Text丨Zhongtong Media Reporter Mu Zhongtong explored the factory to × spleen cow and reveal the strength of the spleen and stomach health brand
What makes maternal and infant channel providers a headache is that there are many products in the industry, and there is no such thing as doing it, which brings greater harm to the market and consumers.
Explore the factory, go to the field, visit the boss, dig up excellent products, and promote the development of the industry. On April 18th, Zhongtong Exploration Factory walked into the factory of Spleen Cow - Hubei Research and Cosmetics Industry to trace the production of products, demonstrate the strength of the enterprise, and help the brand marketing of Spleen Cow in an all-round way.
This live broadcast received 16,000+ views, 50,000 + likes, the message area interacted continuously, and the "fans" of the spleen cow left messages to confess, Liao Jian, general manager of the spleen cow international in the live broadcast room of Zhongtong Exploration Factory, revealed: What the spleen cow wants to do is a "marathon" brand, and it is not willing to be short and fast, it is hoped to bring positive energy to the maternal and infant industry and a sense of security to the maternal and infant channels.
Liao Jian further dismantled: "Marathons require strength, endurance and planning. "In this live broadcast of Zhongtong Visiting the factory, following the steps of Shopkeeper Liu, we have deeply witnessed the long-term layout and corporate strength behind the Spleen Niu brand.
Professionally driven strength
At the beginning of the live broadcast, Shopkeeper Liu first took everyone into the training base of the business school on the 4th floor of the office building and the large training conference hall on the 8th floor. Liu Tao, Dean of Spleen Niu Business School, said: "In addition to having its own production base, Spleen Niu International also has its own training school. ”
"In terms of hardware, Spleen Niu International has a complete training room, practical operation room, software, Spleen Niu International is composed of full-time professional teachers, accounting for more than half of the total number, with a systematic training and learning system, and has also obtained the qualification of Hubei Human Resources and Social Security Department Special Vocational Ability Examination, is a professional examination room, with the issuance of "nursery", "health manager", "public nutritionist" and other authoritative professional qualifications recognized by the national human resources and social security. ”
When I walked to the large training conference hall on the 8th floor, where training was being held, Liu Tao shared: "Since the establishment of the business school, Spleen Niu has been doing training courses, holding two sessions a month, each for 5 days and 4 nights. This is the benefit of the spleen cow to the cooperative stores, and it is also a response to the channel provider's demand for professional knowledge and dialectical ability. All core stores must learn to be able to load goods, and if they don't learn, they can't be loaded, because they won't sell if they do. ”
The shopkeeper randomly interviewed a student from Shangqiu, Henan Province. It is understood that before the trainee came to participate in the training for the first time on March 18, the product was not sold, and after learning the system, he mastered the basic knowledge of traditional Chinese medicine, tongue diagnosis, accurate syndrome differentiation and other professional knowledge, and tried to give customers after going back, and formulated a conditioning plan, and the customer was very trusted, and sold 2,000 boxes of products in a month. After a month, I came to participate again, which strengthened the route of professional transformation.
In the live broadcast room, many fans also left messages expressing that participating in the spleen cow training has brought them a lot of gains. A fan named "Fuyuan Maternal and Infant Health Manager Hu Yujie" said: "I participated in the fifth phase of the health manager training and examination, and learned a lot of TCM conditioning and health knowledge. ”
Endurance for production security
After walking for nearly five minutes from the office building, I came to the production plant of Spleen Niu, and Professor Chen Chuxin, chairman of Hubei Yanmei Industry, personally led the fans in the live broadcast room to visit the factory and explain.
Professor Chen Chuxin shared that the production base of Yanmei Industry started in 2015 and was officially put into operation in 2018, with a total investment of 300 million yuan, covering an area of 60 acres, with a national standard modern factory building of 50,000 square meters.
In the factory visit, there are two points that deserve the most attention of mothers and babies.
First, the full set of production equipment is extracted independently. Professor Chen Chuxin introduced: "Many medicinal and edible homologous factories purchase extract raw materials, on the one hand, safety and stability cannot be guaranteed, on the other hand, the content and purity of the extract also need to be studied. The full range of products of Spleen Cattle is a full-process production line from the international production base of Spleen Cow, with a full set of system guarantees such as extraction, precipitation, concentration, vacuum drying, etc., to accurately grasp the content of product ingredients, and product quality and safety are guaranteed.
Second, the source control of the production line. In the packaging process, it can be seen that under the operation of the automation equipment, the laser quickly codes on each bottle of product, and each box of products also has a box body code after automatic packaging, and after scanning the code and packing, each box of products is also included in the traceability system, and the whole process is done with one code for one bottle, one code for one box, and one code for one box. "As soon as you get a bottle of product back, you know where it came from. In the dialogue session, Liao Jian echoed this.
It can be seen that the planning of spleen cattle starts from the research and development and production links, that is, the problems that may be encountered in the market have been thought out in the production process. For example, independent research and development, independent extraction, to ensure the characteristics of the product, to the market to bring differentiated advantages of the product; such as the production line on the source control, fundamentally solve the problem of channeling the source of traceability, "our channel providers are afraid to flee the goods, the first two fines, the third time to cancel the cooperation."
Professor Chen Zhuxin concluded, "We have formed a closed loop of R&D, production, sales, planning and empowerment, and Spleen Niu International is a comprehensive and integrated production base. At the same time, on the consumer side, we also have our own fan base, and every time we start broadcasting, the voice of fans is very high. It is worth mentioning that "Professor Chen Parenting" itself is a professional parenting IP, and the co-branded studio of "Professor Chen Parenting" has gradually blossomed all over the country.
Brand power driven by marketing
In the blockbuster part of the live broadcast, Liao Jian and the shopkeeper Liu discussed the marketing layout of the brand. Liao Jian faced the market problems, in the first two years due to management negligence caused the market to "out of control" for a period of time, but in the past two years, with the new product iteration and the full development of production and marketing, the spleen cattle market has developed rapidly and achieved benign growth.
Liao Jian said that the mother and baby store sells spleen cattle very simply, setting up a special area of "medicine and food homology, spleen and stomach conditioning", the positioning is very clear, and the spleen cow has done the ultimate in research and development and production, "good products can speak by themselves", which reduces the difficulty of recommending to the mother and baby channel.
At the same time, in order to better promote the professionalism of maternal and infant channels, Spleen Niu also insists on carrying out systematic training. It is reported that more than half of the spleen cattle team are professional training teachers, requiring teachers to "go to the mountains and go to the countryside" to combine training, not only in the headquarters of intensive training, but also in the first-line market to train.
Spleen Niu has formed a three-dimensional channel layout in the maternal and infant industry, the first is a single store, health management store, the second is a regional chain, and the third is a cross-regional large-scale chain, which will distinguish products in terms of packaging, design, appearance, etc. For cross-regional system stores, Spleen Niu has also carried out chain customization cooperation, helping from three aspects, one is to expand the display area, the other is to assist in dynamic sales materials, and the third is to organize large-scale system store managers and clerks to learn and train.
In addition, in order to realize the brand vision of "drinking spleen cow if you have a strong spleen, Chinese know it", spleen cow also continued to carry out the "718 National Spleen Health Festival", linked channel partners to carry out spleen education, awakened the public's attention to the spleen and stomach, inherited and carried forward the culture of traditional Chinese medicine health preservation, and improved the overall health level of the people.
In the future, Spleen Niu adheres to the road of long-term brand development, firmly cultivates the field of spleen strengthening, makes marketing simple and training professional, continues to provide consumers and the market with a more cost-effective spleen strengthening product matrix, and runs the "marathon" of the maternal and infant industry!