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
News from our newspaper On December 3, the second Yangtze River Delta G60 Science and Technology Corridor Nine Cities People's Congress Work Exchange Meeting and the People's Congress Representative Enterprise Alliance Founding Meeting was held in Wuzhen, Jiaxing. Jianfeng Group is the first batch of NPC representative enterprise alliance members. Jiang Xiaomeng, secretary of the party committee and chairman of the group company, attended the establishment ceremony of the enterprise alliance and spoke on behalf of Jinhua enterprises. The Yangtze River Delta G60 Nine Cities People's Congress Representative Enterprise Alliance is an exchange platform for nine cities and cities, including Songjiang District, Jiaxing City, Hangzhou City, Jinhua City, Suzhou City, Huzhou City, Xuancheng City, Wuhu City, and Hefei City. Gather superior resources, play a representative role, establish a mutually beneficial, cooperative and win-win development mechanism, and continuously promote information exchange, resource sharing, commercial cooperation, and industrial docking among enterprises in nine cities, actively promote the realization of higher-quality integrated development in the Yangtze River Delta region, and promote the construction of the G60 Science and Technology Corridor in the Yangtze River Delta. Li Weining, deputy secretary of the party group and deputy director of the standing Committee of the Zhejiang Provincial people's Congress, said at the meeting that the establishment of the enterprise alliance will further give full play to the advantages of NPC deputies and entrepreneurs, promote win-win cooperation and innovative development of enterprises in nine cities, and gather strength for taking the initiative to serve the national strategy. At the ceremony, Jiang Xiaomeng and other nine representatives of entrepreneurs pressed the button together to announce the establishment of the alliance. After that, around the theme of the meeting, the participants spoke on strengthening entrepreneurship and innovation, deepening exchanges and cooperation, undertaking social responsibility, and promoting integrated development. In his keynote speech on "Cooperation and Innovation to Strengthen the Main Business, Standardize Science and Seek Development", Jiang Xiaomeng introduced the 62-year development history of the peak; the "two-wheel drive, two-wheel drive, two-wing development, and complementary advantages" mainly cement and medicine, supplemented by health products, trade and logistics, etc. business pattern and the development policy of various industries; in recent years, all-round innovation and improvement in technology, products, management; actively assume social responsibility through donations, poverty alleviation, etc. He said that Jianfeng Group attaches great importance to the opportunity of the integration of the Yangtze River Delta, and has been actively integrating into the Yangtze River Delta economic circle, using the broad platform of the G60 Science and Technology Innovation Corridor to continuously improve the construction of the R & D platform. In the future, Jianfeng will continue to strengthen cooperation and exchanges with enterprises in the region, further make the enterprise stronger and better for a long time, and enhance the resilience and vitality of enterprise development; always bear in mind the original intention and mission, constantly create benefits, seek returns for shareholders, seek well-being for employees, seek development for enterprises, create wealth for society, and strive to become a respected century-old enterprise. (Reporter Chen Shengmu) Representatives of the Nine City Entrepreneurs People's Congress who participated in the ceremony jointly pressed the alliance establishment button
2020
12-11
Chairman's advice on the "14th Five-Year Plan"
On December 2, the standing Committee of the Jinhua Municipal people's Congress held a forum of deputies to the National people's Congress to listen to the opinions and suggestions of deputies at all levels on the formulation of the 14th five-year Plan of Jinhua City. As a member of the Standing Committee of the Municipal People's Congress, Jiang Xiaomeng, chairman of the group company, participated in the discussion and offered suggestions on how to better promote the innovation and development of enterprises during the "14th Five-Year Plan" period. At the symposium, 12 provincial and municipal people's congress representatives combined their actual work and focused on building a medical center in central and western Zhejiang during the "14th Five-Year Plan" period, promoting the high-quality development of the private economy, upgrading the energy level of the metropolitan area, developing modern agriculture and promoting rural revitalization, Actively put forward opinions and suggestions on optimizing financial services. Chairman Jiang Xiaomeng said in his speech that the "Fourteenth Five-Year Plan and Proposals for 2035" of the Jinhua Municipal Party Committee have put forward practical directions, goals and requirements for the future development of Jinhua in all aspects. It is very comprehensive and exciting. In view of the future talent team construction and the innovation and development of private enterprises in Jinhua City, he put forward three suggestions: to promote the construction of talent highland and lay a solid foundation for building an innovative city. It is hoped that the municipal government will further focus on "how to attract and retain more foreign talents, how to cultivate more local innovative talents, how to realize the transformation and landing of scientific and technological achievements, and how to make scientific and technological innovation make greater contributions to the future development of Jinhua", and implement the measures of recruiting, attracting, using and retaining talents. Improve the information resource platform to provide guidance and help for the transformation and upgrading of enterprises. Jinhua enterprises generally have shortcomings such as small scale, low industrial level, lack of independent brands, product homogeneity, and low added value, coupled with direct financing difficulties, high financing thresholds, short deadlines, small amounts, and rising resource elements. And other factors, resulting in higher operating costs. There are also many enterprises facing difficulties in transformation. They are at a loss as to where and how to turn. It is hoped that during the "14th Five-Year Plan" period, the municipal government will further make full use of the advantages of the resource platform whose information symmetry is much higher than that of enterprises, study and grasp the future industry outlet, guide the development goals of enterprises in the general direction, and set up learning benchmarks; provide for the transformation and upgrading of enterprises Support in many aspects; fully match research and development elements such as scientific research institutes and expert teams with enterprises, and strive to promote the transformation and landing, and better promote the high-quality development of enterprises. Strengthen the integration of subdivided industries and create gold-lettered signboards. It is hoped that the municipal government will further strengthen the planning and integration of subdivided industries, gradually form and give full play to the effect of industrial clusters, further guide enterprises to take the road of brand, scale, efficiency and quality, and the government will issue policies to guide integration. through the joint efforts of enterprises and the government, so as to reverse the long-term situation of many, small, scattered and chaotic industries in the past, form industrial clusters with characteristic advantages, and promote the sound development of the industry. (this newspaper reporter)
2020
12-11
Peak Health Obtain National High-tech Enterprise Recognition
Recently, the national high-tech enterprise certification management network announced the "list of the first batch of high-tech enterprises to be recognized in Zhejiang Province in 2020". Jianfeng health technology company successfully entered the list through the municipal, provincial and national three-level examination, and officially entered the ranks of national high-tech enterprises. The identification of high-tech enterprises is a comprehensive evaluation and identification of the core independent intellectual property rights, the ability to transform scientific and technological achievements, the organization and management level of research and development, growth indicators and talent structure of the enterprise. Since its establishment, Jianfeng Health has been relying on technological innovation and technological progress to promote the development of enterprises, keeping up with the cutting-edge technology of the industry, and constantly improving the value, scientific and technological content and market share of products. As a provincial agricultural science and technology research and development center, Jianfeng Health has a high-quality technical team and advanced equipment, and has long-term cooperation with well-known scientific research institutions across the country. The person in charge of the company said that being recognized as a national high-tech enterprise is the recognition of Jianfeng Health's innovative research and development in biology and new medicine, natural medicine and sustainable utilization of traditional Chinese medicine resources over the years by the competent government departments at all levels. it will further promote the process of independent innovation and independent research and development of the company. In the future, Jianfeng Health will continue to develop high-quality new pharmaceutical products, and continue to promote the sustainable use of drug resources. At the same time, it will pay more attention to independent innovation, protect intellectual property rights, continue to increase R & D investment, cultivate professional talent team, enhance the company's core competitiveness, and enrich the enterprise's innovation and development potential; Further strengthen the company's technological innovation ability and the transformation ability of scientific and technological achievements, and provide strong technical support for the sustained, strive to become the backbone of the development of the industry. (Yang Haolou Yongzeng)
2020
12-11
Peak re-listed China's top 100 building materials enterprises
News from this newspaper China Building Materials Enterprise Management Association recently released the "2020 Top 500 Chinese Building Materials Enterprises List", and Jianfeng Group ranked among the "2020 Top 100 Chinese Building Materials Enterprises". This series of lists has been released every year since 2002, and has received extensive attention and active participation from governments at all levels, building materials authorities and building materials companies, and has become a vane of China's building materials industry. In order to enhance the authority, credibility and influence of information release, the list cooperates with various building materials professional associations and local building materials associations of the China Building Materials Federation system. Data collection is carried out through various channels such as recommendation of local building materials associations and building materials professional associations, enterprise declaration, public information, special investigation, etc. The selection scope includes registration in China (excluding foreign capital in China, wholly-owned and holding enterprises of Hong Kong, Macao and Taiwan), or registered overseas, the investment subject is a Chinese natural or legal person, the main business is in the territory, all engaged in production, service, scientific research, design, commerce, supply, logistics and other building materials enterprises and units of the whole industry chain. Peak since participating in the activities, has been ranked for many years in China's top 100 building materials enterprises. (this newspaper reporter)
2020
12-11
Huang Ping peak officially completed! The company donated education support funds to Huang Ping
According to our newspaper, the early winter in Guizhou was warm and cold, and the Huang ping peak factory area was waving colorful flags. on the morning of November 20, relevant leaders and guests from Zhejiang and Guizhou gathered in gulong town, "the world's first Miao township", to witness the completion and commissioning of the 4500t/d cement clinker production line project of Guizhou Huang ping peak cement company. The Huangping Jianfeng Cement Project is the second project in the southwest of the peak cement plate, and it is also the first east-west poverty alleviation cooperation project of the peak in Guizhou. Since the construction started in the first half of 2019, after 18 months of efforts by all the construction and construction personnel, the project construction and process technical debugging have been fully completed, the production line operation has basically reached the design target, and the "peak" brand bagged and bulk cement has been put on the market in southeast Guizhou and surrounding areas. The completion and commissioning ceremony of Huang Ping peak was presided over by Yu Jianhong, general manager of the group company. Leaders and guests attending the ceremony included relevant leaders of Jinhua Municipal people's Congress and CPPCC, leaders and heads of functional departments in Qiandongnan Prefecture, Huangping County and Gulong Town of Guizhou Province, relevant responsible persons of Zhejiang Branch and Guizhou Branch of Agricultural Bank of China, representatives of directors and supervisors of Jianfeng Group, responsible persons of Guizhou cement Association, Huangping peak project cooperation units and peer enterprises, as well as representatives of agents and end customers. Hu Hongwei, general manager of Huang Ping Jianfeng, introduced the project construction and the overall situation of the enterprise to the leaders and guests. He said that the completion and commissioning is a new beginning for Huangping Peak. In the future, it will further strengthen refined management, strengthen production quality control, safe production, and high-quality services to contribute to the construction of Southeast Guizhou and the well-being of Huangping people. Yang Zhi, head of the people's Government of Huangping County, said in a speech at the ceremony that the Huangping peak cement project is a key investment attraction project in Huangping County. It took only 18 months from the start of construction to the production, creating a "peak speed" and demonstrating the "peak spirit". The completion and commissioning of the project has laid a solid industrial foundation for solving the employment and income increase of the local poor people, expanding the total industrial economy of Huangping, promoting Huangping to win the battle against poverty, and achieving the goal of a comprehensive well-off society. In the future, Huangping County will certainly serve the development of enterprises at a higher level, constantly consolidate and develop "pro-Qing" political and business relations, earnestly safeguard the legitimate rights and interests of enterprises, and take more effective measures to constantly deepen the reform of "management and service". Improve work style, improve service quality, optimize the business environment, and create a good atmosphere of pro-business, safe business, and rich business. Sun Hongwei, a first-level inspector of the Zhejiang Branch of the Agricultural Bank of China, spoke on behalf of the Agricultural Bank and congratulated Huang Ping on the completion and commissioning of the peak. In his speech, Chen Zhishi, deputy director of the Standing Committee of Jinhua Municipal People's Congress, expressed heartfelt congratulations on the successful completion and commissioning of the new dry process cement clinker production line of Guizhou Huangping Jianfeng Cement Company on behalf of the four teams of Jinhua. He said that poverty alleviation cooperation between the east and the west is an important decision-making and deployment of the Party Central Committee and the State Council, and it is also an unshirkable political responsibility. Jianfeng Group's investment in cement projects in Huangping is not only a concrete action in response to the call of the Party Central Committee and the State Council, but also an active choice for enterprises to jump out of Zhejiang for development and break through the bottleneck of resource elements. He hopes that the party committees, governments and functional departments at all levels in Qiandongnan Prefecture and Huangping County will continue to care and support the development of Huangping Jianfeng Company and continue to create a high-quality development environment for the enterprise. It is hoped that Huangping Jianfeng Company will actively lead the high-quality development of Huangping industry, fully promote the development of related industries and the employment of local residents, and contribute to the enhancement of county economic strength. Looking forward to deepening cooperation and exchanges between the two places, give full play to Jinhua's industrial and market advantages and Qiandongnan's ecological and labor advantages, strengthen tourism cooperation, labor cooperation, and industrial cooperation between the two places, and promote cooperation and exchanges between the two places to a deeper level, higher level, and broader field. Jiang Xiaomeng, secretary of the party committee and chairman of the board of directors of the group company, delivered a speech at the ceremony. On behalf of the company, he expressed his heartfelt thanks to the party committees, governments and functional departments at all levels in Zhejiang and Guizhou, the special poverty alleviation fund support of Agricultural Bank of Zhejiang Province, the project cooperation construction units, equipment supply manufacturers, and all cadres and employees of Huangping peak in Guizhou for their hard work. He said that Jianfeng is an old enterprise with a history of 62 years. Huang Ping Jianfeng is the youngest member of the Jianfeng family. He hopes that all cadres and employees of Guizhou Huangping Jianfeng will inherit and carry forward the spirit and culture of Jianfeng, and be scientific and innovative. Pay attention to management and seek standardization; Dare to fight hard, love dedication, and build the enterprise into a green, environmentally friendly and efficient modern enterprise, create a good career development platform for employees, make due contributions to Guizhou's economic development and industry transformation and upgrading, and write a new chapter in the history of peak development. In order to thank Huang Ping's fellows for their support and love, with the approval of the board of directors, the company decided to donate 200000 yuan of education assistance funds to Huang Ping County to support the development of Huang Ping's education. At the completion ceremony, Chairman Jiang Xiaomeng made a donation on behalf of the company, and Lin Ganli, member of the Standing Committee of the Huangping County Party Committee, Minister of the United Front Work Department, and Secretary of the Party Committee of Gulin Town, accepted the donation on behalf of Huangping County. At the end of the ceremony, Huang Jinchao, director of Jinhua Decision-making Advisory Committee, Fu Lichang, former vice chairman of Jinhua CPPCC, Jiang Tinggui, deputy director of Qiandongnan Prefecture People's Congress Standing Committee, Lin Changfu, secretary of Huangping County Party Committee, and Chairman Jiang Xiaomeng jointly pressed the starting ball for the official completion and commissioning of the 4500-ton cement clinker production line project in Huangping, Guizhou. After the ceremony, the leaders and guests visited the Huang Ping peak factory and production line. (this newspaper reporter)
2020
12-01
Jiang Xiaomeng Elected First President of Jinhua High-tech Enterprise Association
News from our newspaper On the afternoon of November 24, the inaugural meeting of Jinhua High-tech Enterprise Association was grandly held in Jinhua Cultural Center. Jiang Xiaomeng, secretary of the party committee and chairman of the group company, was elected as the first president of the association. With the strong support of the Municipal Science and Technology Bureau, Jinhua High-tech Enterprise Association was jointly initiated and established by Jianfeng Group, Jinfei Group, Wanliyang, Kehui Medical, Dawei High-tech, and Peking University Science and Technology Park. Promote the development of our city's high-tech industry, improve the independent innovation capabilities of enterprises, strengthen industry-university-research cooperation with universities and scientific research institutes, and build a bridge between the government and enterprises, provide information, technology, consulting and personnel training services for high-tech enterprises. According to statistics, Jinhua City currently has 990 national high-tech enterprises, and the number is increasing at a rate of about 300 per year, showing a good trend of accelerating cultivation and growth, and is gradually becoming the promotion of Jinhua City's industrial transformation and upgrading and high-quality economic development. Important force. Zhang Xinyu, vice mayor of Jinhua City, pointed out in his speech at the inaugural meeting that high-tech enterprises are the main force of technological innovation and the main engine of high-quality economic development. It is hoped that the association will give full play to its advantages in linkage, build a "heart-to-heart bridge" for government-enterprise communication, be a "vanguard" in scientific and technological innovation, be a "waiter" for enterprise development, and build a "gathering place" for innovative talents. we will constantly stimulate the enthusiasm and creativity of the broad masses of scientific and technological personnel and innovative subjects, and strive to create a new situation for the prosperity and development of Jinhua's high-tech industry. After democratic election by members, Jiang Xiaomeng, chairman of the group company, was elected as the first president of the High-tech Enterprise Association. In his inaugural speech, Jiang Xiaomeng said that in recent years, the state has paid unprecedented attention to scientific and technological innovation, paid unprecedented attention to private economy and entrepreneurs, and high-tech enterprises in Jinhua City have also developed rapidly. In order to better serve the majority of member units and enhance the innovation ability of Jinhua enterprises, the association should focus on three aspects in the future, namely, assisting the government to promote the development of Jinhua's high-tech industry; giving full play to the role of bridge and link between the government and high-tech enterprises; promoting exchanges and cooperation among members, members and scientific research institutes, Make the association truly become the home of high-tech enterprises and the link of communication between government and enterprises, A platform for high-quality services ". (Fonse)
2020
12-01