What "medicine" is sold in Wang Laoji's "herbal tea gourd"?
Herbal tea king Lao Ji, many people have drunk it. Have you ever imagined such a scenario?
New Year's visit relatives, one person a box of tea according to the surname: "Come to Lao Zhang, this is your Zhang Laoji" "Xiao Yuan, this is your Yuan Laoji", "And whose Ouyang Laoji" "Yuwen Laoji, come, cheers!" Whether you have a heartbeat or not, many netizens have already taken action. Recently, the herbal tea brand Wang Laoji launched a version of the hundred family names, in addition to the traditional "Wang Laoji", consumers can choose other surnames of "X Laoji" cans, sold out of stock for a time, on the hot search, quite lively.
Monthly sales of 100,000+, what are you laoji?
Overnight, a variety of "Lao Ji" gushed out, and consumers directly called Wang Lao Ji marketing ghost talent: "Take the road of piracy, let piracy have no way out." Of course, pirates may not dare to be so crazy... In 2021, Wang Laoji once brushed the circle of friends with a wave of surname cans. In 2022, Wang Laoji won the New Year with the packaging marketing innovation of the 2.0 version of the surname can. Three days after the launch of the custom can, a number of surnames have been shown to be out of stock, and the Flagship Store of Wang Laoji also jumped to the first place in the daily sales of beverage categories on the Tmall platform on January 3. According to the announcement of Wang Laoji's flagship store, when the first wave was on the new, Wang Laoji's surname totem activity provided a total of 115 surname totem products, and the source of the surname totem was based on the existing totem creation in Mr. Wang Dayou's book "Chinese Surname Totem Origin". In addition to the "change of surname", each surname has a corresponding totemic design to represent their respective clan culture, and its origin story is attached to the side of the package.
Image source: Wang Laoji official Weibo The official website of the State Intellectual Property Office shows that Wang Laoji's affiliates have been applying for the Baijia Laoji trademark since February 2021, paving the way for the subsequent marketing, and a long list of "Laoji" Baijia surname trademarks can simply go around the dinner table several times. However, "115 families rejoice, hundreds of families are sad", and some surnames have not been produced and sold due to trademark registration and other reasons, such as Zhang, Liu, Xu, Wu Laoji, etc., which have been registered trademarks. On the evening of January 6, Wang Laoji added 100 new (no totem) surname custom cans, and the speed of this wave of "Jiaji" is also very amazing. As of January 10, the monthly sales of totem cans in the Tmall flagship store of Wang Laojibai have exceeded 100,000 pieces. And due to the surge in sales of the event, the factory is in urgent production, and the order is expected to be shipped within 20 working days.
Lao Wang "changed his surname" and doubled his value
Rising sales have also brought a steady stream of real money.
In the flagship store of Wang Laoji, the price of the ordinary Wang Laoji is 3 yuan a can, while the surname totem model is priced at 99 yuan per box of 12 cans, and the unit price of 8.25 yuan is nearly three times the price of the ordinary model, but it has attracted many people who originally had no interest in Wang Laoji to rush to buy. "Fortunately, my surname is Wang, and I only need to spend 3 yuan." "I even saved 3 yuan, there is no my last name at all!" Wang Laoji naturally will not let go of this part of the crowd, in the WeChat Mini Program launched a personalized custom can service, you can add pictures, text, stickers, the price is also 99 yuan / box. Compared with other brand customized products, the threshold for Wang Laoji to order a box is not low. Taking Coca-Cola as an example, the personalized custom can on its mini program can be booked at the minimum of one can, but the price is as high as 19.9 yuan / can. On the online shopping platform, the unofficial Coca-Cola custom can price is about 5 yuan / can, and more buy also gives gift box light strings.
Wang Laoji compared with Coca-Cola customized products.
The relevant person in charge of Wang Laoji once explained to the media that the price difference represents the cost difference between different products.
"The cost of personalized customized products is not the same as that of mass-produced products, and Wang Laoji's customized products are products co-created by Wang Laoji and consumers, including more emotional significance, cultural value and production costs." The current sales volume also shows that customized products have been recognized by the market. The person in charge said.
Behind the hot sale, herbal tea goes cold
From the well-known advertising slogan "Afraid of fire, drink Wang Laoji" to the eight-year-long red can dispute with rival Jiaduobao, the three words "Wang Laoji" seem to exist more in Internet news than on the dinner table of young people it wants to appear more. According to the annual report of Guangzhou Baiyunshan Pharmaceutical, the parent company of Wang Laoji, due to the impact of the epidemic, the revenue of the big health sector, which is mainly engaged in Wang Laoji products, fell by 25% year-on-year in 2020, ending the three-year rally and directly returning to the level of 2016. Wang Laoji's drinking scene is increasingly limited to catering, Spring Festival and wedding celebrations, which may be the explanation that the epidemic has brought such a huge impact on Wang Laoji.
Image source: Wang Laoji's official Weibo
Walking cool is not only Wang Laoji, but also the entire herbal tea industry. According to the report of the Prospective Industry Research Institute, from 2012 to 2017, the growth rate of the herbal tea market was 16.7%, 15.9%, 15.1%, 15%, 9.7% and 9.1%, showing a downward trend year by year. According to the Kantar Consumer Index, as of June 2019, the penetration rate of herbal tea in the home has dropped from more than 50% to 45%. In the rapid iteration of the beverage market, 0 sugar sparkling water, NFC juice and all kinds of instant tea drinks are impacting Wang Laoji's sales basic plate. In order to cater to the preferences of young people, the "Hundred Family Names Can" is not Wang Laoji's first effort. Wang Laoji's attempt to make a fuss in the can packaging can be traced back to 2015, from the joint comedy IP "Never Expected" to launch the first custom can product Wang Lao Ji Wan Wan auspicious can, to cooperate with the game to launch "Peace Elite" and "Fantasy Journey to the West" custom can, "JiYun can", it took a lot of thought. Wang Laoji's innovation in single products has not stopped. In 2016 and 2018, Wang Laoji keenly captured the two major trends of "low sugar and no sugar" and "bubble drinks", and began to "reduce sugar and fat" and "cheer" in herbal tea, far ahead of other peers. However, Wang Laoji's product innovation pace of "fighting for his life" has not been successfully transformed into a blockbuster. The 194-year-old brand, which surpassed beverage giant Coca-Cola in 2006, is still struggling to find a reason for young people to drink herbal tea. In the Spring Festival, the most important traditional festival in China, Wang Laoji re-exerted his strength, do you accept the recruitment?
Source: China News Network