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
Daye Jianfeng Jinshan limestone mine is included in the national green mine list.
On January 11, the Ministry of Natural Resources issued an announcement announcing the list of mines that were included in the national list of green mines in 2020, with the Jinshan limestone mine of Daye Peak Cement Company among them. The final result of the green mine selection is in accordance with the requirements of the notice of the general office of the Ministry of natural resources on doing a good job in the selection of green mines in 2020 (natural resources office letter [2020] No. 839), on the basis of enterprise self-evaluation, third-party evaluation, provincial verification and recommendation, after examination and social publicity. In 2020, a total of 301 mines were selected and included in the national green mine list, subject to social supervision. Green mine refers to the implementation of scientific and orderly mining in the whole process of mineral resources development, the control of the disturbance of the mining area and the surrounding ecological environment within a controllable range, and the realization of environmental ecology, scientific mining methods, efficient resource utilization, and management Information digitization and mining area community harmony of the mine. In order to meet the selection criteria of national green mines, we must carry out the work from two categories and nine aspects, namely, the comprehensive utilization of resources, technological innovation, energy conservation and emission reduction led by the technical strength of mining enterprises, and the operation of mines according to law, standardized management, environmental protection, land reclamation, community harmony, corporate culture and so on. These requirements fully reflect the development concepts advocated by the current state, such as people-oriented, harmonious development of society and environment, and sustainable development. Jinshan limestone mine is a limestone raw material mine supporting Daye peak production line, about 1km away from the plant. Since it was put into operation, Jinshan limestone mine has been carrying out ore mining according to law. With the deepening of the establishment of green mines, Daye Peak, based on the principle of "mining while managing", has made orderly progress in the work of mine greening, dust control and information-based intelligent mine construction. It has successively built a centralized management and control platform for mine automation, integrating automatic control system, remote monitoring system, reserve management system and various monitoring systems, basically realizing the automation of fixed facilities and unattended operation. Harden the roads in mining areas; tens of millions of yuan have been invested in the restoration and management of the geological environment, planting more than 20000 camphor trees, Luan Shu and other seedlings, more than 2000 square meters of Parthenocissus creeper, laying more than 26000 square meters of lawns, and spraying more than 60000 square meters of guest soil. The forest land in some areas that will not be mined within 5 years has been restored, and the overall look of the mining area is new, which fully embodies the green mine development concept of "innovation, green, green. (this newspaper reporter)
2021
01-21
A few days ago, daye peak cement company donated 100000 yuan to daye city charity association as a poverty alleviation fund. A group of agents in Hubei province of peak cement visited left-behind children and families of poor students in Gulin town, where Huang ping peak cement company is located, and formed a helping pair with 8 poor students. Spike poverty alleviation and aid to write a new page. Jianfeng has always had a tradition of helping the poor and helping students. In addition to donating eight hope primary schools in Jinhua, Tibet, Xinjiang, Gansu, Yunnan and other places, individual or collective employees also subsidize poor students to complete their studies through fixed-point pairing and participation in the hope project. From the beginning of its establishment, Daye Jianfeng's employees have spontaneously contributed personal funds to pair with local poor students to provide help to students in need; in recent years, they have also helped children from poor employees' families complete their studies through "Golden Autumn Aid" and other channels. At the simple donation ceremony of the student aid fund held by Daye Peak, Zhang Fengliang, deputy general manager of the group company and general manager of Daye Peak, said that helping poor students realize their dreams of studying and dedicating a love to Daye's education is Daye The unshirkable responsibility of the peak people is the responsibility of the enterprise. As a key enterprise in Daye City, Daye Peak has been fulfilling its social responsibilities with practical actions while developing, and will continue to support and participate in this meaningful work that benefits the country and the people in the future. Ke Lingxiao, deputy secretary-general of the Daye Chu Chamber of Commerce and director of the Party Committee Office, attended the donation ceremony. Yang Jianxiong, the relevant person in charge of the Daye Charity Federation, accepted donations on behalf of the Charity Federation. In mid-December 2020, a group of agents from Peak Cement Hubei went to Gulin Town, Huangping County, Guizhou Province, to have a discussion with the leaders in charge of education in Gulin Town and the principals of some schools in the area to learn about the local education work. In order to have a closer understanding of the life and study of poor students, they also went deep into the local mountainous areas to visit left-behind children and poor students. An agent said: "The peak has given us this platform, our career development today is closely related to the peak, in a way, we are also 'peak man'. It is a very meaningful thing to go to Guizhou to experience the new factory style of Huangping Peak, to send warmth to the local poor children and to show the love of Peak agents." After on-the-spot visits, eight children were finally identified as the objects of assistance, some of which were orphans, some were single-parent families, and some of the parents suffered from major diseases that led to family poverty. In the future, peak agents will help these children in their lives and studies, so that they can complete their studies in peace of mind. (Zhu Yong and Lu Meiyan)
2021
01-11
Peak Metro Special Communication Cable Patented
On December 11, the cable company's subway special communication cable utility model patent authorization announcement, this is the cable company's fourth new utility model patent this year. Metro special communication cable is a kind of special cable which is optimized and improved on the basis of traditional urban communication cable. In order to meet the requirements of the subway environment and users, the cable company studies the longitudinal waterproof, radial waterproof and high flame retardant performance of the cable. In terms of longitudinal waterproofing, the traditional use of hot oil paste is changed to cold oil paste, and an automatic oil filling device is made, which not only simplifies the structure of the filling equipment, reduces the investment cost and floor area of the equipment, but also has simple filling process, easy operation and control, stable product quality, energy consumption saving, production cost reduction, no paste dripping during filling, and clean and pollution-free production site. The ointment filling process is not affected by temperature changes, and there is no insulation layer scald, paste dripping and cracking. Radial waterproofing adopts special hot melt adhesive technology that can bond metals, so that the joints of aluminum strips are tightly bonded and the radial waterproofing is more thorough, thus solving the problems of unround appearance of sheath, depression or flounces, poor sealing performance, affecting the waterproof performance of cables, etc. caused by the original heating technology of hot air gun. At the same time, in terms of high flame retardancy, the material of the outer sheath is improved, and the environmentally friendly flame retardant low-smoke halogen-free material is adopted, so that the product meets the environmental protection and fire safety requirements of the current key projects. With the increase of domestic subway projects, the use of subway special communication cables is also increasing. The acquisition of this patent has a certain effect on cable companies to expand their market influence and increase sales. (lu chao-fang)
2021
01-04
Huang Ping Peak "Try" to "Quasi"
On December 23, Guizhou Huangping Jianfeng Cement Company obtained the national industrial product production license. According to the relevant policies and regulations, the products produced by the enterprise meet the national standards, have applied for the national industrial product production license procedures, and have been accepted and filed by the relevant competent departments. During the period of waiting for the license to be issued, the trial production products can be sold, but the words "trial products" must be printed on the packaging bag. Due to the outbreak of the new coronary pneumonia epidemic at the beginning of the year, the construction of the Huangping peak project and the handling of production licenses and other related work have been affected to some extent. After the initial relief of the epidemic in May, Huang Ping peak in the intensified construction at the same time, but also began to carry out the production license processing. Due to the differences in the understanding of the relevant requirements and standards by the local competent departments, the relevant departments of Huang Ping Jianfeng worked together to deeply understand the local policy requirements and actively communicate with the administrative departments, and finally completed the work. Although trial products and formal products are subject to the same quality management standards, in actual marketing, user acceptance is often "discounted". The relevant person in charge of Huang Ping Jianfeng said that with this "birth permit", it means that the product has been officially affirmed and licensed by the state. As a new force in Southeast Guizhou, Jianfeng cement can truly participate in the market competition at the same level as the original local similar products, which will play a positive role in promoting the follow-up production and sales work. (Zhu Yong)
2021
01-04
On the afternoon of December 19, Wu Jin, deputy secretary of Huangshi municipal Party committee and mayor, Wang Gang, Secretary of Daye municipal Party committee, and Wang Ding, mayor of Daye City, visited Daye Jianfeng cement company for investigation. Wu Jin proposed that Daye Peak, as a key industrial enterprise in Daye City, should strengthen its advantages and make up for its shortcomings under the leadership of the Daye City Government, and strive to be the main engine and pioneer demonstration of the city's transformation and upgrading and high-quality development. Accompanied by Yuan Xianming, executive deputy general manager of Daye Peak, and Tao Yesheng, deputy general manager, Wu Jin and his entourage visited the production site of Daye Peak, spoke highly of the site management level of Daye Peak, and carefully inquired about the production and operation situation in 2020 and the future medium-and long-term development plan. Prior to this, the Huangshi Municipal CPC Committee held the second Plenary session of the 13th CPC Central Committee, planning to formulate the 14th five-year Plan and build a regional development layout system of "one heart, two belts, multi-point support, and global development." Wu Jin stressed in his investigation that he hoped Daye would seize the favorable opportunity of the "14th five-year Plan" building materials industry, actively respond to the government's industrial construction transformation plan, and make positive contributions to the reconstruction of Huangshi industry. (Xu Ying, Wang Yiyan)
2021
01-04
Another batch of old employees retired
On the morning of December 25, the group company held a farewell party for retired employees in 2020. Jiang Xiaomeng, secretary of the party committee and chairman of the group company, Qin Xuping, chairman of the trade union of the group company, and more than 20 retired old employees gathered together to share their work feelings and talk about their future life. Qin Xuping briefly reviewed the development history of Jianfeng Group over the past 60 years, thanked the retired employees and wished them good health and a happy life. He said that Jianfeng Group's achievements embody the wisdom, strength and painstaking efforts of the old comrades, and Jianfeng Group will not forget their contributions. I also hope that the old employees will not retreat and continue to pay attention to supporting peak development. Old employees are also actively speaking, talk about life planning after retirement. Jiang Xiaomeng introduced to the retired employees the company's current overall operation, the latest progress of the cement and pharmaceutical sector, and the industrial layout in various places. I hope the trade union will strengthen the service awareness of retired employees and do a good job in logistics services. I hope that the old employees will keep in touch with the company, communicate more, make more suggestions and suggestions, and thank the retired employees for their hard work over the years and their dedication and support to Jianfeng Group. (Reporter Chen Shengmu)
2021
01-04