Project Overview

COFCO Group Co., Ltd. (COFCO) is one of the world's leading global grain merchants, is China's unique global layout, the entire industrial chain, with the largest brand and development potential of agricultural and grain and oil food enterprises, the world's main grain production and demand growth of the largest growth of emerging brands set up a stable food corridor.
After more than 60 years of development, COFCO Group has become a grain, oil, sugar, cotton as the core of the main industry of agriculture and grain and oil food enterprises, the main industry involved in food, finance, real estate industry, in China's brand occupy the leading position, and opened the layout of the world, to build the course of international grain merchants.

COFCO is ranked 136th in the 2017 World 500. Cofco, ranked 228th in the 2016 (13th) World Brand 500 ranking, is the only food brand selected in China (data from the World Brand Lab).

One of the four core major industries of the sugar industry company and the original Tuenhe shares, strategic adjustment and strive to become the world's first-class sugar merchants during the 13th Five-Year Plan period, commissioned The Grand to carry out the overall brand strategic planning and combing promotion.

Brand strategy

The two teams lasted more than 50 days of research and interviews, based on the rules of the golden circle to organize the "Cofco sugar industry brand integration and upgrading program."

Who/Tuenhe Company was founded in 1983, after a variety of changes in cement, tomatoes, lingo, sugar industry, in 2016 changed its name to "Cofco Sugar Industry", focusing on the main industry in the sugar industry.

COFCO Group in the "13th Five-Year Plan" to sugar industry as one of the four core major industries, hope that COFCO sugar industry to become a "world-class sugar merchants."

Why/Company We should not only fulfill the responsibilities assigned by the state, the social responsibility of the central enterprises, but also pursue commercial value and increase market share.

How/Build Brand Strategy and Planning Based on Mission First

The main business should follow the positioning of "sugar industry advance, sugar industry strong"

During the "13th Five-Year Plan" period, the company adopted a composite brand structure model, the construction of 1112 brand structure strategy: 1 strong is the organization of the brand (i.e. the mother brand or the main brand) to play a strong leading role, play a strong brand endorsement force; Multiple brand layers are clear, complementary, and collaborative.

What/135 brand development ideas mainly include:

"Clear core" refers to the identification of the core content of the brand, the clear release of the core system of the brand-based "Cofco sugar industry brand management system."

"Docking strategy" is based on the "1 plus 4" strategic requirements, to organize the brand to promote the cofco sugar industry to become a "world-class sugar merchants", for the "specialization, regionalization, internationalization" development strategy to provide strong brand support.

"Focus on promotion" is to constantly highlight the "Cofco sugar industry" organization brand building, orderly promotion of end-customer business brand and direct consumption business brand , clear brand focus to meet the "big sugar circle" industrial integration layout of the brand development needs.

"System maintenance" to the core content of the brand as the center, improve the brand identification system, broaden the brand communication channels, timely brand tracking and diagnosis, establish and improve the crisis public relations mechanism.

Based on the gold circle, during the 13th Five-Year Plan period, COFCO sugar industry will launch a "trustworthy" brand action, so that it will build a solid Cofco sugar industry brand gold tower, the level of positioning is clear, the division of labor is clear. The final realization of a balanced gold circle, sweet big sugar circle.

On January 19, 2017 at the annual meeting of cofaco sugar industry to launch a new brand, the xia chairman, General Manager Li and other nearly 200 molecular companies unanimously appreciated, all feel that the Cofco sugar industry brand more brand endorsement power, the premium space will be more and more.