Super Fengxian's ‘Sanbez’ face value and strength qi | “Brand Construction” topic

Author | Shao Yue

If you want to choose a few landscape flowers, it has both high value and strong resistance. It is easy to plant and widely applied. Super Fengxian 'Sanbez' must be on the list. As a "versatile" flower player, the word "super" in front of Fengxian can show its extraordinaryness. ‘Sanbez’ is a well -known brand of Japan's Bantian Sakata Company. In recent years, its figures have frequently appeared in landscape applications around the world, and the domestic fan groups have also expanded, and the "Sanbez" boom has continued to rise.

▲ Applying to Shanghai Botanical Garden Pattern Flower bed

1. Revolutionary intercourse hybridization

The name of 'Sanbez' is a transliteration of the global brand of Sunpatiens. There are many awards such as the AAS National Horticultural New Variety Contest, which is full of "Sanbez", which is full of chance. Its hybrid pro -book was first discovered by a breeder in Bantian Company in Indonesia. When he saw the wild flowers growing under the sun, he immediately realized the huge potential of genes. As a result, Bantian Company reached an agreement with the Indonesian government to contract the right to use the species. After eight years of research and countless intercords, in 2006, it successfully cultivated the "Sanbez" variety. Later, Bantian and the Indonesian government signed treaties based on biological diversity to jointly develop and apply genetic resources. Every sale of "Sanbez" in the world, Bantian will pay the Indonesian government's franchise fees.

'Sanbez' is a revolutionary intercourse. Compared with the conventional New Guinea Fengxian, 'Sanbez' has a very strong root system. Therefore, it is more powerful, the unit area is small, the cost of spending is saved, the viewing period is longer, the amount of spending is more, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals, the petals are more petals. Thick and good rain resistance. 'Sanbez' is not only stronger, but also rich in color. At present, there are more than 30 colors on sale in the world, and there are 15 flower colors in the Chinese market, such as the cool purple, bright orange red, scarlet, and scarlet, and,,, scarlet,,,,,,, to scarlet,,,,,, Shell powder, compact electric orange, pale pink, neon pink, noble purple and so on. As a company that focuses on breeding, especially for pioneering and pioneering varieties, Bantian continues to launch new "Sanbez" new colors every year, continuously iterative updates, and supply better varieties to the market. Hou Rui, a sexual product manager and market development manager of Bantian, said that the customer group is different, the area is different, and the preference for color is also large. For example, in the US market, white is a very important color, with a high proportion of sales. However, in China, the market is mainly used in landscapes. Most of the colors are brighter. The best -selling color is scarlet, cool purple, electric orange, shell powder, etc. The cool purple launched in recent years is a fresh color with low saturation, which is very popular with the Chinese market and is very suitable for color matching.

Wide adaptability and various forms of application are another major feature of ‘Sanbez’. Not only is it suitable for landscape land planting, such as the main roads and garden and land planting, but also for various forms such as containers, flower boxes, banging baskets, combined potted plants, flowers embellishment, and floating on the water. In the past two years, the floating landscape of "Sanbez" is very popular. In the Orlando Disneyland in Florida, the "Sanbez" flower pot floating on the water on the water forms a unique landscape. This interesting water garden design, costs and operations are within the controllable range, making up for the lack of lack of landscapes in the scenic area.

▲ Hanging application

▲ Floating in the water

2. Global sales increase year by year

Since the launch of Sanbez 'in Japan and Europe and the United States in 2006, a "Sanbez" boom in the global gardening circle has been scratched. Due to its significant advantages, 'Sanbez' is loved by garden landscapes and family gardening consumers. Whether in the United States, Europe, Japan and China, you can see the ‘Sanbez’.

Bantian has been committed to global brand promotion and operation. The first is the unified sales name to form brand recognition. The Chinese and English names and LOGOs of ‘Sanbez’ have applied for registered trademarks in various countries. Each area will be customized according to the market conditions, the label and flower pots dedicated to the 'Sanbez'. Through these methods, the brand awareness of 'Sanbez' is continuously expanded. The second is to focus on the protection of new varieties. At the beginning of the sale of ‘Sanbez’, at the beginning of the sale, it will apply for the protection of new plant species in the local area.

At present, the global sales of 'Sanbez' have risen year by year. In the US market, the sales of 'Sanbez' 75%come from home horticultural consumption. The center of major gardens is the main consumer venue. 'Sanbez' is equipped with a special label, basin, and a series of peripheral products. The brand image continues to deepen. The form of flowers in the container combination is also particularly popular in the United States. The Japanese market is also based on family gardening consumption. They will plant 'Sanbez' in various containers and decorate their gardens and gardens.

▲ The application of 'Sanbez' at the American exhibition

In order to allow each variety and every color to withstand the test of time, starting from 2008, Bantian has begun to choose selection in China. Before the Chinese market was officially launched, "All new products were first selected by Japan, and then trial -breed in the Suzhou company of Bantian. A few years later, Bantian Suzhou will choose a variety of color varieties with market potential to give it to agents and important customers. Trial species. China is vast, and the climate differences in various places are large. Trial selection in different regions is very important. "Hou Rui introduced. Bantian's newly launched hybrid varieties super dance spring flowers 'beautiful cards' and 'Su Beika' have also gone through the same trial selection process. 3. The emergence in the Chinese market

‘Sanbez’ has been selected in domestic species since 2008. It first appeared during the Shanghai World Expo in 2010, and began to enter the field of vision of the domestic gardening circle. Because of its outstanding performance, it is gradually applied to many cities from south to north, such as Guangzhou, Shenzhen, Kunming, Jiangxi, Jiangxi, Jiangsu, Chengdu, Xi'an, Zhengzhou, Beijing, Shenyang, Harbin and other cities and regions.

Under the active promotion and continuous attempts of Bantian and various agents, 'Sanbez' has also been used in flower exhibitions and projects across the country. During the Shanghai Chongming Flower Expo in 2021, ‘Sanbez’ performance was remarkable. As one of the main landscape flowers, ‘Sanbez’ is decorated with various areas of the Flower Expo. The application area exceeds 10,000 square meters. Whether it is a color block composition material, or the planting of flower beds, or hanging baskets, planting flower balls, and mixed color planting, the effects are very outstanding. During the entire exhibition, the flowers continued to form a unique and beautiful landscape.

▲ The application of ‘Sanbez’ in the 10th China Flower Fair in Shanghai Chongming

The application form of 'Sanbez' is also increasing. 2021 The "Sanbez 'Golden Pagoda Flower Test in Shenzhen Flower Show in the Guangdong -Hong Kong -Macao Greater Bay Area, aerial flower blankets, floating flower pots and flower house design of the Zhejiang Haining World Garden Conference, potted plants, hanging baskets and land of Shanghai Yuanyi variety exhibitions It should be used, and the 'Sangbez' belt island park in Nantong, Jiangsu is impressive.

In order to expand the home gardening market, Bantian and Hong became more intense cooperation. In 2020, the Sakada Huacai Gardening (Jiaxing) Co., Ltd. was established to focus on the sales management, marketing, brand operations and rights protection counterfeit of Bantian. Sanbez 'is one of the core products. At present, a series of colors of Sanbez have been launched on the e -commerce platform, which has greatly expanded the family horticultural sales channels. Among them, the cool purple flower color was also selected as the annual plant of Hongyue in 2021. After a series of key publicity and promotion, the color is deeply favored by consumers. "At present, Sanbez 'is still dominated by the landscape market, and the home gardening market is still limited. The future potential in the field of Chinese family. "Hou Rui said.

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