Weishi brand full case upgrade service
Company: Shanghai Weishi Biotechnology Co., Ltd
Brand: Weishi
Industry: Infant and toddler food supplement
Service: [Tawang 3W Consumption Strategy Case] Brand strategy, brand positioning, brand logo, IP strategy, brand symbols, packaging creativity, etc
Project background
With the social progress and economic development, the income level and quality of life of mainland residents continue to improve, infant feeding and the addition of complementary foods in the later stage have attracted more and more attention from society and parents, and have become one of the hot topics discussed by international nutrition experts in recent years. In addition, the rise of the post-85 and post-90s mothers, the change of parenting concepts, as well as consumption upgrades, food safety awareness and other factors have jointly promoted the development of the children's food supplement market.
Weishi, a well-known maternal and infant nutrition brand in China, was founded in 2008 and has been insisting on continuously tapping the good products that users need since its establishment. After years of research and development and selection, the products have covered more than 300 products in 15 categories such as infant food, complementary foods and snacks. Over the years, Weishi and thousands of mothers have witnessed the healthy growth of the baby, and the sales network has spread all over the country and is deeply trusted by users.
Based on the long-term development of the brand, Weishi and Tawang reached a strategic consulting cooperation to comprehensively upgrade their brands. Through the 3W consumption strategy, Tawang has carried out the whole project work of formulating consumption goals, establishing core values, creating brand identification, and innovative product packaging.
Project assignments
3W consumption strategy full case
6 steps 16 groups of system operation process
6.16 Priorities
Step 1: Gain insight into the consumers behind the environment, the competitive endowment
Step 2: In-depth investigation of consumer survey data
The third step: strategic judgment analysis research consumer analysis judgment
Step 4: Brand consumption strategy systematization to build a crowd value system
Step 5: Create a positioning brand product based on the strategic brand extreme branding
Step 6: Integrated marketing construction based on strategic brand channel marketing landing
Gain insight into the consumers behind the environment
【Environment】
1. Asia is the world's largest infant and young child food supplement market.
From the sales of children's complementary foods, Asia is the world's largest infant food supplement market, the number of newborns in China every year shows a downward trend year by year, but with the liberalization of the two-child, three-child policy, the number of newborns born each year is still more than 10 million, from the current scale, there is still considerable market space.
2. There are many infant and young child food supplement brands in China, and foreign brands occupy the high-end market.
Heinz is the first foreign company to enter the Chinese market, mainly in the high-end food supplement market in China's first- and second-tier cities, and has captured a large number of consumers with high-end and high-quality product concepts. Beingmate focuses on second- and third-tier cities, focusing on the knowledge marketing of "babycare experts". Garbo opens up the consumer market with its originality and security.
3. The infant and young child food supplement market has further expanded its online scale with the integration of e-commerce.
Mother and baby vertical e-commerce such as Honey Bud and Beibei Network, Tmall, Taobao, Jingdong and other e-commerce platforms, so that infant food supplement online shopping further penetration, coupled with foreign brands have settled in the major domestic electricity commodity stations, the online market scale of baby food will be further expanded.
4. The maternal and infant retail industry has entered a new stage of development, and the way of competition has changed dramatically.
In the past, competition mainly revolved around location, commodity categories, marketing methods, etc.; now the addition of capital and the Internet has made many first-line large chains open stores in local areas, exchanging time for space and implementing dimensionality reduction attacks on small and medium-sized stores around them.
5. Offline mother and baby stores have irreplaceable experience advantages.
Mother and infant complementary foods and maternal and infant products are different from other products such as 3C, and consumers have special rigid needs for experience, safety, texture, etc. in the purchase process, which is why the shopping experience of maternal and infant physical stores is irreplaceable.
Tower view
1. Domestic infant and young child food supplement brands need to strengthen consumer confidence and cater to the young parents of the post-85s and post-90s generations who have gradually become the main consumers in the infant and young food supplement market.
2. Domestic brands need to increase their efforts in both technology and brand to create exclusive domestic high-quality brands of infant and young child food supplements.
3. The maternal and infant industry has entered the new retail stage, and traditional infant and child food supplement brands should focus on core users in the context of consumers returning to home, truly understand users, and pay attention to consumer experience.
【Competition】
Benchmarking and competing brands based on desktop research
1. Heinz, the undisputed industry leader of the century-old brand.
Positioning: For 0-3-year-old babies to develop delicious and nutritious food;
Brand slogan: 100 years of Heinz, quality inheritance, global witness;
The main sales channels are online: Tmall flagship store, Tmall supermarket, online mother and baby store, Jingdong flagship store; offline mother and baby store.
2. Garbo, founded in 1927.
Brand positioning: infant and child food supplement, giving the baby mother-like intimate care;
Brand proposition: in the name of love, with the mother's mentality as a complementary food, online and offline channels are integrated.
3. Fangguang, founded for more than 20 years, is an early start-up infant food supplement brand in China.
Brand positioning: infant and young child food supplement expert;
Brand slogan: quality, convey mother's love.
4. Ying Shi, founded in 2008.
Brand positioning: focus on providing exquisite products for infants and young children;
Brand slogan: Love your smile the most.
5. Bedou, founded in 2009.
Brand positioning: to help the baby grow up healthy and happy, to help mothers achieve maternal love;
Brand concept: advocate healthy organic life, help babies grow up happily.
6. Beingmate, founded in 1992.
Brand positioning: parent-child consultant, parenting expert; crowd positioning: mother and baby;
Brand slogan: born of love, beautiful because of love.
brief summary:
Through the investigation of well-known infant and young child food supplement brands, Tawang found that the concept of brand slogan related communication basically lies in the following two aspects:
The first is to convey "in the name of love", through the love of the baby and the mother, to convey the love, care, warmth and reassurance of the brand. For example, Bedou has love and commitment; Fang Guang: quality, passing on maternal love; Yiwei: feeding love to new students; Beiyinmei: born of love, beautiful because of love; Garbo: supplementary food with the mentality of mother.
The second is to convey "in the name of professionalism", through brand strength and positioning, to convey the brand's sense of professionalism and trust. For example: Guoxian Duowei: the baby's fruit and vegetable nutrition expert; UBS: derived from European ancestry, focusing on high-end infant nutrition products.
【Endowment】
Brand advantage
1. Deep brand accumulation: Weishi was founded in 2008, and since its establishment, it has always insisted on continuously tapping the good products that users need.
2. All categories of products: After years of research and development and selection, Weishi products have covered more than 300 kinds of products in 15 categories such as infant food, complementary foods, snacks, etc.
(Image from Weishi's official website)
3. Many channel networks: Weishi has witnessed the healthy growth of the baby with thousands of mothers for many years, and the sales network includes online Jingdong and Tmall, and the offline distribution channels are distributed throughout the country, which is deeply trusted by users.
4. High attitude of responsibility: Weishi adheres to the responsibility of shouldering and strictly controls the raw materials and ingredients of maternal and infant products. At the same time, with a scientific and rigorous attitude, the product is developed and put on the market after rigorous testing. Weishi is committed to becoming a world-class leading brand of maternal and infant nutrition.
WEILSEN, brand slogan: With you, Always.
In-depth real-time real touch consumers
【Research】
1. Store research
The main forms of research on each brand in the same channel include field visits, clerk interviews, consumer interviews and questionnaires, etc., and finally understand the environment and characteristics of The Waynes offline channels, the performance and product characteristics of each brand in the same channel, understand the control of The terminal brand by Wayneux, and the brands recognized by consumers and the value points they pay attention to.
(1) Channel store research: This main visit to weishi's terminal stores include: Jiejie mother and baby store, Sanchunhui mother and baby chain, Aibeini mother and baby store, baby love home mother and baby store, baby and child workshop, dian dian care, Xi Zi Lang and other 12 stores;
Through in-store observation, consumption path observation, mystery customer survey, etc., it is concluded that:
1) Consumers like the packaging: healthy, bright, safe, warm, stylish, concise, professional, etc.;
2) Consumer purchase determinants: "promotional operation, packaging image, brand awareness, shelf location";
3) Consumers recognize Weishi's products, but the brand's attractiveness and memory points are insufficient, and specialization and refinement need to be improved.
(2) Clerk interview
1) In the Weishi offline store channel, the sales volume of rice noodles, noodles, small steamed buns, and dissolved beans are higher. Among them, rice noodles and noodles are the most popular products. The most popular food supplement products, the main reason for the hot sale is product quality, product concept, packaging image;
2) In the offline store survey, the good impression of terminal sales on Weishi is healthy and quality, and the products of Weishi are recognized, but the attractiveness and memory points of the brand are insufficient, and the specialization and refinement need to be improved.
Store Survey Summary:
1. Wei's shop channels are mainly small and medium-sized mother and baby stores; the scale of the mother and baby life hall is different, and the overall business status and conditions are quite different; (the large mother and baby hall has a rich variety of products, and the big brands are settled in more; the community construction is better, the service is better, and the customers are more trusted)
2. Weishi has a strong competitive brand in small mother and baby stores. The reason for the good sales of competitive brands is often because their packaging grade is slightly stronger, the promotion operation is better, and there is no absolute product advantage relative to Weishi; "clerk recommendation" is one of the important factors affecting the sales volume of offline mother and baby stores;
3. The healthy quality of Weishi products has been recognized, and it is currently in the middle of the brand in the eyes of terminal sales, and it is also necessary to enhance and enhance professionalism, refinement, freshness (appetite);
4. In the sales of offline channels, it is necessary to increase the memory point and attractiveness of the brand.
Second, consumer questionnaire survey
About 33% of the consumer survey sample is men and 67% are women, and people aged 21-40 are between the ages of 21 and 40. Most of the roles of infant and young child food supplement consumers are young babies and mothers, most of whom are moms.
1. The less frequently purchased brands and products, the more cautious consumers tend to choose.
It can be seen from the survey data that 35.7% of consumers buy infant food supplements at a frequency of 1 month / time, and nearly 5% of consumers in the survey have a purchase cycle of more than 1 month each time, and this part of the consumers often buy a lot at a time. Consumers choose Heinz and Garbo more, with higher brand loyalty to Garbo;
2. Some food supplement products have become categories with high consumption frequency.
Rice noodles and noodles are commonly purchased as a supplement to infants and young children. Among the infant food supplement products, rice flour, noodles, small steamed buns, biscuits, fruit purees, teething sticks, dissolved beans, consumption can account for more than 20%, which is consistent with our products with higher sales in the network.
3. Consumers buy complementary foods for a variety of factors.
A good food supplement brand should have the characteristics: professional, quality, product diversity, high-end, good packaging image; the main factors affecting consumer purchase are children's likes, brand awareness, friend introduction, clerk recommendation, product packaging.
4. Consumers' recognition of the quality of Weishi products is far greater than the image recognition of the brand.
34% of people know AboutS, of which 54% have bought and 46% have not. The brand impression of Weishi: the product quality is healthy, safe and guaranteed; but the recognition of the brand image is reflected in the lack of memory points, not exquisite enough, and the image is not uniform.
1. Consumers are often more cautious about the purchase of infant and young child food supplements, and the quality of products and brand trust are indispensable;
2. "Recommendation by friends and introduction by store staff" is an important factor affecting consumers' purchase of complementary food products;
3. Consumers who buy Weishi for the first time are mostly because of the recommendation of the clerk; Weishi also needs to strengthen the marketing promotion of the brand; in the eyes of consumers, the main problem of the Weishi brand is that there is no memory point, not exquisite enough, and no attraction.
【Consumption Big Data】
1. Post-85s/post-90s are the main consumer force in the infant food supplement market, and as a female mother, they undertake the purchase of children's complementary food.
2. From the perspective of Top20 search terms, the number of search terms of the brand accounts for a relatively large number (61.27%) such as Xiaopi, Baby Hungry, Garbo, Fawn Blue, Heyangyang, etc., and the number of search terms in the category is small (38.73%), indicating that users have a clear brand intention when purchasing in this category, and will buy according to brand power and product force.
3. From the perspective of Top20 core words, the number of searchers for rice noodles, noodles, biscuits, and fruit purees is relatively large, of which the number of people searching for rice noodles is close to 1.4 million, which is much higher than other core words of the same order. Core words such as meat floss, yogurt, prune, shrimp slices and other core words are not high, but the conversion rate exceeds 10%.
4. Judging from the Top20 hot search terms, the search for brand terms accounts for more. Among non-branded words, the add-free click-through rate was the highest, reaching 98.26%, and the payment conversion rate was also relatively high, reaching 18.5%. When consumers purchase infant food supplements, they are more concerned about the non-additive ingredients.
(Source of the above data: Solution Consulting)
Strategic judgment analysis studies consumers
【Analysis】
Key driving concepts of competing brands in the industry: quality, nature, nature, love, vitality, parenting experts, nutrition, health, maternal love...
1) Basic appeal: Product category function appeal correlation - nutrition, health, growth.
2) Surface appeal: the purchase factor appeal is related - safety, quality, professionalism, natural, happy, assured.
3) Middle-level appeal: purchase emotional appeal association - love, maternal love, touching, care, care
4) Deep appeal: The relationship between the purchase of mental appeals has not yet been reflected.
The brand driving force of each brand is different, so let's understand the food supplement brand from a shallow level.
1) Baby's food supplement function: nutritional supplementation, growth of eating habits, supplementary energy, snacks to fill hunger, etc. Keywords: nutrition, supplementation, health, taste.
2) The characteristics that consumers think a good food supplement brand should have: professional · Quality · Product rich · High.
3) The decisive factors for consumers to choose to buy complementary food brands are: palatability · Popularity · Introduced by friends.
4) Terminal salespeople believe that popular brands should have: safety · Professional · Health · Fresh (natural).
【Judgment】
Branding, making consumer choice simple. Brand positioning determines the brand communication image, most of the brand communication homogenization is more serious, Weishi should combine brand positioning, should use a warm way to express the differences of the brand, that is, the core value expression of the brand needs to be clear, close to the real emotional needs of consumers.
1. Build brand trust. Weishi brand is not professional, memory points are missing, recognition is not strong, need to reshape the core value of the brand, enrich the brand concept.
2. Upgrade the brand image. The lack of differentiation of the brand image, the lack of brand recognition that is directed to consumers, and the need to create a symbolic brand.
3. Brand IP. With the brand IP image, it deepens the vivid memory of consumers on the Weishi brand, forms a consumption impulse and tries to buy.
Systematic construction of brand consumption strategy
【Crowd】
Core population: between the ages of 26 and 33
Identity label: Bao Mom
Market level: second-, third- and fourth-tier cities
Value appeal: health, safety, professionalism, quality, refinement, diversity
【Value】
How can Weishi shape the core values of differentiated brands in many "professional quality", "nutrition and health" and "love"? Tawang believes that it is necessary to dig deep into the inner emotional value that consumers pour into when purchasing infant and young child food supplements - maternal love: the infinite love given by mothers to their children.
Mother's love, is broad, mother's love, is great. Often we ask a mother, "What is your greatest expectation of your child?" When the time comes, we all get an answer: "I don't ask him/her how accomplished he/she is, as long as this life is safe, healthy, happy and happy." This is the core driving force of the brand: it starts with happiness. From this, the core value of The Brand of Weishi was determined: the happiness of a lifetime.
"Brand Core Values"
Wei Shi's happiness for a lifetime!
【System】
"Corporate Vision"
Weishi is committed to becoming a world-class leading brand of maternal and infant nutrition
"Corporate Culture"
Care for life, care for growth
To provide users with healthy, nutritious and safe products
Created based on the brand branding of strategic brand consumption
【Positioning】
Happiness is a goal that people are tirelessly pursuing from the beginning to the end of their lives, which is also what every mother hopes from the day of the birth of her child, looking forward to what her child can get, and it is also the "happy life, healthy and happy" that each of us is hoping for. TaWang believes that this is what [Weishi] wants to achieve, the real brand appeal direction: it is a brand that understands happiness, a brand that expresses happiness, a brand that pursues happiness, and a brand that advocates happiness.
"Brand Positioning"
A maternal and infant nutrition brand that allows children to grow up happily
"Visco V5 Happiness Index"
Make yourself: professional, dedicated, quality, natural, safe
Baby to Child: Nutrition, Health, Happiness, Contentment, Vitality
Let the mother: peace of mind, rest assured, comfortable, worry-free, happy
As an infant supplement snack brand, Weishi has two audiences, on the one hand, the consumer audience is mainly "mother", and the main emotional expressions are: care, care, attention and care; on the other hand, the use of audience "infants and young children", emotional expression: happy, happy, healthy and growing. "Maternal love" means tolerance and breadth, and Weishi brand appeal is not only "the love of mother's happiness", but also reflects "accompanying the growth of children". Tawang starts from the three aspects of the brand itself, baby and child, and mother, and helps Weishi to create the "Weishi V5 Happiness Index".
「Brand Slogan」
Vecchi
Understand happiness and grow with growth
"Weishi Brand Value System"
【Imprint】
Brand logo: Brand logo renewed. The original brand logo image is based on blue, with a strong sense of technology, professionalism and a strong sense of age, but for consumers, the sense of appetite is insufficient. The new logo image integrates consumer survey feedback, using bright rose red, while retaining professionalism, enhances Wei's sense of appetite as an infant food supplement brand, and also greatly enhances the brand's identification attributes.
Imprint Color: Determine the brand's standard and secondary colors
Branding IP: Brand IP creation. IP chooses the image of the pelican, (1) lies in its cute big mouth, conveying the beautiful meaning that the child is not picky, very good at eating, and balanced nutrition; (2) reflects maternal love through the behavior of "feeding the chicks"; (3) interprets the brand with a cartoon visual image, so that consumers can have a clear memory point for Weishi.
Branding graphics: Created a brand auxiliary graphic, evolved from the shape of the wings in the LOGO graphic, conveying the concept of warm care, echoing the brand LOGO and mascot.
Illustration of the use of auxiliary graphics
Brand VI upgrade
【Products】
Product packaging design: Weishi including biscuits, rice noodles, noodles, teething sticks, small steamed buns and many other products have been designed and packaged. The PElican IP image is imprinted on the packaging of the product, so as to enhance the recognition and delicacy of the product on the shelf, so that consumers can find it at a glance; as if it is summoning consumers, so that consumers can buy it when they see it.
Integrated marketing construction based on strategic brand
【Channel Marketing Landing】
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Consumption strategy: Consumer-oriented brand strategy
Tawang 3W Consumption Strategy: In the era of consumption, food companies should unswervingly choose the essential core strategy.
The "product era", "channel era" and "communication era" have officially entered the "consumption era" (consumer-oriented market). The characteristics of the consumption era are that enterprises need to spare no effort to stand in the perspective of consumers, take consumer demand, consumer cognition, and consumer path as the benchmark, and refine the enterprise value chain. Enterprises should not take internal environmental factors or external competitive factors as the core orientation, but should focus on consumers' living ecology and study consumer needs in their own hands, including explicit needs and implicit needs, so as to achieve the whole operation cycle of the brand to meet the matching consumers.
Tower Lookout Taste Wend
Vice Chairman Unit of Food College of Jiangnan University
Focus on the food and health industry, consumption strategy pioneers and brands of the whole case depth of service
www.tastewend.com is a consumer-oriented brand-wide company with "consumption strategy" as the core of the strategic consulting firm. Committed to assisting food companies to deeply understand the "consumer", determine the market and win business success. Tawang Tastewend believes that food brands come from the market, but also serve the market, consumers are the main body of the market, food brands should take consumers as the strategic starting point in order to obtain market victory.