Introduction of Yinlu Peanut Milk Xiamen Yinlu Food Co., Ltd. was established in 1985, mainly engaged in the production and processing of canned food and beverages. After 20 years' development, it has become the largest beverage production base in Fujian and one of the top 10 canned food industries in China. In 2002, Yinlu brand was awarded as the key leading enterprise of national agricultural industrialization, and the top ten public favorite trademarks in China. "Yinlu" milk peanut and "Yinlu" peanut milk won the title of China famous brand products, and "Yinlu" trademark won the title of "China well-known trademark". The products are: Yinlu eight-treasure porridge, Yinlu protein beverage, Yinlu peanut milk, Yinlu peanut milk, Yinlu walnut milk, Yinlu almond dew, Yinlu coconut juice, Yinlu juice and vegetable juice beverage. Edit this paragraph. [1] Edit the industry background of brand breakthrough in this paragraph From the development trend of the whole beverage industry, vegetable protein beverage is likely to become the next hot spot of beverage consumption and the mainstream product in the beverage market, which is in line with the development trend and trend of the beverage market because of its natural, green, nutritious and healthy category characteristics. The vegetable protein beverage market has a huge development space and a good development prospect. More importantly, unlike the strong category markets such as functional drinks and carbonated drinks, the competition in the existing vegetable protein drinks market is relatively flat and the degree of competition is low. Compared with Yinlu, the leading brand in this relatively weak category market does not have obvious advantages. They exposed weaknesses and defects, which made the market have the opportunity and possibility of being "subverted" and "changed". Yinlu has the ability and strength to launch this change, and it also has the opportunity to surpass its competitors in the vegetable protein beverage market, become the leading brand in this category market, and take the top-growing express train to achieve brand breakthrough. Plant protein beverage has become the breakthrough of Yinlu beverage industry. Investigation and analysis As far as the beverage market as a whole is concerned, Yinlu is still in a niche and follower position, and the biggest opportunity for Yinlu to achieve rapid growth in the beverage market is to make a breakthrough in the category of "plant protein beverage". But as far as the vegetable protein beverage category market is concerned, Yinlu is just a "challenger". Only by subverting the existing market structure of plant protein beverage and becoming the leader of new plant protein beverage can Yinlu become the biggest beneficiary of the possible wave of "plant protein beverage" and realize the historic breakthrough of Yinlu beverage brand. The strategic goal of Yinlu beverage marketing is divided into two levels by the project team: from the challenger of plant protein beverage to the leader of plant protein beverage market; With the help of the advantages of "vegetable protein beverage" category, the key to the success of this strategy lies in: subversion-controlling consumers' mental resources by subverting and shuffling the whole "vegetable protein beverage" market, and realizing the occupation of the vegetable protein beverage market by Yinlu; Promote-accelerate, promote and lead the arrival of the era of plant protein drinks, and realize brand growth by using the growth of potential categories. Breaking through the strategic channels Because Yinlu beverage has been sold in the market for more than ten years, many dealers have continued from the original "big circulation" mode, and some dealers' marketing ideas, management and talents are getting behind the pace of Yinlu, which hinders the implementation of Yinlu beverage strategy. In view of the problem of "small but rich, not enterprising" in Yinlu's distributor channel, we suggest that we must take advantage of the favorable opportunity of Yinlu's new product listing to attract investment, implement the channel activation strategy with the help of the launch of strong products, the appearance of strong spokespersons, the promotion of strong media and strong partners, reorganize and integrate the channels, realize the comprehensive promotion of Yinlu's beverage channel management, reposition the distributors and redefine the relationship between enterprises and distributors. Realize three changes-from "a good friend" to "a good teacher", from "helping sales" to "promoting (urging each other) sales", and from passive "pushing" to active "rushing to run", so that channel relationship becomes the core competitive advantage of Yinlu beverage. In view of the problems and hidden dangers in Yinlu beverage price system, the adjustment of Yinlu beverage price system is combined with channel mode transformation and channel function adjustment: in the market where the original terminal intensive cultivation mode is retained, the profit of dealers is controlled at a relatively reasonable level according to their marketing functions and corresponding costs; In the market where Yinlu beverage channel reform has been implemented, we should improve the market expansion and service functions of dealers, adjust or even improve their gross profit space on the basis of fully considering the increase of dealers' operating costs, so as to rationalize dealers' profits and realize a virtuous circle of channels. According to the overall strategic goal of Yinlu beverage as the leader of new plant protein products, Yinlu product line has formulated the general principles of "product focus (plant protein category), variety concentration (PET packaging), multi-variety, multi-channel and full coverage": taking plant protein beverage as a breakthrough, taking plant protein beverage series products as the main core products, and taking modified PET packaging plant protein beverage as the main core varieties, developing and supplementing plants suitable for different packaging channels. Three-piece cans meet the needs of the gift and catering market; Tetra pak meets the market demand for breakfast and complementary food; 1.5L family clothes meet the needs of family consumption, and 500ml catering clothes meet the needs of catering channels). Once you make a move, you can't leave any flaws for your opponent. The consumer survey of Cecilia Cheung, the spokesman of the three magic weapons, shows that "peanut milk is very nutritious" is the most common cognition of consumers, and peanut blood and milk nutrition are also the most direct associations between consumers and this product name. But how does this nutrition translate into a selling point perceived by consumers? Praise a woman, how much flattery is not as good as the word "beautiful", and every era has the same standard for obvious external beauty. This standard is mostly based on the senses, which is manifested in the skin-a healthy complexion full of sunshine, ruddy, crystal clear, smooth and elastic. Controlling "white inside and red outside" has become another important topic in brand creation. Fashion stars+strong culture+symbol communication are the three magic weapons for us to control this resource. 1. Fashion star Cecilia Cheung: For Cecilia Cheung, it is a great loss to build Yinlu brand if she just uses her face blindly. We need to skillfully use the current halo effect of stars to quickly seize an effective image carrier, so as to maximize the efficiency of the use of stars. 2. Strong culture: The strong and healthy association of "sports culture" makes people excited, but the sports form suitable for Yinlu peanut milk must conform to-mainly women, but without losing competitive beauty; Interactive competition with or without physical contact, equipment is preferred; Outdoor sports are more natural; The mainstream movement in developed countries; There are no other drinks. 3. Symbol: Set a brand button in consumers' minds, make full use of corresponding consumers' mental resources, and gain market competitive advantage. The characteristic exclamation point has become a symbol that runs through all the communication of the Yinlu plant peanut milk: in the packaging, the exclamation point is redesigned as a visual main element, and the big exclamation point makes the Yinlu peanut milk jump out of a lot of drinks at once; In TV and print advertisements, exclamation mark and Cecilia Cheung's softball bat promote the youth and fashion of Yinlu peanut milk, marvel at and show off the sunny "white inside and red outside" face brought by Yinlu peanut milk ... After several months of hard struggle, the core concept of Yinlu peanut milk was finally born.