Handshou fruit and vegetable drinks

Full name of the company: Beijing Shunxin Lianshou Fruit and Vegetable Beverage Co., Ltd. is the first domestic beverage manufacturer to propose the concept of "fruit and vegetable juice". The factory is located in Niulanshan Industrial Zone, Shunyi District, Beijing, with a total area of The land area is more than 240 acres and the construction area is 45,000 square meters. By participating in the country's agricultural industrialization adjustment, joining hands with farmers and the market, with fruit and vegetable juice as the leading industry, the company has a number of internationally advanced beverage processing production lines and tens of thousands of acres of professional green planting bases, which can produce 100,000 Tons of fresh, nutritious and delicious "hand-in-hand" fruit and vegetable juices are dedicated to consumers.

"Hand Hand" integrates agricultural planting, resource development and utilization, and environmental maintenance. It has established a fruit and vegetable planting, storage and transportation, scientific research, and joint venture with local governments, local farmers, and scientific research units such as the National Vegetable Engineering Technology Research Center. , deep processing one-stop industrialization project. The company has always been based on the high point of "holding farmers with one hand and the market with the other", taking prospering the rural economy as its own responsibility and meeting market demand as its purpose, and has greatly played the guiding role of leading enterprises in agricultural industrialization. In pursuing its own development, the company At the same time, it led many farmers onto the road to prosperity.

In order to ensure the freshness and deliciousness of the products and the sustainable development of the enterprise, the company has successively passed ISO9000, ISO14000, HACCP, QS and other system certifications, achieving full pollution-free quality control from land to table. The company adopts the latest international vegetable deep processing technology and production techniques such as cell wall breaking and molecular encapsulation to ensure that the products are safe, delicious and nutritious. As a purely natural pulp drink, "Handhand" fruit and vegetable juice not only maintains its naturalness and rich nutrition, but also obtains a wonderful, fragrant and sweet taste through advanced technology. Its various specifications and flavors can satisfy the needs of different groups of people. need. The company also obtained the invention patent for "a series of fruit and vegetable juices using carrots as the main raw material and their manufacturing methods."

The main production equipment of "Handhand" fruit and vegetable juices come from Tetra Pak Company of Sweden and Sig Company of Italy. The entire production process is computer-controlled closed production to ensure Every drop of LianShou fruit and vegetable juice is produced and filled in a pollution-free environment, ensuring that the product is fresh and delicious and lasts longer. "Handhand" fruit and vegetable juice has a pure, fresh taste and natural ingredients. Its most innovative feature is that it mixes vegetable flavors with appropriate amounts of fruit juices with different flavors, guiding people's consumption habits from eating vegetables and chewing vegetables to "drinking vegetables". Ultra-fine and micro-processed vegetable juice allows you to absorb the dual nutrition of β+VC more easily, making you a true "fruit and vegetable nutrition expert". The nutritional value of fruits and vegetables is increasingly valued by people. Fruit and vegetable juice is rich in nutrients and is a comprehensive drink that integrates body strengthening and beauty. Regular drinking not only supplements various necessary nutrients, but also achieves the effects of fitness, weight loss and beauty. In order to allow the human body to fully absorb its nutrients, "Hand Hand" adopts high-tech technologies such as breaking the cell walls of vegetables and fruits such as carrots, molecular encapsulation, and ultra-fine miniaturization. It uses fresh vegetables as the main raw materials and processes them with advanced production techniques to ensure safety and deliciousness. and nutrition. Hands-on series of fruit and vegetable juices not only retain the nutrition of vegetables, but also maintain the taste of fruits, and make it easier for the human body to absorb. Taken together, it is a general trend for hand-in-hand fruit and vegetable juice to become a fashionable drink. As young people have more and more room for independent choices, Lingshou fruit and vegetable juice is becoming popular at the forefront of fashion, providing a lasting guarantee for a high-quality life.

In order to consistently ensure the high quality of products and more timely supplement and develop new products, "Handhand" not only established its own scientific and technological research and development team, but also cooperated with many high-level scientific research institutions and universities at home and abroad. We have formed a long-term cooperative partnership and established a complete and efficient peripheral R&D network, so that new research results in deep processing of fruits and vegetables at home and abroad can be quickly transformed into our own advanced technology, so that the "Hand Hand" product family can continue to thrive. The company There are 3 major series and more than 100 items.

The company adheres to the practice of focusing on publicity in key markets, and at the same time relies on product sales, high-end products to build brand image, mid-range products to consolidate the market, low-end products to serve as circulation brands, and increase brand influence through products and networks, and ultimately To achieve the purpose of increasing market sales. The company has established 22 branches and offices across the country, covering most parts of the country.

With its excellent performance, Hands-on has won the titles of "Beijing's Leading Agricultural Industrialization Enterprise", "Beijing Famous Brand Product", "Beijing Famous Trademark", "Safe and High-Quality Commitment Food", "Quality Service Double Guarantee" Commitment Unit", "Top 50 Regional Economic Enterprises" and other honors. In terms of environmental construction, the company has won the title of "Capital Garden Factory". The company has also won the titles of "China Famous Brand", "Top Ten Outstanding Enterprises in China's Brand Building", "Top Ten Influential Brands in China's Beverage Industry", and "National Food Industry Excellent Brand". "Leading Food Enterprise", "China Food Industry Quality and Efficiency Award" and other honors.

The company advocates teamwork spirit and job classics, and regards "appreciating strengths, understanding weaknesses, pursuing performance, and developing together" as the most common concept. In a corporate culture atmosphere filled with a strong humanistic atmosphere, employees and the company are integrated, and the company and employees know each other, and the goal of mutual growth of individual employees and the company as a whole can be achieved. It is precisely because of the good combination of people, finance and materials that "Handhand" has continued to grow stronger driven by strong cohesion. Today's "Handhand" has made a huge leap forward, both in terms of production scale and sales. .

Looking to the future, "Handhand" will continue to stride forward, accelerate technological innovation and institutional innovation, continue to expand the international and domestic market share of "Handhand" fruit and vegetable juices, and become a true leader in the green fruit and vegetable drink market. The winner's goal is moving forward, making new contributions to building a harmonious society and the economic development of the capital! A fundamental analysis of the marketing mistakes of LingShou Fruit and Vegetable Juice, LingShou Fruit and Vegetable Juice, everything is ready, all it needs is the east wind, where is Mr. Zhuge?

Beijing Lianshou Fruit and Vegetable Juice, a subsidiary of Beijing Shunxin Agriculture, is also a relatively well-known juice drink brand in China. Its product research and development is indeed innovative compared with other similar products, and the main marketing backbone is fortunate to be based on the original China Coca-Cola Company has a team of marketing talents. Coca-Cola Marketing has always been renowned in the industry for its world-class brand planning and sales operation capabilities in channels, terminals, promotions, etc. In addition, Shunxin Agriculture has abundant funds and has also invested a lot in marketing and advertising, especially In big cities such as Beijing, Guangzhou, and Shanghai, the annual promotion expenses in each city are said to be as high as several million yuan or nearly ten million yuan.

For example, in the Shanghai market, I personally did some small research and found that many supermarkets and convenience stores also have Lianshou fruit and vegetable juice products, and the display position and layout are the best and largest, basically the same as Lulu. , Yedao and other first-line brands are placed together, and from time to time they arrange public welfare or purely promotional promotion activities in various places. Although the sales point staff’s evaluation of their products is not very good, they are not bad. Therefore, from all aspects, its products are Sales work cannot be said to be done poorly or not done diligently.

Logically speaking, the company's products have been on the market for four years and have already passed the market entry period and the first stage of growth. Everything should be ready to make a lot of money. However, what was unexpected and annoying to the company's leadership was that the company not only failed to earn a lot of money like other beverage companies, but also did not have the ideal marketing capabilities to further promote product sales. Why? The reason is that the company's products seem to be "young and mature", and "no one supports them" when going out. Without promotion activities, the products "cannot walk well". The marketing situation is a bit like "young and old", and the company has hired many planning companies to help them. I tried my best, but there was no good solution. A lot of investment has been made in this product, and investment is still continuing. The product and brand itself are good, the sales team is also good, the market has basically spread, and marketing needs to be promoted every day.

If the company doesn’t do it, it feels like it’s really a pity. It wants to continue doing it, but there is no good way to really advance it. And from the perspective of the objective requirements of marketing competitiveness, as long as a product is on the market, your company has only one way to go, and that is: you can only advance but not retreat. If you want to retreat, all your previous efforts will be wasted. The marketing situation has become so-called "tasteless". It would be a pity not to eat it, but it would be anxious to eat it. what to do? I was fortunate enough to have some contact with the leaders of LianShou Fruit and Vegetable Juice, learn about some situations, do some thinking and in-depth analysis of their products, brands, and marketing strategies, and form some personal opinions and ideas. I would like to dedicate it now to hold hands and discuss it with all the experts.

Second, analysis of two fundamental mistakes of Lingshou Fruit and Vegetable Juice

Looking at the marketing strategies of successful domestic and foreign beverage brands, and then looking at the brand marketing strategy of Lingshou Fruit and Vegetable Juice, the author believes that, LianShou Fruit and Vegetable Juice committed two major taboos in beverage brand marketing. They are: first, the brand concept and positioning are unclear; second, the wrong beverage marketing strategy was adopted.

Handhand brand concept exploration and brand positioning

Handhand’s brand actually has a very good brand name. “Handhand” has rich and strong cultural connotations in both Chinese culture and world culture. and meaning, but the person holding hands is sitting on a golden mountain and missed it. I heard that the brand name "Hanshou" was named by its boss, which means "fruits and vegetables go hand in hand." Hands-on fruit and vegetable juice is the first fruit and vegetable juice mixed drink in China, so it is richer in nutrients and has a higher product concentration. It was higher to show the essential difference in product ingredients from the pure fruit juice drinks that were just emerging on the market at that time. Lingshou Fruit and Vegetable Juice’s main target customers are home drinking and restaurant consumption groups. Although the product market positioning has been adjusted frequently in the future, this fundamental positioning has not changed. In terms of product positioning, the company has always followed the positioning of functional beverage products, that is, Lingshou fruit and vegetable juice is different from ordinary drinks in its thirst-quenching function. It is a nutritional supplement that reasonably supplements the nutrients needed by the human body and has a certain dietary substitution significance. Functional drinks, in fact, unintentionally put themselves together with life nutrition types such as Ovaltine, milk, and Huiyuan juice (rather than sports nutrition types such as Jianlibao and Red Bull). As for brand positioning, that is, what concept does the Hands-on brand follow, what kind of business philosophy does it advocate, what value does it represent in the minds of consumers, and what position should it occupy in the minds of consumers? That is, what does the Hands-on brand mean to consumers? However, it has not conveyed any clear and effective information to the market and consumers.

We all know that brand positioning is mainly related to corporate culture or corporate image system MI, BI, VI, product positioning, market positioning, etc. From the above analysis, we can see that the Hands-on brand has relatively clear product positioning and target market positioning, but it does not have corporate culture and real brand positioning. What is the Hand-hand brand, what does it represent, and what does the Hand-hand brand remind people of, so that consumers can What kind of feeling it generates, etc., are like the fairy mountain, clouds and cranes, and it is difficult to find them in the marketing behavior of holding hands. Of course, there is no need to create a strong brand appeal (brand slogan) and a brand personality with truly unique commercial value based on a clear brand positioning. In the marketing strategies and tactics of Hands-on, brand positioning is always missing, resulting in Hand-holding's marketing having to rely on product features instead of establishing a clear impression and a solid position in the minds of consumers by shaping the brand image and accumulating brand value. Therefore, Lingshou Fruit and Vegetable Juice is nominally conducting a kind of brand marketing, which has produced the following four major marketing phenomena:

A. When the company carries out extensive advertising, the product and brand have established popularity, but As soon as the publicity stopped, people forgot or were not deeply impressed; the reason is that the inherent meaning of holding hands has not been explored, and the word "holding hands" alone cannot penetrate into people's hearts and leave a strong impression, which leads to the huge investment in brand marketing turning into a simple sales promotion behavior, resulting in a huge waste of investment in marketing and brand promotion;

B. If some consumers remember it, it is also caused by using Lingshou products and they feel good; but the problem is Lingshou products Is the nutritional advantage really as strong as the company hopes, so that the Lingshou product has sufficient market sales competitiveness? Once the product's sales power is not as good as expected, marketing setbacks are inevitable;

C. Since the brand lacks personality and profound touching memories, product sales must and can only rely on a single product advantage and product sales power, and cannot obtain deep guidance and support from the brand's appeal. Naturally, this has resulted in the formation of LianShou Fruit and Vegetable Juice. Unable to achieve impressive results in sales;

D. More importantly, the two factors that contribute the most to sales, namely product brand reputation and loyalty, lack of brand support and unique product USP The selling point appeal is not strong enough, and it cannot be quickly established following the hand-in-hand publicity and promotion and sales activities. This ultimately leads to insufficient growth of the company's product brand, improper handling, and it is easy to grow into a "dwarf", but originally it has the conditions to grow into a "giant" "of. The lessons learned here cannot but be warning and thought-provoking.

For a long time, many people in the business and consulting circles have mistakenly thought that product positioning or target market positioning is brand positioning. It will be fine during the product management and product competition stages, but once it enters the brand management stage, That would be a huge mistake.

The obvious and serious consequences are: companies have tried their best, tried their best, and tried their best, but they are unable to establish real brand value and market competitive advantage. In fact, product positioning and target market positioning are only part of the brand positioning. They support and constitute the brand image positioning, but they are not the brand positioning itself, nor can they replace the important position of the brand positioning. Look at how Coca-Cola, Pepsi-Cola, Ovaltine, Collet, or even Huiyuan Juice, whose marketing has fallen behind, are marketed. In today's fiercely competitive beverage market, without a clever and complete brand positioning and marketing strategy, beverages It is absolutely difficult for a product to succeed if it is to hit the market. Judging from the marketing strategies pursued so far, the marketing strategy mainly includes the following points:

1. Emphasize the dual nutrition of fruit and vegetable juices and the product features that are beneficial to consumers to improve their health, so as to attract customers to choose;

2. Use events or sponsor sports and charity activities to expand influence and increase product visibility and reputation;

3. Continuous promotion and promotion in different ways to open up markets and increase sales;< /p>

4. Sales channels are divided into two areas, one is a supermarket and the other is a restaurant;

5. Although the overall marketing strategy is formulated by the headquarters, brand and product promotion is still divided into specific areas. Activity.

We believe that, on the surface, there is nothing wrong with the marketing strategy adopted by LianShou. Some activities are even quite elaborate. It cannot be said that we do not understand marketing, especially in the sales area, where the backbone are all from Coca-Cola is very powerful and its sales execution is said to be good, but its sales are still not good. So why? Why? ! Through observation and analysis, the author believes that the problem lies in the fact that Lingshou Company sells beverage products, but uses the marketing strategy and combination of health care products! What we have made is the basic mistake of marketing that the marketing strategy does not correspond to the fundamental nature of the product! Why? Try to analyze them one by one.

We all know that whether it is carbonated drinks, non-carbonated drinks, water, tea, milk, juice, fruit and vegetable juices, looking at today’s world, who can say Become a real market hero? What kind of marketing strategy did those who became heroes use to become heroes? The author believes that in a mature or nearly mature beverage market, the unique secret to the success of beverage companies and brands comes from a simple but miraculous marketing model. This model includes the four core elements of marketing, which are: [ Brand + product; feeling + function] mode!

Coca-Cola is "seizing the feeling", and its core brand feeling is "sports without limits". The carrier it relies on is to keep up with the changes of the times, mainly using sports stars as endorsements; its products are secret formulas. Vibrant and refreshing. Look at Pepsi-Cola. Pepsi feels like "the choice of the younger generation", and its products are almost the same as those of the elder Coca-Cola; but once the feeling is found, the business is still very successful. Looking at Queer Juice again, the little blue-headed little man says, “If it tastes good, say QOO.” It feels like it’s full of childlike fun. The product is sweet yet sour, which fully corresponds to children’s appetites. Look at Huiyuan again, "Drink Huiyuan juice and take the road to health." The product is not soda, but fruit juice. The price is higher, but it is more nutritious, especially rich in plant-based protein. Looking at the coconut trees again, it feels like a tropical southern style. The product is coconut juice, a plant-based protein that cannot always be eaten. Another example is Robust's "Pulse", which feels fresh, youthful and sporty, and the product is a drink with vitamins added. Let’s go back and look at Red Bull (although it seems to be rare today). Sports star Ah Dejiang said, “Drink Red Bull when you are tired.” It feels like a person is redder than a celebrity. Drinking it makes you as strong as an ox. The product contains ingredients that can quickly restore human body fatigue. elements. Another example is Farmer Orchard, which feels like a father-son soldier and a pretty lady. "Shake before drinking". The product is a mixture of three juices! Wait, wait, there are countless more! And all these products are due to the adoption of such a four-element [brand + product; feeling + function] marketing model.

In this model that I discovered and called the four elements of successful beverage marketing, they complement each other and are indispensable. When the two swords are combined, they can be perfect. Only good brands without good products, or only good products without good brands will end up in vain. So, what exactly should be done in marketing? The approach is: the feeling corresponds to the brand, and the product corresponds to the function.

Brands and feelings are used for emotional and perceptual appeals to "internally activate" people's purchases: good brands allow you to find feelings and make you moved, dreamed and excited. Products and functions are used to appeal to rational and realistic thinking, and provide "external pull" to the target consumer group: good products provide you with real good uses, meet your real life consumption needs, and provide customers with real products customer value. How can it fail to succeed and become popular if it is dual-marketed to people's hearts and mouths and stomachs at the same time? Speaking of which, compared with the marketing strategy of LianShou Fruit and Vegetable Juice, which only has products but no brands, and only functions and no feelings, how can we expect it to be able to change the world without making changes, strive to reach the top, look happy, and turn the tide to save the boss? There is only one strategy that can make hand-in-hand a success, and that is what I call the four-element marketing model of [brand + product; feeling + function]. Everyone, through the above analysis, I have roughly revealed the secrets of the temporary failure of LianShou and the success of many other beverage brands. Then, the next question for readers is: What should LianShou do? How can we implement this four-factor model that is the magic weapon for success? Due to space limitations, the author will not give a detailed answer, but it is still necessary to mention that there are several things that need to be done if the people holding hands want to create brilliance.

First, look at where you do not conform to the four-element marketing model of [brand + product; feeling + function]. Which ones are available and which are not; what is the level of some and the extent of the lack of those that are not; which things have been done and done well, which things are being done but not done well, and which things have not been done at all; etc. wait. That is to say, you need to SWTO yourself and figure out your situation and what you should do. Instead of sitting there and worrying.

Second, I personally think that it is obvious that the situation of LianShou fruit and vegetable juice is: good products are available, but good brands are not; good functions are available, but good feelings are not. Therefore, the first thing to do is to do brand analysis, dig deep into the brand concept, enrich the brand cultural meaning, find out the core proposition of the brand, and form a brand marketing slogan. If this matter is not resolved, it will be useless to focus solely on product sales planning.

Third, once the feeling is found and the brand is established, the next step is marketing planning and brand communication. The combination of the two is called integrated marketing communication. The company develops a plan, and of course, creativity in specific strategies can play a huge role.

Fourth, finally, Hands-on should comprehensively consider competitive factors and environmental factors, and formulate two marketing strategies: one long-term and one short-term. Use it in the long term to achieve the fundamental goals of the company, and in the short term to reverse the marketing situation and move towards a better tomorrow