Zhenghe Island Reports: Zang Xiangpeng: Top Five ** Rescue Brand Agriculture

Zheng Hedao special invitation to heavyweight, combat faction to the island to the blessing to brand chairman of the Agricultural Consulting Group, Renmin University of China Brand Agriculture Research Group leader Zang Xiangpeng, came to Yunnan Kunming and the island to share their wisdom.

Today, China has entered a new era of brand agriculture. So what is brand agriculture? I think that branded agriculture is based on market demand, based on ecological security, and based on the concept of industrialized management. It uses brand marketing as a path to open up one or two or three industries, promote agricultural efficiency, increase farmers' income, and benefit consumers. Sustainable agriculture.

When we talk about branded agriculture, what meaning and value does branded agriculture mean in the end? The brand is the engine for the transformation and upgrading of agriculture, a booster for improving the quality and efficiency of agriculture, and a talisman for fierce market competition. Branded agriculture has these values, and we only promote it to encourage branded agriculture. We have such an ideal and goal is to "change the agriculture with the brand".

How can we manage these trends in our agribusinesses so that we can work on the road to brand agriculture (agricultural industrialization)? According to more than ten years of experience in branded agricultural actual combat, combined with some of my thinking put forward five major practice to save the brand of agriculture.

01/ Must be market-centered

Must be market-centered, many friends say that this is a nonsense, but in the agricultural industry, there are more than 80% of companies do not focus on the market, what is the center? Take the government as the center, the resources as the center, the base as the center, and the center of self-feeling. Therefore, I say that without taking the market as the center, there is no chance of victory and all advantages will lose meaning. I have a mantra, "Do not look at the factory, just look at the chairman." The chairman determines the strategic direction and path of the company. The chairman must first establish a market-centric concept.

With the market as the center and returning to the essence of the enterprise, the agricultural enterprise must achieve three transformations: from resource advantage to value, from industrial advantage to market success, and from product advantage to brand success. From playing policies, playing resources to playing brands, from traditional agriculture, industrial agriculture to branded agriculture. China's agriculture is entering the 3.0 era. This is an unprecedented era of new agricultural civilization. Times have changed, ideas and methods must change!

02/ must be the top of the system design

Many friends asked me if there are any shortcuts to doing agriculture. I said that there is no shortcut, and agriculture, choosing the right path, and taking the detour is the biggest shortcut. I think the path determines fate. If your path is out of the question, there will be problems in many aspects of the company. Sincerely speaking with our entrepreneurs, we must pay attention to the planning of the path and the planning of the top-level design.

The road to Jane is not free of money. After engaging in brand agriculture for many years, I put forward a “tip theory”: small is big, big is small, many is less, less is more, fast is slow, and slow is fast. Doing business must find its own roots and souls, do subtraction, focus, and focus on professionalism. From the industrial chain to the value chain, if you can make this stronger and stronger and be irreplaceable, then the so-called links can be get through. If it is popular, it means that we first make a well, then build an oil field and build an oil refinery.

I highly recommend the power of eugenics. Jadobi came to the world today is a can of herbal tea to fight the world, Jiapei kiwifruit, to make a fresh fruit, sold in the world. Therefore, I have repeatedly stressed that seizing the "China's first stock (brand)" to achieve strategic high-occupancy and resource seizure opportunities is the greatest strategic value of the big agricultural industry! Wujiang mustard, ham, ham, six walnuts, and I miss you all are examples of single product breakthroughs, but also achieved the "first mustard pickle," "first ham," "first jujube dates."

In addition to institutional problems and mechanism issues, the biggest problem for COFCO is that it wants to do both ABCD and Nestle. If we can build a COFCO in China, we can do an ABCD. I think it is already very good, but he still has to do Nestlé, and as a result, he faces problems in the whole industry chain. In contrast, the Wen Group, which is raising pigs and raising chickens, has become the first Chinese agricultural company.

In order to break the monotonous and slow growth rate of the product, Southern Foods developed a series of products with the position of “paste”, but the result was not satisfactory. Later, I found Fu Lai, and we gave him a suggestion to take a step back. From the strategy of “plumbling boss” to the core value of black sesame seeds in the South, we have created the core value chain of “Southern Black Sesame Paste—Southern Black Sesame and Black Nutrition” and made design plans for brands, models, products, and routes. The Southern Black Sesame Group jumped out of the misunderstanding of the product dosage form, truly excavated its core value, and continued to create the core advantages of the boss. Including the name and company name of the Southern Black Sesame Group, the name of the stock has been changed. It is called Southern Black Sesame, and the stock is called Black Sesame. It is the oldest black sesame seed in China, and it is referred to as the “black boss” for short. As the core of the strategic value of the South, and also as the brand name of the South, the five words “Southern Black Sesame” are inseparable, just like “Nestle Coffee” and “Yunnan Baiyao”. So your top-level design and strategic goals are the key to your company's continued success.

03/ Shape the brand soul

The consumer demand for agricultural products in the era of mobile internet has undergone tremendous changes: function is a must, emotion is a strong need! The greatest advantage of China’s agricultural products is history and culture. What is a brand soul is to have a story, attitude, temperature, feelings, and direct attitude towards human nature and value proposition.

The success of Orange is actually a victory in spirit and values. At the beginning, Orange was sold in the new land of Beijing in Yunnan Province. It was not a good deal to sell, but later it had a brand soul and relied on the Internet to achieve success. There is an attitude, it is important! How can Nongfu Spring beat many international big names and create the miracle of Chinese bottled water brand? The answer is to use natural water to establish the strongest value genes and barriers to competition. This phenomenon is rare in China.

The rice land we are currently making is one of the most representative brands in Jilin. We found that 98% of the companies were unable to sell new rice that year. We did it, so we talked about wastefully: Only new rice is produced. This is Its core value. The Taoyuan black pig in Loudi, Hunan Province, after investigation and diagnosis, was renamed Xiangcun black pig and a pig with a story. Its brand's soul is "the Xiangcun pig, the taste of childhood", allowing you to find the kind of fragrance that you had when you were young. Now it has been listed and successfully landed on the capital market.

04/ Seize public resources and build brand totems

Public resources are people, things, things, symbols, and associations known to all. They are the material and spiritual resources (wealth) created or possessed by human society. They are the most valuable brand strategic assets. Nestlé, McDonald's, six walnuts, real skill, why do we all remember? Because of familiarity, many people said that six walnuts did not find six walnuts at all. In fact, the brand of humans is called six walnuts. It does not say that there are six walnuts in it. However, this brand name makes everyone remember. Bruce Lee's posterity and Kung Fu played a lot of lawsuits. Kung Fu said that he was not Bruce Lee. He just looked like a winner and made the best Chinese fast food brand.

05/ Create market model

Why your product is not selling well is that you lack a set of market models and lack the logic and methodology to solve a certain type of problem. The pattern is incorrect and everything is in vain. Absolute taste is now the largest number of chain companies in China. This is the victory of the model. Of course, the model needs to keep pace with the times. I really want you to start with the store, and now I’ve stepped into the Internet, and recently acquired Baicao. Connect online and offline channels to enrich product categories and create a new O2O model.

What is the ultimate business model? What I understand is that community businesses, especially agricultural products, do electricity providers to find death, do not die as electricity providers, my concept is to be a community business, that is, to establish a bond based on common interests and values. Communities, no matter where you are, whether you met or not. In the future, all living enterprises will be Internet companies! All living businesses are media! All living businesses are community leaders. Xiaomi is a practitioner of brand community business. There are also the best juniors in the community economy. The essence of his business model is community marketing. Through the heart of the Internet, he builds a business community of “mutual interaction, mutual benefit, and mutual trust”.

The Vajrat Agricultural was Xinjiang’s “COFCO”. It created a community model and made a community experiment for millions of aiders. We used the form of membership cards and through the form of magazines to use a lot of creative and warmhearted The form links the former aiders and now has nearly 10, 000 members. This forms a community that uses the aid of Xinjiang as a common link.

In the next 20 years, the world will see China, China will look at agriculture, and agriculture will see brands, and brands will change China. In the future, China, especially as a friend of agriculture, we need to embrace each other and warm each other. I believe that China’s agriculture in the future must be a group of people with positive knowledge, righteous thoughts, and positive energy.