The nursery stock supermarket under Zhongshan Date Palm Landscape Engineering Co., Ltd. has been built from Guangdong to Sichuan. Speaking of starting a business eight years ago, general manager Wang Lushen was deeply touched. The market is changing at any time, and a little slack will lag behind. ?
In 2005, few people produced container seedlings of trees in Zhongshan. Wang Lu took the lead in producing and managing forest container seedlings, and built a seedling supermarket in that year, mainly selling forest container seedlings ranging from DBH 8cm to 15 cm, with more than 200 varieties. Supermarket business was very good that year.
In 2006, Wang Lu encountered a problem: the annual operating profit was rather meager, and its performance declined rapidly. Because there are many competitors, his 300-mu base has more than 200 varieties, which is equivalent to only 1.5 mu for each variety, and it is impossible to form a scale, so the price advantage is naturally impossible.
In 2007, he began to adjust the varieties, and finally only three categories were left: cold-resistant palms, flowering trees and new varieties. ? These three products are all needed by the engineering side, and I can also increase the output of these three products after slimming down, thus producing scale effect. ?
According to his thinking,? Dates and coconuts? Has jumped out of the misunderstanding of low-price competition. In some varieties, it has even formed a strong market discourse power.
Chen Yuchu: A little knowledge makes a good business plummet.
Chen Yuchu, director of Hangzhou Tianjing Aquatic Botanical Garden, is definitely a famous wrist figure among domestic aquatic plant producers. However, he still remembers a small mistake many years ago: an oversight delayed sales for half a year. ?
In 2003, Chen Yuchu made a great event: the West Lake greening project was invited for public bidding, and he successfully won the bid for water surface greening with a total area of 400,000 square meters. Construction started on April 28th of that year, and1October 10 was opened to the public. Chen Yuchu fought for five months, which was successfully completed and received rave reviews.
After success, Chen Yuchu, who is in the engineering industry, is very optimistic about the prospects of aquatic plants. The base was built in 2004 100 mu. ? At that time, I thought, I am very clear about the engineering routine of aquatic plants, and I am also very good at the production and maintenance of aquatic plants, and the business will definitely be hot. ?
However, in 2005, when Chen Yuchu's aquatic plant output was still quite large, the market suddenly became unsalable. ? In March and April, many engineering companies came to ask for goods, but in May, there were no guests. ? At that time, Chen Yuchu was also confused and decided to wait and see. This wait is half a year, and by June 10, business is still not improving. In order to expand sales, worried Chen Yuchu went to Jinhua to attend the National Seedling Expo that year.
At the Miao Fair, he met several brokers in Xiaoshan Huamucheng. After a deep chat, Chen Yuchu suddenly realized the reason for the slow sales. It turns out that in March and April, customers were local engineers. After the spring, there was little water greening in the local area, so of course I didn't buy seedlings. Engineers in other areas don't know about Chen Yuchu's nursery. Many people want aquatic plants to go to flower and tree markets around the country to find brokers and brokers to adjust goods. Chen Yuchu had never contacted these brokers before, so naturally no one asked him for goods.
Chen Yuchu immediately established contact with an agent specializing in aquatic plants. The following year, the business was really booming, and now he has begun to concentrate on production, and the base area has doubled. ? If I hadn't woken up and changed the sales channels in time, I wouldn't be here today. ?
G: Too lightly, too cautiously, and lost the big business opportunity of recommendation.
Dongying, Shandong Province is a new city with less than 30 years, and there are few native tree species. In 2000, in the early stage of the garden construction, Sheng Da Group Company introduced a large number of domestic and foreign seedling varieties in order to find suitable varieties, many of which were recommended by plant experts. Nevertheless, few varieties can really adapt to Dongying environment, and many seedlings have died. At this stage, the introduction fee and maintenance fee of Shengda were all wasted, and the loss was not less than 2 million yuan.
After the introduction brought huge losses, Gao, the manager of Shengda University, began to be quite cautious about the introduction. In 2003, many practitioners recommended Photinia rubra to him, but he thought that the cold tolerance of this variety might be problematic. The company gave up this variety without cold tolerance test.
By chance, Gao saw Photinia rubra in a local unit park, which grew well and had bright red leaves. Later, I learned that this project was contracted by a local company. Gao said with regret:? At the beginning, if some experiments were introduced, perhaps the first bucket of gold in Dongying Hongye Photinia would be available. ?
Frankly speaking, excessive caution and relaxation will cause losses to the introduction. The selection of new varieties must be combined with reality, so as to seize the opportunity and avoid paying unnecessary costs. It is a good choice for small and medium-sized nurseries to introduce new varieties in order to seek a new way out and realize dislocation competition. Just like when Photinia rubra was fired, many small enterprises in Jiangsu and Zhejiang seized business opportunities and made high profits. Industrial upgrading and enterprise development must bear in mind the passivity after blindness.
Viewpoint: The varieties are good, and it is the last word to keep up with the promotion.
It is really not a simple matter to have good things in hand and let the market know and recognize them quickly.
In the field of seedling production, many people play with varieties. We can often see some new faces in exhibitions, newspapers and the Internet. In the brochures issued by enterprises, the ornamental and adaptability of new varieties have been hyped up, but few of them can finally gain a foothold in the market.
A good variety does not mean a good market. There are many kinds to play. Play it? More. Frequent cases of product promotion failures reveal a common problem: many entrepreneurs hide their treasures, but they never show their own value.
In fact, product development to promotion is a systematic project. Promotion is a necessary means, but the most important thing is whether the application market gives this variety opportunities and opportunities. If we are not sure about this key link, it will be difficult to promote varieties. This is precisely why everyone has the same variety in the nursery, but there will be completely different management results.
Jiang Yongfa: The best introduction policy is to leave enough time for trial planting.
Speaking of Hongfeng, many people in the industry will think of Jiang Yongfa and his Xiaoshan Ningwei Yingyi Flower and Tree Bonsai Farm. ? We have been introducing new varieties at home and abroad. Because of radical introduction, we have lost more than1million. ? Jiang Yongfa said regretfully.
Six years ago, he went to Australia to inspect Melaleuca, and found that it was really ornamental, so he introduced some seedlings and started the wintering experiment. On a warm winter in 2002, he built a small arch shed. The next spring, he found that the effect was good.
? At that time, I thought there was no problem. In order to seize the opportunity, I expanded more than 200 acres at once. However, in the winter of 2003, the temperature was so low that the seedlings of Melaleuca grandiflora could not overwinter in the open field, and freezing injury and frostbite sometimes occurred in various artificial protection facilities. ? Jiang Yongfa said.
So will the next two years. Every year, a lot of manpower and material resources are invested to build winter protection facilities for Melaleuca. Nevertheless, there are still many seedlings that can't survive the winter. In 2006, Jiang Yongfa finally reluctantly cut the meat and gave all the remaining Melaleuca gold from the 200-mu planting base to a Guangxi customer at a low price of more than 200,000 yuan. ? Calculate the labor cost, maintenance cost and other expenses invested in Melaleuca Gold in that year, which has already exceeded 6,543,800 yuan. ?
Afterwards, Jiang Yongfa summed up the lessons of failure: the best policy of introduction is: we must set aside time for trial planting and observation, and at the same time plant and expand as little as possible. ?
Lou Feijun: Lighten your enemies and let the tens of millions of orders you get fly.
? Brokers are bound to make mistakes. My mistakes come from luck. ? Lou Feijun, manager of Changzhou Tiancheng Landscape Co., Ltd., one of the top ten seedling brokers in China in 2007, said.
At the end of 2007, Lou Feijun reached a verbal intention with the person in charge of an engineering company in Jiaxing, Zhejiang Province: to provide seedlings for a key project of the company. This big business will bring tens of millions of yuan in sales to Lou Feijun, so don't worry about the sales in the first half of 2008.
On the 29th of the twelfth lunar month, Lou Feijun received a phone call and asked her to go to Jiaxing to attend the project meeting immediately. ? It snowed heavily and the road was difficult to walk. My driver is not here, so I have to drive by myself. I don't think it is a problem not to go this time. Anyway, I have reached a verbal intention, and I will be responsible for the procurement of seedlings next time I go to this project. So I didn't go. ? Lou Feijun said.
However, what happened afterwards was beyond Lou Feijun's expectation: this big bill had been spent in his home. ? Now that I think about it, there was something wrong with my mentality at that time, but I didn't cherish the present opportunity. ?
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