The story of failure to make money in the seedling business

?　　 Wang Lu: slack, can only lead for a moment

Zhongshan City, Hainan Date Palm Landscape Architecture Engineering Company Limited under the seedling supermarket has been built from Guangdong to Sichuan. Speaking of 8 years ago when the first, general manager Wang Lu y touched:? The market is changing at any time, a little slack will fall behind.

In 2005, few people in Zhongshan produced tree container seedlings. Wang Lu one step ahead of others, began production and operation of tree container seedlings, and that year built a seedling supermarket, mainly sells 8 cm to 15 cm diameter tree container seedlings, operating more than 200 varieties, the supermarket business is good.

By 2006, Wang Lu encountered a problem: the annual operating profit is quite thin, the performance of the rapid decline. Because more competitors, his 300 acres of base, more than 200 varieties, the equivalent of each variety of only 1 ? acres, can not form a scale, the price advantage of nature can not talk about.

In 2007, he began to adjust the varieties, and finally only 3 categories: hardy palms, flowering trees, new varieties. These three types of varieties are the engineering side of the need for products, and after slimming down I can also increase the production of these three types of products, so as to produce a scale effect.?

According to his thinking, ? Sea date coconut? has jumped out of the misunderstanding of low price competition. In some varieties, even has formed a strong market voice.

Chen Yuchu: a half-knowledge of the good business a drop

Hangzhou Tianjing Aquatic Plant Garden Director Chen Yuchu, in the domestic aquatic plant producers is definitely considered a ringing wrist level characters. However, years ago, a small mistake, he still vividly remember: ? A momentary lapse of judgment delayed sales for most of the year.

In 2003, Chen Yuchu made a big deal: the West Lake project greening project public bidding, he successfully won the bidding for a total area of 400,000 square meters of water surface greening. The project started on April 28, 2003, and was opened to the public on October 1, 2003. Chen Yuchu fought for 5 months to complete the project, which was well received by the public.

After the success, Chen Yuchu in the engineering industry is very optimistic about the prospects of aquatic plants, in 2004, built more than 100 acres of base. At that time, I thought, aquatic plant engineering set I know very well, aquatic plant production and maintenance is also very good at the business will certainly be fire.

But when Chen Yuchu's aquatic plant production was quite large in 2005, the market suddenly stagnated. In March and April, a lot of engineering companies still come to ask for goods, but in May there is no guest. At that time, Chen Yuchu also very puzzled, decided to wait and see. This wait is half a year, to October, business is still no improvement. In order to expand sales, worried Chen Yuchu went to Jinhua to participate in the National Seedling Fair that year.

At the fair, he met several brokers from Xiaoshan Flower and Tree City. After a deep chat, Chen Yuchu realized, understand the reason for the stagnation of sales. It turns out that in March and April customers are local engineers, after the spring local water greening is very little, of course, do not buy seedlings. And other areas of the engineering business does not know Chen Yuchu's nursery, many people want to aquatic plants are to all parts of the flower and tree market to find brokers, brokers transfer goods, Chen Yuchu did not contact these brokers, and naturally, no one asked him for goods.

Chen Yuchu immediately established contact with brokers who specialize in aquatic plants. If there was no wake-up call and changed the sales channels in time, there is no today's me.?

Gao Junsheng: excessive gullibility and excessive caution after the loss of seeding business opportunity

Shandong Dongying is a less than 30 years of emerging cities, not much native species. 2000, Shengda Group of companies to build nurseries in the early stages of the search for suitable varieties, a large number of domestic and foreign seedling varieties, many of which are recommended by plant experts. Nevertheless, the real can adapt to the environment of Dongying varieties are few, many seedlings have died. At this stage, Shengda's seeding fees, maintenance fees have hit the water, the loss is not less than 2 million dollars.

In the introduction of species brought huge losses, Shengda manager Gao Junsheng began to introduce species become quite cautious. 2003, many practitioners recommended to him heather, but he thought the cold hardiness of this species may be a problem. In the absence of cold hardiness tests, the company gave up on this variety.

A chance opportunity, Gao Junsheng in a local unit of the park to see the heather, good growth, leaf color red bright. Later inquired about this is a local company contracted projects. Gao Junsheng regretted:? If you want to introduce some experiments, maybe the first bucket of gold in Dongying is Shengda's.

This is the first time I've ever seen a helicopter in my life.

Gao Junsheng said frankly, about the introduction of seeds, excessive caution and relaxation will cause losses. The choice of new varieties must be combined with the actual, both to seize the moment, but also to avoid paying unnecessary costs. To get out of a new way, to realize the staggered competition, for small and medium-sized nurseries, the introduction of new varieties is a good choice. Just like the heather was hot, many small businesses around Jiangsu and Zhejiang seized the business opportunity and gained high profits. Industry to upgrade, business development, must bear in mind the blind after the passive.

Opinion: varieties are good, promotion should also keep up is the hard way

Hand in good things, quickly let the market to understand, recognize, is really not a simple thing.

In the field of seedling production, play varieties of 'people quite a lot. We can often see some of the new faces in the exhibition, newspapers, the network, companies distributed brochures, new varieties of ornamental, adaptability to talk about the sky, but ultimately can stand firm in the market, few and far between.

Good varieties do not represent a good market, play varieties of more, put varieties? Play smash? More. Product promotion failure cases more hair exposed a common problem: many entrepreneurs hide treasures, but always reflect its value.

In fact, the product from R & D to promotion is a systematic project. Promotion of publicity is a necessary means, but the most important thing is that the application market has not given this variety of opportunities and timing. Can not see this key link, variety promotion must be difficult. This is why we have the same varieties in the nursery, but there will be very different business results.

Jiang Yongfa: The best way to introduce varieties is to allow enough time for planting

When it comes to red maple, many people in the industry think of Jiang Yongfa and his Xiaoshan Ningwei Yingyi Flower and Bonsai Farm. We have been from home and abroad to introduce new varieties, had because of the introduction of adventurous, lost more than 1 million yuan.? Jiang Yongfa said regrettably.

6 years ago, he went to Australia to study the thousand layer gold, found that it is really very ornamental, introduced a number of seedlings, do the overwintering test. 2002 is a warm winter, he built a small arched greenhouse, the next spring found that the results are good.

? At that time, I thought there was no problem, in order to seize the first opportunity, I expanded more than 200 acres at once. However, in 2003, the winter temperature is low, thousands of gold seedlings can not be open ground winter, in the artificial construction of a variety of protective facilities, frostbite, frostbite phenomenon also occurs. Jiang Yongfa said.

After two years is also the same, every year to invest a lot of manpower, material resources in the winter for the thousand layer gold to build protective facilities. Nevertheless, there are still a lot of seedlings can not overwinter. 2006, Jiang Yongfa finally bear the pain to cut meat, 200 acres of planting base in all the remaining laminaria gold to more than 200,000 yuan at a low price of disposal to a Guangxi customer. Counting the labor and maintenance costs invested in laminaria gold in those years, it has long exceeded 1 million yuan.

Afterwards, Jiang Yongfa summarized the lessons of failure:? The best thing about introducing seeds is that you must allow time for trial planting and observation, while trying to plant, while a small amount of expansion.

Lou Feijun: the enemy, let the hands of the ten million orders flew