The brand image of Huiyuan juice is not good in Zhou Shi's view, mainly because Huiyuan's drinking water business has held back. What is the attraction of a bottle of water for a dollar, and the design of the bottle is really not very good, it feels cheap and low-end when you get it in your hand, just like the feeling of Wahaha bottled water, it is really difficult for them to maintain a package for more than ten years, as if the material has been reduced. Wahaha's later downfall may be rooted in their corporate culture, focusing on channels and ignoring brand image building. It's a pity that the progress of society, even if Wahaha can let its products spread to every city and town in the country, is gradually falling behind in the competition with farmers, even in the third and fourth-tier cities that give them the most profits. Their strategy may be the king in the stage of consumption enlightenment, but after the consumption upgrade, it may be difficult to adapt to the environment. This is not to say that channels are not important, but that people's consumption channels have changed, and Wahaha's sales channels have not followed up. What's more, the disadvantage of a family business is that the boss manages too much, making it difficult for the talents under him to progress. Zhuge Liang can't escape his doom, can the sect boss of Yiyantang be spared?

Huiyuan poached many people from Wahaha and Farmer Sanquan, and soon flooded all departments of the company, the production management department is the focus, and the distribution team is second, Zhou Shi is not familiar with this kind of traditional enterprise at all, and directly set up a corporate culture and strategic planning department. This will be his core department at Huiyuan, and most of his ideas will be realized here. Today they began a formal meeting to discuss the way forward.

"In addition to stabilizing the company's operations, our next focus is to reshape the company's brand image, which is not something that can be completed by changing a few packaging, nor can we completely change it by saying a few words of advertising!

"We might as well launch a new product, or a new brand, enter a new market, and change the image of Huiyuan itself through this brand image. Gao Yue, who was born in the advertising industry and has rich experience in the FMCG industry, has talked with most of them, and also talked about his vision for Huiyuan, everything is related to water, bringing people a safe, fashionable, sports and healthy life concept. In fact, in the final analysis, it is to bring people more differentiated experiences, as well as enjoyment beyond the product itself. In China, the excellence of Farmer Sanquan and Cestbon is almost recognized. They have set off big battles in various domestic markets, and while establishing their own leading advantages, they have also hit the living space of third-party brands. The low-end drinking water market can be said to be caught in a red sea, and it is too difficult for Huiyuan to surpass Farmer Sanquan and Cestbon. And in any case, making money is not Zhou Shi's only purpose, he always wants to really change Huaxia and change the world, Huiyuan is a good experiment.

"Yes, very good, what industry is suitable?" Zhou Shi then asked

"Good cold chain juice"

"The high-end tea drink was good"

"Functional drink suitability"

"Sports drinks are also good, and they're the market we're going to be in. ”

"High-end drinking water is also fine"

"I think the cocktail or pre-mixed drinks industry is very suitable, first of all, the industry is not very big, there are not many well-known brands, and to a certain extent, this can be regarded as a kind of fruit wine, and its main consumption scene is at parties (parties/dinners), on dates, and when talking about business with business partners during leisure. This is a very forced, very emotional way of consumption, for the breakthrough of the Huiyuan brand should have a great effect, and because the market is small, domestic competitors are not strong enough. "Gao Yue

Zhou Shi, as a consumer who is not yet out of touch with society, has naturally experienced this product, and has also witnessed his blooming flowers and overnight downfall. However, Rui O did bring a lot of memories to his previous life.

"Rui Ao is the leader of domestic cocktails, and Spain's Bing Rui is another big brand in this market. "Gao Yue

"Yes, but the price should be lowered, we sell pre-mixed wine with a retail price of about 10 yuan, do market cultivation, and quickly open this market. "Zhou Shi

"Ten yuan?" Gao Yue knows that the current Ruiao is basically about twenty or thirty yuan, and ten yuan can open the market, but is this still in line with the high-end positioning?

"This is an emerging market, and price is the only way to open up the market. I recently thought about it for a while, we are a fast-moving consumer goods industry, there is a limit to doing high-end, and this market will not be very large. Nor did I mean to serve just a few. "Zhou Shi

"Yes, how can there be high-end in the FMCG industry~~"

"I also don't think high-end is good......"

"But we weren't targeting the low-end market, our brand had to go beyond the Farmer's Three Punch positioning from the start. So I decided that Huiyuan's future positioning will be a light luxury brand" Zhou Shi doesn't want to have too much discussion in this regard.

"Light luxury, as the name suggests, is mild luxury, light luxury, is a kind of life attitude, low-key, comfortable but innocent and elegant, the pursuit of luxury but not excessive consumption. It is a "burden-free, quality" way of life. It can be said that light luxury is a rational taste, the pursuit of beauty, is the love of life, it can promote the self of each of us, and at the same time restrain ourselves, rational face life, not blind, not empty, more refined. ”

"Okay, good!!" Gao Yue stood up excitedly, "Mr. Zhou's paragraph is so exciting, light luxury brand, light luxury life, which can greatly expand our brand image." ”

How embarrassed Zhou Shi is to say that this paragraph was plagiarized by him, light luxury will prevail in the future, and it will not be popular, but light luxury does have a large market. There is no such concept in China, Huiyuan uses the concept of light luxury to create its own brand image, which will definitely broaden the scope of light luxury, so that he is between the middle and high-end, or across the mid-end brand image, to achieve a high cost performance that is different from the high-end. In Zhou Shi's understanding, it is to greatly expand the distinction of social groups, "we are different" is not only a lyric, but also a subconscious reaction of social people. It is a pursuit that distinguishes us from most people in the world. Although the vast majority of people in the world are not different, it is precisely because of this that the future of light luxury will be strengthened in this psychological gap. This is one of the reasons why handmade products are once again admired in the future.

"Well, since we have decided, let's find someone to strengthen this connotation, and our future product upgrades will be carried out in accordance with the route of light luxury. Gao Yue, advertising, copywriting design must strive for excellence, to pass on such a virtual value to consumers, this is a big challenge. "Zhou Shi

In fact, Mr. Zhou's concept has already been a lot of content, and this challenge is not too difficult. "Gao Yue

"It's good to have confidence, but propaganda can't be divorced from reality, and quality is the bottom line, which can't be crossed under any circumstances. "Zhou Shi

"Understood!" replied the head of the production management department

(End of chapter)