The cooling of Crab City promotes the Transformation of production and Marketing and the whole Network Marketing

yellow River estuary

"Touch the net" selling price is optimistic about testing the whole network marketing

Fine packaging, network ordering, express transportation... Just after the Mid-Autumn Festival, in the Yellow River mouth hairy crab standardized breeding base located in Yong 'an Town, Kenli County, Shandong Province, watching boxes of hairy crabs transported to all directions, Li Yufeng, general manager of Shandong Yellow River Mouth Aquatic Products Co., Ltd., said: "There have been 30,000 catties left in this half month, and most of them are ordered by big customers in Beijing, Tianjin, Qingdao and other places." This year, his online sales accounted for about 20% of the total, and the price was 5~10 yuan higher per catty. "I've been raising crabs for 22 years, and I've also made a fortune online."

In recent years, brand marketing has injected vitality into hairy crabs in Dongying Yellow River estuary. At present, through the Internet and Mobile device, the sales model continues to upgrade, Yellow River mouth hairy crabs "rampant" the national market.

Early listing, slightly higher prices

Yellow river estuary hairy crab is a unique aquatic species in the yellow river delta area. Its meat is delicious, nutritious, yellow fat, rich in vitamins and minerals, and has high nutritional, health and medicinal value. Since 2007, through continuous promotion activities for many years, the brand awareness and market competitiveness of hairy crabs in the Yellow River Estuary have been continuously improved, and they have successively obtained the geographical indication registration of Chinese agricultural products, ranked among the "Top Ten Fishery Brands in Shandong Province" and "Top Ten Famous Crabs in China". The sales market expanded from Shandong to Zhejiang, Jiangsu and other provinces and cities.

According to Kenli county ocean and fishery bureau staff Zhang Qi introduced, Because this year's Mid-Autumn Festival is earlier, Yellow River mouth hairy crab fat degree is not as good as the same period last year, But because than the southern crab about 20 days earlier listed, In addition in recent years Yellow River mouth hairy crab brand fame, Price rose slightly, Each catty rose about 5 yuan. At present, 2 liang female crab, 3 liang male crab price is 55 yuan/catty, two and a half female crab, three and a half male crab price is 75 yuan/catty. Yellow River Estuary hairy crabs are typical representatives of northern hairy crabs. The price is lower than Yangcheng Lake hairy crabs, but much higher than ordinary crabs.

Marketing "leader" drives production and marketing to a higher level

In order to improve the brand popularity, Dongying City has continuously held the Yellow River Mouth Hairy Crab Food Festival, carried out activities such as exhibition and sale of characteristic agricultural and sideline products at the Yellow River Mouth, tasting of characteristic food at the Yellow River Mouth, and organized the establishment of Shandong Yellow River Mouth Hairy Crab Co., Ltd. to create a marketing "leader."

According to Gao Jicun, general manager of Shandong Yellow River Mouth Hairy Crab Co., Ltd., the company has built 5 self-owned breeding and planting bases, signed stable order purchase agreements with more than 30 professional cooperatives and large planting and breeding households, built 5 chain stores in the city, set up 4 branches and direct-sale stores such as Dongying, Jinan, Shijiazhuang and Beijing, set up 3 logistics distribution centers nationwide, and carried out strategic cooperation with Shunfeng Fresh Express.

Li Yufeng is the direct beneficiary of brand marketing. Under the matchmaking of Yellow River Mouth Hairy Crab Co., Ltd., he signed a delivery contract with Shunfeng Express for 10,000 boxes this year. He also plans to attend the inaugural meeting of the Northern Hairy Crab Alliance in Beijing soon. "These two years of experience have taught me that only by branding and getting customer recognition, your crab will be more valuable. We want to use this opportunity to promote our hairy crabs and learn from good practices elsewhere to broaden our horizons."

Zhang Qi introduced, With the Yellow River mouth hairy crab popularity and price rise year by year, Local farmers breeding enthusiasm and confidence also greatly increased. Up to now, the ecological breeding of hairy crabs in the Yellow River estuary has developed to 1 million mu, with an annual output value of 1.7 billion yuan.

Sales model breaks through tradition

"In previous years, around the Mid-Autumn Festival, many big bosses from Beijing, Tianjin and Jinan drove to buy crabs, buying large ones and buying a lot. This year, this kind of situation basically did not have, small crab son became popular goods instead, we must think about changing the way of sale." Yang Chuanyi, director-general of Shunda River Crab Breeding Agricultural Cooperative in Kenli County, introduced that the cooperative adopted three-dimensional ecological breeding mode, which reduced the breeding cost. The cost of raising crabs this year is about 35 yuan/catty, adopting general sales strategy, the price is about 45 yuan per catty. And through the network sales, the price is about 55 yuan per catty. "In the past, raising six to seven hundred kilograms of crabs per mu of water would yield a gross profit of about 6000 yuan. However, selling them online would yield more than ten thousand yuan."

Gao Jicun was not idle. In order to promote the Company's transformation to full marketization and upgrade to the whole network marketing model combining traditional marketing model, Internet marketing model and mobile Internet marketing model, not long ago, the Company signed an agreement with Shanghai Micro Enterprise Management Consulting Company to jointly launch the construction of the Yellow River Mouth hairy crab micro marketing network and the strategic cooperation of the "Hundred Cities and Thousand Families" project. Both parties plan to set up 100 municipal micro-commerce agents and 1000 ordinary micro-commerce agents nationwide in the form of WeChat, Weibo and micro-e-commerce in about one year to achieve sales of more than 100 million yuan, and basically complete the construction of national micro-marketing network for hairy crabs at the Yellow River Estuary in 3~5 years.

hongze Lake

Shift to more reasonable household consumer prices

From the first half month of the Mid-Autumn Festival, Hongze Lake hairy crabs in Sihong County, Jiangsu Province entered this year's sales season. The reporter learned that due to the low temperature weather this year and sufficient rain, it is very suitable for hairy crab growth. Compared with previous years, Hongze Lake hairy crabs "climbed" the consumer table more than half a month ahead of schedule.

Hongze Lake is the largest hairy crab production and supply base in China. Among them, Sihong County has 40% of the breeding area of Hongze Lake. The reporter learned from the county aquaculture department that Sihong crab breeding area of 265,100 mu, of which more than 40% are large-scale crabs. In 2013, the county's crab output was 25,000 tons, and the crab product output value was 2.172 billion yuan, accounting for 65.17% of the total fishery output value. Compared with previous years, this year Hongze Lake hairy crab market changes, from the main "tall" gift market to family consumption, prices are gradually returning to rationality.

In Sihong Aquatic Products Market, Cheng Laosi Aquaculture Professional Cooperative's specialty store is a prosperous store for many years. The main business of the store is "Yipin Crab" brand Sihong hairy crab, hairy crab gift certificate, hairy crab gift box, and also runs "crab eight pieces" and other crab deep-processed products and crab peripheral products. "Yipin Crab" is the brand with the highest market share and the best market recognition in the local market.

"The gift market is generally cold this year. Have sales in your store not been affected?" In the face of reporters 'questions, Cheng Zhi, the person in charge, said that there were many old customers in their store, and they had always been dominated by enterprise group purchases and ordinary citizens' purchases, so the impact was not great, but the price was slightly lower than in previous years, but there were still a lot of profits. Before the Mid-Autumn Festival, hairy crabs are particularly easy to sell, a few days sold more than 2000 catties, a full profit of 180,000 yuan. At present, there are still many orders from all directions. He is busy receiving orders and delivering goods. He has not slept for two consecutive days and nights.

Compared with Cheng Zhi, Sun Yongjun, general manager of Sihong County Lvkang Hongze Lake Hairy Crab Co., Ltd., said that this year's profit is not very optimistic. The company has 5000 mu purse seine breeding in Linhuai Town, the "hometown of crabs in China," and exports more than 200 tons of crabs to South Korea, Japan and other Southeast Asian countries and regions every year. Sun Yongjun said that this year, public crab orders have been completely gone, and they have been expanding into new markets. Although the current market is still smooth, but in previous years 4 liang specifications of male crabs can sell up to 260 yuan/kg, this year has dropped to 140 yuan.

According to Sihong aquatic products city Hongze Lake hairy crab sales personnel introduced, The whole market this year to buy gift box crab people are not many, Sales mainly to family purchase, Merchants also generally adjust sales ideas, Crab prices more reasonable.

Wang Jiuyang, director of Sihong County Aquatic Products Bureau, said that the county government has been working hard to expand the ecological brand influence of Hongze Lake hairy crabs in Sihong, which has played a positive role in boosting the sales of crabs in the whole county "against the trend." "Since 1996, the county has attracted a large number of merchants to turn Sihong into their own crab supply base by holding crab festivals regularly. In addition, the county finance also provides special funds every year to guide and encourage the county crab brokers to set up direct sales stores in large and medium-sized cities across the country. At present, the county has formed a sales force of 3060 people, specializing in the promotion and sales of Sihong Hongze Lake hairy crabs." Wang Jiuyang said.

Sales is not only a "single-plank bridge" in the domestic market, but also one of the reasons why crabs in Sihong Hongze Lake are not worried about sales. It is understood that 9 enterprises with crab export qualification in Sihong County have been exploring sales markets in dozens of countries such as South Korea, Japan and Malaysia for a long time. In 2013, the county exported 502 tons of crabs, ranking first in crab breeding counties (cities and districts) of the province for 8 consecutive years.

The fluctuation of crab market is directly related to the income and breeding confidence of crab farmers. In Linhuai town Linhuai neighborhood committee, Have nearly 30 years of crab raising experience Pian Qiyun said, Now raise big crab people more, This year big crab is not easy to sell, And last year income is lower, But in general, Crab or worth raising. Du Kaiguang, who has raised 100 mu of hairy crabs, is ready to continue to expand the breeding scale. "Now more and more people eat crabs. Our Hongze Lake hairy crabs are so ecological. I believe that as long as we raise them, we won't worry about selling them!" Du Kaiguang said.