Author: Shu Zihua
Reviewer: Lin Deshen
Typesetting: Zhao Zhishan
Introduction: Green Industry Yuan has held a conference of 10,000 people for many years, and each conference has attracted a large number of terminal participants.
Key words: agriculture, one thing, one code, circulation, five codes in one, multi-code association
From January 15th to 16th, the 2024 Green Industry Yuan Network Annual Conference was successfully held in Zhengzhou, with more than 13,000 people from all over the country attending the meeting, including customers and end customers of Green Industry Yuan outlets, leaders and expert representatives of the agricultural sector, and all employees of Green Industry Yuan. Such a large-scale annual meeting in the agricultural industry is rare, and what is more remarkable is that in the current difficult situation, Green Industry Yuan can still maintain a stable increment, which is inseparable from the strong forward-looking thinking and advanced business philosophy of Fan Guofang, President of Green Industry Yuan.
The attendees of the annual meeting included a large number of terminal partners, and Lvyeyuan's ability to control the terminal can be seen. It is based on the grasp of terminal channels that Lvyeyuan has achieved the ultimate in in-depth distribution, penetrating products into various subdivisions of the channel. In addition, Green Industry Yuan is good at circle marketing, with more than one belt, find key people in the circle, and cause a storm of communication in the circle.
Mr. Liu Chunxiong once said when explaining the bC integration tactical system: "Deep distribution emphasizes the terminal density, that is, the distribution rate, and the bC integration emphasizes the b-end structure, that is, the paving accuracy rate." "Whether it is deep distribution or bC integration, the ultimate demand is b-end density. (More details:)
The company's ability to control the B-end and the number of B-end controlled by the enterprise have been closely bound to the future development of the enterprise.
How to have the ability to directly connect to terminals? In the digital era, there are digital solutions.
In-depth distribution involves all aspects of the upstream and downstream of the channel, in the traditional business model, only dealers can be in direct contact with the brand, and the following many terminal stores can not have a direct relationship with the brand, so it is even more difficult for the brand to directly control the terminal.
The introduction of digital tools has created new conditions for brands to manage their channels. From production to logistics to sales, brand owners can carry out five-code association transformation of the entire channel path, and realize the collection and association of the outer packaging of the product "cover inner code, cover outer code, box code, box code, and stacking code" through one thing and one code, so that the product can be accurately shipped to dealers, terminals and consumers in accordance with the "order, code segment, batch, and serial number", and use digital means to make the "goods flow" online.
Once the digital full-link system is established, the QR code digital identity ID can run through the (raw material-processing) packaging-warehousing-circulation-sales product life cycle, providing the core data source for the big data engine system.
According to the role binding relationship between the code and the business chain, the strong coupling between the supply chain end and the front-end marketing business system of the collaborative QR code can improve the back-end to the front-end service, change the collaborative relationship between production and marketing, and reconstruct the business relationship in a digital way.
Dealers scan the stacking code, the terminal scans the box code, the brand can use the code as an intermediary, link up countless end users, with the terminal account system, the brand can directly communicate with the terminal, distribute tasks. When a brand needs to hold a promotional event offline, it only needs to publish the event content and activity requirements on the Mini Program and transmit them to the Mini Program of the corresponding channel personnel (dealers, salesmen, and shopping guides can respectively formulate exclusive Mini Programs similar to the terminal Mini Program), and the terminal can receive the activity information and execute it according to the requirements, and the terminal can also feedback the promotion situation and opinions to the brand through the Mini Program.
In the process of scanning the code, the native data, behavior data, and scene data of the terminal will be automatically uploaded to the system, and the brand owner can analyze the scanning data to understand the dynamic sales and inventory data of each terminal, so as to better empower the terminal.
At the first member congress of the second session of the Agrochemical Industry Federation of Huazhong Agricultural University and the Xiangjiang Forum, Li Zonglin, executive director and deputy secretary-general of the Federation, shared a special topic with the theme of "talking about the digital construction of agricultural enterprises", he said that the digital marketing system is divided into two parts, the internal key line is pre-processed, the process node is easy to track, and the business data is displayed online and multi-dimensional intelligent analysis. At the same time, it should be clear that the digital system should enable partners to interact and connect with downstream customers and cooperate in depth.
Cai Zhiwen, a senior market analyst in the agrochemical industry and the founder of Caitou Agriculture, said that in the past two years, the "involution" of the agricultural materials industry has intensified, and only by using the digital system to manage the business, using data to analyze the operation, enhance the core competitiveness of the platform, break the "involution", truly build the core competitiveness of the store and differentiated competition, and achieve re-growth in sales.
When brand owners and terminals are partners who fight side by side, brand owners also need to strengthen the empowerment of terminals when they strengthen their ability to control the terminal by scanning the code, help the terminal sell goods and clear inventory, and the long-term dynamic sales increment of the terminal can be exchanged for the steady and high-quality development of the brand.
About Mido
Founded in 2014, Miduo is mainly engaged in big data engine system, with three core products "one thing, one code, social cloud store, CDP", and is committed to building an online industrial service platform based on "three-dimensional connection, data commonality, traffic sharing, panoramic resonance, global empowerment, and full-chain win-win" with EBC as the core, industrial router as the carrier, and BC integration as the entry point. Provide one-stop comprehensive service solutions including commodities, technology, marketing, data, logistics and other services for enterprises related to the industrial chain, and promote the digital transformation of marketing for operators in all links of the industrial chain, especially brand owners in the large consumption field.
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