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
Jianfeng Pharmaceutical Party Committee Commemorates 99th Anniversary of Party Founding
In order to celebrate the 99th anniversary of the founding of the Communist Party of China, on the afternoon of June 28, the Party committee of Jianfeng pharmaceutical company held a special commemorative activity. More than 100 Party members reviewed the oath of joining the party and listened to the special party class of "why can the Communist Party of China" delivered by Professor Zhang Wecai of the Party School of Jinhua municipal Party committee. At the beginning of the activity, Jin Huazhong, secretary of the Party Committee of Jianfeng Pharmaceutical, led all the participating party members to review the oath of joining the Party. He emphasized that the oath of joining the party is a solemn promise of every party member. As a party member, you must not forget your original intention, and compare the content of the oath in your work and life, constantly review, constantly reflect, strengthen self-examination, and use practical actions to fulfill your commitment to the party. Promise. On April 17, 2019, General Secretary Xi Jinping pointed out during an inspection in Chongqing: "We must focus on major issues such as why the Communist Party of China can, why Marxism can, and why socialism with Chinese characteristics is'good. 'Ideological and public opinion guidance." In order to enable party members to have a deeper understanding and understanding of this, the party committee of Jianfeng Pharmaceutical invited Professor Zhang Wancai, member of the School Affairs Committee and dean of the Jinhua Municipal Party School, to give a special lecture entitled "Why the Communist Party of China can. Professor Zhang reviewed the glorious history and great achievements of the Communist Party of China, combining theory with examples and current affairs, and expounded from the aspects of the Communist Party of China taking the people as the center, keeping in mind the mission of seeking happiness for the people, having the courage to self revolution and having historical responsibility. The content of his lectures was profound and simple, the classroom atmosphere was serious and earnest, and Party members were deeply enlightened. After the lecture, Jin Huazhong said in his concluding speech that the purpose of holding this commemorative event is to make all party members keep their vows in mind, strengthen theoretical guidance, strengthen ideals and beliefs, consciously practice the theme education of "not forgetting the original intention and keeping in mind the mission", and enhance all party members. Self-confidence in the road, theory, system, and culture. He stressed that the successful experience of the Communist Party of China, as a great organization, is of great practical significance to the reform and development of enterprises. Party organizations at all levels of Jianfeng Pharmaceutical should further strengthen the building of party branches and party members, further give full play to the political core role of party organizations and the vanguard and exemplary role of party members, promote the production and operation of enterprises with party building, and unite the broad masses of party members, cadres and all staff. devote themselves to all kinds of work with more enthusiasm, higher morale and more pragmatic style, and strive to achieve the annual work goals of the pharmaceutical company, together to build a better peak pharmaceutical industry. (Reporter Chen Shengmu)
2020
07-03
Jianfeng Pharmaceutical Party Committee Commemorates 99th Anniversary of Party Founding
In order to celebrate the 99th anniversary of the founding of the Communist Party of China, on the afternoon of June 28, the Party committee of Jianfeng pharmaceutical company held a special commemorative activity. More than 100 Party members reviewed the oath of joining the party and listened to the special party class of "why can the Communist Party of China" delivered by Professor Zhang Wecai of the Party School of Jinhua municipal Party committee. At the beginning of the activity, Jin Huazhong, secretary of the Party Committee of Jianfeng Pharmaceutical, led all the participating party members to review the oath of joining the Party. He emphasized that the oath of joining the party is a solemn promise of every party member. As a party member, you must not forget your original intention, and compare the content of the oath in your work and life, constantly review, constantly reflect, strengthen self-examination, and use practical actions to fulfill your commitment to the party. Promise. On April 17, 2019, General Secretary Xi Jinping pointed out during an inspection in Chongqing: "We must focus on major issues such as why the Communist Party of China can, why Marxism can, and why socialism with Chinese characteristics is'good. 'Ideological and public opinion guidance." In order to enable party members to have a deeper understanding and understanding of this, the party committee of Jianfeng Pharmaceutical invited Professor Zhang Wancai, member of the School Affairs Committee and dean of the Jinhua Municipal Party School, to give a special lecture entitled "Why the Communist Party of China can. Professor Zhang reviewed the glorious history and great achievements of the Communist Party of China, combining theory with examples and current affairs, and expounded from the aspects of the Communist Party of China taking the people as the center, keeping in mind the mission of seeking happiness for the people, having the courage to self revolution and having historical responsibility. The content of his lectures was profound and simple, the classroom atmosphere was serious and earnest, and Party members were deeply enlightened. After the lecture, Jin Huazhong said in his concluding speech that the purpose of holding this commemorative event is to make all party members keep their vows in mind, strengthen theoretical guidance, strengthen ideals and beliefs, consciously practice the theme education of "not forgetting the original intention and keeping in mind the mission", and enhance all party members. Self-confidence in the road, theory, system, and culture. He stressed that the successful experience of the Communist Party of China, as a great organization, is of great practical significance to the reform and development of enterprises. Party organizations at all levels of Jianfeng Pharmaceutical should further strengthen the building of party branches and party members, further give full play to the political core role of party organizations and the vanguard and exemplary role of party members, promote the production and operation of enterprises with party building, and unite the broad masses of party members, cadres and all staff. devote themselves to all kinds of work with more enthusiasm, higher morale and more pragmatic style, and strive to achieve the annual work goals of the pharmaceutical company, together to build a better peak pharmaceutical industry. (Reporter Chen Shengmu)
2020
07-03
Jianfeng Pharmaceutical Party Committee Commemorates 99th Anniversary of Party Founding
In order to celebrate the 99th anniversary of the founding of the Communist Party of China, on the afternoon of June 28, the Party committee of Jianfeng pharmaceutical company held a special commemorative activity. More than 100 Party members reviewed the oath of joining the party and listened to the special party class of "why can the Communist Party of China" delivered by Professor Zhang Wecai of the Party School of Jinhua municipal Party committee. At the beginning of the activity, Jin Huazhong, secretary of the Party Committee of Jianfeng Pharmaceutical, led all the participating party members to review the oath of joining the Party. He emphasized that the oath of joining the party is a solemn promise of every party member. As a party member, you must not forget your original intention, and compare the content of the oath in your work and life, constantly review, constantly reflect, strengthen self-examination, and practice with practical actions.
2020
07-02
Jianfeng Pharmaceutical Party Committee Commemorates 99th Anniversary of Party Founding
In order to celebrate the 99th anniversary of the founding of the Communist Party of China, on the afternoon of June 28, the Party committee of Jianfeng pharmaceutical company held a special commemorative activity. More than 100 Party members reviewed the oath of joining the party and listened to the special party class of "why can the Communist Party of China" delivered by Professor Zhang Wecai of the Party School of Jinhua municipal Party committee. At the beginning of the activity, Jin Huazhong, secretary of the Party Committee of Jianfeng Pharmaceutical, led all the participating party members to review the oath of joining the Party. He emphasized that the oath of joining the party is a solemn promise of every party member. As a party member, you must not forget your original intention, and compare the content of the oath in your work and life, constantly review, constantly reflect, strengthen self-examination, and use practical actions to fulfill your commitment to the party. Promise. On April 17, 2019, General Secretary Xi Jinping pointed out during an inspection in Chongqing: "We must focus on major issues such as why the Communist Party of China can, why Marxism can, and why socialism with Chinese characteristics is'good. 'Ideological and public opinion guidance." In order to enable party members to have a deeper understanding and understanding of this, the party committee of Jianfeng Pharmaceutical invited Professor Zhang Wancai, member of the School Affairs Committee and dean of the Jinhua Municipal Party School, to give a special lecture entitled "Why the Communist Party of China can. Professor Zhang reviewed the glorious history and great achievements of the Communist Party of China, combining theory with examples and current affairs, and expounded from the aspects of the Communist Party of China taking the people as the center, keeping in mind the mission of seeking happiness for the people, having the courage to self revolution and having historical responsibility. The content of his lectures was profound and simple, the classroom atmosphere was serious and earnest, and Party members were deeply enlightened. After the lecture, Jin Huazhong said in his concluding speech that the purpose of holding this commemorative event is to make all party members keep their vows in mind, strengthen theoretical guidance, strengthen ideals and beliefs, consciously practice the theme education of "not forgetting the original intention and keeping in mind the mission", and enhance all party members. Self-confidence in the road, theory, system, and culture. He stressed that the successful experience of the Communist Party of China, as a great organization, is of great practical significance to the reform and development of enterprises. Party organizations at all levels of Jianfeng Pharmaceutical should further strengthen the building of party branches and party members, further give full play to the political core role of party organizations and the vanguard and exemplary role of party members, promote the production and operation of enterprises with party building, and unite the broad masses of party members, cadres and all staff. devote themselves to all kinds of work with more enthusiasm, higher morale and more pragmatic style, and strive to achieve the annual work goals of the pharmaceutical company, together to build a better peak pharmaceutical industry. (Reporter Chen Shengmu)
2020
07-03
Jianfeng Pharmaceutical Party Committee Commemorates 99th Anniversary of Party Founding
In order to celebrate the 99th anniversary of the founding of the Communist Party of China, on the afternoon of June 28, the Party committee of Jianfeng pharmaceutical company held a special commemorative activity. More than 100 Party members reviewed the oath of joining the party and listened to the special party class of "why can the Communist Party of China" delivered by Professor Zhang Wecai of the Party School of Jinhua municipal Party committee. At the beginning of the activity, Jin Huazhong, secretary of the Party Committee of Jianfeng Pharmaceutical, led all the participating party members to review the oath of joining the Party. He emphasized that the oath of joining the party is a solemn promise of every party member. As a party member, you must not forget your original intention, and compare the content of the oath in your work and life, constantly review, constantly reflect, strengthen self-examination, and practice with practical actions.
2020
07-02
Spike Pharmaceuticals and its products won the annual "War Epidemic Double Star"
Recently, the results of the 2020 pharmaceutical industry "War Epidemic Star" public welfare selection activity were announced, Zhejiang Peak Pharmaceutical Company and its products injection penciclovir were selected at the same time, becoming the annual "War Epidemic Double Star". Since the outbreak of the new coronary pneumonia epidemic, Chinese pharmaceutical companies have shown their due commitment and dedication to the prevention and control of the epidemic, donating money and materials, developing drugs and developing vaccines. In order to bear in mind the enterprises that have made outstanding contributions in the epidemic prevention and control war, on April 24, the public welfare selection activity of "Star of War Epidemic" in the pharmaceutical industry in 2020 sponsored by the Medical Observer was officially launched. It lasted for more than a month and selected 10 pharmaceutical enterprises with the most social responsibility of "Star of War Epidemic" in 2020 and 10 BRICS varieties of "Star of War Epidemic" in 2020 respectively. As a listed company with a sense of social responsibility, Jianfeng Group takes "moral responsibility to help the world" as its corporate tenet. At the beginning of the outbreak, Jianfeng Group took the initiative to support the prevention and control of the epidemic. According to incomplete statistics, Jianfeng Pharmaceutical and its subsidiaries donated 700000 yuan in cash to medical institutions in Jinhua, Anhui and other places through various channels, as well as medical supplies such as protective clothing, gloves, medical masks, and disinfectants. In addition to targeted donations to medical institutions, at the beginning of the outbreak, the majority of employees of Peak Pharmaceuticals and its affiliated Jinhua Pharmaceutical Company and Peak Pharmacy gave up rest and organized the purchase of masks, alcohol, thermal guns, disinfectants, protective clothing and other epidemic prevention supplies through various channels. Penciclovir for injection, a product of Spike Pharmaceuticals, is the latest dosage form of open-loop nucleoside anti-herpes virus drugs.
2020
07-31
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