There are some thought for Bee products enterprise in the future development
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As a traditional nourishment bee products, in the whole big food industry more light weight. The whole industry will be messy, industry into the threshold is low, the market concentration is low, lack of strong leadership brand. Speaking of the enterprise is both good news and bad news, the good news is that the present situation of each enterprise equality of opportunity, the bad news is that the market space didn't do big, cake smaller and smaller. As for traditional bee products why didn't do big, this is a lot of factors, in this not discussed. This paper just under the condition of equal opportunity out how the enterprise is for reference only, cast a brick.
A clear, positioning, guiding consumption
First of all, for most consumers, first reaction is honey bee's products, especially after the most purchasing power after 70, 80, suggesting that the bee products industry education degree of consumers is not high. Most consumers of bee products (or that honey) from common sense, in the thorough cognitive'd ask surroundings of the person or online inquiry related information.
Secondly, the overall result structure, especially severe spenders tend to aging. Some young people buy honey, often only adhere to give up after a period of time.
Again, from existing consumer perspective, their buying purpose is very clear, have 73.3% consumers tend to fixed brand (not only brand), 53.9 consumer purchase because of good quality of product, 67 percent of consumers to buy the product clearly.
We can see from the above three current relatively obvious consumer age level contents, young people have common sense hadn't known each other, older consumers know but targeted molecular-biological ap-proaches, they won't easily replace brand, brand and hard to restore once replacement.
Two big groups two consumption idea, the enterprise is in product development, product positioning must be attention. But unfortunately most enterprise afraid positioning precision can affect sales. Product localization is to better sales to a precise way to drive the spread of the overall cognitive and selling products. For example, Coca-Cola their position very clear is the young population, but it doesn't mean to buy coke people must be young man, but contains from childhood to old people, etc, in order to a group of people to influence other people in food and clothing industry practice and is nothing new.
Second, compound channel, cater to consumer
Currently bee products category structure overall or old four parts: honey, royal jelly, pollen, propolis; The consumer focus is mainly honey 47%, followed by propolis and royal jelly, pollen least. The category to say bee products industry, have not obtained without features innovative market acceptance.
But just above old four pieces of concerned, the limitations of channel different products very big. Such as supermarket shelves, bee products each category is difficult to simultaneously on a shelf, because the category of product attributes, between price and packing differences are bigger; And for brand stores, as companies take full control of various marketing elements of the discourse, product structure whether breadth, width than shelves on.
In addition, various channels consumers to different also, supermarket consumer acceptance of high value-added products than stores bad, and circulation channels for cost-effective products demand is big, zhou honey is based in wuxi towns is the truth. Enterprise cannot rodeos disorderly animal husbandry, influence ping effect.
Three, regional fine tillage and a snare consumption
Although bee products industry is in "two low" (threshold nothing, low concentration is low, the lack of strong leadership brand) state, but in local area relatively thering is no lack of excellent enterprise. The enterprise is able to do well in the area area is mainly to the pure tillage, further speak enterprise management mode is matching the regional market.
For instance in Shanghai, sen bees park adopts the inn in inn mode, stores open where, sen bees with where garden. Sen bees garden mode and in-store counters and street from the stores have different, sen mode the advantages of bee garden mode can borrow stores all regional radiation effect, at the same time because its independence in sell over-the-counter, brand class than in-store counters strong sense of it than in-store shop selling expensive products to have certain advantages.
And in-store shop also full of is a very good sales models that parasitic in stores, and sells the crowds and consumer class, a direct correlation between the consumers of similar products directly interception. In this mode the biggest problem is the retailer dominated the all marketing elements of the discourse, enterprises are facing many uncertainties, so it is difficult to form member or is fixed, faithful consumer group. Currently operating good enterprise have hon sweet source.
No matter what kind of mode, in a city must have certain sales outlets, these outlets interaction, thus forming more propaganda, for the brand, cognitive, identity for brand become regional strong brand to lay a solid foundation. |
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Author Resource:-
I am Amanda xzh a professional editor from http://www.hardware-wholesale.com/ contain a great deal of information about bird bath fountain,solar driveway lights,multi station gym,
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By :
Jessie Stone
Submitted
2011-04-24 00:46:23 |
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