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
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
Compilation of Three-year Operation Plan Completed
After many discussions and revisions, the three-year business plan compiled by the group's subordinate enterprises was finalized in early December and compiled into a book. In order to continuously improve the company's core competitiveness and sustainable development capabilities, the group company completed the company's five-year development plan in 2013 after many discussions, and clarified the development concept of "cooperative innovation to strengthen the main business, standardize science and seek development", Put forward the role of cement as a base player and be a cost leader in the regional market; medicine is guided by scientific and technological innovation and a market leader in segmented fields. And on this basis, the specific strategic objectives and development direction are formulated. In the second half of this year, on the basis of the pilot medium-and long-term economic responsibility system of the International Trade Company and Jinhua Pharmaceutical Company, the company requires each industrial sector to prepare its own three-year business plan. This is not only one of the actions to implement the strategic plan of the group company, but also an extension of the development strategy of the group company. After full discussion and revision, the current three-year business plan has been compiled into a book, which will become the work guide for the company's professional companies and directly affiliated enterprises in the future. The preparation of medium and long-term development plans, so that the company's managers at all levels more clear about the future direction of development, to be able to develop work objectives and work plans with a long-term vision, to avoid short-sighted behavior in management, the work of the enterprise to do fine, solid, detailed, and at the same time more fully and effectively mobilize the enthusiasm of personnel at all levels. The company requires subordinate enterprises to do a good job in the publicity and implementation of the "three-year business plan" of the enterprise, and in the annual work objectives
2020
07-31
Compilation of Three-year Operation Plan Completed
After many discussions and revisions, the three-year business plan compiled by the group's subordinate enterprises was finalized in early December and compiled into a book. In order to continuously improve the company's core competitiveness and sustainable development capabilities, the group company completed the company's five-year development plan in 2013 after many discussions, and clarified the development concept of "cooperative innovation to strengthen the main business, standardize science and seek development", Put forward the role of cement as a base player and be a cost leader in the regional market; medicine is guided by scientific and technological innovation and a market leader in segmented fields. And on this basis, the specific strategic objectives and development direction are formulated. In the second half of this year, on the basis of the pilot medium-and long-term economic responsibility system of the International Trade Company and Jinhua Pharmaceutical Company, the company requires each industrial sector to prepare its own three-year business plan. This is not only one of the actions to implement the strategic plan of the group company, but also an extension of the development strategy of the group company. After full discussion and revision, the current three-year business plan has been compiled into a book, which will become the work guide for the company's professional companies and directly affiliated enterprises in the future. The preparation of medium and long-term development plans, so that the company's managers at all levels more clear about the future direction of development, to be able to develop work objectives and work plans with a long-term vision, to avoid short-sighted behavior in management, the work of the enterprise to do fine, solid, detailed, and at the same time more fully and effectively mobilize the enthusiasm of personnel at all levels. The company requires subordinate enterprises to do a good job in the publicity and implementation of the "three-year business plan" of the enterprise, and in the annual work objectives
2020
07-31
Since the beginning of the 2016 qualification evaluation work of the group company in late November, it has been carried out in an orderly manner according to the established procedures. Compared with previous years, this year, according to the actual situation of the company, new cement plate job settings and development channels and other content. According to the provisions of the Company's Measures for the Administration of Staff Qualifications, the scope of application of the qualification assessment is for all employees of the Group's non-administrative position series, which is divided into three categories: management, technology and technical operation. Among them, the management and technical categories are divided into five grades, each with 2-4 grades; the mechanic operation category is divided into four grades, each with 2-4 grades. The Group Company establishes a qualification evaluation committee, which is responsible for guiding the evaluation of the qualifications of the Group Company, and conducting the evaluation of the qualifications of each department (office) of the Group Company and the qualifications of four levels and above within the scope of the Group Company; professional companies and directly affiliated enterprises establish an evaluation organization, which is responsible for the evaluation of the qualifications of the enterprise and subordinate enterprises at level 3 and below; the Human Resources Department of CNPC is responsible for organizing the review work and carrying out the transactional work of qualification management. Compared with previous years, the company has made a supplementary revision to the "Measures for the Administration of Employee Qualifications" this year, adding a "cement sector position setting and development channel", aiming at the actual situation and professional characteristics of the current two cement companies implementing job optimization, positions such as safety and environmental protection management, sales management, procurement, warehouse management, quality management, equipment maintenance (management), electrical maintenance (management), process operation, inspection workers, etc. are set up respectively, and different levels are divided, and corresponding evaluation standards are set. In accordance with the Management Measures, the post
2020
07-31
Compilation of Three-year Operation Plan Completed
After many discussions and revisions, the three-year business plan compiled by the group's subordinate enterprises was finalized in early December and compiled into a book. In order to continuously improve the company's core competitiveness and sustainable development capabilities, the group company completed the company's five-year development plan in 2013 after many discussions, and clarified the development concept of "cooperative innovation to strengthen the main business, standardize science and seek development", Put forward the role of cement as a base player and be a cost leader in the regional market; medicine is guided by scientific and technological innovation and a market leader in segmented fields. And on this basis, the specific strategic objectives and development direction are formulated. In the second half of this year, on the basis of the pilot medium-and long-term economic responsibility system of the International Trade Company and Jinhua Pharmaceutical Company, the company requires each industrial sector to prepare its own three-year business plan. This is not only one of the actions to implement the strategic plan of the group company, but also an extension of the development strategy of the group company. After full discussion and revision, the current three-year business plan has been compiled into a book, which will become the work guide for the company's professional companies and directly affiliated enterprises in the future. The preparation of medium and long-term development plans, so that the company's managers at all levels more clear about the future direction of development, to be able to develop work objectives and work plans with a long-term vision, to avoid short-sighted behavior in management, the work of the enterprise to do fine, solid, detailed, and at the same time more fully and effectively mobilize the enthusiasm of personnel at all levels. The company requires subordinate enterprises to do a good job in the publicity and implementation of the "three-year business plan" of the enterprise, and in the annual work objectives
2020
07-30
"Peak" was identified as China's well-known trademark
Recently, the Trademark Office of the State Administration for Industry and Commerce issued a document that the "Jianfeng" trademark held by Jianfeng Pharmaceutical Company was recognized as a well-known trademark. The main contents of the "Reply of the Trademark Office of the State Administration for Industry and Commerce on the Identification of" Jianfeng "Trademark as a Well-known Trademark" (Shang Standard Chi Zi [2016] No. 121) are as follows: according to the relevant provisions of the Trademark Law, the regulations for the implementation of the Trademark Law and the provisions on the identification and protection of well-known trademarks, after examination and research, it is recognized that the registered trademark of "Jianfeng" used by Zhejiang Jianfeng Pharmaceutical Co., Ltd. in category 5 of the International Classification of Goods and Services for Trademark Registration is a well-known trademark. The identification of the well-known trademark has effectively enhanced the brand value of the company, helped to improve the popularity of the company's products, and further strengthened the protection of the "peak" trademark. (Zhou Hengbin) News link: "well-known trademark" (Well-knownTradeMark), also known as well-known trademark, first appeared in the Paris Convention for the Protection of Industrial property signed in 1883. According to international and domestic intellectual property laws and regulations, the well-known trademark system is created to fully protect the legitimate rights and interests of well-known trademark owners. Its purpose is to reasonably protect the relevant trademark ownership, maintain fair competition, and stop infringement of others' trademark exclusive rights. behavior. China joined the Convention in 1984, according to the provisions of the Convention to give special legal protection to well-known trademarks, has become an important part of China's trademark legal work. Well-known trademarks in China (ChinaFam
2020
07-31
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