Peak Health "Test Sword" Ou City
Release time:
2020-08-14
Establish Brand Image and Create Model Market
Peak Health "Test Sword" Oucheng
"Honor Parents, Send Elders, Choose Broken Ganoderma Spore Powder, Identify Peak Renshou Hall, Produced by Listed Companies, Quality Assurance, Available in Wenzhou". Recently, with a beautiful female voice echoing on Wenzhou FM93.8 Radio Station, the second phase of the advertisement of the peak health technology company to enter the Wenzhou terminal market was officially launched.
set the strategy. After several years of precipitation in the "established" market
, Peak Health has gradually achieved certain results. In order to improve the product marketing power, brand influence and the overall marketing expansion of the enterprise, based on the current situation of the enterprise and the perspective of long-term strategic development, Peak Health in 2018 has carefully planned the health care product business development strategy and made it clear that the health care product marketing of the enterprise should develop in a long-oriented and steady, you need to have a mature and effective OTC model marketing model to achieve rapid replication and expansion... Based on the needs of the development of the enterprise's marketing strategy, through several in-depth market research in the early stage, combined with the factors of the enterprise, market, product, team and so on, the SWOT comprehensive analysis is carried out, and finally the OTC core marketing strategy is determined: the model market cannot follow the trend, it is necessary to abandon the traditional marketing strategy of holding high and playing OTC , and the low-cost marketing strategy of avoiding strong is more suitable for the long-term development of peak health. Based on this, the model market of peak health chose to avoid the first-tier / provincial capital cities, and finally chose the second-tier city-Wenzhou. The model building of the second-tier market can well achieve the role of connecting the preceding and the following, and can provide mature experience for opening up other blank markets in the future, which is conducive to replication and rapid expansion. 2018 3 January, peak health officially entered Wenzhou market.
to make a model, the rational idea
to build around Wenzhou market, peak health to determine the "peak Renshou Tang" brand of broken ganoderma lucidum spore powder as the core sales carrier, take the combination of push and pull to carry out the model market to build work, through the three-dimensional media delivery, combined with the construction of terminal model stores (store packaging / sales atmosphere marketing) diversified promotion (buy gift / testing / exchange purchase / referral courtesy, etc.) marketing incentives (sales competition / pacesetter selection, etc.) store training (store manager / clerk products and sales skills training) and other ways, fully pull the Wenzhou terminal market, to achieve the model model molding.
Expand Channel, Build Market
Model Market Channel Construction Based on the principle of precise layout, Peak Health selects the large and medium-sized pharmaceutical chain A/B terminal in Wenzhou regional market as the core selling point of "Peak Renshou Hall" broken wall Ganoderma lucidum spore powder for layout. It is a difficult and long process to open up blank market channels. In the early stage of Wenzhou market, the channel expansion work is faced with the influence of product brand power, entry cost, price system, team personnel, marketing support and other factors, which once caused the channel construction to stagnate. In this case, the marketing personnel give full play to their independent initiative, Through the integration of resources, personalized public relations and other ways, gradually realize the channel expansion and expansion. By the end of 11 , Wenzhou terminal has developed Wenzhou yizheng, ye tongrentang, yizhou, yueqing ningkang, Pingyang ping an and other pharmaceutical chains, totaling 200 and A/B terminal stores, all of which have now been put on sale.
The construction of the model market terminal image store is an essential link to create a sales atmosphere for products at the terminal sales point. In the early stage of the market launch, Peak Health designed and produced a series of brand explosion stickers, posters, flags, balloons, POP and other image store construction materials. In view of the construction of the "Jianfeng Renshou Hall" broken-wall Ganoderma lucidum spore powder terminal image store, the model market has carried out all-round store packaging for dozens of core sales points in Wenzhou on the premise of following the 28 laws and according to the packaging strategy requirements of "internal and external combination, point-to-surface echo and product focus", which has excellently created the sales atmosphere of terminal sales points and played a certain visual marketing purpose.
"Plastic" Brand, Increase Thrust
In order to improve the brand awareness of "Jianfeng Renshou Hall", enhance the brand marketing power, increase the sales thrust of products, enhance the cooperation of cooperative chain parties, enhance the competitiveness of our products, and provide promotion basis for the later blank market development, Jianfeng Health combines its own enterprise development status and product attributes, in line with the principle of cost control, phased implementation and evaluation of benign production ratio, two phases of accurate media advertising were carried out.
2018 9 - 11 , the first phase of brand recognition advertising will be carried out. The main appeal is to let Wenzhou citizens know that "Jianfeng Renshou Hall" has come to Wenzhou and is available in major pharmacies so that the target population can know and have access to the product. Expand influence through user experience, provide support for offline activity promotion, and lay the foundation for in-depth promotion in the later market. The media form adopts the form of bus tail sticker, radio station hard wide and community elevator projection. 12 - 2019 2 April, the second phase of brand promotion advertising was carried out. The main appeal was to give gifts, so that the "Jianfeng Renshou Hall" broken-wall Ganoderma spore powder was deeply rooted in the hearts of the people, to create a benchmark for the "broken-wall Ganoderma spore powder" series of products, to establish reputation and loyalty, and to deepen and enhance the brand image again. In addition to the continuation of the first phase of the bus tail stickers, radio hard and wide, but also the use of public transport mobile television, "health guide" column recommendation and other forms of media expression. Through nearly 4 months of advertising, the awareness of Jianfeng Renshou Hall and its series of products in Wenzhou market has been greatly improved.
"Push" Activities to Promote Sales
With the gradual improvement of Wenzhou's model market and publicity, terminal stores have carried out a series of activities simultaneously. For Valentine's Day, Mid-Autumn Festival, National Day, Double Eleven and other special days, terminal stores have carried out free tasting, gathering cost-effective, healthy "gift-giving and other activities. The high-frequency implementation of the activity has improved the traffic of terminal stores and completed the transformation of some customers at the same time, and has been well received by stores and consumers, and many consumers have called to consult.
The creation of Wenzhou model market has promoted the development of Jianfeng Health to a big step forward in the development of health industry, paving the way for Jianfeng Health to expand blank markets around the world. After a series of model market construction and promotion activities, the popularity of Jianfeng Health brand and products has been greatly improved, which has laid the foundation for the follow-up development of Wenzhou market. (Wang Bingbing)
More information
July 1 is the anniversary of the founding of the Communist Party of China. The party committee of the group organized the party members of the group headquarters and the heads of the grassroots party organizations to go to Jinggangshan, the red holy land, to retake the revolutionary road taken by the ancestors and review the history of revolutionary struggle.
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The Party Committee of the Group organized a thematic education seminar to study
On June 27, the Party Committee of the Group Company organized an education seminar on the theme of studying and implementing Xi Jinping's thoughts on socialism with Chinese characteristics in the new era. Jiang Xinwang, a professor and master tutor of Zhejiang Normal University, explained the deployment requirements of economic work and Xi Jinping's economic thoughts in the report of the 20th National Congress of the Communist Party of China with the theme of "accelerating the construction of a new development pattern and promoting high-quality development.
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Jianfeng Pharmaceutical rehired Academician Wang Guangji as Chief Scientist
On April 30, Jiang Xiaomeng, chairman of the group company and chairman of Jianfeng Pharmaceutical Company, on behalf of Jianfeng Pharmaceutical Company, issued a letter of appointment to Professor Wang Guangji, academician of the Chinese Academy of Engineering, and renewed him as the chief scientist of the pharmaceutical company.
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Jinhua Development Conference and Wucheng Development Conference
On April 30 and May 1, the third Jinhua Development Conference and the second Wucheng Development Conference opened successively. Jiang Xiaomeng, secretary of the party committee and chairman of the group company, won two major awards at the "Jinhua Development Outstanding Achievement Award" and "Wucheng Development Merit Award" at the two conferences, and participated in the Jinhua Life and Health Industry Summit roundtable and other activities.
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Daye Peak Cement Company, National "Green Factory"!
The Ministry of Industry and Information Technology recently announced the 2022 national green manufacturing list, Daye Peak Cement Company successfully ranked among the national "green factories. Green manufacturing is also known as environmentally conscious manufacturing, that is, in the manufacturing process, a modern manufacturing model that comprehensively considers environmental impact and resource benefits. Its purpose is to use technical means to optimize manufacturing procedures, minimize the impact on the environment (negative effect), and resource utilization The highest rate, and the coordination and optimization of economic and social benefits of enterprises, so as to achieve the purpose of resource conservation and sustainable development. In recent years, with the rapid development of social economy, the state attaches great importance to the construction of ecological civilization and ecological environment protection, and further promoting the construction of green manufacturing system has become an important means to promote high-quality development and maintain green water and green mountains forever. As an important part of the green manufacturing system, the Ministry of Industry and Information Technology has organized and carried out the creation of national-level green factories since 2017, and has conducted nationwide selection. It is an authoritative recognition for companies that meet the "green development" and aims to improve my country's green Manufacturing system, comprehensive implementation of green manufacturing, and help the industrial sector achieve the goal of carbon peak and carbon neutrality, it is an important way to promote the structural optimization of various industries, to get out of trouble and upgrade, and to improve quality and efficiency. Green factory refers to the realization of land intensive, raw materials harmless, clean production, waste resources, energy low-carbon factories. As the production unit of the manufacturing industry, the factory is the main body of the implementation of green manufacturing, which belongs to the core support unit of the green manufacturing system, focusing on the greening of the production process. Over the years, Daye Jianfeng has been adhering to the concept of green and low-carbon development, making every effort to build a garden-style factory. Through formulating plans and subdividing targets, it has clearly defined the total energy consumption and pollutant emission targets, and through carrying out school-enterprise cooperation to promote industry-university-research, it has actively implemented the strategy of "carbon peak and carbon neutrality", invested a huge amount of funds every year for technological transformation, and successively implemented technological transformation projects such as electric bags and low-nitrogen combustion upgrading, take the lead in the application of emission reduction technologies such as wet desulfurization and precise denitrification in the cement industry in Hubei Province, and continue to promote energy conservation, consumption reduction, and emission reduction. After the technical transformation, the company can save 3000 tons of standard coal every year, reduce the intensity of carbon dioxide emissions by 3.6, improve the level of energy-saving and green environmental protection management, and achieve the goal of creating a green factory. Being rated as a national-level green factory is not only a high affirmation and encouragement of Daye Peak's adherence to green, low-carbon and innovative development, but also an opportunity for Daye Peak to further promote green development. The person in charge of Daye Peak said that in accordance with national requirements, local industrial and information authorities should strengthen the connection between the units listed in the green manufacturing list and relevant industrial policies, give full play to the demonstration role of point to area, lead the green transformation of the manufacturing industry in the region, strengthen tracking guidance and dynamic management, and review the key indicators specified in the dynamic management table, Daye Peak will be in the future work, we will continue to further promote the management of environmental protection, energy conservation and emission reduction, give full play to the leading role of green factories in benchmarking, make low-carbon energy conservation, green environmental protection and reduce energy consumption the main keynote of enterprise development, and make continuous efforts to promote the high-quality development of enterprises and local economy. (Junin)
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"Cement Economy 50 People Forum" Jiang Xiaomeng Talk about the Future Development of Cement Industry
On March 14, the "Cement Economy 50 Forum" hosted by China Cement Network was held in Hangzhou, inviting 50 influential economic figures in the cement industry to discuss the future development of China's cement industry. Jiang Xiaomeng, chairman of the group company, was invited to attend the forum to discuss the development of the cement industry with his peers. The theme of this forum is "strengthening confidence, seeking breakthrough, and promoting development". It aims to point out the disadvantages of "mud", actively provide suggestions for the competent departments, enterprise transformation and upgrading, strategic and tactical decision-making in the difficult period of the cement industry, and provide new think tank opinions and methods to help form a new cement economic ecology. In the context of the sharp decline in demand, the cement industry is trapped inside and outside, how to revive the glory? How do cement companies survive and develop next? Around these two topics, the guests at the meeting had a heated discussion. Jiang Xiaomeng pointed out in his speech at the forum that the development of any enterprise is inseparable from the healthy development of the industry. Only when the industry is good can the enterprise be good, and the interests of the industry are greater than the interests of the enterprise. In addition, the competition of similar enterprises should seek a breakthrough from the differentiation, and it is unreasonable to blindly pursue low prices. Industry synergy, industry synergy, supply, demand, price, to find a common price line, on the basis of competition and cooperation, from the management services, cost control and other aspects to highlight the advantages of enterprises. The participants reached consensus on many issues after heated discussions. It is generally believed that 2022 is the most complex year in the cement industry in the past decade, affected by the multi-point spread of the epidemic, real estate downturn and other factors, the cement market demand is sluggish, the contradiction between supply and demand is prominent, prices are falling rapidly, business difficulties, the pace of steady growth of the industry is blocked. Entering 2023, under the macroeconomic situation of stabilizing the economy and promoting development, as well as various regions stepping up efforts to promote the construction of major projects, cement demand is expected to increase in 2023 compared with 2022, and the situation in the second half of the year will be better than that in the first half. However, under the expectation of restorative growth in demand, the cement industry is still facing uncertainties such as continued bottoming of real estate, high energy costs, and overcapacity. In this regard, we should resolutely maintain the normal order of the industry, make concerted efforts to help the industry get out of the predicament, and firmly implement staggered peak production. Through mergers and acquisitions, carbon quotas, energy efficiency indicators, environmental protection indicators, coal indicators, market competition and other means to further resolve the contradiction of overcapacity, optimize the industrial layout, and adhere to innovation-driven in digital, intelligent and green development, so as to promote and finally realize the high-quality development of the cement industry. (this newspaper reporter)
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