Shoe Companies May Try The Marketing Path Of "Xu San More".

Through the application and dissemination of the "Xu San multi style" marketing strategy, "unusual King fruit" not only greatly enhanced its own brand strength, but also realized the differentiation of products.

To some extent, this strategy of "strange King fruit" conforms to the development trend of "marketing". It is a feasible method to layout the brand "break through" with brand new strategic thinking. It also provides a good reference for the industry.

Xu San more than a rural child, a sudden factor, has entered the most demanding and ingenious young man, and has pushed him to the end of his life.

Faced with such a desperate situation, what can he do?

Live tenacious -- search for the fulcrum of life from the desperation of life and look for the breath of life.

And supporting this belief is to live well.

If you want to live well, do something meaningful.

Only in this way can he never abandon in any difficult situation.

The "strange King fruit" is the first "super VC nutritional beverage" found in the competitive fruit juice market with the spirit of "never give up".

At the same time, it also made systematic and systematic innovation in product positioning, brand image, marketing organization and customer development, and led and nurtured the mainstream of "green, healthy and nutritious" consumption of Chinese juice market in the future.

Kotler, a marketing guru, once said, "the center of modern strategic marketing can be defined as STP marketing, that is, market segmentation, target market and market positioning.

Market segmentation is the starting point of enterprise strategic marketing. It is a single market that is intended to enter or hope to make decisions through evaluation. It starts from the needs of consumers or customers, conducts a series of market research and demonstration on the external and internal factors that affect purchase decisions, and applies mathematical statistics, experiments and other methods to divide a single market according to different standards and characteristics into multiple sub markets with one or more similar characteristics.

According to their own resources and external competition, enterprises choose their own market with comparative advantage or more investment value as their target market.

Therefore, all marketing strategies of enterprises must start from market segmentation.

Huiyuan, on the basis of this point, launched the new "odd King fruit" by heavy punches, which is Huiyuan's popular fruit juice product which is located in the concept of "super fruit".

In the increasingly fierce competition in the fruit juice market, Huiyuan, as the vane of this field, can jump out of the competition level of popular fruit. With kiwi juice as raw material, it will first cut into the market of "super fruits", and from the category innovation strategy, it is undoubtedly a good move, because in the eyes of experts, kiwi fruit and grapefruit are known as super fruits.

The "fantastic King fruit" has fully met the needs of people for nutrition and health. With the "big brand" strategy of "Huiyuan" brand 100% specialized juice and the development speed of dazzling "new products", it has popularized and seized the "super fruit beverage" high-end segmentation market in a short time. Its sales revenue, market share and profit rate are among the best in the same industry, thus becoming a well deserved leader in the fruit juice market.

It should be said that the breadth of market segmentation for the fruit and beverage industry is the key success factor of Huiyuan's leading position in the early stage of competition in the fruit and beverage market.

In fact, a brand in the early stage of market introduction, especially the beverage brand like "strange King fruit", because the needs of customers are relatively simple and direct, market segmentation is generally carried out around the breadth of geographical distribution, population and economic factors of the market. It is divided into smaller sub sectors with similar or potential market differentiation or recognition criteria, so as to facilitate statistics, analysis and generalization of their characteristics.

The sub sectors of the subdivision are often not intersecting because of their tangible standards which are easy to identify.

However, only when the market starts and grows up is the right time to take the lead in the breadth of market segmentation, will enterprises have the opportunity to occupy a larger market share.

In view of the importance of market segmentation, more and more enterprises in China have begun to pay attention to and apply them.

However, due to the impact of the traditional planned economy and the imperfect market segmentation theory system and the practical application of market segmentation methods, it is rarely circulated in China. Therefore, many enterprises often fall into the wrong area of knowledge when they use it, that is, regardless of the market competition structure and environment, they only make a shallow market segmentation for the market, and when the market competition structure changes, they still use the original market segmentation method, thus losing many market opportunities, or even losing the existing market share.

A "meaningful" product endorsement: in the fruit Kingdom, some fruits look normal, but some nutrient elements are particularly rich, and their contents exceed other fruits, which are often referred to as "super fruits".

Kiwi fruit is a typical "super fruit".

Kiwi fruit is the most nutritious fruit among all 27 kinds of fruits that are often eaten. According to the research published by Dr.PaulLaChance of RutgersUniversity, the content of vitamin C is ranked first, which is several times to several times that of ordinary fruit.

Since it is "super", then it has its unusual side, and marketing "super" needs to deduce this unusual aspect.

Choosing a bad character, bad character or a controversial star is not suitable for the card spokesperson.

Baoqiang Wang is a newcomer and a shining star. He has never filmed any commercials. Huiyuan joined hands with Baoqiang Wang to effectively demonstrate the brand new charm and first image. Huiyuan does not need actress to use male stars this time, but also can change the old style of the fruit juice brand customary actress, so that consumers can refresh themselves.

There is no strange and gorgeous appearance in the king's fruit, but it contains the most abundant VC in the fruit. Similarly, the farmer's "Xu San do" Baoqiang Wang has no special appearance, but has a very rich heart.

Xu San can become a "soldier" from an ordinary soldier because he has always insisted on doing what he thinks is meaningful and devoted himself wholeheartedly to whatever others think and say.

It is precisely because of his unremitting efforts to start from a large number of small things, and eventually grow into a big tree.

In fact, the essence of strange King fruit is like this.

If a spokesperson frequently speaks different brand images in the same industry or near field, the brand image of the latter will be greatly weakened, and the brand personality will not be prominent or fuzzy. Therefore, the primary criterion of choosing a brand spokesperson is that the same category must be only one of us.

In fact, "super fruit" is theoretically more nutritious and healthier than ordinary fruit. Huiyuan has hired "Xu San you", who is bright, healthy, honest, honest and honest, to endorse "strange King fruit". This is a good match. At the same time, "Xu San more"'s biography experience can also explain the true meaning of the two words of "singularity".

It is no exaggeration to say that Xu San Duo is now the future of kiwi fruit.

The way of thinking decides the way out. This is a time when strategy first.

Marketing strategy innovation is playing a more and more important role in today's marketing. For most Chinese beverage enterprises, the breakthroughs in ideology are equally important as marketing innovation.

Only through product innovation, strategy innovation and management innovation can we make breakthroughs in the sales market. Only with innovative marketing mode, can beverage enterprises develop momentum, gain profits and develop in fierce competition.