Analysis on the Innovation of Seed Industry Marketing Management

               --Blacksmith need its own hardware

The present is a difficult period for the seed industry. On the one hand, the market is sluggish, and on the other hand, competition is intensified. In the past, the "seller's market" in the seed industry has gradually transformed into a "buyer's market." But in this cruel reality, why are there still some kinds of enterprises that can stand out and take the lead? The reason is probably as follows:

1. Learn to position yourself:

"Cultivation, reproduction, promotion" is the ultimate dream of every seed company, but do we Chinese seed companies have the integrated strength of "breeding, reproduction, and promotion"? There is a warning in the breeding industry: In China, breeding is "seeking death", and non-breeding is "waiting for death". So how to survive in the cracks? This point still needs to be combined with oneself, and it is more suitable for "education" or "replication" or "pushing". The principle of positioning must be remembered: you must learn to maximize your strengths and avoid weaknesses, that is, you must use your strengths for a long time, and at the same time, you must use yourself The shortcomings are flat. If breeding is your strength, you will focus on breeding; if breeding is your strength, you will focus on breeding; if sales are your strength, you will focus on sales. Only in this way can the advantage be maximized, and the "strong alliance" means 1+1>2.

    Although China’s vegetable area accounts for 1/2 of the world’s total, the threshold for Chinese seed companies is relatively low. Up to now, there are still more than 5,000 registered seed companies active in the industry, and world-class seed industry giants have directly or indirectly entered the Chinese seed industry. In the industry market, with the slightly immature accumulation of Chinese seed companies, PK with the world’s biggest names is just like a contest between eggs and stones. Our criterion for measuring the success of a seed company is not that the larger the company, the better; the more varieties, the more profitable it is; nor is it that the more the company has its own breeds, the more powerful it is. To measure the success of an enterprise, to be precise, it is whether your leadership can control the enterprise. Don't be overpowered and insufficient!

2. Employees, products and customers are the same as the Three Treasures of the enterprise:

Regarding employees: Some seed companies, although they have first-class products, have a second-rate market share, while some seed companies sell second-rate products but have a first-rate market share. This shows that market operations are equally critical. In recent years, seed industry conferences in various regions have sprung up. Individual organizers have tried every means to make money everywhere. Seed companies that demand progress have invested heavily in advertising, but individual exhibitors have achieved little effect. This may be caused by insufficient corporate accumulation, because first-rate companies sell image; second-rate companies sell ideas; third-rate companies sell products. In the marketing process, the image of the marketing representative at the beginning is very important. In the eyes of the first-time customers, the image of a marketing representative in the seed industry represents the image of the company; the quality of a marketing representative depends on the quality of the company's products.

Therefore, employees are the core competitiveness of an enterprise, especially the loss of breeders working on the front line, which means that they will suffer a devastating blow. Of course, employees only need to have the ability to execute, because a lion leading a group of sheep can defeat a group of lions led by a sheep.

About the product: I have been imitating, never want to surpass. This sentence also exists in Chinese seed companies, especially in the field of Chinese breeding, which is more prominent. I have been imitating or taking other shortcuts without increasing efforts in innovation and breakthroughs. For example, in cabbage, the cold spring 4 cabbage imported from Japan ten years ago is very popular in the field of overwintering flat cabbage in the Yangtze River Basin. Today, it has become a relatively low-temperature resistant cabbage, such as the type represented by the Asian and African Wangwang. In the past ten years, domestic cabbage breeders have put in a lot of hard work, and now it is possible to breed the Hanchun No. 4 that was ten years ago, but now it is not what it used to be, and the popularity of the market is not what it used to be. This also preliminarily reflects the mentality of Chinese people who often follow suit and follow blindly.

Fortunately, China has also given birth to a number of outstanding seed companies in recent years, such as specialized companies specializing in cabbage moss, small green vegetables, and cowpea. As the saying goes: Only focus can be professional; only focus can be concentrated. China's vegetable market has huge potential. As long as it has "new, strange and special", it is good to have usability. Of course, try to avoid head-on confrontation and find your own niche market. Success is in front of you. The ancients said: If the mountain is not high, the immortal is the name, and the water is not deep, the dragon is the spirit. Nowadays, people in the seed industry say: If the company is not large, just have core products; if there are not many products, it will be better if there are characteristics!

About customers: Customers generally include distributors, brokers, large growers and retail investors. Nowadays, the main body of customers is distributors. I always believe that good customers should always be busy with the first-line grassroots, such as providing technical guidance at the base and coordinating product circulation in the vegetable market. Rather than appearing at major conferences every year to find products that are selling well in the market. This kind of shortcut is not advisable for the predecessors to plant trees and descendants to take advantage of the shade. Since you are a local appealing and influential high-quality customer, how can you have so much free time outside? Besides, good wine is not afraid of deep alleys. Since you are a high-quality customer, there will be high-quality seed companies who come to visit you actively. Why should you pursue it so hard? Now that there are good products and good employees, just as there are plane trees, why can't they attract Golden Phoenix? Therefore, if you are a customer friend, if you want to prove how good you are, you should first make sure that your doorstep, your own jurisdiction, and your basic work, such as: pre-sales, in-sales, and after-sales services, are well tracked? Whether it has achieved technical marketing and service marketing, only by rooting in the grassroots and serving the grassroots can the best products be recommended to the growers most in need at a faster speed. Only in this way can we avoid arrears and returns as much as possible , Bargaining and other vicious circles. A foreign seed industry giant once said to his subordinates that if you are not afraid of losing money, you are afraid of your inventory.

3. No matter how poor you are, you have to try planting, and no matter how hard you are, you have to demonstrate

       There is a saying in the industry that it is better to make a profit in nine years than to make a loss in one year. In the past, a few seed companies accidentally hit the rocks and ran aground. The fundamental reason was that they neglected to repeatedly try seeding, which caused the ship to capsize; some seed companies also implemented trial seeding procedures, and the products passed the local customs, but they demonstrated and observed without stimulating consumers. Continuation of promotion. "Knowing, understanding, liking, doing, and being used to" is still useful in the marketing process of the seed industry, namely: first, let local potential customers realize the existence of a certain product of the company (knowledge); then, understand its purpose (Ming); Gradually develop a good impression of the product (joy); then take action to buy (OK); if the customer thinks the product is effective, they will slowly cultivate the habit of repurchasing (used). In the past, you "begged" for other species, and finally became "begged" for you to buy, and your status gradually changed from "passive" to "active". This is what every seed marketer expects to see. But this premise is to be completed on the basis of trial planting and demonstration, otherwise, it is like building a tall building on the beach, it is very likely that it will be destroyed!

Fourth, specialize in bases, do well in bases

       Any competitor has the possibility of collapse in a single attack. The main customer is in the base, and the sales of any major customers are composed of the base. Whoever controls the base will take the initiative. In the near future, the countryside can encircle the city. If you don't be the "little third" of others, perhaps the customer loyalty you cultivated may be higher, and the ones that are suitable are the best.

Five, only three wins can win undefeated

       The grower is our God. Only by benefiting the grower can we have a virtuous circle. Once the supply of vegetables exceeds demand, no matter how good the product is, the grower’s lack of ideal income is equal to the failure of market operations. In order to avoid concentrated vegetable planting on the market Households dump prices, try to create gaps in operations to avoid over-large planting areas in local areas, guide batch planting as much as possible, promote regionally, and strive to put eggs in different baskets. Only when the growers are good can everyone be really good. Once the growers have money, they will not sell their debts on credit. The benefits of planting will be improved and there will be fewer disputes that could have been avoided. If vegetable seeds are properly managed with gaps, the use cycle of seeds may also be prolonged, so that breeding costs and risks are also reduced, and everything becomes so orderly.

Finally, concluding remarks: Credit is the largest capital of an enterprise, and history is the standard for measuring the success or failure of an enterprise! Who you are, where you are now, these are not important at present, what matters is where you are now, what is your goal in the future, as long as you are in the right direction!

                                           Wuhan Yafei Seed Industry Co., Ltd.

                                                  He Yafei