Chapter 99 Marketing System
Zhao Hua is indeed telling the truth.
Sennis and Syngenta are both leaders in the global vegetable seed industry.
Among them, Sennis is the world's largest professional vegetable seed company, headquartered in the United States.
He is also the current leader in the domestic vegetable seed industry,
It has sales offices in many domestic cities, research farms in Beijing, Shandong Province, and Guangdong Province, and a logistics and processing center in Beijing.
Syngenta Seeds (Beijing) Co., Ltd. is a joint venture subsidiary of two Fortune 500 companies. It is second only to Sennis in the vegetable seed industry.
What needs to be particularly pointed out is that both companies have brand advantages and complete marketing strategies and sales networks, as well as the Fortune 500 backgrounds behind these two companies.
Currently in the agricultural field, this is a symbol of strength and quality.
Zhao Hua has been engaged in seed distribution for so many years, and has been in contact with seed companies in Europe, America, Japan, Korea, and domestic Hong Kong and Taiwan.
After these foreign-funded seed companies entered the country, they successively established breeding research and development bases.
We are also working hard to find China's local resource materials and local talents for research and development, and combined with abundant foreign resources and advanced technology, we are continuously developing excellent vegetable varieties suitable for domestic cultivation.
In the field of pepper, the market share occupied by Japanese and Korean seed companies is increasing year by year.
In the field of sweet peppers, European and American companies such as Syngenta, Sennis, and Rijk Swann have carved up the domestic high-end market.
After the call with Xie Fanglin ended, Zhao Hua smoked a cigarette alone.
a long time.
Then he told his subordinates: "Book me a ticket to Jiuquan."
Zhao Hua decided to go to the scene to understand the situation.
When they first entered the country, multinational seed companies such as Sennis and Syngenta were just manufacturers, and their products were mainly sold through intermediary agents like him.
But in recent years, these large enterprises have gradually built their own marketing systems.
Competition among dealers is also becoming increasingly fierce.
The average gross profit margin has dropped to 8%.
So, it is not only seed companies that are looking for good distributors.
Most channel dealers are also looking for better products to create profits for them.
……
Jiuquan.
The scorching heat has quietly cooled down, but the heat of Tianjiao 1 in the northwest region has not dropped yet.
In the pepper seed production base in Yuhe Village,
the bright red pepper fruits are like balls of burning flames, blooming with dazzling light.
The scene of the harvest is picturesque.
The pepper seeds have matured normally and were picked in time and transported to the Gobi Desert to dry. They look like a sea of red, like a red carpet spread on the ground, which is spectacular.
Farmers in Yuhe Village are drying, sorting and bagging the harvested peppers.
Then it was transported to the processing plant of Tianhe Seed Industry.
Yin Xiaobing, who came from Shazhou Seed Industry, directs the operation of the production line.
The pepper seeding machine takes out the seeds, rinses the seeds and impurities with clean water, and dyes or coats them after rinsing.
In the conference room of Tianhe Seed Industry.
The middle and high-level management staff are all here, and a thick stack of information is placed on everyone's workstation.
The cover page of the information reads: Tianhe Seed Industry Marketing Strategic Plan.
Yan Qun flipped through it, and there were more than fifty pages of information in total.
Soon, Guo Yang walked in with a middle-aged man in his forties. The middle-aged man had obvious hair loss on his head, leaving only very light hair.
Yan Qun knew the visitor, Qu Yang,
who was originally the product director of a multinational seed company and was mainly responsible for the introduction, screening and market strategy of new products.
Half a month ago, I changed my job and came to Tianhe. He serves as deputy general manager, on the same level as him, in charge of sales and marketing planning.
Qu Yang stood in front of the exhibition board in high spirits, exuding full of passion.
Started his first performance.
“No matter how large an enterprise is, it is impossible to meet all market demands. Only by accurately selecting the target market can an enterprise give full play to its own advantages.”
“Currently, Tianhe’s strategic crops are Chili peppers and bell peppers. ”
“Based on Tianhe’s basic situation, the national market is currently divided into three categories: A, B, and C. ”
“Category A must guarantee the market. It must be absolutely occupied and not give any chance to competitors in terms of products, image, channels and prices. Currently, there are only two places in Long Province and Xinjiang Province, among which Jiuquan, Zhangye and Shihezi are the key points.”
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"Category B will definitely capture the market. Shandong, Hebei, Zhejiang, Yunnan, Hubei, Guangdong, Henan, Fujian, Sichuan, Qiong, Heilongjiang, Guangxi, and Jilin are Category B markets. These regions already have considerable market foundations and are also emerging Vegetable planting base is a market that the company needs to explore. "
"Category C, random market. It belongs to the C category market. It adopts the strategy of purchasing when customers have cash. There is no need to invest at this stage. More manpower and material resources.”
“In the A and B markets, implement an in-depth distribution strategy, reduce the number of distributors, increase the proportion of direct sales, and increase profit margins.”
Paused, etc. After everyone digested it, Qu Yang continued.
“Ultimately, Tianhe’s distribution system does not have provincial general distributors, but only regional exclusive distributors. There are also no county-level distributors under the region, but township-level exclusive retailers.”< br>
"The company has set up offices in each region, and the office manager is responsible for the sales and marketing work of the entire region and assists regional dealers in their sales work. There are 3-5 salesmen in the office, and each salesman is responsible for the retail sales in their respective jurisdictions. "
......
"Rural areas are a special market. Due to the asymmetry of information, rural consumers have high loyalty and a strong herd mentality."
"When placing TV advertisements, choose local TV stations, preferably county and township-level TV stations. The main reason is that 90% of rural areas currently cannot receive cable TV. Local TV stations have low advertising costs and can advertise for a long time and broadcast at the same time. High frequency. ”
“The focus of the promotion is reduced investment, high yield, disease resistance, and high returns per acre.”
Qu Yang emphasized again,
“High profits have always been the theme of publicity.”
“But the most critical issue in marketing is profit, and every office must predict breakeven. Sales. ”
“Those multinational seed companies also developed from very small companies, and they have developed to their current level because they focus on profitability.”
Qu Yang said roughly. for nearly two hours.
From the analysis of the characteristics of the consumer market and purchasing behavior to the determination of target markets and strategic market selection,
then, product strategy, pricing strategy, channel strategy...
Even the rating selection and service of channel providers The management assessment of the office, the selection and training of business personnel, etc. were all explained in a simple and easy-to-understand manner.
After the words were finished,
there was warm applause in the conference room.
Yan Qun also secretly admired,
After Qu Yang came, the adjusted marketing plan and system were not eye-catching, but they were very reasonable.
Every aspect has been considered.
However, for any product, developing any new market is much more difficult than maintaining an old market.
Any market needs to be cultivated.
For vegetable seeds, market cultivation requires a lot of time and money.
What's more, Class A and Class B markets still implement in-depth distribution strategies, which is destined to require more efforts.
But Yan Qun looked at the boss sitting next to Qu Yang, looking relaxed and confident.
Obviously, Tianran is ready to invest a lot of money.
(End of this chapter)