Classic case of Xiamen Dajie Marketing Planning Co., Ltd.

Project background

“Our goal is to create China’s first camellia oil and let the world know the camellia oil from the East!” ——Wen Lingyi, Chairman of Fujian Shanbao Camellia Oil Co., Ltd. is a company integrating the cultivation, planting, production and processing of improved camellia seedlings, green organic edible oil pressing and other camellia oil deep processing products. The company already has 20,000 acres of natural organic tea seed collection base and 150 acres of garden-style industrial factory area. It is expected to plant another 50,000 acres within three years and reach 100,000 acres of planting base within six years. Shanbao Camellia Oil Company adopts the production and operation model of "company base farmer" to increase the income of surrounding farmers and create income! Shanbao Camellia Oil Company takes the extraction of natural products as its development direction, resolutely follows the road of healthy and in-depth industry, and strives to form green organic edible oil, pure natural cosmetics, and green products within 3-5 years with the strong support of the government and the efforts of the company. Three major business groups of health products. On February 3, 2010, Dajie made its first proposal to Shanbao Company after having a certain understanding of Shanbao. Shanbao agreed with our "return" idea, which made the subsequent communication work go very smoothly. . Based on the theme of green and healthy, let Chinese people return to high-quality cooking oil and impress high-end consumer groups, the 90's lifestyle vividly interprets its concept. Implement countermeasures

Establish a stable and effective front-line business team

Adopt direct sales and investment methods to operate in the local market special channels

Promote monthly Serialization of specifications of seed oil, gift oil, and care oil

Launched product series for special channels

Launched new channel publicity plan, strengthened business training and publicity, and increased resources Integration capabilities.

A brief description of the results

In 2011, it joined hands with Xiamen University and established the "Xiamen University Biomedical Research Institute-Shanbao Camellia Camellia Biotechnology R&D Center".

Shenzhen Gift Fair brand product development and image recognition design in April 2011

Channel development in June and July 2011

Mid-Autumn Festival group buying operation in August 2011

The 2nd New Mother Cake Contest on September 10, 2011

Background of newspaper and media publicity and planning project

In 2001, Yinlu entered the truck fleet After traveling back and forth, the company has reached a certain scale and its brand influence has gradually expanded. Despite this, "Yinlu", which owns the four major brands of Yinlu, Tongmao and Fetro, is still regarded as a rural brand by consumers. There are no obvious differences in product lines, quality, and prices between brands. Among its lengthy product lines, its flagship product is only rice-treasure porridge, and the consumer group of rice-treasure porridge seems to be developing in the direction of "the old, the weak, and the poor". The greater power is Wahaha, which firmly ranks first in the eight-treasure porridge industry. At the same time, Yinlu does not have a professional planning team, and channel promotions are mainly based on purchases and gifts. Regional series are a bit rough, media series are relatively single, and there is a lack of in-depth communication with consumers. Yinlu invites the big world, and the brand upgrade war begins. Through scientific market research and combined with the current situation of brand development, Dajie proposed five major solutions: corporate image upgrade, brand image upgrade, portfolio structure upgrade, team upgrade, and marketing model upgrade. The new idea corporate image identification system project was officially launched. After eight years of service, Dajie people have seen Yinlu’s intelligent integration in the food industry and witnessed Yinlu’s outstanding achievements in diversified projects.

Implementation Strategy

Focus on "Yinlu", establish Yinlu's development strategy, and sort out Yinlu's business philosophy (MI); establish a new brand visual identity system for Yinlu ( VI);

Develop and upgrade the eight-treasure porridge series, and cultivate new flagship products such as tea and peanut milk;

Establish a planning team, expand the sales team, and gradually adjust the relationship between sales and planning;

Systematic training for internal and external teams to unify concepts and behavioral norms (BI);

Adjustment of the brand ambassador strategy, transitioning from the era of Shu Qi to the era of Shu Qi and Chen Xiaodong, and further developing into Cecilia Cheung Times;

Adjust the communication strategy and implement a regional focus bombing strategy based on satellite TV communication. Brief description of the results

Sales have increased from the original 800 million to the current 5 billion

Yinlu was named "China's Well-known Trademark"

Yinlu Babao porridge and peanut milk were rated as "China's famous brand products

The sales team has grown to nearly 4,000 people

Seven major provinces including Shandong have been added to the intensive farming area

From “Rural Surrounding the City” to “Occupying the City” Project Background

In 2006, China Green Group invited the general public to conduct a comprehensive review of its development strategic planning and business philosophy. In 2008, China Green Group integrated recent projects. With 30 planting bases, the sales link has become increasingly important. Can a complete business chain be established from the planting base to the sales terminal? Can a "green" breakthrough be achieved in the snack food industry?

Implementation Strategies

Build a chain of snack food terminals from a strategic perspective and complete the construction of a full-chain model from planting base to final sales. Create the brand "Mark Mark Guoguo" to lock in the snack culture of Sister and Brother. , open up a new main line of snack foods in the green direction. Set up franchise policies and use social capital to promote terminal construction.

Achievements brief description

Assist in formulating the corporate philosophy of "Full Green, Healthy China". .

"Ma Ma Guo Guo" has become the most high-end snack food chain store in Xiamen.

Zhonglu, represented by "Corn Milk" and "King of Coarse Grain", has become the leader in China's coarse grain industry. Leader.

Established a green industrial chain from green food planting base to products to terminals. Project background

In 2007, Wanglaoji was still developing rapidly and strengthened its focus on Taishan brand base. ——The offensive intensity in Fujian, but the Taishan brand itself is not dynamic enough and the brand image is increasingly aging. How to defend against strong enemies? How to reduce the risks of development in the fire-reducing beverage market has become a topic that Taishan and Dajie have to face. We went on a "live grain" journey together

Implement countermeasures

Accelerate market development in other places

In response to the melamine crisis, we quickly launched coarse grain plant protein drinks. . Carry out a series of "living grains" communication around the brand image spokesperson "Fahrenheit"

In response to the off-season of autumn and winter, we launched the off-season expansion of "Don't dry out in autumn, drink more jelly."

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Promote the establishment of the "Xiancao South Road" Xiancao Honey cultural experience store, spread the fashion image and lead the cultural construction of the Xiancao Honey market

The spokesperson has rapidly expanded in the student and young people market. The influence of the product has increased sales.

"Taishan grass jelly honey" has been widely spread.

"Melamine" has attracted the attention of more consumers. Amidst the milk crisis, the new product "Germ Rice Milk Peanut" has gained market recognition.

Becomes a strong regional brand of fire-reducing beverages

Since 2006, Dajie has been serving Xiamen Meat. Yinxiang, the No. 1 brand in the industry, entered the soy products industry at the end of 2008 after the launch of meat products was basically completed. The soy products industry is one of the most popular industries in small workshops. The quality of employees is low, but they rely on mutual trust through years of contacts, and the sales channels of small workshops are smooth.

The cost of small workshops is far lower than the production cost of formal processes. The terminal selling price of soy products has not changed significantly in ten years. How can Yinxiang's high-priced and high-quality soy products win the recognition of consumers?

Implement countermeasures

Introduce the most advanced tofu production line in the country and raise the threshold for tofu competition. On the eve of its listing, the media and relevant government departments vigorously hyped Black Heart Doufang to increase safety demand and value.

Each market has differentiated and collapsed Yinxiang tofu sales terminals, and established Yinxiang tofu product franchise stores. The Yinxiang Tofu Festival was jointly held in hypermarkets and hotpot restaurants to spread the concept of peace of mind in a three-dimensional way.

A brief description of the results

It became the number one brand in the market within three months of its launch, with a market share of around 50%.

There are more than 200 Yinxiang bean product franchise stores, covering the whole of Xiamen and radiating to Zhangzhou, Quanzhou and other regions.

From "safe meat" to "safe tofu", we have become the number one supplier of safe food for the people of Xiamen. Project Background

In the bakery market in 2006, the market competition environment became increasingly severe. As the earliest Taiwanese bakery chain brand in Xiamen, does Usmax have the strength to regain its glory? We found that the aging of the image only shows that Usimai has a long history. The Xiamen baking industry, which is fiercely competitive, can only rely on the Mid-Autumn Festival to earn annual profits. The packaging of mooncakes has almost been finalized, and homogeneous competition has increased the difficulty of promotion. The state has also stepped up supervision on excessive packaging of mooncakes and the bundling of other products. Can you take advantage of the Mid-Autumn Festival to be proud of the world? Yasimai and the world will perform together!

Implementation Countermeasures

Use the "fierce period" of the Mid-Autumn Festival to spread a new image

Launch creative Xiamen mooncakes to promote corporate image vitality. Establish an internal star-rated store manager system to promote new vitality among old employees. Join hands with China Mobile to enhance brand image.

Establish a new model store and upgrade the concept. Mooncakes are YOU SMILE!

A brief description of the results

Three consecutive years of service success and market share expansion for three consecutive years.

Became the exclusive strategic partner of China Mobile for three consecutive years.

Yasmax’s new concept brings new consumption hot spots to the market.

"Dare to serve the world freshly" in 2006

"Fifteen years of gratitude" in 2007

"The heart is round and the world is round"

Inject new vitality into the brand.