Mental development based on consumer characteristics of fruit juice
According to the National Bureau of Statistics released data, China 2008 Beverage market Size reached 196.4 billion yuan, of which about 27% fruit juice drinks market share to reach 53 billion yuan. Looking at the domestic fruit juice drinks market, juice drinks shifted by about 70% market share, closely followed by grape and peach juice, taken together accounted for more than 90% of the domestic fruit juice market share.
Recent years, many companies optimistic about market prospects juice in orange juice, grape juice and peach juice category addition of new paths, developing characteristics of fruit types, into fruit juice market, such as pomegranate juice, ginseng juice drinks, fruit juice drinks, juice and even roses, mountain concoction drinks, etc. Unfortunately, the public failure, successful few. So, how characteristics of the juice market?
With the geographical advantage into the consumer mind
Orientation Ries and Trout Master said: Marketing The key to competition is the mental struggle, rather than market competition, consumer mind only with approval of products and services, it has strong market competitiveness. Although it juice like FMCG industry, the key is to channel their competitive control and terminal coverage, but mental competition, corporate marketing activities will be divided into two key steps: the products into the minds of consumers , the product shop to the market. Can not enter the minds of consumers, but only product produced from the factory into the market, the product will not be able to enter the consumer to buy links, eventually lead to failure. Then the characteristics of fruit juice into the consumer mind, how do?
Niu Gensheng Once said: I consider the beginning and one problem is that any company must make full use of the geographical advantages, with the development of natural grace. This applies equally well to characteristics of the development of fruit juice, with geographical advantages and natural grace, is the characteristic fruit juice fast access to the consumer mind.
Rich resources in China, with the help of nature's bounty and a long history of agricultural development, the formation of river north and south of the regional characteristics of fruits of different plant species, such as in Shandong Yantai apple, ginseng fruit Wuwei in Gansu, Beijing Daxing the watermelons. Once the name of these fruits, within a certain area have a wide range of awareness and relevance of degree. For example, in Shandong, bring apples, people's first reaction was Yantai, bring peaches, the first reaction is Feicheng golden peach.
"Geographical + feature fruit" of the strong correlation that is characteristic juice enterprises should make full use of the geographical advantage of that feature fruit juice into the consumer mind a weapon. Featured juice business in the operations and marketing in the region should be fruit juice and close together, on the one hand into the consumer mind to shorten the time and distance, on the other hand with the mental characteristics of the original fruit recognition Features conserve resources juice into the consumer mind.
Entrepreneurship integration of resources between government and enterprises
To find direction, but also a method, then how to create and use enterprise geographical advantage into the minds of consumers do?
General, characteristics of fruit represents the image of a regional specialty agricultural products, agricultural development is an important pillar of the local, local governments often have to build the regional characteristics of the strong desire of fruit, but also willing to invest energy and resources to build the region specialty brands. Such as Yantai apple, a few years ago in the central TV Provincial and municipal TV stations and some hold high advertising successfully created a regional specialty brand image.
A marked characteristic of entrepreneurs is a strong integration of resources. Juice in the process of development characteristics, entrepreneurs should seize every opportunity to create regional specialty brand of local government mentality, integrated government-enterprise resources to promote the regional characteristics of fruit as a guide, the corresponding characteristics of fruit juice followed, with the main concepts of origin, the two promote each other together to create mind awareness of consumers. Such as in Shandong Zaozhuang have mu Pomegranate, the local government strongly wants to create regional characteristics of their playing characteristics of tourism projects and tourism products, the local pomegranate juice company, they should form a consensus government, resources, interaction, Pomegranate and pomegranate juice co- worked hard together to market.
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