The word “price” in 2016, 2017 became the pesticide industry was frequently mentioned but do not want to mention the word. In particular, as a pesticide production enterprises, the pesticide prices in 2016, the day is not good; 2017 pesticide prices, the day is more difficult.
Price is difficult, price is more difficult
In 2016 the company’s procurement department reported the most is the decline in raw material prices, good! The original drug sales report on the theme of the original drug prices have dropped, can not dry! Preparation of sales staff will say that the product price is too high, “The dealer does not have a request, the price and then low! Retail store?” The price I do not! “Farmers, but it does not matter,” I will be the lowest price, and not give money!
2017 is about half past the time, the price is still flooded in every corner of the pesticide: farmers on the price or does not matter, but can not rise, or not to give money! Retail stores do not accept the dealer’s price, you rose my Profit, I do not do! Dealers are helpless, manufacturers directly to the price up, can only endure! Manufacturers sales staff back to the company complained that the price is up, and other manufacturers did not rise, we do not account in the market Advantage (very strange, we actually have to say)! Selling the price of the original three days a day price, but also no way, raw material prices. Purchasing Department began to complain about the beginning of this year’s procurement costs down the index failed, raw material prices, the original drug prices, simply HOLD not live!
Channel to bear the weight
Two years of price changes in sharp contrast, after the top-down, from bottom to top after the price analysis, we found that for the end consumer, whether it is price or price increases, they feel The price is actually very small changes, and even can be ignored, the original drug prices fell when the grassroots prices did not decline (at least not the same percentage decline), the original drug prices, retail prices did not rise.
The price from the downstream to the upstream is like a loudspeaker as layer by layer. Here the top of our analysis of the original drug companies, the original drug prices in 2016 dropped significantly, in fact, raw materials have not fallen so much, so most of the original drug companies lose money, and 2017 the original drug prices straight up, in fact, raw materials should Did not rise so much, so the original drug companies are making money. This is the problem: the terminal price change is not the top of the loss of money when the real compensation, when making money really earn, where the profits were digested it?
Yes, it is the channel. Is the upper and lower poles between the preparation of manufacturing enterprises, distributors, retail stores; channels can enjoy the original price cuts brought about by the moment of pleasure, but also bear the endless price of pain caused by the waves of rising prices Became a reality in 2017.
Marketing needs to be diversified
Is the price all the marketing?
“Of course not!” – I think the vast majority of people will say, and then add a sentence: “There is no advantage of the price there is sales? The right price is stepping stone.”
Square view:
Knock on the customer’s heart, in order to have further communication, low-cost to open the door.
Negative view:
If this is the case, this “bricks” is a bit expensive, there are more ways to choose marketing. Most of the support side view is the frontline sales staff, those who face the customer’s business representatives; support against the other side is like my general market sector or business operators, business owners, those who are responsible for profit, marketing expert. A few years ago I was a firm anti-party view holder, but after a few years of market experience and work practice, I had a different view.
First of all, why do you need low-priced products?
The existence of that is reasonable, whether it is farmers, retail stores, dealers or business clerks have the need for low-cost products reasons: planting large – the need to control costs; retail stores – to ensure the needs of profits; The need for distribution; manufacturers clerk – to participate in the needs of market competition.
Second, the market needs really low-priced products?
Which business is willing to sell at low prices without profit? Which salesman is willing to every day with the company to low-cost products and was said to be incompetent generation which dealers are willing to low-cost sales and credit sales which retail stores are willing to sell low-priced products, Finally, because there is no effect of farmers blocked at the door? Which growers are willing to buy low-cost pesticides caused by the loss of production?
It seems that for low-priced products, manufacturers do not want to sell, dealers and retail stores do not want to sell, growers do not want to buy, then why there are low-priced products? Manufacturers why the price as the main means of competition? And retail stores every day with the manufacturers to policy, to concessions, to low prices? Growers as users why the where to the lowest price of the product?
Finally, let us look at the market need low-cost products behind what is the reason?
Manufacturers to bear the channels and farmers to our question: your product in addition to the low price can also give the salesperson and the difference between the selling points and differences between these products can support sales? In addition to low-cost products you can also bring to the dealer What can be a product marketing program, so that dealers can get the market from the product and then make a profit? In addition to your low-priced products can also give retail sales support? You will be put into the store regardless In addition to low prices can also give farmers (grow large, co-operatives) which products added value? Is it able to solve the disease Cordyceps, the product will be a series of marketing activities, Harm to the problem? Can improve the user’s income, so that users get the use of products after the satisfaction and happiness?
If you solve the above problem, the price is not a problem. A leaf barrier is difficult to see Taishan, manufacturers are deeply price dilemma, in the final analysis, or products and services on a problem.
To solve the price problem, or the need for pesticide companies to work hard, if not in other areas that can only fight the price. In the enterprise who should be the most efforts in this area? Of course, the marketing department of the enterprise, in fact, the price of pesticide industry (especially domestic enterprises) product competition is the main means, because the role of the market in the past few years have been weakened The ability of the product manager has not improved in recent years. After entering a new era of pesticide competition, the marketing department, product manager is not able to develop with the times. Personally think that to improve the ability of product managers to strengthen the role of the market is to solve the problem of price the only way, but also the first to solve the problem.
Looking forward to the arrival of non-price competition era, then be able to give channel operators and consumers with first-class products and more value-added.
