How can Zhongjing Mushroom Sauce lead the category innovation?

Many domain name products are still an underdeveloped gold mine. Some are in the area, some are still in the original state of “streaking,” because they have not yet found a way to make them bigger and stronger. From Xixia Mushrooms to Zhongjing Mushroom Sauce, from Nanyang to the whole country, under the precise brand marketing strategy, Zhongjing Kitchen successfully created the brand name of mushroom sauce brand by relying on the category.

Recently, the "Oscar" of the food industry - the 8th "China Food Industry Growth Star Selection Awards and Awards Ceremony" was grandly held at the Sheraton Chongqing Hotel. Chairman of Fulai Brand Marketing Consultant, Zang Xiangpeng, and General Manager of Zhongjing Kitchen Co., Ltd. Zhu Xincheng jointly won the “Outstanding Marketing Award”.

Fulai and Zhongjing sincerely cooperated for 5 years, from 0 to 500 million yuan, jointly creating new types of nutrition supplements in China, creating the brand name of mushroom sauce, becoming a model for creating local specialty products, promoting county economic development, and becoming a Zhiye institution and enterprise. Customer cooperation industry benchmark!

The Natural Advantages of Landmark Resources: How to Become Economically Cost-Effective China has a vast territory and vast landmass. It has created countless regional and unique product categories and food categories. These Chinese people’s own, hundreds of years or even The foods passed down over thousands of years are local business cards, the most viable mental resources, and they also have broad market prospects.

Xixia County in Henan Province has superior ecological environment, with an average annual temperature of 15.1°C, relative humidity of 69% and forest coverage rate of 76.8%. It is suitable for the growth of many types of crops and is the golden zone for the production of mushrooms. It has the largest base for the production and export of shiitake mushrooms in the country. The hometown of Chinese mushrooms. Xixia Mushroom was also rated as China's national geographical indication product.

How to rely on the superior resources of the Xixia mushroom to promote regional economic development and benefit the local people? This became a major wish of the National People's Congress and Chairman of the Wanxi Pharmaceutical Group, Sun Yaozhi. The company Zhongjingda Kitchen Co., Ltd., a subsidiary of Wanxi Pharmaceutical Group, shouldered this important task.

Highly strategic insights: The era of kitchen table food brand arrival is an era of brand success. From beverages to appliances, clothes to mobile phones, shampoos to collar cleaners, we are surrounded by brands. However, perhaps you have not thought that for a long time, the kitchen table food that we couldn’t get away with for three meals a day, including food, fruits, vegetables, meat, aquatic products, poultry eggs, spices and many agricultural and sideline products, has always been the brand wasteland. The brand awareness is weak, the market concentration is low, there is no packaging, no deep processing, and it is streaking in the market.

Western market practice tells us that when per capita GDP exceeds 3,000 US dollars, brand competition begins to spread from bulk necessities to small household goods and household goods, from the mainstream of conventional products to the secluded areas, from the original category Innovation category development.

Now that China is in its prime, brand competition has gone from the living room and bathroom to the kitchen table.

The companies that have gone one step ahead have already made remarkable achievements: Many people may not know that Laogan Ma sells more than 2 billion yuan a year, Haitian soy sauce sells 6 billion yuan a year, and Deqingyuan eggs only sell for one year in the Beijing market. 5 billion ... not to mention Jinlongyu edible oil, Fulinmen rice, Longda fans and so on. There are no small items in the kitchen. There is a big brand on the table!

Therefore, Fulai proposed that the kitchen table food market is the concentrated birthplace of the next big brand and is also the birthplace of the great brand! Chairman Sun very much agrees with the concept of Fulai. From 2009, the project cooperation has been set.

Zhongjingda Kitchen has developed several flavors of mushroom sauce products, but how to start the market is a complex issue.

Zhongjing brand continues to extend: the natural convergence of medicine and food is the first to solve the brand structure of mushroom paste. Is a new brand of creativity? Or follow the old brand? Or is it a different way? After many rounds of argumentation, the final choice was to use the Zhongjing brand. The product was called Zhongjing Xianggu sauce, and the origin was used as a value support.

There are two advantages to this: On the one hand, the new product is backed by Zhongjing, the brand's big tree, famous chickens and famous eggs, loved homes and Uzbekistan, to save transmission costs and quickly raise awareness; on the other hand, Wanxi Pharmaceuticals has good medicinal materials. The concept of "Medicine is good" is deeply rooted in people's minds. With the "health and food homology" health culture and Zhongjing brand value, consumer confidence can be greatly improved. The natural link between Chinese medicine and health foods also solves the barriers to brand extension.

From the category, above the category: Keeping up with the Laoganma Champignon is known as the "Queen of plants, the king of vegetables," and nutrition and health are known to all. This is distinct from traditional pickles products. Chung King's kitchen's unique mushroom fermentation and secret technology makes the mushroom mushroom sauce with natural, full-bodied, chewy, long-lasting flavor and can be used for big stuttering. "Mushroom sauce, like meat," "This meal is really under the sauce", the joke of the consumer tasting also tells the essential difference between mushroom sauce and other sauces.

Therefore, the mushroom sauce should be sold as a nutritious dish! Fuli's tailor-made product for Zhongjing Mushroom Sauce targeted “nutrition table sauce” and cut the two camps of the pickles market by one knife: the nutrition table sauce represented by Zhongjing mushroom sauce and the non-nutrition table sauce represented by Laoganma. . This set the scene for Zhongjing Xianggu Sauce to form the brand Gemini in the Chinese pickled market and Laogan Ma in the future.

How to convert nutrition to a consumer language and connect with consumers seamlessly?

Mushrooms are known to have nourishment to the earth, but many kinds of nutrition for mushrooms do not tell.

Come from life to the masses! Why not get rid of the whole thing and start with the husks and find something that consumers can perceive - how many mushrooms in the bottle of Zhongjing Bean Mushroom in the bottle?

In the end, "300 shiitake mushrooms, 21 kinds of nutrients" - the core value of nutritional supplements surfaced. The core value is digital, easy to remember, trustworthy and not exaggerated, which not only enhances the value of the product, but also supports the high quality and high price strategy. What is more important is to realize consumers' mental position through the tree standard and to provide effective strategic defense for the latecomers.

The support of rationality and the value of sensibility will complement each other. From the true ingredients of the Xixia Mushrooms, the true ecology, and the true concept advocated by Zhongjingda Kitchen, the product appeal of “Zhongjing Mushroom Sauce, True Fragrance” has surfaced. The "True-True" sentence conveys the popular value of the product, and it also has strong consumer agitation.

Seize public resources: Being the highest level brand brand symbol in China is an important part of brand strategy. As a brand-new category, Zhongjing Mushroom Sauce requires a unique brand symbol to quickly arouse consumers' attention and leave a deep imprint.

The "mushrooming girl" is known to all men, women and children and has a broad mass base. Although no one has ever seen this little girl, the picture will appear in the mind of this song: Castle, green water, nature, the happy little girl carrying a bamboo mushroom and immersed in enjoying the joy of labor In both, it can evoke childhood memories, but it can also cause consumer resonance. Its artistic conception is highly consistent with the natural, ecological, and simple tonality conveyed by the Xixia mushroom.

This is the largest public resource! The spread of energy is huge and must be quickly seized. This is also Fook Lai's consistent methodology: Public resource marketing! There are public resources to seize, and there is no public resource to create public resources but also to seize.

"Mushrooming Girl" is the best celebrity endorsement without a celebrity. No wonder that Zhu Xincheng, general manager of Zhongjing Grand Kitchen, excitedly said: This idea has helped us save a lot of money!

"Mushrooming girl, pick Zhongjing mushroom sauce! 300 mushrooms bottle sauce, 21 kinds of good nutrition! Zhongjing mushroom sauce really fragrant, everyone to share! Wow, Zhongjing mushroom sauce, really fragrant nutrition!" With a familiar melody, Zhongjing mushroom sauce conquered the hearts of consumers, popular in the Central Plains, Hong Kong, North and South!

By the way, the original advertising actor has now become a famous child star, MIKI.

Design media: Packaging is the best salesman to wrap up! Especially the kitchen table food, packaging is the first pass of the brand experience, is the best media and salesman. Fuk to make a big article on the small package.

Enlarging the brand name "Mushrooming Girl", backing bamboo poles, ponytails, and holding shiitake mushrooms to become the focus of packaging, organically integrating film and television advertisements and product packaging; calligrapher inscription "Mushroom Sauce" to reflect the distinct personality of the category. Communication of rich cultural heritage.

The product appeal “True Sweet Nutrition” and “300 shiitake mushrooms and 21 kinds of nutrition” are printed directly, and the product value is conveyed for the first time. To maximize the opportunity to endorse the origin of the “Hometown of Chinese Mushrooms” and “Products of China's Geographical Indication Protection”, and to strengthen the added value of “the 33° Latitude of the North Lavender Production Golden Belt” and “the core area of ​​the Funiu Mountain World Geopark”. The trust of the product was increased, and the Xixia mushroom was promoted. The county government also rewarded the company with 1 million yuan.

The typical recipes for cooking, mixing, steaming, and sautéing are embodied on the packaging, and it is simple and straightforward to tell consumers that the taste is simple and that they can seduce their taste buds anytime and anywhere. Five flavors, unified style, lined up, form a distinctive style and strong visual impact at the terminal.

A small package has actually become a big carrier of brand communication, evoking the impulse that consumers want to buy at a glance. This is the highest level of packaging.

Market development line: face-point-line-face, the national fragrance product strategy is the basis, the actual marketing strategy to ensure rapid progress to the country.

Based on the essence of the sauce product industry, combined with the limited production capacity, limited funds, and limited marketing team at the current stage, Zhongjing Mushroom Sauce has adopted a nationwide market development path of surface-point-line-face.

Face: Look around the country. Make full use of the home advantage of the Zhengzhou Autumn Tea Party and make a voice in the industry, quickly seize the nutrition category, and build a strong channel brand at low cost.

Point: Modeling. Henan is the home base of Wanxi Pharmaceuticals. By building the Henan market, it explores patterns, shapes up teams, and accumulates experience to lay the foundation for starting the country.

Line: Template Copy. After the successful launch of the Henan market, the North China market in Shaanxi, Shandong, Hebei, Beijing, Tianjin, etc. was deployed to quickly replicate the model. At the same time, investment in the national market has laid the foundation for starting the national market.

Face: National launch. After the successful launch of the North China market, we selected key provinces and cities for investment promotion to replicate the model, strategically linked CCTV and key satellite TV programs to launch the national market, so that Zhongjing mushroom sauce would spread all over the country.

The seamless brand communication of “Going into the sky” is the first battleground of marketing of Zhongjing Shiitake Sauce. It must establish the focus of marketing team and consumer confidence, and target delivery. Focus on the Spring Festival prime, strategic CCTV. In depth strategic cooperation with Henan TV's ace column "Yiyuanchun", through the form of sponsorship, patch, implant, etc., the use of this through the heights of Henan watch points. Involved in the food industry "sugar and alcohol weekly", "new food" and launched strategic cooperation to create channel brands.

Do it outdoors. Target targeted outdoor advertising around key terminals. Take the "marketplace + traffic hub + major commercial street + wholesale market" delivery strategy. In Nanyang and Xixia, it is hard to make the outdoor billboards face the city and the county government. This reminds the relevant leaders. This is a special product in the township and I remember a lot of recommendations.

The terminal is ready. KA store terminal medialization: Selection of a group of KA stores, launching piles, wrapping columns, hanging flags, DVDs, and full-time promoters, etc., to carry out systematization, diversification, and media packaging, and make them become Zhongjing mushroom paste. Brand propaganda positions. Small-scale chain stores and community stores were put on a single scale. Before the Spring Festival in 2010, 100,000 small balloons were placed in the Zhengzhou market and suddenly formed a mushroom sauce brand landscape in a crowded shopping mall and outdoors.

Accurate brand marketing, obvious economic benefits, industrial cluster formation In 2010, Zhongjing mushroom sauce was abnormal in the first year of listing in Henan market, and the surrounding markets in Shaanxi, Shandong, Hebei, and Hubei also began to smell and move, even Beijing. , Xinjiang, Zhejiang and other dealers across the country have also flocked. 50 million, 1 billion, 2 billion, three years sales exceeded 300 million yuan, early victory.

In 2011, Zhongjingda Kitchen also introduced a better-tasting, more refined and higher-end product, Zhongjing olive oil and mushroom sauce, once again leading the industry. At the same time, to further enrich and improve the product line, the introduction of boxed and bagged series, more convenient and faster elimination, the formation of Zhongjing mushroom sauce big family.

Currently, Wanxi Pharmaceuticals is implementing the “Planting for the Central Plains to deepen and build the nationwide network” program. Through solidifying the team and strategic CCTV advertisements, Wanxi Pharmaceutical has fully launched the two major battles of high-end brand communication and nationwide market construction. A mushroom shredded industrial park with an annual output value of 1 billion yuan has been completed, and projects such as Shiitake Industrialization Base, Impression Funiushan, Zhongjingshanzhen Museum, and industrial tourist attraction are also being accelerated.