"Food is the first priority for the 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 life and health. With the development of market economy, my country's food enterprises have achieved rapid development. There are rich types of food, and the output of many food products has ranked among the top in the world. So how do food enterprises operate successfully?
1. Seize resources
Specialties are a scarce resource. Wuchang rice, Tianjin Yali, Xinjiang cantaloupe, Daokou roast chicken, etc. are gold-lettered signatures in themselves. Many food companies saw this gold mine and got their first pot of gold. However, specialty resources are public resources and no one company can have exclusive use of them according to trademark law. As a result, many companies that want to brand themselves are at a loss.
Scarce specialty resources can improve product image and increase brand value. For specialty resources, one word is "grab"! Seize the brand, seize the minds of consumers, make the brand the "specialty among specialties", and form an exclusive situation as much as possible. Otherwise, many followers will quickly dilute the company's resources and drag the industry into price competition, and pioneers will also become martyrs.
For example, Longda relies on the classic appeal of "Longkou fans, made by Longda" and the high correlation between the trademark "Longda" and the place name "Longkou" to make consumers remember it at once . "Longda fans are the boss of Longkou fans", which establishes consumers' perception that Longda fans are the best Longkou fans. Since then, the concept of Longkou vermicelli, a specialty, has been exclusively owned by Longda. Of course, there must be a way to grab.
First, grab the flag at home. It is necessary to focus on region over region, occupy the category, build your own brand, and let the brand represent the authenticity of the category. Resources can be enjoyed freely, but brands cannot be taken away. Compared with Longda, Shandong Dezhou Braised Chicken Group can only share resources with hundreds of other small Dezhou Braised Chicken workshops and fight together.
Second, seize the minds of consumers and speak out first as the boss. To seize domain name, product resources must be good at spreading. Failure to spread means no space occupied. "If you are the boss, you must speak up!" This is the key to success.
Third, re-establish the category standard mark. It is necessary to innovate in products, re-establish category standard marks, use newer products to throw off competitors, and prevent the leader's position from being taken away by others again. Tianjin's time-honored brand "Guifaxiang" has launched a new generation product - small hemp flowers, which seal the hemp flowers in bags and put them in boxes. Authentic "Gui Fa Xiang" twist can be purchased in many cities across the country.
Fourth, use the law to defend the exclusive right to use the brand. Emeishan Bamboo Leaf Green Tea Industry used legal weapons, supplemented by economic means, to take back the "Bamboo Leaf Green" trademark used by other manufacturers, and became the only company with the exclusive right to use the "Bamboo Leaf Green" trademark, fundamentally solving the chronic problems that plagued development.
2. Innovative product type
If you want to sell well, of course you must have good products. Food companies must break through the limitations of thinking, dig deeper into product advantages, and even innovate new categories.
If you give full play to the advantages of your original products and create new categories, you will have the opportunity to become the leader in the new category.
For example, Beijing Royal Food Garden, on the basis of retaining traditional folk tastes, developed new products through technological innovation, and pioneered small sweet potatoes and mini candied haws that are easy to eat and cute. It not only retains the delicious taste of the original product, but also abandons the inconvenience of eating the original product. It has now become one of the mainstream snack foods.
An innovative and good product can even become an opportunity for a company to achieve breakthrough transformation. For example, Hualong Group has created a market for "elastic noodles" out of thin air, which truly fully expresses the consumer demand for "strength." Hualong has also achieved brand upgrades and expansion from rural to urban areas with an annual sales record of 6 billion packages. strategic transformation.
Therefore, innovative products are an effective way to enhance product value and expand the market, and are a powerful carrier of successful brands.
3. Innovative channel type
Many food companies only focus on production and have no channels, thinking that good products will sell well. Such companies have short legs and cannot go far. .
For innovation channels, enterprises must focus on two aspects: one must focus on the innovation and development of original traditional channels. As the market and enterprises continue to develop, the original channel model will gradually find it difficult to adapt to the new situation. It is necessary to promptly adjust the original channel and innovate the development model to adapt to the needs of the enterprise; the other hand must focus on the construction of new channels. Use innovative thinking to break through channel boundaries and win by surprise. The old and new channels echo each other, making the products more widely spread and farther away.
For example, Dalian Zhangzidao Fishery has put a lot of effort into channel innovation. From a macro perspective, Zhangzidao has established an extensive distribution model with regional offices, and with the development of its business, it has established a "big win-win" fresh scallop sales agent, established the "Zhangzidao Fisheries and Ezo Scallops Dalian Win-Win Combination", and established Channel innovations such as Jinbei Plaza have become a powerful driver of business development. From a micro perspective, Zhangzidao has set up six major channel models: exclusive sales, catering, terminals, customization, leisure, and frozen food, to open up mid-to-high-end market channels, establish a brand image, and form a good promotion and complementarity with the main distribution methods.
4. Capital-opening type
Capital plays a vital role in the development of food companies, and even determines how big the company can be.
Food companies must be good at leveraging external forces such as financing to achieve rapid development. Rude Qingyuan has successfully raised funds 7 times in 6 years, achieving rapid expansion of 500,000 to 500 million yuan. External institutions acted as powerful promoters, allowing Deqingyuan to seize market opportunities and achieve rapid rise.
To attract funds, we must first strengthen our internal strength: on the one hand, enterprises must strengthen management and impress investors with scientific production methods, strict quality control, efficient management teams, and reliable financial systems. On the other hand, under the law of "enrichment of advantages", funds always favor stronger companies, and companies must strive to improve their "status in the world" and improve the value of the company and brand. As the saying goes, planting a sycamore tree will attract a golden phoenix.
5. Multi-pronged approach
Many food companies start from one industry, and after initial success, try to develop other markets.
On the one hand, this kind of diversified development is due to the fact that the location of the enterprise is generally an area rich in agricultural resources and has a variety of resource advantages. After the enterprise has achieved certain success, it has accumulated advantages such as brand and channel, hoping to use this Possess more resources, sow seeds in many places, and blossom everywhere. On the other hand, after some companies achieved certain success and had surplus funds, they began to expand into other categories, even investing in real estate, finance, etc., and developing across industries.
For example, the state-owned giant COFCO is optimistic about the agricultural products market and is expanding aggressively across the board. In addition to its original advantageous projects such as Great Wall Wine, Jindi Chocolate, Fulinmen Edible Oil, etc., it has also entered the branded rice and beverage markets. At the same time, capital operation was used to take over the Wugu Dojo and acquire the equity of Mengniu, which not only quickly gained competitive advantages, but also reduced the risk of building a self-owned brand and starting the market from scratch.
Of course, diversified development has advantages and disadvantages. Lishi allows enterprises to seize resources to the maximum extent and quickly open new markets relying on original brands and channels. It is a shortcut to expansion. The disadvantage is that this method will distract the company's funds and energy. Once it does not work well, it will weaken the market influence of the main product. In particular, some enterprises with insufficient strength must make careful choices, based on the premise of ensuring the steady development of the main business.