Although China has a vast area of ​​arable land, the arable land is scattered, and agricultural production is still dominated by the traditional methods of small-scale, decentralized, and human-based farming. In this type of agricultural production, individual production units have a small demand for chemical fertilizers and are dispersed. Fertilizer manufacturers cannot directly dock farmers, and they must rely on terminals to distribute chemical fertilizers to the fields. In addition, farmers have little knowledge of chemical fertilizers and it is difficult to distinguish products. The difference is that terminal recommendations have a profound effect on their purchasing behavior.
In the fertilizer industry, terminals have the dual functions of distributing products and influencing farmers' purchases and are scarce resources in the industry. Therefore, if a fertilizer company wants to gain a foothold in a regional market, it must firmly grasp its excellent terminal in its own hands.
However, the number of terminals is dispersive, and there is no loyalty at all. Whoever sells a product with a high profit is just like a wall of grass, so how can a fertilizer company operate a terminal? The following five aspects are the necessary conditions for the successful operation of fertilizer companies.
Manufacturers' cooperative operation of the terminal is an inevitable trend in the fertilizer industry.
The concentration of China's fertilizer industry is gradually increasing, and the competition between enterprises is becoming more and more fierce; large agricultural households are increasing, the production methods of the past are gradually changing, and the needs of large customers are more rational. They need not only a product, but also more. Is a system solution on how to fertilize.
In order to cope with the pressure of competition and chase the escalating consumer demand of farmers, foresighted fertilizer companies see that the terminal is the key link for future companies to establish their own core competitive advantages. However, there are certain risks for chemical fertilizer companies to operate their own companies, which are mainly reflected in:
The terminals are wide and varied, together with the characteristics of the products themselves, and the market is very busy and seasons are obvious. The manufacturers supply the terminals directly and guarantee timely delivery. The manufacturer's distribution capabilities and personnel requirements are high.
Manufacturers are required to maintain and manage a large number of dispersed terminals on a daily basis. They are difficult and costly and are not economical.
Manufacturers are facing difficulties in solving problems such as terminal credit sales and administrative law enforcement inspections, and these are all current status of the fertilizer industry.
Therefore, fertilizer companies need a regional platform to operate terminals with low cost, low risk, and high efficiency.
The willingness of manufacturers to flatten their channels is growing, indicating that the good days for dealers will also come to an end. The survival foundation of distributors is the terminal. In order to ease the pressure for survival, more and more distributors have started to operate terminals and regain their position in the value chain.
However, distributors lack market planning capabilities, lack the knowledge and ability for market promotion and farmer services, and lack resources such as people, finances, and materials. Indigenously operating terminals are often incapable of doing their best.
Therefore, the plant and business association division terminal is an inevitable choice. The two sides have the interest foundation for coordination and cooperation. The two sides provide complementary resources, give full play to their own strengths, assume their due responsibilities, and jointly seize the terminal.
Responsibility of the factory and function planning Regional market operation strategy Integration of marketing resources Input and application Development of after-sales service for terminal packaging, promotion and promotion activities, strengthening communication with consumers Responsibility and functions of dealers Logistics distribution for terminal networks , Collection and feedback of payment settlement services Responsible for terminal construction and routine maintenance Participate in and implement terminal sales promotion and marketing Do a good job in the terminal layout. Optimizing the operation strategy is the prerequisite for the successful operation of the terminal.
According to the strength of the terminal itself and our performance in this terminal, the terminal will be classified scientifically, and corresponding strategies will be formulated for each type of terminal to ensure the effectiveness of the strategy and the intensive integration of resources.
For the strong, our products have good performance of the terminal, the operating strategy is:
Strengthen communication and maintenance, focusing on creating specialty stores.
Grasp the dynamics of your opponents in a timely manner and quickly suppress potential competitors.
Carry out household communication and agricultural technical services, strengthen farmers' foundation and increase brand influence.
For the strong, but our products do not perform as well as competing products, the operating strategy is:
Increase incentives and increase motivation.
Strengthen the process of incentives, guide and promote the market, strengthen the product in the market.
Products and opponents are separated, breaking the market with a single product, winning the terminal's confidence.
For the general strength, but the main push, push the terminal of our products, the operating strategy is:
This kind of terminal is the point of profit growth in the future, and it will strengthen policy tilt and support.
Through training, guidance and support, we will improve our business and agricultural technology service capabilities.
Through the farmers' association, agricultural technology promotion, and promotion, we will assist the market in expanding and expand the scale as soon as possible.
For the terminal with the same strength and unwillingness to promote our products, the operating strategy is:
According to regional planting characteristics, select superior products to make breakthroughs and win over terminals.
Evaluate terminal funds and technical capabilities, judge whether there is potential, and adjust in time.
Increase publicity and promotion, and promote terminal sales is the basis for successful operation of the terminal.
Realizing the effective marketing of the terminal is the basis of the operation terminal. If your product does not have a good performance market, then there is no solid market foundation and it is easily eliminated by the terminal.
Therefore, around the terminal to strengthen the promotion and promotion capabilities, pull the terminal sales is the basis for the successful operation of the terminal. The main forms of promotion and promotion are:
TV commercials: Moderate television advertising, highlighting corporate image, enhancing terminal confidence and market popularity.
Terminal Guangxuan: product posters, plant protection and land assessment placards.
Outdoor advertising: banners, light boxes, shop tricks, walls, bodywork, etc.
Vivid display: setting area, hanging certificate, image and photos.
Stirring activities: market propaganda, technical quizzes, lucky draw entertainment, gift delivery, etc.
Agro-chemical services: demonstration households, technical lectures, agricultural science and agrochemical science.
Farmers' demands for fertilizer companies are not merely to provide a product, but a complete set of fertilization solutions. Therefore, strengthening agrochemical services is an effective means to draw in large local customers, build consumer trust, and lay a solid foundation for the market.
Di Zhicheng Management Consulting Co., Ltd., under the guidance of the “Deep Marketing†idea, proposed that manufacturers cooperate to establish a “Preferential System†peasant household service system and establish a competitive advantage in the regional market.
Strengthening daily visits and maintenance of terminals and deepening the relationship between customers and customers are the guarantee for successful operation of terminals.
Establish a terminal maintenance management system to institutionalize and systemize terminal maintenance and improve work efficiency and work results.
Six aspects of the terminal maintenance management system:
"Four Sets": fixed-point, timing, alignment, and scheduled visits.
Determine the frequency of visits for different types of stores.
Visit the route according to the best traffic route design.
Identify the terminals and routes that each salesperson is responsible for.
How many stores each salesperson visits on a daily or weekly basis.
Determine the packaging standards and maintenance content for different terminals.
The clerk visits the main work content of the terminal:
understand situation:
Sales settlement (proportion of this product), stock situation, terminal display and packaging, major issues and other distribution settlement:
According to the type and quantity of the customer's reservation, it will be delivered to your door and settle the payment and rebate.
Answer questions:
Answer questions about products and services in sales, handle disputes and unusual events.
Business guidance:
Instruct terminal management (users, varieties, storage, financial management, etc.), and make suggestions on the types and quantities of products to be purchased in the next step.
Communication and publicity:
Maintain customer relations, explain our market policies and new products, new service projects, seek after-sales support and service needs, and further cooperation attitude.
Terminal construction:
Hands-on terminal wide packaging or update Guang Xuan, finishing display.
Promotion execution explains the implementation plan of the promotion, and checks the implementation and corrects the problem.
Promotion Service:
Persuade the terminal to cooperate with others to carry out service promotion activities such as demonstration households, agricultural technology lectures, and outdoor Guangxuan;
collect message:
User's opinions and evaluation of products, strategic changes in sales of competing products, and market actions;
Perfecting basic terminal management and establishing business teams are the driving forces for successful operation of terminals.
The business team is the main force in maintaining the terminal. It is the executor of all market strategies. It is the driving force for market breakthrough. Therefore, a professional and organized business team must be established.
The first step in building an effective business team is to build an upgraded business team.
Get rid of family awareness, broaden the recruitment channels, and recruit good employees to use employees: Through the trust and authorization of employees and standardized management mechanisms to play the potential of employees, and motivate employees.
Train employees: Through a variety of forms, close to practical training methods, improve staff capabilities and broaden employees' room for growth.
Retain employees: Retain people through careers by depicting visions; Retain people through emotions through effective communication, and retain people through benefits combined with long-term incentives.
The second step in establishing an effective business team is to enhance the management foundation and achieve professional operation.
The institutionalization of basic work establishes the archives of the regional market base.
Including regional market surveys, terminal archives, demonstration households, and so on.
Specifications for establishing basic business operations include terminal visit tables, demonstration household construction and maintenance tables, work logs, and so on.
Establish a standardized information feedback mechanism to provide timely feedback, reply as soon as possible, respond in a timely manner, professional analysis, and facilitate decision-making.
The goal management standardization aims to scientifically decompose the monthly (quarterly) work goals for the annual sales target, and the terminal target decomposition and product target decomposition periodically analyze the target achievement and summarize the monthly (quarterly) plan to reach an analysis, experience summary copying, and deficiencies are corrected. The diversity of goal setting is not only the sales target and the target setting of the repayment, but also the number of large stores, sales of certain products, and so on.
The above five aspects of the fertilizer business operation terminal also constitute the five steps of operating the terminal. Firstly, the alliance dealers integrate resources, reduce their marketing focus, and establish a regional operation platform. Then they rationally plan regional markets and terminal scientific layouts and optimize operational strategies. Next, the terminal will use a series of integrated communications to drive terminal sales and consolidate terminal allies. Farmers' services draw on the vast number of farmers and occupy positions in the peasant households' minds. The fourth step is to establish a business team, maintain the terminal through organizational efforts, deepen the relationship between customers and customers, and further strengthen the terminal's main push and special promotion. The last step is hard work. Strengthen the management foundation and realize the professional operation of the terminal.
In the fertilizer industry, terminals have the dual functions of distributing products and influencing farmers' purchases and are scarce resources in the industry. Therefore, if a fertilizer company wants to gain a foothold in a regional market, it must firmly grasp its excellent terminal in its own hands.
However, the number of terminals is dispersive, and there is no loyalty at all. Whoever sells a product with a high profit is just like a wall of grass, so how can a fertilizer company operate a terminal? The following five aspects are the necessary conditions for the successful operation of fertilizer companies.
Manufacturers' cooperative operation of the terminal is an inevitable trend in the fertilizer industry.
The concentration of China's fertilizer industry is gradually increasing, and the competition between enterprises is becoming more and more fierce; large agricultural households are increasing, the production methods of the past are gradually changing, and the needs of large customers are more rational. They need not only a product, but also more. Is a system solution on how to fertilize.
In order to cope with the pressure of competition and chase the escalating consumer demand of farmers, foresighted fertilizer companies see that the terminal is the key link for future companies to establish their own core competitive advantages. However, there are certain risks for chemical fertilizer companies to operate their own companies, which are mainly reflected in:
The terminals are wide and varied, together with the characteristics of the products themselves, and the market is very busy and seasons are obvious. The manufacturers supply the terminals directly and guarantee timely delivery. The manufacturer's distribution capabilities and personnel requirements are high.
Manufacturers are required to maintain and manage a large number of dispersed terminals on a daily basis. They are difficult and costly and are not economical.
Manufacturers are facing difficulties in solving problems such as terminal credit sales and administrative law enforcement inspections, and these are all current status of the fertilizer industry.
Therefore, fertilizer companies need a regional platform to operate terminals with low cost, low risk, and high efficiency.
The willingness of manufacturers to flatten their channels is growing, indicating that the good days for dealers will also come to an end. The survival foundation of distributors is the terminal. In order to ease the pressure for survival, more and more distributors have started to operate terminals and regain their position in the value chain.
However, distributors lack market planning capabilities, lack the knowledge and ability for market promotion and farmer services, and lack resources such as people, finances, and materials. Indigenously operating terminals are often incapable of doing their best.
Therefore, the plant and business association division terminal is an inevitable choice. The two sides have the interest foundation for coordination and cooperation. The two sides provide complementary resources, give full play to their own strengths, assume their due responsibilities, and jointly seize the terminal.
Responsibility of the factory and function planning Regional market operation strategy Integration of marketing resources Input and application Development of after-sales service for terminal packaging, promotion and promotion activities, strengthening communication with consumers Responsibility and functions of dealers Logistics distribution for terminal networks , Collection and feedback of payment settlement services Responsible for terminal construction and routine maintenance Participate in and implement terminal sales promotion and marketing Do a good job in the terminal layout. Optimizing the operation strategy is the prerequisite for the successful operation of the terminal.
According to the strength of the terminal itself and our performance in this terminal, the terminal will be classified scientifically, and corresponding strategies will be formulated for each type of terminal to ensure the effectiveness of the strategy and the intensive integration of resources.
For the strong, our products have good performance of the terminal, the operating strategy is:
Strengthen communication and maintenance, focusing on creating specialty stores.
Grasp the dynamics of your opponents in a timely manner and quickly suppress potential competitors.
Carry out household communication and agricultural technical services, strengthen farmers' foundation and increase brand influence.
For the strong, but our products do not perform as well as competing products, the operating strategy is:
Increase incentives and increase motivation.
Strengthen the process of incentives, guide and promote the market, strengthen the product in the market.
Products and opponents are separated, breaking the market with a single product, winning the terminal's confidence.
For the general strength, but the main push, push the terminal of our products, the operating strategy is:
This kind of terminal is the point of profit growth in the future, and it will strengthen policy tilt and support.
Through training, guidance and support, we will improve our business and agricultural technology service capabilities.
Through the farmers' association, agricultural technology promotion, and promotion, we will assist the market in expanding and expand the scale as soon as possible.
For the terminal with the same strength and unwillingness to promote our products, the operating strategy is:
According to regional planting characteristics, select superior products to make breakthroughs and win over terminals.
Evaluate terminal funds and technical capabilities, judge whether there is potential, and adjust in time.
Increase publicity and promotion, and promote terminal sales is the basis for successful operation of the terminal.
Realizing the effective marketing of the terminal is the basis of the operation terminal. If your product does not have a good performance market, then there is no solid market foundation and it is easily eliminated by the terminal.
Therefore, around the terminal to strengthen the promotion and promotion capabilities, pull the terminal sales is the basis for the successful operation of the terminal. The main forms of promotion and promotion are:
TV commercials: Moderate television advertising, highlighting corporate image, enhancing terminal confidence and market popularity.
Terminal Guangxuan: product posters, plant protection and land assessment placards.
Outdoor advertising: banners, light boxes, shop tricks, walls, bodywork, etc.
Vivid display: setting area, hanging certificate, image and photos.
Stirring activities: market propaganda, technical quizzes, lucky draw entertainment, gift delivery, etc.
Agro-chemical services: demonstration households, technical lectures, agricultural science and agrochemical science.
Farmers' demands for fertilizer companies are not merely to provide a product, but a complete set of fertilization solutions. Therefore, strengthening agrochemical services is an effective means to draw in large local customers, build consumer trust, and lay a solid foundation for the market.
Di Zhicheng Management Consulting Co., Ltd., under the guidance of the “Deep Marketing†idea, proposed that manufacturers cooperate to establish a “Preferential System†peasant household service system and establish a competitive advantage in the regional market.
Strengthening daily visits and maintenance of terminals and deepening the relationship between customers and customers are the guarantee for successful operation of terminals.
Establish a terminal maintenance management system to institutionalize and systemize terminal maintenance and improve work efficiency and work results.
Six aspects of the terminal maintenance management system:
"Four Sets": fixed-point, timing, alignment, and scheduled visits.
Determine the frequency of visits for different types of stores.
Visit the route according to the best traffic route design.
Identify the terminals and routes that each salesperson is responsible for.
How many stores each salesperson visits on a daily or weekly basis.
Determine the packaging standards and maintenance content for different terminals.
The clerk visits the main work content of the terminal:
understand situation:
Sales settlement (proportion of this product), stock situation, terminal display and packaging, major issues and other distribution settlement:
According to the type and quantity of the customer's reservation, it will be delivered to your door and settle the payment and rebate.
Answer questions:
Answer questions about products and services in sales, handle disputes and unusual events.
Business guidance:
Instruct terminal management (users, varieties, storage, financial management, etc.), and make suggestions on the types and quantities of products to be purchased in the next step.
Communication and publicity:
Maintain customer relations, explain our market policies and new products, new service projects, seek after-sales support and service needs, and further cooperation attitude.
Terminal construction:
Hands-on terminal wide packaging or update Guang Xuan, finishing display.
Promotion execution explains the implementation plan of the promotion, and checks the implementation and corrects the problem.
Promotion Service:
Persuade the terminal to cooperate with others to carry out service promotion activities such as demonstration households, agricultural technology lectures, and outdoor Guangxuan;
collect message:
User's opinions and evaluation of products, strategic changes in sales of competing products, and market actions;
Perfecting basic terminal management and establishing business teams are the driving forces for successful operation of terminals.
The business team is the main force in maintaining the terminal. It is the executor of all market strategies. It is the driving force for market breakthrough. Therefore, a professional and organized business team must be established.
The first step in building an effective business team is to build an upgraded business team.
Get rid of family awareness, broaden the recruitment channels, and recruit good employees to use employees: Through the trust and authorization of employees and standardized management mechanisms to play the potential of employees, and motivate employees.
Train employees: Through a variety of forms, close to practical training methods, improve staff capabilities and broaden employees' room for growth.
Retain employees: Retain people through careers by depicting visions; Retain people through emotions through effective communication, and retain people through benefits combined with long-term incentives.
The second step in establishing an effective business team is to enhance the management foundation and achieve professional operation.
The institutionalization of basic work establishes the archives of the regional market base.
Including regional market surveys, terminal archives, demonstration households, and so on.
Specifications for establishing basic business operations include terminal visit tables, demonstration household construction and maintenance tables, work logs, and so on.
Establish a standardized information feedback mechanism to provide timely feedback, reply as soon as possible, respond in a timely manner, professional analysis, and facilitate decision-making.
The goal management standardization aims to scientifically decompose the monthly (quarterly) work goals for the annual sales target, and the terminal target decomposition and product target decomposition periodically analyze the target achievement and summarize the monthly (quarterly) plan to reach an analysis, experience summary copying, and deficiencies are corrected. The diversity of goal setting is not only the sales target and the target setting of the repayment, but also the number of large stores, sales of certain products, and so on.
The above five aspects of the fertilizer business operation terminal also constitute the five steps of operating the terminal. Firstly, the alliance dealers integrate resources, reduce their marketing focus, and establish a regional operation platform. Then they rationally plan regional markets and terminal scientific layouts and optimize operational strategies. Next, the terminal will use a series of integrated communications to drive terminal sales and consolidate terminal allies. Farmers' services draw on the vast number of farmers and occupy positions in the peasant households' minds. The fourth step is to establish a business team, maintain the terminal through organizational efforts, deepen the relationship between customers and customers, and further strengthen the terminal's main push and special promotion. The last step is hard work. Strengthen the management foundation and realize the professional operation of the terminal.
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