Fertilizer Sales Plan Part I-Jilin Shijixing Fertilizer Industry Co., Ltd.
2 1 The basic characteristics of modern agriculture in the century are: agricultural labor productivity is increasing rapidly, and agricultural products produced by one labor force can meet the needs of dozens or even hundreds of people. Among them, the full and reasonable application of chemical fertilizers has played an irreplaceable role. The production and use of chemical fertilizer is the inevitable product of the development of agricultural production and scientific research to a certain stage. Popularizing and using new green ecological fertilizers is an inevitable trend for human beings to enter high-yield modern agriculture. Therefore, the promotion and use of polycyclic chelating fertilizer-green ecological fertilizer is the primary task of modern agricultural redevelopment.
First, determine the business objectives.
1, annual sales target 1000 tons.
2. Preset 50 sales outlets in a fixed sales area.
3. Establish popularity, brand image and good corporate image in this industry market;
Second, the company and brand profile
1, company profile
Jilin Century Star Fertilizer Co., Ltd. is located in Lishu Economic Development Zone, Siping City, and there are many national highways nearby, with convenient highway and railway transportation. Is a high-tech enterprise specializing in the production of humic acid chelated fertilizer, double slow and double controlled long-acting compound fertilizer and other new fertilizers. It is the only enterprise adopting polycyclic chelating technology in China, a designated production enterprise of soil testing and formula fertilization in Jilin Province, and a national key research and development.
New environmental protection green fertilizer research base.
2. Brand building
At present, the company has developed three brands, two series and more than 30 varieties with intellectual property rights. The three brands are "Century Star", "Century Heguan" and "Juquan", and the two series are high-activity polycyclic humic acid chelating fertilizer, double-slow and double-controlled long-acting mixed fertilizer, and more than 30 varieties of corn, rice, soybean, peanuts and vegetables. Since the product was put on the market, the effect of increasing production is obvious and it is well received by farmers. In particular, the high-activity polycyclic humic acid chelated fertilizer produced by polycyclic chelating technology has an increasingly large application area and an increasingly prominent yield-increasing effect. The column of "Nongguang Tiandi" of CCTV 7 focuses on publicity and reports, and has become the first brand of China Chelated Fertilizer and the aircraft carrier for building eco-efficient fertilizers in 2 1 century.
3. Business philosophy
Thinking determines the way out, success lies in action, and choice is greater than effort. Jilin Shijixing Fertilizer Co., Ltd. insists on "taking science and technology as the guide, saving energy and environmental protection, saving costs and increasing efficiency, and serving agriculture, countryside and farmers" as its own responsibility; With the concept of "quality as the body and service as the soul", we are determined to forge ahead, lead the fertilizer trend and sincerely repay the society. With the spirit of professionalism and perseverance, we will write poems on green fertilizers with science and technology, and promote the all-round progress of fertilizer industry with innovation.
Third, the sales method
At present, the competition in the fertilizer market is becoming more and more fierce, and the contradiction between production and demand is getting bigger and bigger. If you want to make your brand fat in an invincible position, you must adopt all-round, multi-angle and multi-way publicity means on the premise of ensuring quality. Only in this way can the brand of the enterprise be recognized by more agricultural consumers, thus being promoted and used.
1, target market positioning
My distribution areas are Gongzhuling, Yitong, Jiaohe, Lan Shu and Yushu. I'm going to set up 50 sales points in these five regions, and each region will develop ahead of schedule 10 sales.
At the point of sale, each point of sale sells 20 tons of chemical fertilizer in advance. According to the survey, there are 32 townships and 4 15 villages in Gongzhuling. Yitong has 15 townships and 190 villages; Jiaohe has 18 townships and 2 15 villages; 23 townships in Lan Shu, 32 1 village; Yushu has 28 townships and 388 villages. Yitong and Jiaohe have less per capita land area and relatively less crop planting area, especially in Jiaohe, forest areas and tourist areas. The other three counties and cities have relatively large cultivated land per capita. Therefore, these three counties and cities are prepared as key sales areas.
2. Specific implementation methods
(1), focus on developing cities, counties and towns, and set up grass-roots sales points.
(2), adopt the method of publicity-observation (visit)-follow-up, and set up grass-roots sales points.
(3) Keep learning new knowledge and new products in the industry, bring practical information to customers and better serve customers.
(4) Do not conceal or deceive customers, and promise customers to fulfill their commitments in time. Honesty is not only the foundation of doing business, but also the foundation of being a man.
(5) Make friends before placing orders, develop good friendship with customers, think of customers everywhere, treat customers as their good friends, and achieve ideological and emotional integration.
(6) Learn marketing and management knowledge, constantly try to combine theory with practice, and constantly improve their professional knowledge and industry sales level.
In the second part of the chemical fertilizer sales plan, the price of cash crops fell sharply due to the drop in food prices, and farmers lost confidence in farming and reduced the demand for chemical fertilizers, which was a fatal blow to the domestic chemical fertilizer industry, which had already exceeded demand; The psychological blow is often lasting, so under the condition of serious lack of confidence in the grass-roots market, fertilizer production enterprises and some large agricultural distributors will inevitably fall into a vicious circle. The lower the market, the lower the price, the lower the price. At present, the difficulties in the fertilizer market are mainly reflected in:
Fertilizer marketing plan:
1. Production is developing rapidly, and supply and demand are different.
In recent years, China's fertilizer industry has developed greatly and its output has increased rapidly. Many varieties grow at a double-digit rate every year. At present, the current situation of production and demand of chemical fertilizers in China is that the supply of nitrogen fertilizer exceeds demand, phosphorus fertilizer is basically balanced, and potassium fertilizer is in short supply. During the Tenth Five-Year Plan period, the state will also build several large-scale fertilizer plants in areas rich in natural gas, phosphate rock and potassium ore resources. At present, many chemical fertilizer plants are undergoing reconstruction and expansion. It is predicted that the output of chemical fertilizers will still increase rapidly in the next few years, but the development of various chemical fertilizers is unbalanced, and the products in short supply on the market can not meet the demand for the time being.
2. Farmers' purchasing power declined and prices continued to fall.
In recent years, the purchase prices of some agricultural products in China have been declining. In 2000, the rice in Hunan and other places was only 0.3 yuan/kg, and the wheat in the northern region was only 0.5 yuan/kg. Agricultural products can't sell at good prices, which seriously affects farmers' economic income, dampens farmers' enthusiasm for planting and buying chemical fertilizers, and makes the price of chemical fertilizers continue to fall. Take urea as an example. 1995 The price of urea was as high as 2300 yuan /t in the first half of the year, and now it is around 1200 yuan /t, with a decrease of 48%.
3. The operating conditions of agricultural companies are poor, and the risk of loan recovery is increased.
Although agricultural "three stations" and fertilizer production enterprises are allowed to distribute fertilizer products, agricultural companies are still the main channel for fertilizer management, accounting for about 70% of the total fertilizer sales. What is worrying is that due to the continuous decline in fertilizer prices, some agricultural companies are in poor operating conditions, loans from fertilizer production enterprises are difficult to recover, and bad debts are increasing.
4. The peak demand season is gradually shortened, and the enterprise inventory is increased.
At present, the production and marketing of chemical fertilizers are basically three months of production, three months of sales and six months of winter storage. Due to the difficulty of capital turnover and the uncertainty of the future market, agricultural companies that used to play a leading role in winter storage are not enthusiastic about winter storage, which leads to unprecedented pressure on fertilizer storage in production enterprises. Need to prepare a lot of money for production turnover, build or rent many warehouses to store fertilizer.
5. the sales area is relatively concentrated, so it is difficult to sell the products in the place of origin.
In the past, during the planned economy period, the state designated a fixed sales area for each fertilizer plant, which was formed over time.
Response 1: The product has better appearance and more packaging specifications.
In addition to the quality of fertilizer, efforts should also be made in the appearance, color and packaging of particles. At present, farmers generally attach great importance to the emergence of chemical fertilizers. Where to put the same variety of fertilizer, the products with large particles, less dust, roundness, uniform size and bright colors must sell the fastest. In addition, the packaging specifications should be diversified to facilitate farmers' purchase and use. At present, the fertilizer is basically 40-50kg/ bag, which is too big and heavy, and it is very troublesome to carry and use. If you can't use it all at once after unpacking, it is easy to absorb moisture and dissolve, and the loss is great. In the future, products should be packaged in light packages of 15-25kg/ bag or even 5- 10kg/ bag, which is convenient for farmers to choose and use. Response 2: Establish domestic and corporate brands.
Brand strategy is mainly embodied in two aspects: ① Establish the whole crop brand of domestic fertilizers and actively compete with imported fertilizers. At present, the prices of imported fertilizers and domestic fertilizers are quite different. Take urea as an example, the market price of imported urea is about 1.500 yuan /t, while the market price of domestic urea is only about 1.200 yuan /t, but the quality difference between them is not big, and some domestic urea is better than imported urea. (2) Establish a corporate brand. At present, in the chemical fertilizer market, the sales price of the same domestic products and brand products is higher than that of non-brand products 10-20 yuan /t, and they sell faster. Take a chemical fertilizer plant with an annual output of 654.38 million tons as an example. The annual net profit thus increased is 1 10,000 to 2 million yuan.
Response 3: Price changes should conform to market rules.
Because the internal quality of chemical fertilizer products is similar, farmers' purchasing power is low now, and price reduction has obvious promotion effect. Take urea as an example, if the sales price is reduced by 100 yuan /t, the sales volume will increase by about 50%. At present, the trend of low-price sales is prevalent in the fertilizer market, especially when enterprises open up new markets, almost without exception, low prices clear the obstacles. Since the price of fertilizer is already very low, most products are sold at a loss. If we still use price reduction to promote sales, it will only make the enterprise worse. Under the current market situation, chemical fertilizer enterprises should make great efforts to analyze and predict the market, and the price changes should conform to the market rules, meet the needs of customers, and be ahead of the market changes to maximize the benefits of enterprises.
Coping 4: Choose sales channels carefully.
In the past, production enterprises could only sell chemical fertilizers to agricultural companies, and the sales channels were single. Now production enterprises can sell them to agricultural companies, agricultural "three stations" and directly to farmers. These three channels have their own advantages and should be comprehensively utilized.
Direct selling can reduce intermediate links, lower sales prices, make farmers get benefits, and at the same time, it can greatly speed up the payment return and ensure the capital turnover, which should be vigorously developed in the future. Production enterprises can set up direct selling outlets in villages around the enterprises. Where fertilizer is needed, it can be delivered immediately by a phone call, which not only greatly facilitates farmers, but also allows enterprises to firmly occupy the surrounding markets. Sales to agricultural companies are also an important channel. We should focus on those agricultural companies with strong strength, many business outlets, strong market development ability, good operating conditions and good reputation, and let them become the general distribution and general agent of enterprises in a certain area, so as not to lose the market, but also to effectively resolve business risks and increase market share. The advantage of the "three stations" in agriculture is that there are professional agricultural technicians who often deal with farmers and guide them to apply fertilizer scientifically. Farmers can trust them. Compared with agricultural companies, their burden is lighter and economic benefits can be realized quickly. Although the share of fertilizer sales of agricultural "three stations" at present is not large, there is no doubt that the future agricultural "three stations" will play a decisive role in fertilizer sales. Enterprises should vigorously develop cooperation with the "three stations" of agriculture.
It is an inevitable natural law that all industries go from the kingdom of chance to the kingdom of necessity and then to the kingdom of freedom.
Today's achievements are only available today, and they were laid yesterday; Tomorrow's achievement is not only tomorrow, but also today. Economic indicators may be achieved today and tomorrow, but the status was laid yesterday and today.
Decide the future now.
Fertilizer, grain, grain.
It can be said that the history of grain development in China is a history of chemical fertilizer industry in China. Population growth, agricultural policy, scarcity of chemical fertilizer resources in China and many other factors have become the normal state of the chemical fertilizer industry, and hundreds of billions of market capacity have made the chemical fertilizer industry a giant.
However, it is such a giant industry that its market competition is still at a relatively primary level. However, with the further liberalization of fertilizer production and circulation, it can be predicted that the fertilizer industry, like other industries with more mature markets, will inevitably increase competition and enter the reshuffle stage of industry development.
The author has been fortunate to serve the chemical fertilizer industry for nearly three years. Through the follow-up study and analysis of the chemical fertilizer industry, it is considered that the territory of the chemical fertilizer industry in China will be composed of four types of enterprises in the future. Now, if many fertilizer enterprises can follow the trend and catch the express train of Sili, they can smoothly enter the future territory of the fertilizer industry. If not, elimination is the fate of the enterprise.
The first force: a competitive group with resource control as its core.
The second force: a competitive group with technology and equipment as its core.
The third force: a competitive group with marketing as its core.
The fourth force: the competitive group with product innovation as the core.
The first force: a competitive group with resource control as its core.
This kind of enterprises will build their core competitiveness on the control of upstream resources and implement the strategy of cost leadership, and their market killing skill is price.
As a representative enterprise, Yangfeng, as an upstream raw material enterprise, extends downward to the field of compound fertilizer. Yangfeng has natural advantages in cost and quality. From its advertising slogan "World Quality, China Price", it is not difficult to see its ambition.
With its advantages in raw materials and the thorough implementation and unification of "stable quality and low price", Yangfeng has become the growth star of fertilizer industry and the representative of resource control that can not be ignored. In the future market map, this force has the potential of future market leaders.
The second force: a competitive group with technology and equipment as its core.
This kind of enterprises build their core competitiveness in production technology and equipment, and implement the differentiation strategy of leading technology, and their market killing skills are cost-effective.
As a pioneer and representative enterprise in the compound fertilizer industry, Sakefu has a high technical starting point and a large scale. In the initial stage of the industry, relying on its advanced production technology, scientific quality management and excellent product quality, it is unique in the compound fertilizer market, and has gained high brand awareness and reputation in the market with the product strategy of high quality and good price, and has gradually established its strong brand position and become a recognized leader in the compound fertilizer market. Although with the intensification of industry competition and the improvement of the overall technical level of the industry, its relative market share is declining year by year, but its leading position in the industry cannot be shaken in the short term, and it is still an unavoidable important force in the future market map.
The third force: a competitive group with marketing as its core.
This kind of enterprise constructs its core competitiveness in the marketing mode, implements the differentiation strategy with the leading market concept, and its market killing skill is intensive cultivation.
On behalf of enterprise Batian, it entered the compound fertilizer industry earlier. Under the background of lack of advantages in scale and production equipment investment, we attach importance to brand building, and with advanced marketing concepts and excellent marketing promotion, we have achieved rapid development, created a new model of compound fertilizer marketing and formed a strong brand position in the regional market. Due to the more and more serious influence of product homogeneity, Batian's sales volume has been declining in recent years, but its pioneering work in marketing concept still shines brightly, leading the marketing revolution of the industry. In the future market territory, the advanced marketing concept will still be the backbone of the territory and an excellent marketing force.
The fourth force: the competitive group with product innovation as the core.
This kind of enterprises build their core competitiveness in product innovation and implement the strategy of scientific and technological differentiation, and their market killing skill is product strength.
As a latecomer to the compound fertilizer industry, Jin Zhengda, a representative enterprise, has neither the resources of raw materials nor the advantages of production equipment, and the inherent shortage of logistics. But with unique vision and continuous product innovation, we have gained a lot.
Variant growth, and lead the development direction of the industry with the attitude of science and technology pioneer. In the future market map, the powerful product force weapon will make this force become the most dazzling star in the map and the king of the future market.
The four forces represent four different core competitiveness in the future market, which may exist in every landmark enterprise, but different emphases of core competitiveness will bring different market effects. Among the four forces, the author is most optimistic about the fourth force with product strength as its core competitiveness. After all, fertilizer is not a consumer product, but an investment product, and the word "fertilizer efficiency" is the last word. For the fourth force, technology is fertilizer efficiency.
If you want the future, start now.
Li Tian, also known as Bigfoot Li Tian, is an expert in the whole case of business partner brands and is in a dilemma with customers. There are 30 most influential innovative ideas in China, 0/00 outstanding brand experts in China, founder of brand planning agency, researcher of China Brand Research Institute, expert member of China Brand Industry Alliance and expert member of China Planning Association. A rare all-round brand strategy expert with strategic height and tactical creativity. Gold medal planner of new energy and agricultural products industry, 15 baptism of blood and fire in marketing battlefield, and conducted brand consultation for hundreds of enterprises such as Huang Ming solar energy, Jin Zhengda fertilizer industry, frog toothbrush, Xinhua computer education, NavInfo navigation data, 2 1 salute wine, grapefruit, cigarettes in the Great Hall of the People and instant rice in this rice room.
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