Where is the way out for small and medium-sized enterprises to reshuffle the rice industry?

As mentioned above, this round of reshuffle in rice industry will be a long-term all-round game lasting at least 3-5 years for the helm of the enterprise. Be sure to plan before you act, prepare for the worst and strive for the best result. Only in this way can we be prepared, not panic when things happen, and firmly grasp the initiative.

Then the industry has developed to the present stage, and the strategic pattern of intensive production, large-scale operation and group development is the stage for central enterprises, state-owned enterprises and a few large private enterprises. In the future, most mainstream markets will basically be their arena for wrestling and contest.

In order to survive and develop in the brutal competition in the future, rice processing enterprises must have one of the following three characteristics: first, they have developed influential brand enterprises in the national or regional markets, second, they have integrated large-scale production, and finally, they have developed differentiated products with certain characteristics by taking advantage of resources. The first and second categories are obviously not suitable for small and medium-sized enterprises. We should avoid sharp edges, adopt circuitous tactics, make use of the resource advantages of producing areas, develop differentiated and characteristic products, and exert our strength in corner markets.

China has a population of over 65.438+0.4 billion and a huge consumer market. The population base of any preference group is amazing. Therefore, don't underestimate these marginal markets and preference groups, as long as you make distinctive products with differentiated consumer demand, you can achieve something.

200 1 Ren wrote the famous Winter in Huawei, which wrote: "Whoever has a cotton-padded coat will survive."

1, it is expected to return to the original heart.

As mentioned earlier, private enterprises developed in the early 1990s. At first, they were workshop-style small and micro enterprises, with a daily output of rice 10-30 tons. However, this generation of entrepreneurs are mainly part of rural areas, and their economic minds are relatively high. At first, they were mainly engaged in buying and selling grain from state-owned rice processing enterprises. In this process, they gradually found business opportunities and started to build their own processing plants, and some of them were laid-off workers from state-owned rice processing enterprises to start businesses. With the spirit of thrift and hard work, this generation has gradually developed small workshops into enterprises with a daily output of 200 tons, 500 tons or even thousands of tons from scratch.

In recent years, through the investigation and communication in various producing areas, it is found that most of the first generation are getting old, and many of them are my old friends who have cooperated in the industry for decades. Now many enterprises are managed by the second generation, and some still control the overall situation in the background.

Some people call it the rich second generation. Known as the rich second generation, it is the most difficult time for most private enterprises to develop. The second generation defenders are underage and still in school. They basically entered the enterprise or took over the enterprise in the past 5- 10 years, and the decade before 20 19 years was the golden age for the development of private enterprises. Therefore, the second generation of defenders rarely experienced the very difficult years of the development of private enterprises, and naturally they did not realize the hardships and difficulties of the entrepreneurial stage.

However, how many people know that more than 9,000 surviving private enterprises have experienced many bumps and hardships along the way to survive, and how many enterprises have fallen into the vast journey of thorns and rapids.

As an industry practitioner, I have the honor to participate in and witness the rise and fall, honor and disgrace, survival and replacement of our industry from the early 1990s to the present. It can be said that all the way is bitter and bitter, sad and happy!

Our traditional customs determine that family businesses develop in the form of inheritance. Therefore, the second generation should always review the entrepreneurial development history of family businesses, never forget the burden on their shoulders, return to their original heart, and remember their responsibilities in order to keep their jobs.

Brothers cut off its profits together.

After nearly ten years of development and practice, the rice processing industry has automatically formed a commodity sales conduction model for rice processing agents to distribute consumers. Although this model also has some disadvantages, it is the best way at present as long as it is suitable for industry development and market demand. A good agent dealer, or a good trader, can be said to be the regional sales manager of a processing enterprise. So far, the main sales of well-developed private enterprises are undertaken by a group of excellent agents. It is no exaggeration to say that agents hold up half the sky of processing enterprises.

But in recent years, everyone should have found that the relationship between processing enterprises and distributors is not harmonious. Moreover, whenever the market fluctuates, the circle of friends of processing enterprises is "starting to implement the new sales price tomorrow, all orders that have not been issued before will be invalidated, and the new sales price will be implemented when new orders are placed", and so on. These discordant voices are immature and the biggest harm to the partners who have cooperated for many years.

Since March, 20021,the whole rice sales market has shown a trend of falling both in volume and price. The market seems to have fallen into the abyss, and processing enterprises are at a loss as to what to do. Only in this way can we understand the importance of dealers and traders. In the overall weak market, dealers and traders are also facing the pressure of a sharp drop in sales. Their limited orders can only be given priority to processing enterprises with very stable and close cooperative relations, because the most critical issue facing the industry at present is survival, which requires the joint efforts of both parties to tide over the difficulties, and interests are not given priority.

It doesn't matter what you do in front. It is important to consolidate the existing excellent distributors and traders, maintain the existing sales channels, and lay a solid foundation and return to the original heart before developing new products and markets.

3. With the determination of a strong man to break his wrist, resolutely remove the black sheep mixed into the distribution industry.

Due to the relationship between supply and demand in the industry, the buyer has dominated the market for a long time, and the distribution of goods by manufacturers has become the norm. General agents and distributors often sell a dozen or dozens of products, so many products have a certain amount of goods as sales bedding, so the total distribution volume is a lot.

For example, a general-scale agent sells the products of 30 enterprises. According to each enterprise to provide a car (about 30 tons) of goods as a foreshadowing, the total amount is 30 cars of rice, and the value of a car of rice is at least100000 yuan, then 30 cars of rice is literally several million yuan. According to the survey, some processing enterprises provide more than one product sales vehicle, that is to say, the rice distribution enterprises of general scale have mastered the bedding worth hundreds of millions provided by processing enterprises under normal circumstances, and there are more large-scale distribution enterprises.

According to normal logic, as long as everyone trusts each other, this is one of the good models for brand promotion and product sales.

However, such a huge cargo has found an opportunity for some speculators and criminals.

As a result, they began to lay out in major sales areas. In the early days, they often seize the market quickly by dumping at low prices, expand sales, and create a false and hot business atmosphere, so as to deceive the marketing personnel of processing enterprises, gain the trust of processing enterprises, place a large number of orders, and quickly realize their daily operations at low prices after receiving goods, so as to settle the payment according to normal procedures. After a period of operation, with more and more cooperative processing enterprises receiving more and more goods, they began to delay the payment time, put part of the realized funds into other fields for arbitrage, and asked manufacturers to increase the delivery quantity under various excuses. When the manufacturer found that the situation was wrong, he basically completed the transfer of funds, leaving the manufacturer with a pile of bad debts. Generally speaking, in this case, it is difficult to recover that part of the payment. Over the years, most rice processing enterprises have encountered such problems and suffered certain economic losses to some extent. It has to be said that this model has a strong concealment, which makes people hard to prevent, which is also the main reason why many rice processing enterprises are deceived.

In addition, the development of rice industry has entered a new round of integration stage, which does not rule out that some wholesalers and distributors can not stand the test of cruel competition and are eliminated, but also prevent these eliminated operators from going to extremes.

Therefore, for the current rice processing enterprises, the most urgent thing is to conduct an all-round re-inspection and risk assessment for the agents and wholesalers who are already cooperating. In the most difficult stage of industry development, maintaining the healthy and stable operation of enterprises is the most important key factor. For partners who fail to pass the inspection or have unstable factors, they should be resolutely cut, and they must never quench their thirst by drinking poison, but they should also think calmly and rationally and not be afraid of everything.

However, all investments are risky. This simple basic truth is always ignored by many experienced operators, especially those things that are considered "impossible" in the risk control system, which are often counterproductive.

As said in "Huai Nan Zi Yuan Dao Xun", those who are good at swimming drown and those who are good at riding fall, each according to its own advantages, but at its own peril.

Since the 18th National Congress of the Communist Party of China, under the guidance of the new development concept of "innovation, coordination, green, openness and enjoyment", China's grain production is no longer simply pursuing grain production growth, but pursuing "green production increase" with equal emphasis on grain production quality and efficiency. Faced with food quality and safety problems such as pesticide and veterinary drug residues, heavy metal pollution, excessive toxic and harmful substances, and abuse of antibiotics, the state has started with the transformation of agricultural production methods, gradually changed the extensive production methods of resources and consumption, developed intensive production of resource conservation and efficient utilization, and cracked the two "tight hoops" of resources and environment, striving to achieve a win-win situation for grain production and ecological protection.

1, how is the niche brand formed?

Many people think that the success of the niche brand of WeChat business is due to the relatively low sales price of products, but it is impossible to build a moat by being cheap. If we take advantage of the competitive advantage formed by low prices, capital can become cheaper and cheaper.

The best manufacturers always sell brands, such as Maotai in China and Apple in the United States. Therefore, well-done WeChat merchants sell their own personal brands, endorse products with their own personal word-of-mouth and word-of-mouth, and make products form a good word-of-mouth among minority groups, that is, minority brands.

The advantage of a brand is that you and Li Jiaqi compete with the same products and prices, but the sales volume may be less than one tenth of his. This is the role of personal word of mouth and word of mouth in product endorsement.

Behind the brand, trust is the first thing, and then it is to meet the spiritual needs of consumers. Price advantage is only the foundation.

2. Asymmetric supply and demand caused by asymmetric production and demand.

For a long time, rice processing enterprises have been purchasing rice varieties planted by local growers for processing and sales. The sales channels are generally traditional cooperative regional agents, which are relatively passive to the operation of enterprises. Because the products sold in the market need to change with the basic needs of consumers, what kind of products are needed is not determined by the market, but by consumers. Our processing enterprises can not provide corresponding products according to the actual needs of consumers, but can only produce corresponding products for the market according to the varieties planted by growers. Growers will not change the varieties planted according to the changes in consumer demand, but only choose the varieties planted according to their own convenience, that is, production and demand are asymmetric.

This may produce two kinds of results: either the agent changes the purchase channel, or the traditional consumers choose other markets to buy suitable products. What kind of products they buy is what consumers choose according to their own needs and preferences, not what kind of products you provide, so consumers must buy what kind of products.

There are many reasons for this. First of all, growers lack market awareness. Second, when promoting seed sales, seed sales enterprises often vigorously promote varieties with relatively high profits. Our grain processing enterprises did not guide and promote the structure of planting varieties according to the changes in market demand. With the accumulation of time, the contradiction of asymmetry between production and demand is becoming more and more prominent, which leads to the contradiction of asymmetry between supply and demand expanding year by year, making it more and more difficult for processing enterprises to sell. In recent years, this trend has become more and more obvious in the main producing areas. After the emergence of high-quality varieties such as fragrant rice and oily glutinous rice, which are in increasing demand in the consumer market, buyers are scrambling to snap up, which is in short supply and the price is also very good, while traditional ordinary varieties not only can not sell at a good price, but buyers are also unwilling to buy.

3. Take advantage of resources in producing areas to cultivate and create differentiated products.

If small and medium-sized private enterprises want to change the current situation of persistently weak sales, they must consolidate the traditional sales market, develop and cultivate differentiated products suitable for the current market demand, and finally gain niche brands through promotion. First of all, from the aspects of food safety, health and nutrition that the public are most concerned about, it conforms to the characteristics of middle and high-end consumer groups with certain consumption power in this area, and at the same time, through order planting, it develops green ecological agriculture industry and produces green food and agricultural products; Secondly, select varieties according to product positioning, sign appropriate order planting agreements with large growers, and effectively control product quality from the source. Only with quality assurance can brand promotion be confident; Finally, we should actively communicate with large growers in this field, guide them to plant varieties suitable for market demand, and provide some help if possible. After brand promotion, grain supply will be more effectively guaranteed.

Through the moderate support of government policies, the active guidance of enterprises and the promotion of industrial development, the planting habits of growers are gradually changed, so as to optimize and upgrade planting varieties, increase farmers' income and increase enterprises' efficiency.

The logical path of e-commerce platform sales model is to aggregate certain terminal consumption demand through digital sales service network, to promote the deep integration of small and medium-sized enterprises and agricultural products bases into the supply chain, to open up logistics, business flow, information flow and capital flow, and to form many advantages over traditional commercial retailing through centralized procurement and distribution, thus reducing the transaction cost of the whole society.

1, the relationship between Internet economy and traditional economy

Internet plus uses information and communication technology and Internet platform to promote the upgrading of traditional industries, so that the Internet can be deeply integrated with traditional industries and create a new development ecology, instead of subverting traditional industries, which represents a new social form. That is, give full play to the optimization and integration of the Internet in the allocation of social resources, deeply integrate the innovation achievements of the Internet into the economic and social fields, enhance the innovation and productivity of the whole society, and form a broader new form of economic development with the Internet as the infrastructure and implementation tool.

So some of us have great misunderstandings about the Internet economy. This is the general trend of the development of traditional industries. Digitalization and informatization are only a matter of time. The emergence of Internet and mobile Internet has accelerated the optimization and upgrading of the traditional industrial structure system. It's just that it all happened so fast. I haven't realized how to adjust ideologically, and I'm not ready for transformation and upgrading in actual planning.

However, whether you like it or not, the old times have passed and a new era has begun. Only by advancing with the times can we be invincible.

2. Several ways of selling rice online at present.

Up to now, the internet and mobile internet have basically integrated all fields of all walks of life in various ways, and agriculture and agricultural product processing industry are no exception. Digital management and intelligent systems are everywhere, and online sales platforms are flourishing.

First of all, according to the characteristics and actual situation of private enterprises, it is not appropriate to invest too much money. Rice processing industry is an eternal sunrise industry, but it is also a meager profit industry. The main features are large investment and low rate of return, but the risk is relatively low. Therefore, it is not advisable for some large enterprises to earn praise by burning money on the head e-commerce platform, to promote traffic by ultra-low prices, and to spend a lot of money to invite anchors to earn popularity. Because these methods need to invest a lot of money, the final effect is still unknown, and the market risk is relatively large, which is difficult for small and medium-sized private enterprises to accept.

3. What suits you is the best.

So, which online e-commerce platform is most suitable for small and medium-sized private processing enterprises to cooperate and integrate into the new sales market? !

After the product is made, it will be promoted and sold in a targeted manner according to the conclusions drawn from the investigation of the consumer market in advance. You can choose to use the appropriate internet technology, and promote and sell online and offline at the same time. As mentioned above, it is not advisable to invest heavily in product promotion. First, it is necessary to mobilize the wholesalers who cooperate offline in the region and the larger grain and oil sales stores to cooperate and promote. At the same time, we should choose several online promotion and sales models that are more suitable for our small and medium-sized enterprises at present: live promotion through various live broadcast platforms, promotion of short videos on various video websites, and cooperation and promotion with local group buying platforms. These are all good choices. These methods are not only low-cost, but also can be screened by using the big data platform of Internet technology, effectively and quickly connecting consumer groups with specific needs, forming niche preference brands and making featured products suitable for the enterprise.

Under the general situation of consumption upgrading, people's demand for high-quality rice is also increasing, from "full" and "good" to "safe" and "healthy". Therefore, the products we produce should also evolve from the era of "no one has me" and "people have me superior" to the era of "people superior to me inexpensive", "people superior to me superior" and "people inexpensive to me", which is commonly known as "good quality and low price".

Quality determines survival.

Brand determines value

The terminal decides success or failure.

Talent determines development.

Try to determine the domain.

Mode determines the result.

Su Shimin, the founder of Blackstone Capital, said, "People in trouble often only care about their own problems. However, the way to solve problems usually lies in how you solve other people's problems. " Empathy is a kind of ability, wisdom and high emotional intelligence.

Whether rice processing enterprises and distributors learn to put themselves in their own shoes is the key factor to decide whether to change or go out in this unprecedented cruel competition.

The road is blocked and long, and it is ok; If you don't stop, the future can be expected