Full name of the company: Beijing Shunxin Lianshou Fruit and Vegetable Beverage Co., Ltd. is the first domestic beverage manufacturer to propose the concept of "fruit and vegetable juice". The factory is located in Niulanshan Industrial Zone, Shunyi District, Beijing, with a total area of The land area is more than 240 acres and the construction area is 45,000 square meters. By participating in the country's agricultural industrialization adjustment, joining hands with farmers and the market, with fruit and vegetable juice as the leading industry, the company has a number of internationally advanced beverage processing production lines and tens of thousands of acres of professional green planting bases, which can produce 100,000 Tons of fresh, nutritious and delicious "hand-in-hand" fruit and vegetable juices are dedicated to consumers.

"Hand Hand" integrates agricultural planting, resource development and utilization, and environmental maintenance. It has established a fruit and vegetable planting, storage and transportation, scientific research, and joint venture with local governments, local farmers, and scientific research units such as the National Vegetable Engineering Technology Research Center. , deep processing one-stop industrialization project. The company has always been based on the high point of "holding farmers with one hand and the market with the other", taking prospering the rural economy as its own responsibility and meeting market demand as its purpose, and has greatly played the guiding role of leading enterprises in agricultural industrialization. In pursuing its own development, the company At the same time, it led many farmers onto the road to prosperity.

In order to ensure the freshness and deliciousness of the products and the sustainable development of the enterprise, the company has successively passed ISO9000, ISO14000, HACCP, QS and other system certifications, achieving full pollution-free quality control from land to table. The company adopts the latest international vegetable deep processing technology and production techniques such as cell wall breaking and molecular encapsulation to ensure that the products are safe, delicious and nutritious. As a purely natural pulp drink, "Handhand" fruit and vegetable juice not only maintains its naturalness and rich nutrition, but also obtains a delicious, sweet and refreshing taste through advanced technology. Its various specifications and flavors can satisfy the needs of different groups of people. need. The company also obtained the invention patent for "a series of fruit and vegetable juices using carrots as the main raw material and their manufacturing methods."

The main production equipment of "Handhand" fruit and vegetable juices come from Tetra Pak Company of Sweden and Sig Company of Italy. The entire production process is computer-controlled closed production to ensure Every drop of LianShou fruit and vegetable juice is produced and filled in a pollution-free environment, ensuring that the product is fresh and delicious and lasts longer. "Handhand" fruit and vegetable juice has a pure, fresh taste and natural ingredients. Its most innovative feature is that it mixes vegetable flavors with appropriate amounts of fruit juices with different flavors, guiding people's consumption habits from eating vegetables and chewing vegetables to "drinking vegetables". Ultra-finely processed vegetable juice allows you to absorb the dual nutrition of β VC more easily, making you a true "fruit and vegetable nutrition expert". The nutritional value of fruits and vegetables is increasingly valued by people. Fruit and vegetable juice is rich in nutrients and is a comprehensive drink that integrates body strengthening and beauty. Regular drinking not only supplements various necessary nutrients, but also achieves the effects of fitness, weight loss and beauty. In order to allow the human body to fully absorb its nutrients, "Hand Hand" adopts high-tech technologies such as breaking the cell walls of vegetables and fruits such as carrots, molecular encapsulation, and ultra-fine miniaturization. It uses fresh vegetables as the main raw materials and processes them with advanced production techniques to ensure safety and deliciousness. and nutrition. Hands-on series of fruit and vegetable juices not only retain the nutrition of vegetables, but also maintain the taste of fruits, and make it easier for the human body to absorb. Taken together, it is a general trend for hand-in-hand fruit and vegetable juice to become a fashionable drink. As young people have more and more room for independent choices, Lingshou fruit and vegetable juice is becoming popular at the forefront of fashion, providing a lasting guarantee for a high-quality life.

In order to consistently ensure the high quality of products and more timely supplement and develop new products, "Handhand" not only established its own scientific and technological research and development team, but also cooperated with many high-level scientific research institutions and universities at home and abroad. We have formed a long-term cooperative partnership and established a complete and efficient peripheral R&D network, so that new research results in deep processing of fruits and vegetables at home and abroad can be quickly transformed into our own advanced technology, so that the "Hand Hand" product family can continue to thrive. The company There are 3 major series and more than 100 items.

what to do? I was fortunate enough to have some contact with the leaders of LianShou Fruit and Vegetable Juice, understand some situations, do some thinking and in-depth analysis of their products, brands, and marketing strategies, and form some personal opinions and ideas. I would like to dedicate it now to hold hands and discuss it with all the experts.

Second, analysis of two fundamental mistakes of Lingshou Fruit and Vegetable Juice

Looking at the marketing strategies of successful domestic and foreign beverage brands, and then looking at the brand marketing strategy of Lingshou Fruit and Vegetable Juice, the author believes that, LianShou Fruit and Vegetable Juice committed two major taboos in beverage brand marketing. They are: first, the brand concept and positioning are unclear; second, the wrong beverage marketing strategy was adopted.

Handhand brand concept exploration and brand positioning

Handhand’s brand actually has a very good brand name. “Handhand” has rich and strong cultural connotations in both Chinese culture and world culture. and meaning, but the person holding hands is sitting on a golden mountain and missed it. I heard that the brand name "Hanshou" was named by its boss, which means "fruits and vegetables go hand in hand." Hands-on fruit and vegetable juice is the first fruit and vegetable juice mixed drink in China, so it is more nutritious and has a higher product concentration. It was higher to show the essential difference in product ingredients from the pure fruit juice drinks that were just emerging on the market at that time. Lingshou Fruit and Vegetable Juice’s main target customers are home drinking and restaurant consumption groups. Although the product market positioning has been adjusted frequently in the future, this fundamental positioning has not changed. In terms of product positioning, the company has always followed the positioning of functional beverage products, that is, Lingshou fruit and vegetable juice is different from ordinary beverages in its thirst-quenching function. It is a nutritional supplement that reasonably supplements the nutrients needed by the human body and has a certain dietary substitution significance. Functional drinks, in fact, unintentionally put themselves together with life nutrition types such as Ovaltine, milk, and Huiyuan juice (rather than sports nutrition types such as Jianlibao and Red Bull). As for brand positioning, that is, what concept does the Hands-on brand follow, what kind of business philosophy does it advocate, what value does it represent in the minds of consumers, and what position should it occupy in the minds of consumers? That is, what does the Hands-on brand mean to consumers? However, it has not conveyed any clear and effective information to the market and consumers.

We all know that brand positioning is mainly related to corporate culture or corporate image system MI, BI, VI, product positioning, market positioning, etc. From the above analysis, it can be seen that the Hands-on brand has a relatively clear product positioning and target market positioning, but it does not have corporate culture and real brand positioning. What is the Hand-hand brand, what does it represent, and what does the Hand-hand brand remind people of, so that consumers can What kind of feeling it generates, etc., are like the fairy mountain, clouds and cranes, and it is difficult to find them in the marketing behavior of holding hands. Of course, there is no need to create a strong brand appeal (brand slogan) and a brand personality with truly unique commercial value based on a clear brand positioning. In the marketing strategies and tactics of Hands-on, brand positioning is always missing, resulting in Hand-holding's marketing having to rely on product features instead of establishing a clear impression and a solid position in the minds of consumers by shaping the brand image and accumulating brand value.

Therefore, Lingshou Fruit and Vegetable Juice is nominally conducting a kind of brand marketing, which has produced the following four major marketing phenomena:

A. When the company carries out a large amount of advertising, the product and brand have established popularity, but As soon as the publicity stopped, people forgot or were not deeply impressed; the reason is that the inherent meaning of holding hands has not been explored, and the word "holding hands" alone cannot penetrate into people's hearts and leave a strong impression, which leads to the huge investment in brand marketing turning into a simple sales promotion behavior, resulting in a huge waste of investment in marketing and brand promotion;

B. If some consumers remember it, it is also caused by using Lingshou products and they feel good; but the problem is Lingshou products Is the nutritional advantage really as strong as the company hopes, so that the LianShou product can have sufficient market sales competitiveness? Once the sales of the product itself is not as good as expected, marketing setbacks are inevitable;

C. Since the brand lacks personality and profound touching memories, product sales must and can only rely on a single product advantage and product sales power, and cannot obtain deep guidance and support from the brand's appeal. Naturally, this has resulted in the formation of LianShou Fruit and Vegetable Juice. Unable to achieve impressive results in sales;

D. More importantly, the two factors that contribute the most to sales, namely product brand reputation and loyalty, lack of brand support and unique product USP The selling point appeal is not strong enough, and it cannot be quickly established following the hand-in-hand publicity and promotion and sales activities. This ultimately leads to insufficient growth of the company's product brand, improper handling, and it is easy to grow into a "dwarf", but originally it has the conditions to grow into a "giant" "of. The lessons learned here cannot but be warning and thought-provoking.

For a long time, many people in the business and consulting circles have mistakenly thought that product positioning or target market positioning is brand positioning. It will be fine during the product management and product competition stages, but once it enters the brand management stage, That would be a huge mistake.

The obvious and serious consequences are: companies have tried their best, tried their best, and tried their best, but they are unable to establish real brand value and market competitive advantage. In fact, product positioning and target market positioning are only part of the brand positioning. They support and constitute the brand image positioning, but they are not the brand positioning itself, nor can they replace the important position of the brand positioning. Look at how Coca-Cola, Pepsi-Cola, Ovaltine, Collet, or even Huiyuan Juice, whose marketing has fallen behind, are marketed. In today's fiercely competitive beverage market, without a clever and complete brand positioning and marketing strategy, beverages It is absolutely difficult for a product to succeed if it is to hit the market. Judging from the marketing strategies pursued so far, the marketing strategy mainly includes the following points:

1. Emphasize the dual nutrition of fruit and vegetable juices and the product features that are beneficial to consumers to improve their health, so as to attract customers to choose;

2. Use events or sponsor sports and charity activities to expand influence and increase product visibility and reputation;

3. Continuous promotion and promotion in different ways to open up markets and increase sales;

4. Sales channels are divided into two areas, one is a supermarket and the other is a restaurant;

5. Although the overall marketing strategy is formulated by the headquarters, brand and product promotion is still divided into specific areas. Activity.

We believe that, on the surface, there is nothing wrong with the marketing strategy adopted by LianShou. Some activities are even quite elaborate. It cannot be said that we do not understand marketing, especially in the sales area, where the backbone are all from Coca-Cola is very powerful and its sales execution is said to be good, but its sales are still not good. So why? Why? ! Through observation and analysis, the author believes that the problem lies in the fact that Lingshou Company sells beverage products, but uses the marketing strategy and combination of health care products! What we have made is the basic mistake of marketing that the marketing strategy does not correspond to the fundamental nature of the product! Why? Try to analyze them one by one.

Therefore, the first thing to do is to do brand analysis, dig deep into the brand concept, enrich the brand cultural meaning, find out the core proposition of the brand, and form a brand marketing slogan. If this matter is not resolved, it will be useless to focus solely on product sales planning.

Third, once the feeling is found and the brand is established, the next step is marketing planning and brand communication. The combination of the two is called integrated marketing communication. The company develops a plan, and of course, creativity in specific strategies can play a huge role.

Fourth, finally, Hands-on should comprehensively consider competitive factors and environmental factors, and formulate two marketing strategies: one long-term and one short-term. Use it in the long term to achieve the fundamental goals of the company, and in the short term to reverse the marketing situation and move towards a better tomorrow