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In the beverage industry, the status of "happy water", that is, cola, is undoubted, which is also the first thought of many people when it comes to beverages, but the business field itself is always changing, and no product can always be unthreatened.
With the development of the times, people's standards for beverages are constantly changing, and cola does occupy a large market in the beverage industry, but it also means that people have begun to Xi the taste of cola and hope to appear products that can make people shine.
For a product that is not a necessity of life, the pursuit of novelty is the tendency of most customers, and Coke is not immune to more challenges, and if it does not have the relevant taste innovation, it may lose its dominant position.
In 2022, a drink called "Dayao" in mainland China was born, which posed a challenge to Coke, and many people were not optimistic about this product at first, feeling that this drink was a little too "earthy" and did not meet the consumption concept of the new era.
But the result is surprising, the annual sales of 3.2 billion is an exact figure, it is more convincing than any publicity campaign, such a huge benefit, so that many people who are not optimistic about him have changed their views and began to pay attention to the development of the kiln.
In fact, when you really set your sights on Dayao Beverage, you will find that it is not a pure new product, but has a certain amount of time accumulation, which is also the key reason why he can stand out from many Internet celebrity products.
For the catering industry, the most important thing for the public is word of mouth, and the recommendation of friends and relatives occupies most of their choice of new products.
First of all, Wang Qingdong, the founder of Dayao, was in the wine business when he was young, and he has relevant work experience, and he is not a novice in the industry, so he can more accurately grasp the market trend and make more suitable choices.
Wang Qingdong accurately found the lack of brands in the domestic beverage market from many alcoholic beverages, so he wanted to launch a beverage product that could be called representative, and once it came to representativeness, Coke was an unavoidable opponent.
If the beverage industry wants to gain the corresponding status, it must challenge the opponents who can be called the industry leader, and in the 90s of the 20th century, Wang Qingdong was only a small merchant who entered other people's homes to sell drinks.
In 1996, Wang Qingdong gritted his teeth and threw all his savings into the beverage industry, intending to fight against the water, but business activities are not about who is pitiful and who wins, but still depends on the quality.
Coke can gallop in the beverage industry because of their taste and quality, not selling feelings, so Wang Qingdong in the early days faced Coke and was defeated almost instantly, but he did not slump, but regrouped.
Because he has failed once before, he specially summed up the experience of failure, the reason why Coke is popular is because in the nineties of the 20th century, the technological innovation of the domestic beverage industry is not in place, so that foreign countries seize the market in advance.
Coke, which occupies a one-third share of the market, has a huge scale in the past few decades, with a corresponding fan reserve, and if you want to challenge it, you must show your own advantages.
When people see drinks, the most concerned thing is obvious, that is, economic factors, because it is not a necessity of life, people will consider the economic burden and cost performance when choosing drinks.
Before mentioning quality, you must first let the people give you the opportunity to talk about quality, if it is not attractive from the price, then customers will not even have the desire to buy, and there is no way to talk about quality problems.
From this direction, Wang Qingdong proposed the direction of large capacity and low price, so that the kiln has the basis for being watched by the people, but we must know that the customers attracted by low prices will not last long, and with a customer base, we must pay attention to quality problems.
It takes decades to create a good reputation, but it only takes one or two quality problems to destroy it, in order to put forward its own characteristic advantages, Dayao combines catering and uses alcohol-free as a selling point.
As a beverage product that looks like beer, many drivers can buy Dayao as drinking supplies in their leisure time, and they will not delay driving, which is the unique advantage of Dayao compared with other beverages, low price, large quantity, non-alcohol, and highly bound to the hotel.
Usually travel and have fun, drive a lot, and want to drink some wine, as a frequent visitor to the hotel, Dayao has naturally become the first choice of the people, so Wang Qingdong's marketing strategy has really made Dayao stand in a very high position.
However, to challenge the status of Coke, with the current positioning of the kiln, there are still difficulties, Coke can maintain the dominance of the beverage industry for decades has its own advantages, to replace them, it is definitely a long-term and difficult project.
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