Brand agriculture hovers between the rich and the beggars.

Over the past year, brand agriculture has received unprecedented attention from governments at all levels. Large-scale agricultural flooding in internet plus, the new food safety law overweight brand agricultural products, and the merger and reorganization of the agricultural industry intensified? Brand agriculture is striding forward to 20 16 with an unprecedented vigorous posture. But? Agriculture is not the meat of Tang monks, and e-commerce is not the Monkey King. On the road of brand agriculture, we should always be vigilant and sober. Lou Xiang Peng, praised by China people as the first person in brand agriculture, said.

Six Pain Points Click on Brand Agriculture

Lou Xiang Peng believes that brand agriculture has six major pain points.

Pain point one: between the rich and the beggar. When it comes to enterprises, many agricultural entrepreneurs will talk endlessly about how many resources, advantages and honors my enterprise has. However, when Lou Xiang Peng asked about marketing, profitability, team status and other issues, they all stopped talking. You should have everything except making money. Therefore, Lou Xiang Peng thinks that a major pain point of agriculture is hovering between the rich and the poor. There is no market for resources and no market for products.

Pain point 2: blind investment, self-investment in rural networks. More and more industrial and commercial capital and financial capital are involved in agriculture passionately and blindly under the condition of being at a loss, resulting in heavy losses. Last year, Wanda made great efforts to enter the tea industry and held talks with Lou Xiang Peng's team. Later, after careful consideration, he gave up the business strategically. ? Wanda has money, but tea is not that simple. It is not easy to sell more than 100 million in China. It is wise for Wanda to give up. ?

Pain point 3: the whole industry chain kills people. In Lou's view, in the concept of the whole industrial chain, COFCO carried a good flag, but misled many enterprises, so many enterprises are engaged in the whole industrial chain, with scattered resources, big but not strong, many but not refined, unable to extricate themselves, and very painful.

Pain point 4: The whole product chain is dragging people to death. For example, Wo Jia Group and Qingdao Municipal Government jointly held the International Blueberry Festival, and many domestic blueberry enterprises went there. Products range from fresh fruits to dried fruits, beverages, wines, sauces, health products and cosmetics. Lou Xiang Peng went to give a lecture and asked a boss how much he sold every year, but he was embarrassed to say that he only had 20 million yuan. ? Most of them are like this. They have everything and want to do everything. Therefore, they are vulnerable in any category. ?

Pain point 5: brand? Empty value? The phenomenon is serious. It is understood that Evergrande Ice Spring has changed four names in less than ten years, namely Lippi, Jackie Chan, Fan Bingbing, Kim Soo Hyun and Gianna Jun Who will its products be sold to? What are you selling? Evergrande Ice Spring has positioned its products on high-grade mineral water, but this high-grade product is not aimed at it? Upscale? This bull's-eye, and make due brand value and strategic matching. This is the hollowing out of brand value, and products have no soul, just like walking dead. ? Yan analyzed.

Pain point 6: the contradiction between regional public brands and user brands. For example, the Qingyuan government set up an investment company in conjunction with several enterprises, and launched Qingyuan chickens on the Double Eleven in 20 14, and sold more than 8 million chickens. However, by the first half of 20 15, the goods on the Double Eleven had not been delivered, which became a joke.

Five efforts to save brand agriculture

Lou Xiang Peng said that five points can save brand agriculture.

To do something, we must take the market as the center.

Lou Xiang Peng bluntly said that agricultural enterprises are not market-centered, have no potential to win, and all their advantages are meaningless. ? I have a pet phrase, I don't look at the factory, I just look at the chairman. The chairman decides the strategic direction and path of the enterprise. The chairman of the board must first establish the concept of taking the market as the center. ?

To achieve the second point, we must design the top layer of the system.

In the era of great change, enterprises must rethink what we should do, what stage we should go to, what problems we will encounter and how to solve this problem, and make systematic planning from the aspects of enterprise positioning, strategic objectives, implementation routes, steps, models and even resource allocation.

Many friends asked me if there were any shortcuts to agriculture. I said there is no shortcut. Choosing the right path and not taking detours is the biggest shortcut for agriculture. I think the path determines fate. If your road goes wrong, there will be problems in many aspects of the enterprise. To be honest, we entrepreneurs must pay attention to path planning and top-level design. ? Lou Xiang Peng said firmly.

Do point three: shape the brand soul.

Great changes have taken place in the consumption demand of agricultural products in the era of mobile internet: function is a necessity and emotion is a strong demand! The biggest advantage of agricultural products in China is history and culture. What is the brand soul? It is the brand attitude and value proposition that must have stories, attitudes, temperatures and feelings, which directly hit human nature.

Lou Xiang Peng believes that the success of Chu Orange is actually a victory of spirit and values. I started selling Chu oranges in Xinfadi, Yunnan, Beijing, but it didn't sell very well. But later, with the brand soul and the help of the Internet, they succeeded. Attitude is important!

Do four: seize public resources and build brand totem.

Public resources are people, things, things, symbols and their associations, material and spiritual resources (wealth) created or owned by human society, and the most valuable brand strategic assets.

Nestle, McDonald's, six walnuts, real kung fu, why does everyone remember these? Because of familiarity, many people say that they can't find six walnuts at all. In fact, people's brand name is six walnuts, but they don't say there are really six walnuts in it. However, the brand name will be remembered by everyone. Bruce Lee's descendants fought many lawsuits with kung fu. Kung Fu said that he is not Bruce Lee, but looks like him. In the end, he won the case and became the best Chinese fast food brand. ? Lou Xiang Peng explained.

Fifth, build a market model.

Why your products can't sell well is because you lack the market model, logic and methodology to solve a certain kind of problems. The model is wrong and everything is in vain. ? Lou Xiang Peng's words are very sharp.

For example, he said that Juewei is now the largest chain enterprise in China, which is the victory of the model. Of course, the model needs to keep pace with the times. I miss you starting from a specialty store and now entering the Internet. Recently, you also bought herbs, opened up online and offline channels, enriched product categories, and created a new O2O model.