"Our goal is to build the first camellia oil in China and let the world know about camellia oil from the East!" —— Chairman Wen Lingyi Fujian Shanbao Camellia Co., Ltd. is a company integrating planting, breeding, production and processing, green organic edible oil pressing and other tea oil deep processing products. The company has 20,000 mu of natural organic tea seed collection base and 150 mu of garden-style industrial plant. It is estimated that another 50,000 mu will be planted in three years, reaching 654.38+10,000 mu in six years. Shanbao Camellia oleifera Company adopts the production and operation mode of "company+base+farmers" to increase the income of surrounding farmers and generate income! Shanbao Camellia oleifera Company takes the extraction of natural products as the development direction, resolutely takes the road of healthy and deep industry, and strives to form three business groups: green organic edible oil, pure natural cosmetics and green health care products within 3-5 years with the strong support of the government and the company's efforts. On February 3rd, 20 10, after getting to know Shanbao to some extent, Sister made the first proposal in Shanbao Company, and Shanbao agreed to our idea of "returning", which made the subsequent communication work go smoothly. With the theme of green health, let Chinese people return to high-quality edible oil and impress high-end consumer groups. 90% lifestyle vividly explains its concept. Implementation countermeasures
Establish a stable and effective front-line business team.
In the local market, specialized channels adopt the mode of direct operation and investment promotion first.
Promote the specification serialization of moonlight oil, gift oil and nursing oil.
Launch product lines for special channels.
Start a new channel publicity plan, strengthen business training and publicity, and improve the ability of resource integration.
Introduction to achievements
20 1 1 Join hands with Xiamen University to establish "Xiamen University Biomedical Research Institute-Shanbao Camellia Biotechnology R&D Center".
2011April Shenzhen Gift Show Brand Product Development and Image Identification Design
20 1 1 channel development in June and July
20 1 1 Mid-Autumn Festival group purchase operation in August
2011September 10 the second new mom bobbing contest.
Report the background of media publicity and planning projects.
200 1 The egrets that come and go have reached a certain scale, and their brand influence has gradually expanded. Even so, Yinlu, which owns four brands, namely Yinlu, Tongmao and Fittro, is still regarded as a rural brand by consumers. There is no obvious difference in product line, quality and price between brands. In its long product line, the fist product is only eight-treasure porridge, and the consumer group of eight-treasure porridge seems to be developing in the direction of "old, weak, far and poor", and its greater driving force is Wahaha, the first in the eight-treasure porridge industry. At the same time, Yinlu does not have a professional planning team, and the channel promotion is mainly to buy gifts. Regional continuous cropping is a bit rough, media continuous cropping is relatively simple, and there is a lack of in-depth communication with consumers. Yinlu invited the world, and the brand upgrade war kicked off. Through scientific market research, combined with the present situation of brand development, Dajie put forward five solutions-the new idea enterprise identification system project was officially launched, including enterprise image upgrade, brand image upgrade, combination structure upgrade, team upgrade and marketing model upgrade. After eight years of service, people all over the world have seen the wisdom integration of Yinlu in the food industry and witnessed the outstanding achievements of Yinlu in diversified projects.
implementation strategy
Focus on "Yinlu", establish the development strategy of Yinlu, and sort out the management concept (MI) of Yinlu; Establish a brand-new brand visual image recognition system (VI) for Yinlu;
Develop and upgrade the eight-treasure porridge series and cultivate new fist products such as tea and peanut milk;
Establish planning team, expand sales team, and gradually adjust the relationship between sales and planning;
Train internal and external teams in the integrated system, and unify thoughts and codes of conduct (BI);
The adjustment of brand image ambassador strategy, from Shu Qi era to Shu Qi and Chen Xiaodong era, further developed to Cecilia Cheung era;
Adjust the communication strategy and implement the bombing strategy focusing on satellite TV communication and focusing on the region in turn. Introduction to achievements
Sales have increased from 800 million to 5 billion at present.
Yinlu was awarded as "China Famous Trademark".
Yinlu eight-treasure porridge and peanut milk were rated as "China famous brand products"
The sales team has grown to nearly 4000 people.
Seven provinces, including Shandong, were added as intensive cultivation areas.
Project Background from "Surrounding Cities from Rural Areas" to "Occupy Cities"
In 2006, Lv Zhong Group invited the world to comprehensively sort out its development strategic planning and business philosophy. In 2008, Lv Zhong Group integrated nearly 30 planting bases, making the sales link increasingly important. Can a complete commercial chain be established-from planting base to sales terminal? Can we achieve a "green" breakthrough in the snack food industry?
Implementation countermeasures
Self-built chain snack food terminal from a strategic height, and completed the construction of the whole chain model from planting base to final sales. Establish "BABAM BAM" brand, and lock the snack culture of elder sister and brother. Open up a new main line of snack food around coarse grains and green direction. Formulate franchise policies and use social capital to promote terminal construction.
Introduction to achievements
Assist in formulating the corporate concept of "Green and Healthy China".
"Bobo" has become the highest-end snack food chain store in Xiamen.
Lv Zhong, represented by "corn milk" and "king of coarse grains", has become the leader of coarse grains industry in China.
Established a green industrial chain from green food planting base to products and then to terminals. Project background
In 2007, Wang Laoji was still developing at a high speed, and he strengthened his attack on Fujian, the base camp of Taishan brand. However, Taishan brand itself lacks vitality and its brand image is aging day by day. How to defend against strong enemies? How to reduce the development risk of fire-clearing beverage market has become a subject that Taishan has to face up to. Mount Tai and the world took a trip to "live the grain".
Implementation countermeasures
Accelerate the development of different markets
In order to cope with the melamine crisis, a coarse grain vegetable protein beverage came out quickly. Carry out a series of "living particles" communication around the brand image spokesperson "Fahrenheit".
In view of the low season of honey in autumn and winter in Cao Xian, the anti-season expansion activity of "Don't be dry in autumn, drink more Cao Xian" was launched.
Promote the establishment of "Caoxian South Road" Cao Xian honey culture experience store, spread the fashion image, and lead the cultural construction of Cao Xian honey market. Introduction to achievements
Spokesmen have rapidly expanded their influence in the market of students and young people, and their sales have increased greatly.
With the spread of "there are live particles in the fire, Cao Xianmi in Mount Tai", fruit particles occupy the minds of more consumers.
With the outbreak of melamine milk crisis, the new product "germinated rice pulp peanuts" has been recognized by the market.
Become a strong brand of regional fire-fighting drinks. Project background
Since 2006, Dajie has been serving the first brand of Xiamen meat industry. In the case that the listing task of meat products was basically completed, Yinxiang entered the bean products industry at the end of 2008. Bean products industry is one of the most popular industries in small workshops. The quality of employees is low, but relying on years of communication and mutual trust, the sales channels of small workshops are smooth. The cost of small workshops is much lower than the production cost of formal technological process, and the terminal price of bean products has not changed much in the past ten years. How can high-priced and high-quality soybean products win the recognition of consumers?
Implementation countermeasures
Introduce the most advanced tofu production line in China to improve the threshold of tofu competition. On the eve of listing, the joint media and relevant government departments vigorously speculated on black-hearted bean shops to improve safety requirements and value.
Market differentiation disintegrated the sales terminal of Yinxiang bean curd, and established a franchise store of Yinxiang bean products. The Yinxiang Tofu Festival was jointly held in supermarkets and hot pot restaurants to spread the concept of reassurance in a three-dimensional way.
Introduction to achievements
Became the first brand in the market for three months, with a market share of about 50%.
There are more than 200 franchise stores of Yinxiang bean products, covering all of Xiamen and radiating Zhangzhou and Quanzhou.
From "assured meat" to "assured tofu", and then to become the first supplier of assured food for Xiamen people. Project background
In the baking market in 2006, the market competition environment became increasingly severe. As the earliest baking chain brand in Taiwan Province Province in Xiamen, does Unisec have the strength to regain its glory? We find that the aging image can only show that Yousimai has a long history, and the baking industry in Xiamen is fiercely competitive. It is not until the Mid-Autumn Festival that the annual profit can be earned, while the packaging of moon cakes has almost been finalized, and the homogenization competition has increased the difficulty of promotion. The state has also strengthened supervision over the over-packaging of moon cakes and tying other products. Can the legendary swordsman, Yousimai and Dajie perform together in the Mid-Autumn Festival?
Implementation countermeasures
Using Mid-Autumn Festival "Fierce Fighting Period" to Spread a Brand-new Image
Launch creative Xiamen moon cakes to enhance the vitality of corporate image. Establish an internal star manager system to promote the new vitality of old employees. Join hands with China Mobile to enhance the brand image.
Establish a new model shop and upgrade the concept. Mooncakes are your smile!
Introduction to achievements
Continuous service for three years, expanding market share for three years.
It has been the exclusive strategic partner of China Mobile for three consecutive years.
The new concept of Yousimai brings new consumption hotspots to the market.
"Dare to be the first in the world" in 2006
"Fifteen Years of Gratitude" in 2007
In 2008, the heart is round and the world is round.
Inject new vitality into the brand.