Open the door from the field to the dining table

The arrival of fresh produce from the field to the kitchen table as a branded product is a huge leap forward. In this crossover process, low value, vulnerability, high homogeneity and difficult to differentiate, and over-dependence on the origin effect are the major problems that restrict the development of this type of product. This is also the biggest difference between table food and other fast-moving consumer goods brands. After studying these three issues, we found the key to making a table food brand.

To change the product

Table foods are mostly vegetables, fruits, fresh meat, aquatic products and so on. Because of its low value and vulnerability, consumers do not generate brand demand when their living standards are not high, but because of poor preservation and difficulty in packaging, transportation, display and identification are difficult to achieve. These factors make the brand inaccessible. . Nowadays, the problems of consumption upgrades and technology upgrades and obstacles to branding fresh foods have gradually found a solution.

First, technology can be used to enable products to be packaged, kept fresh, and made eye-catching. This is the material condition for making a branded product. It is a hardware prerequisite. Now the eggs can be sprayed on the code and can be sterilized without damage. When storing and transporting, each egg has its own independent safe position in the packing box, and the breakage rate is very low. Tofu was put into a box, a box, clean and fresh, but also into the cold chain of sales. Putting on clothes for the product, the product also has a taste, an image, there will be a brand identity logo.

Secondly, it is the deep processing of products, changing the shape of products, making packaging, keeping freshness, and making eye-catching logos easier. Just like the jujube of Henan Xinzheng has become a chewing gum-like “Imagine you” jujube piece, Henan West The gorgon's shiitake mushroom became a mid-range shiitake mushroom sauce that has been floating around. However, deep processing cannot be absolute, and it cannot be branded as a result of fresh products. If the fruit is all canned and juiced, it will go to the opposite of market demand.

Intrinsic difference externalization

As we all know, differentiation is a magic weapon for brand marketing, but some fresh foods are born with a weak difference: either the difference in internal quality between similar products or the slight difference in intrinsic quality does not appear in appearance. For example, can potatoes from Beijing and potato from Inner Mongolia be seen? Perhaps only when they are familiar with it will they know that the easily boiled, flowering potato is Inner Mongolia, which has a high starch content.

What to do with a highly homogeneous product? Externalize the difference!

For example, in the United States, Purdue Chicken has been improved in breeds and uses special feeds to make the chicken skin golden yellow, which can be seen at a glance. It does not matter how much the nutritional value of this chicken is increased. It is important to realize the externality of the difference! A good example of this is Jiapei kiwifruit, a yellow flesh of New Zealand.

There are many ways to externalize the internal differences: For example, Japanese male tofu has given tofu male “cool” temperament through cartoon characters, while making a difference between peripheral products and epitaxial products. You can also learn Deqingyuan to spread (public relations, advertising, etc.) to promote its high quality and highlight the differences in eggs.

Occupy Category Heights

Many of the fresh foods are famous for their place of origin. Northeastern ginseng, Northwestern China, North China jujube, Chinese chestnut, East China Jinhua ham, Longjing tea, and hairy crabs, Jiangxi Ganzhou navel orange, Guangdong Guanghan Shatian ...... but these are precisely the hardest hit areas of the brand. .

Because these Toto famous products rely on the unique climate, geography or historical and human factors to produce, grow and become famous. Therefore, it has innately a strong geographical attribute. Just like the mention of Longjing tea, it will remind people of Hangzhou West Lake. same. It is precisely because of the strong relevance of the place of production that when these brand names are used to build brands, there are two extremely common phenomena: one is named after the “origin of production + category”, such as Jinhua ham and West Lake Longjing; the second is the unclear brand ownership. , origin resource sharing. As a result, everyone did not cherish the misappropriation of the origin of resources, until they were stinking. This issue has become a public topic that many local domain names suffer from.

Faced with the origin of land, it is right to seize resources, but must be out of geographical areas, occupy categories, create a brand belonging to the company itself, and sing in the attitude of the boss, like Wanglaoji in herbal tea and white house for fans. And the shrimp industry's Guolian Aquatic Products; to introduce new products, replace products with new generation products, and re-invent the standard mark, just like the southern black sesame enterprise introduced a more stylish and faster consumption of cup paste and canned dew, Zhang Zhongjing large kitchen Introduced "300 shiitake mushrooms, 21 kinds of nutrition" mushroom sauce.

Fresh food is a category of fertile soil and branded highland, and it needs to master the correct brand approach to overcome it. Break through two difficulties and one misunderstanding, you will usher in the brand's spring!