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Rice Division Picking up Pace in End Market Development Release Time : 2012-03-20

Rice Division held the rice dealer meeting at COFCO Leadership Development Center on April 13. The meeting started the division’s countrywide expansion.

Ms. Yang Hong, Deputy GM of China Agri (HK0606) and GM of Rice Division, set clear targets for this year, i.e., 650,000 tons sales, covering all the capital cities, 50% other cities and 30% counties, and selling rice at 60,000 end market shops.

In order to reach the targets, Rice Division will improve sales channels and customer management procedure and standards, deepen the partnership with dealers, and expand geographic and shop coverage in 2010. On this basis, the division will develop 100 large sized dealers and 1000 flagships as the solid cornerstone respectively to sales channels and brand image, so that they could interact with consumers effectively to offer fantastic experience.

Rice Division makes a lot of moves in sales channels, end market shops and brand promotion. It gives attention and support to important dealers in 2010 to set examples for building better sales channels, e.g., greater stimulus for better performing dealers. Echoing Shanghai Expo, it will initiate the marketing campaign like national tour exhibition, rice culture festival and community promotion.

Rice Division will introduce to the market new rice products like Jiangsu Rice, Xiangshui Rice and Ningxia Rice which is grown only in limited areas and offered to meet different demands. With sales channel development deepened, Fortune Rice will be no doubt preference of increasingly more families.

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