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 Pharmaceuticals ranks among the top 50 creative enterprises in Jinhua
News from our newspaper April 26 is World Intellectual Property Day. Jinhua City released the list of "Top 50 Creative Enterprises" for the first time. Jianfeng Pharmaceutical Company entered the list and ranked second among the enterprises in Jinhua Development Zone. The selection of creative enterprises, the enterprise holds the effective invention patent as the main indicator. Over the years, Jianfeng Pharmaceutical Co., Ltd. has taken "intellectual property rights help enterprise development, and scientific and technological innovation creates a century-old peak" as the company's intellectual property policy. It has actively cooperated with China Pharmaceutical University, Sichuan Institute of Antibiotic Industry, Zhejiang University of Technology, Xiamen University and other units to build a scientific research and innovation platform integrating production, learning and research, and flexibly introduced Academician Wang Guangji and Academician Shan Weiguang with the chief scientist system, according to the direction of enterprise development strategy to carry out scientific research work, and achieved fruitful results. In 2019, Spike Pharmaceuticals applied for 2 invention patents and obtained 5 patent authorizations, including 1 invention. By the end of 2019, Spike Pharmaceuticals had obtained a total of 37 patents (including 2 PCT patents), of which 28 were inventions. In recent years, in order to better integrate with the international market, Jianfeng Pharmaceutical has made a complete patent layout for the new drug DPT under development, and has applied for patent protection in multiple countries through the PCT application channel for core patents, and finally in the high-level United States. And Japan was authorized to lay a solid foundation for the product to enter these two overseas high-end markets. At the same time, around the core patent, applied for the preparation, crystal type patent and obtained the invention patent authorization 5. In addition, pharmaceutical companies have also developed patents for other varieties under research.
2020
07-31
Since the resumption of work after the Spring Festival, on March 17, Yu Jian, general manager of the group company, went to the site of the Huangping project in Guizhou to guide the construction progress of the Huangping project. During his stay in Huang Ping, General Manager Yu Jianhong visited the construction site of the project carefully, interviewed the project leaders of each construction unit respectively, sorted out the installation time of each unit of civil engineering and the completion time of each equipment installation, and required each construction unit to push forward the project progress in strict accordance with the agreed time node. At the same time, in view of the current epidemic prevention and control work and on-site construction safety management, Yu Jianhong also further put forward requirements, hoping to achieve "zero infection, zero accident". On the 18th, Yu Jianhong also conducted a research on the market in Kaili and other surrounding areas together with the marketing personnel of Guizhou Jianfeng Marketing Department, and put forward guiding opinions on the cement sales advertising plan and the division of cement sales areas. On this business trip, Yu Jianhong also specially brought Jinhua specialty ham and crisp cakes to the project team members, which were welcomed by everyone. (Lei Yuan)
2020
07-31
Since the resumption of work after the Spring Festival, on March 17, Yu Jian, general manager of the group company, went to the site of the Huangping project in Guizhou to guide the construction progress of the Huangping project. During his stay in Huang Ping, General Manager Yu Jianhong visited the construction site of the project carefully, interviewed the project leaders of each construction unit respectively, sorted out the installation time of each unit of civil engineering and the completion time of each equipment installation, and required each construction unit to push forward the project progress in strict accordance with the agreed time node. At the same time, in view of the current epidemic prevention and control work and on-site construction safety management, Yu Jianhong also further put forward requirements, hoping to achieve "zero infection, zero accident". On the 18th, Yu Jianhong also conducted a research on the market in Kaili and other surrounding areas together with the marketing personnel of Guizhou Jianfeng Marketing Department, and put forward guiding opinions on the cement sales advertising plan and the division of cement sales areas. On this business trip, Yu Jianhong also specially brought Jinhua specialty ham and crisp cakes to the project team members, which were welcomed by everyone. (Lei Yuan)
2020
07-31
Jinhua chain pharmacy big "physical examination" peak pharmacy got an "A"
Jinhua City Market Supervision Bureau recently announced the results of drug quality credit rating of drug retail chain enterprises in the city, and Jianfeng Pharmacy was rated as A in this "physical examination. According to the spirit of the document "Implementation Plan for Drug Quality Credit Classification Management of Jinhua Drug Trading Enterprises" and in accordance with relevant evaluation standards, Jinhua Market Supervision Bureau evaluated the 2019 drug quality credit rating of 34 drug retail chain enterprises (headquarters) in the city that met the evaluation requirements, involving 1498 stores. The score combines the daily supervision and inspection of chain headquarters, GSP certification inspection, administrative punishment and other drug quality-related information with the credit rating results of subordinate stores, and divides 100 into basic points, and forms the final score after adding and subtracting points according to the evaluation system. Those with 93 points or above are grade A (trustworthy enterprises),85-92 are grade B (basically trustworthy enterprises), and 80-84 are grade C (slightly dishonest enterprises), A score below 80 is Grade D (seriously dishonest enterprise). It is understood that the market supervision department will enter the enterprise credit rating evaluation results into the drug safety credit management system of Zhejiang Food and Drug Administration and Jinhua intelligent supervision and supervision platform to establish enterprise credit files. According to the credit rating evaluation results over the years, classified management will be carried out, and low-grade enterprises will increase the frequency of inspection. The "credit rating publicity board of drug trading enterprises" will be hung in the retail drugstore hall, and the evaluation results of the store will be publicized every year, let the people intuitively understand the credit situation of the store. At the same time, A- level enterprises are also the threshold for obtaining the qualification of designated medical insurance units, all kinds
2020
07-31
Daye Mayor to Daye Peak Research Issued "Anti-Epidemic" Donation Certificate
On the morning of March 26, Daye City Deputy Secretary, Mayor Zhou Jun and Daye City Economic and Information Bureau, Security Town and other responsible persons visited Daye Peak Cement Company to understand the epidemic prevention and control and resumption of production, and on behalf of the Daye City Charity Federation issued a certificate of donation of epidemic prevention and control materials. Accompanied by Zhang Fengliang, deputy general manager of the group company and general manager of Daye Peak, Yuan Xianming, executive deputy general manager of Daye Peak, and others, Zhou Jun and his entourage went to the work site of Daye Peak to learn about the resumption of work and production. Zhang Fengliang introduced the progress of the upgrading and transformation of the grate cooler, the transformation of the kiln cylinder and the technical transformation of the cement mill system, and made a detailed report on the production and technical transformation organization of the enterprise during the epidemic, and expressed his gratitude to Daye City and Baoan Town for their help to Daye Peak during this period. Mayor Zhou Jun spoke highly of the production and technological transformation organization during the Daye peak epidemic, believing that this is a model of combining epidemic prevention and control with enterprise production and technological transformation organization. At the same time, Zhou Jun expressed his affirmation and gratitude to Daye Peak for donating money and goods to Daye City in the first time after the outbreak of the epidemic, and issued a donation certificate and a letter of thanks on behalf of the Daye City Charity Federation. Hubei Province epidemic prevention and control headquarters has recently issued a step-by-step "unsealing" notice in Hubei Province, how to fully resume work and production as soon as possible is an important issue facing Daye peak. Zhang Fengliang reported to Zhou Jun and his party on the current practical difficulties. Mayor Zhou Jun asked
2020
07-31
Since the resumption of work after the Spring Festival, on March 17, Yu Jian, general manager of the group company, went to the site of the Huangping project in Guizhou to guide the construction progress of the Huangping project. During his stay in Huang Ping, General Manager Yu Jianhong visited the construction site of the project carefully, interviewed the project leaders of each construction unit respectively, sorted out the installation time of each unit of civil engineering and the completion time of each equipment installation, and required each construction unit to push forward the project progress in strict accordance with the agreed time node. At the same time, in view of the current epidemic prevention and control work and on-site construction safety management, Yu Jianhong also further put forward requirements, hoping to achieve "zero infection, zero accident". On the 18th, Yu Jianhong also conducted a research on the market in Kaili and other surrounding areas together with the marketing personnel of Guizhou Jianfeng Marketing Department, and put forward guiding opinions on the cement sales advertising plan and the division of cement sales areas. On this business trip, Yu Jianhong also specially brought Jinhua specialty ham and crisp cakes to the project team members, which were welcomed by everyone. (Lei Yuan)
2020
07-30
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