It would be better if you could apply for protection of origin. In fact, rice should be market-oriented and market-segmented. For example, high-grade rice can be called high-grade special rice. Such as mobile, railway, school and so on.
At present, the commercial system of rice industry can not meet the requirements of the times in service, and it is short-sighted and profitable without planning. Modern business philosophy has not penetrated into the rice industry, and the contradictions in business have led to the confusion of producers and merchants and the confusion of commercial circulation channels, reflecting that consumer groups have repeatedly become direct exposure points!
Although a rice industry is a bit famous, its sales volume is not so ideal. Only a few areas in this province account for 10%, and the sales volume in the whole country is very small, but the organization is huge and the operation efficiency is low. Rice is an agricultural product, and there are differences in consumption in different regions. Although it has a certain scale of operation, its development is not rapid.
Rice has certain inherent characteristics, so if you want to be a brand, open up the market and even the national market, the author has the following views:
1. Only by implementing the principle of location of origin can the quality of rice be truly controlled. Quality is the foundation of brand. For example, although some domestic export manufacturers have advanced quality management and are safe when they leave the factory, problems often occur when they are transported to different places due to the difference in temperature and humidity, so we must first control the quality through the location of the place of origin;
2. Selection of rice varieties. There are great differences in varieties in different regions. From the appearance, Guangzhou people recognize "Maba Stickiness" and Guangxi people recognize "Wanjiaxiang". When I arrived in Henan, everyone said that "Yuanyang rice" was good. Even in the northeast, "Panjin Rice", "Xiangshui Rice" and "Wuchang Rice" are considered the best by people in different regions. So it is difficult to choose a kind of rice that can be eaten all over the country. Judging from the development in recent years, Guizhou rice has been recognized by the whole country. Xingyang in Fenggang, Maogong in Meitan and Liangshan in Qing Yu have begun to move towards this industry. "Organic Rice" and "Gong Mi" are the first rice brands to do it in reality, that is, to use local rice. Judging from the promotion in China in recent two years, it has achieved certain ideal results, and the operation mode of "organic rice" in Guizhou will enter a good development momentum.
3. Strengthening cooperation with local grain departments will get twice the result with half the effort. Rational use of national resources, in terms of production, storage and management, grain departments all over the country have inherent advantages.
From the current rice brand market, if there is a considerable amount of capital entering this promising industry, we will encounter some practical problems: for example, how to layout and how to maximize the coverage of sales areas? How to choose rice varieties suitable for public taste? If you build a brand and guide consumers? This is our current enterprise research and scientific research project.
For rice, a regional product, it is difficult for you to go further and wider if the market share of the place of origin cannot account for the vast majority and the sales ability cannot be guaranteed. The market share of several rice industries in this province is not high.
Rice varieties can have several local brands, which are dispersed first and then integrated.
In addition, the current enterprises can't be as socialized as the previous state-owned enterprises, and the resources are scarce and limited. If we use the limited resources of enterprises to incite and utilize broader social resources, that is the foundation of our factory. Effective use of existing state-owned resources is also a good investment.
How to sell and how to build a sales platform? What kind of product strategy, sales strategy and communication strategy need us to explore and innovate.
There is a big market for rice, and there are many local brands everywhere. How to highlight the difference with them and the way of publicity. I think the promotion of special rice, such as our "organic rice", can be done better.
The discussion of rice brand in national marketing is very meaningful and has great potential. We are doing this work.
The marketing of rice products is very different from other light industrial products because its value chain is relatively scattered. Besides, do you have any advantages? But also how to cross the dual market under the framework of dual economy. Xingyang rice industry "across the dual economic framework" is about to be realized.
For rice products that want to establish a national brand, besides the effective guarantee of agricultural production base (standardization, safety, high quality, scale and high efficiency), the establishment of urban market channel transportation is the key first step. It depends on how to do it.
I have always believed that opening up commercial channels in urban and rural markets and solving the circulation problem between dual markets are effective breakthroughs in complex market economy.
Many experiences tell us that without a normal commercial circulation environment, it is a vicious circle, which will cause rural economy to shrink. If it involves the operation of any enterprise, it is best to have a comprehensive operation management for the whole enterprise.
As a matter of fact, how to realize the profit of large-scale operation must be a joint farmer, because our growers are small in scale and not operated by foreign farms. We must use the connection between scale and farmers to drive away small-scale processing, which is the strategy of eradicating local strongmen.
It is important to ensure the quality of rice, but the instability of raw grain is unpredictable. It is contradictory for market consumers to recognize our brand.
Subjective feelings require objective business planning of businesses to achieve the expected results, and the description of service and quality planning of consumer goods is very important. For example: Coca-Cola, don't they all taste the same? Everyone loves to drink it. China's consumer goods, especially rural consumer goods, lack of commodity service planning.
To increase the competitiveness of rice, we should start with the "roots", that is, unified varieties, unified plots, unified processing, unified labeling and unified packaging. More importantly, we should implement high-quality brand promotion strategy, thinking that our products are "good rice" and waiting for merchants to "deep alley". The concept of "the emperor's daughter doesn't worry about getting married" should die with the demise of the planned economy.
Because rice is too regional, comprehensive publicity will only have a unilateral effect. It doesn't play a global role! How to publicize is very important. We're going to have surgery, too
The service and quality planning of rice consumer goods is very important. But rice is different from other consumer goods. It is a special kind of consumer goods, not just the service and quality planning of consumer goods. For example, a certain variety of high-quality raw grain may be gone next year, and its variety and quality are affected by many factors such as local and climate. However, consumers will not consider these irrelevant factors!
We can also make rice like other commodities, only as a brand, not as a producer. So can rice. Whoever has the best rice will buy it, and there are several surrounding counties and cities. As long as it is easy to gradually form trust in the brand in the hearts of consumers, it is a long-term process, and how to operate needs to find a good idea.
For the particularity of rice, different from other light industrial products, good products are determined and processed the day after tomorrow. Rice does not need deep processing, and its innate variety determines its quality. There are many varieties of rice, including Longping ... but many other varieties have different qualities, and it is difficult to have a unified quality in the process of agricultural production due to natural factors such as climate. Therefore, to be a brand, we must also talk about ways and means.