20150701 布鲁尼蜂蜜商业汇报

Bloom Honey

布鲁尼每日蜂蜜健康马达 - Our Honey Your Health

目录 - Contents

品牌介绍

布鲁尼，源自美国，中高端纯天然蜂蜜品牌

数据分析

蜂蜜数据解析中国内需市场空间

品牌价值

布鲁尼与众不同的单花种生蜂蜜系列以及纯粹的饮食理念

布鲁尼

INTRO

DATA

VALUE

每日蜂蜜健康马达 - Our Honey Your Health

布鲁尼背景故事 - Bloom Honey Story

布鲁尼来自美国加利福尼亚州。场主祖上世代以栽培种植牛油果

、黄金橙、梅子等作物，他传承了祖上留下来的大农场。12年前

，场主为了提高农产率，便开始从事养蜂产业。养蜂后，在短短

十年里，农作物品质和产量的提升效果显著，场主也从中收获很

多养蜂心得。在2014年，布鲁尼的白兰叶草生蜂蜜荣获2015年最

佳食品奖。而场主的养蜂规模也更上一层台阶，蜂箱逐步增加至

1200多柜，并拥有了自己的品牌----布鲁尼。 Bloom Honey originated from the Jefferson Family Farm in Southern

California, the United States. The farm mainly produces avocados,

golden oranges and plums. 12 years ago, the owner of the farm

started to raise bees in the farm in order to improve the

pollination and fruit qualities. In a decades, the quality and

quantity of fruit produced was significantly increased. With

nearly a decades of beekeeping experiences, the owner started his

own honey brand, Bloom Honey. In 2014, The White Clover Honey of

Bloom Honey Company was awarded the 2015 Best Food awards. The

scale of beehives was also increased to more than 1,200 hives.

Bloom Honey begins to have more attentions and started to Bloom.


布鲁尼的使命与哲理- Bloom Honey`s Mission & Philosophy


布鲁尼的使命始终如一保持蜂蜜的最纯粹性，以独特且多样的生蜂蜜品种使其成为您每日生活的健康伙伴，您的身体会感激您如此细心呵护的照顾。

At Bloom Honey, our mission is to make our pure, raw varietal honey an everyday part of your health lifestyle. Your body will thank you for the everyday care.

布鲁尼 – Bloom Honey


一只工蜂在繁忙的夏季中只有6周的生命。几乎每一只蜜蜂一生辛勤劳作，实际只能够酿造1/12茶匙的蜂蜜。（注：1茶匙 = 5 毫升） A worker bee lives for about 6 weeks. Honey bees work super hard, because each bee will only produces around one – twelfth of a Teaspoon of honey in its life.

花费多少力气才能酿造出一磅蜂蜜？ How much effort it takes for producing 1 LB

raw honey？





蜜蜂与蜂蜜 – Honey Bees & Raw Honey


2 Million Flowers

2 百万多花 556只蜜蜂 1 磅蜂蜜

飞行55,000英里

Travel 55,000 miles

556 Honey Bees 1 LB Raw Honey

一只工蜂在繁忙的夏季中只有6周的生命。几乎每一只蜜蜂一生辛勤劳作，实际只能够酿造1/12茶匙的蜂蜜。（注：1茶匙 = 5 毫升） A worker bee lives for about 6 weeks. Honey bees work super hard, because each bee will only produces around one – twelfth of a Teaspoon of honey in its life.

资料由Benefit and Honey提供 http://www.benefits-of-honey.com/ch_honey-bee-facts.html

花费多少力气才能酿造出一磅蜂蜜？ How much effort it takes for producing 1 LB

raw honey？

布鲁尼的原生态蜂蜜 – Bloom Honey `s Raw Honey


资料由Benefit and Honey提供 http://www.benefits-of-honey.com/ch_honey-bee-facts.html

原生态蜂蜜的十大健康益处

• 维持皮肤健康 – Skin Health

• 抗衰老 – Antiseptic • 抗菌剂 – Antibacterial • 抗氧化 – Antioxidant • 帮助消化 – Digestive Aid • 增加体能 – Energy Booster • 抗癌 – Cancer Prevention • 纯天然的糖 – Healthier Sweetener

• 提高免疫力 – Immune System Support • 可直接治愈烧伤不留疤 – Heal Wounds

什么是原生态蜂蜜

• 最纯粹 – Pure

• 非高温加工 – Unheated • 无需过虑 – Unpasteurized • 含有丰富的维他命 – Retain all natural Vitamins • 含有丰富的活性酶 – Retain all natural Enzymes • 唯一含有松属素 – Contain Phytonutrients • 人类早在一万年前就开始食用 – Human started using 10,000 years ago

布鲁尼产品工艺– Bloom Honey Product Progress


蜂蜜在中国的现状，为什么选择蜂蜜？ Honey`s current status in China. Why honey?

1. 消费者为什么选择蜂蜜？ Why Costumers choose honey?

2. 商家为什么选择蜂蜜？ Why choose honey as a business?


中国蜂蜜产业现状 Honey`s current status in China

资料由百度资料数据库提供 Information was provided by BAIDU resource center


“两低”，即市场准入的门

槛低，市场集中度低。“一

无”，即没有强势的领军品

牌。蜂蜜产品市场还处于

相对较低的初级竞争状态。

Low market barrier,

Low market concentration

Lack of leading brand

“两低一无” Two low factors &

one lacking

“产品没核，品牌没芯，消

费没准”，消费以初级产品

为主。需求还并没有得到深

挖，市场缺乏细分，产品趋

同一致。

No Core Product

No Brand Culture

No uniform standard in the market

The market lacks subdivision and most honey products are similar

细分不够与产品严重同质

Lack subdivision & Product homogeneity

老子号品牌虽在市场有着

一定的基础，但在品牌推

广以及营销上大多墨守陈

规。不论从产品类型，包

装设计，到品牌价值都太

过于死板以及守旧。

For old honey brands, the market confidence level is good. However, they lack efforts on branding and marketing, product diversification and product design.

品牌营销少与个性不分明

Lack brand marketing

国内市场随着养生热潮的持续

升温，中国蜂产品的消费总量

已经跃居全球首位。国内食品

安全隐患不断发生，让消费者

更加偏向于进口食品。

Customers prefer imported products over domestic products in food industry because the low confidence level in domestic food.

Health preserving trend is popular

No.1 in honey consumption market

蜂拥而入

Too many brands

中国本土蜂蜜产业现状 Domestic honey`s current status in China

时间（年） Year

中国蜂蜜总产量 Chinese honey total

production

出口数量 Export amount

内销蜂蜜数量 Domestic sales amount

所占比例％ Percentage

2001 25.2 10.7 14.5 57.5

2002 26.5 7.6 18.9 71.33

2003 29.9 8.4 21.5 71.9

2004 29.3 8.2 21.1 72.0

2005 29.32 8.8 20.5 70.0

2006 33.3 8.1 25.2 81.9

2007 35.4 6.4 29.0 78.75

2008 40.0 8.5 31.5 82.09

2009 40.2 7.2 33.3 74.9

2010 40.1 10.1 30.0 76.85

2011 43.1 9.98 33.12 76.85

2012 44.8 11.0 33.8 75.45

资料由食品产业网数据库提供， 2012年 Data was provided by Food Industry research department. 2012


2001-2012年我国蜂蜜出口与内销比例变化情况。单位：万吨

中国消费者食用蜂蜜的数量变化 The differentiation in number of Chinese costumers consume honey

在2012年相比2011年，回答今年吃蜂蜜产品的

数量比去年量增加了的消费者比率占29.5%；

回答今年吃蜂蜜产品的数量比去年减少了的消

费者比率占28.2%；表示今年与去年相比吃蜂

蜜产品的数量差不多的消费者比率为42.3%。

近两年消费者吃蜂蜜产品的数量也呈现稳定增

长态势。 In comparison between this year 2012 and year 2011, participants who increased their honey consumption ratio is 29.5% Participants who decreased honey consumption than last year for 28.2%;Participants who have no change in honey consumption for 42.3%. The number of honey consumers is showing a steady increasing trend in recent two years.

资料由食品产业网数据库提供， 2012年 Data was provided by Food Industry research department. 2012


资料由中国产业洞察网提供, 2014年 Data was provided by Insight, 2014

2011年1月-2014年3月中国（HS04090000）天然蜂蜜进口量及进口额 - 月度数据统计报告

January 2011 – March 2014 CHINA（HS04090000） Natural Honey Import Quantity - Monthly Statistics Report

2011年1月-2014年3月中国天然蜂蜜进口数量与同比增速（千克、%） China’s total amount and ratio in import and export of goods (kg, %)

Imported amount (kg) Imported percentage (%)


资料由中国产业洞察网提供, 2014年 Data was provided by Insight, 2014

2011年1月-2014年3月中国天然蜂蜜进口金额与同比增速（美元、%） China’s total amount and ratio in import and export of goods (dollar,%)

2011年1月-2014年3月中国（HS04090000）天然蜂蜜进口量及进口额 - 月度数据统计报告

January 2011 – March 2014 CHINA（HS04090000） Natural Honey Import Quantity - Monthly Statistics Report


Imported amount (Dollar)

Imported percentage (%)

天猫及淘宝等电商平台主要的消费者是终端消费者，比较重视产品的性价比，因此500g规格的销量占主导地位。首期自采蜂蜜在品相6个左右的情况下，建议只选择250g规格，这样规格配合礼品盒包装，比较适合经销加盟及KA等市场。同时蜂蜜单价价值较高，在考虑性价比的情况下，我们可以采用可以500g=2*250g+礼品盒的方式代替。On Tianmao, Taobao etc. e-commerce website, the majority of consumer is end user who values performance price ratio of the product. Most products are 500g in size. For gift package, the recommended size is 250g(two 250g gift package), which is better suitable for distribute and franchise.

活性指标累计销量

UMF5+/MGO30+/ACTIVE5+ 9726

UMF10+/MGO100+//ACTIVE10+ 4254

UMF15+/MGO250+/ACTIVE15+/ACTIVE16+ 1391

UMF20+/MGO400+/ACTIVE20+/UMF18+/ACTIVE18+

1634

MGO550+/ACTIVE25+/ACTIVE24+ 354

中国进口蜂蜜案例 Imported honey example in China

Sales analysis of different specification

Sales analysis of different type of UMF rate


资料由天猫新西兰官方网站或中国总代理网站提供， 2014年 Data was provided by Comvita Official tianmaot.com.cn OR China general agent. 2014

主要销量集中在康维他与蜜纽康两大品牌，说明消费者对新西兰蜂蜜逐渐开始有了一定的品牌认知。 The major sales was concentrated on Comvita and Manuko brand. This proves that New Zeland brands are now recognized by more customers.

Sales analysis of different brands

不同活性蜂蜜价格对比

序号活性值每250g价格区

间（元） 250g平均价格（元）

序号活性值每250g价格区

间（元） 250g平均价格

（元）

1 UMF5+/MG

O30+ 124-265 150 6 ACTIVE5+ 72-186 146

2 UMF10+/MG

O100+ 208-368 250 7 ACTIVE10+ 148-264 212

3 UMF15+/MG

O250+ 264-480 380 8 ACTIVE15+ 350 350

4 UMF20+/MG

O400+ 410-1038 600 9 ACTIVE20+ 368-788 500

5 MGO550+ 880 880 10 ACTIVE25+ 484/844 700


资料由天猫新西兰官方网站或中国总代理网站提供， 2014年 Data was provided by Comvita Official tianmaot.com.cn OR China general agent. 2014



资料来自于网络提供（请见以下链接）， 2014年 Data was provided by http://blogs.naturalnews.com/manuka-honey-madness-tale-sabotage-theft-food-fraud/ 2014


http://blogs.naturalnews.com/manuka-honey-madness-tale-sabotage-theft-food-fraud/
















中国消费者与蜂蜜 Chinese consumers` relationship with honey


功能

安全品牌

方法蜂蜜的功能作用不够普及蜂蜜的食用方法单一

食品安全是一大挑战缺少可依赖的大品牌

FUNCTION METHOD

SAFTT BRAND Food safety is a big challenge Lacking of reliable popular brand

The function of honey is not well known The utilization of honey in food is too simple

为什么选择布鲁尼？– Why Bloom Honey?

100% 原生态无加工

– 100% Raw and Natural

单花种蜜

– Single Source Flower

品种多样且口味独特

– More Varietals and Unique Taste

玻璃瓶包装以及醒目独特产图案

– Glass Packing and Attractive Label

不同的组合搭配适合男女各个年龄层以及营销推广战略

– Combo Strategy Fits into any Group of Customers


布鲁尼产品品种 – Bloom Honey Product List

锯叶棕覆盆子花天然有机肉桂与白兰叶草花牛油果花荞麦花

黑莓花南瓜花金色蔷薇野樱桃花加州天然干花粉

白兰叶草花香橙花牧豆树香鼠尾草花野蒲公英花


布鲁尼生蜂蜜稀有品种 – Bloom Honey rare flower source

牛油果花 Avocado

荞麦花 Buckwheat

牧豆树花 Mesquite

锯叶棕花 Saw Palmetto

黑莓花 Blackberry

覆盆子花 Raspberry

野樱花 Wide cherry

野蒲公英花 Wide dandelion


2 盎司 / 2 OZ

57克 / 57 G

布鲁尼产品规格 – Bloom Honey Product Specifications

8 盎司 / 8 OZ

227克 / 227 G

16 盎司 / 16 OZ

454克 / 454 G

48 盎司 / 48 OZ

1360克 / 1360 G


布鲁尼独特的礼品包装 – Bloom Honey gift package


布鲁尼健康小贴士 – Bloom Honey`s healthy advise

国外蜂蜜产品消费形态多样,固体蜂蜜、蜂蜜膏、便携蜂蜜、蜂蜜饮料、蜂蜜啤酒、蜂蜜面包、蜂蜜蛋糕、蜂蜜奶酪„„可以满足消费者的各种需求。我国蜂蜜市场长期在初级产品、低端消费上徘徊，利润不断受到挤压。


The variety of honey product is very diverse in western countries. Solid honey, honey gem, portable honey products, honey mixed drink, mixed alcohol, desert and cheese etc. The richness of different honey products can satisfy all kinds of need of customers. In China, honey products in the market lacks diversity and promotion. The honey market stuck at low-end consuming level with decreasing profit.

布鲁尼荣获的资质 – Bloom Honey Certification

布鲁尼生花蜜是美国TSC（产地认证机构）机构的会员的会员。TSC能够证明我们的生蜜100%产自于美国Bloom Honey is a member of True Source Certified, an organization whose members certify 100% of the honey they market is produced in the United States

布鲁尼生花蜜荣获美国NFC(天然食品认证机构）机构认证 Bloom Honey’s products are certified by Natural Food Certifiers

布鲁尼还支持美国一个非盈利组织 Project Apis m. 捐助且帮助他们做如何维持蜜蜂健康以及蜂群崩溃失调的研究项目 Bloom Honey donates and support Project Apis m. a nonprofit organization dedicated to sustaining the health of the honey bee and researching colony collapse disorder

布鲁尼的每一位养蜂人都获有美国联邦专业养蜂协会的资格证 Bloom Honey`s beekeepers are members and certified by American Beekeeping Federation


布鲁尼的每一项产品都获有美国EarthKosher机构的认证许可 Bloom Honey`s products are all received certification by EarthKosher.US

布鲁尼荣获的奖项 – Bloom Honey Winning Awards


布鲁尼每日蜂蜜健康马达 - Our Honey Your Health 此文本的版权归属于美国Bloom Honey，由WEIYI KEVEN TAN 编辑 THIS PRESENTATION WAS RESERVED BY BLOOM HONEY, US. IT WAS MADE BY WEIYI KEVEN TAN

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20150701 布鲁尼蜂蜜商业汇报