I want to work in Daoxiang Village.

The treatment is quite objective. The service life seems to be a dictatorship with five risks in 13 and five risks in 18-25.

The key problem is! Are you a rural registered permanent residence or an urban registered permanent residence? The urban registered permanent residence seems to be better than the rural registered permanent residence.

Beijing Daoxiangcun Group is a time-honored brand with a history of more than 1 years, which has a decisive influence in Beijing's pastry industry, with an annual output value of more than 1 billion yuan. What I provided to Daoxiang Village in Beijing was the whole case service. Needless to say, the specific daily work, the following is only about the planning for Daoxiang Village in the Double Ninth Festival. Later, this case was selected as an external brain case by Sales and Management.

1. Background

When the calendar turned over from October 6, 26, this year's Mid-Autumn Moon Cake War in Beijing finally settled, and the major moon cake brands each sounded their guns and retired to take stock. But the biggest winner in the moon cake war in Beijing, Beijing Daoxiang Village Group, was not immersed in the joy of victory, but immediately set its sights on the next holiday business opportunity-the Double Ninth Festival.

For the Double Ninth Festival, among all the traditional festivals, it has always been a neglected festival. Since the double ninth festival was designated as the festival for the elderly in 1989, it has been branded as "the festival for the elderly" since then. Except for the products of the elderly, the general products will not be given too much attention.

As a leading enterprise in Beijing's pastry industry, Daoxiang Village in Beijing launches a seasonal pastry-Chongyang Flower Cake every year on the Double Ninth Festival. However, due to its low attention, its sales volume has been tepid, with a total annual sales volume of less than 3, Jin.

This year, the leaders of Daoxiang Village in Beijing are keenly aware that the products of Daoxiang Village have entered a relatively mature stage among the four traditional festivals (Mid-Autumn Festival, Dragon Boat Festival, Spring Festival and Lantern Festival), and they must try to develop new profit growth points. For the business philosophy of "Daoxiang Village in Beijing", developing new holiday business opportunities has become the first option.

The first pilot is this year's Double Ninth Festival.

second, analysis and research

after receiving the task planned by Chongyang Flower Cake, we first defined the nature of Chongyang Flower Cake: positioning Chongyang Flower Cake as a seasonal food, not a general food. Although this is a seemingly simple definition, it is of great significance to the planning of Chongyang Flower Cake. Because for ordinary products, there are nothing more than four factors that affect their sales, namely, product factors, price factors, channel factors and promotion factors (see chart 1). Product factors include raw materials, taste, technology, appearance, packaging and so on; Price factor refers to the purchase price that consumers are willing to pay for it; Channel factor refers to the channel from which consumers will get this product; The promotion factor refers to what image and function the product will enter the minds of consumers. As long as these four factors meet and meet the internal needs of consumers, generally speaking, the possibility of product success will be very great.

however, for seasonal foods, it is not enough to plan products only from these four aspects. Because for seasonal food, there is a cultural support problem, that is, the product must be able to bear the cultural connotation given by the festival. If the product itself can't reach the carrier foundation needed by the festival culture, it can't support the festival food market anyway. As marketing planning agencies, a professional in the national food industry, we made an in-depth study and developed a model of influencing factors of seasonal food (see chart 2). The influence factor model of seasonal food adds cultural influence factors on the basis of the general product influence factor model. Because, a main driving force for consumers to buy holiday products is the recognition of holiday culture, not the daily demand purchase. Only when consumers agree with the holiday culture and the holiday food consumption customs under the influence of the holiday culture can they produce the purchase behavior. For example, for mooncakes, which are also seasonal foods, consumers' first purchasing motivation is not to eat them, but to celebrate the festival: to give them to relatives and friends to express their good wishes or to share the festive atmosphere with their families.

back to the problem of double ninth festival flower cake, as a seasonal food to support the double ninth festival market, it must first be able to support the double ninth festival culture and convey its cultural connotation, followed by other influencing factors. Therefore, we first studied the cultural factors of Chongyang Flower Cake:

In traditional culture, nine is the highest number of yang, so the ninth day of September is called "Chongyang" or "Double Nine". The earliest record of the Double Ninth Festival can be traced back to the Han Dynasty. Ge Hong's Miscellanies of Xijing in the Jin Dynasty recorded such a thing: Emperor Wu of the Han Dynasty had a maid-in-waiting named Jia Peilan, who wore a cornus and drank chrysanthemum wine on the Double Ninth Festival in 1999, thinking that she could live longer. Of course, this is only her personal behavior, and it did not form a custom at that time. It was only in the Jin Dynasty that this custom was gradually formed. It was recorded in the Records of Local Habits of the Zhou Dynasty: "On September 9 … the custom was to plug cornus on this day, so that the evil spirits could be eliminated and the early cold could be prevented."

In the Tang Dynasty, in the fourth year of Zhenyuan in Tang Dezong (AD 788), Li Mi wrote to request that Zhonghe (the second day of February), Shangsi (the third day of March) and Chongyang (the ninth day of September) be designated as festivals, and was granted by Dezong. At this point, the Double Ninth Festival finally became a legal festival, which has been passed down to this day.

In addition, the Double Ninth Festival was a very fashionable festival in ancient times. Especially in the Tang Dynasty, the Double Ninth Festival was especially admired by literati. On this day, they invited friends with wine, climbed mountains for fun, and wrote poems, leaving many masterpieces. On the mountain holiday thinking of my brothers in shandong by Wang Wei, Cui Shi Village in Lantian on the 9th by Du Fu, Nine Days by Wang Bo and so on are more famous.

In addition to poems, the Book of Jin also records an idiom allusion about the Double Ninth Festival: Meng Jia, Tao Yuanming's grandfather and a famous person in the Eastern Jin Dynasty, joined the army in Huan Wen, a fu. On the day of Double Ninth Festival, Huan Wen took everyone to Youlong Mountain. Meng Jia didn't know that his hat was blown off the ground because he was greedy for the beautiful scenery. Huan Wen then asked one of his men to write an article to make fun of Meng Jia. Meng Jia immediately wrote an article to respond, which made all people gasp in admiration. So, later, "Double Ninth Festival falls off its hat" became an idiom that implied that Double Ninth Festival climbed high, drank wine and wrote articles, and was romantic and elegant.

There are many customs in the Double Ninth Festival in ancient times, such as climbing mountains, inserting dogwoods, drinking chrysanthemum wine, eating double ninth cake, etc. Now, apart from climbing mountains, only eating double ninth cake is left. The origin of Chongyang cake can be traced back to the Southern and Northern Dynasties. According to the Book of Southern Qi Dynasty, after Emperor Wu of Song Wudi ascended the throne in the Southern Dynasties, the ninth day of September was designated as the day to ride horses, shoot arrows and review the army. It is said that Chongyang cake evolved from the dry food distributed to soldiers that year. In the Song Dynasty, Chongyang cake became a fashionable gift for relatives and friends. In the Southern Song Dynasty's meticulous Old Wulin Story, it was recorded that "everyone drinks new wine every month, and they all admire chrysanthemums, and each of them feeds on chrysanthemum cakes ..." This custom was very popular until the Qing Dynasty, and Pan Rongbi, a Qing dynasty, said in "The Years of Emperor Beijing": "The flower cakes on Chongyang in the capital are extremely superior ... The city people compete to buy them, provide them for their families, and give them to their relatives and friends".

By studying the culture of the Double Ninth Festival, we can draw the following two conclusions: First, the Double Ninth Festival is not just a festival for the elderly, on the contrary, it was a very fashionable festival in ancient times; Secondly, the custom of eating Chongyang Flower Cake on Double Ninth Festival has a long history. However, there are two problems at the same time: first, most consumers think that the Double Ninth Festival is the festival for the elderly; Secondly, most consumers don't know the custom of eating double ninth festival cake.

after studying Chongyang culture, we studied the product factors, price factors, channel factors and promotion factors of Chongyang Flower Cake respectively:

First of all, in terms of product factors, Chongyang Flower Cake in Beijing Daoxiang Village adheres to the principle of careful selection of materials in Beijing Daoxiang Village, and adopts pure manual production technology, which not only ensures the quality and taste of the product, but also retains the traditional flavor and can effectively distinguish it from other products. Although there is nothing wrong with the product itself, Chongyang Flower Cake has never had its own packaging. Like other daily cakes in Daoxiang Village, Beijing, it is retailed in bulk, making it difficult for Chongyang Flower Cake to stand out among many daily products.

Secondly, in terms of price, the price of Chongyang Flower Cake per kilogram is 19 yuan. Compared with the price of similar cakes in Daoxiang Village, the price is moderate and meets the consumption level of the target population.

Third, Chongyang Flower Cake in Beijing Daoxiang Village is sold in 51 self-operated stores and 14 terminals in Beijing Daoxiang Village, which is basically consistent with other seasonal products (moon cakes, zongzi, etc.). Therefore, there is no problem in the marketing channels of Chongyang Flower Cake.

fourthly, in terms of promotion, Chongyang Flower Cake was only regarded as a festive food in previous years, and was not paid much attention to, so it was basically not promoted, and consumers knew little about it, and even many consumers didn't know that there was Chongyang Flower Cake in Daoxiang Village. If you don't understand or even know, you can't naturally arouse consumers' enthusiasm for buying, which is another big reason why the sales of Chongyang Flower Cake are tepid.

To sum up, through the analysis of the influencing factors model of seasonal food, the planning focus of Chongyang Flower Cake in Daoxiang Village of Beijing falls on three points: culture, packaging and promotion.

Third, strategy formulation

Now that we have found the breakthrough point of the problem, we have formulated corresponding strategies for all aspects of the problem:

1. Cultural dissemination

As mentioned earlier, there are two major problems in the culture of the Double Ninth Festival: First, most consumers think that the Double Ninth Festival is the festival for the elderly; Secondly, most consumers don't know the custom of eating double ninth festival cake. According to these two points, we also found two ways to solve the problem: changing people's understanding of the Double Ninth Festival and expanding the consumer base. The so-called change in people's understanding of the Double Ninth Festival is to make consumers realize that the Double Ninth Festival is not just a festival for the elderly, but a festival for the whole people, and everyone should participate in this traditional festival. The so-called expansion of consumer groups is to let consumers re-develop the habit of eating Chongyang Flower Cake on the basis of realizing that the Double Ninth Festival is a national holiday. However, it is not easy for consumers to understand and agree with this information in a short time. We believe that on the one hand, we should make full use of the power of media to inform, on the other hand, we should make full use of the leading role of existing consumers in Beijing Daoxiang Village. Because the existing consumers in Beijing Daoxiang Village are relatively high in age, they are basically the elders in the family. For family diet, this type of consumer has considerable decision-making power and influence, and it is a good way to use them to influence other members of the family.

2. Improvement of packaging

For the improvement of packaging, we first changed the form of bulk retail to the form of gift boxes; Each box contains nine pieces of Chongyang flower cakes, with a total weight of about one catty, which is in line with the habit of consumers' purchase; Nine pieces of Chongyang cake have the meaning of Jiujiu (a long time), which accords with the traditional meaning of blessing; Nine pieces of Chongyang flower cakes are divided into three groups, with three pieces in each group, named "Longevity", "Gaosheng" and "Gaoxiang" respectively. "Longevity" means to wish the elderly a long and healthy life, "promotion" means to wish the young people a smooth career and a step-by-step promotion, and "Gaoxiang" means to hope that their children will succeed in their studies and soar as soon as possible. A box of Chongyang cakes covers the blessings for the whole family, which can not only arouse the interest of young people, but also coincide with the brand concept of Beijing Daoxiang Village-"Daoxiang Village for the whole family".

3. Promotion methods

For the promotion of Chongyang Flower Cake, the first thing is to achieve the promotion purpose with the least promotion expenses, because after all, it is the first time to plan the Double Ninth Festival products. Therefore, in the choice of media, we mainly choose Beijing Traffic Station and Beijing Evening News as the main publicity media, and the promotion forms are mainly news and soft articles, combined with in-store posters and leaflets to form three-dimensional publicity. The content of the promotion mainly focuses on promoting Chongyang culture and the information that Beijing Daoxiang Village has launched Chongyang Flower Cake. We have written the corresponding copy, designed the posters and leaflets in the store, and released them to various media and direct stores and sales terminals in Beijing Daoxiang Village on time before the Double Ninth Festival.

IV. Market Response

On October 2th, all major direct stores and sales terminals in Beijing Daoxiang Village began to distribute leaflets of Chongyang Flower Cake to consumers, and posted posters of Chongyang Flower Cake in eye-catching positions to let consumers know about Chongyang culture and the related information about Chongyang Flower Cake launched in Beijing Daoxiang Village in advance.

On October 23rd, Beijing Evening News first published a soft article about Chongyang Flower Cake.

On October 24th, Chongyang Flower Cake was out of stock within two hours. In the next few days, the Chongyang Flower Cake, which was listed every day, was out of stock before noon, and Daoxiang Village in Beijing received many calls asking to buy Chongyang Flower Cake every day.

At the same time, the hot sale of Chongyang Flower Cake in Beijing Daoxiang Village has attracted great media attention. On the day of the Double Ninth Festival, Beijing TV and CCTV broadcast news about the hot sale of Chongyang Flower Cake in Beijing Daoxiang Village seven or eight times, which greatly improved the brand awareness and reputation of Beijing Daoxiang Village.

By the end of the Double Ninth Festival on October 3th, Beijing Daoxiang Village had sold 16, Jin of Chongyang Flower Cake, which was more than five times higher than that in previous years.

Of course, the sharp increase in sales volume is only an appearance. More importantly, consumers have a new understanding of the Double Ninth Festival, and the real business opportunities of the Double Ninth Festival are quietly maturing.