Do a good job in jujube sales.
The supply of jujube market basically exceeds demand.
Sales of jujube products to enterprises,
Become stronger,
You must jump out of traditional sales.
Thought, carefully analyze the market, formulate correct sales strategy, foster strengths and avoid weaknesses, and take the road of differentiation.
I. Overview of jujube market
Jujube is a unique fruit tree in China.
China is the largest producer and the only exporter of jujube products in the world.
Jujube is available in China.
Spread to five continents of the world
20
Many countries and regions. But apart from Korea, the United States, Kazakhstan, Kyrgyzstan and so on.
Except for a small amount of state-owned cultivation, there is no economic cultivation in other countries in the world. South Korea has formed a large-scale commercial cultivation.
( 1)
, jujube planting situation
National jujube planting area
3000
More than 10,000 mu,
Reach the total output
300
More than ten thousand tons.
Hebei,
Shanxi,
Shandong,
Shaanxi,
Xinjiang, Henan
six
Provinces are the main producing areas of jujube. The planting area in Xinjiang is about
700
More than 10 thousand mu, with an annual output of red dates.
20
many
Ten thousand tons. Ruoqiang County is the county with the largest jujube area in China.
three
A little.
According to statistics, there are currently more than 60 large-scale jujube scientific research institutions and production enterprises in China.
40
Home, located in Beijing.
four
Home,
Hebei Province
eight
Hometown, Shanxi
six
Hometown, Shandong
eight
Hometown, Shanxi
1
Home, Xinjiang
six
Home; The main body of circulation is private individual organizations and individuals.
Sporting goods suppliers.
Large-scale inter-provincial and inter-provincial scales have been initially formed throughout the country.
Trend of large-scale planting.
Cangzhou, Hebei wants to build the world's largest red.
Jujube base
,
Linxian county, Shanxi province to be built
"
China Zaodu
"
Arrive in the area
450
Ten thousand acres span Shanxi and Shaanxi.
"
Shanxi-Shaanxi Gorge of Yellow River
Jujube industrial belt
"
,
Jujube yield
20
More than ten thousand tons. Xinjiang jujube planting area has reached.
celebrity
More than 10 thousand mu
.
Aksu, Xinjiang to be built.
set up
"
Zaoyuan
"
(
2)
Sales of red dates
1
sell in the local market
In recent years, due to the huge economic benefits of jujube trees and the trend of market demand, jujube trees have been planted in various places.
With the continuous expansion of production capacity, the domestic market is gradually saturated.
20 10
In 2000, the national jujube output was.
340
Ten thousand tons.
At present, the common problem of jujube sales is the lag of market development and brand building. The market development is not strong, and the publicity is not enough.
Insufficient publicity and promotion, lagging brand building and lack of winning brands. The international market is underdeveloped.
2
, foreign sales
In the international market,
Since there are no red dates abroad,
It is difficult to find the product development enterprises and products related to jujube.
Bright orange red
Jujube products basically have no competitive threat.
China's jujube export area covers Western Europe, North America and Africa.
20
Many countries and regions. From exporting countries and regions
Look, mainly Hong Kong, Macau, Japan, South Korea, Singapore and Malaysia, accounting for about% of the total export.
80%~90%
, the owner of the purchase
The main target is foreign Chinese. Followed by Britain, France, Italy, the Netherlands, the United States, Canada, Australia and New Zealand.
And other European and American countries.
The annual export volume of Chinese jujube and its processed products is about 10000 tons, accounting for about 10% of the total output of jujube fruit.
2%
About, in which the original jujube and
50% of processed products.
It has become a trend to export jujube after deep processing. Taiyuan Hanbo Food Industry Co., Ltd. has produced and exported.
10
Box jujube thickness
Pulp, total
60
Kg, value of goods
Eight hundred
USD (about RMB)
5000
Pluralistic). Xinjiang Tian hai LV Zhou agriculture technology co., ltd
The company's "Tianzaosu" and other jujube purification and deep processing products have come out.
Due to consumption habits and technical reasons,
It is more difficult to open up the international market.
The export of jujube has long been confined to Southeast Asia and China.
Market. The reasons for the low sales of red dates abroad;
1
) Dietary consumption habits of different countries and nationalities.
2
) We lack jujube products suitable for the consumption needs of other foreigners, and the publicity of jujube is not enough.
three
Foreigners still don't understand the nutritional and medicinal health care value of jujube.
four
Fresh fruit sells well. However, excellent preservation technology is needed, and it needs to be airlifted to Hong Kong and Macao at the fastest speed, and complex packaging is also guaranteed.
The process of storage and transportation also keeps the price of red dates high.
Besides,
Many Xinjiang melon and fruit brands are not well-known in Hong Kong and Macao.
This also makes
Repeatedly banned in sales channels.
five
)
Date base to the United States.
Nototherwiseprovided(for) unless otherwise specified.
、
EU
EU
And China organic product certification,
Obtain sanitary registration of agricultural and sideline products for export,
This is the only exit.
Second, the forecast of jujube industry prospect
The price of jujube is relatively stable, and it is a general trend to rise steadily. Since the last century,
80
Since the 1960s, the price of red dates has increased by about 10%.
10
Time magazine.
With the progress of society, people pay more and more attention to the improvement of quality of life.
"
Food tonic is better than medicine tonic.
"
The concept and practice of the Great Wall are deeply rooted in people's hearts.
And more and more popular, jujube is an excellent food with the same origin of medicine and food.
Besides the traditional dried jujube products, there are two markets for jujube products:
1
Fresh jujube
Jujube fresh food species have quickly become a new force in the development of jujube industry. Fresh jujube with big fruit is a kind of high-grade and precious jujube that has not been developed in the world.
Health Fruits Consumers in most countries in the world have never seen, eaten or heard of fresh dates in China.
Therefore, the development prospect of fresh jujube market is very broad in both domestic and international markets.
The development of big fruit fresh jujube is far from the problem of market surplus. To study the annual supply of fresh dates.
2
, jujube deep processing products.
Jujube is rich in nutrients (amino acids, vitamins and mineral elements).
, is the first-class nourishing food, at the same time.
Traditional Chinese medicine has high practical value. Many nutrients in jujube, such as jujube polysaccharide molecules,
Keywords rutin, colorant,
Breakfast (or lunch and dinner)
Fiber and cyclic adenosine monophosphate suggest that deep processing of jujube should be developed from three aspects:
One is compound beverage, which refers to the mixed production of jujube juice and other fruits;
Second, the direction of colorants or pigments for food, industry and cosmetics;
Third, in the direction of drugs and health care products, deep processing should be carried out and combined with other Chinese herbal medicines, and R&D and production should be controlled.
Drugs for cardiovascular diseases, liver protection and detoxification, diabetes, etc. will have the most potential.
In a word, experts in the industry have the same view on the development trend of jujube industry, that is, to upgrade the traditional jujube industry with modern technology.
Promote the development of jujube industry with new ideas,
Namely:
Develop new jujube products to enter the international market,
Produce products that meet the needs of the international market
The export of products and new jujube products and the domestic consumption of high-quality jujube will promote the development of jujube industry and the stability of jujube base.
Three. General situation of main brand enterprises of jujube
1
I miss you jujube industry co., ltd.
Legal representative Shi Jubin, registered capital.
5520
Ten thousand yuan. Located in Zhengzhou Xinzheng International Airport Industrial Zone, with a total area.
260
Building area1100,000 mu.
eight
More than 10,000 square meters, storage capacity.
2
10 thousand tons, built another one
500
Mu jujube demonstration park. Scope: drying. Dry.
Fresh fruit processing, agricultural and sideline products processing and purchase and sale (except grain purchase)
; Honey and its products, propolis.
And its products,
Pollen and its products,
Date wine,
Seasoning,
Drinks
pass by
2009
year
12
At the end of the month,
The company owns total assets.
4.32
One billion yuan,
2009
annual sales revenue
4.5
Billion yuan, net profit
5400
Ten thousand yuan.
The company owns Cangzhou Missing Jujube Industry Co., Ltd.,
Xinjiang Ruoqiang misses you so much. Jujube industry development co., ltd,
Xiang Hao, Xinjiang
You innovate three wholly-owned subsidiaries of Agricultural Investment Co., Ltd.,
And Miss You Jujube Development Co., Ltd. in Dali County, Shaanxi Province,
Henan Province
Xinzheng rural cooperative bank, two joint-stock companies,
across the country
278
a city
1300
Jiazao shop,
It is now the domestic red dates.
The largest jujube deep processing enterprise has the largest variety of products.
2
Shandong Leling Wanjia Food Co., Ltd.
Leling Wanjia Food Co., Ltd. was originally a state-owned Leling ejiao jujube factory.
,
Installed inside
1985
In 1980, it was the first in China.
State-owned enterprises engaged in standardization and specialization of jujube product processing.
2002
1920 was renamed after the reform.
"
Leling wanjia foods co., ltd
department
"
. The company took the lead in developing Dong 'e Ejiao and Leling Golden Jujube.
"
Ejiao golden jujube
"
Series products. After two o'clock
After more than ten years of hard work, I already have dried fruits.
Two sets of national food production licenses for candied fruit,
A set of health food production qualifications,
product
Comprise donkey-hide gelatin golden jujube, crystal candied jujube, tribute jujube, wild jujube, disposable golden jujube, seedless golden jujube, jujube shreds and jujube slices.
There are more than ten series and dozens of varieties of jujube paste and jujube juice.
The company now covers an area of 15 mu, with a building area of 10000 square meters, with production capacity.
5000
Tons, sales
3000
Ten thousand yuan.
three
Hotan Kunlun Mountain Jujube Industry Co., Ltd.
Hotan Kunlun Mountain Jujube Industry Co., Ltd. is a wholly state-owned enterprise of the 14th Agricultural Division of Xinjiang Production and Construction Corps.
2005
year
10
moon
14
The company is headquartered in Group 224, Hotan Pimo Development Zone, with a registered capital of 25 million yuan. The base is located.
The 224th Regiment of 14 Division, Pishan Farm and 47th Regiment in the northern foot of Kunlun Mountain and the southern edge of Taklimakan Desert are countries.
"
ten
five
"
Key projects during the period, total investment
2 1.47
100 million yuan; Existing green organic jujube production base.
10
Ten thousand mu, of which
Organic fruit & food planting base
five
Thousand acres; Until/very
20 10
In, the base will be expanded to
20
Ten thousand mu; The annual output of red dates in the full fruit period will reach
20
ten thousand
Tons (including high-quality winter jujube)
2
Ten thousand tons)
It is the largest centralized contiguous jujube tree base in China adopting Israeli water-saving irrigation technology.
Land.
2006
year
-2008
Annual accumulated investment of the company
5000
Ten thousand yuan to build a jujube industrial park,
Bought fresh dates for grading,
consider
Sorting line,
1000
Tons of modified atmosphere storage and automatic grading, weighing and packaging production lines of dried jujube have realized the industrialization of jujube.
Drying and processing. The company's main products are
"
Kunlun Mountains
"
The brands are Hetian Yuzao, Kunlun Mountain Yuzao and Xiangzao, which are mainly engaged in
"
elder brother
Shan Lun
"
Brand hetian yuzao.
2007
In 2004, the company acquired and processed fresh dates.
3000
Tons,
2008
Plan to purchase and process fresh dates.
8000
Multi-ton, realize sales revenue
1
1 billion yuan.
four
Tianhai oasis group
Give priority to the development of modern agriculture,
Also involved in financial and cultural industries,
Always turn scientific and technological achievements into means,
Set excellent variety education,
Expand,
A large number,
Selecting seedlings,
Construction of organic food base,
A key leading enterprise in agricultural industrialization integrating deep processing of agricultural and sideline products,
Total assets exceed 1 100 million yuan (excluding land value)
. Xinjiang Tianhai Oasis Agricultural Science and Technology Co., Ltd. and Beijing Tianzaoyuan Biotechnology Co., Ltd.
Ltd.,
Xinjiang tianhai oasis seed industry co., ltd,
Xinjiang tianhai jujube industry co., ltd,
Aksu Tianhai Forest Farm Co., Ltd.,
Xinjiang Tianzaoyuan Biotechnology Co., Ltd.,
Xinjiang Tianzaoyuan Qiuci Biotechnology Co., Ltd,
Tianhai media,
Shanxi hong
Jujube demonstration base, Hotan base in Xinjiang, Nanfan base in Sanya, Hainan, etc.
The Group is mainly committed to the development and promotion of high-tech projects in agriculture and forestry.
2005
Xinjiang Aksu Group Company.
Regional starting point
20
Ten thousand mu desertification afforestation project
,
Involved
"
Sweet jujube
"
Processing and preservation and
"
Jujube element
"
Production and sales of series products
Sales, seed planting,
Rapid propagation of seedlings,
Demonstration and popularization work and production of special organic fertilizer. At present, there is only one group company
High-tech enterprise of jujube processing patent technology.
Fourth, thinking about the sales of red dates.
( 1)
Determine the target market and produce high-quality new products.
Jujube market is divided into high-end market and low-end market. High-end markets such as green and organic healthy food are high consumption.
The first choice for people and people who pursue health. All kinds of red dates can be seen everywhere in the low-end market.
Production enterprises with a certain scale should increase the in-depth development of red dates, produce high-quality new products and focus on high-end markets.
Increase the sales of fresh dates and increase the sales of deep-processed products of fresh dates.
Adopt the strategy of simultaneously developing domestic and foreign markets.
1
Do well the basic work of market development;
1
)
Pay attention to planting quality, organic red dates.
2
)
Grasp processing
Need a gift,
Health care needs,
The demand for snack food is that sustainable development of the industry,
Three ways to upgrade product grade
Diameter. Use brand association to carry out diversified market expansion and diversified deep processing. That is to meet the product needs of different high-end markets.
three
)
Seize the brand
In the case of oversupply of jujube, implementing brand strategy is the key to jujube sales.
Brand positioning: green organic planting, high-tech deep processing products.
Brand selling point: organic red dates with nourishing function and rich nutrition.
Packaging: According to the characteristics of Xinjiang, it is suitable for different market demands.
2
, target market differentiation
According to information, buy
500
Proportion of bagged red dates and snacks below grams as snacks
60%
, buy
500
Shangshang g
Used as soup.
20%
Used for gifts and other purposes.
20%
. Therefore, product attributes can be divided into gifts and health care products.
And snacks.
According to the difference of consumer demand,
Further subdivide the target market of jujube products;
Suitable for women,
Children and middle-aged and elderly people
Food jujube products.
Old age series: health care type. The packaging is mainly red.
Female series: beauty type. The packaging is mainly pink.
Children's series: nutrition. The packaging is mainly green.
Wedding series: packaging reflects happiness.
(2)
strategy of developing market/defined marketing strategy
1
, product management strategy
Starting with optimizing breeding, supported by high-tech deep processing, focusing on brand management, combined with large enterprises in the industry,
Build jujube industry group and lead enterprises to transform into high technology and high added value.
2
, brand marketing
Do a good job in brand marketing planning. Do a good job in advertising planning. Use dual-brand strategy, one for high-end market and one for dumping.
Design the company's unique corporate identity system such as colors, slogans, slogans, activities, packaging, etc.
three
Pay attention to the relationship between the public and the public.
Join the local food association, establish good relations with the media and organize middlemen to visit the factory.
four
, market development methods
Through direct sales,
Supply and marketing and online sales are three basic forms of sales.
Establish and expand the main distribution network in each region.
Network, according to the resources to develop different markets.
Expand the network of middlemen through strategic alliance.
Acquisition or merger of local enterprises or establishment of strategic alliances.
Specific sales methods:
1
)
Target market Jian branch (dealer)
Establish in influential cities and set up marketing companies or offices in national central cities.
Pay attention to the big demanders.
(eat
Products, beverages, supermarkets, agricultural products wholesale markets, wedding companies and government and enterprise procurement. )
. Develop tourism market and gifts.
Market and health care products market.
2
)
Looking for various agents.
Establish a product agency system, attract investment extensively and form a sales network.
three
)
Electronic commerce.
Build an e-commerce platform based on the company's website; Join famous websites such as "Alibaba"; Open an online shop; profit
Weibo, sales in the form of blog; E-mail sales; Looking for sales information; Online promotion of enterprise products, etc.
Advertise in the portal search engine network, etc.
four
)
foreign trade
Registered product trademarks in relevant countries, and passed the product import certification in relevant countries; Participate in relevant international exhibitions; electric current
Sub-business is the main business.
five
)
Strive for cooperation with large companies at home and abroad (cooperative development,
Equipment manufacturer
Wait a minute. ) Establish strategic alliances and joint ventures.
Look for strategic partners at home and abroad in the form of joint venture, processing and sales.
Find foreign strategic partners as soon as possible. Well-known foreign sellers; Foreign food manufacturers; Co-organize overseas sales companies
Division; Joint ventures in China and so on.
Take various forms to cooperate with domestic foreign trade companies and give full play to their respective advantages.
six
) conference sales.
Actively raise funds to hold and participate in fruit early adopters, exhibitions and other activities, increase publicity, and open up product awareness.
Hold a national dealer conference every year to form a strategic alliance with dealers all over the country.
five
, service differentiation
Vice president of domestic market
Customers here refer to dealers and users, as well as internal sales staff.
Pay attention to the convenience of dealers to place orders. Establish a central warehouse in the local area to shorten the delivery time.
While providing products to direct customers, they will also give away eating methods.
In order to sell the company well,
Also for the sales staff of the company:
Establish an information center,
Provide all kinds of instant information;
Provide a feasible sales system; Provide marketing plan and plan promotion measures.
(3)
Sales management framework
Sales general manager
1
, office
Sales command center. It is composed of personnel, marketing planning and information personnel.
3-4
Human composition.
There is also an e-commerce salesperson. Responsible for the sales of online platforms such as online stores.
The task of the office is:
1
) establish an information base
2
) marketing planning, advertising
three
) open * * * relationship.
four
) performance appraisal
five
) business training
Marketing knowledge
Sales skill
customer management
Export business knowledge
2
, domestic market
Layout the national regional market. The regional marketing manager is mainly responsible for the development of regional markets.
Important big customers in the country are maintained by the big customer department.
three
, foreign markets
build
2-3
Ministry of foreign trade. Open up the international market.
(4) Sales management
Vice president of foreign markets
office
each
administrative region
region
famous book
reason
big
visitor
family
famous book
reason
hero
language
country
home
soon
language
country
home
1
Establish various sales systems.
2
Strengthen training.
three
Strengthen performance appraisal.
sales quota
50%
market share
20%
Number of new customers (new customer sales)
15%
Market information collection
10%
team spirit
5%
four
Pay attention to marketing planning.
five
Establish an effective incentive mechanism for sales staff.