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(shí)地利，仍耐心守候成就頂級(jí)品質(zhì)，必用心細(xì)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(guó)鵝莓到新西蘭國(guó)寶奇異果1904年，新西蘭女校長(zhǎng)伊莎貝爾從中國(guó)宜昌把奇異果的種子長(zhǎng)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(guó)鳥“奇異鳥”一起成為了新西蘭國(guó)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(shí)間如何變遷，100多年來，新西蘭果農(nóng)的堅(jiān)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(dú)享全年大于2400小時(shí)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(hù)下，遠(yuǎn)離外界的風(fēng)吹雨打WHATISTHESTORY?農(nóng)業(yè)是一份需要耐心和堅(jiān)守的事業(yè)，雖然具有得天獨(dú)厚的自然環(huán)境，但佳沛從未丟掉對(duì)自然的尊敬和對(duì)標(biāo)準(zhǔn)的追求。在這里，速度并不是一切從中國(guó)鵝莓到新西蘭奇異果,佳沛強(qiáng)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(gè)品種都是以純天然的育種方式來培育，絕對(duì)不會(huì)采用基因改造的方式。陽光金果便是歷時(shí)5000多個(gè)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(shí)，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(duì)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(duì)資歷進(jìn)行審核，同時(shí)每年要參與規(guī)定時(shí)數(shù)的培訓(xùn)（時(shí)數(shù)TBD）并不是每一顆種子都能豐收必須要像呵護(hù)嬰兒一般悉心照料奇異果的成長(zhǎng)，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(zhǎng)出的奇異果自然安心整個(gè)種植過程禁止使用農(nóng)藥，如遇病蟲害不得不用時(shí)，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(gè)月則絕對(duì)禁止使用必須摘除部分幼果，讓其余奇異果營(yíng)養(yǎng)更多更好吃只有當(dāng)熟度達(dá)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(dá)到最美的滋味PARTII-雖有天時(shí)地利，仍耐心守候PARTII–雖有天時(shí)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(jì)，所使用的油墨及盒子本身材質(zhì)均能分解，對(duì)環(huán)境沒有傷害；通風(fēng)設(shè)計(jì)確保奇異果在運(yùn)送途中仍能保持質(zhì)量與最佳風(fēng)味。進(jìn)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(huì)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(yùn)到中國(guó)需要14天。當(dāng)奇異果到了，第一要先接受中國(guó)出入境動(dòng)植物檢驗(yàn)檢疫局嚴(yán)格的病蟲害防治以及農(nóng)藥成分殘留的測(cè)試，確保達(dá)到國(guó)家標(biāo)準(zhǔn)。PARTIII–成就頂級(jí)品質(zhì)，必用心細(xì)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(huì)送去作農(nóng)藥成分殘留的測(cè)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(shí)驗(yàn)室檢測(cè)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(fèi)者吃得安心。差一度不行通過考核的奇異果被分裝進(jìn)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(fèi)者都能吃到“仿佛剛剛采摘”的新鮮口感，佳沛會(huì)將船艙儲(chǔ)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(jìn)入休眠一般，完好無損的運(yùn)往世界各地。WHATISTHESTORY?并不是每顆奇異果都能被叫做“佳沛”對(duì)于細(xì)節(jié)的追求，才能讓貼上“佳沛”標(biāo)簽的奇異果代表了頂級(jí)水準(zhǔn)不美不行包裝廠必須進(jìn)行多次人工與先進(jìn)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(rùn)的奇異果，再以計(jì)算機(jī)設(shè)備依據(jù)果子大小、甜度、及重量進(jìn)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(dá)到消費(fèi)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?jiān)敿?xì)的追蹤資料卡，就能追蹤出該奇異果是由哪個(gè)果園哪個(gè)果農(nóng)種植，以便進(jìn)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(bào)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(tái)日均PV）Online√√√MediawithTopRegionalInfluenceChengdu華西都市報(bào)WestChinaMetropolisDaily1,500,000Daily√√√√√Tianjin今晚報(bào)TodayEvening450,000Daily√√√√√Chongqing重慶晨報(bào)ChongqingMorningPost600,000Daily√√√√√Shenzhen深圳晚報(bào)ShenzhenEveningNews602,000Daily√√√√√Shenyang遼沈晚報(bào)LiaoShenEveningNews826,000Daily√√√√√Back-UpMediaBeijing美顏美食MeiyanMeishi

2,000,000（全平臺(tái)日均PV）Online√√√√Shanghai一條YiTiao34,000,000（全平臺(tái)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