News Center

Home page

Peak Report

News reports

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

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

07-30

Condensing the heart and gathering wisdom to seek common development

Compared with the past, a new content has been added in the half year of this year-on the morning of July 24, according to the different industrial sectors of the company, the participating managers were divided into three groups: pharmaceutical industry, cement industry and other industries for special discussion. The theme of the discussion was clear in the meeting notice a week ago: under the current economic situation and industrial environment, how to maintain the improvement of corporate profitability and how to promote better and faster development of enterprises. Jiang Xiaomeng, chairman of the group, and Yu Jianhong, general manager of the group, made guiding speeches in three groups. After the group discussion, the group leaders made a summary report at the conference. Due to the clear theme of the discussion, the management personnel at the meeting were well prepared, and the sparks of ideas collided from time to time during the discussion. Due to the different industrial characteristics and market environment, the communication content of each group also has different emphasis. For example, the pharmaceutical group is most concerned about adjusting marketing strategies, handling the relationship between price and quantity, strengthening technological innovation to improve production efficiency and product quality, and subdividing professional fields to make characteristic markets, etc.; the cement group is more focused on reducing energy consumption, strengthening internal control and management optimization, improving operation efficiency, and extending to upstream and downstream industries; other industry groups have more urgent requirements for clear corporate positioning, strengthening business integration, innovating marketing models, and controlling business risks. But in the final analysis, no matter which aspect the speech focuses on, it finally falls on one point: business operations are facing huge crises and challenges, and they must undergo transformation and upgrading, seek rapid development, and highlight the siege of market competition. Some participants said that due to the correlation between the company's various industries

2020

07-31

The chairman assigned ten "homework questions" to the managers"

News from our newspaper On the afternoon of July 24, Chairman Jiang Xiaomeng put forward ten "homework questions" such as "clear development strategy and self-positioning" for managers at all levels in his concluding speech at the first half of the business analysis meeting ". Before "assigning homework", Jiang Xiaomeng first put forward three "thinking questions": what kind of company are we? What kind of management and what kind of talent team do we need? What kind of difficulties have our products and industries encountered? He pointed out that the peak is a historical, cross-industry, comprehensive joint-stock industrial company, is the product completely full competition, completely rely on their own business judgment, strategic decision-making to operate the company. Only under the framework of various laws and regulations, can we bring more wealth to employees by creating the largest living space and the best benefits. The characteristics of the enterprise, the characteristics of the industry, the historical evolution of the enterprise, and the competitive pattern of the products all directly affect the management mode of the peak. We need to absorb all kinds of talents and use their wisdom to continuously make the peak go on for a long time and achieve the dream of "100-year peak. At present, among the two main businesses of the company, the cement industry has encountered the first negative growth in 25 years, and the price has fallen to the lowest point in nearly 15 years; the increasingly strict management policies of the pharmaceutical industry have brought more challenges and tests to the enterprise. However, the crisis and opportunity always coexist, enterprises to survive and develop, it must keep pace with the times, constantly change. In view of the various changes in the internal status quo and external environment of the enterprise, Chairman Jiang Xiaomeng put forward ten requirements to the management personnel at all levels of the enterprise: the 1. should clarify the development strategy and the enterprise self

2020

07-31

Jiang Xiaomeng Yunnan Jianfeng Lectures on Party Lessons

In order to implement the requirements of the higher-level party committee secretary to give in-depth party lectures in enterprises, on July 4, Jiang Xiaomeng, secretary of the party committee and chairman of the group company, gave a special lecture on "two studies and one doing" for party members at Yunnan Jianfeng Cement Company. In the lecture, Jiang Xiaomeng started from the background, overall requirements, learning and education content, and main measures of the "two studies and one doing" activities. He hoped that all party members and cadres would understand "awe, gratitude, humility, and decent", and put forward "What should the current enterprise do" and "How should the enterprise go in the future" and other issues. Jiang Xiaomeng analyzed the future development trend of cement and pharmaceutical industries in detail, emphasized the importance of seizing opportunities, and pointed out that with the homogenization of cement industry becoming more and more serious, if we want to take the road of differentiated brand development, the core of competition is to strengthen self management and maximize the cost, so as to improve the competitive advantage. As far as Yunnan Jianfeng is concerned, it is necessary to continuously improve the level of process technology management and increase the hourly output by increasing inspection efforts. Starting from strengthening the control of raw material procurement, the quality and price should be controlled. By strengthening sales management, vigorously develop direct agents, and strive to maximize the profit per ton; By strengthening equipment maintenance, reduce equipment accidents and further reduce the consumption of machine materials; Make good use of people, while constantly tapping talents and cultivating new people, we will gradually control the total number of workers and improve labor productivity. According to the current situation and the company's development strategy, what should the party members of the peak do? Jiang Xiaomeng asked all the party members and cadres of Yunnan peak to play a good vanguard and exemplary role and take the lead in learning new knowledge, new technology and new experience.

2020

07-31

Jiang Xiaomeng Yunnan Jianfeng Lectures on Party Lessons

2020

07-31

Cum Military and Civilian Mayor Visits Jinxi Factory

On July 8, Jinhua Mayor and Military and Civilian, Deputy Mayor Sun Rongyan, Municipal Government Secretary-General Zhou Jianmin and other leaders went to Jinxi Development Zone to investigate and visit Jianfeng Pharmaceutical Jinxi Pharmaceutical Factory. The picture shows the army and the people visiting the production workshop accompanied by Shen Quan, director of the Jinxi factory. (Contributor by Zhang Mingyin)

2020

07-31

< 1...58 59 60 61 > 跳转到页