Project Background

Honey is a kind of natural nutritious food, with health care, beauty, antibacterial and other effects, favored by consumers.China is a big beekeeping country in the world, with a world of aboutMore than 1/8 of the bee colony produces about 1.5 million tons of honey every year, of which about 30% or 40-500000 tons are used for trade between countries and regions.

With the intensification of market competition and the diversification of consumer demand, my country's honey industry is facing many challenges, such as product homogeneity, lack of brand influence, insufficient innovation ability, and difficulty in ensuring quality and safety. In order to enhance the core competitiveness and market share of enterprises, increase the added value of products and brand awareness, and meet the needs of consumers for high quality, personalization and differentiation, China's honey enterprises urgently need to carry out industrial transformation and upgrading and management innovation.

A honey production enterprise (hereinafter referred to"Customer") is an enterprise specializing in the production, processing and sales of bee products. It has its own breeding base and processing plant. Its products mainly include Baihua nectar, Sophora japonica nectar, jujube nectar, litchi nectar and other varieties. Customers have a certain reputation and influence in the industry, and their products are sold all over the country and exported to Japan, the European Union and other countries and regions. Customers have achieved good business performance in recent years, but they are also aware of their own problems and shortcomings, such as a single product structure, weak market development capabilities, lack of innovation in marketing strategies, and imperfect talent training mechanisms. In order to cope with market changes and consumption upgrades, customers hope to introduce professional consulting agencies to provide customized training services to improve corporate management and team capabilities.

Customer pain points

After communication and research with customers, we found that customers mainly have the following pain points:

Single product structure: at present, customers mainly rely on traditional natural honey products to obtain income, lack of functional, characteristic and differentiated product lines, it is difficult to meet the growing diversified needs of consumers.

Market development ability is not strong: customers mainly rely on traditional channel sales to expand the market, lack of effective network marketing and social media operation strategy, it is difficult to seize the opportunities of young consumers and emerging markets.

Lack of innovation in marketing strategies: Customers currently rely mainly on price competition and promotional activities to attract consumers, lack of effective brand building and differentiated positioning, and it is difficult to increase product added value and brand influence.

The talent training mechanism is not perfect: at present, customers mainly rely on internal training and experience inheritance to improve the professional ability and professional quality of employees, lack of systematic talent echelon construction and performance appraisal mechanism, it is difficult to stimulate the enthusiasm and creativity of employees.

Project Purpose

According to the pain points and needs of customers, we have formulated the following project objectives for customers:

Through professional market research, we analyze the development trend, market scale, consumption characteristics and competition pattern of honey industry, and provide customers with targeted product development suggestions and market expansion strategies.

Through professional marketing consulting, we help customers establish clear brand positioning and differentiation advantages, formulate effective marketing mix and promotion programs, and enhance customer brand awareness and loyalty.

Through professional training services, improve the ability of the customer's management team and sales team, including strategic thinking, market analysis, marketing innovation, teamwork, communication skills, etc., to enhance the core competitiveness of customers.

Through professional human resources consulting, we help customers establish a scientific talent training mechanism and performance appraisal mechanism, build a talent echelon, and encourage the growth and development of employees.

Research object

In order to ensure the quality and effectiveness of the project, we have adopted a variety of research methods and channels, including:

Literature analysis: Collect and analyze relevant industry reports, policy documents, academic papers, media reports and other literature to understand the development process, current situation, problems and trends of the honey industry.

Network data analysis: use web crawler technology to collect and analyze relevant websites, platforms, social media and other network data to understand the market demand, consumption preferences, user evaluation and other information of honey products.

Competitor analysis: through field research, mysterious customer method and other ways, collect and analyze the main competitor's product characteristics, price strategy, marketing means, brand image and other information, to assess the customer's strengths and weaknesses in the market.

Customer internal analysis: through interviews, questionnaires, observation and other ways, collect and analyze the customer's internal organizational structure, management process, product line, market channels, talent structure and other information, identify customer problems and deficiencies.

Based on the above research methods and channels, we have identified the following research objects:

Industry experts: including heads or experts of industry associations or institutions such as the China Bee Products Association, as well as scholars or researchers in related fields.

Competitors: including well-known or representative honey production enterprises or brands at home and abroad, such as Baihuayuan, Bird of Paradise, Natural Beauty, Bee Language, Mankawi, etc.

Consumers: including honey consumers of different age, gender, region, income and other characteristics, as well as potential or intentional honey consumers.

Customer staff: including the customer's senior management, middle management, grass-roots employees and other different positions and departments of the staff.

According to the above research objects, we have carried out the following research activities:

Interviews with industry experts: Five industry experts were invited to conduct in-depth interviews. Each interview lasted about 1 hour, mainly to understand industry development trends, market opportunities and challenges, product innovation directions, etc.

Competitor analysis: a detailed analysis of 10 competitors, including product structure, price strategy, marketing tools, brand image, etc., through field research, mysterious customer method and other ways to collect data, and carried out a comparison and evaluation.

Consumer survey: Through online questionnaires and telephone interviews, 1000 consumers were surveyed to understand consumers' demand, preferences, purchase behavior, and satisfaction for honey products.

Customer internal analysis: through interviews, questionnaires, observation and other ways, the customer's organizational structure, management process, product line, market channels, talent structure and other aspects of a comprehensive analysis, identify customer problems and deficiencies.

Project Content

According to the research results and analysis, we have provided the following project contents for our customers:

Product development recommendations: According to market demand and consumption characteristics, we recommend that customers develop the following types of products:

Functional honey: Use honey itself or combine with other natural ingredients (such as pollen, propolis, royal jelly, etc.) to develop honey products with specific functions (such as beauty care, immunity enhancement, sleep improvement, etc.) to meet consumers' demand for healthy food.

Characteristic honey: use characteristic flower sources in different regions or seasons (such as wolfberry flowers, peach blossoms, lotus flowers, etc.) to develop honey products with unique flavor and color to meet consumers' needs for freshness and individuality.

Differentiated honey: use different processing methods (such as cold pressing, low temperature drying, etc.) to develop honey products with different textures and forms (such as liquid, solid, powder, etc.) to meet consumers' needs for convenience and diversity.

Market expansion strategy: According to the market size and competitive landscape, we recommend that customers adopt the following market expansion strategies:

Regional differentiation strategy: According to the consumption habits and preferences of different regions, customize the product mix and price strategy suitable for the local market to increase the attractiveness and competitiveness of products.

Online marketing strategy: use online platforms (such as e-commerce platforms, social media, self-media, etc.) to carry out online sales and promotion activities, expand the coverage and influence of products, and attract the attention of young consumers and emerging markets.

Social media operation strategy: use social media (such as microblog, wechat, Douyin, etc.) to establish interaction and communication channels with consumers, provide valuable content and information, enhance brand awareness and loyalty, and form word-of-mouth effect.

Marketing innovation plan: according to the brand positioning and differentiation advantages, we have formulated the following marketing innovation plans for our customers:

Brand story: take the customer's corporate culture, development history, product characteristics and so on as the material, write an infectious brand story, convey the customer's brand concept and value proposition, and create the brand image and personality.

Brand slogan: according to the customer's product characteristics and consumer demand, design simple, eye-catching, creative brand slogan, highlight the customer's product advantages and differentiation characteristics, enhance the brand impression and memory.

Brand activities: according to the customer's market objectives and consumer characteristics, plan interesting, meaningful and influential brand activities, such as theme activities, public welfare activities, experience activities, etc., to increase brand exposure and participation.

Training service content: according to the customer's management team and sales team's ability level and demand, we provide customers with the following training service content:

Strategic thinking training: For senior managers, through case analysis, simulation exercises, etc., to cultivate their keen insight into market changes and opportunities, and improve their ability to formulate effective strategies.

Market analysis training: For middle-level managers, through data analysis, tool use, etc., to cultivate their accurate grasp of market demand and competitive situation, and improve their ability to set reasonable goals.

Marketing innovation training: for grass-roots employees, through creative stimulation, practical operation and other ways, cultivate their in-depth understanding of product characteristics and consumer needs, and improve their ability to formulate effective programs.

Team cooperation training: for employees at all levels, through communication skills, emotional management, conflict resolution and other ways, cultivate their ability to effectively communicate and cooperate with colleagues, superiors and subordinates, customers and other parties.

Project Value

Through the implementation of this project, we have brought the following values to our customers:

Provide customers with product development suggestions that meet market demand and consumption characteristics, help customers enrich the product line, enhance the added value of products, and increase product competitiveness.

Provide customers with market development strategies suitable for different regions and channels, help customers expand the market scope, increase market share, and increase market revenue.