The original Life Sheng: Excessive promotion of harmful products is the future

In the outside world, what life has done is a media business: a bunch of former media people used media packaging a single product, to achieve high sales. But the single product high sales is not their goal, they would like to use the integration of supply chain to form a product matrix, to provide consumers with kitchen consumption plan. Good marketing sold Good products in 2012, we Made "orange", the main communication crowd is entrepreneurs. They have a natural understanding of the Kingkian and respect, and not bad money, because the "Chu Orange" story without hesitation to spend. 2013, we want the audience is ordinary young people. We've been looking for some "we", they found that they did not understand the story of Kingkian, and even though they knew it, they felt it was far from their own, the business story of the previous generation; they are rarely moved to consumption by a story, they are relatively more objective, rational, and more concerned about the fruit is not delicious. To this end, we have adjusted the communication strategy, put forward the slogan "pay tribute to each other", the previous one is born in the people, the latter refers to the 86-Year-old chu old. We have chosen a number of non-business people to spread, such as Han, Jiang Ark. They are the representatives of "the Kingkian", and they also have great respect for the people. We at the same time to a lot of "people" to provide a taste of the "Chu Orange", I hope they first taste "Chu Orange", feel good, and then understand the story, back to, feel the orange really different, so again to spread. This is a subtle change from the mode of entrepreneurial communication. This is the use of good word-of-mouth to promote the story, rather than using stories to promote Word-of-mouth. The FA of the story is also changing. 2012, we only talk about Kingkian 75 years old to start a business. 2013, we say "24:1 of the golden sweet and sour ratio", "Chinese people appreciate the sweetness", from the taste of first tell you delicious. Why is it delicious? Because an old man is planting oranges in his life. 2012 Marketing is the formation of an entrepreneurial foundation, 2013 years to expand the spread, looking for "generation", "the" "love of the burst point." 2012, we only sell "orange" in Beijing, 2013 to expand nationwide, sales are 10 times times the 2012. October 24, 2013 website began trial, November 4 officially listed. We advance a big half month pre-sale, to ensure a long sales cycle, the situation is very good. In traditional commercial channels, "Chu Orange" is not a good product. "Chu Orange" before the Wal-Mart, but eventually sadly withdrew. First, its output is limited. Gannan Navel Orange may have hundreds of thousands of acres, but "Chu Orange" altogether 2000 acres of land, an annual output of 9000 tons, it is difficult to enter the Wal-Mart national retail system. Second, the supermarket entry fee is high, to be transported to the national warehouse, logistics costs higher, but also three months to the knot. More importantly, "Chu Orange" looks ordinary, famous and no Gannan navel orange, the price is high, ordinary consumers do not know it has a lot of stories, two-phase comparison, of course, choose Gannan navel orange. "Chu Orange" product characteristics, production, pricing determines that it does not go through the supermarket route, but and the electrical business has a good combination of points. We do it with the media.Newspapers, magazines, the way the story through the Web presents, consumers intuitively understand again after tasting, but also in the internet to do word-of-mouth spread. The "orange" energy burst out. Excessive promotion also harmful to the kitchen solution is the future after "Zhe Orange", we launched the "Willow Peach" and "Pan Apple". You may think that we are looking for a celebrity endorsement product, tell a story. In fact, our original intention is to work with these entrepreneurs to improve agriculture, the use of the Internet to join the agricultural transformation, the use of market means to solve food safety problems. Entrepreneurs from different levels of intervention in agriculture, we put them together, play "Orange Willow Peach Pan Apple" concept, catchy, is a symbolic means of communication. "Liu Peach" Market Time and "Chu Orange" almost, we made a "orange willow Peach" combination of the joint promotion. Liu also felt his name behind the Kingkian is very honored, later promotion will go deeper. Do "Pan Apple", Pan Shiyi feel his name on the Chu, Liu also very honored, occasion spread out. Now the best sales or "Chu Orange", the mass consumption is more. "Willow Peach" is also very good, because just make up the "Jia Pei" Kiwi market blank. "Pan Apple" is also OK. But "Willow Peach" and "Pan Apple" is more a gift consumption. General Peach, Apple, gift take not hand, with Liupan brand endorsement, immediately different. This is the brand of agricultural products business opportunities. "Chu Orange" is not replicable. We had hoped that every product would be like "orange", but it was not. If the excessive promotion of "orange", it is also harmful to us. People will feel that "the original Life" is only selling "Chu Orange". "Orange" Only one months of sales, what other months to sell? We prefer our products to form a matrix. Like "Every Guest", the first to sell canvas shoes, and later it used a lot of publicity to show that they are to provide young people the overall dress up solution. So do we. With the explosion, the next step is to let everyone know that we are not selling fruit, but providing a holistic solution to the home kitchen.