Daohuaxiang rice is an organic rice with high nutritional value and low yield, so its price is about 3 times higher than that of commercially available rice.
Its appearance is crystal clear, long and has a unique fragrance.
When cooking, the fragrance is overflowing, the taste is good, and the rice is not returned. Pollution-free, green ecology, safety and high nutrition are its main selling points.
But how to spread the rice is a difficult problem.
First, positioning analysis As mentioned in the background, this kind of rice is not available to everyone, only a few people have it.
These people care about healthy diet, pay attention to the quality of life or have a unique interest in rice.
How to locate these people? 1. High-end rich people not only need to consume highly differentiated products, but also need to effectively adjust their health and psychology.
2. Special groups: mainly including the elderly who long for a long life, groups with chronic diseases, women who constantly detoxify and lose weight, pregnant women, infants and other groups. The market has a broad growth space and foundation.
Organic products, because of their high naturalness, ensure a high degree of safety, and are a high-quality solution for many groups troubled by safety. It is precisely because of this that although such groups are not used every day, they have a huge population base and may break out at any time.
3. The market with big differences in gifts is similar to the field of medicine and health care products.
4. Middle class yearning for quality life: These people may not have a lot of money, but they have the consciousness of "making life better". They yearn for a quality life and are brave enough to spend money on how to experience it.
Second, online or offline, this is a problem. For a product, whether to build a brand online or offline, build a brand and make a channel, will trouble consumers now.
How to identify it depends on the functional characteristics and consumer groups of each product.
-Now there are several big websites considering online fresh life service.
For example, SF Express, Original Life Network, Tuotuo Work Society, etc.
Although these websites are different, they are essentially the same, positioning health, high-end and nutrition.
It is best to cooperate with them to establish channels.
But there are several considerations: first, how to distribute benefits with these platforms; Second, these websites have their own products, and the homogenization of organic rice is serious. How to make your products stand out; The third is how to ensure the high quality of logistics and its own products in circulation.
From the cost analysis, it is found that these home appliance manufacturers should ensure a high gross profit margin, which is basically above 40%.
Wuchang Daohuaxiang rice itself is relatively expensive. If we want to ensure the gross profit for e-commerce and support our own survival, e-commerce will drag down our trip.
For the establishment of its own brand in the early stage, relying on e-commerce to promote the brand is not effective.
In the long run, we will establish our own organic food series, including rice, eggs, meat and other products with high nutritional value, safety and no pollution.
The channel of online cooperation with e-commerce was finally abandoned.
Whether Tmall can consider Tmall Fresh Supermarket was once within our consideration, but we found that the cost of Tmall promotion is much higher than that of offline promotion.
First, the check-in fee, then the annual fee, service fee, deposit and so on.
This calculation will increase our budget cost in the early stage, so we have no intention to start with Tmall as a whole. Of course, so do other platforms such as JD.COM and Dangdang.
Finally, we chose Taobao shop.
Of course, Taobao may give people the impression that fakes are rampant and there are many price-sensitive consumers.
However, we believe that online is a supplement to offline and does not depend entirely on online.
As I expected, Vanke will also have physical stores in the future.
E-commerce is a trend, but it is not the only mode of operation, but a supplement to traditional channels.
We do online, which is a supplement to our offline channels.
Mainly focus on the expansion of offline channels.
-the biggest problem on the promotion line should be promotion. Although our main energy is not online, we still have a little energy to do online promotion in order to make up for some defects of offline channels (such as geographical restrictions).
The promotion method is nothing more than the old method of online promotion.
1. How do bloggers promote their products? When we do blog promotion, we never say that our products are awesome and attractive, but introduce something related to rice.
In the cadmium rice incident in Hunan, we mainly analyzed why this happened, from the geographical location and other aspects.
We will also take time to introduce how to cook rice, what kind of rice is suitable for patients and so on.
You can talk about your products by the way when you introduce them.
From readers' comments, we found that many people still gave positive signals.
We once wrote a blog to introduce our products, and finally found that there was little reading and almost no browsing.
2, microblogging promotion Although many people say that Weibo is dead, Weibo is meaningless.
But for network promotion, Weibo has occupied a decisive position.
If WeChat is very fresh, it is one of the good promotion methods, but at least so far, the promotion of WeChat has been greatly hindered.
On the one hand, Tencent's own development, on the other hand, WeChat is a strong relationship group, and people who are unfamiliar and uninterested will not add you.
If you recommend something to others that you are not interested in, it is easy to arouse disgust. At the same time, rice, which must be eaten at every meal, emphasizes word of mouth.
The first impression is the feeling of eating, and the nutritional value is hard to eat in a short time. After all, rice cannot cure all diseases.
When we were promoting Weibo, we didn't give money to those Weibo tubas for others to help promote them.
It is better to do it yourself than to rely on others.
The idea is the same as blog promotion.
Don't take the initiative to talk about your product, but speak invisibly.
However, the only difference is the essential difference between blog and Weibo.
Weibo emphasized that the content is interesting because of the word limit.
We should work hard on words.
Then go to some rice-related Weibo and let others pay attention to you, which will bring invisible promotion.
We didn't buy these keywords in Baidu.
But mainly rely on Baidu to know and Baidu Library and Baidu Post Bar.
We uploaded some documents, including dozens of documents about our brand and our products, including PPT and WORD.
In this way, you only need to enter relevant keywords such as "Artemisia, rice and fragrant rice" to see our things.
Finally, Baidu can be displayed in Baidu after the audit.
The principle of forum and post bar is basically the same as that of Baidu, so I won't repeat it to netizens.
Third, how to do offline analysis of a product, if you want to launch it, you must have your own channels.
Because its product portfolio is still relatively simple, it is not recommended to open a physical store without a rich product line.
Beijing's food safety and organic concepts are completely ahead of the whole country.
There are many organic food stores and specialty stores in Beijing, so we take this as a starting point.
Expand offline channels.
The essence of cooperation is to share interests and risks.
For the organic food store, as long as it can give him enough profit points, then the cooperation will be well achieved.
In addition, convenience stores in high-end communities are also set up to cater to our positioning.
From these two points of view, the problem of channel construction is well solved, but the problem is that the controllability and binding of these organic stores are not high.
Many people may say, why not go to the mall to promote sales? This way is very common.
Experiment is the only criterion for testing truth.
We have been promoting sales for three days in a row, and several problems have arisen.
First, the entrance fee for shopping malls is high, and the longer it takes, the cheaper it is. We are going to give it a try. One-day admission fee (Carrefour) is 600 yuan a day, plus personnel expenses. In the end, we found that the cost was high.
Second, the positioning does not match.
Rice itself is characterized by high-end rice, and the price is a bit high.
And the slogan of every supermarket is parity every day and so on.
Many people go to the supermarket for the sake of cheapness, and those we are targeting will not go to the supermarket.
Finally, considering comprehensively, give up being a shopping mall.
In addition to channel construction, what we ultimately do offline is the promotion of high-end communities.
Basically, a community will promote our products once a week.
Of course, you have to go through the property approval when you do it.