Xie Xianpeng: development, cooperation, win-win and sharing: the growth path of Chengdu Tianmin / Fanguo

Xie Xianpeng, general manager of Chengdu Tianmin Trading Co., Ltd. / Chengdu Fanguo Trading Co., Ltd

张艺谋说：成都，是一座来了就不想走的城市。

“Snack express” had the honor to interview Xie Xianpeng, general manager of Chengdu Tianmin Trading Co., Ltd. / Chengdu Fanguo Trading Co., Ltd. (hereinafter referred to as “Tianmin Fengguo”), and walked into his life as a dealer in Chengdu.

Snack express: what is the sales volume of your agent?

Xie Xianpeng: in 2019, the sales volume of Xiaobai xinruan, Ganyuan and Haohao are above 10 million.

《零食快报》：您通过什么方式选择产品呢？

Xie Xianpeng: we do food. Safety, health, nutrition and delicious food are the needs of customers and our pursuit. Therefore, in terms of selection, we will grasp the basis from these points.

Of course, from the perspective of market operation, the above attributes of products are the basis. To win in the changing market competition, product selection should be a kind of competitive thinking, and SWOT analysis should be carried out, that is, which stage of the current market is in, what are the advantages and disadvantages of our products, what is our import strategy, and what is the matching degree of our channels Whether the product is a pioneer or follower of the market, whether the market is blank or growing, whether it is mature or declining, these are all factors to be considered.

从个人而言，我比较看重以工匠精神做产品的厂家，专注做产品，产品才会有核心竞争力，比如我司目前代理的郭大良心豆干，卡奇锅巴等，品质好，积淀久，尽管价格比同类产品高，通过持续培育，市场的表现都很良好，销量也一直在良性的增长。

《零食快报》：现在新旧更迭飞速，您主要是通过什么方式把握流行产品的趋势呢？

谢贤鹏：除了同行业的交流以外，更要贴近市场，贴近消费者，倾听他们的心声。包括线上平台，社交评价及反馈体系，也包括线下卖场及各种类型的终端，在售中及售后，顾客直接或者间接的反馈，真正重视上帝的声音，我们才能得到上帝的心，上帝的钱才会掏给你。

《零食快报》：您的销售渠道有哪些？

谢贤鹏：目前的渠道包括线上及线下板块。线上直控的核心渠道为社区团购，也包括二级分销渠道拼多多、淘宝天猫等等；线下核心合作渠道包括：四川永辉系统、宜宾绿源、成都红旗连锁、舞东风连锁、全家便利、见福、谊品生鲜、零食系统、特通渠道分销、全省二级市场分销体系等。

Snack express: what are your ways to drive sales?

因地制宜，是做事成功的关键。成都跟别的市场可能不一样，从商品流通角度而言，成都是四川市场的统合中心，集散中心。所以，有些渠道下沉条件还不具备的产品可以采用省代模式来运作。从成都市区的渠道结构来看，成都商业发达，便利系统发达，比如红旗、东风、全家、7-11、哦哦等等，所以，成都的可售网店大多以定量型产品为主。

根据不同的产品类型应该有不同的推广定位和相匹配的策略。比如渠道选择方面，六花庭糕点系列和南星骆驼奶蛋糕，两个产品的特性不一样，六花庭产品口味系列多，更新快，所以在KA卖场就有较好的表现，顾客自然购买率高，推广相对简单；而南星骆驼奶蛋糕品质非常好，但是产品外形比较普通，口味比较单一，更适合在比如社区团购等封闭渠道做定向推广。目前这两个产品销售都比较良好，六花庭去年进入永辉后，我司单月数据能达到30-60万/月的销量。南星骆驼奶蛋糕在刚刚过去的6月、7月，单月的销量都在50-60万期间。

《零食快报》：您的经营之道是什么呢？

谢贤鹏：一个人成事的关键在于竞争力，竞争力即专业度，专业度从何而来呢？在于专注和坚持。有一句话叫做：换行不换岗，换岗不换行。从公司来讲，做一个行业，把这个行业做好，就是我们最基本的经营理念。做企业讲究的是天时、地利、人和。我们公司秉持的理念就是：为合作伙伴创造价值，为员工创造平台。发展、合作、共赢、共享。对于上下游合作链来讲，不是零和而是共赢，不应该是此消彼长的关系，分工协作，让合作创造整体价值最大化，双赢才会长久，所以，我们在合作中很少去讨价还价来争取短期的利益。

从员工层面而言，员工才是企业最终的主人，企业不是老板的，企业应该努力创造一个平台，通过这个平台，整合资源，让最优秀的人，获得最好的回报，谁的贡献大，谁的回报就多，这个才是企业长盛不衰，永葆青春的基因。

《零食快报》：针对行业未来的发展趋势，在发展战略上，您的公司又会作出哪些调整？

谢贤鹏：大环境变化的节奏越来越快，导致顾客的需求变化也越来越快，产品的生命周期越来越短。唯一不变的就是变化，包括新生代消费，新产品模式，新兴渠道，我们要跟进变化，否则就会落后。

2020.9.5-7日全食展将重磅推出

2020中国糖果零食金销商®100强榜单

上届回顾

The following is the list of top 100 Chinese candy and snack gold sellers in 2019

Serial number	region	Company name
One	Zhejiang	Hangzhou Boheng Food Co., Ltd
Two	Jiangsu	Wuxi Huishang jupin marketing planning Co., Ltd
Three	Xinjiang	Urumqi jinyibo Trading Co., Ltd
Four	Inner Mongolia	Baotou Jinbaili Trading Co., Ltd
Five	Zhejiang	Wenzhou Maidian Food Trade Co., Ltd
Six	Zhejiang	Taizhou Kaili Food Co., Ltd
Seven	Guangxi	Guangxi Nanning maichao Trading Co., Ltd
Eight	Zhejiang	Ningbo Lianfa Trading Co., Ltd
Nine	Hunan	Changsha Baixin snacks
Ten	Henan	Suixian Hengsheng Food Sales Co., Ltd
Eleven	Jiangsu	Wuxi daomeitian Food Co., Ltd
Twelve	Zhejiang	Ningbo Xianglu Trading Co., Ltd
Thirteen	Shanghai	Shanghai Chunlian Trading Co., Ltd
Fourteen	Jiangsu	Nanjing shiboyuan Food Technology Co., Ltd
Fifteen	Guangdong	Guangzhou xinjian’er Food Co., Ltd
Sixteen	Tianjin	Tianjin Lecheng Xinfeng Trading Co., Ltd
Seventeen	Hebei	Cangzhou Hongyun Huaao Food Co., Ltd
Eighteen	Jiangxi	Nanchang Hanbang Longxiang Food Co., Ltd
Nineteen	Shandong	Dongying Bosheng Trading Co., Ltd
Twenty	Fujian	Fujian Sanming Blue Moon Trading Co., Ltd
Twenty-one	Beijing	Beijing jingzhenghang Trading Co., Ltd
Twenty-two	Zhejiang	Wenzhou Lexiang Food Co., Ltd
Twenty-three	Shanghai	Shanghai Fuchen Food Co., Ltd
Twenty-four	Yunnan	Kunming leduo Food Co., Ltd
Twenty-five	Beijing	Beijing guanglixin Trading Co., Ltd
Twenty-six	Shaanxi	Xi’an Dianlong food company
Twenty-seven	Hubei	Wuhan Zongheng Xuanyuan Food Co., Ltd
Twenty-eight	Hebei	Baomi Ding Trading Co., Ltd
Twenty-nine	Hebei	Xingtai qinghang Trading Co., Ltd
Thirty	Hebei	Hengshui Juxian Food Trade Co., Ltd
Thirty-one	Jiangsu	Nanjing Opel Food Co., Ltd
Thirty-two	Shanghai	Shanghai Shuo Yan Trading Co., Ltd
Thirty-three	Shaanxi	Ha Ya Food Co., Ltd
Thirty-four	Jiangsu	Nanjing daomeitian Trade Co., Ltd
Thirty-five	Henan	Henan Tianfeng Trading Co., Ltd
Thirty-six	Jiangsu	Nanjing rongmeida Food Co., Ltd
Thirty-seven	Hebei	Shijiazhuang Laofu sugar trade Co., Ltd
Thirty-eight	Guangdong	Foshan Mi Shi Le Trade Co., Ltd
Thirty-nine	Jilin	Changchun Mingkang candy food company
Forty	Zhejiang	Hangzhou ally Brand Management Co., Ltd
Forty-one	Jiangsu	Yixing Baichun non staple food company
Forty-two	Shanxi	Shanxi Rizhao Jinyuan Trade Co., Ltd
Forty-three	Jiangxi	Yingtan Guijia Brothers Trading Co., Ltd
Forty-four	Sichuan	Chengdu rongyipin Commercial Service Co., Ltd
Forty-five	Guangdong	Zhongshan runqi Food Trade Co., Ltd
Forty-six	Hebei	Langfang Bingchen Trading Co., Ltd
Forty-seven	Tianjin	Tianjin yidingsheng Food Trade Co., Ltd
Forty-eight	Jiangxi	Nanchang Qiangde Trade Co., Ltd
Forty-nine	Beijing	Beijing Anye Senmiao Trading Co., Ltd
Fifty	Zhejiang	Ningbo Lulin market Fangfang food company
Fifty-one	Heilongjiang	Harbin Jiamao Yuanxiang Trading Co., Ltd
Fifty-two	Jiangxi	Nanchang Yinzhen leisure Food Co., Ltd
Fifty-three	Jiangsu	Wuxi Yicheng Yiwei Fruit Co., Ltd
Fifty-four	Jiangsu	Wuxi Weijia Trade Co., Ltd
Fifty-five	Jiangsu	Nanjing Huzi Food Co., Ltd
Fifty-six	Guangdong	Guangzhou Longlu Trading Co., Ltd
Fifty-seven	Guangdong	Dongguan Yiwang Trading Co., Ltd
Fifty-eight	Henan	Zhengzhou nianniannianhong Food Co., Ltd
Fifty-nine	Shanghai	Shanghai Chuxi Trade Co., Ltd
Sixty	Jiangsu	Yangzhou Xiaoshi Food Co., Ltd
Sixty-one	Anhui	Hefei Aiwei Trade Co., Ltd
Sixty-two	Zhejiang	Zhejiang Yiwu guangfuhai candy Co., Ltd
Sixty-three	Henan	Zhengzhou Wancheng Food Co., Ltd
Sixty-four	Zhejiang	Hangzhou Golden Apple Food Co., Ltd
Sixty-five	Hunan	Hunan Changsha Yingfeng Trading Co., Ltd
Sixty-six	Jiangsu	Changzhou kaihong leisure food
Sixty-seven	Fujian	Jinjiang Luoshan Guangyang Food Trade Co., Ltd
Sixty-eight	Jiangsu	Suzhou Jinmen suxiangguo Trading Co., Ltd
Sixty-nine	Guangdong	Shenzhen shenhongguo Trading Co., Ltd
Seventy	Shanghai	Shanghai YanHan Industrial Co., Ltd
Seventy-one	Hubei	Wuhan Fulilai Food Co., Ltd
Seventy-two	Guangxi	Nanning Shuangfu Food Co., Ltd
Seventy-three	Hunan	Changsha Huasheng supply chain Co., Ltd
Seventy-four	Hubei	Wuhan Lushi Guoxiong Food Co., Ltd
Seventy-five	Fujian	Quanzhou Yida Trading Co., Ltd
Seventy-six	Jiangsu	Nanjing huixiangyuan Food Co., Ltd
Seventy-seven	Jiangsu	Nanjing Shifang Food Co., Ltd
Seventy-eight	Shandong	Hongyixing (Shandong) Brand Operation Management Co., Ltd
Seventy-nine	Guizhou	Guizhou Bangjie industry and Trade Co., Ltd
Eighty	Fujian	Zhangzhou Fuduo industry and Trade Co., Ltd
Eighty-one	Hebei	Shijiazhuang Ronghe Trade Co., Ltd
Eighty-two	Guangdong	Foshan Nanhai Yiyi Trade Co., Ltd
Eighty-three	Shaanxi	Shaanxi Zhangfeng Trading Co., Ltd
Eighty-four	Shanxi	Taiyuan Tanghai Trade Co., Ltd
Eighty-five	Anhui	Anhui Shuangfu Food Co., Ltd
Eighty-six	Jiangsu	Wuxi xixusheng Trading Co., Ltd
Eighty-seven	Shandong	Tengzhou Hongrun Trading Co., Ltd
Eighty-eight	Guangdong	Zhongshan Shengzhou Trade Co., Ltd
Eighty-nine	Anhui	Hefei Kangxi Food Trade Co., Ltd
Ninety	Yunnan	Kunming Baijiali Food Co., Ltd
Ninety-one	Liaoning	Shenyang Shuangsheng Trading Co., Ltd
Ninety-two	Hubei	Wuhan Qiqi Commercial Marketing Co., Ltd
Ninety-three	Henan	Henan Hesheng Trade Co., Ltd
Ninety-four	Guangdong	Guangzhou Liangji Trade Food Co., Ltd
Ninety-five	Tianjin	Tianjin baishihui Trading Co., Ltd
Ninety-six	Liaoning	Dalian huameiya Trade Development Co., Ltd
Ninety-seven	Yunnan	Kunming chenfan (jupinyou) Trading Co., Ltd
Ninety-eight	Hunan	Changsha Yuewang food
Ninety-nine	Jiangxi	Pingxiang Anyuan Wangda Trading Co., Ltd
One hundred	Henan	Anyang xingduo Food Co., Ltd