Marketing strategies for the green food market
With the implementation of sustainable development strategies and the promotion of food safety concepts, consumers are paying more and more attention to the nutrition and safety of food. All parts of the country regard the development of green food as a breakthrough in building "green agriculture". So how should the marketing of green food market be carried out? Let’s take a look!
1. From a macro perspective, optimize the green food marketing environment
1. Accelerate green food legislation to create a better environment for the green food market Development and creation of a good legal environment. Adapt to the trend of economic globalization, adjust existing laws and regulations in a timely manner with reference to international practices, use mandatory means to promote green marketing by enterprises, and gradually bring it into legalization, such as applying the "polluter pays" principle in agricultural production. Promulgate the "Green Food Management Regulations" as soon as possible to provide a legal basis for regulating and expanding the green food market.
2. Strengthen publicity and education to guide green food consumer groups. It takes a process for consumers to recognize and accept green food, which requires carrying out multi-level consumer-oriented green food promotion activities to encourage people to change their consumption concepts, accelerate their recognition of green food, and expand the number of green food consumers. groups to transform the potential market demand for green food into actual demand.
3. Strict market management and safeguard and expand the interests of green food market entities. At present, the products in the green food market are very unstandardized. There are many products with the name "green", but not many products that have actually passed the green food certification or organic certification. To this end, the government must organize and coordinate technical supervision, industry and commerce and other relevant departments, establish a complete market supervision and management system, and increase the protection of green food trademarks.
4. Strengthen the innovation of green food technology system. In order to standardize environmental conditions, production technology, products, packaging, storage, transportation, etc., green food development must pay attention to green technology innovation, strengthen the research and development and promotion of high and new technologies that are suitable for green food development and are easily accepted by farmers, especially It is the application of green food production materials developed by modern biotechnology, such as the application of biopesticides, biofertilizers, etc.
2. From a micro perspective, strengthen the marketing of green food companies
1. Choose different marketing strategies for different consumer groups. According to the types of green food and the characteristics of consumer groups, different marketing strategies are adopted, with differences in product mix, packaging, pricing, and promotion. From the perspective of product types, nutritional products should adopt a high-end strategy with high prices and gorgeous packaging; in addition to positioning children's food as healthy and nutritious, attention should also be paid to taste, packaging and promotion fun. From the perspective of consumers, different consumer groups have different consumption preferences. For those with higher education levels, we should focus on promoting environmental protection, social ethics and responsibilities; for high-income young people, we can adopt a high-price and high-quality strategy and focus on promoting the cultural connotation of trendy fashion. , and pay attention to the convenience of packaging to suit the pace of modern life.
In short, the demand market for green food is different in different regions. The pricing of green food should fully consider the above factors to achieve the purpose of promotion and popularization.
2. Strengthen brand integration and establish a green food enterprise group. Product brand image design should not only highlight cultural characteristics (including local culture and corporate culture) and corporate business philosophy, but also highlight ecological connotations, with unique creativity, novel shapes, and distinctive corporate image identification systems (CI), Comply with the development trend of international famous brand products. In order to expand scale and enhance market competitiveness, green food marketing companies can learn from the successful experience of some brand groups (such as Yili Group, Wandashan Group, etc.), speed up the process of green food brand integration and groupization, and according to the ecological environment and economic region Lay out and establish large-scale enterprise groups across regions, ownerships, and industries.
3. Choose appropriate marketing channels to expand the green food sales market. According to the characteristics and market size of green food, determine the length of distribution channels and the number of middlemen. At the same time, we must also pay attention to the combination of channels. Generally, short and narrow channels (such as specialty stores and sales departments) are more conducive to directly facing consumers and guiding the consumption demand for green food. Long and wide channels (such as chain stores and supermarkets) can effectively solve the problem of popularization of green food and expand market share. In addition, the Internet can use the advantages of transcending time and space boundaries, low cost, and interactivity to open up remote markets (including foreign markets), which will be an important product marketing channel in the future.
Seize the opportunity after joining the WTO and expand green food exports. After my country's accession to the WTO, agricultural products with comparative advantages are facing export opportunities. In particular, AA-level green food is a product that is in line with international organic food and has huge export potential. To this end, the first is to strengthen the marketing channels and network construction of green food in the international market, and the second is to formulate different product quality standards for different countries. Although there is IFOAM certification, since it is non-mandatory, its standards are not necessarily recognized by various countries. At present, there is no international certification system for organic food recognized by various countries.
Therefore, different quality standards can be formulated according to the certification systems of different countries, which is what my country's green marketing companies need to consider when exporting.
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