Fruit bagging manufacturer

Kaifeng's fruit industry is losing money in my eyes.

-Try to explain the reasons for the loss of Kaifeng Fruit Company.

Do you want to know about the southern fruit bag sales market? Want to know who sells bagged fruit or not in the south? Want to know whether southern farmers are willing to accept fruit bag technology? Want to know the difference between the southern fruit bag market and the northern fruit bag market? Want to know how to do fruit bag business in the atmosphere of weak credit of farmers in the south? Then let Kaifeng Fruit Industry Co., Ltd. tell us about the practical experience of fruit bag technology promotion for more than a year.

First of all, let's review a set of data in the financial report of Changde Kaifeng Fruit Industry Co., Ltd. at the end of February 2003: investors invested 8.27 million yuan, including 3944 1 10,000 yuan in fixed assets, 40410.7 million yuan in production and operation funds and 36515,000 yuan in operating losses (including potential losses). The total output of fruit bags is 56,650,320, the total sales volume of fruit bags is 159 1500, the loss of fruit bags is 2,375,400, the fruit bags receivable is 833,400 yuan, the recovery is 383,700 yuan, and the deficit is 449,700 yuan. * * Buy fruit bags 21400. The loss of operating fruits was 654.38+0.565,438+0.72 million yuan, the pre-purchased funds could not be recovered by 233.7 million yuan, the product sales expenses were 656.7 million yuan, and the management expenses were 622.4 million yuan. The loss of assisting Lvjin Fruit Industry in purchasing oranges was 646.5438+0 million yuan.

After carefully reading the above data, as a witness, Kaifeng Fruit Industry has gone from excitement to silence with huge losses in just two years since its establishment, which is really regrettable. However, as a Kaifeng person, we sometimes think carefully about the inevitability of loss, and we can find that the main reason for the loss of Kaifeng fruit industry is: 1, lack of understanding of market demand, that is, we are not sure how much farmers need new technology and fruit bagging products. 2. Lack of understanding of the marketing environment. 3, the leadership subjective decision-making mistakes, capital turnover is ineffective. 4. The sales channel management is out of control. These four are closely related. Of course, the above is just my personal opinion and the result of my personal thinking over the past year. Please advise me if there is anything wrong, because a person's level of understanding determines how deep you see the essence of things. Therefore, improving the level of understanding is the main method to deeply analyze the reasons for the loss of Kaifeng fruit industry. To this end, I also read some books and magazines about the success or failure of the company's operation to help me improve my actual understanding. Below I will talk about the understanding of the reasons for the loss of Kaifeng Fruit Company.

First of all, in view of the lack of understanding of the market background of fruit bags, I only realized that the market potential of selling fruit bags was huge, but I didn't realize how little the market demand of fruit bags was! At that time, our initial understanding of the market stayed at: 1, and the fruit planting area in Changde was about 920,000 mu, of which 80% was citrus. Xinning County, Shaoyang has an area of 70,000 mu of citrus, with a total output of 35,000 tons and an annual output value of more than 60 million yuan. Xinfeng County, Jiangxi Province has a total area of 200,000 mu, with a total output of 52,000 tons and an annual output of 65.438+0.2 billion yuan. The total area of Zigui in Hubei is 6.5438+0.2 million mu, with a total output of 65,000 tons and an annual output of 200 million yuan. The market capacity of citrus is so large that bagging can be imagined. 2. The fruit bagging technology in the north has been popularized for several years, and the fruit without bagging can't sell at a good price, which directly affects the economic income of fruit farmers. Many manufacturers specializing in bagging have made good profits, such as the famous fruit bagging factory in Yantai, Shandong Province and Desheng Paper Company in Inner Mongolia. 3. Looking around, the market structure of southern fruitless bag factory really makes people feel that they should seize market opportunities. However, after more than one year's marketing practice, Kaifeng fruit industry has proved that it is very difficult to popularize fruit bagging technology and achieve bagging of thousands of trees. More than one million mu of fruit, the total sales volume of fruit bags is only 1.596438+0.5 million, with an average of more than ten fruit bags per mu, and Kaifeng Company lost more than three million.

Secondly, farmers' demand for bagging technology in marketing is not strong, which is proved by the marketing practice of Kaifeng fruit industry. The reasons are as follows: ① In recent years, the prices of agricultural and sideline products have been continuously depressed, and fruit farmers have high enthusiasm for production and planting; (2) Farmers have a heavy economic burden and little income. They only care about the price fluctuation of agricultural and sideline products, and have no intention of promoting new technologies, because the promotion of new technologies requires cost input, and they don't know how effective it is. This is also one of the main reasons why Kaifeng relaxed its credit policy and sold fruit bags on credit. (3) Kaifeng fruit industry must help solve the problem that farmers are difficult to collect sales information outside because of long-term planting and economic conditions. If it can't be solved, farmers are not interested in fruit bagging technology, but I don't know how to solve it in northern China, but Kaifeng has been greatly challenged on this issue and paid a heavy price.

Thirdly, the long rainy and hot weather in the south during bagging has always been a very unfavorable factor for fruit bagging sales. The fruit trees had just blossomed when it was raining cats and dogs. When the flowers fall, the fruit disappears. Can this not affect the sales of fruit bags? High temperature bagging directly affects fruit growth in June and July, which is illustrated by fruit burning in Zigui, Hubei and Nantang, Hanyang.

Fourthly, the market environment of fruit bag sales we are facing is mostly high mountains, impassable rural roads and complicated geographical environment. Sometimes it takes a few days to drive and walk to sell fruit bags, but dozens of fruit bags cost hundreds of dollars. Sometimes when a salesman returns to the company for reimbursement, he complains because he has no legal documents, which seriously affects the enthusiasm of the sales staff. In the case of payment for goods, it is forbidden to report in time, which seriously affects the timely and accurate financial data required by the leadership decision-making and misleads the leadership decision-making

The efficient operation of enterprises comes from good management, which comes from entrepreneurs' deep understanding of the unpredictable market and advanced management concepts that keep up with market changes at all times, while the deep understanding of market changes comes from the analysis, processing and refining of boring time-varying financial data and market survey data, which leads to our actual decision-making on the market. Decision-making is the key to the fate of an enterprise. Based on this understanding, I think the main reason for the failure of Kaifeng fruit industry lies in the management decision-making mistakes of the enterprise leadership. Why do I say that? Many people ask me: didn't you do market research when Kaifeng fruit industry invested in fruit bag production projects? When I answer them, I really can't answer this question? Maybe someone will answer, because some leaders in Kaifeng always like mysticism. Let's not talk about this meaningless topic. Here I mainly talk about how Kaifeng fruit industry is managed in this unknown market. I explained the market background of Kaifeng earlier, and I believe it is not difficult for everyone to understand the mistakes in the management decision of Kaifeng fruit industry. (1) Not based on specific market feedback information, eager for quick success and instant benefit, blind production and scale, overstocking funds and misleading decision-making. I only know what my superiors say, so I will do it. Lack of funds introduced 13 production lines, and the production task was locked at 654.38+billion. As a result, 56.65 million fruit bags were produced, and there was a backlog of more than 40 million in the warehouse. As a result, it is becoming more and more difficult to operate with the original shortage of funds. Later, it was difficult to recycle fruit bags, and the sales cost of fruit bags increased. The compensation for fruit bag losses reported by Zigui and Hanshou in Hubei aggravated the cash crisis of Kaifeng fruit industry and seriously affected the leaders' decision on capital demand. (2) Because the leaders adopt the way of compulsory sales promotion, they put the sales task on the salesmen, prompting the salesmen to take the initiative to relax the credit policy on sales volume, take the way of selling on credit, collecting part of the payment, and even take the way of transferring positions in different places as a sales means to expand sales performance, thus creating conditions for farmers, middlemen and salesmen to contain Kaifeng fruit industry with fruit bags and realizing their narrow economic interests. This has happened in Shimen, Xinning, Dingcheng and Hubei. If you don't complete the task, you are afraid of being held accountable. Lying, concealing and concealing sales data have become common means for salesmen. However, the leadership's decision-making mistakes and the huge economic losses caused are immeasurable. (3) In order to improve farmers' enthusiasm for bagging in the coming year, the radical decision-making of purchasing bagged fruits at a price of 0.20-0.40 yuan per catty higher than the market proved to be an adventurous behavior against the market. (1) Because the price is too high, other fruit merchants are afraid to buy bagged fruit rashly, and the market risk of the whole bag fruit purchase price is exclusively borne by Kaifeng Company. In addition, if it lacks its own funds, once it loses its cash payment ability, its acquisition result will be completed with Kaifeng bearing huge debts. Because the purchase price is higher than the market sales price, everyone thinks that the famous "Kaifeng brand" fruit can't make money. Of course, everyone stays at a respectful distance from others. In this way, Kaifeng's cost price calculated from its financial situation was finally abandoned by the market. In short, your brand can't make others profitable. How can you open your market? (3) The negative price difference caused by high purchase price and low sales price is also huge. Total * * * purchases 2 14.645438+00000 Jin of bagged fruit, and the direct loss is more than one million yuan according to the negative price difference of 0.50 yuan per Jin, not counting fruit loss and fruit turnover transportation expenses. ④ Optimistic estimation of navel orange sales. Simply think that navel oranges will sell at a good price as long as they are in short supply, but ignore the competition among fruit varieties. At that time, sugar oranges were better than navel oranges, and oranges were better than navel oranges. Moreover, there is no difference in the price of bagged fruit and non-bagged fruit. I think only when the consumption demand of navel orange is greater than the supply can it sell at a good price and the market price positioning be accurate. There is a market only when there is consumer demand. It cannot be said that as long as there are products, there must be a market. ⑤ The "gambling" mentality of the leadership of Kaifeng fruit industry has pushed Kaifeng fruit industry to a business crisis. In order to control Changde navel orange market, Kaifeng fruit industry hoarded a large number of navel oranges and invested 3,239,800 yuan successively. Due to the backlog of 3.831.4205 million fruit bags in the early stage, the accumulated funds reached 1.09 1.800 yuan according to the comprehensive cost unit price of 0.0285 yuan, plus the backlog of packaging funds that were not fully utilized in operation. Due to the backlog of opened fruit bags, it can't be cashed in time, and the turnover has been invalid. At this time, Kaifeng not only did not sell at a reduced price, but invested more money to hoard navel oranges. I think: first, don't rush to get rid of the goods and ask for cash so as not to drive down the price; Second, I will buy navel oranges to dispel the idea of fruit merchants. If you can't buy navel oranges, you will naturally come to me, which is even more exotic. However, the navel orange market was very depressed that year, and the best price of navel orange was only about 1.00 yuan/kg. At the same time, navel oranges should not be stored for too long. Kaifeng finally couldn't resist the deadlock that fruit merchants resolutely refused to buy bagged fruits, and the unfavorable situation that navel oranges gradually deteriorated over time due to poor storage conditions. Finally, due to poor turnover, the navel oranges it hoarded were sold at a reduced price, resulting in a direct loss of 1.5 1.72 million yuan. In the Spring Festival, the tide of debt collection rose and Kaifeng completely collapsed. Of course, I also understand that the leader finally took a chance on fruit sales, mainly to recover the economic losses that have occurred. Having said that, I feel that a very important situation has been ignored by the leaders, that is, the sales channel salesmen provide inaccurate and untrue market information and misunderstandings to mislead the leaders' reckless and desperate decisions. When the cash crisis really befalls them, Kaifeng talents feel how important it is to control the sales channels!

Here, we should fully realize that the leaders of Kaifeng fruit industry lack sufficient understanding of the control of sales channels and effective means of restriction, especially the management of people, money and goods in sales channels. Modern enterprise management system pays more and more attention to the internal control and management of enterprises, emphasizes the restriction and supervision between departments, and realizes the high concentration of people, money and materials in enterprises to cope with market risks at any time. I remember Zong, president of Wahaha Group, said, "If there is something wrong with the sales channel of an enterprise, the ability of the sales manager is mainly reflected in the control ability. As the strategic decision maker of an enterprise, its market ability is fully reflected in "what to control" and "how to control". This is not only the responsibility of producers, but also the key to control the market. Only those who control the market can truly control their own destiny. " Of course, a leader's energy and time are limited. How to use the art of leadership to feed back the comprehensive, true and most valuable market information of enterprise employees to his mind in time, adjust market decisions quickly after analysis, processing and reasoning, and control their own market and financial risks is really a science. Speaking of which, let's reflect. What are the salesmen, extension dealers, agricultural technicians and farmers doing with Kaifeng's money? What is the interest relationship between Kaifeng fruit industry and them? I think the relationship between control and anti-control game. (1) They rely on exclusive channels and take the dominant position, so that Kaifeng can serve its own economic interests as much as possible. They try to lower prices, default on payment, and even interfere with Kaifeng's distribution policy and market development ideas, especially when fruit bags and fruits are unsalable, and pass the risks on to enterprises. Such as the fund advance of Shimen Chen, Xiang and You Tongxin, the fruit bag compensation of Hanshou and Zigui, and the credit sale of Xinning Chen Zhongliu. Both reflect this problem. (2) Sales personnel have three major control rights, namely, information of major customers in the market, fruit bags and cash for payment. The employee deposit they pay is not binding on them, even the marketing leaders such as Xiong Jianzhong, Yu, You Huaping and Chen don't pay it, and the leaders can't help it. There are four main aspects: (1) They monopolize the customer information control right of fruits and fruit bags, and do not report the customer information to the company, so that in Changde area, Xinning County and other places, customers only recognize salesmen, but do not know Kaifeng Company. ⑵ Farmers buy fruit bags and pay cash, so they can't transfer them to the company through the bank, so they can only gather on the salesmen first and then transfer them to the company. Once the salesman threatens the company, the control of the payment is in their hands. What is the role of the employee deposit? (3) Fruit bags stored at the point of sale are often placed in the homes of farmers and middlemen who have a good relationship with marketers. Once the interests of these people are not met, the control of fruit bag materials is also in their hands. Of course, the promotion fee and storage fee are promised to them, otherwise the company will suffer. (4) They go to the financial department for reimbursement regardless of the overall interests of the company. Illegal IOUs emerge in an endless stream, and some even have no financial documents at all, only the reimbursement of daily accounts, which invisibly increases the financial risk of Kaifeng Company. I won't let you submit an expense account. I have the funds. I'm not afraid you won't report it. With these three kinds of control rights, marketers can ignore the requirements of the unit, go their own way, and even use their power to seek personal interests. In the end, there will be a subtle game between Kaifeng fruit industry and marketers, intermediary agents and farmers.

To sum up, we should clearly realize that due to insufficient understanding of market demand, inaccurate market information of sales channels, subjective and unrealistic leadership decisions, forced promotion of fruit bag technology, and inadequate control and management of our own sales channels, Kaifeng fruit industry lost 36.5438+0.5 million yuan in less than one year, so as to avoid repeating the same mistakes! The main purpose of writing this article is: 1. In the past two years, I have seen that no one has summarized the success or failure experience of Kaifeng fruit industry. Only after analyzing the results will I try to write a little. 2. I want to leave Kaifeng fruit industry, and I want to sort out what I have seen and heard in my own thoughts. I would also like to thank Comrade Chen Huaqing and Comrade Xu Shu 'e for their guidance on my understanding. My understanding level is limited, and I hope to communicate more and correct me. "The world is learned, and human feelings are also articles." There are some things in the world, if you think hard, although you don't get benefits, you get the knowledge of success or failure, which can make you walk more steadily in your later life.