Author: insight into cats
This article is about 4700 words, and it is recommended to read it for 8 minutes.
The year is approaching, and the "upgrading" of Heyiyoude has reached a new stage.
In 2020, it will be the year of "upgrading" with Zhiyoude-comprehensively improving product quality and product research and development capabilities, improving service quality and market support capabilities, and continuously promoting and improving the "panoramic new ecological marketing" strategy through the dimensions of "cultural upgrading", "brand upgrading", "environmental upgrading", "marketing upgrading" and "public welfare upgrading".
"Interpret honest management with quality, create a compliant business environment and create beautiful value for the society." Han, chairman of Heyoude, said that the more critical the development period, the better the internal strength of the enterprise.
As a multinational company established in 2007, its business covers Europe, Asia, North America, Africa and other international markets, and spans many fields such as big health industry, e-commerce, biotechnology research and development, education and training, etc. Hezhiyoude has been deeply involved in the China market since 20 16.
At the key node of this 4th anniversary, He Zhiyoude said that the company will continue to promote and improve the strategy of "panoramic new eco-marketing", and always adhere to the corporate charity purpose of "love is boundless and benevolence is human" to further shape the corporate character with temperature.
A big chess game is ready.
Speaking of 2020, it is inseparable from the epidemic that swept the world at the beginning of the year.
The new retail store selling cats (ID:dsxiaoa 1 130) once reported the anti-epidemic measures of Hezhiyoude-"Hezhiyoude helps win the epidemic prevention and control war".
After the outbreak, Hezhiyoude delivered 200 air purifiers worth 36.5438+10,000 yuan and 300 boxes of donated materials such as Hezhiyoude oral liquid to the staff of Wuhan Huoshenshan Hospital, 47 designated institutions and fever clinic hospitals in Tianjin and the checkpoint in Baodi District of Tianjin.
In addition, in view of the practical problems such as epidemic prevention and control in COVID-19, health and safety protection, psychological counseling for people returning to work during the epidemic, He Youde initiated an initiative to work closely with the China CEO Roundtable Cancer Organization, and invited authoritative experts such as experts from the World Health Organization and senior psychotherapists to give online live video lectures and make them public.
This move has received positive response and evaluation from the public. In order to cope with the opportunities and challenges brought by the epidemic, Youde has transformed from the traditional offline customer communication to a new mode of interaction with consumers through online live broadcast platform. Through planning and carrying out a series of health public welfare activities such as "National Health Literacy Improvement Project", "China (International) Action to Eliminate Chronic Diseases" and "Healthy Skinny People", we have promoted healthy lifestyles, popularized health knowledge and improved the health literacy level of the whole people, and at the same time enhanced the frequency of interaction with customers.
In addition, He Zhiyoude and the Life Science Committee of China Life Science Society also organized a large-scale public welfare activity called "National Health Literacy Improvement Project", which was actively participated and supported by many experts in the industry. Focusing on the improvement of public health literacy, the activities advocate a healthy lifestyle, popularize health knowledge and improve health literacy through online public welfare lectures and offline public welfare activities.
During the epidemic period, Hezhiyoude planned, organized and carried out special online training such as health lectures on epidemic prevention, popularization of health science knowledge, introduction of immune enhancement methods, study and training of new products of the company, and how to use the Internet to expand the market through online training and online meetings.
More than 100 training sessions were held, and the cumulative number of participants exceeded 500,000. High-frequency live online conference not only popularized epidemic prevention knowledge for Hezhiyoude users in time, but also improved the health literacy level of the audience, helped users build confidence in overcoming the epidemic, and at the same time realized the seamless connection between health public welfare science popularization and the actual business of the company, and realized the business stability and contrarian growth of the company during the epidemic.
The epidemic is both a crisis and an opportunity. The epidemic has made people realize the meaning of life and health again. With the further enhancement of people's health awareness, the demand of the global big health market will continue to grow. This is also an opportunity for the "panoramic new ecological marketing" model with Zhiyoude.
Panoramic new ecological marketing strategy is the focus of He Zhiyoude this year.
In the era of unbounded mobile network interconnection, technology is constantly innovating iteratively, and consumers are more subdivided, diverse, influential and controllable than ever before. The marketing scene of keeping pace with the times is constantly changing, creating new consumption concepts, attitudes, expectations, behaviors and habits of consumers. Only by understanding the secrets of consumption trends in the new era and finding the gap between user needs and current situation can we truly win "business opportunities".
How to realize the multi-channel, diversified and multi-dimensional strong link between products and services and users' lives, so that products and services can truly integrate into users' lives?
"This requires innovative models and innovative thinking." Han said that Hezhiyoude put forward the concept of "panoramic new ecological marketing" on the basis of direct sales-that is, the full scene of sales channels.
Hezhiyoude innovatively covers the sales channels to online (Micro Phoenix Mall), offline (Micro Phoenix Quality Life Museum) and direct communication and promotion (direct sales) between people, and opens up and broadens the sales channels, which cover all aspects of customers' life scenes.
The new ecology is in the context of the Internet era, and Zhiyoude uses high-tech to empower the marketing model, driving the marketing model to keep pace with the times and constantly evolve.
The essence of panoramic new eco-marketing is innovation and integration, covering the sales channels to online and offline, transforming Internet thinking and digitalization into a mode and habit, and breaking through the physical space and time constraints of the traditional mode through the infinitely interconnected platform network to realize the deep integration of the company and the market, as well as the deep integration of online and offline.
He Zhiyoude believes that panoramic new ecological marketing is not a simple data analysis, nor is it a simple grafting of electronic malls and online live broadcasts, but a precise empowerment marketing through closed-loop intelligent analysis of data; Digital transformation needs top-down overall strategic guidance, full-time department professionals to focus on overall planning, and all departments to fully cooperate, which is a systematic transformation of the whole chain.
Panoramic new ecological marketing, through the "five", that is, contact digitalization, online marketing, member capitalization, management integration and intelligent decision-making, realizes the value vibration of information flow and intelligent marketing.
Digital contacts, online contacts, such as official WeChat account; Wired contacts, all kinds of smart stores, such as life museum and health pavilion; There are also various apps, online shopping malls and live broadcasts. Understand the changes and pain points of customers and marketing teams through various contacts, and solve them effectively.
In the future, Hezhiyoude will continue to increase investment in scientific and technological innovation capability, data analysis capability, product research and development capability, logistics support capability, professional talent capability and customer service capability, actively explore, expand customers more accurately based on the application of digital big data, plan more accurate marketing activities, provide more accurate product experience, carry out more accurate customer service and create more value for society more accurately.
Before the outbreak, Hezhiyoude put forward the plan for 2020-"upgrading". In fact, such planning is aimed at marketing groups and end-user groups.
The so-called "quality improvement" means improving product quality and product research and development capabilities, and improving service quality and market support capabilities.
And "upgrading" includes five aspects: cultural upgrading, brand upgrading, environmental upgrading, marketing upgrading and public welfare upgrading.
In terms of culture, Hezhiyoude systematically combed the corporate culture system and changed the orientation of the enterprise from an "international health expert" to an "international health pioneer". And Zhi Youde are determined to be the first person and the pioneer. On the basis of adhering to the core values of "harmony, * * * governance, friendship and morality", we creatively and constantly practice the corporate mission of "promoting healthy culture and benefiting human health" and are committed to "building Hezhiyoude into the most successful health care platform in the world" in corporate vision.
In terms of brand, in order to better support the global development of Hezhiyoude, the English name of Hezhiyoude Company was upgraded from FOHOW to FOHOWAY, and a brand-new brand image was launched, so as to continue to give full play to the brand advantages of "professionalism, dedication and globalization", give Hezhiyoude a new look and further expand its global business map.
In terms of environment, at the beginning of 20021,the "Hezhiyoude Global Operation Headquarters", which integrates five core centers of R&D quality control center, customer service center, talent training center, logistics distribution center and financial center, will be completed in Tianjin Huaming High-tech Zone. The new office environment is more international, informative and intelligent, and the upgrading of the environment will give a strong boost to the company's future development.
In terms of marketing, Hezhiyoude will make every effort to create "panoramic new ecological marketing", combine various operating modes, and use new tools to empower direct sales to enhance the competitiveness of dealers' exhibition industry. While deepening the domestic market, we will continue to deepen the road of globalization and actively explore overseas markets.
In terms of public welfare, in addition to participating in public welfare undertakings such as disaster relief at home and abroad, donating money to help students, helping the poor and caring for orphans, Hezhiyoude also hopes to improve the level of health literacy, advocate a healthy lifestyle, and let more people gain health through a series of public welfare activities such as "National Health Literacy Improvement Project", "China (International) 100-person Action to Eliminate Chronic Diseases" and "Healthy Walking".
Han mentioned that under the premise of focusing on "improving quality", the company has made great progress in all aspects.
"We also have a clear understanding of this: upgrading is not a short-term behavior that can be achieved overnight, but a long-term, holistic and systematic project. At different stages of historical development, we will focus on different work priorities, continue to upgrade step by step, provide better and better services for consumers and business partners, and create more and greater value for society. "
Even though the global epidemic is still severe, the pace of globalization has not stopped because of Heyoude.
The wave of economic globalization has made the international community increasingly a "destiny". Since Hezhiyoude started his great health career in Russia in 2007, the gene of globalization has been deeply integrated into Hezhiyoude's blood.
After thirteen years of development, Hezhiyoude's business spans many fields, such as big health industry, e-commerce, biotechnology research and development, education and training, and radiates to international markets such as Europe, Asia, North America and Africa.
Through continuous exploration and innovation, combined with western nutrition and traditional Chinese medicine, and based on the achievements of modern life science, the three health-preserving theories of "diet health-preserving, behavior health-preserving and psychological health-preserving" have been established, providing high-quality products, professional services and broad career platforms for users all over the world, and bringing green, scientific, healthy and fashionable quality life to mainstream consumers of thousands of households.
In order to cope with the crisis challenges brought by the epidemic, give full play to the platform advantages of global enterprises and the upstream and downstream resource advantages of the big health industry, and Zhiyoude explored overseas markets through a series of innovative market initiatives.
In July this year 10, Hezhiyoude India Branch officially opened in the form of online live broadcast and transnational interaction. India is one of the important potential markets of Heyoude in the world. This year, Hezhiyoude will base itself on the Indian market and gradually realize the full coverage of business in 28 states (provinces), 6 federal territories and 65,438+0 national capital jurisdictions in India.
In addition, He Zhiyoude also sponsored a seminar on "COVID-19 Epidemic and Nutrition Enhances Immunity (Coronavirus Pneumonia-19 Epidemic Awareness & Enhancing Immunity through Nutrition and Health Products)" organized by J.I.I.U.Jamia College of Pharmacy, a well-known local medical research institution. Experts and scholars from India, Saudi Arabia, China and other countries * * * shared the latest development of COVID-19 epidemic, knowledge of prevention and control, and related information such as immune enhancement health products and Kada drugs recommended by AYUSH Department of India, which won the trust and recognition of local users, and the Indian branch achieved rapid growth in a short time.
In the Myanmar market, the Myanmar business partner of Zhiyoude went to temples in Yangon to pray for public health during the epidemic, and donated health care products and living materials according to local beliefs and customs; Disinfection and health care products such as air purification gel and disinfection and sterilization card have been donated to many local social institutions in response to the epidemic; Online health talks are held regularly on Tuesdays, Thursdays and Saturdays to spread epidemic prevention knowledge. Since March, more than 30 online lectures have been held, with tens of thousands of listeners. Through innovative market development methods that respect local cultural customs, we can achieve contrarian growth in performance.
This year, Hezhiyoude also vigorously explored the Indonesian market. 10 On June 5438+00, after the brand upgrade of Hezhiyoude, the new brand company "Fohoway" officially opened in Jakarta, Indonesia. Indonesia is one of the important global markets of Heyoude and the leading market in Southeast Asia.
The direct selling industry is booming in Indonesia, which has incomparable business, market and talent advantages in neighboring countries, and is the top priority of the direct selling industry layout in Southeast Asia. With a population of more than 260 million, Indonesia is the fourth most populous country in the world, with the largest Muslim consumer group and the largest overseas Chinese group exceeding10 million, and the market prospect is very broad.
In the process of globalization, Hezhiyoude emphasizes the cohesion and tension of culture, harmoniously coexists beauty and beauty with * * *, respects the differences in culture and customs between employees and business partners of different races, beliefs and cultures, and increases investment in localization.
In all countries, the first step is to become a "localized" enterprise and "do as the Romans do". In many countries and regions, the proportion of localized talents accounts for more than 80% of local managers, and many overseas local employees have grown from grassroots employees to the backbone of enterprise development.
"In the future, we will connect the world with a global strategy, boost the industry with a global vision, pool resources with a global platform, practice responsibility integration and innovation, and meet the new era of direct selling model reform."
Seize the opportunity, upgrade the quality, fight the new wave of 5G economy through the panoramic new ecological marketing strategy, and further expand the new map of global business. Hezhiyoude will take a key step in its development in 2020.