The predicament of agricultural product brands: how to solve the homogeneity of products?

Throughout today's brands, most of them are industrial brands, and the number of agricultural products brand is small. In terms of relationship alone, agricultural products are closely related to people's lives. However, looking at the world, the agricultural brand brands are "forgotten corners". Not only are there a small number, but the brand power is still weak. Why does this result appear?

For the reason, the benevolent see the benevolence and the wise sees the wisdom, but from the perspective of brand building, the highly homogeneity of agricultural products is one of the important reasons.

Non -processed agricultural products such as vegetables and fruits, such as vegetables and fruits, are not much different in appearance and inherent quality between the same category, and are highly converged in terms of nutritional ingredients, traits, and taste. For example, there is no difference between the sugar oranges in Guangxi and the sugar orange in Guangdong. The Red Fuji and Yantai Red Fuji in Shaanxi also seem to be difficult to distinguish.

Differentiated is the fundamental rule of brand marketing. Different products have more marketing value. What to do in the face of highly homogeneous agricultural products?

The first strategy: start with the improvement method of breeding and varieties, and make different manufacturing on the product

Tobacco King Chu Shijian has almost paranoid pursuit of the quality of rock sugar oranges. He pondered the composition of the fertilizer for a long time. After repeated testing, he finally chose tobacco stalks as the main organic fertilizer, coupled with sugar cane residue and cow dung. After hard work, finally complete the current ratio. Watering, fertilization, wiping, medication, and pruning operation processes were thoroughly recorded on his book until the best data of various planting operations was found, and then standardized promotion. Based on the above scientific process management, the quality and taste of oranges have been guaranteed, and the brand "Chu Orange" has been achieved.

Someone once conducted six blind tests involved in Chu Orange and other similar oranges: let consumers taste it without knowing which one is Chu Orange. Each blind test requires consumers to taste and compare three different oranges, and then score the eight contents such as the appearance of oranges, the difficulty of peeling, acidity, moisture, dregs rate, the number of orange seeds, and overall taste. The conclusion is that in the sample range, Chu Orange's quality is the best.

Chen Hua of Tianjin Olympic Group has focused on the cultivation of meat sheep varieties for more than 20 years, and is committed to providing consumers with a special lamb from "breeding to dining tables". After the choice and hybridization of millions of sheep, they finally found special genes and stabilized, and cultivated a slightly sweet taste, no taste, and the quality similar to Japan's "Hedu" Australia and Sheep.

The fat melting point of ordinary mutton is 43 ~ 47 degrees. The fats of Australia and Bai and sheep contain higher Omega-3, and the melting point is only 34.2 degrees. It can melt in the hands. A significant difference is the iconic characteristics of Australia and Bai and Sheep.

Kiwi was native to China. After New Zealand was introduced from China, it improved the original green pulp kiwi that was originally sour, and launched a new variety of yellow flesh with sweet flavor-golden odd fruit.

Today, New Zealand Jiapeiqi has an annual output of about 80 million boxes, and 99%exported to nearly 70 countries and regions around the world, accounting for 28%of the global market share, far exceeding the exports of China ’s hometown in China.

Japan's "gold bud rice" is delicious. The most rare thing is that through the unique processing process such as the "BG -free rice processing" method, you can see the golden germ of the heart from the appearance. The unique feature of "gold bud" breaks through the biggest difficulty and bottleneck of rice differentiation, and breaks the situation of Yueguang Rice in Japan.

The second strategy: By designing the "Five senses" logo, the internal quality of the product is externalized!

Many well -known big brands can occupy our minds, let us sound in a certain paragraph, some fragrance comes, and some color visual stimulation can't help but think of a certain brand. This is color, sound, fragrant, taste, taste, taste , The subconscious brought by the five major sensory experience.

Based on the "sensory brand" theory of the global chief brand marketing master Martin Linklon, we can create a brand by setting a sign of five senses.

1. Visual: The first impression of the brand.

The most information acceptance is the most, so it is easy to attract attention or be able to divert attention. To grasp the vision firmly, it requires great impact. You can start with the peculiar appearance, rich colors, weird logo, etc.

For example, heart -shaped watermelon, litchi made into a bundle, cabbage designed as a rose basket, and a big peach that cultivates Shouxing's face.

The unique appearance shape makes consumers aware more, and the price of the product itself has also increased significantly.

The history of Chinese red dates is about thousands of years. However, it can make red dates into dry, slices, grind into powder, remove the nuclear and play "72 changes", and sell them all over the country. It was realized until Shi Jubin. In the last century, when he saw someone chewing gum, he felt business opportunities, and took people to sleep and sleep, designed exported gum styles, cigarette box packaging, and jujube slices similar to the production process of fruits. Essence

Besides, Coca -Cola has spent a lot of money to turn the Santa Claus in green clothes into red clothes in order to occupy red.

The carrot was red and black or even purple, and there were various colors of carrots. Why did it become orange later? It is the Dutch to cultivate for their royal family, because the color of the Dutch royal family is orange, and they are to glorify their royal family, and finally they have planted orange carrots. This is the brand concept of the Dutch royal family. Regarding the importance of vision to the brand, the American marketing strategy master Laura Ris specifically wrote the work of this "Visual Hammer", which compares the brand's positioning as a nail, and the vision is a hammer. inside.

2. Sound: mobilize the emotional emotion of customers

There are many crimes such as a thief in a small town in Europe. The local manager thought of a trick, and began to put Strauss's music in the town, let Bach's music or Mozart's music. As soon as the town was at dusk, when the crime rate should be rising, the sound of music became up, and as a result, it was found that the crime rate dropped sharply. Because when people hear beautiful music, this ratio is willing to go to crime, it can adjust people's emotions.

Using sound to transfer the brand's transmission is also a very effective means. The "嘭" sound when the car closes the door. It is specially designed by R & D personnel. What sound, this sound sounds heavy and sounds solid, so that the car is sold. So this sound is one of the signs of the car.

The sound of the money in the withdrawal machine is not at all to count the money, it is a special recording set up, just to let you slow down the anxiety when waiting, let you feel that it is working in it. Live customers.

A distinctive voice can not only build a emotional link between your customers and brands, but also give customers a sense of psychological dependence.

For example, Youku's "this world is cool", a two -word, unique voice is also conducive to entering the audience's mind in the multi -tasking era.

Incorporating the sound can make your brand more popular.

3. Smell: Maintain the uniqueness of the brand

Humanity's memory of smell is very profound and long -term. Use odor to implant the brand's uniqueness into consumer memory, which can make them more loyal.

The research team did an experiment in Las Vegas, divided a casino into two pieces, and there was no taste on the left. There was some fragrance on the right side, and then see how the turnover of the two sides. As a result, the sales of fragrance are 45%higher than the sales of no scent.

In order to allow each car owner to feel the noble and luxurious experience, Rolls -Royce has collected a large number of precious wood's wood chips and soft leather mixing. People with this taste remembered, yes, this is Rolls -Royce flavor.

The taste of the well -known hotel Xida House is the taste of old books and sheepskin paper. It puts the taste of the old book at home together, and then adds pine leather paper. This breath makes you feel at ease, and you want to calm down.

4. Taste and smell: Independent and compound partners

The enjoyment of taste can make people have a great sense of joy and satisfaction. For agricultural products, the taste is good or bad, and it directly determines life and death. Aksutangxin Apple, Xinjiang, is as sweet as each bite. The market feedback in just two years has exceeded the Red Fuji cultivated in 1939.

For food, grasping customers 'arms retaining customers' hearts. Red -roasted beef "is a traditional flavor that north people like when eating noodles. Master Kang firmly bundles" red -roasted beef noodles "with his brand and repeatedly demanded" Master Kang, this taste ", occupying the" red beef noodles "this" Concept, promote Master Kong to become the boss of instant noodles.

In the instant noodle market, it has been in the "unification" of the wind, and it is not until the launch of the "Old Tarry Pickle Noodle" representing the taste of the southern southern.

5. Tentile: Tripstance of the texture of the texture

Jiuyang originally started as a soymilk machine. Later, how can I go to the rice cooker industry? The R & D personnel went to the process of buying a rice cooker in the Institute. As a result, they found that a large number of people had a action when they bought rice cookers, that is, they would take out the inner biliary.

They found the countermeasures and designed the inner design of the rice cooker than other brands. When the user buys it, this is so heavy, it looks better. The price is almost the same, the customer must buy this heavy, this is the effect of touch.

There is also the steering wheel of the car. When people choose a car, they will definitely touch the steering wheel to feel whether the touch transmitted by this steering wheel likes it, so as to judge whether to buy it.

So for many products, feel is becoming more and more important. Either mobile phones, furniture, clothes, people like to feel particularly good, so pay attention to the sense of touch that brings to the other party.

In summary, the "five senses" are the color, sound, fragrance, taste, and touch that are often spoken in Buddhism. These five perceptions must be able to pass different feelings to users, so that they can be called an excellent brand.

In essence, sensory brands are a thinking of integrated marketing communication. Through the multi -media and multi -dimensional three -dimensional communication system, consumers deepen brand cognition on all contact points and achieve brand marketing goals.

There are two main things to do brands: strong internal quality, outer image.Even if it is a highly homogeneous agricultural product, as long as you think about it, it is likely that the "five senses" cannot be done at the same time, but there are one or two or three signs, which can be done.Of course, creating an excellent brand is not a matter of overnight. It needs to be nailed like a hammer, and one hammer and one hammer, and repeat it before entering the consumer's consciousness.

It is believed that based on visual hammer and gradually establish a sensory brand system, agricultural product brands will also create more systematic competitiveness.

Source: China Rural Net

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