Introduction:
In just past 2018, Mingde Lida officially entered the 300 million yuan threshold with a rapid growth of 34%, and once again continued to write the legend of the dark horse in the industry; after completing the Yunfa Chemical Merger and Acquisition, it accelerated the expansion and layout of the global market, and the annual sales of Daming De Lida Group exceeded 600 million yuan, which attracted the attention of the agricultural supplies industry. Looking back on the glorious journey of Mingde Lida in the six years since its establishment, its unremitting pursuit of ultimate products, the " Amoeba "-style business management and the implementation of the "158 service strategy", have become the three trump cards for Mingde Lida to achieve continuous growth.
Mingde Lida Yunnan Company Annual Meeting Group Photo
On January 6, 2019, the 2018 core customer thank-you meeting and 2019 listing launch conference held by Mingde Lida Yunnan Company was grandly held in Kunming. As one of the 13 marketing service subsidiaries of Mingde Lida and a model of the successful operation model of Amoeba, Mingde Lida Yunnan Company has achieved a 50% growth in 2018, setting a sales record of nearly 30 million yuan, and will successfully exceed the 40 million yuan mark in 2019.
The progressive Mingde Lida Wolf Warrior Group
"Stronger professional skills, higher professional qualities, better team organization, better age structure, and more importantly, the most important thing is to have a more entrepreneurial spirit. From our community managers to regional managers and grassroots promoters, they all regard team work as their own career. The Amiba model emphasizes entrepreneurship and entrepreneurial spirit. Our team is gradually moving into a formal team, and its strength has just been shown." Looking back on the six years of entrepreneurial journey, Wang Weisheng, general manager of Mingde Lida Yunnan Company, gave his team a high praise.
The energetic Mingde Lida Wolf Warrior Group
It is understood that Mingde Lida Yunnan Company was established on December 25, 2012. It is one of the earliest subsidiaries of Mingde Lida. Since it had not yet formed its own products at that time, it relied more on agent products to open up the market. The products were mixed, there were many types, small differences, high prices, and weak teams. The number of customers at the peak was as high as 580, and it was in the era of extensive development of land grabbing. From 2015 to 2016, with the launch of several self-owned flagship products such as Mingrunfeng®, Delika®, and Mingnongxin®, Mingdelida began to change its development model, focused on strategic major products and core customers, established product brands through high-quality services, and entered a stage of great development. Although the number of channel customers in Yunnan has been reduced to 80, sales performance has been growing year by year.
Wang Weisheng said that in the future, Mingde Lida Yunnan Company will do three things: First, adhere to the craftsman spirit to provide users with international quality products and high-quality services; Second, adhere to the focus on strategy, focus on high-quality customers, high-quality markets and strategic products, and provide precise services to realize the value of large single products and service brands; Third, continue to promote the 158 service strategy, cultivate meticulously, and be crop-oriented, and cooperate with key crops in key markets, first provide plant protection technology guidance for the whole process, and gradually upgrade to full-process management technology guidance. Ultimately, through the integration of resources with excellent channel providers, we will jointly build a local crop health planting service platform to help dealers and partners transform their business models and realize common social value.
unswervingly promotes the "158 Service Strategy"
"When our products arrive at the customer's warehouse, service has just begun. In the future, only by paying attention to service and those closest to consumers can win the future!" Yang Jinlong, general manager of Mingde Lida's supply chain, said that it is Mingde Lida's cooperative value to focus on the needs of customers, develop products around the needs of users (including crops), provide fine plant protection services, and achieve symbiosis and win-win are the values of Mingde Lida.In terms of product innovation, Mingde Lida will mainly focus on second-generation compounds, carry out product portfolio innovation, dosage form innovation and application technology innovation, apply for a large number of patents, improve technical barriers, and protect the long-term benefits of partners; in terms of product quality, Mingde Lida adheres to the spirit of craftsmanship and makes international quality agrochemical products, and connects international standards for production equipment, raw material selection and product control; in terms of service, Mingde Lida continues to innovate service models, promote the 158 service strategy, establish strategic partnerships with core customers, and strive to become "China's leading agrochemical company in crop health planting services."
The dealers attending the conference carefully studied the conference content
What is the "158 service strategy"? Gao Wei, product manager of Mingde Lida Marketing Department, gave a detailed explanation. The "158 Service Strategy" was first proposed by Mingde Lida in 2015. Its interpretation is: a region selects 1 strategic cooperative dealer, formulates a medium- and long-term development strategy and reaches a consensus, selects 5 loyal retail stores, and focuses on serving 8 large growers or opinion leaders around each retail store, insists on serving consumers, rooting the brand in the minds of users, and establishing trust and good reputation on the user side. The most important thing is that Mingde Lida will establish strict "158 Service" assessment standards for all business promotion personnel, and the assessment will be directly deducted from year-end performance. 2019 will be the first year for Mingde Lida’s “158 Service Strategy” to be implemented in the national market!
has reached 2 million yuan in sales in 2016 to 2 million yuan in sales. Lai Dongsun, regional manager of Dehong Tengchong, successfully entered the two major markets of Mangshi tangerine and Yingjiang potatoes through two years of precipitation, becoming the benchmark for the implementation of the "158 service strategy" of Mingde Lida Yunnan Company. Lai Dongsun said that only by focusing on customer-centricity, establishing a leading brand with services and supporting more sales with services can ultimately maximize the benefits of enterprises and channel providers. In 2019, Mingde Lida's sales in Dehong Tengchong area will exceed 3 million yuan.
ultimately achieves the industry's leading
From the original Mingrunfeng®, Delika®, Mingzan®, Delang®, to the current Biyi® and Jianxiu®, the unremitting pursuit of ultimate products, the continuous creation of strategic large products and the life cycle management are the key to Mingdelida and its channel partners in achieving win-win results.
Gao Jun, a practical expert in the agricultural supplies industry, compared strategic large items to the treasure of the store where dealers break through the existing competitive landscape. He believes that the real treasure of the store should have five major characteristics: First, the market demand is particularly large, and the market will continue to grow; Second, to address the pain points urgently needed by farmers, the effect is significant, the cost-effectiveness is high, and farmers are prone to active dissemination; Third, the channel profit is very high, and promotion can make money for a long time; Fourth, the technology and technology are unique and the competitors are difficult to imitate; Fifth, the packaging, trademarks, and advertising are unique, and the marketing is skilled. Dealers, especially retail stores, must have vision and foresight when choosing products, focus on creating characteristics, and avoid the homogeneity of grocery stores.
Experts and leaders present the conference report
National senior vocational trainer and executive dean of Yunqi Business School, Lin Feng pointed out that in the future, people who know how to operate brands, have brand thinking and brand products will win the victory in market competition. The thinking of brand operation is to enhance product value and distribute valuable products in distribution. In the process of shaping brand value, a differentiation strategy must be adopted. No matter how many selling points the product has, it must focus on one advantage, seize the mind of customers as soon as possible, and quickly gain user recognition.
In the introduction of Mingde Lida's strategic products, Zhai Liuxiang, director of Mingde Lida's crop technology department, conducted a detailed analysis of Mingde Lida's strategic products for the Yunnan market:
Mingrunfeng®: national project results, special crystal pyrazolestrobin + high-efficiency botulinium alcohol, synergistic coefficient reaches 289.8, carefully selected imported additives, three-fine process guarantee, particle size is less than 1/100 of hair, stable and easier to be absorbed by crops.
Mingzan®: 24% diuretic cyanide• cyanocream azole suspension agent, known as the last line of defense for downy mildew and late blight!
Delika®: 25% high-efficiency cypermethrin •thiamide microcapsule suspension-suspended agent, two compounds with extremely high market share in the future, representing the highest preparation technology and future trends at present,
Jianxiu®: facial mask-grade mineral oil, exclusively introduced by Chevron technology in the United States, internationally leading, and unique in Asia; food-grade product processes, technology, and products have been internationally certified.
Biyi®: It took seven years of research and development, a strategic product of billions of yuan, and is the first domestic ternary compound planting and adjustment. It is suitable for all green plants such as citrus, such as Panax notoginseng, such as specialty macadamia, fields, vegetables, etc.
Mingde Lida Yunnan Company presents awards to outstanding partners
According to the plan, in 2019, Mingde Lida Yunnan Company will continue to optimize its channels and streamline its partners to 60. Relying on a 30-person marketing team, 45 products, and 1,800 "158 Services" market activities, its business model has gone from broad to specialized, focusing on core businesses 100%, and sales have steadily entered the 40 million yuan mark.
At the thank-you party that day, Mingde Lida Yunnan Company presented the "158 Service Benchmark Award", "Big Single Product Contribution Award" and "Sales Contribution Award" to outstanding partners, and wrote and directed a series of literary and artistic programs such as sketches, double acts, dances, and singing, sending joy and blessings to the busy agricultural supplies for a year.
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This article is exclusively released by the official WeChat subscription account of Agricultural Infossage Guide
Article source: Agricultural Infossage Guide (subscription number: nzdbwx)
Author: Wang Xianwei
Editor of this issue: Jiangjiang
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