Foreword
Zhongwei is a famous tourist city and a famous national 4A scenic spot. Tourists come here in an endless stream every year. Of course, they cannot miss the famous local snacks. Artemisia seed noodles are a famous local specialty product in Zhongwei. The store has no vacancies all year round and is very popular with local residents and future tourists.
1. Product history and product introduction
1. Historical origin of wormwood noodles
According to historical records, when Zhu Yuanzhang’s son Zhu Zhan was an official in Ningxia in the Ming Dynasty, Some of his relatives also moved to Ningxia, and later settled in Enhe Town, Zhongning County. Several of them were retired royal chefs from the palace. They taught the making techniques of wormwood noodles to the locals, and wormwood noodles became popular from then on. Come down. As a folk snack, wormwood noodles have a history of more than 360 years. A kind of pasta popular among Han people in the Weining Plain of Ningxia. In ancient times, Buddhism was prevalent in Zhongwei and Zhongning counties, and there were many lay people and people who believed in Buddhism and only ate vegetarian food. Hence this traditional pasta.
2. Product Introduction Zhongning Artemisia Seed Noodles are made from high-gluten flour and wormwood noodles, as well as refined salt, sesame oil and wolfberry.
Artemisia seed noodles are refreshing and delicious, with a long aftertaste. It has the effects of strengthening the stomach and clearing away heat. It has a unique production process and exquisite materials. It also contains meanings such as "to express feelings" and "to pray for good health". According to tradition, on the seventh day of the Lunar New Year, every family eats mugwort noodles, which is called "Lahun Noodles"; newlyweds eat mugwort noodles on the second day of the wedding, which is called "Happy Noodles"; for children to celebrate the full moon and hundred days, Eat mugwort noodles, which are called "auspicious noodles".
2. Market analysis and competition status
1. Market analysis
? Our country is known as the "Kingdom of Grains in the World" and is located in the temperate zone of the earth. Location, grains and 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 issues, whole grains are also an indispensable part of people's lives.
According to surveys, 60% of residents across the country eat cereals, only 40% do not eat cereals, and 16% do not eat potatoes. In the past, coarse grains were synonymous with the elderly and middle-aged people, but now as the concept of health care becomes more and more popular, the buying group of coarse grains is also changing, and young people are slowly becoming the consumer group of coarse grains. As a coarse grain, wormwood noodles are suitable for a wide range of consumer groups, suitable for both young and old, and are deeply loved by a wide range of consumer groups.
As a local specialty noodle in Zhongwei, wormwood noodles are loved by local people and foreign tourists. As a local specialty product, it is supported and promoted by the local government.
2. Competition situation
There are a variety of local snack products and non-staple food products, and there are many types. Other whole grains include millet, beans, etc. These whole grains are also deeply loved by the majority of consumer groups. With the rise of other health products, mugwort noodles are facing huge challenges.
Artemisia noodle is very popular in the local area, but due to the famous local wolfberry, it far outshines wormwood noodle, and there is almost no market in other provinces. The market share of the wormwood noodle product brand is small. The brand still faces great challenges.
3. Consumer Analysis
With the spread of green and healthy concepts, society advocates whole grains as a new dietary trend. The need for personalization is a hot topic emphasized by consumers and producers. Consumers have a certain understanding of the importance of whole grain consumption and have noticed the role of dietary matching of whole grains in their daily diet.
According to Maslow's need theory, human needs are divided into five levels: physiological needs, safety needs, belonging needs, esteem needs and self-actualization needs.
As one of the basic needs of human beings, food, clothing, clothing and health are undoubtedly basic physiological needs. This need is the most essential and strongest need.
For consumers, is it acceptable to maintain health with ordinary whole grains and pursue a green and healthy diet? Are local consumers aware of the nutrition and benefits of mugwort noodles and promoting them? Can wormwood noodles be accepted and loved by foreign tourists and promoted as a product? Are teenagers limited to impulse purchases of specialty products? Will regional tastes affect the consumer experience and make it worse?
4. SWOT Analysis
Advantages
Artemisia noodle has been passed down for more than 360 years and has a long and rich cultural heritage. It is a folk specialty snack.
It has high therapeutic value. Artemisia noodle was originally passed down from the palace. Artemisia has the effect of strengthening the stomach and clearing away heat. In addition, wolfberry protects the liver, improves eyesight and prolongs life. Artemisia noodle is a famous local food. The local tourism industry is developing rapidly, with a large number of tourists coming here admiringly and a huge consumer group. It is green and organic food and is strongly supported by the local government to develop tourism.
There are other related products of Artemisia noodle: Artemisia cake, Artemisia powder, Artemisia drink and Artemisia stalk cold dish, etc.
Artemisia noodle has therapeutic value (stomach and heat clearing); it has academic research The value, exploring and protecting Zhongwei Artemisia Seed Noodles can further conduct in-depth research and discovery on the history, geography, humanities, etc. of Zhongwei; the cultural value, inheriting history and culture, protecting and carrying forward traditional culture.
Disadvantages
It is very popular locally, but its brand awareness is not high in other places and its domestic market share is small. Teenage consumer groups make impulsive purchases and do not necessarily pay attention to the true quality of products.
Opportunities
Zhongwei is a tourist city with a large flow of foreign tourists. Artemisia seed noodles are a specialty snack. A large number of tourists is conducive to the improvement of brand awareness and product promotion.
Threats
Competition from other specialty snacks is fierce. There are local specialties such as Yellow River carp and wolfberry.
5. Product positioning
1. Tourism product - Desert Fragrance
Product combination: meat, mugwort noodles + eggs + side dishes 29
Vegetarian, mugwort noodles + side dishes 24
Consumer groups: foreign tourists, tour groups.
2. Intangible cultural heritage - the work of the imperial chef
Function: protect intangible cultural heritage, protect and inherit food culture and civilization
Consumer groups: Entertaining foreign guests, food interviewers and experts
3. Mom's taste - childhood memories
Consumer group: family
Function: often come home to watch Look, feel the taste of home, cultivate family eating habits
6. Marketing suggestions
4P strategy
Price strategy
Wormwood noodles There are two kinds of meat and vegetable, meat: 15/large 13/small, vegetarian, 12/large 10/small, in line with the consumption concept of the majority of consumer groups, cheap and affordable. Tourist areas have specific consumption standards.
Product Strategy
Artemisia seed noodles have the effect of strengthening the stomach and clearing heat, which is beneficial to human health and is very suitable for long-term use by consumers. Economical and easy for consumers to accept. Mainly handmade wormwood noodles, with fine workmanship and high nutritional value.
Produce a series of related products, such as mugwort powder, mugwort cakes, mugwort stalk cold dishes, mugwort drinks, etc., to attract purchases from consumer groups, expand market share, and build brand awareness. Artemisia has high medicinal value and is invested in medical research.
Channel strategy
Direct sales: The local market is dominated by direct sales, and snack bars are opened in tourist areas, residential areas, snack streets and other areas with a large number of people.
Distribution: Foreign markets mainly focus on distribution, distributing products to other places. Qualified partners can be introduced to join the brand's business operations in order to complement the advantages of external resources and jointly build the brand.
Combination of online and offline modes: Combination of physical and online, suitable for tourists, local experience and online purchase. Related products are easy to transport and sell.
Promotion strategy
(1) Cooperate with Meituan, Ele.me, etc. to provide delivery services.
(2) Participate in food festival activities to attract consumer groups, increase brand awareness, and promote Zhongwei’s famous food culture.
(3) Go on food programs, show the production process and dish combinations, explain the taste and benefits of the product, increase product brand awareness, and attract consumers.
(4) Farmhouses: Foreign tourists spend money in farmhouses. Farmhouses create a feeling of home for foreign tourists, making them feel at home and improving consumer experience.
(5) Apply for intangible cultural heritage protection, promote and inherit local specialty foods, and create brand effects.
(6) Related series of products are given as gifts (wormwood cakes, mugwort cakes, snacks, etc.) to visiting groups and visiting groups. Promote intangible cultural heritage and promote culture.