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哈尔滨搭台助力打好农产品营销牌
2017-09-05 08:26:51 中国青年网
□本报记者李天池
为了引导和鼓励农民补上市场营销这个短板,哈尔滨市鼓励农民积极投身市场,提升价值链,靠“卖得好”倒逼带动“种得好”。通过省、市密集的利好政策出台等一系列举措,让农民纷纷在“经营自己”上不断尝试和突破。
舍得花钱请营销高手
采访中记者发现,为了让产品销售得更好,一些龙头企业开始舍得花钱请营销高手,在线上营销上做足功课。
“如今要不精心策划营销,好产品想卖得好也难!”哈尔滨市兴利米制品有限公司负责人曹光兴说。这家从事玉米方便食品精深加工的市级龙头企业,因为不断探索农产品在营销领域的现代销售模式,使得公司的三大品牌旗下20余款产品行销全国,供不应求。8月线上销售额250多万元,一年的销售额大概2000多万元。
“高投入才会有高产出,我们采用‘高知+高手+高薪=高回报’的营销策略,加快组织地产农产品集中上线营销,线上、线下双管齐下。”曹光兴说。“团队里的工作人员都是‘90’后,非常了解互联网生态系统,有了这些专业的营销人才,销售业绩事半功倍!”他满意地说。2014年,该公司成立了专门的电商团队,聘请了20名大学毕业生来负责运营;2015年,又成立了14人的微商团队,这些团队全天候在线拓展营销业务,整合并与其它企业交流产品,使产品覆盖团购、个人定制等各个层面消费群体,并有专人负责单项产品销售全过程。同时,他们还专门负责策划宣传、定期组织网络销售活动以及在网上组织大型活动,通过类型多样的营销活动,迅速打开线上市场。“在这些营销高手的帮助下,现在我们的线上销售已经占销售总额的一半。”曹光兴对记者说。此外,他们还高薪聘请产品科技研发、包装设计团队,扩大和完成产能规模与品质升级,研发并完善产品形态、口感、外观、规格、包装技改等项目。
借展会“东风”走得更远
在今年的成都国际都市现代农业博览会的现场,20个冰城粮食合作社负责人一字排开,各自面前摆放一个电饭煲,里面正是各自合作社生产的大米。当电饭煲打开的瞬间,米香四溢,吸引了众多参展商上前询问。通河县柞树岗水稻农民专业合作社也在其中。该合作社负责人付鹏飞对记者说:“我们想通过展会,打开西南地区市场的大门。去年第一次来参展时,就有成都当地的经销商来与我们洽谈,还特意去了一趟我们种植基地,对我们的‘零化肥、零农药’有机大米非常满意,并与我们签下了500吨左右的订单。”
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