Research On Direct Store Sales Channels Improvement Of Haoyue Group

Changchun, Jilin Haoyue Halal Meat Co., Ltd.(hereinafter referred to HaoyueGroup) in the national modern agricultural industrialization leading enterprises inkey series of deep processing of meat cattle and sheep for the main multi-integrationbusiness. The Group was founded in August1998, and formally put into operation inJanuary2000, and in doing fine, and stronger, bigger and beef slaughter andprocessing the main business at the same time, give full play to the advantages ofnational policy, the Jilin regional resource advantages and Islamic characteristics andadvantages, to determine the construction of circular economy development mode,livestock farming, feed processing industry, food processing industry, biochemicalproducts industry, leather industry, the six leading industries of the organic fertilizerprocessing industry. Enterprises registered capital of100million yuan, with totalassets of3.68billion yuan, the existing staff of more than5500people, has achieved500,000annual slaughter beef cattle,300,000sheep, and100,000tons of all kinds ofhalal delicatessen products, processing300,000tons of feed,1200tons ofbiochemical products.Haoyue Group the fresh product marketing network in the status quo ofspecialty channels the Haoyue Muslim brand maintenance problems; brand storesselling fake serious; stores put into the high operating costs, leading to the sharpdrop in the number of stores; the store varieties excessive single; cold chainmatching is not perfect, and many other issues. To resolve channel conditions, theanalysis through the entire beef industry macro market environment influencing factors Haoyue Group, the industry in which the environmental impact factors, aswell as channels in which competition analysis starting to come to the beef cattleindustry in China is still promising, consumer groups, and consumer and developedbeef consumption level of the country there is a very large gap between the marketpotential is very large; Haoyue Group’s own brands have obvious advantages;Haoyue Group, the output value of the country’s largest. These have the ability tobuild a broader platform through Direct store channels, channels improved thefeasibility and success probability.Therefore, for this channel consumer groups to buy influence factors analysisresearch proposed the improvement of a store channel mode, the Direct store channelmodel. The positioning of the target market by consumer groups, analyze,summarize summarize: quality of life, exquisite choice of Direct chain of stores. Thequality of life is the taste and quality of life. The quality of life is not a better life andthe quality of life is the inner strength and a positive optimistic about life; care forthemselves, care for the harmonious family life; is a fine selection, science dietnutrition life; quality of life, is the taste of life. The refined Choice is the ideal choice.Exquisite reflected in the refined products, the environment is exquisite, exquisiteservice. The exquisite is quality, quality of life from the delicate choice.The basic principles are: improved self-store channels Haoyue companies forthe implementation of the strategy of differentiation, and the formation of a new corecompetitive advantage, and create a set of branding, product demonstrations, andon-site processing, terminal retail brand, with integration of multifunctional channelsterminal. Respectively, to distinguish them from the store location with the area andthe business model. And further operational principle, and that principle ofcompetitive differentiation; characteristics of operators principle; precise consumersprinciple. Service links: exquisite service CC tasty Church services the Islamiccultural tour exclusive services and member services. According to the principles require positioning and channel improvements,combined with the actual business of the Group marketing company, improvingstore channel mode structure of the three northeastern provinces area to form amarketing channel. This model and provide improved program content,implementation and control of the management approach to address the Group’scompany store channel bottleneck in the development of the whole food industrychain development for the group of companies to provide a broader sales platform.