The preferred strategy in the age of brand agriculture

Under the background that brand agriculture has become a national strategy, how should the brand strategy and path of agricultural entrepreneurs be designed? On January 23, 2015, the “2015 Chinese Agricultural Farmers Annual Meeting and the First China Agricultural E-Commerce Summit”, which is known as the "Oscar of China Brand Agriculture," was grandly opened at the Sofitel Wanda Beijing.

The chairman of the Beijing Fulai brand marketing consultancy agency and the first person of the Chinese brand agriculture Kuang Xiangpeng pointed out at a high-level meeting that the most important competitive strategy in the era of brand agriculture is to “predicate the top category”! At the same time, he summed up the “eight major business rules” that should be followed by the top farmers for the farmer.

The following is a wonderful speech by Qi Xiangpeng at the conference.

The "Great Leap Forward" in Agricultural Opportunities and "Large Logic" Behind It

From 2012 to 2014, the “Great Leap Forward” of China’s agriculture has undergone very many historic changes:

On the one hand, a large number of industrial and commercial capital such as Lenovo and Evergrande are strongly involved; e-commerce companies such as Alibaba and JD.com have vastly deployed county-level agriculture; a large number of professional e-commerce platforms have grown up, such as life and SF Express.

On the other hand, the agricultural community has witnessed a constant period of time—the 2014 China Brand Agricultural Development Conference was held in Qingdao, and the Ministry of Agriculture released the “Agricultural Brand Development Research Report of China (2014)” for the first time. The first one describes how agriculture makes brands. The book “Brand Agriculture” was published and Renmin University of China established a professional think tank...

Behind the "Great Leap Forward" is the support of great logic: the millennium revolution in China's land system; the national top-level design of the new type of tetranation; the inevitable transformation of agricultural development methods; the national proposition of food safety problems; The competitiveness of the agricultural food industry is weak; the profound revolution brought about by the Internet; China’s extensive farming culture and food culture.

China enters a new era of “brand agriculture”: taking market demand as the starting point, ecological security as the foundation, industrialization as its philosophy, and brand marketing as the path, opening up primary, secondary, and tertiary industries, and promoting agricultural efficiency, increasing farmers’ income, and consumption Those who benefit will eventually achieve sustainable agriculture.

China ushered in the sixth wave of wealth: kitchen table food brand revolution! Agricultural entrepreneurs must seize the food baskets, rice bags, meat boxes, oil pots, fruit plates, and mouths as soon as possible. The success of large agri-food companies such as Arowana, COFCO, Shuanghui and Yili is in line with the kitchen table revolution.

To seize the category as the boss: “The father of positioning,” Jack Trout, the first choice for the strategy of agricultural branding, said that the brand is built on top of national or regional mental resources before it has innate strong competitiveness.

What is the best mental resource when it comes to China? People all over the world will think of China’s long-established farming culture, such as the ancient Tea Horse Road and Silk Road, more representative “China” and porcelain, and more representative of China; “Shen Nong Ben Cao Jing” and “Qi Min Yao Shu”, etc. As the leading agricultural civilization represented by the world in 4700, it is also the world's most famous specialty and the cultural kingdom of food. As of the end of 2011, the number of registered trademarks of agricultural products in China reached 1.1 million, and 1382 geographical protection marks, ranking the world The quantity is first, and more than 100,000 new agricultural brands are added every year.

Therefore, big agriculture is China's most fertile ground for creating world-class great brands. In the next 20 years, the world will see China, China will look at agriculture, and agriculture will see brands! This is the industry revolution, consumer revolution and wealth wave that happened once in the millennium. Many fields contain the strategic opportunity to establish the brand of the boss, and it is also the golden historical stage of the birth and achievement of great companies and great entrepreneurs.

Even the world famous investment guru Rogers is calling for: If you want to get rich, go and be a farmer!

In addition, the invasion of new forces has intensified the restructuring of the agricultural industry: Lenovo has entered the high-end fruits, tea and other fields. Evergrande has entered the fields of grain, oil, dairy, and animal husbandry. Wahaha has started to make coconut milk products.... China's agricultural market is far from being developed. From chaos to great governance, many areas are still blank, many categories don't have the first group, many brands are fragile, and many industries are waiting for integration and upgrading.

The world's most famous CEO Jack Welch pointed out: The first important thing is to be the first. Fuk Lai has always stressed that the boss is a strategic scarce resource. The gold medal effect of the Olympic Games tells us that people can remember only the champions! We only know that the first peak is Everest, and nobody remembers the second peak. Is Coca-Cola really better? Not necessarily, but because it is the boss, the market is more in love with it.

It can be said that the boss is an unreasonable strategic logic! Being the boss will result in an all-encompassing enrichment effect in terms of brand, resources, capital, cost, market, consumer minds, etc., get the most attention, more trust and support, and attract and occupy the most social resources. Get the greatest competitive advantage. Boss means having the industry's largest leadership and voice. The boss sneezes and the younger brother gets rhinitis.

The inspiration from international successful brands like Jiapei Kiwi, Lipton and Nestle further tells us: How did the boss come from? Grab it! The category is a big pot of rice, the brand is gold rice bowl! Use brands to seize and represent categories.

In the consumer's mind world, only the cognition does not have the truth, whoever stands, who is the boss! In the battle for the boss, the world is not flat, who rises, who is the sun! The essence of marketing is differentiation, and the essence of strategy is to be the boss—to seize the first place among consumers' mental resources!

Become the boss to abide by the eight business rules and regulations 1 : targeting fighter and usurping the throne the other party's mistakes is their own opportunities. In fact, when Wang Laoji was rather stupid, after the separation Jia Duobao had no separation, still called "fear of getting angry and drinking Jiaduobao", so he just snatched it over, because to change a word, the brand assets are Major damage.

Align the elephant's nostrils. Xiaomi typically found the apple's nostrils and then drilled in. Fu Lai's new product "Tu Dajia" Tujia Bulk Beef Sauce is to see China's beef sauce boss is not big enough, and the beef is very small, eating very unpleasant, so we give it grab the boss.

Aim at the boss's neck and face it dry. Recently, Xiwang Foods did a good job. One of them came up with Jin Longyu. Although it finally ended up in a lawsuit, the location was grabbed.

Business Regulation 2: Stabilization, change, and victory to become the boss in the new, differentiated and upgraded industry and category.

In the local market of instant noodles in China, the reason why Jinmailang and Baixiang Big Bone Faces survived is to capture the value of shells and large bones. Our Xinjiang customer Xiyuan Orchard aims at the huge growth potential of China's jujube industry—nearly 200 billion in the market, and Imagine your market share is not enough, so this industry has the opportunity to re-integrate and put the boss and second child’s Market share further improved. Another healthy Dandan egg, Fulai grabbed the healthy value of eggs for it, which is a very great strategic value, and has become the core value of the entire brand.

Business Compliance 3: The Dragons have no heads, and they have emerged to seize the blank industries and categories that no big brands occupy.

Why Lenovo chooses blueberry products for agriculture? Because blueberry does not have a big brand; when you think you discovered such a big red dates category, there has been no leading company, so it came out; including gold ham, when it was on the market, there were only two billion plates, but it has become Jinhua ham. First, why? Because he is the boss, others are worse, and now the second one is very difficult to do.

Heaven and people, tofu, a very good company, we help it to seize the first brand of Chinese tofu; Wuchang rice is famous but has become a bus, anyone can go on, what should I do? When we helped Sunflower Pharmaceuticals launch sunflower sun, we must let it be the brand representative of Wuchang Rice; including the cooperation projects with Xinjiang SASAC at the beginning, because there is no brand in the field of fresh walnuts.

Business Rules 4: Create a category, Boss Tiancheng is currently hitting "The Legend of Wu Mei Niang". There are many famous Chinese emperors. Why is Wu Zetian famous? Because she is the first female emperor. Why are Li Yuchun and Li Yugang so famous? Because it created a "new class."

So we must create new categories, but how do we start?

New thinking + new technology. Want Want Snow Cake, Fuwa Brown Rice Roll and Monkey spoon are typical products. The world's first love of millet flour, which was made by Fulai, changed the way people used to drink rice flour. It is indeed suitable for Chinese people.

Old category + new technology. For example, the candied haws that are specialties in Beijing are developed into small, quick-digest packaging, which is very good. A Hubei customer of Fulai sold the honeysuckle as a drink and made a honeysuckle healthy new drink. It is also worth four billion a year. The company will soon be listed.

Disorganize the original order and rules with new concepts of discovery and creation. The appearance of special forces has ripped away the coconut milk market in the past decades. This is a category innovation. French buns are still very classic today. The most representative case we have made in the past few years is the Zhongjing mushroom paste. In the past, there was no shiitake mushroom paste. We were the first to use fermented technology to make shiitake mushroom paste. Now four years have passed and ten billions have been made. This company is about to go public.

Break the original product categories and marketing methods to create new categories. Like Yunnan Baiyao toothpaste and nutrition fast line.

Therefore, in the creation of new products, we must open our minds. Hybrids are infinite and unlimited.

Business Rules 5: Model innovation, creating new types of oranges, three squirrels, completely using the new model of the Internet to create. Looking at a hometown folk who is making tea, it is a tea brand that is currently under scrutiny. This pure internet brand sells completely offline. He seizes transparency, builds stores on the user’s mobile phone, and the content is the channel. Several models of agricultural artists are innovative, do attitudes, feelings, and community, and now they are doing well.

At present, we are pushing a project, in Fujian Ningde Shouning under the party township, called poly tea garden, combined with poverty alleviation to do industrial innovation, interested friends can look at.

Business Rules 6: By taking advantage of the general trend, success does not rely on solving problems but on opportunities. The famous prophet John Nesbitt said. Behind every successful big brand (category), there is an irreversible trend.

The appearance of Terumusu is because the market in China does not have a high-end, gift-giving, brand that can be faced, so it comes out; the pace of modern life is so fast, the body and mind are easy to get angry, so Wang Laoji comes out Now. We do a brand - biangbiang surface, called Shandan Dan blooming red Yan, I greatly love to eat biangbiang surface.

So from this aspect, we see that many varieties are still weak varieties, such as products from lungs, rapeseed oil, and potatoes. They are listed as staple foods. I am optimistic about these categories and will certainly become big in the future. Category.

Business Compliance 7: 95% of companies with excellent childbirth and education are not suitable for the entire industry chain! According to many years of observations by Fule, agricultural entrepreneurs have one of the biggest misunderstandings: The smaller the company, the more ideas it has; the fewer sales, the more products. Ninety-five percent of companies are crushed, not starved to death.

Path determines fate, big is small, small is big. More is less, less is more. Recognize yourself and find your position! Do subtraction and focus! Focus, focus, refocus! Minimalist, extreme, extremely simple! No substitute!

From the industrial chain to the value chain! Become an irreplaceable value chain in the industrial ecosystem! Needle tip breaks the sky!

Business Code 8: Persevere, the boss of the achievement category who does not insist, who will suffer. Look at Laoganma know. Including today's Mai Lang, the middle walked straight ahead, and in fact it was a detour and finally returned.

Therefore, it is difficult to insist on not going far in the agricultural industry. The most important thing in this industry is to persist. I look forward to our joint commitment and look forward to tomorrow and usher in tomorrow!