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
Passion to sing praises to the party
On June 26, the Jinhua United Front "Tongxin · Ode" chorus competition to celebrate the 100 anniversary of the founding of the Communist Party of China was held at the Jinhua Cultural Center Theater. The Jinhua City Federation of Industry and Commerce team, composed mainly of peak employees, won the bronze award for the song "Under the Brilliant Sunshine" in the competition.
2021
07-01
On the morning of July 1, a grand celebration of the 100 anniversary of the founding of the Communist Party of China was held in Tiananmen Square in Beijing. Xi Jinping, General Secretary of the CPC Central Committee, President of the State, and Chairman of the National Military Commission, delivered an important speech. At 8: 00 a.m. in the conference room of the peak building, members of the party Committee of the group company, members of the management team, functional departments and employees of subordinate enterprises working in the peak building were present on time to watch the live broadcast of the celebration. The subordinate enterprises of the company also organized party members and cadres to watch the live broadcast and celebrate the party's centtieth birthday in the form of raising the national flag and reviewing the oath of joining the party.
2021
07-01
Group Party Committee Visits Old Party Members
As the 100 anniversary of the founding of the Communist Party of China approaches, on June 9, the group party committee visited and expressed condolences to old party members and party members in difficulties, and sent them holiday blessings and greetings. The picture shows Qin Xuping, member of the group's party committee and director of the party and mass work department, on behalf of the group's party committee, expressing condolences to Xu Zeng, the first batch of employees and veteran party members of Jinhua cement factory, the predecessor of the peak, when it started its business in 1958.
2021
06-22
"I volunteer to join the Communist Party of China, support the party's program, abide by the party's constitution, fulfill the obligations of party members ......" On the morning of June 6, at the site of the Gutian Conference in Shanghang County, Fujian Province, more than 30 pinnacle party members solemnly raised their right fists facing the party flag to revisit the oath of joining the party. Visiting and studying the red education base and reviewing the oath of joining the party are important contents of the study and education of party history. Yu Jianhong, Qin Xuping and Chen Tianci, members of the group's party committee, party members of various branches of the group's headquarters, and secretaries of grass-roots party organizations under the group's party committee, totaling more than 30 people, visited and studied at the Gutian conference site. Party members visited the Gutian Conference site, the Chairman's Memorial Garden, the Gutian Conference Memorial Hall and other red attractions, and presented flower baskets to the statue of Comrade Mao Zedong. The Gutian Conference was the ninth party congress held by the Fourth Army of the Chinese Workers' and Peasants' Red Army in Gutian Village, Shanghang County, Fujian Province from December 28 to 29, 1929. This meeting summed up the experiences and lessons of army building since the founding of the fourth Red Army, established the principle of the party's absolute leadership over the Red Army, combined Marxism-Leninism with the concrete practice of China's revolutionary struggle, and solved the fundamental problem of how to maintain the party's proletarian vanguard nature and build a new type of people's army by strengthening the party's ideological work. It is of great significance in the history of the development of the Communist Party of China and the Workers' and the Red Army. During the visit and study, the party members visited the display of revolutionary cultural relics, listened to the explanation, got a close understanding of the revolutionary process of building the party and army under difficult conditions, and accepted the spiritual baptism of ideals and beliefs.
2021
06-11
Spike can independently determine the level of professional skills!
A few days ago, after the examination and approval of Jinhua Human Resources and Social Security Bureau, and reported to the Provincial Department of Human Resources and Social Security for examination and record, Zhejiang Jianfeng Group Co., Ltd. was approved to independently identify the level of vocational skills. High-skilled talents are an important part of the enterprise talent team, and they are the backbone to promote technological innovation and promote the transformation of modern scientific and technological achievements into real productivity. Therefore, Jianfeng Group attaches great importance to strengthening the construction of senior technicians, technicians, senior technicians and other talent teams and the training of skilled talents. In recent years, the entire group company has carried out various forms of skills training based on the improvement of employees' job skills. Last year alone, more than 8000 person-times of job skills training were held, which improved employees' professional skills and business capabilities. Under the background of digital and intelligent production, effectively stimulating front-line employees to learn skills and drill business, and cultivating and building a highly skilled workforce is one of the important means to promote the high-quality development of enterprises. At the beginning of the year, the human resources department of the group began to prepare to rely on the national vocational skill identification standards, and formulated the national vocational skill level independent identification scheme of Jianfeng group for the group's two main businesses of cement and pharmaceutical industry. after the comprehensive evaluation of the municipal human resources and social security bureau and Jinhua vocational skill management service center, the group company was agreed to become the independent identification unit of vocational skill level. The success of the application for the independent identification of the vocational skill level of the group company marks the company's skilled talent evaluation work, which has realized the transformation from government-led to the autonomy of employers, combining evaluation with training, use and incentives, and expanding the growth channel of skilled talents. It has laid a good foundation for promoting skill upgrading actions and building knowledge-based, skilled and innovative industrial workers. The positions independently identified by the group company's professional skill level are mainly in the two main businesses of cement and pharmaceutical industry, specifically cement production workers (including cement central controller, cement quality inspector, cement clinker calciner, cement manufacturer, cement production inspection worker, etc.) and pharmaceutical preparation workers. The group is about to carry out the independent identification of vocational skill levels for these two categories of work.
2021
05-21
On April 27, Qiandongnan Prefecture of Guizhou Province held a conference to celebrate the "May 1st" International Labor Day. Huangping Jianfeng Cement Company was awarded the May 1st Labor Certificate of Qiandongnan Prefecture at the conference. Tang Yueqiang, Secretary of the Party Leadership Group and Director of the Standing Committee of the People's Congress of Qiandongnan Prefecture, hoped in his speech that the broad masses of employees in the prefecture will keep in mind the ardent entrustment of General Secretary Xi Jinping, closely focus on the overall situation of the prefecture, consciously shoulder the glorious mission, and vigorously promote the spirit of model workers and labor. The spirit of craftsmanship and the spirit of Guizhou in the new era are striving to be knowledge, skilled and innovative workers in the new era, make new contributions and create new glories in the new journey of building socialist modernization. The conference named and commended the collectives and individuals who won the Qiandongnan May 1st Labor Award, the Worker Pioneer, and the Qiandongnan Craftsman Honors. 40 units including Huang Ping Jianfeng won the Qiandongnan Prefecture May 1st Labor Award. In addition, on the afternoon of May 7, Huangping County, Guizhou Province held the 2021 model worker and advanced worker commendation meeting to commend 11 model workers and 19 advanced workers. Qian Jiang, deputy secretary of the Jianfeng Party branch of Huangping and chairman of the trade union, was awarded the honor of "model worker" in Huangping County. Yang Zhi, deputy secretary of the Huangping County CPC Committee and county magistrate, called on the whole county to vigorously carry forward the spirit of model workers, labor spirit, and craftsmanship, so as to make it a common practice to advocate model workers, learn from model workers, and strive to be model workers, and further gather powerful forces to speed up the high-quality development of Huangping. As a model worker representative, Qian Jiang made an experience exchange speech at the conference.
2021
05-21
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