Why can other people's fruit sell at a high price?

Fruit is entering ordinary households on a large scale and has become a daily necessity for people, and buying fruit has become as routine as buying vegetables. Moreover, with the awakening of awareness about fruit for health, fruit consumption has become even more frequent.

Many places in China are rich in fruit. Hainan's coconuts, **'s grapes, Taiwan, China's wax apples, and Guangxi's longans are all famous local fruit specialties. So, in 2016, how can more local fruits reach the whole country?

Before selling, promote first

This is an era of information overload. Every day many new brands are born. Information is no longer a scarce resource; consumers' attention is the scarce resource. A major reason local fruit cannot reach the whole country is also that promotion is not in place.

Today, fruit farmers and fruit companies getting rich depends on building brands. Famous-brand fruit with high awareness and a high reputation can be priced much higher than ordinary fruit, and purchasing power is also very strong. A brand becomes selling power, so promoting the brand is clearly especially important.

Media as a bridge

The quality of the fruit itself is very important, but to benefit both consumers and fruit producers, a bridge is needed in between to promote, communicate and connect. Fruit companies need to promote their brands, and the government should also do its best to help local companies promote. The media plays a very important role here, promoting products by publicizing the advantages of fruit brands. Advantages bring quality, and quality brings a premium price. This is a market logic that can run smoothly.

Strategic planning for publicity and promotion

When fruit companies and the government carry out publicity, they should stand at a certain height and have a systematic plan. Building a brand requires strategic planning, and publicity and promotion likewise require applying a systematic perspective, fully integrating free resources, and linking the various highlights together to use the highly efficient communication strategy of core-chain public relations.

Advertising copy must be determined from a strategic height, and cannot rely on inspiration to solve problems. In other words, advertising copy cannot fight alone; it must obey the command of brand strategy. Advertising strategy and marketing strategy must likewise be determined from a strategic height.

How can emerging fruit brands attract consumers' attention?

Do core-chain public relations first, then do advertising.

Core-chain public relations is an effective strategy that quickly informs consumers of a new brand, while also accurately conveying the brand's characteristics and leaving consumers with a deep memory.Cooperating with capable brand planning agencies or brand planning talent and using public relations to shape the brand is the general trend, and it is very suitable for the common situation of Chinese fruit companies: insufficient funds for brand operations, lack of brand-building experience, and lack of brand talent.

Because using core-chain public relations to shape a brand can integrate multiple free resources, the cost is much lower than using advertising bombardment, and public relations is more helpful for quickly and effectively raising brand awareness and reputation. In other words, doing public relations first and advertising afterward can ensure the steady and efficient growth of a fruit brand.

Local fruit reaching the whole country requires a process, but in this process the government's support and the media's promotional role are very important. Of course, fruit companies must ensure the absolute advantage of their products. Only high-quality products can lay a solid foundation for reaching the whole country.

Intern editor: Cao Yue

Editor: Wang Juwei

Executive editor: Wang Hui

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This article was published by a Toutiao account author and does not represent the position of Jinri Toutiao.