How do I sell red dates?

Reference materials:

Do a good job in selling red dates

The red date market is basically oversupplied.

To make the company's red date product sales well and

strong,

it is necessary to break out of traditional sales

thinking and analyze carefully. Market, formulate correct sales strategies, maximize strengths and avoid weaknesses, and pursue differentiation.

1. Market overview of red dates

Jujube is a unique fruit tree in China.

my country is the largest producer of dates and the only exporter of dates in the world.

my country's jujube has

spread to

20

more than 20 countries and regions on five continents in the world. However, except for a small amount of state-owned cultivation in South Korea, the United States, Kazakhstan, and Kyrgyzstan, there is no economic cultivation in other countries in the world. South Korea has formed large-scale commercial cultivation.

(1)

, red date planting situation

The national red date planting area

3000

more than 10,000 acres ,

The total output reached

300

more than 300,000 tons.

Hebei,

Shanxi,

Shandong,

Shaanxi,

Xinjiang, Henan

6

Provinces and autonomous regions are the main red dates producing areas. The planting area in Xinjiang is about

700

more than 10,000 acres, with an annual output of red dates

20

more

Ten thousand tons. Ruoqiang County's jujube area ranks third in the country.

According to statistics, there are currently more than

40 large-scale jujube scientific research institutions and production companies in China, including those located in Beijing

4

Jia,

Hebei

8

Jia, Shanxi

6

< p>Home, Shandong

8

Home, Shanxi

1

Home, Xinjiang

6< /p>

Home; the circulation entities are mainly private individual organizations and individual traders.

The country has initially formed a trend of large-scale,

large-area planting across provinces and regions.

Cangzhou, Hebei Province wants to build the world’s largest jujube base

,

Linxian County, Shanxi Province wants to build it

"

Chinese Date Capital

"

The area reaches

450

10,000 acres across Shanxi and Shaanxi's

"

Yellow River Shanxi-Shaanxi Gorge

Red Date Industrial Belt

"

,

The output of red dates

20

is more than 200,000 tons. The planting area of ??red dates in Xinjiang has reached

400

more than 10,000 acres

.

Aksu, Xinjiang proposed construction

"

Chinese Jujube Garden

"

(

二)

, sales of red dates

1

, domestic sales

In recent years, due to the trend of huge economic benefits of red dates and market demand, various regions have increased The planting area of ??red dates has increased. With the continuous expansion of production capacity, the domestic market has gradually become saturated.

In 2010

the national red date output was

3.4 million

tons.

The current general problem with the sales of red dates is that market development and brand creation are lagging behind. Market development is not strong, publicity and promotion are insufficient, brand building lags behind, and there is a lack of well-known and winning brands. The international market is not developed enough.

2

. Overseas sales

In the international market,

because there are no red dates abroad,

it is difficult to Jujube-related product development companies and products have emerged.

China Red

Jujube products basically have no competitive threat.

my country’s red dates are exported to more than 20 countries and regions in Western Europe, North America and Africa. In terms of exporting countries and regions

the main ones are Hong Kong, Macao, Japan, South Korea, Singapore and Malaysia, accounting for about 80%~90% of the total exports

, the main buyers are foreign Chinese.

Followed by European and American countries such as the United Kingdom, France, Italy, the Netherlands, the United States, Canada, Australia and New Zealand

.

my country’s annual export volume of jujube and its processed products is about 10,000 tons, accounting for about

2% of the total jujube fruit production, of which raw materials Dates and

processed products account for half each.

It has become a trend to export red dates after deep processing. Taiyuan Hanbo Food Industry Co., Ltd. produced and exported

10

boxes of red date thick

pulp, totaling

60

p>

Kilograms, value

800

US dollars (approximately RMB

5000

multiples). Xinjiang Tianhai Oasis Agricultural Science and Technology Co., Ltd.'s "Tianzao Su" and other red date purified and deep-processed products have been launched.

Due to consumption habits and technical reasons,

It is more difficult to develop international markets.

Red date exports have long been limited to Southeast Asia and the Chinese

market. The reasons why sales of red dates are not large abroad are:

1

) Different countries and ethnic groups have different dietary consumption habits.

2

) We lack jujube products that meet the consumption needs of other foreign nationalities, and the publicity of jujube is not enough.

3

) Foreigners still don’t understand the nutritional, medicinal and health-care value of dates.

4

) Fresh fruits sell well. However, it requires excellent preservation technology and must be transported by air to Hong Kong and Macao as quickly as possible. The complex packaging, storage and transportation process also makes the price of red dates relatively high.

In addition,

p>

Many Xinjiang melon and fruit brands are not well-known in Hong Kong and Macao,

which also makes

their sales channels repeatedly blocked.

5

)

The red date base needs the United States

NOP

,

European Union

EU

and China organic product certification,

obtain health registration for export agricultural and sideline products,

only then can they be exported.

2. Forecast of the Prospects of the Red Date Industry

The price of red dates is relatively stable, and rising steadily is a general trend. Since the 1980s

80

Since the 2000s, the price of red dates has increased approximately

10

times.

With the progress of society, people are paying more and more attention to the improvement of quality of life.

“

Medicinal supplements are not as good as dietary supplements

”< /p>

The concept and practice of jujube are deeply rooted in the hearts of the people

and become increasingly popular. Jujube is an excellent food with the same origin as medicine and food.

In addition to traditional red dates and dried dates, there are two red date product markets:

1

, fresh dates

Red dates Fresh food varieties have quickly become a new force in the development of the jujube industry. Large-fruited fresh jujubes are undeveloped high-end and valuable health-care fruits in the world. Consumers in most countries in the world have never seen, eaten, or heard of Chinese fresh jujubes.

Therefore, the development prospects of the fresh red dates market are very broad, both in the domestic market and the international market.

The development of large-fruited fresh dates is far from the problem of market surplus. It is necessary to study the annual supply of fresh dates.

2

. Deeply processed red dates products.

Red dates are rich in nutrients (amino acids, vitamins, mineral elements)

and are excellent nourishing foods. At the same time, they have many uses in

TCM High practical value.

Many nutrients in red dates, such as red date polysaccharide molecules,

rutin, colorants,

dietary

fiber, and cyclic adenosine monophosphate, suggest the deep processing of red dates It should be developed in three aspects:

The first is compound beverages, which are produced by mixing red date juice with other fruits;

The second is the direction of colorants or pigments for food, industrial and cosmetic applications;

The third is towards medicines and health products, deep processing of them and combination with other Chinese herbal medicines, research and development and production of medicines with the functions of preventing and treating cardiovascular diseases, liver protection and detoxification, diabetes, etc. Pharmaceuticals will have the greatest potential. < /p>

That is:

Develop new jujube products to enter the international market,

Produce products that meet the needs of the international market

Use jujube ( New) product exports and domestic consumption of high-quality dates drive the development of the date industry and the stability of the date base.

3. Overview of major red date brands

1

. Hao Miss You Date Industry Co., Ltd.

Legal representative Shi Jubin, registered Funds

5520

million yuan. Located in Zhengzhou Xinzheng International Airport Industrial Zone, it covers a total area of ??more than

260

acres and a construction area of ??

8

more than 10,000 square meters , with a storage capacity of

2

0,000 tons, and a

500

mu red date demonstration garden. Business scope: dried

fresh fruit processing, processing, purchase and sale of agricultural and sideline products (except grain purchase)

; production and sales: honey and its products, propolis

< p>And its products,

Pollen and its products,

Red date wine,

Condiments,

Beverages.

As of

2009

December

end of the year,

the company has Total assets

4.32

billion yuan,

2009

annual sales revenue

4.5

100 million yuan, net profit

5400

million yuan.

The company owns Cangzhou Hao Xiang Ni Jujube Industry Co., Ltd.,

Xinjiang Ruoqiang Hao Xiang Ni Jujube Industry Development Co., Ltd.,

Xinjiang Hao Xiang Ni Jujube Industry

p>

Three wholly-owned subsidiaries of Ni Innovation Agricultural Investment Co., Ltd.

As well as Shaanxi Dali County Haoxianni Jujube Industry Development Co., Ltd.

Henan

Two joint-stock companies of Xinzheng Rural Cooperative Bank,

across the country

278

cities

1300

A red date specialty store,

is currently the largest red date deep processing enterprise in China with the largest variety of red date

products.

2

, Leling City, Shandong Province Wanjia Food Co., Ltd.

Leling Wanjia Food Co., Ltd. was originally the state-owned Shandong Province Leling Ejiao Candied Date Factory

,

Founded in

1985

, it is the first

standardized and professional company in China Become a state-owned enterprise engaged in the processing of jujube products.

2002

After the restructuring, it was renamed

"

Leling Wanjia Food Co., Ltd.

”

. The company took the lead in developing the donkey-hide gelatin and golden jujube from Dong'e Ejiao and Leling golden jujube

"

Donkey-hide gelatin and golden jujube

"

Series of products. After more than 20 years of hard work

we have obtained two sets of national food production licenses for dried fruits and

preserved fruits,

one set of health food production qualifications,

p>

Products

Including donkey hide gelatin golden dates, crystal candied dates, tribute dates, game wild jujubes, no-wash golden dates, seedless golden dates, jujube shreds, jujube slices,

There are more than ten series and dozens of varieties such as jujube paste and jujube juice.

The company now covers an area of ??15 acres, with a construction area of ??10,000 square meters, a production capacity of 5,000 tons, and sales of

3,000

Ten thousand yuan.

3

, Hotan Kunlun Mountain Date Industry Co., Ltd.

Hotan Kunlun Mountain Date Industry Co., Ltd. is a wholly state-owned enterprise of the 14th Agricultural Division of the Xinjiang Production and Construction Corps , established in

2005

10

month

14

Japan, with a registered capital of 25 million yuan, the company is headquartered in Group 224, Pimo Development Zone, Hotan. The base is located at the northern foot of the Kunlun Mountains and the southern edge of the Taklimakan Desert. The 224th Regiment, Pishan Farm and the 47th Regiment of the 14th Division are national

"

The Tenth Five-Year Plan

Five Years

”

Key projects during the period, total investment

21.47

100 million yuan; existing green and organic red date production bases

10

10,000 acres, including

organic fruit planting bases

5

Thousand acres; by

2010

, the base will be expanded to

20

ten thousand acres; The annual output of red dates during the peak fruiting period will reach

20

10,000

tons (including high-quality winter dates

2

Ten thousand tons)

It is currently the largest concentrated contiguous red date base in China that adopts Israeli water-saving irrigation technology

.

2006

-2008

The company’s cumulative investment

5000

The first phase of the red date industrial park was built with 10,000 yuan,

purchased fresh date grading,

weighing

sorting lines,

The 1,000-ton controlled atmosphere preservation warehouse and the automated grading, weighing and packaging production line of dried dates have realized the industrialization of drying and processing of red dates. The company's main products include

"

Kunlun Mountain

"

three brands: Hetian Yuzao, Kunlun Mountain Yuzao and Xiangzao series, focusing on

"

Kun

Lunshan

"

brand Hetian jade dates.

In 2007

the company purchased and processed fresh dates

3000

tons,

2008

The annual plan is to purchase and process more than 8,000

tons of fresh dates and achieve sales revenue of

1

billion.

4

, Tianhai Oasis Group

Mainly engaged in modern agriculture,

also involved in financial and cultural industries,

Always take the transformation of scientific and technological achievements as a means,

integrate the breeding,

expansion,

propagation of excellent varieties,

select seedlings Education,

Organic food base construction,

A key leading enterprise in agricultural industrialization integrating deep processing of agricultural and sideline products,

Total assets exceed 100 million yuan (excluding land value)

. By Xinjiang Tianhai Oasis Agricultural Technology Co., Ltd., Beijing Tianzaoyuan Biotechnology Co., Ltd.,

Xinjiang Tianhai Oasis Seed Industry Co., Ltd.,

Xinjiang Tianhai Zao Industry Co., Ltd.,

Aksu Tianhai Forest Farm Co., Ltd.,

Xinjiang Tianzaoyuan Biotechnology Co., Ltd.,

Xinjiang Tianzaoyuan Qiuci Biotechnology Co., Ltd. Company,

Tianhai Media,

Shanxi Red

Jujube Demonstration Base, Xinjiang Hotan Base, Hainan Sanya Southern Propagation Base, etc.

The group is mainly committed to the development and promotion of high-tech projects in agriculture and forestry.

In 2005

the group company started the

20

10,000-acre desertification afforestation project in the Aksu

region of Xinjiang

,

And engaged in

"

Tianzao

"

Processing, preservation and

"

Tianzaosu

"

production and sales of series of products

, breeding of improved seeds,

rapid propagation of seedlings,

demonstration and promotion work, and production of special organic fertilizers, etc. The group company is currently the only high-tech red date processing enterprise with patented technology

IV. Thoughts on red date sales

(1)

Determine the target market and produce high-quality new products

The red date market is divided into high-end market and low-end market. The high-end market, such as green and organic health food, is a high-consumption group and The first choice for those who pursue health. Various types of red dates can be found everywhere in low-end market markets.

Manufacturing enterprises with a certain scale should increase in-depth development of red dates, produce high-quality new products, and focus on the high-end market.

Increase the sales of fresh dates and increase the sales of deeply processed fresh dates.

Adopt a strategy of simultaneously exploring domestic and foreign markets.

1

Do a good job in the basic work of market development:

1

)

Grasp the quality of planting , Grasp organic red dates

2

)

Grasp processing

Gift needs,

Health needs,< /p>

Snack food requires the sustainable development of the industry,

Three ways to achieve product grade upgrading

Use brand association to diversify market expansion and diversify deep processing. That is to meet the product needs of different high-end markets.

3

)

Grasp the brand

With the supply of red dates exceeding demand, the implementation of brand strategy is the key to the sales of red dates.

Brand positioning: green organic planting, high-tech deep processing products.

Brand selling point: Nutritious organic red dates with nourishing functions.

Packaging: According to the characteristics of Xinjiang, it is suitable for different market needs.

2

. Differentiation of target market

According to the information, purchase bags below

500

Red dates and snack foods account for

60%

of snacks, and purchase

500

g or more

< p>It is used for making soup

20%

, and it is used for giving gifts and other purposes

20%

. Therefore, product attributes can be divided into gifts, health products

and snack foods.

Based on the differentiation of consumer demand,

the target market of red date products is further segmented:

suitable for women,

children and Jujube products for middle-aged and elderly people

Food.

Senior series: health care type. The packaging is mainly red.

Female series: beauty type. The packaging is mainly pink

Children's series: nutritional type. The packaging is mainly green.

Wedding series: packaging embodies the joy.

(2)

Market development strategy

1

Product management strategy

To optimize selection Education as the starting point, high-tech deep processing as the support, brand management as the focus, and uniting large-scale enterprises in the industry to build a jujube industry group and lead enterprises to transform into high-tech content and high added value.

2

. Brand marketing

Make a good brand marketing plan. Plan your advertising well. Use a dual-brand strategy, one for the high-end market and one for dumping.

Design the company's unique corporate identity system such as colors, slogans, slogans, activities and packaging.

3

. Pay attention to public relations

Join the local food association, establish good relations with the media, and organize middlemen to visit the factory.

4

Market development methods

Sales through three basic forms of direct sales,

supply and distribution and online sales.

Establish and expand the main distribution network in each area

and determine and develop different markets based on resources.

Expand the intermediary network through strategic alliances

Acquire or merge local companies or establish strategic alliances

Specific sales methods:

1

)

Build branches (sales points) in target markets

Establish marketing companies or offices in influential cities and central cities across the country.

Focus on large demand suppliers

(Food

Food, beverages, supermarkets, agricultural product wholesale markets, wedding companies, government and corporate procurement, etc.)

p>

. Develop the tourism market, gift

market and health care products market.

2

)

Looking for various agents.

Establish a product agency system, attract investment extensively, and form a sales network.

3

)

E-commerce.

Build an e-commerce platform based on the company's website; join famous websites such as "Alibaba"; open an online store; sell via

Weibo and blogs; use emails Sales; looking for sales information; promoting corporate products online, etc.

Advertise on the portal search engine network, etc.

4

)

Foreign trade

Register product trademarks in relevant countries, pass product import certification in relevant countries; participate in relevant international exhibitions; Mainly e-commerce.

5

)

Strive to cooperate with large domestic and foreign companies (cooperative development,

OEM

etc.) to establish strategic alliances and joint ventures.

Looking for strategic partners at home and abroad, in the form of joint ventures, contract processing, and sales.

Find foreign strategic partners as soon as possible. Famous foreign sellers; foreign food manufacturers; joint sales companies abroad; joint ventures in China, etc.

. Adopt various forms of cooperation with domestic and foreign trade companies to give full play to their respective advantages.

6

) Conference sales.

Actively organize and participate in fruit tasting meetings, exhibitions and other activities to increase publicity and increase product visibility.

Convene a national dealer conference every year to form strategic alliances with dealers from all over the country

5

、Service differentiation

Domestic market Vice President

The service targets here refer to dealers and users, as well as the company's internal sales staff.

Pay attention to dealers to facilitate ordering. Build local central warehousing to shorten delivery time

While providing products to direct customers, we also give away how to eat them.

In order to do a good job in the company's sales,

it is also necessary to serve the company's sales staff:

Establish an information center,

provide various kind of real-time information;

Provide feasible sales system; provide marketing plans and plan promotional measures, etc.

(3)

Sales Management Structure

Sales General Manager

1

, Office

Sales command center. It is composed of personnel, marketing planning and information personnel

3-4

.

There is also an e-commerce salesperson. Responsible for sales in online stores and other online platforms.

The tasks of the office are:

1

) Establishing an information database

2

) Marketing planning, Advertising

3

) Public relations

4

) Performance appraisal

5

5

p>

) Business training

Marketing knowledge

Sales skills

Customer management

Export business knowledge

< p>2

Domestic market

Deploy national regional markets. Each regional market manager is mainly responsible for developing regional markets.

The key accounts department across the country is responsible for maintaining important accounts.

3

Foreign markets

Establishment of

2-3

Ministry of Foreign Trade. Develop international markets.

(4) Sales Management

Vice President of Foreign Markets

Office

Each

District

Domain

Manager

Management

Large

Customer

Account

< p>Economics

Li

English

中文

国

家

Russian

language

Country

home

1

, establishing various sales systems

2

, Strengthen training

3

, Strengthen performance appraisal

Sales accounted for

50%

Market share

20%

Number of new customers (new customer sales)

15%

< p>Market information collection

10%

Team spirit

5%

4

. Pay attention to marketing Planning

5

Establishing an effective sales staff incentive mechanism