95% of the entire industry chain is wrong

Introduction: Brand Agriculture expert and chairman of the Beijing Fulai brand marketing consultancy agency Mr. Qi Xiangpeng said in an exclusive interview with “Shen Nong Dao” at the just-concluded 2014 China International Blueberry Conference that the entire industry chain looks beautiful, but 95% of companies are not suitable Engage in the entire industry chain. Zang Xiangpeng repeatedly emphasized that the blueberry industry and even the entire agricultural industry are most in need of hybrid thinking.

On June 6, 2014, "China International Blueberry Conference and Qingdao International Blueberry Festival" (CIBC) kicked off in Qingdao. This conference continues the theme of “Blueberries in China and Blueberries in China” to focus on the global perspective, gather industry consensus, exchange international experience, promote the development of China's blueberry industry, and lead the Chinese people's green and healthy lifestyle.

How to do the market education and marketing innovation in the Chinese blueberry industry has become one of the most concerned issues for participating companies.

“Shen Nong Dao” is the first platform for public WeChat communication for modern agricultural practitioners. In the “Blueberry Market Education and Marketing Innovation” forum of this conference, we exclusively interviewed brand agricultural experts and Mr. Qi Xiangpeng, chairman of Beijing Fulai brand marketing consultancy. Ruan Xiangpeng was a guest speaker at the sub-forum and also served as the moderator of the round table discussion.

As the first brand expert to interpret modern agriculture systematically from the market, brand, and consumer perspectives, Zang Xiangpeng combed the market issues currently facing the blueberry industry and proposed brand marketing concepts and strategies such as “tip theory” and “cross-border hybridization”. Very innovative, causing great interest to participants.

"Needle Point Theory": Blue Ocean Market Should Focus

“The whole industry chain looks beautiful, but 95% of companies are not suitable for the entire industry chain! Unless your company is as big as Lenovo.” At the beginning of the speech, Zhai Xiangpeng pointed out sharply the errors of some companies.

We also observed that few years ago, there were few blueberry products on the market, especially fast-moving consumer goods. However, in the past two years, everyone seems to have gathered together to the blueberry market. There are various types of products such as blueberry, blueberry, blueberry, blueberry, blueberry, and blueberry capsules.

In this regard, Zang Xiangpeng used one sentence to point directly to the key of these companies: “The smaller the company, the more the idea; the less the sales, the more products, 95% of the companies are crushed, rather than starved to death.”

“We look at what companies or brands are doing well on the market? What would you drink if you want to add energy? Red Bull! Want to go for fire? Wong Lo Kat! Add brain nutrition, you will think of six walnuts, etc. In the consumer’s Awareness, this is very clear, you can buy without hesitation to choose.This is why?You can say because they will do branding, good at marketing, and even willing to save money. But one thing you noticed did not - They are continuing to add to a brand or category! I would also like to share with you a company that has made a shortcake using Yunnan's unique edible rose feed and named it 'Kawahwa's Flower Cake. 'Since the time the product was on the market, it has been continuously promoting and selling. There is no fancy product line. So far, it has lived well. In 2010, it was the only Yunnan specialty cake that was selected for the Shanghai World Expo. They are all ' Prenatal and postnatal education'."

This kind of expounding of Zang Xiangpeng is precisely his "tip theory": big is small, small is big; fast is slow, slow is fast. Enterprises must recognize themselves, what you have done in the past, what you have, and this is your DNA. You cannot put these things aside and create them again. The cost is too high and it is difficult for companies to bear. Therefore, on the basis of the previous, combined with the current market environment, in the blueberry industry chain, identify their own position, do subtraction, focus, become an irreplaceable value chain of the industrial ecosystem, so that the “point” break day!

"Transboundary crossbreeding": the most innovative genes that Chinese blueberry marketing needs!

Being a “tip” product is the right direction for the company to set itself up. What do you need to do after you have your direction? The "barrel principle" tells us that whether the company can develop healthily depends on whether you can make up for your short board. What are the most common short boards for blueberry companies (including many food companies)?

In Zang Xiangpeng's opinion, “Agriculture, many people will make a mistake: too professional, too agriculture, too obedient. Many ideas, thinking patterns still stay in a few years ago or even more than ten years ago, the most prominent manifestation is not Marketing, which has become the most serious shortcoming in the company."

“Everyone used to buy kiwi fruit before, is it all about pounding it? The result was a company called Jiapei, which turned Chinese kiwi fruit into New Zealand kiwifruit, sold it on a one-by-one basis, and profited several times. And this company still uses Selling fresh fruit is not focused on developing other products. It is really focused. How about selling a bottle of mineral water? We can go look at Evian's ads. It's cool and personal. This is the brand. To convey to everyone, let everyone think that drinking this water is cool and cool so you think you might be 18 years old! With this concept, Evian has made water a young luxury. There are many other examples. For example, when France brewed grapes into a lifestyle, Lipton turned Chinese slow tea into a world fast tea to dominate the world, oranges made oranges into spiritual symbols, Lenovo used IT thinking to reinstall modern agriculture, and so on. Is to - jump out of the industry to see the industry! Jump out of the product to see the product!"

This is exactly the concept of cross-border hybridization advocated by Zang Xiangpeng: hybrid marketing is to break all boundaries, subvert all traditions, boldly learn, graft, and integrate advanced ideas, resources, modes, and methods of other industries, for our own use, to win. Relative advantages, continuous breakthroughs and development!

Zang Xiangpeng repeatedly emphasized that the blueberry industry and even the entire agricultural industry are most in need of hybrid thinking.

In the end, Geng Xiangpeng summed it up with the words of Theodore Schultz, Nobel Prize winner in economics. “Agriculture is a valuable and rare art. The wealth of a country is not its natural resources but its nationals. "The wisdom and concept of wisdom," he even inspired everyone to think about what the "Brazil World Cup has to do with your business," and what is the relationship between the current TV series "You From the Stars" and Blueberry, to encourage every brand of agricultural practice. The "hybrid thinking".