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
2020
07-31
Daye Peak Declared 4 Invention Patents Last Year
In 2019, Daye Jianfeng Cement Company changed its thinking, actively explored and tested the use of new materials, and summarized the research results in a timely manner, and successively declared 4 invention patents. In the production process of low-alkali cement, Daye Peak changed the traditional scheme of using high-grade sandstone ingredients alone to replace part of the sandstone and part of the iron correction material with iron ore waste soil, which not only controlled the alkali content in the clinker, but also increased the Al2O3 content in the clinker, ensuring the easy burnability and high early strength of the clinker. Innovation has also been made in the raw material batching scheme, breaking the original high-grade and low-grade sandstones used together and changing them to separate batching of high-grade and low-grade sandstones respectively, thus avoiding the disadvantage of easy material segregation in the process of high-grade and low-grade sandstones used together. At the same time, the original four-component batching is changed to five-component batching, so that low-alkali clinker can be freely switched, which is convenient for production organization and production cost. On the basis of a series of innovative achievements, Daye Peak declared four invention patents in 2019: "a technology for producing clinker from gas sludge and dust collection in steel mills", "a method for treating sludge in machine-made sand mills", "an improvement in raw material batching method" and "a technology for producing low cement from iron ore mining waste soil", all of which have high practical value. (Fan Liangwu)
2020
07-31
On January 14, the Party Committee of the Group Company held a summary meeting on the theme of "Do not forget your initiative mind, Keeping in mind the mission" to comprehensively summarize the progress and effectiveness of the theme education work, and on this basis further put forward the requirements for strengthening Party building. At this point, the theme education of "Do not forget your initiative mind, Keeping in Mind Mission" has been successfully concluded. Although according to the arrangement of the central government, the theme education of "Do not forget your initiative mind, Keeping in mind the mission" will start in September 2019, since the central government issued the relevant documents on the theme education of "Do not forget your initiative mind, Keeping in mind the mission", the Party committee of the group company has started to prepare in advance and organized and studied the spirit of General Secretary Xi Jinping's important speech on "Do not forget your initiative mind, Keeping in mind. Party organizations at all levels plan ahead and make full use of the "Peak News", publicity boards, party-mass activity rooms, WeChat public accounts and other media to carry out various forms of publicity to guide the majority of party members and cadres to deeply understand the important content and significance of the theme education. On June 29, the Party committee of the group company and the Party branch of Jiangbei sub branch of China Merchants Bank jointly organized party members and cadres to visit the old revolutionary base area of yinkeng village, Shafan Township, Jinhua. By reviewing the revolutionary history of the ancestors, studying the party history, reviewing the oath of joining the party, and strengthening the belief of striving for the party for the whole life, Further deeply understand the original intention and mission of seeking happiness for the Chinese people and rejuvenation of the Chinese nation. After the second batch of "Do not forget your initiative mind, Keeping in Mind Mission" thematic education officially started in September, the Party Committee of the Group Company held a thematic education arrangement meeting in a timely manner and set up a thematic education leader composed of Party Secretary Jiang Xiaomeng as the team leader and all Party committee members.
2020
07-31
City Red Cross thanks spike help "anti-epidemic"
On February 26, Jinhua City Red Cross Party Secretary, Executive Vice President Shi Yiwei and his entourage to visit the peak, the peak in the prevention and control of the new coronary pneumonia epidemic actively contribute to love, brave social responsibility of the great love and kindness to express gratitude. Jiang Xiaomeng, chairman of the group company, Huang Jinlong, deputy general manager of the group company and general manager of the pharmaceutical company, and Xiang Chongping, deputy general manager of the group company, had a discussion with Vice President Shi Yiwei and his party. In order to solve the difficult problems for caring enterprises to resume work and production, the Municipal Red Cross Society, based on its own functional positioning and giving full play to its unique advantages, conducted a large feedback and return visit to caring enterprises, and jointly established three Red Cross volunteer service teams, including traditional Chinese medicine service, psychological assistance, and emergency rescue training, to take "eight measures" to help caring enterprises resume work and production. Vice President Shi Yiwei led the backbone of three volunteer service teams to the peak for a return visit, expressing his gratitude for the contribution made by the peak in the prevention and control of the new coronary pneumonia epidemic, and sent a letter of thanks and the "New Coronary Pneumonia Prevention and Control Enterprises Resuming Work and Resuming Production Protection Manual". Chairman Jiang Xiaomeng introduced the industrial layout, production and operation of the peak, focusing on the resumption of work and production of the peak enterprises, and put forward opinions and suggestions on the reduction and exemption of basic electricity charges for enterprises, the support policies for small and medium-sized enterprises, and the payment of "five insurance and one fund. (Reporter Ni Yingzhen)
2020
07-30
City Red Cross thanks spike help "anti-epidemic"
On February 26, Jinhua City Red Cross Party Secretary, Executive Vice President Shi Yiwei and his entourage to visit the peak, the peak in the prevention and control of the new coronary pneumonia epidemic actively contribute to love, brave social responsibility of the great love and kindness to express gratitude. Jiang Xiaomeng, chairman of the group company, Huang Jinlong, deputy general manager of the group company and general manager of the pharmaceutical company, and Xiang Chongping, deputy general manager of the group company, had a discussion with Vice President Shi Yiwei and his party. In order to solve the difficult problems for caring enterprises to resume work and production, the Municipal Red Cross Society, based on its own functional positioning and giving full play to its unique advantages, conducted a large feedback and return visit to caring enterprises, and jointly established three Red Cross volunteer service teams, including traditional Chinese medicine service, psychological assistance, and emergency rescue training, to take "eight measures" to help caring enterprises resume work and production. Vice President Shi Yiwei led the backbone of three volunteer service teams to the peak for a return visit, expressing his gratitude for the contribution made by the peak in the prevention and control of the new coronary pneumonia epidemic, and sent a letter of thanks and the "New Coronary Pneumonia Prevention and Control Enterprises Resuming Work and Resuming Production Protection Manual". Chairman Jiang Xiaomeng introduced the industrial layout, production and operation of the peak, focusing on the resumption of work and production of the peak enterprises, and put forward opinions and suggestions on the reduction and exemption of basic electricity charges for enterprises, the support policies for small and medium-sized enterprises, and the payment of "five insurance and one fund. (Reporter Ni Yingzhen)
2020
07-31
City Red Cross thanks spike help "anti-epidemic"
On February 26, Jinhua City Red Cross Party Secretary, Executive Vice President Shi Yiwei and his entourage to visit the peak, the peak in the prevention and control of the new coronary pneumonia epidemic actively contribute to love, brave social responsibility of the great love and kindness to express gratitude. Jiang Xiaomeng, chairman of the group company, Huang Jinlong, deputy general manager of the group company and general manager of the pharmaceutical company, and Xiang Chongping, deputy general manager of the group company, had a discussion with Vice President Shi Yiwei and his party. In order to solve the difficult problems for caring enterprises to resume work and production, the Municipal Red Cross Society, based on its own functional positioning and giving full play to its unique advantages, conducted a large feedback and return visit to caring enterprises, and jointly established three Red Cross volunteer service teams, including traditional Chinese medicine service, psychological assistance, and emergency rescue training, to take "eight measures" to help caring enterprises resume work and production. Vice President Shi Yiwei led the backbone of three volunteer service teams to the peak for a return visit, expressing his gratitude for the contribution made by the peak in the prevention and control of the new coronary pneumonia epidemic, and sent a letter of thanks and the "New Coronary Pneumonia Prevention and Control Enterprises Resuming Work and Resuming Production Protection Manual". Chairman Jiang Xiaomeng introduced the industrial layout, production and operation of the peak, focusing on the resumption of work and production of the peak enterprises, and put forward opinions and suggestions on the reduction and exemption of basic electricity charges for enterprises, the support policies for small and medium-sized enterprises, and the payment of "five insurance and one fund. (Reporter Ni Yingzhen)
2020
07-31
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