Through in-depth industry analysis, market research and consumer research, we have carried out a series of systematic planning from business model to brand strategy, from product system and store operation, with the close cooperation of Deyun Grain and Oil team, through just two years after the epidemic:
- Become the first tiered brand of grain and oil in northern Anhui
- In the 2022 National Soybean High Yield Competition, Wuyang Soybean won the title of "Golden Bean King" by the Ministry of Agriculture and Rural Affairs
These achievements have witnessed the rapid rise of Deyun grain and oil, a regional brand, to subvert the traditional grain and oil market with innovative regional brand building, become a dark horse in the soybean oil grain and oil industry, and win the favor of the capital market.
Through market trends and consumer needs, Meiyu deeply integrates corporate strategy, brand strategy and marketing strategy in three dimensions. Innovation-driven, innovative traditional market! Help Deyun Grains & Oils to formulate the entire rejuvenation strategy from "brand to product to traffic to operation to investment", and provide five-in-one brand marketing landing services for Deyun Grains & Oils brands.
Anhui Deyun Grain and Oil Co., Ltd. was founded in 2017 and is located in Wuyang, a famous cultural city in the northern Anhui Plain. Since its establishment, the company has not forgotten its original intention, kept its mission in mind, and has continuously developed into a modern high-tech enterprise integrating raw oil trade, grain and oil deep processing, and edible vegetable oil product research and development.
Through in-depth observation, Meiyu has conducted a detailed research and analysis of various soybeans and products:
We see that low-end soybeans have been unable to adapt to the grain and oil eating habits of the new era, and many grain and oil products are uneven in quality, unable to meet consumers' demand for quality and taste.
In the end, we found that Voryang soybean is actually a treasure category, which is worth digging into:
- Super category - "Vortex soybean"
- Successfully declared as a geographical indication certification trademark
- The largest county in Anhui Province in terms of "organic high-protein soybean planting".
- CCTV Financial Channel broadcast Voryang "Poverty Alleviation Bean"
- Organic high protein
Therefore, the category of Vortex soybean is a better choice for olay!
Well, one of the grain and oil brands from "Vortex Soybean Oil".
The natural "Vortex Yang" itself is a good regional perception of soybeans on behalf of the region
Then let's talk about "Vortex Sun" is the most suitable option
In all oil regions, consumers' awareness of Bozhou Vortex is also one of the higher regions
Third, the rejuvenation strategy of Meiyu
Meiyu deeply thinks about the development law of society and enterprises, and puts forward a unique strategic idea of rejuvenation, Meiyu believes that the brand is people, people have birth, old age, sickness and death, and the brand is the same, a good brand should always remain young, young is not equal to age, young is a state, is the brand's internal DNA and thoughts, through young innovation, exploration, data, iteration, personality and other thinking, to promote the innovation and development of enterprises at different stages, to achieve the sustainability of enterprises, to ensure that the foundation of the enterprise is evergreen.
1. Insight into social issues
If you want to find the key to breaking the situation, you must first understand the four aspects of social problems:
- Pain points in society
The top brand occupies the market, and how to occupy the category (traffic/awareness category) is the key
The profits of grain and oil enterprises depend on the crushing profits and small packaging profits, the profit margin is compressed, and the cost is increased, how to break the situation? Since 2021, the "rising voice" of domestic edible oil seems to have not stopped, and around February, the prices of vegetable oil and soybean oil hit a new high at that time; In April, the price of upstream edible oil raw materials has nearly doubled compared with last year; In October, a small edible oil processing enterprise said that it would lose more than 10 yuan for every barrel of finished rapeseed oil sold, and the price would be at least doubled to recover the cost......
- Pain points in the industry
The issue of edible oil safety/high quality is still the biggest pain point in the industry
Food safety is greater than the sky, and people are most concerned about how they and their families eat "clean and unsafe", among which the most eye-catching is edible oil, because edible oil is what we need to use every day for cooking
I don't know what really good oil is (what are the criteria for good oil?) ）
- Customer pain points
Most consumers have no concept of what is really good oil, the elders buy oil only recognize the brand that is often bought, but the brand that is often bought is not necessarily a good oil, office workers are too busy, there is no extra time to manage kitchen oil, even if it is to buy it is more expensive, I think the expensive one must be good, but often pay not the same price!
- Pain points for businesses
Although Deyun Grains & Oils has a strong enough supply chain, it lacks the experience and team to operate C-end brands, and needs a consulting company from strategy to tactics to execution to support them to land.
Through the deep insight into the above four major pain points, as well as the in-depth understanding of the founding team and products of Deyun Grains and Oils, Meiyu put forward the corporate strategy of "New Standard" of "Deyun Grains and Oils" for the high-quality grain and oil aristocratic brand
This sentence contains the sense of responsibility and mission of Deyun grain and oil to inherit the national culture, to achieve such an ideal, we need to focus on two aspects:
1. The core products of Deyun grain and oil are "soybean oil" and other oils, and the adherence to the high-end quality of the products has also made the brand gain a good reputation among consumers who love to use Deyun.
2. This perseverance makes them always maintain awe of this cause in their hearts: awe of the thousand-year-old inheritance, awe of the glory left by their ancestors, and awe of the customer's trust in the quality of the brand......
Under the guidance of the great vision, the company takes the enterprise as the carrier of cultural inheritance and national mission, and realizes the great dream of "China's high-end grain and oil national enterprise".
- Brand positioning
Vortex soybean oil – National Geographic Indication
From three perspectives, we have defined the advantages of Vortex soybeans
(1) Value: In the East China market, the target group has no awareness of good organic soybean oil, so we define "the standard of good vortex soybean soybean"
(2) Competitiveness: Most of the soybean oil on the market is emphasizing the expansion of pure categories and product lines, which can be "differentiated" from it
(3) Genetic: Occupy the "Vortex Soybean Oil" in the minds of the public, which is the highest quality and the highest, the best soybean oil
Meiyu's final analysis determined that Deyun Grain and Oil's Voryang soybean category is the core, and Deyun Grain and Oil is not ordinary soybean oil, but a representative of organic soybeans grown in Vortex Yang, to create high-end quality soybean oil, so as to determine Deyun Grain and Oil's "ingenuity Deyun quality grain and oil".
".
Deyun grain and oil enterprise strategy is three steps
The first stage: focus on the special products of soybean oil in Bozhou, as well as grain and oil products that integrate other oilseeds, meet the different use scenarios of family consumer groups, solve the health and quality needs of the daily diet of family dinners, and improve the overall efficiency and turnover of the store through a new brand image and cultural system!
The second stage: with Deyun soybean oil as one of the marketing selling points in the early stage, cut into the rapid market, and continue to develop more daily characteristics of grain and oil product series, to meet the needs of different scenarios and dealer channels, to continue to make profits, to create a new lightweight model with less and fine, to achieve Bozhou soybean oil as the core of the flow products, and continue to provide more grain and oil ecological product system
The third stage: polish the product system, as well as run through the overall offline store business model and profit model, quickly take Bozhou, Anhui Province as the birthplace, deeply cultivate 7 provinces, continue to expand to the whole country in the future, quickly establish brand awareness and influence, and become a national brand with a certain reputation, not only a regional brand, but also a national brand in the future!
Based on the production technology of Deyun Grains and Oils, Deyun Grains and Oils has developed a whole industry production system to form a strong support for the overall planning of the brand and provide grain and oil products with consistent quality, higher efficiency and lower cost.
Planning for future goals
Product innovation/explosive product creation
The product is 1, the marketing is 0, a good product needs to be scientifically and systematically developed and designed, Meiyu has a complete set of tools and methods to create explosive products, and create explosive product logic and commodity strategy through the trinity of explosive product creation, category expansion and traffic breakthrough.
At the same time, through product micro-innovation, better user experience, 721 rule, and product pyramid, Meiyu helps enterprises plan products, create explosive products, establish traffic, and empower brands in the early stage of brand building.
Product micro-innovation
Meiyu believes that on the basis of existing cognition, we will innovate products and subvert scenarios with lower risks.
Disruptive "micro-innovation" can lead the market.
We define the standard for high-end soybean oil: Vortex soybean oil – a national geographic indication
High Protein Vortex Soybean Oil: The raw protein content is as high as 47.12%
- The biggest spokesperson of the brand is yourself! By presenting the IP image of the character, the brand trust is formed, and in the placement of the brand trust, we follow the core clues of the character to express the trust gradient of the brand in a hierarchical manner, so that each trust has its own position.
- Through the creation of Mr. Deng's portrait, we visualized the positioning of the brand as "China's high-end grain and oil leader", and presented the reality of Deyun's insistence on making high-end grain and oil.
Product 721 rule
Deyun grain and oil products are based on the concept of green and healthy development. The company has a series of product brands such as "Deyun Yuanxiang", "Deyun Dingxiang", "Deyun Qidaoxiang", "Golden Tanker", "Deyun Original", "Deyun Vortex Bao" and so on. Among them, the core products are made of national geographical indication protected crops - Voryang organic soybean certification standard raw materials, through the physical pressing process, to produce high standards and high quality edible oil rich in natural nutrients and promote human health. The company is equipped with a provincial-level certified enterprise technology research and development center, and has set up a high-precision professional product research and development team, determined to continue to develop and innovate, and forge ahead in the direction of improving the national life happiness index!
Product standardization
The brand gene DNA of "ingenuity and virtue, high-end grain and oil" has been determined
It has determined the expert category of grain and oil that uses natural regional cognition to test it
In order to establish the brand's future high-end quality of the "grain and oil expert" identity
So what are the advantages of our category? And it's an exclusive advantage!
-- Deyun Grain and Oil
A new benchmark for high-end quality "diamond craftsmanship".
"Seven Incense" series of high-end quality standards
Seven incense: the concept of "good oil, natural fragrance".
7 processes, quality assurance, a commitment to the process, a commitment to quality
Brand visual creative design
Super aesthetics is not a simple super symbol, but a deep combination of marketing and art
Meiyu's super aesthetics is to establish an aesthetic system with marketing and art as the core, rather than a single super symbol, and express the essence of marketing with artistic techniques. Art is the surface, marketing is the inside. From the discourse system to IP to LOGO to VI, to stores to materials, it is a deep integration of business and art, which can not only meet the needs of marketing, but also express the appeal of the brand.
Deyun Grains & Oils adopts green in terms of vision, abandons the traditional style of brand tonality, and creates a new brand visual system for young people to convey the new image of Deyun Grains & Oils.
Landing and effect feedback