There is a general understanding in the rice industry that it is difficult for the rice market to be monopolized by several brands in the edible oil market. Because rice is not a refined variety, it is difficult for the brand to stand alone.

Industry veterans have asserted that it will take at least ten years to cultivate a more influential brand in the rice market.

But now, these cognitions have been swept into the garbage heap in front of Jiagu Rice, which casts the golden body of the brand like a fairy flying out of the sky.

The popularity of "Rice on the Tip of the Tongue" has not decreased, and it has led to a rush to buy Jiagu rice in China.

The "China's Most Competitive Brand Selection" Association noticed this craze, and in order to more intuitively understand the influence of Jiagu rice, Shao Guohua, director of the association, traveled to many places to face the front line of consumption.

In the capital.

With the full listing of the newly packaged Jiagu rice, Jiagu Grain and Oil has launched a comprehensive three-dimensional marketing mix: in terms of product structure, to meet diversified needs, multi-directional, multi-way, multi-time period of publicity, layout of supermarkets around the community elevator and CCTV, to create a three-dimensional publicity matrix.

Shao Guohua visited a number of supermarkets and learned that at present, Jiagu is a comprehensive and rich choice of rice for consumers, in addition to obvious varieties and characteristics, it has also formed low-end, mid-end and high-end routes in terms of price, with clear positioning.

Take its five main series of products as an example: Xianming rice is the lead, 50 yuan per catty, golden sunflower rice and silk miao rice are the mid-end prices, between 10-20 yuan per catty, and Daohuaxiang rice and Jia Indica rice are below 3 yuan per catty, almost equal to the price of ordinary rice.

Consumers will buy mid-to-high-end rice that is several times or even dozens of times more expensive than ordinary rice?

Faced with Shao Guohua's question, a person in charge of the grain and oil sales area smiled: "In the past, people ate rice just to solve the problem of food and clothing. Now we are beginning to pursue healthy and tasteful, healthy and nutritious mid-to-high-end rice has slowly become a consumer trend. ”

He told Shao Guohua that the main types of high-end rice currently sold are rice imported from Thailand or Cambodia and then sold by domestic manufacturers in separate packages......;

But these add up, and at present, they can't beat the high-end rice in Jiagu's small package.

"Most of the people who are willing to pay for high-end rice are young consumers such as the post-80s, who are more willing to choose high-end rice with brands. For example, Jiagu's Xianming rice, some elderly people call it sky-high rice, but in fact, there is no shortage of sales. ”

"The amount of Xianming rice is not much every time, but it is often sold out as soon as it is put on the shelves. Because of the low supply, we don't know when the next batch of Xianming rice will hit the shelves, but we are not worried about its sales. ”

The person in charge said that since the hit of "Rice on the Tip of the Tongue", the number of consumers willing to buy mid-to-high-end rice has increased significantly than before. According to the statistics of the shopping mall, Jiagu rice accounts for a far leading proportion of high-end rice sales, and the proportion of small-packaged rice sales is also close to 50%.

He also said to Shao Guohua with a smile: "After watching "Rice on the Tip of the Tongue", you know that rice is actually a 'fresh food', and its quality will decline with the oxidation of contact with air, and it is susceptible to temperature and humidity. We generally recommend customers to use Jiagu vacuum-packed rice sachets to ensure that the rice is eaten within the 'best tasting period'......"

Shao Guohua was thoughtful.

in Gangnam Province.

Shao Guohua saw that Jiagu rice occupied the main position on the shelves, and many citizens were carefully selecting.

Ms. Liu, who is buying rice, said that she is a fan of Jiagu rice, "The children in the family are still young, and it is the time to grow up, as long as it is delicious, it doesn't matter if the price is expensive." ”

In the past, he liked to eat Thai fragrant rice, but now, his favorite rice is Jiagu Silk Miao Rice. ”

Speaking of why she chose Jiagu rice, Ms. Liu recalls that it was also a coincidence.

"Strange to say, children have never been picky eaters. But one day, the dinner at home was very rich, but the child only ate a few bites of rice and vegetables and put down the chopsticks, saying that he had no appetite. ”

This sudden move surprised the adults. That's what children love to eat, the food is not salty, and the rice is new, so why don't you have an appetite?"

Under questioning, the child used rice to unravel the mystery, and he said that the rice at home is not as fragrant as the school, and the taste is different. Again, this confuses us, rice, what's the difference?"

"I asked my child's homeroom teacher for help, and I learned that the school was eating indica rice at noon, not locally produced rice, and the child might feel that it tasted different. ”

"For dinner that day, Jia Indica rice went into the rice cooker. A magical scene appeared, the child's appetite was restored, and while eating, he said, this is the taste!"

Ms. Liu smiled and said, "Now we adults also feel that the Jiagu rice at home is indeed delicious and delicious." Of course, the family has a large population, and the most eaten is still Jia Indica rice, and Simiao rice is mainly eaten by children. ”

Later, after watching "Rice on the Tip of the Tongue", I learned that Jiagu advocates the adoption of rice fishing, rice duck and other comprehensive planting and breeding models, and does not use pesticides and fertilizers in the production process, which fully meets the requirements of modern agriculture for high efficiency and ecology, no wonder there is better quality. Now our family loves Jiagu rice even more......"

in Sichuan Province.

In some small grain and oil stores, there is an endless stream of residents buying new rice from Jiagu on the spot.

In addition to the small grain and oil stores, the Kagu rice is mainly low-end rice with the aroma of rice and indica, and there are also purchased local rice, but it is all newly harvested rice rolled new rice, with the fragrance of fresh rice, and local rice is sold at a price slightly below the market price.

Many residents bought two or three hundred catties at one time, "Jiagu rice is delicious and not expensive, I bought it and sent it to my family and relatives, so that they can also taste what is called fresh rice!"

Shao Guohua met a retired cadre who had been engaged in grain work at the scene, and he was very happy to see the lively scene of buying Jiagu rice at the scene, and gave a thumbs up: "Jiagu rice is amazing!"

He recalled that when he was young, everyone had to go to the grain store to buy rice with food stamps, and the taste was not as delicious as it is now: "I watched Jiagu's "Rice on the Tip of the Tongue", and it was a good shot, which is an ode to the contribution of laborers and embodies the spiritual connotation of our nation. ”

"Only when a company like Jiagu Rice becomes bigger and stronger, and the quality and reputation are getting better and better, can our country's rice industry have a future......"

Shao Guohua nodded secretly.

......

In 2009, the "China's Top Ten Most Competitive Brands Selection" was finally announced, and the Jiagu rice brand ranked first in this year's list, and the jury gave Jiagu Rice an award speech: "The king was born, and the industry reshuffle Now as long as the rice brand is mentioned, the first impression that comes to the minds of more than forty percent of the Chinese people is Jiagu rice." So far, the domestic rice industry has finally given birth to a king.

Focusing on the industrialization strategy of high-quality rice, Jiagu Grains and Oils has created a strong brand of Jiagu Rice with ingenuity, which not only brings segmentation awareness to the market, but also injects confidence into the domestic rice industry.

With a history of more than 7,000 years of rice cultivation, China is a well-deserved homeland of rice. Since then, Thai fragrant rice and island rice are no longer synonymous with high-quality rice and high-end rice. We have reason to be confident that there is no shortage of well-known brands in Chinese rice!"

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