"Food is the most important thing for people, and food safety is the first priority". Food is the material basis for people's survival, and food safety is related to people's quality of life and health. With the development of market economy, China's food enterprises have made rapid progress, with rich food types and many food outputs ranking among the top in the world. So how can food enterprises operate successfully?

1. seizing resources

specialty is a scarce resource. Wuchang Rice, Tianjin Yali Pear, Xinjiang Hami Melon and Daokou Roast Chicken are themselves gold-lettered signboards. Many food enterprises saw this gold mine and dug up the first bucket of gold, but the specialty resources belong to public resources, and no enterprise can enjoy them exclusively according to the trademark law. As a result, many companies that want to be brands are at a loss.

scarce specialty resources can improve product image and brand value. For specialty resources, it is a word "grab"! Grab brands, grab consumers' minds, make brands "specialties among specialties", and form an exclusive situation as much as possible. Otherwise, many followers will soon dilute public resources, drag the industry into price competition, and pioneers will become martyrs.

For example, with the classic appeal of "Longkou fans, Long Dazao" and the high correlation between the trademark "Longda" and the place name "Longkou", Longda made consumers remember themselves at once. "Longda fans are the boss of Longkou fans", which establishes the cognition that Longda fans are the best Longkou fans in consumers' minds. Since then, the concept of Longkou fans as a specialty has been exclusively enjoyed by Longda. Of course, there must be a way to rob.

first, grab the house and plant the flag. It is necessary to occupy the category for the reason that the region is higher than the region, and make your own brand, so that the brand represents the authenticity in the category. Resources can be enjoyed, but brands can't be taken away. Compared with Longda, Shandong Dezhou Braised Chicken Group can only share resources with hundreds of other small workshops of Dezhou Braised Chicken.

second, seize consumers' minds and speak first with the attitude of the boss. Seize the regional famous brand resources must be good at communication, not communication is equal to no occupation. "If it's the boss, say it!" This is the key to success.

Third, re-establish the category standard marks. It is necessary to bring forth the old and bring forth the new in products, re-establish the standard marks of categories, and get rid of competitors by replacing products to prevent the status of the boss from being taken away by others. Tianjin time-honored brand "Guifaxiang" introduced a new generation product-small twist, and sealed the big twist in a bag and put it in a box. Many cities in China can buy authentic "Guifaxiang" twist.

fourth, defend the exclusive right to use the brand by law. Emeishan Zhuyeqing Tea Industry used legal weapons, supplemented by economic means, to reclaim the "Zhuyeqing" trademark used by other manufacturers, and became the only enterprise with the exclusive right to use the "Zhuyeqing" trademark, which fundamentally solved the * * * chronic disease that plagued its development.

second, innovative product type

if you want to sell well, of course you want good products. Food enterprises should break through the limitations of thinking, dig deep into product advantages and even innovate categories.

if you give full play to the advantages of the original products and achieve new categories, you will have the opportunity to become the boss of new categories.

For example, Beijing Imperial Food Garden, on the basis of retaining the traditional folk taste, developed new products through technological innovation, and pioneered the small sweet potato and mini Sugar-Coated Berry with convenient eating and lovely image. It not only retains the delicious taste of the original product, but also abandons the inconvenience of the original product, and has become one of the mainstream snack foods.

an innovative and good product can even become an opportunity for enterprises to break through the transformation. For example, Hualong Group opened up a "noodle" market "out of thin air", which really fully expressed the consumption demand of "Jin Dao". Hualong also achieved brand upgrading and strategic transformation from rural to urban areas with an annual sales record of 6 billion packages.

therefore, innovative products are an effective way to enhance product value and open up markets, and a powerful carrier of successful brands.

third, innovative channel type

many food enterprises will only bury themselves in production, and there is no channel, thinking that good products can sell well. Such enterprises have short legs and can't go far.

for innovative channels, enterprises should pay attention to both hands: on the one hand, they should pay attention to the innovation and development of the original traditional channels. With the continuous development of the market and enterprises, the original channel model will gradually be difficult to adapt to the new situation, so it is necessary to adjust the original channel in time and innovate the development model to meet the needs of enterprises; The other hand should focus on the construction of new channels. With innovative thinking, break through the channel boundaries and win by surprise. The new and old channels echo each other, making the products go wider and farther.

For example, Zhangzidao fishery in Dalian has made great efforts in channel innovation. Macroscopically, Zhangzidao has established a wide distribution model of regional offices, and with the development of enterprise business, it has carried out channel innovations such as establishing a "win-win" fresh scallop sales agent, establishing a "win-win combination of shrimp and scallop in Zhangzidao" and establishing Jinbei Plaza, which has become a powerful promoter of business development. Microscopically, Zhangzidao has set up six channel modes: monopoly, catering, terminal, customization, leisure and frozen fresh, which has opened up high-end market channels, established brand image and formed a good promotion and complementarity with major distribution methods.

iv. capital-opening

capital plays a vital role in the development of food enterprises, and even determines how big they can do.

food enterprises should be good at using external forces such as financing to achieve rapid development. For example, Deqingyuan successfully raised funds seven times in six years, and achieved a rapid expansion of 511,111 to 511 million yuan. External institutions acted as powerful promoters, which enabled Deqing Source to seize the market opportunity and achieve rapid rise.

to attract funds, we must first strengthen internal strength: on the one hand, enterprises should strengthen management and impress investors with scientific production methods, strict quality control, efficient management team and reliable financial system. On the other hand, under the law of "advantage enrichment", funds always favor stronger enterprises, and enterprises should strive to improve their "Jianghu status" and do a good job in enhancing the value of enterprises and brands. As the saying goes, planting buttonwood trees attracted golden phoenix.

V. Multi-pronged approach

Many food enterprises started from one industry and tried to explore other markets after initial success.

this diversified development, on the one hand, is due to the fact that enterprises are generally located in areas rich in agricultural resources, with a variety of resource advantages. After certain success, enterprises have accumulated advantages such as brands and channels, hoping to occupy more resources, sow seeds in many places and blossom everywhere. On the other hand, after certain success, some enterprises, with surplus funds, began to enter other categories, and even invested in real estate, finance, etc., and developed across industries.

For example, COFCO, a giant state-owned enterprise, is optimistic about the agricultural product market and is expanding in an all-round way. In addition to the original advantages such as Great Wall Wine, Di Chin Chocolate and Fulinmen Edible Oil, it also entered the brand rice and beverage market. At the same time, the use of capital operation to take over the grain Dojo and acquire the equity of Mengniu will not only quickly gain a competitive advantage, but also reduce the risk of building a brand and making a market from scratch.

Of course, diversified development has advantages and disadvantages. The advantage is that it allows enterprises to seize resources to the maximum extent and quickly open new markets relying on the original brands and channels, which is a shortcut to expansion. The disadvantage is that this method will distract the capital and energy of the enterprise, and once it is not operated well, it will weaken the market influence of the main product. In particular, some enterprises with insufficient strength should choose carefully and ensure the steady development of their main business.