What marketing methods do fruit farmers have after picking apples?

Marketing is a systematic science with many marketing strategies and methods. However, farmers and apple dealers who grow apples do not know enough about this. In order to popularize marketing knowledge and increase farmers' income, I specially selected these ten Apple marketing strategies from many marketing strategies and methods.

1, culture induction method

If you add some cultural color to apple, its value will double. For example, fruit farmers can produce "birthday apples" to raise the price of apples. If someone wants to give his girlfriend Yang Xuemei "birthday apples" as a birthday present, they can order seven apples and ask them to be printed with seven words "Happy Birthday to Yang Xuemei". After receiving the deposit, farmers can write on the apples as needed. After the apple is harvested, it is packaged in a beautiful gift box and delivered to the consignee designated by the customer by the courier company at the time required by the customer. My girlfriend accidentally received a "birthday apple" specially made by her boyfriend on her birthday. She will be very happy and happy. Of course, this kind of "birthday apple" is more expensive, generally 100 yuan a box (including postage). But its total cost is around 30 yuan, among which the cost of seven apples is around 5 yuan, the cost of gift boxes is around 5 yuan, the postage is around 20 yuan, and the profit per box is 70 yuan.

You can also make apples "love apples", that is, put the words "I love you" on apples, and arrange every three apples into a gift box. The front of the gift box can be made of transparent materials such as plastic, and customers can see rows of apples that say "I love you" from the outside of the box. This kind of apple is especially suitable for lovers to give gifts to each other, especially for special festivals such as Valentine's Day, Valentine's Day in China and Women's Day on March 8th. If you put this apple in a shop near the gate of each university, the effect will be better, because there are thousands of college students in each university who are in love, and they all need gifts to convey their love to those who care about them. 20 1 1, the price of this kind of apples is 50 yuan per box, but each box of apples is only 2.5 kilograms. The cost of apples and gift boxes is about 15 yuan, and the profit per box is 35 yuan.

2. Changes in methods of use

Apple orchards have many uses, the first is to produce apples, but when the sales of apples are not smooth, other uses of apple orchards can be developed. For example, many years ago, a fruit grower in the suburb of Xi found that his Qinguan apples were sold at a low price and there was almost no profit, so he turned his apple orchard into a place for primary and secondary school students to learn biological knowledge and cultivate their sentiments. He rented his apple tree to primary and middle school students in the city, and let the students use their spare time to water, fertilize, blossom and bear fruit in the apple orchard, observe the growth of fruit trees, understand their characteristics and enrich their biological knowledge. A fruit tree costs 100 yuan a year. The fruit trees per mu in the apple orchard are 1 100, and the income is 1 1000 yuan, which is four to five times of the original. He doesn't even have to sell apples because they are students'.

3. The Fox and the Tiger

Use celebrities or famous events to enhance the value of Apple. For example, in April of 20 1 1, Baishui County, Shaanxi Province invited Summer Xu as the spokesperson of apples in the county, thus connecting Baishui Apple with celebrities and attracting consumers' attention through celebrities, especially the fans of celebrities will have a soft spot for Baishui Apple. According to reports, in the apple harvest season of 20 1 1, more merchants went to Baishui County to buy apples than in previous years, and the celebrity endorsement effect began to appear.

In 2008, an apple professional cooperative in Baishui County, after many efforts, obtained the qualification of supplying special apples for Beijing Olympic Games. In this way, this professional Apple Cooperative has linked Apple with world-famous events, greatly enhancing Apple's reputation. Since then, the price and sales volume of Apple have greatly improved.

4. Comparative method

People often say: if you don't know the goods, you can't compete. Selling apples with different grades and qualities together can not only set off the quality of high-grade apples, but also meet the needs of consumers at different levels, thus increasing sales and profits. For example, a fruit grower has 300 kilograms of apples. If apples are mixed, the average price of 20 1 1 is 1200 yuan per kilogram of 4 yuan. According to the quality of apples, the first category of apples 100 kg, the second category of apples 100 kg and the third category of apples 100 kg. If one kind of apple is 20 yuan per kilogram, two kinds of apples are 4 yuan per kilogram and three kinds of apples are 2 yuan per kilogram, the income can reach 2600 yuan (100× 20+100× 4+100× 2 = 2600). The biggest advantage of classification is high quality and good price. The price of high-quality products can be very high, which can meet the needs of high-end customers, and fruit farmers can get rich profits from it. For example, in 20 1 1 year, a boxed apple with the brand "12 16" appeared in the market, which contained 12 apples, and the price was as high as 150 yuan, and sometimes even sold to each box of 300 yuan. We found a rule in marketing: "the quality is twice as good, and the price is ten times higher." Therefore, we often find in the market that a bottle of wine sells for several thousand yuan and a leather bag sells for tens of thousands of yuan. In fact, they are only slightly better than ordinary products in quality, but the price is ten times or even dozens of times that of ordinary products. In fact, it is this law that is followed. Fruit farmers can use this law to increase their income.

5. Gift method

China has a custom of reciprocity since ancient times. Nowadays, with the increase of social needs, the demand for gifts is also increasing. If you package apples as gifts, the income will be much higher than that of selling them directly to buyers. For example, in 20 1 1 year, the price paid by the purchaser to the fruit farmers is generally 4 to 6 yuan per kilogram, and 10 kg of apples ranges from 40 yuan to 60 yuan. A gift box sells 10 Jin of apples, and the income ranges from 100 yuan to 180 yuan. The cost of a gift box is only 3 to 4 yuan. There is no doubt that after they made apples as gifts, their income and profits increased greatly. Some welfare institutions will give employees some benefits in kind on holidays. Apple is one of the benefits that many organizations often give, which makes this gift more popular. If the gift apple has a higher grade or well-known brand, the price will be higher.

6. Brand law

Some people in China got rich first. According to the Hurun Wealth Report of 20 1 1, there are 960,000 multi-millionaires and 60,000 billionaires in China, and the number of millionaires exceeds100000. These rich people demand a high-quality life, including high-quality consumption of agricultural products. If fruit farmers and apple distributors can establish the apple brand and ensure the stability of quality, then the brand apple will be the first choice for the rich. Of course, brands also have different grades. Ordinary brands of apples can meet the needs of ordinary consumers.

Another important function of Apple's brand building is to meet the needs of different consumers with different hobbies. For example, some consumers like to eat sweet apples, so consumers can buy sweet apples just by remembering the brand of sweet apples; Some consumers like to eat sour apples, so consumers can buy sour apples as long as they remember the brand. Apple's branding is conducive to stabilizing customers, and it is also convenient for consumers to trace back once there are quality problems, so it is more favored by consumers.

7. Taste method

Apple is a kind of fruit, and its taste can directly affect consumers' purchase decision. Therefore, high-quality apples, especially those with good taste, can induce consumers to buy them by letting them taste them directly. Shaanxi Red Star Soft Crispy Food Group Co., Ltd. sent a large number of marketers to the streets of the city at the beginning of its business, allowing citizens to taste the Red Star Soft Crispy produced by the company for free, so that its products were recognized by consumers, and finally it fought its way out in the highly competitive pastry market. Now the market share of its products is among the best in Shaanxi Province, and it has begun to expand to other provinces. Apple's marketing can learn from this method. By letting consumers taste, let consumers feel the difference of high-quality apples. Tasting can not only make consumers make up their minds to buy this apple, but also spread the good reputation of high-quality apples to more consumers through word of mouth, thus increasing the sales of this apple.

8. Information Law

Sell apples by publishing or collecting information. For example, a few years ago, a farmer in Heyang County, Shaanxi Province learned through the Internet that some consumers in Vietnam, Thailand, Russia and other countries have a special liking for Qin Guan apples. After getting the information, I managed to contact abroad and finally got a big order from abroad. That year alone, I sold 7,600 tons of Qinguan apples to Vietnam, Thailand and Russia. It not only solved the problem of difficult sales of apples in local Qin Guan, but also gained considerable economic income.

Nowadays, in the information age, there are more and more ways of information dissemination, and the ways of obtaining information are also changing with each passing day. Publishing and collecting information is becoming an indispensable part of people's lives, so Apple sales must make full use of today's developed information platform. From the perspective of information dissemination, in addition to traditional newspaper advertisements, TV advertisements and street signs, we should also actively use new information platforms, such as Apple Blog, Apple Weibo and Apple QQ Group. These information platforms not only spread quickly, but also cost nothing. Some young farmers use their own Apple blogs, Apple Weibo and Apple QQ groups to open up good Apple sales channels for themselves. From the point of view of information collection, Apple sellers should collect the information of Apple purchase on the whole network in time; Apple acquirers should collect information on apple production and sales in various places in a timely manner.

9. Wait for the rabbit

"Waiting for the rabbit" is a sales model of Apple. Farmers leave apples at home after harvest, waiting for customers to come to buy them. At present, most apples produced by fruit farmers adopt this sales method. The advantage of this method is relatively simple, but the disadvantage is that the income of fruit farmers is not high, and more profits are often taken away by intermediate links. In this way, we should pay attention to two issues: first, expand publicity to attract more businesses to buy apples. Of course, this kind of publicity can be done by the government, Apple professional cooperatives and fruit farmers through blogs and Weibo. Second, the transaction should be honest and trustworthy, do not deceive customers, do not shoddy, do not buy strong and sell strong. Otherwise, shooting yourself in the foot, customers will not come in the future.

10, Shopping Basket Sales Method

"Basket selling" is a way for farmers to sell apples along the street. There are generally two situations in which apples are sold in this way: first, the sellers of apples are terminal sellers, who buy certain apples from wholesalers or fruit farmers at wholesale prices and then sell them on the street to obtain the difference between wholesale and retail prices; Second, fruit farmers take their apples to the market to sell, because the retail price is higher than that sold to merchants, so that fruit farmers can get higher income. Selling apples is not only a simple method, but also requires some knowledge. First, the choice of sales location is very important. Generally, it is necessary to choose a place with a large flow of people, which can drive logistics; Second, be good at communicating with buyers and make money with kindness; Third, we should be good at summarizing and introducing the characteristics and advantages of our apple.