Market Research on Wufangzhai Zongzi

In the long decades, Wufangzhai's production scale was not large, with a yearly output of only two to three million. 1985 was a watershed in the development of the old store. A series of subsequent measures made Wufangzhai the top spot in the domestic rice dumpling industry.

This year, the old store took advantage of the preferential loan of 530,000 yuan provided by the superior department and the company raised 50,000 yuan of self-funded funds to carry out its first large-scale technological transformation. After that, the traditional Wufangzhai rice dumplings finally came out of the boudoir and appeared in the ever-changing market.

The growing production of rice dumplings relies on the huge market potential, because citizens have long regarded the rice dumplings that they enjoyed occasionally in the past as daily consumption food. Wufangzhai people seized this historical opportunity and established Jiaxing Wufangzhai Zongzi Company in 1992, building an intensive management framework for the time-honored brand. A major subsequent move was to invest more than 20 million yuan to build a new rice dumpling factory in a new location. It was completed and put into production in April 1995. Wufangzhai finally left its birthplace, and the traditional front shop and back shop model came to an end.

Factory production has brought Wufangzhai into a new development period, and the broad market has once again accepted Wufangzhai. Nowadays, the rice dumplings sold through these sales points every year have greatly exceeded the sales volume in Jiaxing. After achieving two take-offs, Wufangzhai's annual production and sales of rice dumplings have reached more than 70 million, and it has a fully enclosed export rice dumpling workshop that fully meets the export commodity inspection requirements. It produces pure Japanese-style rice dumplings and has entered the food requirements Almost harsh Japanese market.

In a fast-paced market environment, it is not easy for time-honored brands to survive. Wufangzhai people, who are prepared for danger in times of peace, strive to find new development opportunities. The time-honored brand made a bold idea: the Chinese way of eating with a rice dumpling, a bowl of soup, and a few slices of fruits or vegetables is no different from the Western fast food with a chicken leg, a hamburger, and a drink. Therefore, as Mr. Cheng Shifa, a famous Chinese painting artist, said in his article "Wufangzhai": The ancestor of fast food in the world is the Chinese rice dumpling. Today's Wufangzhai not only wants to gain the reputation of its ancestors, but more importantly, it is to develop the ambition of oriental fast food.

After analyzing its own characteristics, Wufangzhai decisively formulated the development idea of ??Zongzi as an oriental fast food: Zhejiang Wufangzhai Industrial Co., Ltd. was planned to be led by Wufangzhai, with capital as a link, and concentrated Science, industry, trade and agriculture are integrated, and the brand effect of Wufangzhai's famous trademark is used to realize raw material base, production factory, sales chain, service standardization, and extend to other foods besides rice dumplings.

First of all, we quickly expanded the market coverage of Wufangzhai Zongzi, established Wufangzhai Marketing Company, and recruited professional marketing personnel. While consolidating the markets in Jiangsu, Zhejiang, and Shanghai, we also took the initiative to sell products in major provincial capital cities across the country. , there are agents or branches in the special economic zones, so that the sales radius of Zongzi jumps from the original 200 kilometers to 2,000 kilometers, and strives to reach a new level in sales, exceeding 200 million yuan. The second step is to introduce the CIS corporate image recognition system, accelerate the implementation of the famous brand strategy, and provide reliable image protection and strong brand competitiveness for Wufangzhai to expand domestic and overseas markets. The third is to speed up the pace of technological transformation, further improve the production environment, increase the technological content of products, and ensure the brand characteristics of Wufangzhai. At the same time, we develop the marketable Wufangzhai series of foods. The fourth is to deepen various internal reforms of the company, establish a modern enterprise system oriented to the socialist market economy, enhance the competitiveness and environmental adaptability of enterprises, and start from the three aspects of talent, management and technology to realize the transformation from a production-oriented enterprise to an operating enterprise. Fundamental transformation.