Nowadays, with the emergence of domestic beverage products in an endless stream, some established beverage companies have begun to consider changing the way of development, Coca-Cola has launched sugar-free products, Mengniu and other dairy manufacturers have also launched low-sugar milk, even herbal tea brand Wang Laoji is not far behind, this time Wang Laoji has made what adjustments and changes?
People are already very familiar with Wang Laoji's brand, but have you ever heard of "Li Laoji" and "Chen Laoji"? It turned out that this time Wang Laoji bought the trademarks of other surnames and launched the herbal tea version of the hundred family name, and the sales volume exceeded 100,000 in only 3 days.
On January 4 this year, Wang Laoji officially released the herbal tea product of the Hundred Family Names, involving nearly 100 surnames, in addition to the aforementioned Li and Chen, more common surnames such as Zhao and Zhou are among them, and even relatively niche surnames such as Xiao, Fu, Kang, and Cui are no exception.
So people began to ridicule, "Wang Laoji found the wealth code", "The best way to defeat the cottage product is to be a cottage product yourself".
In fact, Wang Laoji launched a hundred family name products, the main purpose is to combat piracy, after all, the herbal tea brand originated in Guangdong, no one can say who first created it, so everyone has the right to come up with a herbal tea secret recipe to make a brand.
In addition, Wang Laoji's own brand has been launched, and many people have begun to embezzle or imitate similar trademarks, so in order to protect their own interests, Wang Laoji will choose to buy most of the surname copyrights in one go.
Of course, Wang Laoji's new products this time are also to obtain more revenue profits, it is understood that a can of herbal tea products with different surnames, the pricing exceeded the original Wang Laoji 3 times.
On January 6 this year, the price of herbal tea that has been officially sold by the family name has also been announced, it is understood that the price of the original Version of Wang Laoji is about 2.75 yuan per can, while the version of the Family Name is 8.25 yuan, a difference of 3 times, even so, the 3-day sales on the major e-commerce platforms still exceeded 100,000 singles.
Even surnames such as Joe, Kim, and Bai have been sold out and cannot be bought for the time being.
In view of the difference in the pricing of Wang Laoji, many consumers have different views, and consumers who support high pricing believe that the new products launched by Wang Laoji are relatively unique, and the scale of production is small, so the high pricing is also more reasonable, and many people also say that the herbal tea with their surname is priced high, and they also appear to have more face.
Consumers who oppose high pricing believe that Wang Laoji is completely selling marketing concepts and has not made any adjustments to the taste and efficacy of the product.
They believe that wang Laoji has taken the naming right of the surname, forcing consumers to accept high pricing, which is an act of monopoly and unfair competition.
In short, for this new product of herbal tea, everyone's views are different.
However, it is worth mentioning that although Wang Laoji is currently developing in the herbal tea industry, the previous situation has not been optimistic.
Even in 2019, the company's revenue funds were as high as 10.4 billion, and by 2020, it would drop sharply to 7.8 billion, and in just one year, the revenue fell by 2.6 billion yuan.
And when it comes to Wang Laoji, everyone will naturally think of its rival Jiaduobao, the two companies have launched a protracted patent war since 2010.
In 2019, Jiaduobao lost the lawsuit, compensated Wang Laoji for nearly 1 million yuan, and deleted some sensitive advertising words.
But even so, it still failed to save Wang Laoji's revenue, in the final analysis, because Wang Laoji herbal tea has lost the most important marketing gimmick of the past.
The role of traditional herbal tea is to clear the heat and relieve the fire, originally it was a medicinal tea, not a pure drink at all, in order to expand the consumer group, Wang Laoji changed the ingredients to make herbal tea into a drink that everyone can drink.
And this more popular thing among the older generation of southerners has now begun to be combined with some fashion elements, such as some popular online games, popular film and television dramas, etc. Wang Laoji began to position himself on young people.
However, the demand for drinks for young people is not single, such as some sugar-free drinks and new milk teas are the focus of young people's consumption, so Wang Laoji is currently launching new products for the family name, to a certain extent, to save the market.
But even so, the high pricing initiative has dissuaded many people, so in the future, Wang Laoji needs to study a wider audience of product types and pricing ranges.