What actions did Junzhi Consulting take in the He Fei case to ensure the competitive strategy?

In terms of products, we will push He Fei to focus on the mid-to-high end, cater to the trend of consumption upgrading and enhance the brand image. He Fei took the lead in launching the ultra-high-end product "Xingfeifan" series and cutting off the low-end "Feihui" series. At the same time, strictly control channels, unify prices and crack down on cross-selling.

At the channel end, in the third-and fourth-tier cities with original advantages, we will strengthen channel penetration, optimize visual presentation, and highlight the brand positioning information that "He Fei is more suitable". At the same time, optimize the service system, launch industry-specific services such as parent-child carnival and nutrition education, and strengthen consumers' perception of brands.

On the brand marketing side, actively seize the "more suitable" brand positioning. Choose channels with high ratings, such as CCTV and Hunan Satellite TV, and online media loved by young consumers to saturate the core value points of the new brand.