Project Background

Agricultural products processing industry refers to the agricultural products after processing, change or maintain its original nature, so that it has a certain commodity and added value of the industry. Agricultural products processing industry is an important part of agricultural industrialization, an important link between agriculture and industry, rural and urban, domestic and international markets, and an important way to improve the comprehensive efficiency and competitiveness of agriculture, increase farmers' income and revitalize rural areas.

The agricultural product processing industry covers grain processing, oil processing, meat processing, aquatic product processing, dairy processing, fruit and vegetable processing, tea processing, candy processing, beverage processing, wine processing, condiment processing, convenience food processing, health food processing, etc. Many sub-industries have a wide range of products and a wide market demand. With the rapid development of my country's economy and society and the continuous improvement of people's living standards, consumers' demand for processed agricultural products is increasing, and the requirements for product quality, brand, function, safety, health, and environmental protection are also increasing. The development prospects of the agricultural product processing industry are very broad.

An agricultural product processing enterprise is an enterprise specializing in the processing and marketing of agricultural products. Its main products include dry agricultural products, canned agricultural products, agricultural pickles, agricultural beverages, etc. The products are sold throughout the country, and some products are exported to Southeast Asia, Europe and other countries and regions. The company has advanced agricultural products processing equipment and technology, strictly controls the quality and safety of products, pays attention to product innovation and brand building, and has won wide market recognition and consumer trust. The company hopes to further understand the market demand and competitiveness of the agricultural product processing industry, formulate a more scientific development strategy and marketing strategy, and increase the company's market share and profitability, so it entrusts Shangpu Consulting to conduct market research and analysis.

Customer pain points

According to the communication and understanding between Shangpu Consulting Company and customers, customers face the following pain points in the development of agricultural product processing industry:

-The market competition is fierce and the phenomenon of homogenization is serious. Although the market scale of agricultural products processing industry is huge, the market competition is also very fierce, especially in some traditional, low value-added, easy to copy the field of agricultural products, the phenomenon of homogenization is very serious, the lack of differentiation and characteristics between products, leading to the price war of products and the compression of profit space, affecting the development and growth of enterprises.

-Consumer demand diversification, product innovation capacity is insufficient. With the change of consumers' consumption level and consumption concept, the demand for processed agricultural products is becoming more and more diversified, which requires not only the quality and safety of products, but also the function and health of products, as well as the personalization and customization of products. there are also higher requirements for the freshness and fashion of products. However, the lack of product innovation ability of agricultural products processing enterprises, lack of keen insight and effective satisfaction of consumer demand, lack of effective use and development of new technologies, new processes and new raw materials, lack of rapid introduction and trial and error of new products, resulting in slow product upgrading, low added value of products and weak market competitiveness of products.

-Brand influence is not strong, marketing promotion is not enough. Brand building and marketing promotion of agricultural products processing enterprises is an important means to enhance the visibility and reputation of products, enhance the market influence and attractiveness of products, and form a loyal consumer group of products. However, the brand construction and marketing promotion of agricultural products processing enterprises are not enough, lack of long-term investment and maintenance of the brand, lack of shaping and dissemination of the core value and culture of the brand, lack of effective protection and protection of the brand, resulting in the influence of the brand Not strong, the brand's premium ability is not high, and the brand's loyalty is not high.

-Channel expansion is not smooth, logistics and distribution is not smooth. The channel expansion and logistics distribution of agricultural products processing enterprises are important links to ensure the sales and service of products. However, there are some problems in the channel expansion and logistics distribution of agricultural products processing enterprises, such as unreasonable channel structure, poor channel coverage, poor channel management, uneven distribution of channel benefits, resulting in low stability and efficiency of channels; high logistics distribution costs, slow logistics distribution speed, poor logistics distribution quality, resulting in product loss and delay, affecting product sales and service.

Project Purpose

According to the customer's pain points and needs, the purpose of this project is:

-Through the research and analysis of the market demand and competitiveness of agricultural products processing industry, provide customers with comprehensive information on the market status, development trend, consumer demand, competition pattern, advantages and disadvantages of agricultural products processing industry, help customers understand the market opportunities and challenges of agricultural products processing industry, and evaluate the market position and competitiveness of customers in agricultural products processing industry, provide data support and analysis basis for customers to formulate reasonable development strategy and marketing strategy.

-Through the evaluation and suggestions on customers' products, brands, channels and marketing, we provide customers with suggestions and strategies on market positioning, product innovation, brand building, channel expansion and marketing promotion of agricultural products processing industry, so as to help customers improve product differentiation and characteristics, enhance product market influence and attractiveness, and improve product market share and profitability.

Research object

The research objects of this project include the following categories:

-Industry experts: including agricultural departments, agricultural colleges, agricultural research institutions, agricultural associations, agricultural media and other related industry experts, analyze the development status and trends of the agricultural product processing industry from a macro perspective, and provide policies, technologies, Professional opinions and suggestions on standards and norms.

-Industry enterprises: including agricultural product processing enterprises, agricultural product raw material suppliers, agricultural product processing equipment suppliers, agricultural product processed product distributors, agricultural product processed product retailers and other related industry enterprises, analyze the market demand and competitiveness of agricultural product processing industry from a micro perspective, Provide actual data and information on the market scale, market structure, market segmentation, market growth point, market competitors, market competitive advantages, market competitive disadvantages, etc.

-Consumers: including potential consumers, existing consumers, loyal consumers and other different types of consumers of processed agricultural products, analyze the consumption demand and consumption behavior of processed agricultural products from the perspective of consumers, and provide deep demand and psychology of consumers of processed agricultural products in terms of characteristics, consumption motivation, consumption preference, consumption scenario, consumption decision-making, etc.

The number of research objects of this project is as follows:

-Industry experts: 10 people

-Industry companies: 20

-Consumer: 200 people