Car in the village of the "final" door of a farmer stopped.
The villagers told us that the progenitor white tea for an hour to go, bamboo furniture to be mentally ready. Must know this practice is essential, we unanimously decided to witness the white ancestor, finding branding of the "first-hand material" and "first line of inspiration." So four of us along the rough mountain path, while enjoying the scenery, bamboo kitchen while Tangulunjin.
Unconsciously, a farmer in mountainside, intuition tells us: white tea in front of the motherland! Into the farm, I was pleasantly surprised to find that the old guard looks like his sixtieth white ancestors, but in fact more than seventy years of age,bamboo flooring and speaking in Anhui accent, I naturally feel warm and excited with their conversation.
With the deepening of exchanges, we find many surprises, amazing white tea tree hidden behind such a long history and vicissitudes of life, has once again proven the "practice comes real knowledge."
Coupled with the earlier of the brand and the city of Anji, Anji thinking, I decided to Anji white tea brand after the end of strategic planning, combined with much practical experience Zhuo brand agency, to talk about brand positioning and related Anji City presentation.
Out of ecology, but also what Angie?
Anji County in Zhejiang Province, northwest of the Yangtze River Delta economic zone, a rapid rise of open area, south of Mount, facing the Shanghai-Nanjing-Hangzhou.
Anji County in the Eastern Han Zhongping built two years has been 1,800 years of history, Han Lingdi Ciming "Angie", taken from the "Book of Songs," "Come On and Kyrgyzstan."
Anji group mountainous territory, a beautiful show of bamboo rolling, scenic, eco-tourism is the recent rise of the county. For example, in the foothills of the bamboo Lingfeng Exposition, tourism, recreation, scientific research as a whole, covering 600 acres, more than 300 kinds of bamboo, known as "world-class Bamboo Garden."
Again, Longwangshan elevation of 1587.4 meters, is the source of Huangpu River peaks and rocks, and ancient Yi Cao, preservation of 1200 acres of virgin forest, the first peak for the north of Zhejiang, is a provincial nature reserve, there are many rare plants and animals, species known as the Natural Park and the gene pool.
Anji's rapid economic development, bamboo products, swivel chair, tea, bamboo products, agricultural vehicles, building materials and other products are on the scale of production, with the textile, paper making machinery, food, chemical, mineral resources development, wide range, beginning to take shape the basic industries.
However, for "outsiders" who, what Angie? Is a beautiful scenic spot? Huangpu River is the source location? Or is the rapid economic rise of the eco-town?
In other words, Anji City to build the brand, the most "sharp" in the ground? Anji city to position the brand, core values of what should be how to express?
Further, after determining the core values of the brand, Angelina cities how to develop their own brand of brand strategic planning, how the brand communication process, both skillfully and systematic use of multiple resources in an orderly manner shape Anji city brand?
These issues are not well, Anji city brand is difficult to have a strong development potential, Angelina also difficult to obtain sustainable development of tourism.
So far Zhuo brand agency believes that the current Anji, it must find and confirm where is the brand most "sharp" point, and its "open front", as the sword "open front" as the brand to the first time the "thorn in the" consumer's mind, to win the consumer's "heart."
In layman's terms, Anji city brand in conjunction with the trend of social development, the potential target audience needs and their own advantages, to find their own best starting point to determine the "sharp" brand positioning, brand positioning followed around the integration of resources, continued to do well later development.
In short, Anji city brand, open front first, development second.
"Urban garden" position, what is missing?
Release of information from the public and to analyze the expression Anji Ren, Anji City brand positioning and statements should be the Yangtze River Delta "urban back garden."
This positioning statement is clear, the meaning is clear, the fulcrum is very clear, for example, Angelina has a good ecological environment, near Shanghai, Hangzhou, Nanjing, Suzhou and other cities, called the "urban garden" nature is easily realized.
However, far Zhuo brand agency believes that a city must have a certain brand positioning inclusive, to take into account the city's material and spiritual civilization, and the same time have a certain authority to the city under the command of the many advantages of sodium to form a powerful force.
Of course, if no one mentioned before positioning, or not being "strong occupation" before, so much the better. Nutshell is that a city's brand positioning to meet the first principle of authority, the only exclusive principles and specific sustainable principles.
Let's look at Angelina "urban garden" position, which is only revealed the advantages of the ecological environment of Anji, but ignores a more important element: Angelina is a very harmonious "immigrant town", that vividly demonstrate the breadth of the Chinese nation mind with the traditional virtues.
For example, according to local people, the history of a plague, the Anji surviving "indigenous population" minimal. Thus, all directions of the population coming in, continued integration with each other, then become Anji today. Moreover, even in today's convenient, you can still hear a lot in the local dialect of Angelina, as mentioned in this article at the beginning of Anhui accent.
This is a rather unique cultural phenomenon, but more a reflection of a good ecological environment, Angelina, people work and live like the madding crowd.
This is in fact we are far from the brand agency project team Zhuo personal experience. Walk in the mountain road, we can not only feel the air is fresh, beautiful, more coming and going from the eyes, read out the charm of a happy life, and life harmony between music and life.
For example, the other day with our customers in the way back to Hangzhou, lost its way, plus the winding road can not turn around, we will exercise along the winding mountain road.
Quite by chance, we actually came to Angelina County, "most remote" in a village: Nine kung. Enter the village, my first feeling is that Tao "Peach Blossom Spring," the hero's feeling:
Suddenly every Peach Grove, Gaan few hundred paces, the free Zashu, fresh grass, fallen flowers, the fishermen of very different; complex before the trip, like the poor of their forest. Forest to make water, they have one mountain, mountains and fertile pool of bamboo and mulberry United States, crisscrossing footpaths, few kilometers from each. Between the species for which men and women clothing, learned as an outsider; yellow hair Chuitiao and contented from the music.
Standing in a village "square" looking ahead, surrounded by mountains, mist steaming, like a fairyland; cool wind, and forget the summer, forget the city, reluctant to leave.
Complex and tedious living parallel lives, friends, groups and Concert difficult to find parallel lucrative parallel with the feelings of poor, lack of material wealth and spiritual parallel. This is the status of many urban people's lives.
In other words, the city's heart was not only the environment, but also is looking for a "dream home"; the needs of city people is not hiding in the "urban back garden," but find yourself looking for a place to experience the dream home "Xanadu."
In fact, not only Tao, every man there is a "paradise" plot.
If the brand of a city around its fuss, natural able to make great article, wonderful article, series of articles, just as the surging river, rolling.
For example, the recent heated controversy Anji white tea industry, the "white married Princess" event (ie, "white tea to take coffee," "white tea replaced coffee" meaning), Chinese tea and coffee in the kindled the flames of war is also to some extent reflect the mentality of a modern city: reside in the bustling city, and pursue fashion, but very eager to a healthy, natural, simple way of life.
Because of this, "ecotourism" has become increasingly popular, or even during holidays, and many attractions immediately "overcrowded" and "ecological" quickly became "human forms."
Angie, just have such a geographical and cultural environment. The basic ecological geography retains its original, full of history, cultural environment of tolerance and harmony created, as described by Tao "Peach Blossom Spring."
Anji city brand of "front", exactly where?
Based on the above analysis, far Zhuo brand agency that Angelina cities can be expressed as the brand positioning is: "Taoyuan outside the city, intercity Wonderland."
This orientation is the basis of the natural ecological environment and human Angelina environment, the purpose is to help the city in Angelina busy work and livelihood, and create a way to let the "body and soul," a good environment for the harmonious unity, which is is: "Taoyuan outside the city, intercity Wonderland."
In addition, on this basis, Angelina can be appropriate to create the "source culture", for example, tourist areas of the Huangpu Jiang Yuan, attracting tourists to pour in Shanghai, the tea industry in the world outside the Ming source areas, and vigorously promote the Anji white tea culture. Among them, the world outside the Ming source has a sufficiently highlight the City branding Angelina "front" of the legend:
Gui home field Tianhuangping Town, Anji white tea first strain found in the place. The villagers had home field Gui Chao, Anhui indigenous hill. Gui-home fathers in the court official, made a mistake by Manmenchaozhan, only a mother with a son who is away relatives, after numerous hardships, and finally escape the officers and men of the inventory and chase, fled to a place not easily found by outsiders , and Tao described by the "paradise" has the same purpose. At that time, mothers and children fear that the land did not receive them, and did not expect a warm and kindly people living here, heard their stories, and immediately help the mother to find a piece of land to the villagers is also responsible for the house repaired. In this way, mother and child to live down. Followed by a spring, the mother calmed down gradually discovered the magic of the white tea tree, but she thought of "tea" is still a lingering fear, therefore, in order to avoid the "tea", but also to commemorate this "paradise"-like harmony and friendly, the area where the white tea is called "world outside the Ming source", not "world outside the tea source." Day after day, year after year, "world outside the Ming source" to spread the word. So far, Gui Ming family has been living outside the residence of the source of "Thirteen Generation."
Angelina folk legend must have a lot of similar or related with the beautiful ecological environment, or associated with the harmony of the human environment, far Zhuo brand agency believes that if fully tapped, and then to trickle accumulation of small, common support for Angelina, "outside the city Taoyuan , Inter-City Wonderland, "the brand positioning.
In addition, we must point out that "urban garden" of the brand positioning and presentation of an artificial sense of polish, is still not immune to earthly troubles; "Taoyuan outside the city," the feeling is natural, given by heaven, geographical beauty and cultural environment, the United States, as if out of earth has been that exposure to "intercity Wonderland."
Natural to the carving, beauty With.
Now, we can say, "Peach Blossom Spring" sounded the circumstances of people's minds paradise, Angelina is in the real version of "Taoyuan outside the city", the natural "restore" the paradise of the circumstances of people's minds, lively show an "inter-city Wonderland, "the beautiful picture.
The future, Yiping brand positioning of the city, Angelina swivel chairs, Anji white tea, bamboo shoots, hickory, bamboo crafts, and other related industries, can be from their point of view, to the east wind, to take this trend, make the brand a penny practice ultra-low-cost brand management philosophy, to seek a new round of industrial upgrading and efficient growth, Angelina continued to upgrade the city to contribute to the brand.
Fu Liang Xie, famous brand experts, brand agencies far Zhuo (www.yzpp.com) Planning Director, the first Chinese man to shape the brand ultra-low cost, for the first time that "a penny to do the brand" concept of operations, systems theory and operating skills, have With ultra-low input for many brands created a surge in popularity and reputation at top speed, doubling sales year after year success, the first ultra-low-cost Chinese brand on the operation: "Brand secret - branding low cost 16 gold law "(Mechanical Industry Press); senior brand training experts, GLOBRAND chief brand consultancy, branding programs and hundreds of games forum speakers, classic course" a penny to do the brand, "sought after by entrepreneurs all over, has become the low cost of operation of the brand of choice for training courses. Tel: 13588268508; E-mail: email@example.com.