And its positive challenge cards
First, taste and packaging: "and its positive" taste, product packaging design and color tone and "Wang Laoji" is almost the same. The brands such as “Pan Gaoshou†are very different from “Wang Lao Ji†in both taste and packaging. "And its positive" is to follow the strategy.
For beverages, the first is "taste." After branding and years of market cultivation, consumers believe that “Wang Lao Ji is the original originator of cold tea†and its taste is “the taste of herbal teaâ€. If there is a big difference in taste, there is a suspicion that it is not the taste of authentic herbal tea. Therefore, if there is a difference in taste, there is a great risk. In this sense, the follow-up strategy of “and its positive†taste is undoubtedly correct and deeply market-effective.
In the packaging, "and its positive" is now developed into two types of cans and PET bottles. Wang Laoji has only two kinds of cans and carton packs, and he belongs to two companies. The former is a Jiaduobao Group, which donated RMB 100 million to the Wenchuan earthquake, and the latter belongs to GP Group.
Price and channels: "Wong Lao Ji" canned herbal tea terminal price 3.5 yuan, "and its positive" canned herbal tea terminal price between 2 to 2.5 yuan. When "a herbal tea is a kind of drink that prevents liters" becomes a consensus, the same as Wang Laoji, but with a much lower price, "and its positive" will also have an advantage.
Consumer shopping is the first choice of "category" after the election "brand", in the choice of brand will refer to "brand power" and "price" two factors. These two factors have different influence on consumer decision-making in different categories. For clothing, household appliances and other durable goods, the first is "brand power", followed by "price"; and for fast-moving consumer goods such as beverages, the first is "price", followed by "brand power." Now, because Wanglaoji is synonymous with herbal tea, Wanglaoji is a must; under the same channel, if the taste is the same, low-priced same-category beverages will become a part of consumer choice (every summer beverage price war This is evidenced by the fight with gifted drinks.) In other words, "and its positive" can become a substitute for "Wang Lao Ji."
As a market follower, the reason why Hechao Herbal Tea is interested in staggering its product price with “Wang Lao Ji†is to win over consumers and to reserve sufficient profit space for dealers. "And its positive" out of the profit space is: the retail price is about 1 times higher than the ex-factory price, which is enough to make most of the dealers heart, and of course spared no effort. Coupled with Chen Daoming's endorsement of the ad's frequent debut in CCTV, this played a key role in "and its positive" rapid construction channels.
Brand Background: "He Qizheng" is a brand owned by the Fujian Dali Group. Dali Group not only owns famous snack food brands such as Dali, delicious snacks, and buique, but also has a market network all over the country (at present there are more than 1,500 dealers in the country, with more than 10,000 outlets), in TV commercials. Chen Daoming frequently appeared and publicized for "and his positive" endorsement. From the big investment and big production of "He Qizheng" advertising, it is not difficult for us to see that Fujian Dali Group's "harmony with it" is extraordinary and it is fierce.
Wang Laoji's market weakness
In 2008, the latest data from the international authoritative research agency ACNielsen on the beverage market showed that in the canned beverage market, Red Can Wanglaoji has surpassed Coca-Cola and Pepsi to become the No. 1 in the Chinese market. With its accurate brand positioning and market operations, Wong Lo Kat has achieved a proud performance for the Chinese people. But this does not mean that the herbal tea market led by Wang Laoji is invulnerable. The author believes that Wang Laoji’s performance in the market is also weak.
Undoubtedly, Wong Lo Kat's brand operation and marketing are well-established. The only drawback is that "product packaging lacks innovation." - This is Wang Laoji's market weakness. In order to illustrate the problem, I will analyze from three levels.
First, from the perspective of categories, the leader's continuous innovation is the magic weapon that leads the game forever.
Wang Laoji pioneered the category of herbal tea and is now enjoying the brand interest of the category leader. If Wang Laoji lacks innovation, he will not be able to lead the market and will give later marketers many market opportunities. Why Intel and Microsoft have dominated the market, because they continue to innovate.
In general, there are several innovations: products, advertising, and packaging. In product and advertising innovations, Wang Laoji is commendable, and the only thing is lack of packaging innovation.
Any innovation should start from the needs of consumers, otherwise it is meaningless. And it is launching the PET bottle is to spot the needs of consumers. The goal is to develop mass consumption and household consumption. At the food and beverage establishments, bottled drinks and the like are cheaper and more affordable than Wong Lo Kat; they are not wasted for household consumption and convenience. This is undoubtedly a successful innovation strategy, it will quickly increase its positive sales.
The example of 9 Yang Soymilk is worth waring Wang Laoji. In the small home appliance market, Nine Yang created a new class of soya-bean milk makers, but there was a lack of innovation in the products. Later, the “beautiful†discovered that the 9 Yang Soymilk must soak the beans and the cleaning was also troublesome, aiming at the “consumer needsâ€. "Innovation, the introduction of "do not soak beans, and more convenient cleaning," the non-network soymilk, declared that "soymilk upgrade." It is this innovation that allows the United States to cut a big cake from the market. Nine Yang launched the "soak beans more nutritious" counterattack can not stop the United States of the rapid development of non-network soybean milk machine momentum.
Second, from the consumer's point of view, cans Wang Lao Ji brought inconvenience to the consumer's carrying and drinking.
As we all know, in addition to the Group’s 2005 launch of Tetra Pak packaging, the JDB Group has always had only one kind of Wong Lo Kat product in red cans. Wang Laoji believes that only Wong Lo Kat of the red can represents authentic herbal tea in order to deepen consumers' brand recognition. The author believes that this view is debatable. To judge whether this view is always correct, we must observe from the perspective of the consumer.
In the early days of the market, consumers’ focus on a new category was “whether the product is authentic (mainly concerns quality),
With the development of the market and the expansion of the market share of the category, the focus of consumer attention will shift from “whether the product is authentic†to “whether it is convenient and affordableâ€. Just like Coca-Cola, the red cans represent Coca-Cola, and PET bottles represent Coca-Cola. For those who are accustomed to drinking Coke, the PET bottle has a larger capacity, which is more convenient to carry and drink, and it is certainly more affordable.
For this reason, the author believes that in the early days of the market, the packaging of red cans made Wong Lo Kat form an impression in the eyes of consumers, that is, red cans Wang Lao Ji is the authentic herbal tea. However, with the development of the market, herbal tea has been gradually recognized by consumers all over the country. At this time, no matter what kind of packaging represents herbal tea. And the PET bottle has a larger capacity, which is an affordable device that is more convenient to carry and drink. If Wang Laoji still sticks to the red cans instead of launching PET bottles, he will certainly leave a big market for "and Hezheng". You know, after the opening of the tin can Wang Laoji is not easy to carry and retain. This doesn’t matter in the catering channels. It’s inconvenient to carry around if you’re traveling, traveling, playing, etc. Unlike PET bottled caps, you can easily put them on.
Third, from a market perspective, packaging innovation can quickly expand the sales of products.
In terms of packaging innovation, world giants such as Procter & Gamble and Coca-Cola have given us a good reference. The main packaging of Procter & Gamble's products is bottled products. Why did they later introduce 5ML pouch packaging, mainly for consumers?
Coca-Cola’s early packaging was glass bottles and cans, which were also not easy to carry after opening. When the PET bottle technology emerged, PET bottles were launched immediately for consumers to use and carry, while also expanding the sales of the product. Now, Coca-Cola's PET bottle sales far exceeds the sales of cans.
Coincidentally. In the dairy market, in the early 1990s, the first brand was Bright Milk in Shanghai. At that time, it was inconvenient for consumers that the shelf life of milk at room temperature was particularly short. Only refrigeration can improve the shelf life. Therefore, the bright milk with refrigerated resources has become the first brand.
However, in 1997, Yili Group discovered that Tetra Pak aseptic packaging could improve the shelf life of milk at room temperature at globrand.com, and for the first time cooperated with Switzerland’s Tetra Pak Co., Ltd. to launch Tetra Pak. This move will enable Yili milk to be free from the logistics radius and quickly establish a distribution network throughout the country. By October 2003, only 7 years had passed, and the production and sales volume of Eli's Tetra Pak milk reached 5 billion bags. Yili also replaced Bright as the milk brand.
And its market failure
There are two major market failures: First, follow suit on appeal, and second, the width and depth of channels are not enough.
First, the width and depth of the channel are not enough.
From a nationwide perspective, compared with Wong Lo Kat, the width and depth of its channels are far from enough. Its channels are still limited to the original network channel of Daly Group - Shang Chao. The catering channel has just been developed, and the street shop will not be able to see its positive products. Wang Laoji opened up catering channels in addition to supermarkets and street stores, and formed an alliance with catering channels. The main selection of Hunan cuisine and Sichuan restaurant, hot pot restaurant as a "Wang Laoji sincerity cooperation shop," invested funds and they jointly carry out promotional activities, and these consumer terminal places have also become an important battlefield of advertising, designed and manufactured electronic display, red Lanterns and other promotional items are complimentary. After providing the channel merchants with benefits, Wong Lo Kat quickly entered the catering channel and became the main recommendation drink in the channel.
Second, the appeal effect, can not fight Wong Lo Kat's placeholder.
Since entering the herbal tea market in 2007, the advertisements for the tea market are “Hotpot delicious and easy to get angry. And its herbal tea is in good anger; It’s chilly and sad, and it’s tea is cold, it’s uplifting.†- and its positive."
This kind of dissemination cannot fight against Wang Laoji’s place in the category. Because, in 2007, the effectiveness of “herbal tea for the fire†has been educated by the leading brand Wang Laoji to consumers, and consumers are familiar with it. And it is completely unnecessary to waste this money. Such propaganda can only contribute to the category, and the most profitable one is the creator of the category, which undoubtedly fueled Wang Laoji!
In addition, besides the core value of the herbal tea they are pursuing, “going to the flamesâ€, there is also an increase in the value of “rejuvenationâ€. In an attempt to create differentiation by the value of hyperplastic categories, Wang Laoji was separated. This is not a clever tactic, because "refilling the qi" allows it to be tainted with the color of health care products and dilute the attributes of the drinks. In the consumer's mental resources, herbal tea is "a kind of fire-fighting drink" rather than a health supplement.
And how is it challenging Wang Laoji?
From the above analysis, it can be seen that "Wang Lao Ji" and "He Qi Zheng" have advantages and disadvantages. So, "and its positive" have the opportunity to become the second brand of herbal tea market?
The author thinks that as long as the strategy is right, there is a good chance. Because in the long run, any market will eventually become a competition between two horses. In other words, there are always two brands that kill each other in any category. There are Coca-Cola and Pepsi-Cola in carbonated drinks, Procter & Gamble and Unilever in the daily chemical industry, Master Kong and Unilever in instant noodles, Shuanghui and Yurun in fresh frozen meat and so on.
There are two suggestions that I give to "and his being":
First, in strategy, continue to follow the strategy. But to find their own brand of genes, brand differentiation with Wang Lao Ji. “Wang Lao Ji†is an authentic herbal tea. What kind of herbal tea is “and what is itâ€? The author thinks that literally: “and its positive†means “harmonious, righteous, and ambitionâ€, and this is exactly the “Chinese Excellent gene." Therefore, I think that "and its integrity" should be "China's premium herbal tea". In short, it is "Chinese herbal tea. If such positioning is separated, advertising will no longer appeal for the effects of "rejuvenation and replenishing vital energy." "To learn from Wong Lo Kat and be the second brand of Chinese herbal tea. Gain glory for the nation and strive for the Chinese. - Chinese herbal tea, and its positive."
From the consumer's mental resources, Wang Lao Ji is the first brand of herbal tea (this can not be reversed), who is the second brand? Not on the consumer's mental resources. And when it is said first, it will be possible to achieve a "second place" occupation. From the packaging and advertising efforts, consumers think that is also the case, I feel not bragging. That year, Mengniu used this strategy to catch up with Erie.
From a strategic point of view, Wang Laoji was placed in the position of “the boss†and pursued “harmony†so that Wang Laoji could not be repulsed. Furthermore, what you are asking is "the experience of learning brand building from Wang Laoji, not only for himself, but also for realizing the national brand dream and the country's interests." The pursuit of "righteousness and ambition" is such that consumers will not be disgusted.
Second, in addition to accelerating the depth and breadth of channels, we must implement "terminal interception" tactics. First of all, we must speed up the construction of catering channels and multi-channels, so that consumers "convenient to buy"; followed by the implementation of terminal interception tactics, so that consumers are "willing to buy." And it has a price advantage after all.
Terminal interception tactics are divided into two pieces. One is the “catering channelâ€. Please refer to the “disk intraday†operation of the liquor industry (in fact, Wong Lo Kat's approach to catering channels is similar to “intermediate diskâ€), which starts the target consumer’s consumption. One is “Super channelâ€, please use the terminal interception operation method of daily chemical industry Lihua Sibao to increase market sales.
In the end, I did not forget to remind Wang Laoji. As the leader of the category, you must grasp the spirit of innovation and fill in the loopholes in the product packaging as soon as possible to achieve a greater sales breakthrough.
Regardless of whether it is successfully challenging Wang Laoji, the competition for the herbal tea market will continue. We hope that more and more exciting brand stories will continue to be staged, adding a strong touch to the history of Chinese brands.
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