Market target selection: centralized marketing. Huiyuan juice was originally aimed at children's favorite juice in the family, and then it was gradually added to teenagers' favorite drinks, targeting the middle and high-end market with wide nutrition and health needs at that time, especially for the family market. With the further strengthening of consumer health care, Huiyuan entered the tea market from February 20 1 1 year.
Market positioning: the slogan "Drink Huiyuan juice and take the road of health" has also been deeply rooted in people's hearts. Huiyuan Juice positioned its products as healthy drinks, and at the same time adopted a position of avoiding strength. When carbonated drinks became popular, it chose to develop fruit juice drinks and vegetable juice drinks, taking a high-end road and focusing on cities.
Product differences: Huiyuan Group has a series of products, including pure juice, high juice, juice drinks, water, dairy products and so on.
Service difference: Huiyuan pioneered cross-border cooperation between FMCG enterprises and Internet insurance companies. Through this successful combination with Zhongan Insurance, a brand-new brand marketing model has been created in internet plus, namely: online self-owned e-commerce platform+offline self-owned 10,000 business hall couriers, which has really opened up an o2o golden channel that belongs to Huiyuan and goes directly to consumers!
Channel differences: Huiyuan Group will launch different products in different regions, seasons and time periods, and the company's product structure must also meet the health needs of consumers at different levels, at different times and in different seasons. "
Personnel differences: Zhu Xinli, the chairman and president of Huiyuan Juice Group Co., Ltd., made his first public appearance, saying that the sale of Huiyuan is a business act that operates according to market rules and is a win-win business act for many parties, which is beneficial to the country, enterprises, employees and consumers. "Brands should not have national boundaries and should not be divided into races." He also said that the sale of Huiyuan does not mean retirement.
Image difference: Recently, People's Daily published a lot of content related to Huiyuan's enterprise development and brand building. At the end of last year, People's Daily published the article Huiyuan: Unleashing the Great Charm of National Brands, saying that Huiyuan has become an important force to show the brand strength and national strength of China.