Project Overview

Lulu Group - China's leading brand of almond industry, invested heavily in Beijing Miyun set up Guozhi Xiang almond deep processing enterprises. Relying on lulu Group's 50 years of apricot industry accumulation, foreign shareholders strong international capital and advanced management concepts, focusing on the full development of the intrinsic value of mountain almonds, the resource advantage into economic advantage. The company excavates the essence of traditional documents, combined with modern gaoke, through pure physical low-temperature press technology production of mountain almond oil, invariant instant technology production of almond protein powder to maximize the product has natural, organic, green, nutritional, health characteristics.

Brand strategy

Oil once interviewed, on the general praise. Guozhi Xiang new products are to use high prices to reflect its excellent quality, highlighting the noble identity of consumers. Take the image of apricot flowers on behalf of Confucian, elegant and wise co-existence, take ancient calligraphy porcelain contains history, tradition and honor, express the national Chi Xiang "to undertake history and modern, communication tradition and fashion" brand connotation.
"Guozhi Xiang new brand strategy" enclosure: a mother and child brand partition strategy: Guozhi Xiang new products in product naming, packaging and all brand communication and media, do not reflect any information about the Lulu Group, thus shaping the pure noble image of the new products abroad, for its success to lay a strong gene. b positioning differentiation strategy: Guozhi Xiang new product name creative: create a new genre! Guozhi Xiang new packaging creative: let it in the first impression on the advantage! GuozhiXiang's new products are positioned as China's mainstream culture, that is, "Ya culture." GuozhiXiang new products set the essence of tradition and the essence of fashion in one, the interpretation of China's elite culture. c History, cultural value-added strategy: China's special edible oil production has a long history, special edible oil culture has a long history. So any special edible oil successful brand is specific and profound cultural heritage. Guozhi Xiang new products in this regard to do a full preparation, do enough articles, give people a profound sense of historical and cultural cohesion, without losing modern and fashion