China Food

Yuan Zhigang, a gold dealer: to reassure customers is the forever pursuit of dealers

2021 autumn total food exhibition gather in Ningbo on August 28-30
In 2020, a special lucky draw dinner will be held in Nanjing, and many luxury cars will be sent out on site, which will be highly praised by the participants.
The host of this large dinner is yuan Zhigang, general manager of Nanjing huixiangyuan Food Co., Ltd. (hereinafter referred to as “huixiangyuan”).
Yuan Zhigang, general manager of Nanjing huixiangyuan Food Co., Ltd
In Nanjing, as long as Yuan Zhigang is mentioned, many people will be full of praise. Engaged in the leisure food dealer industry for nearly ten years, Yuan Zhigang said that he only did a good job as a dealer, so that upstream and downstream customers can feel at ease.
One
Focus on credibility
How to reassure downstream customers? Of course, it is to provide products with guaranteed quality.

Enterprise reputation is closely related to the stability of product quality. Yuan Zhigang said: “when selecting products, we will first consider the enterprise’s reputation concept. The other party’s judgment on the future trend should be basically consistent with our judgment, so as to provide products that meet our quality requirements, and the cooperation in the future will be more pleasant.”
At the same time, Yuan Zhigang is more inclined to look for innovative enterprises. He believes that enterprises committed to continuous innovation will pay more attention to improving the quality of products.
                        

For example, Krick’s bold innovation in packaging is one of the first brands in the industry to use manual stickers. Such changes bring the experience of baking workshop production to consumers, and are sought after by consumers. Yuan Zhigang discovered Krick’s innovation and seized the agency right in time, which set off Crake’s upsurge in Nanjing.
With Yuan Zhigang’s efforts, huixiangyuan now has about 300 suppliers and more than 1000 single products, covering almost all products. For example, hongxiangji, Licheng, moyao and other meat products, jimambede, Krick, Qianye, Jintong, bolumen and other pastry products, Houdi and Zhang Benren’s fried nuts, ADiZai, Zhongbao and other candied products were all included in huixiangyuan’s command, setting a good sales record. At present, the sales volume is still growing.
Dealers continue to provide quality assurance products for sales channels, so that downstream customers can rest assured, but also let themselves rest assured.
Two
There must be a great reward for a brave man
How to let upstream customers rest assured? Increasing product sales is the most effective way.  
At present, huixiangyuan’s sales channels are concentrated in the leisure food stores. Yuan Zhigang said: “we are doing the traditional tasting, display and promotion methods.”
Yuan Zhigang has always believed that “there must be brave men under the reward”, so he boldly made a decision: to increase the sales commission. “We arrange Commission according to the multiple of the same industry, and many excellent talents stand out under this system,” Yuan said
 
In order to better encourage terminal channel sales, Yuan Zhigang changed the live promotion activities to live network sales. He explained: “compared with sales performance, we care more about the sales atmosphere. A good sales atmosphere will bring a brand-new experience to consumers, so as to attract more consumers. The effects brought by live broadcast and traditional promotion are quite different.”
The favorable treatment has introduced a large number of excellent talents for huixiangyuan, and the appropriate sales mode has greatly increased the sales volume of the products and attracted a large number of consumers.
Yuan Zhigang provides a good learning template in the way of improving product sales. In fact, as long as dealers mobilize the enthusiasm of sales personnel, they can improve product sales to a certain extent.
Three
Every crisis is an opportunity
The year 2020 has entered the countdown stage. With the arrival of the post epidemic era, the demand of consumers has changed greatly, and quality and health have become the common pursuit. How to survive the epidemic era has become a hot topic in the industry.
Yuan Zhigang believes that in the coming time, the classification of leisure food industry will be more detailed, he explained: “the future of the whole industry is full of uncertainty, but after each crisis, society will usher in a rapid development.”

In order to meet the future development of leisure food industry, Yuan Zhigang formulated a series of development plans

01
首先,徽香缘会加大人才引进力度,加大对终端的扶持和投入,抢占市场

销商一定不是靠单一渠道打天下,特别是对于大流通经销商而言,B端、C端,卖场、流通,直营、批发,新零售等都是业务范围。

02
其次,徽香源将会增加一些中低产品的引进,减少未来消费降级的影响,与此同时,也达到高、中、低互补的状态。

其中包括两个方面:一是产品的高、中、低档次互补,二是产品价位的高、中、低互补。多层次、多品质、多价位的产品搭配更易形成组合优势,提高业务成交率。

引进中低产品也可以进行产品新旧互补,产品都有其生命周期,袁志刚认为老产品虽然已经有稳定的渠道和客户认知,但仍要不断补充和引进新品,以补强产品集群。他说:“推新品,经销商要明白,品牌商只有在新品推出的时候,给予渠道的毛利才是最大的,虽然难,但是也是最赚钱的时刻。

03
最后,袁志刚会继续培养优秀人才,提高团队实力,以更好的状态迎接未来的挑战。

Source: original copy of snack express needs authorization

Editor in chief: Li Jun

Author: Guo Jia; Editor: Liu Yuting

Past review


Preview of spring total eclipse 2021

Time: March 4-6, 2021
Venue: Shenzhen International Convention and Exhibition Center (Bao’an District)
Exhibition hall: Hall 13 and 15
Estimated exhibition scale: 40000 square meters, about 520 exhibitors
Estimated audience: 52000
Exhibit type: candy, snack, cake, imported food
Contact: 15810224093 Li Jun
Preview of autumn 2021
Time: August 28-30, 2021
Venue: Ningbo International Convention and Exhibition Center (181 Exhibition Road, Yinzhou District, Ningbo City, Zhejiang Province)
Exhibition hall: hall 1, 2, 3, 4, 5, 6, 7 and 8
Estimated exhibition scale: 79000 square meters, about 920 exhibitors
Estimated audience: 92000
Exhibit type: candy, snack, cake, imported food
Contact: 15810224093 Li Jun
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