1. During the war between Wang Laoji and Jiaduobao, Hezheng not only failed to seize the opportunity that "herbal tea" received unprecedented attention and increased publicity, but fell into the negative news of quality problems and tampering with the production date. According to public information, in May of 20 12, there were four quality and safety incidents in Hezheng, which affected consumers' confidence and sales.

2. There are too many positive and negative information that affect sales, and at the same time, there is too little exposure. Finally disappeared.

First, harmony.

1, Introduction

"Heqizheng" is the name of a herbal tea produced by Fujian Daliyuan Group. China herbal tea industry is a strong force, is a "dark horse", neck and neck with "Wang Laoji", dominating the herbal tea market. It symbolizes the cold tea culture and has rich brand connotation.

2. Company profile

Fujian Dali Food Co., Ltd., which Hezhen belongs to, has always adhered to the business policy of taking science and technology as the guide, relying on advanced modern management and taking "customer satisfaction first" as the purpose, and developed into a large group private enterprise dedicated to research and development and manufacturing healthy and delicious food.

3. Product introduction

Ingredients list: purified water, sugar, grass, licorice, frangipani, cloth residue leaves, chrysanthemum, honeysuckle and selfheal.

Storage conditions: store in a cool and dry place, avoid direct sunlight, and freeze at low temperature. Suitable for cold storage but not for freezing. If any sediment is a natural component of plants, there is no quality problem. It is suitable for both cold and hot. It should be refrigerated after opening and drunk as soon as possible.

4, product positioning

The positioning of "Heqizheng" products not only has the function of "Wang Lao Ji", but also has the function of "staying up late to replenish vitality"! With the image of a fan who is "in harmony with his righteousness", Chen is personable and full of retro. Harmony, being a man should be "harmonious" with the atmosphere on the folding fan, and be unique. China people stress harmony, "submit to humiliation", advocate harmony and "attach importance to harmony"; When fanning the wind, the fan is beautiful, and when fanning the wind, the harmony is expensive; Confucianism is still upright, Taoism is still clear, and Buddhism is still harmonious! "and" and "! He has a profound influence on Zheng Qi's taste and brand.