Non-deep-processed food brands, where difficult?

They say that it is difficult to place food and agricultural products as brands. We found that compared with deep-processed foods, there are two major difficulties and one misunderstanding in the low-processing (including agricultural products, especially fresh products) brands in table foods.

The two major difficulties are: low value vulnerable to difficult packaging; high homogeneity difficult to diverge; a misunderstanding: to origin as a brand, resource sharing. These three factors are unique to the table food branding. They are the biggest differences from other fast-moving consumer goods brands. Having studied these three issues thoroughly, they have found the key to the table food brand.

Difficulties: Low- valued, fragile, difficult-to-package “low-value, fragile, poor-keeping, and hard-to-pack” is the first difficulty in making table foods. The most typical products are vegetables, fruits, fresh meat, and aquatic products.

Because of the low value and vulnerability, consumers do not have brand demand when their living standards are not high; because of poor preservation and difficulty in packaging, transportation, display and identification are difficult to achieve. The existence of these factors makes branding impossible to talk about. Now that consumption upgrades and technology upgrades have impeded the creation of non-deep-processed table food brands, it has gradually found a solution.

There are two brand strategies for low-value fragile and difficult-to-eat table foods:

One is to use technology to solve the problem. Using technology to enable products to be packaged, kept fresh, and made eye-catching logos. This is the material condition for making a branded product. It is a hardware prerequisite. Now the eggs can be sprayed on the code and can be sterilized without damage. When storing and transporting, each egg has its own independent safe position in the packing box, and the breakage rate is very low. The imported “Jiaogui” Jiapei kiwifruit has never been sold in bulk, either in gift boxes or in groups of 4–6 pieces, neatly packaged in a crisper. Putting on clothes for the product, the product also has a taste, an image, but also has a brand identity logo.

Another approach is to deep-process the product, change the shape of the product, make packaging, preservation and make eye-catching logos and other tasks easily, just like the jujube of Xinzheng, Henan Province has become a "I miss you" jujube film. However, deep processing can not be absolute, because it is difficult to brand products because of fresh products, regardless of whether it is fully processed in 271, which is called overkill. If all the fruits have become canned fruits, they will go to the opposite of market demand.

Difficulties II: highly homogenous difficult differences <br> <br> we all know, is a differentiation of brand marketing magic, but some of the food table but why is inherently weak difference, I call it here highly homogeneous.

High degree of homogeneity means that, first, there is little difference in the intrinsic quality of similar products, and there is a high degree of evenness in nutritional ingredients, texture, and other aspects. Second, there may be differences in the internal quality, but it does not appear in appearance. If you do not use the instrument, you do not eat or taste, it is difficult to distinguish it intuitively. For example, potato, Beijing and Inner Mongolia can see it? Perhaps only when the potatoes are cooked will it be known that the potato that is easily boiled and bloomed is the Inner Mongolian potato, which has a high starch content.

What to do with a highly homogeneous product? Externalize the difference!

For example, in the United States, Purdue Chicken has improved its breed and uses special feeds to make the chicken skin golden yellow. It can be seen at a glance that there are differences in Purdue Chicken. It is not important to increase the nutritional value of this chicken. The important thing is to realize The externalization of the difference! A good example of this is Jiapei kiwifruit, a yellow flesh of New Zealand.

There are many ways to externalize the internal differences: For example, Japanese male tofu has given tofu male “cool” temperament through cartoon characters, while making a difference between peripheral products and epitaxial products. You can also learn Deqingyuan to spread (public relations, advertising, etc.) to promote its high quality and highlight the differences in eggs.

A misunderstanding: the origin of the brand, sharing resources <br> <br> table food many of which are famous Tute northeast ginseng, Chinese wolfberry northwest, north jujube, chestnut, east ham, Longjing tea and crabs, Jiangxi Ganzhou navel orange, Shanguang Shatian ... but this is a hard-hit area built by the brand.

The famous native products have strong geographical attributes and are produced, grown, and become famous based on local special climate, geography, or historical and humanistic factors. It is precisely because of the strong dependence on the place of production that these brand names have inbornly appeared two kinds of extremely common phenomena: First, they are named after the “origin of production + category”, such as Jinhua ham and West Lake Longjing; Is the brand ownership is not clear, the origin of resources sharing. This is a misunderstanding. As a result, everyone did not cherish the misappropriation of the origin of resources, until they were stinking. This issue has become a common topic for many domain name products. For example, the Yangcheng Lake hairy crabs have an annual holiday.

Faced with the origin of land, it is right to seize resources, but it must be out of geographical areas, occupy categories, and create their own brand. It is like the gold in the Wujiang and Jinhua ham in Fuling mustard. It should be good at spreading, taking the lead in seizing the minds of consumers, and preemptively voicing in the attitude of the boss. It is like Wanglaoji in herbal tea, Baijia, which facilitates fans, and Guolian Aquatic Products in the shrimp industry. In order to introduce new products, to replace the product with new products, to reopen the opponent's standard logo, just like the southern black sesame enterprise launched a more stylish and faster consumption of cup paste and canned dew, Zhang Zhongjing large kitchen launched "300 mushrooms, 21 Nutritious" mushroom sauce.

Non-deep-processing table foods are a category of fertile soil and branded highlands, and they need to master the correct brand approach to overcome it. Break through two difficulties and one misunderstanding, you will usher in the brand's spring!