1. On the supply side, Weiyuan Biochemical invested a lot of manpower, material resources and financial resources in Pinglu area in 2007. Over the past year, no matter what requirements Deno put forward, from salesman application to regional manager approval to promotion department planning and operation, it was all green and efficient; From top to bottom, from inside to outside, from product management to market management, from business to technical consultation, from resource management to marketing training, from salesmen, regional managers to company executives, experts and professors, every friend of Weiyuan, whether known or unknown, told Deno everything and tried his best to give Deno many sincere suggestions and selfless help.
2. In addition to the support of the leaders of the Audit Bureau, colleagues and other functional departments, many friends became attached to Deno and gave Deno the most sincere help. For example, the bright official of the Ministry introduced several important customers to Deno, even though he doesn't sell pesticides himself. Of the five customers he introduced, two won the first prize of our sales this year, one won the second prize, one won the best payment prize, and one was a new customer this year, with good sales performance; Wang Xinping, a retailer, put forward a very good suggestion to Deno Agricultural at the beginning of the year, and carefully wrote it down and gave it to us. His proposal has been kept in the archives of Deno Agricultural Resources. There are also our village cadres Zhou and Liu Baixing, as well as Joe Zhangdian, the old secretary of Zhangdian Town. In order to guide the villagers to use biological pesticides and put an end to highly toxic pesticides, they all took the lead in using them and did a lot of promotion work for the establishment of Deno agricultural materials and Weiyuan brand. Almost all farmers and government officials in Zhangdian know Weiyuan's products. Many farmers said, where did Weiyuan get such a good medicine these years? If we use Weiyuan medicine earlier, the price of peaches will be much higher every year. This year, farmers generally reported that the quality of apples and peaches has been greatly improved after using biological pesticides, and the commodity rate of fruits and peaches has also been greatly improved. We ordinary people put forward the most sincere and simple suggestions and gave the most simple support and help for Deno agricultural materials in our own way.
3. In this year, many friends from retailers did their best to give strong support to Deno's agricultural materials, and achieved remarkable results from active sales to active payment. Up to now, the payment rate of Deno agricultural materials has reached 98.6%. Among them, many customers refused the supply from the old suppliers who have cooperated for many years without hesitation and devoted themselves wholeheartedly to the monopoly of Deno products. Driven by our strong brand, in addition to the substantial increase in sales, they also brought the excellent quality of Weiyuan biological pesticides and the excellent service of Denuo agricultural materials to the people, which was well received by farmers and friends, and made Denuo agricultural materials and Weiyuan Biochemical win a good reputation in Pinglu area.
4. Deno's honesty, dedication and responsibility have won the favor of well-known brand enterprises and the trust of terminal retailers. In this year's sales process, after receiving the phone call from the retailer, we rushed to the fields many times to check the situation of farmers' field pests and diseases, consult experts on the spot, and solve problems for farmers' friends as quickly as possible; In the process of checkout, all customers who miscalculated the accounts were seriously and honestly corrected. Once, Jia Chunrong, a customer of Wang Nan, paid us 200 yuan more, but didn't know it. We found it, called to correct it in time, and avoided the loss of customers. When settling accounts with Wu Bangyuan of the Black Kiln, he overpaid 300 yuan for writing mistakes. After the review, we made a special trip to the black kiln to correct it, and so on. Deno requires every employee to be strict with himself: honesty first, never charging customers a penny more, and never passing the buck with customers. It is this spirit of daring to admit mistakes and take responsibility that makes Deno Agricultural Materials win the appreciation and trust of retailers and farmers and become a trusted partner of Weiyuan Biochemical. This year, Deno Agricultural Materials was rated as a "four-star core distributor" by Weiyuan Biochemical.
Second, the existing problems
(a) this year's inventory is relatively large. The main reasons for the large inventory are as follows: First, biological pesticides last for a long time. In previous years, farmers usually had to take medicine once or twice to sell peaches. However, this year, after using the gold formula of high emamectin benzoate and insecticidal urine, there was no leaf curl in the later stage. Until the sales of Taoqu has ended for more than a month, there are almost no pests in the field. Therefore, all retail outlets did not complete the sales as expected, which is the main reason for the large inventory. However, although our inventory is too large, farmers have tasted the benefits of using biological pesticides, which is worthy of our satisfaction. Secondly, for fruit areas, this year is generally a small year, and some areas have different degrees of freezing damage, which leads to insufficient attention to apple management by farmers and friends, and is also a major reason for the large inventory. Third, due to the lack of thorough understanding of the products in the early stage, we did not give you correct guidance during the sales of wheat herbicides. After thousands of hectares of blue waves were sold, due to the slow effect of bensulfuron-methyl products, many farmers mistakenly thought that they had bought fake drugs, which affected the sales of Qingyuan medicine in the same period.
(2) In the promotion process, due to lack of experience, the work started late, and most areas were not involved, which led to the emergence of sales areas.
Third, the brand issue.
In this respect, we mainly talk about brand positioning, growth and management.
(A), brand positioning
Deno Agriculture is committed to providing first-class product quality and first-class after-sales service for farmers. Committed to building a bridge between retailers and first-class brand-name enterprises; Committed to working with powerful enterprises with farmers' interests as the highest interest to build excellent agricultural brands. Deno, always a farmer's Deno. It is the goal of all Deno people to let Deno brand take root in deep soil and plunge into farmers' hearts.
(B), brand growth
In the past two years, everyone here has worked hard and sweated for Deno's agricultural materials. I deeply feel that Deno is like your own child in your eyes, and you have placed pure feelings and deep trust in him. From Hucun Wang Xinping's sincere suggestion on Denuo agricultural materials to Xiniu Zhang Xiaoling's insight; Time and time again, I felt the persistent spirit of Zhang Guo village Jingbaotun in tracing the sold pesticides to the end; Su Quantai, an official of the Ministry, said that he would rather not sell medicines than irresponsibly give unreasonable formulas to farmers to make them spend more money in turn. On another occasion, I heard Zhao Zengwen of Zhengdong say: The fields of people who use our medicine are very clean. I have been studying these days and want to know what kind of company Weiyuan Company is and what it can do so well ... There are many such things. Every time I go to the countryside, I will think of your painstaking explanation when I see the trusting and moving eyes of the people; When I hear people's trust and appreciation of Weiyuan brand, I will think of your serious and responsible work attitude. In today's extremely chaotic agricultural market, it is a kind of luck for all of us to be exposed to a very good brand in the pesticide industry, and it is very valuable to be trusted by ordinary people in such a short time.
(3) Next, let's talk about several issues related to brand management:
1, channel problem
For us, channels include supply channels and sales channels. The supply channels of Deno agricultural materials are well known to everyone. Deno Agricultural ensures that all products are the general agents in Pinglu area, and the closed operation mode prevents the inflow of fake and shoddy pesticides to the greatest extent and maximizes the profit space of retailers. Take Weiyuan Biochemical as an example: According to very reliable information, Weiyuan products have not been compensated for any drug injuries in recent years. In addition to Weiyuan products, Deno agricultural materials are also very strict in purchasing channels. We guarantee that all products are officially registered products, and they have passed the acceptance of the law enforcement brigade of the Agricultural Bureau, ensuring that dealers can operate with confidence and will never bring any adverse effects to dealers because of carelessness. In addition to excellent product quality, in the past two years, in order to seek a company that truly takes the interests of farmers as the highest interest for farmers, we refused again and again. First-class enterprises such as Red Sun, Kesheng Pharmaceutical, Ruidefeng, etc. We have been approached again and again, but in the process of our negotiation, no enterprise is willing to pay and invest huge sums of money for farmers like Weiyuan Biochemical. Every time Deno Agriculture puts forward the intention of needing support, Weiyuan Biochemical never calculates whether such investment is worth it. They try their best to do it every time, but they are also big manufacturers, and other manufacturers can't do it. Their support depends on our sales without exception. In their eyes, interests always come first, and profits always come first. Today, Deno chose Weiyuan, Weiyuan chose Pinglu. Such an opportunity is really precious to us. Deno is just a bridge. The reality is that there is a strong and excellent enterprise standing behind us, providing us with strong brand support at any time. Holding the hand of this domestic first-class enterprise, we will surely go more steadily and further.
2. The problem of sales refund. At present, the agricultural resources market is very chaotic, and the vicious competition among manufacturers, agents and retailers makes everyone have to increase their market share by selling on credit in order to win the market. However, if any enterprise wants to develop healthily, it must first have a good sales return. Without good cash flow, no matter how beautiful and promising the business is, it will eventually die. In addition to the agricultural field, now, domestic first-class brand-name enterprises are also aware of this problem, trying to put an end to the phenomenon of credit sales, and instead pay attention to after-sales service and technology promotion, and occupy the market through strong brand strategy and high-quality and high value-added services. There are two agricultural enterprises in Yuncheng, which were once famous for a while and both tried to occupy the market through large-scale credit sales. At first, it seemed to be vigorous for a while, but it didn't last long. Now everyone is struggling to survive. On the surface, large-scale credit sales seem to be full of temptations everywhere. However, there are many risks hidden behind the temptation. With the national policy of benefiting farmers getting better and better, farmers' awareness of rights protection is getting stronger and stronger, and fake and shoddy pesticides are becoming more and more difficult to stand on. This situation has led to the future agricultural resources market, which needs brands; People with more and more mature consumption concepts need brands. But among the manufacturers we contacted, almost all famous brand manufacturers did not accept credit. Therefore, cash management is the inevitable trend of agricultural resources industry. In this regard, I believe that through our efforts, this problem will be gradually improved and solved. We should learn from the practices of famous brand enterprises and strive to achieve hard quality, hard price and hard payment. Only good payment can win the trust of famous brand enterprises and win more and better service support for us. Only in this way can we be in an invincible position in the agricultural resources market, and our cause can form a virtuous circle and develop healthily! Take Su Quantai, who ranked first in sales this year, as an example: last year was his first year of distributing pesticides, with sales of 6,000 yuan that year; This year, his own goal is 20,000 yuan. In March, he raised 20,000 yuan and gave it to the company in advance. What did he get from the 20 thousand yuan delivered in advance? Every time, he won the cash-filled red envelopes of 836 yuan; Second, get the best payment award; Third, because he paid 20,000 yuan, we must help him sell 20,000 yuan. Therefore, we made a big publicity for him. At the promotion site, we helped him sell more than 10 thousand yuan of goods in just over 2 hours, which greatly improved his sales income and profit rate. Therefore, when dealing with Deno's agricultural materials, all of us should not be afraid of losing money. Positive efforts will only make you get more unexpected gains! Faced with such a good opportunity, I hope our retailers don't just want to make some money from their own medicines all the year round. I hope that in the near future, more retailers will join hands with well-known brand enterprises because they are attached to Deno, so that they can make money steadily and easily. When we are old, weak and sick, we can still enjoy the benefits and happiness of working with famous brand enterprises!
3. The question of price. Now, in every village, there are several drug dealers. Our most basic job is to make the people no longer confused about distinguishing between true and false drugs, and no longer confused about being cheated frequently. Uniform retail price requires us to be honest with every common people and not to fool them. As we all know, if we buy something more expensive than others, even if it is only a few cents, we will be very angry and feel cheated. I often think that I will never buy anything from him again. Therefore, we must resolutely put an end to such incidents and win the trust of every villager. Never sell at random prices and disturb the market. Many retail friends think that your medicine is not good, but it is expensive. I think Zhangdian and the retailers in the Ministry have done a very good job on this issue. In Lingqiao, Zhang Guo, Goulian and Xianiuping in Zhangdian, in Shangniu, Zhongniu, Xianiu and Houyue villages, people no longer care about the drug price of Weiyuan. Because, everyone has recognized the brand Weiyuan, and everyone knows that the price of Weiyuan drugs in the county is uniform. Therefore, people in these villages basically don't ask about the price of medicine, but only care about whether it is Weiyuan medicine. So I think the solution to this problem is actually very simple: it is to correctly guide our farmers to use drugs, reduce the frequency of drug use, refuse the risk of drug use, improve the quality of fruits, and finally reduce costs and increase income. When going to the countryside, some retailers will say, buy some medicines from small manufacturers, because some farmers want cheap medicines when they come, and we don't have them, so people leave, leading to the loss of customers. For this kind of problems, our principle is that we would rather not sell drugs than try our luck to sell drugs without quality assurance. No matter how cheap the medicine is, it will cost money after all, but the effect is not good, and farmers will not say that the medicine they bought is cheap. He will say that the medicine we provided him is not good, even fake medicine. In this way, word of mouth, in the end, our road will get narrower and narrower until the end of the road.
4. The problem of selling goods at low prices. We are all destined to contact famous brand enterprises, and we are lucky to have brand pesticides in our hands, so we must have a strong sense of brand protection now. Otherwise, our hard-won efforts will be wasted. The new product of a large pesticide production enterprise takes as little as three to five years from planning and research to putting it into the market, and as much as seven or eight years or even longer, while the product of a small factory may only need three or two days to be listed under a new label. Therefore, when any new product of a big factory is put on the market, there is a market guidance price and a protection price at the beginning. And when we try our best to push new products away, similar products or even identical products will soon appear on the market. Once such products flow into our sales area, they often win customers by maliciously smashing prices. Therefore, in the sales process, we must guide farmers to identify brands and recognize the true and false. In the whole sales process, we should not only provide them with more value-added services, but also constantly track the services and guide them to use drugs correctly, so that even if a small amount of products that enter the market for a while are cheap, they may not win the trust of farmers. Why? Because the goods of small factories enter the market unplanned, they can open up a good market. If they can't afford the fare, they will shoot and change places. Really can't. The big deal is to change the label and start all over again. In this case, it is necessary for all our retailers to join hands to resist the occurrence of price-cutting events and safeguard the interests of all of us.
The growth of the brand needs the careful care of each of us. Only in this way can we enjoy the long-term and huge economic benefits brought by the brand.
Four. Work plan for 2007
1, to assist Weiyuan Biochemical in the sales management of direct chain stores.
In 2008, we will put the existing stores on the market. Next year, the management of agricultural resources market will be more standardized and strict, and it is difficult to persist in unlicensed operation. In the case of a sharp increase in sales, in order to make everyone feel at ease in business, after consultation with Weiyuan Biochemical, Deno Agricultural Materials, as the authorized business unit of Weiyuan Biochemical in Pinglu area, assisted Weiyuan Biochemical in developing the work of direct chain stores in Pinglu area. Learn the advanced management experience of Weiyuan Biochemical, and do a good job in the construction and sales service of Weiyuan Biochemical terminal retail outlets. Some retailers have heard of this project. At present, some retailers have signed up for listing, provided relevant information and paid the deposit. After the meeting, we will cooperate with Weiyuan Biochemical to strictly review the application outlets to ensure the smooth development of the direct store work. Here, I will briefly tell you about the conditions for applying for a direct store:
(1). Require dealers to devote themselves to Weiyuan pesticide monopoly first. A few products that Weiyuan Biochemical does not have are allocated by Deno Agricultural Resources. All the drugs supplied have been accepted by the Law Enforcement Brigade of the Agricultural Bureau, and the supply channels are strictly controlled to ensure that Weiyuan Biochemical will not bear joint liability.
(2) Have certain sales management experience, and take the interests of farmers as the highest interest.
(3), must have good brand loyalty, a strong sense of brand protection.
2. Cooperate with Weiyuan Biochemical, strengthen the training, guidance and after-sales service of farmers' drug knowledge, and commit to the promotion and use of pollution-free pesticides in our county, so that people in this national poverty-stricken county with economic forests can taste the sweetness of using pollution-free pesticides as soon as possible.
3. Expand the construction area of the demonstration park. At present, we have initially determined our intention to build a demonstration village with Changle Gao Ping Village. Next year, we will specially equip a team of experts to give technical guidance to more than 3,000 mu of orchards in the village in the whole process, and gradually build the village fruit area into an ecological fruit area. In addition, one or two demonstration parks will be built in each village with sales outlets to guide villagers to use drugs correctly.
4. Cooperate with Sunshine Project of Party School of Pinglu County Committee, select some excellent retailers for training every year, and train a group of new farmers and scientific and technological leaders for the construction of new countryside.
5. As the only designated pesticide distribution unit of "Ten Thousand Villages and Thousand Villages Market Project", assist agricultural materials in He Run, Pinglu County to do a good job in pesticide distribution of "Ten Thousand Villages and Thousand Villages Market Project", actively do a good job in after-sales service and return visit, and make the project popular.
5. Feedback and gratitude are the main melody melody melody of Deno's growth. On the premise of healthy development and steady growth of sales of Deno agricultural materials, we will continue to do a good job in the "love project" of Deno agricultural materials, and together with all the friends present, do our best to help more poor rural families out of the predicament.
Finally, on behalf of Deno Agricultural, I solemnly promise to all present: Deno Agricultural will continue to adhere to the honest management and brand strategy, strive for better brand support and preferential sales policies for retailers, provide the best products and services for farmers' friends, and treat every farmer's friend honestly. Make unremitting efforts for all ordinary people to get rid of poverty and get rich as soon as possible and build a healthy, rich, beautiful and harmonious new flat land as soon as possible!