In the spring ploughing season of 2024, the black soil in the northeast is a busy and hopeful time. However, this year, many agricultural dealers have fallen into an unprecedented predicament. The decline of compound fertilizer raw materials is like a dark cloud pressing down on the city, which makes the market have a strong wait-and-see mood, the stocking plan has been repeatedly stranded, and the sales volume has declined significantly. However, in this solemn atmosphere, Wang Xudong, a distributor of Hubei Hubei Ezhong Ecological Engineering Co., Ltd. (hereinafter referred to as Ezhong) in Mingshui County, Heilongjiang Province, went against the tide and achieved an annual sales increase of 30%.
In the past three years, Wang Xudong has increased the volume of more than 1,000 tons every year, less than 2,000 tons in 2022, 3,000 tons in 2023, and 4,000 tons in 2024. He proved an immutable market truth with his impressive sales performance - survival of the fittest, victory of the brave. This is Wang Xudong's motto, and it is also the password for his contrarian increment. His success has not only brought new thinking to the industry, but also set an example for other dealers.
Take the initiative to survive the fittest
In addition to his role as an agricultural material operator, Wang Xudong is also a teacher, which gives him more clarity and depth of thinking. In Wang Xudong's business philosophy, the market never lacks opportunities, but lacks the vision and wisdom to find opportunities. How do you do it? And how do you do it every year? Wang Xudong believes that first of all, there must be an incremental attitude, and the second is an incremental method.
"Personally, 1,000 tonnes per year is my growth target. Then we will plan around this goal, think of methods, implement and track. "Wang Xudong implants incremental thinking in all members of the team." In our market research, we found that many dealers who did well 10 or 20 years ago are now stagnant or have seen a sharp decline in sales. They all have a common problem, they are satisfied with the status quo, can't let go, and don't want to put in more effort. Wang Xudong said.
"Others don't do it, just do it yourself." Wang Xudong is constantly looking for opportunities through this. He is fully committed to continuously improving the quality of service and expanding the customer base. Wang Xudong spends a lot of time and energy every year to develop and maintain a customer base. He stressed that in this process, in addition to diligence and effort, it is also necessary to focus on methods and methods. "To expand customers, we need to find an entry point, for example, if there are 10 people to buy your products, then there are 1~2 people among these 10 people, what they want to buy, others will follow, so that they can first recognize their products and services, in order to win the recognition of more people." Wang Xudong said.
Assess the situation and have the courage to change
Wait-and-see and wait are the most commonly used words by dealers and growers in recent years, and they are also one of the reasons for the decline in sales. Wang Xudong did not wait, sailed against the current, and retreated if he did not advance, which is the courage of the brave.
"The market has changed very much in recent years, and it is impossible to predict. There is no lowest price in the market, nor is there the highest value, opportunities and challenges coexist, we must judge the situation to do, can not wait. Wang Xudong's way to deal with market changes is to change himself, "We can't change the environment, we can't change the price of raw materials and fertilizers, but we can change ourselves." ”
In recent years, Wang Xudong asked the team to go deep into the field more frequently to understand the needs and pain points of growers, and to combine the characteristics of compound fertilizer in central Hubei with the needs of farmers, so that farmers can truly feel the tangible benefits brought by fertilizer. At the same time, he also focuses on emotional communication with customers. For example, once a customer has a problem at home, he will let the team members help solve it as soon as possible, and in the long run, he has won the trust and support of the customer with sincerity and enthusiasm. "If a customer buys fat from you, and you don't pay attention to him for a year, your relationship will not be deep. On the premise of ensuring the quality of fertilizer, you have a wide network, no matter whether the market environment is good or not, customers will not go, you will not worry, and business will be able to do well. ”
In order to make the long-term sustainable development of Shude agricultural materials and let the Ezhong brand have more room for growth in the local area, he re-did profit management. "In previous years, if you earned 10 yuan, you were very happy, then we earned 3 yuan today, so we won't cry! Do a good job of your products and people, and your market will definitely be good! Wang Xudong said firmly.
For the future, Wang Xudong said that it is necessary to increase the promotion of new functional compound fertilizers in central Hubei Province, do more experimental demonstration fields, and make more efforts to provide crop solutions for farmers, and continue to explore and move forward.
......................................................
Please indicate in the following format for reprinting: Source: Agricultural Resources Herald Author: Wang Yingxin Editor: Ding Jiahui Review: Zhai Yiting Producer: Zheng Hongyan