I want to work in Daoxiang Village.

The treatment is quite objective. The service life seems to be 1300, and the dictatorship of five risks is 1800-2500.

The key question is! Are you a rural hukou or an urban hukou? Urban hukou seems to be better than rural hukou.

Beijing Daoxiang Village Group is an old brand with a history of 100 years, which has a decisive influence in Beijing pastry industry, with an annual output value of over 654.38+0 billion yuan. What I provide to Daoxiang Village in Beijing is the whole case service. Needless to say, the specific daily work, the following is only about the planning of Daoxiang Village in the Double Ninth Festival. Later, this case was selected as an external brain case by sales and management.

I. Background

When the calendar turned over from June 6th, 2006, 10, this year's Mid-Autumn Moon Cake War in Beijing finally settled, and the major moon cake brands retreated to camp. However, Beijing Daoxiang Village Group, the biggest winner of the moon cake war in Beijing, was not immersed in the joy of victory, but immediately turned its attention to the next holiday business opportunity-the Double Ninth Festival.

For the Double Ninth Festival, among all the traditional festivals, it has always been a neglected festival. Since 1989, the Double Ninth Festival has been designated as the festival for the elderly, and it has been branded as "the festival for the elderly" ever since. In addition to the products of the elderly, general products will not give too much attention.

As a leading enterprise in Beijing's pastry industry, Daoxiang Village in Beijing will launch a seasonal pastry-Chongyang Flower Cake every year during the Double Ninth Festival. However, due to low attention, the sales volume has been tepid, and the total sales volume for the whole year is less than 3,000 kg.

This year, the leaders of Daoxiang Village in Beijing are keenly aware that among the four traditional festivals (Mid-Autumn Festival, Dragon Boat Festival, Spring Festival and Lantern Festival), Daoxiang Village's products have entered a relatively mature stage, and they must strive to develop new profit growth points. For the business philosophy of "Beijing Daoxiang Village", developing new holiday business opportunities has become the primary option.

The first pilot is this year's Double Ninth Festival.

Second, analysis and research.

After receiving the task of planning Chongyang Flower Cake, we first defined the nature of Chongyang Flower Cake products: positioning Chongyang Flower Cake as a seasonal food, not a general food. Although this is a seemingly simple definition, it is of great significance to the planning of Chongyang Flower Cake. Because for ordinary products, there are only four factors that affect their sales, namely, product factors, price factors, channel factors and promotion factors (see chart 1). Product factors include raw materials, taste, technology, appearance, packaging and so on; Price factor refers to the purchase price that consumers are willing to pay for it; Channel factor refers to the channel from which consumers will get the product; Promotion factors refer to what kind of image and function products will enter consumers' minds. As long as these four factors are satisfied and the internal needs of consumers are met, generally speaking, the possibility of product success will be very great.

But for seasonal food, it is not enough to plan products only from these four aspects. Because for seasonal food, there is a cultural support problem, that is, products must be able to bear the cultural connotation given by festivals. If the product itself can't reach the carrier foundation needed by holiday culture, it can't support the holiday food market anyway. As professionals in marketing planning agencies, the national food industry, we have conducted in-depth research and developed a model of seasonal food influencing factors (see chart 2). The seasonal food influence factor model adds cultural influence factors to the general product influence factor model. Because, one of the main driving forces for consumers to buy holiday products is the recognition of holiday culture, not the daily demand. Only when consumers agree with the holiday culture and the holiday food consumption customs under the influence of the holiday culture can they produce purchase behavior. For example, for mooncakes, which are also seasonal foods, consumers' first purchase motivation is not eating, but celebrating the festival: giving them to relatives and friends, expressing their good wishes or sharing the festive atmosphere with their families.

Returning to the problem of double ninth festival flower cake, as a seasonal food to support the double ninth festival market, we must first be able to support the double ninth festival culture and convey its cultural connotation, followed by other influencing factors. Therefore, we first studied the cultural factors of Chongyang Flower Cake:

In traditional culture, nine is the highest number of yang, so the ninth day of September is called "Double Ninth Festival" or "Double Ninth Festival". The earliest record of the Double Ninth Festival can be traced back to the Han Dynasty. Ge Hong's Miscellanies of Xijing in the Jin Dynasty recorded such a thing: there was a maid-in-waiting named Jia in Emperor Wu of the Han Dynasty who wore a dogwood and drank chrysanthemum wine on the Double Ninth Festival in 1999, thinking that she could live a long life. Of course, this is only her personal behavior, and there was no custom at that time. This custom was gradually formed in the Jin Dynasty. According to the Records of Local Habits of the Zhou Dynasty, "September 9 ... it is the custom to stuff Cornus officinalis on this day, so as to drive away evil spirits and prevent early colds."

In the fourth year of Zhenyuan in the Tang Dynasty (AD 788), Li Bi wrote to request that Zhonghe (the second day of February), Shangsi (the third day of March) and Chongyang (the ninth day of September) be designated as festivals, which was granted. At this point, the Double Ninth Festival has finally become a legal holiday, which has been passed down to this day.

In addition, the Double Ninth Festival was a very fashionable festival in ancient times. Especially in the Tang Dynasty, the Double Ninth Festival was especially admired by scholars. On this day, they invited friends with wine, climbed mountains for fun, and wrote poems, leaving many excellent works. Well-known ones are Mountain Holiday Silu Brothers by Wang Wei, Nine Days in Cui Shi Village of Lantian by Du Fu, and Nine Days by Wang Bo.

In addition to poetry, The Book of Jin also records an idiom allusion about the Double Ninth Festival: Meng Jia, the grandfather of Tao Yuanming and a famous Eastern Jin Dynasty soldier, joined the army in Huan Wen. On the Double Ninth Festival, Huan Wen took everyone to Youlong Mountain. Meng Jia didn't know that his hat was blown off the ground because he was greedy for beautiful scenery. Huan Wen then asked one of his men to write an article to make fun of Meng Jia. Meng Jia immediately wrote an article in response, which made everyone gasp in admiration. So, later, "Losing your hat on the Double Ninth Festival" became an idiom, meaning climbing on the Double Ninth Festival, drinking and writing articles, and being romantic and elegant.

In ancient times, there were many customs on the Double Ninth Festival, such as climbing mountains, inserting dogwood, drinking chrysanthemum wine and eating double ninth cake. Now, besides climbing the mountain, there is only Chongyang cake left. The origin of Chongyang cake can be traced back to the Southern and Northern Dynasties. According to the Records of the Southern Qi Dynasty, after Emperor Wudi of the Southern Song Dynasty ascended the throne, he designated the ninth day of September as the day for riding horses, archery and reviewing troops. It is said that Chongyang cake evolved from the dry food distributed to soldiers that year. In the Song Dynasty, Chongyang cake became a fashionable gift for relatives and friends. In the Southern Song Dynasty's meticulous Old Wulin Story, it was recorded that "everyone drinks new wine every month and enjoys chrysanthemums, and each eats chrysanthemum cakes ..." This custom has been popular until the Qing Dynasty. Pan Rongbi, a A Qing dynasty, said in "The Years of the Emperor": "The flower cakes on the Double Ninth Festival in Beijing are extremely excellent ... city people compete to buy them, provide them for their families and give them to their relatives and friends.

Through the study of the culture of the Double Ninth Festival, we can draw the following two conclusions: First, the Double Ninth Festival is not only a festival for the elderly, on the contrary, it was a very fashionable festival in ancient times; Secondly, the custom of eating Chongyang Flower Cake on the Double Ninth Festival has a long history. But at the same time, there are two problems: first, most consumers think that the Double Ninth Festival is a festival for the elderly; Secondly, most consumers don't know the custom of eating Chongyang cake.

After studying Chongyang culture, we then studied the product factors, price factors, channel factors and promotion factors of Chongyang flower cake respectively:

First of all, in terms of product factors, Beijing Daoxiang Village Chongyang Flower Cake adheres to the principle of careful selection of raw materials in Beijing Daoxiang Village, and adopts pure hand-made technology, which not only ensures the quality and taste of the product, but also retains the traditional flavor, which can effectively distinguish it from other products and make the product itself competitive. Although there is nothing wrong with the product itself, Chongyang Flower Cake has never had its own packaging. Like other daily cakes in Daoxiang Village, Beijing, they are all sold in bulk, which makes it difficult for Chongyang Flower Cake to stand out among many daily products.

Secondly, from the price point of view, the price per kilogram of Chongyang Flower Cake is 19 yuan, which is moderate compared with similar cakes in Daoxiang Village, Beijing, and meets the consumption level of the target population.

Thirdly, Beijing Daoxiang Village Chongyang Flower Cake is sold in Beijing Daoxiang Village 5 1 self-operated store and 140 terminal, which is basically the same as other seasonal products (moon cakes, zongzi, etc.). Therefore, there is no problem in the marketing channel of Chongyang Flower Cake.

Fourthly, in terms of promotion, Chongyang Flower Cake was only used as a festive food in previous years, which was not paid much attention to, so it was basically not promoted and consumers knew little about it. Even many consumers don't know that Daoxiang Village has Chongyang Flower Cake. If you don't understand or even know, you can't arouse consumers' enthusiasm for buying, which is another big reason for the tepid sales of Chongyang Flower Cake.

To sum up, through the analysis of the influencing factors model of seasonal food, the planning focus of Chongyang Flower Cake in Daoxiang Village of Beijing falls on three points: culture, packaging and promotion.

Third, strategy formulation.

Now that we have found the breakthrough point of the problem, we have formulated corresponding strategies for all aspects of the problem:

1, the spread of culture

As mentioned above, there are two major problems in the double ninth festival culture: first, most consumers think that double ninth festival is a festival for the elderly; Secondly, most consumers don't know the custom of eating Chongyang cake. According to these two points, we also found two ways to solve the problem: changing people's understanding of the Double Ninth Festival and expanding consumer groups. The so-called change in people's understanding of the Double Ninth Festival is to make consumers realize that the Double Ninth Festival is not only a festival for the elderly, but also a festival for the whole people, and everyone should participate in this traditional festival. The so-called expansion of consumer groups is to let consumers get into the habit of eating Chongyang Flower Cake again on the basis of realizing that the Double Ninth Festival is a national holiday. However, it is not easy for consumers to understand and agree with this information in a short time. We believe that on the one hand, we should make full use of the informing power of the media, on the other hand, we should make full use of the leading role of existing consumers in Daoxiang Village, Beijing. Because the existing consumers in Beijing Daoxiang Village are relatively old, they are basically elders at home. For family diet, such consumers have considerable decision-making power and influence, and it is a good way to use them to influence other family members.

2. Improvement of packaging

For the improvement of packaging, we first changed the form of bulk retail to the form of gift boxes; Each box contains nine double ninth festival flower cakes, with a total weight of about one catty, which is in line with consumers' buying habits; Nine pieces of Chongyang cake have the meaning of "Jiujiu", which accords with the traditional meaning of blessing; The nine double ninth festival flower cakes are divided into three groups, each with three cakes, which are named Changshou, Goldman Sachs and Gao Xiang respectively. "Longevity" means to wish the elderly a long and healthy life, "promotion" means to wish the young people a smooth career and a step-by-step promotion, and "Gao Xiang" means to hope that their children will succeed in their studies and take off as soon as possible. A box of Chongyang cakes covers the blessings for the whole family, which can not only arouse the interest of young people, but also coincide with the brand concept of Beijing Daoxiang Village-"Daoxiang Village for the whole family".

3. Promotion methods

For the promotion of Chongyang Flower Cake, the first point is to achieve the purpose of promotion with the least promotion cost, because it is the first time to plan the products of Chongyang Festival. Therefore, in the choice of media, Beijing Traffic Station and Beijing Evening News are mainly chosen as the main publicity media, and the publicity forms are mainly news and soft articles, combined with in-store posters and leaflets to form three-dimensional publicity. The publicity content is mainly to publicize Chongyang culture and the information that Beijing Daoxiang Village launched Chongyang Flower Cake. We have written the corresponding copy, designed the posters and leaflets in the store, and released them to the media, direct stores and sales terminals in Beijing Daoxiang Village on time before the Double Ninth Festival.

Fourth, the market reaction.

1October 20th 10, major direct stores and sales terminals in Beijing Daoxiang Village began to distribute leaflets on Chongyang Flower Cake to consumers, and posted posters on Chongyang Flower Cake in eye-catching positions to let consumers know about Chongyang culture and the listing of Chongyang Flower Cake in Beijing Daoxiang Village in advance.

10 year 10 On 23rd, Beijing Evening News published a soft article about Chongyang Flower Cake for the first time.

1October 24th, 10, Chongyang Flower Cake was out of stock within two hours after it was put on the market. In the next few days, the Chongyang Flower Cake listed every day was out of stock before noon, and Daoxiang Village in Beijing received many calls every day to buy Chongyang Flower Cake.

At the same time, the hot sale of Chongyang Flower Cake in Daoxiang Village, Beijing has attracted great media attention. On the day of the Double Ninth Festival, Beijing TV and CCTV broadcast the news of the hot sale of Chongyang Flower Cake in Beijing Daoxiang Village seven or eight times, which greatly improved the brand awareness and reputation of Beijing Daoxiang Village.

By the end of the Double Ninth Festival on October 30th, 65438/kloc-0, Beijing Daoxiang Village had sold a total of 16000 kg of double ninth festival cakes, which was more than five times higher than in previous years.

Of course, the sharp increase in sales volume is only the appearance. More importantly, consumers have a new understanding of the Double Ninth Festival, and the real business opportunities of the Double Ninth Festival are quietly maturing.