Fan Yang shook his head, how could he not know the meaning of Deputy Zhou's long words.

"There is no way, the current domestic market has become a pot of porridge, canned fruit is China's traditional bulk export commodities, processing is simple, technical is not strong, after the export setback, these enterprises originally engaged in import and export, have poured into the domestic market, now the domestic canned fruit, the brand should not be less than hundreds, right?"

"Not to mention hundreds, Hanzhong is a late starter, every region has this kind of rigid demand, just our Hanzhong, large and small canneries can also count more than a dozen, is there really no way?"

Fan Yang spread his hands: "What can I do, what I said about channel sinking and TV advertising, in fact, is the simplest brand marketing concept, take it to give a lecture, these merchants buy canned fruits in Dingjun Mountain, first, it is Zhuge Liang's concept applied to the surrounding of the Three Kingdoms, and there is indeed a basis for being popular in the market, if there is no concept of Dingjun Mountain, let me say it, these people will not buy it, this is accurate positioning, but what about China? It's a shame to say, you know what the situation is, no one will buy it, this is not an ideological problem, China's consumption level has not yet reached that level, has not yet reached the level of paying for their hobbies, after all, food and clothing have not been solved, and another point, in fact, all the content I talked about, the final prompt for the deal, or the last sentence, China's accession to the WTO. ”

"WTO accession?"

"Yes, that is, WTO accession, in fact, you must not underestimate these businessmen here today, maybe they do not understand marketing, nor do they understand what is the system of economy, but they can come to this place from afar to the ocean, that is, they are prepared, for the current situation in China and the two countries are clear, clearly and clearly, the basic manufacturing is in China, there is no longer the slightest advantage, once China joins the WTO, it will be even more unstoppable, these businessmen are not capable of OEM reprocessing, in advance to seize the market. ”

Fan Yang continued: "And in China, the current TV advertisements have been played bad by them, messing with the high-price strategy, now canned fruit has become a luxury, everywhere is a gift, the people can no longer afford to consume, receive a box of canned gifts, the people are reluctant to eat, and continue to give away, has been out of the essence of the product, and if this continues, canned fruit will definitely withdraw from the Chinese market." ”

Deputy Chief Zhou was stunned again: "Is it so serious?"

"Yes, there is such a serious situation, a healthy brand, with product added value, brand premium, and sufficient profit margins, can carry out cross-regional sales layout, so as to achieve market share. But this price must be appropriate and correct, the people can afford it, and the sales volume is growing healthily. ”

"And what about canned fruit now? In an embarrassing situation, these companies have no financial resources, no down, afraid of wolves, afraid of tigers, not only to bear high advertising costs, marketing expenses, more labor costs, but also have no ability to expand market space, and do not have enough sales capacity, so these manufacturers, on the definition of canned fruit as high-end products, in the outer packaging of the packaging to do their best, at every turn is a suitcase, inside 5 bottles of canned food, 7 bottles of canned food, packaging is more expensive than canned food, as a health care product in marketing, trying to improve profit margins, to make up for the high cost, the lack of sales。 ”

"But this kind of gift, after all, is only a supplement to the market, not the main product, we buy not to eat, put it for a long time and will be bad, the people will gradually have prejudice against this product, brand-name products can not afford, cheap products dare not eat, by these merchants overhyped, in addition to his products, others are not healthy, inferior contains additives, preservatives, hey, there are too many problems, it is difficult to explain in a word, unless ......"

What Fan Yang said is the crux of the moment.

Deputy Chief Zhou finally heard a word unless.

"Unless what?"

"Unless there are one or two healthy companies on the market, healthy brands, and enough strength, then it may make a difference. ”

Fan Yang confessed, lit a cigarette for himself, took a puff and said, "Unless our Dingjunshan brand can really become a well-known brand as I said in my lecture, then it is possible." ”

You continue. ”

"Does Deputy Chief Zhou know about the Nestle Group?"

"Well, I just heard you say that this afternoon. ”

"Nestle Group is Switzerland, Switzerland, just a small country, sandwiched between France and Italy, only 40,000 square kilometers of land area, only 240 of China's size, and 60% of the land area is in the Alps, the traditional agriculture is backward, can only raise cattle and sheep, but he has developed into the world's first-class developed countries, not only his banking, watch industry, his manufacturing and commerce, but also very advanced, praised. ”

"Nestlé has grown to become the world's largest food manufacturing company, with more than 500 factories in more than 80 countries. ”

"What is the secret of his success? This is inseparable from the support of the whole Swiss country for him, when the Nestlé group became a little famous internationally, the Swiss government provided unprecedented support for his expansion, which is especially popular in Western society, especially in the small Nordic countries, called concentrated resources, the country guarantees the top 500. ”

"This is the case in Switzerland, Finland, Norway, and even South Korea, concentrating financial resources to support group companies with potential, correct and healthy, so that their brands can develop, as soon as the brand develops, there will be brand premiums, there will be strong sales capabilities, and there will be room for price control, just like Nestle's pillar industry, milk powder, and general animal husbandry in developed areas, are all mountainous areas, far away from the city, build factories in remote mountainous areas, and sell to the city, but also cover the whole country, this is not an easy task. ”

"This is the same as our canned fruit in Hanzhong, there are always regional constraints, without brand premium, there is no ability to bear additional transportation and operating costs, unable to form economies of scale, and ultimately due to the limitations of the market, it is difficult to develop. ”

"So it's still an old saying, bigger and stronger, unless we canned fruit in Dingjun Mountain, to achieve a real market brand, looking at the layout is the national market, channels throughout twenty or thirty provinces, municipalities and autonomous regions, standing at such a global height, then the regional restrictions will be offset, in order to have the ability to control the market. ”

In the end, Fan Yang pretended to be bitter and said: " However, it is undoubtedly very difficult for the enterprise to develop on its own, so I would like to represent the Green Field Food Factory, to the leaders of the heartfelt suggestion, in the process of development, to support more vigorously, if we can Hanzhong will be able to tilt resources, regardless of the cost, to fully support a real brand, dare to invest, dare to make great efforts to invest, more loans, more financing, even if the absorption of social capital, into a joint-stock group company, then all the problems will be solved, now is the period of vigorously developing the brand economy, one step faster, faster than countless people, to do, we have to build a well-known brand, and then stock listing, transnational operationThe power of capital is infinite, and it is possible for us in Hanzhong to create a top 500 in the food industry. ”

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