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
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2020
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The G20 summit will be held in Hangzhou from September 4 to 5. On August 8, the safety committee of the group company will hold a meeting to make arrangements and put forward requirements for the key work of safety and environmental protection from now to the summit. At the meeting, Chen Tianci, director of the safety management office of the group company, conveyed the requirements of the provincial, municipal and district governments during the G20 summit. Combined with the specific situation and work characteristics of each enterprise, he put forward requirements for environmental protection, safety, public security and other work. In terms of environmental protection management, we must strictly implement the company's environmental protection system, focusing on the management and disposal of solid waste, and the emission control of sewage and dust; at present, in the high temperature season, we must focus on strengthening fire safety management, especially warehousing and hazardous chemical business units., We must strictly do a good job in daily safety inspections; all enterprises must promptly convey the relevant spirit of their superiors to each employee, strengthen ideological and political work, and create a good and harmonious corporate atmosphere. Xiang Chongping, deputy general manager of the group company, supplemented the territorial management of related matters of various enterprises, properly handling internal contradictions, and strengthening network security management. Yu Jianhong, general manager of the group company, stressed at the meeting that safety and environmental protection work should be talked about and grasped every day, and should not be relaxed at any time. Safety accidents seem to be accidental, but in fact they are inevitable, and their roots lie in the usual violations and carelessness. Therefore, all enterprises should seriously organize their employees to carry out self-examination and self-correction, effectively improve their safety awareness, and find out and rectify the small problems and hidden dangers that have been ignored in their work in the past. At the same time, it is necessary to do a good job in the safety zone of operation and the protection of related facilities, through advanced control systems, safe facilities and equipment, standardized
2020
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Technological Innovation Brings Enterprises to the International Stage
Editor's note: As a 17-year-old senior enterprise in the extract industry, Tianjin Jianfeng Natural Products Research and Development Company has devoted more time, energy and funds to R & D and innovation while doing a good job in business operations. It has always been an important direction for them to achieve self breakthrough by turning waste into treasure and technological innovation. Therefore, it has achieved the improvement of market popularity at home and abroad and the rapid growth of sales volume, and has become a key science and technology enterprise in Tianjin Binhai New Area. On July 9, the "Bohai Morning Post" "TEDA Technology Little Giant Tour" column published an exclusive interview, describing the growth experience and a series of achievements of Tianjin Jianfeng Natural Products Company. This article will be reproduced in this newspaper for readers. "Little grape seed" grows into a little giant of science and technology to solve the problem of pesticide residues in plant extracts. Technological innovation has enabled the enterprise to step onto the international stage based on independent innovation and development. Starting from the initial grape seed extraction process, it has gradually grown into the largest professional fruit extract manufacturer in China with dozens of plant extract products conforming to international strict standards and an annual productivity of 2000 tons, tianjin Jianfeng Natural Products Research and Development Co., Ltd. (hereinafter referred to as "Tianjin Jianfeng") has gone through a decade of rapid development. As a supplier of raw materials in health food, beverages, cosmetics, baked goods and many other fields, the concept of "truth and safety" advocated by Tianjin Jianfeng has run through all aspects of R & D and production. Its products are not only well-known in China, but also exported to Europe and the United States. Become a new business card of TEDA. Technological innovation is in line with international standards. "In people's lives, the beverages they drink, the health foods they eat, and the cosmetics they use will contain plant extracts.
2020
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Create a safe environment to meet the G20
The G20 summit will be held in Hangzhou from September 4 to 5. On August 8, the safety committee of the group company will hold a meeting to make arrangements and put forward requirements for the key work of safety and environmental protection from now to the summit. At the meeting, Chen Tianci, director of the safety management office of the group company, conveyed the requirements of the provincial, municipal and district governments during the G20 summit. Combined with the specific situation and work characteristics of each enterprise, he put forward requirements for environmental protection, safety, public security and other work. In terms of environmental protection management, we must strictly implement the company's environmental protection system, focusing on the management and disposal of solid waste, and the emission control of sewage and dust; at present, in the high temperature season, we must focus on strengthening fire safety management, especially warehousing and hazardous chemical business units., We must strictly do a good job in daily safety inspections; all enterprises must promptly convey the relevant spirit of their superiors to each employee, strengthen ideological and political work, and create a good and harmonious corporate atmosphere. Xiang Chongping, deputy general manager of the group company, supplemented the territorial management of related matters of various enterprises, properly handling internal contradictions, and strengthening network security management. Yu Jianhong, general manager of the group company, stressed at the meeting that safety and environmental protection work should be talked about and grasped every day, and should not be relaxed at any time. Safety accidents seem to be accidental, but in fact they are inevitable, and their roots lie in the usual violations and carelessness. Therefore, all enterprises should seriously organize their employees to carry out self-examination and self-correction, effectively improve their safety awareness, and find out and rectify the small problems and hidden dangers that have been ignored in their work in the past. At the same time, it is necessary to do a good job in the safety zone of operation and the protection of related facilities, through advanced control systems, safe facilities and equipment, standardized
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The company requires each business segment to formulate medium-and long-term business plans.
According to our newspaper, "if an enterprise wants to develop in the long run, first of all, managers should have a long-term vision." On July 24, when general manager Yu Jianhong deployed the work for the second half of the year at the semi-annual meeting of the group company, he specifically asked all enterprises to formulate specific medium-and long-term business development plans for the next three to five years according to the industrial development trend and the group development strategy. Before making arrangements for the specific key work in the second half of the year, Yu Jianhong emphatically put forward the requirements for each business sector to formulate a business strategy plan for 2016-2018 according to the industry development trend and the group's development strategy. Yu Jianhong pointed out that the current group company's strategic decision-making and strategic development capabilities and efficiency still need to be improved. The publicity, understanding and implementation of the group's development strategy by various companies are not in place. The lack of medium and long-term business planning in each business sector restricts the business of the company. Development, cultivation of core products and profitability, construction of product brands, improvement of business scale and comprehensive strength. Last year, the group company asked the international trading company to formulate three-year work objectives and sign a three-year economic responsibility system with the company's management team. The actual effect shows that this has made the management team's management ideas clearer and more scientific and rational in terms of target setting, work arrangement and business development. For this reason, the group company put forward the requirements for the formulation of medium and long-term development plans for each business sector at this meeting. According to the industry characteristics of each business segment, market environment and other specific circumstances, the company makes requirements for the key content of the development plan of each business segment. For example, the pharmaceutical sector focuses on sales growth targets for key profitable products, product development and
2020
07-31
The company requires each business segment to formulate medium-and long-term business plans.
According to our newspaper, "if an enterprise wants to develop in the long run, first of all, managers should have a long-term vision." On July 24, when general manager Yu Jianhong deployed the work for the second half of the year at the semi-annual meeting of the group company, he specifically asked all enterprises to formulate specific medium-and long-term business development plans for the next three to five years according to the industrial development trend and the group development strategy. Before making arrangements for the specific key work in the second half of the year, Yu Jianhong emphatically put forward the requirements for each business sector to formulate a business strategy plan for 2016-2018 according to the industry development trend and the group's development strategy. Yu Jianhong pointed out that the current group company's strategic decision-making and strategic development capabilities and efficiency still need to be improved. The publicity, understanding and implementation of the group's development strategy by various companies are not in place. The lack of medium and long-term business planning in each business sector restricts the business of the company. Development, cultivation of core products and profitability, construction of product brands, improvement of business scale and comprehensive strength. Last year, the group company asked the international trading company to formulate three-year work objectives and sign a three-year economic responsibility system with the company's management team. The actual effect shows that this has made the management team's management ideas clearer and more scientific and rational in terms of target setting, work arrangement and business development. For this reason, the group company put forward the requirements for the formulation of medium and long-term development plans for each business sector at this meeting. According to the industry characteristics of each business segment, market environment and other specific circumstances, the company makes requirements for the key content of the development plan of each business segment. For example, the pharmaceutical sector focuses on sales growth targets for key profitable products, product development and
2020
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