He tells you with a box of flower cakes: feelings are words.
This is a strange uncle. He once went to two universities because of a "willful" dislike; Because of his persistent musical ideal, he resolutely drifted north for many years; I once ran into the advertising circle because of the cold return to Rong, and I have been a creative director since I wrote the copy. In fact, these are not important, the most important thing is: he actually earned your money "seriously" with the feelings of a flower cake!
Miss Wen | is slow for half a beat.
This is the first time I have met Xiao Jian, but I have heard of him for a long time.
Before the interview, the editor reminded me that Xiao Jian is not the husband and wife you imagined, nor is he an ordinary entrepreneur. His understanding of your generation may be deeper than yours.
One day in March of 20 16, I met him. Unlike the literary uncle seen on billboards and TV before, he is more real, extremely addicted to cigarettes and speaks softly, which is very different from him in the program.
He has been smoking for more than an hour during the chat. Then I saw a message in his circle of friends. He said, "People always decide what to buy by feeling, and then find a reasonable reason for their buying behavior. For example, why do I only buy mixed cigarettes with white mouths? The reasonable reason is that the price of white mixed tobacco is reasonable, there is no social risk, and there is less sputum the next day. But the real reason for my habit dependence is that I watched Zhang Chu rehearse with the band in a bar one afternoon many years ago. He stood in the light with a rare white cigarette, and he became a capitalized cow. "
This is Xiao Jian, who doesn't put his feelings on the table, but integrates them into his behavior everywhere.
In conversation, he loves to laugh very much. When he laughed, his eyes narrowed into two slits. Strange to say, it is also a wrinkle carved by years. His face has a youthful look. Maybe he knows our generation of young people too well. Then I thought.
Redefining women
The first time I saw Xiao Jian was on the billboard of the bus stop on the street of Chengdu. At that time, "I eat flowers" and "crude bittern" were just listed. As the brand image spokesperson of the product, Xiao Jian cocked his head and slightly raised his mouth. The media described him as a "4 1 year-old advertising elite who switched to selling flower cakes".
Xiao Jian in the eyes of the media symbolizes youth and individuality. There is no doubt about it. When he lit the first cigarette, he clearly told us that I was a flower eater and only a women's market. I was a woman aged 19-25 to over 35.
"China women are the most transformative women in the world. They are particularly diverse. We think it is very important to study women. " He said, "When many foods begin to define women simply and superficially, they either think you are a heartless foodie or a tall mother, but in fact, women have many faces."
This aroused our interest, Xiao Jian explained, that is to say, "In fact, they may be desperate housewives, with a lot of debauchery and even a strong taste. There are many women's faces in China. You should face them honestly and bravely. These women don't want to define them with a very solid thinking. Many times you can see that she is still burning incense one second, and the next second may be a heavy taste. "
So I am a middle-aged woman over 35, and one of the two consumer groups is a middle-aged woman over 35. The age range of 19-25 is in the prime of life, and it is easy to accept some novel things and has demand.
Feelings are words.
Every flower cake sold by "I am a flower eater" brand shows a special taste-feelings.
"China will go through an evolutionary process from satiated food to fun, so what to eat next becomes people's pastime. I think the first-line food in China is too lacking in depth, too lacking in some real care, and lacking something that really touches human emotions. "
From the beginning, I chose a different path, and I turned my entrepreneurial eyes to Yunnan, which is rich in resources and has four seasons like spring. After many business simulations and a comprehensive investigation of various products in Yunnan, we finally targeted at Yunnan's unique flower resources, and positioned it as a Wechat business activity only for flower derivatives.
Before entering the business, 47 local factories in Yunnan were investigated, and it was found that the production technology of 80% flower cake enterprises was in a messy state, and there was no lower limit for the use of preservatives, color fixatives, flavors and other additives. The remaining 20% is a little formal, and the product awareness is too weak. It seldom studies the taste needs of consumers, let alone the experience needs.
See the current situation of flower-derived food industry so irregular? Xiao Jian began to have the belief that "flower cakes should strive to get rid of the label of Yunnan tourism specialty". Therefore, we began to subvert the flower cake industry in Yunnan from two aspects: "anti-corruption" and "experience".
Standardized production can be realized by increasing the investment in factory equipment and adding air filtration and temperature control systems; ? Established the personalized quality control concept of "food service comes first", "food inspection starts from the entrance" and "QS is the bottom line management", and established a unique production management team; Specially carry out hypoglycemic treatment and improve the production process of products; Resolutely refuse to add preservatives and other additives; Add flower cakes and other corresponding detailed instructions. , so that products meet the tastes of consumers, so that consumers can realize their concern.
Catch up with Luo Ji Thinking and Wu Xiaobo Channel.
20 16 years, I have been established for more than two years. This snack food has cooperated with Luo and Platform for many times, and has just successfully obtained financing on CCTV's "Entrepreneurial Heroes" program.
"Later, many people asked me a question. How did you get on Luo Ji's thinking platform? "
I interjected, yes, how did you go?
He spread his hand and said flatly, "We really didn't know Mr. Luo Zhenyu before, and we didn't spend money on it. It all started with an accidental misunderstanding. " .
Originated from the Mid-Autumn Moon Cake activity initiated by Luo Ji Thinking in 20 14, it is claimed to make moon cakes for the first Internet thinking. After the activity, I received the product of the flower-eating team and had different views on this product. Later, the two sides conducted in-depth industry exchanges. Through this exchange, Luo Ji's thinking team expressed strong interest in the product launch concept, unique packaging design and product taste, and later threw an olive branch to Huachi.
"When you find that you don't want to succeed, you will live to the time you think is the most important. Instead, I will feel the biggest difference between myself and others. When you make this difference, suddenly someone thinks: hey, this is good, then let's cooperate. " Xiao Jian said.
An equally unexpected example of cross-border cooperation is the marketing with Chu Orange's partner in the theme gift box activity of "Two sweet things can't stop, an upward force about entrepreneurship" composed of 9 Chu oranges and 6 flower cakes in the original life network.
Two cross-border marketing have brought me good results, and the exposure, sales volume and brand arrival rate have been greatly improved.
"Weird" Proposition of Marketing Strategy
Xiao Jian said, "The relationship between China and emotion is so heavy, but the relationship between traditional snacks and emotion is too weak. For example, everyone knows the wealth and taste of Mid-Autumn moon cakes, but if we go deep into the lives of colleagues in the office, you will find that there are many moments in a year that are not you, and you will play many roles in a year. We hope you can take off your disguise and become a happy flower in the Mid-Autumn Festival. So we made 12 roles that everyone is particularly familiar with, and then through simple packaging creativity, people feel that eating a moon cake can have something to do with life and work. Of course, we will also use this method to distinguish our buying groups. "
The essence of marketing is to spread good products. If the nature of the product is not good, no matter how to market it, it will also fail. Perhaps, as Xiao Jian said, "After you make such a product, you will find matching channels and channels, and you will find this group of people. These channels will not pay attention to you if you are not a good and relatively distinctive product. Even if you pay a lot of money, it is difficult for you to achieve the expected results. "
When asked how to locate and select consumer groups in the beginning, Xiao Jian replied: "Thousands of new technologies and projects come out every day. You can only find what you like. Let's just say that we will be more extreme if we include other brands. If you are not hated online, no one likes you. So you will find that you don't need so much traffic, I don't need to knock on the door every day, I just need everyone who comes in to be right. So we will stick to this logic from product development. "
At the beginning, my taste marketing experiment of eating rose cake was based on this logic and adopted a violent marketing experiment. When the first batch of flower cakes were almost ready, Xiao Jian and his colleagues began to discuss how to sell them. Finally, everyone agreed to adopt the method of violent marketing, that is, first determine the general sales target, and then claim the corresponding target sales volume and conduct marketing in their own circle of friends.
On April 20, 2065438+04.5, we followed the principle that "the relationship should be good enough, and the other should be rich enough." As long as the number of people reaches 100 ",invite suitable candidates to participate in the" new tasting "in your circle of friends.
Speaking of this "new tasting", Xiao Jian had a smug expression on her face.
"You know, we had many friends, but in the end we only invited 100 people. Moreover, this 100 person is not here for free trial. We sell them flowers and cakes, and they have to pay for it themselves. "
"Most of the wine tasting is not free? What is the reason for them to buy it? " I'm a little puzzled asked.
Xiao Jian didn't answer my question right away, but leaned over and gently knocked off the excess ash after the cigarette burned on the ashtray, and then said slowly, "China people have a strange thinking and feel free, so we can't say that people are not good. But if they pay for it themselves, they will directly say yes, so that we can get the real new product survey results. Then, according to the results of the recycled circle of friends, optimize the taste and set the final standard. "
In the end, it did prove that this alternative violent marketing was very successful, because on July 3, 2004, I went online and officially opened it to all consumers. There are also more and more friends asking if they can be their agents, so the channels for me to eat flowers are slowly expanding.
Perhaps it is based on the marketing concept of "difference is charm". In such a big market as China, any kind of difference will gain your users. If you do it, someone will like you. "I accurately positioned myself as an Internet flower cake startup company that only makes women's markets.
A "strange" uncle who loves to toss.
It's time to meet Xiao Jian.
Xiao Jian is a freak. If he eats too cleanly, he will have diarrhea. So whenever the classmates in the same dormitory invite him to eat apples, they will say that Jianwa eats apples. Then roll the washed apples across the floor for him to pick up and eat. Because only in this way will he not be unhappy after eating it.
Xiao Jian's college life is also full of strange energy. He studies in two universities. The first school was chosen by his parents. He didn't like it. He dropped out of school two years later and was admitted to the Composition Department of Sichuan Conservatory of Music. In the free learning atmosphere of Chuanyin, he formed a band and went around to earn tickets. Write a part-time job of eating, drinking and having fun for the newspaper.
After graduation, he resolutely drifted north for his lofty musical ideal. In the cold basement of Beijing, passionate interpretation belongs to the ideal of young people who criticize coquettish in rock and roll.
After Beipiao was down and out, he returned to Rong and went to advertising. In the advertising career of more than ten years, Xiao Jian has twice won the effie awards, which is known as the "Oscar" in the field of marketing and communication. Of course, he and his team have successfully planned the brand, just like the wrinkles on his face, quite a lot.
It is such a "geek" who is comfortable in the advertising industry. At the age of 4/kloc-0, I started making Yunnan flower cakes with my friends. Through the effective integration of online and offline, the flower cake brand founded by him and his team achieved sales of 6 million yuan in 9 months.
So, after selling the flower cakes, Xiao Jian began to set foot in the marinated vegetable industry again. Regarding the future, he said: "I am a flower eater, and I will establish an offline entity experience store by developing innovative product categories to bring users a more interesting and emotional consumption experience."
Of course, before the future comes, no one knows that I am an accurate flower eater. We can only expect it to bring us more interesting and sentimental ideas.