Why can Zhongjing Mushroom Sauce be used as a "**"?

What kind of hospitality does the Henan people take for the international dinner?

For such a high-profile dinner, it was estimated that the people of Henan Province had repeatedly thought about designing.

It can be said that this dinner is a large collection of the most characteristic and most famous food in Henan. Xiao Kee’s noodles, Jiaozuo's iron stick yam, Kaifeng’s hanging hearth broth, Dengfeng mustard silk, and Zixian County’s purple sweet potato... The reporter also found at the conference’s on-site news center that red dates, jujube stems, and jujube were placed in the cold dining area. Cheese, the most foreign reporter likes the Henan-style sandwiches, which add the shiitake mushroom sauce made in Henan, so that they eat a big hole.

Compared with other traditionally famous traditional dishes, shiitake sauce can be said to be a Henan rookie. How can a bottle of small table sauce be on the "State banquet" table? The article behind it is not small.

The transformation of small mushrooms, the hard truth behind hard power

Small bottle of mushroom sauce, but behind the hard power.

First of all, its raw materials are not small, is one of the three treasures of Henan Xixia. There are three treasures in Henan Xixia, hawthorn, kiwifruit and shiitake mushrooms, and Xixia is the first county of shiitake mushrooms. Xizi mushrooms are also geographical indication products.

Secondly, its brand is also very big, is a classic of the Wanxi Group's Zhongjing large kitchen. As an ideal entrepreneur, Sun Yaozhi, chairman of Wanxi Group, has developed the idea of ​​using shiitake mushrooms after developing the hawthorn products with Liu Wei Di Huang Wan. Therefore, he found a marketing consultant for Fulham Brands that focused on agricultural products and food marketing for many years, planned a big case of shiitake mushrooms, and sparked a major change in the sauce industry.

The rapid rise of Zhongjing mushroom sauce, marketing success can be summarized as five aspects.

1, the success of positioning : from the category, higher than the category, with the old dry mother go hand in hand

Caught up on the nutritional awareness of mushrooms, Fulai has tailored its products for Zhongjing Shiitake to target "nutrition and sauce," cutting the two camps of the pickles market by one knife: the nutritious table sauce and Laogan represented by Zhongjing Mushroom Sauce. Mother's non-nutritive food sauce. It laid the groundwork for Zhongjing Xianggu Sauce’s future in the pattern of pickled Chinese pickles market and Laoganma’s formation of the brand Gemini.

2, Quantified Appeal: Rationality of sex, complete consumer mental position

Fulai proposed "300 shiitake mushrooms, 21 kinds of nutrients" - the core value of nutrition table. Allowing consumers to perceive the digitalization of nutrition of shiitake mushrooms so that the core values ​​are digitized, easy to remember, credible and not exaggerated, which not only enhances product value, but also supports high quality and high price strategies. What is more important is to realize consumers' mental position through the tree standard and to provide effective strategic defense for the latecomers.

3, to seize public resources: to be China's highest level brand

The song "Little Mushroom Girl" is known to all men, women and children and is the largest public resource!

"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!

4, market development line: surface - point - line - surface, the country Xiangbian, based on the essence of sauce industry, combined with limited production capacity at this stage, limited funds, limited marketing team, Zhongjing mushroom sauce to take the surface - point - The line-to-face national market development route.

Namely: Look at the whole country and make use of the autumn sugar to sing throughout the country; to build a model, start with the Henan market and accumulate experience; then copy to the model, start Henan, and conduct troops in the North China market in Shaanxi, Shandong, Hebei, Beijing, and Tianjin. Array; finally to the real national start. Stably and steadily, step by step.

5, promotion and dissemination: "the sky into the ground" seamless brand communication

The brand communicates “Going to Heaven”, on the one hand, focusing on key points and targeting. Focus on the Spring Festival prime, strategic CCTV. On the other hand, doing it outdoors is good. Target targeted outdoor advertising around key terminals. And pay attention to the role of the terminal. This is also the "terminal media" that Fooklai has been emphasizing in the dissemination of media. It maximizes the resources available to the enterprise and allows products to speak at the terminal and maximizes the use of terminal materials.

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! In April 2015, Fulai and Zhongjing Grand Kitchen signed a new year strategic cooperation agreement and continued to work together to promote the creation of regional agricultural product brands.

The mushroom industry has also driven the economic development of the entire Xixia area. Xixia has become the first national mushroom exporter with an annual output value of over 5 billion yuan. It is the largest mushroom distribution center and processing area in China, and the country's largest export and distribution center for dried shiitake mushrooms. Exchange center and price formation center.

In the 6th year of cooperation, Zhongjing Shiitake Sauce has also begun to face competition issues and promote its aging strategy. Sales growth has gradually encountered bottlenecks. This year, Fortune has formulated a new marketing strategy for Zhongjing Kitchen to realize its brand and image. With the new upgrade and refined marketing methods, through the joint efforts of both parties, Zhongjing Mushroom Sauce sales achieved a 30% growth in the first three quarters of 2015. Recently, the prospectus (approval draft) of the Zhongjing large kitchen was released on the website of the China Securities Regulatory Commission. Zhongjing mushroom sauce, which is looking forward to for a long time, entered the final stage. It is about to become the first share of Chinese mushroom sauce, which also means that it is controlled by the Wanxi Department. Another listed company will soon be on the ground.

As a company engaged in agricultural marketing planning for many years, Fuk Lai believes that it has now entered the era of agriculture, and as the most characteristic and regional cognition of consumer cognition, great achievements will be made in this round of historical opportunities.

The opportunities of the times have attracted the attention of people from all walks of life both inside and outside the industry, and all walks of life have devoted themselves to agriculture. Engaging in the big agricultural food industry for many years, I feel deeply that this is an industry that requires a big format, generous, and great wisdom. It is an industry where entrepreneurs pursue corporate value and personal ideals. It is an ideal and ambitious entrepreneur who demonstrates wisdom and courage. The moment is the birthplace of the next major Chinese brand. Today's agricultural companies can be described as promising.