HEC Cordyceps sinensis upgrades the overall brand strategy, and joins hands with Zhiqi to "expand the industry and strengthen the brand"
2021-09-16
On September 16, 2021, HEC Cordyceps sinensis and Shanghai Zhiqi, a well-known strategic brand in China, signed a strategic cooperation agreement at the headquarters of HEC Group.
This is a brand-new upgrade of HEC Cordyceps sinensis brand strategy, and a major change in HEC's great health field from top-level design to strategy implementation, demonstrating the company’s determination to “expand the industry and strengthen the brand”. More than ten people, including Zhang Yushuai, chairman of HEC Group, Deng Xinhua, rotating chairman of the board of directors and director, Lu Yuxin, director, Chen Yangui, executive director of HEC Pharmaceutical, Zhou Xiaohua, executive vice president of Great Health, and Lin Xuejun, deputy general manager of Great Health, attended the strategic signing ceremony.
(Picture: Zhang Yushuai, Chairman of HEC Group)
Mr. Deng Xinhua, the rotating chairman of the board of directors and director, delivered a speech and said: Great health is an important strategic deployment of HEC in the future, and HEC Cordyceps sinensis is the core industry of the group. Therefore, HEC Group and the board of directors attach great importance to this cooperation, and hope that through Zhiqi's strategic planning and implementation of brand strategy and marketing activities, the development of HEC Cordyceps sinensis can be jointly pushed to a new height.
Mr. Shao Jun, the founder of Zhiqi, explained the "HEC Cordyceps Sinensis Brand Strategic Upgrade Plan" and briefly described that after the cooperation between the two parties, Zhiqi will comprehensively serve the HEC Cordyceps sinensis section in terms of product strategy and brand marketing, and help the growth of HEC Cordyceps sinensis system.
Established in 1997, HEC Group focuses on the three major fields of electronic materials and new energy, biomedicine and health preservation, and keeps focusing on the development of advantageous industries.
Health preservation is an extremely important part of HEC's future strategic layout. "Cordyceps sinensis", known as the king of Chinese medicine's tonics, is the only Chinese medicinal material that can fully embody the core of Chinese medicine culture. Since 2007, HEC has invested billions of dollars in research and development, and organized a team of experts to tackle key problems in the ecological cultivating technology of Cordyceps sinensis industrialization. In 2008, it successfully cultivated the first Cordyceps sinensis. Certified by the Ministry of Agriculture, China National Institute of Food and Drug Appraisal and many other national authorities, HEC’s ecological cultivating Cordyceps sinensis is the same as wild. After 14 years of hard work, HEC has played a guiding role in the development direction of the industrial application of Cordyceps sinensis, creating a precedent for the industrial application of Cordyceps sinensis based on ecological cultivating.
HEC Cordyceps sinensis is the transformation result of the Ministry of Industry and Information Technology's "2016 Industrial Transformation and Upgrading (Made in China 2025) Fund Key Project - Improvement of Chinese Medicinal Material Quality and Construction of Guarantee Base". The project realizes the industrial-scale breeding of naturally endangered species after the breakthrough of multidisciplinary research, which has the significance of protecting the ecology of the Qinghai-Tibet Plateau, continuation of species, and meeting the general health needs of the people.
In the future, HEC will focus on Cordyceps sinensis and focus on the idea of "expand the industry and strengthen the brand", re-regulate the market order of Cordyceps sinensis, establish industry standards, and promote the sustainable development of the entire industry, so as to achieve the common prosperity of the entire "Cordyceps sinensis" industry chain, and maintain the company's industry leadership for a long time.
Shanghai Zhiqi is a strategic growth-oriented brand marketing consulting company, founded in 2005, has managed more than 100 well-known great health brands such as Dong'e Ejiao, Renhe Pharmaceutical, Lei Yunshang, Yunnan Baiyao Toothpaste, Paidu Yangyan Capsule, and Shui Yisheng. It has an effective methodology for building the first brand and creating super categories, and has rich experience in strategic brand positioning, category brand planning, dynamic marketing system formulation and omni-media communication.
Under the normalization of the epidemic situation, the potential of the great health industry is huge, and the market environment is relatively chaotic. At this time, it is necessary for both parties to deeply summarize the real problems faced by the enterprise from the perspective of actual combat, actual effect, and reality, based on the category of Cordyceps sinensis, to expand the brand of the category, and to realize the market brand recognition of "Cordyceps = HEC" through standardization, consumer productization, and branding. And through marketing communication planning and systematic implementation measures, the problems of dynamic sales of agents, channels, and terminals, etc., can be effectively solved so that HEC can grasp its core advantages, integrate upstream and downstream industrial resources, and use new products, new models, and new brands images to promote enterprise transformation and upgrading, and build strategic growth.
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