How to make luxury food products

Fuk Lai found that in the category of ordinary foods that we cannot get away from in three meals a day, there was a clear luxury trend. I call it “luxury”, which shows that consumers’ consumer demand and the quality of their products have been Upgraded overall.

The luxury goods mentioned here are not real luxury goods, because these products are, after all, the daily necessities of food and drink, but they are obviously higher in quality and price than ordinary products. Consumers with higher incomes and consumers who pay more attention to it are able to afford repeated purchases and repeated purchases. This is because the price of real luxury goods is far from practical value, and almost all of them reflect the conspicuousness and value of gifts. . For example, 600 grams of savory mustard was sold at a price of 2,200 yuan. It is neither a luxury item nor a luxury item in our discussion. It is only of symbolic significance to the company. It is not very valuable to the consumer. It does not have a dish of vegetables. Luxury attributes.

How to make food luxury? Shout high-end on the high-end, a price increase on luxury? No. Luxury products and brands must have intrinsic solid value and an appropriate external image.

I. Examining the Value Genes of Spreading Luxury Products and Brands

Luxury goods must have unique products and brand genes, and marketers must diligently research and work hard.

1. Origin value gene

One side of the water and soil to raise a famous product, consumers are very much recognized the origin of the food properties. Turning this unique origin advantage into a brand value proposition will greatly increase the brand height and product premium ability.

Wuyun Tea Group changed its name to Xinyang Maojian Group, and fully integrated the value of the public production origin of Xinyang Maojian into the Wuyun brand, shaping authentic genes and pedigrees and seizing the commanding heights of the category.

2. Soft cultural gene

Culture is the most unique, most reflective, and most difficult to substitute.

At the beginning of the 20th century, in a small town called Pampa in the south of the United States, 12-year-old Jamie went to boarding school 9 miles away every week. Jaime's eager mother, Jamie, worried about her son’s nutritional problems in school. When Jamie returned home every week, she always baked a lot of beef and brought her son to school so that she could eat for a week. After continuous practice, she chose to use good beef and ingredients such as black pepper. After mixing and drying, she carefully cooked it with cherry wood sticks. ? This kind of beef, with its tight and firm meat, is full of flavor and deliciousness. It also makes Jamie the most popular student in the school. The children call it "the mother's beef."

Yang Sheng Tang has successfully implanted noble pedigrees in the beef jerky category by taking advantage of the American "Mother's Beef" cultural gene.

When it comes to extravagance, everyone knows Evian. The phrase “The rain in the Alps turned into high-quality mineral water in Evian, but it was nothing in Geneva and Lausanne” was memorable. Many legendary stories behind it made Evian a luxury mineral. The representative of water.

3. High standard value genes

Many products are processed from raw materials to finished products, the difference is not obvious, and consumers have no sense. How to do? Do the standards, high standards and strict requirements in order to tree high quality!

Polar grass is a fast-growing Cordyceps brand in the past two years. Its biggest competitive strategy is to develop a Cordyceps lozenge, which replants the high-value Cordyceps standard “with eating” and “chews seven as one” to bring Cordyceps to the industry. "Blood era" has become a class of luxury brands in the industry.

Traditionally, "good things can be exported." Therefore, export qualification is also a strong support for high value. Exporting companies have a perfect production base, advanced production technology, strict quality control, and leading quality standards. These factors can obtain consumers' high confidence and can quickly put up high-end impressions in the minds of consumers. Guolian Aquatic Products is a typical representative of China's export-oriented enterprises. In the transition to domestic sales, Fulai helped them discover the great genes: "World Standard, Good Shrimp Longba, Originated from the Global Shrimp Model Factory", "360 Degree Transparent Industry Chain, Good "Shrimp can be seen." The export of high-standard genes has become a stepping stone to open the domestic market.

4. Safe and healthy value genes

Why does KFC worry about the price of fried fritters? Cultivating the internal strengths of safety and health and allowing consumers to rest assured that it is the trump card behind the high-priced fritters!

The California Almond Chamber of Commerce not only spreads the deliciousness and nutrition of almonds but also contributes to the health of blood sugar. Held the "American Almond Diabetes Research Achievement Conference" in China, promoted the concept of "optimizing healthy snacks and helping to control blood sugar" and advocated "eating a healthy breakfast with American almonds so that the body can maintain a low blood sugar level throughout the day. And reduce the risk of developing diabetes and pre-diabetic conditions.” The United States' large almonds have become a category of luxury healthy snacks recognized by Chinese consumers.

5. Unique process value genes

Why is a hundred-year-old shop lasting and the products sell expensive? One of the most important factors is the elegant raw materials, unique craftsmanship and excellent products. Therefore, if the "special process" is owned and disseminated, it will also be an excellent support for high-end value.

Second, shaping the temperament and image of a communication luxury brand

The creation of luxury brands must be done both internally and externally. Just like a person, he has a culture and connotation, but also has a favorite temperament and clothing that properly reflects his identity.

Consumers understand brands from the outside and inside. Therefore, it is extremely important to create a luxury brand image. Just like bamboo leaves in tea leaves, the image of a noble, pure and noble gentleman is full of vitality. Like the ukiyo-e painting style of the oriental leaves, it reproduces the Great Eastern concept of the ancient tea-horse road, the history of tea culture and the aroma of tea. When these luxury brands appear in front of people with a distinctive image and a suitable price, there is a greater chance of stimulating consumers.

How to create a luxury food brand image?

1. Highlight unique brand tonality

Brand tonality is the brand perception or feeling that is set in combination with consumers' minds under brand positioning.

Zhu Yeqing abandons the performance of tea in terms of taste, geographical and other material aspects, and integrates the philosophy of “Bamboo Ye Qing and Peace of Mind” into the brand based on the advantage of exclusive monopoly, and determines the “natural, peaceful, and wise” brand tone.

Under the promotion of the brand spirit, Zhu Yeqing’s image pursues a smooth, elegant and slender style. The main vision takes the green color as the main color of the brand, and a state of leisure, relaxation, and naturalness when tea is used is vividly visible. In the storefront decoration, Zhu Yeqing also follows the antique design style. Consumers feel deeply into the taste and elegance of Chinese luxury tea brands.

Xiangcun black pig, this veritable high-quality pork, has been built on the brand of Fulai, and has become popular in the consumer market in Changsha. “Xiangcun pigs, childhood tastes”, native, natural, and humane brand tones are the epitome of childhood rural life, represent a carefree childhood, and represent parents’ deep and speechless Caring is a kind of commemoration of people's childhood life, a kind of aftertaste, a kind of continuation. With such a heavy brand tone, the luxury of the brand image will also develop.

2. Create exclusive visual symbols

A luxury brand image is often accompanied by a unique, unforgettable symbol. Huang Xiaomi of Luzhou is worth a great deal due to the historical story of the "Luzhou Huang" bestowed by Emperor Kangxi. Fulai firmly seized this strategic resource and visualized the portrait of Kangxi, symbolizing the Emperor Kangxi as a member of Huang Xiaomi. The brand symbol and image spokesperson, with a noble golden color, highlights the royal flavor and profound cultural heritage, thus enhancing the overall image and value of the Zhangzhou yellow brand.

3. Promote the luxury image

The promotion of luxury brand image is to standardize and scale the image of luxury brands. Allow consumers to form repeated, multiple memories, let the luxury brand image settled in the hearts of consumers.

Core symbol standardization: Good symbols need to be applied in a standardized manner, involving standard graphics, standard colors, application environments, and applied materials. Only the standardized application of symbols can consistently convey the brand connotation and proposition.

The scale of the core symbol: luxury brands are for everyone and for a few people. Therefore, it is necessary to influence the general population and also to use the population and apply it on a large scale.

Third, select channels and terminals highlighting the status of luxury brands

As the saying goes: The phoenix is ​​not as good as a chicken. Which channels are used for luxury goods and which terminals are not determined at will, because the channels and terminals also highlight the taste and grade of products and brands.

The common problems are: First, there is no height in the construction of channels, there is no influence in the image, the channels are not or the channels are too narrow, and there is no sales in high songs. Second, it is too utilitarian, and you want to sell quickly. The channel selection is too low and broad. And the terminal lowered the product grade and product image. The product quality conflicted with the channel terminal. The expected sales volume did not come up and the image was defeated.

A large number of practices have proved that luxury brands must follow three basic principles in their channels and terminals.

Principle 1: Create appropriate high-end channels and establish a luxury image

High-end channels are the channels that exist in the market and are the symbol of quality and taste. The development of channels for luxury goods should start from the right amount of high-end channels to establish a brand image of luxury goods and lay a foundation for the brand image of market development in the future.

The sales channel of the roads like Zhu Zaiqing and Zhicao Cao are special channels such as direct sales, specialty stores, and airports, star hotels, etc. The luxury is demonstrated through low-profile broadcasting, and the luxury market is won through special channels. The first step in the channel of Zhangzidao was to adopt a parasitic strategy to infiltrate into famous cigarettes and famous wine channels, and to list through channels.

The 5100 Tibet Glacier Mineral Water came into being at the beginning of the year and it was during the booming period of China's EMU and high-speed rail business. EMUs and high-speed rails represented the high-end traffic consumption after aviation. Therefore, 5100 Tibet Glacier Mineral Water first locked the EMUs and high-speed rails to highlight the products. The image channel has formed a good brand reputation in high-end business people.

Principle 2: Expand public sales channels in a timely and appropriate manner to increase sales

Timely and modest development of mass channels, and the luxury of mass channels, to increase sales.

Vendors such as Carrefour, Wal-Mart, and Wing Fai etc. These channels are large and influential. They are not high-end, but they are definitely not low-end. They are the best choice for expanding sales. Because of the luxury products in food, it is still within the scope of daily consumption. Therefore, channel decisions cannot be biased. To develop such mass channels in a timely and appropriate manner and step by step can create more sales promotion space for enterprises.

After the formation of high-end positioning, Te Lun Su can also be bought in some retail outlets, and sales have been obtained. This is the reason.

Principle 3: There are degrees of promotion, packaging, experience is

No matter what terminal, the pursuit of sales of luxury goods cannot be at the cost of destroying the image. Otherwise, it will not be long before losing the luxury brand image, but also lost the brand premium ability, such as drastic salary, sales lost power, no stamina.

One is the terminal sales promotion. The luxury goods launched by food and fast-moving consumer goods companies are indispensable for promoting consumer attempts and promotion. However, luxury goods must be promoted and scales should be mastered. First of all, it should not be too frequent, and it is mainly to give gifts during major holidays, because luxury products have natural gifts. The second is that the concessions should not be excessive, and in particular taboo sale, you can use special gifts or special services in the form of customer feedback.

On the eve of the 2008 Olympic Games, Yili Jindian Milk launched a box of promotional activities to send a Fuwa to consumers.

The second is a kind of terminal packaging. White sand is in black and black. Luxury brands face a complicated sales environment at the retail terminal. If they are careless, they will be tempered by the low-end products around them. Therefore, creating a brand image area in the terminal and carrying out large-scale image packaging projects to achieve the effect of “stand out from the crowd” is a necessary means for luxury brands to maintain their noble image at retail terminals.

The third is the boutique terminal experience. The terminal is no longer simply a carrier for sales, but also a brand new media and experience zone for brand promotion. If advertising communication is a love letter issued by the company to consumers, the terminal is the first time that brands, products, and consumers are jealous. Love letters may make consumers excited, but not all people who receive love letters form a purchase. And the dating site - the terminal, consumers can truly experience the brand and product, a comprehensive sense of the value of the product, forming a purchase.

Luxury goods are expensive, and consumers who have a willingness to purchase will have concerns when buying for the first time. What should I do? Reduce the risk of trying to zero!

The terminal is a place for consumers to experience and is a place to decide the success or failure of a transaction. Therefore, a quality terminal is established to allow consumers to experience luxury products and experience marketing.

Borneo's original honey from Borneo, Malaysia, uses its natural treasure-house resource of the world's second-largest original rainforest to continue its terminal honey-water campaign in Beijing. It is planning to open a Malaysian style shop in Malaysia as a Golden Source Shopping Mall. Fashion Show, launching experiences such as the original tropical rain forest tour, demonstrating to the partners, media and consumers the natural, original, and organic noble qualities of the original natural gas from Borneo, as well as strict quality standards and cold storage and transportation throughout the entire process. Look, and continue to win trust.