How Does The First Line Brand Play The Rural Market?

Villages and towns, rural areas

Over the past few years, the "gold mine" sold by the township and the rural market has been favored and appreciated by more and more enterprises, including some first-line brands.

Then, how do these brand big guys play the rural market?

Front-line brands remain in the county seat

Take the FMCG industry as an example, some of the first tier brands represented by foreign capital and Taiwanese investment are often trapped in the mystery of the county town because of the influence of sales concept and sales mode.

Among them, Kang Shifu is such an example.

Since the first phase of intensive farming in 2000, Kangshifu has built business bases and warehouses throughout the country, and has established a huge distribution network to control terminal retail, thus effectively improving its performance.

Kangshifu's benefits from this way of intensive farming are mainly due to improving the rate of production and the speed of new products being listed, and at the same time, squeezing the living space of competing products.

But unfortunately, this brand of Kangshifu often ends in the county seat.

In the township and rural markets, his instant noodle master sells only white elephants and tea, but it sells well today.

Profit and distribution are the "threshold".

Why does the first tier brand end up in the county town?

As far as Master Kang is concerned, since the introduction of intensive farming mode in 2000, he has established his own direct company, business office and warehouse in cities above the prefecture level, which directly led to the high cost of his operation.

However, the profit from the middle channel has been greatly reduced.

Such as Pepsi Cola, stores, supermarkets, entertainment establishments, restaurants, restaurants, outlets, community stores, grocery stores and stores are operated by distributors.

Because the township and rural markets are relatively scattered, the cost of distribution and maintenance is too high, and the profit of the first brand channel is too low.

Therefore, the front-line brand has been "blocked" in the township and rural markets.

Open up the rural market, "governor governor two pulse"

First line brand wants to get through the township and rural market, this practice and sales channel, "the two pulse of governor", the first thing to do is to increase the profit of the channel.

However, if we want to do well in the township and rural markets, only the profits are not enough, we need to establish the most extensive market united front.

Because a township has distribution capacity of 3 to 5 wholesale customers.

A wholesale customer holds 20 to 30 rural canteens in 10 villages. Only when these wholesalers are linked can a strong road group be formed.

At the same time, township customers generally have the view that "peers are friends".

The wholesale customers of the same Township do not usually want other people's goods. In the face of this reality, many manufacturers adopt the method of "each wholesale customer operates 1 to 3 single products".

In addition, we need to seize the opinion leaders of township and rural markets.

Now many local liquor enterprises have begun to try the "mid plate" and "car bottom" marketing mode. They have invited the head of the township government office, the Secretary and other responsible persons, township entrepreneurs and village branch secretaries to visit the production workshop. They have sampled the raw liquor which has just been distilled, and regularly offered wine to everyone, so as to cultivate the customary preference and brand loyalty of the target mainstream consumer groups.

Another point can not be ignored, that is, we must grasp the key channels such as primary and secondary schools.

For food and beverage enterprises, it can be said that "the school gets the world".

Student consumption group is the mainstream consumer group of food and beverage consumption.

Not only do they have natural consumption power in schools, they also have invincible consumption appeal and word-of-mouth pmission in society.

According to AC Nielsen's research data, sales of snack foods and beverages in a school are 10-30 times the volume of convenience stores in the community.

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This is why the "two music", the unification, and the master of Hong Kong spend a lot of money on packaging, running secondary schools and universities in the three line or above market.

The rural market is also a position that can not be ignored. If we can do a good job of publicity and promotion here, it will surely promote the products of assistant enterprises.

The bazaar in towns and villages is equivalent to the "super KA hypermarket". Rural people like the habit of going to market. The rural market is the main place for rural consumers to sell their own agricultural products and purchase consumer goods, and the flow of people, logistics, capital flows, commodity flows and pactions are very large.

For those first-rate brands who want to rush into the rural market, if they can move the usual promotional tricks in supermarkets to towns and rural fairs, they will get twice the result with half the effort.

The official network is also an effective way.

For example, tobacco monopoly companies and salt monopoly companies all over the country can form a stronger sales network than post offices.

Because these companies have the nature of administrative monopoly, and the logistics, warehousing, capital and management of these two systems are very professional, their diversified business models will bring small profits to the first-line brand enterprises.

Plug in: for those who want to rush into the rural market, if we can move the usual sales promotion practices in supermarkets to towns and rural fairs, they will achieve twice the result with half the effort.