Successful marketing cases of agricultural products 1 Cordyceps sinensis and safflower in Tibet, Erguotou and roast duck in Beijing, Lycium barbarum in Ningxia, peanuts in Shandong and grapes in Xinjiang. Many products have the characteristics of origin, which is what we usually call it? Major? . On the other hand, brand origin? The image of "CountryofOrigin" plays an obvious role in consumers' brand belief and brand purchase intention. When buying goods, making in Shanghai often means advanced technology and good quality; From the grassland, there is often no pollution; Products from Xinjiang and Tibet usually have exotic flavor and unique flavor. The place of origin affects consumers' evaluation of the brand, which in turn affects the purchase behavior.
Last summer, we planned? Silk Road Morning Light? Precious oil series, including wheat germ oil, grape seed oil, safflower seed oil and tomato seed oil. Among these products, three raw materials are produced in Xinjiang, and safflower seeds are produced in Tacheng, the famous hometown of safflower, where the quality of safflower is the best; Grape seeds are produced in Turpan, and Turpan's grapes are famous all over the world. Tomato seeds come from Korla, a famous city outside the Great Wall. The unique origin advantage endows the product with a natural, pure, healthy and nutritious image, which is the most impactful and distinctive brand advantage. So the author made a big article in Xinjiang, positioning the brand as? Western region specialty oil? Refine the brand name into? Silk Road Morning Light? . The Silk Road leads from Chang 'an to the Western Regions via Hexi Corridor. The Silk Road? It has also become synonymous with Xinjiang, mentioned? The Silk Road? You will think of Xinjiang. The famous large-scale national dance drama "Silk Road Flower Rain" has absorbed the advantages of national songs and dances from all over the world and enjoys a high reputation at home and abroad. ? New Silk Road Model Contest? It has also become the top and most influential fashion event in China. These are all for you? The Silk Road? It is endowed with many cultural and aesthetic connotations, giving people the association of civilization, exotic, romance and beauty. ? Silk Road Morning Light? , contains the greatest characteristics and unique value of the product, Xinjiang origin and health efficacy, full of cultural beauty and vitality, and has inheritance and connection with the original brand, harmonious melody and beautiful association. ? Silk Road Morning Light? The rich connotation perfectly explains the product value.
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The second successful case of agricultural product marketing, year after year? Orange? When mature. A carefully packaged sugar orange, a marketing genius with insight into business wisdom, skillfully describes an inspirational story that conforms to the pulse of the times. After the fall, the 85-year-old man chose to start a second business and finally succeeded. Behind this storytelling is an innovation in agricultural product marketing.
Brands have a temperature. Telling stories can make buyers feel the temperature of the brand. Life has its ups and downs, and the spirit can finally be passed on. What needs to be thanked here is the elderly. Without the spirit of the elderly to plant oranges with their lives, everything would be fine. Beautiful misunderstanding? It's all empty. It is feasible to use the most grounded marketing skills. After telling the story, even if the products are homogeneous, whose products do you think consumers will choose? We will start with telling stories, telling them to people who create wealth and feeling the true meaning of marketing.
Fresh e-commerce? Original life? Successfully built Chu orange into it? Inspirational orange? , has achieved great commercial success. Now? Orange? Its reputation has far overshadowed its real name? Yun Guan orange? It became popular because of a person (Chu) and a very legendary story.
Once? Smoke king? Chu Shijian started his business twice at the age of 75 and contracted 2000 acres of barren hills to start his business. At the age of 85, his orchard produced 8000 tons of oranges every year. A fruit industry official in Hangzhou once told the media that before 2008, the purchase price of this kind of sugar orange in Yunnan was only a few cents a catty, while the price in Hangzhou was around a catty in 2.5 yuan, and the sales volume was very dull. With Weibo's support from celebrities such as Wang Shi and Pan Shiyi? Orange? The legendary story set off a public topic and was praised as? Inspirational orange? . At present,? Orange? The market price is about 108~ 138 yuan/box (10 kg), and there is no shortage of sales.
Successful case of agricultural product marketing 3 Arowana blending edible oil? 1: 1: 1? First of all, the concept of "nutrition" has left a clear and profound memory symbol in consumers' cognition, and at the same time, they have a further understanding of the nutrition ratio. Reconciliation? Innovative production methods have built a well-founded and highly credible value from cognitive memory to persuasion, which has been recognized by consumers.