100‰精选王中王资料

六月雪——如何抢占干锅“品类第一”?

100‰精选王中王资料FABUSHIJIAN:2020-01-13 10:32:04

RUJIN,TIQIHUOGUO,JIUHUIXIANGDAOHAIDILAO;SHUOQICHAYIN,ZIRANLIANXIANGDAOCOCO、XICHA。ERNENGGOUXIANGHAIDILAO、XICHAYIBANJIANG“PINLEI=PINPAI”DERENZHIZHIRUDAOXIAOFEIZHEXINZHIDEQINGKUANG,BENJIUSHUYUPINPAIDEYIDACHENGGONG!

100‰精选王中王资料 MIANDUITUOZHANSHICHANG,LIUYUEXUEGANGUOSUOMIANLINDEHEXINWENTIJIUSHI:RUHEJIANG“LIUYUEXUE=GANGUOPINLEIDAIBIAO”YIYOUDEPINPAIZIYUANJINXINGWAJUEFANGDA,XIANGWAIWEISHICHANGJIANLI“LIUYUEXUE=GANGUO”DESHICHANGRENZHI!

 

 

01 品类=品牌:强化消费者认知——“干锅=六月雪”

 

100‰精选王中王资料 DUIPINPAILAISHUO,PINLEISHIRENZHIDERUKOU,RANGXIAOFEIZHEQINGXIDIZHIDAONISHISHEIWUBIZHONGYAO。RUGUOXIAOFEIZHEYIXIANGDAOMOUYIPINLEIJIUXIANGDAOMOUYIPINPAI,ZHEIZHONGNENGJIANG“PINLEI=PINPAI”DERENZHIZHIRUXIAOFEIZHEXINZHONG,WUYISHIYIGEPINPAIJUDADEZICHANHEWUXINGDEHEXINJINGZHENGLI!

 

JUDIAOYANFENXI:ZAIGANGUODEFAYUANDIMIANYANG,“LIUYUEXUE=GANGUO”JUYOUGUANGFANDESHICHANGRENZHI,DANZHIQIANLIUYUEXUEPINPAIQUEFAJINGZHUNDINGWEI,WEIJIANGZHEIYIQIANZAIDEYOUSHIZIYUANSHENWAHEKAIFA。DAOZHIPINPAIXUANCHUANBUNENGJINGZHUNCHUANDA,WUFAYINQIXIAOFEIZHEGONGMING;QIEBUNENGCHIXUJILEIPINPAIDEYIJIAJIAZHI,ZHISHI“PINPAI=?PINPAIDEHEXINJIAZHISHISHENME?”MOHUBUQING,WUFACHENGWEIKOUBEIZHUANJIEDEHELIXIAOYI,XINGCHENGPINPAIDEZUIDAJINGZHENGBILEI!

 

 

YINCI,WEIDAPOZHEIYIXIANZHUANG,SHANZHITICHU“GANGUO=LIUYUEXUE”ZHEIYIRENZHIZHIRUXIAOFEIZHEXINZHONG,CONGERJIANLIPINLEIDERENZHIBILEI,TISHENGYUGONGGUXIAOFEIRENZHI。

 

02 扩大品牌及品类认知广度——“火锅遍世界,干锅六月雪”

SICHUANSUYOU“SANGUO”TIANXIAZHISHUO(HUOGUO/CHUANCHUAN/GANGUO),GANGUOYEYISHUOSHIHUOGUODELINGYIZHONGCHANPINYANYIXINGSHI。DANGUANCANYINDASHI,HUOGUOZAOYIBIANBUDAJIANGNANBEI,HUOBAOQUANQIU,ERGANGUOMUQIANHAISHIYIGEFANGXINGWEIAI,CHUYUCHENGZHANGQIDEXIAOPINLEI。

DANGPINLEIZISHENLIULIANGBUZUDEQINGKUANGXIA,TISHENGPINLEIDEXIAOFEIRENZHIDUHESHICHANGGAODUJIWEIZHONGYAO!WEICI,SHANZHITONGGUOGANGUOHEHUOGUODEGUANLIAN,LIYONG“HUOGUOBIANSHIJIE,GANGUOLIUYUEXUE”GUANGGAOYU,JIELIHUOGUOZHEIYIQIANGSHIPINLEI,JIANGGANGUOYUHUOGUOLADAOTONGDENGRENZHI,YICIKUODAPINPAIDERENZHIDU,XINGCHENGQIANGYOULIDEPINPAIXIAOYING。

 

03 产品价值——“六月雪,好汁味”

100‰精选王中王资料 MUQIAN,SHICHANGSHANGDEGANGUOKOUWEICHAYIBINGBUDA,QIETONGZHIHUAJIAOWEIYANZHONG,QIEDABUFENGANGUOPINPAIGUANYONGDEXUANCHUANDIAN,DOUSHIYIWEIDAOJIAODULAISHUOGANGUO“MALAXIANXIANG”DEWEIJUERENZHI。

LIUYUEXUE,DAPOSHICHANGTONGYONGDE“TIANYASHI”XUANCHUANBAOZHUANG,FANQIDAOERXINGZHI!YIXIAOFEIZHEDESHIJIAOLIJIECHANPIN,LIYONG“ZHI”BUJINZAIXIAOFEIZHENAOHAIZHONGJIANLIJUXIANGDELIANXIANG,YEHECHANPINJISHUJIANLIGUANLIAN,RANGXIAOFEIZHEGANZHILIUYUEXUEDECHANPINJIAZHI!

100‰精选王中王资料 SHANZHITONGGUOTILIAN“LIUYUEXUE·HAOZHIWEI”DECHANPINGAINIAN,BUJINCHAYIHUA、JUXIANGHUADAZAOCHANPINJIAZHIDIAN,YEYIYUSHUANGGUANJIANLI“LIUYUEXUE=HAOZIWEI”DEXIAOFEIRENZHIDIAN!

 

04 消费场景的打造

LIUYUEXUEZAIlogoSHANG,XUANYONGHONGSEWEIZHUSEDIAO,BINGTIQUSHUZI“6"HEXUEHUATUXINGZUOWEISHEJIYUANSU,LIYONGPINPAIMINGYU1ogoXINGXIANGDERONGHE,JIASHENXIAOFEIZHEDUIPINPAIXINGXIANGDEJIYISHIBIEDIAN。TONGSHI,YIDAMIANJIRENAODEHONGJIANGZHENGGECANTINGBAOGUOCHENGXIYINYANQIUDEZHONGGUOFENGKONGJIAN,MEIHUADETONGSHIYIKEZENGJIAKONGJIANBIANSHIDU。

LIUYUEXUEYISHANGCHANGLIPINZHI"YEXIAOTAN”WEIKONGJIANZHUTI,DAZAOCHU SHIHENIANQINGRENJIQINGFEIYANG,HUANKUAICHANGSHIDEXIAOFEICHANGJING。ZAIKONGJIANSHEJISHANG,JIANG“HUOGUOBIANSHIJIE,GANGUOLIUYUEXUE”DEGUANGGAOYUYU“YEXIAOTAN”DEDENGLONGYUANSUXIANGJIEHE,JIYINGZAOCHU“SHISHANG·RENAO”DEXIAOFEIFENWEI,FUHEPINPAIJIANGXINQINMINDEQIZHI,YEZAIDUJIAQIANGLEPINPAIDEHEXINDINGWEI,CONGERXINGCHENGQIANGYOULIDEJINGZHUNCHUANBO!

 

总结

100‰精选王中王资料 XIANGBIXINCHUANGPINPAI,LAOPAISHENGJINANDUGENGGAO,YINWEILAOPAISHENGJIDEGUANJIANBUNENGYIWEIDECHUANGXIN,ERSHIYAOBAWO“NAXIEBIAN,NAXIEBUNENGBIAN”。

100‰精选王中王资料 CICILIUYUEXUEDEPINPAISHENGJI,SHANZHITUANDUIGENGDUODESHIWAJUEPINPAIYUPINLEIGUANLIANZIYUAN,MINGQUE“GANGUO=LIUYUEXUE”PINPAIDINGWEI。TONGGUOLEIBIHECHAYIHUADEPINPAISUZAOSHOUFA,ZAIYUYAN、XINGXIANG、CHANPINDENGQUANFANGWEIPIPEISHENGJI。ERHOUCONGYINGLIMOSHIRUSHOU,DAZAOWANSHANDE“GONGYINGLIAN+MENDIAN”DEFUHEYINGLIMOSHI,YISHIXIANPINPAIFAZHANDEKECHIXUYINGLI!

 

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