How to break through the cold winter of 2017 industries? Eight secrets to counter the trend of growth

At present, the puzzles and potential crises facing everyone in the seed market are:

First, customer loss (there is no peak in the market)

Second, lower profits (increased marketing costs, higher conference costs and higher brokerage fees)

Third, lower grain prices (farmers do not have a strong desire to buy)

Fourth, serious homogenization (many varieties, chaos, miscellaneous, new)

Fifth, it is difficult to innovate marketing means (difficult to order, farmers' rational consumption)

In the face of many shocks (clone copycat, * gene, price war)

Seventh, the increment encounters the bottleneck problem (the product and the business household increases, the characteristic variety is relatively few, the independent property right variety cost is difficult to reduce, the marketing cost increases and the profit decreases)

Figure out a way to break through the difficulties of tight encirclement

First, customer loss, why is there no peak in the market?

This year, about 56 million mu of corn will be planted in Jilin Province, 33 million mu in Liaoning and 98.5 million mu in Heilongjiang. The amount of seed production nationwide has increased from 3.42 million mu to 3.57 million mu, with an estimated increase of 4%, which is still a year in which supply exceeds demand. At present, the possibility of production reduction caused by natural factors in Northwest China is relatively small.

1. "changing grain to feed" reduces the planting area of corn by more than 15 million in the northeast.

2. Up to now, 522 independent legal varieties have been approved in the four provinces of Northeast China in the past three years, more than 15 in the planting areas of East and North China in the past three years, and nearly 540 varieties in market circulation.

3. Each independent property right variety has an agent in each county. Taking Jilin Province as an example, it has been approved that the marketing of more than 150 varieties in the past three years is basically a channel agency system. Most of them are at the county level, supplemented by villages and towns. Basically, there are about 150 dealers in each county, and basically every variety has agents, and its market share is gradually eroded, showing a state of full load operation. The market capacity is limited, the oversupply is unlimited, and the farmers' purchase of seeds is limited.

4. The decline of farmers' income in the past two years, especially the negative growth of land-leasing farmers this year, which affects the enthusiasm of planting.

5. Door-to-door service and door-to-door delivery plus latent customers to seize market share. The countryside surrounded the city, and guerrilla delivery blossomed everywhere.

6. It is better for the peasants to really applaud when they say yes than to cheat and speculate.

A. the stability of varieties is the last word, and only when you hit the grain can you see the real kung fu.

B. the importance of seeing is believing. Farmers think that varieties should be "seen above".

C, it is easy to sell grain this year, and the varieties with fast dehydration must be welcomed by farmers.

Second, profits are lower, and brokers earn more "strange circles" than bosses.

1, the increase of marketing cost: publicity, meeting, labor, commission and so on.

2. The commission of the broker is increasing, not to mention the loyalty to the dealer.

3, confused dealers, it is difficult to choose, credit customers, but also inseparable from the broker, must point to the broker to ask for arrears.

4. reform the way, bind interests to brokers, encourage fund-raising into shares, join chains, try crowdfunding, phased expenditure and commission, etc., to reduce operational risks.

5. Strong varieties, eliminate and reduce credit sales as far as possible.

Third, the decline in grain prices is bound to affect farmers' desire to buy.

1. Despite the special phenomenon of "Lion Rock scraping smoke, freezing half of precocious soybeans, reducing production and yield, corn must be cheap this year".

2. Farmers' lack of money is bound to decrease the purchasing power of seeds before the year.

3. This makes it all the more necessary for us to "go out, please come up" to stimulate farmers to buy. Go out for delivery, please come up for training, keep an eye on the signed order, and don't be eaten by competitors.

4. It needs strong TV advertising support and promotion service from manufacturers.

5. Large-scale performances at the beginning of business and promotional activities such as lottery draw encourage farmers to buy in advance. (playing lottery head to catch fish, lucky turntable, invitation gift card, scratch lottery ticket, etc.)

6, the purchase and gift activities of cash purchase when purchasing seeds (independent high-end varieties give artificial seeding eye piercers, outdoor cotton clothes, etc., etc., but the price must be firm, it is suggested that you should not donate seeds to the owner and sell seeds, otherwise the price will be reduced in disguise)

4. Serious homogenization of varieties (many varieties, chaos, miscellaneous, new)

1. Some varieties will be popularized for one year, and they will be broken after examination and approval.

2. It is suggested that we should give priority to the cooperation with large companies, seed enterprises with strong strength, high reputation, integrated breeding, breeding and promotion, and then choose the new varieties approved by agents in the past two years. It is important to examine whether the enterprise's R & D capability and follow-up varieties are strong. Private companies have also reached the full bloom of varieties in the past two years.

3. The independent property right of seed examination and approval is legalized, the sale is assured, the quality is excellent, and the farmers feel at ease.

4. Choose varieties with selling points to manage, with fine and deep axes, especially good for selling grain.

5, must pay attention to the safety of the variety, must be legally examined and approved, independent property rights, otherwise worry behind.

Fifth, the marketing means are difficult to innovate.

1. Jilin Province is the leader in seed marketing, and we have stepped out of the mentality of "sitting on business".

2. Learn the advanced experience of FMCG, strengthen the push mode, and spread advertising, cartoon corn people, banners, walls, Wechat, advertisements at all levels, color pages and other communication methods everywhere.

3. Pay attention to the effect of the autumn observation meeting, pay attention to the actual effect and pursue the order.

A. if there is no order, there will be no goal, and there will be no way to start with delivery.

B, three elements of the order: stooge (pulled by the broker) + explanation (preferential gift) + collection

C, it is very difficult to stick to the order this year, and we should do a good job of replenishing and chasing orders after the meeting.

D, signing without tracking equals nothing.

E. try to open a direct grain harvest meeting and sell the goods in winter threshing.

F, grasp the farmers' psychology of "small favours" to carry out various promotional activities.

VI. The impact we face

1. Cloning and low-price impact (regulation will be more stringent and unsafe next year)

2. * Gene (the country has no policy to allow it)

3. Price war (this year * the company's money is the most difficult to charge)

VII. The biggest bottleneck we encounter in increasing and increasing profits.

1, the market cake is so big, if you want to improve product profits: first, it is impossible to raise prices; second, to expand the development of economic people, only by increasing sales can you make more money. At present, what is effective is to build a team and increase the number of brokers and direct salesmen who sell goods.

2, do simple things repeatedly, return to the origin to do the market, and maximize the details of every link of sales.

A, relationship marketing-serving farmers to embarrassment.

B, institutional marketing-the executive power of the management team should be continuously strengthened and must be restricted by the system.

C, experiential marketing-let farmers see the good performance of varieties.

D, positioning marketing-high-end determines value, brainwashing to change will.

E, precision marketing-formulate different tactics for different target consumer groups.

F, consultative marketing-really play the role of consultant and teacher for clients.

Figure out a way to break through the difficulties of tight encirclement

1. Try to hold a large-scale economic man meeting (more than 500 people) and encourage everyone to pay in advance. Preferential measures should be put in place)

2. Support and encourage secondary dealers to make payments and sell goods.

3. Hold a meeting in advance, open the library early, and enter the household early to seize the market share.

4. Give full play to the communication role of Wechat platform by setting 50 groups in each storefront, with 100 people in each group, to stimulate and influence the interaction and advertising effect of 5000 farmers.

5. The role of setting an example to make some people who can sell goods get rich first, and the role of advanced elements in "passing on, helping and leading".

6. Strengthen the executive ability of the team, learn and train to improve the quality of the staff.

7. Year-round service development broker, annual return visit, demonstration, conference, training, lottery and so on to promote sales.

8. Determine the target responsibility system and get the benefit from the performance appraisal.

9. To maximize the sales and service of a good variety, we must achieve practical results in practical work, and we must not be opportunistic.

10. Increase efficiency by management, improve quality and efficiency, save cost and increase efficiency. In the past two years, the profits of county-level brand stores may not be as good as those of large township mom-and-pop stores, but the long-term interests and ideology of small families are not big in the short term.