Market analysis The background of Wellcome's strategic choice can be analyzed from two aspects: on the one hand, influenced by the habits of local consumers (Minnan people are afraid of getting angry, and milk is recognized as a drink that is easy to get angry), the fresh milk market in Fujian is relatively small. Four years after entering the market, although the sales volume of Wellcome dairy products has been increasing, there is almost no profit, plus there are big brands such as Mengniu, Guangming and Yili, among which there are rich people. As a result, the living space of Wellcome dairy products is getting narrower and narrower, and its efforts in the dairy market are not only difficult to compete with big brands, but also take up a lot of Wellcome's energy and bind its hands and feet in other fields. Therefore, "grasping" or "releasing" Wellcome dairy industry has become a problem and has been put on Wellcome's agenda. On the other hand, Wellcome has made great achievements in the market since it launched the herbal series chrysanthemum tea in 2003. Judging from the sales situation, the sales volume in 2004 was several times that in 2003, and the news from the sugar and wine party in 2005 showed that 2005 will be a year of vigorous development of tea drinks, so there is reason to believe that the tea drink market in 2005 will have more room for development. However, in 2004, everyone was speculating about the concept of functional drinks. Although it seems that the market has great potential, manufacturers continue to invest too much money to promote new products because of the irregular and disorderly market, so they have reduced their investment in the functional beverage market this year. After the explosive success of Wang Laoji's appeal for reducing fire, the trend of reducing fire in tea drinks is very obvious this year, and major enterprises have launched herbal tea series. At one time, there were many new products that aimed at "clearing fire and reducing fire", and there was bound to be a fierce battle between them. It is estimated that this summer, the major brands of herbal tea will decide the outcome, with several strong brands appearing and some brands eliminated. Therefore, it is inevitable for Wellcome to strengthen the promotion of its herbal series chrysanthemum tea.

Through the analysis of these two aspects, we can draw several conclusions: 1, the development prospect of Huierkang fresh milk market is not optimistic; 2. Maintaining the position of fresh milk market consumes a lot of energy of Wellcome; 3. The tea beverage market has a bright future, and Wellcome has a certain foundation in this market. All these have contributed to the strategic change of Wellcome Group, giving up the fresh milk market and focusing on the promotion of its herbal series chrysanthemum tea, which was followed by a series of unstoppable advertising campaigns of Wellcome Group.

After two years of development, Huierkang Chrysanthemum Tea has formed a certain brand awareness in the hearts of consumers. However, this kind of consciousness only stays at the level of the original appeal of "everyone will put out fire", which is no longer attractive under the market conditions with more competitors participating. Therefore, Wellcome has launched a new round of advertising offensive. First, it strengthens the brand awareness of the old customers on which Wellcome relies to develop, and urges them to realize the transformation from their original emotions to new demands for products; The second is to reshape the product image of Huierkang chrysanthemum tea and realize the transformation from "reducing fire" to "clearing heart" in order to enhance the competitiveness of the regional market and defend the position of regional leading brands. The specific market implementation mainly includes: short-term goals: effectively win the attention of target consumer groups through advertising activities, promote sales, and improve brand awareness and preference; Mid-term goal: strive to become the industry leading brand in the target area within a certain period of time, and keep a safe distance from other competing products; Long-term goal: to become the first brand of chrysanthemum tea products in China, establish a leading brand image and form a complementary brand of Wellcome.

The successful experience of all product strategies shows that whether an enterprise can win in the market competition depends on whether its products are competitive. The basic raw material of Huierkang Chrysanthemum Tea is Tongxiang Chrysanthemum, which is a natural herb. Chrysanthemum morifolium has antipyretic effect, which is very convincing in today's tea beverage market where the voice of "reducing fire" is rising. Wellcome has developed different types of products for different consumers, mainly divided into bottled (PET) chrysanthemum tea and soft packaging (TP) chrysanthemum tea, and developed new products on the basis of chrysanthemum tea, and launched Yinju tea, Sydney chrysanthemum tea and mint chrysanthemum tea to support the main brands. Through a series of product development activities, the product line has been expanded, the market opportunities have been seized, the reasons for meeting more needs of consumers have been created, and Wellcome products have the opportunity to enter families, parties, restaurants and so on. , thereby increasing product sales.

Consumption analysis 1, main target consumer groups: white-collar men and women aged 20-35, office workers and students; 2. Sub-target consumer groups: modern enterprise workers aged 35-45; 3. Analysis of the characteristics of the target consumer groups: economic independence, fast pace of life, pursuit of fast and convenient ready-to-drink products, advocating a healthy and natural life concept, knowing the benefits of herbal drinks, working hard, loving life and paying attention to health. However, the competition in the real society also makes them often live in an anxious and impatient mental state, and strive to find a quiet and comfortable spiritual realm.

Communication strategy 1, creative strategy As the first brand of chrysanthemum tea, Wellcome needs to make a big cake to lay a good foundation for expanding herbal series. The fierce army of "reducing fire" in the market makes the "reducing fire" function of Huierkang chrysanthemum tea unconvincing. Not only that, the concept of "reducing fire" has also been strongly spread by "Wang Lao Ji" and "Taishan Cao Xianmi", forming a stereotype in the hearts of consumers. Wellcome can only learn from others, not deus ex. Therefore, how to find a special appeal point has become the theme of advertising creativity. In view of the mentality of consumers, the creator put forward the concept of "psychological annealing", which was interpreted by the slogan of "calm down and have a cup of tea". From "physical annealing" to "psychological annealing", it realized the leap from physiological appeal to psychological appeal and met the psychological needs of consumers. (see figure 1) 2. The promotion arrangement takes into account the seasonality of beverage product consumption, and combined with the feedback from market sales, the consumption peak of Huierkang chrysanthemum tea series products appears in July-August, and it is in a stable growth period in April-May-June. Therefore, the advertising campaign will start from April and last until September, with a total journey of 6 months, during which various media will be used for strategic cooperation to achieve the effect of integrated communication. (See Figure 2) 3. First of all, as a fast-moving consumer goods, to enhance brand awareness in a short time, we must rely on the high exposure of advertisements. Therefore, the media selection of Wellcome Chrysanthemum Tea is diversified, covering TV, outdoor, POP and other media. (See Figure 3) Secondly, the strategy of "combined attack and fixed-point blasting" is implemented in the use of media. "Combination attack" refers to the use of necessary mass media (such as television) to establish an image, inform the public through outdoor advertisements, focus on enriching the tips at the point of sale, and select large supermarkets to carry out targeted publicity for the target population, such as storefront posters and promotion desks. "Fixed-point blasting" refers to the selection of representative cities with great market potential and strong breakthrough in major markets. For example, in the Fujian market, the first, fourth and fifth sets of Fujian cover the whole province and increase in three major cities, Fuzhou, Xiamen and Quanzhou, as reinforcements for key markets; In Zhejiang, Ningbo and Wenzhou are the key markets for TV advertisements.

The advertising effect proves that the vigorous promotion of Huierkang Chrysanthemum Tea has reshaped the brand image and gained further recognition from consumers through new product demands. From the sales situation, pet chrysanthemum tea has maintained a high growth trend and has become a pillar product of pet chrysanthemum tea series. TP 250ml chrysanthemum tea has become the leading brand in Fujian and southern Zhejiang, and is far ahead of the second brand. This advertising campaign is a big move of Wellcome after the strategic shift, aiming at shaping the new image of Wellcome Chrysanthemum Tea, breaking through the encirclement of the army of "reducing fire" in the market through new demand and enhancing the competitiveness of the brand. The preliminary results of advertising activities also verify the scientific nature of this marketing strategy. And all this is based on Wellcome's accurate grasp of the market. This gives some of our enterprises an inspiration: in the face of market choice, we should do something, not suffer from loss. Spending limited energy on the market with no advantage can only drag the enterprise into the quagmire of perdition; Only by combining our own advantages, finding the right entrance to the market and doing our best for this specific market is the fundamental way for enterprises to survive and develop.