太陽商品評估報告

Concept

Of

Sun-maid

PromotionThe

key

point

of

sun-maid

promotion

in

China

can

be

creating

a

good

brandconcept,

so

that

we

can

have

a

basic

image

for

each

product.

According

to

ouranalysis,

the

main

customer

in

Tmall

concentrated

in18-34

years

old

female,thefollowing

concept

design

will

around

this.a.

You

are

myfateThebrand

image

shouldbe

designed

asa

carton/each

product

can

bea

couple/art

ofpictureshouldbe

romance

and

funnyB.

I

will

eat

youA

funny

mouth

carton

imagewith

asentenceofwordsc.

Eatenaround

worldMade

different

culture

of

world

as

a

animationSample

Brand

Image

of

Sun-maidKey

features

on

packagesuggestionEnlarge

Chinese

brand

name

"sun-maid’

to

increase

brand

awarenessPackaging

processing

method

(recycling)

to

improve

the

social

image

of

the

brandClear

shelf

life

and

preservation

methodsEasy

and

various

of

way

to

consume

will

be

a

plusExemption

descriptionBrand

endorsementChinese

and

English

remarkA

clear

list

of

ingredientsPrecautions,

such

as:

people

with

allergies

and

blood

glucoseRelated

laws

inchina中華人民共和國食品安全法Food

Safety

Law

of

the

People’sRepublicof

China中華人民共和國反不正當(dāng)競爭法Law

of

thePeople's

Republic

ofChina

for

Countering

UnfairCompetition預(yù)包裝食品營養(yǎng)標(biāo)簽通則(GB28050-2011)GeneralRules

for

Nutrition

Labelingof

Prepackaged

Foods定量包裝商品生產(chǎn)企業(yè)計量保證能力評價規(guī)定Provisions

on

the

evaluation

of

themeasurement

of

the

quantitativepackaging

commodity

productionenterprises食品包裝用原紙衛(wèi)生管理辦法standard

of

paper

used

for

foodpackaging進(jìn)出口食品包裝備案要求Import

and

exportfood

packagingfiling

requirements進(jìn)出口食品包裝容器、包裝材料實(shí)施檢驗(yàn)監(jiān)管工作管理規(guī)定Import

and

exportfood

packagingcontainers,

packaging

materials

forthe

implementation

of

inspectionand

supervision

workmanagementregulations商品條碼管理辦法Measures

for

Administration

of

theBarCodeof

Commodity中華人民共和國環(huán)境保護(hù)法Environmental

Protection

Law

ofthe

People's

Republic

of

China包裝資源回收利用暫行管理辦法Interim

Administrative

Measuresforthe

recycling

of

packagingresources中華人民共和國固體廢物污染環(huán)境防治法Law

of

the

People’s

Republic

ofChina

on

the

Prevention

andControl

of

Environmental

Pollutionby

Solid

Wastes中華人民共和國產(chǎn)品質(zhì)量法Product

Quality

Lawof

the

People'sRepublic

of

China中華人民共和國清潔生產(chǎn)促進(jìn)法Cleaner

Production

Promotion

Lawof

thePeople's

Republic

of

China中華人民共和國廣告法Advertisements

Law

of

thePeople‘sRepublic

of

ChinaOn-line

marketing

methodsDirectprice-offBased

on

market

price

and

cost

to

change

the

priceSweepstakes

or

contest10-20RMBdiscountcoupon,

5%-15%

offdiscountcoupon,

discountsalesproductsPage

lottery

procedural,

each

time

the

customer

buy

certain

amount

ormoneyLimit

time

sales

orhungry

marketing3.

Multi-purchase

“l(fā)oyalty”

premiumsExtra

opportunities

for

page

lotteryBig

discount

for

one

time

shoppingMember

giftsOn-line

marketing

methods Series

of

dolls:most

young

female

have

a

collection

hobbit

for

dolls,

also

can

related

the

“fan’er(范兒)”promotion,share

photos

forlotterySponsor

movies

or

cartoons

to

increase

brand

explosionRandom

gifts

for

different

products,

case

opener,

key

chains,

shopping

bags,

stickers,

wipes,postcards

from

US,

and

etc.Brand

affirmation,

such

as

“Ten-time

price

compensation

for

one

fake

product”Free

product

for

advertising,

such

as

“customer

buy

raisins,

we

can

give

some

free

apricots”,

whichcan

improve

brandpublicityMarketing

plan

For

Loyal

ConsumersBuild

a

system

for

“VIP”

customersPlatinum/gold/sliver,

different

level

with

different

discountEncourage

old

customer

to

come

backBlessing

message

to

inspire

customer;

phone

call

to

return

a

visit;

for

some

of

important

customer

should

pay

a

visit;

a

preferential

policy

for

returned

customer,

such

as

“gift

and

points”Encourage

loyal

consumers

to

attract

more

new

customersLoyal

consumers

can

get

a

scale

of

commutation

or

consumption

point

for

mending

each

new

customer,

and

in

year

end,

give

a

surprise

gift

for

highest

customer

of

consumption

points.INDUSTRY

ANALYSISSales

volumeforsun-maidproduct201220132014Snacks

/nuts/

specialty>

Candied

/date

palm/

plum

/

dried

fruit>raisins4,148,6616,392,59013,239,879Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>

Plumproducts17,233,83122,754,98027,306,416Snacks

/nuts/

specialty>

other>cranberry3,995,2926,910,8808,700,415Snacks

/nuts/

specialty>

Candied

/datepalm

/

plum

/

dried

fruit>Apricot1,208,5241,758,0712,170,261Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>DriedMango7,236,23710,818,8107,729,835Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>

figs4,969,4493,841,2924,780,523Snacks

/nuts/

specialty>

Candied

/

date

palm/

plum/

dried

fruit>cherry86,90186,938152,442Snacks/

nuts/

specialty>

Pecan

/

nuts

/roasted>

Almond5,798,18510,473,39011,651,626Snacks/

nuts/

specialty>

Pecan

/

nuts

/roasted>

Walnut2,839,5952,201,9813,083,027Snacks

/

nuts/

specialty>

Pecan

/

nuts/roasted>

pistachio2,503,8804,490,6808,842,523Snacks/

nuts/

specialty>

Pecan

/

nuts

/roasted>

pecan13,821,51217,536,37410,975,904Snacks/nuts/

specialty>

Pecan/

nuts/roasted>

hazelnut741,4581,142,0661,630,491Snacks/

nuts/

specialty>

Pecan

/

nuts

/roasted>

Peanuts7,744,57115,190,53823,623,314INDUSTRY

ANALYSISSales

volume

for

sun-maid

product

cont./

specialty>

/

specialty>

/specialty>Candied

/

Candied

/

other>date

palm

/

date

palm

/

cranberryplum

/

dried

plum

/

driedfruit>

raisins fruit>

Plumproducts30,000,00025,000,00020,000,00015,000,00010,000,0005,000,0000Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks/

nuts

Snacks/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks/

nuts/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>Candied

/

Candied

/

Candied

/

Candied

/

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nutsdate

palm

/

date

palm

/

date

palm

/

date

palm

/

/

roasted>

/

roasted>

/

roasted>

/

roasted>

/

roasted>

/

roasted>Walnut

pistachio

pecan

hazelnut

Peanutsplum

/

dried

plum

/

dried

plum

/

dried

plum

/

dried

Almondfruit>Apricot

fruit>

Dried fruit>

figs fruit>

cherryMango2012

2013

2014INDUSTRY

ANALYSISPVfor

sun-maid

product201220132014Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>raisins14,980,00021,348,42427,439,807Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>

Plumproducts16,750,92630,826,17624,971,549Snacks

/nuts/

specialty>

other>

cranberry8,774,12713,316,03813,716,753Snacks

/nuts/

specialty>

Candied

/datepalm

/

plum

/

dried

fruit>Apricot4,229,9515,649,3644,509,506Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>DriedMango7,710,49811,203,61212,094,044Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>

figs4,984,0017,995,8867,661,233Snacks

/nuts/

specialty>

Candied

/

date

palm

/

plum/

dried

fruit>cherry504,036386,334352,531Snacks

/

nuts/

specialty>

Pecan

/

nuts

/roasted>

Almond17,610,13130,194,55024,072,839Snacks

/

nuts/

specialty>

Pecan

/

nuts

/roasted>

Walnut9,088,7196,912,3059,306,292Snacks

/

nuts/

specialty>

Pecan

/

nuts

/roasted>

pistachio9,977,52515,550,82313,861,779Snacks

/

nuts/

specialty>

Pecan

/

nuts

/roasted>

pecan11,767,09417,555,05315,528,544Snacks

/

nuts/

specialty>

Pecan

/

nuts

/roasted>

hazelnut2,548,5094,277,3214,343,576Snacks/nuts/specialty>

Pecan

/

nuts/roasted>

Peanuts10,368,68221,267,87424,249,390INDUSTRY

ANALYSISPage

viewsfor

sun-maidproductcont.plum

/

dried

plum

/

driedfruit>

raisins

fruit>

Plumproducts35,000,00030,000,00025,000,00020,000,00015,000,00010,000,0005,000,0000Snacks

/

nuts

Snacks/

nuts

Snacks/

nuts

Snacks/nuts

Snacks/nuts

Snacks/nuts

Snacks/nutsSnacks/nuts

Snacks/nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts

Snacks

/

nuts/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>

/

specialty>Candied

/

Candied/

other>

Candied

/

Candied/

Candied

/

Candied

/

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nuts

Pecan

/

nutsdate

palm

/

date

palm

/

cranberry

date

palm

/

date

palm

/

date

palm

/

date

palm

/

/

roasted>

/

roasted>

/

roasted>

/

roasted>

/

roasted>

/

roasted>plum

/

dried

plum

/

dried

plum

/

dried

plum

/

dried

Almond

Walnut

pistachio

pecan

hazelnut

Peanutsfruit>Apricot

fruit>

Dried fruit>

figs fruit>

cherryMango2012

2013

2014Top

10

apricot

brand

2013-2014250000020000001500000100000050000002013

2014Brand20132014Growth

rate樓蘭蜜語￥2172217.64￥21895330.8%百草味￥945969.55￥169403179.1%Slandok/斯蘭扎克果園￥886030.43￥72763.83-91.8%西域美農(nóng)￥758786.32￥117582955.0%絲路亞心￥580982.78￥523112.4-10.0%絲路寶典￥535957.22￥106283.6-80.2%水花￥287672.98￥39230.55-86.4%天伊￥226768.44￥73451.05-67.6%金百歲農(nóng)莊￥213722.84￥333644.156.1%新一代￥185317.71￥520273.3180.7%Apricot

industry

trend20132014Growth

rateSalesvolume1,758,0712,170,26123.4%Page

view5,649,3644,509,506-20.2%Collectionfrequency224,829430,47691.5%Traded

shops29,21232,0079.6%Activegoods7,2868,93922.7%6,000,0005,000,0004,000,0003,000,0002,000,0001,000,0000traded

goodstraded

shopsactive

goodspage

view

collectionfrenquency2013

2014Demography

of

targetcustomerTarget

customer

concentrated

in18-34

years

old

female,

and

most

ofthis

group

people

were

fresh

inTmall.

It

also

should

be

mentionthat

the

people

of

30-34

years

oldwere

most

interested

in

APRICOT.Top

500

KeywordsCategorizingSearch

timesOrigin

place

Brand

Species Indirect

word

FlavorSearchtimesTradedtimesConversionsRatesOriginplace451398.6%Brand1302720.8%Species285535912.6%Indirectword3144915.6%Flavor1292317.8%Ps:all

collection

wordsof

traded

times

were

over

7indirect

words

which

descript

other

quality

of

goods, suchlike nature,

pure.Customer

preferenceTop

500

Keywords

Categorizing

cont.OriginplaceSearchtimesTradedtimesConversionsRates新疆451398.6%FlavorSearchtimesTradedtimesConversions

Rates甘草901516.7%酸甜39820.5%BrandSearchtimesTradedtimesConversions

Rates李廣杏干671014.9%三只松鼠501020.0%鮮引力13753.8%050100甘草酸甜020406080李廣杏干三只松鼠鮮引力The

key

word

of

origin

placeonly

get

Xin

Jing

in

China.The

No.1

key

word

of

flavorwas

acid/sweet

flavor,

otherone

was

licorice

flavor.The

No.1

key

word

of

brandwas

Li

Guang

Apricot,

thesecond

was

three

squirrel,third

was

Xian

Yin

Li.Top

500

Keywords

Categorizing

cont.SpeciesSearchtimesTradedtimesConversions

Rates杏干131314411.0%杏脯3563810.7%甘草杏3464513.0%杏肉2573112.1%樹上杏干134118.2%吊死干1031110.7%050010001500吊死干樹上杏干杏肉甘草杏杏脯

杏干IndirectwordSearchtimesTradedtimesConversions

Rates無添加1822815.4%天然1322115.9%050100150200無添加天然The

No.1

key

word

of

specieswas

Xin

Gan,

second

was

XinPu,

third

was

Gan

Cao

Xinand

etc.The

No.1

key

word

of

indirectword

was

nature,

second

waspure.Segmentation

of

Apricot

by

salesSales

in

30daysRevenues

in30daysAveragepriceMax

andminimal

priceThe

price

of

bestselling

product0-50g51-100g724670751.8￥9.769.5-9.9101-150g151-200g6586114748.8￥17.4216.9-27.6201-250g27395436041.84￥15.925-31.9￥19.90251-300g278945282.23￥16.2414.85-19.9301-350g1353915￥29.0029351-400g75415444.8￥20.4819.7401-450g4575967.9￥13.0610.87-25.8451-500g34034770064.8￥22.6311.9-50￥19.80501-550g551-600g108816966.86￥15.5913.66-25.8601-650g651-700g701-750g139755740.3￥39.9039.9751-800g801-850g851-900g901-950g951-1000g4445281018.5￥63.2232-72above1000g1242976￥24.00249000008000007000006000005000004000003000002000001000000sales

in

30daysrevenues

in

30daysCustomer

comments02000400060008000包裝很好物流快干凈味道不錯質(zhì)量…質(zhì)量…快遞…質(zhì)量好0100200300400個頭小核大不便宜物流慢核有點(diǎn)大味道一般Good

comment1.

The

logistics

was

very

fast,

I

got

that

at

second

day

and

Ialso

get

many

extra

apricot,

the

pulpous

very

big,

all

ofmy

friends

said

was

very

delicious,

I

will

try

next

time.2.

The

quantity

and

flavor

of

apricot

was

very

good,

also

theattitude

of

seller

was

very

well.

The

package

of

apricotwas

very

closed,

and

the

price

was

adaptable,

I

like

itvery

much.

The

seller

also

give

me

some

extra

gift.Bad

comment1. It

tasted

very

awful…and

how

to

return,

which

taste

likeantiseptic

and

additive,

how

to

let

me

eat!

I

am

so

regretto

buy

that.2.

Do

not

believe

the

comments

when

you

buy

goods,

thisseller

blamed

me

through

their

hacker

because

I

wrotebad

comment,

the

most

important

was

do

not

eatproduct

from

this

shop.Top

10

sellers

of

apricot

by

month75,73574,62636,41618,66813,6667,7376,3984,4733,6163,0599,0637,0603,033782434299411516179316Productname干100g

杏脯230g

其杏干158g干吊死干500g百草味紅杏華味亨水晶華味亨土耳西域美農(nóng)杏果園老農(nóng)杏云霧山莊甘西域美農(nóng)大雪海梅鄉(xiāng)紅杏云霧山莊野御食園獨(dú)寵杏干 草杏 白杏干250g

干 杏肉 妃杏干100gPictureSalesTradedgoodsPack

sizeand

pricesuggestionPackage

typeWeightSale

price(￥/RMB)Suggestion

sampleDeliverySealable

bag/smallpacks

inside201-250g19.91.big

size

2.easy

toseparate

3.bright

color4.licorice

flavor,

little

sweetbut

not

stick

5.fresh

andthick

pulp

6.

no

stonefree

shipping

(which

canimprove

in

search

results,quickly

attract

customers),thespeed

and

safety

driveconsumer

satisfactionCan

package/sealable451-500g19.8package

feature1.

follow

with

origin

SUN-MAID

package,

most

of

same

kind

products

were

bag

packing,

bucket

packing

is

moredifferent.2.

independent

small

package

with

3-5

granule.3.

the

image

of

package

must

to

present

the

quality

of

goods,

also

showing

with

the

California

culture,

and

emphasizeSUN-MAID

come

from

American,

because

most

Chinese

customer

thought

American

product

with

high

quality

(such

likebeach/banana

tree/etc.

the

traditional

culture

in

California)4.

make

a

icon

on

package

to

emphasize

the

quality

of

product/flavor/origin

place/etc.Top

10

blueberry

brand

2013-2014Brand20142015Growth

rateKirkland￥6816328￥874004228.2%wallen/沃林￥5939162￥65064479.6%富達(dá)￥1158495￥88442-92.4%大海邊￥856389￥8994345.0%柯可藍(lán)￥809801￥360574-55.5%黑金磚￥737909￥639050-13.4%永富￥525892￥519489-1.2%藍(lán)雨￥469346￥73208256.0%森林果園￥412054￥169218-58.9%乾潤食品￥399624￥308155-22.9%250000020000001500000100000050000002013

2014blueberry

industry

trend5,000,0004,000,0003,000,0002,000,0001,000,00006,000,000traded

goodspage

viewcollectionfrenquencytraded

shops

active

goods2013

201420132014Growth

rateSalesvolume1,683,9621,768,8445.0%page

view5,202,6094,702,719-9.6%collectionfrequency272,723501,73684.0%traded

shops24,35029,97823.1%activegoods5,2847,55042.9%Demography

of

targetcustomerThe

target

customer

mainly

concentrated

in18-34

years

old

female,

and

half

of

this

grouppeople

were

fresh

in

Tmall,

the

30-34

years

oldpeople

were

more

interested

in

blueberry.Top

500

KeywordsCategorizingPs:all

collection

wordsof

traded

times

were

over

7indirect

words

which

descript

other

quality

of

goods,such

like

blueberry

beer,

blueberry

ice

beer,blueberrypulp3.

Other

wordsmeans

customer

bought

thisgoods

without

clear

demand,

such

like

pregnant

food,

snacks,etc.Search

timesOrigin

place

Brand

Species Indirect

word

OtherSearchtimesTradedtimesConversionsRatesOrigin

place5578815.8%Brand2282711.8%Species89878289.2%Indirectword576345.9%Other211990.5%CustomerpreferenceTop

500

Keywords

Categorizing

cont.0100200300400大興安嶺美國進(jìn)口OriginplaceSearchtimesTradedtimesConversionsRates大興安嶺3746016.0%美國137107.3%進(jìn)口461839.1%BrandSearchtimesTradedtimesConversions

RatesKirkland144135.8%佰蒂841414.3%otherSearchtimesTradedtimesConversions

Rates零食蜜餞果干121062.5%孕婦食品9969.2%050100150200Kirkland佰蒂The

No.1

key

word

of

originplace

was

Da

Xin

An

Lin,second

was

American,

thirdwas

import.The

No.1

key

word

of

brandwas

Kirkland,

second

was

BaiDi.The

No.1

key

word

of

otherwas

snacks/plum/dried

fruit,second

was

pregnant

food.02468101214孕婦食品零食蜜餞果干Top

500

Keywords

Categorizing

cont.SpeciesSearchtimesTradedtimesConversions

Rates藍(lán)莓干491551810.5%藍(lán)梅干606477.8%藍(lán)莓24861877.5%野生150518712.4%藍(lán)梅992636.4%0 1000

2000

3000

4000

5000

6000藍(lán)梅野生

藍(lán)莓

藍(lán)梅干藍(lán)莓干IndirectwordSearchtimesTradedtimesConversions

rates藍(lán)莓酒380142.1%藍(lán)莓鮮果10199.0%藍(lán)莓冰酒95119.2%0100200300藍(lán)莓酒藍(lán)莓鮮果藍(lán)莓冰酒The

No.1

of

key

word

was

Lan

MeiGan,

the

second

was

Lan

Mei,

thethird

was

wild

Lan

Mei.The

No.1

of

key

word

wasblueberry

beer,

the

second

wasblueberry

pulp,

the

third

was400

blueberry

ice

beer.Segmentation

of

Blueberry

by

salesSales

in30daysRevenues

in30daysAveragepriceMax

andminimalThe

price

ofbest

sellingproduct0-50g51-100g161043309￥26.9011.9-99101-150g3276867￥21.0021151-200g252950351￥19.9119.9-20201-250g6148152558￥24.8117.72-68251-300g186870493￥37.7429.9-45.9301-350g21310607￥49.8049.8351-400g77783916￥108.00108401-450g1872805￥15.0015451-500g21372919493￥43.0226.9-208.0735

or

41.65501-550g8795442200￥50.2849.9-52.8551-600g9181581338￥63.3259-9959

to

62601-650g651-700g701-750g751-800g801-850g851-900g901-950g951-1000gabove1000g10000009000008000007000006000005000004000003000002000001000000sales

in

30daysrevenues

in

30daysCustomer

comments02000400060008000包裝很好很便宜

包裝不錯快遞不錯物流快

質(zhì)量很好質(zhì)量好

味道不錯0500100015002000味道一般小貴價格貴

不劃算

物流太慢不便宜

個頭小Good

commentQuantity

and

taste

both

good,

the

pulp

was

fresh

and

elastic

with

deliciousflavor.

The

delivery

very

fast,

only

two

days

waiting,

also

I

got

a

extra

cranberry

which

taste

good,

I

might

buy

the

cranberry

next

time.

There

alsoother

gift

like

brochures

and

etc.,

these

gifts

all

good,

I

will

buy

from

here

nexttime.The

seller

was

very

responsible,

I

asked

the

seller

because

the

delivery

veryslow,

he

send

me

messages

about

the

receiving

time.

The

blueberry

alsovery

good,

but

it’s

too

sweet

for

me,

elder

very

like

it,

I

will

mend

it

to

myfriends.Bad

commentIt’s

too

sweet

without

blueberry

flavor,

and

it’s

not

like

before,

not

like

realone,

small

and

not

soft.

The

delivery

very

slow

with

10

days.Too

sticky,

too

hard,

too

acid!

Might

be

there

have

anthocyanin

lead

to

losecolor,

all

my

feeling

was

very

common,

also

the

package

so

poor.Top

10

sellers

of

blueberry

by

monthProductnameKirklandSignature藍(lán)莓干567gKirklandSignature柯藍(lán)藍(lán)莓干567g九鑫野生藍(lán)莓果干500g九鑫藍(lán)莓干Nestor/樂事多藍(lán)莓干454gKirklandSignature藍(lán)莓干柯可藍(lán)藍(lán)莓果干567克樂事多（加拿大）藍(lán)莓干100g良品鋪?zhàn)右吧{(lán)莓果干(70g)九鑫野生藍(lán)莓干PictureSales110,16598,12447,88736,20926,67320,39619,41517,80517,61115,245Number

ofcustomer1,073956494417326159164464492144Tradedgoods1,5051,395671787379177215547608298Pack

sizeand

pricesuggestionPackage

typeWeightSale

price(￥/RMB)Suggestion

sampleDelivery1.big

size

2.easy

toseparate

3.brightcolor

4.licorice

flavor,

little

sweet

butnot

stick

5.fresh

andthick

pulp

6.

no

stonefree

shipping

(which

canimprove

in

search

results,quickly

attractcustomers),the

speed

andsafety

drive

consumersatisfactionCan

package/sealable450-500g35-41.5package

feature1.

follow

with

origin

SUN-MAID

package,

most

of

same

kind

products

were

bag

packing,

bucket

packing

is

moredifferent.2.

independent

small

package

with

3-5

granule.3.

the

image

of

package

must

to

present

the

quality

of

goods,

also

showing

with

the

California

culture,

and

emphasizeSUN-MAID

come

from

American,

because

most

Chinese

customer

thought

American

product

with

high

quality

(such

likebeach/banana

tree/etc.

the

traditional

culture

in

California)4.

make

a

icon

on

package

to

emphasize

the

quality

of

product/flavor/origin

place/etc.Top

10

prune

brand

2013-2014200000001800000016000000140000001200000010000000800000060000004000000200000002013年2014年Brand廣元堂華味亨2013￥13575778￥35447132014￥17304272￥7778404OceanSpray/優(yōu)鮮沛￥33716￥1139792廣易堂￥633474￥2318196梅飴館￥1944588￥1414825幾木朵￥4045024￥3217708LONTRUE/朗￥474487￥1124624源樓蘭蜜語來伊份

良品鋪?zhàn)樱?499654￥2276720￥1152467￥768475￥3239797￥2386070prune

industry

trend20132014GrowthrateSalesvolume22,754,98027,306,41620.00%Page

view30,826,17624,971,549-18.99%Collectionfrequency1,010,7512,171,073114.80%Tradedshops26,40337,27041.16%Activegoods247,057303,25522.75%35,000,00030,000,00025,000,00020,000,00015,000,00010,000,0005,000,0000TradedgoodsPage

viewCollection

Traded

shops

Active

goodsfrequency2013

2014Demography

of

targetcustomerThe

target

customer

mainly

concentrated

in

18-34

years

old

female,

and

more

than

halfcustomer

were

fresh

in

Tmall,

the

30-34

years

oldcustomers

were

more

interested

in

blueberry.Top

500

KeywordsCategorizingSearchtimesSpeciesorigin

placeSearchtimesTradedtimesConversions

RatesSpecies356236.46%originplace341298.50%Ps:1.

all

collection

words

of

traded

times

wereover

7Customer

preferenceTop

500

KeywordsCategorizingSpeciesSearchtimesTradedtimesConversions

Rates西梅955677.0%西梅干292217.2%originplaceSearchtimesTradedtimesConversions

Rates美國226208.8%加州11597.8%050010001500西梅西梅干0100200300加州美國The

No.1

key

words

of

specieswas

Xi

Mei,

second

was

Xi

MeiGan.The

No.1

key

words

of

origin

wasAmerican,

second

was

California.Segmentation

ofPrune

bysalesSales

in30daysRevenues

in30daysAveragepriceMax

andminimalThe

price

ofbest

sellingproduct0-50g2231672575.007551-100g6647901.611.9011.9101-150g37604285711.407.6-128151-200g48275513611.427.5-158201-250g41815875714.058.5-34.65251-300g5052355046.6316.8-188301-350g50149936419.829.9-24.518-24351-400g134226561.219.7916.8-19.9401-4503619.5-59451-500g1588235636222.449.9-9917501-550g1753482.519.9019.9551-600g000.000601-650g12135579846.0046651-700g27135050.0050701-750g974733.648.8048.8751-800g000.000801-850g000.000851-900g000.000901-950g985762.458.8058.8951-1000g000.000above

1000g2254188754.483.7478.21-88.11400000350000300000250000200000150000100000500000sales

in

30daysrevenues

in

30daysCustomer

comments0200040006000800010000正品物流快

服務(wù)好

包裝不錯味道不錯質(zhì)量不錯0200400600800味道一般質(zhì)量一般個頭小不劃算描述不符Good

commentThe

pulp

was

thick

and

core

was

small,it

tastes

very

well.Also

I

like

thepackage.The

delivery

was

very

fast,

it

tastes

very

well.

I

bought

notmuch

in

this

time,

I

will

to

buymore!

All

my

friends

saidit’sgood.Bad

commentThe

goo