Ginseng, sea cucumber, velvet, bird's nest, gelatin ......
Since ancient times, China is a focus on the health of the country, at great length books, product after another; coupled with recent food safety Forced to enhance people's awareness raising of food, nutrition retreated thereafter to become the first user of healthy agricultural products appeal.
Took a fancy to this collective consciousness of the consumer market, like many agricultural enterprises promote the effectiveness of their products, beauty, anti-aging, thirst ...... even if some non-traditional tonic grains, dietary fiber, will play health function cards.
In essence, dietary products in an informal setting demand function is normal, but food brand strategy Institute of view, there is no scene matching function of demand is inefficient, that is to say, let the real function to generate market value is require the combined effects of a number of conditions in order to have a real cognitive benefits.
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A fundamental reason: the effectiveness of agricultural products, said it is difficult to win trust
1, agricultural property determines the effectiveness of the demands of inefficient
Although many on the value of agricultural products millet, mung bean, yam, sorghum and other health effects does have effect, but the property, the agricultural food, there will be food nutrients, it will have a corresponding effect of heat value and so on. This is equivalent to, if the pan effect, almost every product has, otherwise there is no basis for consumption, therefore, be said that the effectiveness mean that people need to eat and drink Lazard sleep, there is no unique understanding of value.
And as if to emphasize eye, Liver and other strong effects, relevant laws and regulations expressly provides that food does not allow functional demands, precisely because of the lack of legal basis, so even if say, it is difficult to trust people.
Of course, the more important point is that the fundamental difference between agricultural and health care products, pharmaceuticals drink in the long term there is no obvious recuperate its value, drink millet gruel stomach, first, you need no other factors interfere in one's environment; second , Yang Wei lot of things, is not unique to small rice, therefore, sell millet sold separately and stomach function, it is difficult to convince people.
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2, agricultural enterprises demand function information is often incomplete, and therefore confidence weakened.
The most common is that in order to promote their products, a number of agricultural enterprises through micro-business people, promote their circle of friends effectiveness of the product. For example: XXX iron yam is rich in elements, there is the effectiveness of XXXX, XXXX good and so on. Similar advertising due to the incomplete information, the greatest feeling is the product bragging! It is not bragging? not necessarily! But why target consumers will have such knowledge, the core is incomplete information.
A product can make people trust the information must be complete, like watching a man, only five concept, limbs, voice and facial expression all appear in the eyes, we can have a complete first impression, the same product efficacy, must be why there efficacy? What is the role of efficacy? What is the evidence and other information presented chain integrity, the reader or the user can determine, but most agricultural enterprises because only pick important that the integrity of neglect, therefore, hard to trust.
3, the lack of efficacy of the product claims to experience the atmosphere, so there is no trust.
All information dissemination are needed to "field". At the hospital, doctors usually toe the patient, because the "field"; in schools, student teacher docile, but also because the "field."
"Field" is the effect produced by the atmosphere persuaded value.
But the demands of agricultural enterprises function in most cases there is no atmosphere of the scene, the consumer is difficult to have a direct perception of product efficacy, because of the lack of experience and lack of complete information and legal help, so if there is no matching scene, said he efficacy of agricultural products , it is difficult to truly allow users to convince!
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Let efficient product features the four elements of the scene
1, admission sense: no entry will not be able to communicate
If there are activities, venues, allowing the consumer on the ground, this is the ideal state.
Even if agricultural enterprises can take advantage of still only text, images, it must be set up on behalf of the sense. The trick is to start from the consumer monasteries every day or often experience the phenomenon of life, the formation of a strong sense of substitution, the efficacy of the product so that consumers feel highly relevant, because in order to love yourself, be willing to go along with the context of the product.
2, complete sense: allow consumers to see the entire process of problem-solving
Product efficacy is essentially solution to the problem.
Since it is a solution, it must have a resolution procedure. From consumers concerned about the phenomenon of life, which analyze problems, understand that one of the problems, principles and process analysis product efficacy occurs, will be a moment to complete things, according to the chain of concern to consumers and carefully presented.
I have seen on the Internet in a soft paper black wolfberry, from the life of departure, the black wolfberry origin, characteristics, how to identify, how to eat, precautions when eating, eating and long variety of scenarios all of the fine into the inside description, because the information is complete, without the slightest sense of violation and reading, I felt black wolfberry can play a role, with the effect is normal, the authors recommend the black wolfberry also particularly can trust, and this is a function of demand should do of.
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3, a sense of the evidence: there is no trust there will be no endorsement
Throughout the appeal process, regardless of technology, the humanities, the endorsement of the role lies in the increased authority so convincing.
"Compendium of Materia Medica", "Shen Nong's Herbal Classic" is the most commonly used agricultural enterprises, in addition to this, if the introduction of modern science and technology and other scientific persuasion, as well as related case, trust will naturally multiply.
As the saying goes, we are tolerant to diversity into its large square, allowing consumers to trust, not a link, a can of evidence, but from start to finish convincing argument must be certified evidence, convincing people with reason to love moving, emotional image combined with rational debate, consumers will prefer to believe them, do not believe its not.
4, experience a sense: to feel the effect more convincing combination
This feeling is not the product experience, but the product the surrounding elements, such as the environment, history and so on.
The purpose of these elements is to create a sense of efficacy based on the scene, Qinghai wolfberry itself is stronger than the effect of the Ningxia wolfberry, if simply, the consumer confidence index may not be high, but if so that consumers feel the Kunlun snow-capped mountains of pure, feel quiet beauty of the Qinghai-Tibet Plateau, the Qaidam feel with plenty of sunshine, consumers will naturally change awareness, and gradually formed new understanding of Qinghai Chinese wolfberry, and within this outer one, step by step, structured functional demands, is that consumers like see, also make excellent efficacy real value of agricultural products play a viable path.
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About the Author:
Cheng Qingyun, dean brand food policy, agriculture Blue Lion brand marketing planning agency partners. News 5 years, 11 years of brand marketing planning professional resume. He has served in the grain, Huiyuan, Prudential Loop Inner Mongolia, Shandong Yellow River Mouth in Dongying Kenli hundred enterprises and other government agencies, there are more than sixty million words marketing, management, journalism class works in the "new food", "Food marketing", " • network Science Times Weekly "," information today newspaper • Youth business Weekly "newspaper and other professional levels, published publicly, involved in creating" brand beings "," regional brand fish bones operation theory "and other marketing operations planning tools, author of Hunan Satellite TV "Daddy where" section of the official books, children's stories Literature "Chinese celebrities" (Hunan children's Publishing House in 2015 edition). Interaction Micro Signal: chengqingyun6688; Public number: lanshiCH.