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
Two Cement Enterprises Start to Implement "Big Patrol Inspection"
With the change of the competition situation in the industry, the profit space of cement production enterprises has been greatly squeezed. Reducing costs and increasing efficiency and job optimization have become the inevitable choice to improve the enterprise's own development ability and enhance the core competitiveness. In accordance with the requirements of the group company to realize the transformation from extensive management to lean management, combined with the advanced experience of peer enterprises, recently, Yunnan peak, daye peak two enterprises have implemented "big inspection" to promote the overall optimization of posts. On November 1, daye peak post inspection officially started full operation, starting from the limestone storage yard at the source of the production line to the cement storage. the original 15 posts were merged, and the best experienced mechanics, electricians and post workers were transferred to form a large inspection class, which was mainly responsible for on-site emergency disposal and post routine maintenance to ensure the normal production of the whole production line. In order to ensure the smooth implementation of the large-scale inspection, daye peak management team has repeatedly communicated and discussed with the heads of relevant workshops and departments, and held a special workshop post optimization promotion meeting in September to clarify objectives and responsibilities, formulate implementation steps, and do a lot of preparatory work. At the kick-off meeting for the implementation of the large-scale inspection on October 31, Zhang Fengliang asked daye peak employees to recognize the current situation of serious cement overcapacity and cruel market competition, understand the necessity of implementing the large-scale inspection, and asked the workshop leaders to do a good job in training and guiding the employees, shorten the transition period, normalize the operation of the large-scale inspection as soon as possible, and at the same time, managers should also change their working ideas and concepts and do a good job in full-time, strengthen the inspection, overhaul and maintenance of the regular day shift, and find and solve the problems existing in the equipment and process in time.
2020
07-31
Two Cement Enterprises Start to Implement "Big Patrol Inspection"
With the change of the competition situation in the industry, the profit space of cement production enterprises has been greatly squeezed. Reducing costs and increasing efficiency and job optimization have become the inevitable choice to improve the enterprise's own development ability and enhance the core competitiveness. In accordance with the requirements of the group company to realize the transformation from extensive management to lean management, combined with the advanced experience of peer enterprises, recently, Yunnan peak, daye peak two enterprises have implemented "big inspection" to promote the overall optimization of posts. On November 1, daye peak post inspection officially started full operation, starting from the limestone storage yard at the source of the production line to the cement storage. the original 15 posts were merged, and the best experienced mechanics, electricians and post workers were transferred to form a large inspection class, which was mainly responsible for on-site emergency disposal and post routine maintenance to ensure the normal production of the whole production line. In order to ensure the smooth implementation of the large-scale inspection, daye peak management team has repeatedly communicated and discussed with the heads of relevant workshops and departments, and held a special workshop post optimization promotion meeting in September to clarify objectives and responsibilities, formulate implementation steps, and do a lot of preparatory work. At the kick-off meeting for the implementation of the large-scale inspection on October 31, Zhang Fengliang asked daye peak employees to recognize the current situation of serious cement overcapacity and cruel market competition, understand the necessity of implementing the large-scale inspection, and asked the workshop leaders to do a good job in training and guiding the employees, shorten the transition period, normalize the operation of the large-scale inspection as soon as possible, and at the same time, managers should also change their working ideas and concepts and do a good job in full-time, strengthen the inspection, overhaul and maintenance of the regular day shift, and find and solve the problems existing in the equipment and process in time.
2020
07-31
Jiang Xiaomeng: A Centennial Enterprise with Craftsman Spirit
Editor's note: A few days ago, the United Front Work Department of the Jinhua Municipal Party Committee, the Municipal Federation of Industry and Commerce and other units jointly launched a large-scale publicity campaign of "2016 Faith and Good Commerce". On October 18, Jinhua media reporters walked into the peak and conducted a collective interview with Chairman Jiang Xiaomeng. On October 21, the front page of Jinhua Daily published an article entitled "Jiang Xiaomeng: A Centennial Enterprise with Craftsman Spirit" written by its reporter Zhang Shuai. This newspaper is reproduced. Jiang Xiaomeng: With the spirit of craftsmanship and a century-old enterprise, speaking of the 58-year development history of Jianfeng Group, Chairman Jiang Xiaomeng's face is filled with passion and confidence. As one of Jinhua's oldest established companies, Spike is more qualified than most companies to imagine a hundred years. In the past 58 years, the peak has experienced ups and downs. Every time it encounters a major turning point, generations of "peak people" have opened a new chapter with tireless efforts and simple wisdom. A set of data shows the development trend: in the first half of this year, the peak achieved operating income of 1.103 billion yuan, an increase of 4.15 percent over the same period last year, and the net profit attributable to the owners of the parent company was 0.103 billion yuan, an increase of 12.9 percent over the same period last year. These data in the current weak domestic economic development, has become more prominent. Someone once asked Jiang Xiaomeng, what is the craftsman spirit? He answered that the essence of the craftsman spirit lies in firmness, steadfastness and professionalism, which is a spirit of excellence and refinement of what you do and the quality of your products. And these are the true portrayal of the peak standing for 58 years, and it is also a model for our "wushang" group to stick to industry, operate with integrity, and serve the country with industry. Looking back on history, through the sea, the formation of cement medicine
2020
07-31
In order to continue to thoroughly implement the spirit of General Secretary Xi Jinping's important speech and promote the healthy growth of people in the non-public sector of the economy and the healthy development of the non-public sector of the economy in Jinhua, the United Front work Department of the Jinhua Municipal CPC Committee, the Municipal Federation of Industry and Commerce and other units jointly carried out a large-scale publicity campaign of "2016 faith, righteousness and good business. On October 18, reporters from Jinhua TV and Jinhua Daily walked into the peak to fully understand the development process and business philosophy of the peak. Launched a series of reports on "Xinyi Good Wushang", aiming to vigorously promote the deeds of Jinhua's local outstanding enterprises, strengthen the construction of integrity in the non-public economy under the new situation, promote traditional virtues, establish new social fashions, actively practice the core values of socialism, and guide people in the industrial and commercial circles. Be a model of patriotism, dedication, law-abiding management, entrepreneurial innovation, and repaying the society; at the same time, through the required course, improve the internal governance structure and practice internal skills to make "patriotism, dedication, integrity, law-abiding, innovation, and contribution" become the new normal of the enterprise and the enterprise, thereby enhancing the corporate brand. In the face of the collective interview of Jinhua media reporters, Jiang Xiaomeng, chairman of the group company, introduced the arduous course of the development of peak entrepreneurship and the future development ideas of cement, medicine and health industries, and focused on the transformation and upgrading of enterprises, innovation and development, social welfare and other aspects. A series of work done. He said that Jianfeng has a history of 58 years since it started its business. It has always adhered to industry, integrity management, and industry to serve the country. In addition to actively assuming social responsibilities and advocating cadres and employees to participate in social welfare activities, it also strives to protect the natural environment and ecological resources in the process of production and operation,
2020
07-31
In order to continue to thoroughly implement the spirit of General Secretary Xi Jinping's important speech and promote the healthy growth of people in the non-public sector of the economy and the healthy development of the non-public sector of the economy in Jinhua, the United Front work Department of the Jinhua Municipal CPC Committee, the Municipal Federation of Industry and Commerce and other units jointly carried out a large-scale publicity campaign of "2016 faith, righteousness and good business. On October 18, reporters from Jinhua TV and Jinhua Daily walked into the peak to fully understand the development process and business philosophy of the peak. Launched a series of reports on "Xinyi Good Wushang", aiming to vigorously promote the deeds of Jinhua's local outstanding enterprises, strengthen the construction of integrity in the non-public economy under the new situation, promote traditional virtues, establish new social fashions, actively practice the core values of socialism, and guide people in the industrial and commercial circles. Be a model of patriotism, dedication, law-abiding management, entrepreneurial innovation, and repaying the society; at the same time, through the required course, improve the internal governance structure and practice internal skills to make "patriotism, dedication, integrity, law-abiding, innovation, and contribution" become the new normal of the enterprise and the enterprise, thereby enhancing the corporate brand. In the face of the collective interview of Jinhua media reporters, Jiang Xiaomeng, chairman of the group company, introduced the arduous course of the development of peak entrepreneurship and the future development ideas of cement, medicine and health industries, and focused on the transformation and upgrading of enterprises, innovation and development, social welfare and other aspects. A series of work done. He said that Jianfeng has a history of 58 years since it started its business. It has always adhered to industry, integrity management, and industry to serve the country. In addition to actively assuming social responsibilities and advocating cadres and employees to participate in social welfare activities, it also strives to protect the natural environment and ecological resources in the process of production and operation,
2020
07-31
In order to continue to thoroughly implement the spirit of General Secretary Xi Jinping's important speech and promote the healthy growth of people in the non-public sector of the economy and the healthy development of the non-public sector of the economy in Jinhua, the United Front work Department of the Jinhua Municipal CPC Committee, the Municipal Federation of Industry and Commerce and other units jointly carried out a large-scale publicity campaign of "2016 faith, righteousness and good business. On October 18, reporters from Jinhua TV and Jinhua Daily walked into the peak to fully understand the development process and business philosophy of the peak. Launched a series of reports on "Xinyi Good Wushang", aiming to vigorously promote the deeds of Jinhua's local outstanding enterprises, strengthen the construction of integrity in the non-public economy under the new situation, promote traditional virtues, establish new social fashions, actively practice the core values of socialism, and guide people in the industrial and commercial circles. Be a model of patriotism, dedication, law-abiding management, entrepreneurial innovation, and repaying the society; at the same time, through the required course, improve the internal governance structure and practice internal skills to make "patriotism, dedication, integrity, law-abiding, innovation, and contribution" become the new normal of the enterprise and the enterprise, thereby enhancing the corporate brand. In the face of the collective interview of Jinhua media reporters, Jiang Xiaomeng, chairman of the group company, introduced the arduous course of the development of peak entrepreneurship and the future development ideas of cement, medicine and health industries, and focused on the transformation and upgrading of enterprises, innovation and development, social welfare and other aspects. A series of work done. He said that Jianfeng has a history of 58 years since it started its business. It has always adhered to industry, integrity management, and industry to serve the country. In addition to actively assuming social responsibilities and advocating cadres and employees to participate in social welfare activities, it also strives to protect the natural environment and ecological resources in the process of production and operation,
2020
07-30
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