Foreword

Zhongwei is a famous tourist city, a famous national 4A-level scenic spot. Every year, tourists come here in an endless stream. Of course, you can't miss the famous local specialty snacks. Artemisia noodle is a famous local specialty product in Zhongwei, and there is no vacancy in the shop all the year round, which is quite popular among local residents and future tourists.

1. Product history and product introduction

1. Historical origin of wormwood noodles

According to historical records, when Zhu Yong, the son of Zhu Yuanzhang in the Ming Dynasty, became an official in Ningxia, some of his relatives and neighbors moved to Ningxia, and then settled in Enhe Town, Zhongning County. Several of them were retired royal chefs. They passed on the production technology of wormwood noodles to the local people, and since then, wormwood noodles have been handed down. Now, as a folk snack, Artemisia noodles have a history of more than 36 years. A kind of pasta popular among Han people in Ningxia-Xiaweining Plain. In ancient times, Buddhism prevailed in Zhongwei and Zhongning counties, and there were more folk laymen and people who believed in Buddhism only ate vegetarian food, which led to this traditional pasta.

2. product introduction Zhongning Artemisia seed flour is made of high-gluten flour and Artemisia flour, and refined salt, sesame oil and Lycium barbarum are used as raw materials.

Artemisia noodles are fresh and delicious, with a long aftertaste, which has the effects of invigorating the stomach and clearing away heat. The production technology is unique and the materials are exquisite, and it also contains the meanings of "pinning your feelings" and "praying for well-being". According to tradition, on the seventh day of the lunar new year, every family eats wormwood noodles, which are called "soul-pulling noodles"; On the second day of their marriage, newlyweds should eat wormwood noodles, which are called "festive noodles"; Give children a full moon and a hundred days to eat wormwood noodles, which are called "Geely noodles".

second, market analysis and competition

first, market analysis

? China has the title of "the world's miscellaneous grains kingdom". China is located in the temperate zone of the earth, and the miscellaneous grains are not only numerous in variety, but also widely distributed. At present, the staple food of Chinese residents is mainly white flour and rice. However, as people pay more and more attention to health problems, coarse grains are also an indispensable part of people's lives.

according to the survey, 6% of the residents in China eat miscellaneous grains, only 4% of them don't eat miscellaneous grains, and 16% of them don't eat potatoes. In the past, coarse grains were synonymous with the elderly and middle-aged, but now with the concept of health care deeply rooted in people's hearts, the buying groups of coarse grains are also changing, and young people are gradually becoming the consumption groups of coarse grains. So wormwood flour, as coarse grains, is suitable for the vast number of consumer groups, suitable for all ages, and deeply loved by the vast number of consumer groups.

as a local special noodle in Zhongwei, Artemisia noodles are loved by local people and foreign tourists, and as a local special product, they are supported and promoted by the local government.

2. Competition

There are various snack products and non-staple food products in the local area, and there are many kinds. Other coarse grains include millet, beans, etc. These coarse grains are also deeply loved by consumers. Other health products are rising day by day, and Artemisia noodles are facing great challenges.

Artemisia noodles are very popular in the local area, but they are far more famous than Artemisia noodles because of the local Lycium barbarum. Moreover, in almost zero markets in other provinces, the brand market share of Artemisia noodles is small, and it still faces great challenges in terms of brand.

third, consumer analysis

with the spread of the concept of green health, society advocates coarse grains as a new dietary fashion. Personalized demand is a hot topic emphasized by consumers and producers. Consumers have a certain understanding of the importance of coarse grains consumption, and they have noticed the role of dietary collocation of coarse grains in their daily diet.

According to Maslow's demand theory, human needs are divided into five levels, namely, physiological needs, safety needs, belonging needs, respect needs and self-realization needs.

As one of the basic human needs, food, clothing and health undoubtedly belong to the basic physiological needs, which are the most essential and the strongest.

is it acceptable for consumers to keep healthy with ordinary coarse grains and pursue a green and healthy diet? Do local consumers know the nutrition and benefits of wormwood flour and promote it? For foreign tourists, can they accept and love wormwood noodles and promote their products? Are teenagers limited to impulsive purchase of specialty products? Will regional tastes affect consumers' experience and make the experience decline?

Fourth, SWOT analysis

Advantages

Artemisia noodles have been passed down for more than 36 years, with a long and strong cultural heritage, and are a kind of snacks with folk characteristics.

The value of dietotherapy is high. Wormwood flour originally came from the palace, and it has the effects of invigorating stomach and clearing away heat. In addition, Lycium barbarum L. protects liver, improves eyesight and prolongs life. Wormwood flour is a famous local specialty food, and the local tourism industry has developed rapidly, with a large number of tourists coming here and a huge consumer group. And it is a green organic food, which is strongly supported by the local government to develop tourism.

There are other related products of wormwood noodles: wormwood Baba, wormwood powder, wormwood drink and wormwood stalk cold dish, etc.

Wormwood noodles have dietotherapy value (invigorating stomach and clearing heat); It has academic research value, and exploring and protecting the wormwood surface of Zhongwei can further study and discover the history, geography and humanities of Zhongwei. Cultural value, inheriting history and culture, protecting and developing traditional culture.

Disadvantages

It is very popular in the local area, but its brand awareness in other places is not high, and its share in the domestic market is small. Adolescent consumer groups have impulsive purchases and do not necessarily pay attention to the true quality of products.

Opportunity

Zhongwei is a tourist city with a large number of foreign tourists. As a special snack, wormwood noodles are beneficial to brand awareness and product promotion.

Threaten

Other specialty snacks are highly competitive. There are local characteristics such as yellow river carp and medlar.

v. product positioning

1. tourism products-desert fragrance

product mix: meat, wormwood noodles+eggs+side dishes 29

vegetarian, wormwood noodles+side dishes 24

consumer groups: foreign tourists, tour groups.

2. Intangible cultural heritage-chef's masterpiece

Function: protect intangible cultural heritage, protect and inherit food culture and civilization

Consumer group: entertain foreign guests, food interviewers and experts

3. Mother's taste-childhood memories

Consumer group: family

Function: often go home to see and feel at home. Cultivation of family eating habits

VI. Marketing suggestions

4P strategy

Price strategy

There are two kinds of wormwood noodles, namely, meat: 15/ big 13/ small, vegetarian, 12/ big 1/ small, which is in line with the consumption concept of the majority of consumers and is cheap and affordable. Tourist areas have specific consumption standards.

product strategy

Artemisia noodles have the effects of invigorating stomach and clearing away heat, which is beneficial to human health and is very suitable for consumers to use for a long time. Affordable and easy for consumers to accept. Hand-made wormwood flour is the main product, with fine workmanship and high nutritional value.

Make related series products, such as wormwood powder, wormwood Baba, wormwood stalk cold dishes, wormwood drinks, etc., to attract consumers to buy, expand market share and build brand awareness. Artemisia scoparia has high medicinal value and is put into medical research.

channel strategy

direct selling: the local market is dominated by direct selling, and snack bars are opened in tourist areas, residential areas, snack streets and other areas with more people.

distribution: distribution is the main market in other places, and products are distributed to other places. Qualified partners can be introduced to join the business of this brand, so as to complement the advantages of external resources and build this brand together.

combination of online and offline modes: the combination of entity and network is suitable for tourists, local experience and online purchase. Related products are easy to transport and sell.

Promotion strategy

(1) Cooperate with Meituan and Hungry to provide delivery services.

(2) Participate in food festivals to attract consumers, improve brand awareness and publicize Zhongwei's famous food culture.

(3) Go to a food program to show the production process and the collocation of dishes, explain the taste and benefits of products, improve the brand awareness of products and attract consumers.

(4) farmhouse music: foreign tourists spend money in farmhouse music, which creates a feeling of home for foreign tourists, makes them feel at home and enhances the consumer experience.

(5) Apply for the protection of intangible cultural heritage, publicize and inherit local special foods, and create brand effect.

(6), related products as gifts (wormwood cake, wormwood Baba, snacks, etc.), presented to visiting groups and visiting groups. Promote intangible cultural heritage and promote culture.