Tip: One red planning, free planning, do what you say.
There is a kind of drink in the market, a small red bottle, there is a straw, can only tear open the tin foil seal, sweet and sour, many people have drunk, a small bottle, a few sips to drink, but give people great satisfaction. At this point, you must have smiled heartily: Isn't this Yakult? (also known as Yakult)
Now what cosmetics out of the small black bottle, small brown bottle is very popular with female friends from all over the world. But it is not as good as this little red bottle, which has not been upgraded for decades, not only did not die, but also sold as the world's first drink. It actually created a "single product, 82 years, annual sales of 27 billion" results.
A red bottle breaks into the world, this is not at all what small black bottles, small brown bottles can be compared, so why can this piece be so persistent but still standing? What kind of story is behind this taste of crossing the ocean from Japan? Today, the lonely king is with everyone in the past life and this life of 818 Yiliduo.
In the beginning, Yakult was born in a laboratory in Japan in 1930. At that time, little Japan was still in poor health, often plagued by digestive diseases such as cholera and dysentery.
Therefore, there is a person named Dr. Minoru Shiroda, who was the first to successfully cultivate a more powerful lactic acid bacteria, which can withstand the severe test of the human stomach, can successfully reach the intestine, and promote intestinal peristalsis, absorption and other balala effects. That is, today's advertisements often sell "living to reach the stomach".
This lactic acid bacteria is called Yakult in Japan, and in China, Guangdong, Hong Kong, Hainan and other places are called "Yakult", while cities such as Beijing and Shanghai are called "Yakult". It is said that in terms of knowledge, this also triggered a north-south tearing war called "Yiliduo" or "Yakult".
At the beginning, although lactic acid bacteria were useful, the taste was not good, so Dr. Minoru Yoshida added milk powder and sugar to make the taste that everyone likes now.
Probably because of the addition of milk powder, at first everyone thought it was milk, so it was packaged in glass bottles like fresh milk. Until the 1970s, after the development of the plastic bottle industry, it began to be replaced by plastic bottles, which is now the small red bottle that everyone sees.
The person who invented this little red bottle was Mr. Kensami, the Japanese "design master" at that time. He hoped that the shape of the bottle would show the traditional characteristics of Japan, so he imitated the line of the japanese puppet "Wooden Mustard".
After this package was designed, no matter how fierce the market competition, it refused to change the design! Because Ofeto, as a single product manufacturer, there were not many resources at the beginning, especially in the overseas market of Japan, not as good as Nanyang Dairy in South Korea, and not as good as Yili and Mengniu in China.
But in this case, the so-called change is better than unchanged, let you come more ways, I only go all the way! Yakult is confident that honey juice comes from nowhere, neither developing new products nor making changes to the packaging. As a result, consumer loyalty to this single product is cultivated.
It is said that once in the Philippines, filipino children said that such a small bottle was not addictive after drinking, and asked Yakult to produce 1 liter, but Yakult just ignored them. As a result, 68,000 people in the Philippines launched a petition on Facebook asking for a change of packaging. Later, when things developed, the local radio and television group IN THE Philippines, ABS-CBN, could not stand it anymore, and also began to ask for the people's lives and asked Yili to change the packaging.
But in the end, Yakult officially responded lightly: only the production of vials is to be able to drink at one time, to prevent the growth of bacteria and secondary pollution, and the number of active lactic acid bacteria will also decline. For ordinary people, one vial a day, the number of active lactic acid bacteria required is sufficient.
Which company does not want its products to sell as much as possible, such a head of iron is really the first one.
In fact, Yiliduo is so iron-headed, so many years do not seek progress, but can always strike later. Today, when Coke is known as the "fat house water" crazy diss drink, only Yakult can not be crazy diss, but standing in the refrigerator of convenience stores and supermarkets. What is the secret of its success? Some people specifically summarize it as two points:
A single product can save huge costs
Not to mention the Japanese market, just to say that Chinese mainland market, Yiliduo missed the opportunity to just start reform and opening up, and only entered the mainland market in 2002. At this time, Mengniu and Yili have dominated the entire Central Plains, and in the field of lactic acid bacteria, there are already products in possession.
At that time, there was a product called "Prince Milk". This is a high-tech lactic acid bacteria health milk drink produced by modern biological engineering and using quasi-sterile technology. It has also subdivided two sub-brands of "Sunrise" and "Prince", competing with more than 10 specifications of room temperature lactic acid bacteria in the market.
But unlike Chinese companies that pay attention to full blooming, Yakult only fully promotes its small red bottle, and only promotes one lactic acid bacteria. In just a few years, in 2008, in large cities such as Beijing, Shanghai and Guangzhou, the turnover reached 400 million, and in 2011, it reached 2 billion! The "Prince Milk" just mentioned went bankrupt in 2010 and was later restructured by Sanyuan.
The direct sales model of "Aunt Yakult"
In Guangzhou, sometimes walking on the street, some aunts riding bicycles will ask you, "Pretty boy, drink zuo wei today?" "As you know, these are Yakult's delivery employees, most of them are housewives, and after doing the housework, they will sell Yakult to help the family." Taking advantage of their community connections, most of the guests are neighbors, usually sold in small talk, somewhat similar to today's mothers doing micro-business in the circle of friends.
After Yiliduo entered the mainland market, it was not as eager to establish sales channels as Ilimon Bull, but to create this flexible and humane "direct sales model", which was promoted and sold in that era of underdeveloped information.
According to relevant data, excluding traditional channels such as shopping malls, supermarkets and retail stores, among the 28 million bottles of Yakult sold every day around the world, the sales performance of "Yakult Mom" is close to two-thirds.
The thing is, Yakult seems to be a simple drink, behind the single product is the efforts of several generations, the daily aunts ride bicycles, shuttle through the streets and alleys to deliver and sell, more warm human touch. In the future, I don't know if Yakult will continue to "cling" to it, but I always hope that someone will pass on the health and delicious food.
Tip: One red planning, free planning, do what you say. As a national professional brand marketing planning agency, Yihong Planning provides free consulting and planning services to enterprises and individuals.