佳沛2017年媒體巡展提案

ZESPRI2017MEDIATOURPROPOSAL2017.1.24PURPOSEOFMEDIATOURIN2017Highlightquality&superioritythroughexperienceandinvolvementAmplifyqualitystoryinkeymarketsthroughselectedmediaandinfluencersCreateassetstocommunicatequalitystorybycoopwithinfluencersormediaWHATSHOULDWEDO?ENHANCEOURORIGINSTORYIMMERSEMEDIA/INFLUENCERINTHESTORYTHEANGLEPLANTATIONCRAFTSMANSHIP匠心HOWTOELABORATETHEANGLE匠心盡管百年變遷，卻不變初心雖有天時地利，仍耐心守候成就頂級品質(zhì)，必用心細節(jié)我們的匠心，為的是讓你每一口都安心、開心PARTI-盡管百年變遷，卻不變初心WHATISTHESTORY?從中國鵝莓到新西蘭國寶奇異果1904年，新西蘭女校長伊莎貝爾從中國宜昌把奇異果的種子長途跋涉帶到了新西蘭，開始了奇異果在新西蘭的“移民生涯”。奇異果的種子輾轉(zhuǎn)到了新西蘭知名的園藝家亞歷山大手中，培植出新西蘭第一株奇異果樹；并與外形相似的新西蘭國鳥“奇異鳥”一起成為了新西蘭國寶。1997年,Zespri佳沛作為統(tǒng)一的品牌，把天然高品質(zhì)的奇異果帶到世界各地。無論時間如何變遷，100多年來，新西蘭果農(nóng)的堅持、品牌的高標(biāo)準(zhǔn)從未改變。WHATARETHEEXPERIENCES?VisitZespriheadquarterPresentationfromZesprirepresentativeWatchZesprivideoInterviewwithZespriseniorexecutivetounderstandZespri’shistory,brandheritageandcommitmentinChinamarket并不是所有地區(qū)都能種植奇異果佳沛奇異果來自享盡自然厚愛的“白云之鄉(xiāng)”新西蘭，種植環(huán)境必須滿足四大條件才被允許種植：必須有富含磷、鉀等成分的肥沃火山灰土壤，才可以為奇異果提供豐富的養(yǎng)料必須四季氣候溫和，冬季無連續(xù)低溫、春季沒有霜降，獨享全年大于2400小時的日光浴必須降水豐富，平均年降雨2000毫米，常年被清新干凈的雨水滋養(yǎng)必須在超過10米的樹群庇護下，遠離外界的風(fēng)吹雨打WHATISTHESTORY?農(nóng)業(yè)是一份需要耐心和堅守的事業(yè)，雖然具有得天獨厚的自然環(huán)境，但佳沛從未丟掉對自然的尊敬和對標(biāo)準(zhǔn)的追求。在這里，速度并不是一切從中國鵝莓到新西蘭奇異果,佳沛強大的研發(fā)能力讓奇異果的家族變得豐富多彩,包括經(jīng)典的佳沛綠奇異果，陽光金果、甜心綠果等，但是每一個品種都是以純天然的育種方式來培育，絕對不會采用基因改造的方式。陽光金果便是歷時5000多個日夜，歷經(jīng)十?dāng)?shù)年之久才培育出的品種。天然育種方式雖然耗時，卻換來了品質(zhì)穩(wěn)定、口感優(yōu)越、自然安心的奇異果。并不是所有人都能做果農(nóng)新西蘭當(dāng)?shù)丶s有2500名佳沛果農(nóng)，佳沛公司對于果農(nóng)的選拔與培訓(xùn)也有著一套標(biāo)準(zhǔn)：每一位佳沛果農(nóng)首先要取得認(rèn)證，然后才可以參與到生產(chǎn)過程中每一年都要對資歷進行審核，同時每年要參與規(guī)定時數(shù)的培訓(xùn)（時數(shù)TBD）并不是每一顆種子都能豐收必須要像呵護嬰兒一般悉心照料奇異果的成長，從育種到栽種再到采摘，每一步都必須嚴(yán)格遵從大自然的法則：必須由蜜蜂完成授粉的過程，長出的奇異果自然安心整個種植過程禁止使用農(nóng)藥，如遇病蟲害不得不用時，果農(nóng)們必須通過新西蘭政府批準(zhǔn)，由專業(yè)人員在超微劑量下把控，而且采收前三個月則絕對禁止使用必須摘除部分幼果，讓其余奇異果營養(yǎng)更多更好吃只有當(dāng)熟度達到6.2甜度標(biāo)準(zhǔn)，才被允許摘下，這樣才能確保奇異果能達到最美的滋味PARTII-雖有天時地利，仍耐心守候PARTII–雖有天時地利，仍耐心守候WHATARETHEEXPERIENCES?VisitPlant&ResearchPresentationfromR&DprofessionalstounderstandR&DstoriesSeeandtastedifferentvarietiesofkiwifruitVisitorchard:Introductionfromgrowerandinterviewwithgrower:Howlonghasthegrowerbeenplantingkiwifruit?Family/personalstory,etc.Whatarethecriteriaofbeingakiwifruitgrower?Thedetailedprocessofplantingkiwifruit,fromaseedtokiwifruitMediapickkiwifruits:Mediasplitinto2groupsandhaveachallengetoseewhichgrouppickfaster(TBD)EXPECTEDBACKGROUNDOFGROWERTomakethestoryofgrowermoreappealingtomedia,thegrowercouldbe(Wearesuggestingthecriteriabutnotlimitedtothebelow):MaleAround40y/oMarriedItisafamilyheritagepassingdowngenerationsforthegrowertoplantkiwifruits.Priortobeingkiwifruitgrower,heusedtoworkindifferentindustry,e.g.finance,butdecidedtomakeplantingkiwifruithiscareer.包裝采用環(huán)保油墨，保質(zhì)更環(huán)保。Zespri?的包裝盒兼具環(huán)保與通風(fēng)性設(shè)計，所使用的油墨及盒子本身材質(zhì)均能分解，對環(huán)境沒有傷害；通風(fēng)設(shè)計確保奇異果在運送途中仍能保持質(zhì)量與最佳風(fēng)味。進出口檢疫，病蟲害及農(nóng)殘的反復(fù)篩查奇異果在出口前，必須要通過新西蘭政府的檢疫檢查，新西蘭政府在通過檢查后會發(fā)出證明，正式許可讓新西蘭奇異果出口。一般來說，從新西蘭將奇異果船運到中國需要14天。當(dāng)奇異果到了，第一要先接受中國出入境動植物檢驗檢疫局嚴(yán)格的病蟲害防治以及農(nóng)藥成分殘留的測試，確保達到國家標(biāo)準(zhǔn)。PARTIII–成就頂級品質(zhì)，必用心細節(jié)有農(nóng)殘不行為了保障每顆果子的安全與質(zhì)量，采收好的奇異果將會送去作農(nóng)藥成分殘留的測試。新西蘭農(nóng)業(yè)部也將從果園及包裝廠抽樣，送到專業(yè)實驗室檢測其農(nóng)藥成分殘留監(jiān)督系統(tǒng)是否符合標(biāo)準(zhǔn)，以確保消費者吃得安心。差一度不行通過考核的奇異果被分裝進統(tǒng)一規(guī)格的環(huán)保紙箱內(nèi)，踏上最后的海上之旅。為保證世界各地的消費者都能吃到“仿佛剛剛采摘”的新鮮口感，佳沛會將船艙儲存溫度嚴(yán)格控制在0-2℃的低溫低氧環(huán)境中，使得奇異果如同進入休眠一般，完好無損的運往世界各地。WHATISTHESTORY?并不是每顆奇異果都能被叫做“佳沛”對于細節(jié)的追求，才能讓貼上“佳沛”標(biāo)簽的奇異果代表了頂級水準(zhǔn)不美不行包裝廠必須進行多次人工與先進設(shè)備并用的水果質(zhì)量篩檢，淘汰大小不合規(guī)、外表不夠光滑圓潤的奇異果，再以計算機設(shè)備依據(jù)果子大小、甜度、及重量進行分裝，讓每箱奇異果均是統(tǒng)一規(guī)格與熟度，為的是安排不同的冷藏溫度與出口船期，以便達到消費者手中的整箱奇異果都是同一品質(zhì)。沒有“身份證”不行佳沛是世界上唯一為奇異果提供“身份證”的品牌，通過包裝盒外的一張詳細的追蹤資料卡，就能追蹤出該奇異果是由哪個果園哪個果農(nóng)種植，以便進行品質(zhì)追蹤。WHATARETHEEXPERIENCES?VisitpackhouseandAgFirstTHEMEANDFORMATOFTHETOUR匠心果農(nóng)練成記Atourto“train”media/influencertounderstandZespri’splantationcraftsmanshipTasksandchallengeswillbesetduringthetourandenablemedia/influencertolevelupinthe“training”,eg.Water,fertilizeandprunethevine,pickkiwifruit,etcAcertificationwillbeissuedtomedia/influencerwhenthetourisoverPOSMIDEA果農(nóng)練成“匠心錦囊”AleafletcontainingthestoryofqualitymanagementprocessTheleafletshouldbegiventomediaonthefirstdayofthetourGOODIEBAGIDEA奇異果農(nóng)菜鳥裝備Atailor-madegoodiebagcontainingtools,eg.gloves,thermometer,magnifyinglens,etc.EachtoolsrepresentsonequalitymanagementprocessofZespriThegoodiebackwillbegiventomediaonthelastdayofthetourMEDIACOMBINATIONREACHTotally9-10mediaoutletsandinfluencer(12-13pax)3-4mediaoutletswithnationalinfluence5-6mediaoutletswithtopregionalinfluencefromkeycitiesofB-levelmarket1-2influencersCONTENTCREATION&DISSEMINATIONAcombinationoftraditionalandnewmediatocatertoconsumers’mediabehavior,thecriteriaare:PrintmediashouldbeownerswithonlinechannelsVideositescouldgeneratemorethanoneepisodeofcontent,multi-channelisnicetohaveInfluencersshouldcreatecontentassetstoenhancequalitystoryPROPOSEDMEDIALISTAreaMediaCirc./PVFrequencyMulti-ChannelsPrintWeiboWeChatAppWebsiteMediawithNationalInfluenceBeijing周末畫報ModernWeekly596,000Weekly√√√√√界面Jiemian200,000(文章日均閱讀量)Online√√√√愛奇藝iQIYI11,904,000（網(wǎng)站日均PV，待確定具體頻道欄目）Online√√√√鸚鵡廚房ParrotKitchen2,000,000（全平臺日均PV）Online√√√MediawithTopRegionalInfluenceChengdu華西都市報WestChinaMetropolisDaily1,500,000Daily√√√√√Tianjin今晚報TodayEvening450,000Daily√√√√√Chongqing重慶晨報ChongqingMorningPost600,000Daily√√√√√Shenzhen深圳晚報ShenzhenEveningNews602,000Daily√√√√√Shenyang遼沈晚報LiaoShenEveningNews826,000Daily√√√√√Back-UpMediaBeijing美顏美食MeiyanMeishi

2,000,000（全平臺日均PV）Online√√√√Shanghai一條YiTiao34,000,000（全平臺日均PV）Online√√√√樂活LOHAS520,000Monthly√√√√√*WewillfurtheridentifytheopportunityofexposureontheonlinechannelsofprintmediaPROFILESOFVIDEOCREATOR鸚鵡廚房

isavideoprogram/contentcreatorfocusingoncooking.TheprogramhascoverageonTencent,Qiyi,Youku,Bilibili,Acfun,withdailyaveragePVof2,000,000.Each10-min-episodeinterviewsonechef/onecelebrity,whointroducesonehealthydish,e.g.lightfood.TheWeiboaccountoftheprogramhas240,000followersanddailyengagementof600,WeChathas180,000followers,averagedailyPVof23,000.Link:/detail/4/43519.html

EstimatedCost:TBDiQIYI

isoneofthekeyvideowebsitesinChina,andithasdifferentcolumns,includinghealth,female,travel,food,etc.TheaveragedailyPVofthewebsiteis11,904,000.EstimatedCost:TBD美顏美食+,ownedbyTencent,isanonlinecookingprogramwithcoverageonTencentvideosite,TencentNewsAPPandTencentWeibo.Theprogramusuallyinviteschefsandcelebritiestodocookingdemonstration.Theprogramhas500,000followersonWechat,and1,190,000followersonTencentWeibo.TheaveragedailyPVis2,000,000.Link:/detail/3/30520.html

EstimatedCost:TBD(withouttax)一條isoneofthemostinfluentialshortdocumentarycreatorsinChina.Thecoretargetofthemediaiselitegroup.Thecontentusuallyfocusesonlifestyle,artandcuisine.ItsWeiboaccounthas7,950,000followersanddailyengagementof817(dailyaverageoflikes,retweetandcomment),itsWechathas20,000,000followersanddailyaveragePVof100,000.Link:/yitcom?refer_flag=1005055013_&is_hot=1

EstimatedCost:RMB1,500,000(onlyfordocumentarycreation,withouttax)INFLUENCERRECOMMENDATIONSWHOISTHEINFLUENCER?弱冠年華isapopularcartoonistandtravelbloggerwithfollowersof282,411

onhisWeibo,followersof51,196onWechat.

HealsohascolumnonCtrip.Hehascollaboratedwithotherbigbrands,eg.Samsung,SK-II,LamerandAirMauritius.Hecreatedahand-drawnarticlefor

AirMauritiusgainedover1,684engagement,

3,000,000+

impressionsonWeibo;andover680,000

impressions

onCtrip.HOWTOWORKWITHHIM?CreatecartoonsaboutZepri’squalitystoryTweetsonWeiboduringthetourESTIMATEDCOST:RMB40,000–45,000(withouttax)WHOISTHEINFLUENCER?淳子isoneoftheinfluentialstylistinChina,shehas312,000followersonWeibo.

ShehascollaboratedwithsomecelebritieslikeDujuan,MaggieCheung,alsocollaboratedwithmanyrenownbrand.Besides,shewroteabookaboutherstoryduringpregnancyandadvicesonkeepinghealthandfitdu