Leave fragrance in the desert-handmade wormwood noodles

Zhongwei is a famous tourist city and national 4A scenic spot. Tourists come here in an endless stream every year, and of course you can't miss the famous local snacks. Artemisia noodles are a famous local specialty of Zhongwei, and there are no vacancies in the store all year round, which is very popular among local residents and future tourists.

I. Product History and Product Introduction

1, the historical origin of Artemisia noodles

According to historical records, when Zhu Fang, the son of Zhu Yuanzhang in the Ming Dynasty, was an official in Ningxia, some of his relatives and neighbors moved to Ningxia and later settled in Enhe Town, Zhongning County. Several of them are retired royal chefs. They passed on the technology of making wormwood noodles to the local people, and wormwood noodles were handed down from then on. Now, Artemisia noodles, as a folk snack, has a history of more than 360 years. A kind of pasta popular among Han people in Ningxia-Xiaweining Plain. Buddhism prevailed in Zhongwei and Zhongning counties in ancient times, and there were many folk laymen. People who believed in Buddhism were only vegetarians, so this kind of traditional pasta came into being.

2. Product introduction

Zhongning Artemisia argyi seed powder is made of high-gluten flour and Artemisia argyi powder as raw materials, with refined salt, sesame oil and Lycium barbarum.

Artemisia argyi noodles are delicious and have a long aftertaste, which has the effect of invigorating stomach and clearing heat. The production process is unique, the materials are exquisite, and it also contains the meaning of "pinning feelings" and "praying for well-being". According to tradition, on the seventh day of the seventh lunar month, every family eats wormwood noodles, which is called "soul-pulling noodles"; The newlyweds should eat wormwood noodles on the second day of their marriage, which is called "festive noodles"; Give the child a full moon and eat wormwood noodles for 100 days, which is called "Geely noodles".

Second, the market analysis and competition situation

I. Market analysis

? China has the title of "World Coarse Grains Kingdom". China is located in the temperate zone of the earth, and there are not only many kinds of miscellaneous grains, but also extensive distribution. At present, the staple foods of China residents are mainly white flour and rice. However, with people paying more and more attention to health problems, coarse grains are also an indispensable part of people's lives.

According to the survey, 60% of residents in China eat miscellaneous grains, only 40% don't eat miscellaneous grains, 16% don't eat potatoes. Coarse grains used to be synonymous with middle-aged and elderly people, but now with the concept of health care deeply rooted in people's hearts, the buying group of coarse grains is also changing, and young people are gradually becoming the consumption group of coarse grains. Therefore, wormwood powder, as coarse grains, is suitable for the vast number of consumer groups, suitable for all ages, and deeply loved by the vast number of consumer groups.

Artemisia noodles, as a local special noodle in Zhongwei, are deeply loved by local people and foreign tourists. As a local specialty, it is supported and promoted by the local government.

2. Competitive situation

There are all kinds of snack products and non-staple food products in the local area. Other coarse grains include millet and beans. These coarse grains are also deeply loved by consumers. Other health care products are rising day by day, and mugwort noodles are facing great challenges.

Artemisia argyi noodles are very popular in the local area, but they are far more famous than Artemisia argyi noodles because of the local wolfberry. Moreover, in the almost zero market in other provinces, the brand market share of mugwort noodles is very small, and it still faces great challenges in brand.

Third, consumer analysis.

With the spread of the concept of green health, the society advocates coarse grains as a new dietary fashion. Personalized demand is a hot topic emphasized by consumers and producers. Consumers have a certain understanding of the importance of coarse grain consumption and noticed the role of coarse grain diet in daily diet.

According to Maslow's demand theory, human needs are divided into five levels, namely, physiological needs, security needs, belonging needs, respect needs and self-realization needs.

As one of the basic needs of human beings, food and clothing and health are undoubtedly basic physiological needs, and they are the most essential and intense needs.

Is it acceptable for consumers to keep healthy with ordinary coarse grains and pursue a green and healthy diet? Do local consumers know the nutrition and benefits of wormwood powder and promote it? For foreign tourists, can they accept and love wormwood noodles and promote their products? Are teenagers limited to impulse buying specialty products? Will regional tastes affect consumers' experience and make the experience decline?

Fourthly, SWOT analysis.

superiority

After more than 360 years of inheritance, Artemisia noodles have a long and strong cultural heritage and are a folk snack.

The value of dietotherapy is very high. Ai powder originally came from the court and has the effect of invigorating stomach and clearing heat. Coupled with the efficacy of Lycium barbarum in protecting liver, improving eyesight and prolonging life, wormwood powder is a famous local specialty food. The local tourism industry has developed rapidly, with a large number of tourists coming here and a huge consumer group. And it is green and organic food, and the local government strongly supports the development of tourism.

There are other related products of mugwort noodles: mugwort Baba, mugwort powder, mugwort beverage, mugwort stem cold dish.

Artemisia argyi powder has dietotherapy value (invigorating stomach and clearing heat); It has academic research value, and exploring and protecting the wormwood surface of Zhongwei can further study and discover the history, geography and humanities of Zhongwei. Cultural value, inheriting history and culture, protecting and developing traditional culture.

Disadvantaged

It is very popular in the local area, but its brand awareness is not high in other places, and its share in the domestic market is small. Teenagers' impulse to buy is not necessarily concerned about the real quality of products.

chance

Zhongwei is a tourist city with a large flow of foreign tourists. As a special snack, wormwood noodles are conducive to the promotion of brand awareness and product promotion.

threaten

Other specialty snacks are highly competitive. There are also local characteristics such as yellow river carp and medlar.

Verb (abbreviation of verb) product positioning

1, tourism products-desert fragrance

Product mix: meat, wormwood noodles+eggs+side dishes 29

Vegetarian, wormwood noodles+dishes 24

Consumer groups: foreign tourists and tour groups.

2. Intangible cultural heritage-chef's job.

Function: Protect intangible cultural heritage, and protect and inherit food culture and civilization.

Consumer groups: entertaining foreign guests, food interviewers and experts.

3. The smell of mother-childhood memories

Consumer groups: families

Function: Go home often, feel the taste of home, and cultivate family eating habits.

Marketing suggestions of intransitive verbs

4P strategy

price strategies

There are two kinds of vermicelli: vermicelli: 15/ large 13/ small, vegetarian, 12/ large 10/ small, which conforms to the consumption concept of consumers and is cheap and affordable. Tourist areas have specific consumption standards.

Product strategy

Artemisia argyi noodles have the efficacy of invigorating stomach and clearing heat, which is beneficial to human health and is very suitable for consumers to use for a long time. Affordable and easy for consumers to accept. Mainly handmade moxa powder, with fine workmanship and high nutritional value.

Make a series of related products, such as wormwood powder, wormwood Baba, wormwood stem cold dishes, wormwood drinks and so on. , attract consumers to buy, expand market share and build brand awareness. Artemisia capillaris has high medicinal value and has been put into medical research.

Channel strategy

Direct selling: the local market is dominated by direct selling, and snack bars are opened in tourist areas, residential areas, snack streets and other areas with more people.

Distribution: the foreign market is mainly distribution, and the products are distributed to other places. Qualified partners can be introduced to join the business of this brand, so as to realize the complementary advantages of external resources and jointly build this brand.

Combination of online and offline modes: the combination of entity and network is suitable for tourists, local experience and online purchase. Related products are easy to transport and sell.

promotion policy

(1), cooperate with Meituan and Hungry to provide delivery service.

(2) Participate in food festivals to attract consumers, improve brand awareness and publicize Zhongwei's well-known food culture.

(3) The last food program shows the production process and dish collocation, explains the taste and benefits of the product, improves the brand awareness of the product and attracts consumers.

(4) Farmhouse: Foreign tourists spend money in the farmhouse, which creates a feeling of home for foreign tourists, makes them feel at home and enhances the consumption experience.

(5) Apply for the protection of intangible cultural heritage, publicize and inherit local specialty foods, and create brand effect.

(6) Relevant series of products are presented as gifts to visiting groups and visiting groups (mugwort cake, mugwort Baba, snacks, etc. ). Carry forward the intangible cultural heritage and culture.