The election of David, the high quality ingredients into the 4A program [Note] i world network operators fresh food is a long chain, we discussed in the previous production experience Hoda network time, it has been found that control of the product is a big problem. Plus food production has a considerable uncontrollable, how to find the source of high-quality products, and fully demonstrated the advantage of a key. Wen / Zhou Lin mentioned the food world network operators electricity supplier, the public's attention will not consciously invest in at the moment is the fiery SF Preferably, had life, etc. Tootoo Socialist Workers primarily to fresh food business platform, but the platform the road is definitely not the only food the electricity supplier operating path, others some businesses have begun to create their own unique way of food brands.
David will belong to the latter option, which selects the grain of popular food brand line formation of differentiated, specializing in high-end ingredients and quality to meet the needs of high net worth user. However, how can you not take the high road highbrow, how complete and accurate reach target consumers, placed in front of David's election problems. Fortunately, this team has a natural advantage to resolve these barriers \u0026 mdash; \u0026 mdash; most of the founding team members worked in brand communication aspects, they will not only professionalism to new industries, more familiar brand marketing and affiliate marketing large ones, these allowed the budding formally launched in early 2013, the electricity business in a short time to achieve the healthy functioning, perform more in-depth exploration of the brand. Origin of HNWIs inspire those who founded the David choice spread inspiration, in fact, their close friends and urgent demand for quality food. With the rapid development of society, personal net assets of Chinese population has reached 600 million yuan more than 2.7 million, they have a high income and social status, but just have to face the threat of waste oil, poisonous rice in. Some so-called high-end supermarket shoddy, without fresh ingredients also increase the difficulty of their choice. Meditate, Liu Venus and entrepreneurial team focused on the core staff to try to start a positioning everyday kitchen ingredients needed HNWIs electricity supplier. Speaking of the election of the origin of the name of David, Venus Liu explained: \u0026 ldquo; David, who is not mean, but he can make you think a lot, especially some kind of choice, there is the attitude of life. \u0026 Rdquo; as a senior creative people talked a lot about is the professional word, he believes the election of David, the most valuable is this professional spirit, which is not only reflected in the brand of professional, more of the ingredients their own professional and responsible.
He is fully aware of the importance of product selection, \u0026 ldquo; The results after every detail is well thought out, the first copy, we wrote 40 times. But the high-end quality, accurate copy, simple appearance of the atmosphere is not really the most important, the most important place of origin is from the best, most enjoyably ingredients. \u0026 Rdquo; is based on the insight and mind, so that the election of David at inception, determined to focus on the essence of the ingredients of the original production area independent electricity supplier brand. Although David David products by founding team \u0026 mdash; \u0026 mdash; those senior white-collar pursuit of quality of life, talking about food is always talked about, but how to make a high-end food brand, they are the layman. Although it is the first time make the electricity supplier, the election of David, do not rush to reference existing food ideas electricity supplier, but your online visit food experts from various quarters. 2012 May to October, while Venus Liu communication with food experts, while adjusting its business plan, finalize its core products targeted at the origin of ingredients. A good relationship with experts in on-line is also reflected, they selected David page of the site has opened up called gourmands lab sections, with whom they contract related expert knowledge on a certain category of products to consumers universal, in a professional manner to guide consumers about ingredients, the choice of ingredients. According to the advice of experts, the election of David determined based on rice oil products start to start, and they have learned a lot from where the experts are not cosplay costumes for sale known to the public the origin of ingredients. Next, Venus and product development director Liu Zhong Zhaoming travel study tour cosplay tekken started from different places, but he stressed that the election of David's product strategy is not to buy hand-made. Prior to this, produce electricity suppliers to buy hand-made sense of intimacy is the story could have been life on marketing with hot, not only highlights the quality ingredients geographically, but also can produce the story behind the farm show in front of consumers, increase .
But David choice and this routine is different for the implementation of \u0026 ldquo; the nature of the original producer of ingredients \u0026 rdquo; concept, director of product development 仲昭明 initially to determine the stringent development requirements, \u0026 ldquo; all the ingredients of origin must not be subject to over-exploitation of industrialization , must be a GI certification or product areas, we will be included in the scope of development \u0026 rdquo ;. During the interview, Zhong Zhaoming maintained Shandong unique upright reticent, did not share interesting ingredients in the development process and hardships with reporters, repeatedly stressed that all product control. \u0026 Ldquo; We are not external buyers, not to cooperate with individual farmers, adhere to the professional development team field trips, and with the strength of local enterprises and institutions to implement quality assurance. \u0026 Rdquo; the food industry is moral industry, \u0026 ldquo; Food \u0026 rdquo; word is \u0026 ldquo; people \u0026 rdquo; and \u0026 ldquo; good \u0026 rdquo; a combination of product quality is the company's bottom line. In charge of development and quality control of product quality 仲昭明 selected from the control of David set up multiple testing requirements: third-party country seized samples; finished with Beijing local secondary inspection record; record batch sampling and Treasury confirmed after re-examination of cooperation and sampling. Under this requirement, the election of David, all products through the national food quality and safety testing, the indicators are better than the global industry's highest standards. Such as Yili black honeycomb honey than EU standards, to export overseas standards, and Ili River Valley organic rice detect heavy metal cadmium in their selling better than the national and EU standards 40 times. Speaking here, stern 仲昭明 excitedly shared his big plans, \u0026 ldquo; the future, I want to set up their own testing laboratory for David choice, to create the highest standards for the industry \u0026 mdash; \u0026 mdash; David Standards! \u0026 Rdquo; this build its own brand of philosophy and have been living, Tootoo Socialist Workers flatbed practice different, \u0026 ldquo; their products are mostly cooperative manner, the product sold well, test OK to be sold at, not brand of logic \u0026 rdquo ;. Restrictions under the brand also more logical, its goal is to provide a one-stop solution for home produce high net worth population, it means that the product to be very rich in options, but in the expansion of the category of time, travel, access to production qualification and filing, screening good partner, would require a lot of time and money, \u0026 ldquo; brand is a relatively long way \u0026 rdquo ;, Liu Venus said. Senior corporate presentation tailored to Liu Venus, the contribution of David choice in online and offline sales generated on the line in the first year of each half \u0026 mdash; \u0026 mdash; online sales refers to sales from the official website and Lynx, Jingdong platform volume, while sales of the line is from the enterprise Haute part. The so-called enterprise level customization, is to offer corporate customers a full range of professional preferred cuisine customized services, such as business gifts, holiday gratuities and business benefits. In this one, customer resources, high-quality ingredients, project planning and implementation capacity plays an important role. The most noteworthy cases from the two custom CTF and China Entrepreneur Club performed. Chow Tai Fook jewelry in the annual tour, and will provide quality benefits for its exclusive membership to achieve CRM customer care. After careful comparison of proposals, CTF chose David choice as a partner. David did not simply provide choice ingredients, but planned a full range of customer "discount tiara " appreciation solution that not only delivers high-end ingredients and food expert tour guide services for the CTF dinner, more of its members customized Yangcheng Lake hairy crabs appointment card as a gift.
Another example comes from David's cooperation with Chinese enterprises selected clubs. Visited France and Belgium with exactly what the gift, thus highlighting the Chinese entrepreneurs and the Chinese style, gave the club asking this question, they inadvertently found David choice of Longjing tea is very popular, it invited David choice to provide programs . David first choice for a number of customized packaging, but China Entrepreneur Club and later put forward higher requirements, the need to enhance the overall grade of gifts, the Chinese tea culture and origins of French wine culture juxtaposed presentation. David choice accordingly launched a series of planning, from product packaging to copy, brochure design, complete solutions, also offers bilingual copywriting and France, eventually these gift hand delivered by Liu EU President Jose Manuel Barroso, French President Aoao Landes and other international dignitaries and France, Belgium, the hands of entrepreneurs. Bearing in mind that the electricity supplier First locate the heart of David choice is to create a food brand, but in actual operations which, it has not forgotten with sub electricity supplier was originally a piece of mind set up, therefore, to convey to consumers own concept of time, to show the concept of electricity supplier can not be ignored. Venus Liu told the 'world network operators \u0026 middot; managers' reporters, electricity providers brand first choice is meant David would not in the traditional way to develop sales channels, distributors, resellers, which does not appear in their channels, as far as possible reduce intermediate links, the focus remains on the product; second, by means of the Internet continues to receive consumer feedback, and timely feedback to improve these products. He believes that e-commerce is more important is that, as a new type of channel and business, will give consumers a different solution. In the current work environment, people's general rhythm quickly, but there are certain requirements on the quality of life, in such conditions, the election of David give consumers want more than just their own first purchase, but also a set of solutions. Therefore, the choice of the site of David, not only has its flagship high-end ingredients, as well as cups, chopsticks, aprons and other merchandise and drink related to the appliance to supplement a lifestyle feeling.
According to Liu Venus introduction, design products already in its long-term product plan which, in the future will involve Western cutlery, table linen, table runner and so on. For example, he said, the election of David, the future will be the dessert category of goods, which is in line with the existing tea and coffee categories introduced, he wants consumers to buy after tea, you do not need to buy a drink this tea cup for dessert, but after the purchase, covered table linen, pour tea, put the dessert immediately be able to enjoy afternoon tea and colleagues. It is being sold coffee is the world adopted this idea. Traditional coffee products shipped most simple coffee mate, and this product in addition to the seven kinds of flavors of coffee, also comes with a custom cup, in addition to being named \u0026 ldquo; coffee Soulmate \u0026 rdquo; handmade crystal candy bar , cinnamon, vanilla Ecuador. David election hopes in this rare in the market, new products led to a strong curiosity to some consumers, prompting them to buy and try. Currently, this solution is in the form of a more in-depth. In the 2013 Christmas holiday for the past traffic jams, allelic, fight the table and other realities, the election of David launched \u0026 ldquo; love to go home to do \u0026 rdquo; theme product, combines Kelan diamonds, warm island network , a number of brand Green Knight florist, etc., introduced Christmas Eve dinner solutions. Venus Liu said, after consumers receive gift, simply cooking and arrangement, it is possible to create a festive atmosphere itself. \u0026 Ldquo; sometimes the difference between a table runner, the taste is not the same. From the marketing terms, also increased spending associated with the scene. \u0026 Rdquo; the next step faster on the market even though David did not like the choice of food brands electricity provider competitors, but Venus Liu also admitted that this model is not is not replicated, for the purposes of the election of David, or more or less to grab some opportunities, they hope to form more quickly on a number of brand awareness, control of the origin of the raw materials is also a certain barrier. Meaning barriers that Liu Venus in Xiangshui rice, for example, the election of David, the Xiangshui rice good product exhumed, raw materials and production to its powers under control, get a head start on the origin and products, other brands If you want to Xiangshui rice, can only start from the surrounding areas. The other is from the faster pace in terms of channels. Previously identified themselves as the target consumer group of high net worth is high-end consumers, the election of David, and not in Taobao, Jingdong popularity this platform difference. But after the Lynx shop test the water, they found that such exposure platform for the brand is still quite attractive, consumer groups are not as they originally thought only high-end crowd, many office workers and even students will be the next single.
Thus, diversification of electricity provider channel will be selected David future focus of a development effort. David choice of channel planning, the experience of store layout is also important to the future of the line. According to Liu introduced Venus, at the election of David's line will also have experience stores although sales functions, but the main target audience is the public dining experience, they want consumers to shop at Ikea style touch line, those taste from the country of origin direct mining of high-quality goods. In this regard, Liu Venus propagation characteristics from the perspective of the interpretation: \u0026 ldquo; In the electricity business environment, consumer acceptance of a brand is very fast for a minute to see the next minute to buy, this is actually contrary to tradition Communication 4P, 4C Concept. Experience our line store features in this, strengthening brand early education link, consumers have been to our store experience will facilitate faster conversion. \u0026 Rdquo; store experience is to achieve a form of brand exposure and reach, but does not adhere to this, Liu Venus revealed to David choice selection of ingredients based materials, modern restaurant would be a good attempt. (This article originally appeared in the 'world network operators \u0026 middot; managers,' a monthly magazine in 2014, all reproduced please indicate the source and attach link)