Digital technology as a support to "people, goods, field reset" as the core concept of the new retail era has fully opened.
In the new era of retail, how to create agricultural enterprises adapt to change, the ability of the new high-end premium brand of agricultural products?
Blue Lion Liu Yichen Agriculture brand marketing agency believes that to build a new high-end agricultural products, we must firmly grasp the three elements of the new changes in the retail people, goods, farm, systematic upgrading of agricultural products in order to achieve the brand's evolution, so that agricultural enterprises embrace change , winning era.
人：新中产主义是新零售时代农产品品牌创建的第一思维
The so-called reset yard man, who is the premise of change.
In the past quite a long time, people buy basic agricultural products to housewives, the pursuit of cost is king. Price timeless, but in the new retail era, with people buying patterns, purchasing power, cultural awareness and changes in the expected purchase, cost-effective connotation has undergone earth-shaking changes.
The essence is the rise of new middle-class people to facilitate this change. Data show that the number of China's new middle class population has more than 200 million people, the body around the age of 20-35 years, mostly highly educated, Internet, mobile terminals loyal fans. The average annual household income of over 200,000 yuan economic strength, so that the new middle class and traditional consumer stark contrast in the consumer index.
Specific performance value streams, technical control, aesthetic love three characteristics.
The core value stream performance of the new middle class is worth far more than the requirements of price-sensitive. Quality of agricultural products not only to earth, they have to sell more need to present cultural sense of belonging, Chu orange, white river and some other products is proactively seize new middle value stream characteristics, which won in brand building opportunities.
More technical control performance of new products in production technology have a sense of love, not only in black popular science and technology industrial products in the new middle-class populations, such as logistics network such as agricultural science and technology is also able to stimulate new middle trust. Blue Lion customers Xingcheng turbot precisely because of the development of two-dimensional code tracking system only has to pry open the Sam's and Wal-Mart KA door, got a new middle class pursuit.
Relative Value introverted and technology, aesthetic love is reflected in a new production of "Yan value control" tendency, this does not mean to be petty, to be fashionable, but can realize the value of the face of the mountain plain sister on the performance of the United States, white-collar workers can tide a little, if the old products can to please people with intellectual.
It is also because of this new middle pursue internally and externally, to force the height of grid consumption characteristics, to achieve a premium brand of agricultural products, we must get rid of traditional marketing, product to product, he said, desperately say their health, ecology routine, enable new high-tech agriculture + culture + small but beautiful shape formula, so that the new middle class saw healthy ecological agricultural products exclusive new retail era, which is willing to pay the price.
货：不仅要差异，更要个性和服务。
Strictly speaking, the change is a change in people's goods as a precondition.
The traditional differentiation and not out of date, any age can cause relative scarcity always premium.
But in the new era of retail, the difference is a basic, mainstream way only personalized products and services to enhance the value of is.
The so-called personalized, is aimed at people new middle tailored user-friendly communication system, which may be additional techniques previously described, it can be an IP, an experience or a ritual.
Personalized and differentiated difference is that the former is acting on the product itself, personalization is acting on the people, the role of perception. Urbane Duck proposed a "product strength is king," the communication system, every dish was both rich sense of the ceremony, so that users spheres had a profound experience that would like to become a fan of this kind of personalized performance, which is what products personalized communications at work.
In the new era of retail, because the new middle-class experience for those seeking the relative individual performance, the service itself has become a part of the product of force. In this regard, sea fishing is the best case. Just to really create differentiated agricultural products + + personalized service of a premium product strength, should not be bent, bowed his head to do service, age one hundred twenty-three high degree of integration of production, how to make games based on the product, to create depth of experience, so as to agricultural products provide premium support, comes a new era of retail, agricultural product prices high premium power reengineering the right path.
场：谁把握了渠道关系 谁就称王
In the past for a long period of time, to achieve premium agricultural products, to build a new high-end, the most important measure is to take special channels gift, monopoly.
So far, these channels is still one of the main channels of high-end products, but is different from the past, with a new era of retail, channel sales model is complete change of system.
In the past, whether it is mainstream or will KA special drainage channels, product sales model of relationship marketing is weak, at best, is to do so on static display sales force, plus a number of activities such as configuration, forming a pin force, the relationship between the product and the user most of the time It lost contact in the state.
But with the rise of digital technology, the rise of the new middle class, with channels + community and APP, applets, and community fragmentation buy channel community as the core, is becoming the new mainstream.
Such channels due to changes in user channels fragmented state, community, allowing users to produce products with a strong relationship between the value of the brand and the user first twenty-four hours online form intimate contact, so long as a suitable strengthen the value of social communication content output, complemented by red envelopes, and other activities, the added value of the transaction can be done virtually, and this is the right path through the channel to enhance the premium product.
Of course, whether through channels, or through the product or will meet the needs of the people of exclusive premium products to enhance the formation of new high-end products, is an irrefutable law, three elements of people, goods, the field is not fragmented, but Trinity unaware of the existence, in terms of the elements of a breakthrough, the job must be systematic, systematic output. Only by allowing users to feel value for money, high-value products in order to win a lasting place in the market and win era.
About the author: Liu Yan, a word Chen, chairman of the Agriculture Blue Lion brand planning agencies, one of three brothers Chinese new agriculture, Agriculture brand planning experts. "Agricultural product brand mnemonics" founder, many years to the study and practice of Chinese agricultural products brand planning, created a polymerization corporate strategy, brand building, product line development, brand management as one of the "brand mnemonics", created a Chinese agricultural marketing the new perspective, China's agricultural products to upgrade the brand's creative engine, with a large agricultural brand series of books of "rice should be sold that way", "agricultural enterprises should be so dry." On the interaction of micro signal: lanshi99; Public number: lanshiCH.