Market is the direction of enterprise, and quality is the life of enterprise. To be a national market, we must first try out the market, bit by bit, not quickly; It's done. When it comes to the national market, it should be half a step faster, not slower. It is best to collect and analyze cases to do a good job in marketing. Then the following is a classic case of integrated marketing that I have compiled. Come and have a look with me, I hope it will help.

A classic case study of integrated marketing: the cultivation of fresh e-commerce in first-and second-tier cities

Wang Cailan was launched in August 2065438+2004. After a year of development, the number of registered users reached 80 thousand. On July 24th, 20 15, Cailan.com announced the completion of tens of millions of A rounds of financing, which boosted the value of fresh e-commerce in Henan!

Cai Wanglan is not the first entrepreneurial project in Jiang Xiaoyu. In fact, as early as 2009, he established Jiuhe Technology, focusing on Internet projects, and successively established e-commerce platforms such as clothing and electronic products. Later, he switched to group buying and cooperated with Tencent QQ, and experienced the smoke of the "Hundred Regiments War". After several years of hard work in e-commerce, he aimed at the freshness of the last blue ocean known as e-commerce.

Unlike the first-tier cities, which focus on high-end value-added organic vegetables and semi-finished clean vegetables, Wang Cailan has been aiming at the table of ordinary people from the beginning, and every day, it introduces special explosive products, such as a melon for one yuan, a box of bean sprouts for one yuan and a piece of tofu for one yuan? Coupled with the most attractive free package and unlimited consumption, it is easy to attract housewives to try to buy.

The profit point is not new.

In the past two years, the trillion-dollar market scale of fresh food and the e-commerce penetration rate of less than 1% have attracted the continuous influx of capital from all walks of life and boosted the explosive growth of fresh e-commerce. At the same time, however, it is an indisputable fact that among the 30,000 agriculture-related e-commerce platforms in China, there are very few profiters.

"Our profit point is not fresh!" Jiang Xiaoyu said directly.

The vegetable basket sells all the daily seasonal fruits and vegetables on the dining table, and 70% of them are picked from the vegetable bases around Zhengzhou. According to the C2B order of the day and the historical average calculated by using big data, it will be picked in the afternoon, sorted, packaged and put into storage at night, and delivered to consumers the next morning. The whole journey will not exceed 24 hours, ensuring the freshness and taste of fruits and vegetables.

"Our fruit and vegetable pricing method refers to the price of vegetables in the first-class wholesale market in Henan, and then rises 15%-20%. According to the traditional fruit and vegetable sales model, the price of fruits and vegetables that reach consumers is usually two or three times that of now. "

In addition to providing consumers with fresh and affordable fruits and vegetables, Wang Cailan is also committed to helping farmers solve the problem of unsalable agricultural products. Jiang Xiaoyu told us about the case that the vegetable basket network solved the unsalable agricultural products such as Henan Weishi grapes again and again, which affected green apples and Zhongmou nectarines again and again, and made workers earn some money.

The way of direct supply and one-stop distribution of vegetable basket network has really solved the disadvantages of traditional business model, such as many circulation links and large loss of agricultural products, and completely solved the problem of both vegetable farmers and consumers complaining.

However, while cheering for this change that breaks the traditional business model and strips off various links and chains, we will find that consumers, especially young people, cook casually. In areas with relatively complete living facilities, such as Jinshui District of Zhengzhou City, there are many large vegetable markets and community food shops, and even some vegetable farmers and fruit farmers will directly bring vegetables and fruits to these mature living areas for sale, and the prices are quite cheap. Obviously, in this selective and selective community, such a consumption environment is not conducive to cultivating consumers' habit of pre-purchasing fruits and vegetables online, and the natural purchase frequency will not be too high.

"Fresh food is just a flowing cut in the basket. The sales ratio of fresh food to other categories in the future is 1: 2. " Jiang Xiaoyu hit the nail on the head. What he values is the strong stickiness of fresh users. In Jiang Xiaoyu's office, there is a row of shelves filled with food, non-staple food, drinks, snacks and other commodities in the online food basket. It turns out that drunkenness has nothing to do with alcohol.

How to achieve user growth

It seems like a good idea to promote the sales of other categories with fresh food, but because of the low price strategy of the vegetable basket, it is necessary to rely on scale and quantity to win profits. The goal of the vegetable basket network is to account for 10% of Zhengzhou's fresh market consumption, and it is expected to reach a scale of more than10 billion yuan, with an average daily order volume of 200,000 orders.

How to increase the scale of users? After all, the popularity of vegetable baskets is not high now.

The heavy punch of the Nets is the reverse direction from online to offline, hoping to complete the online diversion through offline. At present, there are 200 franchisees in Wang Cailan, and it is planned to open 2,000 franchisees in Zhengzhou by 20 16, covering the whole Zhengzhou area. Most of these franchisees are fruit and vegetable shops in the community. Jiang Xiaoyu introduced the poly-cost-effective model to these franchisees, requiring franchisees to open up two or three square meters of space, and Wang Cailan provided low-priced explosions every day to attract popularity and promote Wang Cailan's brand. At the same time, each franchise store will have a QR code, and the store can get a share by scanning the QR code to pay attention to the customer consumption of the vegetable basket network.

There is nothing wrong with this way of joining the store offline every day. For Wang Cailan, the biggest role is brand promotion. However, there is a phenomenon that has to be considered: in order to save a few cents, the people who queue up to buy explosive dishes are basically elderly people, and young people rarely have time, energy and enthusiasm to participate in such activities, and the elderly are obviously not the target customers of the vegetable basket. Whether it can bring online drainage remains to be tested.

Another action of the vegetable basket network is that each distributor only sends 60 orders a day, in order to make them become personal assistants of customers.

Jiang Xiaoyu said that after repeated tests, 60 is the most suitable delivery order for home personal assistants. Even if there are a large number of users and more invoices in the future, he will not increase the workload of each personal assistant, but will only increase the number of personal assistants.

Every personal assistant in Wang Cailan will have a fixed distribution community. Even if the customer density is high enough, a personal assistant is only responsible for one building in a certain community. The delivery of 60 orders, if concentrated in one building, can actually be completed in two or three hours. In the rest of the time, Jiang Xiaoyu asked the delivery staff to make friends and chat with customers, and even helped customers a little bit, taking out the garbage and changing the light bulbs, just to establish stickiness with customers through this high-frequency meeting. Brush your face frequently and become friends with customers. Naturally, we should make stored-value cards and introduce new customers. It sounds a bit like Haidilao's way of truly treating customers as gods.

Can this really work?

First of all, it needs to test the enthusiasm and enthusiasm of personal assistants to a certain extent, and it is also a test of employee management in Wang Cailan. In addition to appropriate material incentives, spiritual encouragement is also needed. Obviously, Wang Cailan is also aware of this. Personal assistants will be trained in relevant corporate culture from the moment they join the company.

Secondly, there is another point that cannot be ignored. The failure lesson that SF hackers spend a billion dollars tells us not to think about customers, but to think from their perspective. All unnecessary behaviors for customers are shooting themselves in the foot. Nowadays, people from all directions and different backgrounds live in this city. Now people in the society are very alert, especially young people, who have a strong sense of personal space. That's why a large number of otaku and otaku have appeared. Neighbors who live across the street may not say hello for years. Why do these customers want to chat with a delivery man of unknown origin, let alone break into a private space and change a light bulb?

The distribution of personal assistants advocated by Cailan.com is really in the best interests of customers, but if you think about your customers, they may not buy your account. This method also needs to be tested.

There may be more than one challenge.

"We are about to start the A+ round of financing." A firm expression was written on Jiang Xiaoyu's face.

When talking about the biggest challenge at present, he pondered it a little and said, "The biggest challenge comes from manpower, and warehousing and distribution are not easy to recruit people."

Perhaps besides labor, Jiang Xiaoyu is facing greater challenges!

2065438+On August 7th, 2005, JD.COM announced that it would invest 4.3 billion yuan in Yonghui Supermarket, and was optimistic about the development of Yonghui Supermarket in O2O and fresh food supply chain. Three days later, on August 10, Ali and Suning announced their mutual participation. "In the next 30 years, the opportunities of Internet companies must be online and offline, and the hope of traditional enterprises must be online." Ma Yun said at the press conference of cooperation between the two sides.

What does this convey? The bosses have already started to act. They have realized that the future is not about who subverts who, but the integration of online and offline enterprises to jointly create the future!

In fact, Wang Cailan's model is not difficult to imitate, and according to Wang Cailan, customers have started to build the same model platform after more than a dozen experiences, but what they need to do in the early stage of fresh e-commerce is to save money. This imitator may not be as attractive as Jiang Xiaoyu and can get money!

But what about people who are not short of money?

Everything exists only in hypothesis! No one has imitated this model yet. Jiang Xiaoyu still has time to complete its territory and race against time to increase its market share and penetration rate. In the era of mobile Internet, everything is speed and capital!

The battle for fresh food is far from over!

Classic case analysis of integrated marketing retailer 2: This is how the farmers' meeting was held!

Recently, a member of "Mountain Watermelon" posted a post about the opening of farmers' associations by dealers. The post said: "Farmers' associations are indispensable for agricultural resources. Farmers will open more and more, but the effect is not so good. Every effort has no result, and people are so angry that they are deeply grieved. "The landlord also introduced several forms of organizing farmers' meetings: field work, showing slides at night, inviting song and dance troupes and so on. But most of them came back cold in the end. I think this problem is not only encountered by the landlord, but also by most of our dealers. With the increase of farmers' meetings, it is becoming less and less effective! What is the reason?

During this period, our sales here are off-season. In order to promote ourselves, we also hold a farmers' meeting at this time of night. It is a village unit, one village every night. Let me talk about how we farmers will drive!

First of all, formally, like everyone else. At night, the projector will be used for publicity. Why? Because we are a small shop, the song and dance troupe can't afford it and dare not sing it by itself. Our team are all big men, whose waists are hard to resist fertilizer, let alone dancing!

We plan to go to which village to hold the farmers' meeting in the evening and arrange a person to go in the morning. First, go to the greenhouse to find out how many greenhouses there are in this village. What crops are planted? What was the output of last season's crops? What are the main diseases? What is the biggest headache for vegetable farmers at present? Of course, we should also write down the names and telephone numbers of greenhouse households and tell them to come to our village for a farmers' meeting in the evening! And ask if there are any other activities in the village at night. If you have the choice to give up, find another village!

Before we leave in the afternoon, let's briefly talk about the village so that we can have a good idea. Around the evening, when I arrived in the village, I chose a wide place to camp on the street in the center of the village. First, play some songs, such as the familiar Little Apple. We can't dance, but some beautiful women can dance on the computer. Download a few songs to gather popularity! At this time, all the elderly and children who are at home are fine. Quantity is not quality, but quantity is still important. Can expand the publicity effect!

We sang and danced, and began to contact the telephone numbers registered in the morning one by one, telling them that we are here, where we are and when the lecture will start! After playing a few songs and dances, we will switch the picture to the picture of vegetable diseases and insect pests, which is the habit of taking pictures before. Our pictures of pests and diseases all have a time and place to take pictures, and ordinary people can see them at a glance. This is what happened to me. "How is it the same as my food at that time?" Naturally, I have the urge to listen!

It's officially started What can I say that interests vegetable farmers? We usually have this process: first ask, "Do you grow vegetables to make money?" The answer is different! "Why not make money?" The answer is "I don't know!" "How can I make money?" "Vegetables are growing well, with high yield and good price to make money!" "Why is the more vegetables we grow now, the lower the yield?" I don't know! "good! Then we Huawo Agricultural Resources will analyze it for everyone. What do you think? " "Good, good!" In this way, we began to get down to business.

Our explanation is generally divided into three parts. The first part is a brief introduction to plant physiology. In my words, it is: "Tell everyone how the chemical fertilizer used in our fields grows on tomatoes!" " In the second part, taking virus disease, dead trees, late blight, gray mold and other uncontrollable diseases and insect pests in the shed as examples, the misunderstanding of temperature and humidity and daily management in the shed is explained. The third part: briefly introduces the uses of various fertilizers and various physiological diseases such as vigorous growth and premature aging caused by improper use of fertilizers. Interrupt questions, answers, etc. To be honest, it took a long time. At first, we talked for two nights. Later, I found that everyone was not satisfied, so I merged into one night. It takes an hour and a half to explain briefly, and more than two hours to ask questions after the lecture, which makes me thirsty every night.

Speaking of this, some people will not only ask: Why didn't you tell me about your product? Yes, what we are promoting now is the whole process management of vegetables, from soil preparation, planting to seedling pulling, and the whole process technical guidance involves many products, but we farmers will not attach products all the time, which is simply a management technology. After the management technology is finished, we will show the vegetable farmers some cases of the whole process management we did last year. After listening, everyone will take the initiative to ask us how to solve such problems. It's time to mention the product. We are a set meal for some questions, and we won't provide anything unnecessary for the time being. Why a set meal? You know!

After the general farmers' meeting, we can all get orders, and vegetable farmers will cooperate in the next crop in twos and threes. At this point, our service officially began. We register the farmers who are interested in cooperation in detail, and we have to look at the shed on the spot. The situation is different, the management is slightly different!

Why doesn't the peasant association work? The main reason is that the expectation gap between manufacturers and farmers is too big. Manufacturers want to realize instant sales by holding peasant associations, of course, the more the better. For this purpose, all prefixes used to be based on beautifying their own products, and some questions raised by farmers will lead to their own products. There are many behaviors of playing with concepts and taking them out of context. At first, farmers accepted it, but the actual use of the product did not achieve the effect that experts said, and slowly began to contradict this sales situation.

Farmer friends hope that farmers can learn some practical things to solve some problems in actual production, but many "experts" can't provide these things. So now there will be such a situation at the farmers' meeting: you arrange dinner at noon, everyone goes to 1 1, and they just laugh when you explain. Laughter means that what you explain can't get into your head, and you don't answer because you have to eat at noon. I'm sorry to break up with you! No dinner is arranged, few people go, or after listening for a while, they leave without looking back!

As for the farmers' association, we only started it last year. Not as experienced as some of our big factories, I just had a whim to report to you for the post "Watermelon in the Mountain". That's a good idea. I hope everyone can share their own experience in opening a peasant association, and we can improve it together!

Peasant thought

Liu Chunxiong: If you want to meet, you will refuse. This is the attitude of agricultural enterprises towards e-commerce. At present, the e-commerce of agricultural enterprises is the layout of platform e-commerce and the practice of vertical e-commerce. Treating e-commerce as an internal sales department will definitely conflict; Taking e-commerce as an independent sales company, the original manufacturer is only one of the suppliers, and many problems have been solved.

* * * Diaosi counterattack: Money is the last word. Don't invest indiscriminately, invest in yourself, slowly and steadily, expand business bit by bit, slowly recruit people to expand the team, and try to cross the border bit by bit, not too big, otherwise it won't be cost-effective. Next, what you try to operate yourself may not be more cost-effective than docking with other partners.

Qiu Lin: The emergence of e-commerce will only accelerate the elimination process of the original channels, but it cannot completely replace them. In the future, many retailers will become service stations and their functions will change.

Wang Biao: Product is the foundation, technology is the core, and the market route driven by technology research and development is unshakable.

King Qi Ying: I like people who have never carried fertilizer. They are still in college, both sophomores and juniors. They also have experiences, but they have one thing in common: they have done nothing today! When we come to the thick sky, we are predestined friends. They made the first time in their lives, and I was deeply impressed by their ability to break through themselves! The pride of heaven, the heart is higher than the sky; Free and easy attempt, I am God! I don't care whether I do it or not, I care about the feeling of doing it! Like you college students, Houtian salutes you!

Grow old with you: group friends who used to reveal the secrets of some manufacturers talked about e-commerce, but they still revealed the secrets. Of course, this is also related to the excessive beautification of some people! In short, today's group chat is spent in the beautification of media people and the revelation of agricultural materials people. Every so-called new model of agricultural e-commerce has its own uniqueness. Whether you join or not, your agricultural business is the same. What can be done well is still good, and what can not be done well is still sad.

Xiong Xingping: Taobao handles the complaint of "reporting fake agricultural materials". Any hooliganism? I reported an online shop selling fake pesticides on Taobao, and it took Taobao only one day to come to the conclusion that the report was not established. Taobao's handling opinion: "After verification, the report was not established because the evidence of violation of the commodity was insufficient, or the reported party made changes in time after receiving the report." I clicked on the fake again: "Sorry, the baby snapshot you viewed has been deleted."

Li Yong: To put it bluntly, e-commerce is to help those markets that have no ideas and are confused. Reform may succeed or fail. But even if we fail, it won't be worse than now. Why don't we take a chance? The core of e-commerce is to help a group of thoughtful people become bigger and stronger and increase their stickiness with farmers. And those agricultural workers who will naturally be eliminated are not e-commerce can help. Even without e-commerce, this wave of people will die. E-commerce also wants to save them, but at present, it is really more than enough.

Netizen Flyinger: # Tianjin Explosion # The frequent occurrence of disasters has exposed many deep-seated problems in the current society, which is worth pondering. The mirror shows many ugly stains and problems in the current society, which should be paid attention to. I hope all agricultural enterprises can have formal management, and safety is no joke.

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