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
"Spike" Cement Becomes Yunnan Famous Brand Product
News from our newspaper At the beginning of the new year, good news came from Yunnan Jianfeng Cement Company. The "Jianfeng" brand cement successfully passed the examination and approval and won the title of "Yunnan Famous Brand Product. Since it was put into production in 2013, the "Jianfeng" brand cement produced by Yunnan Jianfeng has won good sales performance and reputation in the southwest Yunnan market, and its popularity and brand influence have been continuously improved. Therefore, Yunnan Jianfeng started to declare "famous brand products" in 2016. After preliminary data preparation, preliminary examination by Pu'er Municipal Bureau of Quality and Technical Supervision, expert review by Yunnan Provincial Bureau of Quality and Technical Supervision and on-site verification, Yunnan Provincial Bureau of Quality and Technical Supervision finally passed the examination and approval of "Yunnan Famous Brand Products" organized by Yunnan Provincial Strategic Leading Group for Implementing Brand and Strong Quality Province in 2017. The acquisition of this honorary title will further enhance the market competitiveness of Jianfeng Cement in southwestern Yunnan, and also increase the popularity of Yunnan Jianfeng, laying a more solid foundation for further market development in the future. (Li Chun)
2020
07-31
Chairman Jiang Xiaomeng proposed: "Four Focuses, Four Precautions" in 2017"
At the 2016 annual summary commendation conference held on January 20, Jiang Xiaomeng, secretary of the party Committee and chairman of the group company, made a concluding speech, fully affirming the company's work in 2016 and putting forward the requirements of "four focuses and four precautions" for the enterprise management in 2017. In his concluding speech entitled "Continuously Improve Organizational Competitiveness and Make persistent Efforts to Do All the Work in 2017", Jiang Xiaomeng said that in 2016, the group company won the silver medal of Zhejiang Industrial Award, the trademark of "Peak" was recognized as a well-known trademark in China, Yunnan Peak and Tianjin Natural Products Company achieved the best results in history, Daye Peak had the lowest production cost and best benefits in the region, and Peak Pharmaceutical had a good start in cooperation and upgrading, at the same time, Yunnan Jianfeng, Daye Jianfeng, pharmaceutical companies, natural products companies and other diligent and continuous development teams have emerged. A large number of individuals and collectives who work hard and hard are worthy of praise and affirmation. The ancients said that "good players seek momentum", "potential" is the situation, trend, situation, and development trend related to the overall situation; only those who seek momentum can stand high and see far. Only by being good at seeking the situation and then being good at taking advantage of the situation can we seize the first opportunity, find a new situation and create a new realm. New policies and new demands are forcing us to continue to reform and innovate. Managers at all levels must grasp the trend of industry and national policies in a timely manner, actively respond, follow the trend, and move in order to achieve better performance. In combination with the arrangements for 2017 in the general manager's report, Jiang Xiaomeng asked cadres and employees at all levels of the company to make great efforts to do so."
2020
07-31
"Spike" Cement Becomes Yunnan Famous Brand Product
News from our newspaper At the beginning of the new year, good news came from Yunnan Jianfeng Cement Company. The "Jianfeng" brand cement successfully passed the examination and approval and won the title of "Yunnan Famous Brand Product. Since it was put into production in 2013, the "Jianfeng" brand cement produced by Yunnan Jianfeng has won good sales performance and reputation in the southwest Yunnan market, and its popularity and brand influence have been continuously improved. Therefore, Yunnan Jianfeng started to declare "famous brand products" in 2016. After preliminary data preparation, preliminary examination by Pu'er Municipal Bureau of Quality and Technical Supervision, expert review by Yunnan Provincial Bureau of Quality and Technical Supervision and on-site verification, Yunnan Provincial Bureau of Quality and Technical Supervision finally passed the examination and approval of "Yunnan Famous Brand Products" organized by Yunnan Provincial Strategic Leading Group for Implementing Brand and Strong Quality Province in 2017. The acquisition of this honorary title will further enhance the market competitiveness of Jianfeng Cement in southwestern Yunnan, and also increase the popularity of Yunnan Jianfeng, laying a more solid foundation for further market development in the future. (Li Chun)
2020
07-30
On January 4, the Jinhua Federation of Industry and Commerce held the sixth member congress. Jiang Xiaomeng, chairman of the group company, was elected as the chairman of the Jinhua Federation of Industry and Commerce at the meeting, and served as 20 "2016 Xinyi Good Wu Merchants" One of the commendations from relevant departments. Jinhua city leaders Zhao Guangjun, and military and civilian, Huang Jinchao, Chen Xiao, Shao Guoqiang, Xu Zhangcai attended the opening ceremony of the conference. Zhao Guangjun, Secretary of the municipal Party committee, congratulated the convening of the conference on behalf of the four groups of the city. He hoped that the Federation of industry and Commerce at all levels and the majority of non-public economic personages would unify their thoughts and actions to the deployment requirements of the plenary session of the municipal Party committee, further strengthen their confidence, grasp the general trend, forge ahead, always maintain the correct political direction, firmly promote the development of non-public economy, and make greater contributions to the rise of Zhejiang. At this meeting, Jiang Xiaomeng, chairman of the group company, was elected as the new chairman of the Jinhua City Federation of Industry and Commerce. Jiang Xiaomeng said in his speech that the Federation of Industry and Commerce is a bridge and link between the party and the government to connect with people in the non-public economy, an assistant to the government in managing and serving the non-public economy, and an important window for the interests of the broad non-public economy. it represents the fundamental interests of the broad non-public economy. In the next five years, the new Federation of Industry and Commerce will continue to enhance cohesion and influence based on service; give full play to the role of "guidance" and "bridge", and always maintain sensitivity to the new situation with advanced awareness and long-term vision, and pay close attention to domestic and foreign Industrial development trends and economic development trends, timely discover new situations, study new problems, and act as a bridge between the government and enterprises
2020
07-31
On January 4, the Jinhua Federation of Industry and Commerce held the sixth member congress. Jiang Xiaomeng, chairman of the group company, was elected as the chairman of the Jinhua Federation of Industry and Commerce at the meeting, and served as 20 "2016 Xinyi Good Wu Merchants" One of the commendations from relevant departments. Jinhua city leaders Zhao Guangjun, and military and civilian, Huang Jinchao, Chen Xiao, Shao Guoqiang, Xu Zhangcai attended the opening ceremony of the conference. Zhao Guangjun, Secretary of the municipal Party committee, congratulated the convening of the conference on behalf of the four groups of the city. He hoped that the Federation of industry and Commerce at all levels and the majority of non-public economic personages would unify their thoughts and actions to the deployment requirements of the plenary session of the municipal Party committee, further strengthen their confidence, grasp the general trend, forge ahead, always maintain the correct political direction, firmly promote the development of non-public economy, and make greater contributions to the rise of Zhejiang. At this meeting, Jiang Xiaomeng, chairman of the group company, was elected as the new chairman of the Jinhua City Federation of Industry and Commerce. Jiang Xiaomeng said in his speech that the Federation of Industry and Commerce is a bridge and link between the party and the government to connect with people in the non-public economy, an assistant to the government in managing and serving the non-public economy, and an important window for the interests of the broad non-public economy. it represents the fundamental interests of the broad non-public economy. In the next five years, the new Federation of Industry and Commerce will continue to enhance cohesion and influence based on service; give full play to the role of "guidance" and "bridge", and always maintain sensitivity to the new situation with advanced awareness and long-term vision, and pay close attention to domestic and foreign Industrial development trends and economic development trends, timely discover new situations, study new problems, and act as a bridge between the government and enterprises
2020
07-30
"Peak" cement again won the title of "Zhejiang famous brand products"
On December 30, 2016, Zhejiang Famous Brand Strategy Promotion Committee issued an announcement that 258 products, including "Peak" brand cement, were rated as Zhejiang Famous Brand Products in 2016. Zhejiang famous brand products are based on the provisions of the "Zhejiang Famous Brand Product Identification and Management Measures" and the "Zhejiang Regional Famous Brand Evaluation Management Measures (Trial)", on the basis of voluntary declaration by enterprises, review and recommendation by the district and municipal quality and technical supervision departments, the provincial quality and technical supervision The department organizes preliminary review and evaluation, departmental verification, industry review, and is determined after deliberation by the plenary meeting of the Zhejiang Famous Brand Strategy Promotion Committee and social publicity. The validity period of Zhejiang famous brand products in 2016 is until December 31, 2019. Jianfeng brand cement has maintained this honor for 17 consecutive years since it first won the title of "Zhejiang Famous Brand Product" in 2000. Since the establishment of Jinhua Cement Factory in 1958, several generations of peak people have gone through ups and downs and made continuous efforts to create the "peak" cement brand, which enjoys a high reputation in Zhejiang region, especially in the central and southwest regions of Zhejiang. Peak cement is also based on this, out of Zhejiang, to the central and western regions of development. At present, in Zhejiang region, the "peak" cement trademark is still in the south peak, Fuyang Shanya, Tiger Eagle and other enterprises to maintain licensing use, in the past three years there are still more than 1100 million tons of "peak" brand cement supply Zhejiang market, peak brand effect has been greater play. (Cement Company)
2020
07-31
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