On December 17, 2023, Wu Ting, the founder of the guest business school, led Ni Jun, chairman of Haomiao Technology (831856), Li Jun, founder of Ruisi Education, Wang Weiwei, managing director of Ruizhi Consulting, and dozens of other guests to send entrepreneurs and students to Wang Laoji, the world's best-selling natural plant drink. Ye Jizeng, deputy general manager of Wanglaoji Health Company, and Huang Liangshui, media director of Wanglaoji Health Company, gave lectures on the themes of "Brand Marketing in the Content Era" and "Wanglaoji Brand Digitalization and Rejuvenation" for the guests.
Ye Ji, deputy general manager of Wanglaoji Health Company, once gave a lecture at the guests
As the pioneer and leading brand of herbal tea, Wanglaoji follows the market demand of the new generation of people, actively carries out product innovation, and plays with the new national trend and new consumption with a young attitude of userism. The social products launched such as "surname can", "auspicious can" and "auspicious can" have not only created an incremental market, but also achieved multiple improvements in brand, sales and selling price. Among them, surname can marketing is the most eye-catching phenomenal marketing event in 2022, with media exposure exceeding 13.8 billion and 12 hot searches on the list. How does Wang Laoji rely on the old to sell the "new" and do a good job in brand marketing and digitalization in the content era?
Ye Ji, deputy general manager of Wanglaoji Health Company, said in the class sent by the guests: "Content is the product, and culture is marketing. The best way to solve the problem of future development is to create the future. Through the insight into the extraordinary moments of ordinary people, the purchase of beverages, which is not important to consumers, becomes an important thing. In the user-centric social era, content-driven culture and values marketing is more effective than selling products directly. Wanglaoji's category and brand development have two core evolutionary paths. In terms of categories, it has developed from medicinal tea to herbal tea efficacy leader, and then to the public life drink, and in terms of brand, from traditional medicinal tea brand to functional beverage brand, and then to lifestyle brand. ”
Huang Liangshui, media director of Wanglaoji Health Company, gave a lecture at the guests
Huang Liangshui, media director of Wanglaoji Health Company, also introduced to the students how Wanglaoji's "product efficiency sales" digital marketing position based on WeChat ecology can improve users' minds and product sales while taking into account brand effect and operation effect.
First, the content is heart-to-heart, playing with young people;
second, platform co-creation, and the platform to create popularity;
Third, scene innovation and continuous exploration of new scenarios and new experiences.
Guests sent alumni to visit the exhibition hall of Wang Laoji
Time-honored brands inherit the excellent traditional Chinese culture and are also deeply rooted in the memories of generations. For time-honored brands, the combination of innovation and nostalgia should not only inherit the brand connotation and classic elements of the old brand, stimulate people's nostalgia, and give full play to the historical advantages that the new brand does not have, but also develop and innovate in terms of products, brand positioning, channels, marketing methods, etc., and keep pace with the times. This is the fundamental road for classic brands to go through the cycle and build a long-lasting foundation.
Guests: Wu Ting, founder of Business School, and Ye Jizeng, deputy general manager of Wanglaoji Health Company
Guests send alumni to harvest
Lin Xijing, a student of the 12th season of the guest faction and co-founder of Fada
State-owned enterprises (SOEs) have taken on a part of their social responsibility, and the bigger the brand, the more responsibility they have, and the same goes for private enterprises. Only by adapting to the changes of the times and formulating products, management and marketing strategies suitable for the current situation can enterprises go through different cycles and realize the inheritance of brand value. 2C marketing is not only looking at the young market, but also the silver market due to its huge potential. From another point of view, the existence of the opponent is to let yourself not be lazy, have a sense of worry, and continue to upgrade and iterate.
He Shaomao, the 12th season of the guest faction, the chief strategic financial expert of the guest business, and the founder of Zhongmaoliang Technology
The best way to solve the problem of future development is to create the future, ordinary people also have extraordinary moments, important moments in life need a sense of ceremony, need to be blessed, remembered, reimagined and designed product power and brand power, Wang Laoji is such an enterprise. In the process of competition, there must be opponents, and it is more important to go out than to be in the nest, and you can't seek defeat alone. There is no opponent and it is more lonely.
Guest Business School is the Whampoa Military Academy, a leading business school, and is the only all-case Xi institution in China. With the mission of "empowering enterprises and increasing wisdom for society", the guests have been deeply empowered to accompany the growth of 500+ well-known entrepreneurs and large organizations such as Baidu, iFLYTEK, BOSS Zhipin, Laoxiang Chicken, Weizhixiang, etc., with education and training covering 30,000 person-times/year, and the influence of business cases produced has reached 500 million person-times/year. There are top practical and academic school directors and mentors such as Philip Kotler, Roland Berger, and Yu Chengdong, the "father of modern marketing".