Creating value for the industrial chain is the key to the success of new varieties

After Zhengdan 958 and Xianyu 335, two excellent corn varieties in China's main market, a number of new varieties with good performance have appeared in China's market, but the new varieties may not be effectively transformed into productivity, nor may they be transformed into enterprise benefits. Whether a variety can be recognized by the market depends on whether it can adapt to the needs of industrial development and meet the needs of farmers and the market.

Generally speaking, if a new variety is to be successfully launched and stabilize the market, it must do a good job in five aspects.

If the positioning of the product with characteristics and local advantages is not good, its characteristics and advantages are difficult to be displayed. Agricultural production is characterized by obvious regionality, large spatial openness and strong uncertainty of product performance. If its advantageous regions cannot be determined through extensive product testing, the potential and advantages of products cannot be displayed; if its limitations and weaknesses are not fully understood, preventive measures cannot be taken in advance, which will cause unnecessary losses to farmers. Good positioning can maximize the variety to show its own advantages, avoid its own weaknesses, and create greater value for users.

Good product quality varieties need reliable quality assurance. This requires enterprises to fully understand the importance of quality and fully control every link that may affect product quality in the production process. Correct planning and decision-making, good management system construction, necessary hardware and software investment, team execution in place are the guarantee of product quality. To provide sufficient and stable quality products for the market is responsible not only to dealers and farmers, but also to the enterprise itself.

The core of marketing ideas is to create value for customers, which can be the gain of output, the improvement of production efficiency and economic benefits, and the improvement of user experience such as after-sales service. Deep development and user value enhancement based on product characteristics are key to product success. Marketing ideas are holistic and strategic ideas, not just the stacking and use of marketing tools. In addition, marketing must not be false, because integrity is the foundation of the enterprise, deceptive marketing will eventually let the enterprise fall into the situation of eternal damnation.

If there is no effective variety protection measures and means, the carefully cultivated and launched varieties will soon be flooded in the market. Not only will enterprises not get the benefits they deserve, but piracy, copycat, and other phenomena will also make users give up this variety in advance without a sense of security. The protection of variety right requires not only the actions of administrative departments, the coordination of industry associations, the establishment of regional cooperation networks and the efforts of enterprises themselves, but more importantly, all participants in the industrial chain can obtain benefits through counterfeiting, so that farmers can experience the service and value obtained by purchasing genuine seeds.

With the change of land circulation, population structure and consumption concept, the development mode of China's agriculture has changed from the pursuit of output to the pursuit of efficiency and benefit. Therefore, enterprises should make use of the characteristics and advantages of varieties, combine the development of agricultural industrialization, the requirements of the whole mechanization of agricultural production and the needs of downstream users for product safety and quality, and put forward comprehensive solutions instead of following others step by step. The liberation of thinking is the key to the vitality of future varieties and enterprises in the market.

In short, the success of a variety in the market depends on many factors. The performance of the variety itself is the foundation, and creating value for all participants and users of the industry chain is the most central element of success.