The marketing of Xianming rice is not the usual way. Look.Mao.Line.Chinese.Text.Net

In the early days, the situation was opened through the medium and high-end restaurant channels that Zhong Huazhi was deeply cultivated.

The Xianming rice given as a gift was not wasted, and most of the users who tasted it were conquered by its quality and exchanged the rice at home for Xianming rice.

Although the price of Xianming rice is the first grade, most of the customers who can spend in mid-to-high-end restaurants are not bad for this money.

Good news spreads frequently, and the sales of newly listed Xianming rice are rising.

"The warehouses in Vietnam, Hong Kong and Macao are ready, right?" Faced with the gratifying situation, Qi Zheng was more concerned about the issue of channels.

Zhong Huazhi said, "No problem, our food supply company already has its own warehouse system, and now the warehouses vacated for Xianming rice are of the highest standard." ”

Qi Zheng nodded with satisfaction.

After "Chaxiang Rice" is processed into Xianming rice out of the warehouse in Pucheng County, it is vacuum-packed and sold in the shortest possible time to retain a better taste.

Qi Zheng was not worried about the storage of "tea-fragrant rice", and he even set up a "three-star spirit gathering array" in the rice barn to ensure that the quality of the rice would not decline.

On the contrary, more attention should be paid to the storage of market-oriented Xianming rice.

The sale of Xianming rice did not go through the traditional in-depth distribution system of the grain and oil industry.

Deep distribution has been implemented in the grain and oil industry for more than 10 years, from manufacturers to distributors to stores, extending layer by layer, and is currently the most mature sales channel.

Taobao has not yet come out after the transformation of commercial channels, and in-depth distribution is in the golden period of development, and the pursuit of a large channel network is the general mentality of enterprises at present, so dealers in the grain and oil industry have made a lot of money. See. Wool, Chinese net

However, as a symbol of quality and taste, Xianming rice has too low-end and wide dealer channels - not to mention that many dealers are too utilitarian and always want to sell quickly, which is easy to further lower the product grade.

Therefore, even if there is no direct sales channel, Xianming rice is also a self-expanding channel and directly connects with large shopping malls for supply.

This requires at least its own delivery system at the front end of the market.

Fortunately, there is Zhong Huazhi's food supply chain in the early stage.

"How's the marketing communications going?" Qi Zheng asked again.

Zhong Huazhi, who is also the person in charge of Jiagu Grain, has long been prepared for this: "Our marketing communication is not aimed at the whole public, but pays more attention to word-of-mouth communication. Therefore, we use more of a PR soft communication method. ”

Instead of being bombarded with advertisements on TV or newspapers, Xianming Rice uses soft communication such as public relations and news.

For example, actively sponsor some salon forums or art exhibitions to establish interaction with "high-end circles";

For example, we have cooperated with some lifestyle and business media magazines to launch the theme activity of "Xianming Rice and Rice Nature" to convey the concept of healthy and natural diet......

In short, it is necessary to put up a "shelf" and pay attention to the "tone".

And this marketing method for specific groups has achieved remarkable results, which can be seen from the rising sales of Xianming rice.

Of course, it's a lot of money.

......

Because of the problem of production, Xianming rice mainly targets the markets in Min, Vietnam, Hong Kong and Macao, and in addition to consumers, mid-to-high-end restaurants are another big customer.

The news of Jiagu's export of high-end pigs to South Korea has spread in the high-end catering market in both provinces.

This is not the key, the key is that the export price is double that of the domestic one, and it is still limited, which is very happy.

The director of a high-end restaurant said what everyone thought: "Finally, there is an enterprise that unifies the internal and external quality of domestic products, and leaves the best Chinese production to the closest Chinese people!"

This is the helplessness of the times and the sorrow of the nation.

The phenomenon of "high-quality Made in China is not sold in China" has a long history.

As far as the food industry is concerned, which is related to the national economy and people's livelihood. The data show that China's food export pass rate has maintained a high level of more than 99 all year round, but what about the current domestic food? Alas, it is all tears to say too much......

Even more than 10 years later, in the context of years of rectification, the pass rate of domestic food is only about 90.

That's still a full nine percentage points short!

When it comes to Chinese standards, there must be embarrassing words such as "backwardness", "security crisis" and "quality depression".

It is also our own incompetence that has led to the "low standards of China" becoming the "consensus" of many countries, and since then they have also started to be arrogant and ignore the Chinese market.

Once upon a time, the island country of Mitsubishi recalled more than 400,000 cars worldwide due to problems with the braking system, but the Chinese market was directly ignored.

South Korean mobile phone giant Samsung has recalled and stopped selling explosive phones worldwide, except for China. Even though it was angrily criticized by the state media for its contempt for the legitimate rights and interests of Chinese consumers, it was as calm as ever;

In the aftermath of the nuclear power plant crisis, island countries continue to sell rice produced in their own nuclear radiation areas to Shanghai at three times the price of the local market, targeting the city's wealthy ......

Backward parts, flammable and explosive, spoken......

In the eyes of foreigners, are Chinese only worthy of such standard products?

Jiagu was the first to express his dissatisfaction.

Whether it is the best quality pigs or the best quality rice, priority is given to domestic supply.

Maybe exports can make more money, but Qi Zheng insists on sticking to the bottom line.

This bottom line is the reputation of China's 1.3 billion people, and it is the pursuit that makes China's quality the most worthy of being advertised.

"We are trying to change the world's impression of China, but what we want to change most is the impression of Chinese people on Chinese production. We hope that one day, when it comes to domestic production, the eyes of Chinese people will be more confident and reassuring, rather than endless worries. Zhong Huazhi said so.

Sincere enterprises can always get more favor, and the product quality of Jiagu is real, and the high-end catering market in the two provinces has a high acceptance of Xianming rice.

The manager of a high-end restaurant said to Zhong Huazhi, "In our country, many places pay attention to quantity when it comes to food, but ignore quality. How many high-quality rice varieties there are in a big country, but you can't make a brand. ”

"That's why our restaurant used to use imported rice. There is Koshihikari rice from the island country, but more often than not, Thai fragrant rice. Well, now that we have local rice that is of higher quality than imported rice, it is rare that Mr. Zhong is willing to fight for national self-esteem and self-confidence, and I will definitely support you if I don't say it!"

This is what the people want.

After all, one day, whether it is a domestic enterprise or a foreign enterprise, it will be clear that inferior goods, in China, there is no way to live!

In this way, Xianming rice conquered the city and gained a firm foothold in the high-end catering market in the two provinces, as well as Hong Kong and Macao, and its fame even spread to Shanghai.

This is the power of Jiagu quality, and it is also the power of Chinese quality.

......

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