The key question is! Are you a rural or urban citizen. The urban household seems to be better than the rural
Beijing Taoxiangcun Group is a hundred years of history of the old, in the Beijing confectionery industry has a pivotal influence, the annual output value of more than 1 billion yuan. To Beijing Taoxiangcun to provide is a full service, specific daily work need not be said, the following only to Taoxiangcun in the Chrysanthemum Festival planning, and later this case was "Sales and Management" as a case of outsourcing selected.
I. Background
When the calendar from the October 6, 2006 page over, this year's Beijing Mid-Autumn Moon Festival mooncake war finally settled, each of the major mooncake brands to sound the gold retreat, back to the camp to rest and reorganize inventory. The biggest winner of the mooncake war in the capital, Beijing Taoxiangcun Group, however, did not bask in the joy of victory, but immediately set its sights on the next holiday business opportunities - the Chongyang Festival.
The Chongyang Festival has traditionally been an underappreciated holiday among all traditional festivals. Since 1989, the country as the Day of the Elderly, since the Day of the Elderly has been branded as the Day of the Elderly, in addition to the elderly products will be in the Day of the Day of the Elderly to do some promotional promotions, the general products will not give too much attention.
As a leading enterprise in Beijing's confectionery industry, Beijing Taoxiangcun launches seasonal confectionery ---- Chongyang Hua Cake every year on the Chongyang Festival, but due to the low degree of attention, sales have been lukewarm, with total sales of less than 3,000 kilograms per year.
This year, the leaders of Beijing Taoxiangcun keenly realized that Taoxiangcun's products in the traditional four major festivals (Mid-Autumn Festival, Dragon Boat Festival, Spring Festival, Lantern Festival), has entered a relatively mature period, and must try to develop new profit growth points, which for the Beijing Taoxiangcun "there are festivals there is a Taoxiangcun" business philosophy, the development of new holiday business opportunities. The development of new festival business opportunities has become the first option.
The first pilot is this year's Chongyang Festival.
Second, analysis and research
We received the task of planning for the Chrysanthemum Cake, the first thing we did was to define the nature of the Chrysanthemum Cake product: positioning the Chrysanthemum Cake as a festive food, rather than a general food. Although this is a seemingly simple definition, but for the heavy sun flower cake planning has a very important significance. Because for general products, there are only four major factors affecting their sales, namely, product factors, price factors, channel factors and promotion factors (see Figure 1). Product factors include the product's raw materials, flavor, process, appearance, packaging, etc.; price factors is the price that consumers are willing to pay for the purchase; channel factors is the channel from which consumers will get such products; and promotion factors is the product will be what image, what function into the minds of consumers. As long as these four factors to meet and fit the intrinsic needs of consumers, then, generally speaking, the product will have a very high probability of success.
However, for seasonal foods, product planning from these four aspects alone is not enough. Because for seasonal food, there is a cultural support problem, that is, the product must be able to carry the cultural connotations given to it by the festival. If the product itself can not reach the holiday culture needs to pass the carrier base, then in any case can not support the holiday food market. As a professional marketing planning organization in the national food industry, we have conducted in-depth research on this issue and developed a model of seasonal food influencing factors (see Figure 2). The influencing factor model of seasonal food adds cultural influences to the general product influencing factor model. This is because one of the main drivers for consumers to purchase holiday products is the identification with holiday culture, rather than daily need-based purchases. Only when consumers identify with the holiday culture and the holiday food consumption practices under the influence of the holiday culture can they generate purchasing behavior. For example, for mooncakes, which are also a festive food, the first driving force for consumers to buy them is not to eat them, but to celebrate the festival: to give them to their friends and relatives to express their good wishes or to share the festive atmosphere with their families***.
Back to the issue of Chung Yeung Flower Cake, as a festive food to support the Chung Yeung Festival market, first it must be able to achieve the role of supporting the Chung Yeung culture and delivering the cultural connotation of Chung Yeung Festival, followed by other influencing factors. Therefore, we have studied the cultural factors of Chongyang Hua Cake:
In traditional culture, nine is the extreme of Yang, so the ninth day of the ninth month of September is called "Chongyang" or "Chongjiu". The earliest record of the Chongyang Festival can be traced back to the Han Dynasty. Ge Hong of the Jin Dynasty recorded in his "Miscellaneous Records of the Western Capital" that Emperor Wu of the Han Dynasty had a courtesan named Jia Peilan, who wore cornelian cherry and drank chrysanthemum wine on the 9th day of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month of the 9th month. Of course, this is only her personal behavior, at that time did not form a custom. To the Jin Dynasty, this custom is slowly formed, Jin Zhou Chu "Feng Tu Ji" recorded: "September 9 ... ... the custom of this day to fold cornelian cherry to plug, the cloud to remove the bad gas, and to protect the first cold".
The Tang Dynasty, in the Tang Dezong Zhenyuan four years (788 AD), Li Yu petitioned the request will be in the peace (February 2), on the Si (March 3) and Chongyang (September 9) as a festival, was approved by the Emperor Dezong's grace. Only then did the Chongyang Festival finally become a legal holiday, which has been passed down to the present day.
In addition, in ancient times, Chongyang Festival was a very fashionable festival. Especially during the Tang Dynasty, the Chongyang Festival was especially honored by the literati and writers. On this day, they brought wine and invited friends, climbed high to play, recited poems and left a lot of masterpieces. Some of the more famous ones are Wang Wei's "Remembering Shandong Brothers on the Ninth Day of the Ninth Month", Du Fu's "Nine Days in Lantian Cui's Village", and Wang Bo's "Nine Days" and so on.
In addition to the poems, the Book of Jin also records an idiomatic allusion to the Chongyang Festival: Tao Yuanming's maternal grandfather, Meng Jia, a famous scholar in the Eastern Jin Dynasty, was a military officer at Huan Wen, the Grand Secretary of the Qin Dynasty. On the day of the Chung Yeung Festival, Huan Wen took us all on a tour of Longshan Mountain, Meng Jia because he was greedy to look at the beautiful scenery, his hat was blown off by the wind on the ground without realizing it, so Huan Wen let one of his subordinates write an article to make fun of Meng Jia, who immediately wrote an article in response to his brilliant writing style that made all the people marvel at it. So, later on, "Chrysanthemum Hat Drop" became an idiom that symbolizes "Chrysanthemum Hat Drop", drinking wine and writing, and having a good time.
The Chrysanthemum Festival had many customs in ancient times, such as ascending the heights, inserting cornelian cherry, drinking chrysanthemum wine, and eating chrysanthemum cakes, etc. Now, in addition to ascending the heights, basically the only thing left is to eat chrysanthemum cakes. The origin of Chongyang cake can be traced back to the period of North and South Dynasties. According to the Book of Southern Qi, Liu Yu, Emperor Wu of the Southern Song Dynasty, stipulated that the ninth day of the ninth month of the ninth lunar month would be a day for horseback riding and archery, as well as a day for reviewing the army. It is said that the Chongyang cake evolved from the dry food given to soldiers back then. By the Song Dynasty, Chongyang cakes became a fashionable gift for family and friends. Zhou Mi of the Southern Song Dynasty wrote in his "The Old Story of Wulin", "All the people drink new wine in the month of Chrysanthemum, and each of them gives chrysanthemum cake as a gift.......", and this custom was very prevalent until the Qing Dynasty, when Pan Rongheng of the Qing Dynasty said in his "Recorded Victories of the Emperor's Capital in Years and Years", "The Chrysanthemum Cake of the capital is extremely superior.... ...The people of the city compete to buy it for their families and friends."
Through the study of the culture of Chongyang Festival, we have come to the following two conclusions: First, Chongyang Festival is not just an old people's festival, on the contrary, it was a very fashionable festival in ancient times; second, the custom of eating Chongyang flower cake on Chongyang Festival has a long history. However, the problem lies in these two points at the same time: firstly, most consumers think that Chongyang Festival is the old people's festival; secondly, most consumers do not know that Chongyang Festival also has the custom of eating Chongyang cake.
After studying the culture of Chrysanthemum, we then studied the product, price, channel and promotion factors of Chrysanthemum Cake:
First of all, in terms of the product factor, Beijing Taoxiangcun's Chrysanthemum Cake adheres to the principle of selecting the best ingredients, and adopts a handmade production process, which not only ensures the quality and taste, but also retains the tradition of eating Chrysanthemum Cake. This ensures the quality and taste of the product while retaining the traditional characteristic flavor, which can effectively differentiate the product from other products and make the product itself have a certain degree of competitiveness. Although there is nothing wrong with the product itself, Chongyang Hua Gao has never had its own packaging and has been retailed in bulk like other daily confectioneries of Beijing Taoxiangcun, making it difficult for Chongyang Hua Gao to stand out from the crowd of daily products.
Secondly, in terms of price, Chung Yeung Flower Cake is priced at RMB 19 per catty, which is moderate compared to the price of similar pastries in Beijing Taoxiangcun, and is in line with the consumption level of the target group.
Thirdly, Beijing Taoxiangcun's Chrysanthemum Flower Cake is sold in Beijing Taoxiangcun's 51 self-operated stores and 140 terminals, which is basically in line with the channels of other seasonal products (mooncakes, zongzi, etc.), and therefore there is no problem with Chrysanthemum Flower Cake's marketing channels.
Fourth, in the promotion, in previous years, Chrysanthemum flower cake is only as a festival food, and did not pay too much attention to, so basically did not do much to promote it, consumers know little about it, and even a lot of consumers do not know that Taoxiangcun Chrysanthemum flower cake this product. Do not understand or even do not know, naturally, can not trigger the enthusiasm of consumers to buy, which is also why the sales of the rejuvenation of the flower cake is not hot another big reason.
Summary, through the analysis of seasonal food influencing factors model, Beijing Taoxiangcun Chrysanthemum Cake product planning focuses on three points: culture, packaging and promotion.
Three, strategy development
Since we have found the entry point of the problem, next, we have developed corresponding strategies on various aspects of the problem:
1, the dissemination of culture
As mentioned earlier, there are two major problems in the Chongyang Festival culture: First, most consumers think that Chongyang Festival is the festival of the elderly; second, most consumers do not know that Chongyang Festival is also a festival of eating heavy flowers. Secondly, most consumers don't know that there is a custom of eating sun cake on Chongyang Festival. Based on these two points, we have found two ways to solve the problem: to change people's understanding of Chongyang Festival and to expand the consumer base. The so-called changing people's understanding of Chongyang Festival is to let consumers realize that Chongyang Festival is not only a festival for the elderly, but a festival for all people, and everyone should participate in this traditional festival; the so-called expanding the consumer population is to let consumers re-establish the habit of eating Chongyang cakes on Chongyang Festival on the basis of realizing that Chongyang Festival is a festival for all people. However, it is not easy to make consumers understand and agree with these messages in a short period of time. We believe that, on one hand, we should fully utilize the power of the media to inform consumers, and on the other hand, we should make full use of the driving force of the existing consumers of Beijing Taoxiangcun. On the other hand, we believe that we should fully utilize the existing consumers of Beijing Taoxiangcun, who are basically the elders of their families, and are of a relatively high age group. For family diet, this type of consumer has considerable decision-making power and influence, and it is not a bad idea to utilize him/her to influence other members of the family.
2, packaging improvements
For the improvement of packaging, we first of all will be in the form of the previous bulk retail to the form of gift boxes; each box contains nine pieces of Chung Yeung flower cake, the total weight in a city catty or so, in line with the habit of consumers to buy the amount of; nine pieces of Chung Yeung cake has nine (long time) meaning, in line with the traditional blessing of the meaning of the nine Chung Yeung cake is divided into three groups of three pieces for each group, respectively, named "Gao Shou", "Gao Sheng", "Gao Xiang". "High life" is the blessing of the elderly health and longevity, "high rise" is the blessing of young people smooth career, step by step, "high Xiang" is the hope that the child's academic success, early soaring. A box of Chung Yeung cakes covers the blessings for the whole family, which can arouse the interest of young people and also matches the brand concept of Beijing Taoxiangcun - "Taoxiangcun for the whole family".
3, the promotion of the method
For the promotion of the Chung Yeung Flower Cake, the first point is to minimize the cost of promotion to achieve the purpose of promotion, because after all, it is the first time to carry out the Chung Yeung Festival product planning. Therefore, in the choice of media, we mainly chose Beijing Traffic Station and Beijing Evening News as the main publicity media, the form of promotion is based on news and soft articles, combined with posters and leaflets in the store to form a three-dimensional publicity. The content of the promotion was mainly focused on publicizing the Chongyang culture and the launch of the Chongyang Flower Cake by Beijing Taoxiangcun. We wrote corresponding copy, designed in-store posters and promotional leaflets, and released them on time to various media and Beijing Taoxiangcun's directly-managed stores and sales terminals before the Chongyang Festival.
Fourth, Market Reaction
On October 20, Beijing Taoxiangcun's directly-managed stores and sales terminals began to distribute promotional leaflets for the Chrysanthemum Cake to consumers, and posted posters of the Chrysanthemum Cake in conspicuous places, so as to let consumers know about the culture of Chrysanthemum Day in advance, and the relevant information about the launch of the Chrysanthemum Cake by Beijing Taoxiangcun.
On Oct. 23, Beijing Evening News published a soft article about Chrysanthemum Flower Cake for the first time.
On Oct. 24, the cakes were sold out in two hours. In the days that followed, the cakes went off the market before noon every day, and Beijing Taoxiangcun received many calls every day requesting to buy the cakes.
Meanwhile, the hot sale of Beijing Taoxiangcun's Chrysanthemum Cake attracted great attention from the media, and Beijing TV and CCTV broadcasted news about the hot sale of Beijing Taoxiangcun's Chrysanthemum Cake seven or eight times on the day of Chrysanthemum Festival, which greatly enhanced Beijing Taoxiangcun's brand awareness and reputation.
By the end of the Chrysanthemum Festival on October 30th, Beijing Taoxiangcun*** had sold 16,000 catties of Chrysanthemum Flower Cake, which was more than five times higher than the sales in previous years.
Of course, the dramatic increase in sales is only a symptom, but more importantly, consumers have a new understanding of the Chongyang Festival, the real Chongyang Festival business opportunities are quietly breeding maturity.