Pan Pan, The Chinese Creativity Of French Bread

Since the emergence of yolk pie as a compound leisure food in recent years, the development of snack foods in China has become an extremely beautiful landscape in the Chinese food industry.

The overall rise of Fujian's food industry is to seize the trend of leisure food, and the success of Pan French loaf is a model of Fujian's snack food industry.

If Daly's success sounded the clarion call for Fujian's snack food, the popularity of yako V9 revealed more strongly to the Chinese food industry the general trend of the rise of leisure food in Fujian.

However, if we really carry on the industrialization of Fujian leisure food and mainstream "the banner of the Chinese army", we should push the French bread to stir up the food of China's food industry.

The success of Pan Pan food has formally constructed a new situation of Fujian leisure food Daly, pan pan, Ya Ke and three strong companies.

Since then, Fujian leisure food has formed a powerful force and has become a new mainstream in the Chinese food industry.

The success of Pan Pan's food lies in its unswerving implementation and implementation of the strategy of "single product breakthrough", which has the most distinctive Chinese characteristics and the characteristics of the food industry. It also lies in its strategic layout, and is determined by all the pan food team for ten years.

Star products are the fundamental prerequisite for breakthrough products.

Before 2005, pan food has been cultivated in the food industry for nearly ten years, but it is not a well-known brand for the Chinese food industry.

However, Pan Pan never gave up exploring his own shortcut for development.

While other companies are advertising and launching the brand sprint, pragmatically looking forward to the food industry has gone against the other side of the road. It has made a new way to advance the strategic layout of industrial structure and set up 9 manufacturing bases and overseas Korean bases in 8 provinces across the country.

The reason why Pan Pan did not sounded the brand horn as early as other brands was because it was committed to the strategic layout of the whole country and had no time to attend to it. On the other hand, it was suffering from the lack of a star product that could "sing and push red".

Pan pan has been waiting for a chance to make himself amazing and soaring.

Under the leadership of pan pan and the arduous efforts of the R & D department, pan finally launched two innovative products with patented technology in early 2006, one is a long term baking bread, and the other is granular wheat puffed food.

When the two products are at the same time, pan pan is in a dilemma.

Baking bread has been widely consumed in daily life. Bread is rich in protein and other nutrients. It is very suitable for breakfast food, afternoon refreshment, and home food.

What is worth mentioning is that Pan's loaf of bread has a great advantage. Its preservation lasted for 9 months, which greatly broke the limitation of the short warranty period of the conventional bread. Another new product, granular wheat puffed food, was favored because it was very suitable for computer game players to eat simply while playing games.

Under prolonged uncertainty, it was suggested that two products should be combined to seize two opportunities and effectively reduce risks.

But many years of food industry immersion has given us too much inspiration.

With the current resources and energy of Pan Pan, it is difficult to guarantee that the two new products will be successful at the same time. At the same time, the simultaneous launch may lead to double failure because of the serious diversion of resources.

Moreover, before the "single product breakthrough" has become our major policy and fundamental principles, the success stories of other products in other domestic enterprises are vivid.

However, the resource allocation of pepper sprinkled has made it hard for pan pan to produce more than one hundred products. Its output value is only a few hundred million, and its investment efficiency is very low.

We have held many meetings to discuss the trade-offs between the two innovative products, knowing that every product has its own outstanding advantages.

Just as we were caught in a dilemma, a symposium gave us the final determination.

Before that, yolk pie has successfully achieved nearly 10 billion market capacity through the vigorous cultivation of Daly, Orion and other brands.

The yolk pie has been popular for nearly 5 years, and the yolk pie has gradually lost its original interest in the consumer market over time.

To know that a single product eats, eats and eats every year is indeed boring.

But because of the popularity of yolk pie, the consumption habits and consumption groups of breakfast food, afternoon refreshments and outgoing staple food have taken shape and begun to take shape.

This market is in urgent need of some new products that are equally nutritious, convenient and tasty. There is no doubt that this baked bread is the most suitable one.

Precision positioning is the core power of single product breakthrough.

After selecting baked bread as a breakthrough product, we formally entered the pre planning stage of the project. At this stage, we must first solve the problem of product positioning.

There are many new products coming to market in the food industry every year. Quite a few new products here are actually very good, but a large part of them are premature because of inaccurate positioning.

Pan's baked bread is a star product with great potential in terms of taste and convenience. If it is equipped with precise positioning wings, we are confident that it will become a new bright star in the Chinese leisure food industry.

At first we tried to walk the old way of yolk pie, but we soon found that this road was not suitable for this new product.

Finally, we begin to trace back to the origin and development history of bread, and study the consumption situation and consumption impression of bread.

We found that this kind of refreshment was made by the Swedish princess who was married to the French royal family in the late fifteenth Century and became the queen. Under her vigorous guidance, the Royal roaster began to develop various kinds of baked goods. The most popular and popular among them was bread.

Since then, bread was introduced into China as a Western dim sum since the late nineteenth Century. It has penetrated into every consumer through the circulation of nearly 1 centuries. The Western dim sum properties of bread have formed the mindset of the public.

In this mindset, most people agree with the authentic status and romantic impression of French bread.

France is one of the most complete, stable and powerful countries in the West since modern times.

On the other hand, in the impression of all the Chinese consumer groups, France deserves to be the most romantic country. French style romance and Western dim sum are the most fashionable impressions in the late Qing Dynasty and the early Ming Dynasty.

In fact, as long as we observe the successful bread chain enterprises in the market, most of the LOGO images will have a high hat and a Western baker who wears a wide white uniform to show their authentic and authentic.

After repeated brainstorming, we found a location - French loaf that could make most people jump.

French bread, of course, comes from French bread, and it is also a small and convenient bread. This bread preserves the authentic French flavor and adds convenience and long term storage properties. It is suitable for the snack of the modern fast-paced group.

For a deeper consideration, we did not add a unique name to the new product as usual.

On the one hand, we are clear that this kind of small bread will become a substitute for the yolk pie. There must be a large number of enterprises to enter the field together to make the "cake" of the small bread bigger.

We believe that the positioning of French bread can wipe all the concepts of small bread into full play and maximize the resources of other enterprises.

On the other hand, the promotion of a new name requires a lot of communication budgets. We plan to put a limited budget on the promotion of "Pan Pan", the main brand. We should know that the first thing that many people think of is the security door rather than pan food. This is the issue of brand awareness that we urgently need to solve.

How can there be money to spread a new name when the spread of Pan food is not yet completed?

Therefore, we officially named this product "Pan Pan French bread". French bread is not only the location of this star product, but also a part of its naming. There are some Chinese elements of wisdom here. This is also one of the important factors for the selling of French style buns since then.

Star + advertising is a powerful guarantee for single product breakthroughs.

Some people summed up the three axes of the rise of food enterprises - advertising + endorsement star + sugar and Wine Association.

Objectively speaking, food is a fast moving consumer goods, and it's fast and fast.

We must implement the most powerful blasting bombing in the shortest time and quickly seize the focus. Only in this way can we enter the market smoothly.

Without advertising and endorsement stars, it is extremely difficult for a new product to go from obscurity to red.

You know, a food company launches dozens of new products on average every year. Tens of thousands of food enterprises across the country have launched millions of new products. It is quite difficult to achieve the goal of "ten thousand to one pick" without strong advertising and endorsement stars.

From the beginning, we have planned to import advertising and spokesperson programs for new star products.

The rest is exactly which product spokesperson should be imported, and which platform should be chosen to advertise?

The choice of spokesperson is also twists and turns.

At the beginning, we had to fall into the habit of looking for a fashion actress in Hong Kong and Taiwan.

When we conducted several consumer surveys, we quickly gave up the idea.

The influence and appeal of almost all Hong Kong and Taiwan stars are limited to a small number of student groups.

The main consumption environment of French loaf is office, family and Breakfast group. The student group is only part of the target group of French bread.

We need to find a star who can exert influence on the target consumer groups within a maximum range. The star with strong brand appeal promotes the pan French loaf while promoting the brand.

After a round of screening, we finally locked the target on Jiang Wenli.

Jiang Wenli has a wide range of influence and appeal in the three ethnic groups of senior students, young white-collar workers and young mothers. His image has always been healthy and natural without any gossip, which is highly consistent with Chinese traditional aesthetic views.

The sampling survey we conducted subsequently verified this point.

In addition, we discovered an interesting phenomenon unexpectedly. Jiang Wenli has become a spokesperson for many large food enterprises including arthor and San Quan foods. The products of their endorsements are basically popular, and are well received by the market. This shows that its market is hot and its prospects are good.

Jiang Wenli's advertising campaign was launched.

The content of advertising needs to be clearer. Pan Wan French bread is the function of breakfast food, afternoon refreshment and out of the main food. Jiang Wenli's intellectual and emotional image should be highlighted, and the brand of French bread should be started. These are all the requirements and conditions of advertising creation.

Under this premise, "kitchen chapter" and "environment chapter" were formally promulgated.

As a new product, maximizing the pmission of product information has become the top priority of the two commercials. Apart from the graphic performance, we have also focused on creating advertising advertisements with hints and reinforcement.

Through the double dissemination of pictures and advertising narration, the information dissemination of maximized French bread is maximized.

The media launch has also been unconventional. We did not choose the most important CCTV as the broadcasting platform of Pan French bread.

There are two main reasons for this. On the one hand, our overall budget is not very large. If we put it in CCTV, we must ensure that the effect of communication can only be carried out intermittently by broadcasting intermittently, and this point does not reach the advertising effect we expect. The pan French bread is a daily consumption food. There is no obvious difference between the four seasons in the whole year. It is basically everyday and important every day.

We need to continuously and truly influence every consumer every day. On the other hand, we also hope to implement the strategy of "brand base area". First, we must concentrate our resources to achieve regional breakthroughs, take the lead in opening up the situation in some key markets, create a successful market example, and then send it back.