The new idea of "Pig Shu er": when the wind comes, the pig will certainly be able to fly into the sky?

When he is alone, Zhang Xunzhao often thinks about what the Internet can bring to his pig career.

He has raised black pigs for 10 years and is one of the earliest practitioners in China's black pig industry. after ten years of struggle, his black pigs are famous at home and abroad. Now, together with his colleagues, he has initiated the establishment of the Agriculture, Animal Husbandry and Electronic Commerce Branch of the Shandong Association for the Promotion of Electronic Commerce, which has changed from a traditional pig-raising and meat-selling businessman to an Internet era talent. He is Zhang Xunzhao, chairman of Shandong Tuhe Black Pig Food Co., Ltd., affectionately known as "pig".

People who eat crabs should not be afraid of failure.

In Zhang Xunzhao's chairman's office, there is a cupboard containing various honors that Tuhe Black Pig has won over the years: the Organic Food Certification of the Ministry of Agriculture, the national healthy breeding demonstration base, and the "Golden Pig Award". Today, under the leadership of Zhang Xunzhao, Tuhe Black Pig has even stepped onto the international stage and entered the dining table of the people of the Republic of Benin in Africa.

In such a beautiful situation, Zhang Xunzhao was not complacent and secretly shouted "want revolution" within the enterprise. If the chairman wants a revolution, he will naturally change the life of his own enterprise. The reason is that the Internet era has deeply stimulated Zhang Xunzhao's nerves.

"traditional industries that do not transform will die. The traditional industries that introduce O2O marketing mode should live. If you want to live, you have to transform! In today's China, this is necessary! If it slows down, it won't work. "

These are the original words of Zhang Xunzhao. in his view, in the transformation of the Internet era, enterprises are fast and preconceived, which is both an opportunity and a challenge. "to be the first person to eat crabs, you can't be afraid of failure," he told reporters. "

Because of his work, Zhang Xunzhao often goes to Beijing these days. Standing on the streets of Beijing, looking at the endless flow of cars and pedestrians, and then looking at the numerous street shops that are deserted, Zhang Xunzhao felt deeply: "the Internet has had an impact on these traditional channels such as supermarkets and specialty stores." will depress these industries. In the future, even the doorway houses on the side of the road will not be visited. "

If we do not try to guide the transformation of traditional industries, the storefront stores in the city may be quite depressed and have an impact on the economy. We have to make a transformation, and the owner of the storefront store also spent a high price on the front house, relying on leasing to live, and may suffer losses in the future.

Looking at the Internet from the perspective of a practitioner in a traditional industry, Zhang Xunzhao describes the Internet as a huge wheel. "if you don't transform and get stuck in it, you can only be run over under this wheel."

In order to adapt to the development of the Internet era, Zhang Xunzhao introduced the 020 marketing model in the terminal stores and began to try to change the old way of the traditional industry.

Today, every terminal store of Zhang Xunzhao has set up a store company. There are 17 in Jinan, 10 in Beijing and 4 in Shanghai, all of which are converted into branches. Zhang Xunzhao said, "if you are still a store manager, you will not be able to eat." It used to be run by a shop, but it didn't work. "

In every store company, the store manager leads the salesman to join various community groups and moments with their mobile phones and send Wechat to communicate. The business card of the salesman has also become an experience card, in which there is cash, you can sell meat above and below the experience line, and the salesman will soon distribute it to consumers' homes.

"this is the 020 Internet model." Zhang Xunzhao said, "the core is online orders, offline experience, distribution, so that consumers have a better sense of experience."

Anyone who doesn't understand mobile phones will be screwed.

Although he is more than 50 years old, when Zhang Xunzhao is free every night, he always clicks on moments to see what happened that day.

"people aged 30 and under buy things online; people aged 30 to 40 mainly buy things online. Over the past decade, these people are the main consumption force, accustomed to online shopping, and now they order food online, which is convenient and saves money." Zhang Xunzhao said.

In a little bit of observation, Zhang Xunzhao realized that the main force of consumption in the future will no longer obtain information from traditional information channels, but that future sales will have to be combined with mobile phones. "whoever combines well will run well. This must be a trend. Unless there is something new to replace it, whoever does not pay attention to the mobile phone will fail."

In fact, as early as 2013, Zhang Xunzhao began to try how to "micro-marketing."

At that time, Zhang Xunzhao drew people out to specialize in micro-marketing. However, since I came back from school, Wechat has not been able to do well. Zhang Xunzhao also had a headache. "Why can't it be done?" I will be ruthless and I must do a good job! "

As a result, Zhang Xunzhao asked all employees to provide four Wechat posts a month. After all the employees have provided Wechat materials, the editor-in-chief office of Wechat will be responsible for editing Wechat.

After two or three months of trial, Zhang Xunzhao's Wechat platform produces a high-quality Wechat every day. Sometimes, two articles a day detonate the moments like a blockbuster. "this is a good form of promotion." Zhang Xunzhao said.

In Beijing, Zhang Xunzhao met an enterprise that sells fruit, all of which are sold through moments. This once again stimulated Zhang Xunzhao's nerves, "our community store can also try Wechat moments marketing!"

So, how to attract consumers to pay attention to the community stores in moments? Zhang Xunzhao gave an example of personal experience: when they donated Tu he Black Pig to Benin in Africa, they held the marriage ceremony of Black Pig, which was very popular on the Internet and spread very well.

As a result, Zhang Xunzhao is also exploring that if pet pig pens are set up in front of community stores, piglets are dressed in fancy clothes, and people in the community compete to take pictures, and spread in the circle of friends, it can play a very good promotion effect for community store Wechat.

"We still have film promotion, and in a few days, the movie" I'm crazy about pigs "will be released." Zhang Xunzhao said: combining these promotion methods, at present, they want to transform the mode of offline promotion in the past into online and offline simultaneous promotion, and then gradually become online in the future.

Dig deep into the details, the industry needs to be heavily vertical.

As for the transformation of Tuhe black pigs from traditional industries to the Internet, Zhang Xunzhao believes that they are relatively fast. A few years ago, many enterprises engaged in the business of black pigs, hairy crabs, sea cucumbers and abalone suffered a great impact in front of the Internet.

The reason for the impact, Zhang Xunzhao analysis, these industries are mostly gift sales, coupled with the traditional sales model, the impact of the Internet is also inevitable. However, they have been dominated by corporate consumption and household consumption, so they suffered little impact and seized the opportunity of the industry to achieve rapid development.

In 2014, Tuhe Black Pig joined dozens of cities outside Shandong Province. By the end of March 2016, another 100 stores will be added in Beijing, Shanghai, Hangzhou, Dalian and other cities.

Ushering in the opportunity for the development of the industry, what Zhang Xunzhao and his team should do is to "seize the opportunity".