Secondly, the brain-nourishing value of walnuts belongs to health care and needs long-term consumption. This value attribute also determines that the main sales method of six walnuts is the whole box.
2. In terms of pricing, the whole case retail price of six walnuts is higher than that of similar drinks by 5 yuan. Such a high price has become a direct selling weapon for brand-level Lenovo. Of course, it also leaves enough room for the channel to operate.
3. In terms of brand building, Yangyuan launched six walnuts as product names. This naming is a model of narrow victory and surprisingly fair. Intuitive, easy to understand, unforgettable, dubious. Like the red jar of Jiaduobao, the six walnuts in the blue jar have gradually formed their own unique visual symbols.
4. In brand communication, six walnuts adopt the cross coverage strategy of CCTV+ strategic market satellite TV. At the same time, soft articles were published on the network platform and metropolis daily, and Lu Yu replaced Mei Ting for brand endorsement. Focus on the student groups in an all-round way, and fully show the typical life scenes of students studying hard and taking exams nervously.
Extended data
It is very important to solve the original astringency of walnuts. Six walnuts per can must go through the "5.3.28" production process. Through grinding extraction, cell wall breaking and other technologies, the astringency and greasy taste of walnuts were effectively removed, and the nutritional components of walnuts were fully retained, which made them more easily absorbed by the human body, and finally the transformation of solid walnuts into delicious drinks was realized.
Good technology also depends on advanced equipment to ensure. Six Walnuts have invested heavily in introducing international advanced production and testing equipment, established an all-round quality control system from the source to the consumer, and controlled every link from the acquisition of raw materials to the production process.
In six walnut laboratories, we have advanced equipment such as microplate analyzer, atomic absorption spectrometer and liquid chromatograph. At the same time, the internationally advanced multi-functional dairy analyzers FOSS and QCleader were introduced in the industry, which realized the real-time online monitoring and detection of walnut milk and ensured the quality and safety of each can of products.