Farmer's orchard

Farmer's orchard

Nongfu orchard is a kind of mixed juice beverage produced by Nongfu Shanquan company. It can meet the needs of people with different tastes and plays an important role in the domestic juice market. With the slogan of shaking before drinking, it is very popular.

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Naming of fruit juice

According to the characteristics of mixed fruit juice, Nongfu Shanquan company named the fruit juice series "Nongfu orchard". This brand reminds people of the harmonious and simple orchard style, and the quiet and remote natural environment increases the authenticity of the source of fruit juice. This name also pays attention to combining with Nongfu Shanquan to continue the brand advantage of "Nongfu". This distinctive name also has good extensibility. In the future, new juice drinks can be unified under the banner of "farmer orchard", and the promotion of the brand can accumulate influence for future new products.

main features

Good fruit juice is produced by planting --- advocate of high concentration fruit juice in farmer's orchard. Good fruit juice must come from good raw materials, so farmers' orchards open up production bases all over the world, pick fresh raw materials, and create natural and delicious fruit and vegetable juice for you. Nongfu orchard 100% fruit and vegetable juice is rich in nutrition, Nongfu orchard 100% natural fruit and vegetable juice, without any acids, pigments, preservatives, sugar (the bottle body ingredients are marked with white granulated sugar). Especially suitable for the elderly and children to drink, high nutrition, safer, will not lead to obesity and diabetes. Farmer's orchard, shake before drinking. Tomato + Strawberry + hawthorn, pineapple + mango + pomegranate, carrot + Apple + orange. One kind of fruit, one kind of nutrition, multiple kinds of fruit compound nutrition. Rich in citric acid, from picking to pulp processing, no more than 24 hours.

Nutrients contained

Dietary fiber is listed as the seventh largest nutrient by the medical community. A large amount of pulp fiber of fruits is retained in farmers' orchards, which makes them more textural. After ingesting human body, it can absorb harmful substances in human digestive tract, help digestion, remove toxins in body, achieve the purpose of preventing gastrointestinal diseases, improve human metabolism, enhance immunity, help skin reduce swelling, acne, acne and other phenomena caused by indigestion. What's more attractive is that the intake of cellulose is easy to make people feel full. Drinking before meals can control the amount of food intake, which is conducive to maintaining the ideal figure.

Xinjiang is the main area of tomato production in China, and it is also the tomato sauce factory in China. The output of tomato sauce is mainly in the west, especially the output of tomato and tomato products in Xinjiang accounts for 90% of the total output of the country. It is one of the key projects in the western development to focus on the overall objectives of establishing BINGTUAN's ecological agriculture, precision agriculture and foreign exchange earning agriculture, develop household industrialization, extend the industrial chain of agricultural products, and develop a series of tomato products.

Xinjiang is a natural and green food with long sunshine, large temperature difference between day and night, high effective accumulated temperature, less rainfall, high content of lycopene and soluble solids, less diseases and insect pests, and less spraying pesticides.

Brand development

Since 1997, the company has built seven international leading natural drinking water and juice beverage production bases in Qiandao Lake, Zhejiang Province, Jingyu mineral water reserve, Changbai Mountain, Jilin Province, Danjiangkou, Hubei Province, the source of the Middle Route Project of South to North Water Diversion, Wanlu lake, Guangdong Province, and Manas, Xinjiang, Tianshan glacier area. Nongfu mountain spring's strategic choice of high quality water source and the world's leading production equipment are unique in the national beverage and drinking water industry.

In 2002, the total output of Nongfu mountain spring natural water reached 610000 tons, ranking fourth in the output of beverage enterprises in China. In September 2003, Nongfu mountain spring natural water was awarded as "China famous brand" by AQSIQ. The output value of Nongfu mountain spring is increasing continuously, reaching a new level every year. According to the market monitoring report of China Business Information Center, from 1999 to 2004, among the top ten bottled drinking water brands in China, nongfushanquan ranked first in the market share for six consecutive years.

In 2003, the company creatively launched farmer's orchard mixed juice beverage and farmer's orchard 100% fruit and vegetable juice, and developed a series of functional drinks, both of which achieved remarkable success. When Nongfu orchard was listed on the market, its comprehensive market share ranked seventh among the top ten leading brands of fruit juice drinks in China; by 2006, it ranked fifth among the top ten brands of fruit juice drinks. As a result, Nongfu Shanquan company from a single bottled drinking water company into a comprehensive beverage production enterprise. From 2005 to 2006, according to the market demand, the company successively launched two new products: Berry milkshake fruit milk beverage and farmer tea beverage.

In 2006, Nongfu Shanquan Co., Ltd. ranked first among the "top ten" enterprises in beverage industry in terms of total beverage output, sales revenue, profits and taxes, and profit growth.

In April 2007, the China Federation of Commerce and China National Business Information Center awarded the honorary certificate to Nongfu Shanquan Co., Ltd. according to the statistics of commodity sales of large retail enterprises in China, "Nongfu Shanquan" brand bottled drinking water ranked first in the market sales of similar products for five consecutive years (2002-2006).

Nongfu Shanquan brand was announced as the most popular product by international professional market research institutions. AC Nielsen, the world's largest market research institution, released a report on China's urban consumer market, announcing that Nongfu Shanquan is one of the six most popular brands of domestic consumer goods, and Nongfu Shanquan is the only local brand among them.

market analysis

Container production

BICC analysis of farmer's orchard I. brand type analysis

Brand type of farmer's orchard - the advertising appeal theme of farmer's orchard mainly focuses on "farmer's orchard, shake before drinking", "farmer's orchard is made of three kinds of fruit, shake before drinking". This shows that farmer orchard mainly focuses on the introduction of product features, so it still belongs to the stage of illustrative brand image strategy. That is the first stage of brand building.

Brand development stage of fruit juice beverage -- from the three values (customer familiarity with products, customer confidence index and market concentration) that determine the brand development stage, the competition of fruit juice beverage brand has developed into the spiritual brand marketing stage. As a new brand with credibility background, farmer orchard also focuses on the publicity of product characteristics. Is it a wasteful advertising behavior.

Is farmer's orchard a new product for the beverage market? Perhaps, the basis for farmer's orchard to do so is just what their operators boast, "in this industry, what we do is not just add a new brand, but a new product, a product that is not bound by the existing 'rules'. Its appearance will certainly change the rules of the game in this industry." If the 30% concentration product of farmer's orchard is really a new product, according to BICC law, the illustrative brand image they currently adopt is naturally the most effective. However, the problem is that whether it is a new product or not depends entirely on the classification and definition of it by consumers. In addition, the degree of recognition of this product by consumers is also the key to success. As a feature of new products, the concentration problem can be popularized rapidly and on a large scale. I think it may be feasible to seek a breakthrough in the market in a short period of time (2-3 months). Although it is said that farmer orchard conducted two groups of taste tests on 100 consumers before going on the market, I personally doubt the results of such investigation and test. It is not that I do not believe in investigation. On the contrary, I am most in favor of market investigation. However, I must understand that the key to the guiding value of market investigation is whether the methods and methods adopted are scientific and effective. A variety of fruit mixing inevitably makes the taste turbid and impure. It's like cooking rice, vegetables and meat in a pot. Although it's easy, it's better to cook them separately and eat them delicious.

2、 Image combination analysis

Judging from the above inference on the target customers of farmer's orchard, the positioning of the target customers is relatively vague. From the perspective of product interests, the main target is the low-end market customers. From the perspective of spiritual interests, the main consumer groups are middle and high-end market consumers and young consumers. From the perspective of consumer price evaluation, it also tends to be high-income consumers. Because of the characteristics of orchard products and the performance of advertising appeal, it can be considered that farmers' main customers are low-end market and young consumer groups. According to this judgment, nearly half of the spiritual demands of farmers' orchards are invalid, especially in the packaging design and pricing strategy.

Although farmer's orchard can be regarded as a new product, it still has a strong relationship with other fruit juices. Therefore, it is impossible to create a new market in a real sense. In this case, farmer orchard must quickly complete the cognitive communication of illustrative brand image in a short time, and then turn to the spiritual image as the leading brand image appeal. The spiritual image of farmer orchard is lack of accuracy. When the spiritual image develops to about half of the whole brand, if you still make such mistakes, failure is inevitable.

Farmer's orchard wants to become the mainstream brand of fruit juice drinks and gain the market share like farmer's spring

Chinese PinYin : Nong Fu Guo Yuan