Enterprises should realize that a brand with cultural connotation can better meet the spiritual needs of consumers than products, and cultural introduction is mainly realized through the following four aspects: first, innovative categories; Second, establish ideas; Third, trace the source; Fourth, learn to tell stories.
Fourth, the innovation of marketing model.
Business model is the key and guarantee for the successful operation of enterprises.
Verb (verb's abbreviation) centralized advantage.
1, consumption target concentration
2. Product concentration
3. Regional market concentration
"If a local local product wants to be produced, it must meet three conditions: the support of the local government, the unique resources, and the attention of leading figures and leading enterprises". He said that there are three main factors for the success of this major. President Learning Network has done a lot of research on some successful specialty brands, and found that these successful specialty brands have several similarities:
First, the brand positioning is accurate and the category is exclusive.
Secondly, be good at innovation and dare to break through the concept of regional characteristics. For example, vermicelli is a specialty of Longkou, but Long Da didn't say it was a specialty of Longkou, just taking advantage of the situation to market; Herbal tea is a specialty of Guangzhou, but Wang Laoji didn't say it was a specialty of Guangzhou. They played down and broke through the concept of regional specialties and made themselves successful.
Third, the marketing innovation model. The innovation of marketing model is one of the main reasons for the success of featured products, and all successful enterprises have innovations in marketing and business models.
In view of the above points, what should we do as some regional characteristic enterprises? The following President Learning Network introduces some marketing strategies for your reference only.
First, accurate positioning
Accurate positioning is the basis of establishing brand and guiding consumers' consumption. Positioning the popular point is that the brand should understand the question of "who am I, what should I do and what can I do". If a brand wants to be recognized and recognized by consumers, it must first tell consumers who it is and what it can do for them. Accurate positioning is to solve these problems. Then, in order to accurately locate specialty brands, we must first understand the following questions:
1, "Who am I" is to find out what I do and clarify my identity and status;
2. "Where am I?" Know your own conditions, advantages and disadvantages and market conditions;
3. "Where am I going" is to find my own market and define my strategic goals;
4. "What can I do" is to find out what services and products I can provide to customers and partners;
5. "What should I do" is what kind of operation mode and promotion method to try my own scheme.
Second, product innovation.
Products are the basis of marketing. Products are not only to meet the needs of consumers, but also the carrier for consumers to establish emotions with brands. Without this carrier, it is difficult for brands and consumers to have emotional connection. In fact, the process of brand building is based on product interest mining, connotation extension and product innovation. So how do specialty enterprises carry out product innovation?
1, product category innovation. The key to marketing success lies in whether category cognition can be established in consumers' minds and consumption habits can be cultivated. For example, the success of good times seaweed lies in category innovation, and he founded the category of seaweed. What is seaweed? In fact, what we eat every day is laver.
2, product mining selling point: the selling point is to give consumers a reason to consume and buy. If you are afraid of getting angry and drinking Wang Laoji, Nongfu Spring is a little sweet. These are good selling points.
3. Product refining mechanism: mechanism is the support and foundation of selling point, and the establishment of trust certification. For example, why Shengtian vermicelli is delicious because it is made of protoplasm powder, and why Wanglao herbal tea has the effect of removing fire, because it is a herbal drink containing traditional Chinese medicine ingredients for removing fire.
4. Product transformation name: A good product name is also the key to brand success. Many successful brands can prove this, such as Crystal Wine and Shede Wine. If they are still under the name of Quanxing and Tuopai, I'm afraid it will be difficult for them to sell for hundreds of dollars a bottle, and it will be difficult to succeed.
5. Product packaging innovation. In China, there are two old sayings: "Clothes make a man match a horse with a saddle" and "Goods sell for a piece of leather". In fact, these two old sayings are all about the importance of packaging. Many girls like to drink fragrant milk tea. In fact, milk tea is a very common local product in Inner Mongolia, and every household will make it. Just by changing the packaging, the product is packaged in a convenient cup, and the actual price is ten times that of ordinary products, and the market is very hot. This is that value brought by package innovation.
6. Product value innovation. In this respect, we should learn from foreign brands, such as Lipton tea and Nestle coffee. Lipton used China's specialty tea, but by providing the convenience value of tea, he sold the sum of tea sales in China. Nestle has also turned Brazil's specialty coffee into a three-in-one coffee that can be drunk at one time through convenience value, but it can be bought all over the world. These brands have achieved success through product value innovation. In addition, technological innovation and service innovation are not introduced here. Third, cultural introduction.
For today's consumers, their consumption is not only to meet material needs, but also to meet a higher level of spiritual and cultural needs. Consumers get a kind of cultural satisfaction by consuming products or trying to find their sense of belonging, pursuing status and reputation. Even associated with self-worth.
Enterprises should realize that a brand with cultural connotation can better meet the spiritual needs of consumers than a product. Cultural value is not created by the product itself, but by the abstract brand culture, and the product is only an important carrier of emotional connection. Of course, without this carrier, brand culture is difficult to connect with consumption.
Cultural introduction is mainly realized in the following four aspects: the first category of innovation; Second, establish ideas; Third, trace the source; Fourth, learn to tell stories. For example, why can Qingdao Majiagou celery buy a catty of 200 yuan? Through the above four points, input cultural connotation, apply for geographical indications to protect product marks, establish "ID card", establish China celery museum, and publish the book "Talking about Majiagou celery" to tell the story of Majiagou celery becoming a royal tribute, so that an ordinary celery can become a story (royal tribute); There are categories; Conceptual (green leaves and yellow stems, hollow without tendons, tender and crisp); There is something with culture, which is why he sells at a high price.
Fourth, the innovation of marketing model.
Business model is the key and guarantee for the successful operation of enterprises. Throughout the domestic industries, the high similarity of products and services has become an obstacle to the development of enterprises. As a characteristic enterprise, if you sell products just for the sake of products, it will often lead to a dead end in business operation. In order to develop, enterprises must jump out of the traditional management rules, change the traditional thinking mode and create a new, differentiated and competitive profit model. Why can't our chickens at Henan Daokou make duck necks in Wuhan? The reason is that the operation mode of Daokou roast chicken only stays in the traditional business model, which is conservative and lacks innovation. Wuhan Duck Neck (Jiujiu, Juewei, Zhou Heiya brand) is good at business model innovation, and takes the lead in introducing chain operation mode, so that it can quickly push local specialties to all parts of the country and make great achievements.
Verb (verb's abbreviation) centralized advantage.
Centralized advantage strategy is the magic weapon for small and medium-sized enterprises to win marketing. Concentrate advantages, do a good job in specialty and strengthen the small market. Centralized advantage strategy: concentrate the manpower, material resources and financial resources of the enterprise on the most advantageous market segments, and the scale of operation is relatively reduced, so as to obtain as much profit as possible from the best local market. So how to implement the centralized advantage strategy of characteristic products? President Learning Network believes that we can start with the following points:
1, consumption target concentration
On the basis of market research, subdivide the market, lock the target consumers, accurately distinguish them, and quickly concentrate their advantages to seize this market. For example, in good times, seaweed locks in children, early locks in buyers who see patients, and so on.
2. Product concentration
When we are serving enterprises, we find that many enterprises have dozens or hundreds of products in product development, and there is no distinction between high and low. In fact, it has been proved in recent years that good brands are promoted by the principle of product concentration at the initial stage of listing, and then many products are followed up.
3. Regional market concentration
In the process of brand building and operation, if you don't have enough strength, it is best not to "cast a net" in an all-round way, but to learn to focus on "fishing". It is best to adopt centralized management of regional markets, intensive cultivation and establish a solid base area. First of all, we should establish a strong regional brand, make it stronger and bigger, and then gradually expand.
Of course, in addition to the above, characteristic enterprises should also pay attention to the principle of centralization in other aspects, such as advertising concentration, channel concentration, promotion concentration and so on.
First of all, we must have local characteristics. It is suggested that the government help to promote the best results, and at the same time apply for trademarks online and offline.
With the advent of the 5G era, live broadcast is definitely the general trend, and people believe that seeing is believing, and live broadcast can show the face of agricultural and sideline products most intuitively. With the introduction of the anchor, it is more vivid, so personally, live broadcast is the best way to sell agricultural products. Nowadays, many star big coffees are also broadcasting live with goods, relying on their own fans to accumulate and earn considerable income.
Rural native products vary according to the local natural environment. The marketing of local products should highlight the local flavor and fully display the advantages of local products.
The first is to highlight ecological and environmental protection. Rural areas are always far away from pollution sources, especially in Lincang mountainous areas, where the ecological environment is good and the specialty products are green and pollution-free, which is a selling point.
The second is to pay attention to the original flavor. Reflect the local flavor and show the real natural characteristics of specialty products.
At present, most rural areas mainly grow grain. To grow rice, first of all, the production cycle is relatively long, and the capital withdrawal is relatively slow. More importantly, it is restricted by natural climate, such as throwing fertilizer, water and seeds. Any link that goes wrong will cause serious losses, so the geographical environment is very important. Suburbs on the edge of the city can be planted in protected areas, but the investment is also great and the risk is great.
But also need professional technology, but one thing, the most important thing is zongzi, waxy corn, seeds of different periods. It is still difficult to ensure that corn can continue to be listed and get good returns. The operation is relatively simple, the management is convenient, and the benefits are convenient. First, the organic ecological zongzi is in the countryside, with good mountains and water, fresh air and fertile soil.
Even if there is, it is difficult to meet some standards of rural organic products. If you can meet these standards, you can sell agricultural products online. I saw a live broadcast some time ago and sold 40 thousand earth eggs in five minutes. This is a miracle. Today, with the development of internet, this phenomenon is not surprising. If you engage in activities casually, the sales of those earth eggs are very large, and the rural people actually have nothing.
Sales will inevitably attract people's onlookers. Nowadays, most of them are mainly singing and dancing in the live broadcast, but it is still relatively rare in the live broadcast. It is said that a farmer's uncle is broadcasting live and selling some agricultural products. I think this still has some selling points. Internet, especially what many people think is fake, but if there is a farmer's uncle, how can he come and talk about live broadcast? How can he grow this agricultural product? How did you eat? Health will be better, I believe some people will come to see it, so I think there will still be sales.