Study on the competitive situation and strategy of Shanghai aquatic products market in Tongchuan Road, Shanghai

Seven or eight years ago, the news of the relocation of Tongchuan Road Aquatic Products Market triggered a boom in the construction of Shanghai Aquatic Products Market. Shanghai Oriental International Aquatic Center and Shanghai Jiangyang Aquatic Market started construction in 2006. Tongchuan road aquatic products market did not move, but in 2007 and 2008, Shanghai aquatic products market set off a big wave. In the end, half of Jiangpu Road Frozen Products Market, Qinhuangdao Road Shell Market, Simon Road Guotai Freshwater Fish Market, Shiliupu Jellyfish Market and Pudong Evergrande Frozen Fresh Market all settled in Oriental International Water Center.

With the sound of Tongchuan Road aquatic products market moving again, a new reshuffle of Shanghai aquatic products market is inevitable. Facing the rare development opportunity related to "future and destiny", Shanghai aquatic products market is preparing for war.

This paper discusses the development, competitive situation and competitive strategy of Shanghai aquatic products market. As the largest aquatic product consumption city in China, Shanghai has a very active aquatic product circulation and a long history. 65438-0934 Shanghai Fish Market, built by the National Government in Fuxing Island, Shanghai, is the most complete aquatic product market with the largest trading volume in China. After liberation to the reform and opening up, for decades, aquatic products were purchased and sold in a unified way, and the wholesale market of aquatic products disappeared. From 65438 to 0979, the purchase and sale policy of aquatic products in Shanghai began to be gradually liberalized. From 65438 to 0985, Shanghai fully opened the production and circulation of aquatic products, and the circulation of aquatic products developed rapidly. Starting from 1979, state-owned aquatic products enterprises have set up six aquatic products trading warehouses with the rudiment of aquatic products wholesale market, and collective and individual households have also set up aquatic products trading warehouses along the Huangpu River. By 1996, there were 74 such warehouses in Yangpu, Heather, Hongkou, Baoshan, Pudong and Fengxian (only 20 were officially registered), of which 9 were state-owned.

Since the reform and opening up, Shanghai aquatic products market has gone through the road from spontaneous formation to standardized development, from small warehouses to large markets, from state-owned collectives to joint-stock collectives, especially from many small warehouses such as "crucian carp crossing the river" to the current large-scale aquatic products market of about 10. During this period, it has undergone many changes, and the main reason for each change is the transformation of Shanghai's urban construction, and the result of the change is the disappearance of more small aquatic products markets.

The latest change in Shanghai aquatic products market began at the end of 2006 and ended in 2008. In 2006, Shanghai Simon Road Aquatic Products Investment and Development Co., Ltd. rebuilt and built Shanghai Oriental International Aquatic Products Center on the basis of China Aquatic Products Company, No.2866 Simon Road, Yangpu District, in order to win customers from Tongchuan Road Aquatic Products Market, which may be relocated, and accommodate customers from Jiangpu Road Frozen Products Market, which was relocated due to the construction of Fisherman's Wharf. At the same time, in order to win customers who may relocate Tongchuan Road Aquatic Products Market, Shanghai Xuancheng Logistics Co., Ltd. built Shanghai Jiangyang Aquatic Products Market at No.700, Shanghai Jiangyang Agricultural Products Wholesale Market, Taihe Road, Baoshan District. The linear distance between the two markets does not exceed 10 km.

In the competition between the two markets, the Oriental International Water Center has good advantages in hardware (cold storage, the nearest location to Jiangpu Road Market) and software (the main managers of Jiangpu Road Market enter the Oriental International Water Center), and the customers of Jiangpu Road Frozen Products Market all come to the Oriental International Water Center. Evergrande chilled market (located in Pudong, nanpu bridge) was relocated due to the World Expo. With the advantages of more than 300 frozen products customers, Oriental International Water Center basically shares more than 200 chilled customers in Evergrande chilled market with Jiading Ma Lu aquatic products market. Subsequently, almost all customers of Qinhuangdao Road Shell Market successfully entered the Oriental International Water Center, while the original customer of Simon Road 1233 was established in 1998. This round of competition ended with the victory of Oriental International Aquatic Center. However, Jiangyang aquatic products market is not without gains. A few small customers, such as shells, fresh live products, frozen products and chilled products, have settled in the market, while the big customers of Tongchuan Road Aquatic Products Market have invested a lot of money in the transformation of Jiangyang Aquatic Products Market, which is the biggest gain of Jiangyang Market. Tongchuan Road Aquatic Products Market has been relocated, and the stairs have been ringing for seven or eight years. In the last year or two, I believe that people will eventually come down. Once people really come down, it will inevitably lead to a new round of competition in Shanghai's aquatic products market and a major reshuffle in Shanghai's aquatic products market. Compared with the past, this competition will be extremely fierce for two reasons:

First, the stability period after shuffling is relatively long, so all parties will go all out. According to experience, after each reshuffle, the next aquatic product market will be relocated due to urban transformation, which is a period of relatively stable competition in the aquatic product market. Shanghai aquatic products market, except Tongchuan Road aquatic products market, is far away from the central city. Within ten years, the aquatic product market is less likely to be relocated due to urban transformation. In other words, if Tongchuan Road Aquatic Products Market cannot win its customers during the relocation, it will be difficult to win aquatic products distributors in the next decade.

Second, Shanghai's related aquatic products market has been waiting for customers in Tongchuan Road Aquatic Products Market for too long, and the price is very high. All parties are determined to fight. Seven or eight years ago, Tongchuan Road Aquatic Products Market said that it would be relocated, and Shanghai also had markets specially built for this purpose, such as Jiangyang Aquatic Products Market, such as Oriental International Aquatic Products Center; Some markets have high hopes, such as Shanghai Xijiao International Agricultural Products Trading Center; Some markets want a piece of the action, such as Shanghai Evergrande Aquatic Products Market (for which more than 30 stores have been expanded/kloc-0), and Shanghai Agricultural Products Center Market (developing into comprehensive aquatic products with the professional advantage of chilled fresh).

Throughout Shanghai's major aquatic products markets, competition has its own advantages and disadvantages. Below, to this, do some brief analysis.

1. Proposed Gulang Road Aquatic Products Market (tentative name)

The management of Tongchuan Road Aquatic Products Market is going to build a new market near Gulang Road, a few kilometers north of Tongchuan Road, with an area of 70- 100 mu, in order to win the main customers of Tongchuan Road Aquatic Products Market.

Competitive advantage: familiar with customers; Being close to the existing market will not affect the life of market customers and will not lose existing buyers; The management team is quite familiar with the business; Private enterprises have quick decision-making, high efficiency and flexible means.

Competitive disadvantage: land implementation may be difficult; The scale is too small, only a small number of customers can be put into Tongchuan, Baichuan and Limin markets, and most customers will be lost; Because of its small scale, it is difficult to become a market, so it is difficult to attract big customers.

2. Jiangyang Aquatic Products Market

Shanghai Jiangyang Aquatic Products Wholesale Trading Market, located atNo. Taihe Road 1700, Baoshan District (the junction of the outer ring road and Jiangyang North Road), was completed and put into use in 2008. The market covers an area of more than 200 mu, with a building area of 6,543,800+2,000 square meters. It consists of six trading buildings and a business information building. There are more than 700 shops/kloc-0 with an area of 20 to 70 square meters in six trading areas, and large underground, above-ground and roof parking lots can accommodate more than 500 vehicles/kloc-0 and more than 3,000 non-motor vehicles.

Competitive advantage: In 2009, a considerable number of large customers of Tongchuan Road Aquatic Products Market invested a lot of money to decorate Jiangyang Market under the preferential policies of Jiangyang Market. After the customers of Tongchuan Road Aquatic Products Market moved there, there was no need for additional investment and decoration. Traffic and geographical location are close to the outer ring road, and cars in other provinces and cities are convenient; Brother Jiangyang agricultural products market has a high degree of integration; 20 1 1 year, a 50,000-ton cold storage invested and built by Weng, a businessman in Wenling, Zhejiang, was put into operation, which was easy to attract frozen products customers. There are a lot of empty shops now, and there is a lot of room for development around. The controlling shareholder is Shanghai Guo Sheng Group, which has strong financial strength and pays more attention to long-term goals, so it will use more preferential measures to attract Tongchuan customers in the competition process.

Competitive disadvantage: the aquatic product market is weak in coordination with the neighboring brother Jiangyang agricultural product market, so it is difficult to reflect the comprehensive advantages; There are vegetable groups in this market, and there are also Guo Sheng groups in the vegetable groups. Poor information transmission, different emphases, multiple management levels and low decision-making efficiency.

3. Oriental International Water Sports Center

Shanghai Oriental International Water Sports Center is located at No.2866, Simon Road, Yangpu District, with its back to Huangpu River, covering an area of 160 mu and a building area of150,000 square meters. With more than 0/200 shops/kloc-,more than 0/00 chilled stalls/kloc-,and 3 cold storages (with a storage capacity of more than 20,000 tons), it is the largest aquatic product in Shanghai at present.

Competitive advantage: popularity, large transaction volume; Frozen products, chilled products, shells and jellyfish have obvious advantages; There are a large number of regular buyers, who can enjoy resources and enhance their popularity.

Competitive disadvantage: the market capacity is too small, the number of vacant shops is only about 150, and the location is not ideal, which is not attractive to customers in Tongchuan Road aquatic products market; The market traffic layout and commercial layout are extremely unreasonable, but the adjustment space is not large and the adjustment cost is large; The traffic jam at the railway crossing is not conducive to winning fresh customers in Tongchuan road aquatic products market; There is a big gap between the actual market income and the estimated income when investing, which increases the difficulty of decision-making.

4. Evergrande Aquatic Products Market

Shanghai Evergrande Commodity Exchange Market is located at No.4188, Yanggao South Road, Pudong New Area (near the outer ring road), covering an area of more than 50 mu, with a building area of10.6 million square meters, 400 stalls and 3 parking lots.

Competitive advantage: convenient transportation, hundreds of new shop stalls, to cope with the relocation of Tongchuan Road aquatic products market customers.

Competitive disadvantage: the geographical position is slightly biased, the radiation limitation is large, and the market scale is small. Customers in Tongchuan Road Aquatic Products Market are worried about the loss of buyers.

5. Xijiao International Agricultural Products Trading Center

Shanghai Xijiao International Agricultural Products Trading Center, located at No.3833, Hua Xu Highway, huaxin town, Qingpu District, is the largest market newly built in Shanghai in 2008 with the highest construction standard, covering an area of 1658 mu and a total construction area of 450,000 square meters.

Competitive advantage: large scale; Strong comprehensiveness; There are many empty shops; There is great room for long-term development and great potential; Cao An market is likely to enter as a whole.

Competitive disadvantage: the road is too far, and now the level of logistics distribution and organization is low, which will lose many buyers and wholesalers are not willing to go; At present, the popularity is not strong, and there are not many businesses. Now we mainly rely on frequent exhibitions and promotions to enhance popularity.

6. Shanghai Agricultural Products Center Market

Shanghai Agricultural Products Center Wholesale Market is located at No.2000, Hunan Road, Pudong New Area, with an area of 1.30 mu and a construction area of nearly 50,000 square meters. The market was put into operation on 1998 and 1, and it is a comprehensive market for agricultural and sideline products. The aquatic products are mainly chilled, which was formed after the closure of the original Jiading Ma Lu aquatic products market in 2008 and the relocation of more than 100 chilled distributors. The chilled fresh trading venue covers an area of about 30 mu, accounting for 60% of the chilled fresh trading volume in Shanghai.

Competitive advantage: large-scale, comprehensive, standardized management, high brand awareness, convenient transportation, chilled first-class wholesale occupies an advantageous position.

Competitive disadvantage: remote geographical location and large radiation limitation. It is rumored that the government may move to Pudong Hangtou in the near future, with a planned area of 500 mu. In this way, it is difficult for this market to attract customers from Tongchuan Road Aquatic Products Market.

7. Cao An Hutai Market

Cao An Hutai Aquatic Products Market, located at No.718 Hutai Branch Road in Zhabei District, is a collective enterprise set up by a local administrative village. Mainly engaged in nearly 10 species of freshwater fish, including four major fish, which is the first-class freshwater fish wholesale market in Shanghai.

Cao An Hutai Aquatic Products Market is satisfied with the present situation, and has no desire to participate in Tongchuan Road Aquatic Products Market to win customers.

To sum up, this round of competition in Shanghai aquatic products market will mainly be launched among the five major markets. The operating cost of aquatic products market is increasing rigidly, and the operating income is difficult to improve. New modes of aquatic products circulation, such as direct selling, supermarkets, specialty stores, counters and online sales, are constantly strengthened, especially online sales, which are favored by merchants because of effectively reducing circulation links and reducing circulation costs. Some customers who deal in aquatic products with high unit price, such as aquatic products gift packages, frozen products, dry goods, processed products and easy-to-protect products, start to sell online, and the aquatic products market is facing customer loss and loss. In the predicament, in addition to improving the degree of organization and service ability, developing e-commerce and logistics distribution business to increase the market radiation scope, an important way out for aquatic products market is to attract more customers to settle in, maximize the scale effect, and seek benefits by scale. The relocation of Tongchuan Road Aquatic Products Market provides the same excellent development opportunities for all aquatic products wholesale markets in Shanghai.

So, what are the factors that determine the success or failure of this round of competition in Shanghai aquatic products market? Get ready! The opportunity never came.

It's for those who are prepared. Below, the competitive strategy of Shanghai aquatic products market is discussed for the reference of those who want to be prepared and win.

1, conduct market research.

Market research is to do relevant research around the relocation of Tongchuan road aquatic products market, so as to provide reference for this market to develop its strengths and avoid its weaknesses and formulate a competitive mode suitable for its own situation.

Based on this purpose, the market research is mainly carried out from three aspects: Tongchuan Road aquatic products market relocation information, Tongchuan Road market customer information and competitor information.

The research on the relocation information of Tongchuan Road aquatic products market mainly focuses on its relocation progress, which is related to the planning of market preparation. The greater the progress and preparation, the greater the assurance of success.

Investigate the customers of Tongchuan Road Aquatic Products Market, focusing on the information of major customers, main business varieties, sources of goods, main sales directions, approximate sales volume, position in the industry (including the relationship with peers), evaluation of major aquatic products markets in Shanghai, and the idea of what to do after relocation.

Competitor survey mainly investigates two kinds of aquatic products markets that pose a great threat to the market: the first kind is the basic situation of the market, including the number of existing customers, customer types, business scale, rent level, settlement methods, business service characteristics, service items and their charging standards, market customer evaluation, and the ability and professionalism of the market management team. The second category is the preparation for market competition, including the main contact with those aquatic products customers, what preferential conditions to give and internal construction and transformation.

2. Adjust the market layout

Tongchuan Road Aquatic Products Market has the advantages of fresh water (including domestic and imported), dry goods and large operators. In order to attract customers of Tongchuan Road Aquatic Products Market, it is necessary to adjust the trading area layout of the market. At the same time, due to the existence of a large number of customers, the flow of people and vehicles has increased, and the existing traffic layout in this market has to be adjusted adaptively to increase parking lots. In addition, the number of accommodation rooms should be increased accordingly, and the drainage and power supply system in this market should be reformed accordingly to meet the new demand.

3. Adjust the customer booth

To win customers, Tongchuan Road Aquatic Products Market must first win its big customers, who have higher requirements for shops: large area and good location; Strive for Tongchuan Road aquatic products market customers, focusing on its fresh water and dry goods customers, and make adjustments according to the principle of returning to the city. According to the above two requirements, the market should adjust the shops and booths of existing customers. It should be adjusted through economic leverage. According to the expiration date of the contract, it should be gradually adjusted in advance to make a smooth transition and reduce the shock, so as to "wait for the target customers in Tongchuan Road Aquatic Products Market".

4, determine the investment policy

Because all customers in Tongchuan Road Aquatic Products Market are striving for it, we should give certain preferential policies. Preferential policies include rental price (transaction rate), reduction range, reduction period, store location and so on. We should formulate preferential policies on the basis of fully investigating customers and competitors in Tongchuan Road market, and avoid slapping our heads, otherwise it will be too preferential, causing unnecessary losses, insufficient preferential strength and lack of attractiveness.

5. Strengthen marketing.

On the one hand, market publicity is the need of market brand image promotion, and it is also a method of attracting investment. Therefore, the aquatic product market should attach great importance to publicity in both the preparation stage and the implementation stage of investment promotion.

Marketing propaganda, in terms of methods, should pay attention to soft propaganda, three-dimensional propaganda and visual propaganda.

Soft propaganda is a kind of propaganda way to analyze the characteristics and advantages of this market, plan and write various articles under the topic of people's livelihood, and publicize this market through various media at all levels. This method has strong feasibility for aquatic products market, good publicity effect and low publicity cost.

Three-dimensional publicity means that all kinds of propaganda methods, carriers and channels come together, social media and professional media come together, print media and audio, video and online media come together, newspapers, periodicals and single pages come together, and mainstream media and non-mainstream media come together. Such three-dimensional publicity has obvious strengthening effect.

Vision propaganda should be practical and realistic, mainly focusing on the innovation of the market in operation, management and service, the direction of the market's efforts to expand sales channels for customers, and the idea of improving the degree of market organization, so as to enhance customers' confidence in the market and make customers feel that they can become bigger and stronger with the market.

6, earnestly implement the three.

To win customers in Tongchuan Road aquatic products market, its success or failure is icing on the cake for some aquatic products markets; For some aquatic products markets, it is a timely help; For some aquaculture markets, it is a matter of life and death. Therefore, we must fully realize the importance of winning customers in Tongchuan Road Aquatic Products Market, and realize that this work is the most important work in this market for a period of time, and the main leaders should make great efforts to personally grasp it. On this basis, we should focus on three implementations: the first is to organize implementation and set up full-time working institutions; The second is to implement personnel, select the most effective personnel, and form a high-quality work team; Third, the implementation of training, professional training for the work team. At the same time, relevant communication skills, customer psychology, marketing strategies and means, etiquette knowledge and basic knowledge of aquatic products should also be given targeted training to improve the actual combat ability of staff.

7. Make a work plan

Everything is established in advance, and it is abolished if it is not foreseen. If you want to do a good job in the customer work of Tongchuan Road Aquatic Products Market, you need a "pre-plan". The "advance" mentioned here is to make a promotion plan for the above work. Work plans should be classified item by item, and details determine success or failure. Detailed decomposition is the premise of whether the work plan can be implemented, and whether it can be comprehensively and meticulously decomposed reflects the working ability of managers. The above work plan should have goals, goals should be phased, goals should determine time nodes, goals should be quantified as much as possible, and those that cannot be quantified should be clearly described qualitatively. The work plan should have responsible departments and responsible persons, cooperative departments and their personnel.

Through the decomposition of the above work and the formulation of the implementation progress, this work can be carried out from the aspects of objectives, standards, time, departments and personnel, so as to make the responsibility boundary clear, put an end to buck passing and facilitate inspection and assessment.