Background: The biggest super item in Wahaha is Nutrition Express, with a peak sales of 654.38+0.2 billion, which once accounted for nearly one-fifth of Wahaha's total annual sales! 10 years have passed, and there is no such product. Now, more than 2 billion new wines are running out.
Zong said: in the past, products wanted to hit the market, so long as they advertised and paved channels, they could make big products in a few months, but now they can't.
Zong said that it is difficult to push new products now. In the past, as long as advertisements were well advertised and channel terminals were rolled out, big products could be made in a few months. But not now, the offline investment is very large, the input and output are not proportional, and the advertising effect is also very poor! So it is difficult to make explosives now.
But he also said Wahaha was in no hurry, because their employees had cars and houses, and their lives were very comfortable, so they were in no hurry! But at the same time, he said that if e-commerce wants to get closer, he also intends to build an e-commerce platform himself. Some time ago, I also collected the name of the e-commerce platform online and participated in CCTV interviews.
He said that only one month in Wahaha's history was a loss, that is, last February, the worst moment of the epidemic, but Wahaha did not lay off employees and paid wages as usual.
Wahaha's products have really fallen behind in recent years.
Zong Lao believes that marketing has regressed, consumers like things with grades, communication has changed, and consumer psychology has changed. Even Wahaha's joint marketing body is also being tested.
Of course, a basic view of the industry is that Wahaha's brand is aging.
Marketing retrogression and brand aging are actually false propositions.
The dimension of marketing and the path of thinking are changing.
Tools and methods are changing, not because marketing has regressed, but because the previous models and methods have failed, or the effect has dropped significantly, such as joint marketing, poor products, or no explosive products and major items every year, which is difficult to maintain.
As for brand aging, I still hold the same view: the Forbidden City has been around for hundreds of years, but it is not old. It has become the super IP of the Forbidden City and Taobao, winning a large group of young consumers. Wahaha is only over 30 years old. Is it very old?
There is no problem of brand aging, which is caused by the same thinking, tools and methods.
Wahaha doesn't want to change, and it's not that it hasn't launched new products. Why are there no oversized items and explosives?
After Fuli Zong took over the marketing department, the first thing to do was to change the spokesperson. Wang Leehom endorsed Wahaha Pure Water for 20 years, but it was replaced, because Fuli Zong said that she didn't like Wahaha advertisements, which was too corny, and she liked Nongfu Spring advertisements.
She also set up a creative signature area on Wahaha's new packaging bottle. I don't know what this means. Is this how social interaction works? Is this the big idea of the second generation of managers?
I think innovation is very difficult, because times have changed, and we can't rely on imitating and leading people to attack the market twice, but we need original products.
Wahaha is not wrong to be a platform. The main problems are: stock thinking and product innovation. It is not difficult to solve these two core problems and make them into a scale of 100 billion.
But how difficult it is to give up the original system and thinking.
In fact, the Internet is an era of decentralization, reshaping business structure, fragmenting channels and consumer sovereignty. There is a great chance, depending on whether you dare to do it or not.
Nongfu Spring has been listed, and Zhong Shanshan once became the richest man in China. If it doesn't change, Wahaha's sales of more than 40 billion will be difficult to maintain!
In fact, all the problems in Wahaha are product innovation, not brand aging, management and marketing.
For example, the explosion in Yuan Zhong forest is a good example.
I made a super product in five years, and it actually became popular in 20 19. In 20 18, the sales volume was only 280 million, and in 20 19, it was 880 million. In 2020, it exceeded 3 billion.
This is the way to innovate new products and detonate products. Is to find the secret to winning drinks.
Knowledge, big market, no education, in line with the consumption trend, category innovation to achieve production alienation.
The ultimate difference is that the scene is a kind of life under tonality, accurate positioning, innovative categories, plus the lifestyle advocated by the brand.
Some people say that Yuan Zhong Forest is the victory of pursuing health, zero calories, zero fat, zero sugar and packaging, while others say it is the victory of the pseudo-Japanese.
In my opinion, this is not a victory for packaging. Packaging is only a part of tonality and precise positioning. The most successful thing is that there are not so many sugar-free, healthy and healthy drinks for young people's psychological insight, such as secondary culture. Why not? Why I chose you? Because you are close to your own life and have the same tonality and lifestyle.
How to cook food and drink?
How to make super items and explosive products of drinks? Take Castanopsis fissa forest as an example:
First, imitation is definitely not acceptable.
Accurate positioning, people's psychological consumption trend, this is a whole system, a single point breakthrough, the system wins!
Only by advertising and channels, the era of terminals has passed.
Second, the principle of product first, creating new quantity.
What is Yuan Zhong Forest? A way of life for young people!
Product innovation and category innovation.
Third, internet plus, we should start from the origin.
Since the media is the main battlefield and core of communication.
Why can't many traditional drinks be cooked well? The reason is: stock thinking is too heavy, without the genes of the internet, it is difficult for the ship to turn around, and resources, manpower and thinking do not match.
Internet thinking is not only the change of channels and communication, but also the internetization of business and organization.
Some people say that the packaging is well done, but it is not the packaging that wins. Packaging is only a part of tonality and precise positioning. The core is: for young people's psychological insight, such as secondary culture, there are not so many sugar-free, healthy and healthy drinks. Why can't many of them be done? Why I chose you? Because you are close to your own life and have the same tonality and lifestyle.
For so many years, few traditional drinks can make this product.
Some people say that this is the holiday itself! Just one kind of beverage, no matter which department, is recognized by the market and liked by consumers. Yes, if it's not illegal. If you are not convinced, you can try it.
How to realize the innovation of consumption trend and lifestyle is actually to grasp the hearts of young people at that time.