Macro perspective, from policy support to the reform of the supply side, to the consumption upgrade, new retail electricity supplier social, economic community, each one related to agricultural products, agriculture seemed to have in the outlet center, has been living in Rijindoujin , the day rich side.
From the micro perspective, walked most of the agricultural enterprises, agricultural entrepreneurs generally demands that business increasingly difficult. Changes in consumer tastes, change channels, competition has become fierce, low value-added agricultural products, this Italian thin, long operating cycle, companies have been in how to increase sales, improve profits and worry.
Outlet is inaccurate or agribusiness operators have a problem?
Marketing planning at the Blue Lion brand Agriculture Wei Wu seems, there is no off-season market, only the off-season thinking, more opportunity, have to seize the opportunity because as the face of the current era of dramatic change, only the innovative use of agricultural enterprises " 661 profit mode "in order to truly embrace change, open space for corporate profits, win this diverse new consumer era.
Agricultural enterprises operating straitjacket product single way of thinking thin profit
Blue Lion operating as a new model based on a new era of research and development of agricultural enterprises, 661 profit model includes six major profit path, six earnings method and a mastery of the new model, overcame its maximum agricultural enterprises operating in the acquisition of products, thinking and profits on unity.
Product unity, mainly refers to land property agricultural enterprises as the core of the operating characteristics. From the traditional business model perspective, rice rice business operations, business operations snack red dates, nuts and not wrong, but with new retail and consumer upgrade this product singleness business model in a way detained creative enterprises operating path, confined space corporate earnings, so again become porters nature dependent on the weather, into the consumer market of fierce competition in the Red Sea on the nature of agricultural enterprises.
Thinking to the product, operating from a single product is essentially agricultural enterprises generally thought to reflect the reality of the way. The so-called one-way thinking, means of agricultural commodity prices in general to the packaging of the final product operational thinking. Specifically, any one of the agricultural enterprises, from the resources, to establish a base, to farmers and the government to deal with, but also the purchase of equipment, construction of the plant, it can be said, though small, perfectly formed, land, public relations, capital and consumption the various types of assets everything, but no matter how many assets formed the core of goods is only one: the product on the table. On the surface, it seems that all colleagues, all agricultural enterprises are so dry, there is no problem, but careful analysis, Jiaotu still need three caves, when put all eggs in one basket, directly led to the sharp increase in agricultural enterprises operational risk the face of homogenization of competition, especially weak at a larger body mass competition.
This reflects the weakness concentrated in the thin of profit. Because no matter how much resources behind, standing in front of the stage only a bag of products, selling products, the company is good; sluggish sales, the company is not good; this single line, no operational structure of the business model, resulting in the face of strong competition when, companies can only cut prices to maintain a sense of presence in the market by small profits, but also gave birth to their survival difficult, day care dilemma sales, profit care.
Because of this thin profits, way of thinking, a single product operations dilemma, agricultural enterprises must Qiongzesibian, can not stay in a rut, we must actively embrace the "661" profit model, so that agricultural enterprises on a broader platform for the times, create their own unique business model.
661 decentralized mode to speed earnings
661 model is fundamentally a retail face of new, split up the times of consumption upgrade, and then integrated into a profitable method, the principle is "every business operator can become part of the product", including products, technology, brand, producing, equity, profit membership six paths, each path has exclusive unique method profit era, the final six paths merge into one, forming a unique top-level design.
First, let me profit and earnings path method -
One of the six profitable path: to sell products make the difference.
On the surface of the path and the path is no different traditional operators, but the face of the current era of consumer sovereignty, except that earnings method: customization.
From a practical point of view Blue Lion, including two custom-profit law, the personalization and customization group.
Individual customized Case: One product acre Royal Majesty field. As land crowdfunding product, through its high-end business people meet individual needs, the product no longer the traditional rice, and becomes organic selenium-rich rice + duck + exclusive tourism product to protect the honor of the black earth, and through networking and other online technology is considerable, plausibility, although a product value of 10,000 yuan, still should be gathered to complete the maximization of profits.
Custom group is relatively small minority is exclusive to create value, like white river, Lidu wine, or value system by young wine, or by scene depth marketing experience, hold up the difference space, so different from traditionally, to achieve "a small minority of onlookers detonated," a unique product post profit model.
6 large profit path of the two: to sell technology to earn service fees
With respect to the sale of products make the difference, to sell technology to make the service fee is a new profit model.
Blue Lion customers Jiangxi Jintian Group, the surface is selling rice, but the real point is not that profitable to sell rice, but through their own bases of standardization, technology and intelligence, developed a unique technology system.
By providing technical support to farmers, to realize their profits.
Specific profit method is platform. The core is APP. Concrete steps that will design their own technology into products, all put on the sale of APP, when farmers need sow, on the purchase of rice transplanter, if necessary harvest, buy harvesters services, so from species to collect, each link has technical support, to achieve a new model of technical profitability.
In fact, the Blue Lion another customer Heilongjiang times Fung Group have also been sold in soil testing technology, precisely because of this unique technology services, so that times of abundance has developed a unique model output + technology products and services, has become the farmers in Heilongjiang owned session leader.
Three of the six major profit path: brand standard output earn profits
In the FMCG sector, the beauty industry, which is already very mature profit model, but in the field of agriculture, is always the lack of success of the practitioner. Whose underlying principle is that branded products in agricultural enterprises operating in the process, by summarizing the operations specifications of its own brand, a unique closed-loop profitability standards, and such standards as a product to sell, service, "the highly innovative entrepreneurial public," the tide of the times .
Specific profit methods of joining.
After a successful three squirrels, it is by way of joining, opened at squirrels line shop, which form an integrated capital. Blue Lion five permanent members of some customers, after years of operation, has also created a brand as well as the basic standard mode single-store profit model, is gradually complete the process of joining. In view Wei Wu, joining of the future will be the most important agricultural enterprises profit model, worthy of attention.
6 large profit path of the four: the value of sales areas make up award
The competitive nature of agricultural products are competitive areas, mostly agricultural enterprises also know that stressed areas, but mostly not as profit model. Relatively speaking, the Blue Lion customers Dalian Jin Ma Group has done a useful test, and achieved remarkable results. 2015, Kingma after the Blue Lion and cooperation, the Blue Lion to design a line "regional brand + brand" two-lane operations, based on the areas line, Kingma cooperation with the Jiamusi government staged a "go Jiamusi rice into Dalian "and other activities, so that the success of state 400 yuan rice become explosive materials, but also get a huge amount of funds from the Jiamusi city government.
From this perspective, method of producing profitable to sell to make money is: integration of resources.
At present, all over the region are engaged in a common brand, the hands of the government to promote the rewards and subsidies, if agricultural enterprises vigorously promote "regional brand + brand" profit model is entirely possible through the integration of regional governments, product profitability and achieve profitable double extension services path, without having to be tied to the product, ignoring the "for-profit support." government can give agricultural enterprises
6 large profit path of the five: earn money equity proliferation
Whether or Blue Lion customers Shami One product acre Royal Majesty field, not just sell products, but from the outset the project demutualization, realize tied to consumers, the formation of "a group of people of one mind one thing," the integration effect, so that project operators can Many hands make light.
Specific profit is: consumption of equity.
Of course, here not only refers to consumer users, including all participants, by diluting the stake of the means of gambling agreement, not only to sell products, but to sell the enterprise to ensure profitability.
In fact, coffee is also fortunate Swiss equity operations master, but with respect to the Swiss Fortunately, agricultural enterprises but also to ensure the profitability of their products, so that the equity market and a virtuous cycle of operations, to ensure sustainable profitability.
Six of six major profit path: absorption members do continue to profit
With the consumption of sovereignty, Layered value of future membership economy will be one of the largest outlet, therefore, agricultural enterprises can not just sell products, but to consciously create member data products.
As mentioned above, the Swiss coffee fortunate Ye Hao, three squirrels worth mentioning, its greatest asset is not a coffee machine, not a snack, but consumption data, consumption data so that they have an attractive financial capital, with the power of sustainable development.
From this perspective, the profitability of the method is the path to profitability: product of consumption data.
From the present situation, every agricultural enterprises will have a large number of annual consumption, but these data are all lost contact, or that have not been finishing, no system, so only promote membership, allowing data to form products, agricultural enterprises profitability is more evergreen.
1 to 6 was melt 1, a top-level design-time transactions with a combination of continuous trading.
Blue Lion brand in the agricultural marketing agency Wei Wu opinion, this is a consolidation of the times, it was an innovation of the era, only the above six major profit path, 6 large profit method to integrate form suitable for their own top-level design, path and path compounds, methods, and methods of collision, in order to form a "from selling products to selling enterprise" from "resources become assets, financial assets become" a unique business model that allows agricultural enterprises to do more than a one-time deal, but has sustained gains , agricultural enterprises can really get rid of the dilemma now operating fully embrace this new retail, consumer upgrade era, back into the attack and defend, so as not to sales, profit worry, evergreen, sustainable development.
About the author:
Wei Wu: agriculture, general manager of Blue Lion brand planning agencies, one of three brothers Chinese new agriculture, Agriculture brand planning experts. Over the years the brand has been committed to the modernization of agricultural research and practice, cross-border integration FMCG, health care products, food and beverage industry experience and more; to create a "both make money and valuable" as the center of a collection of brand strategy, brand positioning, product innovation force , channel reorganization, as one of the three-dimensional propagation heart network marketing rules. For the construction of one hundred agricultural enterprises on business models, brand development strategy, and guide agricultural enterprises from commercial distribution, team management, user experience, precision marketing, landing four dimensions execution.
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