Channel analysis of Lycium barbarum competitive sales opponent
Lycium barbarum has a broad market and rich raw materials, so it does not need to be processed. As a result, there are many competitors in the market and the phenomenon of following the trend is serious, which makes consumers have low loyalty to a certain brand, strong consumer mobility and few regular consumers.
2 marketing competition situation.
Advertising investment: Lycium barbarum marketing enterprises have done a good job in advertising investment, but its print advertising is still insufficient compared with other investments.
Visibility: Due to the lack of corporate advertising, corporate visibility is not high, and the brand effect is not obvious. Quality: Because most of Lycium barbarum don't need to be processed, and the raw materials are produced in a single place, there is little difference in quality between enterprises and retailers. Consumers choose retailers instead of large enterprises according to the principle of proximity.
Macro environmental analysis
(1) economic base
The development of tourism in Ningxia has promoted economic growth, the per capita GDP of Ningxia has increased, and residents have pursued a healthy and nutritious life, which has won a huge consumer market, mass base and material foundation for the promotion of Lycium barbarum.
(2) Technical advantages
The deep processing of Lycium barbarum requires financial resources, material resources and manpower, which can only be supported by large enterprises. Enterprises rely on technology research and development to attract consumers and become their own technological advantages.
(3) Social and cultural guidance
With the improvement of consumers' awareness of safety and health, Lycium barbarum has the advantage of health preservation and is the first choice for consumers to choose products.
Advantage analysis of 1
Advantages of raw materials: Ningxia is the main producing area of Lycium barbarum, with high yield and excellent quality. Raw materials are pollution-free, pure natural and pure green.
(2) Utility advantages: it can improve immunity, delay aging, resist liver injury, lower blood sugar, tonify kidney and protect liver, lower blood pressure, resist fatigue and fatty liver.
(3) Nutritional advantages: Lycium barbarum is rich in carotene, vitamins A B 1, B2, C, calcium, iron and other nutrients necessary for eye protection, so it is good at improving eyesight, so it is commonly known as? Bright eyes? . Since ancient times, it has been the top grade of nourishing and keeping fit, which has the effect of delaying aging and resisting aging, so it is also called? But what about Lao Tzu? .
(4) Enterprise technology, management and channels are also quite mature.
(5) High popularity: Lycium barbarum is a well-known health care product. At the same time, it is also a health care product that consumers love.
(6) There is no leading brand of Lycium barbarum products at present. There is no specific leading brand in Lycium barbarum market, and the market is chaotic, irregular and the brand effect is not obvious.
2 disadvantage analysis
(1) The enterprise is short of funds. Enterprises lack funds to support a large number of product research and development.
(2) unable to engage in more marketing activities. Without financial support, enterprises cannot carry out a large number of product promotion activities and form brands.
(3) Limited the research and development of new products. The research and development of new products also needs a lot of financial support.
(4) The high cost of products reduces the profit rate of products.
1 internal positioning
(1) In the face of the existing market, Lycium barbarum products maintain their advantages and constantly rely on its channels to increase sales. Strengthening brand building is consumers' favorite for Lycium barbarum products.
(2) Continuously research and develop other products of Lycium barbarum to make them diversified. Lycium barbarum products are not only used in medicine, but also combined with popular products such as drinks, milk, oral liquid and milk tea, which makes Lycium barbarum products diversified and popular.
2 external positioning
In view of the increasing demand of consumers for food and health products, a kind of health food and beverage with special properties was developed. According to the function of Lycium barbarum, different products are made to meet the needs of different consumers.
Lycium barbarum marketing target 1 brand target
(1) to make it a famous star brand. Use the brand effect to increase its sales, improve its popularity and open up a broad market.
(2) to form a higher brand value and improve visibility.
2 Open up the market
(1) Expand the domestic market.
At present, the market of Lycium barbarum is mainly in the north, while the southern market has not yet been developed. With the developed economy in the south, the demand for health care products is greater, and opening up the southern market is more conducive to the sales of Lycium barbarum products. At the same time, develop consumers of all ages and develop suitable Lycium barbarum products according to their age characteristics.
(2) expanding foreign markets
On the premise of domestic market development, Lycium barbarum will be internationalized and sold abroad to improve its popularity. Let the brand Lycium barbarum go global, face the world, face the future and be international. Establish network marketing market, increase marketing interactivity, reduce sales costs, increase customer choice, and increase product information and service value.
Product strategy
(1) product development planning
Starting from Lycium barbarum itself and combining with the market development demand, we have made several series of product plans for Lycium barbarum.
1 oral liquid 2 Lycium barbarum beverage 3 inverted Lycium barbarum powder bag
(2) product packaging planning
1 oral liquid packaging: mainly designed for the elderly and children, and sold in the form of health products. 2 cans packaging
3 carton packaging
4 large bottles of concentrated packaging
Step 5 Brewing and packaging
(3) Analysis of the advantages and disadvantages of products
Advantages of 1
(1) High quality and no pollution. Produced in Zhongning, it is pure natural and pollution-free.
(2) High medicinal value and great potential for further processing.
(3) High technology content. Using science and technology to improve the value of Lycium barbarum in the research and development of Lycium barbarum.
(4) Green brand.
(5) Have a solid sales channel. Lycium barbarum product series has formed an industrial chain integrating production, processing, sales and circulation, and its ability to meet market risks has been steadily improved.
Two shortcomings
(1) The vicious competition of fake and shoddy products is fierce. With the sales of Lycium barbarum as a health care product becoming more and more popular with consumers, the phenomenon of market follow-up is becoming more and more serious, which leads some businesses to sell fake and shoddy products for huge profits and has a bad influence on enterprises.
(2) insufficient publicity. There is no cultural packaging through various publicity activities, and there is no multi-level, multi-channel and all-round publicity through mainstream media in the form of news reports, feature films and advertisements.
(4) Intensify publicity and tackle key problems. Promote Lycium barbarum fairs, trade fairs and public relations activities with various themes, develop green sightseeing agriculture such as tourism, and create a good export environment for Lycium barbarum marketing by using newspapers, radio and media.
3 price strategy
(1) Demand price pricing strategy.
Market demand is the foundation, so we should fully consider the market demand, take the market demand as the guide, follow the market rules, and finally comprehensively consider the pricing strategy.
(2) Pricing according to different sales methods.
According to the different sales methods, different prices are adopted in three different sales methods: retail, wholesale and group purchase, so as to improve the profit rate of products.
The efficacy and function of Lycium barbarum is sweet and moist, good at nourishing yin, replenishing essence and nourishing blood. It is an important drug for people with liver and kidney deficiency and can be taken for a long time.
1. It is used for patients with yin deficiency of liver and kidney, excessive yang deficiency and dizziness. It is often used with Mulberry, Chrysanthemum and Oyster to clear liver and suppress yang.
2. If the liver and kidney are yin deficient, the eyes will be lost. Dry and painful eyes, tears of shame, blurred vision. It is often used with Chrysanthemum and Rehmannia to clear liver and nourish kidney.
3, treatment of liver and kidney yin deficiency, liver malnutrition, abnormal excretion, hypochondriac pain, dry throat, dry mouth, red tongue, less body fluid. It is often combined with Radix Adenophorae, Radix Ophiopogonis, Radix Angelicae Sinensis and Fructus Toosendan to soothe the liver and relieve pain, such as Guan Yi Decoction in Liuzhou Medical Talk.
4. For liver and kidney deficiency, muscular atrophy and soreness of waist and knees, it is often used with Eucommia ulmoides, Dipsacus, Taxilli, Cibotii Golden Hairy and Psoralea, which tonify liver and kidney and strengthen bones and muscles. Achyranthes bidentata is equivalent.
5. Treat kidney yang deficiency. Impotence and nocturnal emission are often equated with aconite, cinnamon, cistanche deserticola, actinolite, Radix Rehmanniae Preparata, Semen Cuscutae and Fructus Cnidii. In Jing Yue Quan Shu, he said:? Those who are good at tonifying yang must seek yang in yin? The method is to use aconite, cinnamon and other nourishing yin and blood products together.
6. Used for relieving cough due to yin deficiency, it is often equated with herbs such as Anemarrhena asphodeloides, Fritillaria, Ophiopogon japonicus, Stemona, Adenophora adenophora, Lily, etc.
7. To quench your thirst, you can steam and chew with Lycium barbarum alone, or you can use it with Radix Rehmanniae, Trichosanthis Radix, Rhizoma Dioscoreae and Radix Scrophulariae. Astragalus has the function of invigorating qi and lowering blood sugar, and the effect is better when used together.
8. Treating eye diseases due to kidney deficiency, with compatibility of Radix Rehmanniae, Radix Ophiopogonis and Semen Celosiae, the curative effect is rapid. (This method comes from the medical guide)
9. Treating kidney deficiency and dark eyes, Lycium barbarum is equivalent to Radix Rehmanniae Preparata, Poria cocos and Atractylodes macrocephala. (This method is from the Classic Interpretation of Materia Medica).
10, treating cough due to yin deficiency and lung heat. Lycium barbarum is compatible with Radix Asparagi, Radix Stemonae and Folium Eriobotryae.
1 1, strengthening heart, improving intelligence, nourishing liver and kidney, and strengthening body. Lycium barbarum is compatible with longan, Polygonatum odoratum and quail.
12, for kidney dryness, weakness, poor diet and dry stool. Lycium barbarum is mixed with Radix Rehmanniae Preparata, Rhizoma Dioscoreae, Semen Cuscutae, Fructus Corni, Colla Plastri Testudinis, Colla cornus Cervi, etc.
Lycium barbarum 1 how to eat it? Chew directly. Steam the cleaned Lycium barbarum in a steamer for a few minutes or bake it in a microwave oven for a few seconds (not too long to avoid burning). Chew directly every morning and evening.
2. Porridge or steamed rice. When porridge or steamed rice is cooked, after the water is boiled, put the washed medlar in and eat it after cooking. Color, fragrance and taste are all unique.
3, soaking in water, put the washed medlar into a cup, soak it in boiling water for 2-5 minutes, and then drink water to eat fruit. Four, soaking wine can be soaked in yellow wine or white wine, and can be taken after seven days.
4, soup, stew, stew with a proper amount of medlar, which not only increases the color, fragrance and taste, but also plays a role in food supplement.
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