Brand: Deyun Grain & Oil
Industry: Grain, oil and food processing
Time of service: 2022
Service mode: brand full case service
Service content: Deyun grain and oil brand five-in-one full-case service
▎Focus on categories, create high-quality regional brands, and achieve sales double
The idea of rejuvenation determines the strategy of rejuvenation
The strategy of rejuvenation determines the long-term foundation of the enterprise
Through in-depth industry analysis, market research and consumer research, we have carried out a series of systematic planning from business model to brand strategy, from product system and store operation, with the close cooperation of Deyun Grain and Oil team, through just two years after the epidemic:
1) Become the first tiered brand of grain and oil in northern Anhui
2) In the 2022 National Soybean High Yield Competition, Wuyang Soybean won the title of "Golden Bean King" by the Ministry of Agriculture and Rural Affairs
These achievements have witnessed the rapid rise of Deyun grain and oil, a regional brand, to subvert the traditional grain and oil market with innovative regional brand building, become a dark horse in the soybean oil grain and oil industry, and win the favor of the capital market.
▎The era of young brands has come!
In China, the new generation of consumption concepts and a new market environment have intensified the rapid iteration of enterprises.
The fierce competition and the fragmentation of information are driving the rapid replacement of brands, and China has entered the era of fast brands.
▎The market is changing, only the dream remains the same!
We believe that in the new era, especially in the younger era, the traditional brand operation mode can no longer meet the needs of the market, because it is too far away from consumers, and now whoever is closest to consumers will be able to win the market.
Only by injecting youthful genes into the brand can we quickly seize the market and win the competition.
Through market trends and consumer needs, Meiyu deeply integrates corporate strategy, brand strategy and marketing strategy in three dimensions. Innovation-driven, innovative traditional market! Help Deyun Grains & Oils to formulate the entire rejuvenation strategy from "brand to product to traffic to operation to investment", and provide five-in-one brand marketing landing services for Deyun Grains & Oils brands.
Anhui Deyun Grain and Oil Co., Ltd. was founded in 2017 and is located in Wuyang, a famous cultural city in the northern Anhui Plain. Since its establishment, the company has not forgotten its original intention, kept its mission in mind, and has continuously developed into a modern high-tech enterprise integrating raw oil trade, grain and oil deep processing, and edible vegetable oil product research and development.
Now I want to rely on my own Voryang soybean and supply chain advantages to create a new C-end consumer brand. Therefore, the early selection of the track is particularly important, in the Chinese market, there are many soybean-centered food companies, the competition is very fierce, and the market is mature.
The essence of business is to solve social problems
If you want to do big business, you have to solve problems for the industry/society!
Through in-depth observation, Meiyu conducted a detailed research and analysis of various soybeans and products
We see that low-end soybeans have been unable to adapt to the grain and oil eating habits of the new era, and many grain and oil products are uneven in quality, unable to meet consumers' demand for quality and taste
Conflict: The soybean oil in our cognition = popular, cheap, and low premium space, but what does a really good high-end soybean oil look like?
Solution: When we face consumers, it is best to use regional names to express our high-end and high-quality categories, we cannot copy them as they are, but must run into the "consumer cognitive logic" and use the category cognition they are most familiar with to "transform and translate".
In the end, we found that Voryang soybean is actually a treasure category, which is worth digging into:
1. Super category - "Vortex soybean"
2. Successfully declared as a geographical indication certification trademark
3. The largest county in Anhui Province in terms of "organic high-protein soybean planting".
4. CCTV Financial Channel broadcast Voryang "Poverty Alleviation Beans"
5. Organic, high protein
Therefore, the category of Voryang soybean is a better choice for Deyun grain and oil!
Then, one of the grain and oil brands from "Vortex Yang Soybean Oil", naturally "Vortex Yang" itself is a representative of the region, soybean good regional cognition, then we go to talk about "Vortex Yang" is the most suitable option, in all oil areas, consumers of Bozhou Vortex Yang is also one of the higher regions.
Meiyu deeply thinks about the development law of society and enterprises, and puts forward a unique strategic idea of rejuvenation, Meiyu believes that the brand is people, people have birth, old age, sickness and death, and the brand is the same, a good brand should always remain young, young is not equal to age, young is a state, is the brand's internal DNA and thoughts, through young innovation, exploration, data, iteration, personality and other thinking, to promote the innovation and development of enterprises at different stages, to achieve the sustainability of enterprises, to ensure that the foundation of the enterprise is evergreen.
When Meiyu conducted a corporate interview, he once asked the founder of Deyun Grain and Oil why he finally chose Meiyu among more than ten consulting companies in the country, and Mr. Zhang replied:
"At that time, we looked at a lot of strategy consulting firms and found that most of them were good at serving mature companies, because mature companies have strong and professional teams to support us, and we don't have them. We started from 0, so we want to find a brand full-case incubation company that really understands strategy, tactics, execution, and operation, which can not only plan for 3-5 years of development, but also provide guidance from an operational perspective."
#社会问题洞察
If you want to find the key to breaking the situation, you must first understand the four aspects of social problems
▎ Social pain points
The profit of grain and oil enterprises depends on the crushing profit and the profit of small packaging, the profit margin is compressed, and the cost is increased, how to break the situation? Since 2021, the "rising voice" of domestic edible oil seems to have not stopped, and around February, the prices of vegetable oil and soybean oil hit a new high at that time; In April, the price of upstream edible oil raw materials has nearly doubled compared with last year; In October, a small edible oil processing enterprise said that it would lose more than 10 yuan for every barrel of finished rapeseed oil sold, and the price would be at least doubled to recover the cost......
▎ Pain points of the industry
Edible oil safety/high quality is still the biggest pain point in the industry, food safety is greater than the sky, people are most concerned about themselves and their families to eat "clean and unsafe", among which the most eye-catching is edible oil, because edible oil is what we need to use every day for cooking, and we don't know how to identify what is really good oil (what is the standard of good oil?) ）
▎ Customer's pain points
Most consumers have no concept of what is really good oil, the elders buy oil only recognize the brand that is often bought, but the brand that is often bought is not necessarily a good oil, office workers are too busy, there is no extra time to manage kitchen oil, even if it is to buy it is more expensive, I think the expensive one must be good, but often pay not the same price!
▎ Pain points of enterprises
Although Deyun Grains & Oils has a strong enough supply chain, it lacks the experience and team to operate C-end brands, and needs a consulting company from strategy to tactics to execution to support them to land.
Through the deep insight into the above four major pain points, as well as the in-depth understanding of the founding team and products of Deyun Grains and Oils, Meiyu put forward the corporate strategy of "New Standard" of "Deyun Grains and Oils" for the high-quality grain and oil aristocratic brand.
This sentence contains the sense of responsibility and mission of Deyun grain and oil to inherit the national culture, and to realize such an ideal, we need to focus on two aspects
1) The core products of Deyun Grain and Oil are "soybean oil" and other oils, and the adherence to the high-end quality of the products has also made the brand gain a good reputation among consumers who love to use Deyun.
2) This perseverance makes them always maintain awe of this cause in their hearts: awe of this thousand-year inheritance, awe of the glory left by their ancestors, and awe of customers' trust in brand quality......
Under the guidance of the great vision, the company takes the enterprise as the carrier of cultural inheritance and national mission, and realizes the great dream of "China's high-end grain and oil national enterprise".
▎Brand positioning
Vortex soybean oil – National Geographic Indication
From three perspectives, we have defined the advantages of Vortex soybeans
(1) Value: In the East China market, the target group has no awareness of good organic soybean oil, so we define "the standard of good vortex soybean soybean"
(2) Competitiveness: Most of the soybean oil on the market is emphasizing the expansion of pure categories and product lines, which can be "differentiated" from it
(3) Genetic: Occupy the "Vortex Soybean Oil" in the minds of the public, which is the highest quality and the highest, the best soybean oil
Meiyu's final analysis determined that Deyun Grain & Oil's Voryang soybean category is the core, and Deyun Grain & Oil is not ordinary soybean oil, but a representative of organic soybeans grown in Voryang, creating high-end quality soybean oil, so as to determine the brand positioning of Deyun Grain & Oil's "ingenuity Deyun · quality grain and oil".
(1) Deyun grain and oil enterprise strategy three steps
The first stage: focus on the special products of soybean oil in Bozhou, as well as grain and oil products that integrate other oilseeds, meet the different use scenarios of family consumer groups, solve the health and quality needs of the daily diet of family dinners, and improve the overall efficiency and turnover of the store through a new brand image and cultural system!
The second stage: with Deyun soybean oil as one of the marketing selling points in the early stage, cut into the rapid market, and continue to develop more daily characteristics of grain and oil product series, to meet the needs of different scenarios and dealer channels, to continue to make profits, to create a new lightweight model with less and fine, to achieve Bozhou soybean oil as the core of the flow products, and continue to provide more grain and oil ecological product system.
The third stage: polish the product system, as well as run through the overall offline store business model and profit model, quickly take Bozhou, Anhui Province as the birthplace, deeply cultivate 7 provinces, continue to expand to the whole country in the future, quickly establish brand awareness and influence, and become a national brand with a certain reputation, not only a regional brand, but also a national brand in the future!
In order to support such a brand strategic planning, we need to think systematically, combine the advantages and disadvantages of Deyun Grain and Oil, and finally form an overall solution!
#德运粮油产品线规划
▎ Product 721 rule
Deyun grain and oil products are based on the concept of green and healthy development. The company has a series of product brands such as "Deyun Yuanxiang", "Deyun Dingxiang", "Deyun Qidaoxiang", "Golden Tanker", "Deyun Original", "Deyun Vortex Bao" and so on. Among them, the core products are made of national geographical indication protected crops - Voryang organic soybean certification standard raw materials, through the physical pressing process, to produce high standards and high quality edible oil rich in natural nutrients and promote human health. The company is equipped with a provincial-level certified enterprise technology research and development center, and has set up a high-precision professional product research and development team, determined to continue to develop and innovate, and forge ahead in the direction of improving the national life happiness index!
▎Product micro-innovation
Meiyu believes that on the basis of existing cognition, we will innovate products and subvert scenarios with lower risks. Disruptive "micro-innovation" can lead the market.
We define the standard of high-end soybean oil: Vortex soybean oil - National Geographic Indication high protein Vortex soybean oil: raw material protein content up to 47.12%
▎ Product positioning
1) Deyun Dingxiang - maternal and infant / fitness channel, focusing on original organic + health (maternal and infant channel)
2) Deyun Seven Fragrances - Volkswagen High-end Daily Edible Oil, Natural + Refined Quality (High-end Daily)
3) Deyun Golden Oil Tanker - high-end edible oil based on imported raw materials (imported raw materials in large barrels)
4) Deyun Vortex Treasure - Vortex Yang soybean oil mainly in large barrels (Vortex Yang soybean oil large barrels)
▎ Product standards
"Natural good oil, healthy aristocracy" Every oil has its nutritional value
The brand gene DNA of "ingenuity and virtue, high-end grain and oil" has been determined, and the expert category of grain and oil has been tested with natural regional cognition, so as to establish the identity of "grain and oil expert" of high-end quality of the brand in the future, so what are the advantages of our category? And it's an exclusive advantage! ——Deyun grain and oil, a new benchmark for high-end quality "seven processes".
Super aesthetics is not a simple super symbol, but a deep combination of marketing and art
Meiyu's super aesthetics is to establish an aesthetic system with marketing and art as the core, rather than a single super symbol, and express the essence of marketing with artistic techniques. Art is the surface, marketing is the inside. From the discourse system to IP to LOGO to VI, to stores to materials, it is a deep integration of business and art, which can not only meet the needs of marketing, but also express the appeal of the brand.
Deyun Grains & Oils adopts green in terms of vision, abandons the traditional style of brand tonality, and creates a new brand visual system for young people to convey the new image of Deyun Grains & Oils.
▎ LOGO design and standard color
The brand logo is combined with pictures and texts, with green leaves and eye-catching, compact structure and symmetrical layout. The characteristics of the industry are clear at a glance. The brand uses the green of life and the orange of vitality as the standard colors, interpreting the brand value - the health of life comes from the nourishment of nature
1. Green symbolizes safety, nature and environmental protection, and fits the attributes of the industry. Deyun grain and oil is derived from the germ and fruit of raw oil plants, absorbing natural nutrients and promoting human health; Keeping the spirit of craftsmanship, only making good grain and oil, and also following the natural law of nourishing all things on the earth
2. Orange symbolizes dynamic vitality and is an expression of warm sunshine. The orange lines are circled, and the whole is smart and focused. It contrasts with the green color to highlight the color aesthetics and increase the recognition and memory points
3. The full plant leaves are like flags flying high, symbolizing that Deyun Grain and Oil regards green and environmental protection, ecology and health as the direction of efforts.
4. In the standard word, standard color and standard diagram together to form a unique visual identity logo, the word Deyun is the center, highlighting the brand vision of Deyun Grain and Oil "Desheng Vortex Yang, Yunda Sanjiang".
▎ Auxiliary graphics
In order to unify the brand image and make the visual presentation richer, the auxiliary graphics are specially formulated to cooperate with the application, the auxiliary graphics are the extension and development of the visual identity design elements, and the logo, standard font, standard color to maintain the relationship between the guest and the host, complementary, and set off, is the auxiliary symbol in the design elements, mainly suitable for a variety of publicity media decorative pictures, strengthen the appeal of the brand image image, and the meaning of visual identity design is richer, more systematic and recognizable.
▎ Super symbol
Super symbols, product structure, discourse system
Super symbols are symbols that everyone can understand
In particular, it is a sign that everyone is following its guidelines
It can easily change consumers' brand preferences, launch large-scale purchases in a short period of time, and make a new brand an old friend of hundreds of millions of consumers overnight
In the Qidao incense series, we mainly highlight the super symbol of "7", and highlight the concept of "good oil, natural fragrance" for the seven quality craftsmanship of Qidaoxiang: "good oil, natural fragrance". 7 processes, quality assurance, a persistence in the process, a commitment to quality!
▎ Celebrity endorsement
Inviting celebrities to endorse can significantly enhance brand influence and popularity, and quickly attract the attention of target consumer groups with the help of the celebrity's extensive fan base and public image. The celebrity effect can enhance brand trust, allowing consumers to associate the positive image of the celebrity with the brand, thereby boosting product sales. In addition, celebrity endorsements can also bring freshness and topicality to brands, expand the scope of communication through social media and other platforms, trigger user discussions and sharing, and effectively enhance brand exposure and market penetration.
#落地及效果反馈
Through the overall upgrading of Deyun grain and oil brand, a standardized operation has been formed, a standardized brand management system has been established, and a grain and oil production base can be quickly replicated, making full use of geographical and policy advantages to build a grain and oil production base, and continuously expanding the market, and developing into a grain and oil supplier integrating oil processing and product sales. Deyun Cereals & Oils not only pays attention to product quality and R&D innovation, but also actively fulfills its social responsibilities to promote local agricultural industrialization and economic development. In the future, Deyun Grain & Oil will continue to adhere to the strategic policy of "Ingenuity Deyun, Quality Grain and Oil" to provide consumers with more high-quality and healthy grain and oil products.
In the end, we witnessed the transformation of Deyun Grains and Oils from a traditional production-oriented enterprise to a more youthful regional national brand, achieving a rapid rise and becoming another miracle in the case of Meiyu Strategic Consulting Team!
Meiyu focuses on building a leading brand in the field of segmentation, using a younger strategic system, methods and tools to improve the entrepreneurial success rate of Chinese enterprises, inject younger genes into enterprises, and lay the foundation for a century-old brand.