As a leisure sport, fishing enjoys the reputation of "water golf" in the West. Since the reform and opening up, with the rapid growth of China's economy and the increase of residents' leisure and entertainment time, this kind of leisure sports has developed rapidly in China. The strong purchasing power of fishing enthusiasts, mainly represented by men over 30 years old, such as shareholders, security guards, private enterprise owners, retirees, laid-off workers, land expropriated farmers and other freelancers, has brought vitality to the development of fishing gear industry.
Once the domestic fishing gear manufacturers and foreign fishing brands that started their export suddenly found that the "small cake" in China was growing and gave an attractive fragrance. With the outbreak of the recent financial crisis, the demand of foreign market has decreased greatly, which makes many fishing gear manufacturers abandon their wait-and-see attitude and decide to enter the domestic fishing gear Market and seek effective breakthrough. The fishing tackle mentioned in this paper refers to a series of sports equipment such as fishing rod, fishing line wheel, fishing line, fishing hook and bait.
China has a great deal of resources and has a long tradition of fishing. However, the method of using professional fishing tools to improve fish harvesting is introduced from developed countries such as the United States, Europe, Japan and so on. Therefore, from the beginning, most of the domestic fishing gear manufacturers are established and developed by OEM order production and export operation.
Although there are many categories covered by fishing gear products, in addition to different product R & D, production and investment scale, the target customers and marketing from emkt.com.cn are basically the same. Therefore, this paper will stand in the domestic marketing perspective of a domestic fishing line wheel manufacturer (H enterprise fishing gear) which exports to domestic sales, to systematically examine and analyze the current situation of domestic fishing gear industry and the development trend of the future market.
1、 Market status:
Domestic fishing is not widely used due to the objective factors such as season, leisure time (i.e. occupation type), fishing technology, income level, number and distribution of fishing grounds. Compared with developed countries, the proportion of Chinese fishing friends in the population is still far from that of developed countries. There is still a great market potential in China's fishing tools industry.
According to statistics, there are 90million fishermen in China. According to the fishing of each person twice a month, 30 yuan per time, the market capacity of about 65billion yuan will be achieved in a year. Moreover, the 30 yuan consumed for each fishing is only a small amount of consumables such as bait, hook, line, etc. which are necessary to play every time, excluding the durable goods with high unit price, such as rod, wheel, float, fishing box, etc.
Fishing is a kind of outdoor leisure and entertainment sport for all men, women, young and old. With the improvement of people's living standard, fishing has become the first choice for more and more people to outdoor activities. Fishing activities will grow rapidly in the next five years, which will directly drive the relevant fishing gear market to accelerate expansion, and the future profit prospects are very considerable. As the necessary equipment of fishing, such as fishing, lake bank fishing, Luya fishing, etc., fishing line wheel has also ushered in its rapid development in spring.
Domestic fish liner market is in the growth period. In 2009, the annual sales volume of domestic fish liner is about 200 million yuan, and the market scale has steadily increased at the rate of 10% per year. The main selling area of fishing line wheel is Liaoning, Hunan, Guizhou, Sichuan and other areas with large use of rod throwing method. The rise of the roada fishing line method (bait is controlled by artificial receiving and setting out line, and it is moving dynamically on water) in China will play a significant role in pulling the potential demand of the fishing line wheel.
2、 Industry status:
1. General characteristics of the industry:
Domestic fish line wheel industry is in the primary stage of development, the main production areas of fish liner are Guangdong and Zhejiang, Guangdong has good quality and high cost performance. For a long time, most of the industry's capacity has been digested by the demand for international fishing gear Market in the form of export. Until the financial crisis broke out, international market orders decreased sharply, while domestic economy kept steady growth. The market capacity of fish liner continued to expand, which stimulated a large number of manufacturers to return to the domestic market, and domestic competition began to upgrade day by day. From the current stage, the market concentration of the industry is not high, and there is no strong competition manufacturer, and the profits of the industry are still considerable.
Most domestic fish liner manufacturers have backward marketing methods. They are used to recruiting agents from all over the world through exhibitions, and then deliver high-end goods at a uniform price without distinction. For the distribution process of its own products in the circulation field, it is lack of management and let go of the flow. This marketing mode of manufacturers directly leads to the confusion of the source of goods and price system at all levels of products, and the price of goods spoiling occurs constantly. Finally, the profit of manufacturers and channels can not be guaranteed for a long time and stable. The manufacturers, regional agents and fishing gear retail stores cannot form a highly efficient distribution value chain due to the lack of supply management.
On the contrary, the reality is that the disorderly development phenomena such as the game between manufacturers, crossing the boundary of industrial division and purchasing goods at different levels can be seen everywhere. After the products are obtained by the regional agents and fishing gear terminals that lose the standard constraints, they will increase the price on the basis of the purchase price (5-10% for the agents and 20-30% for the retailers) to obtain high profits for the sake of maximizing their short-term interests. In order to avoid the price transparency trap caused by the large-scale sales of the products in the market, and considering that most of the primary Diaoyu have not formed the brand purchase habit of the fishing wheel products, regional agents and fishing gear terminals will use the characteristics of the fishing line wheel manufacturers and many brand brands, We should try to find brands with good product quality but not yet achieve scale sales (price opacity) to conduct regional exclusive sales, effectively avoid the pressure of price competition among peers and save profit area. This has formed a unique retail feature of fishing gear terminals in this industry: each store sells a lot of fish line wheel brands, but there are few brands that everyone sells or jointly pushes.
2. The market operation method of benchmarking enterprises in each link of industrial value chain:
1) Representative of manufacturer:
Foreign imported brands: foreign brands such as Dawa, simano, baoxiong, etc., occupy 10% of the high-end market, and the product price is generally over 300 yuan. With the advantages of product technology and brand, luxury marketing is adopted to control the amount of products in domestic market, the scale of distribution and network density (exclusive agency system of prefecture level cities), Create a hot market atmosphere of short supply and obtain high profits.
Domestic leading brands: such as wolf king, Dijia, liyoubi, etc., occupy 20% of the medium and high-end market, and the product price is generally between 100-300 yuan. Due to the good product quality, large-scale sales have been realized in the market, but the channel thrust is basically lost due to the lack of distribution management function of the enterprise. Now only the brand consumer pull accumulated by long-term good product quality will pull sales growth. What they must do next is to rearrange the distribution network of their products by virtue of the existing market pull of the brand. Through the team, the flow direction and flow of products in the circulation field are managed, the access prices at all levels are regulated, and the speed of products through circulation and the profit of each link of channel can be improved and the thrust is strengthened again by combining the development of the enterprise's "distribution, marketing assistance and promotion" work and consumer brand experience activity planning. Otherwise, it is possible to be defeated or integrated by the later.
Strong regional brands: such as wolf king, teben, and viavia, etc., occupy 30% of the mid market. The product price is generally between 50-100 yuan, and is specialized in manufacturing, with relatively stable product quality and low repair rate,. In some domestic regional markets, it has become a relatively strong "leader" brand.
Small and medium-sized brands in the region: Kate, Ruibao, Haibo, etc., are numerous, which together occupy 40% of the middle and low-end markets. The product price is generally between 30-60 yuan, the production cost of the products is low, the sales price is cheap, the product quality is generally poor, the repair rate is high, the consumers are not loyal to the products, and it is difficult to form a brand. The sales mainly rely on low prices, through the wholesale market of the second batch of networks, widely into the small and medium-sized fishing terminal, and then sell to the price sensitive Diaoyu.
2) Regional agents:
The jargon is called large market business. Because upstream manufacturers are used to high-end delivery, they do not manage the circulation channels of products. Therefore, in the regional market, the uncontrolled supply of manufacturers is that the large market cannot control the customers and markets of the lower retail network. They have been suffering from the vertical and horizontal conflicts caused by the chaos in the circulation field. The conflict comes from: as long as the large market merchants put their heart into it, they will face the cross regional goods, bad price impact of other regional agents or the random crossing of lower retailers to purchase directly from the manufacturers.
In the face of such a chaotic circulation situation, many regional market merchants are implementing the transformation spontaneously. There are two basic ideas: 1. To penetrate upstream to control the source of goods. 2. Swim down and penetrate, strengthen the relationship with consumers or terminals. The specific forms are as follows:
A. To penetrate upstream, with the accurate grasp of market demand, develop the self-owned brand products, outsource the design and production links of products, and then distribute the finished products of their own brands to the existing subordinate network to realize the control of the source of goods. This mode needs to grasp the market demand ability well（ Such as: Jiangsu Wuxi Sanlian fishing gear)
B. The company will travel down and penetrate, open chain terminals with its own brand, provide good products and value-added services for consumers, collect Diaoyu information, establish Diaoyu club, and realize market root. This model requires good retail management and customer management capabilities（ For example: Hunan Changsha Wenqiang fishing gear)
C. When choosing the agent product, it is required to obtain the exclusive agency right of the product in a certain market area, and then the manufacturer must promise to regulate and manage the product source. At the same time, by providing value-added services to the lower retail customers, the position of the regional marketing network manager is strengthened. Specific value added services include:
a) Establish and widely distribute product catalog atlas or recommended product volume of each phase, including the reason for product recommendation, suitable for the crowd, suitable for fishing method and selling point, and facilitate the selection of stock for fishing gear terminal.
b) Establish database to count the purchase quantity and product details of each customer, analyze market demand, optimize their own inventory structure and capital occupation, and achieve accurate marketing.
c) According to the market sales, the terminal oriented purchase reward plan is formulated regularly to promote new products, clean up inventory, network penetration and occupy the market.
d) Establish a warehouse in the flower and bird market in Diaoyu store or send business personnel to visit the site regularly to complete the fast supply, delivery, maintenance and promotion services for other zero stores in the market.
e) Integrate the resources of the manufacturer and conduct centralized training on fishing and fishing gear knowledge for the guide purchase of fishing gear terminal.
f) Integrate the manufacturer resources, lead and organize fishing competitions with retail terminals as the enrollment units to help lower level fishing gear terminals gather customers.
3) Fishing gear Retailer:
Fishing tackle chain: the fishing tackle chain stores represented by Australia, Hester, East District and Shangzhou house shall implement a unified new retail management standard of brand promotion, procurement and distribution, daily operation and whole service. The professional guide service, high-quality and rich products, unified and reasonable price, good shopping environment, convenient after-sales service place and other consumer values will lead them to become the mainstream circulation business in the fishing gear industry in the future. The gradual expansion of this new type of business will directly or indirectly promote the upgrading of the circulation and production of fishing gear industry, and gradually change the current situation of the management confusion in the circulation field.
Traditional fishing tackle stores: traditional Diaoyu stores still occupy the position of main retail channels, with large numbers and relatively scattered distribution, which can effectively meet the convenience purchase needs of Diaoyu in different regions. In addition, the owners of traditional fishing gear stores are generally senior Diaoyu with certain influence in fishing circle. They maintain old customers and realize fishing gear sales by providing professional fishing advice. The stock of fish line wheel products generally accounts for about 10% of the purchase amount of traditional fishing gear stores. For fishing gear sales, April October is the peak season of sales every year, while the rest of the time is off season, and the sales in the low peak season vary greatly.
Online fishing tackle shop: with the rapid development of Internet and e-commerce in China, many original physical store owners or other businessmen have seen the business opportunities of online sales, and have opened their own sales websites or opened stores on C to C websites such as Taobao and eBay, which further diverted some of the businesses of the physical diaoyware stores.
