Why can Guoaitang be a Bazhen cake market?

"Give me six more boxes of' Jianpi Bazhen Cake'." Ms. Liu is an old customer of Guoaitang. Last month, she bought a gift of Bazhen cake at the store for 5000 yuan. No, the two leaders ordered bazhen cakes. "I'm sorry, Ms. Liu, but the price of each case has increased by 5%." "How do you do business? It's not cheap and it's still rising. I bought it many times and gave it to me at the original price! " The clerk couldn't give her a discount, so Ms. Liu went home angry and didn't buy it. After returning to China, Ms. Liu has been thinking about this problem and finally figured it out. I happily went to the store and bought six boxes of Bazhen cakes. Why did she buy the eight treasures cake of Guo Ai Tang? Why does Guoaitang dare to raise prices when everyone is lowering prices? Why did Ms. Liu go back to buy it after the price increase of Guoaitang? "Who are you selling it to?" What does "patriotic church" mean? As a large-scale dietotherapy and health care enterprise, the national meaning is "national quintessence, love the world". Guided by "promoting China royal health culture" and "spleen and stomach health", Guo organized experts to go deep into the royal health books, collected and sorted out the secret recipes of royal nobles' concubines in past dynasties, and developed and produced nearly 1,000 kinds of royal health products unique to China. Bazhen cake was a secret recipe for strengthening the spleen used by the court in ancient times, and was highly praised by Qianlong and Cixi. Perhaps from the date of the listing of Bazhen cake, it is destined to take a "upper class" road. However, the market of health care products is very broad, and with the entry of people from all walks of life, the market has become very mixed. When doing this, Guo was a little confused. In 2008, Guoaitang invited well-known brands to plan and do brand combing for Guoaitang. "Who are you going to sell it to?" This is a question raised by the chief planner. This has positioned the patriotic love hall. "Successful people who need nourishment" is the target group, and some vague ideas are refined accurately by marketing language. However, you don't say you are a royal classic recipe for strengthening the spleen, others say you are. Who doesn't want to be a health care product market? You must capture the heart of the consumer and convince him. Good stories are essential for high-end products. How does the story of Ai Guotang Bazhen cake stand out and make everyone fondle it? Guoaitang brand originated from a touching story of maternal love and love for mother. 1997 to 2007, founder Guo traveled in Beijing and Jinan for ten years to consult the spleen and stomach of traditional Chinese medicine, adjusted the formula of Bazhen cake according to the physical characteristics of contemporary people, and constantly practiced and improved it to achieve the best effect, and industrialized it and named it "Guo". 1, Royal Classic: Emperor Qianlong was the first feudal emperor in China at the age of 89, and was known as the "ancient emperor". After 60 years in office, he is still healthy and sober after abdication. According to records, the oldest emperor in history personally formulated a dessert formula called Bazhen cake. In his later years, Gan Long often ate Bazhen cake, which has the functions of invigorating stomach and qi, tonifying kidney and strengthening spleen. Bazhen cake is Cixi's favorite food. No matter whether she is sick or not, she always asks the chef to cook "eight-treasure cakes" for her to eat. 2. Famous doctors recommended Chen Shigong, a master of Chinese medicine surgery in the Ming Dynasty, who paid attention to the maintenance of the spleen and stomach all his life and lived for more than 80 years. He left the recipe of Bazhen cake, praising "it's wonderful to serve food for a hundred days, suit the elderly, strengthen Yuanyang and cultivate the spleen and stomach". Luo Dalun, a doctor at Beijing University of Chinese Medicine and a postdoctoral fellow at the Chinese Academy of Traditional Chinese Medicine, said that Bazhen cake is the first cake for health preservation for thousands of years. Luo Dalun said in the book: So, is this Bazhen cake effective? It should be said that the effect is amazing. Many children often catch a cold, and parents take various measures to no avail. After eating Bazhen cake, the spleen and stomach are better, the righteousness is more sufficient, and there are few colds. Bazhen cake is not only good for children, but also good for the elderly. In addition, Professor Sang Baola, a master of traditional Chinese medicine, once recommended Bazhen cake in CCTV 2' s "Road to Health" program, and called it "nourishing winter cake". 3. Shape innovation powder Bazhen cake: change the traditional block shape of Bazhen cake, and make Bazhen cake raw materials into powder through cell wall breaking technology. The powder is very fine and easy to be digested and absorbed by the human body. Honey Pill Bazhen Cake: On the basis of breaking the wall of Bazhen Cake, honey is added to make honey pills, which are convenient to eat and super delicious. The innovation in the form of Bazhen cake has created a new pattern of Beibazhen cake, which is different from Nanbazhen cake. The appearance of Nanbazhen cake is traditional cake-like, with delicious snacks as the main appeal and high sugar content in the product. Beibazhen cake pays more attention to health care value, and its products do not contain sugar or honey, emphasizing its historical position in maintaining people's health. In addition, Guoaitang is the first enterprise in China market to classify Bazhen cakes according to their ingredients. At present, Guoaitang Bazhen cake is divided into four types: adult lentil type, adult almond type, child lentil type and child almond type. This well meets the different needs of consumers. There is a basis for large-scale promotion, "just boldly publicize!" The person in charge of Guoaitang said. Guoaitang attaches great importance to the promotion of online media. For example, the large-scale promotional activities held on Tanabata and Double Eleven attracted tens of thousands of traffic and detonated sales. In addition to advertising in online media and print media, there are also three-dimensional media publicity and activities promotion, especially the large-scale exhibition held at the sugar and wine party every year, which improves the popularity of Guoaitang Bazhen cake and attracts many merchants and consumers. With the single product of "light bulb theory" and the outbreak of regional market, the development ideas of many successful enterprises have also been successful in Guoaitang. Compared with other health care products companies that claim to expand the national market, "Guo did not rush to the whole country at first, but formed a joint force, concentrated a little intensive cultivation, and formed a model market, which would accumulate more experience and gain more market resources." Mr. Yang, the head of Tang Dynasty, called this strategy "light bulb theory". The first light in a narrow space is definitely the brightest. After Guo completed the Shandong market, he put the second lamp in Beijing. After the stability of these two places, they spread all over the country and became a big market in the country. Although it took a lot of effort, it finally achieved the expected effect. This time, the wick to be put in the National Love Hall is "Eight Treasures Cake". The accuracy of refining the brand positioning of Guoaitang and the success of its practice have been verified in the market in the past ten years: Guoaitang Bazhen cakes sell well all over the country, with solid key markets and steady progress throughout the country. Guoaitang Bazhen Cake, which has been on the market for just a few years, broke the strange circle of traditional Bazhen Cake, broke through the situation that Bazhen Cake only has categories and lacks brands, and creatively embarked on a different road; Breaking through the cake restriction of Bazhen cake, people think of Guoaitang Jianpi Bazhen cake when they mention Beibazhen cake, which is completely different from the southern Bazhen cake. At least in terms of product attractiveness, it is different. Guoaitang Bazhen cake pays more attention to health needs, and southern Bazhen cake needs to be a snack market.